Understanding and Engaging in the Customer Experience

BMSW5103
UNDERSTANDING
AND ENGAGING IN
THE CUSTOMER
EXPERIENCE

Executive Summary
For very firm it is essential to provide quality services and products to their customers as
that will help them in enhancing their experiences which directly leads to increase in market
value and profit. Holiday Inn is operating in the hospitality industry and for them it is essential to
develop as well as maintain effective customer’s relations as that will help in sustaining at
marketplace for the long time. For this they need to analysis factors which impact on their
business operations and functions as well as they also required to determine system through
which they can enhance their customer’s experiences by meeting their expectation or
requirement. This is so because that will help in developing effective decision and plan which
enhance quality of services and customer experiences.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Identify the systems that supports your organizations quality processes and provide a critical
understanding of the extent to which you think those systems are effective in meeting
customer requirements.................................................................................................................1
Identify the systems that supports your organizations quality processes and provide a critical
understanding of the extent to which you think those systems are effective in meeting
customer requirements.................................................................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Customer experience can be describe as the journey of customers with business and its
services. It is crucial that customer has positive and effective experience with organisation as this
will support in developing strong relationship (Adhikari and Bhattacharya, 2016). Customers are
consider to be king for business and they will lead to have direct impact on sales and profits of
organisation. It is an opportunity for organisation to enhance and develop experience of
customers as this will lead to accomplishment of set targets. There are different ways and
techniques that can be use by organisation for improving and increasing customer experience. It
is crucial that organisation is providing high quality services to its customers as well as meeting
with the need and wants. This will support in meeting with the desired expectation of customer
form organisation. There are different factors that will lead to have major impact on experience
and expectation of customers. In order to improve the overall experience of customer
organisation should have clear understanding and information about customers experience. This
report is based on Holiday Inn organisation. This is one of the large brand hotel which is
providing its services and products in different market area. Holiday Inn organisation was
develop by Kemmons Wilson in 1952. Holiday Inn is a well known organisation which is
established in different parts of the world and its headquarter is located Denham, United
Kingdom. Holiday Inn organisation is a subsidiary of Inter Continental Hotels Groups. This
report will includes different factors that will support in influencing of organisation to maximise
customer values. Apart from this different system is also analysed and evaluated that will support
organisation to conduct quality processes and different system are also analysed that is effective
for organisation in order to meet with customers requirements.
MAIN BODY
Identify the systems that supports your organizations quality processes and provide a critical
understanding of the extent to which you think those systems are effective in meeting
customer requirements.
It is very important for organisation to focus on maximising customer values and
experience (Ali, Hussain and Ragavan, 2014). There are different factors that will lead to have
direct in of organisation capability and potential to enhance customer experience as well as
attract more customers towards business. There are various benefits and advantages that could be
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