Research paper on Hotel Customer Service Policies in Global Hotel Chain in Uk (Any Hotel In Uk)

1.0 Introduction

In the 21st century, effective management has formed the cornerstone of almost all organizations across the world. Cole (2003) is of the opinion that organizations have thus put in place various ways and means of ensuring that effective management is achieved.  For instance, good leadership structures, training of employees and good relations among customers and the organizations are some of the ways that have helped achieve effective management in global organizations.  It should be noted that in order to achieve the latter, coming up with customer care policies is necessary. Customer care services have become important in organizations in the recent years. These are services where organizations strive to handle the interactions between the customers and the organizations themselves. However, the interactions are varied, as others may last for several years while others may last for a short period of time depending on the type of customer service offered. In most case, excellent customer services have established good rapport and loyalty between customers and organizations.  In respect to these aspects, this paper will focus on The Bloomsbury Hotel in the UK, discussing the reasons why the hotel has put in place customer service policies as one of its effective ways of management. Besides, the paper will analyze the purpose of evaluating customer service policy in the hotel, indicating how this can be of great assist to the training and development of its future staff.

1.1 Discuss reasons for using customer service policies.

Symposium on the consumer psychology of tourism, hospitality, and leisure, & Crouch (2004) articulate that a customer’s first entry into an organization is enough to give judgment about the organization’s customer services. For instance, when vendors are eager to solve the problems of customers, when they do not blame the customers for contributing to their own mishaps and when the attendants do at least one extra thing that customers do not expect but will appreciate, such an organization is said to have a superior and fantastic customer service (Hayes & Dredge, 1998, pp 11). The Bloomsbury Hotel in the UK has embraced a number customer services as shown in the table below:

Customer Services
Provision of high quality food

Excellent accommodation facilities

Conference Halls for Board meetings

Entertainment Facilities

Customer Care Attendants

 

The management of the hotel has come up with the above customer services due to a number of reasons. To start with, one of the reasons why the hotel has embraced the customer service policies is to have a competitive edge over its rival hotels and restaurants such as The Kensington Hotel, The Marylebone Hotel and the Stafford London Hotel among others. Good customer services in the hotel have made customers stick to the company despite the prices of its products and services. This is because of the fact that service is a times ranked higher than price in the priorities of customers. The hotel’s services are very effective and attract more customers. For instance, The Bloomsbury Hotel makes phone calls to its customers giving them information about the available services and products for each day. This has ever since made the company more profitable than its close rivals in the food industry in the UK.

 

1.2 Discuss the purpose of evaluating a customer service policy, indicating how this can assist future staff training and development.

Secondly, The Bloomsbury Hotel has embraced customer service policies as they play an integral part in the retention of customers. In any type of organization, retention of customers, either long term or short term is very important. Customers are the backbones of the existence of organizations. Thus, customer loyalty is achieved through offering excellent customer services. It should be noted that, in any type of organization, retention of exiting and old customers is easier and cheaper than finding new customers. This is due to the fact that existing customers are already known to the organization and can be contacted very easily. Barrows & Powers (2009) opine that the amount of time and funds spent by loyal customers in an organization, due to excellent customer services is very high. Thus, The Bloomsbury Hotel in the UK has capitalized on the retention of customers by adopting customer service policies.

Thirdly, understanding customers in all perspectives such as their behavior is very important in the management of organizations. Thus, it can be said that through putting in place customer service policies, The Bloomsbury Hotel in the UK has achieved the objective of understanding the behavior and needs of its customers. One fact that should not be forgotten is that understanding a customer requires effort on a variety of levels and also involves a number of different functions in an organization. This is done by giving sections of the staff in an organization the responsibility of taking to the customers in a language that is soothing and convincing. This is one of the basic characteristics of effective customer care service that The Bloomsbury Hotel has adopted and has enabled it to understand its customers.

Not all customer service policies adopted by organizations will be welcome by customers. As a matter of fact, poor and ineffective customer policies can work against a particular organization, thus driving away potential and existing customers. Therefore, evaluation of customer policies is very important before they are rolled out in an organization. For instance, the Bloomsbury Hotel in the UK ensures that its customer service policies are evaluated before they are implemented. There are several purposes of the evaluation. To begin with, the evaluation has made the hotel management aware of the needs and expectations of the customers. Thus, the customer service policies that have been adopted have aimed at meeting the needs and expectations of the customers, making them happy. The other purpose of customer service evaluation in the organization is to help in the improvement of customer service by making sure that the customer service that is offered is of high and quality standards. Dawson (1996) states that, in the business world, the qualities of the standards do matter a lot and customers will always be attracted to services that are of great quality. It is also worth noting that evaluation of customer services in organizations is purposeful as it will help see longer-term trends and also help in finding better solutions of how to improve organizational processes. Organizations that aim at providing excellent customer services should ensure that the training and development of their staff is directed to meeting the purposes of the customer services (Chattell, 1995). For instance, organizations should make sure that the staffs are trained properly in a manner that they will offer services of high standards that will attract more customers and retain the existing customers. Moreover, evaluation of customer policies assists future staff training and development as the training focuses more on the needs of customers.

 

1.3 Conclusion.

In conclusion, it is worth noting that adoption of customer service policies in organizations is very important. For instance, as seen in The Bloomsbury Hotel, embracing customer service policies has ensured the retention of customers and understanding of the behavior and need of customers. Besides, a good number of organizations have obtained a competitive edge over their stiff competitors through putting in place effective customer services.

References

BARROWS, C. W., & POWERS, T. F. (2009). Study guide to accompany Introduction to management in the hospitality industry, ninth edition. Hoboken, N.J., John Wiley & Sons.

CHATTELL A. 1995. Managing for the Future. Saint Martin’s Press, ISBN 0312124317

COLE G. (2003) Management Theory and Practice. Thomson Learning, ISBN 1844800881

DAWSON S. 1996. Analysing Organisations. Palgrave Macmillan,  ISBN 0333660951

HAYES, J., & DREDGE, F. (1998). Managing customer service. Aldershot [etc.], Gower

SYMPOSIUM ON THE CONSUMER PSYCHOLOGY OF TOURISM, HOSPITALITY, AND LEISURE, & CROUCH, G. I. (2004). Consumer psychology of tourism, hospitality and leisure. Volume 3 Volume 3. Wallingsford, Oxfordshire, CABI Pub. http://site.ebrary.com/id/10070234.