Regardless of the hospitality experience offered, all information cues in the service setting must be carefully thought out to communicate what the organization wants to communicate to the guest about the quality and value of the experience.1 If the experience is a theme, all cues must be the theme and none contradict or detract from it. Recognizing that information is the glue that binds the service product, the service environment and the delivery system together to make a whole experience for the guest, the organization must use information to make the guest experience seamless. Organizations can use information in many ways to add quality and value to the service experience.
Information can help employees customize service to make each customer, client or guest feel special. Designers of information systems must therefore identify the information needs of both guests and hospitality employees with respect to all three components of the guest experience: the service product itself, the service setting, and the delivery system. Information about services offered is usually found in the environment rather than as part of the service product itself.
For this internal customer, the service provided consists of providing the information the employee needs to make decisions about how to satisfy external customers. The service setting and its features and aspects can provide various types of useful information for guests. First, the service setting can be a source of information related to the service itself, and that information must be provided efficiently and effectively.
INFORMATION AND THE DELIVERY SYSTEM
In restaurants, the information system can improve service delivery by including in the database information about the freshness of the foods used to prepare the dishes. Although the information is related to the product - the ingredients - and to the service delivery system, its main purpose is to ensure that the product is delivered. Perhaps one of the more important uses of information systems for service delivery is the systematic collection of information about service quality.
Hospitality organizations are therefore trying to use technology behind the scenes as much as possible, especially to save on labor costs at the back of the house and to offer the customer a choice of service options at the front of the house. On the other hand, if this knowledge is online, through an Internet connection in the guest room, accessed through a touch screen device in the lobby, or even available through an employee who can easily find it in a computerized database, the cost is borne by the guest and the organization of access to that information is reduced, while the quality of the information and ease of access are increased. The net result of this integrated reservation information system is to ensure that the guest becomes aware of the many options Hyatt offers.
The information system for the delivery of catering services connects the front and back of the house. The guest only cares about the quality of the entire restaurant experience, and the organization is responsible for timely and appropriate serving of the ordered food. Modern POS systems are so powerful that they can provide information that affects almost every dimension of the business.
The number of guests in the first hour can be used in many important decision areas to ensure that the park is ready to serve all day guests with the level of quality of service that Disney strives to provide. This source of data flowing through the information system can be used simultaneously throughout the service experience to improve the quality of the service delivery system, the service setting and the service itself. The last important information system requirement related to the service delivery system is the provision of information flows across organizational levels.
For example, employee-of-the-month programs allow an organization to communicate by example to all employees what types of behavior are desired and rewarded. The incorporation of an information system into the design, structure and operation of a catering organization is crucial for the timely collection and distribution of the necessary information for managing and monitoring the contribution of all parts of the organization to the quality and value of each guest's experience.
DECISION SUPPORT SYSTEMS
For example, if a pressure sensor on a ride in the Tunnel of Love registers a change in the weight of the car carrying guests, the DSS monitoring the ride makes the "decision" to close the ride because past experience has shown that someone must have left the car and started walking on the track. As is true of any procedure designed to improve customer service, the organization must evaluate the relationship between the value and cost of information before establishing such a system. If data entry is haphazard, or the available data is irrelevant, the value of often outdated or inaccurate information would be low and the expense of installing a sophisticated system would be unjustified.
In addition, as companies acquire more data, it is possible that the sheer size of the database will become unmanageable. Companies often don't have the time or expertise to perform sophisticated statistical analyzes to tap the true potential that their massive data stores can provide. The procedure is user-friendly as it does not require a full understanding of basic analytical methods.
The system identifies relationships in the data which can then be used in a variety of ways to improve the ability of the organization to satisfy its customers. Firefly built vivid profiles of the people who used its site and sorted them to recommend new products and services based on what people like themselves do. One is information overload, the tendency of the system to produce and transmit too much data.
A fourth potential problem with information systems is security, or maintaining the integrity of the database. In this era of telecommuting and managers working at home or on the road with wireless connections to the information system, protecting the integrity of the database from unauthorized or inappropriate access is a key concern. On the other side of the issue are the largely intangible benefits of employees having access to the right information at the right time in the right format to do their jobs.
The problem is that when budget time comes and returns on investment are calculated, it is difficult to defend information system upgrades and improvements because it is so challenging to evaluate the exact contribution of the system. Even worse, given the difficulties in quantifying the value of the technology, it is the same people who make the decisions to buy the equipment and invest in the system.
THE HOSPITALITY ORGANIZATION AS AN INFORMATION SYSTEM
The design of the Delta system therefore requires communication links in all parts of the organization, providing access to all the information that the customer service representatives need, so that the person in charge can solve the customer's problems. The system has structure and to get the full benefit from the information system and database, the organization designs its other functions to meet the requirements of that structure. Increasing the number of decisions made at the point where the information is generated reduces the use of the information channels.
If an angry guest is standing in front of the employee, that guest does not want to wait for an invisible manager to approve solving a problem. The flow of information between all levels of the organization is incredibly improved by this technique. Frontline workers now have access to much of the same information as their bosses and, with proper education about company goals and decision-making training, can make decisions in specific work-related areas of the same quality as their bosses in previous eras.
When a front-line employee can get all the necessary information, necessary training or questions answered via the Internet, the information processing responsibilities and requirements of the traditional middle manager and supervisor are greatly changed. Designers of the information systems for hospitality organizations must be aware of the three components of the guest experience—service product, service setting, and service delivery system—and the best information system would integrate all three. Such a unified information system would simultaneously provide information to guests, management, guest contact servers and back office staff just when they need it 24/7.
When you're in the weeds, you don't care what the chemical composition of the herbicide is, as long as you have it. Match this idea of ​​the organization as an information system with what you yourself have actually experienced in organizations. If any of the employees do not seem to be getting the adequate, timely information they need or want, what strategies or devices can be used to improve the information flow.
The local reservation agents, travel agencies and airline reservation networks were not notified of low occupancy areas until the problem became acute. Agent Technology for Personal Information Filtering: The PIA System. Proceedings of the 2005 ACM Symposium on Applied Computing, Santa Fe, NM. A decision support system for supplier selection in the airline industry. Proceedings of the Institution of Mechanical Engineers, 221 (Part B), 721–758.
2008. The New Gold Standard: 5 Leadership Principles for Creating a Legendary Guest Experience Courtesy of The Ritz-Carlton Hotel Company.
