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Hotel Chain Recruitment for Skills - Assignment

   

Added on  2020-10-22

15 Pages3730 Words432 Views
Hotel chain recruitmentfor skills

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1. Value and importance of understanding needs, wants and preferences of target customers. .....................................................................................................................................................1P2 Different factors which drive and influence customer engagement of different targetcustomers.....................................................................................................................................3TASK 2............................................................................................................................................5P.3 Customer experience map.....................................................................................................5P4. Customer touchpoints throughout customer experience .....................................................7TASK 3 ...........................................................................................................................................8P5 Digital technology employed in managing the customer experience with in intercontinental hotel group................................................................................................................8CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11

INTRODUCTIONHospitality management is a service industry. The main of this industry is provide betterservices to their guest and gain customer satisfaction. This industry includes various segmentslike hotels, restaurants, event management, tour and travel and private clubs etc. To betterunderstand this concept IHG Hotel, United Kingdom is being selected. The present report isaiming at managing customers experience in hotel industry. As customers needs, wants andpreferences of target customers is very important in service sector industry is being explained inthis report. There are different factors which influences different target customer groups is alsoexplained in this report. The customer experience map can be helpful so which is also preparedin this report. The touch points creates business opportunities for hotels is also discussed in thisreport. As importance of digital technology is employed in managing customer experience is alsobeing discussed in this present report. TASK 1P1. Value and importance of understanding needs, wants and preferences of target customers. Customers are considered as most valuable person of market and whether its service orproduct industry everyone wants to meet and understand customers needs, wants andpreferences. As it is very important in order to identify the need and want of target customergroup so that customers can be satisfied and they become loyal to company. The understandingof these elements assist companies to meet requirement of customers and achieve goal of profitmaximization. The preferences of customers changes very frequently so for hotels like IHG, it isimportant to know target customers preferences and than according to provide services. Marketsegmentation and customer profiling activities are very important in order to determine theirtarget market. Importance of understanding needs, wants and preferences is discussed below:To identify target customers and markets :Understanding customers needs and wants enables companies to identify the customerswhom they are going to target and target markets also. As IHG can segregate their customers andmarkets on basis their need and wants. For example : Business class customers required all kindof luxury services in hotel so IHG can divide their customer on basis of class and than targettheir customers accordingly (Mattimoe, 2013).To maximize sales and profits :1

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