Hilton Hotel Customer Service: Policies, Complaint Handling & Analysis

This report provides an analysis of customer service practices and policies at Hilton Hotel, comparing them with Royal National Hotel in London. It covers enhanced cleanliness measures, social distancing, safety measures, multilingual staff, service quality vision, and customer service policies. The report also examines service guarantees and complaint handling procedures in both hotels, highlighting differences in their approaches, such as Hilton's multi-attribute guarantees versus Royal National's single-attribute service. Recommendations are made for Hilton London to improve its feedback mechanism, complaint management system, room service, staff training, amenities, and flexibility to enhance guest satisfaction. The conclusion emphasizes the importance of customer service in retaining customers and building a brand image, with a focus on satisfying customers through various practices and service guarantees.

Customer Service

Table of Contents
INTRODUCTION...........................................................................................................................1
Customer Service Practice and Policies of Two Hotels...............................................................1
Comparison of hotel Hilton and the Royal national service guarantees and complaint handling
procedures:...................................................................................................................................3
Recommendations........................................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Customer service is the act of providing services to the customers during, after and before
buying products or services. It refers to the one to one interaction between customer who buying
a product and seller who provides service. It represents firm's brand image, mission and values.
An organisation that values good service to its customer that spend more money in training of
their employees rather than other average organisations. One better customer service can change
whole perception of customer towards the firm. The company which is selected for this report is
“Hilton Hotel”. Hotel Hilton is an American multinational hospitality firm that provides hotel
and resort services. The firm was founded by Conrad Hilton in may 31, 1919, headquarter
situated in McLean, Virginia, U.S. This report covers topic such as comparison customer service
practices, policies and service quality vision, hotel's service guarantees and complaint handling
procedures. Apart from this it also cover customers focus services to improve guest satisfaction
for the hotel.
Customer Service Practice and Policies of Two Hotels
Royal National Hotel London-
Royal National Hotel London is a hotel which operates in London, United Kingdom. It
provides various types of services to its customers at a right price (Al-Weshah, Al-Manasrah and
Al-Qatawneh, 2019). The various customer service practices of the hotel are explained as
follows-
Enhanced cleanliness measures- It is important for the hotels to regularly clean their
premises so that higher-level of hygiene can be maintained (Baur, Henne and Bick, 2016). In
Royal National Hotel London, these measures are being used after the impact of COVID-19 and
thus is a good customer service practice of the hotel.
Social distancing- After the impact of COVID-19 social distancing has an important
place. In Royal National Hotel it is being maintained so as to keep everyone safe and thus is a
good customer service practice.
Safety measures- Due to the impact created by COVID-19 it is quite important to take
extra safety measures. Thus, In Royal National Hotel these measures are being used regularly as
a good customer service practice.
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Multilingual staff- Staff members in large hotels should know how to speak different
languages. In Royal National Hotel the staff members have this skill and know the way of
communicating with different customers. Thus it is a good customer service practice of the hotel.
Service Quality Vision- In Royal National Hotel London the standards which have to be
maintained for the purpose of guest satisfaction are maintained without any compromise and thus
in this way it is able to ensure that the best service quality is provided to the customers who visit
the hotel.
Customer Service Policies-
In Royal National Hotel Check-In is permitted after 2:00 P.M. And anytime. Check-Out is
permitted before 11:00 A.M. Further, the staff at front desk has to greet the customers when they
arrive at the hotel. Access methods are Staffed front desk. Pets are not allowed in the hotel.
Children are welcome in the hotel but Rollaway beds and Infant beds are not available. Different
types of payment methods are accepted at the hotel.
Hilton London-
Hilton is a large hospitality group with hotels spread all over the world (Murali, Pugazhendhi and
Muralidharan, 2016). It also has different hotels in London, United Kingdom. The customer
service practices of the hotel are as follows-
Mobile App facility- Hilton provides its different facilities to the customers on a Mobile
App which lets them use this convenience in the right manner (Taheri-Moghadam, Razmi and
Baki, 2019). Thus in this way it offers ease and convenience to them.
CRM- Hilton has a dedicated CRM which helps it in forming and maintaining strong
relations with its customers. Therefore in this way it develops appropriate relations with the
various customers.
Loyalty club programme- Hilton has a dedicated loyalty club programme through which
it is able to offer rewards to its loyal customers. Thus in this way it ensures that it is able to
reward the loyal customers.
Feedback- There is a detailed feedback mechanism which is followed by the hotel. In
Hilton it ensures that the customers are able to give their views about the services of the hotel
and can share their problems and issues to get them solved.
Customer Service Policies-
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In Hilton there is a detailed customer service policy. It covers accessibility in which
consideration is taken for guests with special abilities, Family & Children section has separate
rules, there is also a pet policy (Zhao, Yan and Keh, 2018). Smoking is not allowed at the hotel.
Further, some other rules have been given for the customers to follow when they stay at the
hotel.
Service Quality Vision-
Hilton's vision is to fill the world with the warmth of hospitality. It aims to provide excellent
services to its customers and thus ensure that they are given higher-standard services.
Comparison of hotel Hilton and the Royal national service guarantees and complaint handling
procedures:
Service guarantees: The customers service guarantee protects clients from poor services
and provide them better services. It is a marketing tool, to reduce customers risk perception,
quality for them and create brand image into customers mind. In Hotel Hilton and Royal national
both are provides different services to their customers.
Basis Hotel Hilton Hotel Royal national
Type of guarantees It provides multi attribute specific
guarantee, such as quality
commitment, a clean room with
luxuries amenities where
everything works, a friendly
environment and efficient check
out etc.
It provides single attribute
services such as if customer order
specific food then it provides that
only. Basically it provides single
attribute service like customers
wants room for stay then it give
room with full amenities but does
not includes before and at the time
of checkout services.
Full satisfaction
service
It provides full satisfaction service
to its clients such as if they are not
satisfied with hotel's product that
they can buy another one from
hotel and at the time of check out
hotel will refund the payment.
It is not provide extra services like
Hilton. It gives facilities as pre
decided.
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Additional services &
early check in or late
check out service
It provides services such as spa,
gym, music room and disc etc. it is
not late check out service to its
customers.
It provides only swimming pool as
a additional service. It's provide
early check in and late check out
services to its clients.
Complaints handling services by both hotels
It is a process for handling customer problems in order to their demand. It provides
flexible, independent and methodical approach in order to solving clients problems. In context to
Hilton and Royal national both have different strategies or procedures for solving clients
difficulty.
Hotel Hilton: In hotel Hilton complaint handling services are better then hotel Royal national,
hotel has a portal for its customers so that they can give their feedbacks at the time of checkout
about hotel's services and amenities. Through feedbacks firm can control any misshapenness and
can improve its services. If customers has any problem then they can complaint to hotel staff or
manager so that they will solve that problem. Manager of hotel listen customers problems with
full concern and empathy, they take notes about it and after that solve problem in order to their
procedures. They has procedure such as hotel staff firstly concern with their managers after that
they go to the higher authorities. They use some ethics at the time of listening their complaints
such as by saying what can be the best done, sorry, thank you for their feedback and feel them
better. If customer has room related problem then they change their room as per the customers
demand. In this Hotel, when they dealing with an angry customer over the telephone or face to
face it use professional way to communicate with them. Staff of the hotel using polite tone,
showing calmness and confidence that makes more positive effect upon customer.
Hotel Royal national: For the handling customers problems, hotel Royal use different procedure
than Hilton. They are not using any common feedback portal, if customer wants to give feedback
then they can give by online platform. And if customer has any problem with their services or
any other facilities related to room or any other area, then hotel's has a customer problem
handling staff. Customer can directly contact with them via helpline number or face to face.
They listen their problems with calmness and solve that problem on the spot by themselves.
Their are no specific procedure such a hierarchy. They give alternatives to their customers and
suggestions if demanded services are not available. In references to solve customers problem,
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staff use a procedure that is they listen their complaint in well manner then acknowledged the
problem. After acknowledging the problem they thinks towards facts and then offer a solution &
alternative to the clients. Handling problems in effective manner will create a positive perception
into customers mind. Also firm provides some discounts to users for their misshapenness.
Because a happy guest returns the next time and appreciates the hotel staff and respects them.
Recommendations
The recommendations for the management of Hilton London so that it is able to improve
its services and enhance the guest satisfaction level are as follows-
Improvement in feedback mechanism- The management of Hilton London is required to
put its focus on the feedback mechanism so that it is able to identify the different types of
complaints which the various types of customers may have and thus resolve them thereby
satisfying the different guests.
Complaint management system- In Hilton London, there is a requirement to develop the
Complaint management system a bit more. Thus it is recommended to the management of the
hotel that they must bring relevant improvements in this system so that the complaints of the
guests can be handled quite quickly without facing problems and issues.
Improvement in room service- The management of the hotel is recommended to improve
its room service. Room service is a part of guest experience at the hotels. Thus Hilton has been
recommended to ensure that its room services is improved. This will help it in providing a better
satisfaction level to the various guests at the hotel.
Training for the staff- It is important for the hotels to constantly provide the training to
their staff members. Therefore it is recommended to the managers of Hilton that they should
provide the appropriate training for the staff members. In this way it will be quite helpful in
ensuring that employees of the hotel are able to deal in a better manner with the customers and
therefore ensure their higher satisfaction level to receive positive ratings for them.
Increasing the amenities- The increase in amenities at the hotel allows for a good
experience for the different guests. Thus, In this way the recommendations for the managers of
Hilton is that they should focus on increasing the amenities which they are providing in the
rooms which will help them a lot in enhancing the guest satisfaction level.
Greater flexibility- Flexibility is the requirement of everyone in the world nowadays.
Thus it is recommended to the management of Hilton that they must offer greater flexibility level
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to the various customers. In this way, the guests will be provided good experience and thus their
overall satisfaction level will be raised thereby leading towards positive reviews for the hotel
helping it in the future.
CONCLUSION
From the above report it has been concluded that customer service is a procedure of services
provide by seller to its consumers who buy products or services. Better customer services
provides an opportunity to firm for retain its customers and create a brand image. Every firm has
different practices or services for their customers so that they can satisfy them. Firm has to
provide guarantees to its clients regarding services and if customers have any problem then firm
has to follow a procedure or method for handling the situation. It creates positive value in
consumers mind regarding the brand and change their perception. Better customer relationship
makes firm's operations or services easy and feel them happy.
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REFERENCES
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