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1、Improving Customer Satisfaction via a Comprehensive Language-Skill Focused Training Program论文摘要京城俱乐部，是北京首位高档商务俱乐部。它始建于1994年，由中信集团和美国国际会所管理集团共同合作建立的。 会员主要组成为全球500强公司的首席代表，使馆外交人员、国内商界精英。它的目标是为商界精英搭建一个更好的商务平台、创造更多的合作机会。随着中国改革开放步伐的加快，更多的五星级饭店出现，以及更多俱乐部的成立，俱乐部业也面临前所未有的激烈竞争。服务商业的收费价格趋于更加合理，而我们对会员的收费标准呈现下降
2、趋势。我们的目标客户-会员，也有更多的、更好的选择。他们希望俱乐部在充分满足他们的社交、商业、用餐需要的同时，能够提供更加人性化的服务。京城俱乐部面临着人员流失、设施老化、高额入会费，以及员工英语水平低的问题。为了迎接2008年奥运会，以及实现年收入10%的增长，我们已经在更新设备，对俱乐部进行了装修，但英语水平低仍然是我们服务中的瓶颈。员工在服务中，因为英语水平低，造成会员的许多投诉与不满，我们在不断地失去会员。会员的损失对俱乐部的良性发展是致命的。因此，我们决定通过英语培训的方式解决问题。我作为总经理助理与人事部一起合作，在为期两个月的时间内，为员工安排并实施英语培训，我们进行了以下的工作
3、。本论文前期通过会员意见调查、SWOT分析法等研究方法找出改进服务、提高收入的方向。在中期的计划执行过程中，通过采用项目结构表，项目活动时间表以及项目进度跟踪表等检查评估形式确保计划得到了有效执行。在后期计划评估部分，本论文通过对公司主要会员电话、电子邮件或面对面交流等形式展开问卷调查，征询对俱乐部服务的意见及反馈。我们根据会员反馈意见总结出了满意度评估报告以及营业额增长比较报告。本项目实施后，员工的英语水平有了明显的改进，在一定程度上提高了会员对服务的满意度, 同时也稳定了公司目前主要的会员及相应的市场份额。通过此次培训计划的实施，我们意识到，员工培训是一个系统、连续的过程，仅靠短时间的培训
4、发是无法满足会员全方位需求及有效提高企业竞争力的。俱乐部要保持常胜不衰、继续发展，必须要提高员工的技能以及竞争力。AbstractThe Capital Club is a premier private business Club in Beijing. It was founded as a joint venture of CITIC Group and ClubCorp USA, Inc. in 1994. It has successfully earned it place in Beijing as the premier business, athletic and socia
5、l club.Up to date, the Capital Club has developed more than 100 members, who represent the leaders of Beijings foreign and Chinese business and government community.This study presents a detailed report of a project which was implemented to address the problem that the language barrier between the m
6、embers of our Club and service staff, it caused a member dissatisfaction and revenue decrease. It is hypothesized that the English level of service staff will be greatly improved that if we implement an effective training program and motivated method. This hypothesis is verified by a eight-week prac
7、tice of English training.Among the methods of scientific investigation used are analytic method, cause analysis, interview and brainstorming.Based on the hypothesis that a good command of English would better satisfy our members needs and wants and therefore make our Club more competitive in hospita
8、lity industry, a two-month training project was carried out. Scientific research methods of member survey, such as telephone, email and face to face interviews, questionnaires, brainstorming and SWOT analysis were used in the identification, analysis of problems and project evaluation. Project Frame
9、work, Activity Flow Chart with Time Scale and Project Progressive Checklist were used to monitor the project implementation. With the efforts from all the project members, the project has finally achieved its goal. The newly developed English level have been well received by our member, and, as a re
10、sult, members satisfaction ratings have been significantly improved. Meanwhile the revenue was also increased tremendously. The project hypothesis has proved to be reasonable and applicable. The project successfully achieved its objectives, better satisfying members needs and wants, and strength our
11、 market share.Table of ContentsPages1. Introduction 1-32 Problem and Problem Analysis3 2.1. Problem 3 2.2. Problem analysis3 2.2.1 Companys current situation3 2.2.2 Needs and wants analysis53. Project Objective and Hypothesis53.1. Project hypothesis 53.2. Project objective54. Project Design64.1 Rese
12、arch methodology and its finding64.2 Proposed project and its objectives64.3 Overall environment analysis and resource auditing64.4 Personnel7 4.5 Project schedule84.6 Budgeting104.7 Implementation and Appraisal115. Conclusion12Bibliography12Appendix 1: Questionnaire14Improving Customer Satisfaction
13、 via a Comprehensive Language-Skill Focused Training Program1. IntroductionThe Capital Club is a premier private business club in Beijing. It was founded as a joint venture of China Investment and Trust Corporation and ClubCorp USA, Inc. in 1994. It has successfully earned its place in Beijing as th
14、e premier international business, athletic and social club.Up to date, the Capital Club has developed more than 1000 members, who represent the leaders of Beijings foreign and Chinese business and government community. As a private club, it has a choice of sumptuous dinging rooms, well equipped meet
15、ing rooms and the state of art recreation and fitness facilities. The Club has about two hundred employees, with 50% of employees work in Food and Beverage Department. Among them, 6% has university degree, 4% has college degree, and the rest 90% has vocational education. Food and Beverage Staff Comp
16、ositionWith Chinas entry to WTO and the 2008 Olympic sets to take place in Beijing, there has been a stable increase in the number of five star hotels and high standard clubs. For instance, the Ritz-Carlton Beijing Financial Street opened in Oct. 2006. The 2nd RitzCarlton will be opening soon in Cen
17、tral Place 2007. The Regent Hotel opened in Dec. 2006. Beijing Bestride International Club opened in May 2007. Beijing Jockey Club will open in end of this year or early 2008. The competition made the profit margin shrink severely over the past few years, yet each year the Club is requested to reali
18、ze 10% revenue growth. Though there was no quantitative and qualitative research were conducted, but the Club management made the hypothesis: that if the front line staff have better command of English, and improve their communication with the customers, it will lead to a higher customer satisfactio
19、n level and as a result, contributes to Clubs overall revenue increase.Staffs better ability to speak and understand EnglishBetter communication with customersHigher customer satisfaction level and the revenue increaseBoth Chinese members and foreign members occupy 50% of total number of members. Du
20、ring the last six months，from March to September, we received a 50 member complaints语法问题。需认真修改全文的语法错误。, 70% of them are related our waiter/waitress doesnt speak English and they have difficulty to communicate with members and understand their needs. It makes the Club continually losing business and
21、members. Microsoft, Motorola and Siemens, the three biggest consumer, they occupy an average of 35% of our banquet revenue every month, but in recently six months, this part of revenue declined to 25%. The club management, which is headed by the General Manager decided to commission a project team t
22、o improve front line staffs English within two months period of time. The committee for this Language Skill Oriented Program consists of following personnels: Executive Assistant Peng Yang (The author) Human Resources Department Manager Service ManagerThis project was scheduled to be implemented fro
23、m 10th September to 3rd November, 2006. The mission is to inspire and motivate staff to improve their serviced based English and communication skills, and help them commit to continuous growth. The objective is to reduce language/communication related customer complaints by 30% six months after comp
24、letion of the project.To effectively design and measure the project, the project team conducted five face to face interviews to members, and five to staff. The team also surveyed sixty members and thirty dining room staff to identify and quantify the core issue before the project design.To design th
25、e project, the project team used Hiltons theory (Hilton, 2003) and conducted a SWOT analysis. The design also incorporated the Needs and Wants Analysis and audited the Club internal resources: financial, personnel and physical support to the projected plan.To ensure the successful implementation of
26、the project, the team included a project schedule, a checklist, team leaders spot-check, and weekly summary meeting as means to monitor the project progress. To measure the result, five face-to-face interviews and sixty customer satisfaction surveys were conducted to measure the project result. 2. P
27、roblem and Problem Analysis2.1ProblemThe problem that I will research is that our members and guests want and need more English speaking staff to communicate with them.2.2 Problem Analysis2.2.1 Companys current situationl Financial statusThe Club business is continually increased overall, but the di
28、ning room business is decreased due to the lack of English speaking staff. Banquet revenue increase a 10% this year. Finally, we budget a RMB600,000 as education fund. We will use it for the training fee.l Human resourcesHuman Resources Manager, is in charge of preparing the video show. He will be a
29、lso to launch the performance bonus in the end.Service manager, is in charge of demonstration the service standard and procedure in the video show. She is also responsible to check each individuals demonstration and evaluate their performance.F&B secretary, is doing the translation of the video show
30、.I will be responsible for doing English assessment for the staff, sourcing the training companies, get quotations, work out the training plan with them. Get the cost and training proposals, have General Manager to approve and sign the agreement.l Physical resources, social and political environment
31、We need to purchase a video camera and training books and DVD disk. There are a lot of language schools to offer the English training class and teacher will come to our Club to conduct the training. With the 2008 Olympics, the whole community is in upsurge of studying English. Employees appreciates
32、to have the chance of study and make themselves more competitive.l Comer profilesThere are two kinds of customers:1)Members and guests:Guests are allowed to use the Club only when accompany by the member. 50% of members are overseas, they prefer western a la carte and Chinese banquet set menu. They
33、dont need to spend much their time on ordering food when entertain business client or partners. Chinese members refer to order Chinese food. They have no language barrier with waiters/waitresses.2)Potential memberBoth Chinese or western prospects prefer to have English speaking waiter/waitress. Beca
34、use they think thats the international standard and they have more face. Generally, they come two or three times to the Club for trail use before they enroll the membership.2.2.2 Needs and wants analysisIn order to get a clear understanding of member needs and wants, we analysis the member comments,
35、 before member finish the meal, we present them the member comments card. The content includes: dining environments, food service speed, food quality, food recommendation and employee attitude. 95% of Chinese members are quite satisfied with our food service, speed and recommendation of food and emp
36、loyee attitude. Only 5% of Chinese members complained that they wait too long for the fish dish, or Beijing duck is not crispy enough. The following are the needs and wants from foreign members:l The waiter/waitress has difficulty to understand what member said by the language barrier语义不清，需修改l Need
37、more English speaking waiter/waitressl A more detailed explanation of food when recommend the dish, such as a visible menu with pictures of the dish.3.Project Hypothesis and Objectives 3.1Project HypothesisThe competition made the profit margin shrink severely over the past few years, yet each year
38、the Club is requested to realize 10% revenue growth. Though there was no quantitative and qualitative research were conducted, but the Club management made the hypothesis: if the front line staff have better command of English, and improve their communication with the customers, it will lead to a hi
39、gher customer satisfaction level and as a result, contributes to Clubs overall revenue increase.3.2 Project ObjectiveThe objective is to reduce language/communication related customer complaints by 30% six months after completion of the project.表述不准确，而且有的地方说两个月的项目，有的地方说六个月出30的结果，前后不统一。4.Project Desi
40、gn4.1 Research methodology and its findingTo effectively design and measure the project, the project team conducted five face to face interviews to members, and five to staff. The team also surveyed sixty members and thirty dining room staff to identify and quantify the core issue before the project
41、 design.4.2 Proposed project and its objectivesThe objective is to reduce language/communication related customer complaints by 30% six months after completion of the project.重复4.3 Overall environment analysis and resource auditing A SWOT analysis was conducted before the implementation of the proje
42、ct in order for us to have an overall understanding of the situation. StrengthsWeaknesses Reputation as premier international business club. Location: 50th Floor, Capital Mansion, with a panoramic view of Beijing city. Solid member base (over 1000 members) Strong management team Healthy and good rel
43、ationship among stakeholders: employees, members, suppliers and the board of directors Well-trained and loyal employees Supportive Food and Wine Committee which serves as a board of advisors Aging facilities (the club has more than 10 years history). Space limit, which does not allow us to accommoda
44、te large-sized events. Front line staffs English is limited, which may be a barrier in communicating with foreigners Lack of strong and effective recruiting network and strategyOpportunitiesThreats 2008 Olympic Games will increase members entertainments The management has decided to renovate Chinese
45、 Dining Room and convert it into private dinning rooms and therefore enhance members and guests privacy. Chinas overall rapid economic growth. Recruitment. Less people in Beijing want to work in the hospitality industry from an entry level. Member retention The increase of newly opened five star hot
46、els with advanced equipment and trendy design 4.3.1 Financial Situation: the club budget a RMB600,000 as education fund in 2006 business plan. We will use it for the training fee. 4.4 Personnel 4.4.1 The project involved General Manager, Executive Secretary, Financial Controller, Human Resources Man
47、ager, Service Manager, and Dining Room Managers. The project was commissioned by General Manager and headed by Executive Assistant- Ms. Helena Peng (The author). Financial Controller are involved as a point of reference at the stage that the project team was setting up the budget.The key personnel who formed the project team are shown in the following table. Ms. Helena Peng (Executive Assistant, and the Head of the Proje
