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How does Alton Towers Monitor Customer Service Essay


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Alton towers is an industry that offers products and services that are similar to its competitors, they need to continually monitor and asses their levels of customer service, and improve areas so that they can exceed customer expectations. To have a high level of customer service the organisation first needs to identify its aims and objectives this might come in the form of a mission statement.

Alton towers mission statement is ‘we create magic moments’ this appeals to people of all ages, and different groups of people, what people look for when they go to Alton towers.

Like many other businesses and services it is vital to keep customers happy regardless weather they are old or new, this will encourage them to revisit the attraction. People from different back grounds and ages

Price or value for money

Alton towers costs �23.00 for one adult ticket, so when you purchase the ticket you expect to get value for money which is different for different people, one persons value for money might be fun for the whole family (adults, children and teenagers) another persons value for money might be to visit every ride in the theme park twice.

So Alton towers needs to take in consideration that everyone’s value for money is different but cannot lower there prices to low due to competitive organisations and the annual funding needed to keep the park open, so what Alton towers have done is printed off booklets informing people of the prices and opening times of the theme park, height restrictions on rides seasonal times (the time of year that the park is most popular) online information and website from this booklet people can see.

When to visit, what time to visit, how much they are going to pay and what rides they can/can’t go on and see if Alton towers offers better value for money than Drayton manor park.

Consistency and accuracy of the park

If customer receive a good amount of customer service while at Alton towers and this continues each time it encourages people to revisit again and again, Alton towers is forever trying to improve its standard of customer service and rides to make it more enjoyable for people, they are now trying to improve the waiting lines so that rides are easier to access and the lines go down quicker.


Alton towers have a very good accessibility due to the high amounts of people arriving and departing from the park. Alton towers has increased there car parks so that they can now hold up to 50,000 vehicles a day if the accessibility is bad then customers will assume that it is like this all around the park, there are also ramps to help people who cannot walk up steps or are in a wheelchair, rides also let wheel chair users access the ride from the exits which are also ramped so that access is more easier.


If Alton towers is unreliable then people are influenced to try another theme park. But Alton towers is not unreliable this is what attracts customers to come back, they keep there internet and brochures up-to-date and let customers know what is going on around the park this is reliable because if they where closed one day and they didn’t advertise it lots of people would still turn up at the theme park expecting to get in.


At Alton towers they employ the best staff that are trained to deal with the high expected levels of customer service, staff all where a uniform this to ensure that they remain clean and recognized Alton towers also employs over 1500 members of staff and they are all divided to work over different areas of the park to help with customers

In busy periods e.g. over the summer Alton towers employs more ‘casual staff’ that can handle high amounts of customers and that can deal with them in an appropriate manner

Health and safety

If the health and safety of the park is poor the customers will not visit again but if the high standards are noticeable then they will enjoy there visit a lot more, at Alton towers rides have regular maintenance checks and are run in the morning before the park opens to ensure that there are no faults.

Cleanliness and hygiene

The cleanliness and hygiene standards of Alton towers is essential if the park looks unclean this gives a really bad first impression when the customer see it , the park has been given hundreds of bins, there are also designated litter pickers that patrol the park every 15 minutes, toilets that are all around the park are monitored every 40 minutes to ensure they remain clean and tidy.


The main objective at Alton towers is to make everyone’s day (who visits the park) is to make is as enjoyable as possible, they do this by trying to get lines and queues down as quick as possible, offering people fast track system so the can skip the queues, more fast food restaurants are being introduced this will help to the long queue’s that

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How does Alton Towers Monitor Customer Service. (2017, Oct 07). Retrieved from https://studymoose.com/how-does-alton-towers-monitor-customer-service-essay

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