HILTON CUSTOMER SERVICE
In the tourism industry, effective customer service helps to provide service to the customer properly. The process of a making proper structure of providing customer service in a tourism organisation will be analysed in this report. Understanding all the policies of the customer services help to provide effective service to the customer. In this report, effective customer service analysis will be done on the Hilton hotel and an observation will be done for this hotel to improve their structure. Different methods of communication will be analysed for improving the structure of the system of the Hilton hotel. Discussions will be done between the interconnection between customer perception and customer service provisions. In the end, a role-play will be conducted and analysis of the role-play will be done.
In tourism sector, effective customer service is necessary, as through providing service to the customer properly a tourism organization can be able to enhance their business. In a tourism business organization understanding all, the policies of the customer services in business help to provide effective service to the customer. In this report, Hilton hotel is taken as the example and in this industry, the reasons behind the use of those policies and different methods of communication will be analysed. By knowing all the requirements of the customer different types of a business solution will be recommended to provide effective customer service. Discussions between the interconnection between customer perception and customer service provisions will be done to understand the process of providing effective customer service to the customer.
LO1: Understanding policies of customer services in business
1.1 Discussing reasons to use policies for providing customer services
In tourism business, industry the ultimate motto of the management is to provide effective service to their guest or customer. As opined by Laudon and Laudon (2016), there is a need for every tourism industry to know the needs and expectations of the customers for providing best services to them. In case of the Hilton hotel, it has been observed that they are leading the tourism sector at present and they have certain number of missions (hilton.com, 2017). In order to implement those missions in their organisations, the Hilton hotel needs to have certain number of specific strategies to provide best service to their guest or customers. Different types of reasons can be mentioned for using the customer service policies within their organisation. The management of the organisation has to ensure the following point to ensure effective customer service policies.
No unprofessional or unethical behaviour from the end of the employees to the customer
Good quality of housekeeping services
Proper communication between the customers and the staffs
Figure 1: Reasons for using policies
(Source: Created by the author)
In order to ensure the above-mentioned point the organisation namely Hilton hotel have to use customer service policies. In reference to the opinion of Tukker (2015), within a tourism organisation it is necessary to maintain proper business ethics and at the same time to show proper behaviour to the customers. In the Hilton hotel there is necessary for the employees to show proper behaviour to the customers as they are eyeing to provide best service to the customers. At the time when Hilton will start to use the customer service policies, they will be able to get help from those policies. There are certain numbers of policies exists to serve the customers properly such as policies to provide high quality of housekeeping services, for maintaining a good communication process within the organization, for maintaining proper professional behaviour from the end of the employees to the customers. Thus, it can be mentioned that there are enough significant reasons for which the organization namely Hilton hotel have to use customer service policies.
1.2 Discussing purpose to evaluate policies for customer service and indicating the process of assisting staffs in future
The existing policies are there in the UK to ensure that the organisations can be able to maintain effective customer service in their organisation. As per the statement of Navimipour and Soltani (2016), customer service policies enhance the effectiveness of the service of the customers. Different types of policies ensure different task for an organization, such as the policies to provide high quality of housekeeping services help to provides housekeeping service properly. The policies for maintaining a good communication process within the organization can be helpful to maintain good communication skills within an organisation. The policies for maintaining proper professional behaviour from the end of the employees to the customers enhances the effective customer service. In order to enhance the level of customer service, the customer service policies are very helpful (Schaubroeck, Lam, and Peng, 2016).
The organization namely the Hilton hotel is looking forward to providing effective customer service to the customer and for that purpose, they must use those policies through which they can be able to meet their missions. However, the management of the organization namely the Hilton hotel should have to adopt a certain number of strategies and have to implement those with the proper implementation process. In order to reach the destination of their mission, the organization namely the Hilton hotel have to assist their staffs by providing proper training to use those customer service policies properly. In the opinion of Chang and Taylor (2016), an organisation who wants to provide effective service to their customer must follow a certain number of customer service policies. It has been observed that currently, the management of the Hilton hotel are very passionate about delivering a successful guest experience. Thus, the management of the organization namely the Hilton hotel needs to focus on assisting their staffs to achieve their future goals and missions. The management of the organization will plan the process of providing training and at the same time, they need to make sure that their employees within their organisation properly maintain all the customer service policies.
LO2: Understanding purpose to promote a culture to focus on a customer
2.1 Different methods of communication for effective customer service
Different types of methods can be mentioned as to ensure effective customer service. In reference to the opinion of Tajeddini, Elg and Trueman (2013), the management of a tourism organization must need to focus on the customers and always has to ensure that proper communication is maintaining between the employees of the organization and the customers. There are two types of communication process such as verbal communication process and written communication process.
In verbal communication process, the employees can be able to communicate verbally with the customers. In verbal communication, method there can be both advantages and disadvantages. As stated by Nguyen, H., Groth, Walsh and Hennig‐Thurau (2014), in verbal communication process the communicator can share their thought with expressions and body languages, thus it brings clarity in the communication process (refer to appendix 3). However, a number of instances have been noticed where a verbal communicator will not be able to clear their idea properly in front of the huge number of customer. In that case, the communicator can take help of written communication process. In order to provide best customer service the management of the organization needs to decide the best process of communication to ensure the effective service to the customer of the hotel. As opined by Chen et al. (2014), communication process is a major driver to enhance the business of a tourism organization and the management of every organization should select the communication process that will bring clarity to their system. Thus, the management of the organization namely the Hilton hotel has to select the best communication process. However, it is not like that a organization have to choose only one communication method in their business, rather, it can be mentioned that they can take both. In case, the Hilton hotel chooses to select both the communication process in their system to provide effective customer services. In that case, the role of the management of the Hilton hotel will play a major role, as the management has to decide in that case the proper method at the right time. Thus, communication methods play a vital role to provide effective customer services.
2.2 Analysing the interconnection between customer perception and customer service provisions
There is always a interconnection between the perception of a customer and the customer service provisions. Customer service provisions mean the process of providing service to the customers effectively and perception of a customer means the requirements of the customers. As per the statement of Andrews and Van de Walle (2013), customer service should be provided by knowing the perception of the customers. At the time a tourism organisation going to serve a customer or the guest without knowing the needs of the customers properly, they will not be able to provide service to the customers effectively. Thus, for a tourism organization like Hilton hotel they need to ensure that they have the proper skillful employees who can be able to know the needs and requirements of each of the customers. After that, they have to try to provide customer service by analyzing the market force (refer to appendix 2).
Thus, the quality of the service will be high as the needs and requirements of different customers are different. At the time, when the employees will know the exact requirements of the customers then the organisation can be able to provide a certain number of offers to the customers. It has been observed that currently in the Hilton hotel the organisation use to provide a certain number of offers to the customer (hilton.com, 2017). This signifies that they know the requirements and the needs of their customers properly. Moreover, they have the ability to do the right thing in right time. That also signifies that in the Hilton hotel they have the management who are very aware of the needs of their customers. In reference to the opinion of Lam and Mayer (2014), every organization who wants to compete and sustain in the tourism industry have to build a relationship with their customer and at the same time, the needs and requirements of the customers should be known by the management of an organization. In case of the Hilton hotel, it can be mentioned that the employees of the organization properly maintain the interconnection between customer perception and customer service provisions. However, there is always a need to monitor the system to maintain the interconnection.
LO3: Investigating expectations and requirements of customer
3.1 Assessment of information on customer satisfaction levels and requirements
In the tourism industry, the management of every organization should assess the information based on customer satisfaction level (refer to appendix 1). As opined by Chen, Zhu and Zhou (2015), the management of every organization in tourism sector need to collect information from the customer based on the service provided by the organisation. The organisation namely the Hilton hotel has the right kind of infrastructure through which they can be able to collect information from the customers. It has been noticed that the employees of the organisation are keen to do teamwork and along with that, the management of the Hilton hotel has the ability to take decision at the proper time (hilton.com, 2017).
However, the management of the Hilton hotel should have to know the process of collecting information from their customers based on the service that has been provided by them. After collection of the information from the customers, the management of the Hilton hotel has to find a way through which they will be able to assess that information. At the same time, the management of the Hilton hotel will be able to come to an idea about the current needs and requirements of the customer. Moreover, the management will also be able to get an idea about the change that has to be done in their organisation to provide the service to the customers effectively (Hofmann and Stokburger-Sauer, 2017).
It has been noticed that currently, the Hilton hotel is providing the facilities to the customers to use lights every time, every branch of their hotel (hilton.com, 2017). Through the assessment of the information based on the customer satisfaction level, the Hilton hotel will be able to understand the opinion of the customer of them regarding all-time light facilities. Thus, an assessment is necessary by collecting information from the customer to know the exact satisfaction level of the customer and it helps to restructure the system of a tourism organization.
3.2 Research to improve the business based on the satisfaction levels and requirements
A research upon the satisfaction level of the customer helps to improve the business of an organization. As mentioned by Setia, Venkatesh and Joglekar (2013), it is important for a tourism organization to have the record of the feedback of the customer regarding the services they have got from the organisation as it helps to enhance the quality of the customer service. A proper research is necessary, as through a research the management of an organisation can be able to know whether their process of customer service is on the right track or not. The Hilton hotel can be able to improve the system of their customer service by rectifying the errors if they find any error or loopholes in their organisation regarding customer service. Moreover, the organisation will be able to know which process of them attracting the customer and which are not so much attractable. Conduction of a research helps a business organisation to understand the quality of their process of customer service. A tourism organisation can be able to get lot of information through which they can be able to get an idea whether there are any complaint exists among the mind of the customer or not (Verhagen et al. 2014).
Through a research the organisation, namely the Hilton hotel can get clear about the satisfaction level of the customers. Along with that, the quality of their service will be analysed by the management of the research. In addition to these, the management can be able to make a proper decision and solutions about the process of assisting their employees to provide service effectively.
At the same time, the management of the organisation (Vareias, Repoussis and Tarantilis, 2017) can understand the process of providing training to the employees regarding the customer service process. Thus, a research should be done by the management of the organisation namely the Hilton hotel to analyse the loopholes if any and the errors that need to be rectified by the organisation to provide effective service to the customer of them.
LO4: Required customer service to meet effective standards
4.1 Role plays to provide effective service to the customers
Student 1 (professional in customer service): Hello people, today we are here to discuss the effective customer service. Please tell me the opinion of you regarding this matter.
Student 2 (unhappy and angry customer): Hello! I personally think that you have not provided best customer service to me. I am satisfied at all.
Student 3 (observer): Can you please tell me about your requirements, which did the professional, not meet.
Student 2 (unhappy and angry customer): My criteria were to get a proper separate room from others as I came here to relax lonely and to spend some quality times. The professional did not try to understand my requirements and that is why I am not satisfied regarding the service. They provide light all the time and the light of the balcony was brightening during the nighttime. The light was creating a disturbance in my mind.
Student 1 (professional in customer service): The lights we provide by keeping in mind of the large section of people. However, we will discuss relating to this matter.
Student 3 (observer): Okay, through the communication I should mention that the facilities sometimes creates barrier for a certain number of peoples. The authority should have to think about it.
Student 1 (professional in customer service): yes, I have understood the issue. I can assure you that in future this kind of things will not be repeated from my organisation.
Student 2 (unhappy and angry customer): Thank you for your cooperation.
Student 1 (professional in customer service): Thank you everyone, for helping my organization, and me to give a chance to rectify our loopholes. A special thanks to the customer of us, who are not satisfied with our services, however, for giving such a wonderful feedback of our services.
4.2 Evaluation of the role play and reviewing own performance
It has been noticed by me that in the Hilton hotel there are lot of facilities for their customers, however, through the role-play it can be mentioned by me that those facilities sometimes can create barrier number of customer. As a trainee assistant manager of the Hilton hotel, I can say that we need to understand each customer with different approach. Though we are currently the leader in the tourism industry, however, we need to rectify our loopholes with proper approach. We have the infrastructure of providing light during anytime anywhere in our branch, however, in the role-play, it has been observed that the advantages of us turn into disadvantages. Thus, I think my role will be vital to improving the customer service structure. Through this role-play, I have gathered a concrete experience regarding the process of providing customer service. Moreover, I have new concepts to provide service to the customers and this is going to be a new role for me in my organisation. Now, I know that sometimes confidence can become overconfidence if the system is not properly monitored by the management. Thus, I have understood that I should tell my CEO about the requirement of monitoring the system of our organization properly.
It has been observed that in tourism sector there is a need for effective customer service as it helps to provide service to the customer properly. Moreover, a tourism organization can be able to enhance their business by making proper structure of providing customer service. In tourism industry, each business organization need to understand all the policies of the customer services as it helps to provide effective service to the customer. In this report, customer service analysis has been done on the Hilton hotel and it has been observed that in this hotel there is a need to use the policies. Different methods of communication have been analysed to improve the structure of providing effective customer service. A discussion has been done between the interconnection between customer perception and customer service provisions. In the end, a role-play has been conducted and analysis of the role-play has been done. It can be concluded that though the Hilton hotel currently leading in the tourism sector, however, they need to monitor their system properly to avoid loopholes in their system.
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