2015

Royal Palm
CRITICALANALYSIS OF THE SERVICES OF ROYAL
PALM
Prepared By: THE EXCELSIORS

M.Tanzeel-e-Rahman Khan

13125

Arslan Khalil

13127

Zaeem Munawar

13118

Abdullah Muzafar

13165

1 INTRODUCTION
The Royal Palm Golf and Country Club (RPGCC)
is a golf course and social club complex in Lahore,
Punjab, Pakistan. It is located on the Canal Bank
Road in Lahore. It was previously owned by the
Pakistan Railways and called the Pakistan Railways
Golf Club. In 2001, the club was sold by Pakistan
Railways to the current management and renamed
as the Royal Palm Golf and Country Club. It is a
national and international sports venue. As of 2013
memberships were the equivalent of $8,000.
The Royal Palm Golf & Country Club (Royal Palm)
is located on the site of the former Pakistan
Railways Golf Club which was founded in 1927. Today completely remodeled and landscaped,
the Royal Palm bears little resemblance to its past. Widely regarded as one of the subcontinents
best golf courses, the Club itself has set a new benchmark for others in the region to attempt to
emulate both in concept and execution. The Pakistan Railways leased this property in
September 2001 to the consortium now named Mainland Husnain Pakistan Limited (MHPL).
Spread over 140 acres of land and just a few minutes away from Shahrah-e-Quaid-e-Azam,
this expanse of rolling greens and stately old trees offers a serene backdrop for the pursuit of
playing, pleasure, business and social interaction. Every aspect of this prestigious club has been
designed by experts in the field, making it the most exciting country club in Pakistan.

2 HISTORY

2.1 PAKISTAN RAILWAYS GOLF CLUB 1912 - 2000

On a bright spring morning in 1912, a man stood upon the high railway embankment near the
Mayo Road (now called Shahrah-e-Allama Iqbal) Level Crossing and gazed upon the
TRIANGLE - the area formed by the forked (Lahore-Karachi and Lahore-Delhi) railway tracks
and the Canal - wondering whether it could be done, for his mind had conceived the idea of
constructing a golf course on this broken ground covered with a wild tangle of bushes and
Pampas grass (sirkanda) where jackals, hares, partridges and snakes abounded and where huge
area of saltpeter dust would have to be subjugated into fairways. This bold enthusiast was
one Mr. S.N. Nulty, Permanent Way Inspector of the then North Western Railway.
The course originally consisted of four holes only, but more variety was packed into these four
than, perhaps, could be found anywhere else. Apart from the terrain, the bushes, elephant grass
and somewhat too natural configuration for the fairways, at least one snake could be

encountered on to hiss at the wrong moment and ruin a shot. By 1914, the course had been
further cleared of jungle and extended to nine holes, but the War years saw a stoppage of
activities at the Club and it was not till 1928 that it awoke to full life and began to attain the
dignity and status of possessing a standard full length 18 hole course, measuring 5,930 yards,
with a total par of 70.
The creation of Pakistan in 1947 brought in its wake numerous problems for the club also. The
non-Muslim members having left, the membership dropped considerably. The position of
finances was therefore bad; maintenance of the course was consequently not upto the desired
standard; and the over-all picture was rather gloomy.
At this critical juncture, a band of zealous golfers stepped in and took the affairs of the Club in
hand. Gradually, they organized the finances and started paying attention to the proper
maintenance of the course. Due to their untiring efforts, things began looking up. The Club
Pavilion was renovated and improvement of the course re-started. The barren patches and the
areas on the course affected by saltpetre were gradually eliminated through concerted efforts
over a number of years. During this period not only was the course redesigned but its sand
browns were, also converted into greens for which a pipe-line was laid all over the course.
In addition, a large number of saplings were planted on both sides of the fairways and at
strategic points. Its length too was increased to over 6,000 yards and the total par to 71.
1955 was a memorable year in the history of the Club. A new club -house was constructed at
a new site on the mound located somewhat in the centre of the course. A number of additions
and alterations were carried out to the Clubhouse in order to provide requisite facilities to the
golfers. The Club also boasted of a standard-size swimming pool for its members and their
families.
In 1987 on the directions of the late President of Pakistan, General Muhammad Zia-ul Haq
major reconstruction of the club house and the course was undertaken by the Railways
department. It hosts some of the major tournaments in the country until 2000 when it was
decided to construct an art of a golf course on the existing flat and wide fairways.

2.2 ROYAL PALM GOLF & COUNTRY CLUB 2001 TO DATE

In 2001, Pakistan Railways had awarded a consortium now called Mainland Husnain Pakistan
ltd. (MHPL) this prestigious Railway Golf Club to reconfigure, develop and operate the facility
to create the ultimate golf & country club in the region with world class amenities. The club
was renamed as the Royal Palm Golf & Country Club.
Today, The Royal Palm Golf & Country Club is a modern oasis of leisure lifestyles located in
the heart of the city is fast emerging as an integral part of the landscape of urban Lahore.
Established since 2002, Royal Palm Golf & Country Club is regarded as the premier golf course
and leisure complex in the sub-continent. The club is iconic of the development of the city,
reverberating of a sense that Pakistans commitment to set and exceed global benchmarks has
become a destined reality.
The Club is spread over 140 acres of land and is situated minutes away from the Shahra-eQuaid-e-Azam (The citys main artery). A soothing retreat, in the heart of the business district,
Royal Palm has being created for those who seek excellence in sports, recreation and social
activities. The expanse of rolling greens and stately old trees offer a serene backdrop for the

pursuit of playing pleasure and leisure for the entire family and for people of all age groups.
Besides family fun, the project also offers a conducive environment for business and social
interaction.
The two tiered; driving range is undoubtedly the best learning and practicing facility in the
region. A night-lit range, with state-of-the-art gadgetry can transform your regular game to be
the one you dream of.
An adequately equipped pro shop offers rentals, equipment, footwear and even apparel for the
unprepared or slightly impulsive! The shop has a wide range of products which include the best
brand names in the world.
The club now has a membership of approximately 2000 family members comprising of the
nations leading businessmen, decision makers of prominent business houses and
representatives from multinational corporations from different industries and trade, along with
young trendsetters of the country, and expatriates managing some of top global brands
currently operating in Pakistan. The families of all members similarly enjoy the rich host of
services blended with top quality facilities resounding in the actualization of the good life.
Every aspect of this prestigious club has been designed by experts with proven expertise and
extensive depth of knowledge in their respective fields. The blend of foreign and local
knowledge is set to deliver nothing less than a world-class facility and an exciting experience
to people from all walks of life.
Royal Palm also provides the unique ability to provide sports hospitality packages to
corporations looking to initiate team building exercise or to organize sports events that reach
out to their respective target and niche demographics market. This offers a duality in the
opportunity for product and services partners to gather, and or for distributors and potential
partners to appreciate the viability of the brand, while naturally enhancing its visibility and
increasing the equity behind the brands product range and its recall value.
Royal Palm has progressively gained a foothold as an ideal venue for product launches and
press conferences, and is the preferred venue catering to the unique hospitality requirements
for globally distinct FMCG brands, Telecommunication and Education providers, and
pharmaceutical corporations and media conglomerates operating in Pakistan.
Widely regarded as todays urban face of Lahore, The vision is alive for Royal Palm Golf &
Country Club to become an ambassador for Pakistan inviting world culture and business
networking within an oasis of leisure, sport and hospitality.

3 SERVICES
(A): Narrate the type of services the firm is providing to its customers.

Royal Palm golf and country club provide corporate golf professionals, a section that provides
a complete array of golf services. Their aim is to put FUN back into the business. Royal Palm
has an 18 hole, par 72 championship golf course with exquisite settings around eight beautiful
lakes serving as water hazards, has been specifically designed to exacting by LDR consultants
from Malaysia. A floodlit, two tear 32 bay driving range is adjacent to the clubhouse for easy
access from the clubhouse and car parking area.
Palmers, treasure Island, Chemin De Fer, Mughalpura Plateau, Bhawani Junction, Waterloo,
Leap of Faith, Walk in the clouds, Peninsula, 52 Canal Bank, Mesa, Heart of Lahore, The
Longest Day, Pirates, 5 Banyans, Fairy Meadows, and Le Dome are the famous 18 holes of
Royal Palm golf course.

3.1 BANQUETS

Well other than golf they are providing banquets, sports in gyms, restaurants, events and
audiplex cinema. In banquets they have four type of venues number one is Fairways, with
Capacity of 150 persons, The Summit has Capacity to accommodate 300 persons on round
tables, 500 to 600 on theatrical or casual seating, Bab-al-Shams can accommodate 700 persons
on round tables. 1800 on theatrical or casual seating., Driving Range, Palmers Lawn, Roof Top,
Executive Boardroom A, Executive Boardroom B, Dome

3.2 GYM AND SPORTS

3.2.1

Traxx

TRAXX, Royal Palms exclusive sports and fitness facilities have revolutionized the ideals of
fitness in Pakistan by tempting everyone to get on the fitness workout trail. Catering to all
inclinations, stamina and level of fitness, from beginners to diehard sports and exercise
enthusiast, our challenging facilities boast immaculate swimming pools with climate controlled
temperature, state-of-the-art gyms, IFT approved tennis court and energetic aerobics regime,
Could one ask for more? Royal Palm provides outstanding gym facilities, an executive gym
and a separate ladies only gym.
This slick environment motivates everyone to get into the spirit of TRAXX, which is to think
smarter, train harder and finish stronger. The gyms are furnished with the latest state-of-the-art
equipment courtesy Life Fitness and Hammer Strength along with other leading brands.
Internationally acclaimed trainers provide personal attention while designing fitness programs
suited to individual needs.
3.2.2

3.2.3

Traxx Health & Fitness Center Facilities

Family Gym
Ladies Gym
Family Pool
Kids Pool
Ladies Pool
Jacuzzi
Steam Room
Sauna
Tennis Courts
Squash Courts
Billiard Room
Health Bar
Kids Play Area
Gym

Royal Palm provides outstanding gym facilities, family gym and a separate ladies only gym.
This slick environment motivates everyone to get into the spirit of TRAXX, which is to think
smarter, train harder & finish stronger.
The gyms are furnished with the latest state-of-the-art equipments and professional trainers
prioritize personal attention while designing fitness programs suited to individual needs.

3.2.4

Tennis Courts

The outdoor tennis courts built to International Tennis Federation (ITF) specifications with
their unique hard surface provide an apt setting for the friendly battles which regularly ensue,
fought with the chosen weapons of racquet and ball. With floodlights illuminating every nook
and cranny, the games continue late into the night. Professional coaches committed to raising
the standard of your game a notch higher provide added inducements. The stadium has a seating
capacity of 350.
3.2.5

Squash Courts

Royal Palm Golf and Country Clubs Squash facilities are recognized as one of the best in
Pakistan featuring three glass back stadium courts built to World Squash Federation (WSF)
standards, with 150b seating capacity, set in comfortable & spacious surroundings. Qualified
Coaches are available all the time. Personalized lessons are available if required. Squash
Academy caters for all ages & abilities.
3.2.6

Swimming Pool

Family Pool , Ladies Pool , Kids Pool

The turquoise surface with shimmering ripples in the sun is the perfect place for a quick dip to
experience instant relief from the sweltering heat, or a swim at leisure in the warm waters
during winter. The cascading waterfall lets its shimmering waters merge into the pools
separating the Ladies from the Mens. The pool overlooks the rolling hills of the golf course
and the added attraction of the Jacuzzi tempts all to leave their anxieties far behind and relax
in its bubbling depth.
You need hardly move a muscle to enjoy a refreshing cooler or a light snack at our floating
bar. Just stay where you are in the pool and relax as we serve you with whatever tickles your
taste buds.
Thank you for considering Royal Palm Golf and Country Club. We take pride in our facilities
and in everything we do. Our objective is to fulfil your dreams of comfort, pleasure, relaxation
and entertainment.

3.2.7

Ladies Pool

Your special needs are never forgotten at Royal Palm, where we are always thinking of you.
For you exclusively, we offer a lively pool where you can relax or do a few laps. It is covered
and discretely protected from prying eyes. We have not forgotten your children, who can also
enjoy and learn swimming in a pool of their own under the supervision of a separate trainer.
3.2.8

Floating Lounge

Quench your Thirst and Relax at the Floating Bar after a exhaustive work out at the Traxx.
some more details are to be appearing soon

3.3 RESTAURANTS

3.3.1

Chameleon

Chameleon presents a unique fine dining experience with a selection of dishes conceived over
a fusion of sensual flavors, moreover textures impressed from cuisines across the globe. The
Chameleon promises finest local and imported ingredients, which combine to produce a
stimulating choice of sublime dishes that will be served to delight the most discerning palate
and dazzle aesthetic connoisseurs.
Seating capacity: 120 persons.
3.3.2

Palmers

Relax with friends and associates in an environment that is the perfect blend of luxury and
comfort at Palmers. A hub for fitness and sports enthusiasts, Palmers offers splendid views and
a sports-bar style menu with continuous sport on large plasma screens.
3.3.3

Palmers Sports Lounge

Decorated in a manner that can only be described as sports tech meets chic. Palmers boost
luxurious seating with a splendid view of the golf course, moreover a sports-bar menu to go
with the plasma TV.
Seating Capacity: Approximately 140 - 150 inside & at the terrace.

3.3.4

The Family Lounge

Overlooking the lush greens of golf course and adjacent to swimming pool. This inviting family
restaurant offers breakfast, lunch, hi-Tea and dinner. Focus on Pakistani, Continental & Snack
food items. The Family Lounge is favorite for families with entertainment and activities during
the evening & weekends.
Seating capacity: 80 persons.
3.3.5

Cigar Lounge

Cigar Lounge at RPGCC is for our exclusive members who like to enjoy privacy with their
member friends along with a special blend of Cigars offered at the lounge.
Seating capacity 70 - 80 persons.
3.3.6

Carte blanche

Pair-a-dice! The card room found here is a study in aesthetic artistry. Whether you eye the
intricately crafted furniture, the plush felt or the coordinated wall paneling this locale makes
for the most fascinating ambience. Does Lady Luck favor you? Come and find out at Carte
Blanche where your flavor is served. Whether your flavor is poker, bridge or just a simple
board game Carte Blanche serves it up with pizzazz.
3.3.7

BBQ Caf

Soon to be launched
Adjacent to Palmers Sports Bar
Serves a buffet of Pakistani & other grilled food, plus A La Carte.
Seating Capacity: Approximately 120.
3.3.8

Caviar lounge

As you progress upstairs through the serpentine contours of the clubhouse, you come upon a
place where a fragrant mist greets you with a warm luxurious welcome of palette tantalizing
odors and exhilarating Cuban tobacco aromas. This is the Caviar Lounge, a private haven for
those who wish to enjoy a little quiet solitude in comfort and privacy.

3.4 EVENT MANAGEMENT

They provide expert services in event management. They can provide you everything you
need to create an extraordinary event for your business or your personal needs. They
specialise in all kind of events whether of corporate nature or of casual nature.

3.5 AUDIPLEX CINEMA

Recently they have launched successful chain of cinema in Lahore with high standard of
services associated with them.

4 TARGET MARKET
(B): Has the firm identified its target market and competitors if so described the target market on
the basis of demographics, and identify the competitors, of the firm?

Royal Palm has positioned itself for the business class

of Pakistan and identified its target market for the
corporate professionals. Royal Palm is an exclusive
club which moves in limited segments of society.
They cater all the business hubs and corporate
societies. Their potential clients are well aware of
health and fitness, but their schedules are busy and
having hectic routines, so they will try to rejoice their
healthy activities to maintain their health and fitness
through the facilities of this club. Royal Palm specifically target the working class of the
society, on the basis of demographics drive has segmented its target market on a very limited
portion of the society which belongs from business backgrounds, high performance living
lifestyle, and exposure. They dont want any Tom Dick and Harry to be the member of Royal
Palm. They provide exclusivity to their customers and a feel of luxury in their brand
positioning. So only those who are well settled, those business hubs, and major government
officials are welcomed to join the club.

5 CUSTOMER GAPS
(C): Does the form field that there is a customer Gap? How did they discover it? What steps are
being taken to address those gaps?

Health and fitness service industry is growing very fast,

health and fitness facilities are gradually increasing in
number and technology moreover customers expectations
are rising day by day. As far in Lahore competition is
building up and new techniques of operation and latest
technological advancements are being used. Expectations
are increased due to exposure and other facilities available
in the town. To overcome these Gap they come out with latest equipment, latest techniques and
latest training modules for their customers. From time to time they offer and send their
employees to foreign countries to get international exposure and foreign training courses
wherever and whenever it is available to them. These techniques are applied on a regular basis.
The perform a check on the equipment every six months to compare it with the equipment
available in the market and the equipment used by the competitors. Moreover they win their
customers loyalty by providing them excellent environment every time they visit the premises
by continuously spending a large amounts on maintenance of the sports and golf facilities.
Regardless of how many customers visit Royal Palm everyday, they are spending large amount
of budget on maintenance, renovation and interior exterior upgrades.

6 PROVIDERS GAP
(D): Do they have providers get? If so how are they managing it?

The six monthly analysis of their operations gives them an

overview of the customers needs and wants and where the
Royal Palm is currently standing. They are trying their best to
achieve maximum customer satisfaction and maximum level
of quality standards. That six monthly analysis gives them
ahead of their competitors and the market and keep their
customers happy by delivery of services above the expectation
level and set standards by Royal Palm. Royal Palm tries to
identify the latest and best techniques being practised nationally or internationally and
implement them in their premises.

7 MARKETING STRATEGY
(E): Do they have any marketing programs to create awareness about their services? Do they all
promise or underpromise their services? If so why?

Royal Palm is an elite club and the perception is that their

business will grow more if the doors are closed for general
public. That is what their motto is, that is what they sell, they
sell exclusivity. If the doors were to open for the general
public, they might get some good customers but they will
loose their exclusivity and their standards will decline. So
they pick their customers on very selective basis, they go for
the criteria check, and they prefer if that customer have or should have membership of any
other club as well so that he is familiar with club life. The market but they market only the
target audience and that is business community, government officials and military officers.
And still the business community of specific level are catered, not every business personnel
belonging to a level lower than that specific standard/criteria is included in the target market.

8 RECOVERY STRATEGIES
(F): Whenever the customer is dissatisfied with the firms what steps they are taking to motivate the
customer in order to bring him back?

They are pleased and proud to say that Royal Palms

currently giving the best services possible in the market,
they hardly find any dissatisfied customers but still they
have feedback programs in all the sections like restaurants
sports and fitness centres. The feedback Performa is
always available to the customer for their opinion, that
how can the services be improved and how the club can
perform better according to their expectations. So if
anyone has any problem with the service they are providing they will just have to write on the

feedback form and put it in the feedback boxes is any available all over the premises. The
members service department which works nine hours to maintain all the service standards and
rectify any dissatisfactions to the customers. The members service representatives are available
close responsibility is to address if any emergency query comes up, and it must be solved within
that particular moment.

9 SWOT ANALYSIS
(G): Please conduct the swot analysis of the firm keeping in view its competitors?

9.1 STRENGTHS
Strong brand name
Strong Brand Equity
No compromise on standards
No compromise on brand image
Adequately available place for all major events
Largest golf course in Punjab

9.2 WEAKNESSES
Limited premises
Business is limited to the specific area and cannot be extended for new ideas
Complex membership procedures

9.3 OPPORTUNITIES
Cinema industry
Hotel business
Diversification

9.4 THREATS
Political legal and stability
Economic slumps
New entrants with even better facilities yet cost-effective operations

10 EMPLOYEE COMPENSATION
(H): Are the employees of the firm being compensated on the basis of performance along with the
firms standards, if so how? Is it helpful in producing is positive results?

Yes they have annual performance appraisals, annual

increments, annual review and work review reports. They
have a very strong human resource development Department
which is responsible for regular employee training programs
and is working in alliance with HRM department, so that
they can find out if there is any weakness in the employee
and what are the prospects and career development
opportunities available to them. HRD Department also
provide their employees with further training programs like
courses related to hotel management and other services.
These training programs have the employees to achieve better career levels and successful
performance delivery.
Yes it is helpful in in improving the performance of the employees hence improving the
delivery of standard level of quality. They have better competition skills with the customers,
now they know how to interact with the customers, how to serve, how to manage the stress,
and how to keep calm behaviour all over.

11 OVER OR UNDER DEMAND OF SERVICES

(I): Is the firm facing the problem of over or under demand of services? If so how do they manage it?

No the form is not facing the problem of over or under demand of services. As already stated
above that Royal Palm golf and country club is an exclusive elite club and they target only the
limited section of the society and they have adequate number of memberships of the club. So
they are not faced with over or under demand. In worst case scenario if to have to face certain
situation the members service department is available to cater and manage such over and under
demand issues.

12 EMPLOYEES COMMITMENT
(J): How do they build employees commitment for better performance and retention?

As described above their employees are motivated through career development offers, annual
appraisals and annual increment moreover to increase their commitment, special training
programs are organised on daily basis and on weekly basis which continuously grooms their
personality and enhance the commitment to the better performance. They do not remove any
employee due to small errors or mistakes, they think that their employees are there assets and
they always have to be polished through different development strategies. Thats why they
have a strong human resource development Department simultaneously working with the
human resource Management Department to ensure maximum employee performance and
minimum employee turnover.

13 PHYSICAL EVIDENCE AND SERVICE SCAPE

(K): How much importance the firm is giving to the physical evidence and what measures do they
take to improve it?

Royal Palm has created a brand

image and positioned itself in
the elite class, they are selling
excellence to their customers,
so the physical evidence of the
clubs of extreme importance
and is being continuously
maintained and improved
although its are very expensive
procedure but they are ready to
spend large amounts of money
on maintenance of service
scape. Being a golf club
maintenance of large outdoor
golf course is very expensive and time taking procedure and they are doing their best to keep
it in best. They have very elegantly interior and exterior, providing luxurious feel to their
customers and keeping them refreshed all the time.
So every time they find that somehow the physical appearance of any portion of the club is
giving bad impression or dull feel to the customers, they do not wait for any weekly meetings,
they do not wait for annual meetings, they get it redesigned, repaired and refreshed as soon as
possible. 80% of engineering and maintenance team are just working on the maintenance of
the golf course and other club facilities. They always keep improving the club facility and the
club outlook and they always have knock-on whatever is happening. They are appointed to
keep the area in a condition as per defined by their SOPs. So they do not have to wait for any
sort of meetings their SOPs allow them whenever they find any relevance when a problem
they fix it right away.

14 UNREALISTIC CUSTOMER EXPECTATIONS

(L): What does a service firm do if customer expectations are unrealistic?

They are very unlikely to find any unrealistic expectations from the customers because their
customers are from elite class, well aware society, and they are familiar with the club life so
they have a mindset about what Royal Palm is and what they are offering to their customers.
Royal Palm is a leader club, the customers come here for relax, enjoy and indulging healthy
activities to relieve the stress of their hectic routine. The customers come here for dinner, they
provide them excellent restaurant service, the customer come here for movie they provide them
excellent cinematic experience, if the customers are here for tennis they find themselves in
excellent tennis courts. So the club is very unlikely to be faced with unrealistic sort of demand
from any customers.

Although if a customer shows an unrealistic interest, the members service department is

available to communicate with him and satisfy him to maximum effort on good communication
with the customer so that he will realise that his expectations are completely unrealistic and
ultimately his mindset is satisfied of the club itself and no bad impact is created on his
experience.

15 EXCEEDING CUSTOMER SERVICE EXPECTATIONS

(M): How does a company exceed customer service expectations and delight them?

Royal Palm provide excellent customer experience in all ways possible, so they strategy is to
underpromise the customer to an extent of not lower than their expectations. The promise their
customers that their services are best in the local market and when the customer comes in the
provide him even better services compatible at international standards so the customer
experience is delighted and he takes home are positive experience and becomes an ambassador
of the club. Underpromise is the best way to beat a customer, if you give them 10 expectations
and you are unable to deliver even nine of them this will create a bad impression but if you
give them one expectation and surprise them with 10, the customer will be delighted.

16 ESCALATION OF EXPECTATIONS
(N): Do customer service expectations continually escalate? If so how do they manage it?

Basically this is a random process, if you give them good pattern of expectations standards they
will follow, and if you break the pattern and into them with something which is not usual for
them, it is more likely that there experience will suffer based on their escalated expectations.
Here in Royal Palm they have set standard of expectations for their customers and has
communicated them in their mindsets through their brand positioning and have maintained it.
The problem will arise when the club is not providing the expectation level set in the customers
mind, so they have two deliver what they have promised and mentally created in the customers
mindset. Through this strategy they do not find any hassles with the rising expectations of the
customers. Even though the market is expanding day by day and it also has influence on the
customers expectation, so we have to stay ahead of the market and to do so they analyse the
new trends on every six months basis. These strategies help us to meet the customers
expectations always.

17 CHALLENGES FACED BY CONTACT EMPLOYEES

(O): What challenges do the contact employees face by providing services in the real-time? What
steps to the take to address those challenges?

Royal Palm has intelligently designed the service delivery procedure and because of that
intelligent and thoughtfully designed procedure they have minimised the challenges for the
contact employees but still the customers are always random in nature so sometimes the
customer comes in a bad mood, sometimes they even make issues out of small things like small
delays in service delivery for example if you have ordered food in the restaurant and the order
has been delayed by two minutes, the customer in bad mood will try to make a scene out of

that issue. So the strategy we use to address those challenges is service with smile, the
employees are well equipped and well trained to not let the situation escalate and they know
how to deal with it was satisfy the customer in specific situations. Service with smile is their
motive, whatever the customer is saying to them even if the customer is abusing the employees,
in response they always have two smile back and they dont have any other alternative. They
have to handle the situation with positive attitude. Thats the only reason behind their brand
name and brand personality and where they stand today. They make everyone go happy, they
dont make any sort of arguments with their customers.

18 STAYING AHEAD OF COMPETITION

(P): What steps do they take to stay ahead of competition in meeting customer expectations?

The always keep upgrading their

facilities, equipment, technology and
service standards, through analysis of the
market and their competitors on
quarterly basis. They have a dedicated
research team to analyse the latest trends
in the market. The research team not only
analyse local market as well as the international market to provide best services possible to
their customers and to stay ahead in competition not only in the local market but also the
international market. Moreover their brand value, is not to compromise on the service standards
and to provide excellent to the customers to such extent that no one can beat it.

19 MARKETING RESEARCH
(Q): Are they using marketing research to know about their customers expectations? How they have
outsourced marketing research or they have some in-house system in place to conduct it?

Yes research is very important for every business and has discussed above we have a
continuous research process throughout the business lifetime. Although extensive research is
more suitable for those business which are selling products on daily basis, they need continuous
market research, marketing mix, whats happening in the market on daily basis, how they will
have to improve their product, what are the prospects of new entrants, what their competitors
are doing, what are the price strategies etc. Royal Palm as business belonged to leisure industry,
they keep an eye on the market whats happening but they dont have to continue research on
daily basis and we dont have to study trends on daily basis. They try to create something new
and we try to motivate, compel customer to take it as his habit.
They have an in-house research department to cater all the research needs and market analysis
for the improvement of their services and better marketing strategies.

20 MYSTERY SHOPPING
(R): Are the collecting mystery shopping this is? Is mystery shopping this is helpful in improving their
employees performance?

No they do not follow mystery shopping strategies of research, because the HR department and
HRD department keep an eye on the employees performance and finally a team of dedicated
personals from the member service department are always available on site, to ensure delivery
of highest standards of services and ensure best customer satisfaction. All three of these
departments keep eye on employees performance, so any employee who is not delivering
according to the standards and is in denial of the clubs SOPs, he will not be tolerated and they
will try to perform counselling for him and still he fails to deliver, unfortunately he will be
removed from the panel. The keep the best people to deliver the best standard of service.

21 OVERALL EVALUATION OF THE FIRM

(S): What are your overall evaluation of the firm? In your point of view what are the critical success
factors of the firm? And what are your suggestions to further improve the firms business?

In our point of view Royal Palm is an excellent firm, they provide amazing environment to the
customers, they are delivering highest possible standards in the industry and their business
strategies are excellent. The customers are highly delighted through their experience in Royal
Palm. While in Pakistan the leisure industry is already suffering, tourism is not increasing,
terrorism has also a devastating impact on the industry, so much bad name is coming to
Pakistan, foreign investment is not available, economy is in recession, we are having very
limited leisure industry, but still Royal Palm is performing in great position. The services might
be expensive but the customers get satisfaction and value for their money.
As always there is room for improvement, they should improve their research methods and
should identify the customer true needs as well, and then they can always improve their
services, improve their operations, improve their cost effectiveness and they should also
provide cost satisfaction to their customers. Although they have a quality control department
and research department but still they have to improve their performances, in order to improve
their services, food, environment and Security maximise their potential.

ANNEXURE:
22 TRANSCRIPTION
Answer 1:
HEALTH &FITNESS club, super cinema
Answer 2:
Yes, limited segments society. Potential clients those who are well aware of the fitness club,
those who are having busy schedule and having hectic routine. Those who are the working
class of the society, on the basis of demographics: client performance, business backgrounds,
living life style, exposure, not anyone can come and join the club. Only those who are well
settled those who have business hubs, major government officials.
Answer 3 and 4:
Health and fitness is very fast growing, competition is very high. New techs are used in business
customers expectations are getting high due to exposure and due to other facilities available in
town. How they come out with latest equipments latest techniques, latest training modules.
They send their employees to foreign countries to have exposure of international courses to
update their knowledge. These Techniques are applied on regular basis. After every six months.
They research. Their equipment and check them with the latest equipment available in the
market.
They win customers loyalty by providing an excellent environment every time they visit. Lot
of amount is used on sports and golf courses. Weather they have one customer daily or ten.
They continuously spend lots of amount for the maintenance.
Answer 5:
Royal palm is an elite club. Royal palm will grow more if the doors are closed for general
public. They only sell exclusive.
If they open door to everyone, they might get some good customers but they will lose their
standard, they will lose that image of being elite club.
They chose customer one some specially designed criteria and they make sure that their new
customer is already have some other membership of any other club, so that they are similar
with club life.
They market only target market e.g.: business county, government officers and military officers
and business community is very large there is some perimeter that we set to business
community to have for membership. Not all business members are allowed.

Answer 6:
Royal palm is giving best services; they hardly find any dissatisfied customers. But still they
have a feedback program. In restaurants or sports if someone has in issue in services, they will
fill the feedback forms and they have feedback boxes. In the whole process on weekly bases
they check their feedback boxes. Service department works 9 hours to maintain all services.

Answer 7:
Strength
1. Brand name
2. No compromise brand
Weaknesses
1. Limited premises
2. No more extend of new ideas
Opportunities
1. Entertainment
2. Hotels
Threats
Answer 8:
1.
2.
3.
4.
5.
6.
7.
8.
9.

performance appraisal
Annual review
Annual increments
Work review reports
Regular training programs
HRD and HRM, two different dept. are there in royal palm
HRD is working on human resources development
HRM is working on human resources management
HRM finds out if there is any weakness with employee , then they will forward it to
HRD, further development and training

(I): Is the firm facing the problem of over or under demand of services? If so how do they
manage it ?
Ans: not mention
(J): How do they build employees committed for better performance and retention?
Ans: not mention

(K): How much importance the firm is giving to the physical evidence and what measure do
they take to improve it?
Ans: We do not need to change our theme but annual renovation, maintenance is a continuous
process. As I have already mentioned this is our brand name, this is what we are selling, we
selling the excellence. So, every single time we have find which is been somehow giving the
bad impression. We dont wait for our weekly meeting, we dont wait for our annual meeting
we are just engineering and maintenance is a very big operation. We having a team 80% of
employees are just working on the maintenance. They keep improving, they keep having the
knock or whatever is happening. They are appointed to take the area as per our defined SOPs
(System Operating Procedures) so we do not wait for any sort of meeting for it. If we find
anything which is irrelevant, we fix it.
(L): What does a service firm do if customer expectations are unrealistic?
Ans: I dont think so because this is a leisure club. The customer comes here for relax, enjoy.
They come with the family, they come with the friends and till my experience Ill never faced
any sort of unrealistic expectations from the customers because they are familiar with what
club is? And what they are offering so they come and they having the mindset that they are
going for a dinner, they come and have the dinner. We are going club for a movie they come.
They have enjoy the movie and go back so we are here for good tennis game so they come
and play then they will go back so there is no unrealistic sort of demand from any customer in
my experience.
(M): How does a company exceed customer service expectations and delight the him?
Ans: over promise would be unrealistic so in every business under promise is something the
best way to pitch a customer if you give them some 10 expectations and you do not deliver 1
so it is better than to give them 1 expectation and surprise them with another to delight the
customer.
(N): Do customer service expectation continuously escalate? If so how do they manage it?
Ans: It is a random process if you giving them good set pattern they will follow it, if you will
break the pattern and interrupt them with something which is not usual for them. We have at
the club set standard of expectations and we maintain it. The problem will come when we
have giving the expectation level and we are not meeting it so in our case what we have
promised we delivered it therefore we dont find any sort of situation for coming up.

(O): What challenges do the contact employees face while providing service in the real time?
What steps do they take to address those challenges?
Ans: Regular operations may be otherwise on a generic node there is no such to try a thing
but yes when you come with people to people dealing so daily operations you will feel some
experiences sometime it doesnt escalate sometime one customer is expecting service to be in
time in 10 minutes service delay for 2 minutes such kind of things they are well equipped
how to deal with it or satisfy the customer.
if customer is in bad mode what will you do ?
service with smile that is our motive whatever the customer is abusing you we have to smile
back we dont have any other alternate , again the answer is service with smile. That is
only the reason why we are? What we are? We will make everyone go happy, we dont have
any sort of arguments
(P): What steps do they take to stay ahead of competition in meeting customer expectations?
Ans: not mention

(Q): Are they using marketing research to know about their customers expectations? Have
they outsourced marketing research or they have some in house system in place to conduct it?
Ans: we dont need , this question would be more relevant who is selling product on regular
basis so they need continuous market research, market mix what is happening. Who is selling
this, We have set a pattern we are giving we are delivering we are the luxury industry
entertainment business so just keep an eye on what is happening g in a market and we try it to
create something new and our win would be to make customers of all customers take it habit.
(R): Are they conducting mystery shopping research? Is mystery shopping research helpful in
improving their employees; performance?
Ans: No, I have told you already otherwise you will not survive any employee is not
delivering so we are sorry for him. We have to keep best employees with us.
(S): What is your overall evaluation of the firm? In your point of view what are the critical
success factor of the firm? And what are your suggestions to further improve firms business?

Ans: Amazing company to work with, amazing environment, leisure industry in Pakistan,
already having the bad time, the tourism have not been increasing, so much bad name is
coming to Pakistan, foreign investment is not there so we have very limited sort of leisure
industry and I am one of the employee of that segment and I enjoy. I might be earning less
but I have being a part of 5 star company. I have been here for 5 years.
Suggestions
I dont think so I am not in the position to suggest they have pay me and I am here for deliver
but ther is always a room for improvement we should improve our services, customer
services, customer dealing, we should improve our security we should improve our food ,
restaurants and cuisines it is not only I suggest the management are also doing what they can
improve in every of their capacity.