Thorpe Park's Customer Service

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Thorpe Park's Customer Service

Effectual customer service is or should be a fundamental aspect of any

organisation that has an objective of success. It is through this

process that an organisation can fully understand its customers and

ensuring that it is responding correctly to customer needs and demands

which are vital if the organisation is to gain competitive advantage.

In 1991, freematle quotes:

“Customer service is the final test. You can get everything else right

in terms of product, price and marketing but unless you complete the

process with incredibly good customer service, you run the risk of

loosing business or even going out of business”.

Therefore customer service is defined as the course of action whereby

businesses endeavour to fully understand the needs of their customers

and to respond to those needs effectively and efficiently. It is

important that an organisation’s customer service is done effectively

and efficiently because business activities carry costs therefore

sluggishness will be at the expense of the organisation. Excellent

customer service achieves a high level of customers’ satisfaction and

encourages customer to return and to recommend the organisation to


I will be investigating into Thorpe Park, which is in the leisure and

recreation industry and how it carries out its customer service. The

leisure and recreation industry is a diverse part of the UK economy,

spanning the public, private and voluntary sectors, and made up of a

number of interrelated components including sport & physical

recreation, arts & entertainment, outdoor activities etc. The leisure

and recreation industry is one of the fastest growing sectors of the

UK economy.

Introduction to Thorpe Park

In 1970, the site was an active gravel pit owned by Ready Mix Concrete

and in 1971 work was granted for the construction of a 500-acre Water

Park. Thunder River and its surrounding area were developed in 1987,

and 1988 saw the opening of the 630 seats Palladium Theatre. In 1989

Canada Creek, incorporating Logger’s Leap, was developed. Since 1991

many attractions have been added.

In 1996, X:/No Way Out, the world’s first pitch dark, backward roller

coaster was introduced and for two years running, in 1996 and 1997,

Thorpe Park was voted the most Parent-Friendly leisure in the UK.

Pearsons, who owned the Tussa...

... middle of paper ... above regarding

surveys and questionnaires are relevant here. The cost of postal

surveys tends to be lower, especially as there is no need to employ an

interviewer, but the response rate is also generally low, and

organizations will often include some kind of incentive, such as free

gifts or entry to prize draws, to encourage participation employees

Surveys – increasingly, firms are gathering data on customer service

by placing interactive questionnaires on their websites and

encouraging customers to use them by offering incentives such as free

gifts and prize draws. This is a relatively cheap method of research,

given that it is normally relatively easy to add questionnaires onto

an already established website.

Internal surveys – these are surveys that are conducted amongst the

organization’s own

Comments/suggestion boxes – these are commonly used by organizations

to gather basic information and are typically left on restaurant

tables, in hotel rooms and near to tills for customers to fill in

while they wait. They act like mini-questionnaires - usually made up

of a small number of closed-ended questions, in order to encourage a

higher completion rate.

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