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er
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Chapter 7 – Hospitality
Service
ce Culture
7.1 Comply to hospitality culture
7.1.1 Discuss the principles of service culture to meet customers’
needs and expectations
Overview
• A service culture is a culture that supports customer service through
policies, procedures, reward systems, and actions.
• Service culture is an organizational culture where there is a collective
way employees think about providing outstanding service, act to
provide it, and understand how and why they do it.
• Short definition is a service culture is one where employees are
obsessed with customer service.
• An organizational culture is the pattern of shared values and beliefs
that gives members of an organization meaning, providing them with
the rules for behavior in the organization.
• Culture must support customer service
• Leaders crucial for transmitting, preserving culture
• Commitment from management
a. Positive attitude toward customers and employees
b. Time and money transmitting value system
c. Properly trained employees respond appropriately
d. Empowered to do so by the organization
• Establishing a service culture may have regional characteristics
7.1 Comply to hospitality culture
7.1.1 Discuss the principles of service culture to meet customers’
needs and expectations
Why service culture ?
As more businesses realize excellent
customer service can be a competitive To successfully – and sustainably –
advantage, the big question is not how to differentiate based on service, improving
improve service performance, but how to customer experience must be the
create a culture of continuous service responsibility of an entire organization, not
improvement with an unwavering focus on only a customer service department.
customer experience.
A service culture also creates a better place
Organizations must create an environment to to work. This engages and motivates
motivate, support an recognize employees for employees to improve performance and helps
consistently taking action to create value for organizations attract and retain superior
customers and colleagues. talent.
7.1 Comply to hospitality culture
7.1.1 Discuss the principles of service culture to meet customers’
needs and expectations
6 Benefits of a Strong Customer Service
Better communication
Culture
• Brands that develop a strong customer service culture enable better communication
within the company. For example, executives may relay brand goals to the rest of the
organization, while managers implement those goals through in-depth training and
mentoring of customer service agents. As employees understand their roles better and
workflow diagrams are set in place (indicating who speaks to whom when support is
needed), communication is vastly improved.
Better organization within the company
• When employees receive customer service training, their skills and personalities may be
matched to roles that suit them best. Employees may also be given the chance to rotate
roles and serve as peer mentors to ensure that they are always learning new skills and
achieving their personal best. Through such practices, brands become better organized
and are able to deliver exceptional service.
Greater employee motivation
• When agents feel confident in their roles, their motivation increases. Using creative ways
to train agents, such as gamification or fun offsite activities, helps them foster a team spirit
and understand brand goals. Mentoring is also vital to keeping agents motivated to do
their best. Ultimately, happy employees also lead to greater retention rates and a stronger
customer service culture.
7.1 Comply to hospitality culture
7.1.1 Discuss the principles of service culture to meet customers’
needs and expectations
6 Benefits of a Strong Customer Service
Greater profits and costs
Culture
• When training practices are optimized to bring out the potential in each employee, brands
may experience higher employee retention rates and reduced costs. Optimized Omni
channel practices similarly cut costs, such as using advanced technologies like IVR menus
and CRM solutions to streamline customer service. Lastly, a strong service culture leads to
happier customers who are willing to support brands that value them, leading to increased
profits.
Richer customer experiences
• When a brand takes a customer-centric approach, this attitude is reflected in each
experience. Empowered agents who deliver their best, advanced technologies that
save time, and an overall commitment to treating each customer as an individual are all
elements of a strong service culture that drives richer customer experiences
Greater customer loyalty
• Brands that make an effort to forge relationships with their customers are positioned to earn their loyalty. As
customers are satisfied with the experiences they have, they will recognize the efforts made to win their
loyalty and are far more likely to continue patronizing such brands over the long term. In addition, loyal
customers are often willing to share their enthusiasm by word of mouth and over social media, and these
referrals can lead to new customers.
7.1 Comply to hospitality culture
7.1.1 Discuss the principles of service culture to meet customers’
needs and expectations
THE IMPORTANCE OF EXCEEDING GUESTS
EXPECTATION
The customer experience is dependent on the customers’ expectations. Thus, successful companies that want to deliver
the best customer experience focus on meeting and exceeding the current expectations of their clients regarding the
goods and services provided.
Exceeding these expectations means providing solutions of superior quality. In return, businesses build long-term
relationships with customers.
Satisfied customers guarantee the following benefits to the companies that meet their expectations in full:
1. Increased customer base
2. Positive feedback
3. Brand awareness
4. Growth in demand
5. Stable revenue
6. Increase in revenue
7. Free advertising (word of mouth and other techniques)
7.1 Comply to hospitality culture
7.1.1 Discuss the principles of service culture to meet customers’
needs and expectations
The Benefits of Understanding Customer
( I ) Customer satisfaction is the end result of getting the products or services the
Expectations
customer wanted plus getting customer expectations met and pleased.
( II ) So, here are the four advantages of understanding and managing customer
expectations:
• Customer expectations show what level of services the users expect to be happy with the solution.
• Customer support can work towards meeting these customer expectations.
• By meeting and exceeding customer expectations, a company can solve any complaint for good and
achieve even more loyal customers. That’s because complaints often appear because of customer
expectations being not met, but, fortunately, this can be fixed by great customer support.
• By knowing the exact customer expectations, it is manageable to exceed them.
7.1 Comply to hospitality culture
7.1.2 Discuss excellent service to meet customers’ needs and expectations in ways that contribute to positive and
memorable customer experiences
CREATING A MEMORABLE
CUSTOMER EXPERIENCES
• It is often the little details that customers recall even more than the product
they purchased or the service they received.
• Little details that customers notice, and that makes them feel good about not
only making the purchase, but making the purchase from you, is a significant
part of the overall customer experience.
• Here are six ways to go above and beyond good customer service and boost
customer loyalty.
• Attentiveness
• Recognition
• Personalization
• Consideration
• Appreciation
• Delight
7.1 Comply to hospitality culture
7.1.2 Discuss excellent service to meet customers’ needs and expectations in ways that contribute to positive and
memorable customer experiences
Quick Facts
1 2 3 4 5
7.1 Comply to hospitality culture
7.1.2 Discuss excellent service to meet customers’ needs and expectations in ways that contribute to positive and
memorable customer experiences
CREATING A MEMORABLE
CUSTOMER EXPERIENCES
• It is often the little details that customers recall even more than the product they
purchased or the service they received.
• Little details that customers notice, and that makes them feel good about not only
making the purchase, but making the purchase from you, is a significant part of the
overall customer experience.
• Here are six ways to go above and beyond good customer service and boost customer
loyalty.
• Attentiveness
• Recognition
• Personalization
• Consideration
• Appreciation
• Delight
7.1 Comply to hospitality culture
7.1.2 Discuss excellent service to meet customers’ needs and expectations in ways that contribute to positive and
memorable customer experiences
Attentivene
ss
Example
Attentiveness can be define as the state
New York restaurateur Danny Meyer is a master of
or the quality of paying careful attention
detail, and his employees are trained to notice, and
or the trait of being considerate and
when appropriate act on, even the tiniest scraps of
thoughtful of others.
information they observe or discover about a guest. If
you happen to mention when making a reservation that
In order to create a memorable guest or
it's a birthday dinner, the manager will make it a point to
customer experience, the customer
come to the table and extend Danny's birthday wishes
service staff must be attentive to the
to the appropriate person. If a staff member overhears a
guest or customer.
conversation in which one of the guests mentions they
either like or dislike something, within minutes,
When a service staff be attentive to the
everyone who might come into contact with that guest
customer , the customer will be pleased
knows about it. And they tailor your food accordingly,
with the service provided because the
too. For those to whom attentiveness is important, the
service staff gave a full attention to the
experience one has when dining at any of his
guest or customer.
restaurants is a pleasure that is second to none.
7.1 Comply to hospitality culture
7.1.2 Discuss excellent service to meet customers’ needs and expectations in ways that contribute to positive and
memorable customer experiences
Recognition
Here are five effective tactics you can use to ensure your
customers are feeling the love.
1. Send a Message
2. Offer a Discount or Loyalty Gift
3. Designate a Customer Appreciation Window
4. Donate to a Cause Your Customers Care About
5. Practice Excellent Customer Service
7.1 Comply to hospitality culture
7.1.2 Discuss excellent service to meet customers’ needs and expectations in ways that contribute to positive and
memorable customer experiences
Personalizati
on
Service personalization can be defined as
any creation or adjustment of a service to
fit the individual requirements of a
customer. Example
Don't we all have a story about the
Personalization works through improving coffee shop waitress who doesn't ever
service satisfaction and trust. Service need to be told how we like our iced tea,
personalization is a powerful way to retain or the diner where the cook starts to
customers in its own right. make the same thing you always order
the minute he sees you walk in the
Personalization can creating a memorable door? The salesperson who sends gifts
customer experience because when we in pink because she remembers that's
provide a service according to a customer your favorite color. The florist who never
preferences, it will enhance customer puts a particular flower in an
experience when using a services provided arrangement because they remember it
thus lead to a repeat business. makes you sneeze or the wine shop that
calls you when a certain vintage comes
In addition, our other results show that in because they know you're partial to it.
personalized service can partially replace These experiences add value, and they
the effects of communication and corporate also instill an enormous amount of
image on loyalty. loyalty.
7.1 Comply to hospitality culture
7.1.2 Discuss excellent service to meet customers’ needs and expectations in ways that contribute to positive and
memorable customer experiences
Consideratio
n Example
Do you or your staff regularly walk customers to the
door and open it for them as they're leaving? Do you or
1. Consideration can be defined as the your employees regularly help customers carry their
act of giving a consideration on a purchases to their car, particularly "women of a certain
things depending on the situation. age" or anyone who appears frail or a bit unsteady on
their feet? If you have a waiting room and some of your
2. Consideration in service can be clientele are older, do you have chairs that are a bit
shown when a customer service staff
being considerate to the guest. higher than usual and have arms on them so they are
easier to get in and out of? When customers buy
3. For example you are giving something that includes an outside component that's
consideration to those who are
traveling with a senior citizen and integral to its use or makes it more user- friendly, do
provide them with the lowest floor you ask if they have that thing or if they still have
which is available at the hotel. enough of it left? For example, if you sell birthday
cakes, do you have candles to go with it?
7.1 Comply to hospitality culture
7.1.2 Discuss excellent service to meet customers’ needs and expectations in ways that contribute to positive and
memorable customer experiences
Appreciation
Example
What do you do to show your customers, your
clients or your patients that you appreciate them?
After all, there are probably several other
businesses that do what you do. Do you show the
1. Appreciation can be defined as the act customers who choose to patronize you that you
of appreciating someone or something value and appreciate their business? Feeling
for what they have done. appreciated is an experience that is universally
meaningful. You could invite special customers to a
2. Appreciation in service can be shown sale a day earlier than the general public or you
when a customer service staff or the could have an invitation-only event one evening and
organization generally appreciating the give "VIPs" an additional X percent discount. You
guest after using the service provided. could gift-wrap their packages or periodically give
them that thing they often buy for free. If you're
3. For example the organization send an product is a service, offer a free check-up.
appreciation card to the guest after
they had used the services provided Always be sure to let them know that you are
extending this extra to them because they are a
valued customer and you want to show them
that you appreciate them. And one of the
easiest and most overlooked ways to show
them appreciation is to send a handwritten note
on lovely stationary.
7.1 Comply to hospitality culture
7.1.2 Discuss excellent service to meet customers’ needs and expectations in ways that contribute to positive and
memorable customer experiences
Delight
1. Delight can be defined as the act of Example
making others happy.
Put a smile on their face and in their heart. You can do
2. Delight in customer service can be Something special for their child, their parent, their
shown when the customer service pet. Make them laugh, thank them in a showy way for
staff doing something that makes a major purchase, have a contest or a drawing for
the customer very happy or something fun that they could share with family and
something that gives them a great friends. Serve warm, freshly baked cookies in your
pleasure or satisfaction when using office, give their child a bunch of balloons, offer a nice
the services provided by the snack mid-afternoon.
organization
3. For example the organization can
provided a great or an excellence
service to the guest during their stay
at the hotel to delight the guest.