SDM404 Service and Design Management - Assessment 3: Group Project

Assistance on Design The Customer Service Employee Handbook

Task summary:

Write a report to support the contents of the Customer Service Handbook and devise a Customer Service Handbook. To complete this task successfully, you must draw on knowledge from all unit modules to create a service management structure that is both practical and accessible to service users.

Details on how to complete this task can be found in the “Context” section.

Context:

Customer Service Employee Handbooks are an important tool used by Hospitality firms to give their employees a guideline of how services should be delivered, thus, allowing the company to provide exceptional service and be successful. This tool is the cornerstone of customer service training, and it contains all the information that employees need to create exceptional customer experiences.

Customer satisfaction is the goal of good hospitality in the hotel industry.

The Board of Directors of your Assessment 1 chosen hotel is concerned about declining service quality and market share. To regain its name and position in the guests’ eyes, the Board has set new goals (new goals to be defined i.e., Improve Service quality), be a learning organisation and improve market share.

In teams you will create part A: a visual service design proposal that addresses the entire service spectrum from concept to relationship management with guests and employees. Part B: a report justifying the handbook proposal.

The purpose of this assessment is threefold.

First, as a group project it is a practicum for practicing communication and leadership skills including group decision making, conflict resolution and interpersonal
Second, communication (written and visual) is an important skill in any profession, and this is an opportunity for you to apply a variety of communication
Finally, the assessment provides you with an opportunity to action Service Design and Management theories learned in class and practically apply these theories in a hospitality industry To review and suggest a service design management plan for your Assessment 1 chosen hotel, you will act as a consultancy team.

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Task Instructions

Choose one of your group members’ Service concept ideas from Assessment 1 to design the Customer Service Employee Handbook for current and new
Use the information you have obtained and analysed for Assessment 1 to identify the characteristics of your chosen hotel/ restaurant, its augmented services (e.g., restaurants, bars, fitness club, gift shop) and its target market. You will use this information in your Customer Service Employee Handbook
Design a Customer Service Employee Handbook applying theories and knowledge acquired during your SDM404 course based on the information you collated in Step 2.
Analyse and justify your design choices against service management theory in an analysis-based business report presented in Part
You should cite a minimum of ten (10) academic sources in your text, plus others as Three

(3) academic textbooks and seven (7) academic journal articles are required. Blogs and other unreliable sources do not count as academic references.

Part A Construction of Customer Service Handbook (Approx. 10 pages)

With your expertise in service design and management, you are required to design a Customer Service Handbook for your chosen hotel to assist its frontline employees in delivering seamless quality service to its guests.

Six key service design and management components must be included and applied to the chosen Assessment 1 hotel/ restaurant:

1. The Hotel’s / Restaurants Service Concept	· Critically reflect how Guest Experience employees could understand the service concept of your chosen hotel/ restaurant. · Articulate and communicate its business idea by developing a service concept statement and justifying the key elements that uphold the intention of the service.
2. Strategies for managing service encounters	· Reflect on desirable service behaviours for the hotel / restaurant. · Apply three specific strategies to manage service behaviour encounters.
3. Strategies for managing service quality and satisfaction	· Firstly, apply one theory to conceptualise service quality and/or customer satisfaction determinants at your chosen hotel/ restaurant. · Then apply one strategy or method to measure and monitor service quality and/or customer satisfaction.
4. Managing service processes and environments	· Explain the importance and significance of mapping service processes. · Create a detailed blueprint for the service process of your choice. · Create a theoretical framework for a servicescape of your choice and justify the environmental stimuli that you will propose to enhance both guests and staff behaviours. Consider how you will communicate this to the employee.
5. Managing service failure and recovery	· Create a full synopsis of potential service failures for the hotel/ restaurant. · Apply one theory to your detailed service recovery process proposed for the hotel/ restaurant and explain how it can be incorporated in the recovery steps for the employee.

6. Managing external and internal customer relationships

· Explain the importance in managing internal and external customer relationships, and then apply one strategy to manage internal customer relationship.

· Develop an effective service guarantee (statement) for the hotel and outline the process of how employees should implement the service guarantee.

Tips on Part A– Designing your Customer Service Handbook

Research the key theory for each component of the Customer Service Handbook. Use this theory to help your team decide on strategies for managing and designing service. You will need to justify your decisions and strategies in Part B of this assignment when explaining them to Only Part B must be supported by academic literature
Be creative in the design of the Handbook. Make it relatable and easy to understand for the hotel/ restaurant employees. This is the key, keep it simple using drawings, images, figures, and tables to visually present information is highly recommended, but they must be original. Copying from another source including the Internet is not permitted. Component 4 requires diagrams (see table of key components above). Sources need to be acknowledged, e.g.: adapted from Smith (2015).
Important reminder: when creating and applying strategies, you must establish clear communication of the reasons underlying the prescribed service behaviour and/or line of action (as the implementation of the strategy).

Tips on Part B– Justification Report (justifying your decisions of content in the Handbook)

The report analyses and justifies all decisions and strategies in your team’s Customer Service Handbook against relevant service management theory and concepts.

The following structure is to be used for your Part B (2,000 words):

Executive Summary* Table of Contents*

Introduction to Report

2. Analysis and Justification

Hotel service concept

2.2. Strategies to manage service encounters

Strategies to manage service quality and satisfaction

2.4. Managing service processes and environments

Managing service failures and recovery

2.6. Managing external and internal customer relationships

Conclusion

Reference List* Appendix/es*

Part A Customer Service Employee Handbook

2.9. Team Contract

*Not included in word count

Group work and peer evaluation Instructions

At the beginning of a term/project:

Use the group contract template provided on Blackboard in the Assessments section to create and sign a group This should be completed two weeks before your assessment due date. Your Learning Facilitators may review contracts as needed (for example, when there is a lack of progress or conflict among group members).

During a project:

Keep track of communications and drafts. Please notify your Learning Facilitator of any serious concerns about a group member's contribution as soon as possible or two weeks before the due

At the end of a project/assessment submission:

Attach the group contract as an appendix to your group Do not to ‘recycle’ (self-plagiarise) contracts from other assessments. Sections on deliverables, timeline and expectations, in particular, should be unique to each assessment or project. Self-plagiarism is an Academic Integrity breach and can result in assessment or subject penalties.
The group contract accounts for 10% of your assessment grade. The group contract will be assessed stipulated targets, plans and It should be clear, realistic and appropriate for the nature of the project.
A peer evaluation form is available on Blackboard in the Assessments This can be used to raise unequal or unfair contributions from other group member(s) which your Learning Facilitator. By the assessment due date, you must email clear supporting evidence (e.g., records of communication and drafts) to your Learning Facilitator together with a completed peer evaluation form. Otherwise, the allegations will be dismissed.
If you have been accused of not contributing equally or fairly to a group assessment, your Learning Facilitator will contact you and give you three working days to respond and provide supporting After three days, your Learning Facilitator will assign a mark based on the evidence provided. This may be different from the group members’ marks and reflect your work quantity and quality.

Referencing:

All referencing must be in accordance with the most recent APA Academic Writing Guide on SharePoint.

It is essential that you use appropriate APA style for citing and referencing research. Please see more information on referencing here in the Guide found via the Academic Skills website.

Submission Instructions:

Submit your report (Part B and Part A (in appendix) in Word document to Turnitin by 11.55 pm AEST/AEDT on Friday of Week
Use font Time Roman, Arial or Calibri, size 11-12, at one and half line spacing
The total word count, excluding executive summary and references, must be within 10% (+ or -) of the assessment word count for part B (2000 words) and min 10 pages for part A. Penalties will apply when word count restrictions are not
A Torrens University Group Assignment cover sheet is to be attached with your submission to Turnitin and submitted by only one group
Group contract needs to be submitted as an
You do not need to attach the marking rubric to your submission

Academic Integrity

All students are responsible for ensuring that all work submitted is their own and is appropriately referenced and academically written according to the Academic Writing Guide. Students also need to have read and be aware of Torrens University Australia Academic Integrity Policy and Procedure and subsequent penalties for academic misconduct. These are viewable online.

Students also must keep a copy of all submitted material and any assessment drafts.

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