Q3. Comprehensively discuss the different types of customers in your organisation.
Customer Categories
The hotel is home to many differ types of customers, internal, external and corporate.
Internal: An internal customer is someone who works within a business and works as part of a team to provide the best possible service. Take a hairdressers for example; a receptionist makes appointments, the hairdresser styles/cuts hair and the apprentice cleans the area used by the hairdresser. If the receptionist logs an appointment incorrectly it can have a bad effect on the hairdresser and the customer. Or if the apprentice does not clean the area of the last customer can cause for business not to be up to standard. (Twomey 2012, p.5)
External: External customers are basically the everyday run of the mill person who is connected to that organisation by way of purchasing a product from that business. For example, a person walks into a bookstore and pays for a book are now an external customer. (Twomey 2012, p.5)
Corporate: These are customers in which supply/receive large supplies to/from a company. An example of this would be when a hospital orders linen, cleaning items/medical supplies they become a corporate customer of the business selling them. (Twomey 2012, p.5)
Internal Customers of The Pier Hotel
Employees of a hotel have to communicate with all departments at all times to maintain the smooth running of the establishment. The reception is the face of this company as it is the first thing you see as you enter the hotel, and it is where you go for any information or to give feedback about the other departments. The departments of the hotel are;
Food & Beverage – Bar and Restaurant Staff
Front Office – Receptionist and Night Porter Staff
Accommodation – Housekeeping Staff
Kitchen - Chef’s and Kitchen Porter Staff
A function sheet is given and updated on a daily basis to ensure all departments and staff members are up to date with the current events of the hotel. For example; if the hotel were hosting a birthday function and the customer wanted to make a change in the guest list by having an additional 20 people, this would mean all departments would have to make adjustments. The kitchen would need to order extra food, the bar would need to roster a another staff member on that night, front office would need to adjust the invoice and accommodation would need to have an extra staff member on the next morning to make sure the bar and restaurant is sufficient for breakfast.
External Customers of The Pier Hotel
Being a hotel, The Pier has many types of external customers. The majority of hotels refer to their customers as Guests. A guest is a customer who has reserved a room in the establishment, although they may eat at the restaurant, or have a beverage at the bar they are still referred to as guest. Whereas, a person who makes a reservation for the restaurant or just walks in to have a meal or visit the bar, is known as either a customer or patron. The hotel offers a function room for events such as birthday parties, office parties, christening etc. and the external customers that book such a function are known in the hotel as an event customer.
Corporate Customers of The Pier Hotel
The hotel may be a small business but it has a big corporate customer base. To keep the business flowing in a smooth manner the hotel depends on various suppliers to deliver facilities for daily use. Take the accommodation department for example, this department needs cleaning supplies, laundry service and room conveniences (milk, tea, coffee, shower cap, soap etc.) to maintain the 55 bedrooms at a high standard for guests. This means that the hotel requires another company, such as cleaning supplier, to provide the service and therefore become a corporate customer.
Another type of corporate customer of The Pier Hotel is known as corporate guests. When a business is sending an associate to Limerick for training or other purposes they are a corporate guest as the company is paying for their stay. This is good for the hotel and the business in question as the hotel now has a long term or repeat guest (a guest who returns on a regular basis) and the business gets a special rate that saves on company expense, so they become corporate customers of each other.
Q4. Discuss the principles of a customer orientated organisation.
Customer Orientated Organisations
The goal of customer orientated organisations is to get the most out of customer satisfaction, and having customers at the core of all their planning can lead to notable business results. (Twomey 2012, p.4) states that organisations that are customer orientated can deliver great customer service by following the following principles;
Listen to your customers
Evaluate the wishes of customers and deliver on those needs
Good communication between the organisation, the employees and the customers should be sustained
Feedback should be frequently observed and offered.
For example, a man orders a fridge in an electrical store. When the fridge is delivered to his home, he notices that there is some damage to the outer exterior of the fridge. He goes back to the electrical store to complain about what has happened. Bad customer service is displayed if the management team does nothing about the problem and are dismissive. Good customer service is displayed by management apologising and arranging to collect the faulty fridge and deliver a working one. Great customer service is displayed when not only does management apologise and organise a new fridge but is there on the delivery day to make sure everything is satisfactory for the customer. Great customer service is going the extra mile to ensure your customers know you have them in mind.
Q5. Construct a comprehensive organisational chart(s) for your chosen organisation.
Organisational Charts
An organizational chart shows a visual diagram of all of the employees in a business.
(Twomey 2012, p.4) It is arranged hierarchically, with the head of the organisation at the top and lines connecting each employee to the employees below him who he directly supervises. It is important for a company as it provides information for internal and external customers such as identifying roles, clarifying chain of command, providing contact information and orientating new employees.
Here is an example of an organisational chart (NationMaster.com (2003-5), ‘Example of an Organisational Chart’, available: ).
Proposed Organisational Chart
The Pier Hotel does not have an organisation chart. I have researched and have structured an organisational chart for my chosen organisation The Pier Hotel:
Proposed Organisational Chart:
Please see page 8 for my proposed organisational chart, which I constructed using Smart Draw software.
Q6. Provide a comprehensive summary of customer service responsibilities based on your chart(s). (Discuss specifically the role of frontline staff)
Customer Service Responsibilities of The Pier Hotel
In any hotel the single most important component for operational and financial success is customer service. The primary goal for hotel organisations is to create a customer experience that is captivating, generates repeat business and holds a good reputation for customers.
Based on my organisational chart I have made a comprehensive summary of the customer service responsibilities of The Pier Hotel.
General Manager – This position holds many responsibilities from establishing hotel operational strategies to financial strategies. It is the general manager who creates a customer service strategy that other colleagues/staff will practice. The general manager has very little interaction with the external customers of the hotel but is in constant communication and review of colleagues and staff and their customer service skills. The general manager maintains customer confidence by personally responding and resolving customer complaints; making charge adjustments or offering complimentary services are amongst what they may do to resolve such issues to ensure the customer is satisfied.
Accountant & Marketing Director – Although they have no face to face contact with external customers the accountant and marketing director of the Pier Hotel do contribute to the customer service in the hotel. As an accountant it is their job to understand the budget of the hotel, this means that they have control on what the hotel can afford in terms of special rates and offers for the company. Working alongside the marketing director, both works hard to provide good rooms rates and advertise them accordingly.
Events Manager – The events manager of the Pier Hotel is very attentive, patient and strategic. When an event is being hosted in the hotel it is the events manager job to make sure customers are happy with the service which includes food, drink, music, arrival of cake and ensuring the customers’ guests are also pleased with our service as they are potential future customers. Prior to booking the event in the hotel, the event manager has to show that the hotel is the correct fit for the customers function. This is mainly achieved to listening to the customer and making sure we can accommodate what they need for a successful night. The events manager uses the customers’ first name as it creates more of a personal feel to show the customer they are important to us.
Bar Manage, Accommodation Manager, Restaurant Manager, Head Chef, Night Manager & Front Office Manager – Department managers are more involved in the customer service of The Pier Hotel. They all deal with customers regularly on a daily basis to oversee all operations of their department including staffing, employee schedules, staff functions, responsibilities, stock management etc. they are responsible for operating their department resourcefully and economically, satisfying guests and handling any problems that may arise.
Full Time/Part Time Department Staff – The full time staff of the Pier Hotel have the most contact with customers. It is vital for that all staff have strong commutative skills as they interact with external and internal customers. They have to be organised, professional and courteous along with being able to follow instructions from managers. It is their job to ensure customer satisfaction by going that extra mile with a smile.
All management and staff have to be in constant communication to guarantee the smooth running of the Pier Hotel, and customer happiness. Frontline staffs especially, need a set of skill required for the everyday task of dealing with customer effectively
Employee Required Skills for Customer Service:
Sound Commutative Skills
Attentive Listening Skills
Diplomacy Skills
Problematic Skills
They also need to have detailed knowledge on the hotel an our services along with being able to anticipate the future needs and wants of our guests
The frontline staffs of the hotel are the employees who have the most customer contact. Along with having a positive attitude when dealing with customers, it is also necessary that the staff have a genuine desire to assist our guests whilst maintain an optimistic and enthusiastic approach. Our staffs at the Pier Hotel hold qualities required for customer service
Employee Required Qualities for Customer Service:
Fortitude
Concern
Sincerity
Compassion
Meticulousness
Efficiency
Discretion
A sense of humour
Good customer repetition can be separated into two categories, tangible and intangible:
If a guest has a complaint at the hotel it is frontline staff that the guest will be dealing with. Frontline staffs have the most crucial role in our company as the good or bad treatment of a guest by them is important for the overall observation of our hotel. Customers will judge the company one how our staff perform when on duty. The actions of our frontline staff can affect not only affect the reputation of other staff in the hotel, but can also have a bad effect on the standing of the business. Customers of any business
Q7. Evaluate customer service policy as seen in the organisation (Mission Statement, Vision Statement, Customer Charter etc.) on the practices of the organisation.
Evaluation
After researching customer service and the Pier Hotel, I have conducted an evaluation on the customer service policy that they practice.
Mission Statements
A mission statement is an outline of objectives and ideals of an organisation. It defines what the organisation is and its reason for being. Your mission statement should explain who your primary customers are, recognise the merchandises and services you produce, and describe the geographical location in which you operate. A mission statement does not have to be clever or catchy but must be accurate. (I (1996-2012) Mission Statement, available: http://www.articles.bplans.co.uk/writing-a-business-plann/mission-statement/367 )
My chosen organisation does not have a mission statement. I have opted to create the following mission statement for The Pier Hotel;
My Proposed Mission Statement:
“We at The Pier Hotel wish to provide superior services within an optimistic working environment so as to make our guests feel at home away from home. Each of us is accountable for offering supreme satisfaction by delivering exceptional quality and by continuing to strive to exceed our guest’s expectations.”
Vision Statements
A vision statement is a portrayal of where the company would like to be. It takes into account the current status of the business and serves the point of course of where they business wishes to go. A vision statement provides a focus for the mission of the company. (Mind Tools Ltd (1996-2012) ‘Mission Statements and Vision Statement’, available: )
The Pier Hotel, my chosen organisation for this project, does not have a vision statement so I have researched other statements to create one for them;
My Proposed Vision Statement:
‘’At the Pier Hotel it is our vision that we exceed excellent service. We foster community among our staff which we believe transfers into superior standards of service. We are a three star hotel aiming to provide five star service’’
What is a Customer Charter?
A Customer Charter is a list of procedures on how to deal with different situations. It also outlines what a customer should expect from the company in terms of quality of service and facilities provided
Customer Charter of The Pier Hotel
The Pier Hotel’s customer charter is rather in concise and does not give much information for their customer facilities, or services available at the hotel. In each of the 55 bedrooms there is a welcome letter, which is considered by the hotel to also be a type of customer charter. It reads as follows:
Dear Guest,
We at the Pier Hotel would like to welcome you to our establishment!
Check-in time is at 2:00pm, if guests arrive earlier we will do our best to accommodate you. Check-out time is at 12:00pm, there is a €10.00 supplement fee for a later check-out time.
Breakfast is served from 7:30am to 11:00am from Monday to Friday, and 7:00am to 12:00am on Saturday and Sunday.
Lunch is served between 12:00pm to 3:00pm every day.
Dinner is served between 4:00pm to 8:00pm Monday to Friday, and 4:00pm to 9:00pm on Saturday. Sunday dinner is served between 3:30pm to 7:00pm.
For more information about the hotel and our amenities please contact reception by dialling “0” on the telephone provided in your room.
It is our sincere wish that you enjoy your stay here with us.
Warm Regards
General Manager
In my own opinion I think this is far too little for any business to present for customer information. I have researched customer charters for the hotel industry and have structured one for my chosen organisation The Pier Hotel.
My Proposed Customer Charter for The Pier Hotel
Welcome to The Pier Hotel where our goal is to provide our guests with the finest possible experience and uppermost standard of customer service during their stay with us. The Pier Hotel Customer Charter forms a vital part of your stay as it explains our commitment to you and offers you information about our facilities at the hotel, our most frequently asked questions and how you can get in touch with us. If you have any further queries please do not hesitate in contacting our front desk staff, whom are happy to assist you in any way possible. We hope you enjoy stay!
What you should expect from us
Customer Service
We behave with professionalism towards our guest continuously
If our guests have any issues or difficulties we find good solutions for them
We will always go that extra mil to provide clear, accurate & timely information
Discretion, humility and the highest regard of respect is what guest should expect to encounter on their stay with us
Our Managing Team
Managers at our hotel are strategic, hardworking and professional at all times
Managers at our hotel are given duties and authority and ensure results are good as well as growth. This applies to each individual employee and for the company as a whole
Our managing team are clear and accessible
Managers expect a lot from employees, motivate them, and give them constructive feedback
Our managers are aware of what is taking place in the hotel at all times, and will listening attentively to anything positive or negative you wish to say.
Employees
Our employees always treat each other with respect
They share knowledge and help each other when required
Employees give each other information and accept responsibility for getting information
Our employees are loyal to decisions that have been made
All employees have a shared responsibility to ensure our working environment is safe and good
Social Responsibility
The Pier is run with productivity, ethics and we are in compliance with legislation and regulations
Our hotel thinks green by being aware of the use of raw materials, water &energy and in our waste management
We always attribute environmental consideration in all our new acquisitions
Most Frequently Asked Questions
When can I check-in/out?
Rooms are available to check-in at 2pm. If arrival to our hotel is earlier than the allocated check-in time we will do our best to accommodate you. Check-out from the hotel is 12pm, however, if our guests require a later time of check-out we do provide a late check-out at 3pm for a €10.00 supplement fee. We ask our guests to inform us of late check-out on arrival.
What about my luggage?
We operate a luggage service which is complimentary. Your luggage will be put into a secure room and accessed by management only.
Is there Car Parking Available?
Car parking is available at our hotel. We have limited free spaces on site.
Limited free parking is available on site. However, alternative parking is available in Harvey's Quay car park which is complimentary overnight between 6:00pm and 8:30am.
Is Shannon Airport Close to the hotel?
Shannon Airport is just a 20minute drive from our hotel. We are close to two bus stops for the airport and can book a taxi for you if required.
I’m traveling from another county, is your hotel easy to find?
The Pier Hotel is located on Sarsfield Street, in Limerick City Centre; it is close to Galway/Cork/Kerry and Dublin roads providing easy accessibility to all routes in and out of Limerick. If using a GPS to navigate, use the following coordinates to reach The Pier Hotel parking area: N52 39.881 W08 37.765
Hotel marked on map as
(Google Maps (2012), ‘The Pier Hotel Limerick’, available: )
Do you have an early check-out fee?
The hotel does not have an early check-out fee.
Can I make special requests?
We do our best to meet the requirements of our guests and try to go the extra mile for them. If you have any special requests we ask that you give at least 24 hours’ notice prior to check-in to the hotel so that we may accommodate. If you have any requests for your room after arrival please contact front desk and we will do our best to accommodate you.
Do you have special needs facilities?
The Pier hotel is committed to providing accessibility to the highest standard for all our guests. Currently we have four wheelchair accessible rooms, we have installed a ramp at the entrance to the hotel, large print guest information and menus and we also allow service dogs in the hotel.
What are the rules on cancelling my reservation?
Our cancellation policy states that guest give 24hour notice if cancelling a reservation. If you not give notice you may still be charged a no show fee which is the first night rate of your room.
Can I book multiple rooms?
To reserve more than four rooms we ask for a non-refundable deposit that must be paid at time of booking.
How do I make a reservation?
Online booking is available at our own website using a valid credit/debit card to secure the booking. Also, guests can contact us directly through email, telephone or fax. Alternatively bookings are accessible through
Do you offer conference facilities?
The Pier Hotel offers conference facilities which can be reorganised to your specification. Complimentary tea/coffee and water are served along with a discounted rate for lunch at our restaurant.
Does your restaurant cater to dietary needs?
We offer a plentiful variety of foods on our menu in our restaurant; however, if there are any dietary requirements our head chef will accommodate your needs.
Are there tourist attractions near your hotel?
The Pier Hotel is close to some of Limericks main tourist attractions. We are a 5minute walk away from such attractions as St. Mary’s Cathedral, Limerick Hunt Museum and King Johns Castle. For more information about these and other attractions please visit front office desk.
Do you have smoking rooms?
We do provide smoking and non-smoking rooms at our hotel. Subject to availability
Is there a shopping mall nearby?
Our hotel is situated in Limericks City Centre, just two blocks from the main shopping outlets in the city. The Crescent Shopping Centre, Limericks main shopping mall is a short drive away, with regular buses departing ever 20minutes just a block from the hotel.
Can you recommend any restaurant near your hotel?
Please email front office, or visit for a wide range of restaurants in our area. We also provide various menus for you to peruse.
Are there safes in the rooms?
We do not offer safes in the hotel rooms, however, we do offer to keep your valuables/passports etc. in our own safe. This safe can only be accessed by our management team and there is no fee for this facility.
What time is breakfast served?
Monday – Friday breakfast is served from 7:30am to 11:00am
Saturday – Sunday breakfast is served from 7:00am to 12:00pm
Is breakfast included in the rate?
Breakfast is included in our rates; however, please check to see that you did not book a room only stay with us as it does not include breakfast.
What time is lunch served?
Lunch is served from 12:00pm to 3:00pm daily. Sundays we serve a carvery lunch.
What time is dinner served?
Monday – Friday dinner is served between 4:00pm to 8:00pm.
Saturday dinner is served between 4:00pm to 9:00pm.
Sunday dinner is served between3:30pm to 7:00pm.
Do you have a swimming pool/gym?
Unfortunately, we do not have a leisure centre on our premises. Although we do offer a discounted rate for The Energise Leisure Centre, which is very close to our premises by less than 5minutes walk.
What room types do you offer?
Our rooms can accommodate 1-4 people and are as follows:
Single Room (1 person occupancy)
Double Room (2 person occupancy)
Twin Room (2 person occupancy)
Triple Room (3 person occupancy)
Family Room (4 person occupancy
What do the rooms look like? Are there rooms with views?
Pictures of our rooms can be seen on our website . We offer rooms with views overlooking the river and King Johns Castle.
Hotel Facilities
General Facilities:
Bar
Restaurant
24hour Front Desk Service
Complimentary Newspaper
Non-Smoking Rooms
Rooms for Disabled Guests
Lift/Elevator
Wi-Fi Connection throughout Hotel
Car Parking
Services:
Room Service
Meeting/Banquet Facilities
Business Centre
Babysitting/Child Services
Laundry
Dry Cleaning
Concierge Service
Special Diet Meals (upon request)
Airport Shuttle (surcharge
Room Facilities:
Hair Dryer
Iron & Ironing Board
Tea/Coffee facilities
Telephone
Wi-Fi Internet Connection
Alarm Clock-Radio
Cable Television
In-Room Desk with chair and stationary
En-suit in all rooms
Room Extensions from Rooms:
Front office dial “0”
Bar dial 701
Kitchen dial 702
Restaurant dial 703
Room Service dial 704
Child Rates:
Children under 12 years stay free of charge when using existing beds.
Children under 2 years stay free of charge for baby beds.
Children 12years or older are charged 25% of the room stay per night for extra beds.
The maximum number of extra beds/baby in a room is 1.
If extra bed or crib is requested management needs to confirm as they are subject to availability.
Complaints:
If you have a bad experience during your stay and would like to make a complaint the first point of contact should be hotel management. Please approach any staff member as they would be happy to assist you in any way. The staff member will contact or notify a manager, or alternatively complaint forms can be located at front office desk. We at the Pier Hotel hope no complaints will occur during your stay with us, but if a problem does arise be assured that our management team will do everything within their power to resolve the issue expeditiously.
Damages, Breakages and Antisocial Behaviour:
Respect, Courtesy and Poise are the morals by which guests will be dealt with whilst staing at our hotel. Unfortunately there are a few who do not treat our staff or property in a similar manner and for those we need these regulations. You are responsible and liable for any breakages or damages, which you and/or those that accompany you, whether they are staying in the hotel or not, cause to the hotel, accommodation and its contents. We ask that you report any incidents as they occur.
Contact Us:
Telephone: (061) 317179
Fax: (061) 317182
Email: [email protected]
Website: www.thepierhotellimerick.com
Bibliography
NationMaster.com (2003-5) available:
Harrell,G.D (2002) Marketing-Connection with Customers, New Jearsey: Prentice Hall.
Linehan, M., and Cadogan, T., (2011) Make that Grade Marketing Revision, Dublin, Gill &Macmillian.
Susan Ward (2012) available: l
Mark Rubin (1997) Article available:
David Freemantle(1992) Incredible Customer Service, McGraw-Hill.
Wikipedia (2012) ‘Customer Service’, available:
Google Maps (2012), ‘The Pier Hotel Limerick’, available: )
Twomey, S. (2007) Customer Service in Ireland, 2nd Edition, Dublin, Gill and Macmillan Ltd.
Geraldine Tallon, (2009) Government of Ireland available:
Qantas Airways Limited ABN 16 009 661 901 (2012) available: www.airlinecustomeradvocate.com.au
The Summit Hotel (2009) available: