Customer-oriented Service

Service industry is about interaction with people. The quality and attitude of service staffs are closely related to the product value of a company. "Customer-oriented service" is the supreme purpose of all service industry practitioners. Let's explore how Forte Hotel Changhua perceived the demands of customers and listen to and solve customers' complaints.

1. To always think from the perspective of customers

A "five-star hotel" shall have comfort, privacy, security, and care. Security is a basic but important need of customers. Forte Hotel bought public accident insurance for its customers to ensure their safety. When Typhoon Soudelor occurred, the entire Changhua was out of water and electricity. But Forte Hotel used large generators to eliminate the risk of water and electricity outage. Customers enjoyed their stay. Besides, if customers did not like a room without view, receptionists would immediately deal with it. Customers were impressed by their efficiency.

Figure 1 Concentration on work of F&B staffs

Figure 1 Concentration on work of F&B staffs
source: shot by our team

2. Customized service

There are often foreign guests staying at the hotel for more than one month. One Japanese guest did not want to have Chinese and western buffets every day. In particular, he told Reception Desk to offer him different Taiwanese pasta every day. In order to meet his needs, F&B staffs had to buy different pasta every day, such as dry noodle, spaghetti, and vegetable noodles. They noticed that most Japanese did not eat parsley, so they removed parsley in the noodles. This intimate service made the customer experience professional and enthusiastic service.

圖〈四〉櫃台人員認真工作的模樣

Figure 2 Concentration on work of receptionists
source: shot by our team

It is common for a hotel to receive celebrities and stars, and it is the responsibility of hotel staffs to keep their privacy. Forte Hotel had received the former President Lee, the 17th Gyalwang Karmapa, and others. Usually, the hotel would prepare a special channel for them to check in and ask if they need "Butler Service".

3. Crisis management

There was a customer who became upset due to poor communication. Manager Yang of F&B Department pacified the customer aside and wrote down his comments. As the restaurant is open and public space, it would cause great distress to guests if police intervene the issue directly. The smart processing of Manager Yang allows other customers to have pleasant dining space.

圖〈五〉服務人員布置婚宴場地

Figure 3 Arranging wedding venue by service staffs
source: shot by our team

Complaints are usually the most direct and honest inner voice of customers. Forte Hotel attaches great importance to complaints as the basis for improvement. Equipment: When student groups stay at the hotel, the most common issue is that water is not hot enough. Reception Desk would contact Engineering Department to repair and appease their emotions. And, the students were suggested not to take shower at the same time so as not to cause inconvenience to other customers.

Service is a process and performance. It is inner enthusiasm rather than a set of rigid SOP process. Service staffs shall be courteous, helpful, and active to listen to customer complaints so that customers can have an unforgettable experience. Forte Hotel is like their home away from home, so customers come back again and again.

Postscript

Through the report, I understand the importance of "customer-oriented" service. If a customer had any needs or complaints, the hotel would solve them as soon as possible. Such a good service attitude left deep impression to customers!

References:

  1. The sources of hotel examples were from the interview with Specialist Ms. Yun-fang Li of Business Group
  2. Quek, G.T.K.; Huamh, S, F. (trans) (2006).Service Unusual. Taipei: Elegant Books.
  3. Chang, T.W. (2007).Integration into Customer Context: Taiwan 7-ELEVEN's Cooperative Operation.Taipei: Commonwealth Publishing.
  4. Chen, W.M. (2002).Put on the Shoes of Customers—POS Great Service for Great Success.Taipei: Commonwealth Publishing.
  5. Tish, J. and Weber, K.; Tan, H.M. and Wu, Y. (trans.) (2007). Chocolates on the Pillow Aren't Enough: Reinventing the Customer Experience. Taipei: Shang Chih Culture.