Enhancing Customer Experience

This report analyzes customer experience enhancement strategies at The Arch London Hotel. It explores market segmentation, customer profiling, and touchpoint interactions to understand customer needs and preferences. The report also includes a customer journey map and recommendations for improving customer engagement and satisfaction. Desklib provides past papers and solved assignments for students.

Enhancing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
INDUCTION TRAINING PACK...................................................................................................1
1 Explaining the hotel carries out market segmentation and consumer profiling activities to
determine its market...............................................................................................................1
2 Examining the different ways in which customers can be profiled.....................................2
3. Drivers of customer engagement and different target customer group for the hotel..........2
4. Different strategies that are employed for on boarding these diverse customers...............3
CUSTOMER EXPERIENCE MAP.................................................................................................3
1. Customer journey map.......................................................................................................3
2. Identifying customer touch points to interact business......................................................5
EXPLANATION ABOUT LEVEL OF MAPPING........................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Customer experience is considered as essential and required process to keep the
organisation stable for long-term market condition. Enhancing customer experience is now
become the most essential part within company culture. The purpose behind is to keep sustained
profit revenue of the company in longer period of time. Present study is based on customer
managing experiences, for that report will be taking The Arch London Hotel in UK. Study will
explain about market segmentation and customer profiling activities to determine its target
market. Besides, different ways in which customers can be profiled how the wants and needs
offer by the company will also going to express in present scenario.
INDUCTION TRAINING PACK
1 Explaining the hotel carries out market segmentation and consumer profiling activities to
determine its market.
The first step of customer research is identifying the bespoke profile, needs and wants
(Blázquez, 2014). Customer segmentation has been based on demographic, geographic,
behavioural, lifestyle or many other ways company can set their customer products or services.
Identifying customer specification is just to research market new trend and new making
goals and better outcome results. Market segmentation helps the hotel in understanding needs,
preferences and expectation of different type of customers. Analysing needs of individuals needs
is difficult for the customer therefore focus of The Arch London Hotel is on grouping travellers
and guest according to their preferences and hospitality needs. However, customer profiling is
important for the company in many ways such as better brand strategy, improve distribution
strategies, customer retention, etc.
A business cannot exist without customers satisfaction for which segmentation and
grouping of guests play a vital role in meeting needs of buyers. For example, The Arch London
Hotel identifies needs and wants of their target buyers with the help of demographic
segmentation. With this help of this firm is able to group people with same characteristics
together and plan strategies and changes to meet their needs. By fulfilling the needs and wants
of the target customized, it will help to show up the new services and growth for The Arch
London Hotel. It helps to create vision for the company, it helps to enhance the brand value in
the market, long term relationship with tailored etc (He, Zhuang and Babin, 2018). Target
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customers of The Arch London Hotel is all age group people. It helps to full fill the long period
of time and managing work accordingly and great.
2 Examining the different ways in which customers can be profiled.
There are different ways to determine customer profile such as behavioural, psycho
graphic and profile variables. Such as behavioural variables likewise benefit sought from the
product and buying patterns such as frequency and volume of purchase may be considered in
different manner (Suri and et.al., 2018). From the basis of behaviour company can set their
profiled customers.
 Psycho graphic profiling helps the firm in deriving personality or lifestyle or consumers
which also make the better target and better servicing growth in order to meet out the best
goals and service performance (Pansari and Kumar, 2017). Profiling, is the another
essential a criterion for segmentation on the basis of which company set the best prices of
product or services
 Socio economic profiling is another type of customer profile which belongs to different
attributes such as income, education background, attainment, occupation, neighbourhood
and association membership. With the help of this profiling the firm is able to fulfil
expectation of different types of guest with optimum utilisation and cost effectiveness.
 Affinity Profiling is another kind of customer profiling which refers to the bond between
customers and company with the brand. When a customer has affinity with the company,
they always keep in touch with that particular brand. This helps the Arch hotel in
determining potential visitors of hotels for which the firm focuses on meeting customized
neds and expectation.
3. Drivers of customer engagement and different target customer group for the hotel.
 Digital Communication: Communication is the best way to understand client and their
needs and wants. So, for that, Arch London Hotel need to maintained the proper
communication via digital platforms like Instagram, Facebook, etc.
 Quality of services: Quality is the second most essential thing which promotes customer
engagement and reflected in reviews and revisit of guest to Arch Hotel. Customers are
looking for a good quality of food, accommodation services that helps to get full
satisfaction to employees.
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 Optimize guests’ insights: Company needs to take into account customer insights in
their marketing campaign. In this customer engagement process firm aim at customer
faith and resolve their issues as well. This helps the firm to collect post service feedback
and outlined improvement areas on the basis of views of guest.
4. Different strategies that are employed for on boarding these diverse customers.
On boarding Strategies will be used by Arch Hotel are as follows:
 Optimize Orientation: This is the best tool or a strategy to gain the plane orientation for
the company to gain some more profit maximization process. Better plan will make huge
impact on the outcomes which is good for the Arch hotel to maintained the effective
working environment. It helps to fulfil the desired results; Arch hotel needs to give
effective training to their employees in order to use optimum resources to get the final
objective.
 Build up a better network: This is another strategy that helps hotel in build-up the
communication gap between business and customers. Effective communication is the
best source building network for which h Arch hotel will focus on joining Facebook
groups and review management which will helps in proving support to guest. On the
other hand, it will helps developing network with different customer group (Rosenbaum,
Otalora and Ramírez, 2017).
CUSTOMER EXPERIENCE MAP
1. Customer journey map
Figure 1: Company Journey Map
(Source: What is customer Journey Map, 2018)
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CUSTOMER JOURNEY MAPPING
Stage Explore
Itineraries
Book a
Accommo
dation
facilities.
Pre-
booking
During
services
Post-Services
CUSTOMER EXPERINCE
Touchpoin
ts
-Hotel
information
or details.
-Pres sales
support
channel.
- Book
rooms via
Company
app
-Rooms
details and
prices via
official
website.
-Supportive
service by
company.
-Provide
24-hour
customer
service.
-Feedback
Thinking
& Feelings
-Lack of
communicati
on channel
-Lack of real
time support.
-Lack of
latest
infrastructur
e
development
.
-
Ineffective
process of
online
booking
-Unable to
book via
smart
devices.
-No direct
way for
printing
receipt.
-lack of
information
of sites.
-Unable to
communica
te with
local people
- happy to share memories.
RECOMMENDATION
Ideas for
improveme
nt
-Adopt
various
support
systematic.
-Develop
-Adopt
simple
method of
booking
processing
-Provide a
planning
checklist.
-provide
guidelines
-Hire
multilingua
l employee
for the
support of
-Give some complementary
gifts or services.
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infrastructur
e facilities.
-Support
advanced
searching.
.
-simplify
the page
flow of
booking.
for
booking.
client
needs.
2. Identifying customer touch points to interact business.
Hotel information or details via official website and company application: It is the
effective way to attract and communicate about product or services. This also easy in easy
booking, price check listing and determining customer response.
Support by customer service staff: The Arch Hotel can also mail to their clients about
new offers, discounts and packages. This is the best way to communicate their own information
direct to their all connected clients and sources. 24-hour services can help customer to get
resolve their any query anytime. This customer touchpoint help customer to stay connected with
the company every time.
Feedback: This is the best channel of customer touchpoints Web site is the most
potential customer touchpoint that helps buyer to gathered all required information. Hotel should
focus on to develop the potential graphics in order to get the client feedback.
EXPLANATION ABOUT LEVEL OF MAPPING
On the basis of above customer journey map, it will help for the company to adopt
different development areas by enhancing the customer journey and getting good experience as
well. The Arch Hotel presenting the satisfactory map to get the customer satisfactory result.
Customer journey is helped in outlining lacking areas and corrective action plan.
CONCLUSION
Present study discussed about customer journey map of the hospitality sector. It has been
completed that, customers are the most essential part for organisation that affect business growth
in a better manner. Further, the study also concluded the with touch points which are outlined via
customer mapping.
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REFERENCES
Books and Journals
Blázquez, M., 2014. Fashion shopping in multichannel retail: The role of technology in
enhancing the customer experience. International Journal of Electronic Commerce. 18(4).
pp.97-116.
He, H., Zhuang, W. and Babin, B. J., 2018, May. Enhancing Customer Experience in the Sharing
Economy: An Abstract. In Academy of Marketing Science Annual Conference (pp. 329-
330). Springer, Cham.
Pansari, A. and Kumar, V., 2017. Customer engagement: the construct, antecedents, and
consequences. Journal of the Academy of Marketing Science. 45(3). pp.294-311.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Rosenbaum, M. S., Otalora, M. L. and Ramírez, G. C., 2017. How to create a realistic customer
journey map. Business Horizons. 60(1). pp.143-150.
Stein, A. and Ramaseshan, B., 2016. Towards the identification of customer experience touch
point elements. Journal of Retailing and Consumer Services. 30. pp.8-19.
Steinhoff, L., Witte, C. and Eggert, A., 2018. Mixed Effects of Company-Initiated Customer
Engagement on Customer Loyalty: The Contingency Role of Service Category
Involvement. SMR-Journal of Service Management Research. 2(2). pp.22-35.
Suri, R. and et.al., 2018. Using Neural Correlates for Enhancing Customer Experience Through
Effective Visual Price Placement. In Neuroergonomics (pp. 285-286). Academic Press.
Online
What is customer Journey Map? 2018. [Online]. Available through :<https://www.visual-
paradigm.com/guide/customer-experience/what-is-customer-journey-mapping/>.
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