Hospitality Management Report: Customer Service Strategies Analysis

This report delves into the realm of hospitality management, specifically focusing on customer service strategies and their impact on customer experience. The report examines various approaches, including employee training, gathering customer feedback, and leveraging technology to improve guest satisfaction. It highlights the importance of understanding customer needs and preferences to meet business standards. The report uses Hilton Hotel as a case study, analyzing its customer service initiatives, such as employee knowledge enhancement, customer suggestion programs, and the use of technology like the Hilton app. The analysis explores how these strategies contribute to customer loyalty and overall business success in the hospitality industry. The report also discusses the effectiveness of these strategies in relation to meeting customer expectations and enhancing business performance. The conclusion summarizes the importance of customer experience in establishing long-term customer relationships and achieving organizational objectives. The report also provides a list of references including books, journals and online sources.

HOSPITAL MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
P6. Explaining customer service strategies in hospitality industry.............................................1
P7. Examining the effectiveness for the consumer service helps in developing customer
experience and required business standard.................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Hospitality management can be termed as managing task is to create shareholder wealth
by servicing and satisfying guests. Hospitality Industry segments include, among others: hotels,
restaurants, private clubs, managed food service, event planning, tourism related businesses, and
travel providers. Customer service is the process of a business by achieving their satisfaction
from the company's product and services. It is an effective way to satisfy the needs of the
consumer. In hospitality industry, consumer experience can be overall satisfaction that customer
get from the hotel services and its facility. Client experience is an efficient way to retain the
consumer and therefore is the prime focus of hotel. The present report will help in understanding
different client service strategies of Hilton hotel which assist in gaining consumer satisfaction by
fulfilling their needs.
P6. Explaining customer service strategies in hospitality industry.
The business world today revolves around the consumer, satisfying the customers need
and demands which are very essential for any companies in order to get success in business
market. Providing effective consumer services is essential for any organisation to be competing
effectively. service is the support that are provided by the company to their clients during after
the sales of service and products (Clemes, Gan and Ren, 2011). The effectiveness of the
customer services assists in getting better consumer experience with the organisation. Providing
excellent customer service in efficient way to retain the customers and also increase the business
of the company.
In hospitality industry, proper customer service is essential as it matters in order to get
success. In order to provide better guest experience, hospitality industry has progressed a much
with the help of both physical and digital world. Hilton hotel is one of the leading hotel in the
industry. In order to attain the mission to be the most hospitable industry in the world, the
company has realised to be a customer-driven hotel. Hilton Hotel has adopted various consumer
service strategies in order to achieve customer satisfaction in order to achieve its mission.
Improving Employees' by giving product knowledge:
Management of Hilton hotel has analysed that focusing on employee knowledge over
product or services knowledge is very essential to give the best services to its guests. As per the
HR manager of Hilton Hotel, for better customer service, is foremost essential to have efficient
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workforce. (11 Steps to Improving the Quality of Customer Service in Hotels, 2019). It is an
effective strategy to improve internally in order to improve external offering or customer service.
In many restaurants, it can be seen that company are giving more emphasis on its employee's
knowledge and skills in order to increase their performance to addresses all guest expectation
Inviting customer suggestions:
Hilton hotel, focuses on guest to get their feedbacks and suggestion regarding their
experience in hotel and its customer-services. It is a very important strategy to get their view and
feedbacks. As per this suggestions of guest, appropriate changes are being made which helps in
increasing customer experience as their review and suggestions.
Effective use of tech-touch:
With the increase in the technology in hospitality industry, Hilton hotel also make various
changes in its strategies and techniques to make customer self-sufficient. Hilton hotel develop
Hero app in order to give the customer a better experience through digital channel that will also
help in gaining their loyalty (Shaw, Bailey and Williams, 2011). Through the Hilton app,
consumer can easily access the check-in, can choose their rooms as per the their wants which
will assist in giving better services in Hilton Hotel. Guests can also use this application as their
room key which makes hospitality services automated and advanced as per modern era.
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P7. Examining the effectiveness for the consumer service helps in developing customer
experience and required business standard.
The interaction of the customer and organisation over the duration of their relationship
can be termed as customer experience. consumer with the positive experience will likely to
become a repeat and loyal customer of the organisation. In hospitality industry, every guest in
hotel expect more personalised and higher quality hospitality experience. In order to meet the
needs of the guests and required business standards, the customer service strategies are best
effective (Wu and Lu, 2012). There are various service strategies which are helpful in meeting
the needs of the guests and develop better customer experience.
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Illustration 1: Customer Experience
(Source: How To Think About Customer Experience Management, 2019)

Meeting Customer expectation:
Effective customer service is a great strategy that helps in providing them a better
experience. The hotel management needs to understand the needs and preferences of the
customers in order to provide them better services. By taking actions and done improvement in
Hilton hotel as per the feedbacks and review given by the guest, the hotel's management can
make effective as per the needs of customers. Getting feedbacks from customers through online
media will helps hotel to meet its business standard of enhancing digital communication to its
customers and also assist in developing better customer experience.
Improving Hotel's Websites:
With the increase use of technology, customer wants be self-sufficient. It includes user-
friendly and updated websites of hotel, which makes it easier for the customer to connect with
the hotel. In the new technological era, guests have several needs regarding their rooms and other
facilities which they can get through the hotel website (Sainaghi and et.al., 2019). Hilton Hotel
's website is user-friendly and properly updated so that anyone can access it easily.
As per the latest trend in hospitality industry, the hotels are providing the high-tech
services to its guests. The customers want convenience during their stay in hotel. Hilton hotel are
one of the hotels that provides high-tech services to its customers by providing hotel app which
helps them to access online check-in check-out facility, mobile room key. As per the needs of the
customers, Hilton hotel is providing facilities like Wi-Fi, room entertainment facility which
assist in providing exotic experience to the guests. This are the facility that keeps in meeting the
needs of the consumer and achieve their loyalty (Kandampully, Zhang,and Jaakkola, 2018). this
strategy is effective to meet the business standard of Hilton Hotel to be fully automated and high-
tech hotel.
Enhancing employee's product-knowledge:
Every employees should know their effectiveness and their role in providing customer
experience. Enhancing employee knowledge and skills is an effective strategy which assist them
in responding to the queries and problems of customers at a time. Better employee will give
better performance and provide quality services to the customers. As per the business standards
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of Hilton hotel to provide quality services in cost effective way to, focusing on employee's
knowledge is essential as they main the main representatives of hotel interacting with guests.
CONCLUSION
By summing up the above report, it can be concluded that consumer experience is an
effective way to make the long-term relationship of customers to the organisation. It can be
analysed by providing effective consumer service strategies in Hilton hotel, guest experience can
be achieved which assist in meeting the required standard of the hotel.
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REFERENCES
Books and Journals
Clemes, M. D., Gan, C. and Ren, M., 2011. Synthesizing the effects of service quality, value, and
customer satisfaction on behavioral intentions in the motel industry: An empirical
analysis. Journal of Hospitality & Tourism Research. 35(4). pp.530-568.
Kandampully, J., Zhang, T. and Jaakkola, E., 2018. Customer experience management in
hospitality: A literature synthesis, new understanding and research agenda. International
Journal of Contemporary Hospitality Management. 30(1). pp.21-56.
Sainaghi, R., and et.al., 2019. Hotel performance: Rigor and relevant research
topics. International Journal of Hospitality Management. 78. pp.13-26.
Shaw, G., Bailey, A. and Williams, A., 2011. Aspects of service-dominant logic and its
implications for tourism management: Examples from the hotel industry. Tourism
management. 32(2). pp.207-214.
Wu, S. I. and Lu, C. L., 2012. The relationship between CRM, RM, and business performance: A
study of the hotel industry in Taiwan. International Journal of Hospitality
Management. 31(1). pp.276-285.
ONLINE
11 Steps to Improving the Quality of Customer Service in Hotels. 2019 [Online] Available
through:<https://www.hotelnewsresource.com/article77603.html>.
How To Think About Customer Experience Management . 2019 [Online] Available
through:<http://www.zumaetagroup.com/customer-experience-management/>
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