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1. Part two
In this part, we will design a customer service strategy regarding as Novotel Tainui. Among that,
the strategy will be carried out in terms of the divisional key principles.
This strategy will be implemented in the next year; we sum up "steps" coming from the latest
performance, response and feedback during this year. These steps are the core of this strategy
and will be presented on the multimedia presentation of part three.
And then we adhere to and enhance the strength of ourselves whilst at the same time adjust the
problem we did.
The steps of improving a top strategy of Novotel Tainui in the future will be covered as below:
 Focus on team work contribution
 Focus on traditional training and leadership
 Integrating and establishing part of culture as a whole during serving
 Active listening and efficient response
 Positive attitude
 Effective within deal with a challenge
 Maintain standard
 Focus on quality instead of quantity
 Beyond customer need and exceeding expectation
 Not do the best but do the better in every moment of time
Internal and external customers
According to the triangle of stakeholder, we can see three groups in Novotel Tainui are equally
important. They are the owner, guests and staff. Among that, owner and staff are all internal
customers. They can be controlled and be optimized in the organization as a whole. In particular,
the staff of Novotel is supporting people to act the services to customers. It plays a key role in
the process of customer services delivery.
Guests are the external customers. They chose to Novotel may result of reputation, quality
customer services or word of mouth. They always desire to acquire satisfaction even exceeding
expectation from our product. That is also an eternal topic we need to focus on customer service
and never stop to improve it.
Overall, whatever the internal and external customers we should know:
 Core value of them
 Unify the personal goal and organizational goals
 Retained control to the staff and delegate them during the personalized services
 Know your customers in depth.
In terms of eye contact, communication and evaluation, we mainly know the basic information of
your customers and then do your best to reflect these useful information when you doing the
service to your customers. For example, customers are willing to be called their name instead of
Mr. or Miss because there is much more respect and further relationship evolved.

2. Relationship with marketing and quality customer services
Relationship marketing attempts to approach all parties who have an interest in a service. As a
result, the whole stakeholders include the staff, customers, referrals and suppliers even the
cooperators.
There are four vital elements influence the relationship between marketing and customers, and
we should concern to them.
1. The most important one is your competitors. Novotel Tainui as a 4.5 star hotel has many of
direct and indirect competitors. For example, the Ibis Hotel and other accommodations like
home stays, Holiday Park. They should ask themselves in every moment why customers prefer or
not to us.
2. Reasonable segments of your targeted group. In particular, the critical customer should be
provided more care in order to retain them as your loyalty customers. For instance, older people
and kids are always patient to serve them.
3. Marketing mix. A good package of 4Ps is not only assisting to establish a better marketing
opportunity, but it is a key to achieve the success. There is a similar situation between Novotel
and Ibis. However, key achievement of Novotel is the better customer services. For instance,
Novotel offer the guest valet parking service and sort of entertainment activity like gym, spa and
sauna.
4. Monitoring system. Novotel should carry on selecting the response from existing customers.
Meanwhile, the general manager should hold the employment meeting in order to communicate
with staff. A good team contribution is taking place under a harmonious working environment.
Customer expectation
In general, customer expectation is based on the effect of buyer perception. And the perception
motivates by:
 World of mouth
 Personal desire and need
 Past experience
 Marketing communication
The further strategy in Novotel regarding as positive expectation is put the actual quality not
quantity into service:
1. Attention to tangible items
Take much care on appearance of staff, equipment and facility.
2. Active listening
Useful communication is reflected by training and standard.
3. Responsiveness
Deal with the comment, complaint from customers carefully and then to offer a feedback as
soon as possible.
4. Empathy
It is a part of quality service that the staff should provide a personal care
5. Assurance
Enhance trust development and maintain more loyalty customers

3. Above all, in this section, we can know every customer will be looking at the prior experience of
the service before he comes. These 5 elements apply for quality service are able to achieve the
customer expectation. The most important is we cater for the quality service which means to pay
more attention to every single customer with a personalized care.
Changing and evolving customer expectation
Nowadays, technology has promoted the development of society. The hospitality industry is also
influenced by technological production. For example, the reservation system allows customers
booking a room on the website, it was hard to image this system available applied for the ten
years ago.
In particular, technology is changing the world. For us, more and more social media can improve
the awareness of our brand as well as putting lots of marketing stuff on this media channels.
 We will establish team work group online for staff. It provides a plat for each employee can
communicate with others.
 Complete a reservation system. We promise the comment of the customer will be handling
for the first time and we must take care of the response.
Increased awareness of service
It is an important item we apply for the future strategy. It includes focusing on a team work
contribution.
A good combination of team work is a valuable asset in every organization. Novotel as a hotel to
cater for the hospitality service, quality service is directly affecting the perception of customers.
Novotel got a standard of Peopleology during the serving process:
1. People crave belonging
2. People want the real deal
3. Every person has a story
4. People need to feel special
5. People hate to be wrong
6. People want what they want
7. People love novelty
In addition, most customers pay much attention to the specific, and it is easier to remember the
little things you did. For example, drink delivery as a simply process. But it needs the staff should
have lots of specialist skills like:
 Whether you deliver quickly
 Respect within smile and positive voice
 Always say thank you
 Be nice when in trouble
 Understand what the customers mind, they like 'yes' and dislike 'no' in spite of you say sorry
to them

4. Customer retention
In this section, we will concern on how to retain the existing customers. It is relatively easier to
acquire new customers if you focus on marketing operation. However, quality service is still in
the first place in the business. If new customers unsatisfied to the service or got a negative
impression, they will never come again. As a result, customer retention is very important to
probe the way to existing customers.
The programme consists of 3 factors:
1. Satisfying current customers
 The peopleology of Novotel allows me to concentrate on the quality of customer service.
2. Measuring why they leave
We will record the customer access to us in particular to the loyalty customers. They will be
targeted as an important group. We should take priority care on this target group. According to
the record at a regular basis, we sum up the reasonable promotion for them. For example,
loyalty incentive for them provides discount or golden membership card as a reward.
3. A planned effort to prevent customers from leaving
 We will adjust the price in order to retain existing customers. At the same time, make a
marketing survey at a certain period to the existing customers.
 Recognize the competitor innovation. We are not only to know what our competitors do at
the moment, but to forecast what they will do in the future.
 Development of an exit interview to probe the reason of customer leave. Meanwhile, we
attempt to keep them from leaving at that time through counter offers. For instance,
promise to give them a bargain as well as apologizing to our negligence.
Customer referrals
This part relies on a good relationship between your loyalty customers and the image of Novotel.
Loyalty customer will be the good supporter even advocate of Novotel. They are willing to tell
their family or friends, Novotel as a smart choice to live because of the high quality services. It
should be a long term even hard to develop customer referrals. The best channel of customer
referrals is word of mouth.
The strategies to improve it:
 Be trust and loyalty
 Try to contact with more existing customers who are willing to share the positive experience
to others.
Knowing and understanding your customers
We know a variety of customers should be careful in a different way because of the variety of
personality, habit, lifestyle and culture. That is the reason why we used the personalized services
instead of a unified process. Each customer we serve them should be differentiating others.

5. And the first impression of customers shape in their brain within 30 seconds. In other words, if
you did wrong at the start of the service, you will be failure.
When we provide customer service, we can know customers at a basic understanding in terms of
clue:
 Appearance like cloth, ages and occupation
 Ask some personal details
 Pre knowledge of culture, accent of speaking
Hold on additional languages as possible as you can. For example, use different language says 'hi'
like Ni Hao (Chinese) and Bourjor (French) when we talking with customers at the start.
Customer segmentation
Two big purpose customers chosen Novotel are overnight for travelling and business conference.
In the future, we will need to adjust the market segmentation as well as to develop the new
target group. Customers are still changing their mind and expectation. If we want to know them
in depth, the customer segmentation should be more specific to identify unmet customer
expectation. More detail as below:
We will pay more attention to cultural stuff. For international customers, the staff will apply for
the different service in terms of where they come from. We desire to create a homey feeling for
each overseas customers.
Some additional skills we will put into the training process. The staff is required to hold the
simple Chinese language. And we hope offer the Asian style meals for customers.
Furthermore, we segment part of customers who are the locals or loyalty customers regarding
as:
 Location we can provide service
 Transaction volume
 Customer type and service level
Total commitment of everybody in the organization to
customers
We promise customers to provide the better service than before. Otherwise it will take a hit on
the reputation of Novotel. To be honest, everybody in Novotel must really believe the good
customer service is everyone's job. The basic commitment rules we did:
 See customer service from customers' viewpoint
 Ensure the employees are trained and reliable
 Take customers complaint seriously
 Study customer complaint record and adjust relevant issues
 Constantly review and improve customer service
However, if the problem is taking place, we should consider that in advance. It can be seen as a
challenge to test how effective service we used to deal with the problem.

6. Value analysis of customers and customer segments
There is not loyalty customer any longer if your service is not satisfied to customers. Customers
will prefer any other similar as a valuable mean. Most of that, customer value can show how
customers select between competing suppliers. For example, Ibis Hotel.
Among that, the basic customer value consists of the cost and benefit of the product or service.
For Novotel, the cost means how much money customer charges a room. And the basic facilities
Novotel can provide to customers.
In addition, the benefit included:
 Customer service they did
 Image, experience customer perceived
 Relationship established
Nowadays, more and more customers concern on the benefit in particular, they are much
willingness to pay on this benefit.
Development of customers focused products and services
Customer satisfaction is the final achievement when we approach to the successful customer
service. We should consider each customer in the first place and focus on them. As we known, it
takes 20 years to build a reputation and 5 minutes to ruin it if the service can be not satisfied to
customers. The principle of customerism would be implemented throughout strategy of
customer service.
In the future, we will try our best to consider the customer demand. Also, to keep a comfortable
environment when customers come in Novotel as well as giving a joyful feeling when customers
leave.
Some new service we will apply for next year:
1. Pre service
The standard should be required each employee must hold some simply pre knowledge in
relation to multiple culture, effective communication, positive cues like manner.
2. Duration of service
It should be followed strictly by the principle of peopleology Novotel
3. after service
We will never stop to focus on the trace of after service. In particular, negative feedback must be
hard study and provide a detail to improve.
Differentiation from competitions through customer service
In general, the hospitality industry has a trend that there are more and more competitive taking
place in this market. At first, we should understand our competitors of Novotel in advance. And
then, we desire to differentiation from competitors and then to develop a unique service. It is
actually a general phenomenon to apply for any business industry.
There is a brief comparison between Novotel and Ibis, and the list show the additional service
Novotel had:
 star Qualmark

7.  Restaurant, lobby bar and 24hours room service
 Guest valet parking service
 Entertainment
 Gym,spa and sauna
In the future, we will hope to carry on innovating more unique service to cater for the customer
expectation.
 Purchasing agent in terms of customer demand
 Chinese massage
 Venue decoration suggestion for business conference
 Accept order on wedding decoration
Meeting and exceeding customer expectation
This is a key principle of achieving customer satisfaction. In terms of the standard, we hope we
can provide the better customer than the latest time instead of the best one. To meet customer
expectation is not satisfied captious customers any longer. As a result, future goals we will
achieve to exceed customer expectation.
In order to improving a exceeding customer expectation, it enable to:
1. Identify the priorities of customers
We are prior to considering the older customers and families.
2. Discovery the potential problem before it happens
It requires staff should concern about customer's feeling according to their response, attitude or
even behaviors.
3. To achieve exceeding expectation at a certain time
4. Build a stronger relationship with customers
To establish a rapport within positive behavior and respect
5. Differentiate your customers from others
Emphasize the strength of Novotel when you introduce your business
Empowerment
First of all, empower is not an act of setting the front line free. It should apply for retained
control as well as given a certain authority for staff. For example, the staff can deal with the
emergency problem individually.
The key strategy of empowerment will throughout the organization in the future:
1. Power to make decisions to enhance the organization's performance
2. Information about the performance of the organization
3. Rewards based on the performance
4. Knowledge will enhance individual performance

8. Creating a customer service culture
An important step we will focus on the future strategy. In our team, we will enhance the strong
passion for service. Each staff considers the positive service as a mission. Meanwhile, everyone
would have a dynamic passion to complete every service. The staff must being willingness to
burden this job. For instance:
Use the smile, positive voice and action, being patient, respect and so on.
Reference list:
Strategis Customer Service. A customer service attitude make the different. Retrieved 12 Oct,
2013, from
http://www.mentormob.com/learn/i/strategic-customer-service/a-customer-service-attitude-ma
kes-the-difference-customerthink
Hotel News Now. 7 ways to improve customer service. Retrieved 12 Oct, 2013, from
http://www.hotelnewsnow.com/Article/7252/Be-my-guest-7-ways-to-improve-service