The Conrad Hotel is a chain investment managed by Hilton Worldwide. The management aims at improving the delivery of services to all its customers across the world. However, it faces certain challenges such as the Gap Theory, which is the difference between company policies and their implementation by the employees. Conrad Hotel has stern policies that stipulate that the hotel staff should provide quality services to all its customers (Baum, 2016). The theory states that a gap is created when an organization has certain performance standards that it publicly advertises but does not attain them (Meyer & Schwager, 2007). The gap theory affects many hotels in the hospitality industry. In some cases, companies can be sued for not complying with the service criteria they have stated, especially in cases where clients signed contracts and met their end of the deal (Moon & Quelch, 2006).Firms in the hospitality industry should ensure that they eliminate the gap between the service standards they specify and the actual provision of services, and improve their customers’ experience.
The Conrad Hotel has certain quality expectations for each of its aspects to ensure that customers have a good experience. However, certain employees fail to work according to the desired standards. For example, in a hotel in Spain, a customer who spent the night in the hotel was attacked by bedbugs and sued the hotel for negligence. It is company policy that every day room service attendants should clean all beds that hosted guests. The housekeeping department was responsible for the trauma experienced by the guest because they had failed to notice the infestation of bedbugs in the room and remove them in time. The company’s catalogue of services assures the customers the high levels of hygiene and comfort maintained by the hotel. Some employees do not uphold the high standards expected from them, and they end up damaging the hotel’s reputation in the market.
Customer Relationship Management
Customer Relationship Management contains the strategies and practices that organizations use to analyze customer trends throughout the customer lifecycle (Parasuraman, Zeithaml & Berry, 1985). The relations that clients have with a company highlight whether they have a positive or negative CRM. Managers are solely responsible for the high or low quality of services delivered to their clients, and thus ensuring positive or negative (Jaakkola & Alexander, 2014). The quality of the services delivered by an organization such as the Conrad Hotel is measured based on its ability to meet the expectations of their customers. Managing customer relations is not easy because clients have different preferences, temperaments and expectations. Therefore, a manager should ensure that his or her team is flexible and able to fulfil each customers’ diverse expectations.
The Conrad hotel admits thousands of visitors daily from all parts of the world. As a result, the hospitality department is expected to understand people’s expectations based on their socio-cultural background and be able to offer satisfactory services to all of them. For example, clients have different ways that they would like their food prepared. For instance, some may prefer eating raw vegetables while others may want them steamed (Rahimi & Kozak, 2017). Managers have made sure that visitors’ expectations are met by having a ready team of chefs who regularly take orders and prepare good food.
Additionally, managers should ensure that services in the hotel are offered in a timely manner. Some guests are busy businesspersons on tight schedules. As a result, it would be highly inconvenient for them if some services such as the delivery of food or laundry are delayed, as this might jeopardise their schedules. Such mishaps are not taken well by customers, and they end up rating the hotel poorly on online media platforms, thus affecting the hotel’s reputation. In a nutshell, failure to adhere to the specified standards of customer experience will result in a bad reputation, which will give competitors an upper hand in the industry