Managing Customer's Experience

MANAGING CUSTOMER'S
EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................3
LO 1......................................................................................................................................................3
P 1 - Explain the value and importance of understanding the needs, wants and preferences of
target customer groups for the hospitality industry.....................................................................3
P 2 Explore the different factors that drive and influence customer engagement of different target
customer groups within a service sector organisation.................................................................4
LO 2......................................................................................................................................................5
P 3 Create a customer experience map for a selected service sector organisation......................5
P 4 Discuss how the touch points create such opportunities throughout the customer experience
in your hospitality organisation...................................................................................................7
LO 3......................................................................................................................................................7
P 5 Examine how digital technology is employed in managing the customer experience within
the service sector organisation, providing specific examples of customer relationship
management systems...................................................................................................................7
LO 4......................................................................................................................................................8
P 6 Illustrate customer service strategies in a specific service sector context............................8
P 7 Demonstrate how customer service strategies create and develop the customer experience in
a way that meet the needs of the customer and the required business standards........................9
CONCLUSION....................................................................................................................................9
REFERENCES...................................................................................................................................10

INTRODUCTION
The managing customer experience means meeting needs and expectations of the customers
in the market. The managing of the customer’s experience can be done by providing the best
services and products to the customers in the organization. The experience of the customers can be
managed by doing interaction with the customers understand what exactly they want from the
organizations. The needs of the customers can be related to the physical, social, spiritual, rational
and emotional. The customer interaction is based on three factors. Those three factors are customers
journey in the organization, the brand touching points of the organization and environment of the
organization which will effect the customer's experience. The Hilton Hotels and Resorts are the
hospitality company which stood on the first position in the hospitality sector of US. The hotel was
founded 100 years ago on the date 31 may 1919. It is an private hotel company which was founded
by Conrad Hilton. The Company have its headquarter in the McLean Virginia, US.
LO 1
P 1 - Explain the value and importance of understanding the needs, wants and preferences of target
customer groups for the hospitality industry
The values and importance of understanding the needs, wants and preferences of the
customer groups for the hospitality industry are as follows:
Business Person
The business persons generally visits the hotel for the meeting and seminars with the other
organization or international clients. The needs and wants of the business persons includes a big
seminar hall or meeting hall in which the business person will conduct the meetings. The another
basic need of the business person is the projector in the seminar halls. The projector is very
important for the business activities because the presentations made by the business men is made on
the power point and power point presentations the projector for the presentations. The another basic
need in hotel is the enough power switch which are needed for the charging of laptops and mobile.
As the businesses are based on the online activities so the Hilton hotel are having 24*7 Wi-fi
facility which helps in the doing the business effectively. The Hilton hotel was providing all the
facilities to the businessmen so that they do not face any kind of problem during their stay in
hotel(Peppers, D. and Rogers, M., 2016).
Holiday Maker

The holiday maker are those customers who comes to the hotels to enjoy the facilities and
ambience of the hotel. The holiday marker customers are provided with the best food of their
choices. The Hilton hotels always ask their customers that what kind of food they prefer to eat. If
the customers are vegetarian, then the hotel offers the vegetarian buffet to which will include a large
variety of the vegetarian dishes. The hotel also provides a separate buffet which will be placed far
away from the non veg buffet so that the customers don't feel any kind of hesitation while having
the food. For the customers who prefer the non veg food, they all are first asked that which kind of
non veg they prefer. The kinds of meat and flashes they prefer to eat will be made especially for
during their stay. The customers are provided with a guide by the Hilton hotels who will take them
to the best places to visit in the city where they are travelling(Kale, S.H., 2019. ). The hotel also
provides convenience facility to their customer so that they can easily travel in the city without
booking the different cabs and taxis. The expense of convenience is added in the final bill of the
customer. If the customer is taking the convenience from the hotel, then they will be provided with
15% discount on their bills.
Disabled Customers
The needs and wants of the disabled customers is totally different form the other customers
staying in the hotel. These customers wants the wheel chairs facility at each and every point. Most
of the customers visit the hotel on their own wheel chair but they also want facilities like ramp near
every staircase so that they don't face any troubles .
P 2 Explore the different factors that drive and influence customer engagement of different target
customer groups within a service sector organisation
The different factors that drives and influence customer engagement of different target
customers group within a service sector organization are as follows:
Couples on First Date
The couples who are coming on their first day in the hotel should be provided with all the best
coffee, food and free champagne so that they can make their first date more romantic and exciting.
The couples who are on their first date should be provided with special facilities like quite
environment, slow romantic music, candle light dinner, best dessert of the hotel. The hotel Hilton
provides all these facilities to the couples who are on their first date. The food given to the couples
who are on date is very less spicy. The reason behind this that if the food given to them will be
spicy, then instead of enjoying the date, they will raise complaints regarding the food and their date
will get spoiled. The hotel management never disturbed the couples while they were enjoying their
date(De Keyser, A.,and et.al., 2015.). All the orders regarding the food, drinks, desserts etc are