BUSINESS MANAGEMENT TOOLS AND
TECHNOLOGY IN HOSPITALITY INDUSTRY
BUSINESS MANAGEMENT TOOLS
 are all the systems, applications, controls,
calculating solutions, methodologies, etc.
 used by organizations to be able to cope
with changing markets, ensure a competitive
position in them
 improve business performance.
THERE ARE TOOLS RELATED TO EACH
ORGANIZATION'S DEPARTMENT WHICH
CAN BE CLASSIFIED FOR EACH ASPECT OF
MANAGEMENT.
 planning tools,
 process tools,
 records tools,
 employee related tools,
 decision making tools,
 control tools, etc.
BUSINESS MANAGEMENT TOOLS:
CLASSIFICATION BY FUNCTION
 Tools used for data input and validation in
any department.
 Tools used for controlling and improving
business processes.
 Tools used for data consolidation and
decision making.
BAIN & COMPANY
 In 2013, a survey conducted showed how
business tools are used around the globe.
 These tools reflect how their outcomes
contribute to each region's needs,
considering the downfall and companies'
market situation.
● Strategic planning
● Customer relationship management
● Employee engagement surveys
● Benchmarking
● Balanced scorecard
● Core competency
● Outsourcing
● Change management programs
● Supply chain management
● Mission statement and vision statement
● Market segmentation
◈ Total quality management
BUSINESS TOOLS TYPES
 Chat tools
 Task Management Tools
 Proofing tools
 Time tracking tools
 All in one management tools: project, task
and team management software
CHAT TOOLS FOR BUSINESS
TEAM CHAT TOOLS
 are known to be a simple way to improve
communication among team members.
 They are faster and easier than emails and
phone calls
 Some of the team chat tools are also known
for their file-sharing capabilities and
unlimited message history.
TEAMS
 Can directly message each other and even
have group chats
EXAMPLES OF CHAT TOOLS
STACK
 one of the most popular team chat tools.
 claims to replace email inside your
company.
 Helps teams keep conversations organized.
 “the smart alternative to email”.
CHANTY
 mostly known for being a simpler and easier
tool than Slack.
*There are other chat tools, such as Fleep, Hipchat,
etc.
TASK MANAGEMENT TOOLS
 as the name suggests, are there to help you
with management specific tasks.
 They enable you to add tasks, name them
and categorize them.
 They also give the ability to set start and due
dates.
 The software of this kind is not really
focused on offering planning, time tracking,
organizing, and reporting abilities.
EXAMPLES OF TASK MANAGEMENT TOOLS
TRELLO
  is one popular tool used for task
management.
 It has the capability to let you work more
collaboratively and get more done.
 It has boards, lists and cards, which certainly
help you prioritize your tasks
TODOIST
 is another to-do list tool to help you manage
tasks.
PROOFING & REVIEW TOOLS
 Proofing and review tools help you manage
the review and feedback process.
 When you are tired of searching for not-so-
specific feedback on files in the long email
threads, that’s when proofing and review
tools come to the rescue.
EXAMPLES OF PROOFING TOOLS
FILESTAGE
 makes content review and proofing for
teams easier
 You can review videos, images, and
documents all in one place
TIME TRACKING TOOLS
 Tools that help you track time spent on work
and thus be productive are time tracking
tools.
 So, some might let you set an estimated
time,
 some might also let you manually log time
entries.
 And there are also some tools that let you
track time using multiple timers, which you
can pause and start as you switch between
tasks.
EXAMPLE OF TIME TRACKING TOOLS
TOGGL
 is a time tracking tool that has one-click
timers and
 also tracking timers to remind you when you
need to track time in case you forget to.
 It also has over 100+ integrations.
ALL-IN-ONE BUSINESS TOOLS TEAM AND
TASK MANAGEMENT SOFTWARE
 are the ones that let you do all of the above
and a lot more.
 Mostly known as project management
software,
 these tools offer task management, file
management, proofing and review, chat,
planning, scheduling, time tracking and even
reporting, all under one roof.
 They replace multiple tools like Slack for
chat, Toggl for time tracking, Google Drive
for files
 and maybe Basecamp for projects, with one
tool.
 You don’t only save money as you don’t
spend it on multiple tools,
 you also save your team the time it takes to
switch among them.
EXAMPLES OF PROJECT, TEAM AND TASK
MANAGEMENT SOFTWARE:
PROOFHUB
 is a project and team collaboration software
 puts every tool that you and your team need
at one place.
BUSINESS TOOLS FOR SUCCESSFUL
ENTREPRENEUR
 Customer Relationship Management (CRM)
Software
 Analytical Software
 The Cloud
 Cloud-based Storage and File Sharing
Applications
 Cloud Telephony
 Social Media Platforms
 Ratings and Review Websites
 Contractor Hiring Websites
CUSTOMER RELATIONSHIP MANAGEMENT
(CRM) SOFTWARE
 It keeps track of customer interactions,
preferences, issues and interests.
ANALYTICAL SOFTWARE
 Customer-related data is generated in vast
quantities, every day.
 Companies collect transactional data and
non-transactional data from various sources,
including mobile interactions,
phone conversations, and website visits.
 Even small businesses can benefit greatly
from analyzing this data
, to gain insights that dictate business-
critical decisions and enable personalizing of
service to individual customers.
 Google Analytics for tracking activity on
your website
  designed to help you piece together a clearer
picture of what your customers want,
 One thing is clear, quick and effective data
analysis could be the difference between
succeeding in your endeavor or losing out to
the competition
THE CLOUD
 In recent years, cloud-based services have
been bringing a ray of hope to the gloomy
landscape of business expenses.
 By opting for these services, companies can
cut costs and save on infrastructure-related
expenses.
HERE ARE TWO CLOUD-BASED TOOLS OR
SERVICES THAT CAN LEAD TO SUCCESS:
Cloud-based Storage and File Sharing Applications
DROPBOX
 is the most popular among these
 As long as the application is installed on a
device, you can log in and access files stored
in the cloud,
 anytime, anywhere.
 You can restrict information access by
choosing who you want to share the files
with.
CLOUD TELEPHONY
 Telecom infrastructure in the cloud is in and
installing your own expensive EPABX
infrastructure is out. Successful
entrepreneurs know the advantages of such a
model.
 Your business can enjoy a professional
communications system with features like
Interactive Voice Response (IVR),
call tracking, call recording, click-to-call,
and conferencing, among others.
 This will help you gain more leads and build
your business, very cost-effectively.
 Your cloud telephony services provider even
carries out all required maintenance.
SOCIAL MEDIA PLATFORMS
 Successful entrepreneurs see opportunities
to leverage popular social media platforms.
Facebook to LinkedIn, Twitter or
Instagram,
 you can use social media to promote your
business,
 update customers about company-related
events and
 activities and showcase thought leadership.
 It’s a great way to reach out to thousands of
users.
 You can also read what customers are
saying about you and respond appropriately.
For example, if a customer
complains on Twitter, take the matter
seriously and resolve the issue.
RATINGS AND REVIEW WEBSITES
 Sign up as a business, read the reviews and
respond with diplomacy and grace.
 Customers tend to talk about their bad
experiences with your brand and poor
ratings can negatively impact your business.
 A successful entrepreneur leverages review
sites to learn from criticism and show
annoyed customers that they care.
 A well-worded apology is often well
received.
 When customers see that you are willing to
admit your faults, they perceive your
company in a more
 positive light.
CONTRACTOR HIRING WEBSITES
 Smart hiring is the key to success, especially
for startups where budgets are tight and staff
requirements are high.
 When you begin doing business, you may
need to hire a skeleton staff and get some of
the work done through freelancers and
contractors.
 For this, you can turn to several popular
websites that host profiles of professionals
across skill set, experience, and rates.
 You can pick and choose the people who
best fit your requirements and negotiate a
suitable cost per project, with them.
THE IMPORTANCE OF BUSINESS TOOLS
For having a Competitive Edge
 Client Management
 Service Request Tracking
 Increase Productivity
 Communication/Collaboration
 Finances
INFORMATION TECHNOLOGY IN THE
HOSPITALITY AND TOURISM INDUSTRIES
INFORMATION TECHNOLOGY (IT)
 covers a broad spectrum of hardware and
software solutions
 enable organizations to gather, organize, and
analyze data that helps them achieve their
goals.
 It also details technology-based workflow
processes that expand the capacity of an
organization to deliver services that generate
revenue.
IT
 includes a combination of hardware and
software
 used together to perform the essential
functions people need and use everyday.
COMPANIES IN HOSPITALITY INDUSTRY
 face a highly competitive environment
which DIFFERENTIATION and
INNOVATIVE CUSTOMER EXPERIENCES
are key elements in improving revenue by
BUILDING BRAND AWARENESS and
LOYALTY AMONG CUSTOMERS.
 They are under pressure to keep the
expectations of guests that
 they are implementing new technologies to
regain the edge.
INFORMATION TECHNOLOGY (IT)
 assists organization to manage information
dynamically
 influences business competitiveness through
assisting decision makers to make
appropriate investments and decisions.
IT SYSTEMS
 cooperatively work to assist managers to
deliver quality service to their customers and
 to enhance operational efficiency and
control costs.
 Industrial practitioners , educators, and
policy makers may find increasing difficulty
in selecting, analyzing, implementing, and
operating new it systems
IT DEVELOPMENT
 becomes more sophisticated.
IN ORDER TO SATISFY TOURISM DEMAND
AND SURVIVE IN THE LONG TERM,
 There is no choice but to incorporate
technology and enhance the
interactivity with the marketplace.
TRAVELERS
 becoming increasingly tech-savvy
HOTELS WHO DO NOT EMBRACE THE
LATEST TECHNOLOGY TO DELIVER
INNOVATIVE SERVICES TO THE GUESTS
 stand out to lose big time.
A BIG CHALLENGE FOR HOTELS
 is Keeping abreast of the challenging
technology, and
 developing cutting-edge solutions based on
the technology
ADVANTAGES OF IT IN HOSPITALITY
INDUSTRY
REDUCE OPERATIONAL COST
 The use of IT can replace the role of human
in performing some routine tasks.
 Computers in the front desks can perform
night auditing functions.
 Hotels may not need to employ night
auditors with rich accounting knowledge.
REDUCED WORKLOAD OR STAFF
 Some IT applications are also designed to
reduce the staff’s workloads by assisting
them in performing their job duties.
 By installing CCTVs in different locations
of the hotel will allow the security staff to
monitor the key areas in the control room
without patrolling in person.
INCREASED EFFICIENCY
 Customer always expect quick service to be
provided by the service staff.
 Some applications are designed to simplify
time- consuming procedures.
INCREASE REVENUE
 IT applications can facilitate new services to
customers.
 In-room entertainment allows customers to
enjoy movies and video games while staying
in the guest rooms.
 It helps the hotel to generate extra sources of
income if such a system is installed.
ACCESS AND SHARE INFORMATION
 Computers and some hotel interfaces enable
sharing of information among departments.
 When a room attendant has finished
cleaning a vacant room, he can change the
room status by telephone input.
 This action will simultaneously update the
room status in the front desk’s computers
(changed from VD to VC).
 The front desk will then be able to tell if the
room is ready for sale afterwards.
ACHIEVE BETTER PLANNING AND
MANAGEMENT
 Customer information, including their
preferences and consumption records are
kept in the customer database.
 Hotel or restaurant can fully utilize this
valuable information to examine the
characteristics of their target segments and
plan for some new services or facilities
which cater for their needs.
 Marketing activities can also be
implemented accordingly by using the
information, such as
postal addresses or email
addresses of customers and enterprises.
ISSUES AND CONCERNS OF IT IN THE
HOSPITALITY/TOURISM INDUSTRIES
 Lack of knowledge of top management
 Huge investment cost
 Resistance to change of personnel
LACK OF KNOWLEDGE OF TOP
MANAGEMENT
 Top management normally has limited
knowledge of the most updated IT being
applied in the
accommodation sector.
 They tend to be more conservative and
would like to keep the old ways of doing
business instead of implementing changes.
 This reluctance, slowed down the pace of IT
development to a certain extent.
HUGE INVESTMENT COST
 Some applications may involve huge
investment in installation and long-term
maintenance.
 Continuous innovation also means that a
new technology will soon become outdated
with new replacement.
 Although IT may improve service efficiency
and lower down the operational cost in the
long run.
 From classic cube to flat to touch-screen to
3D (TV)
Hotels with limited financial
resources may not afford this
RESISTANCE TO CHANGE OF PERSONNEL
 Staff who are doing fine in their own ways
of practice would be reluctant to change and
learn new technologies that they are not
familiar with.
 They would be pressured once they think
that IT can easily replace their roles in
performing customer services.
 All these can lead to low motivation and
high turnover rate of staff in the industry
COMPETITIVE ADVANTAGES OF USING
INTERNET IN THE HOSPITALITY/TOURISM
INDUSTRIES
ADVANTAGES OF USING INTERNET
 service improvement
 low cost
 differentiation from competition: creating,
presenting, and selling high quality,
distinctive products
 creating up-to-date enterprise image
 information usage
 efficiency in operational management and
communication
 obtain know-how through discussion with
news group on the internet
POTENTIAL DISADVANTAGES OR THREATS
OF USING INTERNET IN THE
HOSPITALITY/TOURISM INDUSTRIES
POTENTIAL DISADVANTAGES OR THREATS
OF USING INTERNET
 Standardization of legal procedures of doing
business over the internet.
 The problem of in efficient accessibility to
the website and the unfavorable indexing by
search engines.
 Spam
 Bad quality of individual websites which
might damage the whole destination image.
 Nonprofessional determination of the
purpose the website is supposed to fulfill.
ADVANTAGES, NETWORKS, AND
CHANGES IN BUSINESS TOOLS
WARREN BUFFET
 “it takes 20 years to build a
reputation and five minutes to ruin it.
if you think about that, you’ll do
things differently.”
COMPETITIVE ADVANTAGE OF
BUSINESS TOOLS IN HOSPITALITY
AND TOURISM
GUESTS WANT CONVENIENCE
 Guests want the check-in experience
to be quick and painless.
 Most airports allow you to check-in
online or go to kiosks where
passengers can do it themselves and
print out baggage tags without
needing staff help.
 In many fast-food restaurants, you
can place your orders and pay via a
tablet or kiosk.
 In cinemas, you can buy or collect
tickets at a digital kiosk.
 Guests want that same kind of
seamless, technology-driven,
contactless experience in the hotel
industry, especially as contactless
hospitality becomes more and more
prevalent.
 Whether it’s checking in at an
automated kiosk by scanning a QR
code or ordering room service on a
tablet, there’s no need to stand in a
queue or have to leave your room to
order food.
ENABLE YOUR GUESTS TO ACCESS
INFORMATION AND MAKE
REQUESTS ON THEIR TERMS
 People crave convenience, and hotel
guests are no different.
 They want everything to be easy and
within an extended arm's reach.
 Many hotels have created a Guest
App where guests are provided with
helpful information such as nearby
entertainment venues, restaurants,
bars, medical facilities, and more
inside an app.
 Guest Messaging also allows guests
to connect with the hotel through
SMS messages.
IMPROVE COMMUNICATION
 Technology is essential for
facilitating communication -
especially within the hospitality and
tourism industry, where many
businesses are large and dispersed.
 Many hotels use sophisticated
communication platforms to allow
different departments and staff
members to stay connected and
respond to guest requests more
efficiently.
ALICE
 can help improve the guest
experience by making it easier to
access all of the information they
might need.
 Guests can access reservation details,
restaurant and bar opening times, and
room service via text message or an
app - which is more accessible and
saves time.
ENABLE YOUR STAFF TO PROVIDE
SUPERIOR SERVICE
 Many hotels have systems where
guests' preferences and notes have
been automatically saved (where
 they ate during their last stay, prefer
extra pillows, etc.), so when guests
stay at the same hotel, staff can
accommodate them appropriately.
 It’s touches of personalization like
this in hospitality management that
make the experience much better for
guests.
HOTEL TECHNOLOGY IS EXPECTED
 Guests walk into hotels and expect
robust and reliable WiFi.
 That's even better if you can offer
something that can make their stay
more convenient, seamless, and
effortless.
 You’re sure to boost the guest's
experience, making them want to
return or recommend you to the
world, which you should aim.
NETWORKS AND SECURITY ISSUES
IN HOSPITALITY AND TOURISM
INDUSTRY
 Islands of Security
 Individuality Theft
 Cyber Attack
ISLANDS OF SECURITY
 With the increase in awareness of
Electronic Security gadgets, the
hospitality industry has been on
buying spree to ensure various
electronic devices like
o Fire Alarm System, Access
control, CCTV Surveillance,
Intrusion Alarm, Attendance
Management, etc.
 but all of the traditional point
solutions, which are installed to
solve major threat and productivity
issues, are difficult to deploy,
manage and update, which increases
operational complexities and
overhead costs.
 All these disadvantages can lead to
situations where organizations
deploy reduced security and inferior
policies.
INDIVIDUALITY THEFT
 Criminals from all over the world try
to hack into hotel networks in an
attempt to steal guest identities,
including credit card details.
 Identity theft and credit card fraud is
the new form of pickpocketing but
on a much larger scale.
 The number of compromised credit
cards is expected to increase this and
coming years.
CYBER ATTACK
 Hotels have to deal constantly with
phishing attacks.
 These attacks bypass the defenses
that are in place.
 It applies to the hotel network but
also the guest WIFI.
 Hotel WIFI networks are notorious
for their lack of security and
therefore provide an open door for
hackers and put data from guests at
high risk.
For example,
a survey released mid-2013 by McAfee
found 45% of the
surveyed small to medium size business had
been the
target of an electronic attack. It is now
potentially one of
the biggest threats your hotel faces.
TOTAL QUALITY MANAGEMENT
DEFINITION OF QUALITY
TRANSCENDENT
 Something beneficial to the
customers.
PRODUCT-BASED
 The service or product offering has
distinct uses or characteristics that
are not present in other similar
services or products (differentiation)
CUSTOMER-BASED
 Meets the expectations of the
customers who avail of the service or
product.
MANUFACTURING-BASED
 Based on the standards and
specifications.
VALUE-BASED
 The money paid by the customer
equates to the features of the product
or service.
TOTAL QUALITY MANAGEMENT
 The improvement of traditional ways
of doing business or rendering
services to guests.
 Is the set of management processes
and system that create delighted
customers through empowered
employees, leading to higher revenue
and lower costs (JM Juran, Quality
Expert)
TQM
TOTAL - composition of the whole
QUALITY - the intensity of excellence a
product or service provides.
MANAGEMENT- an act of accomplishing
things through people, art, or handling,
controlling, directing, and the like.
HISTORY OF MODERN QUALITY
MANAGEMENT
GUILDS OF MEDIEVAL EUROPE
 From the end of the 13th century to
the early 19th century
THE INDUSTRIAL REVOLUTION
 From the end of the 17th century to
the 1800s
WORLD WAR II
 From 1938 – 1945
POST WORLD WAR ERA AFTER 1945
TQM GURU’S ERA
EARLY 1950’S
 American who took the quality to
Japan
LATE 1950’S
 The Japanese who developed new
concepts in response to the
Americans
1970’s – 1980’s
 Western gurus who followed the
Japanese industrial success
EDWARD DEMING
 He popularized the quality control in
Japan;
 placed great importance and
responsibility on management (both
individual and company level).
 “a bad system will beat a good
person every time”

14 PRINCIPLES OF DEMING
 Create a purpose towards
improvement of product and service
 Adopt the new philosophy. There is
no place to live with commonly
accepted levels of delay, mistakes,
and defective quality.
 Cease dependence on mass
inspection. Instead, require statistical
evidence that quality is built-in
 End the practice of warding business
based on price
 Find problems. Work continually on
the system.
 Apply modern methods of training
on the job
 Implement current strategies of
supervision of production works to
perform that responsibility of
supervisors from quantity to quality
 Drive out fear in managing human
resources so that everyone works
effectively for the company .
 Remove barriers between
departments and stations
 Remove numerical goals, posters,
and slogans for the workforce asking
for new levels of productivity
without providing methods
 Eliminate work standards that
prescribe numerical quotas
 Remove barriers between the hourly
worker and their right to pride of the
quality
 Establish a vigorous program of
education and retraining
 Create a structure in top management
that will push on the above points
everyday.
JOSEPH JURAN
 He promoted the business process
quality
 A cross-functional quality
improvement
 Predicted the quality of Japans rate
would overtake the usa’s quality of
interests.
ARMAND V. FEIGENBAUM
 He pioneered total quality control
(full quality).
 He explained quality control as an
effective system for integrating
quality development, quality
maintenance and quality
improvement efforts of the various
groups within an organization to
enable production and service at the
most economical levels that allow
full customer satisfaction.
FEIGENBAUM PROPOSED THREE (3)
STEPS:
 Quality Leadership
 Modern Quality Technology
 Organizational Commitment
DR. KAURO ISHIKAWA
 He emphasized the human side of
quality and conceptualized the
Ishikawa Diagram.
DR. ISHIKAWA’S 7 BASIC TOOLS OF
QUALITY
PARETO PRINCIPLE
 Things are not distributed evenly.
 The Pareto principle states that for
many outcomes, roughly 80% of
consequences come from 20% of
causes (the “vital few”).
CAUSE AND EFFECT DIAGRAM
(fishbone Diagram)
 A cause-effect diagram is a visual
tool used to logically organize
possible causes for a specific
problem or effect by graphically
displaying them in increasing detail,
suggesting causal relationships
among theories.
 A popular type is also referred to as a
fishbone or Isikawa diagram.
STRATIFICATION (divide and conquer)
 Stratification is defined as the act of
sorting data, people, and objects into
distinct groups of layers.
 It is a technique used in combination
with other data analysis tools.
 When data from a variety of sources
or categories have been lumped
together, the meaning of the data can
be difficult to see.
CHECK SHEET
 The check sheet is a form used to
collect data in real time at the
location where the data is generated.
 The data captures it captures can be
quantitative or qualitative.
HISTOGRAM
 A histogram is a graphical
representation that organizes a group
of data points into user-specified
ranges.
 Similar in appearance to a bar graph,
 the histogram condenses a data series
into an easily interpreted visual by
taking many data points and
grouping them into logical ranges or
bins.
 Histogram helps in prioritizing
factors and identify which are the
areas that needs utmost attention
immediately
SCOTTER PLOT
 A scatter plot (aka scatter chart,
scatter graph) uses dots to represent
values for two different numeric
variables.
 The position of each dot on the
horizontal and vertical axis indicates
values for an individual data point.
 Scatter plots are used to observe
relationships between variables.
PROCESS CONTROL CHARTS
(Stewart chart)
 The Control Chart is a graph used to
study how a process changes over
time with data plotted in time order.
 Control chart is also called as
Shewhart Chart named after Walter
A. Shewhart
 is basically a statistical chart which
helps in determining if an industrial
process is within control and capable
to meet the customer defined
specification limits.
BENEFITS OF TQM
FEWER PRODUCT DEFECTS
 One of TQM's principles is that the
creation of products and services is
done right the first time.
 It means that the product ships with
fewer defects, reduce product re-
work, and future customer supports
overhead and product/service fixes.
SATISFIED CUSTOMERS
 HIGH-QUALITY products and
services that meet customers’ needs
result in higher customer
satisfaction.
 High customer satisfaction, in turn,
can lead to increased market share
and revenue growth via upselling
and word-of-mouth marketing
initiated by customers.
LOWER COSTS
 As a result of fewer product defects,
companies save customer support,
product replacements, field service,
and the creation of product/service
fixes.
 The cost-saving flows to the bottom
line, creating higher profit margins.
WELL-DEFINED CULTURAL VALUES
 Organizations that practice TQM
develop and nurture core values
around quality management and
continuous improvement.
 The TQM mind-set permeates all
aspects of an organization, from
hiring to internal processes to
product development.
VITAL ELEMENTS OF TQM
 As the competition becomes more
challenging, quality is a parameter
for businesses to survive in the
hospitality industry competition.
 Management in every business entity
is trying its best to standardize its
processes and observe TQM achieve
the optimum success level.
 They have to realize that TQM
success depends on eight elements
which is reduced to four groups.
1. FOUNDATION - Ethics, Integrity,
and Trust
2. BUILDING BRICKS - Training,
Teamwork, and Leadership
3. BINDING MORTAR -
Communication
4. ROOF – Recognition
WHY TQM SOMETIMES FAIL
1. Insufficient education and training
2. Lack of employees involvement
3. Lack of top management support
4. Inadequate resources
5. Deficient leadership
6. Lack of a quality-oriented culture
7. Poor communication
8. Lack of a plan for change
 9. Employee resistance to the change
program

TQM AND COMPETITIVENESS

COMPETITIVE ADVANTAGE OR
DIFFERENTIATION:
 offering a superior service or
creating a unique brand.

THREE FOCI OF COMPETITIVE

ADVANTAGE

REDUCE COST
 Getting products and services
 Make products and services
 Reduce wastage

SUPPORT SUPPLIERS AND

EMPLOYEES
 Loyal suppliers
 Committed and competent
employees

ACHIEVE CUSTOMER
SATISFACTION THAT GIVES AN
ADVANTAGE
 Positive word of mouth
 Creates moments of truth
 Loyal customers
GUESTOLOGY
SERVICE
 Service providers today are focusing
on making things right rather than
making people feel great.
 Service is the sequence of acts, tasks,
and procedures which are done with
consistency.
HOSPITALITY
 Hospitality is the positive emotional
response elicited from our guests.
SERVICE AND HOSPITALITY
 Service is a skill, while hospitality is
a spirit.
 Service is what we do for our guests,
while hospitality is about
anticipating the needs and wants of
our guests.
 Service can be given methodically,
while hospitality is dynamic.
It is important that we note of our guests’
likes, needs, wants, and profile .
GUESTOLOGIST
ROLE OF GUESTOLOGIST
 Planning for customer satisfaction is
important as this will be the platform
for the design of the experience.
 Everything must be in place.
Different expectations would determine
what kind of planning and design you would
have for your guests.
Establishments geared toward delivery of
services in tourism and hospitality industry
should be careful not to over-deliver the
services.
Food attendants should wait for their guest
when dining in a restaurant.

We forget good service; we remember GUEST EXPECTATION

hospitality.  Clean establishment
 Courteous staff
The end user of such process is called a  Responsive
guest because we are honored that they  Reliable
come to us, they come with us.  Friendly

DICKSON 2010 BASIC PROBLEMS

 Guestology is the scientific study of  Rooms with no modern technology
the behaviors, needs, and  Arrogant staff
expectations of people in a service  Failure to respond
environment,
 Poor delivery
 and how to use that knowledge to
 Cleanliness
optimally manage a service
 Amenities and utilities (lack of)
organization.
 Extra charge for parking, internet,
 Guestology entails studying the
gym, etc.
totality of the guest experience, from
their expectations down to the results
FIVE (5) BASIC TYPES OF
and feedback.
CUSTOMERS
✴LOYAL CUSTOMERS
The loyal customers are the most important
segment to please and should be one of the
priorities in mind of a company.

✴IMPULSIVE CUSTOMERS
The best type to do suggesting selling. These
customers do not have a shopping list in
mind and do shopping instinctively.

✴DISCOUNT CUSTOMERS
They are contributory to a company’s cash
flow because the products which are seldom
purchased at full price are availed by these
customers as best markdowns.

✴NEED-BASED CUSTOMERS
They buy for a specific reason and occasion,
and because of this, it may be difficult to
convince them to upsell.

✴WANDERING CUSTOMERS
These customers generate the latest amount
of traffic as they have no specific need or
desire in mind but yield the smallest
percentage in sales revenue.
E-BUSINESS 7 October 1997
—used the term “e-business” in an eight-
page essay in Wall Street Journal.
INNOVATION IN TECHNOLOGY AND
COMMUNICATIONS
—Have allowed businesses to operate CORE COMPONENTS OF E-
globally like never before. BUSINESS
● INFORMATION
● COMMUNICATION
E-BUSINESS
● TRANSACTION
—is short for “electronic business."
● As an overarching term, it refers to THREE KEY AREAS OF E-BUSINESS
utilizing digital information and
communication technologies
● to support or streamline business E-PROCUREMENT
processes — from preparation to
● the electronic sourcing of products
implementation
and services by companies, focused
on reducing costs and effort.
E-BUSINESS VS. E-COMMERCE

E-COMMERCE
● refers to trading products and ONLINE STORES
services online and
● the electronic sale of products and
● is only one aspect of E-business.
services via appropriate platforms,
such as online stores.
E-BUSINESS
● Became popular after IBM ONLINE MARKETPLACE
advertising campaign about
● Electronic commerce via digital
automated procedures in business.
networks, connecting the buyers and
● defined then by IBM as redesigning
suppliers of products and services.
strategic business processes
● meeting the challenges of a new
market increasingly characterized by TWO OTHER AREAS OF E-BUSINESS
globalization, and based on new
knowledge.
ONLINE COMMUNITIES
 ● electronic communication networks
between individuals and
organizations, supporting data and
knowledge sharing and transaction
decisions.
ONLINE COMPANIES
● electronic business cooperation for
connecting individual company
services, resulting in a virtual
business with a standard transaction
offer.
MARKET PARTICIPANTS IN E-
BUSINESS (9) COMBINATION
● Business (B)
● Consumer/Citizen (C)
● Administration (A)
THE FUNCTION OF E-BUSINESS
STRUCTURING VALUE
—an online offer achieves an overview of a
large quantity of information
SELECTION VALUE
—an online offer provides specific database
information upon request
MATCHING VALUE
—an online offer makes it possible to merge
inquiries from suppliers and buyers more
efficiently.
TRANSACTION VALUE
—an online offer makes a business more
efficient
COORDINATION VALUE
—an online offer allows different providers
to combine their services better
COMMUNICATION VALUE
—an online offer improves communication
between other consumers
STEPS IN ELECTRONIC VALUE
CREATION PROCESS
1. Collecting large quantities of
information to identify data relevant
to the product.
2. Processing the data and transforming
it into a product.
3. Transferring the final information
product to the customer.
4. Repeat this process whenever new
information becomes available
—information products are not static and
must be kept up to date
E-BUSINESS ACTIVITIES
E-PROCUREMENT ACTIVITIES
1. Organize the implementation of a
DESKTOP PURCHASING
SYSTEM (DPS)
● that supports the whole procurement
process,
—such as checking stock availability and
handle the order and payment

2. Constructing and operating an online
marketplace for products and
services
3. Integrating various electronic
supplier catalogs into your
—ENTERPRISE RESOURCE
PLANNING (ERP) system
—to support procurement, warehouse
management, order processing, production
management, and logistics
E-COMMERCE ACTIVITIES
1. Designing and maintaining an
internet presence and an online store
—including products or services
accessible from anywhere at all
times,
multiple payment options, automatic
e-mail notifications on orders, and
customer support (live chat, hotlines,
or help centers)
2. Developing and provisioning
additional content, such as an
—informational blog or comparison
portal
3. Expanding online marketing and
targeting advertising to customers,
—for example, by using big data
from cookies, purchase behavior, and
customer data
STRATEGIC AND TACTICAL TOOLS
FOR E-BUSINESS
BUSINESS-TO-BUSINESS (B2B)
● Transactions that take place between
two organizations come under
Business to Business.
–-Example: alibaba.com
● Producers and traditional commerce
wholesalers
● typically operate with this type of
electronic commerce.
● It dramatically improves the
efficiency of companies. -
BUSINESS-TO-CONSUMER (B2C)
● When a consumer buys products
from a seller, then its Business to
Consumer transaction.
— Example: Lazada, Shopee, Amazon
● The final consumer is directly
buying from the seller.
CONSUMER-TO-CONSUMER (C2C)
● A consumer selling product or
service to another consumer.
—Example: OLX, eBay.com
● C2C generally occurs for second-
hand products.
● The website is only the facilitator,
not the provider of the goods or the
service.
CONSUMER-TO-BUSINESS (C2B)
 ● A complete reversal of the traditional
sense of exchanging goods.
–-Ex. priceline.com
● Prevalent in crowdsourcing-based
products.
● Many individuals make their services
or products available for purchase by
companies seeking these products or
services.
CONSUMER-TO-ADMINISTATION
(C2A)
● Encompasses all electronic
transactions conducted between
individuals and public
administration.
— EDUCATION: disseminating
information, distance learning, etc.
—SOCIAL SECURITY: through the
distribution of information, making
payments, etc.
—TAXES: filing tax returns, payments, etc.
—HEALTH: appointments, information
about illness, payment of
health services, etc.
BUSINESS-TO-ADMINISTATION
(B2A)
● Encompasses all transactions
conducted online by companies,
public administration, government,
and various agencies.
—Increased considerably in recent years
with investments made in e-government.
CUSTOMER FOCUS AND
MANAGEMENT
● Customer focus means putting your
customers’ needs first.
● Customer-focused businesses foster
a company culture dedicated
—to enhancing customer satisfaction
and building strong customer relationships.
CUSTOMER EXPERIENCE ACROSS
THE ORGANIZATION
●The honesty of their marketing campaigns
●The transparency of their pricing models
●The ease of their sales cycle
●The quality of their actual products or
services
JONATHAN BRUMMELL, SENIOR
MANAGER, PREMIER SUPPORT AT
ZEN DESK
“Customer focus is the lens by which you
analyze all your interactions with your
customers,”
74%
OF CUSTOMERS FEEL LOYAL TO A
PARTICULAR COMPANY.
52%
THEY GO OUT OF THEIR WAY TO BUY
FROM THEIR FAVORITE BRANDS.
50%
WOULD SWITCH TO COMPETITOR
AFTER JUST ONE BAD EXPERIENCE

CUSTOMER FOCUS
● is essential for building more human
customer relationships.
● It involves learning from your
customers and using those valuable
insights to get better.

TIPS FOR BUILDING AN EFFECTIVE

CUSTOMER FOCUS STRATEGY
1. Encourage Collaboration
2. Make your customers feel heard
3. Meet your customers where they are
4. Use feedback to get better
5. Combine data with empathy
6. Leverage Artificial Intelligence
(A.I.) to meet customers’ needs
proactively