The Customer Experience: Factors, Standards, Culture, Investigation, and Techniques

This presentation discusses the importance of customer experience in the hospitality and tourism industry. It covers the factors contributing to quality services, the importance of setting standards, promoting a customer-focused culture, investigating customer requirements and satisfaction levels, and applying customer care and service techniques. The presentation also includes references for further reading.

The Customer Experience

Table of Content
INTRODUCTION
● Factors contributing in offering quality services
● Importance of setting standards in delivery quality service
● The purpose of promoting a customer-focussed culture
● An investigation into customer requirements and satisfaction levels
● Application of customer care and service techniques
CONCLUSION
REFERENCES

INTRODUCTION
The hospitality and tourism is collective industry as tourism companies consider the hospitality
business which relies on strong customer services for generating revenue along with provides
welcoming, enjoyable experiences to the guests. The tourism has dealing with the attractions,
activities and events whereas hospitality have focus on offering great accommodation, travel and
other facilities such as restaurants or sports centres to people. The term customer experiences is
related to the business which affects the customer perception and feelings. It is sum of all the
interactions which customer is having with the organisation (Herlina, and et.al., 2020). To make
any business success positive customer experience is important as happy customer is one who
becomes loyal customer and helps in boosting revenue.

Factors contributing in offering quality services
The quality services has dealing with the clients and customers in the respectful and helpful
way. This involves the five factors which contributes in delivering of service quality which are
reliability, tangibility, empathy, responsiveness and assurance.
● Reliability
● Tangibility
● Empathy
● Responsiveness
● Assurance

Importance of setting standards in delivery
quality service
While delivering the quality service it is important for the organisation to maintain service standards
for customers, employee, management of business. In state to deliver quality service, it is required by
organisation to develop service standards that represent the behaviour which the company, department and
team wishes to adopt in front of its clients. The service standard helps in defining the customer expectation
that it has and remind management & employees regarding the challenges that can be face by them in
context to travelodge. The service standards is tool which helps management in confirming that customer
are receiving what is being promised.

The purpose of promoting a customer-focussed
culture
The customer focus refers to putting the customer needs first. The customer focused business helps
in fostering the company culture which is dedicated for enhancing the customer satisfaction and develops
the strong customer relationships. The company can offer better products and services to its clients by
knowing their likes, dislikes which is aim of developing customer centric culture. The customer- focused
culture can be promoted by collecting feedback during regular interactions. It is a base for the customer
loyalty. This helps in analysing all the interactions which take place with customers as customer focus is
foundation for customer loyalty.

An investigation into customer requirements and
satisfaction levels
The customer requirements define the specification and features of the product or
service which is deemed necessary by customers. The customer is motivated by this
requirement in order to make purchase of product or service. The company in
context to travelodge conduct research on target market for having understanding of
customer needs and desires. The requirements of customer vary based on the goods
& services sold by company which combines several requirements to ensure that
client needs is meet (Åkesson, and Edvardsson, 2018). The customer requirement
involves price, quality, reliability, transparency, sustainability and many more.

Continue…
The customer satisfaction defines as measurement which helps in determining
how happy customers are with the product, services and capabilities of company.
The customer satisfaction information involves surveys and ratings that assist
organisation in identifying how to improve or change its product and services in
best manner. To satisfy the customer it is important to have understand needs and
voice of customers by taking use of several tools such as customer surveys, focus
groups and polling. The company tracks the customer satisfaction by setting
CSAT (customer satisfaction score survey) in which clients are required to rate
their experiences with the company on the scale of 1 to 5.

Application of customer care and service
techniques
The customer care and service is support that is offered to customer before and
after they make purchase and use of products or services this helps them in having
easy and enjoyable experience with company. In order to have business growth and
retaining customers it is important to offer amazing customer services.
● Active listening
● Be a copycat
● Use templates, not boilerplates

CONCLUSION
From the above it is being concluded that customer experience is key for exceeding
the expectations of customers. The remarkable customer experiences help in sustaining
business growth which promotes loyalty, encourages brand advocacy. Every customer
expects to have quality service along with customer care & service in order to meet
expectations and rendering satisfaction.

References
• Herlina, and et.al., 2020. Digital Marketing to Build Customer Experience of Hakko Kombucha. Solid State
Technology, 63(5), pp.3687-3693.
• Trabelsi-Zoghlami, and et.al., 2020. Service quality in a mobile-banking-applications context: do users’ age and gender
matter?. Total Quality Management & Business Excellence, 31(15-16), pp.1639-1668.
• Prentice, C., 2018. Linking internal service quality and casino dealer performance. Journal of Hospitality Marketing &
Management, 27(6), pp.733-753.
• Marino, and Lo Presti, 2019. Disruptive marketing communication for customer engagement. The new frontiers of
mobile instant messaging. International Journal on Media Management, 21(1), pp.3-23.
• Åkesson, and Edvardsson, 2018. Customer roles from a self-service system perspective. International Journal of
Quality and Service Sciences.

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