Customer Service Strategies: Hilton Hotel Performance Analysis Report

This report provides a comprehensive analysis of Hilton Hotel's customer service practices, policies, and service quality vision. It identifies and compares Hilton's customer service strategies with those of Marriott, focusing on aspects such as customer service practices, policies, service guarantees, and complaint handling procedures. The report highlights the importance of first-class customer service in building long-lasting customer relationships and generating revenue. It examines Hilton's customer service practices, emphasizing the significance of face-to-face time, staff happiness, and going above and beyond customer expectations. The report also compares service guarantees and complaint handling procedures, offering recommendations for developing customer-focused services to improve guest satisfaction and integrate these services into the hotel's culture and strategy. The recommendations include educating customers, keeping promises, personalizing services, and offering contactless services to enhance the overall guest experience and maintain a competitive edge in the market. The report concludes that excellent customer service is crucial for hotel sustainability and growth.

CUSTOMER
SERVICE- AS1

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Identify and compare two hotel's customer service practices and policies and service quality
vision...........................................................................................................................................1
Identify and compare two hotel's service guarantees and complaints handling procedures.......4
Recommend on development for appropriate customer focused services to improve guest
satisfaction for hotel and how this can become part of hotel's culture and strategy...................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Customer service refers to the provision for the services that is generated by the company
to their customers before, after and during the purchase of good and services. In this the
perceptions of the gaining the task is based on the employees who can adjust according to the
customers. It helps the consumers to have an enjoyable experience with the service and goods.
This report is based on Hilton hotels that is one of the global brand offering a varieties of
services to people. This hotel targets the both leisure travellers and business in many cities
nearby airports, convention centres and destinations etc. This project is reflects the numerous bad
customer service- related complaints via social media and due to COVID 19, there is a reduction
in repeat guests due to this hotel profits may affected. This explains the customer service
complaints and service quality vision of hotels with complaint handling procedures. At last it
inculcates the recommendations on development for customer focused services so that customers
are satisfied(Xu and et. al., 2017).
MAIN BODY
Identify and compare two hotel's customer service practices and policies and service quality
vision
It is very essential for the every Hotel to offers the first class customer service to their
guests because it helps in building the long lasting relationship with the customers. This helps in
offerings the company more profits and revenues while retaining the customers within the hotel.
The guest relation manager of Hilton can focus on comparing their services and policies related
to customer with other famous hotel existed in London, so that they can do modifications and
improvement for sustaining in market and attracting the large base of customers(Goodman,
2019). The comparison can be done with Marriott hotel that is the leading hotel in London that
can be shown below:
Basis Hilton Hotel Marriott Hotel
Customer service practices The practices that the Hilton
can followed in attracting the
guest and retaining them with
the company are:
Some practices related to
customer service that is
adopted by Marriott hotel is
shown:
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 They mainly focus on
face time- like in
present scenario digital
presence are more
trending and in the
social media is one of
the best tool to make a
personal connection
that helps the Hilton to
remain their guests
with them.
 Creates a wow factor-
It is another best
customer service
practice of Hilton
where customers are
share their experiences
that they enjoy at the
time of taking the
services in Hotel. This
will attracts the large
base of customers.
 Keep staff happy- this
is one of the major
customer service factor
that this Hotel can
adopt in this manager
can focus on keeping
their staff member
happy so that they can
create a strong and
healthy relation with
guest on behalf of the
Hotel.
 Go above and beyond
expectations- In this
manager of Marriott
can focus on providing
the best services that
are beyond to the
customer imaginations
and which are different
from competitors so
that they can attracts
the large base of
customers(Shire,
Holtgrewe and Kerst,
2017).
Policies related to customer
service
The customer service policies
is to be made for fulfilling the
requirement of accessibility
standards for the customer
The policies of the Hotel
Marriott is for welcoming the
guest with their disabilities and
in this hotel committed to
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service. This helps the Hilton
to develops more opportunities
and dignity within the
marketplace.
In this they followed the
health protection and
promotion act which states
that at the food making place
animals are not allowed only
guide and service dogs are
allowed at the place of serving.
offering the outstanding guest
services by using the core
policies:
 First is the services and
products which they
offered to their guest is
reflects on such a
manner that shows
respects and dignity of
persons with their
disabilities.
 In this person with
disabilities get the
equal opportunities to
use, and taking benefits
from the goods and
services.
Service quality vision The service quality vision of
the Hotel Hilton in London is
to create a heartfelt
experiences to their guests that
helps in attracting again and
again and provides the
opportunities to team members
and this will positively impact
the communities and also
enhance their organisation.
The main service quality
vision is to timely innovate
and enhance the services and
The vision related to service
quality of Marriott hotel is to
increase the lives of the guests
by providing and enabling the
unsurpassed leisure
experiences and vacations so
that customers cannot think to
shift from the hotel with other
options.
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products as per the customers
requirements that represents as
a best in the world.
Identify and compare two hotel's service guarantees and complaints handling procedures
As a guest relationship manager of the Hilton Hotel it is very essential to identify the
problems and issues of the guests by using the complaint handling procedures so that customers
will retain for a longer period of time. This also helps in making the dignity within the offline
and online marketplace(Lyu and et. al., 2016). In this manager can compare the service
guarantees and complaints handling procedures of Hilton to Marriott hotel so that they could
easily identify what the competitors is followed so that changes can be done effectively and
efficiently. The comparison can be shown below:
Basis Hilton Hotel Marriott Hotel
Service guarantees As Hilton can offer to the Price
match guarantee to their
customers as a service guarantee in
which they offer the lowest price to
their customer at the time of
booking. In this they can go
through the Official Hilton
Booking channels where they can
select the lower qualified price and
them submit the claim into the
mail. After that if Hilton confirms
your claim than a guest can avail
the best discounts.
100% satisfaction guarantee so
that guest experience the high
extent services within the Hotel. In
which they keep their guest happy
Marriott Hotel can offers the
varieties of service guarantees to
their guests like Guaranteed
platinum elite in which the prime
members get the special gift upon
the arrival of participating hotels and
if the guarantee cannot fulfils guest
can apply for compensation.
Another one is Ultimate
reservation guarantee in this guest
have the service of compensate for
the inconvenience. In this if a person
is not able to honour the reservation
than Hotel can pay for you
accommodations that night to the
nearby hotel as a compensate. This
differentiate this from their
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so they are committed to them.
Hilton also offers the contactless
service to their customers this is
very helpful in this pandemic
situation and retain the customers
for a longer period of time.
competitors(Elite Benefit
Guarantees. 2020).
Complaint
Handling
procedures
In Hilton hotel, customer can draw
their complaints by using their
complaint handling procedures in
which in worldwide.
Customer can show their issues and
problems by using Hilton official
website, and e-mail or the social
media. In this manager can hear the
issue of the customers and then
empathize by placing themselves
on guest position so that they better
understand the issue after that they
apologize for the misunderstanding
and miscommunication and at last
take actions according to that(How
to Complain to Hilton. 2020).
In this if a guest can file a
complaint using social media that
they go through the Facebook page
or Tweet @Hiltonhelp, where the
customers get the response within
and hour and also they file the
problem 24*7.
In this Marriott can using the simple
complaint handling procedure that
helps the guest to delivers their
problems to the company so that it
can be resolved on time. In this guest
firstly connect with that person of
company who handle their case and
if the issue is not resolved by the
handling person that customers can
file the complaint on mail where the
top authority can solve it with their
best efforts.
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Recommend on development for appropriate customer focused services to improve guest
satisfaction for hotel and how this can become part of hotel's culture and strategy
Appropriate customer focused services are very essential for the hotels for retaining and
attracting the large base of customers. In Hotel like Hilton, manager analysed that they reduced
their repeat customers as compared to previous year because of COVID 19 and because of
offering some bad services to their services like not handling their issues properly and take much
time in providing the solutions. In order to enhance the sales and dignity at the social media and
trip advisor some aspects can be recommended for development of customer focused services so
that guest can enjoy the developing services in an effective way. As the hotel and travel industry
are dominated by customer service where they work for satisfaction of customers. Following this
aspects by the Hilton in such a way that represents the organisation culture and strategy in the
eyes of customers in an positive way(Mahr, Stead and Odekerken-Schröder, 2019). Here are
some recommendations on developing the appropriate customer focused services for enhancing
the guest satisfaction that are shown below:
 Educate don't sell- For developing the customer services Hilton can merely focused on
the saying i.e. educate don't sell that means helping is the new selling. In this staff
member of the hotel focus on maintaining a good relations with the customers plans and
goals by properly listen them and saying. In this they don't look like a salesperson in front
of the customers that attracts the more towards the hotel.
 Keep promises- It is another aspect that is recommended to the Hilton Hotel for
developing the customer services and attracting and retaining them for a long period of
time. This also helps in building the long term values for the companies and it also
display the hotel culture that considered trust and dependability with the guest(Wong, Liu
and Tjosvold, 2015).
 Personalize- In this CRM and SO is recommended for hotel Hilton in this Hotel can
focus on the customers taste and preferences based on travel and spending their leisure
time. And in this Service Optimisation depicts he evaluation of current and future stays of
the customers so that attracting them would be easy.
 Contactless services- Because of COVID 19 Hotel can focus on offering the contactless
services like check-ins, check-outs, taking follow-ups, parties etc. so that customers are
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feel satisfied and retain with the company for a long period of time(Jauhari, Singh and
Kumar, 2017).
All this become a part of the Hilton culture that reflects their positive strategy to sustain
in the market with high profit margin and revenues on their social media account and also on the
Trip advisor.
CONCLUSION
From the above report it is analysed that customer service is very essential term for the
organisation like Hotel to sustain for a longer period of time. Offering the good services to their
guests helps the organisation to retain their buyers for a longer period of time with full
satisfaction. It inculcates the comparison of the hotel's customer service practices and service
quality vision so that it helps in improving the quality of own company by attracting more guest.
This report also helps in learning about the complaints handling procedures that a firm will use to
retain and attracts the new customers even in the outbreak condition of pandemic. According to
this this project recommend the varieties of appropriate services so that services can be
improvised and developed that also positively affect the culture of the business firm.
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REFERENCES
Books and Journals
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Jauhari, H., Singh, S. and Kumar, M., 2017. How does transformational leadership influence
proactive customer service behavior of frontline service employees? Examining the
mediating roles of psychological empowerment and affective commitment. Journal of
Enterprise Information Management.
Lyu, Y. and et. al., 2016. The impact of abusive supervision on service employees’ proactive
customer service performance in the hotel industry. International Journal of
Contemporary Hospitality Management.
Mahr, D., Stead, S. and Odekerken-Schröder, G., 2019. Making sense of customer service
experiences: a text mining review. Journal of Services Marketing.
Shire, K., Holtgrewe, U. and Kerst, C., 2017. Re-organising customer service work: an
introduction. In Re-Organising Service Work: Call Centres in Germany and Britain (pp.
1-16). Routledge.
Wong, A., Liu, Y. and Tjosvold, D., 2015. Service leadership for adaptive selling and effective
customer service teams. Industrial Marketing Management. 46. pp.122-131.
Xu, A. and et. al., 2017, May. A new chatbot for customer service on social media.
In Proceedings of the 2017 CHI Conference on Human Factors in Computing
Systems (pp. 3506-3510).
Online
Elite Benefit Guarantees. 2020 [Online]. Available through
<https://www.marriott.com.au/loyalty/member-benefits/guarantee.mi>
How to Complain to Hilton. 2020 [online]. Available through <
https://www.frommers.com/tips/hotel-news/how-to-complain-to-hilton>
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