Glenmore Hotels: Analysis and Recommendations for Customer Service

This report provides a comprehensive analysis of customer service improvements for Glenmore Hotels, a budget hotel chain in Scotland planning expansion. The report identifies three key steps: analyzing customer needs and wants, providing changes to improve facilities and services, and structuring the customer interface. It details issues such as poor room service, uncleanliness, staff behavior, and lack of amenities, based on customer feedback. Recommendations include staff training, room facility upgrades (soundproofing, Wi-Fi), improved staff management (shifts, surveillance), and a structured customer interface. The report evaluates the current state of customer service, suggests improvement measures, and offers techniques to connect with consumers, aiming to enhance their experience and support the hotel's expansion plans. It references academic sources to support its findings and recommendations.

Improving Customer
Service Experience in
Glenmore Hotels
No. of Pages: 6
Total words: 1525

Executive Summary
Hospitality is becoming more diverse and competitive era by era. Therefore, to maintain
the leading market position Hotels have to hold back high quality of customer experience
including their facilities and services. In order to improve customer experience, it is important to
consider 3 key steps which are analysing customer needs and wants, providing changes for
improving facilities and services, and structuring customer interface that will allow to put the
changes into practice. Further, This report provides analysis of each step and recommendations
for improving customer experience in Glenmore hotels, a chain of budget hotels in Scotland that
plan to expand their business into the rest of the UK. Hence, the report identified the
improvement measure and techniques to connect with consumers in order to make them aware
about the restructuring and changes in services.
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TABLE OF CONTENTS
Executive Summary..........................................................................................................................i
TASK A: REPORT PLAN..............................................................................................................1
TASK B: REPORT..........................................................................................................................1
INTRODUCTION...........................................................................................................................1
STEP BY STEP PROCESS.............................................................................................................1
Step 1: Analysing customer’s needs and wants .....................................................................1
Step 2: Providing changes for improving facilities and services ..........................................2
Step 3: Structuring the customer interface.............................................................................3
RECOMMENDATION ..................................................................................................................4
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................6
APPENDIX......................................................................................................................................8
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TASK A: REPORT PLAN
List if stages in recommended process
 Monitoring and reviewing staff policies and performance.
 Division work among employees
 Evaluation of changing challenges of market.
Sections in Report
Step by step process that is
Step 1: Analysing customer’s needs and wants
Step 2: Providing changes for improving facilities and services
Step 3: Structuring the customer interface
Recommendation
Details of Executive Summary
It covered improvement measures for customer experience, which is done by following 3 key
steps which are analysing customer needs and wants, providing changes for improving facilities
and services, and structuring customer interface that will allow putting the changes into practice
in Glenn more Hotel.
List of points in sections of report
Step 1: Analysing customer’s needs and wants
Step 2: Providing changes for improving facilities and services
 Training and development
 Improvement in room facilities
 Staff management
 Surveillance
Step 3: Structuring the customer interface
 Context
 Content
 Community
 Customization
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 Communication
 Connection
 Commerce
List of recommendation
 Proper management among employees.
 Divide and segregate work among staff members in shifts.
Notes of recommendation
 In accordance to report I analysed that it is important for the Hotel of establishing a
proper management among employees
 In my opinion the Hotel should divide and segregate work among staff members in shifts
of 8 Hours.
List of References
Gursoy, D., Gursoy, D., and Anaya, G.J., 2017. Developing a typology of disruptive customer
behaviors: Influence of customer misbehavior on service experience of by-standing
customers. International Journal of Contemporary Hospitality Management. 29(9).
pp.2341-2360.
Rahimi, R. and Kozak, M., 2017. Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism Marketing.
34(1). pp.40-51.
Notes of References
 The organisation will focus on making staff aware about the needs and wants of
consumers needs and wants like, the late night room services, availability of essential in
room according to the specification of rooms (Gursoy, Gursoy and Anaya, 2017).
 In order to keep a check over staff activities and behaviour management has planned to
set up more cameras and CCTV in corridors and outside of every room (Rahimi and
Kozak, 2017).
Details of Conclusion
It evaluated the step by step process used by Glen more to establish improvement in its
services according to needs and wants of consumers.
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TASK B: REPORT
INTRODUCTION
Customer service experience act as tonic for an organisation as it assists the firm in
serving satisfactory services. Improved Consumer experience with an organisation is the major
factor which assist in improving goodwill of an enterprise. Also, it supports in developing brand
image of the company and aids in attaining edge over rivals. In this context, present report has
evaluated the step by step process which will assist the Glenmore Hotel to improves its consumer
services when planning to expand its business across United Kingdom.
STEP BY STEP PROCESS
Step 1: Analysing customer’s needs and wants
Analysing the consumer complaints plays vital role in determining loopholes in Hotel
services. According to table in Appendix, it has been analysed that the major problems is the
with the room services of Glenmore hotel in Nights as the kitchen team only services sandwiches
at nights. Food is the major factor derives the consumer satisfaction in hotel services. Apart
from food services the rooms were shabby and unclean every time when guest enters the room
after outdoor tour. Cleanliness and hygiene in Hospitality is the key factor which attracts visitors
towards services but in accordance to feedback form and complaints the toilet is also dirty due to
which the guest buys their own essential products.
Further, visitors rated hotel 1 out of 5 in context to staff behaviours which is
disappointing for the hospitality services Glen-more Hotel. Moreover, it has been determined
that at night there is no silence as there are lots of noises in corridor of young men which
interrupts the privacy of guest. It is important for the management to maintain the peaceful and
ethical environment for the guest as hotels are the place where the visitors come over to enjoy
facility and rest. On the other hand, according to guest complaints table, it has been analysed that
the staff Glen-more Hotel is irresponsible and do not bother in delivering and listening to visitors
needs and wants.
Furthermore, according to table given in appendix it has been evaluated that the towels in
the rooms are not available according to family rooms which denotes that the management is
mismanaged due to which the Hotel is not able to deliver satisfactory services to consumers.
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According to leading Hotels Chains in UK the hospitality services of Glen more are lacking with
many services due to which its consumer graph chart is falling down continuously. Hence,
according to collected data it has been analysed that the Wi-Fi services of the hotel is also very
poor and adding to this the marketing strategy of services are quite disturbing for the consumers
because according to guest it has been identified that the message of special offers created
hindrance for the consumers.
Step 2: Providing changes for improving facilities and services
Establishing improving in Hospitality services will act as tonic for Glenmore hotel as the
hospitality services of firm attracts most consumers. According to data it has been analysed that
the consumer market of Glenmore is big but due to its lacking services it has started decreasing
Therefore, the management has planned improvement measures for the Hotel which are as
follows: Training and development: Organising regular training and development is the best
strategy which will be adopted by Hotel management, in which the firm will be able to
determine the effectiveness of staff members (Piccoli, Lui and Grün, 2017). Further, it
will assist the Hotel chain in analysing the dead staff which is major reason behind
decreasing level of consumer services. In this session the organisation will focus on
making staff aware about the needs and wants of consumers needs and wants like, the late
night room services, availability of essential in room according to the specification of
rooms (Gursoy, Gursoy and Anaya, 2017). Furthermore, the session will assist Glenmore
in analysing the internal loopholes which are leading to problems like, cleanliness of
rooms and toilet. Thus, the regular training and development session in Glenmore will
aid in setting improvement in staff services of an enterprise. Improvement in room facilities: In order to reduce the voices at nights in room the hotel
will focus on making soundproof rooms keeping in mind the privacy and peace of guest
(Marchesani, Piccoli and Lui, 2017.). Moreover, in order to provide appropriate internet
facility, the management will aim at setting Wi-Fi setup individually for every room.
Apart from this the basic amenities in rooms and bathing products towels, bedsheets and
any many more will be checked after every 8 hours. Staff management: Glenmore will focus on segregating duties of staff according to their
comfort level in process of 8 hours shift. In every shift there will be 3 members at one on
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reception which will make easy checking and checkout process for consumers (Brook,
Siewert and Kruskal, 2017). Further, to management kitchen at nights the hotel will
divide the work into day ad night shift which will assist hotel in serving satisfactory food
services at night.
 Surveillance: In order to keep a check over staff activities and behaviour management
has planned to set up more cameras and CCTV in corridors and outside of every room
(Rahimi and Kozak, 2017). This is the best technique which will assist the firm in
evaluating the behaviour of employees with guests.
Step 3: Structuring the customer interface
Consumer interface is major part as in this the company focus on attracting consumers
towards its improvised products and services (Tarí, Pereira-Moliner, and Molina-Azorín, 2017. ).
In step Glen more will first focus on determining the challenges and situation of hospitality
services. In accordance to expansion plan in UK, the management will determine, current
challenges, goals and objectives. The consumer interface elements which will be used by
Glenmore are: Context: In this the hotel will formulate and offers its services in attractive manner in
order to grab the attention of consumers by looking at the advertisement of its services. In
this the management ill focus on implementing the use of visual techniques such as
attractive view on websites, advertisement on television and newspapers etc. (Lai and
Hitchcock, 2016.).Thus, it is termed as look and feel design of customer interface. In this
the firm will focus on choosing the best visual characteristics and design of advertisement
according to its services. It is portraying of Hospitality services on website which will be
viewed across the globe. Content: In this Glenmore will focus on describing all the details about its improvised
services (Wei, Miao and Huang, 2013.). The management is responsible for mentioning
the content therefore it is important for the hotel to ensure that the details about services
are not exaggerated. It comprises, appeal mix, offering mix and multimedia mix. Community: In this the Hotel will focus on advertising about its services like where it can
reach to vast number of consumers such as, theme parks, cafe, internet, clubs etc.
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 Customization: It is the ability to reach potential consumers which common needs and
wants. In this Glen-more will focus on making unique versions of connecting consumers
through its official website. Communication: It is the exchange of work between company and its consumers. It will
be done by management through broadcasting, interaction at prime location by offering
discounts etc.
 Connection: It is done by connecting and offering services through different websites. In
this Glen more will focus on linking to third parties like tourism, travelling etc. Further, it
will offer and advertise about its services with the helps of third party sources, like travel
agents, services providers, etc. (Grissemann, Plank and Brunner-Sperdin, 2013).
 Commerce: It is selling of services, in this the Glenmore will focus on offering the online
check in and checkout services which will assist in delivering easy consumer experience.
RECOMMENDATION
According to consumer complaints and improvement measures of Glenmore it can be
recommended that,
 The firm should have strict staff polices in order to keep a check an over their behaviours
with guest. Through this, streamline process will be developed that will help in meeting
the needs of customers in appropriate manner.
 The services of staff should be segregated according to their skills and capabilities in
order to reduce the chance of mismanagement. Based on it, company is able to serve the
customer in best possible manner.
 The Hotel should focus on evaluation of changing requirement of consumers. In this
context, customised services can be offered to guests to gain their loyalty.
CONCLUSION
The report summarized that the Customer service experience act as tonic for an
organisation as it assist the firm in serving satisfactory services. It evaluated the step by step
process used by Glen more to establish improvement in its services according to needs and wants
of consumers. The report analysed the major problems is the with the room services of Glenmore
hotel are cleanliness and food services at night. It outlined the steps of improvement measures in
which it focuses on training and development, improvement in room facilities, staff
management, surveillance. Thus, it concluded with the 7 c's of consumer interface which will be
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used by Glen more hotel chain when expanding its hotel chain in UK in order to make people
aware about its improvised Hospitality services.
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REFERENCES
Books and Journals
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Brook, O.R., Siewert, B., and Kruskal, J., 2017. Measuring and improving the patient experience
in radiology. Abdominal Radiology. 42(4). pp.1259-1267.
Grissemann, U., Plank, A. and Brunner-Sperdin, A., 2013. Enhancing business performance of
hotels: The role of innovation and customer orientation. International Journal of
Hospitality Management. 33. pp.347-356.
Gursoy, D., Gursoy, D., and Anaya, G.J., 2017. Developing a typology of disruptive customer
behaviors: Influence of customer misbehavior on service experience of by-standing
customers. International Journal of Contemporary Hospitality Management. 29(9).
pp.2341-2360.
Lai, I.K.W. and Hitchcock, M., 2016. A comparison of service quality attributes for stand-alone
and resort-based luxury hotels in Macau: 3-Dimensional importance-performance
analysis. Tourism Management. 55. pp.139-159.
Marchesani, D., Piccoli, G. and Lui, T.W., 2017. The Impact of IT-Enabled Customer Experience
Management on Service Perceptions and Performance. In Information and
Communication Technologies in Tourism 2017. Springer, Cham. (pp. 377-386).
Piccoli, G., Lui, T.W. and Grün, B., 2017. The impact of IT-enabled customer service systems on
service personalization, customer service perceptions, and hotel performance. Tourism
Management. 59. pp.349-362.
Rahimi, R. and Kozak, M., 2017. Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism Marketing.
34(1). pp.40-51.
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Tarí, J.J., Pereira-Moliner, J., and Molina-Azorín, J.F., 2017. Does quality management improve
performance or vice versa? Evidence from the hotel industry. Service Business. 11(1).
pp.23-43.
Wei, W., Miao, L. and Huang, Z.J., 013. Customer engagement behaviors and hotel
responses. International Journal of Hospitality Management. 33. pp.316-330.
Ye, Q., Li, H., Wang, Z. and Law, R., 2014. The influence of hotel price on perceived service
quality and value in e-tourism: an empirical investigation based on online traveler
reviews. Journal of Hospitality & Tourism Research. 38(1). pp.23-39.
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