Customer Service Strategies in Hospitality Business

Task 1

P1 Analysis of importance and value of understanding the wants, needs, and preferences of target customer groups for service industry

It focuses on managing customer experience in hospitality industry. Value and importance to understanding the need of the customers are described well in this report. The need to target specific customers and their area of interest are also discussed in this study. Different factors related to customer satisfaction are described well in this study. A customer experience map has been made based on customer experience. Customer touch points are also discussed well. Effect of digital technology is discussed properly in this study. Several customer satisfaction strategies are discussed well and their necessity is also discussed well also in this study.

In every hospitality industry, it is important to provide best possible services to customers by meeting their needs. According to Chiu et al. (2014), different customers have different needs and higher management of the hotel industry should understand that in order to attract more consumers towards the hotel industry. Customers should be treated in a way that they feel special as the whole hospitality industry depends on the customers. It is necessary to prefer target customers in order to identify their needs and meet that in any situation. From the response table, it can be seen that one customer’s demand is separate from others. Demand of several customers has been enlisted in the response table.

In Great Fosters Hotel, every business person is supremely important and for this reason, only, needs and demands of these customers should be met. In accordance to Lai et al. (2015), this kind of customers needs free Wi-Fi facility, meeting rooms, and quiet space. Poolside services are a great way of getting relaxed and this is a necessity for the business person. According to Parks-Leduc et al. (2015), charging point is necessary as they have to talk all the time on phone. Color books and crayons are not needed for consumers like business person. A proper meeting room is necessary as businessmen have to conduct several important meetings there. Great fosters hotel provides free Wi-Fi connections to all of its customers along with businessmen. Nappy changing facility is obviously not necessary for businessmen.

In every hotel including Great Fosters Hotel, holidaymakers are one of the primary customers. They are the ones who plan for different holidays and take several customers with them to different hotels in UK. They handle several people and the income range of them varies significantly. For that reason, they need good quality food but at low rate. Overpriced food is not a good service that can be provided to holidaymakers. In accordance with Peppers and Rogers (2016), entertainment is a great service that can be provided for holidaymaker like customers. IN Great Fosters hotel, UK, the higher management provides television, radio and theatre facilities to consumers. On the other hand, waiters are wearing dinner jackets or not, are not necessary for holidaymaker to know. However, customer services should be good otherwise holidaymakers will not come back to the hotel and also will not suggest this hotel to other people. Poolside services are necessary for these kinds of customers as they want to enjoy time in relax mood.

Great Fosters hotel takes special care of old aged pensioners as they come to spend good quality time with family or friends. After getting retirement they try to get fresh air as much as possible and for that reason, they visit UK to enjoy natural beauty. Some customers are quite okay with overpriced foods if the quality of food is good. However, most of them want good quality and less costly food. In accordance with McColl-Kennedy et al. (2015), they also need a lot of time to eat and hotel authority should not rush things as it can produce bad effect on them. Everything including food, services should not be provided in smaller portion to anyone. However, they do not need meeting rooms as they are already retired. Fast food also should not be provided to them, as it can cause health issues of pensioners. Rather than that, hotel authority of Great Fosters Hotel provides food that helps them to relive their old moments

TASK 2

P2 Development of a customer experience map for an organization

Table 1: Map on Customer Experience

Stages of customers & experience 

P3 Discuss how the customer touch-points throughout the customer experience create business opportunities for a selected service sector organization

Environment of restaurant represents their image and dignity to customers. This touch point helps to understand attitude of customers towards environment of restaurant. Decoration of restaurants is done to provide good eye soothing experience to their customers. As stated by Rosenbaum et al. (2015), positive environment of restaurant attract people towards business and provide sweet experience to customers. Customers assume image of restaurant by reviewing decoration and arrangements. Beautiful and hygienic environment help restaurants to make people feel that they are being taken care of. Staffs of organization are an important part of business as they support to maintain image in front of customers. Top restaurants like The Great Fosters Hotel provide training to their staffs about appropriate behavior that can make customers happy. As opined by Fitzgerald et al. (2014), welcoming attitude of staffs towards potential customers make them feel special and they revisit that concerned place again and again. Management is essential to touch point of customers as most of the customers seek attention of management of organization during their visit to that place. Managers need to take care of customers and need to ask them about their requirements as well as expectations. As suggested by Peppers and Rogers (2016), managers, on behalf of restaurant, need to ask customers to leave feedback before leaving the place. This approach of restaurant authorities is appreciable and customers feel special to restaurants. Provision of good experience to customers, help to maximize customer base as most of the people share their experience with their beloved ones.

P4 Impact of digital technology in managing customer experience within customer relationship management (CRM) systems (examples)

Digital technology has various advantages on the part of CRM system. Customers are the main focus on a hospitality industry. As stated by Wilder et al. (2014), adaptive service enhances the satisfaction level of customers. Every customer needs effective quality services that are generally met by service providers. Different types of CRM system are adopted by hospitality services are very beneficial in determining the effectiveness of services provided to customers. Software is used in order to make an efficient performance within the organization. Digital technology improved day by day. It helps organization to measure different experiences faced by customers. Feature and reliability of company determine the types of digital services adopted by them (Chiu et al. 2014). CRM software focuses only on the customers’ satisfaction rather than customers’ experience. Use of CRM software helps CRM system within a hospitality area to implement various activities required to achieve company's goal. Different CRM software is discussed below in order to understand the impact of digital technology on customers’ experience.

Zoho CRM software is the most important CRM software helps any organization to attach with their employees and staffs. According to Lemon and Verhoef (2016), not only staff’s customers are also provided effective information regarding the hospitality services to customers through this software services. Various hospitality industries used Zoho portal in order to develop different type’s customers’ satisfaction that they wanted to review. Customers are given open opportunity to provide feedback regarding the services provided by the hospitality organization. There is various advantage of using Zoho in CRM system. These are as follows:

1. Incorporate staffs document
2. Provide employee feedback
3. Provide information about future plan
4. Support automation process and online unlimited support to customers demand regarding their services needs

Salesforce:

This company uses cloud-based CRM technology that helps them to continuously evaluate customers’ experiences. This cloud-based CRM technology helps organization to automate their function so that they can provide effective services to their customers. As stated by Rosenbaum et al. (2015), realistic customer journey map can be created with the help of this software. Artificial intelligence in this technology helps hospitality organization like Great fosters to handle the basic needs of their services. Moreover, this provider is unable to provide all innovative technological support to the organization. Achievement of innovation is the main target of this hospitality organization. In order to strengthen their position in global hospitality services this organization manipulates different types of customers experiences then it provided to the CRM software so that it can provide effective review. This company provides value to their customers. These are as follows:

CEO of Salesforce Keith G. Block developed presentation to manage overall experiences of customers.

1. Sales force started their journey since 1999 and since then they continue improving their overall infrastructure so that they can attract maximum customers towards their business.
2. Salesforce uses cloud-based technology which helps them to manage overall conflict regarding customers’ needs.
3. Improvement of sales marketing and economic management is possible with the help of appropriate application of cloud-based technology (Fitzgerald et al. 2014).
4. Urban Ladder, Y-Axis, CEAT, Nolte, iQor, and Inmobi, are the company that uses salesforce to maximize company's competitive advantage
5. Exploration of innovation is only possible by appropriate application of this cloud based technology.

SugarCRM

It is an important organization in California. They are named so because their web software is known as sugar. Providing help to small and medium businesses is the main target of this organization. Customer’s satisfaction and profit generation are strongly associated with each other. As opined by Bir (2016), the application of customer Retention Strategies plays a big role in maintaining overall customer experience in a Hospitality organization. Inability to prove liability of services is the main advantage of this provider.Various restaurants are using this software in order to attract and implement customers’ experiences. These advantages are as follows:

1. SugarCRM developed sugar web that helps restaurants in the UK to manage customers experiences.
2. AGFA Healthcare, etc, IBM, Audi, backcountry, Zurich, Sennheiser, Wilson, and Mountain America are the current customers of this software.
3. From 2004 the company retains their customers so that they can earn a number of profits from them.
4. Online support, sugar exchange is the aspect of using this CRM software by hospitality organization like Great foster (Greatfosters.co.uk, 2018).
5. Current CEO of SugarCRM is Larry Augustin present their software in an interesting way so that customers can be attracted towards it.
6. Application of this software by various hospitality organization helps to sustain their business in an interesting way.

P5 Identification of customer service strategies in hospitality business

UK is a large country attract more numbers of visitors explore their natural beauty. According to Peppers and Rogers (2016), management of customers experience is highly essential for hospitality services area. More than three million people visits in UY and they ear and take leisure from both 5 start and 4-star restaurantsTherefore, effective services strategy is required by the hospitality organization to satisfy their national and international customers. Various strategies are taken by hospitality organization in order to provide the best possible services to their customers. These are as follows:

Training of staff:

Staffs are the one who pares responsible for providing services to customers in the hospitality area. Staffs have to be very genuine and regardful in order to provide effective services to customers. Great foster provide effective skill development training to their staff so that they can make their customers happy. As opined by Chaffey (2015), digital technology and customer satisfaction is strongly associated with each other.

Collection of feedback from customers:

Asking for feedback to customers is an essential approach to attract the mind of customers. Feedback collection on regular basis helps restaurant service is in UK to attract the mind of customers. Through effective feedback it will be easy for restaurant service is to improve their service quality. As reported by Casidy and Shin (2015), feedback is essential not only to improve service quality but also for taking precaution of regarding the customers demand. Great foster always take appropriate feedback from their customers so that they can improve their overall service quality as per the feedback of their loyal customers.

Good communication:

Communication is the first things that attract the mind of customers. An effective communication is necessary in order to know the customer's concern about their services demand. Communication between employees and customers has to be very clear and soft so as to provide customers services as per their demands. According to Symons (2014), Customer relationship management focuses only on their satisfaction needs. It is necessary for every employee in this industry to speak politely to customers. Great foster trains their employee about effective communication process to make customers happy. Customers experience can be improved by maintaining effective communication with them.

Providing high-quality services:

Customers mainly focus on the quality of services in any restaurant services area. High-quality food items attract the mind of customers and they feel happy. Great foster provide high-quality accommodation services to their customers so that they can be interested in adopting further services from them. Effective leisure service and accommodation requires handling customer’s experiences. When customers are given effective quality services then they become more satisfied.

Quick service:

Urgency is another important aspect of Hospitality services. Customers need quick services from the end of restaurant services. Quick service makes customers happier. Great faster provide quick leisure and accommodation service to their customers (Greatfosters.co.uk, 2018).

Implementation of innovative technology:

Free Wi-Fi is a common need of customers of any age group. Restaurants of UK need to offer free Wi-Fi to attract more customers towards their places. Great foster provide free wifi services to their customers so that they can be happy. Facilities line online seat and room booking facilities are also mind attracting for the customers. UK restaurants provide all these facilities to their customers.

P6 Impact of customer service strategies on customer experience to meets the needs of the customer and hospitality business standards

Customers are the main focus on every organization. Above mentioned all the customer service strategies help the hospitality industry of UK to attract more people towards the industry. Great foster is one of the most popular restaurants in the UK which have adopted all of these strategies in order to provide a 5-star service to consumers. Moreover, all these facilities help them to attract a number of customers towards them. Training of staff helps this restaurant to satisfy their customers’ needs. When staffs are well trained then they achieve capabilities to handle all the conflict that can arise in the organization. Staffs have to be very genuine and responsive in order to provide effective services to customers. Great foster provide effective skill development training to their staff so that they can make their customers happy. Great fosters staffs are well trained about the customers’ needs and handling of customers. This facilitates them to make their customers feel happy. As stated by Wilder et al. (2014), Collection of feedback from customers helps an organization to be aware of the choices of services needed by the organization. Most of the all hotel industry in UK adopts this strategy to make their customers happy. Great foster deal their customers with a collection of feedback from them after finishing their leisure time in hotels. Through effective feedback it will be easy for restaurant service is to improve their service quality. Communication between employees and customers has to be very clear and soft so as to provide customers services as per their demands. Great foster communicate with their customers very politely so that customers feel happy (Greatfosters.co.uk, 2018). Communication clears the doubt of customers regarding any information about the restaurants. Customers come in restaurant to spend some leisure time with quality of food items. Providing quality of items to customers make them happy. Profit of the organization totally depends on the satisfaction of customers which comes only from quality services provided to customers. Great foster provide high-quality accommodation services to their customers so that they can be interested in adopting further services from them. Quick service facility makes them very attractive to the eyes of their customers. .It is expected to provide quick service to customers especially in hotel industry where customers mainly come to get quick service facilities. Implementation of innovative technology plays another important role in making customers happy. Every customer in accommodation service area needs access to free interest. Great foster provide free wifi facilities to their customers. This restaurant also provides online room booking facilities that make customers very happy. Great foster also listens to customers’ complaint without interrupting and try as hard as possible to solve that quickly.

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Conclusion

From the above study, it can be said that customer satisfaction is the primary focus of any restaurant service area. They adopt various strategies in order to make their customers feel happy. CRM software plays an important role in managing customers’ experiences in restaurant area. Various customers have various needs. Meeting up of all customers needs are essential to attracting a number of customers towards them. Cloud-based technology is often adopted by a restaurant in UK to analyze customers experiences. The application of an appropriate forms of innovative technology will help hospitality organization to achieve their goals.