1.0 Front Office Management

1.
0 FRONT OFFICE MANAGEMENT

Every multi-departmental physical business needs to have a front office or reception to receive
the visitors. Front Office Department is the face and as well as the voice of a business.
Regardless of the star rating of the hotel or the hotel type, the hotel has a front office as its most
visible department. For a business such as hospitality, the front office department comes with an
aspect of elevating customer experience with the business.
Front Office department is a common link between the customers and the business. Let us learn
more about it.
1.1 Front Office Department

It is the one of the many departments of the hotel business which directly interacts with the
customers when they first arrive at the hotel. The staff of this department is very visible to the
guests. Front office staff handles the transactions between the hotel and its guests. The staff
receives the guests, handles their requests, and strikes the first impression about the hotel into
their minds.
Figure: Front Desk or Reception

1.2 Front office department includes
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 Front Desk
 Uniformed services
 Concierges
 Front Office Accounting System
 Private Branch Exchange (PBX), a private telephone network used within an organization
 Basic Responsibilities of Front Office Department
1.3 Following are the most basic responsibilities a front office can handle.
 Creating guest database
 Handling guest accounts
 Coordinating guest service
 Trying to sell a service
 Ensuring guest satisfaction
 Handling in-house communication through PBX
1.4 Front Office Operations

There are two categories of Front Office Operations
01. Front-House Operations: These operations are visible to the guests of the hotel. The guests
can interact and see these operations, hence, the name Front-House operations. Few of these
operations include
 Interacting with the guests to handle request for an accommodation.
 Checking accommodation availability and assigning it to the guest.
 Collecting detail information while guest registration.
 Creating a guest’s account with the FO accounting system.
 Issuing accommodation keys to the guest.
 Settling guest payment at the time of check-out.
02. Back-House Operations: Front Office staff conducts these operations in the absence of the
guests or when the guest’s involvement is not required. These operations involve activities such
as
 Determining the type of guest (fresh/repeat) by checking the database.
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 Ensuring preferences of the guest to give a personal touch to the service.
 Maintaining guest’s account with the accounting system.
 Preparing the guest’s bill.
 Collecting the balance amount of guest bills.
 Generating reports.
 Guest Cycle in Hotel
Generally, a guest’s interaction with the hotel is divided into the following four sequential phases
 Pre-arrival: It is the stage when the customer is planning to avail an accommodation in
the hotel. In this first stage, the customer or the prospective guest enquires about the
availability of the desired type of accommodation and its amenities via telephonic call or
an e-mail. The customer also tries to find out more information about the hotel by visiting
its website. At the hotel end, the front office accounting system captures the guest’s
information such as name, age, contact numbers, probable duration of stay for room
reservation and so on.
 Arrival: The front office reception staff receives the guest in the reception. The porters
bring in the guest luggage. For the guest with confirmed reservation, the front office clerk
hands over a Guest Registration Card (GRC) to the guest and requests the guest to fill in
personal information regarding the stay in the hotel. The clerk then registers the guest in
the database thereby creating a guest record and a guest account along with it. Later, the
clerk hands over a welcome kit and keys of the accommodation. After the procedure of
registration, the guest can start occupying the accommodation.
 Occupancy: During occupancy, a front office accounting system is responsible for
tracking guest charges against his/her purchases from the hotel restaurants, room service,
bar, or any outgoing telephone calls made via the hotel’s communication systems. The
front office staff is responsible to manage and issue the right keys of the accommodations
to the right guests. On guests’ request, the staff also makes arrangement for
transportation, babysitting, or local touring while the guest is staying in the hotel.
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Figure: Guest’s interaction with the hotel
 Departure: During guest departure, the front office accounting system ensures payment
for goods and services provided. If a guest’s bill is not completely paid, the balance is
transferred from guest to non-guest records. When this occurs, collection becomes the
responsibility of the back office accounting division.
At the time of guest departure, the front office staff thanks the guest for giving an opportunity to
serve and arrange for handling luggage. In addition, if the guest requires airport or other drop
service, the front office bell desk fulfils it.
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2.0 HANDLING GUEST COMPLAINTS AND ENSURING GUEST SATISFACTION
2.1 How to handle guest complaint

There is a certain amount of expertise required when handling customer complaints in a hotel.
Most of the time, the complaint comes to the hotel receptionist, who should have the skill and
knowledge to handle it effectively.
It is not necessary a complaint does always have to be voiced, It can also be unvoiced. Hence,
hotel staff should be able to address both types of complaints. It is important to remember that
the hotel exists because of the guests only and if guests no longer stay at the hotel due to
dissatisfaction then there will be no hotel. A part of the front office’s responsibility is to serve the
customer well and this is evident in the way they handle problem. Here are some tips that will
teach you how to handle customer complaints at your hotel effectively and ensure customer
satisfaction.
2.2 Allow the Customer to Speak

It is important that you give a patient ear to the customer while he is complaining and do not
make an effort to interrupt. The customer is already angry and the interruption will cause his or
her temper to flare even further. Allow the customer to describe, in detail, the reason for their
unhappiness with the hotel or its service. The customer may yell and shout, but the front office
staff should never take it personally. Instead the staff should concentrate on resolving the issue.
While you can ask questions to understand the reasons better, it is important that you let the
customer speak out his mind. Ask open-ended questions if you are not clear about the issue and
this will show the customer you are genuinely interested in understanding their problem and
resolving it. It will help the customer calm down and speak more coherently. As a receptionist,
you should be aware of the difference between a genuine problem that requires solving and a
situation where the customer is venting his frustration. So, listen to the complaint carefully to
find out what is really troubling the customer.

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2.3 Your Guests are the Best Advertisement of your Hotel
Hotels should never forget that the best way to advertise their service is through a satisfied
customer. If a customer is dissatisfied, he will give negative feedback and bad reviews about the
hotel and its services. This will have far-reaching consequences, as many customers now use
online sites to provide feedback about hotels. Other potential guests read this and use it to base
their decisions on whether to use the hotel or not. On the other hand, if a customer leaves the
hotel satisfied, not only will he give positive feedback, he will return with friends and family the
next time he is in town.
2.4 Respect the Guests whatever they be

Regardless of the customer’s race, language, appearance or culture, he or she should be treated
with respect and made to feel valued and special. This should be throughout all departments of
the hotel. When you respect your customers, you will make an effort to meet their needs, leading
them to be satisfied.
2.5 Handle the Complaints Smoothly

When dealing with an irate customer face-to-face or over the phone, it is important to be
professional and courteous. Using a polite tone and demeanor will let you show the customer that
you are making an effort to understand the situation and can help in defusing it. You should not
show your nervousness, as this creates an impression of uncertainty and adds fuel to the fire. By
being calm and confident, you will have a more positive effect. The fact that a customer
approaches you should be an indication that he believes you will be able to help and resolve his
problem. Also, handle the complaint positively. See it as an opportunity to improve customer
service rather than taking it personally. Give your customers alternatives and suggestions if a
particular service is not available. Try to convince the customer that you have made a note of
their suggestions and show your appreciation by telling them that you will ask management to
implement them as soon as possible.
2.6 Put yourself in your Customer’s Position

If you look at the situation or problem from the customer’s perspective, you will be able to better
understand their frustration and/or anger. Even if you are not wrong or not part of the problem, it
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is important you issue an apology to the customer. The apology should be issued even if the
customer is angry and yelling at the top of his lungs. Empathizing with the customer is a good
way to handle customer complaints as it shows them that you understand what they are going
through. It will help defuse the situation.
2.7 Take Responsibility to resolve your Customer’s Problem

As much as possible, you should try to resolve the customer’s problem. Remember, the customer
has come to you with the hope that you can help them out. This is the time to show them that you
are willing to aid them. Unless the situation is something you cannot resolve or address, avoid
transferring the problem to another person but, If you do have to take the complaint to someone
else then, stay on the call until the other person answers, first introduce the caller and transition
the situation then after make sure that person understands the problem very clearly and is now
full of aware the customer’s name and problem. Never blindly transfer an angry caller, if the call
is forwarded to a voicemail box or gets disconnected, the customer will be more angry when they
call back.
2.8 Ask the Customer for an Appropriate Solution

Many times asking the customer to suggest an appropriate solution can go a long way in
diffusing the situation. Also, if the solution is reasonable and you have the authority, you can
immediately act upon it. If you do not have the authority, explain this to the customer and give
him a time frame within which his problem will be resolved. If the customer gives an
unreasonable solution, be calm and explain why the hotel cannot use it. Then give the customer
an alternative to calm him down. It is important that you first apologize and then take action to
resolve the customer’s problem. This transition should be seamless. Immediately after
apologizing for the inconvenience caused, you should inform the customer of steps you will take
to address his complaint and how long it will take. This is only possible if you listen to the
customer’s complaint and understand it completely.
2.9 Follow up the Problems with Customers

Once a customer’s problem has been resolved, it is important that you follow up with him or her
to find out whether he is happy with the solution. This will allow you to confirm that the problem
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has really been resolved and that the customer is now happy with the services of the hotel. A
follow up also makes the customer feel special and this can make a huge difference in the overall
impression that the customer has about the hotel. A follow up can build customer loyalty and
pave the way to repeat business.
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1.

0 FRONT OFFICE MANAGEMENT

1.1 Front Office Department

Figure: Front Desk or Reception

1.4 Front Office Operations

2.1 How to handle guest complaint

2.2 Allow the Customer to Speak

2.4 Respect the Guests whatever they be

2.5 Handle the Complaints Smoothly

2.6 Put yourself in your Customer’s Position

2.7 Take Responsibility to resolve your Customer’s Problem

2.8 Ask the Customer for an Appropriate Solution

2.9 Follow up the Problems with Customers

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