Essay: Why Organizations Need to Embrace Change to Enhance Quality Service

The business environment in Hong Kong is always going through drastic changes due to the government situations, economic system, society, etc. These are considering as business obstacles which hinder the development of any organizations. Competition between organizations are extremely common in Hong Kong, the competitiveness of each establishment is strong. These organizations have their own business strategies to cope with the ever-evolving business world. Companies selling or providing similar products and services are considered as competitions, a healthy competition is beneficial for different companies. They are able to co-exist in the same platform and promote their products and services, these competitions are motivating each to perform better and greater in different aspects, including customer services. The organization can compare and evaluate other’s business strategies to measure their effectiveness towards the operation of its competitors. Then the organization can measure the feasibility of the method, making improvements to the original strategy and utilize it, this is a common business tactic for organization globally.

The organization is able to sort pros and cons of it and maximize the positive effects on their business.

The Hong Kong government always announces new regulations and law towards local and international enterprises, the purpose of it is to prioritize consumer rights and sustain the economic system. The tremendous amount of business regulations obstructs the development and growth of local and global businesses. Product safety and consumer privacy are one the most concerned issue of the local government, for example, the “Consumer Goods Safety Ordinance” to ensure the safety of the goods and obtain a safety permit, all products in Hong Kong must undergo general safety requirements and the safety standards and specification.

This ensures the product’s safety and customer will be able to purchase and utilize the product with any doubts.

Second of all, ‘Personal Data (Privacy) Ordinance’ which protects customer’s personal information while purchasing and using services. The organization has to clarify the usage of the information, it necessary to publicly clarify how they collect, disclose, store, and protect, permission from the customer is a must. Protecting customer privacy and ensuring product safety is also a part of customer service. The organizations need to comply with laws and regulations in order to operate in Hong Kong.

Social factors affecting business include social classes and their influence on the society, level of education, the reputation of the company in society, etc.

Cultural factors affecting business include, lifestyle, social media influence, trends, nationalities, etc.

Hong Kong was considered as one of the most culturally diverse cities in the world, people with different nationalities and ethnicities living in Hong Kong. These people have different beliefs, religious and lifestyle, in order to cope with the situation, research is needed to satisfy customers with different nationalities, for example, for certain religions, certain products are prohibited and restricted. The organizations need to be flexible to fit for the customer, the customer will not fit for the organization. It is crucial to select their target customer, to provide suitable service and goods.

Social media is a new term for the older generation, Facebook, Instagram, Snapchat and Twitter, the four major social media sites for people to obtain information and entertainment. Many business organizations utilize this channel to promote their products and services, they also use this platform to receive customer complaints and compliments. By using this method, they are able to expand their target audience and without paying any advertisement fees.

One of the major social factors of Hong Kong is Income Inequality, this is a serious and undeniable issue of this city. A huge gap exists between people with high income and low income, both of their needs are totally different, it is extremely hard to fulfill both of their needs. Higher income earner may require high-quality standard products; on the other hand, lower income earner may only afford cheap quality goods. An organization needs to narrow down their target customers, in order to fulfill the requirements.

The demographic factor is the study of people, of their age, gender, marital status, occupation, family size etc.

An organization usually targets on one specific age groups, for example, toys, the target group will be 1-10 years old. Their age group also defines their buying power, an adult with a full-time job has a monthly income, a secondary student with weekly pocket money, who has a stronger buying power? Not only age group indicates the buying power of an individual, occupation and family size also shows a person’s buying power. A comparison between a doctor and a janitor, the doctor’s buying power will definitely be much stronger. Another example, a person with a family and a single person, whose buying power will be greater? Local businesses have to identify these elements to narrow down their target groups, to fulfill and satisfy their needs, giving them the best quality of good and services as possible.

Technology changes have definitely revolutionized the way of business, the business process has dramatically improved through decades, it is now working more efficiently. It has open an innovative way of communication, allowing business to communicate globally and without any limitations. It is much easier to contact and communicate with their target customers, as well as receiving feedbacks and complaints through technology. The company could take actions immediately upon receiving complaints, it is an effective way of improvement. The development of mobile applications also expands the platform of doing business, for instance, the virtual organization is now a reality, a company without a permanent address and a facility. It is a mobile organization which could operate wherever they desire.

C3: Why is it necessary to provide opportunities for staff to give feedback and not just

       customers?

Feedback is inheriting from different interactions, in an organization it emphases in human-to-human interactions. Feedback is the information about its prior behavior so that the organization may adjust its current and future behavior to achieve the desired result. Receiving feedback from a different perspective is crucial for the improvement of an organization, staff feedback is as equally important as customer feedback. Staff provides first-hand information about their service quality and this shows the organization’s leadership ability to monitor and train their staffs.

First of all, job satisfaction, a well-managed organization always provides a healthy and enjoyable working environment for their employees. By fulfilling that employees will enjoy their workplace and constantly keeps productivity and service high and efficient. Collecting feedback, suggestions from employees will show what they think about the organization, the positive and negative attributes of their workplace. The organization will be able to get their perspective about opportunities for advancement and the organization’s overall performance. By utilizing this information to shape future image, operating procedures, and training workshops. Feedbacks are beneficial to superior of the company on recruiting, looking for staff who are willing to share and express their opinions and ideas. Making the organization a better place for customers and employees.

Secondly, feedback from employees will the organization to understand the current dynamics of the workplace. Getting inner scope on the interaction between employees and managers. By surveying or interviewing the staff, the organization will be able to identify stress-causing issues and friction between workers, such as rude manager and colleagues. This workplace dynamic is difficult to be identified by the organization, for both small and large business owners. But on the upper-hand, by identifying the dynamic of the workplace, it will be easier to distinguish the ideal staff which is benefitting the organization. Employee feedback is the best method to use in developing an action plan. An action plan assists an organization to reach company’s goal of enhancing employee satisfaction. Ignoring their opinions is the fastest way to destruct workplace morale. An employee should be comfortable giving feedback, and the management should always respond to it.

Finally, feedback results will notify you about the cause of employee turnover in which is suppressing organization’s resources. By studying feedback results, the organization will be able to save money on training new hires including reasons of productivity lost. Evaluating feedback reports can let the organization to undergo resource allocation and how to shift employees for efficient productivity. On the other hand, taking feedback from employees will make them feel a part of an organization, an individual that matters. This will boost their sense of belonging and increase their productivity. A statistic indicates that 78% of employees said being recognized motivates them in their job. Contributing to your workplace gives a sense of ownership.

In conclusion, providing a chance for the staffs to express their insight on the customer service, they can provide a more distinct problem from their point of view. The organization will be able tackle a specific problem, collaboration between staffs and managers benefits the organization to perform better.

D3: How can complaints be used to good effect by organizations? Why should they be

       monitored, reviewed, recorded and analyzed?

The definition of complaints is an expression of dissatisfaction. During customer service when the service quality does not meet their expectation or they feel dissatisfy on the staff or service. Complaints can be received in different methods, through verbal communication, written, online survey or direct conversation with the customer. An abundant amount of people assumes“` customers leave a brand or had the feeling of dissatisfaction due to the pricing of the products. But according to the 2010 Customer Experience Report, the number one reason for the loss of the customer is because of poor quality and rude customer service.

Complaints are remarkably advantageous towards organization operation. By employing and examining these negative and positive feedbacks and complaints, the organization will be able to emphasize the improvement of certain fields on customer service and product quality. Customer complaints can intensify customer loyalty, most of the complaining customer are likely to be regular users on the organization’s service or products. The customer is more likely to use the services again and purchase further products in future. Implementing or receiving the complaints shows the customer that their views and opinions are valued, outstanding service resulted from customer complaints.

Social media monitoring tools are one of the methods to monitor customer complaints, this method is being widely used in a different organization. This monitors customer feedback and increases customer satisfaction. Customers are able to launch complaints in social media sites; the organization is able to react immediately and reply to the complaints. It is important to monitor complaints because customers want their suggestions to be valued and considered. Second, the monitoring system is able to ensure the suggestions of improvements will be implemented to the organization. Third, by monitoring the complaints, the organization can update the customer on the situation, giving them a glimpse of the development. Finally, through monitoring, the specific dilemma and problem can be pointed out for efficient improvement.

Reviewed of the complaints is crucial because some of the complaints are irrelevant from the service quality, it may come caused by external factors which the organization is unable to make changes. The other reason is business haters, they purposely attack and comment badly on the organization’s service quality without any feasible reasons. Without reviewing the complaints, it will affect the overall reputation which may cause a huge impact on the organization. Recording of the complaints acts as an evidence given by the customers which are protecting both parties. All complaints that are reviewed should be recorded as a future reference for the organization because the problem should be consistently modified and enhanced to prevent customer complaints. Analysing customer complaints is significant towards organization development. Without analysing the comments, the organization is only scratching the surface. They will not be able to modify and improve the current dilemma, but may also cause future and more serious problems. Through monitoring, reviewing, recording, and analysing the organization can solve current issues, modify and innovates the problem, as well as predicting future operation issues.

E3: An organisation has had to change some of its policies and procedures due to change to

       the responsible service of alcohol requirements, which aim to provide consumers with     

       safer venues that are committed to practicing harm-minimisation techniques.

Harm minimization is based on drug use, both licit and illicit, drug use from occasional to dependent use. Alcohol can best illustrate what harm-minimization is based on. No matter when an individual sell or supply alcohol, the (RSA) Responsible Service of Alcohol program provides regulation, limitation, and strategies to minimize alcohol-related issues, for instance, intoxication, vandalism, violence in the area where alcohol is provided.

Organizations which supplies alcoholic beverages need to comply with the liquor law. The law promotes and supports a safe environment when serving, supplying and selling alcohol. The venue needs to apply strict policies and procedures on serving and selling alcoholic beverages in order to avoid violating liquor laws. There are two different liquor license, a Liquor Licence, and a Club Licence. Liquor Licence should be applied for alcohol selling business which is issued with a restaurant license given by the Food and Environmental Hygiene Department. Club Liquor Licence should be applied for business which sells and supply alcoholic beverage for the purpose of the club. This license is both issued by the Liquor Licence Board.

For serving policies, alcoholic beverages are strictly prohibited for anyone under 18. This regulation is widely used in most Asian countries; in certain countries, the legal drinking age is 21 or above. Therefore, different venues may apply different policies. For instance, restaurant bars, and certain hotels, minors are able to access but they would not be able to purchase alcoholic beverages and they need to be supervised by a responsible adult.

To practice harm-minimization techniques, the venue should strictly prohibit minor (anyone under 18) to access places like bars, clubs where liquors are being sold. Adults should also drink responsibly, drunk adults cause many issues, like violence and vandalism which damages venue property. The cost of the damage exceeds the cost the customer paid for alcoholic beverages, which is unbeneficial for the organization. The venue should be training staffs to handle this kind of incidents, they must be physically and mentally prepared. Prevention is the best method of securing the interest of the organization. The staffs should follow some regulation on serving alcohols, they should recognize symptoms of impending intoxication, not serve anyone who arrives already intoxicated, understand the concept of standard drinks and drink-driving levels, discourage violence action which harms others or themselves. Restricting drunk adults to further purchase any alcoholic beverages, as well as demanding their contact details to ensure their safety. Contacting their family or friends.

The procedure of selling alcoholic beverage should also be monitored and have strict regulation. The venue should require people entering their venue to present identification card upon arrival to ensure their reach the legal age for entering these venues. Secondly, presenting of identification card should be done during the purchase of alcoholic beverages to ensure no one is violating the rules. Third, staffs will not serve drink for the customer who is intoxicated, they will be contacting the manager first and explain the situation. The staff will be observing the customer who was intoxicated, ensuring their safety. If they were spot attempting to drunk drive, the manager will be calling in-line police line to report the incident to avoid further accident from happening.

F3: Why is it necessary for managers to act as positive role models for professional

       standards expected of service industry personnel?

A role model is a person whose behaviour, example or success can be emulated by others, it is also a person who is looked up to and revered by others. This is a person who acts like a leader, giving ideal examples to let their followers or peers imitate. Being the example is extremely important, all leaders and manager should act as positive role models because employees look up to them, they see them as a leader. Being a leader is a huge responsibility, everything action matters. As we all know, leaders or role models are made, not born. One of the most agreeable will be Steve Jobs.

A term called “Positive Modelling” is a process of discipline and mentoring that focuses on positive workplace behaviour and performance. No matter what the size of the organization’s success. From the perspective of mentoring, manager act as a mentor for the employees. Positive modelling in the workplace, managers are the one who demonstrates appropriate behaviour and proper customer serving skills. Mentors are undeniably important in a workplace, mentors are like teachers, they will be giving advice and suggestion to other staffs on how they could improve their service and handling different customers with different needs.

A manager should be role models of their behaviour and skills that they want the staffs to demonstrate and apply. The performance of the staffs interlinked with the organization is it the duty of the organization to select the best candidate to be the manager position. During customer service, an experienced manager will be able to handle a different situation and be able to serve high standards customers. During the process, the staffs will observe the superior and try to learn from them. Learning does not limit people to books, observation and experiencing it is also crucial. Newly recruited workers have the least knowledge on customer service, training is hectic especially for the service industry. Therefore, the staffs will be learning while working, their main influence will be the manager.  

The success of an organization relies on the performance of the staffs, but in order to the staffs to execute excellent productivity, it all depends on how the manager discipline, assist and monitor the staffs. The manager should teach the subordinates about customer service professionalism, how should they treat customers with a rightful attitude.  

Although working performance and ability is a must for working in a service industry; working attribute and aesthetics is important as well. A manager should show proper working attribute and aesthetic as a staff working in service industry. The manager should show their fellow staffs what attitude should be shown while servicing and facing customers. An experienced superior is able to eradicate problems given by any customer, they will inherit these fundamental skills for the other staffs. For them to practice and utilize it in real life situation.

Teamwork is the key to positive outcomes of organizations, it is also a part of positive modelling. A manager’s responsibility is to unite the staffs; they do not only need to monitor the staffs working performance, they will be also helping them to build their sense of belonging which enable them to work efficiently and perform as a team to enhance service quality.

In conclusion, it is a truthful fact that it’s necessary for managers to act as a positive role model because, customer service knowledge is impossible to be learned from books, it is necessary to learn it from an experienced superior. A role model for them to absorb service experience.

G3: How does the development of customer service policies and procedures contribute to

       the provision of quality customer service?

A policy is a predetermined course of action, which is set to provide guidelines towards accepted business strategies and objectives. It identifies the key activities and provide a general strategy on how to handle issues. A customer service policy is a written code of conduct for staffs to apply it on customer service. The policy content can include on how should the staff respond to questions or deal with displeased customer who demands on a refund. Typically, managers decide the policy and distribute the employee handbook. The policy will list what is expected when a certain situation occurs or guiding the staffs to take actions appropriately.

A procedure is to provide a clear and easily understood plan of action necessary to carry out or implement a policy. It can also help eradicate common misunderstandings by distinguishing job responsibilities and establish boundaries for the workers. A customer service procedure is a way of performing a routine practice. In order to remain competitive, a specific protocol should be taken place. Obtaining a better or a more efficient way of serving the customer can be considered a customer service procedure. The manager has the responsibility to completing job performance evaluation to figure out where weak links can be amended. This results to increased efficiency and better customer service.  

Customers nowadays are expecting more and more responsive from organizations; their expectations are drastically increasing. Quality service has evolved from a competitive advantage to a necessary. The majority of customer stop using the business due to poor quality of service and unprofessional staffs, more than 55% would rather pay more to guarantee good service. In order to facilitate customer service quality and ensure the innovated venture is customer oriented. The organization need to begin evaluating the current service, investigate their needs and construct a flexible and feasible customer service policy.

Organizations should contently search for innovated opportunities to enhance customer service policies and procedures. Manager and staff should cooperate with each other in searching for new methods to assist and serve customers. Customer policies and procedures should be modified every year to keep up with the trend in customer service, as well as maintaining the flexibility of the policies and procedures. Accumulate input from external and internal customers. The internal customers are staffs of the organization, while the external customers are the people who purchase the product

The organization can develop better business strategies with ever-improving customer service policies and procedures. Policies can allow leadership to establish among staffs. This behaviour can be encouraged with training and motivation bonus. Being confident on its customer service policies and procedures is crucial for every organization. The regulations have to be effective and precise referring to the product. Establishing feedback system, polite behaviour, positive outlook will make any organization better when implemented.

H3: Outline the nine step process an organization can follow to overcome systemic

       customer service problems and adjust policies and procedures to improve service

       quality.

Step 1: Define the problem

It is important to identify the symptoms of the problem, without sorting out the possible problems, the organization will not be able to eradicate the problem properly. The organization will also need to calculate the impact of the problem and consider a contingency plan.

Step 2: Gather facts

The organization needs to know what had happened to cause the problem, as well as the people involved in the incident, the staffs and customers. Evaluate different perspectives to have a better understanding of the incident. Gather evidence from the surrounding, and approach another customer who witnesses the incident which causes the problem. Analyse the impact and figure the negative outcomes of it.

Step 3: Identify the real problem

After gathering facts, opinions, and evidence. It is important to re certain the problem, is the assumed problem the actual problem that the organization needs to provide a solution in order to solve the issue. They need to re-ensure it is not the symptom of the problem because curing the symptoms would not cure the entire or actual problem, it just cures a small part of it. Although it is time-consuming to re-ensure everything, it will be more time-consuming if the organization is sacrificing valuable time on nothing.

Step 4: Generate Possible Solution

This step requires generating as many solutions as possible to efficiently solve the problem. Creating many possible solutions can increase efficiency on the next step. Generating alternatives for the organization. Avoid any evaluation and judgment of the possible solution at this point, this could avoid spending too much time on the alternatives.

Step 5: Evaluate Alternatives

After generating a sufficient amount of alternative plans, the organization needs to eliminate some solutions base on the effectiveness, feasibility, customer satisfaction, etc. Each alternative solution must be reviewed, recorded, evaluated and analysed to ensure the alternative can completely solve the problem in the least amount of time and cost the least amount of labour and money

Step 6: Select Best Alternative

Once all the alternatives were evaluated, the organization must make the final decision and pick the best solution. This stage is crucial for the entire organization, the team has to decide on the best solution which has the highest effectiveness and feasibility; lowest labour and resources cost.

Step 7: Gain approval and support

After selecting the best alternative, gaining approval and support from organization staffs are extremely important. They will always need to rally approval and support; some people might disapprove the solution that was chosen. They will need to provide evidence or statistics which supports their argument to persuade the people who oppose with the solution. Without the approval and support, the solution will not be implemented smoothly, and the expected result will be different.

Step 8: Implement Decision

After support and approval have been given, the solution will be ready to be implemented.

Step 9: Evaluate Result

During the implementation of the solution, a follow-up and monitoring system should be made. The results should also be shown to recorded for further uses, constant modification should be performed to ensure the effectiveness of the solution. Updating the customer should be done, showing the organization’s operating skills and efficiency. On the other hand, if the plan failed, repeat the step from 1 to 8, restarting the process.

It is impossible to avoid problems, but by utilizing the above process, it can minimize the impact brought by the problem.

Adjusting policies and procedures can improve customer service, both of them were generated to facilitate customers and staffs. Policies are strict regulations, but it can also be flexible to improve customer service. When problem occurs, new policies will be made to ensure the benefit of the organization and customer. Procedures are definitely adjustable, because procedure adjust to fit the surroundings. Especially when problems occur, it can be changed temporarily to suit the current situation