Analysis of Customer Service Policies at Hilton Hotel

This report provides a comprehensive analysis of customer service policies within the context of the Hilton Hotel. It begins with an introduction to customer service, emphasizing its importance for maintaining customer relationships. The report then delves into the reasons for utilizing customer service policies, highlighting their impact on image building, revenue generation, and employee training. It explores various communication methods, including verbal, non-verbal, written, and internet-based approaches, evaluating their effectiveness. The report also examines the evaluation of customer service policies, discussing methods to assess customer satisfaction and the role of training in enhancing employee performance. Furthermore, it covers sources of information on customer requirements and satisfaction levels, emphasizing the importance of research in understanding customer needs and expectations. The report concludes with a review of customer service delivery in a business environment and provides recommendations for improvement, aiming to optimize customer satisfaction and loyalty within the Hilton Hotel framework.

CUSTOMER SERVICE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Reasons for using customers service policy.....................................................................1
1.2 Purpose of evaluating customers service policy and how it can help in training.............3
TASK 2............................................................................................................................................4
2.1 Different communication method and there best effect...................................................4
2.2 Customer perception is influenced by customers service provision................................6
TASK 3............................................................................................................................................8
3.1 Sources of information on customer requirements and satisfaction level........................8
3.2 Research on customer requirements and satisfaction levels...........................................10
TASK 4..........................................................................................................................................17
4.1 Deliver customer service in a business and service environment..................................17
4.2 Review and recommendations for improvement............................................................19
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
Customer service means dealing with necessities of clients by providing them best quality
of items and administrations and furthermore aid them to satisfy their requirements. Consumer
benefit implies that satisfy needs and wants of buyers. Purchaser administration may include
telephone call, in – person connection and so on. Client benefit is essential for each and every
organisation to maintain relationship with their buyers (Ganguli and Roy, 2011). Purpose of this
report is to identify explanation behind utilizing strategies with respect to service user benefit.
Hilton Hotel also use various sorts of communication techniques so that they can give best
administration to their purchasers. They also examine their client's recognition with goal that
they can satisfy their necessities as well as desires according to them. They can conduct research
for above stated purpose which will assist them to know demands of their consumers. It is
essential for Hilton hotel to update them about their services on timely basis.
TASK 1
1.1 Reasons for using customers service policy.
Clients are an important part for survival of any organisation. It is essential to concentrate
on their requests in regards to items and administrations so that Hilton hotel can satisfy it
punctually (Jasmand, Blazevic and de Ruyter, 2012). It is also required for manager, to observe
their clients which will aid them to develop their business according to the desire of them. If
administrator of Hilton hotel give attention to their buyers and furthermore provide them best
quality of products and administrations then it will likewise assist them to expand their revenues
as well as improve their goodwill in market. There are different reasons for using consumer
service policies, which are mentioned as below:
 If company make proper policy regarding customer services then it aids them in image
building.
 It is essential for manager of Hilton Hotel, to provide quick response to problems of their
clients.
 They can get feedback from their buyers because it assists them in their improvement.
 If company also improve or maintain their customer administration, then they can
enhance their profits (Schmitt, 2011).
There are various importance of its, which are described as below:
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Training: It is essential for department of customer service to measure their growth. If workers
do not know about problem of their purchaser, they cannot solve it. For this, employer can
provide them guidance which will assist employees in an effective manner.
Clarity: Goals and objectives of organisation must be clear to each and every member of Hilton
hotel. Thus, they can aid employer to achieve mission and vision of firm. But many times it is
impossible to satisfy clients and as result to, it reduces turnover. Manager cannot fire any of his
worker just because of that, in fact, he makes their policies more effective and efficient.
Customer expect good services: It is main requirement for any company to make an effective
guidelines for their clients. Manager of Hilton hotel can form a department who resolve issues of
their buyers such as they can establish call center for above stated purpose.
There are some other important reasons which are discussed as below:
 It is essential that every member in organisation must know their duties or responsibilities
so that they can accomplish it in an appropriate manner (Chen and Tsou, 2012).
 If any problem occurs regarding products and services then it is necessary for customers
to utilize their rights effectively.
 Employer of Hilton hotel can establish a department who can guide buyers regarding
their problems.
 It is also necessary for company to measure their administration timely, which will help
them to know the effectiveness of it.
 It is essential for organisation to maintain quality of their services, thus, they can take
advantages from their competitors as well as enhance their revenues.
 Manager can provide training to their staff members so that they can improve their
performance.
There are certain importance of customer services, which are mentioned as below:
Improve quality of product: If organisation's policies regarding customer service is effective
then it will aids them in improvement of their products as well as services. Thus, they can attract
many buyers towards them and attain desired goals and objectives more effectively. They can
also introduce new products for their clients so that they can accomplish demands of their
buyers.
Retain customer: If company provide better products to their clients at a reasonable price and
better quality then people will remain loyal to organisation. Along with this, if they maintain
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better relationship with them then also it will assist firm to improve their profits and goodwill in
marketplace.
1.2 Purpose of evaluating customers service policy and how it can help in training.
Main objective of hospitality industry is to give best quality administrations to their
buyers. It includes rights of customers as well as their values. For this, manager of Hilton hotel
can provide training to their staff members, which will assist them to improve their performance.
Additionally, it will attract many new customers towards them. Efficiency as well as
effectiveness of client services can easily measured with help of customer satisfaction level.
Employer of hotel can evaluate performance as well as productivity of their workers. There are
certain steps which will help to assess client administration representative, are mentioned as
below:
 Identify evaluation criteria
 Develop call time spreadsheet
 Evaluation of customer feedback
 Listen to calls (Raub and Liao, 2012).
Company can get feedback from their customers that will assist them to improve their
performance. Additionally, It will aid them to know that they are going on right track or not.
Manager of Hilton hotel can use various tools for above stated purpose such as social sites,
interviews as well as conduct a survey. It will help them to know requirements of their clients
then they can accomplish it timely and provide them satisfaction as well.
Hilton hotel can compare their policies with other organisations, which will aid them to
maintain their own policies quality. As well as, they can take advantages from their competitors
which will assist them to enhance their profits and reputation in marketplace.
Manager can provide training to their employees if he wants to enhance their
performance. It will cater growth and development to hotel as well as it is essential for them to
maintain proper communication within enterprise (Agyapong, 2011). If they do their work in
teams they can solve any conflict more effectively and efficiently manner. That will aid to
provide more satisfaction to their customers and as result to, they never want to switch from
Hilton hotel.
There are various other elements which assist to understand aim of customers service
policy, which are described as beneath:
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Need assessment: It is essential to comprehend want of training because it will aid them in
improvement of their skills as well as knowledge. So that they can do their work more
effectively and efficiently. Along with this, if their services are of best quality then they can
attract more clients.
Development: Growth of staff members are very essential so that they can provide more
satisfaction to their buyers. Along with this, they can improve their goodwill as well as profits
(Kankanhalli, Lee and Lim, 2011).
Instead of this, manager of Hilton hotel provide training to their staff members; therefore,
they can comprehend purpose of client service policy. Awareness: It is fundamental for labours to know about the privilege of their customers. Enhancement sessions: It has to be given by employer to their employees as it will help
in their development. As a result they will provide best services to their buyers.
Evaluation is an adequate procedure to examine best outcome through getting appropriate
data and information which is much helpful to take any judgement. For better and effective
decision, organisation can get opinion of their clients. Instead of this, training and development
is required for employees; therefore, they will provide best services to customers. Additionally,
trained workers do their work more appropriately and resolve all issues of buyers quickly.
TASK 2
2.1 Different communication method and there best effect.
There must be an effective communication in every type of organisation. Organisation
can follow an open connection method in their company so that employee can share their ideas
or thoughts easily with employers. In simple words, it means transfer information from one
person to another, from one place to other. There are various importance of it, which are
mentioned as below:
 It will assist management in their decision making process.
 They can help maintain trust among all workers (Huang, and RYAN, 2011).
 Relationship between superior and subordinates can be better.
 People can easily convey their thoughts and ideas which aids to eliminate confusion.
 It will help to control over process.
 An effective communication promotes motivation in an organisation.
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There are some methods which can be used by manager of Hilton hotel for an effective
conversation, are mentioned as below:
Verbal: It is very appropriate way which is used by enterprise. This technique aids to reduce gap
among people of organisation. Some of points which may include in it, are as follows:
 Always ready to listen.
 Eliminate or reduce the distraction.
 Always be positive.
 Examine every thing.
Advantages Disadvantages
It aids to reduce cost as well as time. There is no record of it.
With the help of this method employer can get
customer feedback immediately (Chen, Liu
and Chang, 2013).
It can develop misunderstanding also.
It assists to build relationship among manager
and clients.
There is no legal record of an oral conversation
as well as it is inaccurate.
Non verbal: This method is much effective compare to oral communication. Employer can
easily understand the problem of their staff as well as customers. It may consists:
 Facial expressions
 Postures
 Eye contact
Advantages Disadvantages
It is much attractive. Sometime it is difficult to understand problem
of customer.
It aids to reduce or eliminate time wastage. Every people do not prefer this type of
communication (Baker, 2013).
Customer can provide his or her quick Long conversation is not possible through this
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response. technique.
Written: Hilton hotel can use this form of communication in their organisation. There is a fix
format for using this method which is mentioned as below:
 Structure
 Style
 Content
Advantages Disadvantages
It assists to maintain record. It is expensive as well as time consuming.
It can be used as a references by employer of
company.
Useless for people who are not literate.
There is no chance of misinterpretation as well
as aid to build confidence (Jüttner and et. al.,
2013).
It may contains complex words so that there
may be delay in decision.
Internet: In modern times, company is using this technique for an appropriate communication
within organisation. There are some methods of it, which as discussed as below:
 Email
 Blogs
 Social sites such as Facebook, Twitter etc.
Advantages Disadvantages
It is much flexible. This tool is directionless.
It may provide choice also because there are
numerous methods it consists.
It is inefficient compare to other methods.
Hilton hotel can use internet communication in their business because now days
numerous people are using social sites such as Facebook, Twitter and so on. It is much effective
for them and manager of hotel can easily get feedback with help of this method.
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2.2 Customer perception is influenced by customers service provision.
If organisation improve their administration then it will aid them to provide satisfaction
to clients as well as improve goodwill of Hilton hotel (Florez-Lopez and Ramon-Jeronimo,
2012). If company accomplish demands of their customers then it will assist them in their
retention. As result to, they can enhance their profits as well as attain organisational targets and
objectives in an effective and efficient manner.
There are various benefits of client satisfaction such as if they are satisfied from their
services then they always go for only this lodge. It will help them to achieve loyalty of their
buyers as well as it may attract new clients towards them. It takes high cost to attain new
customers compare to retain existing. For this, manager of firm can:
 Remind their buyers on continuously basis by using various tools like email.
 They can give them quick services which is related to their orders.
There are some factors which can influence perception of their clients such as:
 Customers always want better administration from every organisation. If their previous
experience was not good in Hilton hotel then they never want to go there again. They find
some other option and opt them (Madera, 2013).
 Many times they can attract any company because of their effective advertisement. It is
essential for firm when they advertise their services and facilities, it must be done in an
honest way or can say without misrepresentation. An impressive publicity of Hilton hotel
can aid them to attract more clients towards them.
 If prices of lodge is reasonable as well as their service quality is also good they it will
attract many customers. As result to, they can take competitive advantages from their
competitors. Additionally, they can improve their profits as well as reputation in market.
There are some other factors which can also affect thinking of buyer, are discussed as below:
Price: A buyer can affect by the price of a product and services which they get from the
company, if product is having high price then the customers will not be able to afford it and they
will not willing t buy that. And the products which is provided by the company has to be priced
according to their target market so that target market will be able to afford it.
Quality: Customers will only buy a product if it will have good quality, as people want to use
the products which is having good quality in it. It is very essential for company to produce good
quality products, so that if the price is high then also people can get influence to buy it.
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Advertisement: It is very important for a firm to do advertisement so that they could be able to
make aware about their products to more people of various places. This also helps the customers
to get more knowledge about it. If they will not do advertisement then people will not know
about the products and they will not influence to buy that.
Perception of client portrays thoughts as well as perspectives of different purchasers
towards items and in addition administrations gave by organisation. In this way, view of client is
particularly imperative and fundamental as it assists in understanding audit of goods in market.
Client perception is basically framed through conduct of sellers and in addition place of product
in marketplace. Some provision which is developed by companies for their client benefits can
also influence view of consumers. Norms are created, so that it will secure clients from any
misuse and false exercises as it may be change thought of an customers. Indeed, there are
quantities of tools which can change percept of a purchasers for instance promotions, past
experiences and so on.
TASK 3
3.1 Sources of information on customer requirements and satisfaction level.
It is essential for every organisation to satisfy demands of their clients. For this, they can
gather data to know requirements of them. Basically there are two methods which is used by
Hilton hotel, are described as below:
Illustration 1: Sources of information collection
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Primary data collection: If manager of company wants to collect unique data then they can use
this method. Employer of Hilton hotel wants gather informations related to their customers so
that they can fulfil their demands effectively and efficiently (Mathies and Burford, 2011). This
form of stats is fresh or new and there are some sources, which can be used by organisation such
as interviews, surveys and so on. If they want to target any group of buyers then they can plan
for it. It may contain questionnaire, which can consist both form of questions open ended as well
as close ended.
Open ended questions may include thoughts of clients. Group from which data is
gathered may known as sample. If it is chosen correctly by manager then they can get best
outcomes. As well as, employer can also conduct an interview, it can be taken either personally
or telephonic.
But if they are collecting data with aid of focus team then there must be at least nine to
ten members. Discussion is made on same topic as well as employer make notes so that he can
get required details (Kumar and Telang, 2012).
In Hilton hotel, they use various sources to collect primary data such as guest feedbacks,
staff, customers and so on. This type of information is much beneficial for them because it is
related with specific research. There are some disadvantages of using this method, which are
described as below:
 It consumes lots of time.
 It takes high cost.
 If questionnaire is too long then it may decrease data quality.
Secondary data: If manager of Hilton hotel wants to gather information from other sources,
then he or she can use this technique. It can be gathered from internally as well as externally.
There are various sources which can be used by employer such as sales records, client database
and so on. But if employer wants to get data from externally then he can use journals,
commercial information, internet etc.
Main advantage of using this technique is, it is not expensive as well as consumes less
time. Along with this, less efforts are made by manager (Gopalani and Shick, 2011). There are
some disadvantages of it, which are mentioned as below:
 Data is not up to date.
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 Information is not based on current research.
There are some difference amongst primary data as well as secondary data, which are mentioned
as below:
Primary data Secondary data
It is a type of data which is collected by the
researcher for first time.
In this, information is gathered by another
person.
It is based on the real facts and in this data is
original.
It is not unique as well as real data.
It can be done through survey, questionnaire,
observation and so on
It can be done through books, magazines,
articles etc.
There are some other methods which can be used by company to measure the level of
client satisfaction, which are mentioned as beneath:
Direct method: As indicated by this methodology, company can make direct contacts with their
customers; therefore, they can personally share their opinions with employer regarding products
and services which are offered by Hilton hotel. Several ideas can be utilized by employer:
 Direct call
 Fill the feedback form
 Face-to-face communication
Indirect method: As per this technique, firm can aware regarding demands of their consumers
indirectly when they are examining needs of entire social group.
 If there is ineffectiveness in their services then customers can complaint about it.
 If buyers are loyal then it represents their satisfaction level.
3.2 Research on customer requirements and satisfaction levels.
Hilton hotel wants to know prerequisites of their clients, for this, they conduct a survey.
There are some essential questions which assist to identify their needs and wants.
Name:
Age:
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