ABC Hotel: Report on Improving Customer Experience at Check-in/Out

This report addresses the rising number of customer complaints at ABC Hotel, specifically focusing on issues arising during check-in and check-out processes. The executive summary highlights the link between customer expectations, anxiety, and dissatisfaction. The report delves into the causes of these complaints, such as delays and inefficiencies, and proposes practical solutions to enhance customer satisfaction. The report suggests improvements like upgrading the first point of contact, employing experienced and well-coordinated staff, using advanced technologies and software for booking and accounting, offering online booking, providing unique customer IDs, and implementing competitive room rates. The report emphasizes the importance of digitalization and streamlined processes to reduce delays and improve the overall customer experience. The report also examines why customers are growing restless and complaining more. The report provides a detailed analysis of the current issues and proposes actionable strategies to improve customer satisfaction and operational efficiency at ABC Hotel.

8/15/2017
Student Name
Addressing Long Waits at Hotel Checking and Checks Out

Executive Summary
ABC Hotel is experiencing serious customer relations concerns with a rising number of customer
complaints. This is most likely linked to the businesses inability to deliver on customer
expectations which is resulting in building customer anxiety which leads to frustration, tension
and complaints. The report shall examine reasons associated to the rising number of customer
complaints during check in and checkout and propose approaches which can be considered to
help eliminate this problem. A customer satisfaction remains the main priority for any business
and keeping customer happy is critical towards ABC Hotels’ smooth operations making it a
priority area for the business to address.

Contents
First place of contact and up gradation........................................................................................................3
Experienced and Well-coordinated Staff Members.....................................................................................3
Usage of Advanced Technologies and Software..........................................................................................4
Booking...................................................................................................................................................4
Network Accounting of Hotel Charges....................................................................................................5
Offering Online Booking.............................................................................................................................5
Allows the Availability to be checked.....................................................................................................5
Speed Up Room and Service Booking.....................................................................................................6
Instigates Competitive Room and Services Rates....................................................................................6
Offering Unique Customer ID.....................................................................................................................6
Why Customers are Growing Restless and Complaining............................................................................7
Proposed Resolution....................................................................................................................................7
References...................................................................................................................................................8

First place of contact and up gradation
Hotel check-in and check-out are notorious for causing delays to clients at certain hotels and this
is linked to multiple reasons. It’s important to remember that visitors checking in to your hotel
will most properly have been traveling and be quite tired. This makes it important to have a
simplified check-in system which allows the client to get to their room, freshen up and rest in the
shortest possible time (Vallen 2009). At the same time when it’s time to leave, the customer will
in most situations be in a hurry and delayed check out will again result in frustrating the
customer. This makes it important for ABC Hotel to put in place certain measures which would
help address this concern and help the business regain customer confidence.
Experienced and Well-coordinated Staff Members
‘The reception and checking counters are the first points of contact ABC Hotel have with its
customers making it important for the staff manning this position to be experienced and have
good knowledge regarding the process. The customer should be welcomed and asked regarding
his requirement. In many situations, a customer would want to know the room price ranges and
size after which they are likely to ask to see the rooms (O'Fallon & Rutherford 2011). There
should be an attendant to walk the customer directly to the closest available rooms keeping in
mind they are tied so multiple rooms falling under different price ranges can be shown to the
customer to make a choice. Once decided the receptionist of checking agent should request for
the required ID documents for checking purpose. This has become mandatory at most hotels
globally due to security concerns but rather than keep the customer waiting the checking process
should begin. The reception and checking counter should have a copier, scanner, and printer
ready to use and the document should be quickly scanned and printed. If the customer is willing
to leave their ID while they checking they should be given the opportunity to check in while the
receptionist completed the check in form. The check-in form can be taken to the customer’s
room for verification and sign as well as handing over of the customer's ID documents. The
reception and check in count should not only have one individual and all staff should be able to
manage this counter thus allowing ABC Hotel to cater to multiple customers at the same time.

Usage of Advanced Technologies and Software
ABC Hotel must also consider using computers, software programs, and the internet to speed up
the operations. The Hotel currently relies on traditional paper work and filing which results in
serious delays. It is critical for ABC Hotel to invest on computers and also purchase hotel
management software designed to manage hotel operations which would help reduce the paper
work logistics and speed up the process (Jiuguang 2015). The software must be designed to
include all hotel operations starting from the booking to checking, check out, room service,
catering, and laundry. The software system should be able to include each operation gradually so
as to prevent ABC Hotel hampering its operations with the change. ABC Hotel’s staffs also
require being trained regarding the use of the system which would take some time for them to
master. The system should also be versatile and not be limited to computers since this limits
certain staff members from utilizing it and should be accessible and usable on smart phones in
form of an application. This would allow each staff member to log in to the system once at work
and remain connected to the network. Each of their tasks should be input to the system which
would help deliver a smooth flow of all operations
Booking
ABC Hotel has recorded an increase in customer complaints and frustration related to delays
while checking in to the hotel. The first operation to be developed on the software should,
therefore, be linked to resolving booking and check-in glitches that are causing delay (Maniar
2017). Most people own smartphones which are connected to the internet which makes it
important for ABC Hotel to connect with their customers online and begin the booking and
checking process. 75% of hotel customer will return to use the same hotel is satisfied on a
previous occasion making it important to remain connected with the customer. This can be done
via social media, websites and more importantly through the ABC Hotels mobile application
which would allow the business to remain connected to the hotel and allow them to make
bookings before or while traveling. Similar to most online portal accounts the customer would
have a well-developed web account on the hotel website which would have all their details
entered which would speed up the check in process since the customer doesn’t need to furnish
their document each time they visit the hotel. For ABC Hotel which has multiple branches across
the different nations across the globe, the process would be considerably easier for clients as they
don’t need to worry regarding document validity while checking in to each hotel thus speeding

up the process. All details should be entered while filling the online booking thus allowing the
hotel staff to prepare the rooms and facilities well before the customer arrives thus eliminating
the need to spend long periods checking in to the hotels.
Network Accounting of Hotel Charges
Another major benefit linked to digitalizing ABC Hotels operations would be the speed at which
a customer’s check-out the bill would be prepared. The software would connect all departments
of the hotels which would require entering the details related to the customer thus automatically
registering and reflecting on this account (Bandy 2014). These details can also be directly
accessed by the customer by logging on to their portal account or via the mobile application thus
allowing the customer to be more managing their account in a better manner. ABC Hotel has
also been experiencing serious delays during check out due to customers denying or doubting the
charges for services, food, and beverages they may have considered at the hotel during their stay.
By having a live network which is updated immediately the customer utilizes services or places
an order for food or drinks both the staff and the customer would be updated instantly thus
eliminating doubt related to billing during checkout. This will help speed up the process and help
reduce customer frustration related to checking and check out delays.
Offering Online Booking
Most major businesses have gone digital making it important for ABC Hotel to also invest on a
well-developed portal and smartphone application which would help deliver customers with
direct access to the hotel's services (Kozak & Kozak 2016). The portal should provide check
availability, book room, payment and access to other hotel services through the portal or via the
application. This would eliminate the requirement to use the phone or approach the hotel blindly
to book a room since all the information would be available on the website.
Allows the Availability to be checked
Digitalization of hotel bookings is very beneficial as it allows the customer to check for viability
at the hotel by a clock of a button. Digitalization has helped speed up processing in many
industries and businesses due to the customer being able to access the information in a matter of
seconds which allows them to make to make the final decision. If available the portal would also
allow for the customer to book the preferred room immediately which would help eliminate the

chances of double booking. Double bookings have been a major concern and frustrations among
hotel customers in the past due to different receptionist booking the same room for two
customers leading to a serious public relations concern
Speed Up Room and Service Booking
Once the booking has been placed the customer would be requested to confirm their booking by
paying a deposited to confirm the booking. This deposit would be considered as part payment for
the room but would also act as a security token offered by the customer towards booking the
room. Either way, the deposited would allow for the rooms booking to be confirmed thus
allowing the customer to relax knowing they have got the room.
Instigates Competitive Room and Services Rates
Online room comparison and booking services also allow the customer to compare different
hotel rooms and services which allow them to select the most suitable hotel. This may sound
negative for ABC Hotel but it actually triggers competition which forces the business to adopt
new business strategies based on customer expectations. This is likely to see the business
improve its service delivery considerably and also offer current services at a completive price so
as to retain customer interest.
Offering Unique Customer ID
Another strategy ABC Hotel can implement to reduce customer check-in and check-out times is
by either offering unique permanent or temporary customer swipe cards to the customer at
checking. For regular customers, the details could be entered once and the customer is given the
card to remain with always. The swipe card would have all the customer details entered on to it
which would reduce the check in time for regular customers (Schrage 2014). Passing customers
would need to spend a few minutes checking in and having their details entered on the card but
the card would help slash the checkout time considerably. The customer who has checked in
would require providing their card to order any food, drinks, and services at the hotel which
would have the details entered to the card. The information would also be simultaneously being
shared to a cloud network allowing the customer and hotel staff to counter check the information.
This would deliver instant accountability allowing the customer to present the card to the cashier
at checkout and have their entire check out bill revealed in a few seconds. This would help

reduce check-in and check-out times which would help the business address the concerns and
complaints being raised by customers in recent weeks.
Why Customers are Growing Restless and Complaining
The past decade has seen an increase in the number of complaints customer and the public, in
general, are launching on businesses and even the government. This is due to digital technology
delivering considerable transparency which allows the customer to know his rights today. All
information and details are also publicly displayed which forced businesses and he government
perform their responsibilities by the book. The same applies for hotels and most other service
providers and businesses since customers not have access to the information and will not hesitate
to pressurize the business or organization to deliver better services (Madjid 2017). Businesses
like ABC Hotel which have not put in place and implemented digital platform are not facing
serious complications from their customers. Many customers are used to getting their work done
in minutes if not seconds and will lash out at individuals, businesses, and organizations which
have not adopted modern technologies.
Proposed Resolution
ABC Hotel may be facing concerns linked to lack of staff training and experience handling the
reception check in and checkout counters but the hotel is facing a bigger problem linked to
failing to adopt digital technology to its operations. To overcome the customer negative
sentiment and complaints ABC Hotel will have to implement a radical change to its operations
and infuse as well as use computer and other digital technologies interlinked by a network. This
would keep the customers, staff, and management on the same page thus helping eliminate
conflict and confusion which is leading to rising frustration and complaints by client visiting
ABC Hotel.

References
Bandy, G 2014, Financial Management and Accounting in the Public Sector, 2nd edn, Routledge, London.
Jiuguang, F 2015, Educational Strategies for the Next Generation Leaders in Hotel Management, IGI
Global, Hershey.
Kozak, M & Kozak, N 2016, Tourist Behaviour: An International Perspective, CABI, Oxfordshire.
Madjid, T 2017, Enterprise Information Systems and the Digitalization of Business Functions, IGI Global,
Hershey.
Maniar, R 2017, Hotel Booking Trends in South East Asia: Online hotel booking trends in South East Asia,
Laurance Bradford.
O'Fallon, M & Rutherford, D 2011, Hotel Management and Operations, John Wiley & Sons, New Jersey.
Schrage, M 2014, The Innovator's Hypothesis: How Cheap Experiments Are Worth More Than Good
Ideas, MIT Press.
Vallen 2009, Check-In Check-Out: Managing Hotel Operations, 8/E, 8th edn, Pearson Education India,
New Delhi.