What are the basic conditions for personalized service?

① What is active personalized service?

Personalized service is a targeted service model, which is realized according to users' settings, collects, sorts and classifies resources according to various channels, and provides and recommends relevant information to users to meet their needs. On the whole, personalized service breaks the traditional passive service mode, and can make full use of various resource advantages to actively carry out all-round services aimed at meeting users' personalized needs.

Personalized service as a service concept and business philosophy, different scholars put forward their own views. Stan (2006) pointed out that the so-called personalized service refers to taking the customer's needs as the center, on the basis of satisfying the customer's sexual needs, actively providing differentiated services for customers according to their individual characteristics and special needs, so as to make customers feel proud and satisfied, leave a deep impression, win the customer's loyalty and become repeat customers. [14] Su (2002) believes that personalized service means that service personnel provide corresponding high-quality services according to the special requirements of each guest, so that they can meet the physical and psychological requirements while receiving services. [3] Qiu Ping (2004) believes that personalized service, also known as special service, is a service provided by service personnel on the basis of standardized service, aiming at different interests and personalized requirements of guests, with distinct pertinence and flexibility. He Jin (2005) believes that personalized service has two meanings: one is to provide differentiated services and extraordinary special services on the basis of standardized services, but not limited to standards, so as to make customers feel proud and satisfied and win their loyalty; Second, it means that the services provided by service enterprises have their own personality and characteristics. [23]

The four definitions listed above are representative. There is no uniform definition of personalized service in the industry. Many researchers believe that personalized service is provided for the personalized and special needs of guests. Zhangyan and others think that personalized service is based on standardized service, while Su thinks that personalized service is a high-quality service to meet the physical and psychological requirements of guests, highlighting the satisfaction of psychological requirements. From the perspective of customer demand, Stein pointed out that personalized service can make customers gain pride and satisfaction and become repeat customers, which is the result and goal of personalized service. Compared with Sue, Stan makes the psychological and spiritual satisfaction of the guests more concrete. The definition of Zhangyan also extends to the hotel's own personality and characteristic projects. Compared with the other three definitions, the definition is further expanded, which is more in line with the development direction of personalized service.

Second, the connotation of personalized service

Su (2002) thinks that the connotation of personalized service includes two aspects: satisfying customers' personalized needs and embodying employees' personality. And it is divided into: flexible service, hobby service, unexpected service, optional service, psychological service and all-round master service. Su explained the connotation of personalized service from the perspective of the service relationship between employees and customers. Firstly, the content of personalized service was divided into six forms, which basically included the content of personalized service.

Different from Su's point of view, (2006) thinks that the connotation of personalized service has three layers: first, the service personnel provide targeted services according to the special needs of the clients, classify, sort out and analyze the personalized needs of the guests, and launch services that meet the personalized requirements of different guests; The second is to provide "special care" and "differential treatment" services according to the individual needs of guests; Third, it not only satisfies the personality of guests, but also gives full play to the personality characteristics of enterprises and service personnel. Compared with Su, the content of the above three aspects has been expanded, and it is pointed out that it is necessary to classify, sort out and analyze the various needs of guests and find out the rules in order to provide personalized services for more guests. The content is unique, but the expression is a bit too complicated.

Qing Li (2006) divided personalized service into four types: flexible service and extraordinary service, active service and advanced service, detailed service and value-added service, emotional service and characteristic service. Qian Xuejun (1999) divided personalized service into: flexible service and extraordinary service; Advanced service and positive service; Enthusiastic service and emotional service; Psychological services and value-added services. Qian Xuejun did not explain these contents. There are similarities with money. They all think that personalized service includes: flexible service and extraordinary service; Active service and advanced service; Value-added service and emotional service, but the emphasis is on detailed service and characteristic service, while Qian points out the way of psychological service and warm service, which I think can be integrated. Obviously, Qian, Li and Su analyzed the connotation of personalized service from different angles and levels. Sue mainly starts from the customer's point of view and service content, while Qian and Li mainly start from the hotel's point of view and service mode.

There is little research on the connotation of personalized service, and different researchers analyze it from different angles and levels. The industry should strengthen the research in this field and make clear the connotation of personalized service, so as to better develop personalized service.

Third, the characteristics of personalized service

There is not much research on the characteristics of personalized service, and there is no unified conclusion. Three representative viewpoints are mainly selected for analysis.

Qing Li (2006) pointed out that the characteristics of personalized service include diversity, contingency, pioneering and risk. Qing Li pointed out from the waiter's point of view that personalized service is in the initial stage of development in China, and some personalized services are contrary to the routine operation, which is risky and pioneering.

Different from Qing Li's point of view, Wang Bin (2002) thinks that the characteristics of personalized service include: initiative, diversity and super-satisfaction. In terms of diversity, Qing Li clearly pointed out that diversity should be provided in terms of service methods, service means, service items and product design, which is more specific than Wang Bin's point of view. Wang Bin's super satisfaction and Qing Li's surprise are consistent in connotation.

The characteristics of personalized service proposed by Stan (2006) include flexibility, particularity, diversity, omnipotence, emotion and super-satisfaction. Stan's six characteristics basically correspond to the "six services" in the connotation of personalized service in the Soviet Union, and are consistent with Wang Bin in super-satisfaction. All the above scholars agree that personalized service is super satisfying.

The above three viewpoints are analyzed from different angles. Based on these viewpoints, the characteristics of personalized service can be summarized as: flexibility, initiative, diversity, particularity, emotion, pioneering and risk, versatility and super-satisfaction. In this way, the characteristics of personalized service are completely summarized, which correspond to the connotation of personalized service.

Fourthly, the necessity of personalized hotel service.

The traditional standardized service mode has been widely challenged and can no longer adapt to the increasingly fierce competition in the hotel industry (Su 2002). Personalized service provides targeted service content and service methods, meets tourists' requirements for novelty, novelty and change, highlights the characteristics of hotel management and shows the core competitiveness of the hotel (Cheng Hang 200 1). Personalized service has become the core weapon of the hotel industry's competitive advantage in the new era and the navigation mark for its in-depth development.

Chen Ying (2005) analyzed the necessity of personalized service from the perspective of industrial structure and external environment of product homogeneity, and thought that China's hotel industry was unreasonable, with serious homogenization of hotel products and insufficient market segmentation, and the hotel industry was in a state of meager profit or even loss. Therefore, developing personalized and humanized service products and improving customer loyalty is a favorable way for China hotel industry to achieve breakthrough and development. Chen Ying's research angle is macroscopic.

Li Bingwu (2005) put forward the theoretical basis of developing personalized service from two aspects: management and marketing. In management, the motivation factors to stimulate customers' consumption are divided into two categories by using Herzberg's two-factor theory. One is "avoiding dissatisfaction", which is called health care factor; The other is the factor of "winning satisfaction", which is called charm factor. Standardized service is a necessary factor, personalized service is a charm factor, so that guests can enjoy "services specially provided for me", feel "preferential treatment and attention" and achieve satisfaction. It is very representative to analyze the necessity of personalized service with two-factor theory, and many researchers have adopted this view in their articles. In marketing, Li Bingwu divides customer demand satisfaction into three development stages: the era of quantity satisfaction, the era of quality satisfaction and the era of personalized satisfaction, and points out that personalized service is an advanced stage to meet customer demand, which can raise the hotel service level to a brand-new level (Summary of Hotel Personalized Service Research).

② (2) What are the basic requirements of personalized network marketing service?

1, positioning before website construction (define your own goals)

2. Establish a marketing website (attractive, convenient and informative)

3. Website optimization and necessary paid network promotion.

4. There is a team to operate a series of actions of network marketing.

③ How to provide personalized service at the front desk of the hotel?

Therefore, high-level or truly personalized service 1. Hotel's satisfaction with employees is the basis of personalized service. Personalized service is not required by hotel service standards, but an unconventional service that exceeds the standard requirements and is implemented by employees out of their high professionalism and sense of ownership of the hotel. If employees want to provide personalized service to their guests continuously, they cannot do without their high satisfaction with the hotel. Second, maintaining the continuity of personalized service depends on the high professionalism and good professional habits of grassroots managers and employees. Hotel managers at the grass-roots level collect some cases of personalized service, and let employees know what kind of service is personalized through cases. Through the comprehensive analysis of personalized service cases, the service that reflects the general needs of guests can be transformed from personalized service to standardized service. Often some guests' personality needs may be their sexual needs. Hotel management departments should carefully analyze personalized service cases and understand the difficulty and feasibility of this service promotion. Example: A staff member in the housekeeping department of a hotel took the initiative to mend the buttons of the shirt when cleaning the room. The analysis of the housekeeping department thinks that this is the * * * demand of the guests, and it is relatively easy to operate, and then it is promoted as standard in the department. In the end, service has become one of the characteristics of the hotel. So as to convert personalized services into specifications. Third, advocating "three in one" is the inevitable requirement of personalized service. Personalized service is not only a requirement for grass-roots managers and front-line employees, but also a requirement for all hotel employees. The personalized service of front-line employees can not be separated from the help of second-line employees and even managers. Example: A guest in the restaurant caught a cold, and the waiter reported it to the supervisor in time. Four hours refers to small life experiences, small media news, small guest movements and small talk information. Life experience is the basis and source of providing personalized service. Mastering more life experience will lead to correct and effective personalized service. Paying attention to small media messages will provide guidance for personalized service. Guests' small gestures and conversations are clues to provide personalized service, and guests' every move and conversation provide a lot of valuable information. Five, the establishment and use of guest history files, the rapid feedback of guest information, the creation of high-quality internal service chain, and the concern for the living habits of long-term guests and continuous guests are all powerful foundations for creating our personalized service for guests. The guest history files let us know the guest's preferences, prepare the services that the guests need in advance, and create surprises for the guests. The collection and feedback of guest information will make our customer files and cases more perfect.

④ What are the basic conditions for satisfactory hotel service?

Customer satisfaction can give the hotel an advantage in the market competition, and it is also the premise to improve the hotel's profit level. How to do a good job in restaurant service, how to win the satisfaction of authorized guests and impress them, so as to improve management efficiency, is the way of hotel management.

Only when the hotel meets the guests' high-quality service demand, pays attention to the personalized service of the hotel, implements every service link and is meticulous can it truly reflect the high-quality service and realize the ultimate goal of hotel management. As a tourist hotel, it has always been the direction of hotel management to meet the different service needs of guests and expand profit space. Modern hotels should fully embody high-quality service, not only pay attention to the renovation of hotel hardware facilities, but also pay attention to the personalized service of the hotel, emphasizing the need to be fast and efficient in grasping the service rhythm, reducing the waiting time of guests, and providing various convenient, fast and intimate special services in time to satisfy guests. Starting from meeting the overall requirements of guests' safe, healthy and comfortable living environment, the hotel mainly includes safe and hygienic indoor environment, comfortable and healthy living conditions and good indoor air quality. To do this, the hotel should clean and maintain according to the standardized cleaning standards every day, and clean and disinfect the rooms in strict accordance with the sanitary cleaning operation procedures. In a clean room, there should be no stains or hairs on the bedding to ensure that it meets the room hygiene standards.

⑤ Evaluation criteria of personalized service

Personalized service is a targeted service mode, which is realized according to the user's settings. Collect, answer, sort and classify resources according to various channels, and provide and recommend relevant information to users to meet their needs. On the whole, personalized service breaks the traditional passive service mode, and can make full use of various resource advantages to actively carry out all-round services aimed at meeting users' personalized needs.

To evaluate personalized service, the most important thing is to look at the customer's score. For the results of socialized personalized service, we can use questionnaires for statistical analysis, while for online personalized service, we can have special evaluation indicators, such as MAE.

⑥ How to improve personalized service

I think what I mean by personalized service is to provide different services according to different customer needs. Hotel catering, mainly: 1, dishes should be distinctive and innovative, such as determining prices according to seasons or fashion trends; 2. In terms of services, we should provide different services for general customers, major customers (* * * institutions, large enterprises and institutions) and catering customers (wedding banquets, etc.). ). In fact, customers will be satisfied only if they meet their requirements as much as possible or even exceed their expected requirements.

⑦ What are the conditions for providing personalized hotel services?

As long as you have money, this condition is ok;

1. Select a star-rated hotel (4 or 5 stars).

Step 2 choose a suite

Step 3 consult the front desk

How to implement service innovation and refined and personalized service?

Individualization of service is an activity to meet the individual needs of consumers. It is the embodiment of this idea that everything starts from the requirements of consumers and differentiates for each consumer. Modern economy is already an experience economy, which is the key point of communication, information and emotion between enterprises and consumers. In other words, experience all the moments of contact with enterprises and consumers. Personalized service meets the requirements of experience economy, making consumers feel that the whole enterprise is dedicated to serving him. Strengthen employees' awareness of personalized service. There is also an idyllic catering enterprise in Zhengzhou, which is located in the picturesque Yellow River tourist area. The service feature of this hotel is that everything returns to nature and everything participates in the experience. The building, decoration, tableware and meals of this hotel all reflect a school of peasant customs and national garden scenery, which makes consumers who have lived in the city for a long time feel refreshed. There is a large area of pollution-free vegetable fields in the courtyard of this hotel, where all kinds of seasonal vegetables are planted. We also raise chickens, pigeons and rabbits, and we can fish in the fish pond in the hospital. This hotel has its own service. Consumers pick vegetables in the fields and kill animals or fish. Hotels can also process them, or rent earth stoves for consumers to make according to different tastes. It has become a paradise for children, where deep family ties are further sublimated, making children and adults happy. The unique service concept and method of this hotel have won the favor of the majority of car owners among urban consumers, and it is even more lively on weekends. This is the unique charm of experiential service.

Catering industry? The author believes that we should start with the following points: First, strengthen the strong sense of service of all staff. Hotel operators should attach great importance to the significance of service and strengthen diversified management of services while grasping the characteristics and quality of meals. It is necessary to strengthen education and training, establish a harmonious and warm hotel corporate culture, so that every employee has a strong sense of responsibility, honor and belonging, thus establishing a strong sense of service, starting from me and doing a good job in service wholeheartedly. Second, strengthen the research on consumer service demand and innovate service content. If we concentrate on studying consumers' consumption psychology, we can find out the new demand of consumer service in time. It is necessary to strengthen communication with consumers and understand their needs and satisfaction through communication. An excellent waiter should not only master the basic common sense of service, but also be good at observing words and feelings and understanding consumers' needs and consumption psychology. Third, strengthen the training of all staff's service skills and realize service standardization. To realize the whole process and regularization of training, it is necessary to combine external training with internal training and strengthen the training of service awareness and service skills for all employees. It is necessary to strengthen the training of corporate culture and corporate philosophy, pay attention to the training of various service skills and etiquette. Fourth, pay attention to the humanization of service and care for consumers. Maslow's hierarchy of needs theory holds that consumers want to feel accepted and respected while receiving services. Therefore, service cannot serve for the sake of service. Everything must meet and exceed the expectations of consumers, fully humanize and humanistic conditions, and maximize the spiritual return of consumers. For example, when the Oriental Hotel in Singapore promoted the "Super Service" plan, in order to avoid making noise for a table of four consumers with certificates in the lobby, a coffee shop attendant took the initiative to ask the housekeeping department if there were any vacant rooms for four consumers to use temporarily, and the housekeeping department immediately provided them. When these four consumers understand this, they all feel incredible. Afterwards, they said in the thank-you letter: "... in addition to being your loyal consumers forever, our company and overseas guests will always be widely publicized for you."

Pet-name ruby standardization and personalized service.

Standardization, duplication, standardization and proceduralization are the "old three flowers service" in catering, the lowest level of service products and the most basic requirements. Hotel catering can't provide "old three flowers service", so it is not qualified catering service and does not meet the minimum requirements of the industry. Personalization, visualization and characteristics are the "new three-flower service" in catering, a higher-level service product and a higher-level requirement. "New Three Flowers Service" is a service to meet customers' higher-level needs.

Standardized and standardized services may not bring customers satisfaction, and customers take it for granted that restaurants do these things. Only after providing customers with personalized, customized and differentiated services will guests be surprised and make satisfactory comments.

However, encouraging differentiated, personalized and customized services is not to replace standardized services, but to coordinate the relationship between them as much as possible.

Relationship 1: * * Gender and personality

Relationship 2: Coexistence

Relationship 3: Moderation

One aspect: cultivate personalized service concept and service consciousness.

Aspect 3: Strengthen service skills training.

Aspect 4: Do a good job in supporting service materials.

Viewpoint 1: Accidental becomes inevitable.

Point 2: Take a surface with a point.

Focus 3: Cultivate initiative

Focus 3: Give consideration to individuality and norms.

Personalization:

Ability 1: Customer data management ability

Ability 2: Customer analysis ability

Ability 3: improve customer interaction ability

Attending how to make personalized service plan?

Personalized service is realized according to the user's settings, resources are collected, sorted and classified according to various channels, and relevant information is provided and recommended to users to meet their needs. On the whole, personalized service breaks the traditional passive service mode, and can make full use of various resource advantages to actively carry out all-round services aimed at meeting users' personalized needs.

From the international and theoretical point of view, the competition between enterprises has roughly gone through three stages. First, the competition of products themselves, which is due to the fact that some advanced technologies in the early days are too much in the hands of a few enterprises, and they can win the market by higher quality than others; However, with the rapid development of science and technology, the wide adoption of new technologies and the increasingly frequent flow of talents, the gold content of products among enterprises is almost the same, and whoever customers buy is the same, entering the price competition and defeating their opponents with low prices; It has entered the third stage, that is, service competition, relying on high-quality pre-sales, mid-sales and after-sales services to attract and retain customers, and finally gain advantages. The modern market competition concept is "customer first" and "customer is always right". Personalized service formally establishes a good relationship with every customer, and the development of personalized service reflects the trend of modern market competition. Therefore, the development of international situation and theory has promoted the development of personalized service.

In the industrial society, with the rapid development of science and technology and the wide adoption of new technologies, products are becoming more and more abundant, and the supply of products in the market exceeds demand, so consumers can choose from many similar products at will. All these put forward new requirements for entrepreneurs. If an enterprise wants to survive and develop, it must first consider the sales of products. Personalized service is put into production after obtaining a large number of user information and product orders, so sales are not a problem at all.

In industrial society, people pay more attention to the internal quality and price of products, and pay more attention to the diversification of material product forms and the internalization and popularization of quality. With the increase of people's income, the shortening of consumption popularization period and product life cycle, the imitation of fashion consumption mode is accelerated, and the consumption concept is gradually developing in the direction of externalization, personalization and naturalization of quality; From paying attention to material consumption to paying equal attention to material and spiritual consumption, people need to meet not only the physiological needs of survival, but also the needs of development and enjoyment, especially the needs of spontaneous psychological satisfaction; From meeting the emotional needs of consumers' individual families, to meeting the emotional needs of companies (enterprises) and people, to the high emotional consumption needs of "harmony" and "cooperation" between man and nature. For example, Haier put forward a new slogan of "You design, I realize", and consumers put forward their own demand patterns for home appliances to Haier, including performance, style, color, size and so on. In this way, the products will be more adaptable and competitive, and will firmly occupy the dominant position in the market.