This document discusses the value of understanding customer needs, explores factors that drive customer engagement, creates customer experience maps, and discusses customer touchpoints for business opportunities. It focuses on Premier Inn, a British hotel chain, and provides insights into their customer experience strategies.
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Managing Customer Experience.
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Table of Contents Table of Contents INTRODUCTION...........................................................................................................................1 MAIN BODY...................................................................................................................................1 TASK 1............................................................................................................................................1 P1 Explain value and importance of understanding needs, wants and preferences of target customer groups ........................................................................................................................1 P2. Explore different factors that drive and influence customer engagement of different target customer groups..........................................................................................................................3 Task 2...............................................................................................................................................4 P3. Create customer experience map for selected service sector ...............................................4 P4. Discuss customer touchpoint throughout customer create business opportunities..............6 Task 3...............................................................................................................................................7 P5. Digital technology is employed in managing customer experience including specific examples of customer relationship management system............................................................7 Task 4...............................................................................................................................................8 P6. Customer experience strategies in specific service sector....................................................8 P7. How customer service strategies create and develop customer experience that fulfils demands of customers and business standard.............................................................................9 CONCLUSION.............................................................................................................................10 REFERENCES..............................................................................................................................11
INTRODUCTION The customer experience is practise and designing as well as reacting to customer interactions to accomplish with their goals and exceeds their expectation, leading to greater customer satisfaction, loyalty and advocacy (Abd Ghani and et. al, 2017). These purpose of having effective interaction that enhance for making better way of interaction that allows to providing in better outcomes generates as well as helps to focus on business to elaborates in effective needs of important customer. This is reflects for customer actual experience in positive and negative manner. As in this report, the organisation is Premier Inn where it is British hotel chain and UK is having largest chain with more than 72,000 rooms and 800 hotels, it operates hotels in variety of various location that allows more than largest city within airports overall companies with risk likes Travel lodge and Ibis hotels. The company is majorly was established by Whitbread as travel in 1987 to compete which is merged within business under the name of Premier travel inn. Inthisreportthataccommodatewithhavingmoreadvancementtowardsgettingbetter opportunities for gain customer satisfaction. In this report, topics are covering by highlight about better understanding needs and wants of target customer preferences, within different factor within that drive influence customer group service sector organisation. Customer experience map for selected organisation (Aichner and Gruber., 2017). Digital technology and employed in managing within provides examples. Customer service strategies service sector as well as develop customer meet needs and wants of company recommendation. MAIN BODY. TASK 1. P1 Explain value and importance of understanding needs, wants and preferences of target customer groups . Overview of Target Market: It is basically of define standardised and to highlighting effective as well as potential customer as per demand by any particular business. In perspective of hospitality business like Premier Inn they only approach those customer who are eagerly seeking for hospitality kind of services that enables to get attain their satisfaction in order to provide higher benefits. Characteristics of target audience through target market by approach segmentation. 1
It is prospect to gaining customer way to perform to describe that enhance for basic required for matching business offered services in positive manner (Badwan and et. al., 2017). There is various characteristics and demand from customer through basis of Premier Inn where they specifically target their marketplace in segmentation that explain below as: Specification of target customer:ï‚·Age group: To approach customer is not easy there is must to identify provide Vegan traitsofproductsandservicesthatallowsmanyaswhohavingpreferencesof vegetarian as well as non vegetarian (Baker and Kim, 2018). To consider age group people like adults to old age as 20 to above 50 years which is more preferred that enables high outcomes required for Premier Inn.ï‚·Basis of income: Through perspective of Premier Inn they also prefer to target people to having higher paying system practises that effectively affordability matter for them where moderate age group of individual as well. ï‚·Occupation: The Premier Inn has targeted certain gtroup who is having occupation and withhavinginvolvesinprofessionals,businesspersonandageindividualon accordingly. ï‚·Geographic location: Through approaching better Premier Inn is located by enhance towards easy for businesses to generate optimise attract lot of more customer get attaining provide discount profitability in increases through better way. Value and importance of Target customer group: The targeted customer group has varied range of importance and values which is covered in below related in Premier Inn such as described in following steps:ï‚·Customer Service: Some of aspect is most necessity prospect and under of important way to attract customer through different way of service in which company likePremier Inn they mainly deliver their services to customer as per their expectancy and quality base that enhance more vulnerability towards better certain period of time. ï‚·Social Responsibilities: Some of responsibilities that is played is business under which is environmental that effectively care is protected that involves development traits of factor which is benefits towards company (Dion and Borraz., 2017). In relation of PremierInn,astheirmanagementmakesassurethattheirworkobjectivemust contribute in society through less pollution and enhance market productiveness. 2
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P2. Explore different factors that drive and influence customer engagement of different target customer groups. Customer behaviour and attitudes The customer is having most common through implementing changing on the basis of suitability, taste, opinionsand preferences where they under favouritism is get promoted. By enhancing of changes get to implemented by context is having more vulnerability that allows more action happens in marketplace. In perspective of market segmentation that enhance in Premier Inn to focus on their customer behaviour and attitudes which is must to consider by asking reviews by deliverables of services to them (Goodman, 2019). Thus, suggestions and opinions are more important to get evaluate in major aspect to gain better satisfaction and trust. Better understanding of behaviour and attitudes to having market segmentation that develop the brand loyalty:ï‚·Complex behaviour buying: It is set of behaviourwhich helps to continuous manner to having procure about different preferences as per according to their food and need through offers is grabbed through making an attention which is involved in marketplace (Larson, Jaworski and Larson, 2020). In order to attract more customerPremier Innthat assort by improvising behaviour o employees and able to connect within customer base. ï‚·Consider constant buying behaviour: These are some sort of behaviour that enhance to shows within some of customer eating of under favouritism. In this situation of customer approachsimilarproductandservicethateffectivelyapproachbetterpreferences selective for their foods. Therefore, forPremier Inn they measure target to those who can afford and as well as customer must having potential buying behaviour. Factors of customer engagement influence: Thecustomerengagementishavingcontinuousinteractionbetweencompanyand customer where they mainly offered or making chosen for company customer. It clarifies that the more valuable and frequent the engagement towards gaining high objective brand of product is get to attain high positive outcomes. In perspective of any business traits such as hospitality that covers for getting effective value of making more focuses that enhance more productive outcomes (Lee and et. al, 2018). This will only happen when there would be high influence of customer interaction through clarity about with their suggestions, feedback or some other quality of working aspect that creates more vulnerability. As per context ofPremier Inn hotel is sort of 3
havingtheirmediumandpremiumbasedserviceswheretheyapproachtheircustomer engagement when there is high interaction in social media and other online services. Some of following point which is consider for better customer engagement in effective manner:ï‚·Understand the expectation of customer: In this stage of customer engagement that allows different base of customer is having expectation that majorly allows to get high income of family group, high income in which the services of Premier Inn is highly measured towards focuses on high rated (Manchar and Chouhan, 2017). Training and development for comfort at the time of taking services in Premier Inn. This is trait which is has focuses on providing that so customer are highly engaged within company within fulfil all outcomes. ï‚·Effective communication: This factor is one of more important that helps top gain clarity of customer within communicate in better way for in code of conduct towards better long term period. In Premier Inn, their manager and leaders ensures that allows to training and development for improvise skills. Task 2. P3. Create customer experience map for selected service sector . Overview of Customer Journey map:This is a refers about visual representation that support to gain for better goals and accomplish it in effective manner. This term also helps to organisation where presence of motivation that allows needs and pain the points (Rahi, Yasin and Alnaser, 2017). In context ofPremier Inn where their customer journey map in which is customer mapping for attain outcomes where it can gaining profits and sales for long term productivity. As per to getting valuable insights where manager mapped that their services and product must involves in several quotation that customer prefer to approach durability of service in effective manner. 4
Stages of customer journey: ï‚·Awareness: This is first process where manager of Premier Inn, where their management and marketing team support to create awareness in related to their product and services where it offers to customer. By approaching customer point of view where analyse their needs and wants on which customer book Premier Inn services as per accordingly.ï‚·Consideration: As per this practise customer can better helps to examine where best service can acquire to enhance better purchase decisions. According to this advantages where the manager of Premier Inn provides optimum value of services that competitive gain of outcomes in effective manner where to increase sales and volume of company.ï‚·Retention: This stage of customer experience where customer mapping journey that effectively can determines for retaining the customer. Through customer opinion through which is creates view points (Shin, Perdue and Pandelaere, 2020). The customer is having their own retention follow firm capacity. Role of manager could better approach towards gaining changes to accomplish according process to be followed. ï‚·Advocacy: It is final stage that reflect about customer where they satisfactory through better decision making towards better customer restaurant to long term. Strategies of customer insights: As per Premier Inn who can focuses where it enhancing for effective customer insights towards manager developing strategies where so objectives can be attained on within acquiring that enhance better promotes better way leading successful by assorting in technology towards 5
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attracted in positive manner. There are some important ways of customer insights such as follows:ï‚·Marketing: It is one of customer based insight strategy where it helps to creates awareness as well as manager of Premier Inn design some valuable strategies that helps to follows and enhance better way to accommodate different sort of techniques are attracted towards objectives. ï‚·Customer interaction: It is one of must aspect that creates to interactive within clients that helps to gain more competitive advantages and other factor which only possible by attaining effective customer interaction (Tiwong and et. al., 2019). In Premier Inn, their managementteamhelpstogaincustomerinteractingregardingthecompanyby generating competitive towards company. P4. Discuss customer touchpoint throughout customer create business opportunities. There is differentiate between that allows for measuring manager that allows to can focuses on touchpoint of capture in which is opportunities of profit and revenues: BasicPre purchaseDuring purchasePost purchase TouchpointsAspertoday'ssituation customer approach online toolsand techniquesthat enhance for websites, text andmessagesthatcover upswhichisrelated informationcirculate goods and services (Tung, ChenandSchuckert, 2017).Butduetocost effective and also having givesthrough appropriate knowledge in small period of time. Atthetimeof purchasingthe customerofmindset throughPremierInn where they book their hoteland servicesof hospitality as per basis ofbuyingbehaviour. Inthishoteland restaurantservice- orientedwherethey offersoutstanding experience to them. Onthedemandof customerisapproach analyse where service relatedofhotelsand restauranttowards bookingonbasisof experiencethat followstheir suggestionsorview pointofparticular service that explore by people inPremier Inn asperdecision making. PerceptionofBy approachingcustomerAsperthissituationBycustomercan 6
customersthatcannotapproach towardsthatgetting approved that measure to gettingoutcomesasper basis of several data basis. onlycommunication factorapproachthese services that approach high positive outcomes in terms of reflecting servicesbenefitsby PremierInn management team. approachsharetheir experiences and explre differenttypesof servicestraitswithin known,relativesand furthermore. Opinionfor betterment Through getting more plan for having restaurant can triestoimprovedthat effectively design for new customised through getting productiveoutcomes Premier Inn can attain as pertheircustomer expectancy. Different roles andresponsibilityof employeeswhoare workingtheycontribute theireffectiveskillsand attributesformakethe successful. By management team ofPremier Inn their managerprovides effectivebaseof trainingthat helpsto gainbetterpositive outcomeswhere employeesare approachineffective way(Vesal,Siahtiri and O'Cass., 2020). It is very significant for communicating gainingloyalbase retaining for long term handlingoverall problems that reduces the negative outcomes. Asper thisusercan share their perception whereexpertsthat opinionwithintheir relatedtoclosefor PremierInnservices where they receives in better way to attaining outcomesin effective manner.Feedbacks, suggestionsregarding withinservicesin furtherdevelopment. Appreciationisalso facilitatesfor attainment. 7
Task 3. P5.Digitaltechnologyisemployedinmanagingcustomerexperienceincludingspecific examples of customer relationship management system. Customer relationship management: This is term CRM is process for combination of practises, strategies and technologies that companies by utilising and analyse customer interaction for better data throughout get to optimise service centre relationship and having assist in customer retention driven in sales growth. In situation of Premier Inn, their front office team is reliable for attaining where effectively in order to increase overall profit. There is different types of Customer relationship management: ï‚·Operational CRM: As per this system helps to gain automates sales and marketing as well as services are processes (Xu and et. al., 2017). In terms ofPremier Inn that can assortoperationalcustomerrelationshipmanagementwherehighermarketingof organisation for attaining positive outcomes. ï‚·Analytical CRM: The main function of this Customer relationship management is data analysis provide management better insight within regard business better outcomes. In perspective of Premier Inn can assort of CRM for better reach to their customer by collecting suggestion and information of customer data. Several Digital platform that helps in managing customer experience. ï‚·Social Media Platform: According to this aspect, it helps to generating more customer engagement as well as better support to manage them through Facebook, twitter and You tube where loyalty of long term relationship. This practises helps to gain positive way of high competitive gain through Premier Inn different way of perspective various of taste and preferences. ï‚·Email Marketing: The hospitality service of Premier Inn in customised commercial messages that and mails for their customer for updating customer about offers and deals that helps to currently where serving mobilise by provide customers mail id information about new offers in service that helps to gain profitability. 8
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Task 4. P6. Customer experience strategies in specific service sector. Customer experience management: This is collection of process that to company seeking for seeking tracking of looking tagt helps to organise every interaction between customer and organisation. The purpose of customer relationship management each customer has within organisation that effectively build customer relationship management that helps to gain customer trust, loyalty consumer experience. There are following strategies in which Premier Inn in better experience :ï‚·Training and Development of employees: To making employee productivity level increases which effectively enhance to provide employees staffs where they enhance manage for developing experience relationship within customer. ï‚·Follows up customer: It is major restaurant organisation can arrange for feedback form for getting positive outcomes that follows up experience in hotel where is about to get hospitality in about choice along with preferences of their customer, so that they can improve towards manage system for attaining customer preferences. Touch points analysis:By detail analysis where it help to counting for better times consumer where it engages through media platform in every half an hours (Zeithaml, Bitner and Gremler, 2018). The touchpoints valuable window through connected with media which is consumed within in across platform. Premier Inn focuses on experience and improve in product quality structure, by analyse within post customer experience that effectively gain improvement for implementing new product and services enhanced in better ways. P7. How customer service strategies create and develop customer experience that fulfils demands of customers and business standard For measuring about to create strategies which is enables to get positive development within several strategies for maintaining the standard for business and satisfying the demand of having customer in effective manner. As per digital technology with helps to conducts more reach that large target to better analyse short period of time. Through hotel is having taken timely approaching experiences within satisfaction of level regarding services. In perspective of Premier Inn with having strong relationship with customer and engage them on longer period time. Some strategies boosting the customer experience and business standard in below: 9
ï‚·The approaching of primary base strategy where time taking for follow up which develop through better customer experience within company Premier Inn. According to follow this process generates loyal customer for longer period of time for high profit generates to accomplish by firm. ï‚·The administration team within Premier Inn that can adopt for using advanced technology for using services so that they helps for keeping satisfied with organisation and having develop the word within market areas for productive outcomes. CONCLUSION In above report of Managing customer experience that involves enterprise may develop and grow better way to accommodate that grow better experience. By having different where the company within engage the loyal customer gain competitive advantages by provide over attaining touchpoints such as websites, emails. Websites and social media platform helps organisation in get feedback from customers about their services. Further, which support in improve standard of their services in order to gain high customer satisfaction. Service Quality is play an important role that increase customer expectation in terms of accuracy and better presentation that fulfilled effectively. At last, there is section in above to explain about to create more influence strategies to gain their trust by facilitating them their expectancy services. 10
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