Sand & Shells Resort: Recruiting and Employee Retention Plan

Objective:To understand the role that Personnel Management has in contributing to the success of a hotel.

Project Description:You will assume that you recently started a new job as a Call Center Manager at Sand & Shells Resort and will develop a Recruiting and Employee Retention Strategic Plan. This plan will include a summary of findings and detailed strategies to recruit and retain Customer Service Representatives.

Read the scenario and use all of the data and resources provided to make the plan.

WORKPLACE SCENARIO

Understanding Your Role

You started a new job as Call Center Manager at Sand & Shells Resort, and the Human Resources Manager advises you that the Call Center department consistently fails to meet its goals and provides you with the following ongoing issues:

• The turnover rate is high, the average length of employment is six months and it's hard to recruit due to the current low hourly rate of $11.50
• Customer Service Representatives keep customers waiting before answering.
• They lack the knowledge to answer the customer's questions.
• Customers are on hold for long periods.
• Customer Service Representatives are rude in their responsiveness which upsets the customer and causes them to complain about the service.

The HR Manager explains that the Executive Committee recently unveiled the Company Strategic Goals that include improving poor customer service. To help you better understand the issues, he advises you to review the Company Background and provides you with the results of a recent Call Center Employee Satisfaction Survey. The survey was sent to all seventy-five call center employees in your department. The rating system was on a 1 to 5 scale, with 1 meaning strongly disagree and 5 meaning strongly agree.

As the new department manager, the HR Manager is requesting you to make a Call Center Representative Recruiting and Retention Plan that will include:

1. A summary of your findings.
   1. Present a summary of your department's current challenges and how it affects the hotel's strategic plan success.
2. Call Center Representative Recruiting and Retention Plan
3. Recruiting and Selection
4. Make a job ad to encourage passive candidates to apply
   1. Consider job duties, responsibilities, the KSA's, and education and experience.
   2. Make sure to include the EEOC tagline
   3. Present your recruiting strategy (e.g. College job fairs, social medial, etc.) and explain why those strategies are the most effective
5. List 5 interview questions (situational, behavioral, and/or both) that will help you select the ideal Call Center representative.
   1. Explain why you chose those questions and or what are you measuring
6. Training and Development
   1. List the internal and/or external training needed for the success of this position
   2. How long the initial training period will be? Why
7. Benefits and Compensation -
   1. What is the hourly rate you propose and how does this rate compare with the average call center representative's hourly rate in FL?
   2. What indirect compensation do you propose?
8. Retention Strategies
   1. What non-traditional and or life-work balance initiatives would you propose?
   2. What performance appraisal do you recommend? Why
   3. What employee development programs do you propose?
9. Conclusion - Explain how each element in the Recruiting and Employee Retention Plan contributes to ing to the success of a hotel.

Company Background

Sand & Shells is a privately-owned resort located in For Lauderdale Florida. The Executive Committee recently unveiled the Company Strategic Plan that includes a list of goals to improve issues with poor customer service. Online hotel reviews and various social media platforms reveal a reputation for poor customer satisfaction in part due to the behavior of the Call Center Representatives. Sand & Shells's customers are starting to go to competitors that offer better and more welcoming and seamless customer service. The hotel is also facing problems trying to increase new sales, especially with the aftermath of the COVID-19 pandemic. Hotel sales representatives must deal with the fact that potential guests are aware of the hotel's bad reputation and are hesitant to sign events of future contracts. As a result, this has negatively impacted the hotel's revenue. It also impacted how employees feel about the company, how engaged they are, and they have started leaving to competitors looking for better career growth and opportunities. Representatives are often frustrated with the constant complaints and how aggressive the customers are. As a fact, currently, the employee turnover rate is 63%, which is way higher than the call centers industry range average of a percentage between 30% and 45%. The previous manager had to constantly hire more representatives to keep up with the volume of calls or replace reps causing issues.

2021 Goals

Sand & Shells Resort Goals

Increase Room Sales by 10%

Increase Customer satisfaction scores by 5%

Increase Productivity by 15%

Improve Employee retention by 10%

Sand & Shells Resort Call Center Department Goals

Improve Call wait time by 30%

Reduce customer complaints by 25 %

Reduce Operating Expenses by 6%

Reduce representative attrition by 10%

Call Center Customer Service Representative Goals

Improve Call Volume per shift by 10%

Improve first contact resolution by 20%

Score 4.5 out of 5 on Customer call Satisfaction Survey