Managing Customer Experience in Poster Systems
Added on 2020-10-22
13 Pages3945 Words458 Views
Managing CustomerExperience
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Value and importance of understanding need, want and preferences of target customer......1P2 Covered in Poster...................................................................................................................2TASK 2............................................................................................................................................3P3 Customer experience map......................................................................................................3P4 Customer touch points throughout customer experience map...............................................4TASK 3............................................................................................................................................5P5 Digital technology for managing customer experience along with CRM system.................5TASK 4............................................................................................................................................7P6 Customer service strategies....................................................................................................7P7 Customer service strategies for creating and developing customer experience.....................8CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................12
INTRODUCTIONCustomer experience is product for interaction between consumer and organisation overduration 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 customerexperience 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 Multinationalhospitality industry that provide high quality service to its guests and was founded in 1919 atAmerica. Here will be discussing about need and expectation of market segment and factors thatinfluence customer engagement of various target consumer. Also discussion about customerexperience to create business opportunities for optimizing customer touch points Digitaltechnology helps in creating customer relationship management and maximizing engagement isdiscussed in this project.TASK 1P1 Value and importance of understanding need, want and preferences of target customerCompany divide market as per target customer for providing goods and service. It is veryimportant for firm to understand need, want and preference of their target consumer. This helpsin taking strategic decisions for their people. The need, want and preference are interrelatedwhich 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 andfacilitate in dealing with problems while marketing products and services. Goods aredifferentiated on basis of satisfying need, want or preference. Each of target consumer havedifferent requirement so Hilton Hotel need to understand and provide them products and servicesaccordingly (Ariffin and Maghzi, 2012). This helps in creating good experience for guests andsatisfying them in an effective way. Here will be discussing about need, want and preferenceelement of target customer described below:Target Customer Need, Want and PreferenceBusiness PersonWI-FIMobile telephone charging pointsMeeting roomsGym Instructor Calorie information printed on the menu
Fruit and vegetable smoothiesHealthy dishesCollege StudentWI-FISpace to workComfortable sofas to sit onAbove table shows need, want and preference of different target customers such asbusiness person, gym instructor and college student. Here, business person has requirement ofWi-Fi because all work are done online and for conducting meeting data and information need tobe presented so required effectively. Gym instructor requires low calorie food to keep themselveshealthy and fit which is specific preference. Similarly college student requirement is differentfrom others as they requires sufficient space for doing work. Different assignment and projectsare assigned to them which need to be completed within stipulated time. Hilton Hotel need tovalue and understand each and every target customer need, preference and want. If companyfollow this then it can achieve goal and objectives very effectively and efficiently. Thus, it helpsin growing and sustaining business and earning maximum profits (Harris and Daunt, 2013).P2 Covered in PosterTASK 2P3 Customer experience mapCustomer Experience map is process of laying out visually and strategically and mappingconsumer experience and interactions according to brand. It includes initial point of interactionto last stage. It is also discovering new users or potential customers about engaging in productsand 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 forvisiting place and gaining experience. It can be very form one another because of providedfacility. 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 differentwebsites. Similarly, in context of booking hotel at Hilton consumer go at website search about all
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