Name: Bohol, Karen Joy C.
Section: BSHM-3A
BREAKTHROUGH OF TOURISM AND HOSPITALITY SERVICES
PART 1
1. Why do organizations engage in customer orientations?
For customer retention, customer orientation is a sort of strategy that businesses use to put the
customers ahead of the organization itself. To keep customers for a longer period, customer-
oriented businesses strive to meet their needs. Customer-focused businesses naturally draw
customers to their offerings. They need to build long-lasting customer relationships by
answering all their needs and moving away from sales-oriented organizations. This method so
hard to perform but in return, it is rewarding for the long operation of the organization. It was
said that loyal customers spend more than new ones and they typically are not hesitant to try new
services business offers.
2. What are customer contact requirements? Why is it important for organizations to train and develop
customer contact employees?
Employees must be able to answer guest queries, attend to their needs and give satisfactory
service and beyond. Tangible requirements like in products are the qualities, features, or
requirements that a consumer anticipates the product to meet. Various service criteria may take
the shape of output requirements if a consumer purchases a service as a product. On the other
hand, intangible customer contact requirements are through services offered to the customer. It
covers every facet of what a consumer anticipates from service. Organizations must give
importance to training their employees, especially those who are in front of the house and who
most probably are in contact with guests all the time. for instance, in a hotel sit up every now
and then guests are asking for something it’s way better if employees can anticipate what guests
need before they ask and are able to communicate with them politely good communication
creates a relationship with the guest smoothly.
3. How to CRM (CUSTOMER RELATIONSHIP MANAGEMENT) system help firms maintain a
competitive advantage?
Customer relationship management (CRM) refers to the principles, practices, and guidelines that
an organization follows when interacting with its customers. CRM is where all information for
the guest and about the guest is stored including guest complaints which are considered as
customer engagement that every service industry like hotels made sure to keep so customers
don’t need to constantly repeat themselves. Other than that, it provides organizations with simple
access to data, including contact information, purchase history, and any previous interactions
with customer support professionals. Employees can use this information to connect with clients,
foresee customer wants, take note of customer updates, and monitor sales performance targets.
4. Why do organizations measure customer satisfaction and engagement?
The main reason is that it helps the organization track the performance of their products or
services and whether the customer perceives it well or not. This way they have an idea of where
and what areas to work on and improve or if something needs changes. Some hotels do research
and allocate a huge amount of funds indeed it will be costly, but the data gathered through
research are precise since it is also done by experts. Some other methods companies measure the
satisfaction of their customers is through written comment cards which guests do voluntarily.
Adding to the list might be the most reliable but complex one and the employee-generated guest
feedback. With this, the employee must be knowledgeable and well-trained since he/she will be
directly talking to the guest do some short interviews about their stay and their experience with
other services the hotel offers. At this moment I was assigned to the housekeeping department as
a trainee of Room attendant and usually, this is what they do if the conversation went well and if
the guest agrees they can give comments to TripAdvisor about their experience in the hotel.
They can write text but it’s best if there is a photo of the guest and RA together. Comments on
TripAdvisor are where the ranks of hotels are gathered. Last day when I was on duty Dusit Thani
Hotel was at number two it goes down by one since it was recently in the number one spot out of
over one hundred other hotels meanwhile the Dusit Thani Residence was ranked 8 it was up one
spot from number 9. Also, other outlets in Dusit Thani like Madayaw coffee on the number one
spot out of all restaurants in the city next to it is Benjarong Thai restaurant, and Siam Lounge at
number 6 all these outlets are from the hotel.
5. List some reasons why customers satisfactions effort fails to produce useful results?
One reason is the poor measurement scheme. This happens when the hotel, for instance, doesn’t
have a method that can successfully gather guest experience and satisfaction. Another reason is
that the data is already there but lacks management effort to plan and execute the best effort to
sustain all those complaints for example that makes the guest dissatisfied. This also is because of
a lack of Effort from the Customer Service Team to improve on poor customer satisfaction.
There may be a variety of reasons why customer service representatives don't try to satisfy their
clients. These include a lack of rewards, a demanding work environment, a lack of a method to
track results, and inadequate customer service instruction. Unfortunately, many business owners
tend to disregard the issue, and the company's low customer satisfaction levels persist. It's
critical to look into poor customer service and implement practical solutions to make
improvements.
6. In services, customer satisfaction or dissatisfaction takes place during a “moment of truth” explain this
statement and identify a moment of truth that you recently experienced.
Moment of truth is the actual time the incident take place where the guest is still angry or
disappointed. In the duration of my training period until now I haven’t experienced confrontation
with a guest because he/she is dissatisfied though I have those moments where I am disappointed
with myself because of those times when I know I could have done better but did the bare
minimum. I might not experience it, but I have witnessed guests making complaints written and
on the actual scene. There was a time when I was assigned to Namm spa there was a guest who
was literally angry and curses a lot even in front of our manager. His complaint was the gym
instructor pointed out his inappropriate gym attire he said the policy was too strict and it is not
even like that in other hotels. What the manager did was he let him talk and release all his
disappointment at that time I wonder why sir eric didn’t reply that much but not after reading
this lesson I can say he did the right thing of talking to the guest when he was a bit calm. Sir eric
explained the situation very well including the policy of the hotel. The twist was the guest book
for a massage prior to the incident and he didn’t know that the manager sir eric will be his
therapist. During the massage, they got into a good conversation I am also aware that sir eric talk
very well and eloquent enough to handle such a situation sir eric believed that the guest will not
leave bad comments on trip advisor wherein which really matters because it will affect the rating
of the hotel.
7. Discuss the role of complaint management in customer relationship management.
Complaint management is the process of managing customer complaints. Since it is a process
there is a procedure to follow to settle these and that also means guest complaints should not
remain a bad experience because there must be reconciliation from both sides and the
organization must take time to study and improve those customer complaints. In the service
industry hotel is a perfect example because its nature is purely on customer service in that sense,
we don’t aim just for customer satisfaction but to exceed their expectations. In relation to guest
relation management assessing customer complaints is part of their main responsibilities as they
are to prove assistance to guests throughout their stay making sure that they are satisfied.
