Customer Experience Management at The Ritz London: A Case Study

The report discusses and highlights about the customer experience management that will have to be guarded at a level where the management policies will have to go hand in hand with respect to customer ideology as well as the loyalty that is maintained by employees. This is also known to be one of the tangible business values that is put forth in this report where managing the customer experience will have to go on an effective term to ensure your growth prospects.

Individual Management
Report

Executive summary
The report discusses and highlights about the customer experience management that will have to
be guarded at a level where the management policies will have to go hand in hand with respect to
customer ideology as well as the loyalty that is maintained by employees. This is also known to
be one of the tangible business values that is put forth in this report where managing the
customer experience will have to go on an effective term to ensure your growth prospects. This
seems to be one of the idealistic mechanisms that is brought forth with respect to the prominence
of sales which can only be maintained upon a proper interaction with customers.
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Table of Contents
INTRODUCTION...........................................................................................................................3
PRICING AND DISTRIBUTION...................................................................................................3
CHOSEN TARGET GROUP AND EXPERIENCE.......................................................................4
PACKAGE/EXPERIENCE WILL BENEFIT THE ORGANISATION........................................5
SERVICE ECOLOGY MAP MODEL:...........................................................................................6
SERVICE BLUE PRINT MODEL.................................................................................................8
OPERATIONAL IMPLEMENTATION PLAN:............................................................................9
ROLES AND RESPONSIBILITY:.................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
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INTRODUCTION
Customer experience management is regarded to be one of the subconscious mechanism in an
organisation where this particular relationship will bring in the brand value for the entire
company. There are certain channels that the organisation will have to work upon in order to
maintain a consistency over customer experience and therefore the desirable conditions can
therefore be gratified (Lam and et.al, 2019). This entire report will focus upon the customer
experience and how can it be managed at all levels of delivery and that will bring about service
excellence. The organisation that is chosen in this particular report as The Ritz London. It is one
of the great two star listed buildings in United Kingdom and it is known to be one of the
attractions with respect to its management. The particular conditions as well as the facilities that
are brought about by the management in this regard of luxury hospitality sector is being put forth
in this report.
PRICING AND DISTRIBUTION
Packages are regarded to be the criteria that is been provided by the hotels or the
accommodations with which the customers will usually get gratified. These packages are
provided with various communities along with the accommodation as well as the stay for the
number of days the customers usually take part in the organisational entities. There are several
packages based on the requirement of customers and the kind of category they are from. This
packages and eventually vary based on the number of days stay as well as the occasion they are
into. The ritz hotel London is known to be one of the most authentic of all types where there are
certain packages that are available which are genuine and are also provided with an exemplary
affect. These packages would eventually reliable the approaches of customers on a basis that is
being portrayed over circumstances (Akramovich and Muratovna, 2019). The one that is
described in the report is that there is a couple name the Mr Paul and Mrs Elsa. They were taking
accommodation in the Ritz London for two-night stay. Their package is based on the occasion
which is to celebrate their 68-wedding anniversary and this is their second time to visit Ritz
London. The staff in the ritz hotel were amazed seeing the couple and are also mostly familiar
with them. The package that they have got is to experience a lovely traditional value that is being
generated by the Ritz London and the services that are at doorstep. There is a superb experience
that is put forth in order to make sure that the plenty of food experience that is to be gratified is
put forth with respect to the package within their 2-night stay. The hotel was so very well
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prepared that everything that is included in the package was put into execution and the executive
chef and team were all engrossed with both of them. They were provided with a luxury room in
the hotel with a royalty that is put forth with respect to the services that are offered to the couple.
They had a finest British tradition that was being encroached upon with respect to the room that
is a part of their package. This special package is on the occasion of what they have arrived at the
Ritz Hotel London would eventually bring forth such packages which would eventually gratify
their customers. The customer experience that is associated with this particular entity could be
the one that is being treated over a genuine basis and such that the satisfaction levels that are at
the perks of being the best were eventually satisfied. The pricing includes 222,799 per two-₹
night stay with wonderful breakfast at 4,227 (₹ Choi and et.al, 2018).
CHOSEN TARGET GROUP AND EXPERIENCE
The Chosen target group in this regard are to elders that are encroached into the hotel with
respect to the 68th wedding anniversary. Throughout their life and they have come across on
many occasions as well as the accommodations that they have taken when they have visited
places where they will usually carry memories around. For this particular target group it is
essential to make sure that their occasion is being celebrated in a more prominent way and
therefore the target is to gratify them with respect to every facility that is being provided
(Drucker, 2019). The Ritz hotel in this regard provided them with a traditional Floral and a
classic decor with a perfect styled room that is a perfect fit for the couple. They have organised
the room with every immunity that is necessary for them and in this manner they have made
them feel satisfied.
They were provided with a wonderful breakfast and an experience along with the smallest
amenities like that of afternoon tea and many other. The couple visited places around and this
stored as one of the best location for them to visit places in their surroundings that made them
feel extravagant. The excellent staff who kept their services live for the couple made them feel a
wonderful with respect to the experience that is being ratified with respect to Ritz London. In
order to satisfy the target group in this regard the Ritz London presented beautiful sign for the
couple and they have also delivered of morning breakfast that is wonderfully cooked. They have
celebrated their anniversary in a most likely way and also make sure that every member of the
staff is included which is one of the special attentive that is being put forth in this regard. There
has been many Expectations that are in regard to the couple and therefore to satisfy them be
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organisation took part in dealing with the amenities in a perfect hosting way that made them to
ensure the fact that they can visit the organisation over and over again (Elentably, A., 2016).
There are certain Trends that are falling in regard to the luxury market which are represented
over an exclusive basis that the hotels usually offer. These are the commodities where there is a
distinguishing factor that will divide the demographic based on the class the come from.
Few of the luxury trends usually include a lower demand due to and make high end products
over luxury experiences and many other. All these Trends are taken into account by the Ritz
London and they have slowly brought forth every immunity that is in regard to the customer
consumption. All the there are certain external factors that are acting over the policies of the
organisation get the Ritz London make sure that the chosen target group was offered with the
perfect stay and the perfect services (Keeling, 2018). A perfect service is always necessary
because in order to have a proper interaction with customers and to make sure that they visit the
organisation again it is the service that makes them memorable. Since it is one of the occasion
that is to be cherished for a lifetime there for the organisation in this regard has a picturised every
essential criteria and also took part in their celebration. They are elderly couple and therefore the
staff turned out to be their family in bringing about an experience towards the wonderful Hotel
amenities.
They had an amazing time together with all the services which are provided along with the
locations that our nearby. The atmosphere of the room as well as the history that it holds are
wonderful and the authentic aroma of the room is one of the special attraction that is extremely
beautiful. The staff was very polite in treating the target group and they have equipped the
couple with special care that made them even more special. This is one of the important feature
with respect to the organisations because it is the interaction as well as the gratification that is
being obtained from customers that will help them to stay equipped with the right set of customer
experiences that will have to be derived. For this a proper planning is essential in order to make
sure that things are going on the right track. The Ritz London in this regard made sure that their
service was outstanding and is also traditionally furnished.
PACKAGE/EXPERIENCE WILL BENEFIT THE ORGANISATION
There are various factors that will put in regard to the business benefits when a good customer
experience is brought forth. This is because on an average it can be ensured that customer
experience will lift up the businesses to an extreme level and that is necessary for the
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organisations in order to inculcate the standard. The average annual revenue that is generated
would eventually turn out to be the best prospect once the customer experience is land upon
positive terms. The different factors that will fall into that the beneficial aspects with respect to
Ritz London by offering this particular package for the couple are as follows:
Customer loyalty: greater customer loyalty can be derived with respect to the package because
the services that are at the rolled upon were all wonderful and there will be a gratification that is
brought forth with respect to the couple (Lam and et.al, 2019). This can help them to choose the
organisation over and over again and can also refer them to their people around. This can bring
in a growth prospects for the organisation which is essential for the promotion.
Higher lifetime customer value: an interaction that is brought out with respect to customers can
be valued over a lifetime once there is a proper experience that is put forth. This is one of the
essential criteria in dealing with a lifetime opportunity by offering services because the brand
value can be maintained over a good basis once if the customer value is generated over a proper
base.
Greater brand equity: the brand equity is necessary in order to make sure that the benefits are
brought forth in regard to customers (Mcowen, et.al., 2017). Brand equity will also help to rise
over the circumstances and help the organisation to get recognised as one of the best out of the
lot more benefits that are associated. This is also one of the measures where a good customer
experience can help them to excel over the thriving factors in the market.
Financial aspect: through high quality service, The Ritz London have great reputation. This
hotel provide super luxury service to guest with keeping traditional value high which impact
their brand value and allow them to generate profit. The Ritz London do not hit their customer
with service charge as they try to avoid any kind of factors which can impact satisfaction level of
customer. Avoiding service charge, the Ritz London still generate huge amount of profit and
maintain their financial stability. Experience of Mr. Paul & Misses will allow hotel to generate
profit as they are one of the key customer of hotel.
SERVICE ECOLOGY MAP MODEL:
Who: who means the stakeholders of the company, stakeholder are one of the most important
pillars of the organization. In The Ritz London, stakeholder are marketing director, chef
executive, staff member, local government and most importantly customer Mr. Paul & Misses.
Marketing director is key player in the hotel, this stakeholder take certain important decision in
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marketing of The Ritz London (Andriof and Waddock, 2017). Another important player is chef
executive who provide food and beverage to the guest. Mr. Paul & Misses are key customer who
have experienced super luxury environment in the hotel, they have state that all staff member are
highly professional who provide excellent service to the guest. When Mr. Paul & Misses meet
doormen who welcomed them at the front gate have provided highly professional welcoming
service to the guest. Later the cloakroom staff have amazingly treated them with great honour as
this was second visit of Mr. Paul & Misses at The Ritz London who were special guest to the
hotel.
When: The stakeholder of the business organization impact business in certain time, involvement
of these stakeholders are every important. The Ritz Hotel involve stakeholder of the company
when needed, for example the marketing director of the business impact the brand image and
reach to the target audience. Sometimes staff member of the hotel influence business in that time
when Ritz Hotel was facing challenges. The Ritz London know when the challenges can arise
and how much it can effect the business, chairperson of the hotel state that environment is
challenging which can impact the business. When Mr. Paul & Misses visited The Ritz London
for the second time, they had great super luxury experience. At first night, Mr. Paul & Misses
had a superb experience, The Ritz London have provide traditional value when needed in service
ecology map. Executive chef and their team with professional dress code have added value to the
service provided by hotel.
Where: some challenges impact the business organization in both, internally and externally. . The
external impact and challenges faced by The Ritz London can be seen at the structure of the
company, for example if there is current trend in hospitality market where the guest are
demanding more safety and hygiene regarding then this can impact the internal structure of the
hotel. Stakeholder such customer, Mr. Paul & Misses have demand safety precaution before their
arrival which means hotel need to provide all health and safety measure to the guest. The
wonderful experience of Mr. Paul & Misses have impacted every part of the hotel, this hotel has
provide super luxury traditional British environment to the guest which create a value for both
Mr. Paul & Misses and other stakeholder of the company. There are few things in which The
Ritz London is really great such as location, luxury atmosphere and historic atmosphere.
What: what means measure taken by the business to examine the impact of these challenges on
the business organization. When any such impact from external environment or from internal
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environment affect The Ritz London, then this hotel take step what is required (Nahuelhual and
et.al., 2016). This step in ecology system highlight the key player who play vital role in the
business and have great power in decision-making process. The Ritz London provide all the
measure to meet the requirement of the guest in the market, this hotel has the highest level of
service which create great brand image in the eye of people. Lavish surround is main element
what make The Ritz London so luxury, at arrival of Mr. Paul & Misses, staff remain attentive
and prepared the room with traditional British look. Staff of the hotel ensured that Mr. Paul &
Misses feel special so they refereed them at highest standard place where service was super
luxury.
Why: why stakeholder have impact on the business organization because they have power and
interest which allow them to affect the business and its smooth flow. Every business organization
need to understand why impact need to be analysed in the company which means The Ritz
London have to understand why stakeholder affected the business organization. Every business
face challenges from external environment which means when any of such impact occur
company should be ready. For example if external stakeholder such as government have
introduced some policy regarding the betterment of the hospitality industry. To make 68th
anniversary memorable of Mr. Paul & Misses, The Ritz London have provided pre organized
food or snacks such as extras, champagne and strawberries while they have tour of hotel interior.
After the tour of the hotel Mr. Paul & Misses had afternoon tea in Palm Court, every stakeholder
at Palm Court have provided wonderful experience to the guest which is why their experience
was excellent.
How: how means how stakeholder impact the business organization, it is very clear that
stakeholder impact the smooth flow of the business in various types for example if stakeholder
of the company such as customer demand something for the business then they have to bring
certain changes. The customer of The Ritz London demand various thing from the business
which mean every level is affected, 'How' in the service ecology map highlight the process of
analysing the impact which a business have while providing service. When The Ritz London
have provided superb service to Mr. Paul & Misses, their experience have impacted the brand
image of the hotel. This hotel only focused 'how' they can improve their performance, The
Review and family feeling that was felt by Mr. Paul & Misses state that hotel has meet the
expectation.
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SERVICE BLUE PRINT MODEL
customer action: customer action of service blue print means the action of customer towards
purchasing or availing any service. in The Ritz London, customer action can be seen through
experience of Mr. Paul & Misses. this is second visit of this key customer at the hotel.
front stage staff action: action of staff determines this stage in service blue print, in The Ritz
London, staff member have performed professionally to increase satisfaction of their key
customer. Mr. Paul & Misses had wonderful experience at the front gate when front men
welcomed them amazingly. later other staff member such as executive chef and waiter provided
superb experience to Mr. Paul & Misses. every staff member of the hotel professionally address
their key customer and increase their experience towards the hotel.
backstage staff action: backstage action means action of staff member which is not visible by
customer but this increase satisfaction level of the customer. in The Ritz London, there are many
backstage staff who tend to provide professional service to the hotel which have increased
customer satisfaction. in Palm Court area of The Ritz London, they had man who play piano
throughout as make experience of customer wonderful. many other staff members at Palm Court
area of the hotel had increased the satisfaction level of Mr. Paul & Misses Elsa.
support process: support process in service blue print model state that there are small processes
which contribute in betterment of the service provided by the business, these are action and
interaction point of staff with customer. in The Ritz London, every staff member has
professionally contributed in providing high quality service to Mr. Paul & Misses. support
process may include resource of the hotel such as location, skilled staff and other.
physical evidence: physical evidence in service blue print model means physical evidence of
service provided by the business to the customer. in The Ritz London, face to face meeting of
Mr. Paul & Misses count in the physical evidence of the service they provide.
OPERATIONAL IMPLEMENTATION PLAN:
Every business organization develop operational implementation plan which highlight the
roles and responsibility of stakeholders of the company. Every hotel have their own operational
plan which need to be implemented for effective outcome and to measure the growth of the
business organization (Kurdi, Alshurideh and Alnaser, 2020). The Ritz London have operational
plan which need to be implemented for better outcome, these implementations plan include:
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ROLES AND RESPONSIBILITY:
Every stakeholder of the company whether the marketing director or staff member have to follow
their roles and responsibility to meet the requirement of the business, the stakeholder of The Ritz
London such as marketing director, chef executive, staff member and general manager. Every
key player of the business have roles which they have to complete and responsibility towards the
betterment of the organization. The role and responsibility of The Ritz London can be
understood through include:
Hotel housekeeping duties: all clearing staff member of hotel need to take down this step, the
housekeeping department have responsibility to overlook at the maintenance of the hotel (). The
Ritz London is running this department in full stream which allow them to create excellence in
the business organization (Wood, 2017). When meeting the housekeeping requirement of Mr.
Paul & Misses, every housekeeping staff have provided professional service to the guest.
Housekeeping duties were completed professionally by these staff member.
Hotel concierge: concierge is one of the most powerful tool that can increase customer
satisfaction and test loyalty of the guest (Hill, Brierley and MacDougall, 2017). Every hotel use
concierge tool to create a care taking environment for their guest which help them to improve
experience and better online reviews. This part was added in the operational implementation plan
of The Ritz London to increase the hotel review online. Valuable guest of The Ritz London, Mr.
Paul & Misses had great experience because this hotel have implemented concierge as part of
operational plan.
Hotel operational strategy:
Operational strategy are main pillar of the business organization, without the strategies a
business might face weakness in the process and often lead to back stage in the competitive
market. Every strategy is being designed to take certain step which can satisfy the requirement of
meeting organizational goals and objectives (Tantalo and Priem, 2016). The Ritz London, have
operational strategies which need to implement at all parts of the business, stakeholder and their
role are divided according to the requirement of the strategies. There are some tools which The
Ritz London can use to measure the effectiveness of operational strategies such as:
Six sigma: six sigma is one of the most used and effective tool which mainly used in reducing
variation and help business organization to eliminate defect in business process (Antony, Snee
and Hoerl, 2017). The six sigma rule can help The Ritz London to reduce waste in the process,
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this tool is mainly applied to kitchen and central department to manage waste occur in food and
beverage process.
Hotel checklist: hotel checklist means the complete plan from top to bottom to avoid any
disorganized step in the process, checklist clear every barrier in the way of implementing
operational plan. Hotel checklist can help The Ritz London to cover every department and their
activity, checklist of The Ritz London. Hotel checklist have ensured that every requirement is
meet by the staff member and other stakeholder of the company, checklist was used in providing
service to Mr. Paul & Misses, this checklist has ensured every requirement of special guest of
The Ritz London.
Technology aspect:
Technology plays vital role in the business organization, technology maintain the smooth flow of
the process. Every hospitality business need to have latest and fastest technology to win the
requirement of the market. With the aspect of technology, The Ritz London have used latest and
fastest technology to stay ahead in the competitive market. This hotel has great online presence
which means it can be improved to better customer experience in online world, for example, this
hotel can list themselves on various booking sites where they can reach their target audience.
This part in operational implementation plan state that there are some stakeholders who are
involve in this plan such as IT department of the hotel, general management, marketing director
and other stakeholder who handle the presence of The Ritz London in online platform.
CONCLUSION
In this report have discussed a description of package/experience including pricing and
distribution of The Ritz London. Later this report have discussed how and why chosen target
group fits with current trend in the hospitality industry and how this impact the business
organization in certain ways. Later this report have discussed how the package/experience
benefit The Ritz London while considering financial aspect as well as aspect of loyalty. Later
this report have discussed Service Ecology Map Models to identify key player in the business
organization. Later this report have discussed detail operational implementation plan of
package/experience for each department and mainly roles and responsibility of stakeholder to
ensure excellence in the business organisation. At last this report have discussed five
recommendation to ensure that package/experience deliver high standard and service excellence
is maintained in the business organization. Customers are necessary in order to make sure that
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the organisation is reaching the profitable standards as well as the entities that are desired. This
can also be one of the stepping stone for success in the entire organisational entity and that can
also improve upon the stakeholder analysis and other sectors of the organisation.
This is explained in this report.
REFERENCES
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Operations management: [Online]. Available through: <Operations Management - Overview,
Responsibilities, Skills Required (corporatefinanceinstitute.com)>
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