Induction Understanding customers

Induction Understand-
ing 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