Students only need to solve one case out of two cases in this part as below

Case 1 - Ghost Tours

Ghost Tours is a small tour company that specializes in walking tours through the town of Salem, Massachusetts. A small New England town, Salem is known for its

famous witch trials. People come to Salem from all over the world to experience the history and lore of the town. Ghost Tours provides them with an opportunity to

experience this firsthand.

Ghost Tours is a low-budget tour company. It was started a few months ago by Dana Robinson. She saw other companies doing this and thought that she could do an

even better job with just a small investment, some creativity, and a lot of hard work. She was right. Ghost Tours quickly gained a reputation of being the best in town. It

won an award from a local magazine and was featured on the Best Small Businesses of the Year.

She operates her business using a website and a cellular phone out of her home. Ghost Tours began in the spring with 4 tour guides and is now up to 10 employees

since the late summer going into the busy Halloween season. The tours meet people at predetermined locations to begin the tours. A popular starting point is her

friend’s coffee shop, which enjoys the extra business before and after the tours. Dana’s creativity has produced a great website that offers reduced payment if patrons

pay online, in advance. Business is growing and, in general, it has worked quite well.

Many of the tours have gone quite well. Guests have returned to the coffee shop excited. However, Dana’s friend at the coffee shop is noticing a trend. Guests are

arriving unprepared for the early darkness and the cold, inclement weather. Dana figures that people should realize what they are in for when they sign up for a walking

tour. As she begins to send out e-mail surveys to her customers, she realizes that she is wrong. She is struggling with how to remedy this problem.

Dana looks at her website to see what could be done. She writes, “You will be scared on this walking tour. Be prepared, and dress accordingly.”

Despite what it says on their website, guests are not always dressed accordingly. The temperatures drop quickly and the wind blows, adding wind chill, which causes

complaints.

Question 1: Why was Ghost Tours successful?

Question 2: Why did the customers begin to become dissatisfied with Ghost Tours?

Question 3: Based on customer experience concepts, explain clearly solutions Dana should do to improve customer service management as below considerations

a. Touch points

b. Moment-of-truth

c. Customer engagement

Case 2 - The Green Earth Hotel

The Green Earth Hotel is a concept that offers lodging in a sustainable manner, while striving to offer as high of a level of service as possible. They offer such common
sustainable features as:

 Earth-friendly construction

 Paperless front desk

 Air drier in place of hand towels

 Options for changing towels and sheets on beds

 Skin-care dispensers

 Water-saving devices
 Optimal use of natural lighting

 Energy-efficient light bulbs

These Earth-friendly features have been a major selling point to the guests. It has also reduced labor and utility costs. In addition to being Earth-friendly, however, they

also want to deliver the highest level of guest satisfaction possible. Because they are paperless, they collect comments from their guests verbally and electronically.

Recent guest surveys have shown that guests at the Green Earth Hotel have considered the level of service to be lacking. The compost pile behind the hotel smells in

the summer months and is attracting many pests. There have been several comments regarding the use of gray water in the toilets. Some guests are not accustomed to

this and consider it to lessen their experience. The management is dedicated to providing a sustainable experience, but they also want the guests to feel appreciative of

their cause while enjoying their experience.

Question 1: Rate the guest experience at The Green Earth Hotel

Question 2: Is it possible to be both Earth-friendly and guest-friendly?

Question 3: Based on customer experience concepts, explain clearly solutions hotel should do to improve customer service management as below considerations?

a. Touch points

b. Moment-of-truth

c. Customer engagement