The reinforcement power of this feedback loop strengthens the customer service culture to the point where it has become for HMS Host a source of competitive advantage.
Another way in which HMSHost develops its customer service expertise is through its partnerships. The company utilizes these partnerships to institute a two-way transfer of a wide range of competencies, including technology, logistics and training (QSR Magazine, 2002). These partnerships allow partners like Starbucks and Burger King to contribute their own strong customer service values to HMS managers, who can in turn transfer this knowledge throughout the organization. This infusion of creativity allows for a wider range of ideas and best practices to be introduced into the organization, thereby enhancing organizational learning. The same occurred when HMSHost was taken over by Autogrill -- the parent company was able to influence customer service standards and bring in new ideas with regards to enhancing the customer service function.
Assessment and Recommendations. For the most part, HMSHost is able to live up to its standards. This is evidenced by the firm's profitability, its ability to win new contracts, and its ability to win customer service awards. There is little evidence available to indicate that HMSHost is having difficulty meeting and maintaining its high customer service standards.
This success, however, does not mean that there is not room for improvement. There are several steps that the company can take in order to improve its customer service function. One step is through the improved use of benchmarking. Currently, the company only benchmarks its service against its own standards. Customers, however, do not take this approach. A firm in the airline industry, Etihad, has revolutionized the concept of benchmarking in its corner of the hospitality industry by benchmarking not against itself or against other airlines, but against all hospitality firms, including luxury hotels and restaurants. This has enabled that company to achieve standards of service not previously achieved by an airline (Turner, 2009). The most direct benchmarking corollaries for HMSHost would be airlines -- including Etihad -- since HMSHost customers are traveling on airlines. Another direct benchmark would be food service operations -- all restaurants not just in the casual and fast food sectors. Customers have experience with all...
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