Implications of Customer Experience in Hotel Hilton

Customer Experience 0
Essay Title: An essay examining the implications of customer
experience in relation to Hotel Hilton
Student Name and Number: ---------
Submitted to: Dr. David Gration
Subject Assessment: Marketing Management (LB5202) –
TASK 1 – SP21 – 2019
Date Submitted:
Word Count: 1566 words

Customer Experience 1
This essay aims to review the marketing theory topic of customer experience and how
it relates to the Hilton Hotel. For the purpose of this essay, customer experience is defined as
a perception of their rational, physical, emotional, subconscious and psychological interaction
with any part of the organization. The perception affects the behavior of the customer and
drives customer loyalty. It is regarded as an important factor for increasing the economic
value of the organization. The customer-centric strategy of customer experience helps in
delivering valuable customer experience (Lemon & Verhoef, 2016). This essay relies on the
use of secondary information from a variety of academic and non-academic sources
According to Verleye 2015, the creation of unique experience has become the
emerging need for the companies to sustain the competitive advantage. The companies are
focussing on converting into “the new experience economy”. The economy is shifting from
traditional marketing to the new approach of marketing i.e. experiential marketing.
The concept of experiential marketing focuses on engaging the customers and
delivering a real-life experience to its customers. Its main focus is to let the consumer
experience the brand. It provides a personal connection to the customers and touches the
emotional side of the consumer (Homburg, Jozic, & Kuehnl, 2017).
According to Gilliland 2018, the peak-end theory of marketing helps in achieving
maximum satisfaction of the customers. This theory focuses on providing the best finishing
for the customers. The author believes that strong finishing helps in outweighing the pains
suffered by the customers and delivers a long-lasting impact on the customers. For example,
the complimentary drink or the sweet dish provided by the hotel reduces the pain of bad
customer experience and turns the negative experience to a positive one. The theory focuses
on developing an emotional connection with the customers and providing personalized
services.

Customer Experience 2
According to MacDonald 2019, positive customer experience can be achieved by
developing a customer-centric strategy. This strategy focuses on delivering more than good
service. It focuses on enhancing the customer experience from the awareness stage, through
the purchasing process and through the post-purchase process. The core focus of this strategy
is a customer and puts the customer at first. It focuses on understanding the customer and
making continuous efforts in delivering valuable customer experience. It analyses the needs
and the wants of the customer and builds positive relations with the customer. It applies
formulated customer strategy and creates loyal customers for the company.
According to Hyken 2018, customer experience is considered as the new brand. The
increasing brands and globalization have expanded the competition to another level which in
turn creates the emerging need for the brands to stand out the competition. In order to sustain
the competitive advantage the company’s focus on delivering the memorable experience to its
customers and are considered as the key ingredient in determining the success of the
company. The customer experience is shaped by the way the company handles marketing and
research. Advertisement plays a major role in shaping the customer experience and increases
the chance of a brand crisis. Lastly, it includes the ecosystem in which it analyses how the
integrated ecosystem of software, product, and services opens the new opportunities for the
customers.
Creating a powerful and memorable experience has become the most complicated
task for the companies and the companies must focus on adopting the strategies that deliver a
valuable experience to its customers. The companies must focus on creating a consistent
process for providing the solution to the problems of the customers. The different
departments make the customer frustrated and turn the experience into a negative one. It must
provide consistency in after sale services and must develop a 24-hour customer support