Managing the Customer Experience in Corinthia Hotel London

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.