如何提升酒店服务质量How to Improve Hotel Customer Service.doc

如何提升酒店服务质量How to Improve Hotel Customer Service 论文摘要淳安县千岛湖镇是一个仅400平方公里、5万常住人口的小镇，却是一个拥有573平方公里国家一级水域和1078个翠绿小岛的国家级风景名胜区，千岛湖开元度假村是淳安县千岛湖镇目前唯一的一家五星级酒店，在当地乃至整个浙江省酒店业具有较高的威望和声誉，全年平均入住率高达76%。但是，随着千岛湖知名度的不断增加，随着招商引资的大力推动，在未来的五年，政府已宣布将会有至少10家五星级酒店入主千岛湖，卡尔森、喜来登、万豪、香格里拉、雷迪森、凯悦、洲际等国际知名的酒店连锁品牌相继来到千岛湖管理这些酒店。那会是怎样的一个群雄鼎立而充满激烈竞争的场面！刚刚经历了51旅游黄金周的千岛湖开元度假村，短短一个星期，由于近乎100%的高入住率，员工们不堪重负，出错率、客人不满意率大增，根据大堂副理日志，已收到来自客人的投诉31起。总经理对此非常重视，特召开部门经理会议商讨怎样提升酒店服务质量，会后，在总经理的带领下，成立了“服务质量检测小组”，要将酒店的服务彻底提升一个档次，以全新的面貌迎接101旅游黄金周。做为一名大堂经理，工作职责之一就是处理和解决客人投诉，因而总经理任命我来具体执行这个计划。服务质量提升计划通过对酒店客源进行分组调查、SWOT分析、以及酒店高层会议讨论等调研方法确定了目标方向。在中期的执行过程中，通过宾客意见征求表、员工培训计划实施时间表、员工服务质量测评表等步骤确保计划得到有效的执行。在后期过程中，我们回访了近50%住店客人和常住客人，根据客人的反馈意见总结出了本酒店客人满意度评估报告，发现本计划取得了预期的效果。新来的客人对酒店的服务均表示满意，回头客人对酒店有了一种唤然一新的感觉，他们均表示愿意再次下榻本酒店。此次计划的实施不仅提高了酒店的声誉和竞争力，也提升了员工的素质，同时也增进了千岛湖的整体旅游环境的优化。关键词：客户服务，竞争，投诉，满意，利益，旅游业。Abstract Qian Dao Hu New century hotel is an only one five star hotel in Qian Dao Hu town, Chun An county, Zhejiang province. We got highest business among all the hotels in local area. However, according to the local governments plan, there are at least ten five star hotels in the next five years, and we will encounter tough competition from next year. At the same time, there were more complains about our service from guests recently. Under my general managers request, in this project, the problem that I will research is that how to improve our customer service to settle and conclude long-term health business with our hotel. Based on the hypothesis that better soft service would better satisfy our customers needs and wants and therefore make our hotel more competitive in local tourism industry, a four-month “Improving customer service” project was carried out. Scientific research methods of customer survey, such as telephone, face to face interviews, questionnaires, department head meeting and SWOT analysis were used in the researching. Project Framework, Activity Flow Chart with Time Scale and Project Progressive Checklist were used to monitor the project implementation. The project has finally achieved its goal. The newly appearance of our hotel staff have been well satisfied by our customers. Actually, its no doubt that has benefits our hotel, guests, staff individual and even tourism industry in the local areaKey words:Customer service, competition, complain, tourism industry.Table of ContentsPage1. Introduction12. Summary of the preliminary research32.1 Problem description.2.2 Problem analysis2.2.1 Current situation of New century hotel2.2.2 Customer profile of New century hotel2.2.3 Customer needs and wants analysis of the hotel services2.2.4 A SWOT analysis of the situation3445563. Project Objective and Hypothesis73.1 Project Objective. 3.2 Project Hypothesis. 784. Project Rationale85. Project Design95.1 Planning activities. 5.2 Time-scale of the activities5.3 People involved and responsibilities5.4 Cost consideration5.5 Risk analysis and proposed protective measures. . 9101111126. Project Implementation136.1 General introduction of time, place of projectimplementation6.2 The working steps of implementation6.3 Monitoring. . 1313147. Project Findings and Discussion157.1 Results. 7.2 Discussion. 15158. Conclusion16Bibliography: . 18Appendix I: 宾客意见反馈表. 19Appendix II: 重要宾客意见征求表. 21Appendix III: 员工服务质量测评表（自我测评卷）. 23Appendix IV: 员工服务质量测评表（考评小组测评卷）. 24Appendix V: How to Improve Our Customer Service in Qian Dao Hu New Century Hotel1. IntroductionHow to operating a five star hotel, its actually how to meet the each guests demands! All the customer whom stay in a five star hotel must have higher expectation, so, hotel staffs attitude and skill are very important, never say “no” is not impossible. We should try our best to meet the guests expectation, at least, offer more option to our guest, let them satisfied with us, and willing to stay in our hotel again. Qian Dao Hu New century hotel is an only one five star hotel in Qian Dao Hu town, we got highest business among all the hotels in local area. However, according to the local governments plan, there are at least ten five star hotels in the next five years, and we will encounter tough competition from next year. At the same time, there were more complains about our service from guests recently, especially in this golden-week of May, 2007. As an assistant manager, in this project, the problem that I will research is that how to improve our customer service to settle and conclude long-term health business with our hotel. Under my general managers request, the aim and goal of my project is to improve our customer service, especially to reduce customers complain in the near future. All of our staff must show newly appearance before the next golden-week of October.In order to achieve my project to improve our customer service successfully, I would like to refer to the books I have read such as “Practical Project Design” and “Practical Business Project and Proposal Design”. “World Class English for Business Book1”, “World Class English for Business Book2”, and “Hotel service guide book for Bai tian er Hotel”. I quote some useful rationale for my project as below.1. “Customer always is the first”. 2. More detail service we offered, there is the more satisfaction from guests.3. A good customer service policy depends on knowing what customers want and how they feel about the service we offer.4. There are three ways of getting feedback from customers, in face-to-face interviews, on the telephone and through a written questionnaire.5. Total Quality Management is an approach to improve hotel management.6. Successful communication is the best way to reduce complains.This project is going to be carried out in four stages as follows:Stage 1. Analyzing needs and wants of customers and getting proposalWe altogether have four Assistant Managers in our hotel, the main duty of us are deal with complains from the guest and improving the cooperation within different department in the hotel. We can contact guests by visiting, telephone conversation, sending and receiving questionnaire in understanding that what they wants and needs while they stay in our hotel.Stage 2. Carry out the solution on how to solve the different problem from our guests.First we should sum up all the cases that we had marked and think about the reason for complains, second we should discuss with other department heads to collect the opinions, then we could find out the pertinence way to deal with the problem.Stage 3. Write a report to General Manager and get a support from him.After researching from guests and colleagues, we should write a report to our GM about all the reasons of complains and what we plan to do latter. Only under the GMs support, that we can complete the project smoothly.Stage 4. Staff training.Aim to the different problems, we should pay one month to train our staffs, after that, we should look into the effect, if any mistakes, of course we should correct them all and re-train staffs.In order to finished the project before next golden-week of October. I planed the time-scale of the activities as follows: In week one and week two: contact the customers and try to find their wants and needsIn week three: contact the department head to collect their opinionsIn week four: hold a meeting to discuss the main and important elements of improving service, get a general idea for project.In week five: write a report to GM and get his order to begin the planIn week six to week ten: training staff and practice In week eleven: correct and supplement the method after one months practicingIn week twelve to week sixteen: retraining staff and practice more In week seventeen: write a report to GM about the conclusion of project, ready to welcome the golden-week of October.The total estimated costs of the project are RMB24, 100 with three parts including human, material and equipment, and contingency allowance. There are three parts of cost for the project as follows:1.cost of material and equipment: this project will be use the things like telephone, questionnaires, and small gift for visit guest, all of these would take about ￥2,000.2.cost of time and labor: all the staff in our hotel will be involved during training, and we also will invite experienced teacher from university, these would cost about ￥20,0003.contingency allowance: it is about 5% for the above totally and would cost ￥2,100There are some outputs and benefits for the project. Since we have finished the project, our customers and ourselves could get a fully new feeling. All the staffs will feel have been improved on their service skill, and the guests will feel warmer than before. Of course, we will get high occupation and become more competitive, either. 2. Summary of the preliminary research 2.1 Problem descriptionMy company, Qian Dao Hu New century hotel is a luxury five star hotel located in the lakeside of Qiandaohu. As only one five star hotel with beautiful environment and good facilities, New century hotel act as a leader of the hotel industry with high reputation among all the hotels in Qiandaohu. However, we received more complains from customer at the same time. As assistant manager, my main duty is solve complains from the guests. For example, Mr Wu complained that the procedure of the cashier desk was too long that he would miss the flight. Miss Zhang said that she couldnt find local tour guide map in her room. Mr Tom angry with the staff in western restaurant who couldnt understand English that he wanted one more spoon. Some guests complained about some staffs looks not so warmly. According to the record, I had marked 62 complain cases on my log book for last half year. I find the main reason for complain is about our software (staff services). Under general managers require, I should figure out how to decrease complains in the near future. We must control complains in less than 10 cases in the same period if possible. Otherwise, the hotels reputation will be destroyed.2.2 Problem analysisTo better understand the problem of customer thinking, we conducted a current situation analysis, customer profile analysis, customer needs and wants analysis of the main factors concerning the hotel staff services, a SWOT analysis of the hotel, finally summarizing hotels business advantages and disadvantages. 2.2.1 Current situation of New century hotelNew century hotel is one of the 18 hotels belongs to the Kaiyuan tourism group, newly opened in the year of 2005. Totally have 520 employees worked in different department. Over the last two years, our hotel got highest occupancy among all the hotels in Kaiyuan group. So, all the staffs in our hotel feel proudly for this matter. Although hotel maintains the first state class hotel in Qian Dao Hu town today, but according to the governments programming, Qian Dao Hu, a small township only covers an area of 400 square kilometers, there will have at least 10 five star hotels in next five years. Its no doubt that the hotel industry will encounter a tough competition in the near future. Further more, we will face the problems of all the facilities become non up-dated compare with other newly opened hotels.2.2.2 Customer profile of New century hotelAs a five star hotel, the average price of one standard room is RMB700 per night. So, most of our target customers earn high income, they require good facilities and better service quality than normal guests. Generally speaking, our customers can be divided into three groups.1).Walk-in guests, they are mainly spend holiday here, they will use a large scope of facilities, such as restaurant, hotel rooms, recreation center, and so on. Their service needs will be involved in every department. The highest requirements should be needed compare with any other groups.2).Business guests, they come to have a business meeting and participate companys training course. They pay more attention on facilities which can be used in the meeting hall, such as projective machine, sound effect, special lighting, etc. So senior engineer with professional skill are required.3).Tourists, most of tourists belongs to travel agencys group tour, and just stay here for one or two night due to the tour schedule. When they have a problem, mainly talk to their tour leader. So well communicating with tour leader and explain the detail policy to the leader is very important. 2.2.3 Customer needs and wants analysis of the hotel servicesIn order to get a clear understanding of the views of our target customers, my colleague and I had done four things as follows, witch all aimed at customer services:1).We had sent questionnaires to each guest room and collected it after they departure.2).We had interviewed 100 guests when we meet them in the lobby.3). We had made 300 telephone calls to some of business guests.4). We had paid a visit to all the long staying guest with a gift.The main research questions are as following:1). What is your overall opinion of the service quality of New century hotel?2). What is your opinion of reception personnel?3). What is your opinion of sense of security?4). What is your opinion of speed of response to reported faults?5). Will you return to our hotel next time?6). Do you have any suggestions/ comments on any aspects of your stay?After one month, we conclude the answers from the researching as follows:1).All the staffs look young and full of energy, but lack of experience in their working.2). Some of staff have lower foreign language skill.3). The service of front desk should be improved since it acts as a window of the hotel.4). The service of yacht club should be improved; especially staffs attitude should looks warmer.5). Communicate with each other from inner departments should be improved.6). Small part of staffs appeared bad manner when facing the guests.2.2.4 A SWOT analysis of the situationTo further understand the current situation so as to make plans for resolution to the problem described above, we also carried out a SWOT analysis of the present situation, and make a conclusion as follows:Strength 1). Our hotel has a high reputation in the Qian Dao Hu, as a member in such a large group, clerk feels honorable whom worked in the hotel.2). Our hotel has it strong background with 18 branches; staffs have more opportunities to be promoted to the upper management level.3). Most of guest stay in our hotel are knowledgeable, we can learn a lot from guest while serve them.Weakness1). Systemic and formal training chance looks less and less because of the busier business.2). Six months probation feels too long to all the new staffs, lot of them feel boring about the lower payment.3). Lack of university graduate with high language skill among all work team, especially in groundwork group who face to guest directly.Opportunity 1). Human resource department will participate two big job application meeting to employee more staffs with good quality.2). We will have a service skill competition in all different departments within hotel, and then we can discover outstanding clerks.3). Our Kaiyuan group will hold an English speech match group wide, aim to encourage all the staffs learn English in spare time.Threats1). Some of experienced staff will change their job to other new opened hotels.2). Customers also will be distributed due to the other newly opened luxury hotel.3). About fifteen female clerks will birthing baby in the next half year, most of them are qualified staffs.After A SWOT analysis for the problem of customer service, we can make it effective to do different job in different department, everything we want to do aim to improve our software, to provide our guest with higher standard service, decrease complains at the same time.3. Project Objective and Hypothesis3.1 Project ObjectiveUnder my general managers request, the aim and goal of my project is to improve our customer service, especially to reduce customers complain in the near future. All of our staff must show newly appearance before the next golden-week of October.The problem in our hotel today is not about facilities but software- customer service. The goal of my project is to find out customers needs and wants so that the hotel can take necessary measures to solve the problem of customer service. What my objectives are: to identify customer types, to know what each type needs, to know what they expect of a vacation, and to collect their comments on the staff working, environment and services through feedbacks from the guests.3.2 Project HypothesisIt is hypothesized that if we can offer more detail and warmly service to the guest and making successful communication with guest then they could have no complains any more. The customers will like our hotel, will stay in our hotel again and willing to tell others about our hotel, and then we will become more competitive in the future.4. Project RationaleIn order to achieve my project to improve our customer service successfully, I want to know more about hotel management, personal psychology and staff training. I read several books for reference, such as Hotel service guide book for Bai tian e