Organizations Services From a Customers Point of View - Coursework Example

Explore and discuss why and how organizations from a service operations and excellence perspective strive for such accolades Introduction: The future is bright for the Leisure industry as the earth changes are making this industry to become one of the biggest in the future without a doubt. Customer behavior has to be defined throughout the organization including sales staff. To enable an accolade it is essential to get regular feedback, study results and make the necessary changes required. The world tourism organization forecasts high rise in tourism. Without differentiation of the guest experience and focusing on the lifestyle focus survival will be harder. Customer relationship management requires support to enable a unique strategy aimed at customer needs whether they are for personal users or business users. When booking hotel its important for the customer to know that it meets the needs. Accolades are perceived as a high valued achievement in both developed and developing countries alike. Customer value is the focus of firm strategies which are shaped by the input from traveler perceptions of value, price, or quality (1). All in all value is what plays a important part which means there is a need to develop segment based strategies for managing both quality and of course price. Travel agents play an important part nominating hotels. “We are delighted and proud to have been acknowledged by the UK travel trade community, as the top leisure chain in the world. We are extremely thankful of the trust placed on us by the travel agent community and we look forward to continue providing our guests with a true Stay different experience as we expand throughout the world.” Derek Picot, regional general manager, Europe for the Jumeirah group. Findings: Accolades are distributed depending on the feedback received from hotels that is consistent with the governments strategy for the location such as that received by Jumeirah Hotel Dubai. Professionals award these accolades based on innovation. The AAA (American Automobile Association) organization is an industry standard award. Based on the following for rating establishments: 1. Diamond properties meet all basic  Listing Requirements and are clean and well maintained. 2. Diamond properties show noticeable enhancements in room decor and quality of furnishings. 3. Diamond properties display a marked upgrade in physical attributes, services, and comfort.  Additional amenities, services, and facilities may be offered. 4. Diamond properties reflect an exceptional degree of hospitality, service, and attention to detail, while offering upscale facilities and a variety of amenities. 5. Diamond properties exemplify an impeccable standard of excellence while exceeding guest expectations in hospitality and service (2).  These renowned properties are both striking and luxurious, offering many extra amenities The professionals visit locations and carry out evaluations based on consistency, quality, customer service and other areas such as cleanliness, safety, ambience, amenities, hotel exterior appeal and management. The focus of this award is on guest treatment and guest satisfaction maximization. The service includes anonymous service evaluations, design assessments, AAA assistance and advice (5). If a decision has to be made either to get an AAA rating or provide services and facilities guests want it is wise to pursue both aims. AAA applies different classifications to different types of properties, but the basic physical requirements and criteria is the same. Some hotels may seek a higher rating but before they do this it is important to consider the service needed; the cost of this service and whether by raising cost you are doing justice to the hotel. 80% of AAA members choose to stay at 2 or 3 Diamond rated properties. It’s important to maintain this standard and this may be expensive to do. The focus of the rating is on physical facilities as service is expected to be hospitable and professional so it is a good standard for rating a service. Consistency is very important, the award itself is consistent and if its criteria are not met then a hotel can loose its rating very easily. Guests should receive the same service at any day of the time at the same quality. To help this, consistent training is required, such as appraisals, retraining, review, revision of standards, incentives and rewards for high flyers and consequences for failures. Means: consistent performance. The rating system is made up of the human system which is superior to the hi tech system and humans will make mistakes which can only be identified by a human and not a machine or software program. The rating adds value to service by identifying consisting of personal attention, ambience hospitality factors. Does it add value to service, profit? (3) Conclusions: The reasons why hotels and other businesses seek recognition of high status, is because it gives them an image of being a reliable service. To strive for such an award innovation is made part of the strategy. The future stability of tourism depends of recognized establishments being able to uphold the reputation expected by consumers for the benefit of traveling and revisiting again in the future. A long lasting impression can only be achieved if the future is created today by becoming part of a compatible environment labeled with a rating which can either get better or get worse. Recognition allows a chance to be tried whereas non recognition is a risk. Recommendations: If a country such as Mexico tried to achieve an accolade for its hotels it would need to adjust itself to accept the tourism industry which is currently hasn’t. It needs to recognize that peoples traveling habits are changing and despite the risks involved in traveling its growing. If a standard is not adopted and places are not brought up to a level then old hotels no matter what rate they give will be abandoned completely. Health is a major concern and the idea of hotel accommodation is about value and a value able experience can only be established is the establishment itself is critical of its own procedures such as preventing any kind of disturbance happening. Customer orientated organizations look for ways to make there staff better organized. Sales Audit for example is a tool which enable overall sales effectiveness of the team within. This type of tool allows monitoring of individuals availability, how personalized their communication was. When focusing on personal users such as families the amenities have to be safe and available at the times needed. This is what customer service is about. To seek an accolade and receive it means that each service element is fulfilled. To achieve a higher rating the hotels customer service needs to be strong. When booking events or meetings at a hotel it is imperative to have a contract which addresses room arranging issues and other services involved so that the hotel receives funds even if the meeting does not go ahead. The need for differentiation is realized by hotels in the industry today (4). The guest experience has to be unique and a lasting impression has to be created. My renovating facilities and making them user friendly, hotels other main way of success is to take staff as further as the exterior development. The Customer experience management is based on five factors: the customer, the environment, the brand, the platform, and the interface. Technology is started to play an important part of the customer service where touch sensitive pads are installed in the lobbies of hotels allowing instant access to rooms. The future in five star hotels is very much technology service based. Plasma TV’s, 28 surround sound audio systems and a PC. “These days, it’s no longer just business travelers who want the very latest technology in their rooms, our leisure guests want as much.” Luke Mellor’s IT director of London’s Dorchester Hotel. Customer service is now about emotional experience to build communities of loyal customers who want to return to receive the same service again and again. Trends of traveling are changing all the time. Leisure customers will always be higher then business travelers. Stress reduction activities will gain popularity because people always want to relax on holidays, after paying for the holiday the experience has to account for the time and it is this that leads a hotel to seek a rating for the benefit of popularity, service, staff and a long term presence in the market today. The accolade winner of 2008 The Jumeriah Hotel Dubai has already planed new designing for its Italian restaurant, they are making bigger the kids cub that they currently have. They will also be redeveloping their beach design. All this is in response to the accolade and its own desire to be and stay at No1. The more the popular the area becomes for visitors the better it is for the hotel. With high intention of expansion in the future the hotels motive for seeking a accolade is recognition at a stage where they are stepping up there facilities to another level. This recognition is branding them in the eyes of the customers and ensuring a brighter future. Hotels today are very expensive depending on the star rating but tomorrow it could be people save up especially to hire hotels out for weddings etc especially if hotels are themselves creating a winning look which is right for ceremonies of marriage or birthdays etc. The manager of a hotel has many responsibilities which have to be fulfilled on time and it is this which enables achievement and recognition. Planning and organizing accommodation, catering, promoting and marketing the business, managing budgets, maintaining records, achieving profit targets, planning work schedules, meeting customers, dealing with customer complaints, ensuring security, addressing problems and trouble shooting. Legal compliance etc. These are just some duties involved and if fulfilled become the backbone of a good experience topped by a reputation which lasts. The criteria for voting for hotels are combined with users and travel agents as well as reports from independent evaluators. If all these are happy then the hotel in question is an asset in the market place (6). An accolade is a great sales and marketing tool. It marks a sign of approval and of great respect and if achieved opens doors to a higher customer base, as recognition is a key to higher success. It will lead to more global business. For the organization it means customers are happy with them, which can be rewarding for the staff and it restrengthen’s decisions in the pipeline such as investment plans of expansion or technology upgrade etc. Bibliography (1) Smith, M. “International Journal of HERITAG Studies.” Volume 8, No. 2, 1st June 2002 pp 137-151. Routledge, Taylor Francis Group. (2) Fitzsimmons, J.A. and Fitzsimmons, M.J. “Service Management Operations: Operations, Strategy, And Information Technology.” 2008. McGraw-Hill. (3) Clark, G. and Johnston, R. “Service Operations Management: Improving Service Delivery.” 2005. FT Prentice-Hall. (4) Cook, S. “Measuring Customer Service Effectiveness.” 2004. Gower Publishing Limited. (5) Government of Dubai. “Department of Tourism and Commerce Marketing.” 2008. Accessed on May 9, 2008 http://www.dubaitourism.ae (6) “Harry Nobles Hospitality Consulting.” 2008. Alliance3 Interactive Disclaimer. May 9, 2008 www.nobleshospitalityconsulting.com Read More