Bina Nusantara 1 Subject V 0206

Bina Nusantara 1

Subject : V 0206 – Administrasi & Operasional Kantor Depan Year : 2009 Managing Hospitality Week 10 Bina Nusantara 2

Subject • Importance of hospitality to the hotel guest and the hotel entrepreneur • Managing the delivery of hospitality • Total Quality Management (TQM) applications • Developing a service management program Bina Nusantara 3

Objectives: On completion of this lesson, the students will be able to: - show the importance of management’s role in the delivery of hospitality in a hotel front office Bina Nusantara 4

The Cost of Poor Hospitality • Service America! by Albrecht and Zemke). • 96% of unhappy customers are never heard from. • For every complaint received, the average company in fact has 26 customers with problems, 6 of which are serious problems. • Complainers are more likely than non-complainers to do business again with the company that upset them, even if the problem isn’t satisfactorily resolved. • The average customer who has had a problem with an organization recounts the incident to more than 20 people. • Customers who have complained to an organization and had their complaints satisfactorily resolved tell an average five people about the treatment they received. Bina Nusantara 5

Management’s Role A. Long range commitment, not a quick-fix B. Management’s financial commitment to the success of the program. 1. motivational programs vs. money importance of satisfied workers in delivering customer satisfaction. Bina Nusantara 6

The Service Strategy Statement • Service strategy statement as formal recognition by management that the hotel will strive to deliver the products and services desired by the guest in a professional manner. A. Identification of guest needs based upon the customer’s view point and student’s experience 1. Quick and efficient delivery of products and services 2. Avoid long lines 3. Information on hotel and immediate vicinity Bina Nusantara 7

The Service Strategy Statement 4. Product performance 5. Security in the hotel 6. Albrecht and Zemke’s identification of guest needs a. Care and concern from service providers b. Spontaneity – people are authorized to think c. Problem solving – people can work out the intricacies of the problems d. Recovery – will anybody make a special effort to set a problem right Bina Nusantara 8

The Customer B. Discuss Johnson and Layton’s quote “It is only through the eyes of a customer that definition of service quality can be obtained. ” C. Review: a customer comment card survey D. Review: hotel guest service survey. Bina Nusantara 9

Dissatisfiers vs. Satisifiers • Discuss Cadotte and Turgeon’s survey results. 1. Dissatisfiers – complaints for low performance e. g. parking 2. Satisfiers – unusual performance elicits compliments, but average performance or even the absence of the feature will probably not cause dissatisfaction or complaints, e. g. atrium type lobbies Bina Nusantara 10

Dissatisfiers v. Satisfiers • 3. Critical variables – capable of eliciting both positive and negative feelings, depending on the situation, e. g. cleanliness, quality of service, employee knowledge and service, and quietness of surroundings 4. Neutrals – factors that received neither a great number of compliments nor many complaints are probably either not salient to guests or easily brought up to guest standards. Bina Nusantara 11

Developing the Service Strategy Statement A. Commitment from top-level ownership and management that service is a top priority in the company B. Commitment to develop and to administer a service management program C. Commitment to train employees to deliver service efficiently D. Commitment of financial resources to develop incentives for the employees who deliver the services Bina Nusantara 12

Financial Commitment $$$$$ • Staff time to think through a plan • Staff time to develop employee motivational programs • Motivational programs as an investment Bina Nusantara 13

Service Strategy of Four Season Hotels Ø Exceptional levels of personal service. People are our most important asset. Each person has dignity and wants a sense of pride in what they do and where they work. Success in delivering excellent service depends on working together as a team and understanding the needs and contributions of our fellows employees. (We must) deal with others as we would have them deal with us. (We must) avoid compromising long-term goals in the interest of short term profit. Bina Nusantara 14

Example of Service Strategy Statement Ø The owners of the Times Hotel, management and staff will combine forces to establish a Service to Our Guests program, administered by management and delivered by staff. Delivery of service to our guests is crucial to the economic viability of our hotel. The owners of the hotel will provide financial support to the people who deliver hospitality on a daily basis. Bina Nusantara 15

Example of Service Strategy Statement Ø HILTON’S PRIDE PROGRAM Dieter H. Huckestein, Executive VP Hilton Hotel Corporation: “The sense of pride enables us to create a level of service that brings our customers back” Bina Nusantara 16

Developing a Service Management Program Ø Ø Ø Ø Bina Nusantara Analyze the cycle of guest service Moment of truth in hotel service management Employee buy-in concept Screening employees who deliver hospitality Empowerment Training for hospitality management Evaluating the service management program Follow-through 17

Cycle of Guest Services Ø Marketing Ø Customer surveys Ø Advertising Ø Reservations Toll-free number , fax, internet Telephone manner of reservationists Cancellation policy Credit card acceptance Accommodation availability (value & cost considerations) Ø Complimentary services/ products Ø Information on hotel shuttle and public transportation Ø Ø Ø Bina Nusantara 18

Cycle of Guest Services Ø Registration Ø Ø Ø Bina Nusantara Hotel shuttle and public transportation Greetings (doorman, bell staff, front desk personnel) Assistance with luggage Check-in procedure Room accommodations (value & cost considerations) Credit card acceptance Complimentary services/ products Room status/ availability Information on other hotel services Cleanliness and interior design of lobby, elevators, room Operation of AC, heat, TV, radio, plumbing in room Amenities available 19

Cycle of Guest Services Ø Guest Stay: Other hotel departments Ø Food service (menu offerings, hours of operation, prices, service level, ambience) Ø Gift shop (selection, souvenirs, value/price) Ø Lounge (prices, entertainment, hours, service level) Ø Room service (menu offerings, hours of availability, prices, promptness in delivery and pickup of trays) Ø Valet service (pickup and delivery times, prices, quality of service) Ø Housekeeping service (daily room cleaning, replenishment of amenities, cleanliness of public areas, requests for directions in hotel) Ø Security (24 -hours availability, fire safety devices, key and lock repair service, request for directions in hotel) Bina Nusantara 20

Cycle of Guest Services Ø Guest Stay: Front Office Ø Requests for information and assistance (wake-up calls, hours of operation of other departments, transmittal of requests to other departments) Ø Telephone system (assistance from staff) Ø Update of guest folio Ø Extension of stay Bina Nusantara 21

Cycle of Guest Services Ø Guest Stay: Checkouts Reasonable and flexible checkout time deadlines Assistance with luggage Elevator availability and promptness In-room video checkout Length of time in line Immediate availability of guest folio printout; accuracy of charges Ø Additional reservations Ø Ø Ø Bina Nusantara 22

Moments of Truth Ø Episode in which a customer comes into contact with any aspect of the hotel, and thereby has an opportunity to form and impression Ø Every time the hotel guest comes in contact with some aspect of the hotel, he or she judges its hospitality Bina Nusantara 23

Employee Buy-In Concept Ø The employee is the vital link in the service management program. Ø Albrecht and Zemke’s statement “To have a high standard of service, it is necessary to create and maintain a motivating environment in which service people can find personal reason for committing their energies to the extent that what they do brings them what they want. What they want may be psychological or material. ” Bina Nusantara 24

Employee Buy-In Concept • John Young’s statement “Motivate your employees to deliver the required level of service to your customers, and do it consistently. ” • Ways to have employees buy in to the concept of hospitality a. money b. gifts c. employee stock ownership d. preferential treatment in scheduling shifts e. longer vacations f. extra holidays g. promotions h. tuition reimbursement Bina Nusantara 25

Screening Employees Who Deliver Hospitality Discuss Albrecht and Zemke’s statement “A service person needs to have at least an adequate level of maturity and self esteem. He or she needs to be reasonably articulate, aware of the normal rules for social context, and be able to say and do what is necessary to establish rapport with a customer and maintain it. And third, he or she needs to have a fairly high level of tolerance for contact. ” Bina Nusantara 26

Empowerment • Empowerment Management’s act of delegating certain authority and responsibility to front-line employees. Within a certain dollar limit range Bina Nusantara 27

Evaluating the Service Management Program 1. Use moments of truth as identifiers. 2. Use of customer comment cards. 3. Direct inquiry by front desk clerk during check out. 4. Immediate inquiry as the service is being provided. Bina Nusantara 28

Customer Relationship Management • Customer Relationship Management (CRM) – a system that allows hotel managers to integrate technology to support customer service techniques tat lead to topnotch customer service. – Guest recognition – Data capture and maintenance – Channel integration and consistency – Ranking and discrimination – Two-way personalized dialogs Bina Nusantara 29

Discussion Question #10 1. Financial effect of delivery of poor hospitality 2. The need for employees to be trained in the delivery of hospitality Bina Nusantara 30

THANK YOU AND HAVE A GOOD DAY Bina Nusantara 31