Sample Paper on Methods of Communication and Customers Service Delivery

Methods of Communication and Customers Service Delivery

Introduction

Effective use of communication can enhance customer service and as a result increase profits in a business setup. One of the critical aspects that affect performance in many organizations is communication gap. Communication gap is the difference valley separating the organization and its customers, such that, the there is no proper link between the two parties (Cole, G. 2004, p.117). In this case, misunderstanding and general speculation are expected which negatively affects the performance of a business significantly. A wide gap between a business and its customers is likely to amounts to negative impact that can affect productivity and growth of the business. Hotel industry is a sensitive business that requires constants engagement with customers in order to avoid unnecessary losses from perishable materials, which require quick delivery and continuous consumption (Walker, J. 2004, p.41). Therefore, significance of communication plays a great role in ensuring progress and stability of the business.

This research seeks to evaluate and explore various methods of communication and demonstrating how they are utilized for the best effect. The research seeks to justify whether customers’ service delivery influences customer’s perception. Assessment of sources such as customer records, staff, and management record, past information and satisfactory level of customers are important resource upon which reliable assessment can be made. These assessments will help to build a strong argument the effects of customer’s service delivery to customer’s perception.

2.1 Evaluating the different communication methods and demonstrate how they are used for best effect

            There are different methods of communication applicable in organizational set up to pass important information within the organization and to the customers. Different methods are employed on different situations in order to ensure maximum benefits are realized. However, the most important aspect in communication is to ensure that information is passed and clearly understood (Powers, T, Barrows, C & Powers, J, 2005, p.13). Normally, there are two broad categories of communication methods, which include Writing/non-verbal and verbal.

Written/ Non Verbal Communication

Written communication is a widely used method which vital in passing information which is more detailed. Material that supports written communication includes: magazines, memos, customers notices, notice boards, letters, notices circulars, minutes, business report, and posters.

            Electronic Mails: This is a form of written communication method that involves the use of internet or intranet. One advantage with electronic mail is that they are easily edited.

            Websites: In some cases, not all customers want to engage in emotional connections with business organizations. Some value private engagement, which is supported by structure webpage for customer’s service. Such platforms provide self-service procedures for customers to get appropriate services.

Social media: Majority of the businesses are making use of the social media to reach their customers. The main reason why many businesses are making use of social media for communication is to reach a great number of persons. Majority of the people spend more time in the social sites compared to other media of communication (Goodman, G, 2000, p.54). Social media platforms, such as Facebook, Twitter, and Whatsapp are used by large numbers of people for social purposes. Engaging the customers within the social platforms create stronger relationships which are of great importance in sustaining business development. Social platform provides customers the opportunity to talk more in less formal manners and as a result shares their ideas and have their questions answered. Current research indicates that majority are more open when using social media than when talking face-to-face. Social media platforms provide the option of creating network where mores people can be involved. Once information is passed, the customers can share it to their friends and as a result pull create a wide network.

Verbal/Oral Communication Method

This method of communication is facilitated through the use of phone conversation to pass information of the word of mouth.

            Face-to-face communication: This method of communication involves meeting a person in order to exchange information one on one. This method of communication plays a vital role by proving a room for negotiation and clarification (Dawson, S, 2001, p.27). Meeting clients face-to-face spurs great influence and increases clients trust on the information being passed. This method of communication creates strong bond and cements long term relationship.

There reason why this method is vital in organizational set up is because:

1) It provides a better understanding of the customer’s intentions and their personality which is vital in making genuine deals.

2) This method provides suitable time to explore the need of a client or customer. Unlike the oral method where are person is not visible, one on one meeting provides better opportunity to explore deeply specific details and ideas. Most importantly, the face-to-face communication can lead to discovery of issues or problems and a result help the organization to get a better approach to settle the issue.

3) Interaction creates a stronger bond, which is significant in creating a long term relationship. Long-term relationship is vital for sustainability and progressive growth of an organization.

4) Product demonstration and visual aids can be used on face-to-face communication to create interest and enhance understanding.

5) Face-to-face encounter provides a better insight of expectations and need of the clients. A client is able to present his/her need once a friendly engagement is involved in conversation.

The current markets in hospitality industry have great dynamism and high level of competition. Innovations and great creativity has triggered high level of competition improving the standards of service delivery in the industry significantly (Tschohl, J, 2011, p.35). Customers are attracted by organizations offering best customer service.

Modern customer service is entirely dependent on effective means of communication. Communication strategies have separated the weak organizations from the strong ones because of its great essence in business. Proactive communication with the customers is becoming a common trend for professional customer service used to curb problems before they commence (Chattell, 1995, p.77). A greater percentage of enterprises are now making great investments in proactive communication to attract and maintain customers. The essence of maintaining customers plays a great role in spelling out the expected future for the business.

The great combination of mobility, big data, and social media makes it easy to implements personalized customer service with great experience and as result set the bar of customer expectation higher. The trend in the current market has totally changed. It is no longer the customer’s obligation to contact the service providers, but rather, service providers are moving out to seek customer’s attention. Recent research confirms that reaching out customers is the most appropriate approach in the modern age.

2.2 How customer perception is influenced by customer service delivery

In some cases, it might appear quite ironical to see customers crowding one business, which has similar services the neighboring firms but charge higher than them. In such cases, the customers are prepared to give more for the same service because they value quality service. Current research indicates that 50% of customers are willing to spend more on goods and services from companies with better customers service (Tschohl, J, 2011, p.22).

            When it comes to impacting influence on customers in order to values and purchase products, their perception about the brand must be taken into consideration. Normally, this perception varies due to several factors. One of the greatest influences on how people values and think about a certain brand is the internet. There are reviews from different organizations and companies online which influences the customers to have a certain thought on a particular brand. Crouch (2004) argues that every person view the world from a different perspective, thus making people’s perception to defer greatly from among themselves. Actions and reaction of people are based on their personal perception about certain things. Therefore, consumer perception matters a lot to the marketers because they determine how organization relates with its customers (Chattell, 1995, p.177).

The psychological perspective of clients’ perception indicates a great way of handling customers is by ensuring customers gets good experience from customer service delivery (Powers, T Barrows, C & Powers, J, 2005). By telling the customer what can be done rather than what cannot be done imposes great confidence on customer’s belief.

Customers’ service delivery entails proper and orderly presentation ideas to create suitable impression that convinces the customer beyond reasonable doubt that his/her engagement will be satisfied. A bad customers experience ruins vital relationship between the businesses in its clients. Right skills and experience should be demonstrated consistently in order to ensure customers satisfaction. In every chance where opportunity to serve customers emerge, it is importance to make best experience that will remain in customers memory. Customers values services, which they are able to reckon with. Important skills, which include: work ethic, patience, clear communication, and consistency among others should be demonstrated in the customer service delivery. Therefore, customer service delivery should be conducted with great care to protect the business from poor customer perception.

There are several basic qualities that determine effective customer service delivery, which includes: responsiveness, patience, positive language, friendship, and attentiveness. The following are the key traits practiced by the staffs in the great hotel in order to become leaders in customer service delivery.

            Patience: It is always important to understand how different people are, just as people have differences in taste and preferences so are their differences in reaction and presentation (Goodman, G 2000, p.58). Some people through huge tantrums over slightest inconveniences, or probably reject a glass of water because it is slightly warm. Serving such customers requires a lot of patience, in order to absorb the frustrations from customers (Cole, G, 2004, p.34). Professional attendants take time to listen to all kinds of argument in order to make sober evaluation. Allocating enough time for the customer enables the staffs to understand the problems affecting the business.

            Attentiveness: Attentiveness enables the staff to get a deeper understanding of customer’s needs. In some cases, feedback is given by the customers to enable the business asses its performance. It is important to pay attention to compliments and complains from the customers. Compliments can be used to encourage the organization to put more efforts while complains can be used to help the organization check back and identify the source of problem. Feedback from customers is of paramount important, thorough review of the feedback can help the organization improve on its services.

            Responsiveness: Responsiveness demands that quick action should be taken when handling issues affecting customers. Customers are the first priority and should be factored first organizational planning (Goodman, G 2000, p.7). Negative experiences always deserve appropriate action in order to counter the bad experiences that might scare the customers away. Customers are encouraged by businesses which under-promise and contrary over-deliver their promise.

            Effective communication skill: Staffs of Hilton Worldwide are trained to deal with a wide range of customers. Normally, customers come from different ethnic and geographical areas posing a great challenge on how to handle the great diversity. However, stuffs must be well prepared to deal with customers in an intercultural environment.

            Use of positive language: Language greatly differs from one nation and therefore keen application of language has great influence on customer’s perception. Similar words may have different meaning from different people and as a result keen attention should be paid.

            Establishing Rapport/friendship: A friendly atmosphere attracts customers and establishes strong relationship (Dawson, S, 2001, p.108). It is important to lean to use friendly approach, which makes the customers to open up and express their views openly. Organizations with great customer service establish rapport with their customers through engaging in friendly conferences and creating venue where they can build strong relationships.

3.1 Communication in Hilton Worldwide

Hilton Worldwide is recognized for its unique customer service in hotel industry.

In the Hilton Worldwide, the front office staffs engage customer’s face-to face in order to get vital details that can be used when serving the customers. The reception crew makes use verbal communication over the phone when attending to the customers and booking their services. This method is used to register customers and also inquire from them to know their taste and preferences. Staffs are able to interact with their customers as they take them round the hotel to view and make choice services offered. A wide range of services is displayed to the customers from the written materials such as brochures and small booklets. From these sources, customers are able to see the menu, hotel services, restaurant services, and bar services. There are digital displays systems along the walls providing general messages such as new offers and unique services. Notices board provide vital information about the hotel which enable the customers to understand the wide range of services offered.

Phone communications are important because they enable the hotel to communicate with the customers when they are far. Majority of the bookings are made online and over the phone. The use of phone communication reduces the need of travelling to have one on one engagement. Although this method of communication does not provide room for observing customers reaction, it is possible to gauge customer’s reaction through tone variation. Customer service attendants are well trained professional who are able to handle customers queries with great rapport.

Hilton Worldwide staffs pay great attention on how they handle customers in all areas of their engagement. Staffs are normally trained on how to apply best customers service practices in their job. Regular training and seminars on effective communication are conducted often to ensure competence great customers service. There is department of communication and customer service that specifically focus on issues affecting communications and customer service delivery. The department is well equipped with vital tool to enable it deliver its objective with minimal complication. Some of the functions of these departments include tracking level of customer’s satisfactions, evaluating current communication trends, actively engaging customers in proactive communication, maintaining social platform where customers feedback are sourced, organizing training based on effective communication, designing and creating advertisement for the hotel, organizing events within the hotel and making packages to pass vital information to the customers.

All these great effort combined have seen the hotel sail to the top receiving a reward for being the most outstanding organization with best costumer services delivery. This has been possible because the organization decentralized functions handling costumer service to a more able team, which works with great motivation. Second, the organization has heavily invested in customer service management by ensuring vital tools and resources are available. However, great competition and dynamism in the current market compel the hotel to work hard in order to sustain its glory.

Conclusion

The evaluating from research provides provide several methods of communication which are categorized in two groups; either, written or verbal. Most common examples of written methods includes: magazines, memos, customers notices, notice boards, letters, notices circulars, minutes, business report, and posters, electronic emails, website and social media. Verbal communication includes use of mobile phone, teleconferencing, social media, and eye-to-eye. Customers make purchases bases on their different perception that might originate from personal view. However, one of the greatest influences of a customer’s perception is customer’s service delivery. Customers are attracted to organizations that prioritize their customer service delivery. Out of the reasonable gravity, customers are pushed toward good organizations that offer good package.

 

References

Chattell, A., 1995. Managing for the future. New York: St. Martin’s Press.

Cole, G. A., 2004. Management theory and practice. London: Thomson Learning.

Dawson, S., 2001. Analysing organisations. Basingstoke, Hampshire [u.a.: Palgrave.

Goodman, G. S., 2000. Monitoring, measuring and managing customer service. San Francisco, Calif: Jossey-Bass.

Powers, T. F., Barrows, C. W., & Powers, J. M., 2005. Introduction to management in the hospitality industry. New York: Wiley.

Symposium on the Consumer Psychology of Tourism, Hospitality, and Leisure, & Crouch, G. I., 2004. Consumer psychology of tourism, hospitality and leisure: Volume 3. Wallingsford, Oxfordshire: CABI Pub.

Tschohl, J., 2011. Achieving excellence through customer service.

Walker, J. R., 2004. Introduction to hospitality management. Upper Saddle River, N.J: Prentice Hall.