Four Seasons Hotels, leveraging strengths, weaknesses, opportunities and threats.

1505 WordsMay 15, 20047 Pages
1.0 Recommendations: 1. Continue the Emphasis on Delivering High and Personal Customer Service 2. Leverage the website for marketing purposes, focus on increasing revenues and not necessarily reducing costs. 3. Establish and manage a customer awareness database to be leveraged by all Four Seasons properties. 4. Solicit select feedback from customers regarding use of technology, e.g. concerning automated checkout (i.e. should it be an option). 5. Implement a 'Seasons Pass' - rewards program to enhance customer service and loyalty. Rationales: 2.0 Continue the Emphasis on Delivering High and Personal Customer Service The Four Seasons Company, as per current financial, seems very profitable and the earnings per share are increasing…show more content…
This should be deemed a high priority. It would be a typical one-time fix to enhance customer satisfaction and for implementation it could leverage FSH's existing intranet platform. The main driver for a change of this sort would be its potential to further improve the FSH's customer service. For example, as existing FSH customers are highly concerned about time there should be no need for them to fill in forms with preferences for each new hotel they arrive at. Also, it would be perceived as impressive for the customer arriving at a new hotel where the personnel would already know their preferences. This would increase the feeling of intimacy and personal touch during the hotel stay and consequently enhance customer loyalty and satisfaction. Additionally, the fact that only 9% of Four Season's hotel guests are using multiple properties should not lower the importance of making such a change. In fact, 9% of their customer base means that approximately 400.000 customers each year use multiple Four Seasons Hotels. (See Exhibit #1) Also, the positive word-of-mouth this change would bring will most likely increase the number of guests staying at multiple properties. Furthermore, as the hotel has a growth strategy, the number of hotels and rooms will continue to increase and as such enhance the need for the common database. Also, in addition to customer satisfaction, having one database for all hotels would decrease costs for the

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