Importance of Customer Service in Hotel Industry

The assignment focuses on the significance of customer service in the hotel industry, emphasizing its role in enhancing business performance and customer perception. It covers various aspects such as communication methods, customer satisfaction, and employee engagement, providing a comprehensive understanding of the subject.

HOSPITALITY

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Reasons for using customer service policies.........................................................................1
1.2 Purpose of customer service policy and how it can assist future staff training and
development................................................................................................................................3
TASK 2............................................................................................................................................4
2.1 Different communication methods and their effects.............................................................4
2.2 Customer perception is influenced by customer service provision.......................................5
TASK 3............................................................................................................................................6
3.1 Sources of information on customer requirements and satisfaction level.............................6
3.2 Research using customer satisfaction and requirement levels for Hellenic hotel with
potential improvements...............................................................................................................7
TASK 4............................................................................................................................................8
4.1 Deliver customer service in Hellenic hotel and service environment...................................8
4.2 Review own performance and recommendations.................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Hellenic hotel located in 77-79 Shepherds Bush road, Hammersmith and Fulham,
London, W6 7LR, United Kingdom. It is a part of SABA group. Organisation provides hotel
service for the people. It is just near to Olympia Exhibition Centre. Customers can also enjoy the
on-site restaurant and free Wi-Fi. Rooms in the hotel are full of facilities such as shower, free
toiletries and a hair-dryer. It also includes a LED TV, breakfast, coffee making facilities and a
good sitting area. There are total 45 rooms in the hotel and some of them features city views. The
nearest airport from hotel is London Heathrow Airport, which is 24.1 Km away. The business
also rated for the best values in London. There is also a facility of 24-hours front desk. Parking
options are available for public also at a nearby location. Food and Drink restaurant is also
available for the customers. Room services includes daily maid service, tour desk, business
centre and fax or photocopy (Additional charge), 24-hour front desk and lots more. Non-
smoking area, safe deposit box, heating, family rooms are some general services provided by the
hotel management. The management and employees are also effective in their work and know
other countries’ languages like Hindi, Urdu, Romanian, French, Spanish, Italian etc. Bookings
are available online at www.hellenichotel.co.in. Cancellation and prepayments policies are
according to room types. All children are welcome but there is no capacity for extra beds in the
room. Pets are also not allowed and for bookings. All cards are accepted by the hotel such as
American Express, Visa, JCB, Discover and Maestro. Reviews from the customers is also very
good as they rated 8 out of 10 for this organisation. Clean and functional hotel and value for
location. It is basic but very comfortable and attractive for the customers. Rooms are big enough
for two persons and great use as a base. It is close to public transport and value for money.
Homely atmosphere for the customers and management, staff is also good for providing services.
TASK 1
1.1 Reasons for using customer service policies
Customer service is important because everybody in the organisation either helps
customers directly or helps internal customers who serve the paying customer. Maintaining
customer satisfaction by providing good and valuable services for them helps organisation to
promote a priceless status for customer loyalty and quality performance.
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 Customer expectation: Customers expectations are increasing day by day as they are not
happy with thank you or smiles. They want something new or special which should be
customized for them for example prolonging check out and check in time in hotel for
them effectively (dos Santos, Méxas and Meiriño, 2017).
 Customer loyalty: A pleasant customer in the hotel is a loyal customer. In order to
increase loyalty in customers, business should follow some policies which fill all the
necessary expectations of the customers effectively.
 Provide information: Policies will help organisation to provide information available for
the customers. It is very crucial for the management to be genuine and true while
providing information. Customers are unhappy when they find reality does not meet
provided information.
 Feedback: Policies always has a space for feedbacks, which is very crucial for the
management to manage its operations and activities. Customers share their views and
experience with management and this will help them to know their weak areas to improve
them effectively.
 Sustainable competitive advantage: Other firms can easily match your prices and
services, but it is hard to infuse the business with an excellent customer service ethics.
 To be profitable: Good customer services reduce the pressure of competence about price
because people will pay more for the great services and it will increase business
profitability.
 Good reputation: Effective customer services helps organisation to attract new
customers in the future and improve the brand image in terms of reviews, feedbacks etc.
 Workforce: It is very crucial for the management to increase workforce as the service
strategies will increase and creates an optimistic reflection and put together customer
relations to support the business activities and policies.
Thus, customer service helps organisation to improve its brand image and customer
satisfaction. This will increase the profitability and relationship with peoples. Customers spend
10% more for effective and quality services. Customers service policies is also very quick and
fast that information and facilities are too quick for the customers. This will create an
environment of peace and customers will feel like home.
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1.2 Purpose of customer service policy and how it can assist future staff training and
development
It is very important for the firm to evaluate its customer service policies was set. The
management of Hellenic hotels need to consider or monitor the outcomes which will help them
to take actions accordingly. Management makes sure that their customers are satisfied with
services and environment and this will be evaluated through current situation of the firm
effectively. Business should take necessary initiatives such as customer service and standard
improvement. Employees should be train for remain aware of any service promise and
requirements. Business should find out the problems and give remedy according to them (Kim,
Lim and Brymer, 2015). Thus, evaluating of customer service policies is important to give
training for the employees and develop their skills and knowledge which will provide excellent
customer service effectively and efficiently. The organisation should bring new changes in their
policy to attract the customers. There are so many methods from which the organisation knows
about their services effectively. Hellenic Hotel also should design methods for receiving
feedbacks from the customers. This will help management to know their weak points and also
policies and strategies to improve them. The other purpose of customer service policy is to
acquire customer satisfaction and loyalty effectively. This program will help them to keep record
of those customers who visit the firm again and again because of the services provided them
during they are staying in the Hotel. There should be some strict procedures for maintaining the
authenticity of feedbacks given by the customers effectively and efficiently.
 Assist future staff training and development: The evaluation will help organisation to
find its weaknesses and with the help of feedbacks, training and development programs
for employees can be considered. This will improve their services and knowledge for
better customer services and loyalty. It is very crucial for the firm to give training to their
staff as they are only persons who directly connects with customers and make sure that
all the services and policies are implemented properly and effectively. The new members
and staff of the hotel must be trained and informed about the policies and procedure
follow by the organisation. Customers service policy must be given importance that it
should be well communicated with members and staff. Other methods of training and
development program is feedbacks that employees and staff members can exchange their
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experience with each other to make arrangements with given feedbacks (Law, Buhalis
and Cobanoglu, 2014).
TASK 2
2.1 Different communication methods and their effects
Effective communication is very crucial for Hellenic Hotel business. There are different
ways of communication which is adopted by the firm in various situations as given below:
 Oral communication: Oral communication is very common and widely used method for
communicating each other in terms of listening and speaking. Speaker should use easy
and simple words while talking that everyone can understand it and listener not only hear
the words but also understand the meaning of those words effectively (Pan, 2015).
 Face to face communication: Two persons are involved in this method to communicate
exclusively to each other. There are more chances of better understandings and message
is delivered clearly to the other person in face to face communication.
 Meetings: Meetings, where a group of people communicates and everyone gets a chance
to speak on their topics. There is a problem in meetings that no one can assure that how
many members are listening carefully and sincerely.
 Presentation: This is an effective communication method where a knowledgeable person
speaks and others listen to him carefully. Listeners gets chance to ask questions after the
presentation is over. This method will be used to communicate on important changes in
the firm.
 Written communication: Written communication involves information and data which
is typed or hand written. This is helpful for the firm when same data is required for future
reference. Written communication methods are different such as emails, letters and
training materials etc. (Pereira and Almeida, 2014).
 Body language: This method of communication comes under non-verbal
communication. The half of work will be done in the organisation if the employees are
able to understand body language of each other and customers as well. Communicating
with body language, one must be aware of understanding signs that wrong
communication can cause negative results for the firm effectively. Body language signs
such as hand gestures, head movement, face expressions help employees to understand
each other without talking efficiently.
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 Formal communication: Officially communication is known as formal that information
flow is very precise in this method. Formal communication could be downwards from
management to employees or upwards from employees to management.
 Informal communication: Some communications take places inside the firm on the
topic of work but the communication is not formal is called informal communication
effectively. Communication between managers and employees or staff for cleaning
swimming pool near the pool (Xie, Zhang and Zhang, 2014).
2.2 Customer perception is influenced by customer service provision
The services provided by the organisation for their customers is the key of success for
them and any other hospitality business effectively. In order to achieve the sustainable growth of
business and competitive edge, it is very crucial to involve customers sentiments, perceptions
and outlooks. There are different factors which affect the customer perception and also the
customer perception is too dynamic in nature that it changes with experience and time.
Customers always do research of the organisation before making bookings. The organisation
uploads their important information on their own websites from where the customers gets
relevant data for his research (Strobl, Strobl, Kronenberg, and Kronenberg, 2016). Customer
collects all the data and information and develop some perception and expectation about Hellenic
hotel and its customer service policies. When the customers reach the hotel and it did not match
their expectations according to the information will be harmful for hotel reputation and if it
matches, will give positive impact upon customers and increase brand image respectively.
Satisfied customers become loyal for the firm effectively. He would like to come again for the
same hotel. Thus, it can be said that customer perception is influenced by customer service
provision.
The hotel must try to put reasonable and realistic information on their websites. There are
so many benefits for the firm in case of meeting customer perception with providing services
effectively. Satisfied customers give their positive feedbacks which will help business to increase
its reputation and profitability effectively and efficiently. This will also help business to be
promoted by others and improve their brand image for attracting new customers effectively.
Thus, it is very important for the firm to reach customer perceptions and expectations with
customer service policies effectively and efficiently.
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TASK 3
3.1 Sources of information on customer requirements and satisfaction level
It is very crucial for the Hellenic hotel to collect all the information about customer
requirements to make sure that the customers are satisfied and their expectations can be achieve
effectively. It is very difficult to serve customers without knowing their expectations and
requirements. There are two type of methods, which help to achieve the information about
customer requirements discussed below:
Primary data collection: Primary data collection is refers to collecting the new information for
a specific purpose. In the case of Hellenic hotel, collecting information will be specifically to
meet the customer satisfaction and needs. Primary data collected with the help of interviews and
surveys. In respect to this, target customers helps organisation with interview and survey process
to get details. Customers can give their point of view with open ended questions. Sample size
should be correct in order to acquire best results. The interview process can be telephonic or
personal. In case of Hellenic hotel, primary data source would be the sample from management,
customers or staff etc. it is an advantage for the organisation that it is designed to get important
information about the research. There are some disadvantages as well such as the process is
costly, time consuming etc. (Gatling, Shum, Book, and Bai, 2017).
Secondary data: The secondary data collection method collects the information previously for
the research but it helps in current research as well. There are various types of secondary data
such as internal and external secondary data. The internal secondary data is obtained from
financial information, yield data, sales record and customer database. The external secondary
data such as periodicals, national organisations, trade journals, commercial data, government
publications and professional associations. In case of Hellenic hotel, the source of secondary data
can be information from past feedbacks of the customers and customer records. The secondary
data is an advantage for the firm that it takes less time and cost and also involves few efforts
compare to the primary data collection. The disadvantage of secondary data is that the collected
data can be out of date, accuracy is not known and information may not be useful for current
operation or research. Both process have their own positive and negative impacts. Thus, it
depends on Hellenic hotel to collect information in time and budget effectively. Results can be
achieved with help of balanced mix of both process.
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3.2 Research using customer satisfaction and requirement levels for Hellenic hotel with potential
improvements
Introduction: Customer requirements and customer satisfaction level for the research can be
done from choosing group of 10 to 15 Hotels in London. The objective of this research is to find
the requirements and satisfaction level of customers for the Hotel. The research will also analyse
drawbacks which spoil the mood of customers and make them unsatisfied.
Research methods: The research methods for this will be primary data collection and secondary
data collection effectively (Guaracino, and Salvato, 2017). I also collect the secondary data
information from different books based upon hospitality. Tools which is used for measuring
customer satisfaction, in case of primary data collection is given below:
TOOLS TYPES OF CUSTOMER’S
Face to face interviews Interview with customers present in Hotel to
know the expectations and instant reactions.
Postal surveys Postal surveys with regular customers and who
has strong bonding with restaurant.
Questionnaires It is mainly made for the staff so that they can
fill it.
Things to be measured: In order to get the best results, there are different factors which needs
to be measured effectively. Here are some factors for Hellenic hotel to measure them effectively.
COMPONENTS ATTRIBUTES
Staff service  Delivery time
 Queries effective response
 Friendly nature of the staff
 Waiting time
Food  Preparation for hygienic foods
 Different varieties
 Attractive menu and presentation of
food
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 Delicious taste
Price  Value for money
 Marginal price
Results: The research and information collection with qualitative analysis shows that the
customers prefer the best food and value for money with hygienic products. They also require
clean and attractive rooms to live. Customers expect the good knowledge from staff members
with available items and services and also about their preparation. Customers are ready to pay a
bit high if they find the best services and items in the Hellenic hotel effectively. They want the
best value for their money.
RECOMMENDATIONS
 The most important and crucial thing for the customers in Hellenic hotel is the clean and
clear rooms with effective facilities and spacing for the members.
 Customer service should be excellent and staff of the hotel also should be helpful,
knowledgeable and polite (Kallmuenzer, and Peters, 2018).
 Value for the money and beverage from time to attract new customers, which helps to
grow the business of Hellenic hotel effectively.
TASK 4
4.1 Deliver customer service in Hellenic hotel and service environment
Customer service: Customer service has an impact on both potential and existing customers
effectively. Recently a survey finds that the 60% customers share their experience to family
members and friends which can be good or bad and also post them on social media network.
Thus, the business of Hellenic hotel will be affected by such customers. Excellent customer
service will help organisation to become effective between local and outsider customers.
Respond quickly as possible: The most effective factor of delivering effective customer service
is speed, especially when the customer is requesting or demanding something, which can be
food, hotel room service etc. customers would satisfy with great services and response from the
Hellenic hotel services.
Known your customer: The interaction between customers and hotel staff begins with knowing
your customer expectations and requirements. Customers also love personalization. The effective
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way to known your customers is remembered their names and old conversations with aged
customers. Collecting data and making note for what discussed previously also helps
organisation to remember them next time when meet.
Fix your mistakes: Taking responsibility of fixing mistakes is a sure way to getting a good and
effective reputation. Customer service and transparency in business is important. High quality
products and services shows the high level of standard for Hellenic hotel. Apart from this, fixing
mistakes which is suggested by the existing customers is an effective way to improve the
organisation and also to not repeat it.
Go to extra mile: Going the extra mile not only result a happy customer but also go on a long
way in terms of keeping organisation on their radar for the future business activities. Customer
suggestions are the most important thing for the Hellenic hotel that it will help them to make
reliable changes according to the customer needs and requirement as well as suggestions.
Think long term as customer is for life: Thinking for long terms relationship while dealing
with customers helps organisation to expand their business effectively. This will help
organisation to keep their customers loyal and happy for them. According to the Pete Blackshaw
author, a satisfied customer tells at least three friends about his experience whether an unhappy
or angry customer tells 3,000. For an example, before boarding a flight a customer request the
hotel to receive him at London airport (Kim, and Schmidgall, 2017). As soon as customer landed
a gentleman wearing coat pant was holding a name plate of customers name and receive him
behalf of the hotel. This thing left a good impression on customers mind which is crucial for the
business.
4.2 Review own performance and recommendations
The organisation makes sure that they don't leave any customer waiting for any queries.
Providing them visits, cars, nearest places information also being included in customer service.
Such response from the business helps them to make customers happy and satisfied effectively
and efficiently. Hellenic hotel can give some special items to their customers such as key chains,
hotel latte etc. this will help them to improve relationship between hotel customers effectively.
Such things make customer happy and satisfied which is crucial for the business and activities.
This will also help them to keep a good relationship with customers in the future. For an
example, delivering wrong item or food for customers is a mistake and giving right item or food
again to the customer without extra charge is way to fix the mistake effectively. Customers
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expect the good knowledge from staff members with available items and services and also about
their preparation. Customers are ready to pay a bit high if they find the best services and items in
the Hellenic hotel effectively. They want the best value for their money. Rooms are big enough
for two persons and great use as a base (Wang, Chen, Fang, and Tian, 2017). It is close to public
transport and value for money. Homely atmosphere for the customers and management, staff is
also good for providing services.
Tips for delivering customer service in a business environment:
 Make sure that every one of Hellenic hotel front line associates is capable of making an
effective first impression.
 Showing appreciation and thanking customers is meaningful.
 Email communication and review letters to ensure sound welcoming and personalization
to make customer feel important.
 Culture of friendship to fell customer as a family member.
 Understand that the underlying ingredient of customer (Williamson, 2017).
 Customer service should be excellent and staff of the hotel also should be helpful,
knowledgeable and polite towards customers to make them feel like families.
 Value for the money and beverage from time to attract new customers, which helps to
grow the business of Hellenic hotel and increase its profitability.
CONCLUSION
The report covers the reasons that why customer service policies are important for
Hellenic hotel organisation. It describes the customer’s perceptions and expectations, which can
be only filled by effective and efficient customer service policies. Further, it describes that
purpose of customer service indicates the importance of services provided by the firm to achieve
their target customers. Also, training and development programs in future develop the
employees’ skills and knowledge which is great for customer perceptions and expectations. In
addition, it discussed that communication methods are also crucial for the firm and customer
perception which is influenced by customer service provision has its own place in the
organisation.
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REFERENCES
Books and Journals
dos Santos, R.A., Méxas, M.P. and Meiriño, M.J., 2017. Sustainability and hotel business:
criteria for holistic, integrated and participative development. Journal of Cleaner
Production, 142, pp.217-224.
Kim, W.G., Lim, H. and Brymer, R.A., 2015. The effectiveness of managing social media on
hotel performance. International Journal of Hospitality Management, 44, pp.165-171.
Law, R., Buhalis, D. and Cobanoglu, C., 2014. Progress on information and
communication technologies in hospitality and tourism. International Journal of
Contemporary Hospitality Management, 26(5), pp.727-750.
Pan, F.C., 2015. Practical application of importance-performance analysis in determining critical
job satisfaction factors of a tourist hotel. Tourism Management, 46, pp.84-91.
Pereira, L. and Almeida, P., 2014. Marketing and promotion in the hotel industry: A case study
in family hotel and hotel group. CONSELHO EDITORIAL| EDITORIAL BOARD.
Strobl, A., Strobl, A., Kronenberg, C. and Kronenberg, C., 2016. Entrepreneurial networks
across the business life cycle: the case of Alpine hospitality entrepreneurs. International
Journal of Contemporary Hospitality Management, 28(6), pp.1177-1203.
Xie, K.L., Zhang, Z. and Zhang, Z., 2014. The business value of online consumer reviews and
management response to hotel performance. International Journal of Hospitality
Management, 43, pp.1-12.
Gatling, A., Shum, C., Book, L. and Bai, B., 2017. The influence of hospitality leaders’
relational transparency on followers’ trust and deviance behaviors: Mediating role of
behavioral integrity. International Journal of Hospitality Management, 62, pp.11-20.
Guaracino, J. and Salvato, E., 2017. Handbook of LGBT Tourism and Hospitality: A Guide for
Business Practice. Columbia University Press.
Kallmuenzer, A. and Peters, M., 2018. Innovativeness and control mechanisms in tourism and
hospitality family firms: A comparative study. International Journal of Hospitality
Management, 70, pp.66-74.
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Kim, M. and Schmidgall, R.S., 2017. Key managerial and financial accounting skills for private
club managers: Comparison to lodging managers. International Journal of Hospitality &
Tourism Administration, pp.1-21.
Wang, J., Chen, M.H., Fang, C.Y. and Tian, L., 2017. Does Board Size Matter for Taiwanese
Hotel Performance? Agency Theory or Resource Dependence Theory. Cornell
Hospitality Quarterly, p.1938965517735906.
Williamson, D., 2017. The Tourist Hotel Corporation: It is time the story was told in
full. Hospitality Insights, 1(1), pp.5-6.
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