Customer Service Report: Evaluating Customer Service at Hilton Hotels

This report delves into the realm of customer service, focusing on the practices implemented by Hilton Hotels and Resorts. It begins with an introduction to customer service, emphasizing its significance in the hospitality sector and its role in enhancing customer satisfaction. The report then explores the reasons for utilizing customer service policies and the importance of evaluating them. It further examines various communication methods employed by Hilton, such as verbal and oral communication, and analyzes their influence on customer perception. The report also investigates sources of information on customer requirements and conducts research on customer satisfaction levels. Furthermore, it includes an assessment of customer service skills and a review of the author's performance as a supervisor, providing recommendations for improvement. The report concludes by summarizing the key findings and offering insights into enhancing customer service within the organization.

Customer Service

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................1
Task 1....................................................................................................................................................1
1.1 Reasons for using customer service policy................................................................................1
1.2 Purpose of evaluating customer service ....................................................................................2
TASK 2.................................................................................................................................................3
2.1 Evaluating the different methods of communication and their use ..........................................3
2.2 Analysing the influence of service delivery on customer perception......................................5
TASK 3.................................................................................................................................................6
3.1 Sources of information on customer requirements ...................................................................6
3.2 Research regrading customer satisfaction .................................................................................7
TASK 4...............................................................................................................................................10
4.1 Assessment of customer service skills ....................................................................................10
4.2 Review of my own performance as supervisor in Fast Food Company and recommendation11
CONCLUSION..................................................................................................................................12
REFERENCES...................................................................................................................................13

INTRODUCTION
Customer services can be defined as a service which is provided to consumers before purchase
and after purchase of goods and services. In other words, it can be said that it is a business activity in
which business executives focuses on needs, demands and expectations of consumer and provide them
the best in quality of goods or services (Chrstenses, 2011). It plays a key role in success of every
organisation as it helps in enhancement of customer satisfaction level. Moreover, the organisations who
operate in hospitality sector have key focus on customer service as it facilitates in effective
management of various operational activities. It also provides number of benefits to business
organisation and lead business to better customer base.
This report will have focus on work culture of Hilton Hotel and Resort in order to have efficient
information about customer services. It will focus on key elements of customer service policies and its
impact on organisational performance. It will also provide information about various communication
methods which can be used by management of Hilton Hotel and Resort in order to have effective
communication system. Furthermore, it will also focus on factors of customer satisfaction level so that
organisational performance can be enhanced and goals can be accomplished in better way.
TASK 1
1.1 Reasons for using customer service policy
Customer service can be referred as systematic procedure which assist business organization by
rendering better support to customers while they make decision about purchase of diverse products and
services. It also focuses on key essential factors post purchase services so that customer experience can
be enhanced. In this support it can be said that with an assistance of customer service policy the
management of Hilton Hotel and Resorts can provide enhanced level of support to its visitors (Christie,
2011). It has been spotted that the concept of customer services policy plays a key role in success of
every hospitality sector organization as it facilitates in effective management of key factors which can
provide continuous growth. It also helps in attaining better competitive edge so that company can have
better sustain in hospitality industry. It is because with an assistance of customer service policy the
business firm can have better focus on organisational structure.
Customer service policy also provides effective focus on customer needs in order to improve
customer satisfaction. Moreover, the business organizations like Hilton Hotels and Resorts have key
focus on operational efforts with an use of customer service policy which can advance the degree of
customer satisfaction as it have direct positive impact on the customer loyalty and provides long term
business opportunities (Fyall, 2012). The management of Hilton Hotels and Resorts are formulate its
organizational policy as per the consideration of several factors which can provide better assistance to
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customer services development. With an assistance of customer service policy the management of
hotel can provide better support to its guests and develop long term relationship for effective
sustainability (Jones, 2003).
Hilton Hotels and Resorts can develop customer service policy in order to provide better
assistance to its customer and retain them for long term. In addition to this, it can be stated that there
are number of policies which can be used by management of Hilton Hotels and Resorts to have better
handling of customer. It can be stated that such policies help in handing issues between hotel and its
customer. Moreover, the key motive of customer service policy is to overcome issues and boost
services for better experience of guest and render them with best services. Hotel firm focuses on
booking policy which allows customers to have booking of rooms without any booking charges. It also
provides guarantee to individual that rooms can be booked with assistance of online reservation portal
and payment through credit and debt card (McDowall, 2008).
Furthermore, the management of Hilton Hotel and Resorts also focuses on data protection as it
enhances the customer satisfaction level. Company does not share any personal information of
customers with any third party without any permission of guests. Organisation also uses secure server
software in online transaction so that personal information about customers can be protected from any
harm and industry standards can be maintained by secure commercial transactions (Victorino and et.
al., 2005).
Other than this, the Hilton Hotel and Resorts has also focused on some industrial policies which
allows customer to have easy access to actions like cancellation of reservation. With an assistance of
this, customer can manage its reservation by accessing online page, telephonic conversation and
outlets. Company also ensure that environmental standards are properly maintained within hotel
premises (Wong, 2013). In this support, management of Hilton Hotels and Resorts follow no smoking
policy and restrict smoking at public places. In addition to this, smoking zones are created for smokers
so that their needs can also be meet without affecting hotel environment. In support of customer policy
it can be said that reward policy is also followed by Hilton Hotel and Resorts. In this respect the
management has introduced reward cub card program which provides extra reward points to customer
on every visit to hotel and every purchase during visit (Naylor, 2014). Reward points can be redeemed
in order to receive discount on any new purchase.
1.2 Purpose of evaluating customer service
It has been spotted that the success of hotel organization relates with quality and uniqueness of
services. It have direct impact on the organisational performance and facilitate in effective delivery of
services. It is necessary for management of Hilton Hotels and Resorts to have effective evaluation of
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customer service and degree of consumer satisfaction so that interval growth can be measured on
regular basis (Evenson, 2011). The key purpose behind evaluation of customer services is to
understand the level of standard of services which are provided to customers. In this support it can be
said that the management of Hilton Hotels and Resorts can have focus on various tools which can
facilitate in examination of effectiveness of diverse services which are provided to customer's. It is
necessary for management of Hilton Hotels and Resorts to ensure that quality of services must be
according to customer needs and demands (Sawik, 2015).
With an assistance of examination the management can gather information about repetitive
purchase and retention rate of customer as it will also assist in effective designing of strategies.
Company can also analyse the number of complains and staff turnover ratio in order to determine the
success of reward membership program and sales performance. In the support of this, it can be said
that all these tactics plays a key role in evaluation of customer service (Meyer, 2007). It will also make
understand about the key benefits of business and factors which can boost the morale of employees so
that best services can be deliver to consumers.
In this support it can be said that the effective evaluation of customer service assist
management of Hilton Hotels and Resorts to have advancement in efficiency of services which are
provided to customers in order to enhance the success ratio and customer's satisfaction level. Along
with this, it also allows management of Hilton Hotels and Resorts to have changes in quality standards
so that business can have impressive success and easily meet the needs of customers (Arasli, 2005).
The changes as per needs of customers will facilitate management to amend the customer satisfaction
level. Company can also focus on supplementary services which can amend the work quality of
hospitality sector by accessing the information which is gathered by evaluation process. Moreover, it
also assist management to have better control over repetitive complaints as it provide various ways to
resolve issues which can affect the delivery of services (Chen, 2012).
Assessment of customer services assist in future training and development of staff
The one of key objective of evaluation process is that Hilton Hotel and Resorts can easily have
better access to strength and weakness of hospitality services which can impact the overall success
ratio of business organisation. In the support of this, it can be said that the management of Hilton Hotel
and Resorts will focus on detail assessment of services with an assistance of feedback and review
process. Executives can take review of services from customers as it will assist business firm to have
changes in its services as per customer needs (Goodman, 2000). It will also assist in removing various
obstacles which impact the success of service delivery process effectiveness.
Moreover, the management of Hilton Hotels and Resorts can also design training and skills
development program so that current skills of employees can be developed. Program must be designed
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as per the outcomes of feedback and review process as it will have direct positive impact on the
business entity and efficiency of employees (Powers, 2005). Management can focus on on the job and
off the job training process to have advancement in skills according to present trends and standards of
service quality.
TASK 2
2.1 Evaluating the different methods of communication and their use
Communication plays a key role in success of every organization as it provides better
opportunity to pass on message with customers. In other words, it can be said that it is a well designed
process which facilitates the management of Hilton Hotels and Resorts to share information with its
members and customers (Wilson and et.al., 2012). The classification of communication can be in
formal and informal way. Formal communication is all about communicating with people in very
professional way. It is most suitable while communicating with superiors and other employees. On
other side, informal communication can be referred as interaction process in informal way. It is mostly
used while communicating with friends, family members etc.
Communication system provides various opportunities to hospitality industry as it enhances the
coordination level between workforce. It will have direct positive impact on the productivity of
workers and lead business to impressive success with improving effectiveness of services (Richter,
2008). In this support management of Hilton Hotels and Resorts focuses on various methods of
communication.
Verbal communication
It is most commonly used method of communication in which individual focuses on factors like
sound, words to communicate with others. It is one of most beneficial method which is used for
transmit of information. In the support of this, it can be said that the hospitality business can focus on
oral communication so that proper information can be shared and coordination level can be enhanced
to accomplish several activities.
Oral communication: In the support of this, it can be stated that the its is most commonly used
method which share information between sender and receiver in very quick way. According to
examination of current trends of hotel industry it can be said that the employees of Hilton Hotels and
Resorts must have proper knowledge about oral communication and they must have efficient skills to
take participation in oral communication (Walsh, 2009). Employees need to interaction with various
customers who have different needs so if worker is not capable to communicate with consumers then it
will impact the organizational process in negative way. Oral communication skills are also beneficial to
have interaction with top managers and other members of staff. Moreover, the management can have
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communication with help of phone, Walky Talky devices and face to face interaction (Davies, 2012). It
will facilitate the employees of Hilton Hotels and Resorts to have advancement in coordination level so
that all departments can have effort as per consumers needs or requirements. Furthermore, the business
organization can also have direct communication with its employees and increase the efficiency of
services.
Non-verbal communication
It also plays a key role in success of every organization and provide a support to oral
communication. In this method the individual focuses on sharing of information without any use of
words. Facial expression, gestures plays a key role in such type of communication process. When two
person interact with each other through wave, pointing out finger and body posture then it can be
referred as non-verbal communication (Kuo, 2009). It has been spotted that the number of managers
communicate through their body language and facial expression. It is considered as great approach to
express emotions and feelings etc. Manager can use it when he want to pass-on the critical message to
employee in front of customer. For example, manager want to communicate that turn on the AC of
room then he can express the command with use of eye expression (Wilson and et.al., 2012). Company
can also use various boards and signs while communicating messages like swimming pool, danger
zone area etc.
2.2 Analysing the influence of service delivery on customer perception
Customer perception can be referred as understanding and thoughts of consumers towards
product and services. In the support of this, it can be stated that the customer perception can be
influenced by personal experience so it is necessary for management of Hilton and Hotels and Resorts
to understand the customer perception (Nusair, 2008). Moreover, it can be stated that the success of
every organisation depends on the customer perception so it is necessary for business firm to have
improvement in level of quality and variety of services. It is beneficial for impacting customer
perception in positive manner.
In the support of above statement it can be said that the customer perception can also be
influenced by service culture. It is necessary for management of Hilton Hotels and Resorts to have
some diversification in its services so that more and more customers can be attracted towards business.
In order to this, hotel organisation can also focus on advancement in creative culture so that number of
innovative ways to attract customers can be identified (McPhail, 2010). It will have direct positive
impact on the motivation level of workforce and encourage them to have advancement in performance.
It will also lead business towards success so it can be said that the success of hotel firm will greatly
influence the customer perception as their basic need is high quality of services (Severin, 2010).
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Four unique characteristics of services
It is also necessary for management of Hilton Hotels and Resorts to have focus on wide range
of unique characteristics in the customer services so that more customers can be attracted. The
classification of features can be as intangibility, inseparability, heterogeneity and perish-ability. The
management of Hilton Hotels and Resort must ensure that services are providing better feel to
customers so that they can feel attracted toward brand. As services provide different evidences top
customers (Shockley-Zalabak, 2011). Moreover, Hilton Hotels and Resorts also need to to focus on
inseparability because it also have great influence on the satisfaction level of customers. In the support
of this, it can also be stated that the heterogeneity is also one of critical feature of product. In this
respect the management of Hilton Hotels and Resorts also need to focus on human aspects of service
delivery. The efficiency of work force will also facilitate in delivering quality of services. The
improvement in quality of services have direct positive impact on the consumer perception (Brown,
2008). It will also provide better satisfaction to consumers.
Furthermore, it is also necessary for management of Hilton Hotels and Resorts to ensure that
the proper balance among demand and supply is maintained in effective manner. It is due to perishable
nature of products and services which are offered by hotel industry. With an improved focus on
maintaining balance among demand and supply the Hilton Hotels and Resorts can easily impact the
consumers perception (Bylund, 2012 ).
RATER Reliability: In this the customers of Hilton Hotels and Resorts focuses on effective evaluation
of organizational capabilities, brand image, reviews of past users, etc. Customer ensure that
organization is meeting their expectations. It will also create long term relationship with users
lead business to impressive success (McPhail, 2010). Assurance: In this, customer’s key focus is experience and skills of Hilton Hotels and Resort
employees by effective observation of delivery process. Employees attitude towards guests is
also analysed as it has significant influence on consumers perception. Tangibles: It is also necessary for management of Hilton Hotels and Resorts to have better
evidence to users in order to amend their experience. It is also essential for firm to focus on
ambience, staff presentation, tools and equipment’s which can amend the delivery of services.
Because it have great influence on customer perception and improved consideration of these
factors will have positive impact on consumer’s perception. Empathy: It is necessary for business organisation to have improved focus on needs and
demands of customers so that they can influence perception of consumers (Kuo, 2009). The
increased level of focus on needs and demands will also enhance the customer satisfaction
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level.
 Responsiveness: Management of Hilton Hotels and Resorts needs to focus on formulation of
strategies in order to have improvement in services. Management need to ensure that workers
are attentive and responsive to the comments of customers. It will also enhance the satisfaction
of consumers and provide positive perception towards products and services.
Moreover, there are three factors which have great involvement in process of service delivery.
The classification can be as service culture, interaction among employee and the customer's and
physical infrastructure. In the support of culture it can be said that the management can have efforts to
amend the high quality work culture so that quality of services can also be enhanced. Company can
also focus on development of service oriented culture so that quality of services can be enhanced to
satisfy customers. To reduce negative image, the development of service oriented culture is also
essential. In the support of this, it can be stated that the interaction among employees and the
customers also have great influence over customer’s perception so proper focus on communication will
boost success level of hotel. In other words, the proper interaction of staff with users can also have
great positive impact on the image and lead business to better sustainability in the market (Davies,
2012). At last, physical infrastructure also plays a key role in success of organization and effective
determination of customers perception towards hotel. In the support of this, it can be said that the
seating capacity, arrangement of furniture and ambience will help in influencing the customer
perception.
TASK 3
3.1 Sources of information on customer requirements
It has been identified that the market trends are changing very rapidly so it is necessary for
every business organisation to have better research in order to understand different needs of customer.
In this respect it is also essential for management of Hilton Hotels and Resorts to have improved focus
on both primary as well as secondary sources. It will provide better information about various current
hospitality trends which can impact the customer needs and requirements.
Primary sources:
In this respect the business firm will focus on different tools which can be classified as
questionnaire, interviews etc. In this process the management will focus on receiving various responses
from through staff members, management, consumers etc (Brown, 2008).
Staff members- In order to gather information from employees it is necessary for management
to have direct interact with employees. Workforce have day to day interaction with customer so they
can easily provide information about needs of customers. Staff members have regular conversation
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with consumers so they can easily identify the interest and perception of users (Shockley-Zalabak,
2011). The questionnaire can also be used to understand the unique points of services which hotel
sector provides. It also provides better opportunity to find our various new ideas which can meet needs
of consumers.
Customer- In this support it can be said that business entity can focus on customer as one of
key source to gather information in respect of their needs requirements. It can also be be said that the
customer survey is one of most essential way to gather information. Executives can have oral
conversation with customers and local citizen to identify the needs of customers. Company can also
take feedback and review from customers in order to understand the needs. Organization can also ask
for suggestions which can amend the quality of services (Severin, 2010). Further, it can also be said
that customers are key sources which provide most trusted information and help in better improvement
of services.
Secondary sources:
It means the management of Hilton Hotels and Resorts will focus on various information
gathering with an assistance of various reading and secondary sources. In other words, it can be said
that the needs and requirements of consumers will be evaluated by accessing different types of
previous records and data. In the support of this, it can be stated that the secondary sources renders a
critical information regarding consumer's behaviour and their perception towards services (McPhail,
2010).
Customer records and past information- In this respect it is necessary for management of hotel
organization to have improved focus on customer records and past information so that customer needs
can be evaluated in better way. With an assistance of secondary data the ratio of growth can be
measured. The purchase behaviour of customers can also be evaluated by accessing past records.
Company can also focus on assessment of complain record so that issues can be find out in better way.
It will also facilitate in improvement of quality with considering the customers need (Nusair, 2008).
Moreover, the management of Hilton Hotels and Resorts can also on assessment of past revenue ratio
in order to understand the effectiveness of services.
Findings of previous resources: It has been spotted that the secondary sources plays a key role
in effective assessment of services so it is necessary for management to focus on secondary sources. It
will make understand about current trends which can impact the operations of Hilton Hotels and
Resorts. It will also provide information in quick manner so that needs can be identified in better way.
With an assistance of various unique services the management of Hilton Hotels and Resorts can also
attain competitive advantage and compete with other companies (Wilson and et.al., 2012). It also
facilitates in effective management of services as per consumer needs.
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3.2 Research regrading customer satisfaction
Name____________
Age____
1. Are you satisfied with waiting time before speaking to our customer service representative?
 Extremely
 Quite
 Moderate
 Slightly
 Not at all
2. Do you think that hospitality services of Hilton Hotels and Resorts meet your needs?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
3. Which factor influence your decision process during purchase?
 Pricing
 Service quality
 Creative services
4. Is delivery process of Hilton Hotels and Resorts meet your needs?
 Yes No
Theme 1: Satisfaction level with waiting time before speaking to our customer service representative
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As per above graph it can be said that the 28 % of customers are slightly satisfied with the
waiting time so it is necessary for Hilton Hotels and Resorts to have advancement in waiting time. It
will amend the satisfaction level of customer's.
Theme 2: Do you think that hospitality services of Hilton Hotels and Resorts meet your needs?
According to analysis of above chart it can be said that the heights ratio of customers think that
the services of Hilton Hotels and Resorts are well designed. Number of customer's also strongly agreed
that the Hilton Hotels and Resorts services are designed to meet the customer needs.
Theme 3: Which factor influence your decision process during purchase?
10
13%
18%
25%
28%
18%
Are you satisfied with waiting time before
speaking to our customer service
representative?
Extremely
Quite
Moderate
Slightly
Not at all
Strongly agree Agree Neutral Disagree Strongly Disagree
0
2
4
6
8
10
12
14
Do you think that hospitality services of Hilton
Hotels and Resorts meet your needs?