Enhancing Customer Experience in Hotels

This assignment examines how Glenmore Hotel can enhance customer satisfaction by focusing on key areas such as employee training, service quality, and infrastructure improvements. It argues that continuous training programs are essential for equipping staff with the skills to provide polite and responsive service. The assignment also highlights the importance of factors like clean bathrooms, proper towels, and other amenities in creating a positive customer experience. Furthermore, it emphasizes the need for management to identify customer pain points and implement solutions to address them effectively.

Academic and
Professional Skills

Table of Contents
Executive summary..........................................................................................................................1
INTRODUCTION...........................................................................................................................1
Main Body..............................................................................................................................1
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................1

Executive summary
Present report is based on related with service industry. Glenmore hotel, planning to
expand business activities in other areas is taken under this report. One of the main issue which
company is facing is increasing number of customer's complaints related with quality of hotel
services and many more. Before expanding business operations firm want to identify the main
causes related with increase number of complaints and want to solve the same so they can
expand in new areas and can achieve growth. Various issues and a process which can be used by
Glenmore hotel to eliminate the cause of customer's complaints is all increase under this report.
INTRODUCTION
Service sector industry provide various offerings to their individual with the help of
various individual whom have professional and academic skills to deal with every nature user.
Every hospitality business suffer from various issues which are taking place due to poor facilities
and services (Johnston, Clark and Shulver, 2012). Hence, for that business have to use
appropriate steps and procedure so that they are going to improve all facilities and services. This
project is based on Glenmore Hotels whom are planning to expand their business operations in
other parts of UK as well. From the last three years there are numerous number of complaints are
identify and thus management want to improve them properly before expansion. For this project,
principles which are related with improving customer experience and then follow appropriate
steps to get overcome from them in an appropriate manner.
Main Body
Customer experience is a something which an individual feel after consuming a product
and service. This play an important role in success of every enterprise. All efforts must be done
by enterprise to convert their customers into satisfy customers. This enhance goodwill and
positive image of enterprise and at the same time provide various long term benefits to company.
There are some principles related with customer experience which can be used Glenmore hotel in
order to better satisfy the needs of its customers (Smith and Milligan, 2015). Basically,
experience of customer is a subjective one so this can not be satisfy by an enterprise. Interaction
between business and customers is becoming strengthen but it is less predictable. Experience of
customer is directly linked with their spending. All these are the main principles related with the
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customer experience it is very essential that all must be analysed by managers of Glenmore to
offer them effective services and
Various complaints which are related with Glenmore Hotel is define as follow so that
they are going to improve quality of services and complaints of customers as well as they could
also analyse impact of these complaints on facilities and services which is directly associated
with profitability and future plan. Various complaints with effective solutions are describe as
follow:
1. Wi-Fi was not working in rooms: Feedback collected form customers related with the
quality of facilities offered to customers reveal the issue that Wi-Fi facility is not good.
Customers find it difficult to access this facility and this hamper the quality of customer
experience. Internet facility does not work is some rooms properly and number of
customers complain about this (Schmitt, 2013). This problem can be solve by Glenmore
hotel by increase the security of their internet connection. This will make the hotel able to
offer better Wi-Fi services to its customers which will add value to their overall
experience.
2. Non cooperative staff members: Other major problem face by Glenmore hotel is their
non cooperative employees. Number of customers indicate that staff members of hotel do
not respond them. Further, they are not even polite which hamper the customer's
satisfaction. This problem can be solve by manager of Glenmore by conduct training and
development for employees. Under that staff members can be taught how to behave with
customers and respond quickly to their problems. In this way hotel can offer effective
services to its customers.
3. Lack of indoor games: This is one of the customer complain register by Glenmore hotel.
Number of clients complain that hotel does not indoor games and this sounds them boring
and this not add value in their overall experience (Wilburn, 2007). For manage the same,
managers can get the permission from top manager in order to build infrastructure for
some indoor games in order to offer more services to customers and to make their
experience a better one.
4. Inefficient quality of food products: Hotel receive number of customer's complaints
about quality of food products and services offer to them. For example, at night hotel
only offer the facility of order food and customers did not find the hotel a best place to
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stay. In order to solve the same, manager should focus more on quality of raw material
waiters use to make the final food products for customers (Ren and et. al., 2016).
Further, it is very essential for hotel make the waiters available to serve every kind of
customer any time as this will help hotel in better satisfy the needs of customers and this
will add value in experience of customer.
5. Layout of room and room facilities: One of the main issue face by lot of customers that
they do not like the interior of room as the room was too shabby and room services offer
by hotel and staff member is ineffective. Customers reveal that they don't find the towels
and at this make them dissatisfy (Zhang, 2015). To remove the same and in order to
decrease the number of dissatisfy customers hotel can increase the effectiveness of
services offer to clients in order to satisfy them.
All these are the main complaints of customers related with the facilities and services of
Glenmore hotel. All these can be solve by hotel by follow a sequence of step which can be
understood by following points: Treat every customer like a VIP: Treat every customer like a VIP guarantee that it
results in positive experience which influence customers to visit again. It is very essential
for Glenmore hotel to guide all staff members to be responsive, attentive and to have a
sense of urgency for every individual. Return of this customer will regard the hotel with
their loyalty and referrals to their relatives. This step can be managed by Glenmore hotel
by make the staff members aware about the issues the which customers are facing. This
step will affect the activities the other operation of hotel in a positive way. This will
results in reduce the number of customer's complaints as this will provide them a
effective treatment. Make the training activity a priority and just a one time event: An enterprise or
company cannot achieve its set goals and objectives if it does not have adequate number
of skilled and capable employees. Set objectives and targets can be achieve by Glenmore
hotel by conduct training and development programs for employees as this will enhance
their abilities and will make them more able to offer effective solution to a customer's
problem. Further, training will make the employees able to use new technologies to offer
high quality services to customers (Chahal and Dutta, 2014). This step can be manage by
managers of enterprise by formulate plans related with training activities of employees.
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This will affect every activity of company as all employees will learn new things and this
will results in decrease the customer's complaints and at the same time will add value to
their customer's satisfaction. Offer Personalised and effective customer service: Effective service excellence require
to offer personalisation services to every customer and make every individual feel
unique. This aspect must be consider by Glenmore hotel in employees must be
encouraged to offer effective treatment and services to every guest. This step can be
manage at hotel by make the employees able to offer effective services to its customers.
This will reduce the number of customer's complaints related with service of hotel. Create a positive environment for new workers: Research has revealed that employees
turnover is increasing in hospitality industry which decrease the productivity of firm and
hamper the quality of services offer to customers. It is very essential for Glenmore hotel
to create and offer a positive and creative work environment to new employees to make
them feel comfortable so they can contribute more in company's success. Further,
strategies must be used by hotel to retain employees for long period of time. This can be
done by offer fair wages to employees and by provide a positive environment at
workplace. This will increase the effectiveness of all areas of hotel as satisfy workers
give their best and perform well in company. Further, this will help in decrease number
of customer's complaints and increase the number of satisfy customers. Update technology: Modern technology should be used by Glenmore hotel in order to
serve to its customers. Further, various software such as property management system
can be use by hotel to check-in and check-out process all this save time of both
employees and customers and ensure that effective services are offer to customers.
Adoption of new technology will affect every function of hotel as this will change the
execution process of enterprise and will definitely add value to overall experience of
customer. Take measure for customer service performance: It is very essential that continuous
efforts must be done by Glenmore hotel in order to identify how able the hotel is to
quickly address the issues and requests of customers. More able the hotel will be more
profits the firm will earn (Ren and et. al., 2016). It is very essential for hotel to offer
continuous training to employees in order to make them able to quickly address various
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needs and demands of customers. Various tools are there which can be used by managers
of Glenmore to evaluate performance of staff members, identify the gap between actual
and standards performance and if any exist then conduct training programs for them to
serve every guest in an effective way (Wilburn, 2007). This will increase the overall
effectiveness of various business activities and at the same time decrease the number of
customer's complaints.
 Tie worker's actions with overall performance of hotel: This step simply means that tie
up worker's performance will overall performance of business. Under this enterprise
individual employees how they affect or contribute in satisfaction of employees which
affect overall business performance. For motivate employees various theories and model
of motivation are there which can be used by managers of Glenmore. In this way
company can increase the performance of its employees which will increase the number
of satisfy customers.
All these are the main steps and process which can be implement or use by managers
Glenmore in order to decrease the number of customer's complaints. Along with this, in order to
enhance satisfaction of customer manger can check the quality of food products use by firm to
make food products and and to add value to overall experience of customers (Schmitt, 2013).
Further, hotel should emphasis to develop structure in order to provide facility of indoor games
to its guests. Manager should conduct training programs for employees on continuous basis in
order to develop skills and abilities in them so they can better serve to all customers. In hotel
industry, staff members play a big role so managers of Glenmore hotel should make the
employees able and should teach them to be polite with every customer and be responsive
whenever they ask for anything. A little change can be introduce by firm in infrastructure of
rooms and can offer various services to them such as clean bath, proper towels and many more.
With all this Glenmore hotel can decrease the number customer's complaints and can expand
business activities in new areas in an effective way.
CONCLUSION
From the above information it can be summarised that service industry provide mix of
features to its customers for satisfy their needs and to fulfil their special requirements. To better
satisfy the needs of customers it is very essential for the manager to first identify the main cause
behind problem and then do all efforts to solve the same. For this, management of Hotel can
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follow a sequence of steps in order to increase the number of satisfy customers. Various aspects
which add value to the final experience of customer must be first identify by the manager and
then all efforts must be done by the hotel to add the same while provide services to customers.
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REFERENCES
Books and journals
Books
Johnston, R., Clark, G. and Shulver, M. 2012. Service operations management. Harlow, UK:
Pearson. [suggested starting point: Chapter 4]
Smith, S, and Milligan, A. 2015 On Purpose : Delivering a Branded Customer
Experience People Love. London: Kogan Page
Schmitt, B. (2013). Customer experience management. Hoboken, N.J.: Wiley. [suggested
starting point: Chapter 2]
Wilburn, M. (2007). Managing the customer experience. Milwaukee, Wis.: ASQ Quality
Press. [suggested starting point: Chapter 2]
Journal Articles
Ren, L., Qiu, H., Wang, P. and Lin, P. 2016. Exploring customer experience with budget
hotels: Dimensionality and satisfaction. International Journal of Hospitality Management,
52, pp.13-23. . [suggested starting point: the literary review]
Zhang, G. J. (2015). Study of Customer Experience under the Circumstances of Mobile
Internet. International Journal of Multimedia and Ubiquitous Engineering, 10(2), pp.153-
158. [suggested starting point: the literary review]
Chahal, H. and Dutta, K. (2014). Measurement and impact of customer experience in
banking sector. DECISION, 42(1), pp.57-70. [suggested starting point: the literary
review]
Online
Customer principles. 2017. [Online] Available
through<https://www.liveworkstudio.com/articles/service-principles-guide-customer-
experience/>./
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