Exploring how to manage the customer experience

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Explain significance of understanding needs of target consumer base..................................4
P2 Explain the various factors that impact and drive customer engagement of several target
customer groups in the service industry......................................................................................6
TASK 2............................................................................................................................................7
P3 Develop a customer experience map for respective organisation..........................................7
P4 Discussion of how customer touch-points throughout the customer experience develop
opportunities for respective organisation....................................................................................9
TASK 3..........................................................................................................................................10
P5 Analyse how digital technology is employed in managing customer experience in service
sector along with particular instance of customer relationship management............................10
TASK 4..........................................................................................................................................11
P6 Elaborate customers service strategies in context to respective organisation......................11
P7 Explain how customer service strategies develop & create the customer experience in a
manner that fulfil the requirements of customer and meets business standards.......................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Customer experience is termed as a holistic perception of the experience gained by the
customer with the brand. Along with this, it is the result of every communication & interaction a
customer has with the organisation that is from searching information to the buying of products
and services. Customer experience is basically the key of an organisational success and also help
in sustaining at marketplace for longer time period. It also develop an opportunity to company to
enhance its level of performance and gain higher profits as well (Al-Maamari, 2016). It is
important for an organisation to provide high experience to customer as it help in developing
positive image towards brand and enhance performance of an organization. In the present report.
The Savoy Hotel is chosen as a base company. It is a luxury hotel situated in central London,
UK. It also has restaurant and bars and have provide its services globally. The report will
describe the significance of understanding customer requirements, needs and wants. Along with
this, factors that influence customer engagement of different target customer group is discussed.
Customer experience map is develop & how customer touch pints create opportunities for
respective organisation is elaborated. Moreover, how digital technology is employed in
managing customer experience with an example of customer relationship management. In the
last, how customer service strategy create in a way which meet requirements of business
standards and meet customer requirement is elaborated properly.
TASK 1
P1 Explain significance of understanding needs of target consumer base.
Customer service is defined as all the practices and methods conducted by an
organisation to transcend expectations of the consumer before during and after completion of
sales. Customer service involves understanding needs and wants of the consumers to formulate
policies which provide maximum satisfaction to the consumers (Azzam, 2019). Target consumer
base consists of individuals with common characteristics which have potential to become
consumer of an organisation.
In context of the Savoy hotel in central London, the target market consists of corporate
travellers, groups on casual vacation and individual travellers who are looking for

accommodation or fine dining experience in London. Understanding the preferences and
interests of the target consumer base plays a significant role in growth of an organisation
The significance of understanding needs and wants of target consumers is described below:
 Increases innovation : Acquiring better understanding of various needs and wants of
target consumer base allows the organisation to create innovative services which
increase consumer satisfaction. The Savoy hotel regularly conducts market research
from experts in that field to gain better understanding of their target customer base .
This practice helps the organisation provide innovative solution to their needs and
give their consumers different and creative services reflecting their interests and
preferences (Bilgihan, 2016). This not only helps the organisation achieve peak
consumer satisfaction but also gives the organisation competitive advantage over their
rivals due to their new and innovative services.
 Formulate effective strategies: Getting better view of the target consumer's interests
and preferences gives the organisation knowledge to formulate effective strategies
related to various operations conducted at the organisation. The respective hotels uses
customer data collected from various sources to formulate effective policies and
implement favourable strategies. These strategies help the organisation attract new
customers and convert existing target consumer base into loyal consumers, because
each consumer feels valued by their organisation. The consumers stay with the
organisation for longer periods of time because their expectations and necessities are
being fulfilled by the organisation in effective manner.
 Improves consumer engagement: Obtaining knowledge related to needs and wants of
the target consumer base helps an organisation improve consumer engagement .
Factoring consumer preferences in policies related to consumer engagement enhances
consumer engagement at all phases of their customer journey. This increase customer
satisfaction and allows the organisation to retain consumers for longer time period.
The respective enterprise trains their hotels to enhance their skills related to consumer
engagement. by using feedbacks from various target consumers. This practice helps
the organisation develop consumer engagement techniques which guarantee positive
feedback from the consumers as they are constructed after understanding interests ,
expectations and needs of the consumers.

 Offer higher power over customer satisfactions- Customer decision behaviour for
buying a product is depend on their requirements and needs. Therefore, understanding
the needs of customer plays an important role as it assist in meeting the expectations
of customer and satisfying them in a proper manner (Dung,, 2019). It is determined
that understanding the requirements is important in order to gain higher growth and
success at marketplace. It is important to meet with the needs of customer as per the
market trends and their requirement that results in better offering by The Savoy hotel.
Moreover, it also assist company to achieve competitive advantage at marketplace
and achieve objectives in a timely and effective manner. Also, with higher
satisfaction the hotel will gain their customers loyalty & effectively engage them that
leads to raise in productivity and profitability as well.
It is examined from the above discussion that acquiring knowledge related to needs and
preferences of target consumer base is crucial for the development of an organisation as it helps
the organisation increase their consumer engagement and product innovation. This practice gives
the organisation knowledge required to formulate strategies that ensures maximum consumer
satisfaction along with growth of respective company.
P2 Explain the various factors that impact and drive customer engagement of several target
customer groups in the service industry
It is stated that there are different factors that impact & drive customer engagement to of
target customer group. In addition to this, it is important for higher authorities of The Savoy
hotel to focus on all such factors as it help in retaining customers for longer time period. The
factors are given below:
Compelling offers: There are many offers provided by the organisations with an
objective to attract large number of customer and engage them for longer time period. In relation
to The Savoy hotel, it can provide such offers in off season as it help in maintaining the
performance and profitability of organisation in off season as well. Along with this, it also assist
in attracting people and retaining them for longer time that has direct impact on its market
performance in a positive manner.
Competitive prices: It is undertaken as one of the important aspect that has influence on
the customer decision-making process. It is significant for organisation such as The Savoy hotels
to set its prices after analysing its competitors pricing as it help in attracting large number of

people and enhance their customer base level as well. It is determined that The Savoy hotel offer
its pricing that is convenient and affordable to the customers and engage them for longer time
period.
Accessibility: Nowadays, customer find information about their product and services on
internet and website as it help them to easily know about that particular organisation. It is
important for a company to ensure that all of its information is provided on its website so that it
can easily access to customers (Freiherr von Richthofen, 2019). It is analysed that The Savoy
hotel has its own website and page that consist of all the data involving the option of direct
booking for customers. Along with this, it also provide 24*7 assistance so that customer queries
is resolved timely and properly. This develop a positive mind set of customers towards the brand
and engage them for longer time period.
Apart from this, there are two main strategies for engaging customers, which are as
follows:
On boarding strategies: It state that first impression must be effective as it matters in
engaging customer with the brand. It is significant for The Savoy hotel to set an effective or well
organised and systematic entry for its customer as it assist in developing first impression positive
and also set a brand image at market which leads to raise in customer base level and customer
engagement as well.
Post-boarding strategies: It is related with after consumption of service by customer
which is significant for an organisation to know the level of satisfaction they gain by taking
services. Along with this, it help organisation to make improvements that meet with customer
expectations. With reference to The Savoy hotel, it take feedback from all of its customer who
consume its services as it help them to know where they lack and in which areas they require
improvements. Moreover, it also help in making customer feel important and valued after
consuming its services that leads to customer retention as well as satisfaction.
TASK 2
P3 Develop a customer experience map for respective organisation
A consumer completes various stages when going through their consumer journey and customer
experience map provides an organisation complete information about their interactions with the
consumer and details about consumer behaviour in well arranged manner. The construction of

consumer experience map gives an organisation relevant information about customer behaviour
and helps them increase consumer satisfaction at every phase of their journey with the
organisation. Various stages of consumer experience map in context of Savoy hotel are provided
below:
Awareness: This phase of the consumer journey involves recognition of needs by the
consumer which results . In the context of the respective organisation, this stage occurs when the
consumer recognises need to find hotel which satisfies their accommodation preferences. In the
context of Savoy hotel, this stage requires the organisation to update information related to
various services and offers provided by the company, which is easy to access and understand.
This practice ensures that target consumers are aware of the products and services available at
the hotel.
Consideration: After recognition of needs, a consumer proceeds to explore various
options available to them for making further decisions. In the context of respective organisation,
the consumer at this stage evaluates the various services such as dining, transportation, and
leisure facilities offered by the organisation and their charges for complete evaluation of the
organisation (Gardé, 2018). It is important for the Savoy hotel to understand the needs
preferences and expectations of their potential consumers by giving them superior services that
exceed their expectations. This practice influences consumers to consider the hotel as favourable
organisation.
Decision: The decision of purchasing a particular product or service is made by the
consumer at this stage. This stage is crucial part of the consumer journey as it involves a
potential consumer becoming an actual consumer of an organisation. It is essential for the Savoy
hotel to give their consumers enticing offers that are prepared for each segment of their target
market to attract potential consumers towards their organisation. The various services have to be
prepared and presented in a way which gives the company competitive advantage and showcases
the superior facilities present a the hotels to the consumer.
Retention: This stage involves activities undertaken by the company after completion of
sales to retain consumer. In context of the Savoy hotel, to implement various policies which
enhances consumer engagement after purchase of their services by giving them customised
accommodation experience to ensure their revisits and getting their feedbacks which helps them

feel valued by the organisation. This practice increases consumer retention and helps the
organisation construct a loyal consumer base.
Advocacy: This stage involves the consumer spreading their positive experience with the
organisation to their associates. The respective organisation takes recommendation from their
customers and gives them appropriate rewards and offers which maximises consumer
satisfaction and encourages consumers to reefer and advertise their organisation to their relatives
and friends.
It is concluded from the above discussion that understanding perspectives of the consumers at the
various stages of their journey and implementing appropriate measures to increase consumer
satisfaction is crucial to the growth of respective organisation.
P4 Discussion of how customer touch-points throughout the customer experience develop
opportunities for respective organisation
Customer touch points is basically a point where an organisation and customer come in
contact with each other. Along with this, it is stated that customer touch points can be developed
in the whole customer journey that is before, after and during the buying of products as well as
services (Joy, 2018). Furthermore, this are also the building blocks which help business entity to
attain opportunities in order to enhance its level of profitability and revenue level. The customer
touch points of The Savoy hotel that can develop business opportunities is discussed below: Hotel environment- It is undertaken as one of the significant touch- point which aid in
attracting and develop positive image in mind of customers. Along with this, it is
determine that a unique as well as attractive ambience develop an impression because of
which some of the customer prefer to consume services. In relation to The Savoy hotel, it
has suitable and feasible environment where guest feel safe and luxurious. IN addition to
this, it also consist of swimming pools, play area and other extra offerings where guest
can spent time. It arise an opportunity for The Savoy hotel to increase number of loyal
customers and raise its profitability level in an appropriate manner. Emails- This tool is mainly used by companies to inform and communicate with the
customer formally and systematically. Along with this, it also help in making customers
updated and notified about the services that is important in order to ensure their
purchasing decision. By the assistance of this customer touch point, The Savoy hotel is

able to sent attractive as well as promotional offers to its existing customer & also resolve
their queries effectively and timely as well.
 Hotel employees- It is the another customer touch point that plays an important role in
order to give quality and on time service to customers. Employees are the major asset for
an organisation as the growth and success is depend on their way of providing services
and execution of activities as well. With reference to The Savoy hotel, it provide training
session to its employees which enhance their skills and capabilities to provide quality
service to customer. Along with this, it also help in developing positive mind set of
customer that ensure satisfaction and retention.
TASK 3
P5 Analyse how digital technology is employed in managing customer experience in service
sector along with particular instance of customer relationship management
Customer relationship management is defined as a set of activities, methods &
strategies that is used by organisation in order to develop relationship with customer and
maintain it in an effective manner. One of the main motive to use CRM system is customer
retention and engagement with the brand that is important in order to gain growth and
development (Keller, 2016). The several sources and system of CRM which is adopted by The
Savoy hotel is described below: Social Media- It is undertaken as an effective customer relationship management tool
which is used for developing an effective relationship with the customer. In addition to
this, it assist business entity to reach large number of customer within the short span of
time that in turn raise the customer base level in an effective manner. Moreover, it also
assist in collecting feedback from the customers related to the brand that in turn help in
maintaining relationship effective and strong as well. Websites- Another CRM system which is adopt by The Savoy hotel is development of its
official website which include all the information about offerings as well as services give
by the respective organisation. Along with this, it allow all its customer to raise questions
& the problems faced by them which is resolved by higher authorities of restaurant in an
effective and rapid manner that in turn build positive mind set towards brand.

 Emails- It is determined that The Savoy hotel uses Email in order to provide information
about offers to its customers formally. Along with this, it also used Email as a customer
relationship management tool that help in communicating formally. Moreover, the guest
also send their reviews that is important in order to make improvements. This also make
customer feel important and valued that assist organisation to retain them for longer time
period and meet with their requirements as well.
 Data collection: In the present business, the collection of information regarding
interested customer is getting easy and convenient for companies because of digital
technology. For example, if an individual want to search about hotels, their data is
tracked as they fill form in order to access information. This assist hotels to make contact
with those customers and provide them offerings that is important in order to turn their
searching into decision-making. In context to The Savoy hotels, it advertise pop-ups on
Facebook, Instagram and Whatsapp along with the promotion on YouTube as well. This
help in gaining knowledge about interested clients and make them to buy its services that
leads to increase in profitability and revenue level of The Savoy hotel.
TASK 4
P6 Elaborate customers service strategies in context to respective organisation
Customer service strategy is stated as a mean that is adopt by business entities to
overlook as well as track the communication that has taken place among the hotel and customer
as well. Along with this, it help in emphasizing on the requirements, needs as well as preferences
of the customer in an appropriate manner (Kondasani, 2016). It is also known as customer
experience management that major objective is to create right communication so that the trust of
customer is developed effectively.
One of the strategy which is adopt by organisation is customer touch point analysis that
assist The Savoy hotel to do self-evaluation by undertaking view point as well as perception of
customer. In addition to this, it also assist in making improvements & providing high customer
experience to customers who visit hotel. Moreover, it also assist in aligning task or set activities
that meet with customer's requirement and business standards in an appropriate manner.
Therefore, it is determined that customer touch point analysis strategy is feasible as well as
effective tool through which respective hotel is able to enhance its performance level.

Furthermore, it also help in retaining customer which influence directly on the efficiency as well
as profitability of the company.
Apart from this, there are also some other strategies customer service strategies were
used, which are as follows:
Motivate employees to increase satisfaction among customers: As per this strategy, it
is important for The Savoy hotel to provide training and development session to its staff
members so that they can provide on time and quality service to customers. In addition to this, it
also help in maintaining relationship with customer that enable company to increase its
profitability and revenue level.
Conflict management: The leaders and managers of respective organisation focus on
resolving the issues of customers rapidly and provide 24*7 assistance so that customer queries is
resolved timely. It also help in developing positive mind set of customer towards brand and
increase its customer base level effectively which in turn leads to increase in sales as well as
profitability of the organisation (Kotarba, 2016).
The company also take feedback from the customer after providing them services as it
help in making improvements and meet with expectations of customer. It also help organisation
to make guest feel valuable by taking its services that raise the sales and profitability of future.
P7 Explain how customer service strategies develop & create the customer experience in a
manner that fulfil the requirements of customer and meets business standards
Customer experience is termed as an impression, beliefs as well as thoughts a customer
have towards the brand in the overall customer journey procedure that involves first time contact
to the decision and advocacy stage. It is important for The Savoy hotel to develop an effective
customer service strategy as it help in providing high experience to customers in an appropriate
manner. Along with this, it also help organisation to develop a positive mindset towards the
brand that is significant for retaining customers for longer time period (Romero,2017). There are
various methods that is states how customer service strategies were developed and meet with
requirements of customer and business standards as well, which is mentioned below:
By understanding audience & create buyer personas: It is essential for an organisation
to understand characteristics interests and choices of every individual target consumer as it helps
the organisation provide products and services according to their specific requirements. In the
context of Savoy hotel, precise market research is conducted by various experts and the data

collected from this research is used to acquire information about current consumer trends and
preferences of target consumer base. This practice helps the company enhance their policies and
products according to the consumer's needs and surpass consumer expectations to attain loyal
consumers.
By taking feedback from customers: This strategy involves taking regular
recommendation from the consumers to improve various aspects of the organisation. This
practice not only helps the organisation improve their structure according to their consumers
expectations but also constructs the image of the organisation in the consumer's psyche as
concerned and responsible organisation. The Savoy hotel takes feedbacks from each consumer at
appropriate stage of their journey and aims to solve their problems as soon as possible. This
activity enhances their reputation in the consumers mind and helps the company give effective
services to each consumer.
By providing training to employees: It is determined that by providing training to the
staff members, the organisation is able to raise bring innovation and creativity level of
employees due to which effective strategies were developed that meets with the requirement of
customer. In addition to this, providing training allow an organisation to clarify the roles and
responsibilities to employees due to which all the activities is executed in a proper and with the
standards as well (Sigala, 2018). Moreover, it also assist in raising the skills and capabilities of
employees that positively influence in dealing with customer queries and maintaining
relationship with them in an effective manner that leads to customer satisfaction and retention as
well.
All the above strategies help in developing effective customer service strategies and
develop customer experience that meet with the needs of customer and deal fulfil business
standards in an appropriate manner.
CONCLUSION
From the above study, it has been analysed that customer experience plays vital role in
enhancing performance as well as profitability of an organisation. Along with this, it is
significant for a business entity to understand and gain knowledge about the wants, needs and
requirements of customer as it help in bringing innovation, development of effective strategies,
enhancement of brand image and many more. It is determined that there are various factors that
has direct influence on the customer engagement such as compelling offers, accessibility,

competitive pricing and so on. Customer journey mapping allow an organisation to know about
customers requirement and meet with them in a proper manner. It is significant for organisation
dealing in service sector to form effective strategies for customer service that is using customer
relationship management system, taking feedback, analysing requirements and many more. This
will help in attracting customer towards brand and retaining them for longer time period that
ensure maintenance of performance and profitability in an effective manner.

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