1、Improving Customer Satisfaction via a Comprehensive Language-Skill Focused Training ProgramSubmitted by Peng YangStudent ID number W2003A1003B0108Supervised by Ran Ji J论文摘要论文中文摘要应包括以下内容：项目背景（比如公司名称 ， 作者的角色等）、问题、问题的原因分析综述、项目目标、项目假设、项目对象、项目内容、项目实施时间、项目调研方法、项目调研结果综述以及项目意义 。
字数要求：500字至800字 。
京城俱乐部 ， 是北京首位高档商务俱乐 。

2、部 。
它始建于1994年 ， 由中信集团和美国国际会所管理集团共同合作建立的 。
会员主要组成为全球500强公司的首席代表 ， 使馆外交人员、国内商界精英 。
它的目标是为商界精英搭建一个更好的商务平台、创造更多的合作机会 。
随着中国改革开放步伐的加快 ， 更多的五星级饭店出现 ， 以及更多俱乐部的成立 ， 俱乐部业也面临前所未有的激烈竞争 。
服务商业的收费价格趋于更加合理 ， 而我们对会员的收费标准呈现下降趋势 。
我们的目标客户-会员 ， 也有更多的、更好的选择 。
他们希望俱乐部在充分满足他们的社交、商业、用餐需要的同时 ， 能够提供更加人性化的服务 。
京城俱乐部面临着人员流失、设施老化、高额入会费 ， 以及员工英语水平低的问题 。
为了迎接200 。

3、8年奥运会 ， 以及实现年收入10%的增长 ， 我们已经在更新设备 ， 对俱乐部进行了装修 ， 但英语水平低仍然是我们服务中的瓶颈 。
员工在服务中 ， 因为英语水平低 ， 造成会员的许多投诉与不满 ， 我们在不断地失去会员 。
会员的损失对俱乐部的良性发展是致命的 。
因此 ， 我们决定通过英语培训的方式解决问题 。
我作为总经理助理与人事部一起合作 ， 在为期两个月的时间内 ， 为员工安排并实施英语培训 ， 我们进行了以下的工作 。
本论文前期通过会员意见调查、SWOT分析法等研究方法找出改进服务、提高收入的方向 。
在中期的计划执行过程中 ， 通过采用项目结构表 ， 项目活动时间表以及项目进度跟踪表等检查评估形式确保计划得到了有效执行 。
在后期计划评估部分 ， 本论文 。

4、通过对公司主要会员电话、电子邮件或面对面交流等形式展开问卷调查 ， 征询对俱乐部服务的意见及反馈 。
我们根据会员反馈意见总结出了满意度评估报告以及营业额增长比较报告 。
本项目实施后 ， 员工的英语水平有了明显的改进 ， 在一定程度上提高了会员对服务的满意度, 同时也稳定了公司目前主要的会员及相应的市场份额 。
通过此次培训计划的实施 ， 我们意识到 ， 员工培训是一个系统、连续的过程 ， 仅靠短时间的培训发是无法满足会员全方位需求及有效提高企业竞争力的 。
俱乐部要保持常胜不衰、继续发展 ， 必须要提高员工的技能以及竞争力 。
AbstractThe Capital Club is a premier private business。

5、Club in Beijing. It was founded as a joint venture of CITIC Group and ClubCorp USA, Inc. in 1994. It has successfully earned it place in Beijing as the premier business, athletic and social club.Up to date, the Capital Club has developed more than 100 members, who represent the leaders of Beijings f 。

6、oreign and Chinese business and government community.This study presents a detailed report of a project which was implemented to address the problem that the language barrier between the members of our Club and service staff, it caused a member dissatisfaction and revenue decrease. It is hypothesize 。

7、d that the English level of service staff will be greatly improved that if we implement an effective training program and motivated method. This hypothesis is verified by a eight-week practice of English training.Among the methods of scientific investigation used are analytic method, cause analysis, 。

8、 interview and brainstorming.Based on the hypothesis that a good command of English would better satisfy our members needs and wants and therefore make our Club more competitive in hospitality industry, a two-month training project was carried out. Scientific research methods of member survey, such。

9、as telephone, email and face to face interviews, questionnaires, brainstorming and SWOT analysis were used in the identification, analysis of problems and project evaluation. Project Framework, Activity Flow Chart with Time Scale and Project Progressive Checklist were used to monitor the project imp 。

10、lementation. With the efforts from all the project members, the project has finally achieved its goal. The newly developed English level have been well received by our member, and, as a result, members satisfaction ratings have been significantly improved. Meanwhile the revenue was also increased tr 。

11、emendously. The project hypothesis has proved to be reasonable and applicable. The project successfully achieved its objectives, better satisfying members needs and wants, and strength our market share.Table of ContentsPages1. Introduction 1-32 Problem and Problem Analysis32.1. Problem 32.2. Problem 。

12、 analysis32.2.1 Companys current situation32.2.2 Needs and wants analysis53. Project Objective and Hypothesis53.1. Project hypothesis 53.2. Project objective54. Project Design64.1 Research methodology and its finding64.2 Proposed project and its objectives64.3 Overall environment analysis and resour 。

13、ce auditing64.4 Personnel74.5 Project schedule84.6 Budgeting104.7 Implementation and Appraisal115. Conclusion12Bibliography12Appendix 1: Questionnaire14Improve Improving Customer Satisfaction via a Comprehensive Language-Skill Focused Training Program1. IntroductionThe Capital Club is a premier priv 。

14、ate business club in Beijing. It was founded as a joint venture of China Investment and Trust Corporation and ClubCorp USA, Inc. in 1994. It has successfully earned its place in Beijing as the premier international business, athletic and social club.Up to date, the Capital Club has developed more th 。

15、an 1000 members, who represent the leaders of Beijings foreign and Chinese business and government community. As a private club, it has a choice of sumptuous dinging rooms, well equipped meeting rooms and the state of art recreation and fitness facilities. The Club has about two hundred employees, w 。

16、ith 50% of employees work in Food and Beverage Department. Among them, 6% has university degree, 4% has college degree, and the rest 90% has vocational education. Food and Beverage Staff CompositionWith Chinas entry to WTO and the 2008 Olympic sets to take place in Beijing, there has been a stable i 。

17、ncrease in the number of five star hotels and high standard clubs. For instance, the Ritz-Carlton Beijing Financial Street opened in Oct. 2006. The 2nd RitzCarlton will be opening soon in Central Place 2007. The Regent Hotel opened in Dec. 2006. Beijing Bestride International Club opened in May 2007 。

18、. Beijing Jockey Club will open in end of this year or early 2008. The competition made the profit margin shrink severely over the past few years, yet each year the Club is requested to realize 10% revenue growth. Though there was no quantitative and qualitative research were conducted, but the Club 。

19、 management made the hypothesis: that if the front line staff have better command of English, and improve their communication with the customers, it will lead to a higher customer satisfaction level and as a result, contributes to Clubs overall revenue increase.Staffs better ability to speak and und 。

20、erstand EnglishBetter communication with customersHigher customer satisfaction level and the revenue increaseBoth Chinese members and foreign members occupy 50% of total number of members. During the last six months ， from March to September, we received a 50 member complaints语法问题 。
需认真修改全文的语法错误 。
, 70% o 。

21、f them are related our waiter/waitress doesnt speak English and they have difficulty to communicate with members and understand their needs. It makes the Club continually losing business and members. Microsoft, Motorola and Siemens, the three biggest consumer, they occupy an average of 35% of our ba 。

22、nquet revenue every month, but in recently six months, this part of revenue declined to 25%. The club management, which is headed by the General Manager decided to commission a project team to improve front line staffs English within two months period of time. The committee for this Language Skill O 。

23、riented Program consists of following personnels: Executive Assistant Peng Yang (The author) Human Resources Department Manager Service ManagerThis project was scheduled to be implemented from 10th September to 3rd November, 2006. The mission is to inspire and motivate staff to improve their service 。

24、d based English and communication skills, and help them commit to continuous growth. The objective is to reduce language/communication related customer complaints by 30% six months after completion of the project.To effectively design and measure the project, the project team conducted five face to。

25、face interviews to members, and five to staff. The team also surveyed sixty members and thirty dining room staff to identify and quantify the core issue before the project design.To design the project, the project team used Hiltons theory (Hilton, 2003, Practical Business project and Proposal Design 。

26、) and conducted a SWOT analysis. The design also incorporated the Needs and Wants Analysis and audited the Club internal resources: financial, personnel and physical support to the projected plan.To ensure the successful implementation of the project, the team included a project schedule, a checklis 。

27、t, team leaders spot-check, and weekly summary meeting as means to monitor the project progress. To measure the result, five face-to-face interviews and sixty customer satisfaction surveys were conducted to measure the project result. 2. Problem and Problem Analysis2.1ProblemThe problem that I will。

28、research is that our members and guests want and need more English speaking staff to communicate with them.2.2 Problem Analysis2.2.1 Companys current situationl Financial statusThe Club business is continually increased overall, but the dining room business is decreased due to the lack of English sp 。

29、eaking staff. Banquet revenue increase a 10% this year. Finally, we budget a RMB600,000 as education fund. We will use it for the training fee.l Human resourcesHuman Resources Manager, is in charge of preparing the video show. He will be also to launch the performance bonus in the end.Service manage 。

30、r, is in charge of demonstration the service standard and procedure in the video show. She is also responsible to check each individuals demonstration and evaluate their performance.F&B secretary, is doing the translation of the video show.I will be responsible for doing English assessment for the s 。

31、taff, sourcing the training companies, get quotations, work out the training plan with them. Get the cost and training proposals, have General Manager to approve and sign the agreement.l Physical resources, social and political environmentWe need to purchase a video camera and training books and DVD 。

32、 disk. There are a lot of language schools to offer the English training class and teacher will come to our Club to conduct the training. With the 2008 Olympics, the whole community is in upsurge of studying English. Employees appreciates to have the chance of study and make themselves more competit 。

33、ive.l Comer profilesThere are two kinds of customers:1)Members and guests:Guests are allowed to use the Club only when accompany by the member. 50% of members are overseas, they prefer western a la carte and Chinese banquet set menu. They dont need to spend much their time on ordering food when ente 。

34、rtain business client or partners. Chinese members refer to order Chinese food. They have no language barrier with waiters/waitresses.2)Potential memberBoth Chinese or western prospects prefer to have English speaking waiter/waitress. Because they think thats the international standard and they have 。

35、 more face. Generally, they come two or three times to the Club for trail use before they enroll the membership.2.2.2 Needs and wants analysisIn order to get a clear understanding of member needs and wants, we analysis the member comments, before member finish the meal, we present them the member co 。

36、mments card. The content includes: dining environments, food service speed, food quality, food recommendation and employee attitude. 95% of Chinese members are quite satisfied with our food service, speed and recommendation of food and employee attitude. Only 5% of Chinese members complained that th 。

37、ey wait too long for the fish dish, or Beijing duck is not crispy enough. The following are the needs and wants from foreign members:l The waiter/waitress has difficulty to understand what member said by the language barrier语义不清 ， 需修改l Need more English speaking waiter/waitressl A more detailed explan 。

38、ation of food when recommend the dish, such as a visible menu with pictures of the dish.3.Project Hypothesis and Objectives 3.1Project HypothesisThe competition made the profit margin shrink severely over the past few years, yet each year the Club is requested to realize 10% revenue growth. Though t 。

39、here was no quantitative and qualitative research were conducted, but the Club management made the hypothesis: that if the front line staff have better command of English, and improve their communication with the customers, it will lead to a higher customer satisfaction level and as a result, contri 。

40、butes to Clubs overall revenue increase.3.2 Project ObjectiveThe objective is to reduce language/communication related customer complaints by 30% six months after completion of the project.表述不准确 ， 而且有的地方说两个月的项目 ， 有的地方说六个月出30的结果 ， 前后不统一 。
4.Project Design4.1 Research methodology and its findingTo effectively 。

41、 design and measure the project, the project team conducted five face to face interviews to members, and five to staff. The team also surveyed sixty members and thirty dining room staff to identify and quantify the core issue before the project design.4.2 Proposed project and its objectivesThe objec 。

42、tive is to reduce language/communication related customer complaints by 30% six months after completion of the project.重复4.3 Overall environment analysis and resource auditing A SWOT analysis was conducted before the implementation of the project in order for us to have an overall understanding of t 。

43、he situation. StrengthsWeaknessesReputation as premier international business club.Location: 50th Floor, Capital Mansion, with a panoramic view of Beijing city.Solid member base (over 1000 members)Strong management teamHealthy and good relationship among stakeholders: employees, members, suppliers a 。

44、nd the board of directorsWell-trained and loyal employeesSupportive Food and Wine Committee which serves as a board of advisorsAging facilities (the club has more than 10 years history).Space limit, which does not allow us to accommodate large-sized events.Front line staffs English is limited, which 。

45、 may be a barrier in communicating with foreignersLack of strong and effective recruiting network and strategyOpportunitiesThreats2008 Olympic Games will increase members entertainmentsThe management has decided to renovate Chinese Dining Room and convert it into private dinning rooms and therefore。

46、enhance members and guests privacy.Chinas overall rapid economic growth.Recruitment. Less people in Beijing want to work in the hospitality industry from an entry level.Member retentionThe increase of newly opened five star hotels with advanced equipment and trendy design4.3.1 Financial Situation: t 。

47、he club budget a RMB600,000 as education fund in 2006 business plan. We will use it for the training fee.4.4 Personnel 4.4.1 The project involved General Manager, Executive Secretary, Financial Controller, Human Resources Manager, Service Manager, and Dining Room Managers. The project was commission 。

48、ed by General Manager and headed by Executive Assistant- Ms. Helena Peng (The author). Financial Controller are involved as a point of reference at the stage that the project team was setting up the budget.The key personnel who formed the project team are shown in the following table.Ms. Helena Peng 。

49、 (Executive Assistant, and the Head of the Project Team)o Position DescriptionProvide overall leadership to project teamOversee the research, project design, implementation Finalize project proposal, present it to the management and obtain written approvalsCommunicate with General Manager and Financ 。

50、ial ControllerObtain approvals from the managementOther specific tasks;
o Identify and contract training providerso Assess staffs English level Mr. Zhang Wen-Gang (Human Resources Manager)o Position DescriptionAssist in production of the vedio which demonstrate the service standardIntroduce the incen 。

51、tive scheme to the front line staff who undertake the trainingOrganize the Graduation Ceremony and release the reward to the best performerMs. Ida Peng (Service Manager)o Prepare the training material which explains the service standard with a focus on communication o Provide training on communicati 。

52、on focused service standardo Evaluate staffs performance during the training4.5 Project ScheduleThe project team firstly broke down the project into following units:Analyze staffs English level Identify the English training providers Discuss the assessment result with training provider and obtain tr 。

53、aining proposalProduce the video showDesign the questionnaire to evaluate training resultSecondly the project team examined the sequences and linkage of each unit/activity in order to make the project more efficient by identifying the critical path.The project team started the project by giving staf 。

54、f an English assessment. Based on the result of the assessment, the front line staffs who attend the training were divided into three categories: beginners level, intermediate level and advanced level. At the same time Helena Peng started identifying and sourcing training centers which specialize in 。

55、 hospitality industry.Secondly, Helena Peng discussed the assessment result with training companies in order for them to present the proposals. After evaluating different proposals, Helena Peng identified the best supplier.In the meantime, Mr. Zhang Wen-Gang, the HR Manager started working on the vi 。

56、deo material, which includes service standard and procedures. It is in English and staffs were obligate to watch it and demonstrate the standard and procedures at the end of the training. Staffs were required to be able to perform up to the set standard in order to continue their contracts.After the 。

57、 completion of the training, the project team conducted a member satisfaction survey. Members and guests were requested to fill up a questionnaire once they have finished their meals.Compile all the questionnaires and examine the training result/project performance.Organize a ceremony and brief all。

58、participants the overall performance of the project;
and release the reward to the best student/ performer.The project lasted twelve. Following are the activities organized based on the timeline. By the end of 1st week- the week of 11th September, 2006English assessment and divide staff into groups。

59、Source seasoned training companiesBy end of 2nd week the week of 18th September, 2006Discuss assessment result with training companies and work out the training planCompare the training proposal and costGet all materials ready for producing the videoBy end of 3rd week the week of 25th September, 200 。

60、6English Training startedProduction of the video tape By end of 4th week the week of 9th October, 2007The Ongoing English training The release of the video tapeBy end of 5th week the week of 16th October, 2007The ongoing English training Started watching the video show and improve the service standa 。

61、rdBy end of 6th week the week of 23rd October, 2007The ongoing English trainingThe ongoing training on communication focused service standardBy end of 7th week the week of 30th OctoberThe ongoing of the English trainingStaff demonstrate the service standard and service proceduresWeek 8th Week 12th t 。

【Improving|Improving Customer Satisfaction via a Comprehensive LanguageSkill Focused Training Program】62、he week of 30th October, 2006 3rd November, 2007Conducted Member Satisfaction SurveyEnglish training is ended by end of the 8th weekOrganized the graduation ceremony and released the reward 4.6 BudgetingThe overall cost for this project is RMB72,240. It consists of the cost of the video cameral, day to day operational cost, training fee and the money for the reward. A detailed explanation is as below.Cost on Materials and Equipments RMB20,000.Purchase a video cameral for producing the video tapeEstimated operational cost over 12 weeks time (phone bills, photocopying,。

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标题：Improving|Improving Customer Satisfaction via a Comprehensive LanguageSkill Focused Training Program