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Induction- Understanding and Enhancing Customer Experience

Added on - 08 Dec 2020

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Induction-understanding andenhancing customer 'sexperience
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11. Explain value and importance of market segmentation and customer profiling activities fordetermining target market...........................................................................................................12. Different ways in which customers can be profiled and factors affecting target market ofhotel.............................................................................................................................................23. Evaluations of customer engagement with various target customer groups...........................24. Strategies that help in onboarding diverse customers.............................................................3TASK 2............................................................................................................................................45.Create a customer experience map for a selected service organisation...................................46. Identify all touch points when customers interact with business............................................4CONCLUSION................................................................................................................................5REFERENCES................................................................................................................................6
INTRODUCTIONHospitality industry today is fastest developing service sector industry which workstowards providing excellent quality of goods and services to their customers. Market segmentationis a process which aims at dividing market of potential customers into groups on basis of theircharacteristics. This report is based on Ramada hotel. Ramada is a multinational level chain ofhotels with 800 overall hotels in 63 countries. Present report briefly describes about needs andexpectation of market segments for service industry. Along with this, it covers customerexperience map for developing opportunities and customer's touch points for chosen Hotel.TASK 11. Explain value and importance of market segmentation and customer profiling activities fordetermining target market.Hospitality industry today is fastest developing service sector industry which workstowards providing excellent quality of goods and services to their customers. Market segmentationis a process which aims at dividing market of potential customers into groups on basis of theircharacteristics. Hospitality industry focusses on developing its quality of services which therebyhelps in future growth and enhancement(Zhang, H. and et. al,2014). Hospitality industry today isfastest developing service sector industry which works towards providing excellent quality ofgoods and services to their customers. Market segmentation is a process which aims at dividingmarket of potential customers into groups on basis of their characteristics. This business concernhas majorly stressed on business class customers who are willing to pay high prices for servicesrendered.It has been analysed that , it is important for Ramada Hotel to carry out marketsegmentation activities for effectively identifying itss potential customers who can give themmaximum profits. This helps in developing required marketing strategies for the specific group ofcustomers as per their requirements. In this regard, customer relations executive of Ramada hotelare mainly emphasizing on customer profiling. It is a key marketing tool which is adopted bybusiness entities for understanding needs and wants of their customers and helps in taking relevantdecisions according to it(Leeand Ok, 2014). In context to Ramada, its customer relationsexecutive can use different ways of customer profiling for enhancing their sustainability and theseare described as below:1
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