Customer Experience and Service Strategies

The provided assignment discusses the importance of providing good experiences to customers for better results. It highlights how Hilton Hotel understands customer needs, wants, and preferences, and provides services accordingly. The assignment also mentions various channels such as websites, text messages, emails, management, and staff that help create a positive experience for customers. Additionally, it talks about digital technology's role in attracting a large number of customers and creating CRM systems. The assignment concludes by emphasizing the significance of customer service strategies like better products, solving queries, which creates loyalty for businesses and increases goodwill and image of firms.

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Value and importance of understanding need, want and preferences of target customer......1
P2 Covered in Poster...................................................................................................................2
TASK 2............................................................................................................................................3
P3 Customer experience map......................................................................................................3
P4 Customer touch points throughout customer experience map...............................................4
TASK 3............................................................................................................................................5
P5 Digital technology for managing customer experience along with CRM system.................5
TASK 4............................................................................................................................................7
P6 Customer service strategies....................................................................................................7
P7 Customer service strategies for creating and developing customer experience.....................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Customer experience is product for interaction between consumer and organisation over
duration of relationship. This interaction is made by help of three parts such as touchpoints,
customer journey and environment. It is very important for organisation to manage customer
experience in order to create healthy relationship with them and for sustainability and growth
(Alexander, 2013). The given assignment is based on Hilton Hotel which is Multinational
hospitality industry that provide high quality service to its guests and was founded in 1919 at
America. Here will be discussing about need and expectation of market segment and factors that
influence customer engagement of various target consumer. Also discussion about customer
experience to create business opportunities for optimizing customer touch points Digital
technology helps in creating customer relationship management and maximizing engagement is
discussed in this project.
TASK 1
P1 Value and importance of understanding need, want and preferences of target customer
Company divide market as per target customer for providing goods and service. It is very
important for firm to understand need, want and preference of their target consumer. This helps
in taking strategic decisions for their people. The need, want and preference are interrelated
which arise on basis of willingness, requirement and ability and also depend on demographics,
income and socio-cultural aspects. These three terms helps in marketing management and
facilitate in dealing with problems while marketing products and services. Goods are
differentiated on basis of satisfying need, want or preference. Each of target consumer have
different requirement so Hilton Hotel need to understand and provide them products and services
accordingly (Ariffin and Maghzi, 2012). This helps in creating good experience for guests and
satisfying them in an effective way. Here will be discussing about need, want and preference
element of target customer described below:
Target Customer Need, Want and Preference
Business Person  WI-FI
 Mobile telephone charging points
 Meeting rooms

Gym Instructor  Calorie information printed on the menu
 Fruit and vegetable smoothies
 Healthy dishes
College Student  WI-FI
 Space to work
 Comfortable sofas to sit on
Above table shows need, want and preference of different target customers such as
business person, gym instructor and college student. Here, business person has requirement of
Wi-Fi because all work are done online and for conducting meeting data and information need to
be presented so required effectively. Gym instructor requires low calorie food to keep themselves
healthy and fit which is specific preference. Similarly college student requirement is different
from others as they requires sufficient space for doing work. Different assignment and projects
are assigned to them which need to be completed within stipulated time. Hilton Hotel need to
value and understand each and every target customer need, preference and want. If company
follow this then it can achieve goal and objectives very effectively and efficiently. Thus, it helps
in growing and sustaining business and earning maximum profits (Harris and Daunt, 2013).
P2
Covered in Poster
TASK 2
P3 Customer experience map
Customer Experience map is process of laying out visually and strategically and mapping
consumer experience and interactions according to brand. It includes initial point of interaction
to last stage. It is also discovering new users or potential customers about engaging in products
and services. It follows in process which starts from research & planning, then shopping,
booking, pre travel, travel and post tour. This helps in attracting large number of customers for
visiting place and gaining experience. It can be very form one another because of provided
facility. There are various ways used by Hilton Hotel for creating customer experience in market.
Some of tools used by Hilton Hotel are as follows:

Website- Whenever customer want to visit or go outside firstly they go through different
websites. Similarly, in context of booking hotel at Hilton consumer go at website search about all
required information. Website provide all relevant information about locations, experience of
guest, address, ambience images etc. which helps guests in taking decisions regarding their stay
in hotel (Gyung Kim and Mattila, 2013).
Review sites- This helps in creating customer experience very effectively. Rating is given
for particular industry after they have visited it. Before visiting any place rating matters a lot and
plan is made accordingly. As Hilton Hotel has good brand value so it has good review at sites.
Reviews of different customers on sites helps in attracting large group of customers.
Text messages- Visited customer frequently receives text messages regarding discounts,
coupons to influence customers which also create experience for them. It create image of that
brand and care for visitors. This also attract customers to visit Hotel on basis of discount and
coupons schemes (Komunda and Osarenkhoe, 2012).
E-mails- With help of email, Hilton provide information to their visitors. It can be related
with feedback, discounts and coupons. This assist in creating better experience map. Company
sent emails regarding seasonal discounts, festivals to attract large number of customers.
Paper Mail- Messages are mailed through paper which includes all relevant information
about company. It helps in creating best experience for consumer which is used by Hilton Hotel
for their visitors.
Telephone- After visited to particular place, visitor receives call regarding feedbacks,
service and facilities. Hilton hotel use this tool for creating good experience of customers.
Restaurant Environment- The environment of restaurant should be very good and
pleasant. This helps in attracting large number of customers. Proper space must be available,
ambience should be attractive as this helps hotel in attracting large number of customers towards
it.
Restaurant Staff- Behaviour of restaurant staff should be very polite and good. Hilton
posses best working staff team for providing services to customers. It create positive attitude for
customers to visit place again. If any staff misbehave with guest or visitors, negative impact is
created. Thus, company need to provide training to their working staff for behaviour and manner
as it helps them in effectively communicating with guests and provide them good experience.

Restaurant Management- It means management of restaurants by skilled, graduate
people. They required knowledge and experience for management. They play an important role
in managing administration, back office, front desk. Hilton hotel has proper management system
because it has effective managing team . There are various department which need to be
managed by skilled, knowledgeable and experienced person so that effective services can be
provide to guests (Peppers and Rogers, 2016).
P4 Customer touch points throughout customer experience map
Customer touchpoints are brand's point for consumer contact from start to end. It is
interaction which includes perception of individual about product, business, brand and service.
This interaction take at various times and place such as online and offline. There are various
ways for creating customer touchpoints such as mobile, web, print media, other services. There
are element through which customer can come in contact with brand which helps in creating
customer touchpoints such as:
Before Purchase During Purchase After Purchase
Social media
Advertising
Word of mouth
Website
Staff or sales team
Phone system
Service and support teams
Follows up
Thank you cards
Hilton Hotel create customer experience by providing touchpoints which are before,
during and after of tour. While customer book room at Hilton Hotel, they check online, website,
review rating and if they find everything good then do booking. After booking, finally visitor
visit place and gain experience which can be good as well as bad. If required facilities such as
food, laundry, cleanliness, Wi-Fi are available then it create positive impact and experience and
vice-versa. Gaining experience of before and during purchase next is after. Hilton Hotel take
feedback from visited guest and also provide thank you card, cab facility at time of going. These
all touchpoints helps in creating good customer experience. In this way, Hilton Hotel create
customer experience through help of touchpoints that create business opportunities (Pynnönen,
Hallikas and Ritala, 2012).
Here, is script between waiter and customer
Waiter: Good afternoon sir.

Customer: Good afternoon.
Waiter: How can I help you?
Customer: I need menu card for ordering food.
Waiter: Sir, here is the menu card.
Customer: I want chicken fries and drink.
Waiter: Wait for minute will serve your order.
Customer: How much should I pay?
Waiter: Only $20 sir.
Waiter: Thank you sir
Customer: Thank you.
It is conversation between waiter and customer of Hilton Hotel which has explain
experience of visitor. As guest is happy with service and food provided by Hilton Hotel. This
helps in creating goodwill of firm and enhance profits (Schmitz and Ganesan, 2014).
TASK 3
P5 Digital technology for managing customer experience along with CRM system
Digital technology means application and electronic equipments which use information
in form of numeric code. It is in binary code which is represented through strings having two
numeric characters that is 0 and 1. It includes personal computers, communications satellite.
Customer Relationship Management (CRM) is approach that manage company's
interaction with potential and current consumers. This system uses data analysis regarding
individual history within company for improving business relationship with them and focusing
on sales growth and retention. This system compiles data from various communication channel
such as website, email, marketing materials, telephone, live chat, social media. Through helps of
CRM system, enterprise can know more about their target audience and serve in best way to
meet their needs.
Through help of digital technology people can know more about company and its
products. Hilton Hotel also use electronic media for their target audience and create brand
awareness. Similarly, CRM system helps in building positive relationship with guest and
increase profit and sustainability. It can be used in both online and offline mode for creating
relationship. In this way, digital technology is deployed for managing customer experience and

creating CRM system for effective and efficient result and outcomes (Tolpa, 2012). Examples of
CRM system in Hilton Hotel are as follows:
1. What was the name of the company making the presentation?
Black & White Hospitality was making presentation which is a Macro Pierre White Company.
2. What was the name of the person who made the presentation?
The name of person who made presentation was Julian Hook.
3. What is the name of the software programme that they demonstrated?
OPERA is the name of software programme that they demonstrated
4. What are the key elements of their programme?
The key elements of their programmes are open table, book a table, Bookings.com,
LateRooms.com, Reservations, Housekeeping, EPOP system. Such programmes is used by all
four and five star hotels.
5. Name some of their current customers
Some of their current customers are: Macro Pierre White Restaurants, Travelodge, IHG
(International Hotel Group).
6. How long have they been in business?
They have been in business in late 1970s (OPERA) and 2014 (B&W Hospitality).
7. How does the Company see these programmes developing in the future?
Company see these programmes developing in future in following ways:
 Increased functionality
 Integration with guests
 New market entrants (e.g. Zonal EPOS system)
The above questions and answer reflect customer relationship management system. This
assist in gaining good experience along with various factors. Healthy, positive and strong

relationship build, acquire and retain customer for longer period of time. Thus, Hilton Hotel has
effective CRM system for running business successfully, attaining growth, profit and
sustainability (Wilson and et. al., 2012).
TASK 4
P6 Customer service strategies
Customer service strategy is significant part of business plan. Most of business focus on
satisfying customer but satisfying consumer is not enough, company should provide high quality
goods and services. Service industry should apply plans and strategies for their customers to
make them satisfied and happy. Strategies are made by company itself as per size and structure
which can be very from one another. Some of important strategies of Hilton Hotel for customer
services are as follows:
Building relationship for customer service- It means incorporating infrastructure such as
live chat, software, call backs for their customer to create better experience. Feedback is very
important to take after providing services to them which also helps in building relationship with
visitors. This strategy build positive and strong relationship with company as well as brand.
Hilton Hotel also use best way for providing service and building relationship (Wong and Dioko,
2013).
Giving employee excellent product- Company should play an effective role in providing
products and service to customers. This helps in creating profit as well as goodwill of firm.
Hilton Hotel use this strategy for consumers in order to provide them high and excellent quality
goods and services. Visitors should be able to ask and call for any enquiry or help required to
them.
Deliver on your promise- Whatever company has promise with their customer should be
provided on time. Visitors does not like fake promises and low quality of goods and services as
they have paid money for products. Hilton Hotel always provide their consumer with high
quality service and fulfils their promise. It assist in creating brand value for company and
increase goodwill.
Resolve customer issues- Customer problems and issues should be solved on first
priority. This can be solved through feedback form, live chat at website, calls. This helps in
creating trust and loyalty towards company and their service.

Training employees in customer empathy- Interaction with customers are emotional
exchanges which give employees tool to share consumer enthusiasm or reducing frustration.
Hilton Hotel provide training to their employees in order to listen problems to their visitors and
guests and help them.
P7 Customer service strategies for creating and developing customer experience
Following is customer service strategies for creating and developing customer experience
in a way that meets needs and required business standards:
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: Hilton Hotel
Date and time of visit: 15th December, 2018
Ambience and First Impressions:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
When I entered in hotel I feel
very happy to see music and
sound system and it was good.
Size of room was not sufficient
for two people which create
negative impact.
If it was my business I would
provide sufficient size
bedrooms to guest which make
them feel comfort and easy.
Signage, Tariff Boards, Labelling, etc.:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
There was good system of fire
exit and entry in hotel.
I observed that there was no
proper tariff boards in Hilton
hotel to know about prices of
rooms.
If it was my business I would
provide with proper
availability of tariff at entrance
gate so that customer know
about exact prices of rooms.
Prices:

Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Price of room is not much high
as it provide room along with
other services such as laundry,
Wi-Fi, television, breakfast.
Service charge is very high in
Hilton Hotel which I feel as
negative point.
If it was my business I would
prefer low service charge form
guest which make them happy
and provide value for money
service.
Range of Products:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Hilton hotel provide Wi-Fi
facility, laundry, television.
Quality of food is not good for
their customers.
I would focus on providing
high quality and hygiene food
to customers.
Staff:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Behaviour of every staff
member is good and polite
nature.
Due to some unskilled staff
Hilton hotel face problem in
serving services effectively.
I will hire skilled staff to
provide quality services to
consumers and provide
training to unskilled ones to
improve themselves.
Time:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Laundry and cleanliness
service is provided timely for
When customer order food, it
take more time to serve food
In order to solve problem I
would focus on providing

customers. which create negative impact. timely and quick service to
consumers.
Supplementary Items:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Along of booking of room,
some complementary services
provided that is laundry,
cleanness and mineral water.
Hilton Hotel does not provide
sweet to welcome guests.
I will provide sweet or
welcome drink to customer for
refreshing them.
Payment:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Hilton hotel accept payment
through credit card, debit card
and cash.
Hilton Hotel accept online
booking but does not refund in
case of cancellation of booking
which creates negative
experience for guests.
If it was my business I would
provide refund to customers in
case of cancellation of booking
so that in case of next booking
they prefer same hotel.
CONCLUSION
Form above assignment it can be concluded that it is important to provide good
experience to their customers for better results. Hilton Hotel understand their target customer
need, want and preference and accordingly provide them service for sustainability. Customer can
get better experience through helps of various channels such as website, text messages, emails,
management and staff. Here, digital technology plays an important role in attracting large
number of customer along with creating customer relationship management (CRM) system for
their visitors. There are some customer service strategies such as better product, solving queries
which creates loyalty for business and increase goodwill and image of firm.

REFERENCES
Books & Journals
Alexander, K., 2013. Facilities management: theory and practice. Routledge.
Ariffin, A. A. M. and Maghzi, A., 2012. A preliminary study on customer expectations of hotel
hospitality: Influences of personal and hotel factors. International Journal of Hospitality
Management. 31(1). pp.191-198.
C. Harris, L. and Daunt, K., 2013. Managing customer misbehavior: challenges and strategies.
Journal of Services Marketing. 27(4). pp.281-293.
Gyung Kim, M. and S. Mattila, A., 2013. Does a surprise strategy need words? The effect of
explanations for a surprise strategy on customer delight and expectations. Journal of
Services Marketing. 27(5). pp.361-370.
Komunda, M. and Osarenkhoe, A., 2012. Remedy or cure for service failure? Effects of service
recovery on customer satisfaction and loyalty. Business Process Management Journal.
18(1). pp.82-103.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Pynnönen, M., Hallikas, J. and Ritala, P., 2012. Managing customer-driven business model
innovation. International Journal of Innovation Management. 16(04). p.1250022.
Schmitz, C. and Ganesan, S., 2014. Managing customer and organizational complexity in sales
organizations. Journal of Marketing. 78(6). pp.59-77.
Tolpa, E., 2012. Measuring customer expectations of service quality: case airline industry.
Wilson, A. and et. al., 2012. Services marketing: Integrating customer focus across the firm (No.
2nd Eu). McGraw Hill.
Wong, I.A. and Dioko, L.D.A., 2013. Understanding the mediated moderating role of customer
expectations in the customer satisfaction model: The case of casinos. Tourism
Management. 36. pp.188-199.
Online
Customer Service. 2018. [Online]. Available through:
<https://www.investopedia.com/terms/c/customer-service.asp>.