How to Manage the Customer Experience

How To Manage The
Customer Experience.

Table of Contents
PROJECT 1.....................................................................................................................................3
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Use of individual characteristics by Hilton London for the purpose of market segmentation....3
Importance of understanding the needs, wants, and preferences of the target customer groups.
.....................................................................................................................................................4
Using Customer behaviours and attitudes of different market segments to build brand loyalty
and trust.......................................................................................................................................4
Factors that drive and influence customer engagement of different target customer groups......5
Evaluation of needs and wants of target customers for customer engagement...........................6
Customer experience map...........................................................................................................6
How Hilton restaurant/hotel can optimize each of the customer touch points............................8
CONCLUSION ..............................................................................................................................9
PROJECT 2...................................................................................................................................10
Introduction...................................................................................................................................10
Meaning of Customer relationship management (CRM)..........................................................10
Digital technology is managing the customer experiences in Hilton London...........................11
Advantages and disadvantages of the CRM in Hilton London.................................................11
Customer service strategies.......................................................................................................11
Customer service strategies developing and enhancing customer experience..........................12
Valid recommendations for improvement for developing a quality customer experience........12
CONCLUSION.............................................................................................................................14
REFERENCES..............................................................................................................................15

PROJECT 1
INTRODUCTION
Customer experience is concerned with customer's perceptions, both conscious and sub
conscious relationship they have with the brand of the company during the entire life cycle. It
basically includes the practice of exceeding customer expectations in order to increase their
satisfaction level and brand loyalty. Hilton London is a multi-national hospitality company that
was founded in the year 1919 by Conrad Hilton and it currently operates in more than 80
countries across six different continents. The hotel chain currently employs more than 160,000
individuals globally(Watson, Maxwell, and Farquharson, 2017). The current report will focus
on the importance of understanding customer needs and wants, their behaviour and managing the
overall experience effectively and efficiently.
MAIN BODY
Use of individual characteristics by Hilton London for the purpose of market segmentation.
Market segmentation is concerned with the process of dividing the market of target
customers into different groups or segments based on different characteristics. It further helps an
organization in understanding the needs and wants of particular set of consumers as they respond
similarly to marketing strategies and share similar traits like interests, needs and locations. The
market segmentation of Hilton London is based on demographic, geographic, psycho graphic
and benefit oriented
Luxurious services: Hilton hotel's demo graph includes customers that represent the middle- and
upper-class income level that are either business men or senior executives in a multi-national
company. The Hotel accordingly provides luxury and comfortable services to them and charge
premium prices for the products and services offered.
Worldwide chain: The hotel company targets its customers according to the geographical
location at both national and international levels. The company builds hotels by identifying its
target customers in the particular area. Hilton hotel operates in more than 78 countries. For
instance, the presence of Hilton group in London is mainly at premium business locations like
Aldwych, Canary Wharf, Bank side and Tower Bridge (Rather and Hollebeek, 2019).
Other services: Hilton hotels provide additional services like wedding and birthday party
booking facilities to the people that help the Hotel in adding new customer base and thus
increases their profitability and leads to growth.

Importance of understanding the needs, wants, and preferences of the target customer groups.
Customer is the king of the market and it is the fundamental duty of every business
whether big, small or medium scale to identify the needs and wants of their target customers as it
can help in ensuring maximum consumer satisfaction and further lead to increasing revenue of
the organization. Hilton London identify the needs and wants of its target customers as it helps
in improving the overall customer experience. It is important because:
 Understanding the needs and wants of customers has helped Hilton London in identifying
their target customers and target markets which has further helped them in providing the
products and services accordingly and thus ensuring maximum consumer satisfaction.
 The Hotel has also started taking strategic decisions like revenue management so that the
business can achieve competitive advantage and further increase their profits effectively
and efficiently (Reilly, 2018).
 Continuous market research in order to understand consumer needs and wants has helped
the Hospitality company to innovate their products and services timely as it would attract
the customers and help in managing their overall experience effectively and efficiently.
For instance, Hilton hotels introduced the concept of key less entry, wireless charging
and LED walls which attracted the customers towards them and increased their revenue.
Using Customer behaviours and attitudes of different market segments to build brand loyalty and
trust.
 Customer behaviour involves the study of how individual customers, groups or
organizations select, buy and use goods and services in order to satisfy their needs and
wants. Consumer behaviour includes factors like psychology, motivation and behaviour.
The target customers of Hilton London include both rich and upper medium class.
 Excellent customer service: The target customers of Hilton hotel are most upper middle
class people who wish to achieve maximum comfort and luxury therefore the company
prioritize their guest experience by reserving rooms for them in advance, interacting with
each guest personally and asking them whether they are having a comfortable stay or not
and do they require anything else (Dewnarain, Ramkissoon and Mavondo, 2019). Also,
the Hilton London provide them 24/7 access to room service, restaurants and bars which
makes the customers feel important thus increases the overall satisfaction level and
further builds brand loyalty. It improves the behaviour of customers as they feel