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LEGOLAND: Quality Customer Service

LEGOLAND: Quality Customer Service

 

 

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Table of Contents

Executive Summary                                                                                                               3

LEGOLAND                                                                                                                             5

Types of Customers                                                                                                                5

Needs of Various Customers                                                                                                 7

Effectiveness of Customer Service                                                                                       9

Robust Quality System in Place                                                                                           10

Guidelines for Customer Service                                                                                          12

Conclusion                                                                                                                                14

Bibliography                                                                                                                             16

 

Executive Summary

Legoland (trademarked in uppercase as LEGOLAND) is a chain of children’s/family theme parks. The company is not fully owned by the Lego Group but is owned and operated by the British theme park company Merlin Entertainments. LEGOLAND is a huge attraction among young children, and they mostly deal in games, activities, and rides catering to their age group. People generally flock to this theme amusement park to spend some quality time with their family as well as take part in the numerous activities set out for the children These also constitute a key learning activity for the children as they express the creative side of their personality and also exercise their cognitive skills on the block building. Quality customer service is a very crucial feature for LEGOLAND, as the success of their business depends on this key factor. The customer service department needs to give special emphasis on the quality of service given out on the field by their personnel. A training program needs to be in place to help the staff enhance their customer service skills. Varied customers visit the theme park to satisfy their different needs. Some come to have fun, others to look for an adventure day outing while there are some who would just want to come to relax. Undoubtedly, amusement parks as well as theme parks have a mass-market appeal across large sections of the population. Though a person may not visit it every year, there is a high probability that the majority of the people living within a certain radius of the park would visit at least a number of times as they grow up and then again for their own kids’ sake. Quality customer service should acknowledge all these factors and look after them. Various methods to assess the effectiveness of customer service are available such as surveys, direct observation, surprise visits, feedback, and the customer’s service rating method. Additionally, the focus on the customer’s queries and handling their complaints are crucial for a robust customer service plan. This report intends to describe the quality of customer service expected at LEGOLAND. The needs of the various kinds of customers will be assessed, and then a robust quality customer service plan will be chalked out. The customer service staff needs to be given proper training in the skills and etiquette required for them to possess while handling various aspects of their job on the field.

LEGOLAND: Quality Customer Service

Introduction

Legoland (trademarked in uppercase as LEGOLAND) is a chain of children’s/family theme parks. They are not fully owned by Lego Group itself; rather they are owned and operated by the British theme park company Merlin Entertainments (Legoland.com, 2017). LEGOLAND is a huge attraction among young children, and they mostly deal in games, activities, and rides catering to their age group. People generally flock to these theme amusement parks to spend some quality time with their family as well as take part in the numerous activities set out for the children These also constitute a key learning activity for the children as they express the creative side of their personality and also exercise their cognitive skills on the block building. Quality customer service is a very crucial feature for LEGOLAND, as the success of their business depends on this key factor. The customer service department needs to give special emphasis on the quality of service given out on the field by their personnel. A training program needs to be in place to help the staff enhance their customer service skills. Varied customers visit the theme park to satisfy their different needs. Some come to have fun, others to look for an adventure day outing while there are some who would just want to come to relax. Undoubtedly, amusement parks as well as theme parks have a mass-market appeal across large sections of the population. Though a person may not visit it every year, there is a high probability that the majority of the people living within a certain radius of the park would visit at least a number of times as they grow up and then again for their own kids’ sake. Quality customer service should acknowledge all these factors and look after them. This report intends to describe the quality of customer service expected at LEGOLAND. The needs of the various kinds of customers will be assessed, and then a robust quality customer service plan will be chalked out.

Types of Customers

The customers visiting LEGOLAND are from varied age groups. LEGOLAND has something for each and every gar group, and it cannot be stereotyped for any particular age group. However, the broad category of customers frequently visiting the theme amusement park is mentioned below:

A major attraction for LEGOLAND is among children. They can be constituted as the prime customers of the theme park. The energy of the theme park, the various rides, the water park, and the numerous games are specially made for the children. They enjoy the rides and games and also the food and also the food and candy stall made especially for them. The merry-go-round and 3D movies are a special attraction among them. They flock in huge numbers to the theme park and are especially seen in large numbers during holidays and school field trip days. It goes without saying that they constitute an important part of the clientele for the LEGOLAND theme parks and special attractions are made especially for them (Lo and Leung, 2015).

The next clients frequenting LEGOLAND theme parks are families (Lo and Leung, 2015). LEGOLAND is a place where every age group can bind together and have fun, as it has something to offer for everyone. Family is the major part of the crowd, as it is the best place to spend one entire day and have fun together. Many times, sole mothers’ group is also seen who bring their children to bond together. The place also offers kitty outings for the ladies’ group, while their children have a field day in the theme amusement park. LEGOLAND offers rides and food everything under one roof. The parents can have fun in the water park, and also enjoy the various rides meant for adults, while the kids can have fun in the enclosed area meant for children. The various video games can be played by the children and the babysitters available in the kids’ zone keep an eye over the children while the parents can have fun in the rides meant for them. Hence, LEGOLAND is an apt family place for all age groups and families can have fun together.

Another group frequenting the LEGOLAND is the young crowd (Lo and Leung, 2015). LEGOLAND is a major attraction for this group of people as well, as the fun of the amusement park and activity center is unparalleled anywhere else. They can be seen hanging out by the water and theme rides or having a hand on complex video games. They come in a huge gang of friends and have a blast of their life, as this place provides enough recreation to keep them all busy throughout. The activity provided in the amusement park is not only recreation-based but also educational. The young crowd can indulge in block-building exercises and design amazing architecture which will vent out their creative skills.

The other customer group that can be attracted to LEGOLAND is the oldie or grandparents group, who come to the amusement park with their grandchildren and also have an outing for themselves. They can hang around their grandchildren enjoying the rides and playing games, while themselves having to relax in the park and the cafeteria. There are quiet rides or boating for them which they can enjoy and have a good time in the amusement park.

Needs of Various Customers

LEGOLAND is a fun and recreational place and offers something for everyone to look forward to visiting it. People usually come to this place to relax, enjoy, and have fun. It has a balance of everything, right from a relaxing place for oldies to an adrenaline-pumping activity for the young population. The needs of the various strata of customers are mentioned below:

Children primarily come to this place for a fun and recreational outing (Lo and Leung, 2015). They like the high energy of the place, and seeking a fun-filled day out in the amusement park. They love to do the rides and go around the various activity organised for them. They also enjoy the various character cartoons in the amusement park and gather around them for a pose. The teenage children are particularly interested in the activity and building blocks section. They would like to play all sorts of games, both video as well creative block-building games. Along with the rides, children are particularly interested in fancy foods such as candies and chocolates, which can prove beneficial to the food business within the park. The young children would also like to indulge in some fast food and snacks in the park, which would be profitable for the numerous food stalls in the park (Milman, 2009).

The family and oldies groups primarily come to the LEGOLAND amusement parks to unwind themselves, walk around, and have fun (McClung, 1991). Parks provide a relaxed atmosphere whereas amusement parks provide a host of fun-filled activities which help to de-stress. It provides an opportunity for families and friends to bond and have a memorable experience of camaraderie as they interact with each other in a fun-filled environment. Screaming at the top of their voice while on a roller coaster ride kind of brings them together, and hence is always a fun element for people coming in a group. Another major reason families visit amusement parks is for the safe thrills. Safety is a prime concern for the family crowd. For things that are not possible in day-to-day life such as flying a jet or jumping out of a plane, doing white-water-rafting, or driving a racing car, all such experiences can be safely had in an amusement park.

The oldies will primarily come here for some relaxing time for themselves. They would sit in the park and have chit-chat while their grandchildren do the running around. They would not mind sitting on a bench and reading a novel or want to go around the place for a quiet session of boating or a toy train ride. Similarly, the mothers will also want to hang out for the same reasons. They would be sitting in a corner with a coffee and having their regular gossip session while their children enjoyed the rides.

For the young crowd, the reasons for going to LEGOLAND are numerous. Some would want to visit it for the love of their favorite characters that they can interact with. Others go to attend concerts, special events, and celebrations. Some would visit it as purely as a part of a group (church, school, company) while others visit because their friends group planned an outing in the theme amusement park.

Effectiveness of Customer Service

“Customer satisfaction” analyzes the satisfaction level of a customer and to what extent a product has met or exceeded the customer’s expectations (Boshoff, 2006). Customer satisfaction plays a crucial role and is one of the driving factors for the successful business of LEGOLAND. In order to maintain high levels of customer satisfaction, LEGOLAND constantly monitors and analyses the experiences, views as well as suggestions of their customers and even extends to those that are potential clients. Enhancing service quality to meet customers’ expectations is an integral part of LEGOLAND’s business approach.

A major technique for assessing customer service in LEGOLAND would be the survey method (Boshoff, 2006). Managers can survey the customers randomly who come to visit the theme park. They can be enquired about the quality of service being offered to them in various stalls. They could be asked to rate the quality of the rides in comparison to the other theme parks they visit. Although the severity of rides in LEGOLAND is less as compared to other amusement parks, as they deal with younger children, they cannot be asked to rate the enjoyment factor. Additionally, most of the people who come to visit the theme park are busy and would not have time to address the survey. In such cases, emails or phone calls can be made to the customers post their visit, to ask about the quality of service provided to them. To get genuine feedback, the customers can be asked to provide an assessment of the service on a weighted scale. Further, repeated surveys can be conducted on the same customer to assess evolving comments.

Customer satisfaction is one of the major criteria for repurchases and is purely based on product performance, quality, and value proposition (Boshoff, 2006). A card can be issued to first-time visiting customers and asked them to retain the same for their future visits. They can keep adding loyalty points to them to get privileges on their next visit. This is an effective way to gauge the loyalty of the customers and to keep track of the returning clients. This would give them a fair idea of the customer satisfaction quotient.

An anonymous surprise visit could be made by managers on the field, where they interact with the customers and get to know their personal opinions. They can mingle with the crowd like a common man, and use various services and rides to get a feel of the services being provided to the actual customers. They can listen to the conversations between staff and guests, and also interact with the staff like a cranky customer to assess how they handle tense situations (Milman, 2009).

Additionally, a feedback form should be given to customers at the exit gate, where they are asked to rate the various services they enjoy (Boshoff, 2006). They would ask to rate the quality of rides, and games and also ask for suggestions to improve the LEGOLAND theme park. This is an opportunity for managers to analyze customers’ opinions regarding their experiences which vary from individual to individual (Milman, 2009). These views/opinions then need to be collated and analyzed on various parameters to arrive at a conclusive picture. Other metrics that need to be analyzed would be the company’s financial performance as well as employee satisfaction since the CSRs’ ability to provide impeccable customer service hinges on their own satisfaction levels at the workplace (Qureshi, 2016).

Robust Quality System in Place

LEGOLAND strives to create an atmosphere unparalleled focussing on a principal theme and ensuring that the other aspects such as architecture, landscaping, joy rides, shows, food services as well as costumed personnel all coincide with the theme. In theme parks, the quality of service can be assessed based on the extent to which it meets customer’s expectations. In the travel and tourism industry, such as that of LEGOLAND, quality refers to the satisfaction derived from great services in practice or the ones consumed by the consumer. Additionally, safety is the foremost priority of LEGOLAND, since all its sections deal with children’s interests. Infrastructural components such as water supply, electric power, waste disposal, and telecommunications have to be given special emphasis, to provide a quality service to the customers who come visiting.

LEGOLAND and its environment are planned in a manner that caters to an anticipated capacity of visitors. Planning of the features and services is essential to optimize their gains through clustering (Parasuraman, Zeithaml and Berry, 1985). Food services, accommodation as well as other supplementary services are grouped together, and that too within easy reach of the customer.

The management sets standards on all aspects of business and includes design and creation, tests, operational procedures, maintenance, inspection as well as quality assurance. These standards are subject to periodic review as well as revision to align them to the latest technologies available. Further, LEGOLAND theme parks adhere to state and local governmental norms and are subject to safety inspections by the government as well as insurance agencies.

Ensuring a robust quality system in place leads to greater levels of customer satisfaction. It is also a step towards the successful implementation of marketing strategies. Service quality can be highlighted by marketing personnel to entice customers, and manage their expectations thereby ensuring higher overall customer satisfaction, branding, and sales (Valcic, Komšic and Simpson, 2015).

Safety is a prime feature of LEGOLAND, hence, a special emphasis is given to the quality checks of all the rides, and game centres. All the games zone of the theme park has to be kid-friendly and serviced regularly to avoid any untoward event happening. Kids love the various rides in the theme parks. However, it has to be ensured that these rides are safe for them as they would not be able to sustain the adrenaline rush kind of rides.

Kids require special assistance in the amusement parks, as their carriers and parents coming along with would also want to relax and have a fun time for themselves. In such cases, an enclosed kids’ arena can prove to be beneficial for the little ones. They would have babysitters in that area who would look after them and keep a check on them.

Guidelines for Customer Service

Customer service is the backbone of LEGOLAND business, as they thrive on the content and pleasure the people derive after visiting the theme park. Another important aspect of the theme parks is the safety concerns since most of the customers are young children who visit the park. Thus, the major attention of the customer service department will be giving out quality service and taking care of the safety part of the theme park. The focus will be primarily on meeting customer expectations, which is a key attribute for quality service management.

A major emphasis for the personnel of LEGOLAND will be to attend to the customers with a friendly and attentive attitude (Wagenheim and Anderson, 2008). The customers are to be felt importance, by giving a listening ear to their concerns. If any personnel sees any customers in distress or looking for something, he or she should immediately assist them on priority. Thus, there have to be a few customer service staff who will be on call around the LEGOLAND premises and attend to any customers who need help. However, this assistance will not be merely for distress calls, but also on a friendly note such as clicking a picture for the family pose as well as helping them with any choice of food they would like to order. This creates a favourable impression on the part of the management.

Another key function of the customer service staff is to be an effective communicator. Having a better understanding of the client’s attitude to the services is crucial for a better analysis of customer service (Fotiadis and Vassiliadis, 2016). This is only possible by imparting training on the right way of communication to the customer service staff. Communication is most emphasized for LEGOLAND because the games and rides operate at a specific time schedule (Gallo, 2011). If these are not particularly communicated to the customers, they might miss out on considerable time. Further, any assistance will be understood by the customers only if it is communicated properly. The orders of the customers have to be duly met while communicating aptly what he or she wants. The personnel should be trained properly to take common queries even if it doesn’t concern their department. Thus, having proper communication training in place is the need of the hour.

Further, the following do’s and don’ts will act as a great checklist for the customer service personnel:

Handling customer complaints

  • Take complaints as a chance to improve yourself.
  • Acting proactively while solving customer queries
  • Be friendly while taking complaints or suggestions
  • Don’t argue with customers
  • Don’t be relaxed or indifferent when the customer is stressed about something. It is important to show genuine concern. (Boshoff, 2006)

Dealing with a difficult customer

  • Give a listening ear
  • Have patience, even if the customer is agitated and saying abuses. There are official procedures to handle such cases.
  • Be resistant to intimidation. Angry customers have a habit of intimidating the staff
  • Don’t be scared. Face the agitated customer with friendliness and courage.
  • Don’t right away break negative news on an already frustrated customer.

Effective communication over the telephone

  • Keep answering the phone with a big smile. The cheerfulness always gets conveyed on the other side.
  • Identify the company and yourself the first thing on the phone after greeting the customer.
  • Speak in a friendly and pleasant voice.
  • Provide all the details required by the customer with a patient tone, even if the call time extends to a long duration.
  • Don’t argue with the customer ever on the phone.
  • Don’t be rude or sound negative in the conversation.

Principles of letter-writing when corresponding with customers’ queries

  • Maintain a professional language.
  • Have a direct approach to solving queries.
  • Don’t waste time in an elaborate introduction. Save that for later.
  • Don’t give the negative news right in the beginning. However, in case of positive news, mention the same in the start itself.

Listening skills                                         

  • Listen attentively, do not interrupt.
  • Wait for the customer to finish (Boshoff, 2006).
  • Don’t give suggestion if not asked.
  • Don’t give false hope
  • Encourage the customer to talk freely about their complaints or grievances.
  • Repeat what the customer said, to confirm if you heard right.

Conclusion

To conclude, giving special emphasis to customer service quality will go a long run in the success of LEGOLAND. Various methods to assess the effectiveness of customer service are available such as surveys, direct observation, surprise visits, feedback forms as well ratings received from the customers. Additionally, the focus on the customer’s queries and handling their complaints are crucial for a robust customer service plan. Quality customer service refers to the satisfaction derived from great services in practice or the ones consumed by the consumer. The quality can be assessed based on the extent to which it meets the customer’s expectations. Additionally, safety is the foremost priority of LEGOLAND, since all its sections deal with children’s interests. The customer service staff needs to be given proper training in the skills and etiquette required for them to possess while handling various aspects of their job on the field. A major focus for the staff will be to attend to the customers with a friendly and attentive attitude. Further, a better understanding of the client’s attitude to the services is crucial for a better analysis of the customer service. This is only possible by imparting training on effective customer service guidelines to the staff. Adhering to these strategies will help in securing successful customer service for LEGOLAND, which will prove profitable for the company in the long run. 

Bibliography

Boshoff, C. (2006). A Proposed Instrument to Measure the Customer Satisfaction of Visitors to a Theme Park. Management Dynamics, 15(3).

Fotiadis, A. and Vassiliadis, C. (2016). Service Quality at Theme Parks. Journal of Quality Assurance in Hospitality & Tourism, 17(2), pp.178-190.

Gallo, C. (2011). Forbes Welcome. [online] Forbes.com.

Legoland.com. (2017). LEGOLAND Parks. [online]

Lo, J. and Leung, P. (2015). The Preferred Theme Park. American Journal of Economics, 5(5), pp.472-476.

McClung, G. (1991). Theme park selection: Factors influencing attendance. Tourism Management, 12(2), pp.132-140.

Milman, A. (2009). Evaluating the guest experience at theme parks: an empirical investigation of key attributes. International Journal of Tourism Research, 11(4), pp.373-387.

Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry. “A Conceptual Model Of Service Quality And Its Implications For Future Research”. Journal of Marketing 49.4 (1985): 41. Web.

Qureshi, S. (2016). Tips to Measure Customer Service Effectiveness. [online] Customerservice.ae.

Valcic, Iva, Jelena Komšic, and Nigel Christopher Simpson. “Investigating Theme Park Service Quality By Using Modified Themequal Model”. Tourism in Southern and Eastern Europe 3 (2015): 453-466. Print.

Wagenheim, M. and Anderson, S. (2008). Theme park employee satisfaction and customer orientation. Managing Leisure, 13(3-4), pp.242-257.

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