Judgement and Decision Making Report - Analysis of Hotel Decisions

This report delves into the intricacies of judgement and decision-making within the context of hotel management, specifically focusing on the experiences at Hilton London Bankside. The report highlights the cognitive processes involved in making decisions related to customer relationship management (CRM) and the challenges posed by cognitive limitations and biases, as per the bounded rationality framework. It examines how these factors impact the collection and analysis of guest data, potentially leading to inefficiencies in creating customer value. The report further proposes solutions to mitigate these issues, such as implementing direct data recording in CRM software to minimize perception errors and restructuring the software's filters to streamline data analysis and improve the overall guest experience.

Judgement and Decision
Making
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Table of Contents
Part 1................................................................................................................................................3
Introduction......................................................................................................................................3
Reflection.........................................................................................................................................3
Judgement and decision-making issues......................................................................................3
Remedy.......................................................................................................................................3
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Part 1
Introduction
Judgement refers to the process of constructing evaluations about the world and decision
making is the cognitive process of human behaviour that helps in determining the course of
judgement. This report is aimed at discussing concepts related to judgement and decision-making
encountered while working within hotel Hilton London Bankside. Also, discussed are issues and
biases that arise while making those decisions. Recommendations to overcome these problems
are also suggested.
Reflection
Judgement and decision-making issues
Decision making is a cognitive activity based on thoughts, beliefs, experience, intuitions
and situations. Predispositions of an individual often acts as barrier or enabler in decision making
both in personal and professional life. While working in the hotel Hilton London Bankside at the
post of the Assistant Customer Relationship Manager, my primary role is to enhance guest
experience. I work in a team which is entrusted with the job of collecting guests' data and then
analyse it further to create an information bank which is further used to design marketing
strategies. Collected information is then entered into CRM software and my personal work
profile requires me to make judgements aimed at gaining insights about needs of guests. As per
the bounded rationality framework by Herbert Simon, I try to make rational decisions but face
cognitive limitations such as restricted memory retention and biased perception that obstructs
rational decision-making. It often results in unstructured data that leads to creation of inefficient
value and experiences for customers that are capable of weakening relationship of guests with
hotel.
Remedy
To avoid such situation in future, we intend to take feedback from guests in such a
manner that it gets directly recorded in the software by default, eliminating the chances of
perception and other cognitive errors. Also, we are planning to change filters of CRM software
so that data is structured and the analysis is streamlined.
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