Customer Experience Management in Hilton Hotel

The assignment discusses the importance of customer experience management in achieving business growth and objectives. It highlights how Hilton Hotel uses digital technology to understand customer experiences and makes improvements based on feedback from customers. The document also emphasizes the significance of understanding customer needs and wants in gaining a competitive advantage and enhancing overall sales and revenue.

Managing Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
L 01..................................................................................................................................................1
P.1 Explain the value and importance of understanding the needs, wants and preferences of
target customer groups for the hospitality industry................................................................1
P.2 Explore the different factors that drive and influence customer engagement of different
target customer groups within Hilton hotel............................................................................2
L 02..................................................................................................................................................3
P. 3 Customer experience map for Hilton..............................................................................3
P. 4 Discuss how the touch points create such opportunities throughout the customer
experience in Hilton Hotel......................................................................................................4
L 03..................................................................................................................................................5
P.5 Examine how digital technology is employed in managing the customer experience within
the service sector organisation................................................................................................5
L 04..................................................................................................................................................6
P.6 Illustrate customer service strategies in context to Hilton..............................................6
P 7 Demonstrate how customer service strategies create and develop the customer experience
in a way that meet the needs of the customer and the required business standards...............7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Managing customer experience means tracking all the actions of the company that
happens between the consumer and organisation throughout the life cycle of customer. It
concentrates on designing such plans and strategies so that needs and wants of customers can be
fulfilled. In this present report Hilton Hotel has been chosen for assessment. Hilton hotel in an
American multinational hotel which has more than 550 hotels in all around the world. Hilton is a
private sector based hotel which was founded in the year 1919. Its headquarter is in United
kingdom and it is one of the largest hotel brand in the world. This present report will focus on
different factors that drive and influence customer engagement of different target customer
groups within Hilton hotel. In addition to this, Customer experience map for Hilton will be
explained in detail. Other than this, the touch points that create such opportunities throughout the
customer experience in Hilton Hotel will also be explained in brief.
L 01
P.1 Explain the value and importance of understanding the needs, wants and preferences of target
customer groups for the hospitality industry.
Every organisation has to value their customers in order to attain growth and to gain
competitive advantage in the market. Market is required to be targeted before launching the
product in the market. It is really important to know that which market is being targeted by
Hilton so that it can be defined that what an organisation need to cover.
Hilton targets their customers on the basis of geographical areas. As currently the Hotel
is operating in United kingdom and it is planning to expand its business in Asian countries
(Homburg, Jozić and Kuehnl, 2017). To do the same customer service manager will analyse the
needs and wants of customers so that it can help in improving its services as per their needs and
wants.
Importance of understanding the needs and wants of customer:
In hospitality industry it is important to know that services is the most important part
that attracts a customer. No person likes to any restaurant or Hotel where services are poor. So
below are some importance which can be gained by Hilton Hotel on understanding the needs and
wants of their customers.
Competitive advantage: When any hotel runs as per the needs and wants of consumers, it
makes people attracts as they are getting all the services as per their wants. This will enhance the
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sales and growth of the organisation and Hilton can gain the advantage of being better than its
competitors.
Increase business potential and growth: Understanding the needs of consumers means
learning to know that what people are expecting and steps that can be taken towards the same
(Lemon and Verhoef, 2016). In context to Hilton, it has focused more on knowing and
understanding the wants of its targeted customers in every nation. This has helped the Hotel in
increasing business potential and growth.
Covering target market: When any organisation offer product or services as per the demand of
their target market than customers avail the services and use the product. As the same is as per
their choice and needs. This will be a big advantage for the company to increase their market and
covering all the targeted market through the same. In context to Hilton hotel, it is providing
services as per the needs and demand and thus, it is being successful in covering its targeted
segment to a great extent.
Enhancement in goodwill: When any company serves its customers as per their needs and
wants, it satisfies customers and they like to buy same product or services. This will result in
growing the overall business of the firm. In context to Hilton, if it will focus on understanding
the needs, wants and preferences of customers and provide services to them in the same way then
Hilton will be able to enhance its good will in the market and entire hospitality industry.
P.2 Explore the different factors that drive and influence customer engagement of different target
customer groups within Hilton hotel
Customer engagement is referred to be an utmost concern of hospitality businesses like
Hilton which is being driven by distinct set of factors, depending upon the needs of different set
of consumers. It is specifically to discourse upon such different target group of customers and the
factors that drive the fulfilment of their needs and influences them towards a positive direction.
These are-
 Accessibility- It is specially in context to the business persons who plays an important
role of customer in Hilton and reflect regular visitors as well. It is thereby important for
Hilton to satisfy their requirements in terms of making things accessible for them. This is
with a need base consideration of providing them an appropriate platform to carry on
their work with no interruption in it. Need of Wi-Fi is referred to be a major
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consideration for business people with spacious room for conducting meetings, etc.
Regular supply of food and drinks too is also important in terms of regarding their long
hours discussions. ·Customization- It is referred to be yet another needs base consideration of those who
gives a prime preference to personalized services. The type of customers who are mainly
in requirement of it includes mothers with small babies who may need facilities of
changing nappies for their babies as well as bottle warmer, etc. These needs should also
get fulfilled in suitable manner to avoid offending the targeted customer and instead
result in better engagement with them (Homburg, Jozić and Kuehnl, 2017). Feeding
facility also refers to yet another prime requirement of this target group as a solely
personalized need that must be fulfilled by the quoted enterprise.
 Moment of truth- This being another vital aspect involves customers like couple who
came for the purpose of dating with some previous considerations and checking about the
hotel’s services and expect getting the same. It plays a greater role in creating effective
relationship with consumers where the couple might expect soft music and a candle light
dinner within great ambience with another example is of food without onion and garlic,
etc. All these aspects play a significant role in satisfying this targeted group of customers
and hence should be taken into consideration by Hilton.
L 02
P. 3 Customer experience map for Hilton.
Customers are the key segment of every company whose needs and wants should be kept
in mind in order to gain higher growth and achieving goals and objectives. As a customer
service manager of Hilton, customer experience map will be prepared to know the details and
their experience with Hilton Hotel. In order to make customer experience map following
steps will be followed:
 Understand the customer's journey: It is started by mapping out the entire
engagement of customer with the hotel. Every action and task will be noted in deep. It
is the duty of manager to know and notice everything so that it can be improved in the
future. Every action includes even those things that if any customer is visiting the
website of Hotel that will also be noticed.
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 In Hotel experience: At this stage major focus will be on experience of hotel and that
will be mapped so that whatever will be the points where Hotel is lacking. Those
services will be improved and enhanced in order to improve business in the best
possible way. In addition to this, This will help the hotel in enhancing its business and
growing more in the market.
 Touching customer's key point: Touch point means to make communication between
the hotel and its customers (Piccialli and Jung, 2017). These interactions will be made
during the journey of customer with Hilton hotel.
 Testing: This is the last stage of customer mapping where all the experiences will be
considered of customer with Hilton Hotel. According to that, testing will be made on
new services that will be implemented after considering the feedbacks and experience of
customer with the Hotel.
(Source: Customer experience map, 2017 )
P. 4 Discuss how the touch points create such opportunities throughout the customer experience
in Hilton Hotel.
Touch points is something that occurs at all the stage of customer's journey. Being they are
taking information regarding the services and accommodation of the hotel or speaking with any
staff member over the phone. Clients get in touch with hotel and that is the biggest opportunity
for ventures to attract and take reviews from their clients.
Touch points helps in tracking the experiences of customers and from the same different
aspect can be known to improve and grab the same. In context to Hilton hotel, every touch point
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Text 1: customer experience map

is taken seriously by the managers so that it can help in knowing about their experiences and stay
(Andajani, 2015). There are different ways of interactions and keeping in touch are various that
can be implemented by Hilton hotel.
Hilton hotel use its websites and its application to track the reviews of customers in all
over the world. They have hotels in many countries and every person has their own views while
staying at hotel and enjoying the services. But the major reason behind the growth of hotel is
delivering services on time and as per the needs and wants of customers.
L 03
P.5 Examine how digital technology is employed in managing the customer experience within
the service sector organisation
Digital technology is the most trending thing in today's world. Everyone is connected
with each other due to the digital world and social sites. Organisation can interact with customers
due to the digital technology. It makes possible to Hotel management to engage with their
customers and their experiences.
If any new services are implemented in hotel and the same are enjoyed by the visitors
than it is really important to know that they like it or not. How was their experience with the
same will help in improving it or continuing the same. Digital technology is being used by Hilton
as well to know the experience of their clients with the hotel (Martin, Mortimer and Andrews,
2015). In addition to this, This will help the hotel in enhancing its business and growing more in
the market. Hospitality is such a sector where people expect to get the best services and the pay
for the same. Different digital technology such as website and application of Hotel will be made
to take the rating and know about their experiences.
Digital technology has also helped in interacting with customers even after they have left
the hotel. It is the best way to stay in touch with the service users and know more about the hotel
and make improvements. Through digital technology feedbacks on social media can also be
taken. This will result in letting other also know about the hotel and its services. It will attract
other consumers as well and business can be expanded through the same.
Customer relationship management systems:
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It is the term that is being used to refer organisation's strategies and technology. This
helps in interaction with customer's about all the aspects whether it is related to sales of the hotel
or services of the same.
Customer relationship management (CRM) has become a key scheme of modifying the
customer education and improving customer satisfaction and retention, particularly in hotels
(Kranzbühler and et.al., 2018). However, previous research shows that Hilton hotels are not
taking maximum benefits as much as it can of the full potential of CRM and that most of them
struggle to succeed with its implementation.
L 04
P.6 Illustrate customer service strategies in context to Hilton.
In order to provide best services to customers certain strategies are required to be prepared by the
hotels. In context to Hilton hotel there are various customer services strategies that are being
prepared and the same are illustrated below:
Online bookings: Hilton is planning to make all the bookings from its website and
people can check the location of Hotel through the same (Shaw and Hamilton, 2016). Online
booking will be very convenient for customers and the same will help them in knowing more
about the hotel. It is that customer strategy where client get fast services rather than going to
hotel and booking the rooms and other services. In addition to this, it will help the hotel in
enhancing its business and growing more in the market.
Deliver what is promised: In order to keep the customer and client happy a business
should deliver all those services for what they have promised. It is a strategy through which the
clients will be satisfied as they will get services as per their expectations and wants. When any
business give or deliver what they promise than that helps in growth and overall expansion of the
business.
Train employees in customer empathy: All the staff of Hotel should be trained in such
a way that they treat customers in the best possible manner. They should treat them in such a
way that it reduces the client tension or any kind of frustration. As everyone visits to hotel for
having a good time and enjoying their holidays. In addition to this, Staff members should be
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polite and make their customers feel that they are being listened and they will be given all those
services for which they are asking.
Try to resolve customer services at first point: Hotel should plan and give services to
customers in the best possible manner. In context to Hilton, Management should concentrate on
resolving all the issues that the customers are facing while staying in Hotel. This can be done by
offering live chat support on the website of the hotel or agents of the hotel should also be well
trained for letting people know more about the Hotel. This is the best strategy for attracting
customers and the business can be expanded more.
P 7 Demonstrate how customer service strategies create and develop the customer experience in
a way that meet the needs of the customer and the required business standards
Customer experiences are really important to know by every hotel so that every service
can be made better in order to grow and expand the business. Customer experience can be
developed only by way of developing different customer service strategies. Some of them are
defined below:
 In hospitality sector it should be noticed that every step and action should be made as fast
and quick as possible (Shin, 2015). It is a way to success and attracting customers
because when people get fast services they tend to like it and experience it again.
 Strategy to fix every mistake should be made so that whatever mistakes have been made
at the time of providing services will not be repeated in the future. When any organisation
focuses on its mistakes and work on it by making proper plan and strategies then there are
more chances of customers attraction and growth of the establishment.
 Service providers needs to deal with customers in such a way that they will visit again
and remain happy with the communication and services provided to them (Tung, Chen
and Schuckert, 2017). In service sector being polite and humble is really necessary while
delivering the services. In context to Hilton hotel, management and staff of Hotel is very
polite with their clients and give them best services as possible.
 When any organisation offer product or services as per the demand of their target market
than customers avail the services and use the product. As the same is as per their quality
and needs. This will be a big asset for the company to increase their market and covering
all the targeted market through the same. In context to Hilton hotel, it is providing
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services as per the needs and demand and thus, it is being successful in covering its
targeted segment and managing customer experience.
 Strategies are formed in such a way that business objectives can also be achieved along
with fulfilling customer needs and wants. No organisation makes such planning and
policies which are against their goals or which does not let them follow their aims. So
both the things are considered while making strategies and policies by Hilton Hotel.
 Various customer strategies such as delivering what is being promised and training the
staff member of Hotel in such a way that it will help in developing an experience for
customer. On the other hand, it will also help in customer satisfaction along with
continuing the business standard.
CONCLUSION
From the above report it has been concluded that customer satisfaction is the most
important concept in order to achieve growth and objectives in business. Digital technology is
being used by Hilton as well to know the experience of their clients with the hotel. In addition to
this, every touch point is taken seriously by the managers so that it can help in knowing about
their experiences and stay at hotel. It helps in improvements and growth of the business of Hotel.
Furthermore, understanding the needs and wants of customer always helps in gaining
competitive advantage and overall sales and revenue can also be enhanced by focusing on
customer needs and wants.
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REFERENCES
Books and journals
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing Science,
45(3). pp.377-401.
Tung, V. W.S., Chen, P. J. and Schuckert, M., 2017. Managing customer citizenship behaviour:
The moderating roles of employee responsiveness and organizational reassurance. Tourism
Management, 59, pp.23-35.
Kranzbühler and et.al., 2018. The multilevel nature of customer experience research: an
integrative review and research agenda. International Journal of Management Reviews, 20(2),
pp.433-456.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), pp.69-96.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing Science,
45(3), pp.377-401.
Piccialli, F. and Jung, J. E., 2017. Understanding customer experience diffusion on social
networking services by big data analytics. Mobile Networks and Applications, 22(4), pp.605-612.
Andajani, E., 2015. Understanding customer experience management in retailing. Procedia-
Social and Behavioral Sciences, 211, pp.629-633.
Martin, J., Mortimer, G. and Andrews, L., 2015. Re-examining online customer experience to
include purchase frequency and perceived risk. Journal of retailing and consumer services, 25,
pp.81-95.
Shaw, C. and Hamilton, R., 2016. Customer Experience Is a Journey, Not a Destination. In The
Intuitive Customer (pp. 193-200). Palgrave Macmillan, London.
Shin, D.H., 2015. Effect of the customer experience on satisfaction with smartphones: Assessing
smart satisfaction index with partial least squares. Telecommunications Policy, 39(8), pp.627-
641.
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