Customer Engagement Factors Influencing Customer Experience in The Royal Horse Guards

Managing customer experience 1 2 INTRODUCTION 3 TASK 13 P1 Explaining the value and importance of park understanding needs, wants and preferences of target customer groups in The Royal Horse guards 3 TASK 24 P2 Factors driving and influencing customer engagement ofdifferent targets' customer groups in The Royal Horse guards 4 M1 Review customer engagement factors determine customer on boarding strategies for different target customers 11 D1 11 TASK 318 P3 Creating customer experience map for service sector organisation. 21 LO 3 21 P

Managing customer
experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explaining the value and importance of understanding needs, wants and preferences of
target customer groups in The Royal Horse guards...............................................................3
TASK 2............................................................................................................................................4
P2 Factors driving and influencing customer engagement of different targets' customer groups
in The Royal Horse guards.....................................................................................................4
M1 Review customer engagement factors determine customer on boarding strategies for
different target customers ....................................................................................................11
D1.........................................................................................................................................11
TASK 3..........................................................................................................................................18
P3 Creating customer experience map for service sector organisation................................18
P4 Discussing customer touch points that helps customer experience creating business
opportunity...........................................................................................................................20
M2 Creating detailed customer experience map.................................................................20
D2 Analysing the selected services sector organisation that helps to optimise each of the
buyer touch points................................................................................................................21
LO 3...............................................................................................................................................21
P5 Examining digital technology employed in managing customer experiences providing
examples of customers relationship management system....................................................21
M3 Evaluating the digital technologies employed in managing the customer experience within
service sector........................................................................................................................22
D3.........................................................................................................................................22
LO 4...............................................................................................................................................22
P6 Illustrating customer service strategies...........................................................................22
P7 Demonstrating customer service strategies create and develop the customer experience that
meet needs of customer and required standards...................................................................23
M4 Review the application of customer service strategies of a specific service sector.......24
D4.........................................................................................................................................25
CONCLUSION ............................................................................................................................25

REFERENCES .............................................................................................................................26

INTRODUCTION
Managing customer experience is the most essential and required type of managing work
in an efficient manner. Managing work with customer helps in creating customer's loyalty
towards the business activities. Present study is based on customer's managing experience with
hospitality sector where customers are the first priority of businesses. For which, study will be
taking the Royal Horse Guards Hotel situated in London. Further study will be introducing the
importance of understanding the needs, wants and preferences of target customer groups for a
service sector industry. Present study will help to identify the new approaches to make the new
operating departmental tools and technique to approach customer attraction.
TASK 1
P1 Explaining the value and importance of understanding needs, wants and preferences of target
customer groups in The Royal Horse guards
Customer needs and wants are the primary duty for the hospitality sector that helps to
keep the following charges and best performing goals. In case of tourism sector, customer
requires experiencing satisfaction (Adhikari and Bhattacharya, 2016). Business traveller always
look for services in actual manner of growth in order to meet out their own personal needs and
growth. However, every customer requirements can be put under the headings of a need.
Besides, another need of customer is happy and friendlily hotel staff through which client can
easily convey their needs in easily manner. In order to approach target customer, Royal Horse
guards needs to considered following given point.
Client confidence: Every customer and manager think differently. According to that,
The Royal Horse guards needs to understand the needs and wants of the client requirement. It
helps to enhance the confidence level of customers towards the company brand (Bowie, Buttle,
Brookes and Mariussen, 2016). The Royal Horseguards also must convey all required
information about goods and services to their potential client.
Build brand image: understand needs and preferences of customers also helps on
building the brand image national as well as internationally. Achieving, The Royal Horseguards
have to understand the need and wants of the customer in order to meet out the best performing
goals. This will help in increasing the business in future date in order to build up the new
developing target performance area.

Repeat business : To repeat business of hospitality industry, The Royal Horseguards has
to understand the requirement of customers so that they can seek for additional level of products
and services offered by them (Brandon-Jones and et.al., 2016).
Business person Low calories
meals
Access ramp next to
front steps
Wi- Fi
Intimate atmosphere
Sufficient space to
pass between tables
Proper infrastructure
Couple on a first date Terrible customer
service
Bottle warmers
Candlelight
No garlic in the dishes
Soft music
Unpleasant smells
from the drains
Mothers with babies Over-priced poor
quality food
Nappy changing
facilities
Unpleasant smells
from the drains
Place to park
Terrible customer
service
Bottle warmers
TASK 2
P2 Factors driving and influencing customer engagement of different targets' customer groups in
The Royal Horse guards
Customer-engagement is the most required and challenging practices that should
company needs to be considered (Chathoth and et. al., 2016). As per the chosen target customers
such as disabled person, couple on a first dates, mother with babies etc. according to them all,
every customer having different thought process regarding their own needs. Before, getting into
the business services and growth. Some of the factors which influence customers in different
manner.
Brand name: Brand is the identity of a company or a product through customer can
easily identify the product or services. Such as couples are always looking for the best place to

make the best moment for them (Davis, Lockwood, Alcott and Pantelidis, 2018). For this, they
make decision by looking at the best thing. In this context, brand image play a most important
role in order to keep that position alive and growth full.
Pricing: Pricing is the another term which help to required product at considerable
amount of price in the market. Customer are also engaged with the services or performances
which gives the better target performance in order to meet out the best possible action plan.
Apart from that, pricing factor is the another major factor which approves the long lasting matter
of fact which creates the better enactment goals.
Personalised : Shoppers or customers want personalised experience in which personal
interactions can by anonymous and easier with customers with help of personalised experience
regarding sharing right procedure and service at perfect time with correct people.
Customer service : It is the another driving factor which influence customer engagement
policy and also encourage them into more appropriate manner. In Hospitality sector, customer
service play most important role in customer attraction (Durna, Dedeoglu and Balikçioglu,
2015). The Royal Horseguards should attract their target customers by providing the best
customer services.
Overall, on the basis of above discussing factors, it has been cleared out that The Royal
Horseguards need to adopt the best quality services for their customers in order to meet out the
customer attraction goals (Han and Hyun, 2015).

M1 Review customer engagement factors determine customer on boarding strategies for
different target customers
There are given done customer engagement factors which helps to determine the brand
loyalty in a particular industry. Thus, strategies of customer engagement which helps to be
considered such as The Royal Horse guards can make clear expectation for customer such as
they must be. Besides, The Royal Horse guards can also showing value by offering services and
meet their needs. In order to engage customer interest in the business activities and goals that
helps to remain in the long term goals. Some strategies are all hands support, measure product
engagement, involve power users, be real etc.

D1
Customer engagement is the most important term which helps to provide profit
measurements for the companies. The Royal Horse guards needs to research the current
customer demands in hospitality sector. According to which company can easily adopt that
particular type of needs and wants.

TASK 3
P3 Creating customer experience map for service sector organisation.
Customer experience mapping is the most important tool to attract the attraction level of
customers as it helps to engage client customers and long term relationship. Thus, it makes forms
but appears in type of infographic (Hwang and Seo, 2016). It helps to teach the organization to
know more about customers. Customer is the most important factor for the company to develop
the long term factor in developing the company profit revenue. Thus, customer experiences map
helps to discussed some essential point below.
Website : In this growing age of e-commerce, no one can survive without an online
presence. Website is the most crucial to the experiences of customers that has given the huge
impact on the image of company (Jauhari and Bharwani, 2017). The Royal Horseguards needs
to provide all required information and essential offer to attract the customer. For that, The

Royal Horseguards can also put some graphic presentation on the website that will help in
company's effective performance.
Reviews sites: This is the another major element of customer experience which is the
new managing task full source in order to meet out the new advancement results and growth.
New customers are always looking for the reviews which has been posted by other customers.
This is the another customer map which they link with the other company materialistic growth
(Kandampully, Zhang and Bilgihan, 2015).
Text messages : Text is the best type of communication with customers so text messages
are a great way to express oneself in order to reach huge volume of customers. Text message is
the most convenient way to communicate with customers. This helps The Royal Horseguards to
make proper effective communication channel (Schuckert, Liu and Law, 2015).
E-mails: this will help in reinforcing relationship which helps to get to know about new
information regarding hotels. Nowadays, company can flow their new offers and discount
information directly to the email manner. This gives the best opportunity to The Royal Horse
guards to make the best image in their customer minds.
Paper mail : This is the another form of mail which helps to engage the customers but
also convert them to buyers of products and services offered by company.
Telephone: It is the most influencing and engaging way to pass the message. Telephone
is the another source which helps company to connect with customers into best possible manner
(Manhas and Chauhan, 2017). Customers can further refer The Royal Horseguards to their
friends and families if they are connected well with phone.
Restaurant environment : This also plays a vital role in attracting large number of
customers towards the brand. The environment of The Royal Horseguards is positive and
attractive. For attraction and engagement of customers, the Royal Horse guards need to make
sure about their environment.
Restaurant staff- Staffs of Royal Horse Guards must be skilled and talented. They must
know what and how the customers actually want their needs to be fulfilled accordingly provide
service to them (Schuckert, Liu and Law, 2015).
Restaurant management : The Royal Horseguards must be ensure about the restaurant's
management and about the services and goods provided by them which must be managed in well

mannered. Management of Royal Horse Guards should be very effective and fast in terms of
taking customer query (Jauhari and Bharwani, 2017).
P4 Discussing customer touch points that helps customer experience creating business
opportunity.
Customer touchpoints are places where they interact with the brand easily that help to
indicate the best forming results for the customer's management styles. Customer's touchpoints
are always based on company websites, rating, reviews and departments of customer service.
(Kandampully, Bilgihan and Zhang, 2016).
Script between customers and waiter in Royal Horse Guards
Waiter : welcome sir how may I help you
Customer : Thank you
Waiter : What would you like to have in dinner ?
Customer : I would like to have some special dishes of your restaurant
Waiter : Butter Chicken is the best dish we serve
Customer : get one plat for me and ho much time it takes
Waiter : approx 15-20 mins
Customer : meanwhile get me some glass of water
Waiter : yes sure sir.
Products : Here, website is clarified or demand as a product, it has been featured about
websites quoting competitive prices. The Royal Horse guards, must need to analyse the customer
needs and goals in order to meet out the goals (Kandampully, Zhang and Bilgihan, 2015).
Interactions : This includes two way interaction that can be n person wither on phone or
virtual. It is very necessary for the hospitality industry to understand the needs of clients and also
make the proper interaction level emotionally or personally.
Create a clear customer experience vision : company also needs to require and adopt
the best possible action plan in order to meet the out the grab new opportunity growth. Customer
always needs to require best forming results (Manhas and Tukamushaba, 2015).
M2 Creating detailed customer experience map.
Customer journey charts model as given below:
 Nail down buyer persona: it develops the needs of customer persona and their needs &
wants

 Understanding goals : next step is to specify what actually needs to want to identify the
hopes to achieve as they go through the journey.
 Map out touchpoints : The Royal Horse guards needs to come up with the touchpoints
as some may have more impact than others.
 Identify the pinpoint of customers : In this process company collects information to
identify the regarding customer thinks wrong. Company needs to analyse their own
performances to judge all things and goals (Schuckert, Liu and Law, 2015). This has
been done with the help of getting feedback by E- mail, telephones.
 Prioritise and fix roadblocks : in this process company also needs to make the blocks
that affect the sign up process of customers and make then easier than soon as possible.
 Update and improve: in this last process of touchpoints is that to review the overall
process to correct them well. Update process of customer opinion has been done with the
help of provide the latest information on websites.
Illustration 1: Customer info graphic of Royal Horse guards
D2 Analysing the selected services' sector organisation that helps to optimise each of the buyer
touch points.
The Royal Horse guards can adopt the best strategies and plan to make the best planning
and goals by applying new infrastructural facilities. New area of hotel side, offering new holiday
packages, discounts etc. Wants to make the better goal services and best forming results. The

touchpoints that creative and easy to use by customers. This touchpoints goods and most
essential goals.
Every touch point of the customer will help to engage better company format goals and
better challenging task into the best possible action plan. With the help of customer survey Royal
Horse Guards can easily make new strategies and goals. As per the experience level of customers
with waiter was really good. Customer get happy with the way waiter assists to clients.
LO 3
P5 Examining digital technology employed in managing customer experiences providing
examples of customers relationship management system
Customer relationship management system is a business practice that maintains
relationship with customers. Digital technology has always been engaging customers towards the
best services. Digital technology is the most essential part in terms of attracting customer's focus
towards the management work (5 Steps to a great customer service strategy, 2017). Moreover,
digital technology helps in customer relationship management that leads to the higher
management work (Manhas and Tukamushaba, 2015). CRM helps marketing by learning about
leads and clients which has been used to build personas, developing meaningful and relevant
content and developing strategies and engage and convert. This systems give marketer ability to
become data into more appropriate. Customer relationship management also helps in delivering
great experiences of customer means delivering the satisfying services to customers. CRM also
helps in making stronger teams of customer service (Schuckert, Liu and Law, 2015). Customer
relationship management helps in delivering great experiences of customers means they are able
to deliver and satisfy the needs and wants of customers.
LO 4
P6 Illustrating customer service strategies.
In hospitality sector whether it's restaurant or a five star spa, tremendous focus is placed
on providing is placed on providing quality customer service. Company manager goes on to
explain that in the hospitality in order to develop the new customer service. Start by listening to
consumers, citizens design evolved from listening to what traveller want and need from hotel
services.

Make client aware about all services or products : When everyone The Royal Horse
guards needs to give more liable (Chathoth and et.al., 2016). Customers all services or offers
they provide to the client. This process helps to develop the client trust and satisfying with the
services.
Build infrastructure supporting customer service : Customer preferences is the
another easy way to control the best possible action plan. Apart from that, The Royal Horse
guards provides the supports' customer service.
Deliver on premises made: The Royal Horse guards also provides the bes customer
service and long term challenging goals in order to meet the best icon goals.
Resort the issues of customers : The Royal Horse guards also needs to solve the conflict
of all customers to make customer satisfy and needful (Davis, Lockwood, Alcott and Pantelidis,
2018).
P7 Demonstrating customer service strategies create and develop the customer experience that
meet needs of customer and required standards
Customer service strategies are termed as strategies that defines standards of care and
service that is offered by company. This also helps to control, this overall process and long term
challenge will help to contribute the best possible action plan in order to generate long term
growth (Davis, Lockwood, Alcott and Pantelidis, 2018). Due to increasing competition level in
the market, hotel needs to forcing businesses to pay much more attention towards their
customers. There are given some strategies and methods to develop the customer service to
develop their best experience level.
Be real
Company always be real in from of their customers weather it is in quality or material
that company used. Company can easily attract the customers or assess their needs by focusing
on target customers, satisfaction surveys, customer comment cards and developing a
comprehensive plan to meet out the needs of clients.
Measure product engagement
It is the another strategy that company could adopt in which company can also adopt the
process of evaluating the better environmental goals. is the another way to make customer happy
and satisfied, that is to hire the best employees at work place. Hiring with the customer in mind
is another step in an overall strategy for strong customer services (Bowie, Buttle, Brookes and

Mariussen, 2016). Besides, it is also required to keep employees stable and most productive
towards their work level.
Involve power users
Company needs to involve the interest of power customers in order to select the best
forming returns. This must be required to hold the long term goal by given training and
developing session to the employees.
Hold people accountable
Employees should have skills to understand the needs of the clients and know how to
deal with uncertain clients (Hwang and Seo, 2016). Overall, performance required to make the
best performing task which helps hospitality industry to grow up the better customer service.
M4 Review the application of customer service strategies of a specific service sector
Date and time of visit: 12th November 2017
Ambience and First Impressions The welcoming process
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
Climate and environment Slow customer service I would be change the staff
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
Presentation Promotion of food services I would be invest on
employees skills and
development process.

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
Reasonable prices Limited variety of services I would be acquiring the best
outlets and infrastructural
changes.
D4 Evaluating the degree od customer service strategies, communication and recommendation
for better quality improvement.
For improving the quality of performance and guest appearance, company needs to adopt
some new infrastructural development which improves the customer appearance level (Hwang
and Seo, 2016). Company also needs to make the good appearance and long terms goals to
perform into the long term manner. Company needs to evaluating the customer experience in
order to meet out the customer better needs and goals.
CONCLUSION
On the basis of above section it has been concluded that customer managing experiences
is the most required and essential process for the company in order to meet out the client's
satisfaction level. Study discussed about the target customer of the hotel that might be become
profitable for the company. Further, it also analysed that it is very much necessary for
organisation to understand the needs of customer wants and satisfaction. On the basis of above
discussion, it has been concluded long term leading and managing successful business growth
for hospitality sector.

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Online
5 Steps to a great customer service strategy. 2017. [Online]. Available
through :<https://engagecustomer.com/5-steps-to-a-great-customer-service-strategy/>.