Customer experience management in hospitality PDF

AN APPRAISAL OF
GUEST SERVCES
EXPEREINCE

Table of Contents
INTRODUCTION...........................................................................................................................1
An appraisal of guest service experience....................................................................................1
Requirement and application of guest service strategies and skills............................................5
CONCLUSION

INTRODUCTION
service industry is that industry where there is no manufacturing only providing services to
the customers. Service industry includes customer service, transport and food service. Marriott
hotel is an American hotel which is providing hospitality services from 1927. Hotel is providing
room service with the excellent rooms and restaurant services with the excellent quality of food.
Marriott is providing security to the customers of the hotel and proper security is maintained in the
rooms of the hotel. Marriott is also providing trans port facilities and with proper customer service.
Report in consisting of an appraisal of guest service experience and strategies to improve the guest
services. Strategies would include feedback and reviews of the customers regarding the services
provided by the hotel. Customer satisfaction is a prime motive of the hospitality industry and as
well hotel Marriott. Report is consists of skills in the employees and training of the employees
which is provided to them by the hotel Marriott. Communication must be effective and immediate
action on problems and complaints of the customers. Employees of hotel Marriott are multitasking
and feedback provided by the customers are not neglected by the hotel departments.
An appraisal of guest service experience
Marriott was founded in 1927 by John Willard Marriott with his wife Alice Willard
Marriott in Washington. Hotel is giving 7 star facilities to the customers which includes room
services and restaurant facility for customers. It consists of luxury hotels like JW Marriott hotel
and The Ritz - Carlton. It also includes premium and classic hotels.
There are various performance appraisal methods like assessment centre method which
includes the assessment of the employees of the hotel. Through these methods' performance of the
employees would be evaluated and the capacity of the employees would be analysed. Behaviour
anchored rating scale, it is modern technique of appraisal. It is consists about the behaviour of the
employees. Through this technique we can rate the employees and analyse the effectiveness of
employees. Essay evaluation is a affordable way to praise employees, essay are written on the
performance of the employees which is consists of strength and weakness of the employee. Critical
incident technique includes the positive and the negative statement of the performance of the
employee. Through this we can give opportunities to the employees to overcome the weaknesses.
rating scale technique is consists of rating given to the employees on the performance of the
employees and the performance is valued if it is 5 star rating. Human asset accounting method the
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employees of hotel which are an asset to the hotel, performance is calculated on the basis
customers reviews and feedbacks.
It is providing services like transport facilities, wide range of rooms for the customers. Hotel is
hiring highly talented and experienced staff for customers.
Customers and
their Reviews
or feedback
Customer
satisfaction
Communicatio
n
Job knowledge Safety Food and
Beverage
service
DAVID Customer
Service was
satisfactory
and i feel that
the services
must be
improved
Communicatio
n was effective
but employees
are not active.
Staff members
were efficient
but i feel that
the employees
are not having
knowledge
about the
hotel.
Safety
measures were
satisfactory
because my
luggage as
well as rooms
of the hotel
were locked.
Food was good
but service was
quite slow .
JOHN Room service
were not up to
date
Communicatio
n was effective
Employees of
the company
were not
efficient.
Safety was not
good at all
because things
were missing
from my
luggage.
Food service
was fast we
were not able
to finish the
food and other
order was
placed in front
of me.
LUCY Customer
service is good
and
satisfactory
Communicatio
n was done but
employees
were not
responding
immediately.
Employees
were efficient
and working as
per the order
given.
Safety was OK
because things
were Missing
from the room.
Food was good
but need to be
improved.
KAREN Cleanliness Communicatio Employees Safety was food and
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and hygiene
facility was
provided late
by the room
service.
n was efficient
and the
employees
were active as
well.
were not
having
knowledge
about the hotel
building.
good but need
to be
improved.
beverages
were good but
service was
slow.
On basis of reviews of different customers this hotel is preparing performance appraisal of their
employees.
Planning must be done for improving the performance of the employees of the hotel.
Planning is focusing on the quality of the services provided by the employees. Quantity and time
given to complete the service, effective use of resources like time and equipments are wasted or
not. Method of performing the work in hotel is must for planning to improve the performance of
work. Planning must be done in effective way which would be implemented on the hotel in future
to improve the performance of work of employees. Planning must be done by preplanning the
objective , purpose must be identified, impacts must be known after implementing the plan and
write the development plan with the goal of the plan. Development plan must be written in goal
statement which includes the skills of the employees. List must be prepared to follow the targets
and check the review of the development plan. Development plan must also avoid terms like
which are not defining the behaviour of the employees. Numbers and terms like always and never
must be avoided in development plan. Performance of employees can be verified by direct
observation and observation reports as well as written records such as status reports and attendance
sheet.
Development of the plan is must because the plan must be improvised and developed
according to the approval of the members of the hotel. Employers of the hotel have provided
various other ways which can be introduced in the plan, then the plan must be developed according
to the members of the hotel than again whole planning process would be followed and the
planning would be done on the improvised plan which is again placed between the members of the
hotel. Plan would be discussed in the meeting and the employers of the hotel will implement the
plan on the hotel. Developing of plan has to look after the financial condition of the hotel and
goals of the plan which must have positive impacts on the employees and goodwill of the hotel.
Impacts of the plan are discussed in the meeting where plan was discussed. Plan must have to
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reach the expectations of the development team which has tried to improve the performance of the
employees of the hotel.
performing of the plan is including the implementation of the plan on the hotel and
employees of the hotel. After discussing the plan advantages and disadvantages and as well
improvising the plan, plan is implemented on the employees. Implementation of plan has stages
which includes discussing and approval of the members of the meeting in majority is (yes) than the
plan would be implemented on the employees of the hotel. Hotel members must have to be
prepared for impacts of the plan on the employees of the hotel which would also have negative
impacts on the employees. Plan must be implemented in that way where the employees are not
demotivated from the reviews of the customers. Employees of the hotel must be motivated to
improve the performance of the work and reports have to be made to record the performance of the
employees. It must have positive impacts on the employees of the hotel for effective working in
the hotel. Performing of the plan must include the implementation of the effective plan in
effective way which would increase the goodwill of the hotel.
Reviews of the customers are also given after implementing the plan on the employees of
the company. Customers are also giving negative reviews and positive reviews which cannot be
neglected and the performance of the employees is affected after the negative reviews. Feedbacks
are provided for the performance of the employees and inconvenience felt to the customers in the
hotel. All the complaints of the customers cannot be solved but which are in the control of the
hotel department they are solved immediately. After planning, developing and implementing the
plan reviews of the customers are must, whether their problem or inconvenience is solved or not.
Reviews of the customers are collected by social media and questionnaire method through which
the question have to be asked customers in the form of surveys and feedbacks which have to be
provided to the customers in the ways of forms which has to be filed by the customers.
Rewards are given to the employees of the hotel which are performing well in the work
provided. Through the process of reviews of the customers, performance of the employees is
calculated and analysed by the employers and those employees with the best performance are
rewarded with the form of bonuses, awards and appreciate the work in the in front of whole team.
Promotion could be provided to the employees of the hotel. Rewards are given on the basis of
reviews and feedbacks of the customers provided through forms. Performance of the employee is
praised and the employee of the company is motivated to work better and those employees which
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are not giving their best and reviews are bad regarding the performance must be motivated to work
better and improve the performance of themselves.
performance appraisal is calculating and analysing the performance of the employee which
are working for the hotel. Performance appraisal process is including the planning, developing,
performing and give reviews regarding the progress of the performance of the employee. Rewards
are provided to employees on the basis of their performance which is the main an important way of
motivating employees. It is also analysed and can be said that performance appraisal is the main
tool which can help the company and the hotel to improve the image and goodwill of the hotel. It
is also improving the skills and developing the employees of the hotel which are motivated time to
time. Employees of the hotel is improving the performance and the employees are also receiving
rewards regarding the performance given by them. Rewards are given in the from of bonus and
incentives for giving the best.
Requirement and application of guest service strategies and skills
An employee must have skills to work for the company which will solve the problems of
the customer. Employee of the hotel Marriott must have skills like communication, friendliness
and problem solving.
Communication is important for the front desk employees and the guest service employers
which are greeting the customers. Verbal communication must be effective because the front desk
employees have to speak to the customers and entertain the phones calls of the customers.
Employee must speak clearly with the positive tone to the hotel customers. Skills of
communication will impress the customers and build the strong relation ship between the
customers and the hotel. Marriott hotel is hiring the talented and skilled employees which are
entertaining the customers of the hotel.
Problem solving is must for the employees of the hotel because there could be medical
emergency in the hotel or fire in the hotel. The employee of the company must be creative and
resolve complaints of the customer effectively. Customers are facing problem in the hotel
regarding the services like for example customer requested for wheel chair in the room but the
wheel chair was provided by the employees, customer would have negative impression of the hotel
, so employees would handle the problem by communicating effectively and trying to solve the
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problem in polite way. Marriott hotel could implement the strategy for avoiding the problems in
the hotel and it would also improve guest services of the hotel.
Employees of the hotel must be multitasking which includes the work of billing and as
well the attending many guest at a time. Stress management and professionalism in the employees
is making them flexible for work. Marriott must hire flexible employees for effective working in
the hotel. Flexible employees would be able to perform various task and be friendly with the
customers of hotel.
Employees of hotel must be literate, they must have skills of operating computers and
mathematics. Payment processing. Knowledge of computers must include Microsoft office and
any additional courses useful for hotel industry. Employees must have knowledge regarding the
central reservation systems which is used to maintain information regarding the inventory and
prices, so that the employees are able to manage the customers of hotel. Through literacy in
employees of the company guest of hotel are comfortable in communication with them.
Employees of hotel is provided with the information regarding the hotel services.
Information regarding hotel rooms and discounts as well facilities which are provided by the hotel.
Usually customers are asking about the facilities and discounts on hotel rooms and various other
schemes provided by the hotel for attracting the customers. Sometimes information is also
provided on the hotel websites to attract customers and hotel rooms are booked online while some
customers also book restaurant tables online. This information regarding the hotel must be given to
the employees of the hotel for making customers feel comfortable.
Customers give feedback and reviews regarding facilities and the services provided by the
hotel. This feedback and reviews must not be ignored, some feedback must be positive and some
would be negative, hotel have to work on the negative feedbacks for satisfying the guest at the
hotel. Marriott is looking after every feedback of the customers, so that the problems in the hotel
would be solved as soon as possible.
Infrastructure of the hotel must be attractive and unique which would attract customers
towards the hotel. Nowadays customers are looking after the infrastructure and the services
provided by the hotel. Customers are provided with the mobile and internet facilities which will
provide satisfaction to them. Issues of the customers must be solved in the first time. For example
customers are having issues, and he has complained it for first time if problem is solved it would
build a positive image and if not solved it would build a negative image in the eyes of customer.
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Services in the hotel must be No 1 priority for the hotel employees and the owners of the
hotel. Services of the hotel are rated through the star ratings and reviews of the customers. Ratings
are given in ways of 1 star, 4 star and 5 star. Ratings are also given on the basis of cleanliness,
room service and amenities. Customers of the hotel are influenced by the managers and the
services of the waiters hence customers want those employees only which they have meet before.
Behaviour and style of influencing the customers is attracting the customers towards the hotel.
Services provided by the hotel must be remarkable and, customers of the company must
be provided essential services which includes quality, value and convenience. Services are called
remarkable when services given by the hotel is extra ordinary and experiences of customers in the
hotel whether good or bad must be told to the hotel staff. Hotel must have focus on the points
which are under the control which can be improved. Hotel would focus on the customer services
and improve the facilities provided by the hotel.
Employees of the hotel must have focus on the listening carefully and responding
actively on the request of the customers. Customers of hotel are requesting the employers for the
things which are not provided to them, employers must listen carefully what the customer want
and what are they expecting from the hotel staff, after listening properly employee of hotel must
immediately respond on the request made by the customers.
Nowadays social media is giving us the reviews of the customers through ratings on
websites and social media. Customers give comments on social media in the form of ratings and
post and likes on the hotel websites. Guest which are planning to visit the hotel are inquiring about
the hotel through phones and booking the rooms and tables online through online websites.
Hotel Marriott can implement these guest service strategies which are providing services to
customers must be no 1 motive of the employee of the hotel. Employees of the hotel must be
highly trained in influencing the customers, employees must be efficient in communication and
have skills of operating computers and Microsoft office. Employees of the hotel must listen
carefully and then respond to it in active manner.
CONCLUSION
Report is asking about appraisal of gust services and strategies which would be applied for
effective performance of employees. Performance is calculated on the basis of reviews of the
customers and hotel has to follow the performance appraisal techniques and process of
performance appraisal which includes planning, developing, performing, access and reviews of the
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customers. Service strategies which need to be improved in the hotel is customer service which
include room services cleanliness and proper maintenance of hygiene is must. Effective
communication is important because it is influencing the customers of the hotel. Feedback and
reviews of the customers must not be neglected. Request and complaints must be responded
immediately. Services of the hotel must be accurate and remarkable through which customers are
satisfied. Customers of the hotel are also attracted by the infrastructure facilities which will also
provide them with wide range of rooms in the hotels. Restaurants in the hotel must provide good
quality of food to the customers. Strategies are implemented by the hotel Marriott which is
improving the performance of employees as per time.
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