Factors Influencing Customer Engagement PDF

Added on - 21 Feb 2021

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Assessment 2
Table of ContentsINTRODUCTION...........................................................................................................................1LO1.................................................................................................................................................1P1 Needs, wants and preference of target group customer..........................................................1P2 factors that affect engagement of customer............................................................................1LO2.................................................................................................................................................1P3 Customer experience map......................................................................................................1P4 Touchpoints that is needed to improve customer experience.................................................1LO3.................................................................................................................................................1P5 Discuss that how digital technology is employed in managing the customer experiencewithin the Ritz hotel and providing the example of customer relationship management............1LO4..................................................................................................................................................3P6 Describe the specific example of customer service strategies in the hospitality sector.........3P7 Describe that how the customer service strategies develop as per the experience in suchway to meet the need and requirement of customer or its standards..........................................4CONCLUSION................................................................................................................................5REFERENCES................................................................................................................................6
INTRODUCTIONMarket segmentation refers to the approach in which market is divided into differentsegments based on the taste and preference of the customer that shared same characteristics. Thisapproach help in identifying the needs and wants of the customer. Different group of marketrequires different program based on price, place, product and promotion of the product.Present study is based on Ritz Hotel, London. It is a 5-star hotel that provide luxuryservices to high society people and the best known hotel in the country.This report focuses on needs and expectations of market segment, attitude and consumerbehaviour towards the brand loyalty and trust. It also includes customer experience that will helpin creating opportunities for the future. Furthermore, it will include impact of digital technologyon the customer relationship management and its types. It also includes effective customerexperience management that helps in maximising customer engagement.LO1P1 Needs, wants and preference of target group customerCovered in pptP2 factors that affect engagement of customerCovered in pptLO2P3 Customer experience mapCovered in pptP4 Touchpoints that is needed to improve customer experienceCovered in pptLO3P5 Discuss that how digital technology is employed in managing the customer experience withinthe Ritz hotel and providing the example of customer relationship management.Digital technology is a concept that essential for organization to that deals with the creationand practical use of digital or computerised devices. In Ritz Hotel, Consumer interaction is theforefront technology as e-commerce and advanced method to make purchasing easier throughwebsite. Nowadays, many online purchases can be made from the smartphones because customereasily compare the price, find proper location and other outlets (Ardolino and et.al., 2018).1
Online marketing is also another concept for business to build strong image of brand inmarketplace. Technology has evolved the better quality of product and services. In this way,digital technology has a big impact on the Ritz Hotel to increase the popularity and manycustomers can reach anywhere by using application.It has increased the standard of customer service through digital technology, enterprisecan instantly response to the people request such as refunds, confirm booking, product inquiryand so on. Ritz hotel no has smartphone application for customer that can properly manage theirfacilities and services but also put the direct communication with some at the business assistance.Digital transformation is important need of Ritz hotel that offers to enhance the consumerexperience but it enables them to increase more revenue in global marketplace. Even throughdigital technology generally take place to include customer experience, operational process andbusiness model etc. They are mainly focused on enhancement of customer experience. In thisway, digital technology is created the customer experience rather than enhance the better way todeliver the goods and services. Ritz Hotel is mainly engaged with the potential customer toimprove the relationship between them (Bocken and et.al., 2016). For Example- The blend use oftechnology to deliver improved the consumer experience. The primary goal of Ritz hotel tointeract with the people through online medium and develop loyalty between them. Digitaltechnologies have come in global market to make it easy for enterprise in terms of customerservices.Customer relationship management is an advancement of new technology that help tostore and collect the information of consumers. It covers the set of applications that designed tohelp the Ritz Hotel for managing and controlling the business process in proper manner. It isperforming the different task such as customer interaction, track leads, automated sale andcustomer supports etc. These are main important operations performed by customer relationshipmanagement to identify the necessary details. For Example- In Wells Fargo, it can be used theCRM system to keep track all the information of money in proper manner. As per firm,Customer service is going to the most important part of business for managing their experiencerelated services.2
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