INDUCTION- UNDERSTANDING CUSTOMER

INDUCTION-
UNDERSTANDING
CUSTOMER

Table of Contents
INTRODUCTION...........................................................................................................................1
Role of understanding needs and preferences of target customers .............................................1
Various approaches for customer profiling .................................................................................2
Factors influencing customer engagement...................................................................................2
Customer experience map ...........................................................................................................3
Role of customer touch points in creating business opportunities ..............................................5
CONCLUSION ...............................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
Customer are the key to success of business and thus it is necessary for the organisation
to understand the needs of their target customers. Their role become more significant when it
comes to hospitality industry as in these service providers the guest experience determines the
success of organisation (Hill and Brierley, 2017). Hilton hotel is one of the most successful chain
of hotels which is delivering high quality services to its guest. The use of appropriate customer
mapping and engagement allows organisation to enjoy its unbeatable success in the international
market. The study will discuss the various factors which influences the engagement of customers
and consumer profiling which controls the success of organisation in long term.
Role of understanding needs and preferences of target customers
Hilton hotel provides services to different types of customers such as those who have
business requirements as well as those who are in need of accommodation services. For
satisfying needs of all customers it is required that Hilton hotel must analyse and understand the
preferences and needs of its various types of customers. If organisation will not analyse and
understand these requirements then it may fail to improve its services and to ensure the necessary
modifications in its management and business practices (Hill and Alexander, 2017). For instance
organisation have pool and game facilities for the guests which are on holidays.
However it is also the responsibility of the hotel to regulate that these services does not
interfere in the requirements of business oriented guests who utilises conferences or meeting
rooms of the hotel. The analysis is also helpful in providing more improved services to the
guests. When Hilton hotel will be able to identify its different types of customers only then it
will be able to include specific services or facilities as per the needs of individual customers. The
failure to understand the preferences of guest can result in dissatisfaction among the guests of
hotel and thus it will influence the overall performance and brand image of the organisation.
It is also beneficial for the organisation to identify the gaps in the quality of its services
by conducting an assessment of customer needs and preferences (Agnihotri, and et.al., 2016). If
hotel will fail to do this then they may not meet the service quality expectations of the customers.
As a result of this consumer loyalty is affected and long term success of the organisation is
influenced in negative manner. For avoiding such circumstances and to enhance profitability
Hilton hotel emphasis on analysing the needs and preferences of its guests.
1