Improving Customer Service at Hotels - Term Paper Example

Improving customer service at my hotels 1ST part Problem or the issues faced by hotels Service delivery is the main issue which arises most often in case of hotel industry. The persons responsible to deliver the state of the art service are either not efficient enough to do so or the service delivered is not effective enough. They sometimes lack the skill to generate client satisfaction. The clients often show dissatisfaction with the menu list or the price list charged against the dishes the hotels offer. Many hotels charge much higher price for their breakfast for example in case the customer prefers to have an omelette then he or she will be charged double the price that is being charged on the street. Some other problems are related to crunch in parking space and high rate charged for providing the internet connections. The customers who visit frequently to the hotels especially the business clients mainly face the problem of lack of outlets for charging of their phones and laptops since they do not find the place for charging their gazettes. When the hotel authorities fail to provide satisfactory services to the customers as per the terms and conditions that are agreed upon, they often claim for a refund and this is critical for the authorities. The hotel authority is also alleged for the false and misguiding information that is provided about the company in the website, magazines etc, the amenities and the price structure of the hotel is sometimes misleading since the price and the amenities that are provided in the advertisement is not offered in reality. Therefore the customers or the clients have to suffer while visiting the hotel on the basis of the advertisement that is published, the behavior of the employees or the staff in the hotel is not always up to the expectation. At times they behave very rudely with the clients and it hampers the goodwill, image and reputation of the hotels. The hotels are required to focus on the quality of the service that is provided. They need to take urgent care in taking measurements to improve the quality of the services offered and the food that is provided by the hotel to its customers or the clients (Bowen and Chen, 2001). In order to increase the customer base the hotel must have a well decorated front desk with an efficient front desk executive, the hotel also faces the issue related to lack of proper understanding and information about the hotel and the various facilities that is provided which is the duty of the front desk executive. It is the duty of the front desk executive to provide a proper and right guidance to its customers. When the customers are not satisfied with the services of the hotels it results in the loss of customers / clients. The unsatisfied customers will not visit the hotel again and the increase in the number of complaints will decrease the level of commitment of the customers towards the hotel (Dominici and Guzzo, 2010). Ritz Carlton which is considered as one of the most renowned hotel for providing and delivering quality services to its clients offers many unique and added service to its clients as well as customers. It also faces the issues or the problems related to the customer grievances but it rectifies its mistake. The hotel maintains a well structured customer redresses department to rectify the mistakes and Ritz Carlton is also engaged in providing unique features, offers and rewards to its clients (Dominici and Guzzo, 2010). 2nd part: Cause of the issue The main cause of the increase in the issue or the problem that is related to providing quality service to its clients is lack of training by the managers, low wages that is offered and the high turnover rate. The customers or the guest can overlook the small shortcomings which can be compensated through providing extraordinary services to its clients or guests. Therefore the hotels are required to have proper customer training service that will assist the employees or the staffs in offering services that will lead up to the expectation of the clients or the employees. Imparting proper and special training to the employees for offering adequate customer delivery services by assisting the customers by considering the important features and characteristics of the services that is offered by the hotel is required to solve the issues (Kandampully and Suhartanto, 2000). The lack of training by the managers will result in the delivery of the poor services, lack of empowerment and incapable of providing appropriate solution in mitigating the issues of the customers. The turnover rate of the staffs or the employees of the hotel is required to get decreased since it can be reduced by organizing employee recognition program in which the staffs or the employees introduces a bench mark based on the customer service on the basis of which the incentive will be determined. The main reason for the high rate of turnover of the staffs is due to the poor salaries or the wages that is offered to them. Some other factors include lack of personal values, cheap working environment and less opportunity for advancement and development of the career. Low wages is also considered as the other cause for the problem or the issue. The wage or the remuneration is considered as the motivating factor for the staff and employees of the hotel. The staffs dedicate their effort and time in delivering quality service to its clients and make effort towards fulfilling the expectation of the customers. The wages that are provided to the staff or the workers are low and they feel dissatisfied which leads to the increase in turnover rate (Dominici and Guzzo, 2010). 3rd Part Alternative Solution of the problems Ritz Carlton is considered as the market leader and the parent company in the luxury hotel chain industry. The hotels in order to be the market leader like Ritz-Carlton is required to adopt the strategies and the tactics of Ritz Carlton in focusing on offering value to each of its employees and staff. The main problem that is faced by the hotels is increase in turnover due to the increase in the dissatisfaction level of the employees and when Ritz Carlton is taken into consideration the rate of turnover is less as compared to other hotels. The staffs feel appreciated working with Ritz Carlton since it values each of its employees and creates empowerment which develops a sense of compassionate among the employees or the staff towards its hotel, its achievement and success of the hotel and it focuses on the concept that the satisfied and a happy employee signifies satisfied guest or clients (Kandampully and Suhartanto, 2000). The hotels are required to train its staff in order to decrease the level of inefficiency among the staff or the employees by educating and imparting proper training to the employees or the staff and motivating them. The motivation that is provided to the employees or the staffs of the hotel is linked or connected with the memorable and emotional connection that is offered to the trainees (Getty and Thompson, 1995). The level of dissatisfaction or the complaint lodged by the customers can be modified by focusing on the customer loyalty programs. Such as in case of Ritz Carlton, it has established a rule that any employee who receives the complaint from the customer will be responsible for the complaint. It does not only emphasizes on high cost budget for its development and expansion it is also concerned with improving the quality and achieving its success within a certain period of time. 4Th Part Pros and Cons of the solutions The pros of the alternative solutions that is provided in order to resolve the issues and improving the quality of services that is provided to the guest or the customers of the hotel are the impartment of proper training to the employees or the staff of the hotel that will increase the hospitality standard and endeavor of the employees of the hotel (Tepeci, 1999). The level of satisfaction that is provided to the employees or the staffs will generate a sense of recognition among the employees or the staff of the hotel. The employment recognition program has been adopted by the hotels in which a benchmark is determined and is associated with the customer service on the basis of which the employees or the staff will be provided with the incentives which includes promotion, vacation, bonus etc and increasing the customer loyalty program will result in the increase in the customer base of the hotel and in order to be at par with Ritz Carlton which is considered as the market leader in the retail hotel industry. The improvement in the quality of services that is provided to the staffs or the employees will create an exceptional experience on the minds of the guests which will assist him in handling the complaints and offering solutions towards the problem related to identifying the needs and requirement of the customers, handling and overcoming the constraint and the challenges and will lead in the creation of employee friendly ambience in the hotel (Tepeci, 1999). Superior quality of imparting training may result in the increase in the cost budget of the hotels. The only imparting of training to the employees or the staff will not result in the increase in the skill. It is required to be implemented by the staff or the employees and practicing of customer loyalty program once in a year or rarely will not increase the loyalty of the customer or the retention capacity of the customers. Therefore the practice is to be done on a regular and frequent basis. The complaint of the customer can be minimized but it cannot be eliminated since the features that are provided by the hotels may not be preferred by the customers and it requires huge manpower in the maintenance of each of the services of the hotel which might increase the cost of the hotel (Getty and Thompson, 1995). 5th Part Recommendations In order to improve the quality of the services that is provided to the customers, the hotels are required to introduce a section of customer care in which the customers can clarify their related doubts regarding the facilities provided and the price that is charged from the clients or the customers in which the customers can deliver their feed back of the experiences and also provide suggestion regarding the improvement in the quality of services that is provided. The hotels are required to arrange the strategic planning for the participation of the employees and the delivery of the service can be improved and modified. The hotels are required to focus on the establishment of service culture and emphasize on the quality of services that is provided to the guest or the client and not on the quantity or the number of services that is offered and it is required to decrease the lead time by minimizing the time gap in providing of quality services to its clients or the customers (Kandampully and Suhartanto, 2000). The hotels in order to motivate its employees it is required to create an ambience in which the sense of belongingness is developed among the employees and also listen to the responses and suggestion of the employees and strive towards the creation of customer friendly environment or ambience. 6th Part Implementation of Solutions The hotels in order to become successful like Ritz Carlton is required to take up to the strategies and tactics that are adopted by Ritz Carlton and follow and implement the solutions provided for the improvement of quality services provided to the employees. The hotels in accordance with the concept of Ritz Carlton which is one of renowned hotel company in terms of luxury and experience are required to implement on improving the daily performance of the employees, establishing the goals and the philosophy of the hotel, working together with the employees by offering them guidance as well as assistance and reviewing and evaluating the performance and the experience of the guest as well as of the employees, encouraging the feedback of the staff and the guest and monitoring the possession of the hotel and providing empowerment to the employees. On the basis of the recommendation and advice provided by Ritz Carlton the other hotels will not only be able to improve its service quality but also increase the brand loyalty of the hotel among its customers (Tepeci, 1999). 7th Part Conclusion The main objective of the hotel industry is ensuring that the customers or the guest receives the best and the excellent service. Therefore delivering the good service is being considered as the top most priority of the hotels which will lead to the increase in the brand loyalty among its customers. Ritz-Carlton is considered as the most renowned hotel in the industry not only for its luxury but also for its lifestyle and experience that is provided to its customers. Therefore in order to be successful like Ritz Carlton and improve the quality of the services that is provided to its customers the hotels are required to implement and follow the strategies that are adopted by Ritz Carlton. It is considered as the process oriented company and therefore in order to minimize the issues or the constraints in lodging of customer complaints and the problems related to customer dissatisfaction can easily be solved by adopting the customer loyalty program and focusing on the needs and requirements of the employees or the staff engaged with the industry or hotel. Therefore in order to improve the service quality it is required to resolve the complaints of the customers within a short span of time and offering services to the customer more than their expectations. References Bowen, J. T. and Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International journal of contemporary hospitality management, 13(5), 213-217. Dominici, G. and Guzzo, R. (2010). Customer satisfaction in the hotel industry: A case study from Sicily. International Journal of Marketing Studies, 2(2), 3-12. Getty, J. M. and Thompson, K. N. (1995). The relationship between quality, satisfaction, and recommending behavior in lodging decisions. Journal of Hospitality & Leisure Marketing, 2(3), 3-22. Getty, J. M. and Thompson, K. N. (1995). Customer satisfaction measurement in hotel industry: content analysis study. University of Rijeka, Opatija. Kandampully, J. and 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. Tepeci, M. (1999). Increasing brand loyalty in the hospitality industry. International Journal of Contemporary Hospitality Management, 11(5), 223-230. Read More