business communication proposal aroma

AN Resort & Spa in Mui Ne Thua Quy khach, Lời đầu tiên chúng tôi muốn gửi lời cảm on đến Quý khách đã quan tâm và lựa chọn đặt phòng tại Aroma beach resort & Spa cho kỳ nghỉ của quý kh

NATIONAL ECONOMICS

BUSINESS COMMUNICATION

PROPOSAL,

Class: International Business Administration 63B

Professor: Mrs Le Thuy Linh

Student:

Đường Khánh Linh 11213127 Quach Doan Khanh Linh 11213418 Dinh Thi Khanh Linh 11213094 Hoang Thi Quynh Anh 11219925

CASE: AROMA

1, INTRODUCTION

1.1 Reasons for choosing this situation

e This is a significant case highlighting the impact of social media on the relationship

between a brand and its customers Social networks are a double-edged sword On

one hand, they can be incredibly effective tools for building brand awareness On the

other hand, information spreads so rapidly on the internet that any incident can

quickly be shared with the public and remain online indefinitely

® The case underscores the importance of the spokesperson representing the business

Representatives have a substantial influence on a brand's image, especially in today's

era where social media holds significant sway, and an individual or an organization's

reputation can be tarnished in an instant Through this case, it's possible to raise

awareness about communication across various platforms, not just in real-life

interactions Being cautious in one's communication in all situations significantly

contributes to the development of the business because communication is the key

The case stresses the importance of managing social media crises for businesses

The case underscores the significance of customer communication in business,

particularly in the service industry

1.2 The necessity of the proposal

e The AROMA resort has faced service-related issues or negative customer feedback

therefore, a proposal would be necessary to outline a plan for improving services and

rectifying the problems

e The resort has experienced a public relations crisis, so a proposal is essential to detail

the steps to manage and recover from the crisis

e A proposal might be needed to suggest operational changes, such as staff training,

customer service protocols, or management practices, to prevent similar incidents

from occurring in the future

e To address the negative impact on the resort's reputation and image, a proposal could

suggest a comprehensive communication strategy

1.3 Target objectives of the proposal

e Reputation Restoration: applying this proposal can lead to AROMA reputation

restoration Addressing customer concerns and demonstrating your commitment to

their satisfaction can help regain trust and attract new customers This reassures

existing patrons and paves the way for lasting success

e Enhanced Customer Loyalty: Successful case resolution can enhance customer trust

and loyalty, vital in the hospitality industry Satisfied customers tend to become loyal

patrons, who not only return but also refer AROMA resort to others, creating a

foundation for continued success

® Operational Efficiency: Addressing the case can significantly improve operational efficiency by highlighting and addressing the resort’s weaknesses and inefficiencies

e Customer-Centric Culture: The case resolution can nurture a customer-centric culture within AROMA organization This sends a clear message to the staff that customer satisfaction is a top priority, resulting in better communication

© Competitive Advantage: Addressing the case can position the resort for a

competitive advantage A reputation for excellent customer service and a commitment

to learning from challenges can distinguish the business in the industry

2, BACKGROUND, PROBLEM AND PURPOSE

2.1 Introduction about Aroma

Aroma beach resort Mui Ne is one of the classy and luxurious resorts located on Phu Hai beach, about 9.8km from Phan Thiet center It is a tranquil getaway nestled in a picturesque location, designed to provide guests with a sensory-rich and rejuvenating experience This resort offers a harmonious blend of natural beauty, comfort, and relaxation Guests can indulge in the soothing scents of nature, and experience a wide range of amenities and services designed to cater to their well-being and leisure This is an ideal destination to rest and recover after a stressful working day

2.2 Targeted customers

Aroma Resort caters to a discerning and diverse customer base, including:

@ Solo Travelers: Providing a range of single occupancy rooms that offer comfort and privacy

e Couples: Offering romantic and spacious suites with scenic views The resort often provides couples with special packages that may include romantic dinners, spa treatments, and other amenities to enhance their stay

e Families: Providing family-friendly accommodations and amenities to ensure a memorable stay

e Business Travelers: Featuring facilities like meeting rooms and high-speed W1-Fi to cater to the needs of corporate guests.The resort features meeting rooms equipped with state-of-the-art technology for conferences and seminars High-speed Wi-Fi, a business center, and room service are available to meet the needs of corporate guests Aroma Resort distinguishes itself with its varied room options, enabling guests to select accommodations that best suit their preferences and requirements The resort's pricing falls in the mid-to-high range, reflecting its commitment to delivering exceptional service and an unforgettable experience

2.3 Descriptions of the situation

* The incident:

Earlier, in April 2019, Khoa Pug, a travel vlogger, unexpectedly uploaded a video clip recounting an incident where he was deceived while booking a room at Aroma Mui Ne Resort (Phan Thiet, Binh Thuan) In the clip, Khoa Pug described how he was not provided with proper service and hospitality Due to payment issues when booking the room online,

Khoa Pug was advised to cancel his previous reservation and make a direct booking instead (the prices for VIP rooms were the same when booking online and in person)

However, when he paid 2.2 million Vietnamese Dong (VND), Khoa Pug believed he would

be staying in a Bungalow room (a large ground-level room) Instead, he was led to a small villa apartment, which cost only around 1.5 million VND Frustrated, Khoa Pug refused to accept the room and went back to the reception According to his account, the receptionist showed a challenging attitude and engaged in confrontational conversation, even suggesting that the resort's security personnel wanted to physically harm him and break his phone, as Khoa shared

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evidence from Khoa Pug related to the incident were given, the negative feedback, including one-star ratings, flooded the resort's online profile, demanding explanations from Aroma, like

an online storm The video attracted millions of views and the number of people outraged with the resort's behavior After only 4 days of posting, the video attracted 7.5 million views and 180k likes

* Aroma Resort’s responses:

Faced with a wave of criticism from the public, everyone expected Aroma Resort to do everything possible to appease the crowd However, Aroma took a different approach by adding fuel to the fire They continuously posted information on their fanpage that contradicted Khoa Pug's claims, accusing Khoa Pug of intentionally staging and using tricks

to attract likes This decision was met with substantial criticism, forcing them to remove their post

AN

Resort & Spa in Mui Ne

Thua Quy khach,

Lời đầu tiên chúng tôi muốn gửi lời cảm on đến Quý khách đã quan tâm và lựa chọn đặt phòng tại Aroma beach resort & Spa cho kỳ nghỉ của quý khách

lấy làm tiếc và mong muốn gửi đến Quý khách những lời chân thành từ phía Ban giám đốc Resort, và đó cũng là lý do chúng tôi gửi đi thông điệp này ngày hôm nay

Chúng tôi nhận thấy sự việc phát sinh tại Sảnh lễ tân giữa nhân viêc Resort Aroma va Quy khách

là anh Nguyễn Anh Khoa (sau đây xin được phép gọi là anh Khoa) và rất lấy làm tiếc vì sự hiểu lầm trong giao tiếp không mong muốn đã xảy ra trong kỳ nghỉ khiến anh mắt vui

Vẻ đánh giá của quý khách, chúng tôi có 1 số phản hồi như sau:

- Vào ngày 30/3/2019, bộ phận đặt phòng của chúng tôi đã nhận được đặt phòng của anh Khoa thông qua hệ thông đặt phòng trực tuyến

- Dựa trên chính sách của hệ thông đặt phòng trực tuyến này và của công ty, nhân viên đặt phòng của chúng tôi đã tiến hành xác thực số thẻ tín dụng của khách trước khi khách nhận phòng

Tuy nhiên, thông tin thẻ tài khoản không đúng với tên khách đặt phòng, do đó chúng tôi đã gửi mail thông báo cho anh Khoa để yêu cầu anh cập nhật đúng thông tin thẻ của mình

Sau 2 lần nhận được thông tin phản hồi của anh nhưng vẫn không nhận được thông tỉn cập nhật tài khoản mới đúng như chúng tôi đã yêu cầu Do đó, theo chính sách của các bên liên quan, chúng tôi đã tiến hành huỷ đặt phòng này trước khi khách đến nhận phòng Việc hủy đặt phòng nảy là hoàn toàn phù K6 0010960161941 6 NEHURRASNEIONE DRLIBEDNIIU VỆ NHA DEIDNNDHEDMD

- Khi anh Khoa đến Resort, nhân viên của chúng tôi đã giải thích cho anh Khoa về việc hủy đặt phòng này, đồng thời sẵn lòng sắp xếp phòng khác phù hợp tại thời điểm đó cho anh Anh Khoa sau khi nghe nhân viên chúng tôi giải thích, đã đồng ý đặt phòng trực tiếp tại resort và tiến hành thanh toán bằng hình thức cà thẻ tín dụng khi làm thủ tục nhận phòng

Tuy nhiên vì lý do đặt phòng trực tuyến đã bị hủy nên theo chính sách công ty, việc đặt phòng trực tiếp tại resort không được áp dụng các điều kiện ưu đãi như đặt phòng trực tuyến, mà là áp dụng cho khách vãng lai Chúng tôi muốn xác nhận rằng giá phòng áp dụng tại thời điểm hiện tại đối với anh Khoa

là mức giá dành cho khách văn lai khi đặt loại phòng đó và đã giảm giá cho anh so với giá niêm yết tại resort Vì lẽ đó, chúng tôi khẳng định rằng chúng tôi không bao giờ tránh việc trả phí cho kênh đặt phòng trực tuyến hoặc có ý định lừa đảo khách hàng Chúng tôi rất lấy làm tiếc nếu nhân viên đã không giải thích kỹ hơn cho anh vẻ việc này và linh động hơn khi giải quyết vấn đẻ

~ Tuy nhiên sau 10 phút nhận phòng, anh Khoa không hài lòng với phòng mà chúng tôi đã sắp xếp

N^ AROMA BEACH

Mặc dù vậy chúng tôi cũng đã tiên hành chuyên khoản hoàn trả lại tiên phòng đã nhận của anh Khoa ngay sau khi anh Khoa trả phòng

~ Trong quá trình xử lý nghiệp vụ nhân viên chúng tôi đã không có sự đối đáp khéo léo và lịch thiệp cần thiết khi yêu cầu Quý khách ngừng quay camera Chúng tôi cảm thấy rất lấy làm tiếc và gửi lời xin lỗi đến anh về sự cố không mong muốn nay

- Đồng thời chúng tôi khang định không có việc bảo vệ Resort dọa đánh và hủy hoại tài sản như anh đề cập Chúng tôi sẵn sàng phối hợp với các cơ quan có thẩm quyền trong trường hợp anh Khoa có

yêu câu

Thay cho lời kết, chúng tôi rất lấy làm tiếc vì dịch vụ của resort đã không thê đáp ứng nhu cầu và mong muôn của Quý khách Chúng tôi sẽ tiến hành bồi dưỡng nâng cao nghiệp vụ để đảm bảo chất lượng địch vụ của Resort Thêm nữa, chúng tôi cũng đã tiến hành xử lý ky luật một cách phù hợp đối với các nhân viên có liên quan

Mọi sự việc xảy ra và góp ý của anh sẽ là bài học để toàn thể ban lãnh đạo và nhân viên Aroma Resort trao dôi nghiệp vụ và cải thiện dịch vụ resort tot hon

Sau tất cả, tập thể chúng tôi đã và sẽ luôn cố gắng cải thiện chất lượng dịch vụ và thái độ phục vụ

để làm hài lòng khách & húng tôi luôn luôn sẵn lòng đón tiếp tất cả khách hàng trên toàn thế giới đến với resort và mong muốn sẽ mang lại những điều tốt nhất cho Quý khách hàng

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Xin trân trọng cảm ơn

Khoa Pug also posted an attached picture of the email that the resort representative sent him

to apologize for the incident However, after this status was shared, the wave of social opinion has not yet calmed down It can be seen that the word "sorry" was not present in the email that Aroma's lawyer sent to Mr.Khoa Aroma Resort sent an email to Khoa (or Khoa

it Pug) with the subject "A Message from Aroma " instead of an apology In the email, the resort expressed regret and wanted to send him sincere words from their management At the same time, they somewhat blamed Khoa Pug for causing serious damage to the image of Aroma Resort due to the video review he had shared

Furthermore, the resort alleged that Khoa Pug was the one responsible for the significant negative impact on tourism in Binh Thuan Once again, at the end of the email, the resort's representative - who identified themselves as "me" without specifying their name or position

- wanted to send a message to Khoa Pug, who represented the customers: "Stay tuned for our announcements in the media."

A letter reporting the incident from Aroma Resort was also forwarded to Mr Khoa But one

of the most crucial facts of this occurrence was purposefully overlooked: Khoa Pug paid 2.2 million VND for a Bungalow room, but the room received was only worth 1.5 million VND The resort representative failed to provide a comprehensive explanation about the previously mentioned fraud The victim, Khoa Pug, had not received their sincere apologies for what they had done Rather than relieving this community's anger, the message made matters worse

Due to the impact of this past scandal, Aroma Resort's current Google rating remains at a low 2.1 out of 5

Resort Aroma | Tp Phan Thiét, Binh Thuan Thông tin vẻ những kết quả này

| Được khách yêu thích s Tùy chọn chỉ phí - Khách sạn sang trọng >

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2.4 Situation analysis based on the course

e Lack of Conflict Resolution Skills

Resort staff escalated the situation further by threatening physical harm and damaging the customer's phone This behavior is entirely unacceptable and demonstrates a lack of conflict resolution skills and proper communication

e Unprofessional Attitude and Language

The receptionist at Aroma Resort displayed a confrontational attitude and used unprofessional language during the exchange with the customer Effective communication with a professional and respectful tone is essential in customer service

e Lack of Listening Technique

When Khoa Pug returned to the reception desk to address the issue of the incorrect room and sought a clear explanation regarding his payment, he expected the staff to provide a satisfactory response However, the staff informed him that they wouldn't discuss the matter unless he turned off his camera Furthermore, she instructed the security personnel to seize his camera and erase the video without giving the customer an opportunity to voice his concerns This action suggests a deficiency in active listening skills

© Denial of Responsibility

Aroma Resort's initial response was to deny any responsibility and shift all blame onto the customer This approach is not conducive to effective communication and customer satisfaction

e Distraction

The appearance of the camera heightened the tension among the staff, leading them to use harsh language when requesting customers to cease filming This behavior intensified the stress in the conversation

e Written communication in Email

The email's subject line, "Message from Aroma ," fails to align with customer expectations for an apology email following the scandal The content of the email leans more towards negativity than positivity It includes a lengthy sentence that accuses, criticizes, and complains about the audience Aroma Resort blames Khoa Pug for significantly harming their image due to his video They hold Khoa Pug responsible for the substantial negative impact on Binh Thuan tourism Instead of offering a direct apology to Mr Khoa, Aroma Resort concludes the email with a message instructing him to "please look forward to our announcement on social media." Their writing also lacks customer-centric attributes and fails

to emphasize the benefits to the audience Notably, the email does not include the name or title of the person responsible for writing it, indicating a lack of respect, accountability, and sincerity towards customers

e Written communication in Letter

The resort's representative fails to provide a clear explanation regarding whether the staff engaged in deceptive practices with customers or not The letter omits the most critical detail

of Mr Khoa booking a bungalow room at the listed price of 2.2 million VND on booking.com, but upon check-in, being provided with a different room priced at 1.5 million VND This highlights the resort's lack of transparency, further damaging their credibility and reputation

3 PROPOSAL, PLAN AND SCHEDULE

3.1 Schedule activities for the short-term

e Immediately suspending the appearance of the front desk staff in the video clip This crisis stems from a video featuring front desk staff, and the first crucial step in addressing this issue is untangling the complexities that have arisen Swiftly suspending the front desk staff's appearance in the video becomes an essential action to mitigate the media

situation Moreover, a public, sincere, and timely apology from a manager or representative is imperative to regain public trust

e AROMA should have a public, sincere, and timely apology from the manager or representative

A thoughtless apology, even in its form, which seems to subtly blame the customers, could further harm the brand's reputation, which is already in a fragile state Instead, AROMA should issue a sincere apology, accepting partial responsibility if necessary, and clearly communicate the corrective measures to their staff

Furthermore, the choice of the primary platform for the apology letter is critical Opting for Facebook as the primary channel may not be the best strategy AROMA should consider using major news outlets where articles about the incident have already been published This approach would enhance the coverage and leverage the credibility and reputation of the newspaper to evoke empathy and potentially soothe the situation to some extent

e Reaching a compromise with YouTuber Khoa Pug to create a vlog about AROMA

A possible strategy might involve reaching a compromise with YouTuber Khoa Pug to create

a vlog about AROMA, given his significant online influence The AROMA Resort's current media crisis serves as a compelling example of the profound impact Influencers have on customer touchpoints Khoa Pug, who has risen to fame, possesses the power to influence online communities in both positive and negative directions By skillfully and promptly handling this situation, AROMA can leverage Khoa Pug's fame not only to resolve the crisis but also to portray their resort in a positive light, potentially turning the tide 1n their favor 3.2 Schedule activities for the long-term

e Establish a standardized recruitment and training process Regularly provide training and development to enhance expertise, capabilities, and skills

Recruitment Process:

2 oe

Application and Screening:

Implement a streamlined application process that captures relevant information and screens candidates based on established criteria

- Use pre-screening questions to assess candidates’ relevant skills, including customer service and crisis management

Structured Interviews:

Develop a standardized interview process that evaluates not only technical skills but also attributes like problem-solving, adaptability, and stress management, which are

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crucial in crisis situations

Background Checks:

Conduct thorough background checks and reference checks to verify candidates’

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qualifications and reliability

Training Process:

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Implement a comprehensive onboarding program that introduces new hires to the hotel's culture, values, policies, and standard operating procedures

Ensure that crisis management procedures are part of the initial training

Provide job-specific training that covers the core responsibilities of each role, emphasizing customer service, safety procedures, and crisis response

Incorporate scenario-based training and simulations to prepare staff for crisis situations

Crisis Management Training:

Develop crisis management training programs that focus on emergency procedures, evacuation, communication protocols, and guest assistance during crises

Include tabletop exercises and drills to practice crisis response

Leadership Training:

Identify potential leaders within your staff and provide leadership development training to prepare them for decision-making roles during a crisis

Language and Communication Skills:

Invest in language and communication training, as many hotels cater to international guests, and clear communication is crucial during emergencies

Having a prepared script for managing crises is extremely necessary It helps to avoid a state of passivity, unsure of what to do

Documented Procedures:

Create a well-documented crisis response plan that outlines roles, responsibilities, and procedures for various crisis scenarios

Establish clear lines of communication and authority during crises

Regular Drills and Exercises:

Conduct regular crisis response drills, table-top exercises, and mock evacuations to ensure that staff is well-prepared to respond to emergencies effectively

Evaluation and Feedback:

After each crisis training exercise, gather feedback from participants to identify areas for improvement and make necessary adjustments to the crisis response plan

Internal Communication:

Ensure that all staff members are aware of the crisis management plan, their roles, and the importance of clear communication during emergencies

External Communication:

Develop a communication plan for informing guests, local authorities, and the media

in the event of a crisis

Actively heeding customer feedback for better service, and preparing clear messages to prevent misunderstandings

Establish a Feedback Collection System:

Choose or develop a feedback collection system, such as surveys, comment cards, online reviews, and social media platforms

Ensure that feedback collection is easy and accessible to customers at various touchpoints, including the front desk, restaurant, website, and email