Free Management Essays - Hospitality Management
Hotels boost corporate customer loyalty through the Service Excellence of the Front Office Personnel
Introduction:
Top hotels are constantly competing for the repeat business of their corporate clients. The star rating system ensures common standards across similar rated establishments and the numerous travel and web sites provide the traveler with information on facilities and photographs of the hotel and its surroundings.
Superior service should be the aim of all quality hotels - building and maintaining a reputation for superior service and faculties will result in repeat, high value clients. These business travelers are likely to generate additional income through the use the extended facilities within the hotel. Corporate clients frequently require function rooms and facilities, catering for large groups, teleconferencing, etc in addition to accommodation for their staff and guests.
As stated on http://www.hie.co.uk/sale/salkeytou.htm ‘The continuing development of high standards in every aspect of the tourism industry will build the foundation for the future growth and success of the industry.
Applying the relevant training will help boost the number of visitors, encourage more of them to return and for those working in the industry enhance job satisfaction and their contribution to individual businesses and to the area. Providing excellent customer service to your customers is one way you can make your business stand out from the crowd and gain a competitive advantage. Good customer service is not rocket science, or costly, but it can have an immediate, positive effect on your repeat business and profitability.
A business traveler on the Business Traveler website commented on the world renown Raffles in Singapore, http://www.btonline.com/default.asp?Page=14&PUB=65&ISS=20881&SID=597015
‘This luxury hotel provides excellent service and facilities in a modern, tranquil setting’
Corporate clients expect a high standard of facilities, accommodation and catering, in line with the star rating. The most obvious differential to the client is the provision and standard of service. This training proposal focuses on training for the front office staff – they are the most high profile to the guests.
Assumptions
· Reception staff have been employed with the basic standard skills required for a customer facing position
· Hotel staff are operating in an international market with foreign clients.
· The hotel chain has a reputation for quality in all other areas of their facilities and catering, and is competitive in the market place and with the corporations.
Proposed Recommended Front Office Staff Training
Training Intervention 1
Foreign Language/Cultural Norms Skills
Global travel brings hotel guests from many international destinations. Front desk staff that have some basic skills in a foreign language will make guests feel welcome and at home.
Statistics on the home addresses of previous corporate guests would identify which foreign travelers frequent the hotel. Based on this, management should ensure front office staff can converse in the home language of the guests.
In addition, cultural norms differ greatly and what could be considered ‘normal’ in some countries can cause offense or embarrassment to foreigners. For example, a Muslim guest would not eat pork and therefore should not be directed to a restaurant that specializes in such dishes.
A school such as http://www.languagetrainers.co.uk/ offers course in numerous foreign languages.
Training Intervention 2
Technology Skills
Front office staff should have current technology skills in order to use in house computer systems efficiently and accurately. They also need to be able to use the wider web facilities in order to assist travelers with any questions they have that are not available in print brochures.Increasingly bookings are made vie email or the web, business travelers will be using electronic means to keep in contact with their business interests back home. They are also likely to use technology for business presentations, need scanning and printing done and expect assistance when required. Guests may experience problems with using internet connections that are unfamiliar, front office staff need the skills to assist and rectify the guests’ requests for information or assistance.
Technology training should include the skills to use all electronic facilities offered in the hotel, such as computers, printers, scanners, overhead projectors, in house movies, etc. The appropriate training would depend on the in house systems and facilities. Such skills should be regularly updated as systems and hardware are upgraded or replaced.
Training Intervention 3
Current Local Knowledge
The ability to assist guests with local facilities, shopping, sights of interest and options is vital. Business travelers have limited time and will expect the front desk staff to assist them utilize their limited leisure time effectively. The ability to advise on local places of interest and transport options will make the guest feel his/her stay has been time well spent.
Numerous print material will be readily available, however, they often need to be supplemented with additional information and recommendations on the best way to get there, possible booking of a charter bus or alternative for a large party. Corporate groups will have particular requirements due to the size of the party and their interests.
Guests will often entertain colleagues and want to identify the better known restaurants and social options available close to their hotel. Aspects such as personal safety would be important to a party of woman, local buildings of historic interest to a group of archeologists, for example.
The hotel could maintain an in house database of local websites to assist the desk staff, this would need to be continually updated as certain facilities are seasonal or change over time.
Conclusion
Front office staff that provide exceptional service and ensure the well being of the hotel guests at all times will result in a loyal client base, particularly with corporate clients who frequently travel on business to a particular destination as they have international business interests. Their time is valuable and limited, front desk staff who can assist these guests with any queries they have will be a valued employee. If staff can achieve this and show consideration for the guests’ background and needs, such service will be the element that sets a hotel apart from it competitors.
The provision of appropriate training and on going management will ensure a high level of repeat business, both at a particular hotel and for the chain in general.
