Analyzing Customer Touchpoints for Hotel Service

The assignment highlights the significance of customers in a business's success, underscoring the importance of analyzing their needs and preferences. It emphasizes the role of effective touchpoints in facilitating easy information flow between hotels and customers, and suggests using customer experience and reviews as a basis for improving services. The report concludes by emphasizing the need to maintain an effective and easy information flow between hotels and customers.

Induction- understanding
and enhancing consumer
experience

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1: Value and importance of understanding the needs, wants and preference of target
consumer group...........................................................................................................................1
P2 Different factors that drive and influence consumer engagement of different target group. .2
P3 Consumer service map for hotel industry (Covered in infographic)......................................3
P4: Consumers touch points throughout consumer creates business opportunities for hotel......3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Whenever it comes to understanding and enhancing consumer experience, it begins with
setting target group and understanding their preference. This is important to serve consumers
with best experience. Consumers positive experience will increase consumers trust that
ultimately help in enhancing business. Enhancing consumer experience will start with serving
consumer to best and giving preference to their needs (Russo Spena and et. al., 2012). The Savoy
is a luxury hotel situated in London. Consumers are given priority and their satisfaction from
service provided is considered as key to success for business by management of Savoy hotels. In
this project report detail information regarding importance of understanding needs, wants of
target group. Different factors that influence consumers, consumers experience and their touch
points that influence consumers will be mentioned.
Task 1
P1: Value and importance of understanding the needs, wants and preference of target consumer
group
A target market is the market for which hotel The Savoy wants to sell its services to and
it also includes a target set of consumers for whom marketing efforts are taken. Identifying target
market is an essential step towards setting up marketing plan. Setting up target consumer group
helps to provide quality services to that target group. The Savoy is providing variety of services
to their consumers but when services are provided to target market their preference will be taken
as first priority. A set target helps to serve better services and will make hotel more competitive.
Setting up target market helps to craft a message that is specifically makes appeal to target
consumers. As Savoy is a luxury hotel its target consumers will be rich consumer group.
Consumers who spend more for their luxury will always look for quality of service. Every
business sets plan that helps to achieve organisational objective. These plans are highly affected
by consumer group that needs to be served. Setting a target market will reduce worry about
reaching to all consumers (Schmitt, 2011).
Marketing is termed as success factor as it has high influencing power consumers. When
consumers are pre decided that will help to make a marketing strategy which have high influence
on target consumers. Different consumers have different priorities and profile of consumer is
evaluated with bookings to provide them more satisfied services such as-
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Customer profile Products and service
First customer profile – income 35k and
two children married , native , from
minority travelling within the UK , age
of kids are 10 and 12 and religion
Muslim (Birmingham)
Booking – online telephone
Food choice- non-vegetarian and milk
for children.
Requires play area and pool.
First customer profile – business man of
huge software company.
Purpose- to attend a business meeting.
Stay period- 2 days
Payment details- Company will pay on
his behalf.
Food choice- Vegetarian
Conference hall for meeting.
Service – WIFI is at extra cost . news
papers (Paasovaara and et. al., 2012).
Segmentation is the process of dividing a potential consumers market into groups, based
on different characteristics. Segmentation allows a business to reach a consumer with specific
needs and wants. In long run segmentation helps hotel to use resources more efficiently and
make better strategic marketing decision. Segmentation helps to retain more consumers and
better opportunity growth and gain market share. Segmentation in hotel The Savoy helps to
target and market variety of consumer group with different behaviour with an offer that matches
their needs. This also helps to identify purpose of trip:either business trip or vacation.
P2 Different factors that drive and influence consumer engagement of different target group
It is important to know which social class is being targeted as consumer group. In a
targeted group consumers of different age group are involved and also consumers with different
profession is involved. The Savoy is providing luxury hotel services where guests check-in for
different purposes like business men for business meetings, family vacations. Purpose for which
booking in a hotel have a great influence on decision of target consumers. Factors that influence
and drive consumer that come for business purpose are hotel providing facility of conference hall
for business meetings. A good Wi-Fi connection availability and availability of electricity points
that is used to connect electronic devices to charging points. Together with this hotel that highly
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focus on privacy of their guests will be preferred by consumers for their business trips (Sukoco,
and Wu, 2011).
When vacation is organised by family then hotel that serves with best quality and variety
of food will be given preference. Childes plays very important role in selecting hotel for
vacation. Gaming zone, swimming pool and a huge play area attracts them to select hotel. The
Savoy that provides luxury services will take all the care that when children are in hotel then
proper arrangement for their entertainment will be done. Family should be treated well with
lavish rooms, variety of food and availability of televisions in rooms for entertainment will be
made (Mick and et. al., 2012).
Whenever any guest who is suffering from any physical disability will be treated well.
Passage that help to move wheel chairs must be available and a room in which furniture is
designed according to needs of a physically challenge person will be available to them. Service
of various facilities will be made available to them in hotel room only to avoid any
inconvenience. Different factors drive different consumer to engage with business and all these
factors that influence decision of target consumer group must be available in hotel to receive
positive response.
Strategy that drives consumers group of all range by providing them with loyalty bonus
that makes personal relation of consumers with hotel. Providing telephone support helps
consumer to solve their quarries with minimum time. When business meetings are organised,
privacy of clients are properly taken care off. Regular promotions make consumers to always
remember name of hotel and always memorising experience of stay (Gunter, 2012).
P3 Consumer service map for hotel industry (Covered in infographic)
P4: Consumers touch points throughout consumer creates business opportunities for hotel
Touchpoint helps the organization to know what views customers have about the
products and services it is selling or providing. The ratings and reviews by the customers or
feedbacks at shops/restaurants are some of the touchpoints which makes the organization use
such information in order to improve the quality of the products or services. Touchpoints are
very essential to create a strong brand image that will leave a positive impact on the customers
when they purchase any product or avail any service. Hotel Savoy can use the information
collected from touchpoint to improve its services. The better service will raise the number of
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bookings of rooms, seminar halls, banquet hall etc. in the hotel. Positive reviews about the hotel
service will make its brand strong. The other benefit it can have from touchpoints is not only in
increased number of booking but an opportunity to collaborate with other well established hotels
to earn profit and become competitive. Further, Savoy can analysis the demand of the customers
from the reviews of its customers before starting a new service so that there will be higher
chances of its success (Keng, Ting and Chen, 2011). An effective touchpoint mechanism will
provide accurate and timely reviews of the customers. The touchpoints should be such that it is
understandable by everyone using it.
CONCLUSION
From the above report, it has been concluded that customers are very important for any
business for its success. The needs of the customer should be of prime importance. The company
should have analysed the preferences of the target customers. Also, an analysis of various factors
that can affect the engagement of customers should be done in order to maintain an effective and
easy information flow between the hotel and customers. Along with this, the experience and
reviews of the customers should be taken as a basis for improving the services. All these are
important for the success of the business.
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REFERENCES
Books and Journals:
Gunter, B., 2012. Understanding the older consumer: The grey market. Routledge.
Keng, C. J., Ting, H. Y. and Chen, Y. T., 2011. Effects of virtual-experience combinations on
consumer-related “sense of virtual community”. Internet Research. 21(4). pp.408-434.
Mick, D.G. and et. al., 2012. Transformative consumer research for personal and collective well-
being. Routledge.
Paasovaara, R. and et. al., 2012. Understanding consumers' brand‐induced food taste perception:
A comparison of ‘brand familiarity’–and ‘consumer value–brand symbolism (in)
congruity’–accounts. Journal of Consumer Behaviour. 11(1). pp.11-20.
Russo Spena, T. and et. al., 2012. Store experience and co-creation: the case of temporary
shop. International Journal of Retail & Distribution Management. 40(1). pp.21-40.
Schlesinger, M. and et. al., 2012. Consumer response to patient experience measures in complex
information environments. Medical care, pp. S56-S64.
Schmitt, B., 2011. Experience marketing: concepts, frameworks and consumer
insights. Foundations and Trends® in Marketing. 5(2). pp.55-112.
Sukoco, B. M. and Wu, W. Y., 2011. The effects of advergames on consumer telepresence and
attitudes: A comparison of products with search and experience attributes. Expert Systems
with Applications. 38(6). pp.7396-7406.
Online
Pre-booking, 2017. [Online]. Available through: <
https://training.sap.com/help-center/faq/faq/what-is-pre-booking>.
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