ManAGING CUSTOMER EXPERIENCE IN SERVICE INDUSTRY INTRODUCTION

MANAGING CUSTOMER
EXPERIENCE IN SERVICE
INDUSTRY

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
Needs and exceptions of market segmentations.....................................................................1
Customer engagement............................................................................................................2
Different groups of customers and their preference, needs and wants...................................3
LO2..................................................................................................................................................4
Presenting customer experience map.....................................................................................4
Presenting Some touch points are there that can help to easily interact with the customers. 6
LO 3.................................................................................................................................................7
Employment of technology in managing customers experience............................................7
LO4..................................................................................................................................................9
Customer service strategies....................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience is a perception to know about any brand or product. Customers
experience is an interaction between enterprise and consumers. Customer experience is helpful to
know about the perceptions of customers such as – feedbacks, their needs and wants. It implies
the involvement at different stage such as spiritual, physical, rational and emotional. The chosen
hotel for this report is Imperial which is a UK based five star hotel. This file discusses about the
needs and expectations of market segmentation for service industry and customer experience
map. This file also identifies the business opportunities and impact of digital technology in
customer relationship management. In addition to this file also describes the customer touch
points and identify the customers' engagement factors.
LO1
Needs and exceptions of market segmentations
Hotel imperial is ensuring their customers about the services of hotel and reliability and
quality. By providing them good services' hotel imperial can offer new packages to the
customers. Hotel imperial is mainly targeting the tourist to expand their business in the different
countries. It is an essential for the service industry to understand the expectations, needs and
wants of the customers. The quoted firm can be segmented into five ways such as :
Demographic segmentation- this type of market segmentation divides the market
according to demographic variables such as- religion, age, gender, nationality, occupation
income of the customers etc. all these factors helps to find out the needs and expectations of a
specific market for hotel Imperial.
Following are the factors -
 Age-younger generation loves to visit new hotels in different countries. So Hotel Imperial
can make a discount package for the couples. Hotel is providing various packages
according to the age of tourists.
 Disable person- these types of person needed food with low calories. There should be
facility of ramp so that wheelchair can be lifted properly. These people needed food with
low calories so that they can manage their body well. Furthermore, Hilton hotel is
requiring giving adequate space of such guests so that they can manage themselves
easily.
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 Business man-There are many business persons those who visit hotel on regular bases.
They always expect free WIFI facility, nappy changing, meeting rooms, mobile charging
points in hotel. Hilton hotel provides them all these facilities.
 Nationality- hotel imperial if providing the different types of offers for the local
customers of the country. Psycho-graphic segmentation this segmentation will help to
divide the market according to such variables- values, life cycle, and interests. By using
all these variables' hotel can target their customers. Interest of tourist includes their needs
and exceptions from hotels. So by understanding the expectations of customers hotel
imperil can provide them special hotel packages.
 Income group- people of high income group will give preference to luxurious tour
packages. By using this segmentation, hotel imperial can find out their customers and
their expectations from the hotel. It is mainly focusing on the international market where
the density of people is so high. Geographical segmentation can be helpful for the hotel to
sell out their special hotel packages.
 Couples-Hotel is focusing on the tourist by providing them many special offers. Hotel
is offering many discount packages to the customers let’s take an Hotel can also attract
the customers by provide them complementary services. Many tourist comes from
different countries to stay in Hotel Imperial, they expect their own home country food. So
Hotel imperial can also provide this facility to attract more customers (Roy,
Lillrank,Sreekanth and Torkki, 2019)
There are two factors which influence the customer engagement
Customer engagement
It is a business communication interaction between an organisation and customers
through various channels. This interaction can be in many forms such as- connection, reaction,
response.
Price: Money is most important element that influence behaviour of couple, disable and
professional consumers all. If Hilton hotel is unable to offer value for money then it will not be
able to raise engagement of guests. All three group of people need best quality services against
their paid money but if entity is unable to offer them quality products at affordable prices then it
may make them negative towards brand and can influence their engagement as well.
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