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A03-Research and analysis into the ways in which your chosen Travel and
Tourism organisation assesses the effectiveness of the customer service it
provides to its customers.

Benchmarking
Benchmarking is used by many organisations to set a series of qualitative criteria
and see how well they are doing against it. Cadbury World might use
benchmarking on their various quality criteria and assess their performance on
each one of those quality criteria.

Price and value for money
Price and value for money is when organisations want to meet the expectations of
their customers by providing them with services that are worth the amount of
money they paid. The customers are given their money worth. Cadbury World
looks at prices charged at other tourist attractions and the experience gained in
these particular attractions. The visitor attraction benchmark itself against other
attraction such as Alton Towers, Drayton Manor, Blenheim palace etc to see how
well they are doing in terms of providing their customers good value for money
and make sure that the prices that they set to the public aren‟t too expensive and
are just right for the services they are offering customers. Mystery Shopper
evaluation forms are used by the company to find out if they are giving price and
value for money to their customers “as a customer, do you feel that you have had
value for money”. Cadbury World charges £10.80 per Adult accompanying groups
of more than 15 people whereas Alton Towers charges £19 per adult for a group of
10 people or more, by comparing their prices to this organisation Cadbury World
can make some changes in order of gaining more customers, their prices are lower
and promote good customer service so many people might see a better value for
their money at the attraction.

Consistency and accuracy
To achieve good customer service, Cadbury World needs to ensure that it is
consistent throughout, this means that the same quality of service should be
provided by all internal customers. The organisation needs to make sure that the
level of expertise in accuracy and consistency is the same in all departments in
order to please the customers. To measure the consistency and accuracy of service
given to customers by their employees, Cadbury World leave some comment
forms for customers to have their say on the services they‟ve been offered,
questionnaires are used by the organisation as they prove to be more specific and
give them the information they need, they also use mystery shoppers to determine
which ones of their employees need further training on consistency and accuracy,
in the mystery shopper form given out by the organisation, they ask if the
customers think Cadbury World is successful in: telling the story of the history of
chocolate/Cadbury, describing the process of making chocolate, advertising the
Cadbury name, to find out if they are consistent and accurate in the service that
they give to their external customers.

Reliability
Reliability is a very important factor of quality criteria. Reliability means the
customer can rely on the organisation for whatever they need to be fulfilled service
wise. Cadbury World aim to meet its customer‟s expectations in terms of
reliability, but this needs to be monitored frequently to assess whether these
expectations have been met, so the organisation uses training, for instance Cadbury
World have a visitor service code which they call the “6 S‟s” which help monitor
how well they do on reliability as if the customers feel that they could trust the
attraction, most of them will come back which will enforce repeat business. To
assess how successful they are on reliability, Cadbury World uses informal videos
to ask they‟re customers if they like coming to the attraction, the feedbacks then
tell the organisation how reliable they are...

Staffing levels/qualities to meet the demands of seasonality
Staffing levels and qualities to meet the demands of seasonality is when an
organisation has to ensure that they are enough staff working to answer to
customers‟ needs and Cadbury world have 100 employees of whom 65 are
exhibition staff, and the remainder back of house, catering, retail and
Administration, “the organisation has 45 permanent staff and around 30-35
seasonal staff who are dealing with customers directly, either in the exhibition, in
the chocolate-making demonstration or in the shop and to meet the demands of
seasonality they employ more on the high peak season to avoid excessive delays in
providing information to customers. There are more customers booking and
visiting the organisation in the high peak season so they make sure that they make
sure that there is a member of the staff in all area of the building ready to help out
customers.
It is important that the staff employed to help out in high peak season are trained in
customer service practices so that the customer doesn‟t experience a reduced
quality of service. They assess the effectiveness of these quality criteria by using
the Mystery shopper form; have your say website etc…

Enjoyment of the experience
When a customer is visiting a tourist attraction, a theme park, holiday, business or
sporting trip, they want to be able to enjoy themselves. If the customer comes ways
feeling unhappy, it is very unlikely they will repeat the visit/experience. Therefore
Cadbury World need to check that they are providing the quality of experience the
customer expects so they can hope to achieve repeat business and increased sales.
The organisation has buffer zones which ensures that they aren‟t too many
customers at the area, the more the customers are able to circulate freely the
happier they are and more likely they are to enjoy their visit. Elderly people won‟t
necessarily enjoy similar activities as a school group so Cadbury World offers a
wide range / variety of things to do such as a special tour around Bourneville for
the elderly and rides and the cafe for teenagers. The only way Cadbury World can
measure their customer‟s enjoyment is to ask them using questionnaires and
surveys which will determine what the customers enjoy on their trip or what needs
they didn‟t enjoy, rides etc... This gives Cadbury World a chance to improve on
their

Health and Safety
When customers visit a tourist attraction, they want to feel that their health and
safety has been properly considered so organisations need to monitor the
maintenance of facilities and equipments. Cadbury World have to have limits to
the amount of people they allow entry into their attraction each day. If the
organisation gets overcrowded, the environment will be unsafe and both customers
and employees wouldn‟t have a very pleasant experience. To overcome
overcrowding, visitors can book prior to their visit online or on the phone
especially if they travelling in a big group such as a school trip.
Another way Cadbury World monitors health and safety is to have clear exit signs
which arte international therefore known by everyone so there‟s no confusion to
people whose first language isn‟t English, the organisation makes sure that the
customers are aware that the toilets have been cleaned by having notices in there
on which the times its been cleaned at are marked; the toilets at Cadbury World are
cleaned every 60 minutes this tells the customers that they are in a safe and healthy
environment. To find out if the organisation is complying with the health and
safety legislation, the attraction bring in health and safety inspectors to make sure
that the institution cleanliness and safety is sustained. Cadbury World also assesses
the effectiveness of health and safety by using questionnaires and surveys; they
also use mystery shopper surveys for example asking whether the customers think
that the toilets were clean or ask some general questions about if their customers
feel that the number of visitors in the building is adequate, all these research will
conclude how the attraction is doing in terms of health and safety issues.
Cleanliness and hygiene
The cleanliness and hygiene of a place is how the place is maintained, the state of
it, it could be either tidy or messy, it is a major factor for Cadbury World, and
whether or not customers want to use the attraction could be down to how clean the
building is. The appearance of the premises of the organisation both inside and out
effect how customers feel, for example families with kids wouldn‟t want to bring
their children in a dirty environment and might tell other people if the cleanliness
and hygiene there wasn‟t healthy and safe which might lead to less and less visitors
attending the attraction. Cleanliness can be included in the toilets where the floors
should be kept clean, the toilets should be germ free and sinks, tissue racks should
be kept tidy, Cadbury World works hard on their appearances and the first
impression they give to their customers. Hygiene is another factor which can effect
whether or not customers would want to visit Cadbury World. To assess whether
cleanliness and hygiene is established, surveys, comments forms are used to assess
it. Comments form are particularly handy for this as the customers can comment
on anything they thought needs to be dealt with, e.g.: cleanliness of the toilets. The
organisation also uses mystery shopper to uncover whether the litter bins were
emptied regularly, all these techniques help the Cadbury World to assess this
quality criteria.

Accessibility and availability of the tangible products and services
Just like Cadbury World, a number of organisation ensure that their products are
accessible by means of offering them through a range of media, for example; on-
line, phoning customer, mail order etc. Cadbury World uses different methods to
make sure they are accessible and available; making their opening times more
flexible to attract customers, the organisation makes sure that all members of the
public can attend it. Customers must be able to access the building and Cadbury
World uses ramps, elevators to ensure that people with disability can move around
within the premises, there are also steps used for little children or adults with
height issues to make sure that they have the same experience as everyone else and
they can still enjoy the experience. Cadbury World is very accessible, they monitor
this by being very well sing posted , easily located which means customers won‟t
go to too much trouble trying to get there, but they also have different means
transport which could be used to get to the attraction, for example; coach, cars,
buses etc. Another way the attraction makes sure they are available is to open
weekdays, week-ends as well as on holidays and half term breaks. The
organisation even has put in place some events customers can attend in the half
term holidays for example; for this February half term Cadbury World will have
various acts on site daily which will include Charlie Farley and Rags and Mark
Traversoni... The visitor attraction assesses the effectiveness of the accessibility
and availability it provides to its customers by offering them a range of prices, e.g.
group booking, school bookings etc. There are also leaflets which would help
customers locate and access the attraction, the mystery shopper form is also used
by Cadbury World to access their availability and accessibility, the organisation
ask general questions as followed “ do you agree with the opening dates/times”,
the answers help them obtain feedback.

Provision for individual needs
Provision for individual needs is when organisations make sure that they supply
services that will suit every type of customers they have. Cadbury World have a
variety of services available for different customers, for example they have special
tours for the elderly, ramps, elevators and spare wheelchairs are available for
disable customers, there have also a playground for children along with rides
“Cadabra”, audio tours in French, Spanish and German for foreign customers etc...
The visitor attraction identify the needs of their different customers as they want to
satisfy them and experience repeat business; school visits can be educational as
well as fun, Cadbury World offers educational talks to school kids on specific
subjects like Aztecs, Victorians, Design and technology. There are also different
meals available at the attraction‟s restaurants, like halal, special meals for
vegetarians, children etc...
If a customer feels as his needs are being taken account by the organisation, he
might come back. Cadbury World uses questionnaires, comment forms and
mystery shopper forms to evaluate how effective they are on providing for their
different customers. An example of questions they ask on the mystery shopper
form is there are sufficient facilities for people with visual impairment the results,
feedback they get from these will help them determine whether they are providing
all their customer‟s needs or if they need to improve their facilities/services...
another way Cadbury word assess this quality criteria is by simply asking their
customers if they have everything they need...

Methods of obtaining customers feedback

Mystery shopper
Cadbury World mystery shoppers are independent people hired by the organisation
to undertake shopping exercise; they act as potential customers and then report
back to the organisation on their findings. It could occasionally by an employee
from another part of the organisation not known by the employees in the facility
being surveyed. Usually there are about 4 mystery shoppers visiting the visitor
attraction each month but Cadbury World has had about 80 visits in 2009.

Questionnaires
Another method Cadbury World obtains feedback is through the use of
questionnaires. The questionnaires are made by Oxford research agency that
carries out 300 visitor questionnaires on mainly week-ends; they cover a variety of
questions which might include the accessibility of the attraction and many other
customer service areas; it gives Cadbury World the chance to ask their customers
questions in various depths. For educational talks Cadbury World uses the
Hamilton House to produce their leaflets and questionnaires. The organisation also
carries out their own „in house questionnaires‟ which especially focus on new
sections and different department, access etc… for example rides like essence, the
attraction makes sure that the ride is safe and enjoyed by the customers.
Comments forums
There are comments forms available from reception in which both internal and
external customers can comment on services and facilities. It could be for either
making a negative or positive comment which gives Cadbury World the
opportunity to receive development feedback or compliments.
Letters, emails phone calls are also made to customer houses to get important
feedback. The organisation has a „Have your say‟ website which customers can
visit in the comfort of their home to make any comment they wish to.

Informal feedback
At the start of our visit to the attraction we had a talk on which we saw the
organisation undertake some informal feedback method, Cadbury World has a
made a video asking their customers who visits ( families with kids, couples etc…)
and also why they are visiting the organisation. Customers are also stopped and
asked questions in the building; it‟s another informal way of finding out what their
target audiences are.

How do they make improvements?
Cadbury World gains customer feedback through Viewpoint and they have already
begun to look at changes they can make based on the survey results, such as where
and how they advertise. It‟s a more efficient and cost effective way of getting
feedback from their customers. There are Log complaints areas for improvements
at Cadbury World, customers are free to make any complaints they like using
technology, the managers then draw a plan of action and work on the situation;
How they respond to those complaints depends on nature of it.

BIBLIOGRAPHY
      Visit and talk class visit to the attraction
We went to Cadbury world for a talk which was about customer service and the
organisation met the needs of their different customers (26th of January 2011)
       Heinemann text book
As level for OCR Travel and tourism
Publisher: Heinemann educational publishers
Published in 2005
Authors: Hilary Blackman, Anne Rove, John D, Smith and Sue Stewart
       Collins Travel and Tourism text book
It was used to find information on principles of the quality criteria, although old,
the book is very useful
Collins –Travel and Tourism book
Advanced vocational T&T by Tony Outhart and Taylor
Date: 2000
       Cadbury World website
I used the website to find information on travel, meals, and facilities for special
need people.
       Customer satisfaction survey software
To get information on viewpoint and new technology used by Cadbury World.
http://www.customersatisfactionsurveysoftware.co.uk/Case_Studies/cadbury-world-visitor-
attraction-survey
AO4- An evaluation of the customer service principles underlying the service
provided to different types of customer by Cadbury World with
recommendations for improvement to meet the organisation values and
attitudes

Cadbury‟s World set objectives and work towards meeting them, their current
vision is to concentrate on delivering Cadbury values, the organisation want to be
recognised for the services that they offer their customers, along with their current
vision are some other mission statement, for example giving customers a unique
memorable and enjoyable chocolate experience which will assure customer
satisfaction and make sure that they get repeat business, another way Cadbury
World tries to provide for their customers is by Offering them a value for their
money .
This is an evaluation of how Cadbury World meets its mission statement.
In order to see what people‟s opinions were to the customer services at Cadbury
World, I decided to make a questionnaire which my classmates were to fill in as
they‟ve experienced how good or bad the customer service was at the organisation.
I asked eleven different people then made a tally which I then used to make the
following graphs and came out with these results.

Price and value for money
The feedbacks I got from the questionnaires I made shows that more than half the
people I questioned thought that they got value for money, and 5 out of 11
customers preferred to pay a sum of £16 - £20 instead of £5-£10 0r £21-£25. They
seemed to have received excellent customer care and service on our trip. The fact
that we only paid £20 for a day trip in Cadbury World with transport included
seems like a fair price, the experience was definitely worth the money. Cadbury
World provided good price and value for money for their customers and made sure
they had a good experience.
                             How much were you prepared to pay
                        6
                        5
                        4
number of people (11)




                        3
                        2
                        1
                        0
                             £5-£10    £11-£15    £16-£20     £21-£25
                            amount of money customers are prepared to pay
Was the experience worth the
                                 money?
            10
             8
Number
of people    6
asked        4
(11)
             2
             0
                    Very      Expensive   Average        Cheap     Very cheap
                  expensive



        Consistency
        From the responses I obtained from my questionnaires, about 40% of my 11
        customers thought that the Cadbury World‟s staff were helpful and knew a lot
        about the organisation, the external customers found that all their questions were
        answered during their visit. The majority of people I asked thought the staffs were
        very consistent, they all seemed to have received correct information but 5 out of
        11 of them disagreed as the Cadabra ride was closed along with some other exhibit,
        this is an example of bad consistency as the customers expected some services
        which weren‟t delivered. All of the people who took part in answering my
        questionnaires were satisfied with the level of confidence the employees had, they
        found that the staff enjoyed it and followed the 6‟S rules.

            How accurate were the answers to your questions during your visit?
            6

            5

            4
Number
of people   3
asked
(11)        2

            1

            0
                 Very poor       Poor     Satisfactory      Good        Very Good
Reliability
    90% of 11 customers thought that the organisation‟s employees were approchable,
    they got help when they needed some and the staff‟s body languages were good
    enough to feel at eased and as if they wanted to help. All my respondents thought
    that Cadbury World wasn‟t at all reliable in having all their expected attractions
    open. Most students on the trip were looking forward to getting on the Cadabra
    ride so it was a massive disappointment to find it closed. Although 11 out of 11
    customers found Cadbury World to be what they expeceted, the organisation needs
    to make some improvement in this quality criteria as this could not only cause
    them a decrease in visitor numbers but also less and less repeat business will occur
    if the customers‟s expectations arent met.

    Staffing Levels
    Cadbury World employ many people to make sure theirs customers get the
    services and help they deserved so on our trip, it was very obvious that the visitor
    attraction works hard on having staff all around the premises. The feedbacks I got
    from my questionnaires were positive. The staff were in uniforms and looked
    presentable, I asked my respondents “did you think they was enough staff
    working” and they all replied “yes”.
    Cadbury World is doing well assuring that they are enough staff working in the
    premises. My studies show that the external customers are pleased with the
    appearance, staffing levels and quality that Cadbury World offers them.
    About 70% of the people I asked experienced good product knowledge from the
    employees, this means that all the training the Cadbury World‟s staff goes through
    does pay off. Their product knowledge is not at all limited and they seem confident
    when giving out information.

        How would you rate their product knowledge?


                                                Poor
Number                                          Satisfactory
of people
asked                                           Good
(11)                                            Very good
Enjoyment
        9 out of 11 of the people I asked did enjoy the trip, the main reasons given was
        “the chocolate”. The day was both enjoyable and educational. Cadbury World
        presents different services to different customers, for example college students. We
        took part in different activities and learned a lot about customer service, it was
        enjoyable. All of my respondents decided that to recommend Cadbury World to
        other people, this might ensure repeat business and customer satisfaction.
                            How did you find your day?
            7
            6
Number      5
of people   4
asked       3
(11)        2
            1
            0
                   Boring         Average        Enjoyable   Very enjoyable



        Health and safety
        The organisation has clear signs for first aid and fire exits, this shows that Cadbury
        World cares about both their external and internal customers welfare and security. I
        asked 11 people how they would arte Cadbury World in terms of health and safety
        and the results have been really positive, 8 out of them thought of it to be good and
        the rest thought it was very good. The visitor attraction is rated high in this quality
        criteria, customers feel that they are in a healthy and secure environment, they
        could decide to come back or even recommend it to some relatives/
        acquaintances…
            How would you rate Cadbury World in terms of health and safety?
          9
          8
Number 7
of people 6
asked     5
(11)      4
          3
          2
          1
          0
                Very poor       Poor        Average      Good      Very Good
Cleanliness and Hygiene
After observing the cleanliness of Cadbury World‟s premises on our day trip, I
made a questionnaires asking 11 people if they thought the organisation was clean,
on a scale from 1 to 10, 10 being the highest, Cadbury World got rated very high as
they‟ve all seen evidence of the toilets being cleaned and were all able to use clean
utensils from the café and the kitchen. The feedbacks I got were very optimistic;
we all experienced good hygiene from the staff‟s and the premises, and we had
access to clean facilities.
                                                            This graph represents the
            Were the premises clean?
                                                            feedbacks I got from asking a
                                                            number of students who went to
                                                            Cadbury World if the premises
Number                                                      were clean; as the answers were to
of people                                        Clean      be rated from the scale of 1-10, 10
asked                                            Average    being the highest and I had a lot of
(11)                                                        people answering 6-10, I decided
                                                            to put these findings into a graph
                                                            and show the percentage of people
                                                            who thought the premises were
                                                            clean or simply average.


Accessibility and availability
I asked 11 of my fellow class mates if they thought the visitor attraction was well
sign posted and near a bus or train station, they all replied “yes”. On our way to
Cadbury World, there were clear signs indicating the way to the attraction. Many
bus stops were in site but Bourneville being only 5 miles away from the City centre
means that it‟s easily accessible. The majority of my respondents (8 out of 11 of
them) felt that they could move easily and safely around the attraction, Cadbury
World allows its customers to move freely around the attraction, they trust their
customers; they also let them visit and join the tours they want; this could bring the
organisation positive outcomes i.e.: increase the level of repeat business they get.

Provision for individual needs
Cadbury World has won many awards for the different services they offer their
customers with individual needs so after I asked 11 students on the trip to rate the
quality of Cadbury World‟s provision for foreign customers that can‟t speak
English, it didn‟t come as a shock that 9 out of them rated it as being more than
acceptable. 99% of the people I asked thought that Cadbury World gave good
quality provision for wheelchair users, they have ramps, lifts etc… to ensure that
all the facilities and services they offer can be used by disabled people as well.
Cadbury World does provide for all types of customers they receive every day; the
visitor attraction even make questionnaires and surveys to make sure that they are
          doing the very best they can to welcome more customers.

          Quality of provision for foreign customers that can‟t speak English

                  Quality of provision for foreign customers that can‟t speak English
              6
              5

Number        4
of people     3
asked
(11)          2
              1
              0
                          Acceptable               Good                Very Good




          Quality of provision for wheelchair users (question 22)




                                                                               Very bad
       Number
       of people                                                               Bad
       asked                                                                   Good
       (11)
                                                                               Excellent




          Recommendations for improvement
          Reliability and consistency seems to be one the major quality criterias in which
          Cadbury World need to improve. Firstly the organisation needs to provide exactly
          what they were supposed to on the brochures, websites etc…although we enjoyed
          ourselves on the trip, having closed some rides and exhibitions came as a bit of a
          surprise because we expected it to be open. I asked 11 people what they thought
          Cadbury World needed to improve on and 4 people answered “attractions should
be open”, the organisation needs to take account as it might stop them from losing
customers or potential customers through words of mouth, no one would
recommend it if it wasn‟t reliable. Out of 11 people, 3 of them thought that
Cadbury World should appeal to teenagers, it‟s very true that they have educational
talks and other things for young people but it‟s not enough to get us interested,
maybe the attraction could look into building a new “play centre” for teenagers
where young people would go to socialise and play games such as darts, pool etc…
2 out of the 11 people who took part in filling in my questionnaire thought that the
organisation needed more staff and better provision for special needs people,
Cadbury World can improve this by maybe employing more bilingual staff ,
having employees that speak Italian, Chinese, Greek, Korean, Arabic, Polish or
even having audio tours in those languages might broaden their customers, and the
more visitors they get, the more recognition and profit they‟ll make. From the
feedbacks that I got from my questionnaire, it is very clear to me that Cadbury
World is in fact meeting its mission statement. The visitors who took part in filling
in the questionnaires did actually say that the trip was enjoyable, it seems as if
Cadbury World is giving its customers a unique and memorable chocolate
experience, I asked 11 people what they enjoyed about their day and about 80%
answered “the chocolate” so the organization is satisfying its customer‟s needs and
meeting its mission statement.

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A03 benchmarking

  • 1. A03-Research and analysis into the ways in which your chosen Travel and Tourism organisation assesses the effectiveness of the customer service it provides to its customers. Benchmarking Benchmarking is used by many organisations to set a series of qualitative criteria and see how well they are doing against it. Cadbury World might use benchmarking on their various quality criteria and assess their performance on each one of those quality criteria. Price and value for money Price and value for money is when organisations want to meet the expectations of their customers by providing them with services that are worth the amount of money they paid. The customers are given their money worth. Cadbury World looks at prices charged at other tourist attractions and the experience gained in these particular attractions. The visitor attraction benchmark itself against other attraction such as Alton Towers, Drayton Manor, Blenheim palace etc to see how well they are doing in terms of providing their customers good value for money and make sure that the prices that they set to the public aren‟t too expensive and are just right for the services they are offering customers. Mystery Shopper evaluation forms are used by the company to find out if they are giving price and value for money to their customers “as a customer, do you feel that you have had value for money”. Cadbury World charges £10.80 per Adult accompanying groups of more than 15 people whereas Alton Towers charges £19 per adult for a group of 10 people or more, by comparing their prices to this organisation Cadbury World can make some changes in order of gaining more customers, their prices are lower and promote good customer service so many people might see a better value for their money at the attraction. Consistency and accuracy To achieve good customer service, Cadbury World needs to ensure that it is consistent throughout, this means that the same quality of service should be provided by all internal customers. The organisation needs to make sure that the level of expertise in accuracy and consistency is the same in all departments in order to please the customers. To measure the consistency and accuracy of service given to customers by their employees, Cadbury World leave some comment forms for customers to have their say on the services they‟ve been offered, questionnaires are used by the organisation as they prove to be more specific and give them the information they need, they also use mystery shoppers to determine which ones of their employees need further training on consistency and accuracy, in the mystery shopper form given out by the organisation, they ask if the
  • 2. customers think Cadbury World is successful in: telling the story of the history of chocolate/Cadbury, describing the process of making chocolate, advertising the Cadbury name, to find out if they are consistent and accurate in the service that they give to their external customers. Reliability Reliability is a very important factor of quality criteria. Reliability means the customer can rely on the organisation for whatever they need to be fulfilled service wise. Cadbury World aim to meet its customer‟s expectations in terms of reliability, but this needs to be monitored frequently to assess whether these expectations have been met, so the organisation uses training, for instance Cadbury World have a visitor service code which they call the “6 S‟s” which help monitor how well they do on reliability as if the customers feel that they could trust the attraction, most of them will come back which will enforce repeat business. To assess how successful they are on reliability, Cadbury World uses informal videos to ask they‟re customers if they like coming to the attraction, the feedbacks then tell the organisation how reliable they are... Staffing levels/qualities to meet the demands of seasonality Staffing levels and qualities to meet the demands of seasonality is when an organisation has to ensure that they are enough staff working to answer to customers‟ needs and Cadbury world have 100 employees of whom 65 are exhibition staff, and the remainder back of house, catering, retail and Administration, “the organisation has 45 permanent staff and around 30-35 seasonal staff who are dealing with customers directly, either in the exhibition, in the chocolate-making demonstration or in the shop and to meet the demands of seasonality they employ more on the high peak season to avoid excessive delays in providing information to customers. There are more customers booking and visiting the organisation in the high peak season so they make sure that they make sure that there is a member of the staff in all area of the building ready to help out customers. It is important that the staff employed to help out in high peak season are trained in customer service practices so that the customer doesn‟t experience a reduced quality of service. They assess the effectiveness of these quality criteria by using the Mystery shopper form; have your say website etc… Enjoyment of the experience When a customer is visiting a tourist attraction, a theme park, holiday, business or sporting trip, they want to be able to enjoy themselves. If the customer comes ways feeling unhappy, it is very unlikely they will repeat the visit/experience. Therefore
  • 3. Cadbury World need to check that they are providing the quality of experience the customer expects so they can hope to achieve repeat business and increased sales. The organisation has buffer zones which ensures that they aren‟t too many customers at the area, the more the customers are able to circulate freely the happier they are and more likely they are to enjoy their visit. Elderly people won‟t necessarily enjoy similar activities as a school group so Cadbury World offers a wide range / variety of things to do such as a special tour around Bourneville for the elderly and rides and the cafe for teenagers. The only way Cadbury World can measure their customer‟s enjoyment is to ask them using questionnaires and surveys which will determine what the customers enjoy on their trip or what needs they didn‟t enjoy, rides etc... This gives Cadbury World a chance to improve on their Health and Safety When customers visit a tourist attraction, they want to feel that their health and safety has been properly considered so organisations need to monitor the maintenance of facilities and equipments. Cadbury World have to have limits to the amount of people they allow entry into their attraction each day. If the organisation gets overcrowded, the environment will be unsafe and both customers and employees wouldn‟t have a very pleasant experience. To overcome overcrowding, visitors can book prior to their visit online or on the phone especially if they travelling in a big group such as a school trip. Another way Cadbury World monitors health and safety is to have clear exit signs which arte international therefore known by everyone so there‟s no confusion to people whose first language isn‟t English, the organisation makes sure that the customers are aware that the toilets have been cleaned by having notices in there on which the times its been cleaned at are marked; the toilets at Cadbury World are cleaned every 60 minutes this tells the customers that they are in a safe and healthy environment. To find out if the organisation is complying with the health and safety legislation, the attraction bring in health and safety inspectors to make sure that the institution cleanliness and safety is sustained. Cadbury World also assesses the effectiveness of health and safety by using questionnaires and surveys; they also use mystery shopper surveys for example asking whether the customers think that the toilets were clean or ask some general questions about if their customers feel that the number of visitors in the building is adequate, all these research will conclude how the attraction is doing in terms of health and safety issues. Cleanliness and hygiene The cleanliness and hygiene of a place is how the place is maintained, the state of it, it could be either tidy or messy, it is a major factor for Cadbury World, and whether or not customers want to use the attraction could be down to how clean the
  • 4. building is. The appearance of the premises of the organisation both inside and out effect how customers feel, for example families with kids wouldn‟t want to bring their children in a dirty environment and might tell other people if the cleanliness and hygiene there wasn‟t healthy and safe which might lead to less and less visitors attending the attraction. Cleanliness can be included in the toilets where the floors should be kept clean, the toilets should be germ free and sinks, tissue racks should be kept tidy, Cadbury World works hard on their appearances and the first impression they give to their customers. Hygiene is another factor which can effect whether or not customers would want to visit Cadbury World. To assess whether cleanliness and hygiene is established, surveys, comments forms are used to assess it. Comments form are particularly handy for this as the customers can comment on anything they thought needs to be dealt with, e.g.: cleanliness of the toilets. The organisation also uses mystery shopper to uncover whether the litter bins were emptied regularly, all these techniques help the Cadbury World to assess this quality criteria. Accessibility and availability of the tangible products and services Just like Cadbury World, a number of organisation ensure that their products are accessible by means of offering them through a range of media, for example; on- line, phoning customer, mail order etc. Cadbury World uses different methods to make sure they are accessible and available; making their opening times more flexible to attract customers, the organisation makes sure that all members of the public can attend it. Customers must be able to access the building and Cadbury World uses ramps, elevators to ensure that people with disability can move around within the premises, there are also steps used for little children or adults with height issues to make sure that they have the same experience as everyone else and they can still enjoy the experience. Cadbury World is very accessible, they monitor this by being very well sing posted , easily located which means customers won‟t go to too much trouble trying to get there, but they also have different means transport which could be used to get to the attraction, for example; coach, cars, buses etc. Another way the attraction makes sure they are available is to open weekdays, week-ends as well as on holidays and half term breaks. The organisation even has put in place some events customers can attend in the half term holidays for example; for this February half term Cadbury World will have various acts on site daily which will include Charlie Farley and Rags and Mark Traversoni... The visitor attraction assesses the effectiveness of the accessibility and availability it provides to its customers by offering them a range of prices, e.g. group booking, school bookings etc. There are also leaflets which would help customers locate and access the attraction, the mystery shopper form is also used by Cadbury World to access their availability and accessibility, the organisation
  • 5. ask general questions as followed “ do you agree with the opening dates/times”, the answers help them obtain feedback. Provision for individual needs Provision for individual needs is when organisations make sure that they supply services that will suit every type of customers they have. Cadbury World have a variety of services available for different customers, for example they have special tours for the elderly, ramps, elevators and spare wheelchairs are available for disable customers, there have also a playground for children along with rides “Cadabra”, audio tours in French, Spanish and German for foreign customers etc... The visitor attraction identify the needs of their different customers as they want to satisfy them and experience repeat business; school visits can be educational as well as fun, Cadbury World offers educational talks to school kids on specific subjects like Aztecs, Victorians, Design and technology. There are also different meals available at the attraction‟s restaurants, like halal, special meals for vegetarians, children etc... If a customer feels as his needs are being taken account by the organisation, he might come back. Cadbury World uses questionnaires, comment forms and mystery shopper forms to evaluate how effective they are on providing for their different customers. An example of questions they ask on the mystery shopper form is there are sufficient facilities for people with visual impairment the results, feedback they get from these will help them determine whether they are providing all their customer‟s needs or if they need to improve their facilities/services... another way Cadbury word assess this quality criteria is by simply asking their customers if they have everything they need... Methods of obtaining customers feedback Mystery shopper Cadbury World mystery shoppers are independent people hired by the organisation to undertake shopping exercise; they act as potential customers and then report back to the organisation on their findings. It could occasionally by an employee from another part of the organisation not known by the employees in the facility being surveyed. Usually there are about 4 mystery shoppers visiting the visitor attraction each month but Cadbury World has had about 80 visits in 2009. Questionnaires Another method Cadbury World obtains feedback is through the use of questionnaires. The questionnaires are made by Oxford research agency that carries out 300 visitor questionnaires on mainly week-ends; they cover a variety of
  • 6. questions which might include the accessibility of the attraction and many other customer service areas; it gives Cadbury World the chance to ask their customers questions in various depths. For educational talks Cadbury World uses the Hamilton House to produce their leaflets and questionnaires. The organisation also carries out their own „in house questionnaires‟ which especially focus on new sections and different department, access etc… for example rides like essence, the attraction makes sure that the ride is safe and enjoyed by the customers. Comments forums There are comments forms available from reception in which both internal and external customers can comment on services and facilities. It could be for either making a negative or positive comment which gives Cadbury World the opportunity to receive development feedback or compliments. Letters, emails phone calls are also made to customer houses to get important feedback. The organisation has a „Have your say‟ website which customers can visit in the comfort of their home to make any comment they wish to. Informal feedback At the start of our visit to the attraction we had a talk on which we saw the organisation undertake some informal feedback method, Cadbury World has a made a video asking their customers who visits ( families with kids, couples etc…) and also why they are visiting the organisation. Customers are also stopped and asked questions in the building; it‟s another informal way of finding out what their target audiences are. How do they make improvements? Cadbury World gains customer feedback through Viewpoint and they have already begun to look at changes they can make based on the survey results, such as where and how they advertise. It‟s a more efficient and cost effective way of getting feedback from their customers. There are Log complaints areas for improvements at Cadbury World, customers are free to make any complaints they like using technology, the managers then draw a plan of action and work on the situation; How they respond to those complaints depends on nature of it. BIBLIOGRAPHY Visit and talk class visit to the attraction We went to Cadbury world for a talk which was about customer service and the organisation met the needs of their different customers (26th of January 2011) Heinemann text book As level for OCR Travel and tourism
  • 7. Publisher: Heinemann educational publishers Published in 2005 Authors: Hilary Blackman, Anne Rove, John D, Smith and Sue Stewart Collins Travel and Tourism text book It was used to find information on principles of the quality criteria, although old, the book is very useful Collins –Travel and Tourism book Advanced vocational T&T by Tony Outhart and Taylor Date: 2000 Cadbury World website I used the website to find information on travel, meals, and facilities for special need people. Customer satisfaction survey software To get information on viewpoint and new technology used by Cadbury World. http://www.customersatisfactionsurveysoftware.co.uk/Case_Studies/cadbury-world-visitor- attraction-survey
  • 8. AO4- An evaluation of the customer service principles underlying the service provided to different types of customer by Cadbury World with recommendations for improvement to meet the organisation values and attitudes Cadbury‟s World set objectives and work towards meeting them, their current vision is to concentrate on delivering Cadbury values, the organisation want to be recognised for the services that they offer their customers, along with their current vision are some other mission statement, for example giving customers a unique memorable and enjoyable chocolate experience which will assure customer satisfaction and make sure that they get repeat business, another way Cadbury World tries to provide for their customers is by Offering them a value for their money . This is an evaluation of how Cadbury World meets its mission statement. In order to see what people‟s opinions were to the customer services at Cadbury World, I decided to make a questionnaire which my classmates were to fill in as they‟ve experienced how good or bad the customer service was at the organisation. I asked eleven different people then made a tally which I then used to make the following graphs and came out with these results. Price and value for money The feedbacks I got from the questionnaires I made shows that more than half the people I questioned thought that they got value for money, and 5 out of 11 customers preferred to pay a sum of £16 - £20 instead of £5-£10 0r £21-£25. They seemed to have received excellent customer care and service on our trip. The fact that we only paid £20 for a day trip in Cadbury World with transport included seems like a fair price, the experience was definitely worth the money. Cadbury World provided good price and value for money for their customers and made sure they had a good experience. How much were you prepared to pay 6 5 4 number of people (11) 3 2 1 0 £5-£10 £11-£15 £16-£20 £21-£25 amount of money customers are prepared to pay
  • 9. Was the experience worth the money? 10 8 Number of people 6 asked 4 (11) 2 0 Very Expensive Average Cheap Very cheap expensive Consistency From the responses I obtained from my questionnaires, about 40% of my 11 customers thought that the Cadbury World‟s staff were helpful and knew a lot about the organisation, the external customers found that all their questions were answered during their visit. The majority of people I asked thought the staffs were very consistent, they all seemed to have received correct information but 5 out of 11 of them disagreed as the Cadabra ride was closed along with some other exhibit, this is an example of bad consistency as the customers expected some services which weren‟t delivered. All of the people who took part in answering my questionnaires were satisfied with the level of confidence the employees had, they found that the staff enjoyed it and followed the 6‟S rules. How accurate were the answers to your questions during your visit? 6 5 4 Number of people 3 asked (11) 2 1 0 Very poor Poor Satisfactory Good Very Good
  • 10. Reliability 90% of 11 customers thought that the organisation‟s employees were approchable, they got help when they needed some and the staff‟s body languages were good enough to feel at eased and as if they wanted to help. All my respondents thought that Cadbury World wasn‟t at all reliable in having all their expected attractions open. Most students on the trip were looking forward to getting on the Cadabra ride so it was a massive disappointment to find it closed. Although 11 out of 11 customers found Cadbury World to be what they expeceted, the organisation needs to make some improvement in this quality criteria as this could not only cause them a decrease in visitor numbers but also less and less repeat business will occur if the customers‟s expectations arent met. Staffing Levels Cadbury World employ many people to make sure theirs customers get the services and help they deserved so on our trip, it was very obvious that the visitor attraction works hard on having staff all around the premises. The feedbacks I got from my questionnaires were positive. The staff were in uniforms and looked presentable, I asked my respondents “did you think they was enough staff working” and they all replied “yes”. Cadbury World is doing well assuring that they are enough staff working in the premises. My studies show that the external customers are pleased with the appearance, staffing levels and quality that Cadbury World offers them. About 70% of the people I asked experienced good product knowledge from the employees, this means that all the training the Cadbury World‟s staff goes through does pay off. Their product knowledge is not at all limited and they seem confident when giving out information. How would you rate their product knowledge? Poor Number Satisfactory of people asked Good (11) Very good
  • 11. Enjoyment 9 out of 11 of the people I asked did enjoy the trip, the main reasons given was “the chocolate”. The day was both enjoyable and educational. Cadbury World presents different services to different customers, for example college students. We took part in different activities and learned a lot about customer service, it was enjoyable. All of my respondents decided that to recommend Cadbury World to other people, this might ensure repeat business and customer satisfaction. How did you find your day? 7 6 Number 5 of people 4 asked 3 (11) 2 1 0 Boring Average Enjoyable Very enjoyable Health and safety The organisation has clear signs for first aid and fire exits, this shows that Cadbury World cares about both their external and internal customers welfare and security. I asked 11 people how they would arte Cadbury World in terms of health and safety and the results have been really positive, 8 out of them thought of it to be good and the rest thought it was very good. The visitor attraction is rated high in this quality criteria, customers feel that they are in a healthy and secure environment, they could decide to come back or even recommend it to some relatives/ acquaintances… How would you rate Cadbury World in terms of health and safety? 9 8 Number 7 of people 6 asked 5 (11) 4 3 2 1 0 Very poor Poor Average Good Very Good
  • 12. Cleanliness and Hygiene After observing the cleanliness of Cadbury World‟s premises on our day trip, I made a questionnaires asking 11 people if they thought the organisation was clean, on a scale from 1 to 10, 10 being the highest, Cadbury World got rated very high as they‟ve all seen evidence of the toilets being cleaned and were all able to use clean utensils from the café and the kitchen. The feedbacks I got were very optimistic; we all experienced good hygiene from the staff‟s and the premises, and we had access to clean facilities. This graph represents the Were the premises clean? feedbacks I got from asking a number of students who went to Cadbury World if the premises Number were clean; as the answers were to of people Clean be rated from the scale of 1-10, 10 asked Average being the highest and I had a lot of (11) people answering 6-10, I decided to put these findings into a graph and show the percentage of people who thought the premises were clean or simply average. Accessibility and availability I asked 11 of my fellow class mates if they thought the visitor attraction was well sign posted and near a bus or train station, they all replied “yes”. On our way to Cadbury World, there were clear signs indicating the way to the attraction. Many bus stops were in site but Bourneville being only 5 miles away from the City centre means that it‟s easily accessible. The majority of my respondents (8 out of 11 of them) felt that they could move easily and safely around the attraction, Cadbury World allows its customers to move freely around the attraction, they trust their customers; they also let them visit and join the tours they want; this could bring the organisation positive outcomes i.e.: increase the level of repeat business they get. Provision for individual needs Cadbury World has won many awards for the different services they offer their customers with individual needs so after I asked 11 students on the trip to rate the quality of Cadbury World‟s provision for foreign customers that can‟t speak English, it didn‟t come as a shock that 9 out of them rated it as being more than acceptable. 99% of the people I asked thought that Cadbury World gave good quality provision for wheelchair users, they have ramps, lifts etc… to ensure that all the facilities and services they offer can be used by disabled people as well. Cadbury World does provide for all types of customers they receive every day; the
  • 13. visitor attraction even make questionnaires and surveys to make sure that they are doing the very best they can to welcome more customers. Quality of provision for foreign customers that can‟t speak English Quality of provision for foreign customers that can‟t speak English 6 5 Number 4 of people 3 asked (11) 2 1 0 Acceptable Good Very Good Quality of provision for wheelchair users (question 22) Very bad Number of people Bad asked Good (11) Excellent Recommendations for improvement Reliability and consistency seems to be one the major quality criterias in which Cadbury World need to improve. Firstly the organisation needs to provide exactly what they were supposed to on the brochures, websites etc…although we enjoyed ourselves on the trip, having closed some rides and exhibitions came as a bit of a surprise because we expected it to be open. I asked 11 people what they thought Cadbury World needed to improve on and 4 people answered “attractions should
  • 14. be open”, the organisation needs to take account as it might stop them from losing customers or potential customers through words of mouth, no one would recommend it if it wasn‟t reliable. Out of 11 people, 3 of them thought that Cadbury World should appeal to teenagers, it‟s very true that they have educational talks and other things for young people but it‟s not enough to get us interested, maybe the attraction could look into building a new “play centre” for teenagers where young people would go to socialise and play games such as darts, pool etc… 2 out of the 11 people who took part in filling in my questionnaire thought that the organisation needed more staff and better provision for special needs people, Cadbury World can improve this by maybe employing more bilingual staff , having employees that speak Italian, Chinese, Greek, Korean, Arabic, Polish or even having audio tours in those languages might broaden their customers, and the more visitors they get, the more recognition and profit they‟ll make. From the feedbacks that I got from my questionnaire, it is very clear to me that Cadbury World is in fact meeting its mission statement. The visitors who took part in filling in the questionnaires did actually say that the trip was enjoyable, it seems as if Cadbury World is giving its customers a unique and memorable chocolate experience, I asked 11 people what they enjoyed about their day and about 80% answered “the chocolate” so the organization is satisfying its customer‟s needs and meeting its mission statement.