Customer Service Policies and Analysis at Hotel Hilton - Report

This report provides a comprehensive analysis of customer service policies and practices at Hotel Hilton. It begins with an introduction highlighting the importance of customer satisfaction and the role of customer service policies. Task A explores the reasons behind customer service policies, their support in staff training, and the evaluation of different communication methods. It also analyzes customer perception and service provisions. Task B delves into sources of customer information, analyzes customer requirements and satisfaction at Hotel Hilton, and includes a self-reflection on customer service skills. The report covers various communication methods such as verbal, non-verbal, and written communication and evaluates their effectiveness. It also examines customer perception and service provisions, emphasizing the importance of understanding customer needs and expectations. The conclusion summarizes the key findings and the importance of customer service in the hospitality industry.

CUSTOMER
SERVICE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK A...........................................................................................................................................1
a). Reasons of customer service policies and their support in staff training..........................1
1.2 Reasons for evaluation of customer service policies and training needs.........................2
b). Evaluation of different communication methods..............................................................3
c). Analysis of customer perception and service provisions .................................................5
TASK B(1).......................................................................................................................................8
a). Explanation of sources of information on the customers..................................................8
b). Analysis of customer requirements and satisfaction for Hotel Hilton and necessary
improvements required.........................................................................................................10
TASK B(2).....................................................................................................................................11
a). Show and evidence of an excellent customer service you have ever given and why you
think so?................................................................................................................................11
b). Self reflection on your customer service skill and ways of improving them..................12
CONCLUSIONS............................................................................................................................13
REFERENCES.............................................................................................................................14

INTRODUCTION
Customers are the vital element of any business and their satisfaction is the most
challenging and impacts the business value of an entity. Thus, for gaining customer satisfaction it
is necessary to enhance the services offered to them (De Finetti, 2014). Customer service policies
are designed to maintain services level and improve them. In the present learning, the customer
policies of Hotel Hilton & Resorts are discussed. It is a global brand which has 570 branches
present in 85 countries and provide full service to its customers. This report answers why
customer service policies are prepared?. This study will help learners to understand the nature of
customer and the principle of quality service in the business. Further, different communication
methods which should be used for customers are explained here. Also, this study helps in
evaluating the customer needs so that satisfaction can be provided to them. Moreover, an
analysis of customer requirements and their satisfaction along with the areas of improvement is
present in this learning to cope up with them to attain organisational growth.
TASK A
a). Reasons of customer service policies and their support in staff training
To make customers satisfied with services, effective policies were prepared. These
policies have numerous benefits in profitability of an enterprise. These policies helps in retaining
customers, improved staff morale, reduced customer attrition, etc. (Butcher, 2016). There are
many reasons behind the designing of customer service policies and some are listed below:
 Vision- A customer service policy helps in creating visions of the enterprises. It also
directs the stakeholders to move in a right direction towards their goal.
 Stable competition advantages- Entities with effective customer service policies have
influences over customers to take their service which is an advantages over other
competitive organisations.
 Cost-effective- Policies are essential to reduce the cost associated with all the services
provided to the customers. These policies are designed according to the needs and
demand of the customers and prevent organisations to spend over unnecessary factors.
 Reputation- The main aim of any entity is to earn reputation. They want the name of their
organisation known to everyone and in order to achieve this it is mandatory to make your
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customers happy and satisfied with your services (Chughtai and Lateef, 2015). Thus,
these policies are required to achieve reputation.
 Good working environment- To maintain effective work-environment in organisation,
these policies are been used. It helps to maintain position and values of the company
towards the customers. Employees remain committed to work and also improves their
performance which enhances customer's services.
 Accountability- This ways employees can be effectively managed to provide better
service and serve their potential customers. This means performing the services which are
asked by customers and promised by staff members.
 Guidelines- An effective service policy gives answers to the managers and employees
which are there to deal with the customers. They provide a proper way to deal with them.
 Customer expectations- Every customers is willing to avail the services for which they
have paid. So these policies help employees to complete those standards and serve
accordingly.
 Identifies vital areas of service improvement- Customer complaints states the major areas
where improvement is required. Further, feedback and customer's review are also
important which needs to be focused by the employees. So it provides chance to the
organization to make improvement as per majority customers aspects and perception.
Such things can be implemented through training, innovation or new services.
 Improves service education- In order to improve the service education among employees
these strategies plays a vital role (Däuble and et.al., 2014) . Customer service policies
gives important studies for the training program of service education.
1.2 Reasons for evaluation of customer service policies and training needs.
Customer's service policies are necessary as they help the customer's directly. The
policies can be applied on many business such as public sectors, commercial departments and
business organisation and many more. It is required to achieve sustainable development,
profitability, competitive success, brand image, good reputation, cost-effectiveness and provide
better services to customers. Such policies helps to improve the services and approach of the
company towards the them (De Finetti, 2017). Implementing policies helps to improve and
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promotes to provide better and high class services to the customer's. For this purpose training
must be provided to the employees and other staff so that they are more approachable towards
the customers. In the world of digitalization, where customer are choices are highly preferred the
company must evaluate the performance of policy when it was developed.
Customer's satisfaction is very essential for the organization which can be taken from
their feedback and reviews. Such things will help to evaluate the current situation of the firm.
Customer perception and mindset are ever changing. So policy must be kept updated. As per the
pros and cons of the company policies must be modified and necessary changes must be
implemented. Here role of staff plays major roles. Employees must perform their duty as per the
policy made for customers and they must complete their service promises through all possible
ways. This requires training and development program to increase the communication level,
skills and excellent customers services. Moreover, if modification are required in the policies for
the betterment that too must be implemented. These policies are very helpful in staff training.
These strategies can determine the lacking area of an employee and thus, an effective training
program can be generated. There are various steps of training to staff to improve their work
efficiency. Being a manager of Hotel Hilton, it is important for me provide all the employees
with an effective set of training according to their missing field.
b). Evaluation of different communication methods
For effective and proper functioning of an establishment, it is necessary to follow
effective communication methods. In present context, the communication of employees with the
customers is very important in retaining them from the company. Good communication with the
buyers always attract them to take their services and hence more customer figures; consequently
more business value. A good communication involves appropriate knowledge of services which
are to be bought by the customers, should be clear and concise and convenient for both the
buyers and the sellers. There are three ways of communication verbal, non-verbal and written
which are used by organisation. Further, they are explained below:
 Verbal communication: Mostly takes place over the telephone or direct talk to person in
the business. It is also known as face-to-face communication. Here gesture, message,
pitch and tone change must be taken care. It should be more formal, friendly and calm so
that communication can be effective. The message delivered must be clearly understood
by the customers. For example during the time of interviews.
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 Non-verbal communication: It is facial, body language and physical environment
conversation where feeling, intention and expression of the individual can be used to
understand them. Here person has to understand the tendency and mood of the other
person if they are interacting with each other. Using this way of communication
managers can interpret the employee behaviour. Moreover, body language and facial
expression plays vital role in making the facial communication. For example, a gentle
handshake or pleasant smile. There can be different facial expression of the customers
which needs to be understood by the staff members (Kelves and et.al., 2017).
 Written communication: It is more valued and relevant in the industry or for business
communication. E-mails, formal letter, reports, presentation, memos and firm policies
and many more are included in it. It helps to make work more effective and functional
communication in the organisation. However, there is risk of getting private information
out which can affect the business or its performance. By using the proper tools safety can
be maintained in it. Examples: e-mails and letters.
There are various communication models which helps in determining the effective
process which need to be followed by establishment (Ezerzer and et.al., 2013). To deal with
different type of customers, platforms, etc. different communication methods are there. Some
main communication methods are listed below-
 Websites- In the present digital world, websites are the most common and important way
of communicating with the customers. Websites can be general or may be company
websites. There easy to access feature makes it more convenient to the customers. Also, it
contains all the details of the services that are being offered in the organisation.
Nowadays, Live chat through websites is also trending which is really effective.
 Emails- Emails allows to communicate in a way that draws the attention as well as time
of customer (Ezerzer and et.al., 2013) . Short length emails with the most important
content in first sentence is the proper format of an email.
 Audio Calls- This is the most common way to communicate with the customers. Good set
of communicative and expressive skills are needed in this method. In this method,
customers reacts to the employee which enables them to understand the needs of
customers and offers services to them accordingly. Thus, making it the most effective
communication tool.
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 Newsletters- Newsletters are the printed report which contains all the business activities
of the company. It is mostly used communication method which shows progress,
recruitment, profit and loss of the company. It is widely used effective communication
methods.
 Social media- Nowadays, social media marketing is the most significant way of
communicating with the customers. There so many platforms for this marketing such as
Facebook, twitter, LinkedIn, etc. With the help of these social media platforms an
organisation can update its content, updates; making it a flexible approach to convey
messages (Holtom and Burch, 2016) . Also, the content can be presented in an attractive
format in this type of marketing.
 SMS/MMS- This communication methods is effective for the already registered
members. Timely updates or recent offers, modified services, etc. to the already
registered customers will influence them to again take the services of the entity, if they
were satisfied by the services they were offered the earlier time.
 Advertisement on T.V, Radio, etc. - This method covers the wide range of public in
communicating. The advertisement should be designed in an effective way to attract the
larger figure of customers.
 Face-to-face communication- This method is used to communicate with the already
residing customers in the Hotel Hilton. The communication with the existing customers is
the most necessary requirement in a Hotel industry. It helps in retaining them and also, it
encourages them to avail more services. Thus, the creation of the chances that they will
visit again.
Thus, above were some methods of communication which should be implemented by the
companies to convince the customers and to make them aware about the recent offers or services
you are implementing in your business so that they can avail those services (Jensen, 2017) .
Also, it is the foremost duty of the establishments to communicate nicely with the existing
customers to make their experience worth.
c). Analysis of customer perception and service provisions
For doing any business their is an important saying that "Customer's are always right".
Customer's perception can be defined as the marketing concept which are used by the companies
to understand the impression, consciousness and mindset of the customer's about the services
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provided by the firm. It is mostly based on the advertisement, promotion, feedback of others,
social media, public relationship, reviews and self- experience. Service provision can be defined
as the acceptable compensation which are provided by the organisation or individual in exchange
of act performed or services provided. For this, organization needs to have higher qualified
members in their skills and ability to provide the service to customers.
There are many ways on which this two things are based such as tangibility, reliability,
responsiveness, assurance and empathy. If the services provided by the company is in
accordance with the customers aspects and organizational policy then it will help the firm to
have positive growth in market. It is the role of manager to understand the humanistic part of
customers in the organisation. Customers use their perception at three places that are before
availing the service, at the time of purchase and after purchase for any entity.
Before the purchase brand name and image, previous experience, others opinion, market
reputation, price and performance are evaluated. After that, performance-specification, warranty,
service are governed and at last, usability, effectiveness, reliability and comparative performance
are taken. These are the general perceptions and viewpoints of different customers.
Customer perceptual experience is a marketing thought that embrace a customers belief
and awareness about an establishment and the services they are offering. This varies widely
depending upon the behaviour, nature, demand and need of the customer. It may be influenced
advertising, promotion, public relations, social media and personal experience. It is important in
determining the development of services and inventories accordingly. Different customers
consider different factors to say an inventory effective. In order to achieve the customer
satisfaction it is important to evaluate all the perceptions of them and then work according in
order to attain them for an effective organisational growth. But, customers do not perceive
quality in a unidimensional way rather they focus on multidimensional factors of quality. In
context to the multi factor-al approach, there is a model proposed by Parsuraman, SERVQUAL
model. This model is used to analyse the service quality in an organisation. The service quality is
measured using the five dimensions which are dependability, responsiveness, assurance,
tangibles and empathy. All these factors are essentially needed to be evaluated for measuring
service quality of any entity ( Lee, Verma and Roth, 2015). The factors along with their
definitions are mentioned below-
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 1. Dependability: Dependability is the quality to execute promised service in a
dependable, accurate and consistent manner. If services provided to the customers are
more reliable and maintained forever then customer's perception will always be positive
for that firm. Further, there are some other characteristics of it such as availability,
performance, durability, safety and security.
 2. Responsiveness- Responsiveness is the disposition of service providers to help
customers and provide them with the punctual services in least time period. Such
activities helps to maintain the belief and values of customers towards the organisation.
 3. Assurance- Assurance is the skills that employees have and their ability to convey trust
and confidence among the customers. They will be assure that their goods and services
will reach to them within specified time period. Such act brings positivity towards the
firm.
 4. Tangibles- Tangibles is the physical evidence of the services which are provided by the
organisation such as inventories, tools, physical facilities, etc. Tangibility is based on the
service and products, firm reputation, industrial standards and training provided to
employees. All these aspects help to change customer's mindset and perception.
 5. Empathy- Empathy involves the attention and care provided to an individual customer
in order to show them that how much important they are to them. It is based on how
employees understanding towards customers, the way the serve them and provide their
services to them. It helps to change the mindset and belief of the customers concern
related to company.
Reliability factors includes steps such as solving client issues by listening them actively,
proper and effective time management system of the entity, error free records, etc. Tangibles
expectation of customers' are modern looking equipments, physical facilities provided in Hotel
Hilton, materials associated with service in excellent hotels, etc. Responsibilities which
customers expects from organisation includes willingness of organisations to help them, quick
responding to customers, provide time punctual services, etc. Assurance that customer's want
from industries is of the safe dealings with the hotel, consistent courteous with them, knowledge
to answer customers questions, etc. (Mandelker, 2014). Empathy involves the individual care and
attention provided to the customers, the operating hours of the industry should be convenient to
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them, hotels need to realise the demand as well as needs of customers. The service quality of all
the organisation are evaluated by rating the above five factors. Also, there are four more factors
which are essential in gaining the customer satisfaction in hotel industry and they includes,
housekeeping, reception, food & beverages and price. These are also important criteria and
should be considered according to the perception of customers.
The difference between the service quality and the customer expectation results in the
generation of service gaps. These service gaps are not good for the organisation growth and
every entity tries to minimize this gap by implementing various strategies and policies that can
reduce these gaps by improving the service quality of their entity (McInerney, Mlady and
Rodrigues, 2015). Also, by implementing various policies and strategies in order to achieve the
factors of SERVQUAL model, the service gap between the expectations and the quality can be
suppressed. These gaps are outlined below-
Gap 1- It is aligning gap and generates when there are managers' perception to the customers'
expectation. The significance consumers tie to the quality attributes.
Gap 2- Specification gap is generated when there are differences between the beliefs of the
manger beliefs and the wants of consumer.
Gap 3- It is delivery gap and creates when there are differences in the service provided by the
staff and the specifications which are setted by mangers.
Gap 4- This gap is of difference in communication and is major among all the gaps (Mitrovic,
and et.al., 2014). This happens when the communication done by the consumers doesn't match
their perception.
Gap 5- This is the perception gap generated due to the variance in internal perceptions and
service expectations.
TASK B(1)
a). Explanation of sources of information on the customers.
In order to measure the customer satisfaction level it is necessary to gather information
about the consumers. There are some sources which can be used to collect the information of
provided services which can account in improving them, they are as follows-
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 Ask them- it is the most simpler form of gathering data. After every service they avail ask
them about their experience they had by using that product ( Rahi, Ghani and Alnaser,
2017). This will help the staff to understand their mindset, perception and intention about
the product.
 Be your own customer- It is the most effective way of evaluating the flaws in business.
Self inspection leads you know the areas of improvement of your entity and helps entities
to work on those lacking factors so that the consumers don't complain about them. This
will help to understand the way what that individual will require the services. The
necessary things can be easily modified or implemented.
 Feedback- Feedbacks from customers plays a vital role in determining there expectation
and service perception from an establishment. Feedbacks helps in improving the factors
the customers complaint about.
 Questionnaires- Getting customers to put their thoughts in written form in a questionnaire
is a good approach of gathering information (Terblanche, 2014). By this method,
organisation can easily get the answers they want covering all the parts of the
organisation. They are different from feedbacks. In case of feedbacks entities only got to
know the customers perspectives whereas questionnaires involves all the details which an
entity wants to ask.
 Records- It is an internal source of gathering information about the customer needs. By
checking the records one can easily evaluate that which services are being used mostly
and which are least used services. Thus, improvement can be done accordingly.
 Government Reports- Government reports are the external information sources. These
reports combines all the data of different organisations and with the help of this data,
organisation can easily compute the present demand of the customers and thus,
improvements and development of product will be done accordingly.
 Books and Journals- There are various books on effective customer service policies and
by applying these policies in their organisation can help them to a greater extent in their
desire of organisational growth.
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b). Analysis of customer requirements and satisfaction for Hotel Hilton and necessary
improvements required.
Requirements of customer from a hospitality industry varies according to the perception
of different consumers. As per the view of (), the most important thing required by them is the
quick and steady response. It is important to value their time and the ways by which satisfaction
in them can be generated. In addition to this, entity should stay loyal to the them. Hotels should
promote only those services which are exhibited by them. In case when a consumer finds lack of
the service which was advertise before then it results in creation of really and impact and harm
their contentment from the services. According to (), the behaviour of staff of the hotel also
influence the customers to buy the services. Thus, it is necessary to possess pleasant behaviour
all the time. From the above study possible improvements which can be implemented by the
Hotel Hilton are maintaining transparency level of the services which are being promoted,
behaving appropriately with the customers, having clear communication with them and many
other ways.
For achieving the business goals it is necessary to attain the satisfaction of the customers
by analysing their requirements and demands. After understanding the requirements, it is then
required to revise the existing policies and services and implement necessary improvements. In
context to Hotel Hilton, which is a large group dealing in 85 countries, has to deal with different
social, cultural, political, ecological and economical factors depending upon the place it is
functioning. Further, all the above written factors accounts in high variation in customer
requirements and thus, it is quite challenging for Hilton to gain satisfaction of every customer
who avails their services. In order to achieve satisfaction level of individual consumer Hilton has
proposed numerous customer service policies but being such a massive structure there are some
flaws in effective functioning of the system. To overcome these flaws, improvements are needed
by the governance body. Also, by accurate mapping of customer process, an entity can evaluate
the customer needs. This mapping is done depending upon the different culture of the locations
they are working in.
Initially, it is important to understand the customer requirements which can be known by
conducting interviews, creating questionnaires, feedbacks, annual reports, government reports,
etc. Later on, after understanding the needs and demands of customers improvements are done in
lacking areas. In context to Hilton Hotel, public is highly satisfied with their top-class services
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they provide to them. This hotel is customer-focused so customer here have good satisfaction
level. But being such a large group, it is somehow difficult to manage the combined report of all
the customers and evaluate for he best and least liked service. The major tools which are used in
improving customer service of Hilton Hotel includes adaptability of wide range of services that
can be offered to different people of different nationality, training and development programs
which are to be arranged for employees of multivariate nationality, give opportunities to
customers of feedback etc. (Young, 2016). To understand the issues with internal staff of the
employees, interviews can be conducted and afterwards, implementing strategies to deal with
those issues will help entity in achieving contentment of internal environment.
On the basis of research, customers are analysed. Accordingly, various satisfaction
techniques are also available. While analysing following facts are identified. Such as identify
requirements and also under them effectively. On the basis of that change management
approaches are considered. If effective results are achieved, quality of the services should be
analysed. For this various approaches are available on the basis of that performance will be
analysed. If manufactured product is of effective quality , product management will demonstrate
the product into market. If the quality of the product is effectively, it will meet needs, Hilton
hotel will achieve customer satisfaction level.
TASK B(2)
a). Show and evidence of an excellent customer service you have ever given and why you think
so?
Excellent customer services are those in which the customer's questions are
acknowledged in a timely manner. It needs various factors to consider a service superior, for
example- communication, behaviour, foods & beverages, time-effectiveness, immediate
solutions for issues, technology incorporation, etc. (Butcher, 2016). I have provided this type of
service few years back, when a old-age couple visited my hotel. That was the 50th foundation day
of hotel and coincidently their 50th anniversary was on the same date. Also, they were the first
guest to the hotel 50 years back and that's why we treated them as our special guest. They stayed
for 3 days and were provided with the top-class and superior services. We have arranged them a
party for their anniversary celebration which was incorporated with various activities, fun games,
etc. The entire hotel was decorated accordingly to make them feel special. The walls were filled
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with balloons, there was flower decoration, etc. Also, we gave them with the designer clothes as
their anniversary present which they wore in party. There 3 days stay involved various activities
which they enjoyed like pool party and also invited their family members to attend them. We
booked a deluxe suite for them having all the luxurious inventories. Foods and beverages was the
speciality of their complete stay, 5 star rated food was provided to them that makes them the
most happy. All these services that we provided them were appreciated by them. It was their first
time experience of such type and they liked our efforts so much that whenever they come in
town they just stay in our entity.
I think these were the best services we provided till date because when they left they give
excellent feedback to us and thanked us for the programs we arranged for them and also, from
that time they became our regular customers. Further, every time when they leave the hotel they
feel satisfied by the services we offered them and act positively in feedback.
b). Self reflection on your customer service skill and ways of improving them.
I have been in the position of customer service manager in Hilton hotel, I am responsible
to provide prompt services to the customers. I posses a set of skills in myself which helps to
maintain the mindset and behaviour towards customers, these skills makes me enhancing the
figure of customers in my entity. Also, I follow a strict time management which enables
consumers to have trust in me. This time-effectiveness is also good for the organisational growth
by completing all tasks on time (Adrutdin and et.al., 2016). Further, I always listen actively to
the customers, either they have compliments or critics and never do interrupt them in between.
Moreover, being a manager it's me who ensure the working environment of the entity and if there
are any issues it's my foremost responsibility to solve them as soon as possible for effective
functioning of the firm. I also conduct various training and developments sessions to provide
skills to the employees and to motivate them.
Although, I manage can effectively manage customer but I lack in complete knowledge
of every product. To cram every product detail of such a large entity is somehow a difficult job
but I need to work on this as this is an important part of my work role. In order to gain
knowledge of every inventory, I should attend the training programs held by the organisation.
Also, I should introduce the latest technologies in my establishment to make the work simpler.
For this customer were asked following question for the customer survey:
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Questionnaires:
Q1. What are the best things that you like about the Hilton Hotel?
Q2. Do you feel that services provided by the Hilton hotel are best as compared to other hotels?
Q3. How they can make improvement in their hospitality services so that more customers can
be influenced?
Q4 Do they have all the facility which are required for the customers conformability.
CONCLUSIONS
This learning provides us with the complete idea about customer services. There are
various factors that accounts in improving customer services, all these factors were studied in
this assignment. Further, it is important for an organisation to well communicate with its
customer, thus to excel in customer service numerous communication methods are been
explained above. This assignment also provides an opportunity to determine the requirements of
customer in order to design and implement strategies accordingly. Moreover, this learning helps
in conducting the training and development programs for different type of employees who lacks
in contrary fields. Thus, a complete knowledge of customer service and skills used in this service
can be gained with this survey.
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