Importance of Customer Service in Hospitality Industry

This report discusses the importance of customer service in the hospitality industry, focusing on The Milestone hotel in London. It explores the reasons why customer service policies are important, the evaluation of these policies, different communication methods, and strategies for delivering excellent customer service. The report also highlights the significance of gathering customer feedback and suggestions for improvement. Overall, it emphasizes the role of customer service in achieving customer satisfaction and business success.

Customer Service

SUMMARY
Around the world, there are many organizations which provide their customers with
similar products and services. All companies make use of strategies through which they will be
able to achieve their organizational goals and objectives. Present report is about The Milestone
hotel which is located at London. Cited firm has about 44 guest bedrooms, six apartments and 12
suites. One of the best customers services which are provided by this organization is that they
provide two guest for each guest. This shows that they make sure that visitors are provided with
proper services.
Further, they provide their employees with training so that they will be able to understand
their customers. Moreover, it also enables to understand services and accordingly service users
are satisfied.

Table of Contents
SUMMARY.....................................................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1................................................................................................................................................1
1.2................................................................................................................................................2
TASK 2............................................................................................................................................3
2.1................................................................................................................................................3
2.2................................................................................................................................................3
TASK 3............................................................................................................................................4
3.1................................................................................................................................................4
3.2................................................................................................................................................5
TASK 4............................................................................................................................................6
4.1................................................................................................................................................6
4.2................................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Customer service can be determined as an act which aim at understanding people and
providing their services accordingly. This is mainly done in order to develop strong relationship
with customers (Soteriou and Stavrinides, 2013). Main aim of any organization is to make sure
that needs and requirements of people who make use of services provided by firm satisfy them.
In order words, it is a process through which proper care is provided to customers and to deliver
them with high quality services, professional support and assessing them. Present report is about
The Milestone hotel, which was founded in the year 1689 and is located at UK. Cited firm aims
at providing high quality services and that also at affordable price (The Milestone Hotel, 2015).
This report covers, different type of policies which are used in customer service by Milestone
hotel. Further, it covers different type of communication methods through which best effect
customer focused culture is provided by cited firm.
TASK 1
1.1
Ultimate aim of any organization is to gain maximum profit and this is possible only
when customers are satisfied. In this context, it is important that organization identify the needs
and requirement of customers and services should be provided accordingly (Zhuang and Babin,
2015). There are many reasons because of which policies related to customers service are
important. Following are few of the reasons:
To be profitable: There are many organizations which provide similar services like
Milestone hotel. With this respect, it is important that the firm make use of customers policies
with will be help in attracting more and more customers (Cronin and Bullard, 2015). People tent
to make use of services which are provided to them which are of high quality and services which
actually satisfy them. This is helpful to develop positive perception among customers mind.
Sustainable competitive advantage: Competitors make use of strategies related with
promotion, quality of product, pricing, etc. This is mainly done in order to be different and to
attract customers. In hotel industry, customers mainly prefer to make sure that the services which
are provided to them are effective and their health do not have any type of negative impact (Chen
and Tsou, 2012). However, with the help of following customers services, management can
effectively develop positive impact over people.
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Good reputation: In order to develop goodwill and to develop an effective impact over
investors or customers, it is important that organization make use of customers service policy so
that they will be able to develop positive perception.
Cost effective: When customers are to be satisfied at the initial stage is easy as less
amount is spend over the corrections which are demanded by service users. In following
customers service policies there are no obvious profit (Jüttner, Schaffner and Maklan, 2013).
However, there are many hidden waste involved.
1.2
Evaluation of customers service policy is important as it is beneficial for most of the
management and employees. When policies related with customers service are evaluated, then
work efficiency of employees can be determined. This will enable to identify the areas in which
workers lack. Performance level of employees can be analysed. As per the requirement, workers
can be provided with training and development programs (Jasmand, Blazevic and Ruyter, 2012).
There are cases in which management do not get the expected result even after providing proper
training. This is because employees are provided training in general terms. When the areas are
identified in which training is required, then management will be benefited as they will get
determined result. In this context, it can be done effectively with the help of customer service
policies.
Further, it enables to understand their customers preference towards organization. As
stated above, main aim of any firm to satisfy service users and with the help of policies which
are used by the company help to know issues which are faced by customers and accordingly
changes can be made with the help of which satisfaction can be provided (Arif, Gupta and
Williams, 2013).
Moreover, it enables to know where the organization stands among its competitors. There
are different companies which provide similar services. However, firms make use of different
strategies among which customers service policies enables to develop an effective perception
among customers mind. It enables to understand customers and to provide them services as per
their needs and requirement.
By evaluating these points, it can be stated that, it is important for the organization to
make proper evaluation of policies related to customers services (Kishor and Nagamani, 2015). It
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is beneficial for organization as well as employees. It enables to determine where the firm stands
when compared with other organizations.
TASK 2
2.1
In hospitality industry it is important to have proper communication method. All the
information and idea which one has to convey should be conveyed in an effective manner.
Ineffective communication leads to confusions and misinterpretation. As per the case, Milestone
should make use of different method of communication so that information can be conveyed
efficiently (Ishii and Markman, 2016). Further, communication enables to develop strong
relationship with customers and also enable to solve conflicts. There are mainly two different
type of communication process which are as follows:
Verbal communication: This can be determined as the use of language and sound which
enables to relay information. This helpful to express concepts, ideas and desires and it is vital
towards the process of teaching and learning. There are many factors which has to be considered
like clarity in speech, requires focus, etc. (McColl-Kennedy, 2015). At the initial stage and more
specifically first few minutes are very important as that is the point in which one develops
interest over the topic which is being conveyed. With verbal skills, it is also important to have
listening skills as it enables to understand and to act accordingly.
Non-verbal communication: This is a type of communication process in which words are
not used. It includes body language, gestures, eye contact, facial expression, etc. These factors
are very important in order to make the other person understand the seriousness of information.
Further, these are also helpful in develop strong relationship with the other person as it creates
trust and confidence.
Written communication: In this type of communication, person will write whole
information and given it other individual to whom information has to be provided (Duda,
Rajaram and Rosenthal, 2013). It is important that the person should cover all the details so that
there may be no confusion.
2.2
There are many benefits which organization gets through customers service provision. In
this context, it includes benefit like improved reputation, customers satisfaction, etc. Among
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these factors, customers satisfactions is most widely used in marketing. It enables to measure
whether the product or services provided to customers has met the needs and requirements
(Krohner, Cunningham and Leese, 2015). In other words, it can be stated as number of people
who have shared their experience with the organization.
One of the main event through customers service is that it enable to obtain customers
retention. Only when customers are satisfied with their needs and requirement only then they can
be retained. People prefer to get services which are provided to them with high quality. In this
context following are the few ways through which customers perception is affected:
Employees: They have high impact over customer's perception as they are the one who
have direct interaction with customers. Workers should possess different set of skills and
knowledge related with the policies of customers services (Lee and Cheong, 2015). This way
employees will be able to develop positive perception among service users. In this context, it is
important for organization like The Milestone to understand the areas in which employees lack
and accordingly services should be provided so that they will be able to provide high quality
services to customers.
Fulfilling all requirements: Different people who make use of services have diverse set
of requirements and it is important that management make sure it is fulfilled. Organization need
to consider the suggestions and feedbacks which are provided by employees as these enables to
make improvement in the services. Workers have direct interaction with customers so that know
they issue which are faced by people and by making changes as per the suggestions, it will
enable to develop a feeling to importance among workers (Stein and Ramaseshan, 2016).
Customers make use of services which are provided by the firm so they know better than anyone
else regarding the issues which are faced by them. By making changes as per customers needs
will help in develop positive perception among customers mind.
TASK 3
3.1
In order to gather information, there are different sources which can be followed. With
this respect, below given are the ways through which information is collected on customer's
satisfaction and requirement level:
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Primary data: There are different way with the help of which primary data can be
collected. However, one of the best source is by making questionnaires (Soteriou and
Stavrinides, 2013). It enables include all the essential questions which can be includes and
information can be gathered related with the customer's satisfaction and requirements.
Secondary data: Research on customer's satisfaction and requirements are already been
done by many researchers. The data provided in these research's are very helpful to gather
information. As per the case, Milestone hotel will able to get information and understand new
and different ways through which customers can be satisfied.
Employees: As stated above, workers have direct interaction with customers and they
know the issues which are faced by service users. Management should provide workers with
opportunity to share their suggestion so that changes can be made towards the services provided
by organization (Zhuang and Babin, 2015). However, it is important that workers have effective
skills so that they will be able to understand the issues which are faced by service users.
Customers: They are the one who make use of services and they so they know better than
anyone related with the issues which they face in services. Further, the ultimate aim of
organization is to satisfy customers and so it is important that firm make suer that all the issues
which are faced by them are satisfied.
3.2
As per the research, it can be sated that there are different areas in which cited firm that is
Milestone hotel needs to have improvement. Following are few strategies which can be followed:
Online services: The use of internet is increasing at an increasing rate. Mostly all the
organization provide their services online. This has many benefits as it enable to know customers
perception towards the services provided to them (Cronin and Bullard, 2015). There are many
social sites in which organization can make people updated regarding the special offers which
are provided to them. Further, changes can be made according to customers expectation and
requirement. This way firm will be able to develop strong relationship and customers base can be
developed.
Collecting suggestions: Customers have better understand and they know the issues in
each of the services. Management should provide the opportunity to service users so that they
present their suggestions. This will enable to make changes in services as per customer's
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requirement and this will enable to attract more and more people (Chen and Tsou, 2012). In
addition to this, it will be helpful in achieving the organizational goals and objectives.
High quality services: Mainly customers prefer to make use the services of those
organizations which are provided to them at low price and at high quality. In this modern world,
people are much conscious about their health and they expect that they will receive high quality
services from the organization. As per the case, Milestone hotel should make sure that employees
are trained and they are been provided with all type of equipment so that better and improved
services can be provided.
TASK 4
4.1
In order to deliver better service, it is important that proper training should be provided to
employees who operated at front office. Main objective of this task is to provide employees with
proper training so that they understand their roles and responsibilities and provide services
accordingly (Jüttner, Schaffner and Maklan, 2013). People at the front office are the face of hotel
industry as they are the one who represent the services provided by the organization. In this
context, below given are the strategies for delivering customers service:
Training: In order to perform any type of job, it is important to have certain set of skills.
There are cases in which employees fail to provide proper services to customers and this is
because of lack in understanding over their roles and responsibilities. With the help of proper
training, management will be able to clarify all the doubts related to their roles and they will
understand their customers effectively and efficiently.
Provision information: There are different type of customers service policies which are
followed are diverse organizations (Jasmand, Blazevic and Ruyter, 2012). With this respect, firm
will be able to make sure that employees understand the type of culture which are followed in the
firm. Further, all employees should be aware of their duties so that they do not have any type of
confusion.
Further, motivation play vital role as it enable to boost up workers moral and they work
with willingness. In this context, training is one of the best way through which employees can be
motivated and performance level can be improved.
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4.2
Being an employee of The Milestone Hotel, my performance is not effective. There are
certain areas in which I lack. In this context, it includes communication skills, problem solving
skills, understanding customers, etc. (Arif, Gupta and Williams, 2013). Within an organization,
there are different set of issues arises among one of the issues is providing adequate services to
customers. It is important for me to understand service users and provide them services
accordingly. Further, there are conflicts which takes place within workers. In such situations it
becomes difficult to have proper coordination with each other. Moreover, I do not have effective
communication with other because of which I fail to make other understand regarding the
information which I want to convey. Further, my main roles is to make sure that customers are
provided with the services which they have required to take feedback from them in order to
develop strong relationship. It is important to have skills for working in a group. However, I fail
to perform effectively and because of my lack in communication skill, I fail to have proper
interaction and to make them understand my ideas.
CONCLUSION
There are different set of strategies which can be adopted by the firm to make sure that
they achieve their organizational goals and objectives. In this context, management should make
use of training and development program. However, it should be provided after identifying the
areas in which employees lack, then firm will get the expected result. Moreover, motivation play
vital role in encouraging workers and this enables to achieve organizational goals and objectives.
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REFERENCES
Books and Journals
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Perception: An Exploratory Investigation. In Proceedings of the 1988 Academy of
Marketing Science (AMS) Annual Conference. Springer International Publishing.
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customer service times in health care: application and analysis at the UCLA medical
center. The health care manager. 32(3). pp.212-226.
Ishii, K. and Markman, K. M., 2016. Online customer service and emotional labor: An
exploratory study. Computers in Human Behavior. 62. pp.658-665.
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study of customer service representatives' ambidextrous behavior. Journal of Marketing.
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Krohner, E., Cunningham, C. and Leese, M., 2015. System and method for generating graphical
representations of customer service interactions. U.S. Patent Application 14/660,289.
Lee, J. and Cheong, K., 2015. The Effects of Emotional Intelligence and Service Flexibility on
Customer Contact Center Employee Satisfaction and Performance, 15(2). pp.67-88.
McColl-Kennedy, J. R., 2015. Customer Satisfaction, Assessment, Intentions and Outcome
Behaviors of Dyadic Service Encounters: A Conceyfual Model. In Proceedings of the 1998
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Academy of Marketing Science (AMS) Annual Conference. Springer International
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Online
The Milestone Hotel. 2015. [Online]. Available through: <http://www.milestonehotel.com/>
[Accessed on 26th August 2016]
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