Evaluation of Customer Service Policies at Hilton Hotel

This report provides an evaluation of customer service policies, focusing on the Hilton Hotel. It begins by exploring the reasons for implementing customer service policies and their impact on profitability, vision, guidelines, accountability, and cost efficiency. The report then delves into the evaluation of customer service policies and their relation to staff training needs. Task B examines different communication methods used in customer service, and their influence on customer perception, and also the sources of information regarding customer satisfaction. The report emphasizes the importance of effective communication, customer needs, and the development of a customer-centric approach. The report also discusses the significance of customer service policies in building a good reputation, gaining a sustainable competitive advantage, and ensuring profitability within the hospitality industry. The document is a valuable resource for students and professionals interested in customer service management.

CUSTOMER SERVICE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK A...........................................................................................................................................1
1.1 Reasons for implementing and using customer service policies...........................................1
1.2 Purpose of customer services policy evaluation and its relation with future training needs
of staff.........................................................................................................................................3
TASK B...........................................................................................................................................4
2.1 Different communication methods........................................................................................4
2.2 Influence of the customer service provisions on the customer's perception.........................8
3.1 The various informing sources about customers satisfaction and level and their
requirements................................................................................................................................8
TASK C...........................................................................................................................................9
INCLUDED IN PPT...................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
The customer services is the most important operations of the firm which largely
contribute in increasing the customer numbers of the business. The companies are developing
various policies related with the customer services in order to provide a road map to the actions
of organisation and their staff members in order react responsibly towards the needs and wants of
the customers (Santouridis and Trivellas, 2010). The Hilton hotel is engaged in delivering its
services to the hospitality industry. So, it is important that sited hotel should follow up customer
centric approach in practices and follows defined customer service policies in order to act
ethically and provide satisfactory level of services along with a comfortable stay in hotel. This
will contribute in enhancing the brand image of Hilton in marketplace and also contribute in
altering the perception of services user and developing good brand image their mind.
In this present report the customer services delivered by a business firm is evaluated on
various ground. Task A discuses about the needs of customer oriented services polices in
workplace. While another task studies about various communication approaches implemented by
the organisation in order to deliver effective services to the users. This report also evaluates the
customer requirements and expectation with the service quality and standards which are
delivered by business firm. While the last task of assignment studies about the requirement of
delivering effectiveness of services to the customers as per performance standards and services
polices.
TASK A
1.1 Reasons for implementing and using customer service policies.
Customers needs and the desires should be on priority for the organisation. The company
should work as power the requirements of their customer in order to provide them satisfactory
services in the marketplace (Wilson and et. al., 2012). The Hilton hotel is following customer
centric approach in order to work as per the consumers needs and wants. As per the Mendelow
model of the Stakeholders mapping the customers and investors are categorised into group of key
players. They have significant authority to influence the internal functionality of the business
firm and having large amount of interests in products and services quality. So, in order to act
profitably in marketplace the Hilton hotel should complied with all the needs of services user in
order to provide them better experience with hotel chain (Ganguli and Roy, 2011). The Customer
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satisfaction can be identified through various factors like experience of individual during stay,
quality of food and beverages, cleanliness in room, and greeting nature of staff members of
Hilton etc. All these aspects determines the satisfaction level of an services of sited hotel chain.
The organisation should have focus and compete attention on the function and operations of
service delivery in hotel to the customers needs and their satisfaction level and further
requirements with the services (Lo, 2012). The company should act responsibly while defining
their customer service policy in order to follow consumer oriented approach in practices. Some
of the benefits of customer service policies to profitability of Hilton are as follows:
Vision: The customer services policy helps in defining the clear visions of the Hilton
hotel services. These provides of customers services helps in developing a road map for the
action of the organisation and their employees in order ton work as per the needs of service
users. This describes the objectives and goals for the company action in order to act as per the
customer preferences. The respective policies develops the performance standard required from
mangers, the line staff and from organisation. This helps in achieving the targets of Hilton hotel
in providing good quality services to the customer and contributing in creating motivational and
satisfactory culture in workplace of suited Hilton. The entire culture of the Hilton services will
provide higher satisfaction level to the customers (Jasmand, Blazevic and de Ruyter, 2012). The
policies developed by Hilton hotel all contribute in defining the performance standards related
with greeting the customer, making them check in hotel and take care of comfortable stay and
ending with bills and bid farewell.
Guidelines: The customer service policies provides guidelines to the line of action or
developed strategies by Hilton hotel to perform as per the marked performance standards. This
allows staff members and the supervisors work as per the guidelines developed through using
company policies while dealing with customer on daily basis. These guidelines helps in delivery
of good quality assistance to the customers of Hilton and providing them better experience with
firm through following all important outline of satisfying orders, offering discounts on stays and
dealing confidently with disagreement of consumers and the complaints (Hulley and et. al.,
2013). This helps in effective delivery of the responsibilities of an staff members in the work
premises of Hilton.
Accountability: This is one of the most important aspect as need of implementing
customer services policies ion actions. The Hilton hotel staff should be responsible towards their
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services delivered to the users. The policies of the customer services binds the authorities of sited
hotel with the responsibility of the services provided by the staff members of organisation. The
hotel workforces should be answerable if there is mistake is done by the staff members in
working environment or while delivering services to the customers and liable for mistakes
(Fletcher, Fletcher and Fletcher, 2012). The customer policies provides accountability to the
cation of Hilton hotel and also helps in maintaining a relation of trust with service users of the
firm.
To be profitable: To act profitably in marketplace the Hilton hotel should follow up all
the defined customer service policies in order to implement a customer oriented approach in
organisation action. This will helps in providing a comfortable stays to the services users of
company and enhancing their satisfaction level.
Cost efficiency: Following the guidelines of the customer services policies helps in
developed cost efficiency in action of Hilton. As this will contribute in reducing the chances of
mistakes by staff members in the workplace and effective delivery of services to the clients. This
will helps in cutting down various cost and controlling over the cost incurred in different
operations of the firm.
A good reputation: These customer service policies helps in developing a good
reputation in marketplaces well as in mind of the customer of Hilton hotel. These polices helps in
improving the brand image of the company (Raub and Liao, 2012). The experience of the
customer is determining factor for developing good reputation and brand image in marketplace.
Sustainable competitive advantage: Following up various customer services policies
helps in gaining a sustainable growth in markets by developing competitive advantage among
other services of other hotel working with in hospitality industry. The policies helps in gaining
higher competence and advantage in marketplace by providing effective quality of services by
following guidelines of customer policies in working premises.
1.2 Purpose of customer services policy evaluation and its relation with future training needs of
staff.
The customer services policy should be evaluated on various grounds regularly. In order
to identify the flaws and appropriateness of the plan of action related with the customer
satisfaction level and their responses towards specific working norm of organisation. The Hilton
staff should be responsible in evaluating the customers centric service policies so that the
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responsible authorities should realise abut the appreciation of specific principles by customer and
most liked working norm of the organisation by service user. While this also helps identifying
various flaws in services which needs improvement. The Hilton hotel should given
responsibilities to the person who regularly checks the policies on different parameters and
contribute in identifying various needs of change in order to deliver better services to the
customers (Chan and Wan, 2012). The performance of the services policies should be evaluated
on the basis of the customers needs and their expectations to develop an immediate action
against dissatisfying policies. Staff members of Hilton hotel should be trained to deliver all the
defined services provided by the company. This training and development programme of the
staff of Hilton hotel help in providing customer excellence services by the workforce and also
accessing with the complaints of clients confidently (Agyapong, 2011).
TASK B
2.1 Different communication methods.
Customer services are linked with developing an effective communication interaction
with customers in order to provide them better experience of services. The effective
communication of the staff with the client helps in developing good brand image in the mind of
customers. This largely contributes in enhancing the satisfaction level of the services user. The
Hilton hotel is responsibly active in developing a effective communication system in the action
of the firm in order to develop a good brand image in the marketplace (Salomonson, Åberg and
Allwood, 2012). The customers of an organisation is most important and beneficial advertising
tool for the firm. The review of the customers largely affects the purchase of other people.
Hence, the services user of the Hilton should be greeted well by the staff members and
employees should be trained to develop an positive and healthy interaction with the customers.
This largely helps in advertising the service quality of firm through mouth of interaction
strategy of marketing. The complaints and the issues related with disagreement should be
responsibly resolves by the staff members of Hilton by developing a effective communication
with clients and accessing their problem and issues appropriately. The good communicator
should also be good listener in order to develop an better interaction with the clients (West,
2012). Customer services are the backbone of all the operations of an company and having
significant role in sustainable growth of the firm in accomplishing the customer needs and their
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requirements should be on priority while acting responsibly in marketplace. The positive
interactive of customer and the clients helps in developing brand loyalty and help in retaining the
customer for longer time in availing the organisation services. This helps in increasing the
customer loyalty and developing loyal customers for the firm through creating a positive
interaction between staff members and the service user.
The customer is having different needs and the expectation when he communicates with
the workforces or any staff members of the company. The assistant staff members should act
responsibility towards these needs of the client. The customer may need to be understood
effectively by the staff members so that the employee can effectively analyse the demands of the
person and provide them required services. Some person is having need that they are greeted or
welcomed by other person (Dasu and Chase, 2010). The staff members of the Hilton hotel should
have greeting nature and having ability to greet the people effectively in order to provide them
better experience. The person may have need to fell important or need for comfort which also
affects the satisfaction level in availing the services of company. All the defined needs should be
accomplished by the staffs of Hilton hotel through developing positive interaction with people.
The good quality of customer services is entirely related with the effective
communication system developed in the working premises of business firm. The staff members
of Hilton hotel should be representative in nature that company workforce is paying higher level
of attention towards the needs of customers and their feedback and responses are important for
the company growth to large extent. This can be represented by developing a comprehensive
communication with the customers and developing a relation of affection and compassion. This
will contribute in improving the experiences of the customer and also contribute in increasing the
satisfaction level of the client. The various needs and the desires of the consumers can be
satisfactorily accomplished through developing a positive communication with the person. The
various communication approaches followed by the staff members of Hilton hotel in order top
provide client a friendly interaction and better experiences with customer services are as follows:
Auditory communication: This particular type of communication follows the interacting
with other people by hearing sense. The individual communicate through listening specific sound
and react accordingly (Chuang, Judge and Liaw, 2012). Like for instance hearing of bell leads to
reaction that some one is on the door on hotel room. This communication is develop by the staff
member and the customers in order to inform each other about activities. Like for instance if the
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staff members rang the bill this may be informing sign that the your delivered food is ready and
you can take your orders. The Hilton hotel is having different kind of alarms in the room which
are for room service, not to disturb etc. used to communicate with customers and provide them
better experience.
Communication over the Telephone: While communication over telephone can be of
longer duration or can be used to inform about various things or information. Like for instance
the hotel staff is using telephones for waking calls. The workforce of the Hilton calls their
customers at the time when they need to wake up. Also the staff is also calling for informing
about the check out timing or taking order from the customers. The telephones can be used by
the workforce of the hotel in order to inform the customer about the communication of their
room booking or informing about cab is ready or buffet will be on rooftop and buffet timing etc.
All these communication facilities can help in developing a better interaction with the people and
satisfying their needs and expectation with the customer services delivered in hotel premises.
Respond of business email quickly: The company is also developing a faster and
effective communication Chanel by interacting through emails. The Hilton hotel is using emails
to inform their loyal customers about special discounts or offers. The hotel also communicate
through email with service user like informing about their room booking, reservation of table,
reserving for couple dinner etc. All these facilitates can be communicated by the business
organisation effectively and quicker through using emails (Groth and Grandey, 2012). The client
can also get informed about the bills by sending the involved directly to the email of the user.
This will authenticate the process of billing and developing a bid farewell with customer and
providing them a better experience of customer services.
Tangible communication: The various tangible objects can be used by the hotel industry
in order ton communicate with the customers effectively. The interaction plays important role in
satisfying all the needs of services user effectively in workplace. The Hilton hotel is using
various types of signs by devolving tangible communication in practice to infirm about the
services of hotel. Like for instance the company is using various types of switch to communicate
about the needs of customers to the staff members. Hilton room are accomplished with various
switches like do not disturb, clean, wait and alarm switches. All these helps in developing a
better interaction without using verbal communication. The person who wants not to be disturbed
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then they can on the DND switch to inform about the workforce that the customers should not be
disturbed.
All these communication methods used by the Hilton hotel helps in developing a better
interaction with customers and providing them a better experience with organisation services.
These policies develop by the organisation in order to develop a effective communication with
the customer. The various communicating methods used to greet people, or infirm people about
the bills and offers all helps in increasing the satisfaction level of the service user. So, Hilton
hotel workforce should be trained about the use of different communication methods in practices
in order to develop an positive interaction with client and provide them better experiences with
company customer services. The Hilton hotel should be trained in order to develop a good
communication in practice. Like for instance the employees should use appropriate medium to
communicate with people belonging from different countries and cultures (Kelikian and
Sarrafian, 2011). Te people should care about the ethical and cultural value so that they do not
hurt person values the customers. The communication style should be appropriate as per the
knowledge of the customers. The information communicated by the staff members should be
clear and concise that it should be understood by customer effectively. While the interaction
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Illustration 1: Tangible communication, 2015
Source 1: Product > Touch Screen Switch &
Door Signage. 2015

develop between both parties should be as per of their interest and develop a friendly interaction
with service user in order to increase their satisfaction level.
2.2 Influence of the customer service provisions on the customer's perception.
The perception of the individual can be defined as the experience of an person with
respondent to the expectation of person with relation to the company products an services. The
perception of the individual is affected by many factors. The satisfaction level of individual is
most important aspect which influence the perceived value of the particular products and
services delivered by the Hilton hotel. The perception of the customers is linked with the
experience and the received services of the company. The benefits of the customers services is
increasing the customer satisfaction level, developing good reputation of brand and individual
involved in repetitive purchase of the company services.
The various customer services provisions like offering and discounts to the loyal
customers of the company. This particular facility will contribute in changing the perception of
the customers towards Hilton services to large extent. This will contribute inn increasing the
customer engagement with company services. Various customer services provision like
providing welcome drink, providing cab facilities and free drop and pickup services from airport,
free new year gala parties passes, all will contribute in influencing the perception of services user
to large extent. The communication approaches and the various customer services policies and
effective delivery of the services to the users will brings changes in the perception of individual
and involve them in making repetitive purchase of products and services of the Hilton hotel.
3.1 The various informing sources about customers satisfaction and level and their requirements.
The customer satisfaction and their good experiences with the company services are the
most valuable rewards of for the firm this ultimately contribute in increasing the profitability of
the firm. The Hilton hotel should be responsible in assessing the level of satisfaction of their
customers through delivering them good quality of services. The information about the
satisfaction ad the further requirement of the client can be evaluated easily. The company should
actively responding towards the satisfaction level and the requirement of the services user. The
various informing sources to the gratification level of the customer of Hilton hotel with their
services are as follows:
Survey customers: The company can directly carry out services by getting feedback and
responses forb their developed questionnaire. Experts suggest that company should use grading
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questionnaire in order to measure the level of gratification of client effectively. The organisation
staff should also take care that their survey do not disturb the client when they are busy
otherwise this will negatively affects the experience of the individual with company customer
services (Kiernan and Rajakumar, 2013). The individual can send survey through mobile phone,
emails etc. in order to get response about the experiences of the customers with company
services.
Understand Expectations: The company staff should be responsibly active in evaluating
or understanding the various needs and expectation of the customer with relation to specific
products and services delivered by of Hilton hotel. The hotel authorities should be responsible in
evaluating the expectation of the customers with the services of the company in order to deliver
them company product and services. This will contribute in increasing the satisfaction level of
the Hilton hotel.
Identify Specifics: The company executives should be actively involved in accessing the
purchase behaviour of the customers. The dislike and like of the individual should be analysed
effectively in order to get an idea about the purchase habits and act accordingly in order to
accomplish all the requirements of the customers.
Assess the Competitions: The company should not ignore the growth and probability of
the other competitors in the market. The company should also be responsibility active in
comparing the product and services of firm with other company in order to evaluate the
appropriateness of products on the basis of satisfaction level of the customers. The company
should provide free trail and low cost trails to the clients in order to use the same products and
services of the company provided by other competitors in market. This will helps in evaluating
the lagging part of the company and helps bringing improvement in services of the Hilton hotel
to provide better experience to their customers.
TASK C
INCLUDED IN PPT.
CONCLUSION
This can be concluded from the above discussion over subject matter of the customer
services that the providers defining the guidelines of services delivered by a business firm largely
contribute in the development of interaction between the customers and the staff members. If
9

workforce of the company is trained well to communicate friendly and affectionately with the
customers then this will contribute in influencing the perception of client to large extent. The
perception developed by an user about the Hilton services and the products may foster the
repetitive purchase or this may negatively affects the sales of packages. The company should be
responsibility active in following up a continuous evaluation of customers services policies in
order to identify or investigate policies which are appreciated by the user or rejected by the
customers of the hotel. This largely contribute inn increasing the profitability of the firm as the
effective customers services policies helps in delivering a better quality of services to the client.
The communication practices followed by the Hilton in order to inform about the new policies,
offers or discounts to the customers can be beneficial in developing a good relationship with the
customer and converting them into loyal customers of the firm.
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