Managing Customer Experience in Hospitality Industry - The Savoy Case Study

HOW TO MANAGE THE
CUSTOMER EXPERIENCE

Table of Content
PART 1............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
1-Defining market segmentation and an exploration of The Savoy use of individual
characteristics for purpose of market segmentation.....................................................................3
2-Explaining the importance of customer’s needs, preference and wants...................................4
3-Examining how The Savoy can utilize consumer behaviour & attitudes of varied market
segments to build brand loyalty and trust....................................................................................5
4-Reviewing various factors influencing customer engagement.................................................5
5- Evaluation of wider range of different target consumer group’s needs & expectations in
term of consumer engagement for The Savoy.............................................................................6
6- Definitions of consumer experience map................................................................................6
7- Creation of detailed consumer experience map that charts the consumer journey model and
examine activities & action at each touch point..........................................................................6
8- Discussing how hotel can optimize each of consumer touch points to influence the
behaviour and respond & action of consumers. ..........................................................................8
CONCLUSION................................................................................................................................8
PART 2............................................................................................................................................9
INTRODUCTION ..........................................................................................................................9
1-Customer Relationship Management........................................................................................9
2-Digital Transformation of Customer Experience...................................................................10
3-Advantages and Disadvantages of Guest-folio.......................................................................11
4-Illustrating Customer service strategies..................................................................................12
5-Explaining how customer service strategies improve customer experiences.........................12
6-Evaluating delivery of consumer service tactics and communication in The Savoy and
making justified suggestions......................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

PART 1
INTRODUCTION
Consumer experience is considered as totality of sensory, affective, cognitive and
behavioural customer’s responses during each stage of consumption procedure including utilize,
pre and post purchase phases. It also refers to how a venture engage with their target market at
key stages of their purchasing journey. The current assignment will be based on The Savoy,
which falls under the category of top 10 hotels in the UK. The study will explain market
segmentation and key features, value, & significance of comprehending needs, preferences and
wants of target consumer groups for hospitality industry. It will define factors that drive &
influence customer’s engagement of different target consumer groups within sector.
Furthermore, the report will also justify buyers experience map and how all touch points
throughout customer experience create venture chances for chosen hotel.
1-Defining market segmentation and an exploration of The Savoy use of individual
characteristics for purpose of market segmentation.
Market segmentation is sdefined as one of those practices that management has been
conducted in order to divide their target audience into approachable units (Pafi, Flannery and
Murtagh, 2020). This practice effectively creates subsets of a market, that is based on priorities,
demographics, and other psychographic criteria that have utilized to better comprehend each
buyer. It is also considered as key marketing tactic in which chosen or target groups of customers
are determined so that specific items or product lines might be presented to them in term of
appealing to their interest’s level.
The Savoy and its marketer after selecting all as its target consumers, may consider their
key features in effective manner and these are;
 Target segment of hotel belong to multicultural background as each consumer follow
particular region or culture.
 They are capable to conduct appropriate research before taking essential decision
regarding products purchase or service utilization.
 They have a certain income extent according to which they may take approach to select
and utilize particular item or service of hospitality industry.
 Another characteristic of individual is that they are able to differentiate goods and take
right decision on time.

2-Explaining the importance of customer’s needs, preference and wants
Understanding about customers requires in today's market is quiet important for
management, as it aids management in improving the efficiency and customer satisfaction for the
company.
Increasing Profitability: It is quite important for firms to gather information about
customers as, it aids 'The Savoy' to know more about their demanded market trends (Yen, Teng
and Tzeng, 2020). With adapting to new trends and analysing about customers converts easily
customer trends into organization profits. Increasing sales results in more brand evaluation and
profit maximization for firm.
Market Segmentation: Another reason for companies for knowing about customers’
needs and wants to have understanding about different types and segments of customers. As once
customers being separated into various segments and categories, it became an ease to marketing
about products more accurately towards target customers. For example, 'The Savoy' chooses high
class people to market.
Market Requirements: One of important reason to get knowledge about customers
wants and what are their wants and requirements (Ilyas and et.al., 2021). To observe about in-
growing marketplace trends customers may follow or new market requirements for easily
convincing and attracting variety of consumers. Focuses on consumer’s personal taste and
preferences and creating generic interest of the customers in liking and providing them with great
services too.
Increasing Brand Value: Also an important reason to understand about customers.
Wants and needs by them so firm may able attract more and more of customers resulting
increasing sales for hotel and direct impact on brand value for the company. With a great and big
brand value it became more flexible for company to attract customers towards them. This also
aids in getting engagement of more new consumers and increasing in value and market share for
firm.
Competitive advantage: With proper information about customers 'The savoy' may
tends to acquire advantage over other competitors (Park and et.al., 2019). This aids in resulting
converting other hotel companies customers into our company's customers. As it's customer’s
behaviour to shift from non-availability areas towards to place with full of resources.