Report: Customer Service Strategies and Policies for Hilton Hotel

This report provides a comprehensive analysis of customer service strategies and policies implemented at the Hilton Hotel. The introduction defines customer service and its importance in the hospitality industry, particularly for a global brand like Hilton. Task 1 delves into the reasons for utilizing customer service policies, emphasizing their role in retaining customers, providing guidelines, increasing accountability, improving market image, and enhancing cost efficiency. It also covers the purpose of evaluating these policies to ensure they meet the company's growth objectives. Task 2 explores different communication methods, including verbal and non-verbal communication, and how they influence customer perceptions. Task 3 discusses sources of information for understanding customer requirements and satisfaction levels, including the research carried out to assess these factors. Task 4 examines customer service in a business and service environment, and reviews the performance, providing recommendations. The report concludes by summarizing the key findings and recommendations for improving customer service at Hilton Hotel, with references to support the analysis.

Customer Service

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Discuss reasons for using customer service policies........................................................1
1.2 Purpose of evaluating customer service policies..............................................................2
TASK 2............................................................................................................................................4
2.1 Types of communication methods....................................................................................4
2.2 Customers' perception is influenced by customer service provision................................6
TASK 3............................................................................................................................................6
3.1 Sources of information on customer requirements and satisfaction levels......................6
3.2 Carry out research customer requirements and satisfaction level ...................................7
TASK 4..........................................................................................................................................13
4.1 Customer service in a business and service environment..............................................13
4.2 Review own performance and recommendations..........................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Customer service is a stipulation of services which are provided to customers during,
after, before a purchasing. It is a series of various activities which are planned in order to
increase customer satisfaction level towards company. Customer services are an integral part of
which create value for company as it can easily achieve goals and objectives from target market.
Its prime objective is to resolve all customers' queries and problems. If a organisation provides
effective customers' services it can attain and retain people for long term period; it also improves
public relation of the firm (Agyapong, 2011). The present assignment is based upon Hotel
Hilton; it is one of the leading hospitality industry over the world. The firm was founded in 1919;
the main goal of the company is to deliver value added services to people by respecting their
values, believes and morale. Apart from this, the report will be described the significance of
customer services. Readers will also come to various communication channels which can be
adopted by a company. There will be a discussion on sources of information in order to gain
customers' satisfaction level. Furthermore, management always tries to improvise its customer
services.
TASK 1
1.1 Discuss reasons for using customer service policies
Customers are the known as market king, they are liable for overall
growth and success of the company. It is essential for hospitality industry to
observe customers' needs and try to fulfill them in an effective manner. In
this context, business organizations provides imperative customer services; it is
highly responsible in order to attract people towards company; it also provides them higher level
of customer satisfaction. Hotel Hilton has its own customer service department which helps the
firm to identify buyers' needs and desires. Thus, company can easily fulfill consumers'
expectations by formulating effective strategies and policies. Along with this, the major objective
behind using customers services policies to retain their interest within firm by supplying them
new and innovative products and services (Chen and Tsou, 2012).
Apart from this, customer service policies should be very friendly which delivers respect
and concern towards buyers. If companies will provide effective and innovative customer
services then it helps in raising firm's profit and sales revenue in a minimum time period. There
are several reasons of using which are defined as under: -
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Stable competitive advantage – The main reason behind using customer service policies
is to retain competitive advantage for long term period. In this modern era, competitors also sell
same type of products at same time, therefore if Hotel Hilton has its own customer service
policies. Quality experience will also make guest to come back instead of trying “next door”.
Provides guidelines – The main objective of customer service policies is to provide quick
response to all customers of the company (Baker, 2013). These policies aids in giving right
direction to business goals which are set for getting higher customer satisfaction level. If
employees will follow proper guidelines in order to satisfy buyers needs then they company can
easily gain high market growth and share.
Increase accountability – These policies also aids in enhancing accountability and
credibility of the company in target market. For example- if Hotel Hilton improves its customer
service policies then it will deliver higher satisfaction level to customers. Managers will be
answerable for their each and every action, it enhances customers' trust and trusts towards
company and they will prefer to come here again and again.
Create effective market image – Another reason behind using customer service policies
is to improve market image of the hospitality industry. Due to effective customer services,
people will be willing more to purchase their products and services from that company (Chen,
Liu and Chang, 2013). This can raise up its market goodwill and reputation; in future hotel
Hilton will become a great brand over the world.
Increase cost efficiency – Customer service policies increase customers' retention rates
by 5%; it might boost firm's profit by 25% to 90%. Thus, huge costs aids in attracting new
customers, a buyer must not be seen as a single transaction; he or she would be seen for long
term period. Satisfied customers recommend their relatives and friends by the word of mouth, it
can reduce the cost of advertising or promotion of the company.
All these are the major benefits of using customer service policies; it would helps Hotel
Hilton to gain high competitive advantage as well as high market growth. Due to manageable
customer services, employees will work on business operations and activities in the a pervasive
manner.
1.2 Purpose of evaluating customer service policies
Monitoring any business policy or plans plays an imperative role in growth and success
of overall organisation. A well planned and organised customer service policy aids management
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to sustain high competitive advantage. However, decision makers need to evaluate customer
services policies whether it is capable to achieve firm's growth or not. It also aids in monitoring
future outcomes and then take immediate actions towards it (Florez-Lopez and Ramon-Jeronimo,
2012). As per the above mentioned, business organisations have to ensure that customers are
satisfied , for this they need to analyse future situations. Along with this, evaluation of customer
service policies also helps in achieve appropriate reviews and feedbacks from individuals
regrading existing products and services of the firm. Therefore, before implementing any
customer service policy Hotel Hilton needs to evaluate its effectiveness; it assists to management
to analyse actual position of the company in target market.
Hospitality industry, i.e. Hotel Hilton has strong customer service policies so as to deliver
qualitative and value added products and services to customers. But management needs to ensure
certain things while examining any service policy, such as-
 Proper communication
 Reviews and Feedbacks
 Proper skills and knowledge
 Leadership
 Practices
Furthermore, the CSP are also evaluated in order to so as to manage the quality of
products and services of the company. Employers are tend towards remaining healthy and
positive working environment and reduce discrimination within workplace (Ganguli and Roy,
2011). It may also include to boost up the standard of services, employees should be aware what
they have promised and try to deliver the same. In order to deliver effective customer service
policies managers are required to provide training and development assistance to its staff
members so as to improve their current skills and knowledge.
There are described certain major factors which must involved in evaluation of customer service
policies, such are stated as under: - Need assessment – Examination of CSP's is beneficial to assess the training and
development needs of staff members. If employees have new and innovative skills then
they will be capable to deliver something unique to target and potential buyers. Through
which, efficiency and profitability of the firm will be improve. Hence, in order to achieve
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better outcomes from training sessions management has to understand the training need
and provide it accordingly. Increasing sales – Well satisfied customers are liable for increasing sales and
profitability of the company in a certain time period (Gopalani and Shick, 2011). In this
context, management is required to deliver attractive customer services before or after
purchasing so as to attain and retain people for long time of span.
 Attain and retain customers – Having a loyal group of buyers will be helpful for Hotel
Hilton to achieve its goals and objectives. By supplying new and innovative products to
customers, managers can easily retain customers for longer period.
TASK 2
2.1 Types of communication methods
Effective or open communication plays an eminent role in customer services; it will aids
individuals to interact within a group. In hospitality industry, communication is useful to
communicate with different departments and find out appropriate ideas for operating business
activities. Communication also helps in managing rules and regulations at workplace so that
workers can perform. With this assistance, management can easily share their ideas and concepts
with employees (Huang and RYAN, 2011). It resolves guest problems and avoid
misunderstanding within staff memners. There are two types of communication, which are
described as under: -
Verbal communication – Verbal communication has a significant role in order to interact
with customers as well as employees. It is the way of communicating with someone by speaking
or writing. In corporate business entities, verbal communication is a formal way through which
employees and management can easily interact with each other. Along with this, it also involves
face to face interaction, telephonic conversation, recorded voice over radio and other social sites
etc. In several organizations, verbal communication methods are used by staff members while
communicate with customers so as to betterly understand their needs and wants. It also provides
quick solution towards any specific problem and issue.
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Advantages and disadvantages of verbal communication: -
Advantages Disadvantages
The major benefit of verbal communication is,
it gives a proof of communication that can be
kept as a reference for future. On the other
hand, verbal communication is also assistive in
resolving customers' problems fast and in
better way (Jasmand, Blazevic and de Ruyter,
2012).
It is an inexpensive tools which is used to
provide information to a large group of
customers.
Sometimes the communicator is not aware
about either message is deliver to receiver or
not till he or she ain't replied.
Non-verbal communication – It states with an emotion or feeling which we cannot
explain through words. Thus, non verbal communication is a transmission of messages by a
speech or writing. It involves pitch, tone of voice, body posture, gesture, facial expressions,
stance, proximity, tone, dress, appearance etc.
Advantages and disadvantages of non-verbal communication, such as-
Advantages Disadvantages
 Helps in taking immediate feedbacks
and it is a time saving method.
 Economical
 Personal touch.
 Cannot create impression upon
listeners.
 Non verbal communication is less
influential and cannot be used
everywhere.
Thus, there are two types of communication, verbal and non verbal. Both of them have
their own pros and cons. In order to communicate with customers as well as employees Hotel
Hilton is adopted verbal communication method. It helps people to interact with others in an
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effective manner. It also helps subordinates so as to convey with upper level and ascertain
solution of any problem.
2.2 Customers' perception is influenced by customer service provision
In this over dynamic environment, there are certain factors which can affect customers'
perception or their view points in direct and indirect manner. These factors are- price, quality,
packaging, branding, personal needs and advertisements. Therefore, in order to attain and retain
buyers' interest for long term period it is essential for Hotel Hilton to consider these factors. If
customers are treated in well being mannered by customer service department; their all issues
and queries are listening as well as resolving in proper manner (Julia Vauterin, Linnanen and
Marttila, 2011). Then, buyers will attain and retain within organisation for long term period.
For example- the prices of services are high then it can affect customers' interest and they
will move towards other brand. On the other hand, low pricing services helps in drawing
customers towards company; it will improve sales and profitability in a minimum time period.
In order to encourage repeat purchasing, Hotel Hilton has to put these efforts, such as-
 Implementation of free flow of communication
 Conduct a market research
 Build an effective brand image by improving the quality of products
 Taking regular feedbacks or reviews from customers after or before purchasing.
TASK 3
3.1 Sources of information on customer requirements and satisfaction levels
It is fundamental for every business organisation to satisfy buyers' expectations in an
effective manner. In this perspective, hotel Hilton can organise a market research in order to
gather more and more information about current market trends. With this assistance, firm can
formulate its business strategies and policies in order to effectively satisfying customers' needs.
There are two methods of data collection, primary and secondary; the brief description of these
methods is stated as understand: -
Primary data collection method – Basically, primary data collection method is used by
companies when it want to collect new and fresh information for a specific purpose only. In this
method, data is up to date and enough capable to fulfil customers' needs and wants (.Jüttner and
et. al., 2013). Hotel Hilton collects primary data with the assistance of open ended questions
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through which managers can easily know the view point of customers. The group of people who
are involved in questionnaire is called as sample; the present research is based on the sample of
50 persons.
Secondary data collection method – In this type of research method, information is
already used by other researchers. Investors can collect secondary data from different sources,
such as- magazines, journals, websites, articles, books etc. With the assistance of secondary data,
hotel Hilton can easily get past records or data about customers' needs. Its major advantage is, its
time and cost effective method.
3.2 Carry out research customer requirements and satisfaction level
Implementation of a market survey will be assistive in analysing and properly evaluating buyers'
needs in order to supply them better and innovative services. For this perspective, research is
best way of gathering more and more information from target market (Kankanhalli, Lee and
Lim, 2011). In this present assignment, there will be used primary research method so as get
relevant data about market trend. So that a questionnaire is made. There is given a framework of
various questions which are going to be asked from customers to get accurate information, such
as-
QUESTIONNAIRE
Name
Age
Gender
Phone No.
Q1. Are you satisfied with customer services facilities of Hotel Hilton
A. Satisfied
B. Not satisfied
Q2. Are you agree that company is fulfilling its all CSR activities
A. Yes
B. No
C. Not sure
Q3. Give rank to the quality of products and services of Hotel Hilton
A. Excellent
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B. Good
C. Poor
Q4. Which kind of communication method needs to use by company for interacting customers?
A. Verbal communication
B. Non-verbal communication
Q5. Do you think that hotel Hilton needs to improve its customer services ?
A. Agree
B. Disagree
Q6. Is business organisation has to provide training and development assistance to staff
members?
A. Yes
B. No
Q7. How Hotel Hilton can improve its customers services ?
A. Conducting a marketing research
B. Implement free flow of communication
C. Provide training and development to staff members
Q8. Give any suggestion or recommendations?
DATA INTERPRETATION: -
Q1. Are you satisfied with customer services
facilities of Hotel Hilton ?
A. Satisfied 40
B. Not satisfied 10
8
A. Satisfied B. Not satisfied
0
5
10
15
20
25
30
35
40
40
10
Series1

Interpretation – As per the above graphical presentation, it has been evaluated that 40
customers are highly satisfied with current customer services of the company. It helps Hotel
Hilton to gain high competitive advantage. On the other hand, 10 participants thinks that hotel
needs to improvise customers services.
Q2. Are you agree that company is fulfilling its all
CSR activities ?
A. Yes 30
B. No 15
C. Not sure 5
Interpretation – According to the research, it is measured that the hotel is effectively
fulfilling is corporate social responsibilities. There are 30 respondents are totally garee with this
statement, whereas 15 are not supporting this. Whereas remaining 5 does not have proper
knowledge about it.
Q3. Give rank to the quality of products and
services of Hotel Hilton
A. Excellent 35
9
30
15
5
A. Yes
B. No
C. Not sure

B. Good 10
C. Poor 5
Interpretation – As per the diagram, it has been analysed that 35 participants thinks that
the quality of products and services of hotel Hilton are very excellent whereas 10 thinks that it is
only average. And remaining 5 tells that quality of services are poor.
Q4 . Which kind of communication method needs
to use by company for interacting customers?
A. Verbal communication 35
B. Non-verbal communication 15
10
A. Excellent B. Good C. Poor
0
5
10
15
20
25
30
35
35
10
5
Column B