Question

2.) Rapid advances in technology create a situation where, often, the FOM is greater techincal expertise in using the PMS and other advanced technology tools than does the GM. What difficulties do you see in such a situation? As a GM, what techiniques and resources are to use to overcome the difficulties?

Answer 1

Rapid advances in technology have created an environment where the younger generation has attained an advantage due to early exposure to technology with agile brains resulting in attaining expertise in interaction with technology. This has provided an advantage to the front office manager in hotels which may be perceived as causing a disadvantage to the general manager lacking such technical expertise. This may result in the general manager feeling demotivated due to perception of lack of absolute control and access to information as and when required and increased dependency upon the front office manager par decision making as well as management of the hotel.

The difficulties can be overcome by creating collaborative processes and thinking within the organisation with the entire team working as a single unit with clearly defined roles and responsibilities. The general manager needs to understand that he is responsible for the larger picture and optimal utilisation of the expertise of the front office manager can help create greater value for the organisation by helping optimise customer service which is the most important aspects in the service industry. The general manager needs to optimise teamwork by creation of service value network to achieve optimal customer satisfaction by co-creation of value through collaboration and interaction values of every stakeholder having capacity to add value to the product or service offered by the hotel.

The four key dimensions which can be identified in this process of value co-creation and interaction is the customerall the people which includes employees and other stakeholders who may add value to the product or service, information and technology which go into improvement of the entire network and facilitates exchange of information. The value creation process which is the basis for all businesses as it results in customer satisfaction consists of three identifiable stages namely, value proposition through collection of data from the consumer, acceptance of the proposition by the organisation and fulfillment through implementation to the extent possible within the product or service. All the four key dimensions need to interact in an efficient manner at all the three stages through a network of relationships which enable cooperation and coordination for creation of value to integration of all available resources and processes. The interactions between the key dimensions through all the three stages facilitated by two kinds of networks namely, a social network and technological network. These networks form the major basis for creation of greater value for all involved stakeholders, and have excellent practical implications for all managers utilising this concept for strategizing all process chains.

The general manager can optimize the value creation processes and understand the importance of optimising people management and leadership skills to be able to achieve performance excellence within his role as a General manager by optimal utilisation of expertise, skills and knowledge to create value by adopting a participative leadership style. This will result in motivation of the entire team along with addressing all personnel needs for job satisfaction so that the entire team and focus the performance excellence to achieve optimal customer satisfaction.