Improving Guest Satisfaction: Customer Service at Four Seasons

This report provides an analysis of customer service practices at Four Seasons Hotel, a luxury international brand. It examines the hotel's customer service policies, service quality vision, service guarantees, and complaint handling procedures. The report highlights the importance of customer satisfaction in the hospitality industry and evaluates Four Seasons' strategies for maintaining a positive brand image through superior service. Recommendations are provided for improving guest satisfaction, including studying current industry trends, taking customer complaints seriously, offering attractive deals, and modifying practices in response to the ongoing pandemic. The report concludes that by focusing on quality service and addressing customer concerns effectively, Four Seasons can continue to enhance customer loyalty and maintain its competitive edge.

Customer service

Table of Contents
Introduction.................................................................................................................................................3
Main Body...................................................................................................................................................3
Customer Service practices, policies and service quality vision of hotel.................................................3
Customer Service Practices and Policies.................................................................................................4
Service Quality........................................................................................................................................4
Evaluate service guarantees and complaint handling procedure..............................................................5
Recommendations for developing appropriate customer focused services to improve guest satisfaction 7
Conclusion...................................................................................................................................................9
References.................................................................................................................................................10

Introduction
Customers are one of the integral stakeholders of business who help in driving business
growth and success. To grow in current competitive market, it is imperative to understand the
trends, needs, requirement and preferences of customers. They purchase the product and further
drive revenue in the company. In hospitality, it is crucial to understand the requirements of
customers and offer them services accordingly. It helps in improving the satisfaction level of
customers in significant manner. If customers are satisfied, they purchase the product or avail the
services frequently from the respective business entity. It generates competitive edge for the
company (Hollebeek and Rather, 2019). In the present study, four seasons is taken into
consideration. It is a prestigious hotel chain that was founded in the year of 1960. It is a luxury
hotel and resorts, operates at international level. It is headquartered in Toronto, Canada. The
report is classified in two parts wherein the present part will include customer service practices,
policies and service quality vision of the selected hospitality organization. Further, complaint
handling procedure and service guarantees of the respective hotel will also discuss in the
assignment. At end, recommendations have been included to improve guest service in the hotel.
Main Body
Customer Service practices, policies and service quality vision of hotel
Overview of Hotel
Four seasons is an international luxury hotel and resort brand. It has more than 100 hotels
and resorts across the globe. The hotel was founded in 1960 and headquartered in Canada. It
was founded by a Canadian businessman name as Isadore Sharp. The hotel is known for
innovation, expansion, continuous growth and standardized services. The company is known for
its contribution in the hospitality industry. It has been transformed the industry by combining
personalize, genuine care with commitment of excellence. In 1990s, company opened significant
number of hotels across Europe and Asian Countries (Fourseasons, 2021). It offers exceptional
services to the customers at exotic locations globally. In current time, four seasons is operating
in 46 countries at global level. The portfolio of the hotel consists of more than 100 properties.
They are looking forward to expand the business constantly.

Vision: “To set a unique identity in the hospitality industry by offering the experience of
exceptional quality to the customers.”
Customer Service Practices and Policies
Customer service is related to serving the customers in the best possible way. If a
company serves customers effectively, it enhances the image of the company. In addition, it also
helps in improving the reputation of the business entity in significant manner. For this purpose,
companies prepare suitable policies. In hospitality industry, it is integral to serve customers in
best possible way (Pattanayak, Koilakuntla and Punyatoya, 2017). It attracts the customers
towards the organization also ensured competitive edge in the existing market place. In context
of four seasons, practices and policies of effective customer services are briefly explained below:
Starting a Warm Welcome: In the hotel, guests are welcomed with greetings. Here,
they make sure to put effective first impression on visitors so that they come to the hotel
frequently. In this context, front office people ensure to welcome the guests in warm, polite way
(Smirnova, Rebiazina and Frösén, 2018). At this stage, they make sure to build strong
relationship with customers that last long for longer period of time.
Keep Employee Happy: Employees are also a vital part of company. In Four seasons,
they formulate appropriate policies for the employees. Here, they arrange training sessions,
motivation programs for improving the efficiency of workforce. In addition, managers maintain
positive relationship with the workers in order to retain them for long duration.
Exceeds customer needs and expectations:Looking at the competition in the hospitality
industry, administration of four seasons prepares policies in order to meet with exceeding
expectations of the customers. For this purpose, there is a well-equipped waiting room in the
hotel so that guests do not need to face the long queue (Pounders, Moulard and Babin, 2018).
Take Feedback: It is a crucial practice that is followed by the respective company. Here,
they take feedbacks and suggestions from the customers so that they can facilitate improvement
in the existing services in order to improve the customer’s expectations.

Service Quality
In Four Season, they focus on the quality of services. They ensure to offer exceptional
services to the customers before, during and after the stay. Due to the high quality of services,
the organization is able to maintain positive relations with the customers. In reference of four
seasons service quality of the hotel is mentioned below:
 They offer 24* 7 customer support in order to help the guests in an efficient way. For this
purpose, they have a separate customer service department who are proficient in dealing
with the queries of customers.
 The respective hotel is renowned for the luxury services they offer to the guests at global
level. Here, the hotel offers high-end amenities like upscale, restaurants, on-site spas,
business facilities and more. These services are helpful in gaining the attention of
customers (Ideh, 2020) effectively.
 Four seasons is committed to offer quality services to the guests. In the hotel, quality is
the key of success. They offer exceptional quality of services to the customers with 24* 7
support and assistance. In addition, they make sure that customers do not need to wait for
more time at reception hence there is waiting rooms so that guests can feel comfortable
while waiting.
 House-keeping staff of the hotel are proficient in their work. They make sure to maintain
hygienic and clean environment in the premises. In addition, company follows all
necessary protocols of COVID-19 in order to ensure safety of their guests during the stay
in hotel.
 In four seasons, there arrange commercial as well as personal events. They arrange
business meeting, conferences, and seminars as per requirement of guests. On other side,
personal events such as Weddings, birthday parties are also organized in the hotel to meet
with requirements efficiently (Tremblay and et. al., 2018).
Evaluate service guarantees and complaint handling procedure
In hospitality industry, quality of service has an important place which further affects the
satisfaction level of the customers. In current time, customers are smart and they want the
guarantee regarding quality of services. If a company offers better services, they are likely to get
an edge on other competitive firms.

Service Guarantees
In four seasons, the company has a positive brand image in the market place. It is known
for the superior quality of services. In addition, the hotel offers luxury amenities at global level.
The hotel has property across the globe. Main objective of the company is to manage finest
hotels, resorts and residence clubs. While visiting to the hotel, they guarantee to the guest to
offer exceptional quality services. Additionally, they believe in creating value using superior
design, finishes as well as support team who are highly experienced (Micheaux and Bosio,
2019). In addition, the staff of the hotel is proficient and has the capability to handle the queries
of customers efficiently. The hotel maintains higher rating of customers due to the constant
better and effective services. Due to the effective services, four seasons is able to satisfy needs
and preferences of the customers in order to maintain the position as the World’s largest and
premier luxury hospitality organization.
Complaint handling procedure
In any business, customers are likely to have complaints. Companies are required to take
the complaints of customers seriously. For this purpose, a complete procedure is followed that
help in resolving the queries of customers efficiently. In reference of four seasons, the complaint
handling procedure of the hotel is mentioned below:
 In the first step, the front office people need to listen the complaint of guest. Here, it is
important to listen the person carefully who are in anger in order to handle the situation
effectively (Singh, 2019).
 After listen the complaint, the next step is showing empathy. Here, they demonstrate the
customers that they are actually care about their problem. They admit the mistake if they
are actually in default. They respect the perception of customers which shows the
customers that company actually cares for them.
 At this stage, administration of four seasons thanks to the customers for complaining.
They show gratitude towards the customers to bring the issue in their concern. It is
important to change the tone of conversation and prevent the issue in turning a serious
issue. It demonstrates the guest that hotel administration actually cares for them for
whatever they are sharing.

 In this stage, the individuals of four seasons apologize the customers if they are in fault.
Here, they also take facts from the customers. In this, administration of the hotel
carefully hears the issue of guests. They use it as the opportunity to start a genuine
conversation, build a trustworthy relationship with end customers (Al-Weshah, Al-
Manasrah and Al-Qatawneh, 2019).
 At end, the company offers a suitable solution to the customers. While giving a suitable
suggestion to the customers, it is important to follow the guidelines, procedures and
practices of the company. If the employees who caused problem belong to different
department, the issue is communicate to them so that they do not make the same mistake
again.
Recommendations for developing appropriate customer focused services to improve guest
satisfaction
In the role of trainee guest relationship manager, it is imperative to understand dynamic
of customer behavior in order to offer them best possible services. For this purpose, suitable
recommendations are mentioned below:
 It is suggested that relationship manager is required to study the current trends of
hospitality industry. It helps them in understand the dynamics of customer behavior, their
needs and requirements which will further help them in improving customer satisfaction
in an efficient manner.
 In current time, there is extensive competition is prevailing in the hospitality industry.
Hence, maintaining differentiation is important. It is suggested that guest relationship
manager need to take the complaints of customers seriously. In addition, it is important to
consider all the necessary facts in order to give a suitable suggestion. It will help in
maintaining positive association with the customers that will remain last for longer period
of time.
 It is suggested that guest relationship manger is required to offer suitable offers to the
customers so that they get attracted towards the services of the hotel. With this, company
will be able to gain the attention of customers significantly. It will enlarge the revenue of
four seasons and help the organization in gaining competitive advantage.

 According to the current time, guest relationship manager needs to modify their practices
as per the ongoing pandemic. They need to improve the level of sanitization and hygiene
in the premises. It is important to ensure customers that they are in safe in the hotel.
The above stated recommendations are designed by keeping the values and culture of the
company in consideration. These recommendations will help in improving the level of services
that will drive high satisfaction level of customers.

Conclusion
It is analyzed that customer service is about offering suitable products or services to the
customers. The above study is based on the customer service in the hospitality industry. It is
concluded that four seasons is one of the well-known luxury hotel that follow appropriate
customer service practices and policies. It is analyzed that they offer quality service and also
follow a particular procedure in order to deal with the complaints of the customers. Knowledge
of current trends, providing offers will help the guest relationship manager in improving
customers satisfaction in significant manner.

References
Books and journals
Al-Weshah, G.A., Al-Manasrah, E. and Al-Qatawneh, M., 2019. Customer relationship
management systems and organizational performance: Quantitative evidence from the
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Hollebeek, L. and Rather, R.A., 2019. Service innovativeness and tourism customer
outcomes. International Journal of Contemporary Hospitality Management.
Ideh, D.A., 2020. Reward Systems and Customer Service Delivery among Small and Medium
Enterprises in Lagos State, Nigeria. In Customer Service Management in Africa (pp. 241-
256). Productivity Press.
Micheaux, A. and Bosio, B., 2019. Customer journey mapping as a new way to teach data-driven
marketing as a service. Journal of Marketing Education, 41(2), pp.127-140.
Pattanayak, D., Koilakuntla, M. and Punyatoya, P., 2017. Investigating the influence of TQM,
service quality and market orientation on customer satisfaction and loyalty in the Indian
banking sector. International Journal of Quality & Reliability Management.
Pounders, K.R., Moulard, J.G. and Babin, B.J., 2018. Examining customer‐created guilt in a
service context. Psychology & Marketing, 35(11), pp.830-844.
Singh, A.K., 2019. Customer Satisfaction as an Antecedent of Customer Loyalty. International
Journal of Research in Social Sciences, 9(6), pp.505-515.
Smirnova, M.M., Rebiazina, V.A. and Frösén, J., 2018. Customer orientation as a
multidimensional construct: Evidence from the Russian markets. Journal of Business
Research, 86, pp.457-467.
Tremblay and et. al., 2018. Beyond individual justice facets: How (Mis) alignment between
justice climates affects customer satisfaction through frontline customer extra-role
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Online
Four Season, 2021. FOUR SEASONS HISTORY. [Online] Available through:<
https://www.fourseasons.com/about_four_seasons/four_seasons_history/ >
Best Four Seasons Hotels & Resorts, 2021. . [Online] Available through:<
https://travel.usnews.com/Hotels/b-Four_Seasons_Hotels_Resorts/ ?