Sample Research Paper on Hotel Customer Service Policies

Hotel Customer Service Policies

The paper will provide a scenario analysis of the customer service policies for GLH Hotels in the UK. GLH hotels management is a global hotel company that is based in UK with branches across the world. GLH realizes the important of using the costumer service policy in its operations.  The use of a customer service policy would be significant in any organizations. It helps to maintain the procedures that promoting strong relations with the customers while protecting the interests of the business. This process ensures lower customer complaints as the company expands its client base (Manoharan, Gross, & Sardeshmukh, 2014). The formulation of the customer service policy might differ from one organization to another. However, all customer service policies focus on integrating important goals of the company including continuous improvement and quality service delivery.  The employees of GLH are made aware of the policies and procedures to be followed to satisfy the customer service policies. This relates to the satisfaction of the customer’s needs in the company. Therefore, the paper offer a comprehensive discussion on the nature of customer service polices in the hotel industry, more specifically, GLH hotels Ltd.

Reasons for Using Customer Service Policies

GLH Hotels understands the need to maintain improved customer satisfaction with hotel services offered. This helps to promote customer loyalty and quality performance in the company. GLH Hotels uses the customer service polices to promote customer relationship that promote the basic principles and philosophies of an organization. There are various reasons why the company uses the customer service policies. First, the customer service policy helps in establishing the vision of the company (Heung & Lam, 2003). It is very important for GLH hotels to maintain its customers as the case in many hotels. The customer service policies outline the strategic plan of the company in meetings its goals and objectives. It also defines the performance expectations by both the management and the external investors (Kandampully & Suhartanto, 2000). Thus, the immediate supervisors use the customer service employee to shape the organizational culture.

Secondly, the customer service policy offers proper guidelines on the company’s operations. Using the customer service policy, the employees and managers gets appropriate answers helpful in dealing with the customers. The creation of the customer service policy is influenced by the strategic plans of the company. However, the strategic plans incorporate the customer service policy in order to support the guidelines and policies for employees to carry their duties. Some of the customer services include the fulfillment of orders, taking orders and resolving customer complaints (Kotler, Bowen, & Makens, 2013). The guidelines outlined under the customer service policy helps in creating consistency in the company. In addition, the customer service policy enhances the accountability of the employees. In the drafting of the customer service policy, the managers hold the employees accountable to the various services. It ensures that employees will meet the desired customer service policies.

Most firms measures the service actions of the employees and the corresponding level of customer satisfaction. The measurement is used in promoting accountability of the employees to the customer service policy. It also helps the company in improving its service polices, training of employees and other relevant practices. GLH hotels also use customer service policy in creating a good image for the company (Olorunniwo, Hsu, & Udo, 2006). In most of companies, it designs the strategic plan into the overall mission statement that is published for the customers. During customer service provisions, if customers give positive feedback, it promotes the image of the GLH hotels. Thus, the customer service policy is appropriate in promoting the image and reputation in the hospitality industry. Finally, the use of customer service policy allows for continuous improvement in GLH hotels. Considering the feedback and interaction with customers, the hotel management can understand the interests of the clients and focus on the areas for further improvement of GLH hotels (Taylor, 2013). The use of customer service policy promotes continuous improvement as well as customer satisfaction, which are relevant tools for success.

The Purpose of Evaluating a Customer Service

The evaluation of customer services involves the determination of the relevance of the customer service policy with the current business processes. It comprises of obtaining the customer and staff feedbacks on the customer services. The customer feedbacks can be received through the comment cards, forums, questionnaires, or even verbally. On the other hand, staff feedbacks are obtained through the complaints, mystery customers, and the use of external comments (Torres & Kline, 2013). First, evaluating the GLH hotel’s helps to produce better services for the customers. The evaluation process ensures that the management understands the needs of the customers and thus, meeting their desires. The current hotel industry is competitive calling for GLH hotel to conduct regular evaluation of the customer service. This process ensures that the company will move with the current trend in the industry.  Thus, the evaluation helped in keeping up to date with the latest technology, expansion of GLH hotels to new-targeted areas, and the need to promote consistent and reliable customer service.

Secondly, the evaluation of the customer service helps the company to promote the brand image and reputation. The organization is updated on the various customer services areas desired. This enables the company to improve certain services getting positive feedbacks that improves the brand image and reputation of GLH hotels. It also helps to adjust the customer service policy in manner that lowers the number of customer complaints. In addition, evaluating customer service helps in understanding the satisfaction of the customers as well as continuous improvement. These are two major areas in the evaluation process in determining the success of the company’s customer service. Customer satisfaction is the ability to meet the desired customer needs. This includes customer loyalty and repeated orders for the products. Continuous improvement is understood from the fact it helps in retaining the existing customers. Evaluating the customer service indicates the ability of the employees and management to match the dynamic customer needs. In the modern society, the wants of the customers are changing. Thus, the evaluation of the customer service determines the capability of the company in meeting the customers’ needs.

Impact on Future Staff Training and Development

The evaluation of the customer service exposes the management to new customer needs as well as new approaches necessary to promote performance in GLH hotels. The learned skills can be provided to employees through training programs that promote staff retention and employee commitment.  The employees who have access to improved customer service training feel important in the organizations. Thus, the organization should regularly train the employee on the customer services. It also enhances the confidence of the employees in dealing with the customers (Lewis & McCann, 2004). One of the major problems in the organization is the increased staff turnover.

However, the customer service training improves the morale of the employees reducing the possibility of employee turnover. Thus, the customer service would assists in the future training and development of employees by offering the relevant customer skills and techniques.  The hospitality industry has stiff competition compared with other service industries in the marketplace (Victorino, Verma, Plaschka, & Dev, 2005). Thus, the evaluation of the customer service helps the training programs to make employee understand the needs of the clients.  It would also promote future training by exposing employees to the appropriate communication skills needed. The customer service policies contain the appropriate communication applicable to the employees.  It facilitates easy training and development of the employees.

Most importantly, it contributes in the improved of job satisfaction and efficiency which are significant aspects discussed during the training and development. Thus, the customer service programs expose the employees to relevant elements necessary to enhance customer satisfaction. The level of competencies acquired from customer service evaluation is helpful to the employees. It offers strong issues relevant creating a positive impression on the customers.  Some of the competencies acquired include strong interpersonal skills, customer acquisition, attitude, and adaptability (Edvardsson & Strandvik, 2000). The future staff training and development would not be too necessary considering that the employees have some knowledge on the customer service skills. However, if the training and development programs were to be considered, they only improve the current skills and abilities of the employees. In summary, the paper summarizes the main elements of hotel customer service necessary for promoting service in delivery in GLH hotels. GLH hotels customer service policies promote continuous improvement and assists in the establishment of the company’s visions. Most importantly, it facilitates quick future staff training and development programs.

 

 

References

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Heung, V. C., & Lam, T. (2003). Customer complaint behaviour towards hotel restaurant services. International Journal of Contemporary Hospitality Management, 15(5), 283-289.

Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International journal of contemporary hospitality management, 12(6), 346-351.

Kotler, P., Bowen, J. R., & Makens, J. (2013). Marketing for hospitality and tourism. London, UK: Pearson Higher Ed.

Lewis, B. R., & McCann, P. (2004). Service failure and recovery: evidence from the hotel industry. International Journal of Contemporary Hospitality Management, 16(1), 6-17.

Manoharan, A., Gross, M. J., & Sardeshmukh, S. R. (2014). Identity-conscious vs identity-blind: Hotel managers’ use of formal and informal diversity management practices. International Journal of Hospitality Management, 41, 1-9.

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Victorino, L., Verma, R., Plaschka, G., & Dev, C. (2005). Service innovation and customer choices in the hospitality industry. Managing Service Quality, 15(6), 555-576.