Chapter 2. The Guest Service Imperative
Summary
TLDRThis chapter emphasizes the importance of guest service in the hospitality industry, highlighting the need for consistent delivery of quality services and products. It discusses the challenges of standardizing customer service due to variability in delivery and reception. The script also touches on the significance of addressing both expressed and unexpressed guest needs, the value perception of services relative to payment, and the role of corporate culture and employee empowerment in delivering exceptional service. It concludes with insights on service recovery and the impact of effective complaint resolution on customer satisfaction and loyalty.
Takeaways
- 🌟 Guest service is crucial for the hospitality industry, emphasizing the importance of consistent delivery of products and services.
- 🔄 Customer service is challenging to standardize due to its invariable and heterogeneous nature, varying with each individual in the industry.
- 🏨 Hotels must ensure a standardized approach to customer service to maintain consistency in the guest experience.
- 🤝 Genuine respect and dignity in addressing guests' wants and needs are vital for high-quality service in the hospitality sector.
- 💭 Service providers should not only meet expressed needs but also anticipate and fulfill unexpressed ones to enhance guest satisfaction.
- 💰 Value perception is tied to the relationship between what customers pay for and what they receive in terms of products or services.
- 🏢 Hospitality companies should focus on establishing a strong corporate culture with core values, vision, and mission to guide behavior and goals.
- 📜 Organizations like Ritz-Carlton exemplify strong service values, showcasing their philosophies and approaches to customer interaction.
- 👥 Managers play a significant role in quality service delivery, setting expectations for guest interactions and front office operations.
- 🛠️ Six components of quality in the hospitality industry include understanding guests' desires, developing delivery procedures, training staff, and evaluating service systems.
- 🤝 The 'moment of truth' in service encounters is pivotal, where guests form impressions of the hotel based on their interactions with staff.
- 💼 Empowering employees with autonomy, such as Ritz-Carlton's $2000 rule, allows for creative problem-solving and exceptional customer service.
- 🔄 Effective service recovery can turn a negative experience into a positive one, with well-handled complaints potentially increasing customer loyalty.
- 📝 Handling complaints involves recognition, sympathy, resolution, and appreciation, with tangible outcomes and sincere apologies being key.
Q & A
Why is guest service considered important in the hospitality industry?
-Guest service is important because it ensures consistent delivery of products and services, which is crucial for customer satisfaction and the reputation of the hospitality business.
What challenges do service providers face in standardizing customer service in the hospitality industry?
-Service providers face challenges due to the invariable and heterogeneous nature of customer service, as it varies from person to person and is difficult to standardize.
How does the perception of value play a role in customer satisfaction in hotels?
-The perception of value is based on the comparison between what customers paid for and what they received. If they perceive the service to be greater than what they paid for, they are more likely to be satisfied.
What is the significance of establishing core values, visions, and missions in hospitality companies?
-Core values, visions, and missions are the foundation of corporate culture and provide a roadmap for how the organization intends to act and what it aims to achieve, which in turn influences customer service.
What is the role of managers in ensuring quality service in a hotel?
-Managers play a significant role by setting personal expectations, managing the front office work, and ensuring that basic customer service standards are met, such as friendly welcomes and accurate information.
What is the 'moment of truth' in the context of hotel service encounters?
-The 'moment of truth' refers to the service encounter where guests physically interact with the hotel's service area, which can leave a positive or negative impression depending on how employees react to guest requests or situations.
How does the Ritz-Carlton's '2000 rule' empower employees to enhance customer service?
-The '2000 rule' allows every employee to spend up to two thousand dollars to rescue the guest experience without managerial approval, fostering independence, creativity, and better service.
What are the six components of quality in the hospitality industry as mentioned in the script?
-The six components are considering the guests being served, determining what guests desire, developing procedures to deliver what guests want, training and empowering staff, implementing revised systems, and evaluating and modifying service.
What is the purpose of service recovery in the hospitality industry?
-Service recovery aims to manage and resolve customer dissatisfaction by actively dealing with complaints and creating new satisfaction, potentially leading to even greater customer loyalty.
How can the steps for reserving complaints from customers be summarized?
-The steps include recognition of the issue, sympathy for the customer's feelings, resolution of the complaint by offering tangible outcomes, and appreciation for the customer's feedback.
What is the importance of training and orientation for new employees in a hotel?
-Training and orientation are crucial for introducing new employees to the hotel's core values, vision, and mission, as well as equipping them with the necessary knowledge and skills to deliver quality guest service.
Outlines
🛏️ Guest Service Excellence and Consistency
This paragraph emphasizes the importance of guest service in the hospitality industry. It discusses the challenges of standardizing customer service due to its invariable and heterogeneous nature. The script highlights the need for hotels to provide consistent delivery of products and services, and to address both expressed and unexpressed needs of guests to ensure their satisfaction. The concept of value perception is introduced, suggesting that guests' satisfaction is tied to whether they feel they received more value than what they paid for. The paragraph also touches on the significance of establishing core values, visions, and missions in creating a strong corporate culture that supports excellent service delivery.
🏢 Empowering Employees and Quality Service Components
The second paragraph delves into the corporate aspects of hospitality, focusing on employee motivation, recognition, and reward systems. It outlines the six components of quality in the industry, which include understanding guest desires, developing procedures to meet those desires, training and empowering staff, implementing revised systems, and evaluating and modifying service strategies. The 'moment of truth' concept is introduced, referring to the critical service encounter that shapes a guest's impression of the hotel. The paragraph also discusses the importance of product knowledge for staff and the creation of a supportive culture where employees help each other to exceed guest expectations. It concludes with insights on recruitment, selection, and the significance of low employee turnover rates.
💰 Empowerment and Service Recovery in Hospitality
This paragraph discusses the empowerment of employees in the hospitality industry, using the Ritz-Carlton's '2000 rule' as an example, which allows employees to spend up to two thousand dollars to enhance guest experiences without managerial approval. The script highlights the benefits of such empowerment, including increased independence and creativity in service delivery. It also addresses the importance of effective service recovery, explaining how it can turn a negative experience into a positive one. The four steps of complaint resolution are outlined: recognition, sympathy, resolution, and appreciation. The paragraph concludes by emphasizing the importance of addressing service failures and the role of guest feedback in improving hotel operations.
Mindmap
Keywords
💡Guest Service
💡Consistency
💡Customer Service
💡Hospitality Industry
💡Core Values
💡Vision and Mission
💡Organizational Statement
💡Moment of Truth
💡Service Recovery
💡Employee Empowerment
💡Turnover Rate
Highlights
Guest service is crucial for consistent delivery of products and services.
Customer service in the hospitality industry is challenging to standardize due to variability.
Hotels must ensure consistent delivery of services to maintain quality.
Service providers should address both expressed and unexpressed needs of guests.
Customer satisfaction is linked to the perceived value of services received compared to payment.
Hospitality companies should emphasize their service culture through core values and corporate vision.
Ritz-Carlton exemplifies a strong service culture with defined service values and philosophies.
Managers play a key role in quality service by setting expectations and ensuring staff training.
Six components of quality in the hospitality industry include guest consideration and staff empowerment.
Moment of truth refers to the critical service encounter that shapes guest impressions.
Suggestive selling is an art that can enhance customer service experiences.
Product knowledge is essential for providing excellent customer service.
Creating a culture of mutual assistance among employees can exceed guest expectations.
Managers should empower staff to provide exceptional service and handle out-of-ordinary requests.
Employee turnover rate is a critical measure of workforce stability in the hospitality industry.
Orientation and training have a positive impact on guest service and employee improvement.
The Ritz-Carlton's 2000 rule empowers employees to enhance guest experiences without managerial approval.
Effective service recovery can turn dissatisfied customers into loyal ones.
Four steps for handling customer complaints include recognition, sympathy, resolution, and appreciation.
Customers appreciate when issues are acknowledged and fixed, even if they were initially dissatisfied.
Transcripts
[Music]
welcome to chapter 2 the guest service
imperative
[Music]
in this chapter we are going to talk
about why
the guest service is important
and how we can embrace those excellent
services
but the quality wise it is really
important to provide your guests with
the consistent
delivery of products and services
the part of the reason is that our
product especially
your customer service is really hard to
standardize
because it's all
invariable meaning that it's all
heterogeneous everybody
working in the hospital industry
the way of delivering their customer
service is all different
at the same time
the way that customers receive those
customer services are also different so
based on the hotel's
standardized
way of delivering customer service
the hotels has to make sure that they
are providing a consistent
delivery of their products
the service wise
the process of helping guests
by addressing their wants and needs will
genuinely respect and dignity it's
mostly important
uh the aspect of
hotels uh business
[Music]
not only addressing their
wants and needs but also
service providers have to
fulfill their unexpressed
ones and needs
so that they can
feel
wild as well
for the value wise
against the perception of the
relationship between what was paid for
the hospital products
or
a service relative to what was received
for the payment
as we all know
based on the confirmation theory
it depends
on how customers perceive
the products or services
if they perceive
their customer service
was greater than what they paid
for the
product they will have the satisfactions
and
it will be vice versa
[Music]
in the hospitality
companies
they have to emphasize on their search
cultures
it's by establishing core values which
is the
foundation of corporate cultures that
describe how people in the organization
intend to
act
or by establishing uh the visions and
missions
which is the picture of a hotel's idea
future and answer the question what do
you
what do you want to create
and also missions
which clarifies how hotel will add value
for guest employees and other
stakeholders
[Music]
like any other companies the hotel
company also have
[Music]
their
organization statement
the rich carton is one of the um the
greatest
examples
since they have
their
own service values indicating
their philosophies and the values and
approaches that
how to approach their customers
or how to behave in their work by
including
service values
three steps of service models
employee promise and tribals
managers has a significant role in
quality service
personal expectations
from the guests
uh the minimum
waiting time to check in
a friendly welcome including eye contact
and genuine smile
an acknowledgement of your name
accurate and confirming information
about your reservations
attractions to
your room
the proper type of room immediately
available
answers to your questions about repairs
and
services
it's very basic
but the most important
part of front office
work
especially in the lobby
tms impact
corporate characters
their
philosophies and
their major styles
about motivating employees
recognizing and rewarding employees
also develop an implement process for
recruitment select
orientations and trainings
and then
how we can
empower
the employees
there are six components of quality in
the hospital industry
including
consider the guests being served
determine what guests
desire
develop procedures to deliver what
guests want train and empower your staff
and implement the revised systems
lastly evaluate and modify search
through the system
service is a moment of truth
momentum truth in other words
service encounter
in which your guest and you
are physically interacting
in the service area involve any
opportunities for guests to perform on
impression about the hotel
moment of truth can be positive or
negative
depending on
how hotels employees
react to
the guest
requests or situations
positive moment of truth
can be turned into a wild factor at any
moment
remember the service is delivered by
employees
the employees should provide the
hospital greetings
by saying their names
with the smiles
suggestive selling is an art and
sciences which is from upselling we will
talk about
more details in later
and also
the product knowledge is the key to
embrace those excellent customer
services
[Music]
hotels
should create the culture that each
employee
embraces helping each other
trying to meet or even exceed
guest
expectations so the gms they should
always
think their staff members provide
exception against the service
as we keep
emphasizing on
managers empower their staff
as they share their service missions
provide the training and other resources
and encourage staff to assist with
out-of-ordinary guest requests
employer of choice
when it comes to recruitment and select
service-minded staff hotel is a
preferred place of employment of the
community
also they have to consider
employees to number rates this is a
measure of
proportion of workforce that is replaced
during a designated time period
so we can simply calculate
the turnover rate by using this formula
so the number of employees separated
divided by the number of employees in
the workforce
calculate the number four
employee turnover rate
[Music]
there are lots of positive impact
orientation and training
[Music]
wait an emphasis on guest service
introduce the properties core values
vision and missions
and train the employees in gas planning
procedures
totally delivered knowledge and skills
required before your step members have
contact with guests
[Music]
this is one of the examples that
has amazing
employee improvement and training
procedures their day-to-day
work
the rich cartoons the daily lineups and
wall stories the rich cartoon employees
meet for their daily lineups every day
all employees irrespective of positions
meet to discuss their wins or roses
and to share their own stories
and also
in terms of empowerment
the rich cartoon has
the rule which is called 2000 rule
which is the most well-known measure
taken by the risk current
according to that rule
every employee of the hotel is allowed
to spend up to two thousand dollars
to rescue
the guest experience without having to
ask any managers
with those empowerment
employees can be more independent
risk taking
throughout that part they can be more
creative provide
better customer service or so
some sort of problems
that happens
in the hotel
the effective service recovery can save
the day
since customer services in hotels are
diverse it is really difficult for
practitioners like hoteliers
to have completely control
over those situations
so
there is always a possibility of failure
and the customers will be disappointed
with the over experiences
so when customers make complaints the
employee must actively deal with
situations
and managed to create new satisfaction
in this process
so this is
this process is called service recovery
[Music]
so the customers who are dissatisfied
but experience a high level of
excellence customer service recoveries
may ultimately be even more satisfied
and more likely to repurchase
than those who were satisfied
in the first place
always remember customers don't expect
you to be perfect
they do expect you to fix things when
they go long
[Music]
there are four steps
for reserving
the complaints from your customers the
first step is
the recognitions
employees must listen carefully to the
end and identify the specific causes
the second step is sympathy
employees must sympathize with the bad
feeling of customers
and speak sincerely
the third step is resolution
employees must identify what customers
wants
and therefore offer it
when it comes to resolutions
employees should remember that
not only providing
interactional
resolutions which is
interpersonal treatment such as apology
politeness
it's also really important to provide
your guests with the actual and tangible
outcomes
such as
discount room upgrade or free food
or whatnot
[Music]
the last step is appreciations
employees must acknowledge the mistake
and express the appreciation for the
confidence
the appreciation part also really
important because
the fact that the guest brought up those
service failure issues
in the hotel is actually
allowing hotel to
solve some sort of problems happening in
the hotels and also
possibly
prohibits
from
spreading some sort of
negative
experiences of
the internet's environment
[Music]
so here's a discussion for chapter two
how can you meet
unexpressed wishes that means all
your guests
there's no answers
be creative
and
trying to find a way
تصفح المزيد من مقاطع الفيديو ذات الصلة
Quality Service Management in Tourism and Hospitality_Chapter 1_Introduction to Quality Management
Como Fazer: Bom atendimento em bares e restaurantes - 12 passos para os garçons
Brilliant Customer Service - How to Impress your Customers! - Chapter 2
Produk Jasa Profesi dan Profesionalisme
Guest cycle in front office/ Hotel guest cycle/ Front office training video/ Front office interview
Phases of the Guest Cycle| FRONT OFFICE OPERATIONS
5.0 / 5 (0 votes)