Description
Assessment 2 Part B: Individual Report: The development of a customer service excellence award for Abu Dhabi Government sector
Students will work individually on this project. The project report will consist of approximately 2500 words.
In order to support the achievement of the Vision 2030, you are required to develop a customer service excellence award that can be applied to the Government Sector in Abu Dhabi.
This report builds on what you have established as excellent customer service in Part 1 of this assignment, and requires you to develop a customer service excellence award for Abu Dhabi Government sector
This assignment requires you to critically reflect on the way that customer service operates for the Government sector in Abu Dhabi, – how the approach to its customers and customer satisfaction can be measured. There are 3 McKinsey reports that you will need to read and refer to in your report;
- Building a case, build a following: Laying the groundwork to transform customer experience in government.
- Solving the customer experience puzzle: a guidebook for Government leaders
- Delivering for Citizens, how to triple the success rate of Government Transformations
The customer service excellence award is to be designed to recognise Abu Dhabi’s best performing Government sector entities, but structured in a way that supports entities in starting the journey toward customer service excellence through the framework.
In order to develop a sound argument and discussion of the proposed topic / issue, you should use relevant academic literature, e.g. touch points, supporting handouts, existing awards etc. to support the recommended reading supplied on the ADSM LMS. Make sure that you actually answer the question.
Your terms of reference:
• What does ‘customer service’ mean, – why, and what are the implications of these the customer journey or the customer experience?
• Consider the key issues in achieving customer satisfaction.
• Critically evaluate the concept of customer service and discuss its relationship with touch points and the customer journey.
• Develop a service excellence award that is designed to recognise Abu Dhabi’s best performing Government sector organisations, but structured in a way that supports new organisations in starting the journey toward customer service excellence through using its framework.
Key issues:
A comprehensive critical appraisal of customer service
A clear and interpretive reflection on customer experience excellence models.
Developing a clear customer service excellence award to support Abu Dhabi tourism sector.
Your terms of reference / Assignment Criteria
• Your final report for Part 1 should be approx. 2500 words, (1500 would probably be inadequate, over 3,500 too long and needlessly verbose). Put the word count on the cover page.
• Your final report for Part 2 should also be approx. 2500 words, (1500 would probably be inadequate, over 3,500 too long and needlessly verbose). Put the word count on the cover page.
• Each cover page should include the title of the report, your name and student number, the date of submission, and the word count.
• The report should be typed and clearly laid out, preferably Times New Roman 12-point font, 1 1/2-line spacing
• Use one consistent referencing style throughout the report.
• Make sure it is spell/grammar checked
• Both reports must be Submitted in the LMS through Turnitin by 23:30pm on The key to success is analysis: Ensure you read the required work and address the basic question of the assignment.
• Make specific recommendations, resulting from use of the theory. Not simple description of what you have seen without thinking about it.
• It is essential that you conduct your literature review and analysis making explicit and acknowledged use of the theory.
• There must be a bibliography where sources are utilised, and all references must be correctly cited.