Customer Experience Management

This assignment provides a comprehensive overview of customer experience management in competitive markets. It delves into the influences of personal and hotel factors on customer expectations, as well as the role of technology in enhancing the customer experience. Additionally, it discusses strategies for managing customer misbehavior, measuring customer experience in banks, and the impact of service recovery on customer satisfaction and loyalty.

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Value and importance of understanding needs and wants and preference of target
customer's group for hospitality industry....................................................................................1
P2 Investigating different factors that drive and influence customer's engagement of various
target group of customer's...........................................................................................................2
TASK 2............................................................................................................................................3
P3 Creating customer experience map for selected service sector organisation.........................3
P4 Touch points to create opportunities through customer's experience within organisation....4
TASK 3............................................................................................................................................5
P5 Examining digital technology in managing customer's experience.......................................5
TASK 4............................................................................................................................................6
P6 Illustrating customer's services strategies in a specific service sector...................................6
P7 Demonstrating how customer's service will create and developing customer's experience. 7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
In today's context customer's are refer to practice of reacting towards interaction which is
usually carried out with customer's as per their need and preferences in order to meet up
customer's expectation. By meeting customer's need and wants an organisation is able to have
advocacy, loyalty and satisfaction of customer's in an attractive manner. It is a accumulation
process which are adopted by many organisation in order to track, organise and overcome with
communication among organisation and customer's(. Blázquez, 2014). In this report organisation
chosen is Easy Hotel Plc , an international super budget hotel chain headquartered in London.
This report is going to analysis importance of customer's experience along with different factors
that drive customer's engagement as well as customer's experience map. Moreover, creating
opportunity by customer's experience and scrutiny of digital technology in enhancing customer's
experience. Furthermore, developing customer's service strategies and illustration and different
ways in which customers experience is developed.
TASK 1
P1 Value and importance of understanding needs and wants and preference of target customer's
group for hospitality industry
In every organisation in it necessary to take in to consideration that customer's need and
wants are to be fulfilled in an appropriate manner so that a particular organisation can remain
competitive in marketplace for longer duration of time. Addressing needs and preference of
customer's can help an organisation to improve their satisfaction level of its potential consumer
as well as acquire high customer's loyalty(Alexander, 2013). In context to Easy Hotel Plc are
having strong customer's base as they are providing great experience in spending their leisure
time by travelling and exploring places. With such offerings a particular organisation is able to
maintain their brand image in competitive marketplace. Herein, they are targeting their
customer's by identifying wants and need so that they can meet up their aims and objectives
within stipulated period of time.
Different needs and wants of customer's of target group of a particular organisation

Customer Group Needs Wants Preferences
Business persons Conference room and
banquettes for having
official meetings with
healthy environment
Availability of socket
and Wi-Fi facilities.
Peaceful ambience and
good quality of food
and beverages
Families Attractive gaming
zone for kids,
swimming pool and
specious rooms and
other facilities.
Fun loving
environment with
better quality of food
and services.
Relaxing facilities such
as meditation sessions,
yoga classes, Spa,
transportation facilities
to visit sites.
Youth Well-equipped rooms
with attractive
premises
Wi-Fi facilities,
swimming pool and
lounge area.
Disc and bar area for
party in order to spend
time.
From the above drawn table it has been identified that different age group of people are
having different needs and requirement as per taste and preference. It are the targeted customer's
of Easy Hotel Plc. They are offering their services as per their need and requirement in this
manner they are able to maintain high customer's base in competitive marketplace of same
industry line.
P2 Investigating different factors that drive and influence customer's engagement of various
target group of customer's
In hospitality industry there are different target group of people that exist within business
environment which creates impact on customer's engagement within industry (Cetin and Dincer,
2014). It is essential for Easy Hotel Plc consider environment factors in an effective manner so
that they can attain sustainability for longer period of time. Herein, factors that drive and
influence customer's engagement of various target groups are as follows:
 In today's era youth are basically attracted towards parties, exploring places in different
way in order to have leisure time. For such they need disc, bar, swimming pool, lounge
area as per their requirement so that they can spend their time accordingly to their way.

Thus, it is essential for an organisation to consider such offerings so that they can attract
large number of youth towards their organisation in an effective manner.
 Families are looking such kind of ambience where they can spend their luxurious time
with their family members and children. For such instance they need to have healthy
environment such as gaming zones, swimming area, lounge and many more. Herein,
mangers of Easy Hotel Plc need to ensure that they are offering such services to their
potential customer's in order to have proper customer's engagement as well as increase
their brand image in competitive marketplace.
 Business group of people needs a peaceful for environment in conducting their official
meetings and conferences. Herein, a respective organisation are focusing on such needs
and requirement so that they influence customer's engagement so that they can provide
suitable environment as per need and wants of customer's.
Apart from this, an organisation need to go through feedbacks and reviews so that they can
known what's are such factors that are influencing customer's engagement towards them. If they
are able to overcome with their feedbacks of their customer's then they will able to attract large
number of customer's as well as remain competitive in marketplace.
TASK 2
P3 Creating customer experience map for selected service sector organisation
Customer's experience is a process of visual and strategically lay out or mapping
experience in order to create interaction as per their experience with a specific brand image. It a
summarization of each and every right from initial point to the last point of interaction which
exist between customer's and a particular organisation. With the help of communication an
organisation can focus on their customer's need requirement as well as their business aims and
objectives in an effective manner(Garg,Rahman and Qureshi,, 2014 ) Moreover, a respective
organisation need to offers such offerings that create a positive image in the mind set of
customer's as well as in competitive marketplace of same industry line. If customer's are highly
satisfied they they are attracted towards organisation and visit again and again. This aids an
organisation to grow and develop in an effective manner. For such purpose it is essential for
Easy Hotel Plc to create and value customer's mapping by maintaining their global image within

industry of same product line. It can be done by adoption of different tools and techniques
which assist in caring out proper interaction with customer's.
Easy Hotel Plc Customers Journey Experience Map
Discover & Explore:- The experience of customer throughout the
process of availing services of Easy Hotel Plc starts from the time
when they begin to discover about the options that are present in
market and support in satisfying the demand of customers. By
accessing sources like social media, official web pages of hotel,
advertisement etc. customers be able to aware about services and
starts exploring it more.
Compare & Evaluate:-Once the information is explored by
customers it then compared with other competitors that are offering
similar services in order to form up decision regarding the hotel
they must choose for availing services that can satisfy their need
and expectations. For improving the customer experience hotel
must remain updated with its information over internet.
Book services:- After forming up decision, customer move toward
booking services by assessing the official website of company.
Once the booking has been placed by customer The managers of
Easy hotel Plc in reservation staff that communicate with customers
through a call and verify them about their booked services. The
Easy Hotel Plc must ensure simple booking process so that
customer doesn't get frustrated from a lengthy process.
Checking time in hotel: The checking time of the hotel is the
standard time that create a image of hotel in front of customer

regarding their services. Herein, the Easy Hotel Plc serves free
cocktails and snacks while waiting, served in the dinning area
Room Available: Easy Hotel Plc are providing best interior and
decor of the room was fantastic. And cherry on cake is the ocean
view from the room window.
Fitness room : A hotel is providing fitness room was closed for a
month due to some technical breakdown of machinery.
Dinner: The food served was great in taste and also the service and
ambiance was excellent.
Free Breakfast: Hotel offered free breakfast on Day 2 morning.
Hotel staff and management is friendly and helping in every respect
as well as help their quest if they have any kind of query
The lunch ordered in room. Room service was worse and not
provided timely.
Checkout: Easy efficient and fast checkout.
Theory Based Perspective of Customer Experience Map
The Complexity Theory Perspective of Customer Experience Map explains that reality is
actually a complex system, and the experiences of customers passes through a number of
interactions. This complexity is related to the system chaining in the inputs and outputs in a non
linear way. It is because the their components interact with each other with the help of loop of
feedbacks. The main idea of the complexity theory is related to the reality that takes the form of

emergent, dynamic, and self organising, complex system interactions in ways which impacts
upon the probabilities of later events.
The different tools and techniques that are acquire by mangers of Easy Hotel Plc are determined
below.
Website: Website is one of the most important tool which provides information to
customer's regarding a particular organisation. It provides information with appropriate pictures
so that customer's can visualise and create image within their minds that such types of facilities
are provided by East Hotel Plc. Their website comprise if all essential details which are related to
their offerings and services. Moreover, they also provide various attractive offers which are
being provided by a respective organisation on various occasion and seasons.
Telephone: Telephone is defined as one of most effective tool that is useful for
communication with their potential customer's as well as stakeholders. From proper effective
interaction an organisation can provide services as per their need and preference of their
customer's. For such purpose a respective organisation are having marketing team for carrying
out proper communication system so that they can attain their guest in an appropriate manner.
Hotel Environment: Hotel environment is one of the major factor which is responsible
for attracting customer's. For such instance it necessary to have a prime location so that people
feel it comfortable as well as convenient. Herein, a respective organisation are creating an
attractive ambience of their hotel with their prime location so that customer's can enjoy their
services in attractive manner.
Organisation management: It is essential for management of organisation to manage all
the activities of each and every activities weather staff members are performing their duties as
per their designation. If all of their business activities and function are performed in an
appropriate manner that an organisation will able to enhance their productivity and profitability
in competitive market place.
Thus, the above mention are some of the customer's experience mapping that are help Easy Hotel
Plc in order to know the appropriate needs and wants of customer's in an attractive manner.
P4 Touch points to create opportunities through customer's experience within organisation
Customer's touch points are referred as different ways which are business entities for
creating initiation of interaction between customer's and organisation. By having proper flow of
communication an organisation can tends to influence customer's in taking effective decision

which is useful for them . Eventually, this will assist an organisation to formulate affirmative
image within marketplace so that they can sustainability for longer period of time. Herein,
management of Easy Hotel Plc are employed with various touch points ro create impact on
customer's with their offerings. Moreover, they have to invest lot of amount in order to provide
proper training band development to its employees as well as staff members so that they can
meet up the need of customer's in an effective manner. Eventually, managers ensure that all their
employees and staff members are behaving proper with their guest as well as carrying out
formal flow of communication with them. Some of the touchpoints are explained below that the
Easy Hotel Plc can adopt in order to improve its customer relationship:
 Well-managed website:- The Easy Hotel Plc must maintain a website which doesn't
involve the complex process which frustrate customers. There must be well presented
options which clearly depict the information they provide so that customers can avail
services effectively.
 Product or services detail:- The Easy Hotel Plc must ensure that it provide a clear and
detailed information over their websites regarding the number of services it offers so that
customer would get attracted toward such things.
 Regular notification:- This is consider to be most essential touchpoint for the customers
as by regularly posting the attractive picture of their hotels as well as customers, The
Easy Hotel Plc can be able to maintain long term relation with its customer as they get
regular update regarding new offers or upcoming events.
For such purpose an example is being provided which describe ways of communication that
occurs between employees of Easy Hotel Plc and customer's which is determined below:
Employee: Good Morning sir/ Ma'am
Guest: Good Morning
Employee: How can I help you?
Guest: I want to have Coffee with black coffee
Employee: OK. Your order has been recorded. Please wait, while it is being prepared
Guest: What is price of the order?
Employee: It's £45 Sir / Ma'am
Guest: Here it goes
Employee: Thank you..! Do you need anything else?

Guest: No, Thank You
Employee: Have a good day..!!
Apart from this, some of the touching points that can be maintained with its potential
customers are social media, email, text message and many more. Through such touching points
an organisation can be in touch with its customers in an effective manner. It will help them to
create awareness about their services that are being offered as well as other attractive offers and
gifts that Easy Hotel Plc are offering to its potential customer's.
TASK 3
P5 Examining digital technology in managing customer's experience
In present scenario digital technology are growing rapidly as well as reducing work load
in an effective manner. In order to become successful an organisation need to acquire advance
tools and technology in order to maintain stability for longer duration of time. Digital technology
help to assist organisation to have communication in an appropriate manner. Moreover,
management needs to be updated about technologies so that they can cope up with their
customer's management in an attractive manner. It is also help in knowing the exact needs and
demands of customers so that accordingly they can serve them. In this manner an organisation
can maintain an strong relationship with their potential customers.
Customer's relationship management is defined as an approach through which all
business entities can interact with each other regarding their product and services(Alexander,
2013). It focus on techniques in order to maintain stability for longer duration of time as it is
associated with the needs and preference of customer's so that they can be accomplished.
Moreover, it emphasise on their business function and activities as well as to the feedbacks that
are being provided by customer's so that they can improve it. Some of the question that are
being provided withy respect of customer's which is mention below:
Name of the company which make presentation?
White and black
By whom presentation was made?
Mrs. Julian
Which software program was demonstrated by them?
OPERA

What were the key elements of program?
It consist of reservation system, front office and housekeeping etc.
Who are their customer's?
Youth, family members, business tours etc.
How long it has been taken to conduct their operation?
Since 1970s
How this program can be improvised in future?
In future, context Black and white are emphasising more on creating maximising
interaction with their customer's. It is responsibility of an organisation to look forward for
technology and techniques which are being used within hospitality industry. Moreover, they are
welcoming reviews from customer's so that they can serve them according to their needs and
requirement of its potential customer's. A
Some of the technologies that are implemented are Online bookings or other website
that help a customer to explore and book their holidays in an effective manner. Moreover, an
organisation can adopt information system in front desk so that they manage customer
requirement as well as able to maintain records of customer's in an effective manner.
Thus, in this manner an organisation will able enhnace their productivity, profitability as well as
maintain sustainability for longer duration of time in competitive marketplace of same industry
line.
TASK 4
P6 Illustrating customer's services strategies in a specific service sector
Customer's service strategies is defined as plan that is acquired by many organisation in
order to meet up customer's requirement in an effective manner. Basically, it focus on strategies
that is customer's satisfaction level as well as customer's retention(Shah, Kumar and Kim,2014)
It also aids in carrying out customer's operation and business function in such a manner that do
not shift their competitors as well as remain loyal. Herein, Easy Hotel Plc have adopted different
strategies so that they can stay loyal as well as connected to organisation for longer duration of
time such strategies are defined below:

Resolution of grievances of customer's: In toady's context organisation are emphasising
on better recruitment of employees who are high knowledgeable and skilful as per their job
designation. It will also help an organically to handle customer's conflict if arises in an effective
manner so that there is any kind of negativity within workplace. If customer's faces any kind of
issues or problem related to food or services or any other facilities then manger need to ensure
that problems have been overcome within less duration of time. Moreover, they need to create
proper investigation so that they can find out exact cause root and eliminate it as soon as
possible. It will make their customer's happy as well as satisfy them by their offerings in an
appropriate manner. Thus, in this manner on organisation will able to maintain their stability for
longer duration of time in competitive marketplace.
Provision for training to employees and staff members: It is one of the another strategy
that is being adopted by mangers of Easy Hotel Drink for acknowledging importance of human
resource in retention of its potential customer's. For such instance it is necessary for an
organisation to provide proper training and development session so that they can develop their
skills and knowledge in an attractive manner. For such they will also learn to how to handle
issues and problems that are being assist suddenly during working hours .
Thus, the above mention are some of the customer's service strategies that are being
adopted by mangers of Easy hotel Plc in order to attain better customer's experience. With such
adoption an organisation is bale to maintain their sustainability as well as helpful in achieving
their goals and objectives in an accurate manner.
P7 Demonstrating how customer's service will create and developing customer's experience
Customer Audit Trail, Critical Observations:
Name of hospitality business visited Easy Hotel Plc
Date and time for visit 21st April 2018
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?
Ambience theme were eye-
catching with attractive
colours
Many customer's were waiting
for seat as their was limited
seat available
There would have been
enough sitting arrangements
for people visiting there so
that do not have to wait for
longer duration of time.

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?
Attractive themes were used
by them in order to make
their ambience good as well
as eye-catching.
Due to high tariff, customer's
were not able to maintain the
right and effective prices for
their product and services.
For such purpose the need
to have appropriate
management so that
customer's do not face any
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 as per the
offerings of an organisation.
Price of food items was
relative high which were
provided within outlet of an
organisation
It has been assured that
offerings are offered at
reasonable price.
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?
Herein, an organisation
were providing free Wi-Fi
facilities for customers. In
rooms, sitting areas and
lounge.
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?
Herein, employees are
interacting with customer's
in a formal manner.
Employee usually become
impatience when customers
raised any kind of problems
they were facing in services.
Proper training and
development should be
provided to employees and
staff members so that they
can handles problem in an
attractive manner.
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 that is within 10 to 15
mins.
Self service facility are not
provide as it makes difficult
for customers to get their
orders in an appropriate time.
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 and Staff
members of Easy Hotel Plc
are focused on providing
customers with effective
and efficient services.
Extra benefits are not given to
them, they are only paid for
their services they are offering
I would give customers
with complementary drinks
when they visit.
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 which ever
they find it suitable.
When payments were made by
using card they are provided to
certain sum of discount.
I need to make sure that
any extra amount is not
taken.
CONCLUSION
From the above discussion it has been concluded that that customer's experience play's
and effective role in enacting productivity and profitability of an organisation in competitive
marketplace. For such purpose it is essential for an organisation to know what are the need and
preferences of customer's so that a particular organisation can maintain their brand image in
competitive marketplace. A respective organisation has been using various tools and techniques
in gather customer's loyalty and experience in an attractive manner by rendering appropriate
services to its potential customer's. They have also formulated certain strategies for solving
problems so that they can maintain their stability for longer duration of time in competitive
marketplace.

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Online
Customer Needs, Wants, and Demands & Strategic Decision Making. 2018. [Online]. Available
Through:<https://myventurepad.com/customer-needs-wants-demands-strategic-
decision-making/>.