Importance of Understanding Customer Needs and Preferences in Hospitality Industry | Desklib

Managing customer
experience

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO1..................................................................................................................................................3
P1 Value and importance of understanding needs and preferences of target customer groups
................................................................................................................................................3
P2 Different factors that drive customer engagement............................................................4
LO2..................................................................................................................................................5
P3 Customer experience map.................................................................................................5
P4 How touch points create such opportunities throughout the customer experience...........7
LO3..................................................................................................................................................8
P5 How digital technology helps in increasing customer experience....................................8
LO4..................................................................................................................................................9
P6 Customer service strategies...............................................................................................9
P7 How customer service strategies create and develop customer experience....................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Customer experience plays an important role in any business as it states the satisfaction a
customer has received after using products and services of a company. Customer experience is
generally known by customer's feedback received in a business. In order to gain competitive
advantage in the hospitality industry, it is important to maintain customer experience with
standard level. In this report, importance of understanding the needs, wants and preferences of
target customer groups for hospitality industry are covered along with explanation of customer
engagement. In this report customer experience map is also covered and use of digital
technology in increasing customer experience (Akron, and et. al., 2020). This report also also
covers customer service strategies and demonstration of how customer service strategies create
and develop customer experience. For better understanding customer experience, in this report
example of Holiday Inn hotel is taken into consideration. Holiday Inn hotel's headquarters are
situated in Denham, United Kingdom, the hotel was founded in 1952. It is a major hotel in
hospitality industry which performs various functions in the hotel industry across different
countries in world.
MAIN BODY
LO1
P1 Value and importance of understanding needs and preferences of target customer groups
As the business can help the consumers to get understand their own necessity to maintain
their segments in the business but it is their role and duty to reply and give consumers what they
want according to their desire. They trying to persuade a consumer more than their necessary that
they need their management and its products or services that could have a length of the opposite
effect, with the consumers for believing in their company that is always out to make a fast
marketing. It is the job role of a business concern to hold their consumers happy and to do this
for the companies that need to give consumers what they want as frequently as possible and not
concentrates so much on whether consumers need (Cain, 2019). Value and importance of
understanding needs and preferences of target customer groups are mentioned below:
 Achievement of business goals- If a business is successful in understanding needs and
preferences of target customer groups. It will help that organisation to grow at a wider
glance in market area. In hospitality industry it helps in fulfilment of business goals.