Abstract:Market competition in the service industry requires enterprises to provide personalized service, the importance of which is self-evident. However, most hotels still have some misunderstanding and practice of personalized service. There must be a correct knowledge and understanding before we can actively and effectively explore the specific ways to achieve personalized service in hotels.
Keywords: service industry; service concept; hotel personalization
In recent years, "personalized service," the five words in the service industry, especially in the hotel industry has become a mantra, or has become a fashionable publicity terms, the importance of which has been included in the hotel industry, including the service industry as a whole. The importance of the word has been recognized by the entire service industry, including the hotel industry. But really understand the connotation, or really put it into practice is not much. This paper tries to put forward their own insights on this issue, and experts and scholars.
A hotel personalized service misunderstanding personalized service (Personal Service) the basic meaning is to provide customers with personal characteristics of the difference in service, so that the guests to receive the service has a sense of pride and satisfaction, thus winning the customer a high degree of acceptance of a service behavior. Hotel personalized service is a service enterprise to adapt to and accept the increasing competition results.
While no one will admit that personalized service is for a few important guests to provide quality service, but in fact many hotels are doing so. Some hotels have come more than 10 times to the guest pajamas embroidered name, in the guest room envelopes, letterhead hot stamping printed on the name of the guest, to the VIP room to put a large fruit plate, equipped with personal computers and so on. All of these, think this is personalized service, in fact, it is not.
Despite the fact that no one has publicly acknowledged that personalized service refers only to the innovation of the hardware environment, but some hotels are actually doing so. For example, some hotels will remove the cigarette holder in the guest room, thinking that this room has become a smoke-free guest room. (A truly smoke-free guest room is one in which the no-smoking sign is set up during decoration. Because non-smokers, the most sensitive is not whether someone is now smoking, but this guest room has never been smoked). Individual hotel practice is even more outrageous, will be domestic guests and foreign guests arranged in separate floors, the reason is that the quality of domestic guests is poorer (in fact, foreign consumers are only a little more mature than domestic consumers, just), may damage the hardware facilities. Similar so-called personalized service to enhance the corporate image is harmful.
Two, how to correctly understand the personalized service
Personalized service is a unique individual with distinctive flexibility, relevance, spontaneity, difference in service; also to meet the reasonable individual needs of different guests, to provide immediate, flexible, considerate service, generally no additional charges. (i) Accessory facilities with special features. In order to meet the needs of guests due to family gatherings, birthday parties, business banquets, friends get-togethers, lovers get-togethers and other circumstances to the hotel dining guests, the restaurant should take the initiative according to the composition and characteristics of these guests to prepare a variety of distinctive private rooms (private DiningRoom), viewing seats (View Seat / Window Seats), box seats (Booth) Private Dining Rooms, View Seats/Window Seats, Booth Seats, Party Tables, etc. are available for adult guests only. Only for adult guests to prepare the personalized dining space is not enough, should also take the initiative to prepare for children's guests good children's chairs (Baby chair), high chair (High chair), high seat (Booster), as well as for children to drink milk, juice with disposable plastic cups, disposable bibs and so on. With these personalized service facilities, it will be able to give guests a deep impression.
The five-star Renaissance Harborplace Hotel in Baltimore, USA (Renaissance Harborplace Hotel) window view restaurant, the menu has a breakfast, in the middle, the evening of the points, which may be with the majority of the hotel's restaurant there is no difference. But if you pay attention, you can see that this restaurant pays close attention to personalizing its menu design. Its lunch menu is changed every day, although the content of the change is only a small part, such as the date, day of the week, the regular soup of the day (Daily Soup/Soup of theDay), the day of the special dishes (Chef's Special/Daily special), but with these latest content plus the day (such as a holiday) matching the greeting. holiday) matching greetings printed on the top of the first page of the menu, so that guests will have a kind of friendly feeling as soon as they open the menu.
(ii) focus on software construction. Personalized service requires service system information technology. Foreign high-star hotels, especially the chain hotel reservation system are networked, the hotel detailed information about the customer at any time on the Internet access. I visited a few star hotels in Shenzhen and Ningbo, found that some hotel front desk computer operating system is generally backward, unable to establish a detailed history of the customer file. Do not understand the specific customer is born or familiar with the customer, what are the special hobbies and requirements, personalized service and where to start?
Personalized service requirements in the management of the corresponding incentive mechanism to fully stimulate the subjective initiative of the staff, care to support them, full trust, full authorization, so that employees share more decision-making power at the same time to assume greater responsibility, become the main body of the unity of responsibility and power. Shanghai Portman Ritz-Carlton Hotel pyramid management model can be called an example.
Focus on human nature, encourage emotional communication between the hotel and guests. Xi'an, a hotel had such a thing: an old lady from Shanghai and her partner traveled to Xi'an. Suffering from rheumatism, the old lady needs to boil Chinese medicine, the two old people staying in this five-star hotel but the lack of pots of medicine as a reason not to solve the problem of the old man's boiled medicine.
(3) Forming a system. Personalized service rely only on the subjective initiative of the service personnel is far from enough, to the possible personalized service process through the system to determine, so that it becomes a must for each service personnel work procedures, the formation of the hotel as a whole routine characteristics of the operation; so that the hotel service can really be on a level, in order to really win the patronage of many customers.