Customer Service and Experience

This assignment involves a comprehensive analysis of customer service, including its definition, types, role in marketing, and the use of customer service policies. It also delves into the importance of customer experience, citing research from various sources such as academic journals and online articles. The assignment provides a detailed examination of how customer service can be improved through IT-enabled collaborative decision making, ethical work climate, and proactive customer service performance. Additionally, it discusses the role of servant leadership in fueling the service fire and optimizing cost and customer service level in a supply chain under disruption risks.

Hilton Hotel Customer
Service

INTRODUCTION
Customer service is the way by which organisation find that whether the customer are
satisfied with the organisation or not with the goods and services. Customer service is being done
when the firm is being dealing with the customers in order to sell them products and services
such as preparing a sale or returning an item. It is the way by which firm take care of the needs
and wants of the customers by providing and serving the professional, helpful and quality
products and service and assistance at the time, before and after the customer's needs are met.
The present report is based on Hilton hotel which is providing hospitality services to the
customers. Hilton hotel is one of the largest hotel brands in the world. In this report, customer
service policies, reason and purpose are covered. Other than that, different types of
communication methods, its best effect and provision of customer services are discussed. Along
with this, assessment of the source of information on customer’s needs and wants with their
satisfaction levels and potential improvements are covered. Moreover, in the report service
environment and own performance are discussed.
LO1
1.1 Reasons of the customer service policies
Customer service is one of the significant factor for the success of hospitality
organisation. It helps the venture to provide a competitive advantage in the market place and in
terms of target market. Customers have special expectations in term of customer service in the
aspect of hospitality such as hotels, restaurants, clubs, pubs etc. One of the valuable aim of
Hilton policy for the customer care is to serve the high level of satisfaction to the customers so
that they can become the loyal customers. Hilton hotel arranges the learning session and
development program for the employees, however they could understand the significance of
customer service and also could know about the different policies at Hilton hotel. The significant
reasons because of which Hilton hotel has their own customer service policies are as follows:
Loyalty of target market: - It is the best known concept that in hotel, if the firm is able to serve
the high level of satisfaction to the customers then that customers can become the loyal
customers for the firm. However, in order to please the client, it is really essential to make the
policies and follow them so that entire expectations of the customers are met (McKechnie and
Hartley, 2014).
1

Expectations of customer: - Customer satisfaction is one of the important reason for the
customer service policies. The needs and wants of the customers have increased when the firm
serve them high level of satisfaction. They do not satisfy with a please, thank you, welcoming or
just a smile of the employee. Now, they want something more special which could be customised
for them. However, customer wants some more special services from Hilton hotel. Customer
service policies are very important for providing effective services to the customers. Through
this activity, all the expectations of the customers are met in Hilton hotel.
Provide the accurate data: - Firm should communicate all the relevant information so that they
can make effective use of their products and services (Watson and Piccoli, 2015). It is very
significant to be accurate, true and appropriate while giving the data. If any of the employee
provides them some wrong information, then customer could be unsatisfied from the services of
Hilton hotel. With the help of customer service policies, employee can provide genuine
information to the customer of Hilton hotel organisation.
Feedback: - There is always a column of feedback in the customer service policies, which is
most important for the company. It will help the organisation to know about the factors for the
improvement. Moreover, feedback is one of the essential tool in improving the services. When
they provide effective services to the customers, they should provide them an option for
feedback, so they can write their opinion in column of feedback option. This activity helps hotel
management in improving the hospitality services. Along with this, through these entire activities
and reasons, Hilton hotel can provide the very effective services to the customers and make them
feel very special.
Customer service policies are required in Hilton hotel because through the above
mentioned reasons, company can provide their best services to the customers. However, they can
improve their services, so customers could be satisfied from the services of Hilton hotel.
Moreover, customer service policies are very important in Hilton hotel organisation. With help
of feedback and information, they will know about the satisfaction level of customers and areas
for improvement (Lorenzo and Roberson, 2015). These both things play the vital role in the
policies of the customer’s services. One of the best part of the policies is feedback because
through it, customers will be left free to tell about their experience. This will serve the benefits to
the hotel management and employee to make more effective planning and strategies for the
improvement.
2

1.2 Purpose of evaluating a customer service policy
It is very significant for the venture to make and evaluate the policy of customers service
which helps them to attract and retain large number of customers. There are different types of
effective methods with the help of which this evaluation could be done (Hsu and Chong, 2017).
In the effective methods of evaluation, hotel management can include the polls, feedback of the
customers and opinion surveys. With the help of these entire ways, the hotel management can
know about the satisfaction level of the customers which Hilton hotel provide. Through all these
activities, company can know about their strengths and weakness, however they can able to
improve In areas where the require (Bhattacharya and Swain, 2016). There are numbers of ways
adopted by Hilton hotel to identify the services. They also designed some ways to obtain
feedback from customers.
One of the effective program is known as Honours of the Hilton through which helps the
hotel management to be aware about the reaction of the guests. Hilton hotel management started
another important program which is known as satisfaction and loyalty tracking. With help of this
type of method, hotel management can keep a record of the different customers who are loyal for
the venture, because of the services provide to them. In order to provide effective and best
services to the customers, hotel management should provide appropriate information to the
customers and maintain the record of the existing customers. However, they can know about the
requirements of the customers (Customer service, 2018).
Assist future staff training: - The entire satisfaction level, happiness of the customers and success
of the customer's services is based on the workers and staff of the Hilton hotel. When they
identify the weaknesses of the hotel management, then according to next step they should keep in
mind that the customers become loyal for the organisation. This is very important to provide the
training or learning session and development program to the employees, so they can able to learn
different types of skills and abilities. However, with the help of various types of skills, they can
able to provide more effective services to the valuable customers of the Hilton hotel. Some
times, customers gives their feedback to the employee orally, however in such type of situation
exchange session will really be helpful for the staff members (Bhattacharya and Swain, 2016).
3

LO2
2.1 Various communication method
In the hospitality industry or Hilton hotel effective communication is very necessary and
important. There are some methods of communications which are adopted in various
circumstances:
Face to face communication: - According to this way of communication two or more people so
that they can connect and communicate with the customers. In this method of communication,
there are more chances that the content is provided clearly and comprehended by the people.
Face to face communication is very important in the hospitality and Hilton company.
Oral communication: - It is the most simple and common way for interacting. According to this
way, speaker should use some understandable words, so that people could realize it (Altman and
Ashtar, 2017). Along with this, listener should make sure that they understand the words clearly.
Written communication: -In this methods, individual can type the entire information which they
want to provide. It is very important and useful communication method for the hospitality
industry. Some time customer give feedback from the email, so employee should be ready for the
response. Some time they want to get information from the email, however staff and employee or
hotel management should make sure that their information are accurate and effective or not.
Body language: - It is also one of the important way for the communicating with the different
people. There are different gestures and body movements used by the people so that other person
can easily able to understand that what the other person is trying to communicate.
Training: - It is the type of communication, where trainer provides the effective information to
the employees. Further, they arrange the group discussion where employees are allowed to
communicate and put their point of view (Zhu and Zhou, 2015). Hilton hotel also arrange the
training and development program, so their employee can learn the communication skills from
the trainer and another staff. Along with this, through this types of communication, they can able
to provide effective and important knowledge about the skills, however, employee or staff will
be able to get the entire skills of the communication.
2.2 Analyse the ways of customer perception
In order to achieve the sustainable growth, it is very significant to consider the outlooks,
feelings and perception of the customers. Hotel management should get the perception of the
customers for the company (Ding and Davis, 2017). There are different types of methods which
4

have a direct influence on the customer's thinking. When customers book the hotel, they do
proper investigation about the hotel. Along with this, the information is provided by the company
on their website, and with help of feedback, customers accomplish their booking activities.
Further, customers create the needs and wants and perception about the Hilton hotel and their
policies of the target market service. When customer reaches to the hotel, and their expectations
don't matches, then it serves the adverse impact on the brand value of the organisation and if it
matches, then target market gets the positive influence. However, hotel management should put
accurate and appropriate or realistic information on the website. It is very important to be put
appropriate information on the website, because customer perception is very important factor of
the hotel industry. It is the first satisfactory factor of the customer satisfaction. There are
different types of advantages if the customer's perception are able to serve the services. If the
customer will be satisfied from the services of the Hilton hotel then he will become the loyal
customer for the hotel. However, it is very important factor for the organisation, so they should
provide the effective services to the customers.
LO3
3.1 Assessment of ways of the data on customer needs and wants and their satisfaction level
It is very significant to gather the entire required data about the target market I need to
find that I can able to serve the high level of satisfaction to the customers. Along with this, in
order to fulfil the expectation of the customers, hotel management should collect the all
information about them. There are broadly two type of ways with the help of which the
information could be obtained:
Primary collection of data: - It is the procedures of gathering the information which is very
particular for the reason. According to this methods, entire information collected for the fulfil the
expectation of the customers (Arevshatian and Lewis, 2015). Primary data collection is the way
by which data is being gathered with the interviews, personal interview etc. Through the
information collected from the primary data, hotel management will ready for providing the
more effective services to the customers. Along with this, information is very important thing for
the hospitality organisation. When they will get the entire information about the customers, then
employee can able to provide service according their requirements.
Secondary data: - It is the another important method for collecting the information about the
customers. There are different methods of important secondary data like the external and internal
5

secondary data. According to secondary data, they get the information from the sales record,
customer data bases, yield data, and financial information. According to external secondary data,
hotel management can obtain the information from the different sources such as books, journal,
national organisations and commercial data (Cheng and Lun, 2015). Along with this, hotel
management can get the information about the customers from feedback of the customers,
however they can easily provide them better services of the company. Moreover, with the help of
secondary data, they can able to satisfy the entire customers and with help of the information,
they can provide the services according to their requirements and choices. Through this
information and services, they will feel special and visit again to the hotel.
3.2 Analysis on the customer needs and wants and satisfaction level for Hilton hotel and its
potential improvements
Introduction: - One of the main aim of this analysis is to find the needs and wants of the
customers and satisfaction level of the customers for the Hilton hotel. Some effective methods
used in research are given below:
Research method: - It is very much important of the researcher to select the appropriate method
of the research methodology so that he or she can collect and analyse the data in effective and
efficient manner. (Sawik, 2015). The activities utilised for the evaluating the satisfaction of the
customers in case of data collection with the help of primary manner are as postal surveys, face
to face interviews and questionnaires.
Thing to be analysed: -In order to achieve the accurate outcomes there are different types of
factors which requires to be measured. If the customers is highly satisfied, which is being
measured on the different types of components like food, staff services and price of the products
or services in the Hilton hotel.
Limitation of research: - Some customer need the change every time, however it is limitation of
the research.
Conclusion: - After all analysis and research the collected data, it stated that customer always
need quality food which consist of proper hygienic, taste etc. If the available items are less, it is
fine, but the accessible items must be of good prime. They expect that all staff to have
appropriate information about the food available and also about their preparation.
Recommendation: - One of the important factor for the customer in an eating house is the taste of
the food, however it should be given the most priority. Customer service should be very
6

effective, however they will visit again (Arevshatian and Lewis, 2014). Offers on food and
beverage from time to time attract new customers and helps grow the enterprise.
LO4
4.1 Deliver the customer service in the Hilton hotel and its service environment
There are different types of methods to deliver the effective services. According to entire
methods, employees should have good knowledge, information about company and products,
skills and abilities. With the help of these skills and abilities, they can provide the more effective
services to the customers. Along with this, in order to deliver best services to the customers,
hotel management should arrange the training session and development program for the
employee and staff, so they can learn the communication skills, serving skills, and different types
of abilities. With the help of this training or learning session, Hilton hotel can able to provide
best services to the customers and also increase the profitability in the business and brand value
in the entire market (Martin and Martin, 2016). Through, above mentioned research, strategies,
planning and customer service policies, Hilton hotel can able to make very good service
environment in the company.
4.2 Review the performance of their own in the delivery of service to the customer
According to given scenario I am working in groups of 3 students. There is one student is
unhappy from the services of the company. However, one student should offer him glass of a
water, so he will be coll for specific situation. Further, student should ask him for the problem,
then provide him better solution. So, he will no be unhappy from the services of the Hilton hotel.
I would like to make a recommendation for the improvement the customer service of the
organisation. The quality of the service will even improve more if there will be more
coordination in the food preparation team and the front team. One of the important
recommendation is to provide training session and development program to the employees and
staff, so they will be able to provide their effective services to the customers. Some of the
employees should ask them about customer feedback about the food and another services. With
the help of the feedback, hotel management can able to improve their services and their
employees will not repeat the same situation in the Hilton hotel (Azimi and Steinberg, 2016).
CONCLUSION
At the end of the report, it could be concluded that satisfaction of the customers is the key
to success for the Hilton hotel organisation. In the present report it has been recognised about the
7

reason for using the customer service policies in the Hilton hotel. Along with this, it is concluded
that Hilton hotel management should use the different types of communication methods in their
organisation. In order to serve high level of satisfaction to the customers, firm need to serve the
good quality product and services. It could be done by primary and secondary data collection
method. Moreover, in the report it is evaluated about the performance of their own in delivering
of effective service to the customer.
8

REFERENCES
Books and Journal
Altman D. and Ashtar, S. 2017. Text-based customer service: Using big-data to connect
customer emotion to service operations.
Arevshatian L. and Lewis, R. 2014. They just don’t really get it: exploring the wellbeing of
customer service workers in healthcare.
Arevshatian L. and Lewis, R. 2015. NHS customer service-forget about process, it's about
emotional engagement. HRZone.
Azimi V. and Steinberg, H. 2016. INFORMATION TECHNOLOGY ISSUES IN CUSTOMER
SERVICE, CULTURAL DIFFERENCES, & THE BIG 5 IN AUSTRALIA, COLUMBIA,
NEW ZEALAND, & SOUTH KOREA. Academy of Management Information and
Decision Sciences, p.19.
Bhattacharya C. B. and Swain, S. D. 2016. CSR and the Frontline Context: How Social
Programs Improve Customer Service. GfK Marketing Intelligence Review. 8(1). pp.24-29.
Cheng T. C. E. and Lun, Y. V. 2015. The role of IT-enabled collaborative decision making in
inter-organizational information integration to improve customer service performance.
International Journal of Production Economics. 159. pp.56-65.
Ding X. and Davis, M. M. 2017. Introduction to the Special Section on Cocreating the Customer
Service Experience with High Tech and High Touch.
Hsu Y. C. and Chong, C. L. 2017. Ethical work climate, employee commitment and proactive
customer service performance: Test of the mediating effects of organizational politics.
Journal of Retailing and Consumer Services. 35. pp.20-26.
Lam C. F. and Mayer, D. M. 2014. When do employees speak up for their customers? A model
of voice in a customer service context. Personnel Psychology. 67(3). pp.637-666.
Lorenzo E. and Roberson, E. 2015. Bank of America customer service: Good is just not good
enough. Journal of Business Cases and Applications. 14. p.1.
9

Martin C. L. and Martin, C. L. 2016. Retrospective: compatibility management: customer-to-
customer relationships in service environments. Journal of Services Marketing. 30(1).
pp.11-15.
McKechnie S. and Hartley, S. 2014. Interpreting value in the customer service experience using
customer-dominant logic. Journal of Marketing Management. 30(9-10). pp.1058-1081.
Sawik, T. 2015. On the fair optimization of cost and customer service level in a supply chain
under disruption risks. Omega. 53. pp.58-66.
Watson R. T. and Piccoli, G. 2015. Internet-based customer service systems: What are they and
when are they successful?. In New meanings for marketing in a new millennium (pp. 150-
153). Springer, Cham.
Zhu J. and Zhou, M. 2015. How does a servant leader fuel the service fire? A multilevel model
of servant leadership, individual self identity, group competition climate, and customer
service performance. Journal of Applied Psychology. 100(2). p.511.
Online
Customer service, 2018. books, [online] <https://study.com/academy/lesson/what-is-customer-
service-definition-types-role-in-marketing.html>
Reason for using customer service policies, 2018. books, [online]
<https://www.ukessays.com/essays/marketing/reasons-for-using-customer-service-
policies-marketing-essay.php>
10