Introduction to Customer Services
Customer services can be defined as a service which is provided to consumers before purchase and after purchase of goods and services. In other words, it can be said that it is a business activity in which business executives focuses on needs, demands and expectations of consumer and provide them the best in quality of goods or services (Chrstenses, 2011). It plays a key role in success of every organisation as it helps in enhancement of customer satisfaction level. Moreover, the organisations who operate in hospitality sector have key focus on customer service as it facilitates in effective management of various operational activities. It also provides number of benefits to business organisation and lead business to better customer base.
This dissertation help report will have focus on work culture of Hilton Hotel and Resort in order to have efficient information about customer services. It will focus on key elements of customer service policies and its impact on organisational performance. It will also provide information about various communication methods which can be used by management of Hilton Hotel and Resort in order to have effective communication system. Furthermore, it will also focus on factors of customer satisfaction level so that organisational performance can be enhanced and goals can be accomplished in better way.
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Reasons for using customer service policy
Customer service can be referred as systematic procedure which assist business organization by rendering better support to customers while they make decision about purchase of diverse products and services. It also focuses on key essential factors post purchase services so that customer experience can be enhanced. In this support it can be said that with an assistance of customer service policy the management of Hilton Hotel and Resorts can provide enhanced level of support to its visitors (Christie, 2011). It has been spotted that the concept of customer services policy plays a key role in success of every hospitality sector organization as it facilitates in effective management of key factors which can provide continuous growth. It also helps in attaining better competitive edge so that company can have better sustain in hospitality industry. It is because with an assistance of customer service policy the business firm can have better focus on organisational structure.
Customer service policy also provides effective focus on customer needs in order to improve customer satisfaction. Moreover, the business organizations like Hilton Hotels and Resorts have key focus on operational efforts with an use of customer service policy which can advance the degree of customer satisfaction as it have direct positive impact on the customer loyalty and provides long term business opportunities (Fyall, 2012). The management of Hilton Hotels and Resorts are formulate its organizational policy as per the consideration of several factors which can provide better assistance to customer services development. With an assistance of customer service policy the management of hotel can provide better support to its guests and develop long term relationship for effective sustainability (Jones, 2003).
Hilton Hotels and Resorts can develop customer service policy in order to provide better assistance to its customer and retain them for long term. In addition to this, it can be stated that there are number of policies which can be used by management of Hilton Hotels and Resorts to have better handling of customer. It can be stated that such policies help in handing issues between hotel and its customer. Moreover, the key motive of customer service policy is to overcome issues and boost services for better experience of guest and render them with best services. Hotel firm focuses on booking policy which allows customers to have booking of rooms without any booking charges. It also provides guarantee to individual that rooms can be booked with assistance of online reservation portal and payment through credit and debt card (McDowall, 2008).
Furthermore, the management of Hilton Hotel and Resorts also focuses on data protection as it enhances the customer satisfaction level. Company does not share any personal information of customers with any third party without any permission of guests. Organisation also uses secure server software in online transaction so that personal information about customers can be protected from any harm and industry standards can be maintained by secure commercial transactions (Victorino and et. al., 2005).
Other than this, the Hilton Hotel and Resorts has also focused on some industrial policies which allows customer to have easy access to actions like cancellation of reservation. With an assistance of this, customer can manage its reservation by accessing online page, telephonic conversation and outlets. Company also ensure that environmental standards are properly maintained within hotel premises (Wong, 2013). In this support, management of Hilton Hotels and Resorts follow no smoking policy and restrict smoking at public places. In addition to this, smoking zones are created for smokers so that their needs can also be meet without affecting hotel environment. In support of customer policy it can be said that reward policy is also followed by Hilton Hotel and Resorts. In this respect the management has introduced reward cub card program which provides extra reward points to customer on every visit to hotel and every purchase during visit (Naylor, 2014). Reward points can be redeemed in order to receive discount on any new purchase.
Purpose of evaluating customer service
It has been spotted that the success of hotel organization relates with quality and uniqueness of services. It have direct impact on the organisational performance and facilitate in effective delivery of services. It is necessary for management of Hilton Hotels and Resorts to have effective evaluation of customer service and degree of consumer satisfaction so that interval growth can be measured on regular basis (Evenson, 2011). The key purpose behind evaluation of customer services is to understand the level of standard of services which are provided to customers. In this support it can be said that the management of Hilton Hotels and Resorts can have focus on various tools which can facilitate in examination of effectiveness of diverse services which are provided to customer's. It is necessary for management of Hilton Hotels and Resorts to ensure that quality of services must be according to customer needs and demands (Sawik, 2015).
With an assistance of examination the management can gather information about repetitive purchase and retention rate of customer as it will also assist in effective designing of strategies. Company can also analyse the number of complains and staff turnover ratio in order to determine the success of reward membership program and sales performance. In the support of this, it can be said that all these tactics plays a key role in evaluation of customer service (Meyer, 2007). It will also make understand about the key benefits of business and factors which can boost the morale of employees so that best services can be deliver to consumers.
In this support it can be said that the effective evaluation of customer service assist management of Hilton Hotels and Resorts to have advancement in efficiency of services which are provided to customers in order to enhance the success ratio and customer's satisfaction level. Along with this, it also allows management of Hilton Hotels and Resorts to have changes in quality standards so that business can have impressive success and easily meet the needs of customers (Arasli, 2005). The changes as per needs of customers will facilitate management to amend the customer satisfaction level. Company can also focus on supplementary services which can amend the work quality of hospitality sector by accessing the information which is gathered by evaluation process. Moreover, it also assist management to have better control over repetitive complaints as it provide various ways to resolve issues which can affect the delivery of services (Chen, 2012).
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Assessment of customer services
The one of key objective of evaluation process is that Hilton Hotel and Resorts can easily have better access to strength and weakness of hospitality services which can impact the overall success ratio of business organisation. In the support of this, it can be said that the management of Hilton Hotel and Resorts will focus on detail assessment of services with an assistance of feedback and review process. Executives can take review of services from customers as it will assist business firm to have changes in its services as per customer needs (Goodman, 2000). It will also assist in removing various obstacles which impact the success of service delivery process effectiveness.
Moreover, the management of Hilton Hotels and Resorts can also design training and skills development program so that current skills of employees can be developed. Program must be designed as per the outcomes of feedback and review process as it will have direct positive impact on the business entity and efficiency of employees (Powers, 2005). Management can focus on on the job and off the job training process to have advancement in skills according to present trends and standards of service quality.
Evaluating the different methods of communication
Communication plays a key role in success of every organization as it provides better opportunity to pass on message with customers. In other words, it can be said that it is a well designed process which facilitates the management of Hilton Hotels and Resorts to share information with its members and customers (Wilson and et.al., 2012). The classification of communication can be in formal and informal way. Formal communication is all about communicating with people in very professional way. It is most suitable while communicating with superiors and other employees. On other side, informal communication can be referred as interaction process in informal way. It is mostly used while communicating with friends, family members etc.
Communication system provides various opportunities to hospitality industry as it enhances the coordination level between workforce. It will have direct positive impact on the productivity of workers and lead business to impressive success with improving effectiveness of services (Richter, 2008). In this support management of Hilton Hotels and Resorts focuses on various methods of communication.
Verbal communication: It is most commonly used method of communication in which individual focuses on factors like sound, words to communicate with others. It is one of most beneficial method which is used for transmit of information. In the support of this, it can be said that the hospitality business can focus on oral communication so that proper information can be shared and coordination level can be enhanced to accomplish several activities.
Oral communication: In the support of this, it can be stated that the its is most commonly used method which share information between sender and receiver in very quick way. According to examination of current trends of hotel industry it can be said that the employees of Hilton Hotels and Resorts must have proper knowledge about oral communication and they must have efficient skills to take participation in oral communication (Walsh, 2009). Employees need to interaction with various customers who have different needs so if worker is not capable to communicate with consumers then it will impact the organizational process in negative way. Oral communication skills are also beneficial to have interaction with top managers and other members of staff. Moreover, the management can have communication with help of phone, Walky Talky devices and face to face interaction (Davies, 2012). It will facilitate the employees of Hilton Hotels and Resorts to have advancement in coordination level so that all departments can have effort as per consumers needs or requirements. Furthermore, the business organization can also have direct communication with its employees and increase the efficiency of services.
Non-verbal communication: It also plays a key role in success of every organization and provide a support to oral communication. In this method the individual focuses on sharing of information without any use of words. Facial expression, gestures plays a key role in such type of communication process. When two person interact with each other through wave, pointing out finger and body posture then it can be referred as non-verbal communication (Kuo, 2009). It has been spotted that the number of managers communicate through their body language and facial expression. It is considered as great approach to express emotions and feelings etc. Manager can use it when he want to pass-on the critical message to employee in front of customer. For example, manager want to communicate that turn on the AC of room then he can express the command with use of eye expression (Wilson and et.al., 2012). Company can also use various boards and signs while communicating messages like swimming pool, danger zone area etc.
Analysing the influence of service delivery
Customer perception can be referred as understanding and thoughts of consumers towards product and services. In the support of this, it can be stated that the customer perception can be influenced by personal experience so it is necessary for management of Hilton and Hotels and Resorts to understand the customer perception (Nusair, 2008). Moreover, it can be stated that the success of every organisation depends on the customer perception so it is necessary for business firm to have improvement in level of quality and variety of services. It is beneficial for impacting customer perception in positive manner.
In the support of above statement it can be said that the customer perception can also be influenced by service culture. It is necessary for management of Hilton Hotels and Resorts to have some diversification in its services so that more and more customers can be attracted towards business. In order to this, hotel organisation can also focus on advancement in creative culture so that number of innovative ways to attract customers can be identified (McPhail, 2010). It will have direct positive impact on the motivation level of workforce and encourage them to have advancement in performance. It will also lead business towards success so it can be said that the success of hotel firm will greatly influence the customer perception as their basic need is high quality of services (Severin, 2010).
It is also necessary for management of Hilton Hotels and Resorts to have focus on wide range of unique characteristics in the customer services so that more customers can be attracted. The classification of features can be as intangibility, inseparability, heterogeneity and perish-ability. The management of Hilton Hotels and Resort must ensure that services are providing better feel to customers so that they can feel attracted toward brand. As services provide different evidences top customers (Shockley-Zalabak, 2011). Moreover, Hilton Hotels and Resorts also need to to focus on inseparability because it also have great influence on the satisfaction level of customers. In the support of this, it can also be stated that the heterogeneity is also one of critical feature of product. In this respect the management of Hilton Hotels and Resorts also need to focus on human aspects of service delivery. The efficiency of work force will also facilitate in delivering quality of services. The improvement in quality of services have direct positive impact on the consumer perception (Brown, 2008). It will also provide better satisfaction to consumers.
Furthermore, it is also necessary for management of Hilton Hotels and Resorts to ensure that the proper balance among demand and supply is maintained in effective manner. It is due to perishable nature of products and services which are offered by hotel industry. With an improved focus on maintaining balance among demand and supply the Hilton Hotels and Resorts can easily impact the consumers perception (Bylund, 2012 ).
Reliability: In this the customers of Hilton Hotels and Resorts focuses on effective evaluation of organizational capabilities, brand image, reviews of past users, etc. Customer ensure that organization is meeting their expectations. It will also create long term relationship with users lead business to impressive success (McPhail, 2010).
Assurance: In this, customer’s key focus is experience and skills of Hilton Hotels and Resort employees by effective observation of delivery process. Employees attitude towards guests is also analysed as it has significant influence on consumers perception.
Tangibles: It is also necessary for management of Hilton Hotels and Resorts to have better evidence to users in order to amend their experience. It is also essential for firm to focus on ambience, staff presentation, tools and equipment’s which can amend the delivery of services. Because it have great influence on customer perception and improved consideration of these factors will have positive impact on consumer’s perception.
Empathy: It is necessary for business organisation to have improved focus on needs and demands of customers so that they can influence perception of consumers (Kuo, 2009). The increased level of focus on needs and demands will also enhance the customer satisfaction level.
Responsiveness: Management of Hilton Hotels and Resorts needs to focus on formulation of strategies in order to have improvement in services. Management need to ensure that workers are attentive and responsive to the comments of customers. It will also enhance the satisfaction of consumers and provide positive perception towards products and services.
Moreover, there are three factors which have great involvement in process of service delivery. The classification can be as service culture, interaction among employee and the customer's and physical infrastructure. In the support of culture it can be said that the management can have efforts to amend the high quality work culture so that quality of services can also be enhanced. Company can also focus on development of service oriented culture so that quality of services can be enhanced to satisfy customers. To reduce negative image, the development of service oriented culture is also essential. In the support of this, it can be stated that the interaction among employees and the customers also have great influence over customer’s perception so proper focus on communication will boost success level of hotel. In other words, the proper interaction of staff with users can also have great positive impact on the image and lead business to better sustainability in the market (Davies, 2012). At last, physical infrastructure also plays a key role in success of organization and effective determination of customers perception towards hotel. In the support of this, it can be said that the seating capacity, arrangement of furniture and ambience will help in influencing the customer perception.
Sources of information on customer requirements
It has been identified that the market trends are changing very rapidly so it is necessary for every business organisation to have better research in order to understand different needs of customer. In this respect it is also essential for management of Hilton Hotels and Resorts to have improved focus on both primary as well as secondary sources. It will provide better information about various current hospitality trends which can impact the customer needs and requirements.
In this respect the business firm will focus on different tools which can be classified as questionnaire, interviews etc. In this process the management will focus on receiving various responses from through staff members, management, consumers etc (Brown, 2008).
Staff members- In order to gather information from employees it is necessary for management to have direct interact with employees. Workforce have day to day interaction with customer so they can easily provide information about needs of customers. Staff members have regular conversation with consumers so they can easily identify the interest and perception of users (Shockley-Zalabak, 2011). The questionnaire can also be used to understand the unique points of services which hotel sector provides. It also provides better opportunity to find our various new ideas which can meet needs of consumers.
Customer- In this support it can be said that business entity can focus on customer as one of key source to gather information in respect of their needs requirements. It can also be be said that the customer survey is one of most essential way to gather information. Executives can have oral conversation with customers and local citizen to identify the needs of customers. Company can also take feedback and review from customers in order to understand the needs. Organization can also ask for suggestions which can amend the quality of services (Severin, 2010). Further, it can also be said that customers are key sources which provide most trusted information and help in better improvement of services.
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It means the management of Hilton Hotels and Resorts will focus on various information gathering with an assistance of various reading and secondary sources. In other words, it can be said that the needs and requirements of consumers will be evaluated by accessing different types of previous records and data. In the support of this, it can be stated that the secondary sources renders a critical information regarding consumer's behaviour and their perception towards services (McPhail, 2010).
Customer records and past information- In this respect it is necessary for management of hotel organization to have improved focus on customer records and past information so that customer needs can be evaluated in better way. With an assistance of secondary data the ratio of growth can be measured. The purchase behaviour of customers can also be evaluated by accessing past records. Company can also focus on assessment of complain record so that issues can be find out in better way. It will also facilitate in improvement of quality with considering the customers need (Nusair, 2008). Moreover, the management of Hilton Hotels and Resorts can also on assessment of past revenue ratio in order to understand the effectiveness of services.
Findings of previous resources- It has been spotted that the secondary sources plays a key role in effective assessment of services so it is necessary for management to focus on secondary sources. It will make understand about current trends which can impact the operations of Hilton Hotels and Resorts. It will also provide information in quick manner so that needs can be identified in better way. With an assistance of various unique services the management of Hilton Hotels and Resorts can also attain competitive advantage and compete with other companies (Wilson and et.al., 2012). It also facilitates in effective management of services as per consumer needs.
Assessment of customer service skills
There are number of responsibilities which I need to perform while working in fast food company so that customer service can be delivered in better way.& In this respect it can be said that the personal traits and professional skills plays a key role in success of every organization. It means it is necessary for me to have advancement in skills so that quality of services can be improved.
|Type of skills
||Usage in fast food company
||It is necessary for management of me to have improved level of communication skills so that goals can be accomplished in better way. Being a supervisor I need to interact with customers who belongs from diverse culture (Kuo, 2009). I need to focus on improvement in both verbal and written communication skills. I have noticed that I am good at communication skills and I can easily interact with various staff members and customers. It also facilitates in effective identification of needs of food products among customers.
||Being a supervisor at fast food company, it is necessary for me to perform various actions such as allotment of duties, appraisal of worker issues, advancement in morale of individuals and maintain coordination with all members so that organizational goals can be accomplished (Davies, 2012). I have noticed my leadership skills has impacted employees in diverse manner which has increased overall productivity. It has also increased coordination between various departments of fast food company. Leadership skills have direct influence on quality of services.
||In this respect it can be said that technical skills are also necessary for me as I have to perform number of task in fast food company. In order to manage work in effective manner it is necessary for me to focus on use of different high tech equipment (Walsh, 2009). For example, communication devices and computers for better communication and data management. It has been identified by me that I have decent information about tech devices which is beneficial for me to have quick communication with number of workforce. It also facilitates in proper sharing of issues so that new ways can be find out in better way. Use of computer software assist in effective record keeping of sales , revenue and etc (Richter, 2008).
Review of my own performance as supervisor
Being a supervisor at Fast Food Company or restaurant, it is necessary for me to take part in diverse operational actions so that I can meet the standards of roles and responsibilities. In this respect I have focused on verbal and written communications skills so that I can easily interact with number of customers (Wilson and et.al., 2012). It has also helped in communicating with staff members for better management of work. It has been noticed by me that I have faced conflict situations due to lack of confidence. It has also impacted my communication effectiveness in negative manner and identification of customer needs. It is necessary for me to have improved knowledge of consumers needs so that services can be provided in better way.
Moreover, I have also noticed that I am good at leadership skills which has helped me to have better management of workforce. The effective management of workforce has improved the morale of employees and facilitated in improvement of quality of services. This clearly indicates that I can easily motivate my staff members to meet the consumer needs and amend the services (Powers, 2005). I also interact with employees on regular basis which has helped me to identify the issues in better way and find out new ways to overcome it in effective manner. Improved level of leadership has also helped me to have better level of coordination among all employees (Goodman, 2000). It has decreased the waiting time of service delivery and enhanced the customer satisfaction level.
Furthermore, in order to have advancement in confidence level I can focus on personal counselling from various experts. It will facilitate me to have advancement in my confidence level. I can also focus on improvement in my skills so that I can feel motivated and handle my task in better way (Chen, 2012). The improved level of motivation will also impact my confidence level in positive way and help in accomplish task more effectively.
As per above study it can be said that the customer service plays a key role in success of every organisation. It has been spotted that it is necessary for management of Hilton Hotels and Resort to have improved focus on various communication skills so that customer needs can be identified in better way. It is necessary for management of hotel organization to have improved focus on customer records and past information so that customer needs can be evaluated in better way. It will facilitate in effective designing of services to meet those services.
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