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CUSTOMER FEEDBACK-How it is collected and used
This report which is based upon relevant customer feedback from hotels which is actual
knowing about the particular hotel by feedback whether the company is doing their work
genuinely or not for their respective customer. By this feedback system, company or any
reputed organization come to know about customer views through this system. And they
realize that about their service whether how are they serving to guest or customer? Are they
serving in good way or not?
In this report has proper discussion about industry provider like hotel that how are they stand
on their service management according to customer feedback.
The topic (i.e. customer feedback– how it is collected and used ) are applied on the industry
provider which is ITC Mourya- New Delhi is one of the good property of welcome group of
hotels where customer feedbacks are highly considered on the property management by
organization. ITC Maurya is named after the famous ‘Mauryan” dynasty which gave Indian
history its golden age where art, culture and architecture flourished. It is five star deluxe
hotel which has 440 rooms and 29 uniquely- designed suites. It is one of the most popular
dining destinations of the city. It always offers an assortment of internationally acclaimed
1.1 AIMS:-To identify the process by which, any hospitality industry goes through to
investigate that how customer has felt happy with their service. And to obtain information
on customer reaction on the service that how did fulfill customer needs and determination of
opportunity to improve.
1.2 OBJECTIVES: - Gathering of knowledge and creating mind set up throughout
secondary research and primary as well.
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2. SECONDARY RESEARCH
It is research of data which is already existed (i.e. published) in any book, magazine,
newspaper, journal, internet etc for acquisition of purpose. (www.learnmarketing.net)
This is done by aiming to find relevant and related data on chosen topic to achieve the
objective to get information and knowledge.
2.1 CUSTOMER FEEDBACK
According to kandampully, J., Monk, C. and Sparks, B. (2001), effective management
decisions which only processes on customer feedback as it is said base of it. Apart from that
it is to investigate and check the response of the customer by the hospitality industry
regarding product or service. This is considered one of the most important asset of any
organization as the hotel ITC mourya follows this process very strictly through various
source like feedback form, internet customer care service etc to pretend customer views for
their service so that they catch up the negative points and attempt to cover it to improve cash
flow which is life blood of any organization.
2.2 SERVICE QUALITY+CUSTOMER SATISFACTION= CUSTOMER
Customer feedbacks are more depended upon service quality and customer satisfaction. For
any customer if these aspects are taken on consideration then it ensures the best customer
feedback around and gives progression for any organization who knows its values. Martin,
W.B (2001) defined in their book that customer services are intangible and problematic. The
real quality of service would be as what customer actually see, hear and experience. The
quality of customer service can be understood from a customer’s perspective. “If we don’t
understand our customer, we do not understand our business” (Martin, 2001) in addition to
this, Cochran (2003) points that customer satisfaction is the ultimate goal because beyond
this expectation nothing has left to do for customer hence in a sentence there should be
mentioned that revenues and profits are nothing more than fulfilling customer needs and
expectations. In other word customer satisfaction is an investment because it does not
produce results in the very short term but long term.
In the ITC mourya, service quality and satisfaction are highly and creatively considered
from the point of view of guest because they know that if they utilize these resource then
they will get succeed to fulfill guest expectations and will fetch positive feedback for their
organization which are very useful asset for any hotel or other organization.
2.3 CUSTOMER FEEDBACK IS A GIFT
Every organization wants to develop their business and increase cash flow but most
important things arise here about customer who is a most precious value for and his or her
feedback can give the organization to know about their service and performance regarding .
“The customer is always right” quoted by Harry Gordon Selfridge
(www.customerservicepoint.com ) It is said like because every customers have their own
choice of decision whether they will buy the product or have the service or not and they do
whatever they decide and that things says that the customer is always right. Therefore from
this point of view, if ITC mourya considered then it always comes on top and it can be
proved through guest evidence about this as they satisfy with the service with excellent
remarks as they say ‘ excellent and good ambience’ ( www.ITCmourya.com)
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2.4 CUSTOMER FEEDBACK CATEGORIES
Customer feedback can be categorized in following points 1. Formal and Informal ways of
feedback:-Many organization uses formal feedback which take place on regular basis,
reveals past performance and then set target for future performance. It often relates to
business criteria but also can pay personal preference and attitude. Some company widen the
scope of appraisal by introducing a 360 degree feedback system, in which managers,
colleagues and reports all give feedback ( often anonymously in writing). But just opposite
in informal feedback in which people give feedback when they feel bad service what they
had from organization. This type of feedback can be much more important for the receiver
of the feedback than formal feedback. It is more immediate because it happens soon after
giving service.( www.themindfulinternationalmanager.com)
2. The question words like who, what, when, how, what, which etc.:- This is a process to
give feedback in which always these question marks come for instance if some one have got
poor meal experience from organization then they will ask the question like ‘Why have they
not served complimentary as they have written on menu card’. 3. Qualitative and
Quantitative: - In this process, they used some questionnaire to tick out from guest whether
to know their service standard. 4. Direct and Indirect:- In direct customer feedback, people
talks genuine about product or service whether it is good or bad whereas in indirect
customer feedback, people use to talk through second person about product and services
whether it is good or bad. 5. Solicited and Unsolicited:- According to Sampson (1998) In
this category of customer feedback, guest are appealed to give any feedback about the
respective organization which are taken as solicited but in unsolicited, nothing happen like
this hence customer itself gives feedback if they wished.
2.5 CUSTOMER FEEDBACK METHODS
According to Sampson (1998), there are some ways of gathering customer feedback which
are following like:
• Questionnaires: - It is set of questions for research to gather information
regarding its purpose. And it roles importantly to get information or feedback
• Telephone and Mail: - These are other source of collecting feedback from
customer which also performs valuable for organization.
• Interview: - It is not too popular way of getting feedback but quite important
• Direct observation:- It is something which is happening at that time and to get
observed for instance if any guest is very happy during servicing it means guest
looks very satisfactory.
• Suggestion boxes and Comment cards:- this process is widely popular because
it is used by many organization and it shows better results to reach on customer
• E-Feedback:- It is one of the most popular method which are being accepted
nowadays by customer to give their feedback.
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2.6 WHY FOCUS ON FEEDBACK AND HOW IT IS IMPORTANT
“ Treat every complaint as "a gift" that should be cherished because of dissatisfied customer
spends time pinpointing what's wrong and gives as a chance to improve ..." (Barlow and
Moller,1996) According to Barlow and Moller (1996), purpose to focus on feedback is to
paradigm shift and put the organization in the shoes of the customer or guest. As they
explain that customer feedback tell organizations how to improve services and products and
not only this if the organization will accept each and every guest or customer complaints as
a gift then there are no any barriers to stop organization to grow up to right direction and
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1. What does mean of customer feedback for your hotel?
2. How does your organization work on this system?
3. How does your hotel tackle with negative complain?
4. Does ITC mourya receive 100% customer satisfaction through customer feedback?
5. What are the procedures of customer feedback system?
6. Is customer feedback is helpful for the organization?
7. Does ITC mourya expect cash flow on positive feedback?
8. How do you collect your customer feedback?
9. Do you think the customer feedback shows actual reputation of the hotel?
10. What is your organization motto which is matching with positive customer
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Martin,W.B.(2001) Quality Customer Service fourth edition, Crisp Publication. U.S.A.
Cochran,C.(2003) Customer Satisfaction Paton Professional U.S.A.
http://www.customerservicepoint.com/the-customer-is-always-right.html (Date of Access:
23rd of March, 2010)
http://www.themindfulinternationalmanager.com/mim_8_2.pdf (Date of Access: 23rd of
http://www.itcwelcomgroup.in/Hotels/itcmaurya.aspx (Date of Access: 23rd of March,
Sampson, S.E. (1998), “Gathering Customer Feedback via the Internet: Instruments and
Prospects”, Industry Management and Data System Vol. 98 No. 2, pp. 71-82.
http://www.learnmarketing.net/secondaryresearch .htm (Date of Access: 23rd of March,
Kandampully, J., Mok, C. and Sparks, B.(2001) Service Quality Management in Hospitality,
Tourism and Leisure. The Haworth Hospitality Press. Binghamton.
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WEEK 1 Project choice
WEEK2 Chose the topic
WEEK3 Collected data on selected topic
WEEK4 researched on secondary data
WEEK5 researched on primary data
WEEK7 started to write my report
WEEK8 correction in report
WEEK9 Telephonic Interview with industry provider
WEEK10 Summarization of primary research
WEEK11 polishing of project
WEEK12 Recommendation on report to write
WEEK13 Getting conclusion and finalization of report
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Project Topic: The Customer Feedback, how it is used and collected
Industry Provider: ITC mourya, New Delhi
Tasks Completed Next Tasks Learning Achieved
Week 1 project choice start the planning
Week 2 start the planning
Should be very
Week 3 understanding
Week 4 Research method
Week 5 Research on
writing good report.
Week 6 Correction in
Week 7 Research on
To get information
about primary data
Week 8 Got information
about primary data
Week 9 Telephonic
Week 10 Summarization of
Will polish my
Don’t do any
Week 11 Will polish my
on report to write
Put your mind into
Week 12 Recommendation
on report to write
and finalization of
Be happy with your
Week 13 Getting conclusion
and finalization of