Managing Customer Experience Assignment Solved
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Added on 2020-10-05
Managing Customer Experience Assignment Solved
Added on 2020-10-05
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Managing Customer Experience
Table of ContentsINTRODUCTION...........................................................................................................................1L 01..................................................................................................................................................1P.1 Explain the value and importance of understanding the needs, wants and preferences oftarget customer groups for the hospitality industry................................................................1P.2 Explore the different factors that drive and influence customer engagement of differenttarget customer groups within Hilton hotel............................................................................2L 02..................................................................................................................................................3P. 3 Customer experience map for Hilton..............................................................................3P. 4 Discuss how the touch points create such opportunities throughout the customerexperience in Hilton Hotel......................................................................................................4L 03..................................................................................................................................................5P.5 Examine how digital technology is employed in managing the customer experience withinthe service sector organisation................................................................................................5L 04..................................................................................................................................................6P.6 Illustrate customer service strategies in context to Hilton..............................................6P 7 Demonstrate how customer service strategies create and develop the customer experiencein a way that meet the needs of the customer and the required business standards...............7CONCLUSION................................................................................................................................8REFERENCES................................................................................................................................9
INTRODUCTIONManaging customer experience means tracking all the actions of the company thathappens between the consumer and organisation throughout the life cycle of customer. Itconcentrates on designing such plans and strategies so that needs and wants of customers can befulfilled. In this present report Hilton Hotel has been chosen for assessment. Hilton hotel in anAmerican multinational hotel which has more than 550 hotels in all around the world. Hilton is aprivate sector based hotel which was founded in the year 1919. Its headquarter is in Unitedkingdom and it is one of the largest hotel brand in the world. This present report will focus ondifferent factors that drive and influence customer engagement of different target customergroups within Hilton hotel. In addition to this, Customer experience map for Hilton will beexplained in detail. Other than this, the touch points that create such opportunities throughout thecustomer experience in Hilton Hotel will also be explained in brief. L 01P.1 Explain the value and importance of understanding the needs, wants and preferences of targetcustomer groups for the hospitality industry.Every organisation has to value their customers in order to attain growth and to gaincompetitive advantage in the market. Market is required to be targeted before launching theproduct in the market. It is really important to know that which market is being targeted byHilton 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 Hotelis 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 theneeds and wants of customers so that it can help in improving its services as per their needs andwants. Importance of understanding the needs and wants of customer:In hospitality industry it is important to know that services is the most important partthat attracts a customer. No person likes to any restaurant or Hotel where services are poor. Sobelow are some importance which can be gained by Hilton Hotel on understanding the needs andwants of their customers.Competitive advantage: When any hotel runs as per the needs and wants of consumers, itmakes people attracts as they are getting all the services as per their wants. This will enhance the1
sales and growth of the organisation and Hilton can gain the advantage of being better than itscompetitors.Increase business potential and growth: Understanding the needs of consumers meanslearning 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 andunderstanding the wants of its targeted customers in every nation. This has helped the Hotel inincreasing business potential and growth.Covering target market: When any organisation offer product or services as per the demand oftheir target market than customers avail the services and use the product. As the same is as pertheir choice and needs. This will be a big advantage for the company to increase their market andcovering all the targeted market through the same. In context to Hilton hotel, it is providingservices as per the needs and demand and thus, it is being successful in covering its targetedsegment to a great extent. Enhancement in goodwill: When any company serves its customers as per their needs andwants, it satisfies customers and they like to buy same product or services. This will result ingrowing the overall business of the firm. In context to Hilton, if it will focus on understandingthe needs, wants and preferences of customers and provide services to them in the same way thenHilton 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 targetcustomer groups within Hilton hotelCustomer engagement is referred to be an utmost concern of hospitality businesses likeHilton which is being driven by distinct set of factors, depending upon the needs of different setof consumers. It is specifically to discourse upon such different target group of customers and thefactors 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 importantrole of customer in Hilton and reflect regular visitors as well. It is thereby important forHilton to satisfy their requirements in terms of making things accessible for them. This iswith a need base consideration of providing them an appropriate platform to carry ontheir work with no interruption in it. Need of Wi-Fi is referred to be a major2
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