Service Organization: Hilton Hotel - Analysis of Front Stage and Backstage Flow Charts

This essay analyzes the front stage and backstage flow charts of Hilton Hotel, explaining the importance of various service encounters by customers and the implications on management. It also discusses the significance of service encounters and managerial implications.

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Service organization, Hilton hotel.
Introduction
The service organization is an organization that offers an assurance to its customers or
clients. It gives a distinction between the users and the providers of the service. Stickdorn, M.
and Schwarzenberger, (2016 p.850) the front stage reflects the association of the client or the
customer with a given service while the backstage is that part of the organization which is
valuable to the consumer but the customer cannot see. This organization mainly conduct their
functions and operations through departmental coordination that is the front stage and the
backstage, by developing and delivering their products and services to their customers. These
organizations perform analysis by considering their customers or visitors needs and
requirements. Taking Hilton hotel in Australia as my life service organization, this essay will
take the analysis of the front stage flow chart and the backstage flow chart of this
organization, explaining the importance of the various services encounters by the customers,
taking the analysis of the implications on the management by considering the service flow
chart for various situations and providing the required information concerning planning of the
service activity (Hill, 2017p.90).
The flow chart of the services
Jia, Gosling and Witzel, (2017 p.39) Hilton hotel designs and develop their flow chart
of the service according to the standards of the service, customers' expectations, culture, and
the service quality of their competitors. In my observation and understanding of the Hilton
hotel, the major activity done from the front stage is developing an interaction-based area
with their visitors and customers, collecting details about their customers and reporting to the
backstage department so that the expected service is delivered.

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Hilton hotel front stage department service flow is as follows, it consists of customer
interaction services, reservations making, checking in services, operating area, information
sharing area, waiting and planning area and checking out details (Hill, 2017p.91).
Customer interaction
This is a method used by most organizations in order to know their customers well, as
well as customers can help provide information, ideas, and suggestions that can be useful to
the success and survival of the organization. Customer interaction can help a business to
achieve customer satisfaction, helps to improve the training methods since most of the
customer interaction areas have calls being recorded and this can help in training others.
Radnor, (2014 p.402) it can also improve the recovery of customers, this means calling back
your customer from going to a different organization, there is improved employee’s moral. If
all the employees and the management are dedicated to improving the service delivery to the
customers through customer interaction, the employee's moral will be raising and finally,
there is an improvement in the procedures of operations.
Making a reservation.
This is where a customer can book a service prior to the date required especially when
in tight schedule or if the customer wants to relieve himself or herself from stress especially
from a busy organization like Hilton hotel. This can be done through online, calls or the
company website (Hill, 2017p.98).
Check-in
This is the process of making known your arrival at the hotel. This involves collecting
the customer information and the type of services they need. Bailey, (2017p.63) the
information collected is useful to the backstage since it forms the basis of service to the
customer.

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Operating room.
This is a room where customers or visitors perform their activities or even taking a
rest at the end of the day. It is usually a service and most customers need a quality standard of
this rooms with various services provided therein. It is helpful to the management since they
will be able to know the kind of services their customers need. Likewise, this information can
be used in decision making (Hill, 2017p.96).
Sharing of information entails one on one communication in various way, for
instance, through cell phones, emails or by word of mouth. Ayres, (2017 p.92) Waiting and
planning area is a place where a customer can relax from while waiting to be served. The
place should be accommodative and designed in a way that customers cannot get bored. It is
important to have such places because it can act as a knowledge-based area where you can
help your customers to know about your organization in a better way by ensuring the relevant
information about the organizations is available in the wholes or in any form like brochures.
Finally, the check out information. Mostly it is obtained during the checking in time.

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The flow chart above shows that the Hilton hotel is providing the customers with what
they require according to the information collected from the front stage. Timming, (2017
p.138) this information is useful even in the decision-making process and gives direction to
the department operating at the backstage concerning the type of products and service they
can develop for their customers or visitors. In this case, the management of this organization
gets to arrange their resources and even maintain their activities as per the expectations of
their visitors and customers.
The backstage flowchart.
The backstage is that department which is invisible to the customer and the visitors
where their requirements are being developed and ensured that there is customer satisfaction.
The backstage plays Avery important role since it is where the internal activities are being
performed. Kontogeorgopoulos, (2017 p.450) there are various operations and services which
are being performed in this department, for instance, taking of the phone calls, that is the calls
from the customers and other relevant calls which are useful for this organization and

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replying to the emails. This can be emails from internal or external sources. External emails
from visitors, investors, customers and other relevant emails. It can be internal emails from
the management themselves and the workers of the organization.
There is the activity of filling and documentation. This consists of proper record
keeping about their customers and other relevant information. Wang, Lee and Trappey,
(2017 p.390) the backstage service flowchart implies that the cleaning services,
housekeeping, and post-operational activities play an important role maintaining the
standards of services and products offered to their customers, and implementing the plans
proposed by the management by the use of available information collected from the front
desk. Normally, the activities taking place in this department are not fixed since the
management can make changes according to the customer's requirements to meet both the
expectations of the customers and the management in terms of time, services and product.
(Yates, et al. 2015 p.79)

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Importance or the significance of the service encounter
The level at which Hilton is operating is at the international level. They offer
hospitality across the globe and therefore, their services should be of high standards. Nickson,
Warhurst and Witz, (2017p.101) they ensure that the quality of services offered is highly
maintained in order to retain their reputation and their position in the industry. The top
management of Hilton hotel is always striving for continuous improvement in the service
encountered by their customers, visitors, and clients in order to gain a competitive advantage.
They are achieving this by focusing or anticipating the trends and needs of their customers.
The interaction between the organization and the customers has Avery important
impact on the process as well as the service standards delivery, which involves various kinds
of an encounter with both the top management and the employees of this organization. In this
organization, there exist three types of encounters majorly. Hill, (2017p.94) for instance
remote encounter, indirect and direct individual encounter. Through this, the management is
able to make decisions concerning the process of planning their resource, planning their
functions, giving responsibilities and roles to various staff personnel and also there are able to
increase the efficiency of their operations in order to achieve the goals and the objects set.
They provide timely delivery of their services so as to avoid complaints that may arise from
their customers and also, they maintain the service quality standard for their products such as
foods, gym, rooms, and spas among other services. Unethical behaviour of some employees
and unreasonable demand brings issues during encountering the services.
In the resent case, remote, indirect and direct encounters have been employed in
managing the level of services offered and the development of the delivery process of the
products. By definition, the remote environment is the analysis of the ecological, social,
political and technological forces that alter the freedom and the decision-making process.

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These remote encounters are important to this organization since, for instance, the customers
are able to access the services offered on the internet. Net banking can easily be performed.
The use of advanced technology, computers, and machines that are user-friendly can help
boost the level of services offered.
Yates, et al. (2015 p.79) analysing the political environment is helpful to the
management during the decision-making activity, understanding the customer's attitude and
perception about the products and services offered during the interaction is helping this
organization to have a full understanding of the nature of their customers and how to deal
with them in a more effective way. The quality of the service encountered should be assured
as that service which can be tested, modified and customized in order to meet the
expectations of the users.
Secondly, there is a personal encounter which is indirect. It consists of telephone
interaction which has a more a domain for variability stocking into the service delivery and
this can help to avoid the errors in communication that might arise and inquiry of the
services. Hilton hotel is more considerate to individual services encounter in order to
understand and put into records the various needs of different and potential customers and
visitors. Yates, Coldiron, and Williams, (2015 p.88) proper advertisement done by this
organization is playing a major role in ensuring that they remain competitive across the
globe, they market their service in a more precise way, they conduct research and
development activities in order to have a full knowledge about their customers and their
requirements. They also offer entertainment services where their customers can get
entertained during their stay at the Hilton hotel. All this contribute allot in building the
reputation of Hilton hotel and also, they are able to have a competitive advantage over their
competitors.

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Not forgetting their information technologies, they have advanced in that you can
book their services online prior to the day you intend going. Chang, and Chen, (2016 p.12)
they also have experts who is skilled and experienced in various categories so they are able to
develop standard services required. In this encounter, both the employee and the management
come together in order to achieve a common objective and the goal set through coordinating
the behaviour of various participants and ensuring that the set rules and regulations are
followed, hence helping this organization to maintain the security and the safety in the
processes of airing the service by use of indirect and remote processes.
Chang, and Chen, (2017 p.37) In terms of direct encounter, Hilton hotel offers
products of quality. Quality can be described as fitness for the purpose or use. Once the
customer is satisfied with what is being offered, their perception about your organization is
raised hence, you are able to enjoy benefits such as repetitive sale, gain customer loyalty,
increased customer base, a competitive advantage among other benefits and this is exactly
what Hilton hotel is doing.
Managerial implications.
Most businesses in the service industry are being determined by use of the service
encounter between the employees and the customers. Their interaction level and the process
aids in analysing the expectations and the potentials of various visitors for maintaining and
managing the service quality as well as effectiveness. It is important to make better
interactions with the users or customers since it can help in developing the guidelines for the
human resource and also improving their performance. Monitoring the operations in a proper
way and developing service processes can help boost the brand image and effectiveness of
the management.

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To have a management prosperity, taking time to listen to the customer's needs,
understanding their requirements, giving them additional services such as after sells services
are key if you want to achieve results and that is exactly what Hilton hotel needs to be doing.
Moreover, Hilton hotel offers quality services and their brand value is good. Perkin, (2017
p.5) But luck approaches to service encounter is to some extent affecting the management
approach of this organization. Therefore, the management needs to employ more efforts in
the area of understanding the demands of the customers and their needs. At the same time, the
employees need to be of help, they need to efficient in terms of communication as well as
being responsible toward the duties and roles assigned to them by the top management. By
doing this, this organization will be able to achieve their set targets in terms of the goals and
the objectives.
Conclusion.
In conclusion, (Grime, S., 2016 p.24) the service organizations need to develop and
implement the front stage chart and the backstage chart in order to determine the level of the
service and a proper approach to meet the communication standards as well as coordination.

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