Front Stage Flowchart
The service organization is an organization that offers an assurance to its customers or clients. It gives a distinction between the users and the providers of the service. Stickdorn, M. and Schwarzenberger, (2016 p.850) the front stage reflects the association of the client or the customer with a given service while the backstage is that part of the organization which is valuable to the consumer but the customer cannot see. This organization mainly conduct their functions and operations through departmental coordination that is the front stage and the backstage, by developing and delivering their products and services to their customers. These organizations perform analysis by considering their customers or visitors needs and requirements. Taking Hilton hotel in Australia as my life service organization, this essay will take the analysis of the front stage flow chart and the backstage flow chart of this organization, explaining the importance of the various services encounters by the customers, taking the analysis of the implications on the management by considering the service flow chart for various situations and providing the required information concerning planning of the service activity (Hill, 2017p.90).
Jia, Gosling and Witzel, (2017 p.39) Hilton hotel designs and develop their flow chart of the service according to the standards of the service, customers’ expectations, culture, and the service quality of their competitors. In my observation and understanding of the Hilton hotel, the major activity done from the front stage is developing an interaction-based area with their visitors and customers, collecting details about their customers and reporting to the backstage department so that the expected service is delivered.
Hilton hotel front stage department service flow is as follows, it consists of customer interaction services, reservations making, checking in services, operating area, information sharing area, waiting and planning area and checking out details (Hill, 2017p.91).
This is a method used by most organizations in order to know their customers well, as well as customers can help provide information, ideas, and suggestions that can be useful to the success and survival of the organization. Customer interaction can help a business to achieve customer satisfaction, helps to improve the training methods since most of the customer interaction areas have calls being recorded and this can help in training others. Radnor, (2014 p.402) it can also improve the recovery of customers, this means calling back your customer from going to a different organization, there is improved employee’s moral. If all the employees and the management are dedicated to improving the service delivery to the customers through customer interaction, the employee’s moral will be raising and finally, there is an improvement in the procedures of operations.
Customer Interaction Services
This is where a customer can book a service prior to the date required especially when in tight schedule or if the customer wants to relieve himself or herself from stress especially from a busy organization like Hilton hotel. This can be done through online, calls or the company website (Hill, 2017p.98).
This is the process of making known your arrival at the hotel. This involves collecting the customer information and the type of services they need. Bailey, (2017p.63) the information collected is useful to the backstage since it forms the basis of service to the customer.
This is a room where customers or visitors perform their activities or even taking a rest at the end of the day. It is usually a service and most customers need a quality standard of this rooms with various services provided therein. It is helpful to the management since they will be able to know the kind of services their customers need. Likewise, this information can be used in decision making (Hill, 2017p.96).
Sharing of information entails one on one communication in various way, for instance, through cell phones, emails or by word of mouth. Ayres, (2017 p.92) Waiting and planning area is a place where a customer can relax from while waiting to be served. The place should be accommodative and designed in a way that customers cannot get bored. It is important to have such places because it can act as a knowledge-based area where you can help your customers to know about your organization in a better way by ensuring the relevant information about the organizations is available in the wholes or in any form like brochures. Finally, the check out information. Mostly it is obtained during the checking in time.
The flow chart above shows that the Hilton hotel is providing the customers with what they require according to the information collected from the front stage. Timming, (2017 p.138) this information is useful even in the decision-making process and gives direction to the department operating at the backstage concerning the type of products and service they can develop for their customers or visitors. In this case, the management of this organization gets to arrange their resources and even maintain their activities as per the expectations of their visitors and customers.
The backstage is that department which is invisible to the customer and the visitors where their requirements are being developed and ensured that there is customer satisfaction. The backstage plays Avery important role since it is where the internal activities are being performed. Kontogeorgopoulos, (2017 p.450) there are various operations and services which are being performed in this department, for instance, taking of the phone calls, that is the calls from the customers and other relevant calls which are useful for this organization and replying to the emails. This can be emails from internal or external sources. External emails from visitors, investors, customers and other relevant emails. It can be internal emails from the management themselves and the workers of the organization.
Making a Reservation
There is the activity of filling and documentation. This consists of proper record keeping about their customers and other relevant information. Wang, Lee and Trappey, (2017 p.390) the backstage service flowchart implies that the cleaning services, housekeeping, and post-operational activities play an important role maintaining the standards of services and products offered to their customers, and implementing the plans proposed by the management by the use of available information collected from the front desk. Normally, the activities taking place in this department are not fixed since the management can make changes according to the customer’s requirements to meet both the expectations of the customers and the management in terms of time, services and product. (Yates, et al. 2015 p.79)
The level at which Hilton is operating is at the international level. They offer hospitality across the globe and therefore, their services should be of high standards. Nickson, Warhurst and Witz, (2017p.101) they ensure that the quality of services offered is highly maintained in order to retain their reputation and their position in the industry. The top management of Hilton hotel is always striving for continuous improvement in the service encountered by their customers, visitors, and clients in order to gain a competitive advantage. They are achieving this by focusing or anticipating the trends and needs of their customers.
The interaction between the organization and the customers has Avery important impact on the process as well as the service standards delivery, which involves various kinds of an encounter with both the top management and the employees of this organization. In this organization, there exist three types of encounters majorly. Hill, (2017p.94) for instance remote encounter, indirect and direct individual encounter. Through this, the management is able to make decisions concerning the process of planning their resource, planning their functions, giving responsibilities and roles to various staff personnel and also there are able to increase the efficiency of their operations in order to achieve the goals and the objects set. They provide timely delivery of their services so as to avoid complaints that may arise from their customers and also, they maintain the service quality standard for their products such as foods, gym, rooms, and spas among other services. Unethical behaviour of some employees and unreasonable demand brings issues during encountering the services.
In the resent case, remote, indirect and direct encounters have been employed in managing the level of services offered and the development of the delivery process of the products. By definition, the remote environment is the analysis of the ecological, social, political and technological forces that alter the freedom and the decision-making process. These remote encounters are important to this organization since, for instance, the customers are able to access the services offered on the internet. Net banking can easily be performed. The use of advanced technology, computers, and machines that are user-friendly can help boost the level of services offered.
Checking-in Services
Yates, et al. (2015 p.79) analysing the political environment is helpful to the management during the decision-making activity, understanding the customer’s attitude and perception about the products and services offered during the interaction is helping this organization to have a full understanding of the nature of their customers and how to deal with them in a more effective way. The quality of the service encountered should be assured as that service which can be tested, modified and customized in order to meet the expectations of the users.
Secondly, there is a personal encounter which is indirect. It consists of telephone interaction which has a more a domain for variability stocking into the service delivery and this can help to avoid the errors in communication that might arise and inquiry of the services. Hilton hotel is more considerate to individual services encounter in order to understand and put into records the various needs of different and potential customers and visitors. Yates, Coldiron, and Williams, (2015 p.88) proper advertisement done by this organization is playing a major role in ensuring that they remain competitive across the globe, they market their service in a more precise way, they conduct research and development activities in order to have a full knowledge about their customers and their requirements. They also offer entertainment services where their customers can get entertained during their stay at the Hilton hotel. All this contribute allot in building the reputation of Hilton hotel and also, they are able to have a competitive advantage over their competitors.
Not forgetting their information technologies, they have advanced in that you can book their services online prior to the day you intend going. Chang, and Chen, (2016 p.12) they also have experts who is skilled and experienced in various categories so they are able to develop standard services required. In this encounter, both the employee and the management come together in order to achieve a common objective and the goal set through coordinating the behaviour of various participants and ensuring that the set rules and regulations are followed, hence helping this organization to maintain the security and the safety in the processes of airing the service by use of indirect and remote processes.
Chang, and Chen, (2017 p.37) In terms of direct encounter, Hilton hotel offers products of quality. Quality can be described as fitness for the purpose or use. Once the customer is satisfied with what is being offered, their perception about your organization is raised hence, you are able to enjoy benefits such as repetitive sale, gain customer loyalty, increased customer base, a competitive advantage among other benefits and this is exactly what Hilton hotel is doing.
Operating Area
Most businesses in the service industry are being determined by use of the service encounter between the employees and the customers. Their interaction level and the process aids in analysing the expectations and the potentials of various visitors for maintaining and managing the service quality as well as effectiveness. It is important to make better interactions with the users or customers since it can help in developing the guidelines for the human resource and also improving their performance. Monitoring the operations in a proper way and developing service processes can help boost the brand image and effectiveness of the management.
To have a management prosperity, taking time to listen to the customer’s needs, understanding their requirements, giving them additional services such as after sells services are key if you want to achieve results and that is exactly what Hilton hotel needs to be doing. Moreover, Hilton hotel offers quality services and their brand value is good. Perkin, (2017 p.5) But luck approaches to service encounter is to some extent affecting the management approach of this organization. Therefore, the management needs to employ more efforts in the area of understanding the demands of the customers and their needs. At the same time, the employees need to be of help, they need to efficient in terms of communication as well as being responsible toward the duties and roles assigned to them by the top management. By doing this, this organization will be able to achieve their set targets in terms of the goals and the objectives.
Conclusion.
In conclusion, (Grime, S., 2016 p.24) the service organizations need to develop and implement the front stage chart and the backstage chart in order to determine the level of the service and a proper approach to meet the communication standards as well as coordination.
References
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Wang, Y.H., Lee, C.H. and Trappey, A.J., 2017. Service design blueprint approach incorporating TRIZ and service QFD for a meal ordering system: A case study. Computers & Industrial Engineering, 107, pp.388-400.
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