Essay Example Dedicated to Customer Feedback System

The Games Industry.biz parent Gamer Network organized an EGX event at Birmingham's NEC venue. IN the event, 80,000 people attended the EGX games festival and a new record for the long-running show was set. The content of the event included the introduction to customer feedback systems, EGX customer feedback systems, wearable technology, social media, user testing, and floating staff. The aim of the event was to understand the different feedback systems used by EGX.

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Order now

According to Wirtz and Tomlin (2000), the customer feedback systems have seven effective elements which include service indicators, standards and performance targets, feedback collection tools and feedback proves management, and a reporting system. The others include a service recovery system, an IT system, a team learning system and the organizational positioning of a customer feedback system. One way in which the customer feedback integrates into the guest experience is that the customer feedback obtained helps the guest experience managers to identify the problems and errors that occurred previously (Hollins and Shinkins 2006). Once identified, the guest managers are able to develop strategies that will prevent any future occurrence of such an error or problem. Managers in the hospitality business value customer feedback as they are aware that it is the basis for effective management decisions. Through customer feedback, standardized information is obtained. Such information enables the guest experience managers to perform statistical analysis that further guides in the adoption of improved service strategies. According to Wisner and Corney (1997), customer feedback gives insight on the right direction to be taken toward enticing the customers and making them come back again.

The use of wearable technology is geared toward obtaining customer feedback and further improve the guest experience. Through the wearable technology, the biometric sensors perceive the emotions of the fans and the real data obtained from the VR is used to analyze the customer's preferences. The customer's preferences are then used by the guest experience managers to develop better strategies that will improve the customer experience. This shows that guest experience depends on customer feedback. However, in the implementation of the customer feedback systems, the inefficiency is the biggest obstacles that hinder the popularity of wearable technology.

Social media includes social networks such as Facebook, Twitter, Instagram, and EGX App among others. Social media is another platform where attendees can talk about the event or the brand. Using Facebook, one can create a poll where feedback from the attendees of the event can be obtained. Additionally, emails can be used to gather user comments and feedback directly. Conversely, EGX's official website provides its customers with an opportunity to add their comments about the event. Johnson and Clark (2008) write that when the feedbacks are provided by the customers, the guest management should respond correctly to all the feedbacks in order to reduce some negative word of mouth. For the event organized by EGX, the guest management can respond to the comments made by the guests and use them to improve their experience.

The most suitable customer feedback system method for use by EGX is the user testing which involves launching a new game or game-related products. It would, therefore, encourage the free user testing options for the event in exchange for a feedback questionnaire completion on the product which they want. Moreover, many game lovers agree to contribute to future beta testing. However, it is crucial for the company to provide the customers with effective varying opportunities to deliver feedback on their experiences. Such effective ways of providing customer feedback can improve the overall quality of the service operation (Kandampully, Mok and Sparks, 2001). The floating staff is sent by the organizer to gather feedback from exhibitors. A customer feedback helps the hotel management in charge of the guest experience to have a clear purpose and offers a good way to understand the opinions of the exhibitors. When the organizer uses an employee to collect guest feedback, the results of the exercise are more realistic and helps in better management of the guest experience during the next visit.

The hospitality industry or an event must understand and anticipate the needs and preferences of the customers. Knowing the needs and the preferences of the customers, the business needs to adopt a mechanism through which it can understand and know its customers. In regard to this, the hospitality industry embraces the approaches that will lead them to understand its customers better. The guest service is used to explore the quality of the services that the guest received while in the hotel or in an event. Guest experience management, therefore, entails probing the experience that the customers had in the hotel and cultivating the best response that can lead to the improvement of the services offered. The guest experience is managed better when the customer is known and knowing the customer entails getting their feedback. Customer feedback aids in understanding what the customer felt after the services, how they were served and what they feel need to be changed among others. Imperatively, customers pay for the services and they always expect to get the best. Hence, the quality of services offered depicts the experience that the guest had in an event. The quality of services offered during the event must be integrated with the company operations and the customer experience. To understand the quality of services and hence the guest experience during the event, customer feedback can be obtained by use of customer feedback systems such as user testing, floating staff, social media or wearable technology.

References

Wisner, J. D. and Corney, W. J., 1997. 'An Empirical Study of Customer Comment Card Quality and Design Characteristics', International Journal of Contemporary Hospitality Management, 9(3), pp. 110-115.

Hollins, B. and Shinkins, S., 2006. Managing Service Operations Design and Implementation. London: SAGE Publications Ltd.

Wirtz, J. and Tomlin, M., 2000. 'Institutionalising Customer-Driven Learning Through Fully Integrated Customer Feedback Systems', Managing Service Quality: An International Journal, 10(4), pp. 205-215.

Jonhston R and Clark G., 2008. Service Operations Management Improving Service Delivery (3rd edition) Harlow: Pearson

Kandampully J, Mok C and Sparks B., 2001. Service Quality Management in Hospitality, Leisure and Tourism Howarth: New York.