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How to Manage The Customer Experience AssiGNment

   

Added on  2020-10-22

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EXPLORING HOW TOMANAGE THECUSTOMEREXPERIENCE
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ASSIGNMENT 1.............................................................................................................................4INTRODUCTION...........................................................................................................................1TASK...............................................................................................................................................1Introduction to company.........................................................................................................1Description on market segmentation and its characteristics...................................................13. Explanation on importance of understanding the needs and wants of customer of the targetcustomer group.......................................................................................................................24. Description on the consumer behaviours and attitudes of differ market segments to buildbrand loyalty and trust............................................................................................................35. The factor that helps to drive and influence the customer engagement of different targetgroups.....................................................................................................................................36. Define range of differ target customer groups and their need and expectation in terms ofengagement.............................................................................................................................37. Description on customer experience map...........................................................................38. Description on details customer experience to create business opportunity......................49. Discussion and analyse to influence the behaviour, response and action of its customers.4CONCLUSION................................................................................................................................4ASSIGNMENT 2 ............................................................................................................................61. Introduction .......................................................................................................................72. Description of customer relationship management. ..........................................................73. Description on how digital technology in managing the customer experience with theselected restaurant..................................................................................................................74) Advantages and disadvantage of CRM system for retaining customer.............................85) Explaining customer service strategies in Hilton Hotel and Resort...................................96) Evaluation of how customer service strategies create and develop the customer experience97) Evaluation of delivery of customer service strategies and communication and justifyingrecommendation to the industry for improvement in developing customer experience......108. Conclusion of the report...................................................................................................11REFERENCES..............................................................................................................................12
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ASSIGNMENT 1
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INTRODUCTIONCustomer management is process that works as to track, oversee and organize everyinteraction between the customer and organization through customer life-cycle (Bolton and et.al.,2018). By managing it, there can be possibility in terms to boost revenue with increment in salesfrom the existing customers and new sales from word of mouth. With help of improving thecustomer loyalty by the valued and memorable customer interaction there can be possibility interm to there is possibility to enhance customer satisfaction, loyalty and advocacy. The presentreport is based on hotel industry as Hilton on Park Lane, it is situated in London, UnitedKingdom. Furthermore, report will cover the following things as market segmentation,understanding the needs, wants and preference of target customer groups and customerexperience group. TASKIntroduction to companyThe Hotel Hilton is situated in London at park lane and it provides the greater services tocustomers. With the help of providing better accommodation facilities the all firm is gettingglobal leading image (Choo and Tan, 2017). It is the American multinational hospitalitycompany and it works as to manages and franchises brand portfolio of hotel and resorts. Thisfirm provides better accommodation facilities to its customers and profitability of the firm tendsto enhanced.Description on market segmentation and its characteristics.Market segmentation can be defined as process that works as to dividing the market intothe groups or segments that is based on differed characteristics. With the help of better marketsegmentation there can be possibility in term to personalize the marketing segments in the bettermode. In addition to this, it can be said that market segmentation also reduce the risk of theunsuccessful and ineffective marketing campaign (Khan and Rahman, 2017). This kind ofsegmentation allows to target the customers so that there can be possibility of the growth to theenterprise. Thus, it has been defined in following manner as are- 1.Geographic segmentation- Geographic segmentation creates the better target for thecustomer groups and it is based on the boundaries of geographic needs as it is based onthe needs, preference and interest and this all depends over the climates and Geo-1
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