Five Star, a luxury hotel in Auckland, New Zealand, was established in the early 1980s,
renovated in the mid-1990s, and basically had not changed since. Competition was
increasing as three more luxury hotels had opened in the area. The owners reacted
by trying to upgrade the hotel and improve the customer service. In the hotel sector,
customer service is the only differentiator from other hotels.
The owners created a vision statement that included a strategy for achieving
their vision:
Five Star is to be recognized as the finest five-star property in Auckland
and a business leader in the hospitality industry. We will achieve this
vision by recruiting and developing customer-focused employees who
provide the highest level of guest service and by providing the highest
amenity level of any hotel in Auckland (emphasis in original).
By improving customer service, the owners hope to increase customer satisfaction
and impact financial performance-the value chain, as demonstrated below:
QUESTIONS
1. Develop a list of the competencies (skills, knowledge, and attitudes)
that employees of this hotel need to demonstrate in order to become
excellent at customer service.
2. Design the HRM selection, orientation, training, performance
management, and incentive compensation program that will develop
these competencies.
Expert Answer
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Develop a list of the competencies (skills, knowledge, and attitudes) that employees of this hotel need to demonstrate in order to become excellent at customer service.
Knowledge
- Formal Training / Education,Managed by many government regulations and legislation, the hospitality industry thus needs formal preparation and requisite skills in any corporate employee. Employees with completed hospitality courses or qualifications or diplomas will be given the required skills in all fields of operation of food and drink, reception, booking, housekeeping and activities.
- Knowledge of the Company’s Offerings and Services, The wide range of facilities and amenities provided by the hotel must be completely understood by all employees. This helps all guests to ensure their information and access to the Hotel's services and makes their stay comfortable and pleasant.
- Cultural awareness, When workers need to handle and assist visitors from various locations and nations, cultural awareness and expertise are crucial. Workers must be receptive to the needs of various cultures , religions, etc. This will make customers welcome and relaxed and in turn increases the loyalty of customers and returning customers.
Skills:
- Good communication skills,Employees need to connect with clients, employees and managers constantly. Efficient communication, both orally and in writing, is an absolute necessity. Clear language, and help to prevent misunderstanding and misgivings.
- Time management skills , Employees should be coordinated and able to satisfy customer demands in the shortest possible time effectively. This leads to satisfaction of customers.
- Attentiveness, Employees need to be vigilant about clients and listen to them to consider their needs and offer better service to their customers. This helps them better read / understand and support their customers.
- Ability to Multitask, Employees must manage hundreds of clients at once and juggle many activities and stay customised and coordinated. They have several things to perform at the same time. To thrive, workers must be coordinated and be able to handle the burden of multiple customer requirements.
- Ability to work in a Team, Both hospitality departments and staff must organise and communicate well with others. Employees in a team should work and succeed and be effective in a collective environment. They should be able to receive directions from others and support the shared purpose of customer loyalty from other members of the team.
Attitudes:
- The staff must be courteous, polite and always patient in their high degree of customer service attitude. You have to remain a friendly individual in your customer interactions. If the methods are not consistent, staff would be able to accept responsibility and demonstrate commitment easily and effectively to solve problems. It is necessary to help customers to embrace feedback and enhance quality.
- The hotel industry is supposed to undergo flexibility, long hours and challenging changes. Workers must be versatile in working and in unforeseen situations be able to work more than their required number of hours. Suitable and versatile is an invaluable function that can help employees transition easily to new jobs.
- Empathy, is defined as such as the ability to understand and share the feelings of others. Hotel staff ought to show their clients a high degree of empathy.
Design the HRM selection, orientation, training, performance management, and incentive compensation program that will develop these competencies.
Selection Program,The right hiring strategy is crucial to recruit workers who support the company 's needs to improve customer service. It is essential. The next steps to develop the right selection strategy can be taken:-
- Create and define a clear job description. Descriptions of work help to define and list abilities , skills and vital attributes required for the role. It ensures clear access to specific requirements / qualities and a shared understanding of the work and its tasks.
- Posting/advertising of job in relevant agencies and/or sources. Job ads should be put in online newspaper modes where it draws the applicants and maximises target audiences. It is necessary to recognise and targeted the talent pool in order to ensure that the most qualified applicants would apply for vacancies.
- Screening of Applications/resumes received,The received summaries must be screened and chosen based on the best match of ability and experience for the role / job. Applicants may be required to undergo a certification test to maintain a high attitude to customer service.
- Interviews and selectio, A selection committee should be formed to interview and select applicants. This helps to minimise interviewer distortions. Interviewing can aid in determining the customer service orientation of an applicant and we can use interviewing methods for certain situational questions, scenarios and roles.
- Conduct Background and reference checks,A history and criminal record review is critical in any recruiting process. Job references are also a good way to find the success of applicants in past employment.
- Post this a final offer should be made to the candidate who has been selected and assessed on all above parameters.
Orientation, This is a way to introduce new workers to their jobs and work environments, and to familiarise them with them. The fundamental objective of orientation sessions is to prepare the staff to complete tasks in a new setting with the requisite tools and expertise.
- Know the history, community, vision and mission of the company, current businesses and future plans.
- Inform them of strategies , procedures and programmes. Ensure that staff understands its position and related activities and interdependencies in the organisation.
- Summarize the ideal workplace culture, code of behaviour and conduct, dress code, advantages, safety policies, training programmes, and awards programmes for employees.
- Present payroll, attendance, promotion, grievance and other work specifics to workers.
- Creating comfort and relationship – Orientations are structured to build and promote acceptability and association. It allows workers in their divisions and other team members to get to know each other.
- Building and spreading Culture Organization – This helps new staff understand organisation and 'How to do things here.'
Training Program
- Training courses will take place in classroom / virtual environment for workers at a hotel to improve understanding and essential skills such as communication, cultural awareness etc. This is generally done for subjects needing logical comprehension.
- Training on the job is usually used to train and support workers in their workplaces. The tasks can be represented in general, and a shadowing and/or a buddy system can be improved in the team.
- For training workers, safety training is another critical factor. This helps staff understand how to ensure their own safety and that of the clients in the event of an emergency.
- Training for higher roles, Training on new elements and processes to increase productivity is critical for employee development. This is also about building capacity for the next stage of positions.
Performance Management, It is necessary to follow the following steps for an efficient performance management programme
Know the organisation's context, it is crucial to be able to relate the organizations' complete strategy and path (vision and task) to employee success in an efficient success evaluation. We should eventually help the business achieve its objective of rising customer loyalty and becoming the best five-star hotel in Auckland. We should be able to relate the success of the company.
Defines employee expectations at the outset of the success cycle by ensures that employee goals are consistent with the targets and objectives of the entire company.
Goals should be so defined that they are SMART and help set realistic expectations from employees.
- Specific – What are you going to do and how are you going to do it?
- Measurable – Establish criteria to measure progress
- Attainable – Identify goals that are important to the organisation/department and realistic to achieve.
- Relevant – The goal should help you achieve overall organisational goal
- Time-bound – Set a time frame for the goal to be achieved
Customer satisfaction ratings, number of complaints, recommendations / kudos received from customers should be measured on employees. These goals would lead to the overall purpose of the company
Periódically review employee results , it is important to regularly review results against defined targets in order to ensure that employees have enough input and time to correct courses. Many organisations, but a systematic mid-year review and year-end review process, spread a continuous feedback period. This leads to good results, feedback and coaching on how to enhance poor performance. Periodic feedback also guarantees that the aspirations and performance realisation of the workers and supervisors are matched and that the two do not experience any end-of-year shock.
During the final year evaluation organisations will rate staff performance, evaluate staff on growth criteria for higher position. Training recognition and improvement requires basis performance. This helps to assess the education and skills necessary to improve and/or reinforce the next level of success.
Incentive Compensation Program, Compensation is an essential factor to inspire people to succeed and align themselves with organisational objectives. The right employee behaviour will benefit from an incentive programme.Although the company must retain fair wage levels, some of the compensation schemes may also be implemented.
- Monthly employee appreciation systems in different divisions. These can be in film tickets and spa days
- Upgrade programme To reserve more rooms and to resell existing reservations to more expensive rooms at higher rates.
- Cross-selling schemes, Generation of additional business for restaurants , bars, spas, golf courses and other entertainment venues.
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