Induction Understanding customers

This report discusses the value and significance of understanding the wants, needs, and preferences of target customer groups. It also explores different factors that drive and influence customer engagement of various target customer groups.

Induction
Understanding
customers

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Value and significance of understanding wants, needs & preferences of target customer
groups.....................................................................................................................................4
P2 Different factors that drive and influence customer engagement of various target customer
groups.....................................................................................................................................6
TASK 2............................................................................................................................................7
P3 Develop a customer experience map.................................................................................7
P4 Customer touch-points throughout the customer experience create business opportunities.
..............................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Customer experience is an important factor helps in maintaining sustainability and raising
the profit ratio in an effective manner. For an organisation it is essential to examine customer
experience so that they can modify their strategies according to the requirements and needs of
customers (Al-Ahmad and Mohammad, 2012). In the present report, Hilton Hotel is used as a
base company which is located within United Kingdom. This report includes discussions about
requirement and demands of customers, developing customer experience map as well as various
factors which influences customer engagement.
TASK 1
P1 Value & significance of wants, needs & preferences of target customer groups.
In today’s world customers are the king who consumes all the goods and services offered
by companies. Therefore, it is very essential for the management team to identify their needs and
demands. In the present context of Hilton Hotel it has been identified that target customers of
the organization includes travellers, business organisation, families. For this, managers of
Cosmo restaurant are going to conduct a study which helps them in satisfying the needs and
wants of consumer (BERHE, 2017).
Customers Needs and wants
Travellers  Customised services
 Attractive views from the room
 Wi-Fi facilities
Business organisation  Conference hall
 High quality meeting rooms
Families  Customised room services
 Range of choices as per requirements
 Package system

With the assistance of above stated chart it has been identified that there are different
types of customers having their own requirement and needs from Hilton hotel. Therefore, it is
required by the management team of the company that they must analyse their target customers
needs and wants so that they can satisfy their wants and maintain sustainability for a long period
of time (Bruce and Love, 2018).
P2 Different factors which influence customer engagement of different target customer groups.
Customer engagement refers to the basically the relationship among the customer and the
company. Companies adopt both online and offline methods in order to connect with large
number of customers. It has been identified that with the help of ECRM technique management
team of an organization will be able to maintain relations with customers.
Travellers: It consists all those individuals who loves to travel and wants to explore new
places. Their requirements are quite different from other targeted customers as they prefer
customised services and unique stay places where they gain new experience (Gingiss, 2017). In
the present context of Hilton Hotel, managers provide customised services and give them rooms
with unique views and surroundings.
Business organisation: In the present context of Hilton Hotel, managers provide
conference and meeting hall to the business organisation so that they can conduct their Official
meetings at hotel in an effective manner. By providing them high quality service to the clients
who belong to different businesses help them in maintaining their brand image at the competitive
marketplace.
Families: They are the people who go for family vacations where they requires
personalised packages as per their requirement. In the present context of Hilton Hotel, managers
examine needs and wants of such customers and provide them customised services in order to
retain them for a long period of time.
TASK 2
P3 Develop a customer experience map.
It refers to a tool used by large number of organizations in order to examine the
perception of customers towards the services offered by them. In the present report, it has been
considered that consumer experience map are very essential factors (Cook, 2017.). In reference

to Hilton hotel, managers of the company adopt mapping method on a continuous basis so that
they will be able to know about the perception of customers.
Pre Tour During Tour Post Tour
Touchpoints At present, customer
adopt online portals in
order to search
information regarding
anything. This is one
of the easiest method
as it saves cost as well
as time (Harmeling
and et.al., 2017).
It is required to
give qualitative
services once the
booking is
confirmed by
customers.
It is said that
customer examine
feedback and
comments and
then make
perception towards
the company.
Customer perception This is the phase
where customers
create perceptions
towards the company
on the basis of print
media and then take
decisions accordingly.
Customers usually
feel unsatisfied
when there is no
proper interaction
between the local
residents.
This is the point
where travellers
share their
experience with
friends, family,
colleagues.
Ideas for improvement Companies might
improve their services
so that they can gain
positive response from
customers by getting
regular feedbacks
from them.
It is essential to
provide training to
tour guides in order
to improve
themselves in
various manner.
At this phase,
consumers share
their experience as
well as photos
with each
others(Hill and
Alexander, 2017).

P4 Customer touch-points throughout the customer experience create business opportunities.
It is said that touch point of customers takes place when individuals interact with the
organisation for a very first time in order to consume their services and products. For making a
positive interaction with customers, management team of Hilton hotel use some techniques
which are going to be discussed as follows:
Website: In today’s world every organization wants to maintain appropriate competition
for this they decides to make their official website where they can share information related to
the service offered by them (Gingiss, 2017). In the present context of Hilton hotel, marketing
manager provide all the required information on their website so that it becomes easy for the
customers to know about different services offered by company. This as a result increase the
knowledge of customers and help the company to maintain their brand in competition at the
competitive marketplace.
Telephone: It is considered as one of the most common method of communication which
takes place among the organization and the customers. In the present context of Hilton Hotel,
large number of customer prefer telephonic communication in order to confirm booking.
Therefore, managers need to hire candidates who have effective communication skills so that
they can assist in increasing the overall profitability of the company (Goodman, 2019).
CONCLUSION
With the assistance of above stated, it is said that customer experiences helps in
maintaining sustainability and increasing growth rate of the organization. Before operating
business functions at the marketplace it is essential to identify the needs and requirements of
target customer so that they attain positive results. Along with this by satisfying all the
requirements in an effective manner, management team of the hotel will be able to maintain
reputation of the company in an appropriate manner.

REFERENCES
Books and Journals
Al-Ahmad, W. and Mohammad, B., 2012. Can a single security framework address information
security risks adequately. International Journal of Digital Information and Wireless
Communications. 2(3). pp.222-230.
BERHE, D., 2017.The effects of service quality dimensions on customer satisfaction: the case of
nib insurance sc (doctoral dissertation, st. Mary's University).
Bruce, A. and Love, S., 2018. Speak for a Living: The Insider's Guide to Building a Speaking
Career. American Society for Traini
Cook, S., 2017. Measuring customer service effectiveness. Routledge.
Gingiss, D., 2017. Winning at social customer care: How top brands create engaging
experiences on social media. CreateSpace Independent Publishing Platform.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Harmeling, C. M., and et.al., 2017. Toward a theory of customer engagement marketing. Journal
of the Academy of Marketing Science. 45(3). pp.312-335.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.