Customer Service Report: Evaluation of Marriott Hotel in UK

This report provides a comprehensive analysis of customer service within the context of the Marriott Hotel. It begins with an introduction to customer service policies, detailing their importance and the reasons for their implementation, including accountability, competitive advantage, and brand image. The report then evaluates customer service policies, methods of communication (verbal, non-verbal, and written), and their effects on customer perception within the hospitality industry. The evaluation includes an assessment of information sources regarding customer requirements and satisfaction levels, specifically within Marriott. The report explores the current structure of the UK hospitality industry and concludes with a plan for delivering improved customer service programs and reviewing performance, ultimately aiming to enhance customer satisfaction and loyalty.

Customer Service

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
A) Reasons for using customer service policies in business organisation..................................1
B) Purpose of evaluating a customer service policy and the way it helps in future staff training
and development.........................................................................................................................2
TASK 2 ...........................................................................................................................................2
A) Evaluation of different methods of communication and the way they are used to besting
effect ‘customer focused culture’................................................................................................2
B) Influence of customer service provision on customer perception..........................................3
TASK 3............................................................................................................................................5
A) Assessment on the source of information on customer requirement and satisfaction level. 5
B) Research on customer requirement and satisfaction level of Marriott hotel.........................5
TASK 4............................................................................................................................................7
A) Plan and deliver better service programme. ..........................................................................7
B) Reviewing own performance.................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer service can be describe as the various services' assistance, advise
presented by the firm to their customer who buy their product or services. It has become one of
the important part of today world as many of the people are making customer satisfaction as one
of their main base through which profit can be brought in the firm. In current report Marriott
hotel has been taken into consideration. The firm is known for its luxurious hotels and eye
pleasing resort. The firm own its existence for 60 years and has become one of the leading firm
of the nation. The Forbes has included the firm in the list of best working firm of the nation. The
firm has more than 566 hotels and resort working under this brand. The firm has established
itself as one of the leading brand all over the world. In current time the firm is operating in more
than 45 countries with more than 360 hotels spread all over the world.
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TASK 1
A) Reasons for using customer service policies in business organisation
Customer service is one of the important aspects of any organisation. Marriott
International hotel is one of the leading service providers in UK. Marriott hotel is one of the
leading choice of people as it provide with various facilities like online booking any many more
services that make the experience of the person better. Customer satisfaction plays an important
role in the success of firm and its business. Effective customer service helps the organisation in
increasing flow of guests of the firm leading to increase in revenue as well as market share
(Jasmand, Blazevic and Ruyter, 2012). Further, it provides firm with competitive advantage.
There are several reasons why customer policies should be implemented in the firm few of
which are mentioned as below:
Accountability
Marriott hotel is one of the leading firms and working since a long time in this industry.
In order to ensure the customer satisfaction, firm provides their staff with necessary training. It
also makes continuous change in their policies so that it can become more customer friendly. In
order to provide the customers with quality services, it is necessary for the staff to be polite with
them and they should also have proper knowledge of the firm so that they could provide correct
information to the service users (Ishii and Markman, 2016).
Sustainable competitive advantage
Competitors use various strategies in order to attract customers towards the firm.
Promotion, pricing and quality are few basic factors which are given with high importance. In
this industry, customers expect that the services provided to them should be of the best quality
and effective that do not have any negative effect on the user (Cronin and Bullard, 2015). With
the help of customer service policies, management can ensure that their service users are
satisfied with the services provided to them. It can help them in developing a positive impact on
the consumers.
Good brand image
In order to create a positive perception in the eyes of customers or investors, it is
necessary to use the policies so that they can provide users with the best services that can help
them in building a positive image in the eyes of clients.
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B) Purpose of evaluating a customer service policy and the way it helps in future staff training
and development
Evaluation of the customer service policy is important as it is beneficial for the
management and employees. There are many ways through which the service policy of Marriott
hotel can be evaluated. The firm can seek feedback of customers and use various tools. With the
help of this evaluation, entity can know about the area where it lacks. It will also help them in
knowing the perception of customers and what they think about the services that are provided by
the firm. It also plays the major role in analysing performance of employees (Arif, Gupta and
Williams, 2013). With the help of evaluation, Marriott hotel can make necessary changes in their
policy so that it can meet the demand of customers. Along with this it can also provide their staff
with proper training and development according to the needs.
Marriott hotel from very beginning provide their staff with training so that they could
perform well but evaluation of customer policy provide with specific area that an employee has
to improve. This helps the firm in providing their staff with specific training that helps them in
bringing efficiency in their work. Evaluation of this policy does not only help in increasing the
performance of firm but also provides employees with a chance of development.
It also plays an important role in understanding the expectations of customers toward
organisation. Main aim of this firm is to provide their customers with high quality services. This
policies help Marriott hotel to know about various issues that are faced by customers. On the
basis of this, changes are made in firm so that it can meet the demand of customers and attain
their satisfaction (Zhuang and Babin, 2015).
Furthermore, it also helps the firm in analysing their position in industry among their
rivals. There are many companies that provide customers with similar services. Customer service
policy helps the firm in differentiating themselves from others. It helps Marriott hotel in creating
a positive perception in the eyes of customers.
M1 Current structure of UK hospitality industry
The hospitality industry of UK is broad and varied that have various ranges incvlusing
single person organisation to worldwide corporation. This doesn't include only hotel industry
but also other 12 industry such tourist services, visitor attraction etc. What this all industry have
common is that this all industry are moving toward the changes and has been adopting customer
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satisfaction as their base of providing services. This industry is driving on the level of customer
satisfaction for their growth.
TASK 2
A) Evaluation of different methods of communication and the way they are used to best effect
‘customer focused culture’
In hospitality industry, it is necessary to have effective communication in order to satisfy
their customers. Effective communication helps in smooth working of the firm. Because of
miscommunication, information does not pass correctly in the firm which affects their services
and customers. Effective communication skill helps in conveying the important information in
an effective manner (Stein and Ramaseshan, 2016). As per the case, it is necessary for the
Marriott hotel to make use of different communication methods so that they would pass the
information efficiently. It also helps them in creating a strong relationship with the customers
and also help them in solving conflicts. Different types of communication methods are
mentioned as below:
Verbal Communication: Verbal or oral communication is one of the most common
methods used for communication. Verbal communication is the most efficient way through
which a person can express ideas, concepts and desires. The employees of Marriott hotel are
required to emphasise on various points such as clarity in speech, focus, etc. so that they can
have proper communication with their customers and provide them with needed information.
Verbal skills are not enough to provide their customers with high quality services. It is necessary
for employees to have listening skills which help them act accordingly (McColl-Kennedy, 2015).
This helps them in making a positive image in the eyes of customers. It also plays a major role in
creating a customer focus culture.
Non-verbal communication: In this type of communication, words are not used. It
generally includes body language, gesture, facial expressions, eye contact, etc. This factor plays
a major role in making people understand the seriousness of situation. It helps in creating a
strong relationship with customers and also, plays an important role in gaining the trust and
loyalty of users.
Written communication: In this type of communication, person writes the information
that is needed to be conveyed to other person. It is important to have proper writing skills so that
person could cover complete information in the precise form without causing any confusion (Lee
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and Cheong, 2015). Marriott uses email as one of their ways through which it can pass
information to various employee.
B) Influence of customer service provision on customer perception
Customer provision have many benefits and it contributes a major part in the success of
the firm. This provision help firm in enhancing their brand image, quality of services, customer
satisfaction etc. Among all this customer satisfaction is one of the important factor. It helps in
evaluating the services of firm, knowing whether the product and services provided by the firm
is able to meet the demand of the customer or not.
Customer service provision play important role in the retention of the customers. The
customer become loyal to firm only when they feel that they are satisfied with their needs and
demand along with the services provided to them (Tsai, Chen and Hsieh, 2015). This provision
help in enhancing the existing services of the firm and help in providing customer with quality
services. On the basis of this below are given some point which affect the perception of the
customer
Employees
Employee is the one who represent the firm and have direct interaction with the
customers. They have high impact on the perception of the people. In order to build good
perception of the firm, its necessary of the firm to have different set of skill that can help them in
having smooth interaction and should also have proper knowledge of the policies of the firm.
This will help them in providing correct information and quality services (Shinde, Beachy and
Steinberg, 2016). In context of above statement its necessary of Marriott hotel to identify the
area where the employee lack and should provide them with quality services so that they can
perform well.
Fulfilling the requirement
All people are different from other person and have its own set of desire and requirement.
Its essential of the firm to have diverse set of services so that it can satisfy the requirement of all
type of people. Marriott hotel can take the views and feedback of the employee under
consideration and make necessary changes in their services (Kishor and Nagamani, 2015). The
employees come in the direct contact of the customer and are well aware of the various issue that
is faced by customer. It will also help firm in developing the feeling of importance among
employees by considering their suggestion. Customer feedback is the best way through which
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firm can identify the area where it lacks and the various issue that is faced by the firm. It can
make changes according the demand of the customer which will help them in making good
image in the eye of customers.
TASK 3
A) Assessment on the source of information on customer requirement and satisfaction level.
There are different sources that can be followed by the firm in order to acquire the
necessary information. Below are given some way through information on customer satisfaction
and requirement level can be achieved.
Employees: As we have discussed before the employees are the one who have direct
contact with the customers and are well aware if the demand and issue that is faced by them.
Marriott hotel can keep their suggestion into consideration and can improve their services so that
it can satisfy their customers.
Customers: This are the people who uses the services provided by the firm. Customer
feedback is the best way through which the firm can know about the various issue that is faced
by them (Cheng, Lee and Huang, 2016). As they know better about the issue than anyone else.
This help firm in achieving their goal of customer satisfaction by eliminating all the problem and
issue that is faced by the firm.
Management: The firm can ask their management about the performance of the hotel.
They can provide them with the data of their financial growth if it has been increased or
decreased. What type of comment firm are getting on their online site. While residing in the
hotel what are the major complaints they receive. On the basis of this firm can know whether
their customer are satisfied with them or not.
Customer data record: With the help of this the firm can know about the changing trend
and perception of the customer and they can implement this changes in their working so that
they can implement some changes in their working.
B) Research on customer requirement and satisfaction level of Marriott hotel.
As per the research it has come forward that there are many areas where the firm lack and
need improvement so that it can satisfy their customers. Below are given few strategies that can
help firm in enhancing their services.
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Primary data: There are different way through which primary data can be collected.
Questionnaires is one of the best way that enable firm in collecting valuable information.
Questionnaires include all the necessary question that can help firm in knowing about the
satisfaction and requirement level of the people.
Secondary data: The previous research and articles on the customer satisfaction and
requirement done by researcher can also be very useful for the Marriott hotel. This method is
quite useful in gathering necessary data and knowing the changing trends and demand of
customer (Hurley, 2015). Marriott Hotel who is suffering from customer dissatisfaction can
study this material and can make necessary changes in their services so that this large gap of 5%
dissatisfaction can be reduced.
Collecting suggestion: Many of the customer of Marriott hotel had stated that firm
doesn't listen to their problem and provide them with quality services. Its necessary of the firm to
listen to the complain of the customer and provide them with quality services. Customer
Feedback is the best way through which it can understand the issue in its every services (Chen,
Zhu and Zhou, 2015). Management should seek their customer and ask for their valuable
feedback along with few suggestions that can help them in enhancing image of the firm. By
implementing the change according the requirement of the people the firm will be able top
attract more customer toward the firm.
Online services: The customer also complain the lenient attitude toward the customer.
Many of them said that even after using the services of Marriott hotel the firm doesn't provider
them with valuable services and offer like other firm. Online services is one of the best way
through which the firm can create better connection with their customer. With increasing use of
internet and social media it has become one of the important factor thorough which firm can
connect to its various customers. With the help of this firm can know about the perception of the
customers toward the services provided to them. They can use social media to connect their
various customer and can ask for their feedback and issue they face during their stay in the
Marriott hotel. It can also use this sites to make necessary update about the special offer and
discounts that firm has to offer (Jasmand, Blazevic and Ruyter, 2012). It can also use email to
contact their loyal and valuable customer and can provide them with special offer of extra
discount. This will help firm in retaining customer toward the firm and it will also assist them in
gaining the customer satisfaction.
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High quality services: The main criteria for selecting an firm has been changing with
time. In current time most of the people prefer to choose that place that provide them with
quality service at low price. The customer of Marriott hotel has complained that even after
paying a lot they are not satisfied with the services provided to them. They said hygiene was the
issue; along with this the employees were also not listening to their problems and were quite
rude to them. In this age people are very much conscious about their health and expect the hotels
to provide them with hygienic and quality services. As per the case its necessary of the firm to
train their employees and teach them proper way how they can interact with the customer (Ishii
and Markman, 2016). They should also make all equipment available to the employees so that
they can provide their customer with the best quality of services.
To collect necessary data and to know about the views of the people questionnaire
method has been selected. In order to conduct this survey we have decided to feel this
questionnaire by 10 customers of the Marriott hotel.
Questionnaire
1. How do you find the service of Marriott hotel.
 Highly satisfied
 Satisfied
 Average
 Unsatisfied
 Bad
2. Do you find the price of Marriott hotel justified
 Yes
 No
3. Are you satisfied with the quality of rooms provided to you
 Yes
 No
4. How do you find the behaviour of staff.
 Good
 Average
 Bad
5. Are you satisfied with the additional service provided by firm
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 Yes
 No
6. Your opinion about the hygiene of the hotel.
 Satisfactory
 Average
 Unsatisfactory
7. What way do you prefer to book for hotel
 Online
 Physically going to the hotel
 By calling
8. How much you have to wait before the services are provided to you
 For a long time
 short time
 service are really fast
9. How quick are the employees in responding to your problems
 Very quickly
 Quickly
 Averagely
 take too long
 Don't listen
10. How will you rank the overall service of the firm
 Excellent
 Very good
 Fair
 Poor
Through the above analysis it has come forward that people are not satisfied with the
services of the firm major of the responded said the employee doesn't respond to their problems.
While more than half complain that prices are too high comparison to the services provided to
them. Many of the responded said that they prefer online way of booking. 7 out of 10 responded
grade company fair while one said it was poor and other two choose very good.
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From above analysis its clear that the reason behind customer dissatisfaction is the lack
of training among the employees along with various reason that are mentioned above. By
implementing the above strategy the firm can improve their services and can meet the demand of
the customers.
TASK 4
A) Plan and deliver better service programme.
In order to plan to better service programme. Its necessary of the firm to have self
evaluation and understand its weaknesses so that it can have proper improvement below are
given some steps that are necessary for the planning of service program
 Assess Your Customer Service Quotient
 Understand Your Customers’ Requirements
 Create Your Customer Vision and Service Policies
 Deal Effectively With Your Customers
 Educate Your Staff
Assess Your Customer Service Quotient: In order to have proper and effective service program
its necessary of the firm to have self assessment of the various services that are related to their
customer and how good they are in providing the good services to the customer. It focuses on
Culture of the firm, their relationship with customer, how efficient they are in solving problems
and using the consumer information etc., (Cronin and Bullard, 2015).
Understanding the requirement: Its necessary of the firm to understand the requirement of the
customer. Its necessary of the Marriott hotel to have thorough analysis of the market and the
need of the customer so that they can become more aware about needs and demand of the people
Create Your Customer Vision and Service Policies : An effective customer plan must be built
on the customer centred vision. Before making any plan its necessary of the cited firm to
understand the needs and demand of the people and should make sure that their services are
customer friendly.
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