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Guest Relations in the Hospitality and Tourism Industry

Topic: Guest Relations in the Hospitality and Tourism Industry

Welcome Notes:
WELCOME TO ALTERNATIVE DELIVERY MODE (ADM) ON PROFESSIONAL
DEVELOPMENT AND APPLIED ETHICS
Get ready to be challenged…
Learn something new every day by adapting the
‘New Normal’

I. INTRODUCTION:

This module focuses on personal development techniques with emphasis on guest relations in the
hospitality and tourism industry. Going through this module, you are able to challenge yourself to explain
and apply the principle of good customer service. You will also have the opportunity to identify and
describe ethical behavior in relation to client satisfaction.

II. OBJECTIVES:

At the end of the lesson, you should be able to:

1. Explain the principle of good customer service.
2. Identify and describe ethical behavior in relation to client satisfaction.
3. Apply professional guest relations (PGR) principles in dealing with internal and external audiences.
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III. PRELIMINARY ACTIVITIES:

Before you proceed to the main lesson, test yourself in this activity
SHARE IT!

Recall a difficult service experience you have had and share how you resolved it. This experience could be
due to a number of factors, whether it be a difficult customer, internal error, miscommunication with the
sales people or multitasking strains, a bully classmate, a clash with your teacher, friends, etc. Then,
answer the realization questions accordingly.

- I experienced When I ojt at mcdo I was not yet a little at the cashier I made a mistake then I asked
don to those with us work who really don He said look you If True I said I do not know how to read
the receipt said I’m just okay because I don’t want to be heard When our colleague who worked
really did not come back The customer explained to me it was okay, it’s just that the customer is
kind

Realization Questions:
1. How did you feel about this activity?
-Worst experience in are saturate was when we tried to eat in Friday’s, Naval branch and the
Drinks they have served has some part of an insect’s body. And I think that was due to internal
Err or and multi-tasking strains since the manager told us that, the insect was may be because of
Their ice which means there was an inspection side their kitchen and then some tuff just grab bed Some
ice and putting lass with out even noticing because there area l so the people who are Getting their meat
here.
2. How do you think can this activity help you grow professionally in dealing with guest?
-I feel disgusted because iremember that time. Although I was not the one who drank
the drink with in sects
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EXCELLENT!!!
You may now proceed to the main lesson.

IV. LESSON PROPER:

LET’S BEGIN!

Based on the preliminary activities, how did you feel?

THAT’S GREAT!
You may now proceed to the lesson.

Customer service is the provision of service to customers before, during, and after a purchase. The
perception of success of such interactions is dependent on employees "who can adjust themselves to the
personality of the guest". Customer service concerns the priority an organization assigns to customer
service relative to components such as product innovation and pricing. In this sense, an organization that
values good customer service may to spend more money in training employees than the average
organization or may proactively interview customers for feedback.

From the point of view of an overall sales process engineering effort, customer service plays an important
role in an organization's ability to generate income and revenue. From that perspective, customer service
should be included as part of an overall approach to systematic improvement. One good customer service
experience can change the entire perception a customer holds towards the organization.

Customer support
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Guest Relations in the Hospitality and Tourism Industry

Customer support is a range of customer services to assist customers in making cost-effective and correct
use of a product. It includes assistance in planning, installation, training, troubleshooting, maintenance,
upgrading, and disposal of a product. These services even may be done at the customer's side where
he/she uses the product or service. In this case, it is called "at home customer services" or " at home
customer support."

Regarding technology, products such as mobile phones, televisions, computers, software products or other
electronic or mechanical goods, it is termed technical support.

Automated customer service

Customer service may be provided by a person (e.g., sales and service representative), or by automated
means, such as kiosks, Internet sites, and apps. An advantage with automated means is an increased
ability to provide service 24-hours a day, which can, at least, be a complement to customer service by
persons.

An increasingly popular type of automated customer service is conducted through artificial

intelligence ("AI"). The customer benefit of AI is the feel for chatting with a live agent through improved
speech technologies while giving customers the self-service benefit. Another example of automated
customer service is by touch-tone phone, which usually involves IVR (Interactive Voice Response) a main
menu and the use of the keypad as options (e.g., "Press 1 for English, Press 2 for Spanish", etc.).
However, in the Internet era, a challenge has been to maintain and/or enhance the personal experience
while making use of the efficiencies of online commerce. "Online customers are literally invisible to you
(and you to them), so it's easy to shortchange them emotionally. But this lack of visual and tactile presence
makes it even more crucial to create a sense of personal, human-to-human connection in the online arena."

Examples of customer service by artificial means are automated online assistants that can be seen
as avatars on websites, which enterprises can use to reduce their operating and training costs. These are
driven by chatterbots (also called "chatbots"), and a major underlying technology to such systems is natural
language processing.

Metrics and measuring customer service results

The two main ways of gathering feedback are customer surveys and Net Promoter Score measurement,
used for calculating the loyalty that exists between a provider and a consumer.

Customer service metrics that are followed by companies depend on the tool used for customer service.
Most popular metrics include:
 first response time,
 Average response time,
 total handle time,
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 customer satisfaction score (CSAT)

Instant feedback
Many organizations have implemented feedback loops that allow them to capture feedback at the point of
experience. For example, National Express in the UK has invited passengers to send text messages while
riding the bus. This has been shown to be useful, as it allows companies to improve their customer service
before the customer defects, thus making it far more likely that the customer will return next
time. Technology has made it increasingly easier for companies to obtain feedback from their customers.
Community blogs and forums give customers the ability to give detailed explanations of both negative as
well as positive experiences with a company/organization.

Standardization
There are a few standards on this topic. ISO and The International Customer Service Institute (TICSI) have
published the following ones:
 ISO 9004:2000, on performance improvement
 ISO 10001:2007, on customer service conduct
 ISO 10002:2004, on quality management in handling customer complaints
 ISO 10003:2007, on dispute resolution
 ISO 10004:2012, on monitoring and measuring
 The International Customer Service Standard (TICSS)
 CCQA Customer Care Standard (Care Quality Alliance) www.CCQA.org.uk
There is also an Information Technology service management standard: ISO/IEC 20000:2005. Its first part
concerns specifications and its second part the code of practice.

The Importance of Customer Service in the Hospitality Industry

Excellent customer service is vitally important in the hospitality

industry. It’s the first point of contact, between for example, the
hotel guest and the representative of the hotel. It is the first
opportunity an establishment gets to impress and create a lasting
great impression.
Hotels and restaurants and everything in between in this type of
industry, is a hospitality service provider that has a job to sustain
customer happiness and satisfaction. That includes any type of business where customers are paying
attention to the type of service they receive, is within the hospitality industry a great example of first class
customer service in this industry is North West based Thornton Hall Hotel & Spa. Great businesses like
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them that put their customers at the forefront of their operation will generally have a steady flow of loyal
customers to keep the business afloat.

Here are five top tips from industry experts Thornton Hall Hotel & Spa, who have sharing their advice to
help ensure other business in the hospitality industry provide their customers with a positive and
memorable service.

Customer expectations
Satisfied customers are looking for a memorable experience and an energetic service, where it matters the
most. Businesses need to be aware that it’s becoming ever more popular for guests to leave a review of
their experience on a number of feedback sites, whether their experience was a good or bad one.
Hospitality outlets need to me mindful of this as bad feedback can be extremely damaging.

Deliver on your promise

Any business needs to keep customers and clients happy, but in the hospitality industry it’s so important to
keep guests engaged in order for repeat business and for referral purposes. For the customer to return all
you need to do is deliver what was promised, if you can exceed expectation where possible this is always a
good tool to help gain referrals.

Be realistic
Remember to be realistic, don’t big your business up if it’s not 5 star, don’t say that it is, as this only sets
expectations for the customer, and excites them only to disappointed when they find out it’s more of a
three-star standard.

Customer loyalty
Remember happy customers are loyal customers, go the extra mile if needs be, provide additional items
where possible, this always tends to impress. Just remember, customers are the most important part of the
business without them what would you have – focus on them at all times – and they will be happy.

Feedback is important
If a customer is unfortunate enough to have a bad experience, for any reason, you need to make sure it’s
made easy and clear for them to tell you about it. At the same time be understanding and allow them to get
it off their chest to you, so they’re not inclined to tell someone else. Try hard to fix the problem –
communication is key – and remember keep calm and try to resolve the situation so the customer ultimately
goes away happy.

The Nine Basic Principles of Hospitality and Service

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Remarkable Service is the distinctive and defining attribute of the best customer service establishments.
Remarkable Service makes guests and customers feel comfortable, and it makes their experience
enjoyable. In other word, remarkable service is a high level of caring for the comfort of guests/customers.

What are the attributes of Remarkable Service?

Remarkable service is:
 Is welcoming, friendly, and courteous
 Is knowledgeable
 Is efficient
 Is well timed
 Is flexible
 Is consistent
 Communicates effectively
 Instills trust
 Exceeds expectations

Remarkable Service Is Only as Good as It Looks, or First Impressions Matter
“You only have one chance to make a good first impression” has become the mantra for quality-oriented
service businesses. In the customer service business, judgments that can alter the entire experience are
made by guests and customers within minutes of their arrival.

Remarkable Service Is Welcoming, Friendly, and Courteous

A warm, friendly welcome assures guests that they can relax and enjoy their
experience. By the same token, a warm good-bye makes guests feel
appreciated and encouraged to return.

Remarkable Service Is Knowledgeable

Guests and customers often request information about specific items.
Customer service reps who are knowledgeable about the business can provide the help they need. A
remarkable team member not only has to know how to answer the guest’s or customers question but also
must guess what the guest/customer really wishes to find out.

Remarkable Service Is Efficient

Efficiency is important to the servers and to the restaurant for obvious reasons; for one, more work can be
done (and more money made) with less effort. And when guests see the servers working quickly, smoothly,
and easily, they feel at ease. Disorganization and unseemly haste are contagious.

Remarkable Service Is Well Timed

Remarkable servers anticipate the dining needs of the guests. This means providing just the right items or
services before the guests even realize they need them.
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Remarkable Service Is Flexible

Remarkable Service consists of more than adhering to a set of principles. Sometimes the rules must be
bent a little. A guest might ask, for example, for an appetizer and a salad instead of an appetizer and an
entrée or to have the courses out of the menu sequence, such as a salad after the entrée instead of before.

Remarkable Service Is Consistent

People go to a restaurant the first time for many different reasons. They come back for only one: They like
the restaurant, its food, and its service. Making good use of the Nine Basic Principles of Hospitality and
Service can induce someone to come back to the restaurant once, but consistently high-quality food and
service is the only way to bring in repeat business.

Remarkable Service Communicates Effectively

The art of communication consists of transmitting just the right amount of information exactly when it is
needed. When a server describes specials that don’t appear on the menu or offers suggestions about
additional dishes or beverages that might enhance the dining experience, the diner is well served.

Remarkable servers recognize what guests want to know and provide the information in an unobtrusive
manner. Rather than an ostentatious flaunting of knowledge, which can make guests uncomfortable and
irritated because they feel condescended to, a tactful delivery of the facts best serves the purpose.

Remarkable Service Instills Trust

A state of trust must be established between the server and the guest. The guest wants to feel secure that
menu items are described accurately and that health and sanitary codes are observed. A bond of trust is
central to return business.

Remarkable Service Exceeds Expectations

Repeat customers expect the same basic level of service each time they visit, but remarkable servers are
constantly seeking ways to better the experience. The best service is constantly improving service. Little
touches, such as recalling a guest’s name or offering a toy to a child, are sure to be remembered. When
something goes wrong, such as a reservation mix-up, an apology is called for, but the manager’s offer of a
complimentary glass of wine is doubly appreciated, precisely because it exceeds expectations.

What is a Guest Relation Officer?

A Guest Relation Officer, also known as a Guest Relation Coordinator or Guest Relation Specialist, is a
customer service-oriented employee who essentially greets hotel guests. From escorting guests to rooms
to assisting in arranging reservations, Guest Relation Officers ensure a pleasant and satisfying stay at a
hotel. They also handle guest complaints, assist with the check-in process and explain all facility amenities,
such as pool areas and restaurants.
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Guest Relations Officers are primarily employed by hotels and other lodging establishments, but might also
work for spas, theme parks or on cruise ships. As reported by the Bureau of Labor Statistics, those
employed as lodging managers, such as Guest Relation Officers, will see an 8 percent job growth rate
through 2024. This growth will be fueled mainly by continued growth in travel and tourism, but could be
tempered by operational budgets from one hotel to the next that could cut back on management staff.

Guest Relation Officer Duties and Responsibilities

A successful Guest Relation Officer must complete various tasks to meet all relevant job expectations. We
looked at several job listings and other resources and found the following to be core Guest Relation Officer
duties and responsibilities.
Provide Customer Service to Guests
From greeting and checking-in to ensuring the daily comfort of guests, a Guest Relation Officer maintains a
constant presence at the front desk or lobby of a hotel and is available to handle all customer questions
and concerns. A Guest Relation Officer works with front desk personnel in ensuring that all check-in
processes run smoothly.

Handle Guest Complaints

A Guest Relation Officer listens to and manages all customer complaints and concerns. They might keep a
log of these complaints and resolutions. They might communicate with guests in-person or via phone or
email. A Guest Relation Officer must also follow-up to ensure that each complaint has been resolved to the
customer’s satisfaction.

Assist in Developing Customer Service Satisfaction Programs

It is generally up to a Guest Relation Officer to help establishments build strong customer service
programs. In this position, Guest Relation Officers will work closely with upper management to measure
customer service, such as through surveys and questionnaires, and help to create programs that better
address the needs of guests to avoid potential issues in the future.

Guest Relation Officer Skills

Since Guest Relation Officers spend a great deal of time interacting with guests, it is important that they
have strong communication, interpersonal and listening skills. They should also be aggressive problem-
solvers and have the ability to manage crises successfully. Above average organizational and time
management skills are also critical for Guest Relation Officers. Being detail-oriented and possessing the
ability to work closely in teams also contribute to the success of this position. In addition to these important
abilities, potential employers might seek Maintenance Planners with the following skills.

Core skills: Based on job listings and other sources we analyzed, employers want Guest Relation Officers
with these core skills. If you want to work in this position, focus on the following.
 Responding quickly and efficiently to guest concerns
 Assisting guests throughout the check-in process
 Relating information about amenities and other relevant information for incoming guests
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 Contributing to the development of customer satisfaction programs

Advanced skills: While most employers did not require the following skills, multiple job listings included
them as preferred. Add these to your Guest Relation Officer toolbox and broaden your career options.
 Strong math skills and understanding of basic financial concepts
 Proficiency in Microsoft applications such as Word, PowerPoint and Outlook

Guest Relation Officer Job description

This Guest Relations Officer job description template is optimized for posting to online job boards or
careers pages and easy to customize for your company.

Guest Relations Officer responsibilities include:

 Welcoming guests in a friendly and professional way
 Addressing and escalating customer complaints
 Providing information about facilities, programs and
other services
 To provide high-quality service to hotel customers.
 Address complaints and go the extra mile to make
sure guests are satisfied.

In this role, you should be an excellent communicator who can stay positive when facing difficult situations.
You should also be reliable and customer-oriented, as you’ll serve as a primary point of contact – the
guests.
Your goal will be to ensure guests enjoy themselves and plan to come back to the hotel.
Responsibilities
 Review arrival lists to welcome guests
 Attend to special guests (e.g. VIPs) and answer their inquiries
 Help prepare welcome folders with collateral (e.g. room service menus, area descriptions)
 Provide information about amenities, area and venues and promote services
 Anticipate guest needs and build rapport with customers
 Offer assistance with certain tasks (e.g. confirming travel arrangements, taking messages)
 Address customer complaints and escalate to Guest Relations Manager when needed
 Record information in the logbook daily
 Ensure compliance with health and quality standards
Requirements
 Proven experience as a Guest Relations Officer
 Familiarity with hospitality industry standards
 Proficiency in English; knowledge of additional languages is a plus
 Computer literacy
 A customer-oriented and professional attitude
 An outgoing personality
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 Outstanding communication abilities

 Excellent organizational and time-management skills
 Diploma or BSc/BA in Hospitality Management is preferred

We had just finished the discussion on Guest Relations. Let’s now move on to the next
higher level of activities or exercises that demonstrate your potential skills/knowledge of
what you have learned.
V. ANALYSIS, APPLICATION AND EXPLORATION:

ACTIVITY 1

Name: GUILING, JENNILYN Year and Section: BSHM-1139

Hospitality and Customer Service – It’s about your mind set of willingness, and its dedication to your work
and to your guest. Write an essay on why customer service in hospitality is everything?

- Why do customers deal with those who work because they both work the same, If the customer is
good to those who work the former customer is also good. If the employee makes a mistake only
once, the customer should understand, especially if the employee is new because the customer
also did something wrong.
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Finally, let’s WRAP UP the lesson regarding what we had discussed today!

VI. GENERALIZATION:

Name: GUILING, JENNILYN Year and Section: BSHM-1139

Answer the following questions:

1. How do you provide excellent customer service in hospitality?
-SMILE
A smile alone doesn’t guarantee excellent customer service, but excellent customer service almost
always starts with a smile.
Whether you are the customers first impression, or trying to stand out in front of a client, wearing a smile
is at the top of the priorities list to get you on your way to providing an exceptional standard of customer
service – and one of the easiest parts to get right

2. How does ethics contribute to customer satisfaction?

-Good ethics dictates that a salesperson should help customers find the most suitable product for their
needs, not necessarily the one that results in the greatest revenue or highest profit margin for the
company. Precisely meeting customer needs translates into higher customer satisfaction.

GOOD JOB!
You have come to an end of Module 7.
OOPS! By the way, you still have an assignment to do. Here it is…
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VII. ASSIGNMENT:

Name: GUILING, JENNILYN Year and Section: BSHM-1139

1. How do you handle guest complaints?

- Stay calm. When a customer presents you with a complaint, keep in mind that the is sue is not
Personal; hear she is not attacking you directly but rather the situation at hand. “Winning” the
Confrontation accomplishes nothing. A person who remains in control of his or here motions
Deals from a position of strength. While it is perfectly natural to get defensive when at tacked, Choose to be
the “professional” and keep your cool.

2. “People will forget what you said, forget what you did, but people will never forget how you made them
feel.” Explain in terms of hospitality service.
- In this lesson, Anna will explain the difference between service and hospitality and how they
Impact the guest experience. This lesson is perfect for front lines staff working in any variety of
hospitality venues or any one interested in working in the hospitality industry

After your long journey of reading and accomplishing the module, let us now
challenge your mind by answering the evaluation part of this module.
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VIII. EVALUATION:

Name: GUILING, JENNILYN Date: _____________________

Year and Section: BSHM-1139 Score: ____________________

MULTIPLE CHOICE: Encircle the letter of the correct answer.

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1. B It is a provision of service to customers before, during, and after a purchase.

A. Customer satisfaction
B. Customer service
C. Service delivery
D. Service Purchase

2. D It is a range of customer services to assist customers in making cost-effective and correct use of a
product.
A. Customer information agent
B. Business Processing outsourcing
C. Front desk
D. Customer support

3. The customer benefit of _____B___ is the feel for chatting with a live agent through improved speech
technologies while giving customers the self-service benefit.
A. Computer generated machine
B. Guest relations officer
C. Artificial Intelligence
D. Automated answering machine

4. C The two main ways of gathering feedback are customer surveys and Net Promoter
Score measurement used for calculating the loyalty between a provider and a consumer.
A. True
B. False
C. Maybe

5. A It refers to International Customer Service standards that certifies the quality management in
handling customer complaints.
A. ISO 9004:2000
B. ISO 10004:2012
C. ISO 10003:2007
D. ISO 10002:200

6. A Excellent customer service is vitally important in the hospitality industry as it is the last point of
contact.
A. True
B. False
C. Maybe
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7. A Satisfied customers are looking for a memorable experience and an energetic service where it
matters the most.
A. True
B. False
C. Maybe

8. A It has become the mantra for quality-oriented service businesses.

A. You only have one chance to make a good first impression.
B. Customer is always right.
C. Just do it.
D. Your credit is good, but we need cash.

9. B It refers to a customer service-oriented employee who essentially greets first hotel guests.
A. Reservationist
B. Guest relations officer
C. Front Office Manager
D. Housekeeper

10. D What skill does a guest relations officer with strong math skills and understanding of basic financial
concept has?
A. Core
B. Advance
C. Analytical
D. Inter-personal

CONGRATULATIONS on reaching the end of this module! You may

now proceed to the next module. Don’t forget to submit all the exercises,
activities, portfolio, etc. during face to face.