CPD Case Study Synopsis Final

1.    Introduction

This report aims to explore an interpersonal communication issue in the housekeeping department, mainly focusing on the luxury accommodation sector of the hospitality industry. The team will address the topic of how employees can ensure optimal customer satisfaction and retention through effective communication between housekeeping staff and luxury hotel guests.

a.    Workplace Context

The National Skill Development Corporation stated that Housekeeping is one of the largest hiring departments in the hotel industry (Singh & Ad, 2017). Due to the difficulties in finding local employees, housekeeping departments are made up of employees from diverse countries and cultural backgrounds (George & Hancer, 2008). This applies to Singapore’s workforce in the housekeeping department as most staff are foreigners who take on the role. The Singapore Government has increased the number of Chinese nationals who could be on work permits for the service sector. As of 2008, they comprised of at least 10 per cent of the allowed percentage on foreign workers (Hays, 2013). These Chinese nationals often have no prior knowledge of the English language. While housekeeping staff have the primary role of cleaning and organising accommodation units (Batinic, 2015), they are also seen to be service providers at luxury hotels as they often face guests on the job (George & Hancer, 2018). This iterates the need for proper and clear communication between staff and guests. In such a competitive industry with similar product offerings, luxury guests are highly sensitive about all aspects of their experience, especially with the higher prices on luxury accommodation. 

b.    Thematic Focus

This paper will focus on providing housekeeping staff with tools to easily understand the standardised processes, despite their lack of language comprehension. This will enable them to learn the tools and processes involved in English that will help them understand guest needs better. This will bridge their language differences and its impact on performing their roles. There will be proposed learning outlines that can be implemented by the Head Housekeeper, who is identified to be responsible for conducting training (Batinic, 2015). This will give the department to perform its tasks exceptionally and meet guests’ expectations.

 

2.    Problem Identification

Housekeeping duties are subjected to detailed procedures, time constraints and quality levels. These duties entail rigorous training in which 52 per cent of hotels provide educational materials in the employees’ first language (George & Hancer, 2008). While this means they comprehend the procedures, they have not interpreted them in English. This results in a lack of ability to communicate about items in the rooms and policies of the hotel. In turn, this forms a communication breakdown as there is no universal medium for transmission of the message. Attendants have limited English language communication skills in comprehending certain functions of their job such as their daily duties and training (Chen, Dawson, Madera & Neal, 2012) in luxury properties. Unfortunately, their inadequacy affects their service delivery towards guests' requests. This erodes the perceived level of quality that guests expect to receive when they stay at top-tier accommodation properties.

Figure A: Transactional Model of Communication

With reference to Figure A, this problem is recognised to be a gap in the transactional model of communication where verbal and non-verbal cues are encoded and decoded differently by both guests and housekeepers. The noise could be identified to be the lack of language comprehension skills which will inevitably cause guest unhappiness.

3.    Purpose Statement/Objective of Study

This report is written for the Executive Housekeeper of the housekeeping department in luxury accommodation properties. It will provide an overview of the departments learning needs and how to cater to them. This will ensure that employees are sufficiently prepared to fulfil brand promises and the property is able to work together effectively to create positive guest experiences. The guidelines focus on meeting guests expectations through better language training resources.

 

4.    Implementation of Potential Solutions

The team proposes certain guidelines for housekeeping management to provide communication training for room attendants. Employers will implement the R.A.M.A training programme structure when new housekeepers join the hotel. This programme will be implemented over 3 months.

a.    Role play

Role-playing in the programme structure will enable housekeepers to recognise familiar phrases or situations that have been rehearsed. They will be able to understand their interactions with guests from both ways. While practising for their interactions with guests in the English language, housekeepers can also build their confidence.

b.    Aids (Visual)

To help staff identify the processes of the hotel or the items in the rooms in English and interpret them to guests, visual aids such as videos, pictures and props, should be used in their learning process. These aids could be used to drill an understanding of the requirements of guests and remove learning anxiety. This is important because employees are Non-English speakers who have no basic knowledge in the language. With an alternative training aid besides written materials, conveying content will be easier.

c.     Mentoring

To ensure these employees are provided with continuously imparted with knowledge, experience and language skills, a mentor should be employed to assist the foreign housekeeper. A senior employee can help keep track of the mentee’s progress to help them achieve the goals they might have set for their language learning.

d.    Assessment

Written and practical assessments can be conducted at the end of the training programme to identify where the employee is on the English language learning process. This will help the managerial team to decide which of the methods to be implemented again.

5.    Benefits

a.    Growth of brand loyalty

Guests will be able to interact with the housekeepers who are better equipped to serve their needs. Exceeding the service standards that are set in luxury hotels will ultimately improve guest satisfaction. This will result in guests returning for more stays with the hotel as they are guaranteed an all-comprising service at the property.

b.    Retention of talent pool

While providing an excellent incentive, employees will feel a sense of belonging to the hotel when they are able to interact easily with guests. This will develop their confidence and motivate them to learn the language in order to deliver exceptional service to their guests. Ultimately, by knowing that they are in an organisation that cares about their developmental goals, housekeeping employees would want to stay and contribute to the success of the brand.

c.     Increase in Revenue

Housekeeping attendants will be better equipped to understand the requests of customers. With lesser mistakes made in fulfilling requests, the rate of turnover for rooms will increase. With excellent service, new and old guests will visit and return to the hotel. This will ultimately increase the hotel's revenue in this competitive environment.

6.    Proposed Data Collection/Research Method

This study was conducted using secondary and primary research to support the team’s findings. Secondary research consisting of journal articles, studies and news articles were also utilised to generate the factors to meet the objectives of this study.

7.    Conclusion

In conclusion, the solutions mentioned further reinforces the ability to close the gap between guest expectation for quality service and housekeeper’s language limitations. The suggested training methods will empower staff to be able to succinctly communicate with guests. This will be effective in aiding the housekeeping staff to uphold the standards of a luxury hotel and ensure service excellence