Improving Customer Satisfaction: Hotel Service Strategies and Policies

This report provides a comprehensive analysis of customer service within the hotel industry, focusing on a comparison between The Bermondsey Square Hotel and Hilton Hotel. It delves into their respective customer service practices and policies, particularly concerning quality vision, service guarantees, and complaint handling procedures. The report identifies and contrasts the approaches of both hotels, offering detailed comparisons of their strategies. Furthermore, it offers actionable recommendations for customer-focused services aimed at enhancing guest satisfaction, emphasizing their role in shaping the hotels' overall strategy and culture. The conclusion summarizes the importance of customer service in the hotel industry for improving profitability and sustainability.

Customer Service

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Compare between two customer hotel's services practices and policies related with quality
vision...........................................................................................................................................3
Identify and compare the two hotel’s service guarantees and complaint handling procedures.. 5
Recommendation for appropriate customer focused services to improve guest satisfaction
among hotel and their role in hotel's strategy and culture...........................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The term customer service refer to the offer, action and activities that are performed by
the organisation for satisfying it's customer need and wants. An organisation offer service before
and after the purchase of product or service. Hospitality industry is based on the customer service
and they perform work with motive of offering high quality services to tourist or guest. The
hospitality organisation selected for this report is The Bermondsey Square Hotel and it offer
luxury services to customers for satisfying their needs in an appropriate manner. Moreover, this
report will focus on customer services, complaints and quality which is used to retain customer
for longer period (Bilgihan, Kandampully and Zhang, 2016). Development of customer focused
services for improving customer satisfaction will also include in this report.
MAIN BODY
Compare between two customer hotel's services practices and policies related with quality vision
This is important for hotels to offer best services for satisfying customer need and wants
in an appropriate manner because it leads management of The Bermondsey Square Hotel to
retain in market for longer period. The term customer service refers to interact between
management and tourist on constant basis. This encourage an individual or customer to restate
and purchase of services with regular terms. Main motive of organisation is to generate and gain
trust of individuals for improving the relationship with customer’s it results that profits and brand
value of hotel is increased by fulfilling customer needs in an organised manner. In the context of
The Bermondsey Square Hotel, manager are focused towards improving customer relation by
fulfilling customer need in minimum time period or with other competitive advantage. Further,
to improve services management of Bermondsey Square Hotel compare it services with other
hotel of London to analyse strategy of customer’s (Ives, Palese and Rodriguez, 2016). The
manager generate comparison for well established hotel. Example- The Bermondsey Square
Hotel is defined as below:
Basis The Bermondsey Square
Hotel
Hotel Hilton
Customer service practices There are different service
practice is performed and it is
Hotel Hilton adopt or
implement different practices

used to complete work as per
time. Different service practice
implement by hotel is mention
as below:
Use of electrostatic
technology- Due to pandemic
conditions, an organisation
adopt digital method to
connect with guest as it help to
ensure safety of staff
(Kandampully, Zhang and
Jaakkola, 2018).
To motivate staff- This is
defined as one of the best
service practice which is
adopted by The Bermondsey
Square Hotel to fulfil need of
employee's because it helps to
complete all work with high
quality. On other side, it aids
individuals to improve their
profits.
that improve services of Hilton
in minimum time period.
To focus on face time- The
present environment is based
on digitalisation that refers to
fashion management. This also
make focus on time facilities
that connects with hotel to
offer best and effective
services. This also helps
management for making aspect
of hotel.
Focus on technology factor-
This is defined as best service
practice which is followed by
the Hilton to share best
customer experience on the
official website in order to
attract large number of
individuals.
Customer service policies Their are different services
performed by management
that is implement by
management of The
Bermondsey Square Hotel to
offer high safety feature. It
helps to attract a lot of guest
because they feel comfortable
Policies that are followed by
Hilton Hotel is important and
essential to implement because
it is used to complete all work
with market trends (Kianto,
Sáenz and Aramburu, 2017).
This hotel follow the policy as
it is related with individual

and safe that motivate
individuals to feel safe in
environment.
Time to check in and check
out- This policy reflect on
guest time whether, they come
in and come out as per time
basis for managing work
without distributing the guest.
safety.
Implement of the health and
promotion act- In this act
individual follow and focus on
food manufacturing as it is
used by the individuals to train
persons for offering better
services to guest to maintain
safety and health of workforce
and guest.
Service quality vision In context of The Bermondsey
Square Hotel vision of
management is to generate
lead and provide service to
guest according to requirement
of hospitality industry. It
results organisation offer high
quality experience to
individuals for completing
work as per international
trends (Malhotra and Ackfeldt,
2016). It is also used by
management to offer
sustainable opportunities in
market.
Vision of Hilton hotel
demonstrate to offer high
quality services which work
with motive of retaining guest
for longer period. Further, with
effective services Hilton Hotel
generate focus to add
innovation among offered
services in order to develop
competitive-edge in market.
Identify and compare the two hotel’s service guarantees and complaint handling procedures.
Guarantee:
Hilton Hotel The Bermondsey Square Hotel
Term and condition: Some services that are provided by the

 48 hour Guarantee- The reservation
should be made before 2 days from the
date of arrival as it is a normal
condition to reserve a room into a
hotel of Hilton.
Restriction: This guarantee does not apply to
reservation paid for in part or in full by Hilton
Honors Points, or free night certificates issued
by Hilton. This guarantee does not apply to a
hotel when that hotel becomes overbooked on
inventory by 2% or more (meaning, 102% or
more of rooms are reserved). This guarantee
does not apply to reservation paid for in part or
in full by Hilton Honors Point, or free night
certificates issued by Hilton.
 Reservation Guarantee- All rewards
for stay reservation must be
guaranteed with a credit card. Some
hotels may require a deposit in lieu of
a credit card guarantee.
 Guaranteed Reservation Availability-
The 48 hour reservation guarantee
applies to reservation made at a hotel
website, through Hilton Reservation
and Customer Care, through the
Diamond Special Service Department,
or with the hotel directly.
organisation to it's clients are as follow:
 Stay Reservation- Reward is awarded
if the room is reserved by using phone,
you will receive a Reward
Confirmation document via email.
 The guarantee is not applicable at
some of the locations such as Conrad
Maldives Resort and Spa, Hilton
Seychelles Northolme Resort and Spa
(Nyadzayo and Khajehzadeh, 2016).
 Extra Ordinary demand dates, during
the situation are the dates which are
determined by the hotel and Hilton
honors, in their sole discretion, that are
consistently popular reservation dates
for guest, such as during major events
in the area or new year's eve.
Complaint Handling Procedure:
The Bermondsey Square Hotel Hilton Worldwide Holding Inc.

 Privacy Policy- The right is given by
the Hotel to file its complaint through
its given platform.
The authorities takes action with respect to the
applicable laws such as Data Protection Act
2018. It protect the data and rights as per the
law applicable to the jurisdiction of the hotel is
situated (Tortorella, Miorando and Marodin,
2017).
The complaints can be filed by its clients
through email or making a request in writing to
Data Protection Officer.
1. It collects the information such as
complaints filed by the client, to
respond to the complaint and perform
analytics to improve business
operations. The policy develop the
client relations with the organization
and build up trust between its clients.
2. The Hotel could take up the case and it
may get it decided by the authorities.
 Privacy Policy- Collection of Personal
Information.
3. According to its Global Privacy
Statement, it does collect the following
categories of information such as
Description of complaint such as their
preferences, sexual orientation, gender
related remarks, age, religion, etc that
is made by its clients to them, including
your free from textual feedback if you
are a Hilton Honors member.
4. It shares the following information
with the following categories of third
parties: The management and/or
owners of a franchise property if your
complaint relates to that property.
Recommendation for appropriate customer focused services to improve guest satisfaction among
hotel and their role in hotel's strategy and culture
Customer focus refer to the term among which an organisation make focus on guest with
priority terms as it is used for generating focus on customer service skill. It is also used by
management to generate a journey map as it is used to maintain focus on customers. Moreover,

with adopting effective services organisation is able for complete work to maintain better
services. This is also used by management for managing high quality services for attracting and
retaining individuals for longer period (Ugale, 2020). From the perspective of The Bermondsey
Square Hotel the term guest relation manager is used to examine the current situation because it
is related with management which aids focus on aspects that leads to improve customer
experience through overcome from current challenges and situations. Along with this due to the
low pandemic services which is offered by management it is complex to make focus on digital
aspect. Moreover, manager generate services that is used for enhancing guest satisfaction level.
Further, to offer high quality service management focus to engage and formulate service
according to company culture, policy and strategy. Some recommendation are mention as below
for enhancing the customer or guest experience.
 Training of staff- This is an important aspect which make recommendation for the hotel
of The Bermondsey Square Hotel in order to complete all work according to customer
services. In context of workforce that is engaged for creating awareness among
individuals. This helps to formulate and generate sustainability among business by
formulating effective relations with customers. Moreover, hospitality organisation are
based on customer services so management of The Bermondsey Square Hotel is focused
towards providing effective training to individuals because it helps to gain sustainability
among organisation to perform all work in an organised manner (Wang, Zhao and Voss,
2016).
 To keep promise- The next recommendation that is effective for The Bermondsey
Square Hotel is to offer high quality services because this is beneficial for individuals
and it help to retain and attract individual for longer period. In context of business
specifically The Bermondsey Square Hotel management make perception which help in
improving and formulating best promises for organisation. This is also used by
management to generate more trust among among guest.
 Personalise- The personalise aspect is more effective for organisation specifically The
Bermondsey Square Hotel because it helps to enhance customer relationship
management. This is used by quality manager and leader for evaluation of current and
future trends of the individuals. It result that future and current trends of individuals is
improved that leads to complete all work in an organised manner.

With the analyses of above recommendation it is identified that the above recommendation
is appropriate and best for The Bermondsey Square Hotel. This is used by management to
complete all work as per culture of respective organisation. It also results that hotel management
engage effective staff that improves revenue as well as profits for organisation. So in future it is
easy for industry to attract high number of customer’s in complex situation.
CONCLUSION
With the analyse of above report this is concluded by management that hotel industry are
focused to provide high quality service to their guest. Moreover, customer service is an important
element for improving profits and sustainability aspect among the market. With providing best
services management is able to retain guest and individual for longer period. The essay for this
report inculcates the comparison among two hotel group for identifying effective customer
service. Practices plays an important role for improving customer value and this is used by
management to solve the issue which reduce value related with guest. In the last, customer
handling services procedures helps management to minimise the impact of competitive market or
situations.

REFERENCES
Books and Journals
Bilgihan, A., Kandampully, J. and Zhang, T.C., 2016. Towards a unified customer experience in
online shopping environments. International Journal of Quality and Service Sciences.
Ives, B., Palese, B. and Rodriguez, J.A., 2016. Enhancing Customer Service through the Internet
of Things and Digital Data Streams. MIS Quarterly Executive, 15(4).
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Kianto, A., Sáenz, J. and Aramburu, N., 2017. Knowledge-based human resource management
practices, intellectual capital and innovation. Journal of Business Research, 81, pp.11-
20.
Koskela-Huotari, K., Edvardsson, B., Jonas, J.M., Sörhammar, D. and Witell, L., 2016.
Innovation in service ecosystems—Breaking, making, and maintaining institutionalized
rules of resource integration. Journal of Business Research, 69(8), pp.2964-2971.
Malhotra, N. and Ackfeldt, A.L., 2016. Internal communication and prosocial service behaviors
of front-line employees: Investigating mediating mechanisms. Journal of Business
Research, 69(10), pp.4132-4139.
Nyadzayo, M.W. and Khajehzadeh, S., 2016. The antecedents of customer loyalty: A moderated
mediation model of customer relationship management quality and brand
image. Journal of Retailing and Consumer Services, 30, pp.262-270.
Tortorella, G.L., Miorando, R. and Marodin, G., 2017. Lean supply chain management:
Empirical research on practices, contexts and performance. International Journal of
Production Economics, 193, pp.98-112.
Ugale, A., 2020. Impact of Conversational Agents on Customer Service Employees (Doctoral
dissertation, Auckland University of Technology).
Wang, Q., Zhao, X. and Voss, C., 2016. Customer orientation and innovation: A comparative
study of manufacturing and service firms. International Journal of Production
Economics, 171, pp.221-230.