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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Occupation: Guest Relation(s) Manager/Guest Service(s) Manager/ Call Centre Manager
Occupation Description:
The Guest Relation(s) Manager/Guest Service(s) Manager/Call Centre Manager coordinates the daily operations, activities and training of the front office or call centre. He/She oversees all facets of the guest/customer experience in the property. He/She manages the communication between guests/customers and team members, builds rapport with regular and returning guests/customers, and ensures all guests/customers' needs are attended promptly with great care. He/She needs to track the response of the guests/customers to provide appropriate follow up. The Guest Relation(s) Manager/Guest Service(s) Manager/Call Centre Manager is also responsible for coaching the team in accordance to the property's standards, and ensuring that they carry out their assigned duties well.
The Guest Relation(s) Manager/Guest Service(s) Manager/Call Centre Manager also conduct staff meetings with team members and other departments on reviews of property's standards, guest/customer service targets, departmental procedures and operating issues to improve team capabilities and service quality. He/She should have the ability to attend to and manage guests/customers’ requests in a courteous manner, and possess current, detailed information about the property and city areas to present options for guests/customers. He/She may be required to support front desk or calling centre operations such as registration (check-in or check-out), room availability and inventory, and oversee marketing initiatives to uphold the highest level of guest/customer satisfaction.
Important Points to Note about this Document
This document is intended purely to provide general information to enable individuals, employers and training providers to be informed about the skills for career, training and education purposes. WDA provides no warranty whatsoever about the contents of this document, and does not warrant that the courses of action mentioned in this document will secure employment, promotion, or monetary benefits.
Copyright 2016 © Singapore Workforce Development Agency. All rights reserved. Version 1.0.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Copyright 2016 © Singapore Workforce Development Agency. All rights reserved. Version 1.0.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
The skills expected of the Guest Relation(s) Manager/Guest Service(s) Manager/Call Centre Manager are summarised as below:
Skill Category Skill
Analytical, Conceptual and
Evaluative
1. Facilitate the Implementation of a Productivity Framework2. Foster Initiative and Enterprise in Teams3. Solve Problems and Make Decisions at Managerial Level
Business Continuity
Management4. Conduct Business Continuity Exercise and Test
Change Management
5. Facilitate Innovation and Lead Team Leaders to Implement Change
Customer Experience
6. Develop Service Recovery Framework7. Manage Guest/Customer Experience8. Manage the Service Brand
Front Office Operations and
Services
9. Manage One-Stop Services10. Monitor Front Office Operations
Infocomm Technology 11. Use ICT for Knowledge Management
Innovation 12. Foster Service Innovation
People and Relationship Management
13. Develop a Work Team14. Lead Workplace Communication and Engagement
People Management 15. Conduct Staff Performance Assessment Process
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Personal Management and
Development
16. Foster Team Adaptability17. Manage Workplace Challenges with Resilience
Planning and Implementation 18. Manage and Review Systems and Processes
Results Achievement
19. Monitor and Reward Performance in a Team to Support Achievement of Results
Risk Management 20. Comply with Legal Requirements in a Lodging Property21. Manage Loss/Risk Prevention
Sales and Marketing
22. Manage Customer Acquisition and Retention Programmes23. Manage Relationship with Customers
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code ES-ACE-503G-1
Skill Category Analytical, Conceptual and Evaluative
Skill Sub-Category(where applicable)
N/A
Skill Facilitate the Implementation of a Productivity Framework
Skill Description
This skill describes the ability to facilitate the implementation of a productivity framework according to the productivity road map and action plan developed. It also includes monitoring and evaluating the effectiveness of the productivity framework.
Knowledge and Analysis
The ability to understand:
Productivity concepts Ways in which productivity plays an important role in the generation of
wealth and value for the organisation, industry and the country Benefits of productivity Types of productivity to be measured Factors that affect productivity Quantitative and qualitative factors that influence productivity Quantitative and qualitative indicators commonly used in measuring
organisation’s productivity Methods and tools used to measure productivity Methods to analyse the relationship between productivity
measurements and factors that influence productivity Assessment of qualitative and quantitative factors that influence
productivity Productivity goals and strategies that can be adopted by the
organisation Types of motivation and incentive schemes for productivity
improvements
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Application and Adaptation
The ability to:
Establish own role and responsibilities in the implementation of the productivity framework in an organisation
Facilitate establishment of a productivity management structure and assign responsibilities and accountabilities to stakeholders for implementation of the productivity framework in an organisation
Identify and arrange for the resources required for implementation of the productivity framework according to recommendations in the productivity road map and action plan
Monitor the implementation of the productivity framework based on recommendations in the productivity road map and action plan
Link staff performance appraisals, recognition and rewards to productivity according to results of productivity measurements
Compile and evaluate results gathered on productivity measurements and report findings to relevant stakeholders
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Evaluate the effectiveness of implementation of the productivity framework and report findings with recommendations for improvement to relevant stakeholders
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
Social Intelligence and Ethics
The ability to:
Create awareness for the productivity improvement initiative and communicate details of the productivity road map and action plan to stakeholders to garner agreement and support
It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Learning to Learn The ability to:
Engage and encourage employees to participate in the productivity improvement initiative
Provide necessary training to prepare stakeholders to implement the productivity framework
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
ES-ACE-503G-1 1-Sep-16 Initial Version WDA and STB
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code ES-ACE-301G-1
Skill Category Analytical, Conceptual and Evaluative
Skill Sub-Category(where applicable)
N/A
Skill Foster Initiative and Enterprise in Teams
Skill Description
This skill describes the ability to identify areas for continuous improvement and apply strategies to facilitate, motivate and sustain initiative and innovation in the team. It also includes identifying, evaluating and measuring risks associated with innovation and taking initiative at a team level.
Knowledge and Analysis
The ability to understand:
Motivation concepts and techniques to lead and motivate teams to increase initiative and innovation and their characteristics
Sources of innovative opportunities and types of innovation and their characteristics
Basic principles to unleash untapped innovation and creativity at the workplace
Tools and techniques to increase team’s ability to develop creative ideas for innovation and their features
Methods for building and sustaining a culture of innovation, initiative and enterprise among team members
Modes of communication for effective sharing of lessons and their features
Skills required for self-directed team to be effective and ways to help them acquire these skills
Types of risks and their implications on team performance and success Methods to reduce the impact of risk on team performance and
success Process of formulating communication plan to monitor, manage and
reduce risks
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Application and Adaptation
The ability to:
Assist team members to unleash their untapped innovation and creativity and increase their ability to develop creative ideas for innovation at the workplace
Facilitate team to be self-directed and sustain effort for continuous improvement at the workplace
Evaluate the effectiveness of implemented strategies in achieving planned outcome in accordance to criteria and goals set
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Identify possible areas for continuous improvement and challenges in getting team to initiate actions for continuous improvement at the workplace
Conduct risk assessment of new initiatives on team performance and success and recommend possible risk management strategies
Implement appropriate risk management strategies to support innovation and enterprise
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
Social Intelligence and Ethics
The ability to:
Lead and motivate team to initiate actions, ideas and suggestions to improve workplace or business performanceIt refers to the ability to
use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Enhance own creative skills and behaviour by identifying key opportunities for continuous improvement
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
ES-ACE-301G-1 1-Sep-16 Initial Version WDA and STB
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code ES-ACE-402G-1
Skill Category Analytical, Conceptual and Evaluative
Skill Sub-Category(where applicable)
N/A
Skill Solve Problems and Make Decisions at Managerial Level
Skill DescriptionThis skill describes the ability to examine the causes of performance deficiency and its impact on an organisation. It also includes managing team dynamics to identify and address performance deficiency.
Knowledge and Analysis
The ability to understand:
Advantages and disadvantages of the various methods to collect relevant and current information on organisational performance standards and quality control policies
Sources of information to identify performance deficiency Advantages and disadvantages of the various methods to identify
performance deficiency Types of analytical tools and techniques and their application in the
problem- solving and decision-making process Principles of group dynamics and teamwork and techniques to manage
team dynamics Types of decision-making models for arriving at the preferred solution
and their features Factors affecting the effectiveness of an implementation plan Tools and techniques to identify performance deficiency or cause of
failure in implemented solution and implementation plan and their features
Advantages and disadvantages of various ways to formalise implemented solution as part of current Standard Operating Procedures (SOPs)
Organisational procedures for amending and disseminating SOPs
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Application and Adaptation
The ability to:
Collect relevant and current information on organisational performance standards and quality control policies
Identify the types of performance deficiency and examine the causes and their impact on organisation-related aspects
Identify the root causes of the problems with team members using appropriate group facilitation techniques
Determine a preferred solution using appropriate methods and draw up an implementation plan to implement the solution at the workplace
Formalise implemented solution as part of the organisation’s current standard operating procedures
Evaluate the effectiveness of the implemented solution and implementation plan using appropriate techniques and criteria
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Generate creative ideas using appropriate idea generation and group facilitation techniques
Shortlist the most viable ideas based on a set of pertinent criteria using appropriate problem-solving and decision-making techniques and tools
Evaluate the impact of shortlisted ideas using appropriate problem-solving and decision-making techniques and tools
Develop a corrective action plan for any shortfalls identified in the implemented solution and conduct a follow-up review of modifications made
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
Social Intelligence and Ethics
The ability to:
Manage team dynamics and differing opinions through the use of conflict management techniquesIt refers to the ability to
use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Reflect on own strengths and weaknesses and its impact in solving problems and making decisionsIt refers to the ability to
develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
ES-ACE-402G-1 1-Sep-16 Initial Version WDA and STB
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code BM-BCM-303E-1
Skill Category Business Continuity Management
Skill Sub-Category(where applicable)
N/A
Skill Conduct Business Continuity Exercise and Test
Skill Description
This skill describes the ability to conduct business continuity exercise and test with a view to document it for management review. It also includes conducting periodic exercise and audit on crisis response and testing of infrastructure and business applications.
Knowledge and Analysis
The ability to understand:
Types of business continuity plan audits Objectives of business continuity plan audit Formal exercise and plan testing documentation requirements
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Support the periodic conduct of crisis response, recovery exercise and business continuity audit in consultation with relevant stakeholders to ensure organisational readiness during crisis situations
Participate in organisation's business continuity testing for infrastructure and critical business applications on a regular basis in accordance with business continuity testing plans to ensure organisational readiness during crisis situations
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Document formal exercise and testing to submit for management review and refinement of the business continuity strategies and plansIt refers to the ability to
generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Social Intelligence and Ethics
The ability to:
Communicate objectives of conducting business continuity exercise and test to garner support and participation from organisation membersIt refers to the ability to
use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Engage in self-reflection to identify own areas for improvement in the conduct of business continuity exercise and test
Improve own capability in conducting business continuity exercise and test by subscribing to diverse learning channels and participating in review platforms with peers and supervisors to enhance workplace performance
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
BM-BCM-303E-1 1-Sep-16 Initial Version WDA and STB
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code LPM-CHG-401C-0
Skill Category Change Management
Skill Sub-Category(where applicable)
N/A
Skill Facilitate Innovation and Lead Team Leaders to Implement Change
Skill Description
This skill describes the ability to work with team leaders to manage change processes. It also includes facilitating innovation at the workplace, implementing change strategies and processes and evaluating the impact of change.
Knowledge and Analysis
The ability to understand:
Legal and ethical considerations relating to change management Organisational policies and procedures relating to the change
management Relevant professional or industry codes of practice and standards
relating to change management Key concepts and importance of a learning organisation in relation to
organisational change Theories and principles of change management The differences between and attributes of positive and negative risks
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Support enterprising behaviour and risk taking among team leaders by modelling enterprising behaviours and rewarding innovation to encourage desired behaviours
Assign roles and responsibilities to implement change strategies and processes
Identify systems and behaviours that may support or limit implementation activities to facilitate implementation
Work with team leaders to anticipate and plan for predictable consequences of change by applying systems thinking
Analyse data and feedback from team leaders to establish trends and identify actions and resources required to ensure change processes generate required benefits
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Innovation and Value Creation
The ability to:
Identify opportunities for growth or improvement based on current achievements
Develop and review systems to share learnings from change implementation processes to guide future actions for improvement
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
Social Intelligence and Ethics
The ability to:
Demonstrate empathy by acknowledging and addressing the feelings and perspectives of team leaders arising from the impact of change implementation to ensure individual needs are addressed
It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Identify competencies to help individuals and teams to respond positively to change
Keep abreast of change management systems and processes by subscribing to diverse learning channels and participating in peer discussion platforms to enhance own knowledge for workplace application
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
17
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Version Date Changes Made Edited by
LPM-CHG-401C-0 1-Sep-16 Initial Version WDA and STB
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code SVCF-CS-402C-1
Skill Category Customer Experience
Skill Sub-Category(where applicable)
N/A
Skill Develop Service Recovery Framework
Skill Description
This skill describes the ability to develop a service recovery framework. It also includes analysing service challenges to ascertain service delivery gaps, developing a service recovery framework, cascading the service recovery procedures to staff and evaluating the impact of the strategies.
Knowledge and Analysis
The ability to understand:
Sources of information on service challenges Methods to analyse service challenges Components of a service recovery framework Methods to cascade service recovery policies and procedures to
stakeholders Criteria to evaluate effectiveness of service recovery framework
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Analyse service challenges to ascertain service delivery gaps Analyse data on service challenges with organisation’s key
performance indicators and industry benchmarks to ascertain gaps Develop service recovery framework to address service delivery gaps Incorporate service recovery framework in employee handbooks and as
part of service team’s orientation programme
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.Innovation and Value Creation
The ability to:
Evaluate the effectiveness of service recovery strategies to improve strategies
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Social Intelligence and Ethics
The ability to:
Cascade service recovery framework to stakeholders Communicate service recovery framework to service team Conduct focus group discussions with service team to solicit feedback
on service challenges
It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Review best practices in service recovery to benchmark organisation’s framework
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application A service recovery framework consists of organisational strategies, policies and procedures, and guidelines to manage and respond to service challenges. Effective service recovery occurs when an organisation is able to solve a service challenge, make restitution, or regain trust following a breakdown in service delivery.
Components of service recovery framework must include: Organisation’s guidelines, which must include:
o Organisation’s vision, mission and valueso Service visiono Service brando Service standards
Service recovery strategies which must include:o Understanding the customers’ needs and expectations and its
impact on the organisationo Being aware of potential service challenges that might occur
during service deliveryo Implementing clear escalation paths and decision-making
processes for the resolution of service challengeso Empowering front-line employees to make decisions within their
limits of authorityo Introducing compensation framework for customer
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
compensation Service recovery procedures which must include:
o Listening to the customer to identify the cause of the service challenge
o Using verbal and non-verbal communication to address service challenge
o Apologising to the customer immediatelyo Taking immediate action to resolve the situationo Showing empathy
Version Control
Version Date Changes Made Edited by
SVCF-CS-402C-1 1-Sep-16 Initial Version WDA and STB
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code HAS-CEX-5002-1.1
Skill Category Customer Experience
Skill Sub-Category(where applicable)
N/A
Skill Manage Guest/Customer Experience
Skill Description
This skill describes the ability to analyse service performance standards and assess service performance outcomes. It also includes the ability to propose actions to improve service performance standards and monitor the effectiveness of actions taken.
Knowledge and Analysis
The ability to understand:
Service performance analysis Methods of data collection and data analysis Organisational critical situation escalation procedures Organisational service performance standards Guest/customer satisfaction index Parameters for identifying trends in guest/customer satisfaction Significance of evaluating guest and customer satisfaction level
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Analyse service performance standards Assess service performance outcomes Propose actions to improve service performance standards Monitor effectiveness of actions taken to improve service performance
standards
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
N/A
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Social Intelligence and Ethics
The ability to:
Communicate with colleagues outcome of proposed service performance actions to improve guest/customer satisfaction levelIt refers to the ability to
use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Update own learning to examine effectiveness of alternative corrective actions taken to improve service performance standard
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
HAS-CEX-5002-1.1 1-Sep-16 Initial Version WDA and STB
23
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code SVCF-CS-401E-1
Skill Category Customer Experience
Skill Sub-Category(where applicable)
N/A
Skill Manage the Service Brand
Skill Description
This skill describes the ability to manage an organisation’s service brand, service brand guidelines and its impact. It also includes developing plans for corrective action and building the service team’s capability to understand the organisation’s service strategy.
Knowledge and Analysis
The ability to understand:
Organisation’s service brand Organisation’s service brand guidelines Methods to implement the organisation’s service brand guidelines Types of data related to service brand guidelines Method to analyse impact of service brand guidelines
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Gather data related to service brand guidelines to analyse the impact of the service brand guidelines
Analyse gaps between organisation’s service data and service brand guidelines to determine root causes of performance issues
Develop an implementation plan for corrective action to enhance service brand performance
Implement corrective actions to enhance the performance of service brand guidelines
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Track customer’s feedback on organisation’s service brand to identify areas of improvement
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Social Intelligence and Ethics
The ability to:
Communicate the organisation’s service strategy and service brand to the team
Seek endorsement on implementation plan to enhance the organisation’s service brand
It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Enhance team’s understanding of the organisation’s service brand and service brand guidelines through formal and informal learning platforms
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of ApplicationAn organisation’s service brand is the way an organisation seeks to identify itself. Service brands: Add depth and value to an organisation’s product offerings Display publicly the organisation’s culture and values
Service brand guidelines can be defined as activities or actions that support the organisation’s service brand, and are in line with the organisation’s vision, mission and values.
Gathering data related to service brand guidelines must include: Percentage of new customers of organisation’s product or service Increase in customer loyalty, e.g. increase in sign-ups for customer
loyalty or reward programmes Conversion rate of visitors to organisation’s website to purchases made Adherence to service brand guidelines by team Feedback from customers or supervisors on service brand guidelines Ascertain gaps by comparing data collected against organisation’s
service standards and service brand guidelines
An organisation’s service standards are the commitment to a level of service performance that an organisation’s customers can expect. The organisation’s service standards may be used to:
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Inform customers of the service performance the organisation is committed to
Measure the organisation’s service performanceVersion Control
Version Date Changes Made Edited by
SVCF-CS-401E-1 1-Sep-16 Initial Version WDA and STB
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code HAS-FOS-5005-1.1
Skill Category Front Office Operations and Services
Skill Sub-Category(where applicable)
N/A
Skill Manage One-Stop Services
Skill DescriptionThis skill describes the ability to manage one-stop services. It also includes managing guests/customers’ concerns, escalating feedback, compiling statistics for reports and reviewing one-stop services.
Knowledge and Analysis
The ability to understand:
Guidelines and procedures to prepare for one-stop services Measures to address irregularities in operations Criteria for audit of one-stop services Methods for monitoring concerns and feedback escalation related to
one-stop services Impact and types of corrective actions to address irregularities in
delivery of one-stop services Importance of documenting irregularities, records, reports and
recommendations in delivery of one-stop services Objectives of reports and presentations Criteria for data analysis, and compiling data and statistics for reports Strategies to achieve operational and service standards Methods of monitoring progress and evaluating effectiveness of
delivery of one-stop services and communicating changes
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Prepare to manage one-stop services in accordance with organisational procedures
Manage guests/customers' concerns and feedback escalation efficiently in accordance with organisational procedures
Compile statistics reports for head of department in accordance with organisational guidelines
Review one-stop services in achieving operational and service standards in accordance with organisational procedures
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
27
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Innovation and Value Creation
The ability to:
Conduct regular audits to ensure one-stop service requests keyed into property’s software are completed in accordance with organisational standards
Address critical guests/customers’ issues, and provide alternative solutions to meet their desired outcomes in a timely manner
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
Social Intelligence and Ethics
The ability to:
Demonstrate awareness of how specific actions, or in action, could affect guests/customers and team members
Impact the team's morale, sense of belonging and participation with positive guidance and encouragement
Be attentive to guests/customers and team members; listen and withholding judgment to maintain open and fair viewpoints
It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Advocate feedback loops for continuous improvement to encourage a work environment where team members' feedback is valued
Critique own performance as a means of self-evaluation, and initiate self-development activities for continual improvement
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
28
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Version Control
Version Date Changes Made Edited by
HAS-FOS-5005-1.1 1-Sep-16 Initial Version WDA and STB
29
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code HAS-FOS-5004-1.1
Skill Category Front Office Operations and Services
Skill Sub-Category(where applicable)
N/A
Skill Monitor Front Office Operations
Skill Description
This skill describes the ability to perform start-of-shift activities, monitor front office operations and perform end-of-shift activities. It also includes managing VIP guests/customers’ arrivals, resolving their concerns and escalating feedback.
Knowledge and Analysis
The ability to understand:
Guidelines and procedures to prepare for start-of-shift and end-of-shift activities
Importance of reviewing daily occupancy, inventory and guest/customer activities from the property management system (PMS)
Types of master keys and communication devices, and their usage Guidelines and procedures for performing pre-arrival activities and
room and apartment assignments, prior to VIP guests/customers’ arrivals
Categories of properties, relevant amenities, facilities and services entitled to VIP guests/customers
Techniques of suggestive selling Types of guest/customer information required by Hotels Licensing
Regulations Guidelines for establishing methods of payment Guidelines for managing resources and work schedules Importance of responding to changes in business levels Guidelines for handling service recovery Techniques of root cause analysis Compensation policies for handling service breakdowns Strategies for resolving problems and feedback escalation, related to
front office operations Guidelines for documenting concerns, feedback escalation and
problems related to front office operations
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
30
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Application and Adaptation
The ability to:
Monitor and perform start-of-shift activities and end-of-shift activities, in accordance with organisational procedures
Manage VIP guests/customers’ arrivals and departures cordially, in accordance with organisational procedures
Monitor Front Office operations to ensure all functions are operating efficiently, in accordance with organisational procedures
Resolve guests/customers’ concerns and feedback escalation efficiently, in accordance with organisational procedures
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Communicate efficiently between departments to coordinate strategies and resources for managing room and apartment inventory in full-house or near full-house situations
Communicate and suggestively sell organisation’s product offerings, services and their benefits while accompanying VIP guests/customers to rooms and apartments, in accordance with guests/customers’ requirements and preferences
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
Social Intelligence and Ethics
The ability to:
Be attentive to anticipate the special needs and requests of guests/customers, and update teams promptly to ensure guests/customers’ well-being is taken care of throughout their stay
Recognise the concerns of guests/customers and team members; listen and withhold judgment to maintain open and fair viewpoints
Seek feedback from guests/customers through informal platforms to enhance their experiences at the property
Impact the team's morale, sense of belonging and participation with positive guidance and encouragement
It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Advocate feedback loops for continuous improvement to encourage a work environment where team members, feedback is valued
Critique own performance as a means of self-evaluation and initiate self-development activities for continual improvement
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
31
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
HAS-FOS-5004-1.1 1-Sep-16 Initial Version WDA and STB
32
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code ES-FSI-401G-1
Skill Category Infocomm Technology
Skill Sub-Category(where applicable)
N/A
Skill Use ICT for Knowledge Management
Skill Description
This skill describes the ability to use information and communication technology (ICT) tools for knowledge management in an organisation. It also includes using relevant ICT tools for knowledge management to resolve related problems.
Knowledge and Analysis
The ability to understand:
Differences between information and knowledge Characteristics of knowledge management Benefits of knowledge sharing and its impact on organisational
performance Factors affecting the implementation of knowledge management
strategies and policies in an organisation Phases of a technology roadmap to achieve organisational goals in
knowledge management Comparison of the various range of ICT tools used for knowledge
management Sources of information available to evaluate quality of ICT tools Criteria to evaluate the suitability of ICT tools for knowledge
management Legislation governing the use of ICT tools and information in knowledge
management
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Examine the roles and objectives of knowledge management in an organisation
Identify organisational knowledge management strategies and policies with respect to organisational goals and objectives
Analyse the common issues and problems in knowledge management faced by an organisation
Analyse the importance, benefits and roles of using ICT tools for knowledge management in an organisation
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
33
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Innovation and Value Creation
The ability to:
Propose the resolutions for knowledge management issues and problems using ICT toolsIt refers to the ability to
generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
Social Intelligence and Ethics
The ability to:
Create a culture that encourages employees to share ideas, documents and information across their organisation, and to link employees into a community of shared knowledge regardless of physical location or time constraints
It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Research industry best practices in using ICT for knowledge management and benchmark against organisation’s practices to identify gaps
Examine the range of ICT tools available in the market and identify opportunities to use relevant tools for addressing the identified gaps
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
34
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Range of Application Characteristics of knowledge management must include:
A range of strategies and practices to enable individuals, teams and organisation to collectively and systematically identify, create, represent, share, and apply knowledge, so as to create insights and experiences
The abilities of an organisation to capture important knowledge, improve the knowledge constantly, and make it available to those who need it in the most effective way, so that the knowledge can be of value to the normal part of their work
Enabling the organisation to make best use of its information and knowledge assets, so that it will help its employees to improve their skills, which will result in improved effectiveness and creativity
Developing an environment where people are willing to share knowledge, thus enabling learning and improvement, with better efficiency and effectiveness
Legislation governing the usage of ICT tools and information in knowledge management must include: Computer Misuse Act Copyright Act
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
ES-FSI-401G-1 1-Sep-16 Initial Version WDA and STB
35
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code SVCF-SI-401C-1
Skill Category Innovation
Skill Sub-Category(where applicable)
N/A
Skill Foster Service Innovation
Skill Description
This skill describes the ability to promote and foster a service innovation culture in the organisation. It also includes leading a team to generate service innovation ideas, facilitating its implementation and evaluating the success of implemented service innovation ideas.
Knowledge and Analysis
The ability to understand:
Methods to promote the service innovation culture Organisational work practices and procedures that support service
innovation Characteristics of a leader Resources required for implementation of service innovation ideas Methods to evaluate the success of implemented service innovation
ideas
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Promote a service innovation culture within the organisation Identify resources required for implementation of service innovation
ideas Develop a business case for service innovation ideas generated Oversee the implementation of service innovation ideas
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Lead team in generating service innovation ideas which are in line with the organisation’s evaluation criteria
Evaluate success of implemented service innovation ideas to ascertain its effectiveness
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
36
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Social Intelligence and Ethics
The ability to:
Seek management’s endorsement on business case to implement service innovation ideasIt refers to the ability to
use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Review past service innovation ideas from organisation’s database to lead the team in generating new ideas
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application Methods to promote the service innovation culture must include: Encouraging a service innovation mindset amongst staff Communicating importance and need for service innovation Establishing working conditions that encourage the application of
service innovation Promoting the benefits of service innovation which includes:
o Winning new customerso Customer retentiono Greater customer satisfactiono Strengthening the service culture of the organisationo Improving efficiencyo Improved business results from implemented service innovation
ideas
Resources required for implementation of service innovation ideas must include: Machinery or infrastructure required to implement phases of
development, testing and launching Types of patents and IP rights IT solutions Manpower Budget
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
37
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Version Control
Version Date Changes Made Edited by
SVCF-SI-401C-1 1-Sep-16 Initial Version WDA and STB
38
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code ES-IP-402G-1
Skill Category People and Relationship Management
Skill Sub-Category (where applicable)
N/A
Skill Develop a Work Team
Skill DescriptionThis skill describes the ability to establish teams and allocate resources in achieving organisational goals. It also includes cultivating open communication for teamwork and evaluating the progress of the team.
Knowledge and Analysis
The ability to understand:
Critical factors in building a high performance team Characteristics and impact of team synergy on team performance Techniques for team building and development Coaching process aligned to organisational vision and business goals Platforms and tools to create opportunities for team members to
contribute ideas and skills Components of systems to recognise contributions of team members Implications of diversity issues on coaching Components of systems for development of staff Motivational theories related to rewards and recognition for staff Ways to determine trends in team performance
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
39
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Application and Adaptation
The ability to:
Analyse the types of teams required and their value in achieving organisational goals
Identify and elect work team members and align roles, responsibilities, objectives and expectations of the work team to organisational goals
Delegate tasks and allocate resources to facilitate work team towards the achievement of goals and objectives, taking into consideration diversity issues
Evaluate impact of task and role delegation among team members on team synergy and make adjustments where necessary in accordance to criteria set
Encourage teamwork and foster commitment and sense of ownership among team members based on team building and development techniques
Assess the barriers to group interaction and communication and establish infrastructure to facilitate knowledge management and work team coaching which is aligned to organisational vision and business goals
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Monitor and evaluate team progress and performance in achievement of goals and objectives
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
Social Intelligence and Ethics
The ability to:
Communicate the roles, responsibilities, objectives and expectations to the work team and empower team members to accomplish them
Communicate feedback to team using the most suitable means and data and provide recommendations to improve performance
Recognise and reward team work and performance taking into consideration implications of diversity issues
It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
40
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Learning to Learn The ability to:
Seek feedback from peers and supervisors to improve own future performance
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
ES-IP-402G-1 1-Sep-16 Initial Version WDA and STB
41
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code ES-IP-401G-1
Skill Category People and Relationship Management
Skill Sub-Category(where applicable)
N/A
Skill Lead Workplace Communication and Engagement
Skill Description
This skill describes the ability to lead workplace communication through the implementation of communication strategies and mechanisms. It also includes using negotiation strategies to achieve organisational goals and win-win outcomes.
Knowledge and Analysis
The ability to understand:
Communication strategies, tools and methods associated with the various communication mechanisms to meet organisational goals and objectives and their features
Types and dimensions of organisational culture and their characteristics
Dimensions of conflict or dispute Desired goals to be achieved as a outcome of negotiation Motivations, priorities, interests and inclinations of stakeholders
involved in a negotiation Importance of considering cultural factors and various diversity issues
that affect the communication in a negotiation process Factors affecting the prioritising of goals and evaluation of possible
trade-offs Steps to develop relevant details and supporting arguments for
negotiation Negotiation styles and tactics for countering other party’s style and their
characteristics Sources of power, conflict and obstacles to a successful negotiation
and their implications in a negotiation
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
42
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Application and Adaptation
The ability to:
Conduct research on best practices in workplace communication, evaluate their suitability for adoption and establish benchmarks for the organisation
Develop communications plan to implement communication strategies and mechanisms to meet organisational goals and objectives
Evaluate employees’ level of acceptance of organisation’s vision, mission and core values and take corrective actions where needed
Evaluate effectiveness of communication strategies and mechanisms and implementation plan according to criteria set
Establish the actual causes of conflict or dispute and plan for negotiation taking into account organisational goals and objectives
Assess negotiation situation and develop negotiation strategies taking into consideration diversity issues
Evaluate negotiation process and delegate appropriate follow-up actions in a timely manner based on accurate and objective analytical techniques
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Evaluate gaps and barriers in workplace communication based on determined benchmarks and establish communication strategies and mechanisms that meet organisational goals and objectives
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
Social Intelligence and Ethics
The ability to:
Use communication strategies to influence organisational culture and motivate employees to commit to the organisation’s vision, mission and core values
Conduct negotiation to achieve organisational goals and win-win outcomes by applying negotiation strategies and effective communication skills
It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
43
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Learning to Learn The ability to:
Reflect on gaps in own communication and negotiation style to make adjustments for future interactions
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
ES-IP-401G-1 1-Sep-16 Initial Version WDA and STB
44
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code HAS-DEV-5002-1.1
Skill Category People Management
Skill Sub-Category(where applicable)
N/A
Skill Conduct Staff Performance Assessment Process
Skill DescriptionThis skill describes the ability to prepare and conduct performance appraisals, develop personal development plans and manage performance outcomes.
Knowledge and Analysis
The ability to understand:
Procedures for reviewing staff performance against staff development plans and performance evidences
Guidelines for communicating performance review results with staff Analyses of feedback from relevant stakeholders Performance gaps and the advantages of addressing them Significance of proposing improvements to performance Usage and review of performance appraisal tools Compliance with code of ethics when conducting staff performance
appraisals Guidelines for, and importance of, setting goals and milestones for
career development Ways to reward staff effectively Guidelines for corrective actions against poor performing staff
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
45
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Application and Adaptation
The ability to:
Review staff performance criteria against performance evidences, in accordance with organisational guidelines
Analyse feedback gathered to determine if relevant performance criteria are met and make assessment decisions in accordance with organisational guidelines
Use performance appraisal tools to conduct performance appraisals, in accordance with organisational guidelines
Link staff performance to staff development plans, in accordance with organisational guidelines
Communicate performance achievements and gaps to staff, in accordance with organisational guidelines
Develop personal development plans to set goals and milestones for career development, in accordance with organisational guidelines
Manage performance outcomes to provide rewards, take corrective actions against poor performance or address performance gaps, in accordance with organisational guidelines
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Propose improvements to identified performance gaps, in accordance with organisational guidelines
Provide feedback to encourage staff development, in accordance with organisational guidelines
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
Social Intelligence and Ethics
The ability to:
Comply with code of ethics when conducting staff performance appraisals and assessment decisions, in accordance with organisational guidelines
It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
46
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Learning to Learn The ability to:
Engage in self-reflection to review effectiveness of processes for conducting staff performance assessment
Update own learning in staff performance assessment processes by subscribing to diverse learning channels and gathering feedback from relevant stakeholders
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
HAS-DEV-5002-1.1 1-Sep-16 Initial Version WDA and STB
47
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code ES-PMD-304G-1
Skill Category Personal Management and Development
Skill Sub-Category(where applicable)
N/A
Skill Foster Team Adaptability
Skill Description
This skill describes the ability to analyse employability issues in the global context. It also includes using strategies to adapt team members to the changing conditions and diversity at the workplace for greater productivity and effectiveness.
Knowledge and Analysis
The ability to understand:
Types of learning opportunities and uses of learning resources and references for development
Common challenges and difficulties in selecting the appropriate resources for development
Ways to recommend and facilitate the use of the various resources for development
Methods to identify learning styles of self and team Types of learning theories, learning motivation theories and
motivational factors to learn Transferable skills and knowledge and their features Factors that hinder and encourage learning Types of diversity in the team Importance of team cooperation and synergy Impact of changes at the workplace
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Analyse information gathered from the news media to determine relevant trends and issues that would affect work team at the workplace
Analyse the implications of global competitiveness on one’s job and team at the workplace
Analyse the impact of diversity on a team and facilitate team members to work within a diverse team based on strategies set
Identify the competencies required in current job for self and team at the workplace
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
48
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Innovation and Value Creation
The ability to:
Implement ways to provide a conducive work environment to facilitate the transfer of learning among team members and peersIt refers to the ability to
generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
Social Intelligence and Ethics
The ability to:
Identify and implement strategies to motivate and assist team members to adapt to change in job requirements at the workplaceIt refers to the ability to
use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Identify gaps in competencies, determine training and development needs and select resources and suitable learning opportunities that match the learning styles of self and team
Promote opportunities for learning and coaching within a team
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
ES-PMD-304G-1 1-Sep-16 Initial Version WDA and STB
49
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code ES-PMD-405G-1
Skill Category Personal Management and Development
Skill Sub-Category(where applicable)
N/A
Skill Manage Workplace Challenges with Resilience
Skill DescriptionThis skill describes the ability to apply resilience techniques to manage challenges. It also includes assessing one’s personal as well as the organisation’s level of resilience.
Knowledge and Analysis
The ability to understand:
Concept of resilience Importance of resilience to an individual and/or an organisation Types of assessment tools and methods to assess level of resilience Characteristics of assessment tools and methods used to assess level
of resilience Methods for development of resilience Characteristics of the various methods for development of resilience
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Assess the level of resilience at the individual and/or organisational level and its effects on achieving desired outcomes according to methods set
Apply resilience techniques to manage challenging circumstances at the individual and/or organisational level
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Examine the areas for development in resilience of the individual and/or organisation to achieve desired outcomesIt refers to the ability to
generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
50
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Social Intelligence and Ethics
The ability to:
Seek support from others when dealing with challenging situationsIt refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Reflect on opportunities to learn and renew oneself to bolster resilienceIt refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application Concept of resilience must include: Definition of resilience from individual and/or organisation perspective Psychology of resilience includes:
o Cognitiveo Neurophysiologyo Psychoneuroimmunology
Domains of resilience must include: Individual’s perspective includes:
o Being in control to influence whatever happens nexto Assuming ownership to improve the situation, regardless of
one’s formal responsibilitieso Being optimistico Able to surmount stressful situations and emerge stronger
thereaftero Able to adapt one’s thinking to the situation at hand e.g. taking
another’s point of view, able to see things from a different perspective, able to see difficulties as challenges, etc.
o Able to use humour to get through difficult circumstanceso Able to accept that something has happened and moving on to
deal with ito Able to persevere and endure adverse situationso Able maintain composure and a healthy level of physical and
psychological wellness in the face of challenges.
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
51
SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
o Able to contain setbacks in one aspect from spilling over to other professional or personal aspects
o Able to acquire resources to move on in challenges and reach one’s full potential
Organisational perspective includes:o Systems in place to ensure business continuityo Diversification of business activities to mitigate riskso Flexible systems and processeso Strong leadershipo Responsiveness to operating environmento Systems to generate and protect business resources e.g. supply
chains, financial and human resourceso Systems and tools in place to train, maintain and track resilient
individuals and teams
Factors affecting the level of resilience must include: An individual’s level of resilience must include:
o Nature of occupation e.g. fast-paced, dynamic vs. stagnant, predictable & routine
o Personality and traitso Life experienceso Wellness of one’s mind, spirit, body, et cetera
An organisation’s level of resilience includes:o Cultureo Leadershipo Systems and processeso Investment in training and development of staff
Resilience techniques must include: Practising/ internalizing resilient behaviours must include:
o Not giving up and persisting in achieving goals despite the difficulties
o Being decisive and able to make sound decisions despite uncertainties and pressures
o Staying composed and positive in times of difficultyo Thinking clearly and staying focused under pressureo Recognising how your feelings affect performance and
understanding how it affects your relationship with stakeholders, team members, customers, and in turn affects organisational performance
o Distinguishing personal and professional outcomes
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
o Responding to changes and situations with a positive and open mind
o Creating a supportive culture within an organisationo Coaching others through difficultieso Recognising stress symptoms before they become an issueo Engaging in activities to maintain the well-being of one’s mind,
spirit and bodyo Controlling unwanted thoughts and emotional reactions
Formulating an action plan to develop resilience at the individual and/or organisational level, with components of an action plan to develop resilience at: The individual level must include:
o Measurement/ outcome indicators to track development in resilience
o Areas for development in resilienceo Methods/ tools for collecting feedback on level of resilienceo Schedule of timelineso Resources e.g. physical, financial requiredo Possible methods to develop resilience, such as:
Using journals to list and challenge limiting beliefs Attending courses Building a strong support network through nurturing
strong and positive relationships, getting involved in community and volunteer work, or joining a faith or spiritual community
Building long-term stress resilience and reduce situational stress throughout the day
Sharing and exchanging stories Setting progressive and incremental goals to build self
confidence in specific areas Reflecting on past experiences and using them to
positively reframe future experiences Practising relaxation techniques that can include
imagery and breathing techniques Applying nutritional strategies for boosting vitality,
motivation and productivity, Applying learned optimism techniques Applying problem-solving and decision-making
techniques to make sound decisions despite uncertainties and pressures
Controlling unwanted thoughts and emotional reactions
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
The organisational level must include:o Measurement/ outcome indicators to track development in
resilienceo Areas for development in resilienceo Methods/ tools for collecting feedback on level of resilienceo Schedule of timelineso Resources e.g. manpower, financial, logistics requiredo Plan to stakeholderso Possible methods to develop resilience, such as:
Encouraging innovation and experimentation Implementing systems to ensure business continuity Diversifying business activities to mitigate risks Introducing systems and processes to enhance
organisation’s flexibility and adaptability and to generate and protect business resources e.g. supply chains,
Version Control
Version Date Changes Made Edited by
ES-PMD-405G-1 1-Sep-16 Initial Version WDA and STB
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code BM-SPI-402E-1
Skill Category Planning and Implementation
Skill Sub-Category(where applicable)
N/A
Skill Manage and Review Systems and Processes
Skill Description
This skill describes the ability to manage, review and evaluate systems and processes with a view for enhancements. It also includes gathering of feedback and developing solutions to close gaps and to make improvements.
Knowledge and Analysis
The ability to understand:
Different tiers of systems and processes within the organisation Tools and methodologies to review systems and processes
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Manage systems and processes to meet organisational guidelines and policiesIt refers to the ability to
perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Review and evaluate systems and processes in accordance with organisational policies to identify areas for improvement
Develop and establish solutions to gaps and areas of improvement to further enhance organisational systems and processes
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Social Intelligence and Ethics
The ability to:
Adhere to organisational code of conduct, values and ethics when managing and reviewing systems and processes to ensure continued efficiency of organisational business processes
It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Keep abreast of best practices in managing systems and processes by subscribing to diverse learning channels and participating in peer discussion platforms to enhance own knowledge for workplace application
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
BM-SPI-402E-1 1-Sep-16 Initial Version WDA and STB
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code LPM-RES-301C-0
Skill Category Results Achievement
Skill Sub-Category (where applicable) N/A
Skill Monitor and Reward Performance in a Team to Support Achievement of Results
Skill DescriptionThis skill describes the ability to implement team plans and monitor team’s progress towards the achievement of results. It also includes managing and rewarding team performance.
Knowledge and Analysis The ability to understand:
Organisational policies and procedures relating to interpretation and implementation of plans, and performance management processes and tools
Legal and ethical considerations relating to performance management and performance contracts
The relationship between business objectives and the development and implementation of plans and processes at the team level
The relationship between high level strategy and performance management processes at the team level
Implications and impact of performance management process on employees and the organisation
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Application and Adaptation
The ability to:
Work with team members to interpret team plans to seek common understanding
Allocate tasks and resources to team members based on each individual’s skills, knowledge and experiences to ensure optimal deployment of team members
Negotiate and document the deliverables and performance expectations of each team member to track achievement of results
Lead team performance and monitor implementation of team plans to generate desired results
Provide regular feedback to team members to maintain awareness of expected and actual performance
Monitor and assess emerging risks that may impact on team performance and identify appropriate control and contingency measures to address risks
Report on evaluation of team plan implementation to update management team
Manage and reward employee performance to ensure performance standards are met in accordance to team requirements
Identify learning and development programmes to support team and own performance
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Work with team members to evaluate outcomes of team plan implementation and team performance against success criteria to determine areas for improvements
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Social Intelligence and Ethics
The ability to:
Assess emotional states of team members and respond appropriately to emotional cues when managing team performance to ensure individual needs are addressed
It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Keep abreast of performance management processes by subscribing to diverse learning channels and participating in peer discussions to enhance own competence in managing performance management
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
LPM-RES-301C-0 1-Sep-16 Initial Version WDA and STB
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code HAS-RIM-5001-1.1
Skill Category Risk Management
Skill Sub-Category(where applicable)
N/A
Skill Comply with Legal Requirements in a Lodging Property
Skill Description
This skill describes the ability to identify and apply regulations and monitor compliance with regulations in hotel and accommodation services environment. It also includes liaising with regulatory agencies and acquiring licences and permits.
Knowledge and Analysis
The ability to understand:
Importance of liaising with regulatory agencies Importance of keeping licences and permits up-to-date Importance of complying with regulations Importance of keeping up with changes to relevant legislative
requirements
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Liaise with regulatory agencies, in accordance with organisational procedures
Acquire licences and permits, in line with regulatory procedures Identify and apply regulations applicable to business operations Monitor compliance with regulations, in accordance with legislative
requirements
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Identify innovative approaches and strategies, according to organisational guidelines, to comply with legal requirements in a lodging property
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Social Intelligence and Ethics
The ability to:
Pay attention to social dynamics in the work environment and demonstrate ethical principles and moral decisions, according to organisational guidelines for complying with legal requirements in a lodging property
It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Demonstrate learning approaches to address irregularities at work, according to organisational guidelines, to comply with legal requirements in a lodging property
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application Scope of compliance with requirements must include: Regulatory agencies Regulatory licences and permits(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
HAS-RIM-5001-1.1 1-Sep-16 Initial Version WDA and STB
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code HAS-RIM-5002-1.1
Skill Category Risk Management
Skill Sub-Category(where applicable)
N/A
Skill Manage Loss/Risk Prevention
Skill Description
This skill describes the ability to identify causes, areas and perpetrators of potential loss and risk and review safety, privacy and security practices. It also includes managing inspection activities, measures and mitigation actions to minimise loss and risk, handling exceptional cases and implementing changes to meet objectives.
Knowledge and Analysis
The ability to understand:
Significance of loss and risk prevention Significance of identifying potential safety or security concerns Benefits of empowerment in the delegation of responsibilities Investigation and disciplinary actions in exceptional cases Criteria for setting targets for success Importance of implementing changes after reviewing loss and risk
policies and procedures Guidelines for maintaining safe work areas, in accordance with the
Workplace Safety and Health Act
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Identify causes, areas and perpetrators of potential loss and risk Review safety, privacy and security practices with relevant
stakeholders Manage inspection activities and mitigation actions to minimise loss
and risk Handle exceptional cases via investigation and disciplinary actions Review effectiveness of loss and risk policies and procedures, and
implement changes
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Innovation and Value Creation
N/A
It refers to the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
Social Intelligence and Ethics
The ability to:
Influence others to be vigilant in safeguarding privacy and security of property, guests, customers and residentsIt refers to the ability to
use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Participate in discussions with stakeholders to improve on managing loss and risk prevention
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
HAS-RIM-5002-1.1 1-Sep-16 Initial Version WDA and STB
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code BM-SM-409E-1
Skill Category Sales and Marketing
Skill Sub-Category (where applicable)
N/A
Skill Manage Customer Acquisition and Retention Programmes
Skill Description
This skill describes the ability to manage customer acquisition and retention programmes. It also includes establishing, managing, evaluating and refining customer acquisition and retention programmes to increase customer loyalty.
Knowledge and Analysis
The ability to understand:
Importance of building customer relationships and increasing customer loyalty
Objectives of customer acquisition and retention programmes Costs of customer acquisition and retention programmes
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Establish and manage customer acquisition and retention programmes to increase customer loyalty
Review existing customer acquisition and retention programmes to ensure that they are current
Evaluate customer responses to determine if customer needs and expectations are met
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Evaluate and refine customer acquisition and retention programmes to increase customer loyaltyIt refers to the ability to
generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Social Intelligence and Ethics
The ability to:
Demonstrate empathy and appreciation of others' views and issues when collaborating with cross-functional teams to manage customer programmes to maintain positive working relationships
It refers to the ability to use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Keep abreast of market trends and developments on customer acquisition and retention programmes to stay competitive with industry practices by subscribing to diverse information channels
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
BM-SM-409E-1 1-Sep-16 Initial Version WDA and STB
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Skill Code BM-SM-410E-1
Skill Category Sales and Marketing
Skill Sub-Category(where applicable)
N/A
Skill Manage Relationship with Customers
Skill Description
This skill describes the ability to manage relationship with customers. It also includes identifying and managing customer expectations, setting service standards, resolving issues with customers and maintaining and improving customer relationships through programmes and initiatives.
Knowledge and Analysis
The ability to understand:
Importance of customer satisfaction Factors driving customer satisfaction Importance of building customer relationships Categories of customer characteristics Objectives of setting customer service standards Methods of gathering feedback from customers
It refers to gathering, cognitive processing, integration and inspection of facts and information required to perform the work tasks and activities.
Application and Adaptation
The ability to:
Identify and assess customer expectations to meet customer needs Set customer service standards to ensure customers receive a
consistent experience Manage customer expectations to increase customer satisfaction Resolve issues in accordance with organisational procedures to ensure
service recovery Maintain and improve relationships to enhance customer retention
It refers to the ability to perform the work tasks and activities required of the occupation, and the ability to react to and manage the changes at work.
Innovation and Value Creation
The ability to:
Identify new programmes and initiatives to develop and maintain relationships with customersIt refers to the ability to
generate purposive ideas to improve work performance and/or enhance business values that are aligned to organisational goals.
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Social Intelligence and Ethics
The ability to:
Demonstrate social awareness when interacting with customers to ensure customers’ needs and expectations are addressedIt refers to the ability to
use affective factors in leadership, relationship and diversity management guided by professional codes of ethics.
Learning to Learn The ability to:
Keep abreast of customer expectations to fulfil customer needs by subscribing to diverse information channels
It refers to the ability to develop and improve one’s self within and outside of one’s area of work.
Range of Application N/A
(where applicable)
It refers to the critical circumstances and contexts that the skill may be demonstrated.
Version Control
Version Date Changes Made Edited by
BM-SM-410E-1 1-Sep-16 Initial Version WDA and STB
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SKILLS FRAMEWORK FOR HOTEL AND ACCOMMODATION SERVICESSKILLS STANDARDS FOR
GUEST RELATION(S) MANAGER/GUEST SERVICE(S) MANAGER/CALL CENTRE MANAGER
Definitions of the Five (5) Domains
Domain Definition
Knowledge and Analysis
Knowledge includes the gathering of facts and information through traditional and digital forms. Analysis involves the cognitive processing, integration and inspection of single or multiple sources of facts and information required to perform work tasks and activities and takes into consideration, the work contexts in which the tasks and activities are carried out. The result of knowledge and analysis produce judgements on work tasks/activities/issues/areas, and the conceptualisation of solutions to solve problems at work.
Application and Adaptation
Application involves the ability to perform work tasks and activities defined by the requirements of the occupation. Adaptation involves the ability to react to and manage the changes in the work contexts. The result of application and adaptation leads to the production of psycho-motor actions and behavioural reactions to the work tasks/activities/issues/areas, and the execution of the planned solutions to solve problems at work.
Innovation and Value Creation
Innovation includes the ability to generate purposive ideas to improve work performance and/or enhance business values that are aligned to the organisational goals. As a result of innovation, the organisation is able to reap the values from individual or team contributors to achieve organisational growth.
Social Intelligence and Ethics
Social intelligence includes the ability to appreciate and use affective factors in leadership, relationship and diversity management guided by professional codes of ethics as effective individuals or team contributors.
Learning to Learn
Learning-to-learn includes the ability to improve on self-development within and outside of one’s area of work. It involves the continual inspection of one’s knowledge, analytical, application, adaptive, innovative and social skills that are needed to perform the work optimally and/or solve problems effectively.
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