Managing the Customer Experience in Corinthia Hotel London

This report discusses the process of managing customer experience in Corinthia Hotel London. It covers market segmentation, understanding customer needs and wants, customer engagement, and customer experience mapping. The report also includes an analysis of how the hotel optimizes each customer touchpoint to influence customer behavior and enhance customer experience.

Managing the
Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
PART 1............................................................................................................................................4
Definitions of market segmentation.......................................................................................4
The importance of understanding the needs, wants, and preferences of the target customer 5
How selected hotel can use customer behaviours and attitudes of different market segments to
build brand loyalty and trust...................................................................................................5
Different factors that drive and influence customer engagement...........................................6
A broad range of different target customer groups’ needs and expectations in terms of
customer engagement.............................................................................................................6
Definitions of the customer experience map..........................................................................7
Create a detailed customer experience map which shows the customer journey model and
examination of activities and actions taken at each customer touchpoints............................7
Discussion and analysis of how organisation optimise each customer touchpoints to influence
the behaviour, responses and actions of its customers to enhance the customer experience. 9
CONCLUSION..............................................................................................................................10
INTRODUCTION.........................................................................................................................11
MAIN BODY.................................................................................................................................11
PART 2..........................................................................................................................................11
Definitions of customer relationships management.............................................................11
How digital technology is employed in managing the customer experience.......................11
Critical evaluation of the advantages and disadvantages of CRM system...........................12
Illustration of customer service strategies............................................................................13
How customer service strategies in your selected restaurant...............................................14
Valid recommendations for improvement for developing a quality customer experience. .14
CONCLUSION..............................................................................................................................14
REFERENCES:.............................................................................................................................15
Books and Journals...............................................................................................................15
Online...................................................................................................................................16

INTRODUCTION
Customer experience management can be defined as the process of understanding the
needs of the customers. That assists forming such strategies that enhance satisfaction level of
customers. It is a customer centric approach that improves satisfaction, loyalty and advocacy
(Kandampully, Zhang and Jaakkola, 2018). This report is based on managing customer
experience in Corinthia Hotel London. The headquarters of the hotel are in London. It is a five
star hotel that was established in 1885. There is discussion related to understand the needs and
wants of the customers so that best is provided to the target customers. The factors that drive
customer engagement are analysed in this report. The customer experience map that shows
journey of customers is also an integral part of this report. The touch points and the way of
optimising them to influence the customers is also mentioned in the report.
MAIN BODY
PART 1
Definitions of market segmentation
Market segmentation helps the marketers to give more attention to selecting best suitable
customers. The task is to offer them best marketing mix so that they are able target their needs.
In hospitality industry, market segmentation is a process that is used to divide the potential
guests based on their characteristics (Smit and Melissen, 2018). In relation to Corinthia Hotel
London, they also identify the characteristics of all the customers so that they are able to provide
best to the customers. There are some important characteristics that are considered by Corinthia
Hotel London. The discussion of the characteristics are underneath:
Geographic segmentation: Under this the customers are segmented according to the
location. The people that live at different region are segmented. The purchasing and consuming
habits of people of same location are similar.
Demographic segmentation: There are certain points that are considered under
demographic segmentation such as age, occupation, education, sex and income. For example, the
people of same age have similar needs and wants.
Psychographic Segmentation: It is another category that is considered while
segmentation Under this characteristics such as personality, attitude and lifestyle are identified so
that wise decisions are taken.

Behavioristic Segmentation: The classification is based on the knowledge, attitude of
the guests. It is observed that the purchase occasion matters and is considered while making
purchases.
The importance of understanding the needs, wants, and preferences of the target customer
It is important to analyse the needs and wants of customers. The Hotels has to understand
the requirements of their target customers so that they are able to provide best to them. To attain
advantage over the other competitors, it become necessary to know about the preferences of the
target customer groups. The importance for Corinthia Hotel London is mentioned below:
Help to engage customers: By keeping track on the needs and wants of the customers
Corinthia Hotel London is able to engage the customers. They are able to serve the customers
with best services that satisfy the requirements of the customers (Rahimian and et.al., 2020). By
engaging the customers the Hotel is able to enhance the sales and retain the customers.
Differentiate the category of customer: The hotel is able to segregate the customer group
in an effective manner by analysing their preferences. It is seen that it helps them to provide
services that enhance the experience of the customers. When the customers get differentiated
products and services they promote the hotel and it helps them to get more leads.
To enhance interaction with customers: Corinthia Hotel London is able to interact
effectively with the customers. They are able to communicate with the customers and enhance
interaction with them that assist the hotel to achieve success. The use of questionnaire is helpful
for the hotel as it helps in knowing the needs and wants if customer's.
How selected hotel can use customer behaviours and attitudes of different market segments to
build brand loyalty and trust
The market is segmented on the basis of behaviour and attitude of customers. There is
need to understand the behaviour of customers so that they are differentiate buyers and serve
their needs and wants appropriately (Moliner and et.al., 2019). The customer satisfaction plays a
key role to get loyal customers.
 In Geographic segmentation, there is need to analyse the behaviour of customers at
different region. There is need to provide them good environment so that customers
become loyal for the organisation.

 In regard to demographic segmentation, Corinthia Hotel London provides different rooms
for meetings for business professionals. It helps to retain the customers in the
organisation.
By providing the customers as per their behaviour the hotel is able to retain them in the
company. The company must must analyse the needs and wants of the customers and provide
them best.
Different factors that drive and influence customer engagement
Customer engagement is the process of attracting customers and retaining them in the
organisation. It is seen that there are some factors that influence the customers. They are
mentioned underneath:
Loyalty scheme: In order to engage the customers, Corinthia Hotel London works to
provide loyalty scheme to the customers. It helps them to get discount when they visit again in
the business organisation. The customers are given the option to redeem the points on their next
visit. This helps to bring the customers again in the organisation.
Go beyond their expectations: There are some expectations of the customers, by
analysing them the hotel is able to satisfy the customers. In this regard, Corinthia Hotel London
conducts proper research and take feedback of the customers seriously. This assist the hotel to
now about the expectations of the target customers (Rather, 2018). The business organisation
fulfil their needs and wants in an effectively manner and provide the services beyond the
expectation of customers.
Prices: The price of services also play a major role. It is seen that there is need to provide
the services as per the affordability. It will help to attract the customers towards the organisation
and become loyal for them. It is important to provide best quality services to the customers so
that they are able get engaged in the organisation.
A broad range of different target customer groups’ needs and expectations in terms of customer
engagement
It is important to create customer centric approach so that customers are engaged in the
organisation. By truly listening to the needs and wants of the customer's the hotel is able to serve
them in an effective manner. The customers are different from one another so are their needs and
wants. There are variety of needs that are being observed in different segment of customers.

The customer of high income class require luxury rooms and good services. On the other side the
middle income group people require accommodation at normal range. So that they are able to
live there effectively (Wu, and Gao, 2019). In this regard there are different rooms in Corinthia
Hotel London that provided according to the requirement of the customers. It is important to
provide understand the needs and wants of the customers so that they are provide the services
accordingly.
Definitions of the customer experience map.
Customer experience map is formulated by combining all the customer journey
touchpoints. There is interaction seen at each touchpoint that is beneficial for the organisation
(Choo, Tan and Yeo, 2018).
Customer experience maps are collaborative way that assist the business to visually
represent the interaction with customer's. It helps the company to know about the experience of
customers and the ways of enhancing their experience.
It is a visual journey may that includes the journey of customers. It helps the business
organisation to know about the pain points of the customers. There are various points where the
company interacts with the customers (Sigala, 2018). It is important to interact in a effective
manner and develop relations. It is best way to gain leads and attract the customer towards the
organisation. In relationship with Corinthia Hotel London, they also develop customer
experience map and assure that all the customers are attracted towards them. It helps to know
about the places that require improvements and enhance the truth worthiness of the customer's.
There is need to enhance the effectiveness of the channels and achieve success. All the stages are
identifies so that best is provided to the customers. The target is to enhance the experience of the
customer's. Corinthia Hotel London, works on forming effective experience map so that they are
able to know about the touch points and achieve success by serving the needs and wants of
customer's.
Create a detailed customer experience map which shows the customer journey model and
examination of activities and actions taken at each customer touchpoints
A customer experience map is vital to note the values, cultures, rules and choices they
follow during purchasing and experiencing organisation product and services. This will show
that throughout journey and requirement of customer to make their customer well and
recognisable (Wu and Gao, 2019). In order to map the customer experience, the Corinthia Hotel

London needs to focus on the strategies and stages which are vital to look for each and every
touchpoints of customer journey.
Set targets: To make a customer journey map, it is essential to set targets. It is vital for
the company to identify what organisation wants to achieve from their customers so that, the
customer will get the better experience.
Create buyers persona: This stage is also vital in creating customer exocrine map to
analyse their touchpoints is to make buyers persona. The Corinthia Hotel needs to look for the
particulate market niche and make an imaginary image of customer by thinking from the
perspective for customer.
Identify motivations and pain points: Once the hotel will analyse the customer
segment, it is required tow identify what motivates the customer and what are their pain points so
that, the hotel will eliminate those services which are not liked by them.
Map out buyers journey: As per this journey, the hotel Corinthian needs to look for the
customer journey which shows that awareness, consideration and decision are the vital stage
(Chatzopoulos and Weber, 2018). In this journeys the customer will analyse what problems that
are facing and the hotel will look for it thoroughly.
Maximise touchpoints: This stage is all about making contact with customer through all
the channels and platforms. The hotel needs to maximise their reach which will make their
experience so well. The various touch points that can be used by Corinthia Hotel London in
order to enhance the interaction with the customers. The various touch points are:
 Review sites
 Social media
 E-mail
 Parting Gift
 Creating delight during Check-in
It is important to use all these tools in an effective manner as it attracts customers towards
the organisation.
Moments of truth: This is the crucial stage in which the customer require to change their
attitude and perception about the brand. The hotel needs to do a lot more to provide better
services and stand beyond more than their expectation.

Revise: This shows that, the hotel needs to revise the whole journey of customers. No
success will come in first attempt so the organisation needs to work hard until it gets in the rights
way.
Discussion and analysis of how organisation optimise each customer touchpoints to influence the
behaviour, responses and actions of its customers to enhance the customer experience.
The Corinthia Hotel needs to make proper strategies for the customer touchpoints. The
hotel needs to make customer aware about the customer journey by making the aware about
organisation product and services. There is necessity of keep in the touch of customer across
wide channels and platforms (Chepngetich, Ouma and Aila, 2019). It will provide hotel the
knowledge about segments of market which will be beneficial to analyse the market condition
and requirement of each segment. In relation to Corinthia Hotel London they optimise their
touch points so that they are able to know about the behaviour of the customer's. They response
to the according to behaviour of customers and take appropriate actions that can help to enhance
the experience of the customers. The various touch points and their use in Hotel is discussed
below:
 Review sites: The hotel have their own website and it is necessary to make it use-
friendly. There is option for the customers that they can post negative and positive
comments on the website (Lam and Law, 2019). The hotel can interact with the
customers on the platform so that they are able to solve their issues. The Corinthia Hotel
London use the feedback of customers seriously so that they are able to satisfy the
customers.
 Social media: It is a good mode of communication that is being used by Corinthia Hotel
London. Social media assist Corinthia Hotel London to aware the clients about their
operations and services. The update their social media covering all the events that take
place. There is need of using social media as a tool to regularly update the customers so
that they are able to serve the needs and wants of customers in an effective manner. It is a
touch point where the hotel interacts with the customers by posting images and videos of
their services.
 E-mail: The hotel uses email marketing to keep in touch with the customers. They
regularly send e-mail to the clients about the new offers or discounts. They customers
also get attached with the Corinthia Hotel London as they get personal touch from e-

mails. They believe that management of hotel remembers them and is serving them in an
effective manner.
 Parting Gift: It is one of the important touch point that is being used by the players in
hospitality industry. Corinthia Hotel London provide a gift to the customers after they
visit the hotel. It enhances the experience of customer and help to make repetitive visist.
The customers build relations with the hotel and it is an opportunity for the hotel that
enhances the experience of the customers (MOST IMPORTANT CUSTOMER TOUCH
POINTS IN THE HOSPITALITY INDUSTRY, 2021).
 Creating delight during Check-in: It helps the Corinthia Hotel London to create good
image on the customers. The hotel provides delight to the customers when they visits.
The complementary services that is being offered by the company enhances the
satisfaction level of the customer's (Lo, 2020). This helps them to establish good image
of Hotel at the time of visits and attracts more customers.
The above discussed are the touch points that are being used by hotels in order to interact
regularly with the customer's. They assist the organisation in building the relationship with the
customer's and enhance the experience of customers. All the touch points have their own value
and benefit. The business organisation must choose best among them and use in an effective
manner to achieve success.
CONCLUSION
From the above report, it is analysed that there is need to manage the customer
experience. There is need to understand the needs and wants of customer's so that they are
provided with best. It is necessary to segment the customers in an effective manner by analysing
their characteristics. There is discussion related to factors that help the company to influence
customer engagement. Then customer experience map is developed so that the touch points can
be analysed. The touch points and that way the influence behaviour and actions of customers in
also integral part of this report.

INTRODUCTION
Customer relationship managements plays a key role in success of hotel. Due to change
in scenario the use of digitalisation is enhancing. It is right time for hotels to use digital tools in
order to enhance the satisfaction level of customers (Diffley, McCole and Carvajal-Trujillo,
2018). In this report the CRM by Corinthia Hotel London is taken into consideration. It is a five
star hotel that works to provide best quality services to the customers. In the initial part of this
report there is discussion related to meaning of customer relationships management with the help
of various definitions. Afterwards, there is explanation in regard to digital technology as it helps
to enhance customer experience. It is evaluated with the help of examples. The advantages and
disadvantages of CRM system is part of this report. The strategies to enhance the experience of
the clients in integral part of this report. In the end of this report, there is discussion regarding the
points of recommendation that assist in delivery of customer service strategies and
communication effectively.
MAIN BODY
PART 2
Definitions of customer relationships management
Customer relationship management can be defined as the process used by business
organisation to interact with the customers. It uses the data and analyse the same in order to
enhance the experience of the customer's (Talón-Ballestero and et. al., 2018).
It can also be defined as combination of strategies, practices and technologies to analyse
and manage the interaction with customers. The use the data and enhance the experience of
customer in overall life cycle. The aim of Corinthia Hotel London is to improve the relationship
with the customers and to enhance customer experience. It advantages the organisation by
enhancing sales and customer retention.
How digital technology is employed in managing the customer experience
Digital transformation is the integration of digital technology in all the areas of business
organisation. It helps to bring fundamental changes in the operations of business organisation
and delivering value to the customer's. The various technologies that are being used by Corinthia
Hotel London as follows:

 Chatbots: The use of chatbots helps the hotel to connect with the customers. It is the
time of digitalisation and the use of chatbots helps the company to interact with the
customers. There are various aspects that the clients wants to clear with the hotel
(Dewnarain, Ramkissoon and Mavondo, 2019). The use of chatbots being used by the
Corinthia Hotel London in order to solve the issue. It is important to solve all the issues
and handle the complaints of the customers. It helps to develop the relationship with the
customers in an effective manner.
 Virtual & Augmented Reality: The use of AR and VR have changes the game. It is
seen that it helps the people to communicate effectively. The development in technology
is being supported by use of Virtual & Augmented Reality. The platforms assist the
clients to know about the services that are being offered by the Hotels and create a virtual
image of the same. The understanding level of customers has been enhanced and they are
able to take effective decisions. The customers are attracted towards the organisation. The
innovation helps the Corinthia Hotel London to enhance relations with the customers.
This clearly shows that the business organisation is able to use technology in an effective
manner and that has positive impact on the customer relationship management. The CRM system
that is used by Corinthia Hotel London is discussed below:
Freshworks CRM: It is one of the advanced platform that is used by Corinthia Hotel
London in order to integrate the sales, marketing, and CRM activities into one system. It helps
them to manage the work in an effective manner. When the target is to enhance the experience of
the customers and build relation with them. They are able to use the data of customers in such a
manner that they can improvise their services (Alananzeh and et. al., 2018). This will indirectly
enhance the sales of their hotel and enhances their profits. The marketing is supported by making
customers aware about all the actions that are taken by the hotel. This keeps the customers aware
via digital platforms and attract them towards the organisation. It is not easy to keep the
customers engage in the organisation there is need of using multi-channel capabilities to serve
them.
Critical evaluation of the advantages and disadvantages of CRM system
The CRM system that is used by Corinthia Hotel focuses on retaining the customers in
the organisation. The hotel selects the best system that will help them to know about the needs
and wants of customers so that they are able to enhance their services effectively. At this time

there is need to use digital tools in the organisation so that they are able to analyse the preference
of the customers (Rahimi and et. al., 2017). Each and every organisation wants to take lead over
the competitors present in the market. In relationship with Corinthia Hotel London, they are
using freshworks CRM in order to build relations with the clients and retain them in the
organisation. It advantages and disadvantages are examined below:
 Advantages: It is a integrated software that provides detailed information about the
client. This assist the hotel to interact with the client and and improvise the strategies
being taken by them.
 Disadvantages: The staff members re unable to accept the use of digital technology and
deal with the software.
Illustration of customer service strategies
Customer service strategy is being used by a business organisation is order to handle
customer experience. It is a way to enhance the experience of customers. The customer service
strategy that is being used by Corinthia Hotel London are as follows:
Seeking customer feedback: It is one of the major strategy that is being used by
Corinthia Hotel London to provide customer service. The hotel take feedback from the customers
and work on the areas of weakness in order to achieve success and provide best services to the
customers.
Strengthen customer service team: There is a different team for customer service
management in Corinthia Hotel London. They are provided training and their performance is
also monitored on regular basis. Providing them strength in necessary for the hotel. It assist the
staff members to provide best services to the customers (Mahafzah and et. al., 2020). It is
necessary for the success of the hotel in providing bets customer services.
Use of CRM platforms: Corinthia Hotel London have their own CRM system. By using
the same they are able to enhance the customer service that is being provided. It helps them to
build relationship with the customers and at the same time it increases the revenue of the
company. The use of right CRM system help the hotel to achieve the target to managing
customer services by retaining the customers in the organisation.
How customer service strategies in your selected restaurant
The aim of customer services is to enhance the experience of the customers. It is
important to provide such services in the market that enhance the relation with the customers. It

is necessary to first of all analyse the requirement of the customers and provide them accodingly.
The feedback from the customers help Corinthia Hotel London to enhance the relationship with
the customers. By providing training to the employees they are able to strengthen the position of
their customer service team (Rahimi, 2017). It is seen that the experience of the customers can
also be enhanced by using right CRM software. It is important to take care that all the business
standards are followed and the hotel is able to provide best services to clients.
Valid recommendations for improvement for developing a quality customer experience
There are some points of recommendations that help the Corinthia Hotel London to
enhance the customer experience. They are mentioned below:
 First of all it is important to know who the customers of the company are. So that they are
able to provide the services to the customers accordingly. It is important to provide the
services as per the requirements of the customers.
 Along with that clear vision for customer experience must be developed by the hotel. It
helps them to work on the same and achieve goals and objectives successfully. Working
according to the vision is also important and assist the hotel to provide best customer
services.
 The hotel must develop a emotional connection with their customers. The relationship
assist them in providing best to the customers and satisfaction level also enhances.
CONCLUSION
From the above report, it is concluded that there is need to use digital technology so that
they are able to enhance the customer experience. There is need to analyse the needs and wants
of the customer's so that they are able to achieve success. The use of digital technology assist in
enhancing the experience of the customers. The CRM systems being used by the hotel along with
their advantages and disadvantages are discussed in the report. The customer service strategy that
is used by the hotel and points of recommendation are mentioned in the report.
REFERENCES:
Books and Journals
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satisfaction: The case of Radisson Blue Resort in Aqaba city. Journal of Environmental
Management & Tourism, 9(2 (26)), pp.227-240.

Chatzopoulos, C.G. and Weber, M., 2018. Challenges of total customer experience (TCX):
Measurement beyond touchpoints. management, 14, p.15.
Chepngetich, B., Ouma, O.K. and Aila, F.O., 2019. Influence of Customer Experience
Dimensions on Purchase behaviour in Kenyan Hotels.
Choo, P.W., Tan, C.L. and Yeo, S.F., 2018. A Review of Customer Experience Quality
Measurement in Malaysian Heritage Hotels. Global Business & Management Research,
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Dewnarain, S., Ramkissoon, H. and Mavondo, F., 2019. Social customer relationship
management: An integrated conceptual framework. Journal of Hospitality Marketing &
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Diffley, S., McCole, P. and Carvajal-Trujillo, E., 2018. Examining social customer relationship
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Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
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Moliner and et.al., 2019. Environmental sustainability and the hospitality customer experience:
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Rather, R.A., 2018. Customer Experience, Memories and Loyalty in Indian Hospitality Sector.
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Smit, B. and Melissen, F., 2018. Sustainable customer experience design: Co-creating
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Talón-Ballestero and et. al., 2018. Using big data from customer relationship management
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Wu, S.H. and Gao, Y., 2019. Understanding emotional customer experience and co-creation
behaviours in luxury hotels. International Journal of Contemporary Hospitality
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Online
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