Managing the Customer Experience

This study discusses the concepts of customer experience and its value and importance for an organization. It analyzes various factors that can influence customer engagement and outlines a customer experience map and various opportunities that can be availed with the help of customer touchpoints. It also quotes the use of digital technology and strategies that can be helpful in enhancing the customer experience.

MANAGING CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION....................................................................................................................3
TASK 1......................................................................................................................................3
Define value and importance of understanding needs, wants and preferences of target
customer groups for service sector.........................................................................................3
Evaluate different factors which drive and influence customer engagement of different
target customer groups with service sector business..............................................................5
TASK 2,3,4................................................................................................................................6
Customer experience map for business..................................................................................6
How customer touch points throughout customer experience can bring business
opportunities for business......................................................................................................8
Analyze how digital technology is employed in managing customer experience with
examples of CRM systems.....................................................................................................9
Define customer service strategy for specific service sector business.................................10
Define how customer service strategy can create and develop customer experience that can
meet needs of customers and business standards.................................................................11
CONCLUSION.......................................................................................................................12
REFERENCES.......................................................................................................................13

INTRODUCTION
Customer experience is the term which refers to holistic perception of customer
experience with the brand. It is also known as CX which is the outcome of every interaction
of a customer with the organization and from the products and services offered by them.
Customer experience is the internal and subjective response customers have to any direct or
indirect contact with the organization (Andajani, 2015). In simpler terms, customer
experience (CX) focuses on the relationship between the business and customers. Double
Tree by Hilton is one of the fastest growing hotel chains of Hilton which was founded in
1969 and is operating a private hotel. Double Tree hotel was established by Samuel F.
Kitchell and is operating worldwide under the parent company Hilton Hotel (About Us). The
hotel is currently operating with around 638 hotel which is serving globally. This study will
discuss the concepts of customer experience and its value and importance for an organization.
The project will analyze various factor which can influence customer engagement. The
research will outline a customer experience map and various opportunities which can be
availed with the help of customer touchpoints. Lastly, the research will quote the use of
digital technology and strategies that can be helpful in enhancing the customer experience.
TASK 1
Define value and importance of understanding needs, wants and preferences of target
customer groups for service sector
Customer satisfaction in hospitality and service sector plays a crucial role which
supports business in retaining greater number of customers and enhance the brand image of
organization. Understanding the demand of customer is helpful for companies operating in
service industry as such approaches supports business in meeting demands and enhancing the
profitability of organization (Bolton and Tarasi, 2017). In context of Double Tree Hotel, the
hotel focuses on communicating with their customers through which they can effectively
understand the needs and demands of their customers and such actions supports the hotel in
enhancing their brand image and customer base in the hospitality service industry.

The value and importance of understanding the needs, wants and preferences of target
customer group for businesses within the service sector in context of Double Tree Hotel and
in comparison, with Expat Explore Travel has been explained below:
Importance of
understanding customer
needs
Double Tree Hotel
(Hospitality service
industry)
Expat Explore Travel
(Travel and tourism service
industry)
To ensure maximum return
on investments
In order to maximize return
on investment, DoubleTree
hotel manages their fees,
trading cost, diversify their
investment and pay attention
to taxes through which they
can generate higher
revenues and return on
investments (Bueno and
et.al, 2019).
In context of Expat Explore
Travel, the tourism company
promotes the products and
services offered by them in
an attractive manner with
the help of their website,
through online and
traditional advertisement
mediums through which
they can gain customer
attention which will be
helpful in increasing the
return on investment by
generating more sales and
revenues through increasing
the prices.
To create strong customer
relationships
In order to create strong
customer relationship, the
management of Double Tree
hotel will focus on
establishing effective
communication with
customers through which the
hotel can create and
maintain effective customer
engagement. Through
stroing communication
In case of Expat Explore
Travel, the company will
focus on meeting customer
demands by communicating
with them and
understanding their
preferences through which
they can establish a
connection and relationship
with their customers
(Gilboa, Seger-Guttmann

skills, the hotel will be able
to gain better understanding
of customer demands
through which they can
generate higher revenues
and attract greater number of
customers.
and Mimran, 2019).
Evaluate different factors which drive and influence customer engagement of different target
customer groups with service sector business
Customer engagement- Customer engagement is one of the most important factors
in a company's ability to retain customers and stay in business for a long time. It's an
emotional bond between the customer and the brand or company. Customers who are highly
engaged are more likely to buy more products and assist in the promotion of those products.
As a result, it will aid in the retention of customer loyalty (Goodman, 2019). The fundamental
strategy for customer engagement is to provide a high-quality customer experience that
allows for maximum customer engagement. The following are some of the factors that can
influence customer engagement among various target customer groups at Double Tree Hotel:
Factors which influence
customer engagement
Double Tree Hotel
(Hospitality industry)
Expat Explore Travel
(Travel company)
Amenities/ facilities Double Tree Hotel should
concentrate on providing
high-quality services and
facilities to its customers in
order to achieve customer
satisfaction and retain the
largest number of loyal and
potential customers within
the hotel chain. Double Tree
Hotel provides amenities
that assist in achieving
customer satisfaction and
focusing on providing
Expat Explore Travel is a
travel and tourism company
which offers various
services such as different
types of trips and others
services and focus on
meeting the demands of
their customers through
which satisfaction level can
be met and such factors
supports in enhancing
customer engagement.

effective customer service
so that they can engage with
their customers and run a
successful business for a
longer period of time.
Customer experience Double Tree Hotel is able to
effectively interact with
their customers by providing
a high-quality customer
experience to their existing
customers. This will also
help to increase customer
engagement with the hotel
and service industry's
products and services.
Double Tree Hotel can
increase revenue and brand
visibility by providing a
high-quality customer
experience.
In order to meet customer
experience, Expat Explore
Travel focuses on providing
quality customer services,
and assistance to their
customers through which
they can meet utmost level
of satisfaction. Such
strategies support the travel
company in ensuring quality
customer experience and
also results in customer
engagement.
TASK 2,3,4
Customer experience map for business
Customer experience map is the layout of customer journey touchpoints with an
organization. A customer experience map is helpful in improving marketing, offering better
sales training and for increasing customer retention through which an organization can gain
various benefits (Grønholdt and et.al, 2015). In context of Double Tree Hotel, the hotel will
use various tools to generate a customer experience map, some of these tools are- social
media, reviews, outreach and analytics. In order to create a customer experience map, several
steps are followed, these steps of customer experience are addressed below:
Step 1: Identify Objectives- This is the initial stage of customer experience map
where targeted customers are determined. In this first stage, the type of customers and other

questions such as who, what and why are identified. This stage defines the purpose of
creating a customer map and the objectives of directing the map. This stage focuses on
finding the purpose and types of customers which follows.
Step 2: Create customer persona- In order to create a customer persona, the hotel
must conduct survey, conduct research and use questionnaire to understand customer
engagement with the brand. Such strategies for understanding customers will be helpful in
grouping them on the basis of various factors (Hoyer and et.al, 2020). In order to understand
customer movements, the hotel must determine their customers and their preferences by
asking various questions, such as-
 How and what they heard of the organization?
 What made customer make a purchase through the brand?
 What makes you interested in the brand?
Step 3: Determine touchpoints- This stage helps business in understanding the factors
which can encourage customers and understanding the factors which can motivate them.
Touchpoints are considered as the places on websites where customer can interact with the
organization and gain information through which they can make a purchase. For example,
engaging with a social media post, opening a newsletter and others are some of the
touchpoints which are helpful in grasping customer attention towards the brand and their
products and services.
Step 4: Decide the type of customer map- This factor states that there are various
types of customer maps and these depends on the type of objectives (Kandampully, Zhang
and Jaakkola, 2018). The different types of maps include:
 Current state- This is one of the most common type of customer map which allowing
in visualizing the thoughts, and emotions of customer experience while their interact
ion with the organization.
 Day in the life- This type of map helps in visualizing the day of customers from day
to night. This type of customer map helps in understanding the habits of customers.
 Future state- This type of customer map helps in visualizing the actions and emotions
the customers experience during future interactions with the brand.

Step 5: Define customer journey- After understanding the target customers, this stage
focuses on understanding the actions of customers. This stage puts emphasis on the actions
which are taken by customer and what time.
Step 6: Take customer journey- This is the last stage and is one of the crucial stages
which supports business in determining the factors and touchpoints where business was not
able to meet customer demands (Keiningham and et.al, 2017). Through analysing such
deviations, this supports in providing a valuable experience for further improvement and
promotes trust through which issues of customers can be resolved.
How customer touch points throughout customer experience can bring business opportunities
for business
Double Tree Hotel focuses on providing quality customer service by channelizing all
efforts in the right direction and delivering customer touch points through an effective
customer experience. It is critical for businesses to identify and comprehend touch points
through which they can improve customer interaction. The following customer touch points
can lead to business opportunities for Double Tree Hotel:
Before purchase- At Double Tree Hotel, customers may have a different experience from the
facilities and amenities offered to them, and it is critical for a business to spread brand
awareness, which can be done through touch-points (Kim and Choi, 2016). Some of the touch
points channels that can aid in increasing potential audience awareness include:
 Website: The official website of Double Tree Hotel is one of the best ways to interact
with customers. Double Tree Hotel can increase traffic to their website and thus make
it easier for customers to book rooms by employing effective marketing strategies.
During purchase- This is one of the hospitality industry's most well-known customer touch
points. Double Tree Hotel can provide quality customer service and attract more customers
by offering interactive and appealing sales and innovative ideas.
 In-store purchase: This point of contact enables businesses to effectively interact with
customers in their stores. Double Tree Hotel provides in-store purchases to their
customers via interpersonal customers, allowing them to provide an effective
customer experience by maintaining positive customer interaction.

After purchase- This touchpoint helps business in delivering after sale service through
which customer expectations and satisfaction level can be met. In case of Double Tree Hotel,
the hotel focuses on offering effective after sale service through which they can retain greater
number of customers.
 Feedback survey: The feedback survey serves as a customer touch point, assisting
Double Tree Hotel in their efforts to improve customer service. Through collecting
feedbacks this can support the hotel in enhancing the deviations through which they
can meet customer expectations.
Analyze how digital technology is employed in managing customer experience with
examples of CRM systems
Customer service is one of the most important aspects of the hospitality industry
because it allows hotels and restaurants to meet customer expectations and increase customer
engagement (Lipkin, 2016). It is possible to create a great customer experience in the service
sector, such as the hospitality industry, by implementing marketing strategies with the help of
digital media platforms.
Digital technology for managing customer experience in hospitality sector
Customers can obtain information and collect valuable data before purchasing
products from a company using digital media platforms, which can have a virtual impact on
customer experience. Digitalization, on the other hand, has enabled Double Tree Hotel to
personalize the feeds and contents of individual customers and users by engaging with them
on a regular basis and sharing relevant content with them. Double Tree Hotel will be able to
monitor customer demands and create more opportunities to attract more customers who want
to take advantage of the hotel's appealing facilities and offers by utilizing digital media
platforms (McColl-Kennedy and et.al, 2019). Double Tree Hotel can analyze customer
demands and preferences based on data collected through digital media channels and an
examination of various customer touch points. Companies in the service sector that
implement such changes in their digital media usage can expect high levels of customer
engagement in their hotels.
Digital technology is useful for transforming the consumer habits. For example,
digital mediums such as mobile devices, applications and automations which allows

customers to find the services as per their preferences through which business can meet their
demands. The Double Tree Hotel offers customers to access and book their stay or gather
information through their website which can be accessed through mobile devices or other
devices.
CRM Systems at Double Tree Hotel
Customer relationship management is a technique for managing customer experience
and establishing effective interactions that will aid in the development of strong customer
relationships and the retention of maximum customers for a longer period of time. Double
Tree Hotel's Customer Relationship Management employs a variety of actions, practices, and
technology to manage customer experience.
For example, Double Tree Hotel uses advanced CRM software to collect all types of
data from their customers, which allows them to present and visualize their issues.
Define customer service strategy for specific service sector business
Customers are the foundation of any successful business, and they can help it grow
and expand. Customer service is the direct interaction between a customer and a company or
a representative working on the company's behalf. Maintaining direct contact with customers
aids in achieving maximum customer satisfaction, which allows the organization to meet its
goals (Peppers and Rogers, 2016). Effective customer service is one of the most important
factors for a successful business in the service and hospitality industries, as it allows a
company to operate for a longer period of time. The following are some of the customer
service strategies developed by Double Tree Hotel for effective customer service:
 Customer support- Enhancing customer service can assist in the development of
strong customer services that allow them to interact and engage with their customers.
The Double Tree Hotel places a focus on hiring professionals who are capable of
performing their jobs well and providing valuable assistance to their customers.
Double Tree Hotel assesses their customer service agents' abilities, determining that
they must have patience in order to properly handle their customers and strong
communication skills in order to establish effective interactions with them. Customer
service management focuses on tracking representative performance so that they can
provide quality customer service to their clients.

 Customer feedback- To provide the best customer service, businesses must first
understand their customers' needs, pain points, and experiences in order to provide
maximum customer satisfaction. Double Tree Hotel is committed to providing high-
quality services to its customers, and they work to improve their products and services
by soliciting regular feedback from them (Shi and et.al, 2020). This allows them to
achieve maximum customer satisfaction, as well as increased customer engagement
and retention. Interacting with customers aids in the collection of feedback, which can
make customers feel valued by the hotel, as well as the building and maintenance of
brand trust. Taking regular customer feedback will assist Double Tree Hotel in
avoiding negative customer comments on social media and in maintaining its brand
image in the hospitality industry. Double Tree Hotel collects customer feedback
through a variety of methods, including feedback forms, surveys, live chat, and phone
calls, and focuses on providing excellent customer service to all of their customers.
 Multi-channel servicing- There are numerous ways for a business to meet the needs
of its customers. Double Tree Hotel can improve their brand's reputation and
credibility among their customers by utilizing various mediums (Venkatesan, Petersen
and Guissoni, 2018). They provide valuable customer service through a variety of
mediums, including social media platforms, mobile devices, and self-service.
 CRM software- Double Tree Hotel is able to gain insights into their customers and
their demands by utilizing various CRM software. With the help of various CRM
software, Double Tree Hotel can improve customer engagement on social media and
in their physical stores, thereby attracting more customers.
Define how customer service strategy can create and develop customer experience that can
meet needs of customers and business standards
Customer experience strategy encompasses all interactions between customers and
businesses prior to and after the sale of goods and services. A successful customer service
strategy aids the Double Tree Hotel in reaching the greatest number of customers,
establishing their vision and mission and gaining competitive insight into the industry. Some
customer service strategies or customer experience development that will aid in meeting
customer demands include:

 Provides omnichannel support- Double Tree Hotel uses omnichannel to provide
effective customer service, allowing them to quickly assist customers and meet their
demands, resulting in the highest level of customer satisfaction (Waqas, Hamzah and
Salleh, 2021). Double Tree Hotel uses a variety of channels to meet customer
demands and standards, including phone, email, social media platforms, and an online
support panel.
 Ensures quality assurance- Double Tree Hotel can improve the efficiency of their
business and reduce waste by maintaining a high level of customer service. Double
Tree Hotel employs a variety of methods and tools to ensure the highest level of
quality assurance, including call monitoring, recording, call baring, and gent
reporting.
 Provides effective training to employees- By investing in agent training, Double
Tree Hotel will ensure that all of their customer representatives or consultants can
effectively perform their assigned job role. Such development will support their
employees to meet the demands of their customers, resulting in the retention and
engagement of the maximum number of customers.
 Forms decisions based on factual data- It can aid in the development of outcomes
that achieve maximum customer satisfaction through the use of metrics and reporting
procedures (Zhang and et.al, 2017). Double Tree Hotel employs customer analytics
and a customer map to identify customer feedback on their facilities and amenities, as
well as to meet customer demands by taking corrective action.
CONCLUSION
From the detailed analysis of report, it can be concluded that service sector is rapidly
growing into different sectors and has been a source of income through which economic
development can be made. It can be understood that offering quality customer experience is
essential through which business can enhance their brand image and customer engagement.
Customer experience can be enhanced by delivering quality services and through
understanding the needs and demands of their customers. There are various tools and
techniques which are helpful in understanding the demands and customer experience.
Customers play a crucial role in success of an organization and they can support business in

building strong foundation in the industry through which they can sustain their business for
longer span of time in the industry.

REFERENCES
Books and journals
Andajani, E., 2015. Understanding customer experience management in retailing. Procedia-
Social and Behavioral Sciences. 211. pp.629-633.
Bolton, R. N. and Tarasi, C. O., 2017. Managing customer relationships. In Review of
marketing research (pp. 3-38). Routledge.
Bueno, E. V and et.al., 2019. Measuring customer experience in service: A systematic
review. The Service Industries Journal. 39(11-12). pp.779-798.
Gilboa, S., Seger-Guttmann, T. and Mimran, O., 2019. The unique role of relationship
marketing in small businesses’ customer experience. Journal of Retailing and
Consumer Services. 51. pp.152-164.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to
increase positive word of mouth, build loyalty, and maximize profits. Amacom.
Grønholdt, L and et.al., 2015. Customer experience management and business
performance. International journal of quality and service sciences.
Hoyer, W. D and et.al., 2020. Transforming the customer experience through new
technologies. Journal of Interactive Marketing. 51. pp.57-71.
Kandampully, J., Zhang, T. C. and Jaakkola, E., 2018. Customer experience management in
hospitality: A literature synthesis, new understanding and research
agenda. International Journal of Contemporary Hospitality Management.
Keiningham, T and et.al., 2017. The interplay of customer experience and
commitment. Journal of Services Marketing.
Kim, H. S. and Choi, B., 2016. The effects of three customer-to-customer interaction quality
types on customer experience quality and citizenship behavior in mass service
settings. Journal of Services Marketing.
Lipkin, M., 2016. Customer experience formation in today’s service landscape. Journal of
Service Management.
McColl-Kennedy, J. R and et.al., 2019. Gaining customer experience insights that
matter. Journal of Service Research. 22(1). pp.8-26.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A
strategic framework. John Wiley & Sons.
Shi, S and et.al., 2020. Conceptualization of omnichannel customer experience and its impact
on shopping intention: A mixed-method approach. International Journal of
Information Management. 50. pp.325-336.
Venkatesan, R., Petersen, J. A. and Guissoni, L., 2018. Measuring and managing customer
engagement value through the customer journey. In Customer engagement
marketing (pp. 53-74). Palgrave Macmillan, Cham.
Waqas, M., Hamzah, Z. L. B. and Salleh, N. A. M., 2021. Customer experience: a systematic
literature review and consumer culture theory-based conceptualisation. Management
Review Quarterly. 71(1). pp.135-176.
Zhang, M and et.al., 2017. Understanding relationships among customer experience,
engagement, and word-of-mouth intention on online brand communities: The
perspective of service ecosystem. Internet Research.
Online
Double Tree Hotel, 2021, About Us, [Online]. Available through
<https://www.hilton.com/en/doubletree/>