Thorpe Park Customer Service Essay

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

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 Tussauds Group, bought Thorpe Park in 1998.

On 19th October 1998 it was announced that Pearson had sold

· The aims and objective of Thorpe Park are to

· Make more sales than the previous year (Increase sales)

· Satisfy existing customer by providing quality service

· Build on customer loyalty

· Increase market share by gaining more customers

· Enhance the image of Thorpe park

Make more sales than the previous year (Increase sales)

Excellent customer service encourages repeat sales and new customers, which means more sales for the business. As long as the costs involved in maintaining such a high standard of service are not greater, in the long run, than the revenue from sales, then the firm should benefit from increased profits.

Satisfy existing customer by providing quality service

High levels of customer satisfaction will not guarantee future sales, but are more likely to result in repeat future sales than indifferent or poor customer service. Moreover, satisfied customers are more likely to try out other products/services in the firm’s range, or recommend it to friends and family.

Build on customer loyalty

Customer loyalty is valued highly by most businesses and can be