Analysis of Customer Service Strategies and Policies at Marriott Hotel

This report provides an in-depth analysis of customer service strategies and policies implemented at Marriott Hotel. It begins by examining the reasons for utilizing customer service policies, emphasizing their role in enhancing customer satisfaction and building brand loyalty. The report then delves into the evaluation of these policies, highlighting the importance of feedback mechanisms, data collection, and relevance to customer needs. Different communication methods, both verbal and non-verbal, are discussed, along with their impact on customer perception. Furthermore, the report explores sources of customer information and satisfaction levels, including surveys, questionnaires, and direct observation. The significance of staff training in improving service delivery is also emphasized. The report concludes with recommendations for reviewing performance, making modifications to existing strategies, and ensuring continuous improvement in customer service practices within the Marriott Hotel framework.

Customer Service

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Reasons for using customer service policies ........................................................................1
1.2 Purpose of evaluating a customer service policy and assist in future staff training.............2
TASK 2............................................................................................................................................4
2.1 Different communication method, how these are used to best effect..................................4
2.2 Customer perception is influenced by customers service ...................................................5
TASK 3............................................................................................................................................7
3.1 Sources of information on needs of customers and level of satisfaction..............................7
3.2 Research on customer requirements and satisfaction level...................................................8
TASK 4..........................................................................................................................................11
4.1 Deliver customer service in business and service...............................................................11
4.2 Review performance in customer service delivery and make recommendations...............12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
The customer service is a process to know about the customer satisfaction towards the
services and the goods. At the time of purchasing a product, there is a interaction among the
seller or the buyer. The customer service add some to the additional features to goods and also
helps in building the harmonious relationship between customer and seller (Santouridis and
Trivellas, 2010). It is a activity of service to its buyers before, present and after the buying
products. The role of customer service is very big in a company to increase the revenue as well
as profit. Marriott hotel is a very famous hotel and it has a good brand name. It provides good
customer service to customers and also provide the training to its employees so that they can give
the best services. In this report mentioned about using the policies of customers service and the
purpose of determining a policy of customer and it helps in future development and staff
training. Communication is very important in every level and sector, there are various methods
of communication which can affect the customer service. In this present report mentioned about
the different sources of information on requirements and the level of satisfaction.
TASK 1
1.1 Reasons for using customer service policies
The top most priority to Marriott hotel is its customers. Their main aim is to satisfy the
needs and wants to its customers. The customer services is a advice which is given by the a
business firm to those persons who purchase its goods and its services. The customer service
policy is very important for an organisation. It means a document which is in the written format
that the employees of Marriott hotel follow at the time of deal with its consumers. It can be
related with the satisfaction of customers from the goods and services of the hotel. In this
document mentioned that in what manner an employee should deal with its customers. The
Marriott hotel makes the good and effective policies which helps in running the business
operations and process in a better way (Wilson and et.al., 2012).
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(Source: Customer service, 2016)
There are many reasons for using the policies related to customer service:
Vision- The vision of this hotel is to put the customers first, to serve them better, to bring
the change for maintaining its services. The employees of this business firm is get the exact
answer so from this they can perform better their task. It will helps in increasing the satisfaction
level of customers and also to make them the loyal towards the company. Vision helps in
rendering the right way to achieving the aim and objective of hotel.
Goodwill- The good policies and strategies help in maintaining the good reputation of a
business firm. If the manager of Marriott hotel makes the better policies which is in the favour of
employees as well as the company, then it will helps in building the good brand name of Marriott
hotel.
Cost effectiveness- If the employees satisfy the customers then there is less money is
consumed because if the workers or employees will provide the good customer service to their
consumers then in this case there will be less complaints from the users side.
Growth and stress free workplace- If the company provides the good customer service
then in this case they will happy and satisfy towards the service and it will helps in minimizing
the conflict of company (Jha and et. al., 2017). To increase the growth of this hotel, it is
necessary to employees or company to make the products or give the services by identifying the
needs and wants of customers. It helps in make the good relationship among employees and
customers.
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Illustration 1: Customer service

Accountability- It is the responsibility of this Marriott hotel is to monitoring the all
actions of its employees which provide the customers better services to gain the increase
satisfaction level.
The policy of customer service is vital because of some meaningful reasons:
 The good policy helps in making the reputation of company.
 From providing the good customer services.
 To satisfy the demands of customers.
1.2 Purpose of evaluating a customer service policy and assist in future staff training
The main objective of determining the good customer service are: efficiency in feedback,
ways of data collection and relevancy. The good customer service helps in providing the good
and accurate feedback from the customers (Lee and et. al., 2015). The data collection helps in
gathering the data and information regarding to customers which helps in productivity of
business. There are many methods to gathering the data from customers:
 Conduct surveys for customers satisfaction
 feedback cards
 Enquiries
 Questionnaire
 Telephonic interview
 With the help of observation.
The relevancy helps in determining the policies related with the customer service of
Marriott hotel to developing the good quality of their offer. The Assessment is an important part
which helps in determining the review and reaction of customers by making the good and
effective policies and strategies. The good customer service represent the interaction with its
consumers in an effective and the calm way (Vaishnavi and Kuechler, 2015). To developing the
better customer service the it is necessary:
 to give the feedback from its customers about the services.
 communication is very necessary to satisfy them, it also helps in maintaining the good
relationship.
 leadership helps in guide or lead its employees that how to render services to customers
in a better way.
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 It is important for customers to have the better skills. For increasing and improving the
skills, knowledge, it is the responsibility of management of Marriott hotel is to provide
the good training to its employees, from this they will serve better to its customers.
It is the priority of Marriott hotel is to introducing the good service policies to its
customers. Treat all consumers equally not treated one consumers varied to another. The review
from the customer helps in developing the business and from feedback, the company can easily
know its status and its services (Ganguli and Roy, 2011). It is the better way to continue the
business in a positive direction. The review can be taken with the help of online services like
social media, surveys, questionnaires, online sites etc. Hotel should be manufacturing the
products and rendering the services by identifying the tastes and preferences of customers. After
evaluating, it is necessary for company to modification in its existing policies and strategies and
make them effective and flexible and also according to the needs and wants of customers. The
Marriott hotel helps and guide their employees by giving the better training services for
improving their skills:
Enhancement programmes- It is necessary for management is to conduct a session
which is related with the improvement.
Awareness- The newly appointed and future employees should know about the policies,
strategies and their rights to serving them.
Training helps in developing the single skill of a person (Jasmand, Blazevic and de
Ruyter, 2012). The staff training helps in maintaining and improving the skills, knowledge,
abilities and capabilities of staff. It will helps in providing and maintaining the good customer
service to its employees. Training helps in make the business process better.
TASK 2
2.1 Different communication method, how these are used to best effect
Communication is an effective method with the help of this two or more persons are easy
to interact with each others as well as significantly transfer any kind of informations and
message. This technique assists to make understanding among persons and it is categorised into
two parts which are stated under following:
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 Verbal: This is one of the best method of communication it includes tow or more persons
are effectively share information with each others which helps to remove gap among
them.
 Non verbal: This is another type of communication technique in which not included
verbal or orally interaction with persons. Internal environment of organisation employees
and employers are easy to understand any problems and messages from facial
expressions, gesture, body movements and eye contacts. Both methods are useful in cited
company as per the situation and condition.
From the above mentioned different type of communication method which all are using
by Hilton hotel (Fletcher, Fletcher and Fletcher, 2012). Verbal connection technique is totally
based on sound and language along with this there is included many factors those can be affects
on verbal interaction method. There will be explained some necessary things which are essential
for better communication process.
 Should be focused on properly listening.
 In the communication procedure having some distractions so must be try to remove them.
 Must be try to make understanding.
 Should be develop positive attitude and behaviour.
Cited company also using non verbal communication method which is also useful of
organisation to transfer information without using sound and language (Raub and Liao, 2012).
There has includes gestures, postures, eye contact, body language etc. Here will be defined some
principles which are stated under following:
 Environmental condition
 Physical characteristics and features
 Communication behaviour
It includes different non verbal method and techniques which are stated under following:
Facial expressions: It is a formal form of communication with the help of this easily
make understanding among two or more persons with out using sound in the other words this
method impacting whether positive and negative in nature.
Body movements and postures: With the help of this employees and employers can
easy to understand any information and message.
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Eye contact: This is another one method it includes way of looking of person by this
two or more persons are without developing any misunderstanding among them.
Written communication refers to written notes, reports etc., with the help of them
effectively transfer informations and any messages. There has includes structure, style and
content. Employers of the cited company should be use both method of communication for
developing understanding with their customers as well as employees.
 For enchaining understanding with consumers so have to be provide them proper
information.
 It is essential to make feel comfort in cited company (Steven, Dong and Dresner, 2012).
There are three components related to written communication and those are structure,
content and style.
2.2 Customer perception is influenced by customers service
The customer perception helps in providing the expressing the thoughts and opinions of
different customers related to goods and services which is developing by the business
organisation. For Marriott hotel, the perception of employees matters a lot. From it, the
management easily know about the feedback and the thoughts of customers. The customer
perception is a process in which a consumer choose, organise, interprets data and the information
for introducing the good image of the product as well as the brand name. The different customers
have different perception for the same goods. The management of Marriott hotel follow all the
legal terms and conditions at the time of proving the services to the customer or at the time of
introducing the new products.
The first advantage of the customer service is to maintaining and keeping the retention of
customers. If the customers will be happy from the company's services then from this they will
be loyal towards the Hotel (Albers and Mazur, 2014). If the employees will take care about the
customers tastes and preferences then they will feel valuable for the company and it helps in
maintaining the good perception in the mind of customers. There are some of the methods and
ways to repeat business:
 To treat the consumers like they are valuable for hotel.
 To provide the services to customers rapidly and also give the delivery as soon as
possible.
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 Continuously remind the consumers of company with the help of postcards, mails
and also from the catalogues.
The good image of the hotel is better as the services it gives. The improving in the good
customer services helps in raising the process and operations of Marriott hotel. By making the
good strategies or policies and also providing them training, company can helps in improving the
goodwill of hotel. The good customer service helps in increasing the sales and also enhancing
the growth and development of cited organisation (Claycomb and Martin, 2013). The thoughts of
the various customers change and it can be impacted on the different aspects for instance:
 to aware and top update all the consumers about the new policies and also their
rights.
 To secure their clients from the any dangerous things.
 To understand and to aware them about nth norms, customs, rules and regulations
of this hotel.
 Know about the tastes and preferences of users and then introduce products and
service according to them.
TASK 3
3.1 Sources of information on needs of customers and level of satisfaction
The customer satisfaction is one of the most important and necessary factor which helps
in developing and maintaining the good quality standard service and products to the customers.
The Marriott hotel has to collect the data and information from the different areas and society.
There are some important factors which helps in influencing the expectations:
 communications related to word of mouth
 implicit service communication
 explicit service interaction
 last experience
 personal needs
For providing the good customer service, firstly it is necessary to understand the need and
taste of customers (Grönroos and Gummerus, 2014). This hotel used various methods to
understand its clients in a better way or form. First way is to see its business in the customers
point of view and the second way is that to gathering the data and information related to their
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behaviour of purchasing. There are four main methods which help in determining the
satisfaction level of its customers and those are direct and indirect methods, primary and
secondary methods:
Direct method- Under this method, Marriott hotel can be directly connected with its
customers and then share the personal thoughts and opinions of the services. There are some
ideas in this direct method:
 To make the directly calling with customers.
 From face- to- face conversation.
 By sharing views and ideas
Indirect method- In this, the management has to aware wants and perception of the
various customers in an indirect manner at the time of determining the needs of society (Gu,
and Ye, 2014).
Primary methods- It is the better way and in this method the management of this method
take the review from customers about the services with the help of questionnaire, surveys,
interviews, observations etc. it is very precise and flexible in nature.
Secondary methods- In this method the data and information can be collected with the
help of magazines, books, internet, novel etc.
These all methods are very flexible and effective in collection of data and the information
and it will helps in decision making process of company (Heskett, 2013). From all the methods,
company can find the accurate and the exact data.
But sometimes, to attract the customers company makes some effective policies and
strategies:
Cost leadership strategy- This type of strategy is depend on the concept that this Hotel
provide the good services related to food, rooms at a reasonable price or cost as comparison to its
customers.
Focus strategy- This strategy is intense than the both cost and differentiation strategy.
Differentiation strategy- It helps in making the new good and service more attractive and
creating. The intensity can be special features, technology, reputation or brand name etc.
If employees will giving the better quality standard services to its customers, then from
this their satisfaction level will be increased and it also helps in maintaining the goodwill of
Marriott hotel.
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3.2 Research on customer requirements and satisfaction level
For conducting a research on requirement of consumers. It is necessary to the Marriott
hotel is to making a good questionnaire after the process of survey (Lee and et. al., 2015). It
helps in know the thoughts and the views of customers about the company's services and the
products.
Name :
Age:
Gender:
1. Are you satisfied with products and services which was given by the Marriott hotel?
(a) Yes
(b) No
2. Are you enjoying the services which was provided by existing customers?
(a) Yes
(b) No
3. Do you want to any change in the services and products of Marriott hotel?
(a) Yes
(b) No
4. How many times you visit to Marriott hotel?
(a) 1-4 times
(b) 4-7 times
(c) More than 7 times
5. Do you want to give any suggestion regarding the business or services?
(a) Yes
(b) No
6. Are you satisfied from the quality standard of products and services?
(a) Yes
(b) No
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The perception of every customer is different from each other and their mind changes
according to the time.
1. Are you satisfied with products and services which was given by the Marriott hotel?
Frequency Percent
Yes 7 70
No 3 30
Interpretation- According to this, 70% of customers are satisfied from the products and
services of Marriott hotel but 30& of people are not like its services (Salomonson, Åberg and
Allwood, 2012).
2. Are you enjoying the services which was provided by current staff?
Frequency Percentage
Yes 8 80
No 2 20
Interpretation- On the basis of this calculation, about 80% of the customers are like the
services by the existing employees and 20% of the consumers are not comfortable with the
services of company (Timm, 2011).
3. Do you want to any change in the services and products of Marriott hotel?
Frequency Percentage
Yes 3 30
No 7 70
Interpretation- It is concluded from the above questionnaire is that about 30% of the
people want to change in the services of this hotel and 70% of customers are like its services,
they do not want any change.
4. How many times you visit to Marriott hotel?
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