PART 1 CUSTOMER NEEDS
1) Overview of Hilton London Paddington
With the existence of many hotel businesses today, the rise of competition among many is apparent. The competition among hotels is most evident in the event that several hotels offer the same products or services, to serve their customers and profit from the trade. This is the reason why hotels, in general, continuously undergo extensive research to further improve their products and services for the hotel’s benefit. Most hotels also evaluate their crafts to ensure the satisfaction and the continuous patronage of their consumers. Due also to the fast-changing technology of the modern world, consumers can easily demand from different hotels, and at the same time, hotels can immediately cope with these changes. The role of technology hastens the productivity and the interaction of consumers and hotels.
In this light, consumers help dictate the flow of a hotel, as the production and the success of a hotel in the market depends on the demands of its consumers. Given that consumers are influenced by several concepts in purchasing a product, hotels must be careful in applying the concept of quality customer service. For this reason, hotels aim to satisfy their customers by not only improving on their services, but also by pleasing them, by showing positive attitudes towards their clients. Customer service is a very important aspect in terms of business and trade, for most consumers will prefer a hotel’s crafts along with the hotel’s assurance of the services’ good quality.
Hilton London Paddington aims for sustainable growth as a broad market leader in the hotel industry of UK as well as for segment leadership. In both cases, the hotel services of Hilton London Paddington will play a crucial part. Hilton London Paddington is able to establish its broad leadership usually by acquiring other strong hotel establishments and their services, which are then combined into a new, larger hotel. Offering training to its employees, improving the company operations, and the introduction of new innovation technologies then reinforces the positions of the various hotel services of Hilton London Paddington. This practically results in economies of scale that is able to create a distribution network for the hotel services of Hilton London Paddington. If a market is already in the control of other hotel establishments, Hilton London Paddington devotes its attention towards the development of a premium segment with its various hotel services and innovative technologies.
The mission of Hilton London Paddington is to secure the growth of the business in a sustainable manner, while at the same time constantly improving the company’s profitability. The strategy to achieve this involves four elements:
2) Hilton London Paddington’s Customers
Gone are the days when tourists have to find a place to temporarily stay for hours. Today’s tourists want to become as productive as possible while in their favorite tourist destinations and interact with different individuals and groups from various parts of the world. The technological advancement in hotel technologies has allowed tourists and guests at Hilton London Paddington to access communication tools in new settings. Because of this rigorous and hectic schedule of tourists and guests, it became imperative for them to indulge in relaxing hotel services to help them ease the tiredness after a day of visiting great tourist attractions.
Many hotels focus on the performance of their services to outsmart other competitors, not focusing on the customer service the hotel must develop. Due to this, many hotels nowadays improve on their core values as an organization, and take into consideration the integration of developing customer service of their employees. Hilton London Paddington perceives customer service as a benefit, not only to their consumers, but also to the hotel as well. Customer service is similar to being customer focused, which means that Hilton London Paddington is driven by the goal of providing the customer with the highest level of satisfaction, concentrates on how the customer is better served by the hotel compared to the competitive offerings, and that all processes and activities in the entire hotel are integrated and coordinated to accomplish this goal.
3) Customer Records
According to Hilton London Paddington, the role of its customer service is to ensure that the needs of the customers are met; it is what makes the business makes money. The company invests resources for research on customers’ needs and analyzing customers’ feedback about what people think about their services; what do they like or dislike about hotel services; and what do they want from hotel services. The feedbacks and research are the basis of the company for innovation and development of new products.
In dealing with customers’ complaints, Hilton London Paddington provides telephone numbers customers can call to when they encountered problems regarding the services the company provided them. Feedback forms are provided at each table of Hilton London Paddington. The website of Hilton London Paddington also provides telephone numbers and address to be contacted with for customer complaints. Once a customer complains about a hotel service, the staff will try to rectify the situation by replacing the product or service if the order is wrong or the quality of service or any product is not satisfactory. However, if the customer is still unhappy, Hilton London Paddington will refund the customers money.
4) Customer Expectations
Excellent hotel service quality is a must.
Hotel service quality generally pertains to a tourist’s perception over a hotel’s quality of services being offered. Based on the author’s interviews with the management and selected hotel staff of Hilton London Paddington, the hotel believes that people or tourists tend to interpret the services in their surroundings without realizing it. This interpretation is based on the visitors’ needs and preferences that will allow them to function more efficiently. This makes up the visitor’s overall experience or perception. This is the reason why Hilton London Paddington puts a premium on excellent service quality because it suggests awareness but not conscious awareness. The service quality is naturally enhanced when tourists could identify with specific hotel characteristics that they need or are important to them. Thus, the perception or experience in terms of service quality of the visitor is significantly related to the environment they wanted to be in.
For Hilton London Paddington, excellent service quality equates to the degree of efficiency and effectiveness of the implementation of their policies and tasks necessary to satisfy their customers, employees, and management. Their hotel service quality focuses on the careful management of the processes involved in the production and distribution of products and services.
PART 2. Implementation of Strategies
1) Superior Service Standards
As part of the hotel industry, Hilton London Paddington’s goal is to present its products when and where the customer wants, refining its hotel services and develop new products to suit their customer’s tastes. With this goal, Hilton London Paddington gives emphasis on customer service. The company uses the term ‘customer service’ to describe the importance that customer satisfaction impacts on the success of the company. The customer service strategy of Hilton London Paddington is basically a program which is based on three principles: operational excellence, great marketing and real ‘sit up and take notice’ standards of customer service. The program aims to instill the basics of customer service to every team member of Hilton London Paddington. These basics include smiling and greeting the customer, presentation, good service and dealing with service problems themselves without looking for a manager.
2) Actions to be Taken
The customer service strategy of Hilton London Paddington emphasizes four critical steps. The first step is to set sight on the right target by taking care of customers and creating a motivating environment for staff; the second is to treat customers the right way by determining the kind of experience Hilton London Paddington wants its customers to have as they interact with every part of the hotel; the third is to treat employees the right way by using strategies ranging from smart hiring, to training and development, to managing performance and creating a recognition culture; and the fourth is to build the right kind of leadership by letting staff decides and think with the support of the manager.
A. Customer Service Session
All over the world, Hilton London Paddington holds a quarterly customer service mindset session for its team members who include all the crews, managers and Hotel Support Centre Team to reiterate and motivate employees on the importance of providing consistent product quality, service, ambiance and value for money to the customers. In this session, recognitions are given to employees who are outstanding in their service to the customers.
B. Customer Service Training and Development
Hilton London Paddington invests on skills, knowledge, training and development of employee for different positions. The company has program which includes annual performance appraisals designed to let Team members know exactly what the expectations are and what opportunities exist for improvement. Information and skills are well-communicated internally among employees; the company allows open communication all the way to the top.
At Hilton London Paddington, they treat each other as customers themselves so they exactly know what the customer wants and discuss them in every internal meeting wherein every idea of employee counts. Hilton London Paddington management gives importance to the ideas and opinions of the staff because they know that these staff members are the front liners of the company who have direct contact with the external customers. Employees are provided by feedbacks regularly about their performance so they are aware if they did not meet the company’s standard at a certain period and if one does not meet his internal customers’ needs. The company also does not allow bureaucracy instead maintain its culture which is a recognition culture- motivating employees through recognition.
C. Coaching Management System
Hilton London Paddington also created a coaching management system that is managers become hotel coaches, teaching employees and providing them information rather than just giving commands to the staff thereby giving the staff chance for improvement. Internal competition was eliminated to promote commitment and creativity. Hilton London Paddington believes that its most valuable asset is its employees so it provides them the tools needed to elevate service to the customers.
According to Hilton London Paddington, the role of its customer service is to ensure that the needs of the customers are met; it is what makes the business makes money. The company invests resources for research on customers’ needs and analyzing customers’ feedback about what people think about their hotel services; what do they like or dislike about hotel services; and what do they want from hotel services. The feedbacks and research are the basis of the company for innovation and development of new products.
D. Customer Service Principles
Hilton London Paddington operations are based on what the company calls the very core of customer expectations. It stands for Cleanliness, Hospitality, Accuracy, Maintenance, Product, and Speed. This system of measure has been the company’s tool to ensure consistency of service and product quality and is align with ‘customer service’ program.
E. Priority for Disabled Customers
As part of its customer service, Hilton London Paddington provides facilities for people with disabilities. Hilton London Paddington provides a Disability Discrimination Act statement in compliance with the Disability Discrimination Act 1995. The statement stated that the company has improved its physical environment with more easily accessible facilities and has trained its employees to better understand and meet the needs of customers with disabilities.
3) Dealing with Complaints
In dealing with customers’ complaints, Hilton London Paddington provides telephone numbers customers can call to when they encountered problems regarding the services the company provided them. Feedback forms are provided at each table of Hilton London Paddington. The website of Hilton London Paddington also provides telephone numbers and address to be contacted with for customer complaints. Once a customer complains about a hotel service, the staff will try to rectify the situation by replacing the product or service if the order is wrong or the quality of service or any product is not satisfactory. However, if the customer is still unhappy, Hilton London Paddington will refund the customers money.
Conclusion
Overall, Hilton London Paddington is a hotel that provides good customer service and makes excellent customer service a strategy for a competitive edge. It measure customer satisfaction through questionnaires, focus groups, market research and complaints, making its customers involved in the design of new products and services. Hilton London Paddington based its services on the needs of both the internal and external customers. Hilton London Paddington’s success can be measured with the three intangible values which are to understand the customer’s business, the willingness to commit to solving customer’s problems, and the education needed to deal with customers properly.
PART 2: KANGAROO CAR RENTALS
QUESTION 1
A) I would define customer service as a very important aspect in terms of business and trade, for most consumers will prefer a company’s crafts along with the company’s assurance of the products’ good quality. I would perceive customer service as a benefit, not only to our consumers, but also to the company as well. Customer service is similar to being customer focused, which means that our company is driven by the goal of providing the customer with the highest level of satisfaction, concentrates on how the customer is better served by the firm compared to the competitive offerings, and that all processes and activities in the entire firm are integrated and coordinated to accomplish this goal.
B) Because customers of Kangaroo Car Rentals look for convenience, cost and quality, the Sales Manager should concentrate on the technology and capabilities of employees to provide and deliver customer satisfaction. The link between customer satisfaction and customer loyalty must be emphasized, reporting that customers are satisfied at different levels, which result in different levels of loyalty and varying behavioral disposition to patronage with a provider. This is the reason why the company should strive to achieve higher levels of satisfaction than their competition, providing superior customer service and achieving a sustainable competitive advantage. Focusing on the needs of the customer through the slogan “Delight the Customer” can be done by caring for the customer, deeply understanding their activities, interests, and opinions around the particular value or solution that the firms are providing, and developing a pervasive attitude, which permeates throughout the firm such that it becomes incorporated as a culture. Once these values become inculcated to the employees of the firm, then the whole company can serve their customers better.
QUESTION 2
a) The customer characteristics of Helen’s five-star hotel should be rich, famous, well-known citizens or celebrities who demand the best hotel services available. On the other hand, the customer characteristics of Damian’s local hostel include ordinary citizens or tourists who cannot afford to pay the rent of staying in a luxury hotel.
b) Both customers of the two types of hotels will have similar needs and expectations: good service. The customers of both hotels will expect good service, this is when the hotel can satisfy their requests in a prompt and timely manner while bad service is when the hotel does not meet their requests and leaves them feeling angry and disappointed.
c) Generally, guests in both hotels expect high-quality service. In order for the General Manager to know what specific service improvement strategy should be implemented, a service-quality audit should be performed. Service-quality audits allow hotel managers to determine the need for a quality management program by providing information on the costs of common service errors to the organization. The process begins with the creation of task forces that will concentrate on specific departments, followed by the assessment of costs resulting from service errors classified as either recovery costs or opportunity costs. Managers of both hotels should recognize that a service-quality audit is merely the first step in service-quality analysis. The analysis can help managers identify the source and magnitude of service-quality deficiencies and assist them in deciding where to invest in service-quality improvements. Moreover, managers of both hotels must view their hotels as an interdependent system of work processes that are not bound by departmental lines. This interdependency creates internal customer relationships and an error in one department may have unknown or unanticipated impacts on other departments. Finally, a positive impact of the audit is that it can allow those who are actually doing the work to capitalize not only on their experience and expertise but also to provide them with ownership of the important task of improving service quality.
CUSTOMER SERVICE SURVEY
Dear Respondent,
We kindly request for your cooperation in this survey. We are currently assessing the customer service of hotels as an academic requirement.
Your response will be treated with outmost confidentiality.
What is Service? What does it mean to you?
What do think is: (a) Good service? And Bad or poor service?
What type of personality or character would be suitable for people working in the hotels?
In general, what type of interactions / communications do you usually have with the hotel staff?
In your opinion, what are the characteristics of service from the: i) five-star hotels and ii) local hotels?
REFERENCES
Credit:ivythesis.typepad.com
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