Managing Customer Experience

This report examines the importance of understanding customer preferences, wants, and needs in the hospitality industry. It analyzes factors influencing customer engagement and creates a customer experience map for easyHotel. The report also discusses the use of digital technology to manage customer experience and illustrates customer service strategies that create and develop customer experience. Desklib provides past papers and solved assignments for students.

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Justify importance and value of understanding preferences, wants and needs of target
customer.......................................................................................................................................3
P2 Investigate various factors which drive and influence customer engagement of various
target group customers.................................................................................................................4
P3 Creation of customer experience map within hospitality industry.........................................5
P4 Discussion on creation of opportunities throughout customer experience within easyHotel.
......................................................................................................................................................6
P5 Examination of digital technology which is employed to manage customer experience
within easyHotel..........................................................................................................................7
P6 Illustration of customer service strategies..............................................................................8
P7 Demonstrate how customer service strategies create and develop customer experience.......9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Customer experience management refers to practice of designing and reacting towards
interaction which is carried out with customers to exceed or meet expectations of customer so
that advocacy, loyalty and satisfaction of customer's can be maximised (Customer Needs, Wants,
and Demands & Strategic Decision Making, 2018). It refers to accumulation of processes which
are used by organisation to track, organise and oversee communication among organisation and
customer. In this assignment easyHotel has been taken into consideration which is a public
limited organisation. It was founded in January 19, 2004 and is headquartered in London. It
provides their customer with super budget hotel rooms. This report comprises of importance and
requirements of customers, various factors which drive customer engagement and create
customer experience map. This creates opportunities by customer experience and scrutiny of
digital technology in enhancing customer experience. Furthermore, customer service strategies
are illustrated and ways in which customer experience is developed are illustrated.
P1 Justify importance and value of understanding preferences, wants and needs of target
customer.
It is essential for every organisation to take into consideration wants and needs of
customer so that they can stay stable within market for longer duration of time. By this they will
be able to provide their customer's with effective services. By addressing needs of customer
organisation can improvise their level of satisfaction thereby increasing their loyalty. By
analysing and identifying preferences and needs of customers easyHotel can formulate policies
in such a way that their customers will be satisfied in suitable manner. Assurance of effective
customer experience will assist organisation to build their optimistic image within market. With
reference to easyHotel, it is a hospitality industry who have strong customer base who are keen
to spend leisure time by travelling and visiting new places. By this organisation will be able to
expand their image and revenue in effectual manner (Alexander, 2013). The easyHotel is
targeting their probable customers by identifying wants and needs so that they can be met in
stipulated time duration. For this, management of hotel must analyse their target customer
section. This is presented below:
That is described below:

Customer Group Needs Wants Preferences
Business persons Official meeting
rooms with healthy
environment.
Availability of socket
and Wi-Fi facilities.
Soothing ambience
and good food.
Families Gaming zone for kids,
swimming pool and
spacious rooms.
Wide varieties of food
and enhanced quality.
Relaxing facilities
such as meditation
sessions, massage
centre, visit to native
places, etc.
Youth Well-equipped rooms
with spacious
infrastructure.
Wi-Fi facilities,
swimming pool and
lounge area.
Disc and bar area for
party.
From above table, it has been ascertained that different age groups possess difference
tastes in terms of their necessity, needs and choices from organisation. They are targetted
customers of easyHotel as per management (Ariffin and Maghzi, 2012). They are business
persons who require meeting area where they can have business meetings as well there must be
appropriate management of Wi-Fi and food. Other group comprises of families who are on
vacations, they require spacious rooms, gaming zones and pool area so that their kid can have
good time. Last group is of youth who need party facilities so that they can have valuable time.
Management of easyHotel must comply to demands of these groups so that business can operate
their services in effectual way.
P2 Investigate various factors which drive and influence customer engagement of various target
group customers.
There are different factors which exist within business environment which creates impact
on customer's engagement within hospitality industry. It is essential for easyHotel to consider
these factors in appropriate way. These factors are mentioned below with respect to youth,
families and business person.

Youth basically focus on parties and they visit any place within holidays for enjoyment
and have leisure time. For this they need disc, bar, swimming pool and spacious lounge areas
where they can spend quality time. It is essential for an organisation to consider these
requirements of youth so that they can visit them again and suggest their friends to visit it. This
will also engage their customers (Bilgihan, Kandampully and Zhang, 2016).
Families visit such places so that their kids can enjoy their time by visiting new places.
They need healthy environment where each person of family can have quality time. Like for kids
playing zone, swimming area and for parents disc or they can also enjoy in pool. Management of
easyHotel must ensure that appropriate environment is given to family members and ensure that
there requirements are accomplished, this will enhance their image within market.
Business person needs soothing and peaceful environment for carrying out their work in
appropriate way. Management of easyHotel must emphasise on this factor so that they can create
influence on customer's engagement and provide them with suitable environment where they can
carry out their work without any kind of interruption or disturbance (Blázquez, 2014).
The management of easyHotel will be emphasising on business person as well as youths.
The reason behind this is that, business person carries out their official meetings and formal get
together. On the other hand the youths come to have leisure time, spend their vacations and visit
London. Management of easyHotel need to analyse their requirements and formulate decisions
accordingly. In this modern era, the technological advancements are necessary for grabbing the
attention of more number of people. The market research will lead them to identify opportunities
present within market.
By identifying above factors, organisation can take feedback and reviews from customers
so that they can gain knowledge about what modifications can be made in future so that there
target customers will visit again and by this they may be able to attract more number of
customers.
P3 Creation of customer experience map within hospitality industry.
It is process of visually and strategically laying out and mapping experiences and
interaction as per their experience with specific brand. It wraps everything from initial point to
last interaction which has been occurred between customers and staff of organisation. By
attaining entire picture of communication, organisation can focus on it and key moments. It
ascertains ways in which customers are associated with services and commodities which are

furnished by organisation. This factor creates long impact on organisation as it identify
satisfaction which is acquired by customers when they consume services which are being given
to them. High satisfaction of customer's signifies that they feels connected towards organisation
and their beliefs. This will aid organisation to make sure their growth and sustainability which is
foremost priority and goal of organisation. Within hospitality industry, it is mandatory for
organisations to provide customers with enhanced experience by making use of services which
they are rendering. EasyHotel is providing their services in different parts of country. Therefore,
it is essential that management must assume value of mapping customer experience by
maintaining their global image within industry. This can be done by making use of different
techniques and tools which assist in carrying out interaction with customers by communicating
message with enterprise (Harris, and Daunt, 2013). Different tools are used by management of
easyHotel, they are mentioned below:
Website: It is one of the most important tool which provides information of organisation
to their potential customers. It provides customers with pictures by which they can visualise and
create s image within their minds that these facilities are being provided by easyHotel. Their
website comprises of all the essential details which are related with their services. It is required
by administration of organisation to foresee offers which are provided by organisation on
website are relevant and they are meant to exist (Cetin and Dincer, 2014).
Telephone: It is essential tool for interaction which is being used by organisation by
which they can interact with their potential customers and even stakeholders so that they can be
influenced so that they can use services which are being provided by them. Marketing team has
been formulated by easyHotel for carrying out communication with people by making use of
calls and also attain reviews from people who have already visited their place.
Hotel environment: It is major factor which is responsible for attracting large number of
customers. This is the reason that hospitality industry tends to find location in such places which
tends to seem attractive to people. That is why easyHotel has ensured ambience of all outlets
which are present in location where customer can enjoy their environment as well as services.
Organisation management: It is very crucial for management of organisation to manage
activities for running their operations and activities in such a way that it can lead to enhanced
productivity. For this management of easyHotel has formulated certain objectives which they
have to accomplish in desired time frame.

Customer Experience Map: It visually identify and organise every scarp customer had
with an organisation. These interactions are referred to as touchpoints. By formulation of map, it
becomes easy to find out the way in which interaction was carried out in between customer and
organisation as well as manner in which opportunities can be gained by experience of customers.
Overall, it provides framework that will provide easyHotel a path by which they can have
increased customer satisfaction, retention, great profits and their loyalty. The customer
experience map for easyHotel has been been illustrated below:
Services Experiences
Arrival within Hotel After customer's have arrived to the Hotel they
waited for around 1-2 hours to ensure availability of
room.
Room available After long waiting for hours, room was available.
The interior as well as décor of room was fantastical
and it was cherry on the cake as the view from
window was amazing.
Fitness Room As some more equipments were to be added and
updating the old machineries, the fitness room was
closed.
Free Breakfast EasyHotel offered a free breakfast on the next
morning. The employees were very polite, kind and
respectful. They were ready to help out in any
situation.
Lunch Lunch was ordered in room, it was good but the
problem was that, it was not served on time it took
approximately 2 hours for this.
Dinner Food which was served was great in quality along
with their ambience and service was great.
Checkout It was easy, fast and efficient

These touchpoints assisted management of easyHotel to analyse their loopholes and work
on them. This acted as opportunity for them as they can make alterations within some of their
working processes as per the experiences of their customers. This will aid them to improvise
their perfomance.
P4 Discussion on creation of opportunities throughout customer experience within easyHotel.
Customer touch points are referred to ways which are used by business entities for
initiation of interaction with customers so that information can be conveyed to people. By
carrying out communication, organisation tends to influence customers and considering their
thinking in effectual way. This will assist organisation to formulate affirmative image within
market as well as in minds of customers by which they can ensure stability within market for
longer time duration (Garg, Rahman and Qureshi, 2014). Management of easyHotel has
employed various touch-points to create impact on customers with respect to services they are
being offered. They have invested lots of amount to train employees so that they can serve
customers in enhanced manner and if any kind of conflict arises then try to resolve it by
themselves. Staff of easyHotel do not use abusive language and carry out formal communication
with colleagues as well customers. They also ensure that appropriate eye contact is maintained
with customers. Apart from this, welfare and training programmes provides employees to acquire
skills related with postures, gestures and body movements by which affirmative relation can be
formulated with customers (Gyung Kim and Mattila, 2013). An example is provided below
which describes way in which interaction occurs between employee of easyHotel and customer.
Employee: Good Morning Ma'am.
Customer: Good Morning.
Employee: How can I help you, Ma'am?
Customer: I want one Joe Decaf Coffee with cheese sandwich.
Employee: Your order has been recorded. Please wait, while it is being prepared.
Customer: What is the price of order
Employee: Only £45, Ma'am.
Customer: Here it goes.
Employee: Thank you, Ma'am. Do you need anything else?
Customer: No, thank you.
Employee: Have a good day ma'am.

P5 Examination of digital technology which is employed to manage customer experience within
easyHotel.
In present scenario, there is rapid growth in technology and advancements are made on
day-to-day basis. For being successful and stay ahead by competitors it is necessary to
acknowledge these changes. Digital technology assist organisation to have trenchant
communication so that preferences, requirements and needs can be identified. Management
needs to be aware of updation which is made in technology so that they can cope up with recent
changes and also address requirements of their customers. For knowing demands of customer,
company has organised training for their employees. These classes will provide employees with
information through which employees can gain knowledge related with customer relationship
management which will provide customers with enhanced experience (Komunda and
Osarenkhoe, 2012).
Customer relationship management is defined as approach through which business
entities can interact with customers in context of products, services, beliefs and values. Focus of
this technique is to maintain sustainability of organisation as well as retention of their customers
for longer time frame. It is basically associated with preferences and needs of customers so that
their needs can be accomplished. Also they emphasise on their functioning and make sure that it
is acceptable by people and if they give feedback for enhancement then they should be
implemented it provide them with environment they need (Shah, Kumar and Kim, 2014). Some
questions have been provided with respect to customers, they are mentioned below:
1. Name the company which made presentation?
White and Black
2. By whom presentation was made
Hook Julian
3. Which software programme was demonstrated by them?
OPERA
4. What were key elements of programme?
It consists of reservation system, housekeeping, etc.
5. Who are their customers
Some of them are easyHotel, Hilton International, Travelodge and many others.
6. How long it has been to them to conduct their operations?

Since 1970s
7. How these programmes can be improvised in futures?
In future context, White and Black has emphasized on maximising interaction with
customers. Apart from this, organisation can look forward for technology and trends which
are being used within hospitality industry. By these programs, emphasis is to takes reviews
from customers so that they can be served in effectual manner and ensures sustainability
within market for longer duration.
P6 Illustration of customer service strategies
Customer service strategies are defined as plan which is used by organisation to meet
requirements of customer’s in effectual manner. Focus of this strategy is on customer satisfaction
as well as their retention. It aids organisation to carry out operations in such a way that
customer’s do not shift to their competitors and remain loyal to them (Spiess and et. al., 2014). In
context of easyHotel, they have opted for different strategies so that they (customer’s) can stay
loyal as well as connected to there organisation in longer run. These strategies are provided
below:
Resolution of grievances of customer’s: Organisation has emphasised on recruitment of
employees who are highly skilled and possess characteristics which will assist them handle any
kind of negative situation which customers are experiencing. This will assist them to furnish
effective and efficient environment (Torres, Fu and Lehto, 2014). If customers experience any
kind of issue related with food which is being served to them, any facility within room or outside
it, employees of easyHotel ensured that they present those issues in front of management so that
they do not create trouble for customers. Furthermore, they need to carry out proper investigation
so that they can find out root cause and eliminate it. This will make their customers happy as
they will be satisfied with services which are being offered to them. This will also ensure their
loyalty for organisation and they can be retained for longer period of time.
Provision of training to employees: It is another strategy which is being used by top
management of easyHotel for acknowledging importance of human resources in retention of
their potential customers. For this they ensure that training is being provided to employees
according to departments they are being serving, this will assist them to develop healthy and
affirmative relation with employees. Furthermore, they will also learn how to handle any
difficult situation which can arise at any moment. Moreover, employees will get to know how to

talk with customers in formal and pleasing manner so that they are satisfied. By this easyHotel
can stay stable within market for longer time period (Yang, Liu and Li, 2015).
P7 Demonstrate how customer service strategies create and develop customer experience.
Customer Audit Trail, Critical Observations:
Name of hospitality business visited easyHotel
Date and time for visit April 17, 2019
Ambience and first impression:
Things which I observed
were good?
Things which I observed
were bad?
What changes would I make
if it was mine business?
Theme and internal colour was
eye-catching and soothing.
Many customers were waiting
and there was limited sitting
arrangement.
There would have been
enough sitting arrangements
for people visiting there and
they do not have to wait, there
would be some waiting area.
Tariff boards, labelling, etc.:
Things which I observed
were good?
Things which I observed
were bad?
What changes would I make
if it was mine business?
Theme based signs were used
by organisation which looks
good and there colours were
attractive.
Due to tariff, customers were
not able to find out prices of
products which was difficult
for them.
There would be appropriate
management of tariff so that
customers face least problems.
Prices:
Things which I observed
were good?
Things which I observed
were bad?
What changes would I make
if it was mine business?
Price was good with respect to
quality of services which were
being served to customers.
Price of food items was high
which were provided within
outlet.
I would have ensured that
prices which were being
offered are affordable and
reasonable.
Range of products/ services:
Things which I observed
were good?
Things which I observed
were bad?
What changes would I make
if it was mine business?
Sitting arrangements in lounge
area and free Wi-Fi facilities
for customers.
Wrappers and tissue papers
were seen in corners.
I would have made sure that
there is appropriate cleaning in
every corner and hygiene is
maintained.

Staff:
Things which I observed
were good?
Things which I observed
were bad?
What changes would I make
if it was mine business?
They interacted in formal way
and were jovial.
Employee were impatient
when customers raised any
kind of problems they were
facing in services.
Proper training must be given
so that problems of customers
can be handles in appropriate
way.
Time:
Things which I observed
were good?
Things which I observed
were bad?
What changes would I make
if it was mine business?
Food was prepared within
time, like it was maximum 10
-15 minutes.
Self service facility makes it
difficult for customers to get
their orders.
I would ensure that food is
being served to customers on
their tables.
Supplementary items:
Things which I observed
were good?
Things which I observed
were bad?
What changes would I make
if it was mine business?
Employees of easyHotel
focused on providing
customers with effective and
efficient services.
Extra benefits are not given to
them, means they are only
given what they have paid for.
I would give m customers
with complementary drinks
and offer when they visit our
place next time.
Payment:
Things which I observed
were good?
Things which I observed
were bad?
What changes would I make
if it was mine business?
Customer’s can pay as per
their convenience either by
cash or card.
When payments were made by
using card then some extra
amount was deducted in form
of taxes.
I must ensure that any extra
amount is not taken.
CONCLUSION
From above, it can be concluded that customer experience play critical role in
establishing enhanced performance levels of organisation. For this, top management must
analyse requirements, needs and preferences of customers so that they can be served accordingly
and in effective way. Apart from this, different techniques and tools must be used by
organisation to map customer experience such as email, text messages, review sites, environment
of premises and many others. Aim behind this is to render quality services to customers.

Moreover, focus of entities is to find touch points of customers so that they can have effective
interaction with them. For this organisations have to formulate different strategies for resolving
their problems, thereby provide them with enhanced level of satisfaction.

REFERENCES
Books and Journals
Alexander, K., 2013. Facilities management: theory and practice. Routledge.
Ariffin, A. A. M. and Maghzi, A., 2012. A preliminary study on customer expectations of hotel
hospitality: Influences of personal and hotel factors. International Journal of Hospitality
Management. 31(1). pp.191-198.
Bilgihan, A., Kandampully, J. and Zhang, T., 2016. Towards a unified customer experience in
online shopping environments: Antecedents and outcomes. International Journal of
Quality and Service Sciences. 8(1). pp.102-119.
Blázquez, M., 2014. Fashion shopping in multichannel retail: The role of technology in
enhancing the customer experience. International Journal of Electronic Commerce.
18(4). pp.97-116.
C. Harris, L. and Daunt, K., 2013. Managing customer misbehavior: challenges and strategies.
Journal of Services Marketing. 27(4). pp.281-293.
Cetin, G. and Dincer, F. I., 2014. Influence of customer experience on loyalty and word-of-
mouth in hospitality operations. Anatolia. 25(2). pp.181-194.
Garg, R., Rahman, Z. and Qureshi, M. N., 2014. Measuring customer experience in banks: scale
development and validation. Journal of Modelling in Management. 9(1). pp.87-117.
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explanations for a surprise strategy on customer delight and expectations. Journal of
Services Marketing. 27(5). pp.361-370.
Komunda, M. and Osarenkhoe, A., 2012. Remedy or cure for service failure? Effects of service
recovery on customer satisfaction and loyalty. Business Process Management Journal.
18(1). pp.82-103.
Shah, D., Kumar, V. and Kim, K. H., 2014. Managing customer profits: The power of habits.
Journal of Marketing Research. 51(6). pp.726-741.
Spiess, J., and et. al., 2014. Using big data to improve customer experience and business
performance. Bell labs technical journal. 18(4). pp.3-17.
Torres, E. N., Fu, X. and Lehto, X., 2014. Examining key drivers of customer delight in a hotel
experience: A cross-cultural perspective. International Journal of Hospitality
Management. 36. pp.255-262.
Yang, Y., Liu, X. and Li, J., 2015. How customer experience affects the customer-based brand
equity for tourism destinations. Journal of Travel & Tourism Marketing. 32(sup1).
pp.S97-S113.
Online
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