SERVICE QUALITY FOR ISLAAMIC CENTERS 

By Naushad Noorani

APPLICATION OF PRINCIPLES OF SERVICE MANAGEMENT TO ISLAAMIC CENTERS 

CONTENTS:

1. Introduction 

2. Why is Service Quality Important? Why should Islaamic Centers Care about Customer Service? 

3. What are the aims and objectives of your Islaamic Center?

4. What are the services and facilities that your Islaamic Center presently provides?

5. What Is the Real Measure of Service Quality?

6. Who are your customers (i.e. Guests and visitors)? Who Are Your Guests?

7. How Do We Get to Know What Our Guests Need and Want? 

8. What Do Your Guests Need and Want? 

9. How to provide guest satisfaction? 

10. Why do customers quit or stop dealing with an organization? 

11. What is Service Quality? 

12. Who Is Responsible for Quality? 

13. What Is Poor Service Quality? 

14. Guest oriented front-line staff

15. Internal customer service 

16. Ways in which Services differ from Products 

17. Moments of truth 

18. Cycle of service 

19. What has not been covered in this article?  

20. Summary 

[TOP]

SERVICE QUALITY FOR ISLAAMIC CENTERS 

APPLICATION OF PRINCIPLES OF SERVICE MANAGEMENT TO ISLAAMIC CENTERS 

Introduction: 

Quality service does not happen by itself. It is managed.  That is what makes good quality service organizations different from others. Their businesses are service centered and service focused – everything revolves around the customer’s needs. Those who serve best, profit most. Those organizations will prosper who accept and work that improving their service quality is a critical must in today’s economy. 

Islaamic Centers too need to make efforts to achieve Service Excellence. [TOP] 

Why is Service Quality Important? Why should Islamic Centers Care about Customer Service?  

The Service Imperative for Islaamic Centers:  Islaamic Centers are service organizations. Even though we are "non-profit," or “not-for-profit” institutions, our services compete with various options that our guests and visitors have. Can you name a few options that our Islaamic Centers compete with? 

Options include: Time spent on reading novels, watching TV or movies, internet surfing, time spent with friends, family members or relatives. It could be time spent at Centers of other religions. It could be time spent in unIslaamic activities or even mundane issues. 

We should care about Guest Service in our Islaamic Centers because we are aware of how important our guests/visitors are to us and because we want them to use and to appreciate our services. Only happy customers/guests come back and only happy ones recommend us to others. 

Our Islamic Centers exist because we want to influence our visitors and guests. They will be influenced more easily and readily if they are receptive – they will be receptive only if they accept us, are happy with us and with the quality of our services. Hence guest satisfaction and service Quality are of great importance to us at our Islaamic Centers.  

The guests want to know, "what can you do for me?” If the answer isn't clear, they won't come back.  And why should they?

Why Does Guest Service Matter? Why should we give good service to our guests? Why should we provide our guests with quality service?

• So that we create a good image of Muslims and Islaam.

• Sawaab – Blessings of Allaah

• Only happy, satisfied guests come back, visit again.

• Personal satisfaction / increased confidence: you experienced inner satisfaction and confidence when a guest / visitor is happy.

• Only excellent service gets noticed.  Average service means "OK service" or "poor service".

• Build and maintain the reputation of your center and of Islaam and Muslims.

• Referrals - happy guests tell others. Your center gets free publicity by personal recommendation.

• Repeat visits by the same guests.

• Is our center such that our past visitors recommend? Will someone feel like coming back in case the need arises?

• How you provide is also very much important in addition to what you provide. Good service makes us different from centers of other religions. Are you proud of your Islaamic Center?

The customers need to recognize that they have received excellent service. We need to provide a solid reason for the customers to return.

We want our guests to be satisfied by the level and quality of the services and facilities that we provide. Personally, the impact of good guest service is that it makes the job easier to do: a satisfied guest is a sign of a job well done. Satisfied guests feel well treated, and they will treat us well each time they return. [TOP] 

What are the aims and objectives of your Islamic Center?  

We should ask ourselves this question and introspect. One response to this question may be: 

“To do Da'wah and Islaah in order to fulfill our duty to Allaah (swt) and thereby earn His pleasure. And, for this purpose, to create Islaamic and happy guests, visitors and users, by providing excellent and exceptional Da'wah-related services and facilities, with a focus on authenticity, right beliefs, quality and appropriate use of technology” 

Do the aims and objectives of your Islaamic Center include guest satisfaction? [TOP]

What are the services and facilities that your Islaamic Center presently provides?  

(These could be: a library of Islaamic books, magazines, Islaamic audiotapes, videotapes, Audio/video CDs, regular or weekly talks and question and answer sessions, Da’wah training workshops, a sales outlet, a web site on Islaamic Studies, a free cyber café for internet surfing for religious studies and research, facilities to view Islaamic videotapes, etc.) 

Do these services and facilities fulfill the needs and wants of your guests? But to answer this question, it is important first to go back to the basics and ask yourself: “Who are my guests? What are their needs and wants?” [TOP] 

What Is the Real Measure of Service Quality?

Guest Satisfaction is the real measure of Service Quality. Hence it is very important for us to know who are our guests and what is it that they expect and want from our Islaamic Center and us. Guest Satisfaction begins with a clear and up-to-date understanding of your guests, for different guests have different needs.  

BEWARE! You can serve guests without satisfying them. Guests are satisfied when their expectations (not yours) are met! [TOP] 

Who are your customers (i.e. guests and visitors)? Who Are Your Guests?

Service begins with and ends with the guest. The guest has to be always at the center of any service improvement effort. Some of our guests are:

1. Visitors to the Center, for whatever purpose.

2. Participants at the weekly contact programs

3. Those who write us letters and send us e-mail messages

4. Those who contact us over telephone.

5. Those who visit our website

6. Those who participate in our Islaamic training programs and Da’wah workshops.

7. Volunteers and staff members – they are our Internal Customers.

8. Those who come to our sales outlet to purchase books and other Islaamic materials

9. Those who view our programs on TV Channels or on videotapes

10. Vendors and suppliers (Don’t you want to do Islaah and Da’wah with them?)

11. Readers of our articles that appear in Islaamic magazines. [TOP]

How Do We Get to Know What Our Guests Need and Want?

Before attempting to answer the question, ‘what do our guests need and want?’, it is important for us to ask ourselves: How do we get to know what our guests want and expect? Some ways to know what our guests want and expect include:  

By asking them. Naive listening is one key to understanding the guest and becoming service centered. The key to guest satisfaction is listening to the guests and doing what they say. Or by putting ourselves "in the guests' shoes" and looking at the Islaamic Center from the guests’ view- point.

To understand your guests' wants and values and to understand their perceptions of the value of your center's facilities and services, you have to listen to them.

Excellent service organizations figure out countless ways to listen to their customers and use their customers' inputs regarding their services.  They query customers through interviews, focus groups, survey, call-backs and questionnaires. 

If you or your immediate family were to visit an Islaamic Center in a different city for the first time, what would be all your expectations? 

Do we seek input from members of our front-line staff who are at the heart of our daily activities and, by virtue of being in daily contact with all guests, have their fingers on the pulse of our guest service operations? 

We should ask our guests for feedback on their satisfaction, or lack thereof, and for suggestions on what would improve their experience with us in the future. By asking our guests for feedback, we are creating an obligation to listen and to respond, and to change cumbersome procedures or to improve some processes. [TOP] 

What Do Your Guests Need and Want?

There are many things that we may know about our guests, but we still have much to learn. According to services marketing research (Zeithaml & Bitner), the highest ranked element that customers want is reliability: that is, the ability to perform the promised service dependably and accurately. Reliability means dependability, consistency and accuracy. When we are reliable, we return phone calls, meet deadlines, and keep our promises. 

The second element customers want is responsiveness: this includes the willingness to help customers and to provide prompt service. It also includes the physical (non-verbal) communication that indicates that the employee is not just doing a job, but is happy to give service. Responsiveness means willingness and readiness to provide services as quickly as possible. When we are responsive, we immediately acknowledge the customers’ requests and our assessment of the appropriate response is based on excellent judgment. 

The third element that customers want is assurance, credibility and trust that the employee is knowledgeable, courteous and is able to inspire confidence. Credibility means inspiring the customers' trust and confidence in our competence. When we assure our customers, we are focusing on giving out clear and correct information.

The fourth element that customers want is empathy: caring, individualized attention. Empathy means respecting, caring and attending to individual customer needs. When we are empathetic, we are using common sense – we are treating our customers like we would want to be treated. 

Finally, on the list of elements that customers want is the category of tangibles that includes: appearance of the physical facilities, equipment, personnel, written materials, signs, etc.

Guests and visitors at an Islaamic Center want value for their time, efforts and sacrifice put in by them for paying a visit to the Center. They could have very well chosen to do something else during this time.

Are we giving them Value for their time, effort and sacrifice?

Our guests have four basic needs:

The Need to Feel Welcome

The Need to Feel Important

The Need to Be Understood

The Need for Comfort

Our guests want us to:

1. Greet them and acknowledge them in a polite and friendly manner.

2. Treat them as important and valued individuals.

3. Treat them with respect and dignity.

4. Be excellent at providing them facilities and services that are just right for their needs.

5. Answer their questions and provide them with reliable, honest and helpful advice and information when they need it.

6. Make it easy and pleasant for them to interact with us.

7. Keep things simple, eliminate all the hassles and be prepared to take on the work for them.

8. Reassure them with our expertise, efficiency and knowledge.

9. Commit no mistakes. [TOP]

How to provide guest satisfaction?

Treat the guest in the way that the guest wants, which usually means with respect, a quick response and an appreciation for the customer’s position. Anticipate a guest’s needs and wants. End a transaction or interaction so that the guest feels better than before the interaction began. 

Every interaction has two parts: (a) the transaction and (b) the human relationship. Take care of both. 

You never get a second chance to create a positive first impression. The difference between ordinary and extraordinary is that little extra. LITTLE things you do make a BIG difference to customers: 

• Smile and greet

• Treat visitors like guests

• Offer assistance

• Listen actively

• Maintain a positive and humble attitude

• Under-promise and over-deliver

• Be courteous – use words such as ‘please’, ‘thank you’, ‘how may I help you?’

• Don’t keep the guest waiting.

• Take good care of your appearance.

The Four Customer Service Steps:

Step One: Establish rapport. Do something to encourage the guest to trust you. Let the guest know he or she has your attention and respect. 

Step Two: Discover the needs of the guest. 

Step Three: Offer a complete solution. Partner with the guest to satisfy his needs.

Step Four: Cement the relationship. [TOP] 

Why do customers quit or leave dealing with an organization?  

1% die.

3% move away.

5% form other interests or develop other friendships.

9% are lost to competitors. They pursue more competitive prices

14% due to service dissatisfaction. They want better quality of facilities, services or products 

68% go elsewhere because of indifference by front-line service staff - because an employee was discourteous and indifferent to them.  

While these statistics are from the private commercial sector, we can see how they might apply to our service as well. We simply cannot afford to be discourteous or indifferent to our guests and visitors. [TOP] 

What is Service Quality?

"Providing a service which meets or exceeds the needs and expectations of the customers".  

Components Of Quality Service

• Professionalism and competence.

• Building a personal rapport.

• Establishing guest needs.

• Good knowledge of all services and facilities.

• Co-operative, caring, courteous & helpful service.

• Appearance.

• Extra effort - satisfying all guest needs

• Effective complaint handling.

Good service reflects thorough knowledge of:

• The services / facilities / products you provide.

• The customers, guests, visitors for those services.

• The needs and expectations of these guests.

• The systems and procedures of your organization.

• The network of internal customers with whom you work. (Internal customer denotes other staff members and volunteers of the Center)

Good service reflects competence in certain essential skills:

• Getting it right the first time.

• Listening to the guest.

• Handling complaints in a constructive way.

• Communicating clearly.

• Making it easier for your colleagues to help guests.

Some features that can help enhance the service quality at an IslAamic Center  

• Personalized service.

• Polite, courteous, caring, helpful Muslim staff.

• Guest recognition.

• Guest-friendly system and procedures.

• Wide choice of services and facilities.

• Comfortable office facilities.

Service Quality calls for establishing standards. Standards involve behaviors such as answering the telephone before the third ring, saying "Assalaamu alaykum, Islaamic Center, may I help you?" Another standard behavior is to make eye contact with the gent guest who is waiting while you work with someone else (in person or on the phone) and saying to that person "I'll be with you in just a few moments."  [TOP]

Who Is Responsible for Quality? 

Each and every staff member and volunteer is responsible for Service Quality, irrespective of whether he is in front-line service area or not.

What Is Poor Service Quality?

When you think about negative experiences you've had as a customer, what are the emotions you associate with them? 

Poor Service Quality is that which results in:

• Dissatisfied and unhappy guests.

• Increase in complaints.

• Poor reputation.

• Decrease in number of visitors.

Poor Service Quality includes certain behaviours that are guaranteed to frustrate guests - often to the point of making them decide to never returning. These behaviours are:  

Indifference: Contrary to making the guest feel wanted, some front-line people leave guests feeling that they don't care about serving them. 

Coldness: This includes hostility, unfriendliness, thoughtlessness or any other behaviour that says to the guest, "please go away".  

Routine / mechanical approach (robotism): Staff who are on automatic pilot, and behave in a mechanical, pre-programmed way.  

Rulebook: Good guest service is often hampered by too much red tape. Front line staff may be trapped by the various thoughtless rules and regulations or may hide behind them.  

Run-around: This hindrance to good service involves passing the buck from one staff member or department to another, until the guest gives up because no one is prepared to help him.   

[TOP]

GUEST ORIENTED FRONT-LINE STAFF: 

Ensure that you have guest oriented front-line staff. Select and hire people who want to and have a capacity for working with customers. Train them thoroughly. Give them the support they need to be able to satisfy guests. 

We should be “exceptional people”  . . . the best in the field. Qualities of Exceptional Customer Service Employees. We must:

• Have a real interest in guest care.

• Be totally committed to providing excellent guest service.

• Be consistent at providing outstanding guest service.

• Be self-motivated, enthusiastic and flexible

• Be knowledgeable about our center, its services, and its facilities and about Islaam.

• Provide “exceptional service”.

• Make every guest feel valued and important whenever he deals with us.

• Build good relationships with guests.

• Take the anxiety, worry and trouble out of the process by our willingness to help and by our knowledge and experience.

• Listen to guests, understand their needs and help them.

As service providers, all of us should:

• Have a real desire to help customers

• Understand customers' needs

• Take responsibility for assisting customers

• Cooperate with co-workers and other "internal" customers

• Put forth extra effort on the job

• Go the extra mile to satisfy customers

• Keep a reasonable balance between customer requests and company interests [TOP]

INTERNAL CUSTOMER SERVICE:

All staff should learn to treat their colleagues as customers and respond quickly and accurately to their requests. Any member of the organization, whose effectiveness at work is wholly or partly dependent on the services provided to him / her by you, is your INTERNAL CUSTOMER. Everyone has a customer - some are outside the organization, some inside it. 

"If you're not serving the customer, your job is to be serving someone who is". (Jan Carlzon).

The quality of external customer service can never exceed the quality of internal customer service.

If everyone in the organization from top to bottom regards anyone to whom he has to provide service as an internal customer and treats that person accordingly, only then can the spirit of good customer service percolate down to the external customer. 

A productive workplace is the type of place to which everyone looks forward to coming to work, instead of dreading it. When we treat each other well, we are more likely to give that same quality of consideration to our external customers, and that translates into good Customer Service. We should strive to accomplish guest satisfaction in each encounter between a guest and the organization by treating all customers, both external and internal, with dignity and respect. [TOP]

Ways in which Services differ from Products:  

An Islaamic Center is essentially a service organisation. It is important for us to understand the nature of services. Typical examples of services are hotels, travel agencies, tour operators, airlines, courier companies, hospitals, banks and insurance companies.

They are a part of the service industry and they do not belong to the manufacturing sector.

The nature of 'service' and ways in which services differ from products have implications on how service organizations need to be managed. These help us understand better as to how we should manage the entire service experience of our guests in order to make them satisfied.

Some of the ways in which services differ from products are:  

1. Sales, production and consumption of a service take place almost simultaneously.

2. A service cannot be centrally produced, inspected, stockpiled or warehoused.  It is usually delivered wherever the customer is, by people who are beyond the immediate influence of management.

3. The person receiving the service generally owns nothing tangible once the service has been delivered.  The value is frequently internal to the customer.

4. A service is frequently an experience that cannot be shared, passed around or given away to someone else once it is delivered.

5. Delivery of a service frequently requires some degree of human contact.  Receiver and deliverer frequently come into contact in some relatively personal way.

6. Exerting quality control over a service requires monitoring of processes and attitudes. 

7. Unlike a bad product, a bad service cannot be replaced. At best, one can be sensitive to customer dissatisfaction and recover his position with such remarkably good service that the customer may both forgive and forget the bad service he received earlier. [TOP]

MOMENTS OF TRUTH 

A Moment of truth is any instance when a customer comes in contact with some aspect of the organization, and makes a judgment about the quality of the service that the organization provides. A moment of truth happens every time we interact with a guest. Every time our guests make contact with us, they go away with some kind of feeling about the service we have provided. Every time we do something like answering a simple question, it is a moment of truth - did we answer it, did we go out of our way to get the answer - did we provide detailed information or just the bare minimum? Did we ignore it? 

If we produce good feeling, we create a really positive moment of truth. Every single moment of truth is an opportunity to provide exceptional service. If we don't we are likely to create a mediocre or even a negative moment of truth. [TOP]       

Which are they most likely to remember?

Guests are very likely to remember the negative moments of truth. (It is easy to recall instances where we have been served badly).  But guests are also likely to remember the exceptionally good ones. That means that they are just as likely to forget the average or mediocre moments of truth, so we cannot afford to have mediocre or average moment of truth - we won't be remembered for that!

At every moment of truth, our guests make a judgment about our service, either consciously or unconsciously; they decide whether they like doing business with us. 

It is like a balance; every negative moment of truth, every negative judgment takes value away.  Every positive moment of truth, every positive judgment adds value.  The more value we add, the more they will want to interact with us and the more they will want to come back. 

Poor and good moments of truth accumulate to form an overall perception of the standard of service, or more importantly, of the whole experience of dealing with us, interacting with us and of taking our services and using our facilities. 

The goal of any service organization should be to manage the customer's experience with the organization.  That means managing the moments of truth.  

A Customer Service Encounter occurs any time the customer interacts with the organization; this can be face to face, on the phone, or on the computer screen. Customer Service Encounters are also called "Moments of Truth". These give customers the opportunity to experience a snapshot of the organization's service quality, while, for the organization, each service encounter is an opportunity to build the customer's trust and loyalty, to satisfy the customer, and to reinforce the quality of service to the customer. When we examine a variety of Customer Service Encounters, we can identify factors that distinguish the great from the not-so-great Customer Service experiences. 

When the Moments of Truth go unmanaged, the quality of service regresses to mediocrity. (Karl Albrecht / Ron Zemke) [TOP]

CYCLE OF SERVICE

A cycle of service is the complete picture of a customer's experience in getting some need met.  For example, from seeing an advertisement of a tour operator for a holiday, deciding to go on holiday, to arriving home after the holiday. The cycle of service includes all interactions and impressions from the time the guest walks into our premises, obtains the services he desires, till the time he finishes all his transactions with us and walks out of the premises.  This would include any phone conversations that he has with any of our staff members before or after this visit. 

We have to learn to look at our center’s interactions with the guests from the guest’s perspective and try to make all those experiences positive. Visualize your center as dealing with guests in terms of a cycle of service: a repeatable sequence of events in which various staff and volunteers interact with the guests to try to fulfill the guests’ needs and expectations at each point. Now begin to identify the various moments of truth going on throughout this cycle of service. Which are the moments of truth that are negative or that have not been planned for and are going unmanaged? This is where you can make significant improvement.

Systems and procedures must be designed to serve the guest. Too often, systems that are supposed to serve the guest, serve only the convenience of the center’s internal structure and staff - they are designed for the for the convenience of the people who run the systems and not for the convenience of the guests. [TOP]

What has not been covered in this article?

(But is important for service quality)

 Effective complaint handling

 Personal hygiene and grooming

 Courtesy and standard phrases 

Summary:  

The objectives of a sound guest service program include the following elements:  

That the staff and volunteers easily identify "who is my customer / guest?" and understand the needs and wants of guests 

That the importance of Guest Service and Guest Satisfaction for Islaamic Centers is well understood; 

That the practical techniques of good guest service are learned, to help guests feel welcomed, treated with courtesy, and well served; 

That active listening techniques help us to respond appropriately to each guest and to each Guest Service Encounter; 

That the policies and rules that we have do not pose obstacles to good Guest Service; 

That the role of complaints, comments, and concerns as valuable feedback and their use for continuous improvement are understood; 

That ways of coping with angry guests or those with complaints or special needs is explained and practiced; 

And that we work together and co-operate with each other to reach the goals and objectives of our Islaamic Centers, and the spirit behind our striving.

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Background:  

Jan Carlzon, a former president of Scandinavian Airlines System (SAS), was responsible for the extraordinary and legendary story of turning a lackluster state-run airline (the SAS) into a profitable business that consistently won passenger preference surveys. This as more than twenty-five years back. 

The central element of Carlzon's line of reasoning was the "moment of truth". A service company's overall performance is the sum of countless interactions between customers and employees. These interactions are moments of truth that either help to retain a customer or send him to the competition. Other moments of truth are various aspects of the organization such as state of the company’s premises, facilities, systems and procedures that the customer experiences. 

Carlzon emphasized that a service company needs to effectively manage each of these moments of truth that the customer experiences in his/her interaction with the service company. Each moment of truth should be a positive one for the customer for the quality of service to be perceived as good by the customer. This requires a transition from an inward-focused approach to a customer-oriented approach within the service company. 

The measures to be taken in order to make this strategic realignment possible include making sure that everyone knows about the company's vision, everyone understands the importance of understanding the customers and their needs and the importance of customer satisfaction, and, last but not least, empowering "front-line" employees who are the ones who interact with the customer and provide them service. Once these changes have been successfully implemented and are being pursued with perseverance, chances are that the outcome will be thousands of satisfied customers and a motivated employee-force.

Jan Carlzon’s work and philosophy inspired many books and training workshops throughout the world on themes such as: “Service Excellence”; “Legendary Service”; “Service Quality” and “Service America”. 

IN THE NAME OF ALLAH  

SERVICE QUALITY AND CUSTOMER CARE FOR ISLAMIC CENTERS

Those who manage and run Islaamic centers and institutions need to introspect and ask themselves: 

What is the quality of services that we provide? Who is our target audience? Who are our guests and visitors (customers)? What are their needs and wants? What are their expectations? Does our Islaamic Center meet or exceed those expectations? 

What is our attitude and the attitude of our staff and volunteers towards the visitors? What type of treatment do our guests and visitors get from us at our Islaamic Center? Do our guests feel welcome? Are all our systems and procedures and facilities designed to provide maximum guest satisfaction? Are they “user-friendly”? What examples do your staff members see in the behaviour and conduct towards guests, of your senior volunteers, trustees and office-bearers? (For what they see and observe, they may emulate). 

Are we a “guest-friendly” institution? Are we customer-focused? What are the aims, goals and objectives of our Islaamic Center? Do these clearly include guest satisfaction? Are we training our staff and volunteers on guest-orientation and sensitizing them to matters of guest satisfaction? 

Would visitors or guests who step into our center feel like visiting us again, after having interacted with us, our staff and after utilizing our services? What impressions do they carry with them? Would we have repeat visits from them? Would they recommend our center and its services to others? And what impressions of Islaam and Muslims do they carry with them after having interacted with us at the Islaamic Center? 

Who pays attention to what the guests what? At our Center, who listens to our guests and visitors? Who has got a ear to the customer? Do we care for their views, suggestions and feedback? Do we truly believe that ‘feedback is the breakfast of champions’? 

What steps can an Islaamic Center take to ensure that it has high levels of guest satisfaction? Are we taking conscious steps to develop guest loyalty and repeat visitors?  

All these issues are related to Service Quality and the manner in which services are managed in Islaamic Centers. These issues are extremely important – for only happy guests come back. And only happy guests recommend our center to others. On the other hand dissatisfied guests normally speak negatively about the institution and thereby create negative publicity for it. We have a duty before Allaah to ensure that we do not cause guest dissatisfaction at Islaamic institutions. 

It is absolutely important for us and all our trustees, staff and volunteers to be “customer-led” and “customer-focused”. We need to build, throughout our Islaamic Center, a culture which is dedicated to guest service and guest satisfaction. 

If you want, we shall send you a power-point presentation on service quality orientation for Islaamic Centers. This is free and has no copy-rights. We hope that it is of use to you and your team, InshaAllah. 

The objectives of such a workshop is to:

• To develop in the participants, sensitivity to guests' needs.

• To encourage participants to look at the services of the Islaamic Center from the viewpoint of the guests.

• To understand how to provide delight and satisfaction to our guests and visitors.

• To develop participants' skills and attitudes so that they can consistently provide efficient, courteous, compassionate and timely service to guests.

• To enable participants to understand the meaning of service quality, understand its components and realize how to be better service providers.

Please note that this theme and the presentation are not in any way intended to undermine the efforts required individually and collectively to develop Taqwa amongst all associated with any Islaamic institution. For Taqwa is more important and earning the pleasure of Allaah should be the sole Aim. JazakAllaah Khair.