Customer Experience Map for Rocco Forte Hotels

Customer service strategies to create and develop consumer experience meeting their requirements and standards of business 16 CONCLUSION 19 REFERENCES 20 LIST OF FIGURES Figure 1: Customer engagement driving factors of Rocco Forte Hotels 4 Figure 2: Poster for Student Customer type5 Figure 3: Poster for Holiday maker Customer type6 Figure 4: Poster for Holiday maker Customer type7 Figure 5: Poster for Gym Instructor Customer Type 8 Figure 6: Poster for Business person Customer Type 9 Figure 7: Poster for Couple on a first date ||Customer Type 10 Figure

MANAGING CUSTOMER
EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Value and importance of understanding needs, wants and preferences of customer groups
for Rocco Forte Hotels.................................................................................................................1
P2. Different factors that drive and influence customer engagement of various customer
groups within service sector of Rocco Forte Hotels....................................................................3
TASK 2..........................................................................................................................................11
P3. Customer experience map for Rocco Forte Hotels..............................................................11
P4. How customer touchpoints throughout customer experience create business opportunities
for Rocco Forte Hotels...............................................................................................................13
TASK 3..........................................................................................................................................13
P5. How digital technology is engaged to manage customer experience within service sector13
TASK 4..........................................................................................................................................15
P6. Customer service strategies in service sector......................................................................15
P7. Customer service strategies to create and develop consumer experience meeting their
requirements and standards of business.....................................................................................16
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

LIST OF FIGURES
Figure 1: Customer engagement driving factors of Rocco Forte Hotels.........................................4
Figure 2: Poster for Student Customer type....................................................................................5
Figure 3: Poster for Disabled Person Customer type.......................................................................6
Figure 4: Poster for Holiday maker Customer type.........................................................................7
Figure 5: Poster for Gym Instructor Customer Type.......................................................................8
Figure 6: Poster for Business person Customer Type.....................................................................9
Figure 7: Poster for Couple on a first date Customer Type...........................................................10
Figure 8: Poster for Mothers with babies Customer Type.............................................................11

INTRODUCTION
Customer experience management is the assembling of an organization’ processes used to
track, organize and oversee interactions and dealings between a client and firm that includes
customer’s perceptions during the customer life cycle (Peppers and Rogers, 2016). Report on
managing customer experience is prepared for the purpose of understanding how hospitality
businesses manages customer experience by analyzing their needs and conducting after sales
follow up. It will explain certain market needs and segments for service industry, customer’s
interaction with hospitality businesses with advance technology and digital initiatives to improve
communication with them. The assessment will be analyzing the customer experience
management of The Milestone Hotel on buying expectations and post purchase satisfaction. It is
a luxurious five star grade 2 listed hospitality firm in Kensington, London. Assessment will also
explain effective customer management strategies that The Milestone Hotel practices to deliver
satisfactory services to their customers.
TASK 1
P1. Value and importance of understanding needs, wants and preferences of customer groups for
The Milestone Hotel
Hospitality businesses targets specific customer groups by segmenting them on the basis
of their needs, requirements and demands to render services and products. These are the
available buyers and consumers within The Milestone Hotel serviceable market to which
business aims and position to sell its product and services by rendering a satisfactory experience.
For example; The Milestone Hotel's target strategy is based on rendering hospitality services
and market segmentation where luxury and premium customers with high income level and
spending power is targeted mainly. Understanding customer needs and preferences of potential
customers of The Milestone Hotel helps the business in optimum utilization off its available
resources and required services for the market. Determination of customer needs, preferences
and demand will help The Milestone Hotel The Milestone Hotel in strategic decision making
and fair market positioning (Nambisan and Watt, 2011).
The changing demands and taste of The Milestone Hotel customers varies depending on
the nationality, culture, income level, accommodation requirements, spending power and
capability. For the same The Milestone Hotel targets these customer groups according to
demographic factor, income and spending power of customers and their requirements thus
1

develops an understanding of the likes and interests of majority of population in the economy.
This would assist The Milestone Hotelin targeting individuals who are likely to express high
status and avails luxurious services rendered by the hospitality business offered at premium
prices. Therefore, meeting requirements and expectations of customer groups by analysing and
predicting their interests and likes on hotel preferences will help The Milestone Hotel to
understand, develop loyal and potential customer base across the globe by achieving trust of
clients and improving services rendered according to their stay and travel preferences
(Biedenbach and Marell, 2010).
Questionnaire for understanding Customer types and their needs, demand and requirements
Customer Group Needs and requirements
Disabled Customer  Access of ramp next to front steps, doorways, stairs and
lifts
 Sufficient space to pass between tables and equipment’s
 Low calorie meals
 Menus written in brail
 Meals brought to the bedside
 Intimate atmosphere
 Nappy changing facilities
 Calorie information printed on the menu
Business person  Wi-Fi facilities and internet connectivity
 Mobile phone charging points
 Poolside services
 Fruit and vegetable smoothies
 Menu in more than three or four different languages
 Waiters wearing dinner jackets and bowies
 Meeting rooms and conference halls
 Nice scenery view from the window
 Healthy dishes
 Calorie information printed on the menu
Holidaymaker  Nutritious and quality food
 Mobile phone charging points
2

 Wi-Fi and internet connectivity
 Entertainment facilities, events, parties etc.
 Fun activities
 Fruit and vegetable smoothies
 Poolside services
 Calorie information printed on the menu
 Nice scenery view from the window
P2. Different factors that drive and influence customer engagement of various customer groups
within service sector of The Milestone Hotel
Customer engagement is the business communication association among customers and
The Milestone Hotel through several channels of correspondence which can be interactions,
reactions, customer experience or effects regarding products and services rendered by the
organization (Lemon and Verhoef, 2016). There are different factors that influences customer
engagement of various groups of customers within hospitality businesses of The Milestone Hotel
 Understanding of customer expectations, needs, preferences and requirements build a
long lasting relationship between customers and The Milestone Hotel The Milestone
Hotel
 Valuing customer and their demands by rendering valuable information’s and providing
ambient services
 Rendering satisfactory and excellent hospitality services helps The Milestone Hotel to
maintain a satisfied customer base
 Provide customer information regarding products and services, respond to queries and
taking feedbacks through channels of communication including online as well as offline
 Follow up with customers to secure them and render better service to attain their
satisfaction and improvise areas as required
 Good employee engagement and fair services will attract customers towards The
Milestone Hotel
3

Figure 1: Customer engagement driving factors of The Milestone Hotel
(Source: Agent Performance and Customer Satisfaction, 2004)
Customer engagement factors influencing customer on boarding strategies for different target
customer groups within The Milestone Hotel
The Milestone Hotel focuses on interactions of customers with business from the early
touchpoints of sales and services rendering and on boarding them and continuing the same in
entire lifecycle with organization. Hospitality services of The Milestone Hotel combines
customer on boarding strategies and experiences for engaging customers towards their business
by building relationship with potential clients, understand their needs and preferences and deliver
satisfactory services and products (Introduction to Customer On boarding, 2018). These
strategies are shared among all employees of The Milestone Hotel to make use of their efforts to
drive customers into the business in a consistent and attractive manner. Understanding the
expectations and requirements of customers are the major strategy applied by The Milestone
Hotel to attract and on board customers into their business on the initial level itself. Development
of service or product standards on basis of findings to retain lost customers and examining needs
of existing and market trends over time and implementing them in The Milestone Hotel business
helps in attracting potential clients (Klaus and Maklan, 2013). Building partnerships, maintaining
relationships and direct response marketing are some other factors that would drive customers
4

interest towards The Milestone Hotel's hospitality service where client feels comfortable in all
matters.
Different target customer groups need and expectations in customer engagement for The
Milestone Hotel
Figure 2: Poster for Student Customer type
5

Figure 3: Poster for Disabled Person Customer type
6

Figure 4: Poster for Holiday maker Customer type
7

Figure 5: Poster for Gym Instructor Customer Type
8

Figure 6: Poster for Business person Customer Type
9

Figure 7: Poster for Couple on a first date Customer Type
10

taken at each customer touchpoint to develop business opportunities for The Milestone Hotel
Customer journey map is the mapping or process of discovering potential customers or new
clients and visualising their requirements (Lemke, Clark and Wilson, 2011). It is the technique
used by The Milestone Hotel to discover how customers feel when they engage or avails
products and services rendered by firm in hospitality sector. The customer experience or journey
map followed by The Milestone Hotel are;
Website: The Milestone Hotel need to manage their website attractive and informative to render
customers with all detailed information regarding products and services as it will help them in
knowing the offerings of business. Using relevant pictures and consistent message and applying
SEO tools for digital marketing will assist The Milestone Hotel to attract and welcome
customers towards their brand. This enables in online bookings and reservation system that can
be generated directly from the website that will ease customer’s decision regarding selecting
hospitality services of The Milestone Hotel (Patrício and et.al., 2011).
Review sites: Good service rendering and brand image that will be attained with a strong
customer base will help The Milestone Hotel to build a fair reputation in their sites and
11

marketplace of its operations. The Milestone Hotel can appoint professional content writers or
review sites service providers which will gather reviews and comments from users of its sites
and creates articles and topics of discussions that would render customers with information about
business.
Text messages: R The Milestone Hotel to build a customer base can use text messaging
applications and systems to update their customers regarding products and services, offers
available, promotional discounts and programs with clients. This can help in interaction and
advertising The Milestone Hotel’s hospitality business at a low cost.
E-mails: The Milestone Hotel can communicate between consumers, employees and
management by adopting an email system for sharing information and coordinating work in the
business. Any queries and grievances regarding services and product rendered can be conveyed
to the organization with the help of a mail grievance and support system.
Paper mail: In the advanced technology paper mails are slow speed communication channel that
The Milestone Hotel still renders considering the situations where technology and customer
profile who might not be able to use latest technologies. This will surprise customers of latest
century and will help consumers to approach business regarding issues and problems and The
Milestone Hotel also provides this conventional postal system to send gifts and other documents
to consumers and stakeholders for communicating and coordinating purposes (Maklan and
Klaus, 2011).
Telephone: The Milestone Hotel implements a telephone and EPABX system for
effective communication purposes of its hospitality business where information sharing between
employees, management and consumers are possible. Consumers can use this system to enquire
regrading reservations, products and service or complaint to the business that will assist in better
communication and assistance.
Restaurant environment: The Milestone Hotel renders a lavish and luxurious dining
facility for their customers where they can experience ambient lighting and attractive interiors
and furniture’s and delicious food and beverages that would attract them towards the hospitality
services provided by business.
Restaurant staff: The Milestone Hotel’s well qualified, skilled and talented employees
deals and attends customers professionally that generates a great customer experience and
satisfaction which will help business deliver great services to gain strong customer base.
12

Restaurant management: The Milestone Hotel’s efficient managers and leaders operates and
manages the activities and processes in a productive and cost efficient manner with great quality
for rendering satisfactory services and experience to customers (Wirtz and et.al., 2013).
P4. How customer touchpoints throughout customer experience create business opportunities for
The Milestone Hotel
Customer touchpoints are the The Milestone Hotel’s influential action initiated by a
communication or interaction with customers from the start to end that touches client in a way
which will render them with a satisfied experience. The hospitality business of The Milestone
Hotel is aimed at improving satisfaction of customers by understanding the influence points of
their customers to render them with an excellent satisfactory services to make them attracted
towards the business. Understanding the customer touchpoints by engaging with customer
interactions by sharing information’s and provide services according to their needs and handle
transactions helps hospitality business of The Milestone Hotel to lead a competitive position in
market with some good revenue earnings (Zomerdijk and Voss, 2010). It can be understood
before purchases with advertising, marketing, social media, community involvement etc., during
purchases with website, catalogues, staffs, POS etc. and after sales through transactional mails,
feedback, online assistance and marketing emails. These understandings will enable firm to
render services in a satisfactory manner according to requirements of clients and manage a good
customer relation throughout the association of potential customers with the business of The
Milestone Hotel
TASK 3
P5. How digital technology is engaged to manage customer experience within service sector
Advance digital technologies are transforming the hospitality businesses of The Milestone
Hotelwhich is forcing the organization to implement latest models and adapt to changing market
reality. The major changes are brought in by customers and expect relevant content in relation to
what they are doing. In order to connect and attract these customers The Milestone Hotel need to
integrate digital technologies in its business areas that will result in fundamental changes in
operations of hospitality processes and assist in delivering value added services to customers.
The ability of digital technology to collaborate with various systems and render modelling
without compromising customer experience are the stream strategy of The Milestone Hotel
hospitality business for attaining innovative client transformations (Rose and et.al., 2012).
13

Customer Relations management is an approach followed by The Milestone Hotel The
Milestone Hotel Hotels and several other hospitality businesses for managing company’s
interaction with existing potential customers. This system uses data analysis regarding
customer’s history with business of The Milestone Hotel for improving interactions and
maintain satisfied customer base.
Digital technologies implemented in managing customer experience of The Milestone Hotel
that are changing CRM systems to effectively acquire and retain its customers
Implementation of digital technologies in The Milestone Hotel to manage customer
experience and their CRM systems are aimed at acquiring and retaining potential customers.
CRM systems are an essential tool for managing customer relationships that comes in various
different forms from several providers that The Milestone Hotel and hospitality businesses of
UK implements to maintain good and effective customer management. Serenata is a CRM tool
or systems used by The Milestone Hotel are the definite tool that enables business to intensify
marketing and improve customer services and increase revenue. Research conducted on CRM
systems and providers implemented by hospitality businesses of UK including hotels; The
Malmaison London, Ramada Jarvis, Marriott International that renders effective customer
experience and management analysed the rising significance of digital technology in client
relationship. Guestware is a CRM tool used by Malmaison Hotel to improve their overall guest
experience even in the first visit or availing of services (Schmitt, 2011). Ramada Jarvis follows a
Guest folio system that allows guests to interact with the hotel prior arrival by emails,
questionnaires with an online platform. Kapture is a CRM platform implemented by Marriott
International hotels to store customer information in the platform developed to connect and keep
clients with the business through leads which makes employees to convert and retain potential
customers.
Advantages and disadvantages of CRM systems used in The Milestone Hotel’s businesses for
customer acquisition and retaining
CRM is the effective tool for managing customer information records, shipping
information, orders and queries which depends on the type of business and has a huge impact on
The Milestone Hotel operations and customer management.
Advantages of CRM used by The Milestone Hotel
14

 It enables The Milestone Hotel to manage the growing customer base and database
which also helps in attaining a potential improvement
 Assists in centralising data and information with an automated process of sending emails
and text messages to customers (Bill Xu and Chan, 2010)
 Builds long lasting relationships with potential customers by rendering meaningful and
satisfactory functions It is a scalable solution that keeps everything in place and renders remote access to
collect data in a quick manner
Disadvantages of CRM used by The Milestone Hotel
 CRM systems are prone to hacking and data hefts which is a major concern of The
Milestone Hotel which can be rectified with proper training and guidance
 Loss of records is another drawback as these systems uses internet connections to save
customer records
 Data lost and going of sensitive data into hands of third parties are more associated with
these systems (12 Pros and Cons of Customer Relationship Management, 2015).
TASK 4
P6. Customer service strategies in service sector
The Milestone Hotel being a service sector industry that is relied heavily on customer
satisfaction and experience use customer service strategies to attract and retain potential clients
towards their business. Effective customer service strategy is significant for growth of The
Milestone Hotel customer satisfaction, retain loyal clients and improvise levels of business. For
implementing and developing a customer service strategy The Milestone Hotel conducts
meetings, research on market and economy, identifies requirements and customer types and
collects necessary information to develop service operations (Bagdare and Jain, 2013). Improving employees and staff performance: The Milestone Hotel to attain a fair
customer experience and satisfaction develops its internal organizational structure and
processes. They recruit qualified individuals and provides training and development to
staff making them capable with good customer dealing attitude that will drive customers
into the business. On the job trainings, mentorship, one to one teachings are some
training and development activities followed by The Milestone Hotel to their employees.
15

Customer focus: The Milestone Hotel implements various policies and frameworks to render
excellent customer service experience and satisfaction that includes understanding of needs,
demands and requirements of clients (Peppers and Rogers, 2016). Preserving clean and attractive
facilities and services, displaying positive attitude etc. are some other strategies to render a great
experience for the customers visiting the organization.
Customer service goals and objectives of The Milestone Hotel
The Milestone Hotel’s goals and objectives are aligned to the customer needs, demands,
preferences and requirements and organization’s overall targets and market positioning.
 To improve attitude and behaviours of employees and staff
 To render excellent customer satisfaction and experience To attain availability of employees to assist customers
Application of customer service strategies of The Milestone HotelHotels to create customer
experience and recommendations for improvement
For rendering a fair customer service experience The Milestone Hotel develops procedures,
strategies and plans that are based on the strategic approach of customer services for building
potential customer base and improvising existing services. Assessing and understanding targeted
consumer needs and wants to specific products and services with a detailed market research lets
The Milestone Hotel to identify its market demands and segment customers on that basis. Having
a customer focused vision that is communicated between all employees within the hospitality
business by setting several guidelines can help The Milestone Hotel in creating a good customer
experience (Nambisan and Watt, 2011). The need of customers, potential areas of dissatisfaction
and approaching effective vendors and suppliers need to be done by The Milestone Hotel to
enhance customer service without causing delay. Trained employees will assist customers
regarding rendering services and query resolving that will build relationship between them which
will benefit business of The Milestone Hotel and help in rendering improved and better
customer services.
Figure 8: Poster for Mothers with babies Customer Type
16

TASK 2
P3. Customer experience map for The Milestone Hotel
Customer experience map that charts customer journey model, examines activities and actions
taken at each customer touchpoint to develop business opportunities for The Milestone
Hotel
Customer journey map is the mapping or process of discovering potential customers or new
clients and visualising their requirements (Lemke, Clark and Wilson, 2011). It is the technique
used by The Milestone Hotel to discover how customers feel when they engage or avails
products and services rendered by firm in hospitality sector. The customer experience or journey
map followed by The Milestone Hotel are;
Website: The Milestone Hotel need to manage their website attractive and informative to render
customers with all detailed information regarding products and services as it will help them in
knowing the offerings of business. Using relevant pictures and consistent message and applying
SEO tools for digital marketing will assist The Milestone Hotel to attract and welcome
customers towards their brand. This enables in online bookings and reservation system that can
be generated directly from the website that will ease customer’s decision regarding selecting
hospitality services of The Milestone Hotel (Patrício and et.al., 2011).
Review sites: Good service rendering and brand image that will be attained with a strong
customer base will help The Milestone Hotel to build a fair reputation in their sites and
marketplace of its operations. The Milestone Hotel can appoint professional content writers or
review sites service providers which will gather reviews and comments from users of its sites
and creates articles and topics of discussions that would render customers with information about
business.
Text messages: R The Milestone Hotel to build a customer base can use text messaging
applications and systems to update their customers regarding products and services, offers
available, promotional discounts and programs with clients. This can help in interaction and
advertising The Milestone Hotel’s hospitality business at a low cost.
E-mails: The Milestone Hotel can communicate between consumers, employees and
management by adopting an email system for sharing information and coordinating work in the
business. Any queries and grievances regarding services and product rendered can be conveyed
to the organization with the help of a mail grievance and support system.
17

Paper mail: In the advanced technology paper mails are slow speed communication channel that
The Milestone Hotel still renders considering the situations where technology and customer
profile who might not be able to use latest technologies. This will surprise customers of latest
century and will help consumers to approach business regarding issues and problems and The
Milestone Hotel also provides this conventional postal system to send gifts and other documents
to consumers and stakeholders for communicating and coordinating purposes (Maklan and
Klaus, 2011).
Telephone: The Milestone Hotel implements a telephone and EPABX system for
effective communication purposes of its hospitality business where information sharing between
employees, management and consumers are possible. Consumers can use this system to enquire
regrading reservations, products and service or complaint to the business that will assist in better
communication and assistance.
Restaurant environment: The Milestone Hotel renders a lavish and luxurious dining
facility for their customers where they can experience ambient lighting and attractive interiors
and furniture’s and delicious food and beverages that would attract them towards the hospitality
services provided by business.
Restaurant staff: The Milestone Hotel’s well qualified, skilled and talented employees
deals and attends customers professionally that generates a great customer experience and
satisfaction which will help business deliver great services to gain strong customer base.
Restaurant management: The Milestone Hotel’s efficient managers and leaders operates and
manages the activities and processes in a productive and cost efficient manner with great quality
for rendering satisfactory services and experience to customers (Wirtz and et.al., 2013).
P4. How customer touchpoints throughout customer experience create business opportunities for
The Milestone Hotel
Customer touchpoints are the The Milestone Hotel’s influential action initiated by a
communication or interaction with customers from the start to end that touches client in a way
which will render them with a satisfied experience. The hospitality business of The Milestone
Hotel is aimed at improving satisfaction of customers by understanding the influence points of
their customers to render them with an excellent satisfactory services to make them attracted
towards the business. Understanding the customer touchpoints by engaging with customer
interactions by sharing information’s and provide services according to their needs and handle
18

transactions helps hospitality business of The Milestone Hotel to lead a competitive position in
market with some good revenue earnings (Zomerdijk and Voss, 2010). It can be understood
before purchases with advertising, marketing, social media, community involvement etc., during
purchases with website, catalogues, staffs, POS etc. and after sales through transactional mails,
feedback, online assistance and marketing emails. These understandings will enable firm to
render services in a satisfactory manner according to requirements of clients and manage a good
customer relation throughout the association of potential customers with the business of The
Milestone Hotel
TASK 3
P5. How digital technology is engaged to manage customer experience within service sector
Advance digital technologies are transforming the hospitality businesses of The Milestone Hotel
which is forcing the organization to implement latest models and adapt to changing market
reality. The major changes are brought in by customers and expect relevant content in relation to
what they are doing. In order to connect and attract these customers The Milestone Hotel need to
integrate digital technologies in its business areas that will result in fundamental changes in
operations of hospitality processes and assist in delivering value added services to customers.
The ability of digital technology to collaborate with various systems and render modelling
without compromising customer experience are the stream strategy of The Milestone Hotel
hospitality business for attaining innovative client transformations (Rose and et.al., 2012).
Customer Relations management is an approach followed by The Milestone Hotel The
Milestone Hotel Hotels and several other hospitality businesses for managing company’s
interaction with existing potential customers. This system uses data analysis regarding
customer’s history with business of The Milestone Hotel for improving interactions and
maintain satisfied customer base.
Digital technologies implemented in managing customer experience of The Milestone Hotel
that are changing CRM systems to effectively acquire and retain its customers
Implementation of digital technologies in The Milestone Hotel to manage customer
experience and their CRM systems are aimed at acquiring and retaining potential customers.
CRM systems are an essential tool for managing customer relationships that comes in various
different forms from several providers that The Milestone Hotel and hospitality businesses of
UK implements to maintain good and effective customer management. Serenata is a CRM tool
19

or systems used by The Milestone Hotel are the definite tool that enables business to intensify
marketing and improve customer services and increase revenue. Research conducted on CRM
systems and providers implemented by hospitality businesses of UK including hotels; The
Malmaison London, Ramada Jarvis, Marriott International that renders effective customer
experience and management analysed the rising significance of digital technology in client
relationship. Guestware is a CRM tool used by Malmaison Hotel to improve their overall guest
experience even in the first visit or availing of services (Schmitt, 2011). Ramada Jarvis follows a
Guestfolio system that allows guests to interact with the hotel prior arrival by emails,
questionnaires with an online platform. Kapture is a CRM platform implemented by Marriot
International hotels to store customer information in the platform developed to connect and keep
clients with the business through leads which makes employees to convert and retain potential
customers.
Advantages and disadvantages of CRM systems used in The Milestone Hotel’s businesses for
customer acquisition and retaining
CRM is the effective tool for managing customer information records, shipping
information, orders and queries which depends on the type of business and has a huge impact on
The Milestone Hotel operations and customer management.
Advantages of CRM used by The Milestone Hotel
 It enables The Milestone Hotel to manage the growing customer base and database
which also helps in attaining a potential improvement
 Assists in centralising data and information with an automated process of sending emails
and text messages to customers (Bill Xu and Chan, 2010)
 Builds long lasting relationships with potential customers by rendering meaningful and
satisfactory functions It is a scalable solution that keeps everything in place and renders remote access to
collect data in a quick manner
Disadvantages of CRM used by The Milestone Hotel
 CRM systems are prone to hacking and data hefts which is a major concern of The
Milestone Hotel which can be rectified with proper training and guidance
 Loss of records is another drawback as these systems uses internet connections to save
customer records
20

 Data lost and going of sensitive data into hands of third parties are more associated with
these systems (12 Pros and Cons of Customer Relationship Management, 2015).
TASK 4
P6. Customer service strategies in service sector
The Milestone Hotel being a service sector industry that is relied heavily on customer
satisfaction and experience use customer service strategies to attract and retain potential clients
towards their business. Effective customer service strategy is significant for growth of The
Milestone Hotel customer satisfaction, retain loyal clients and improvise levels of business. For
implementing and developing a customer service strategy The Milestone Hotel conducts
meetings, research on market and economy, identifies requirements and customer types and
collects necessary information to develop service operations (Bagdare and Jain, 2013). Improving employees and staff performance: The Milestone Hotel to attain a fair
customer experience and satisfaction develops its internal organizational structure and
processes. They recruit qualified individuals and provides training and development to
staff making them capable with good customer dealing attitude that will drive customers
into the business. On the job trainings, mentorship, one to one teachings are some
training and development activities followed by The Milestone Hotel to their employees.
Customer focus: The Milestone Hotel implements various policies and frameworks to render
excellent customer service experience and satisfaction that includes understanding of needs,
demands and requirements of clients (Peppers and Rogers, 2016). Preserving clean and attractive
facilities and services, displaying positive attitude etc. are some other strategies to render a great
experience for the customers visiting the organization.
Customer service goals and objectives of The Milestone Hotel
The Milestone Hotel’s goals and objectives are aligned to the customer needs, demands,
preferences and requirements and organization’s overall targets and market positioning.
 To improve attitude and behaviours of employees and staff
 To render excellent customer satisfaction and experience To attain availability of employees to assist customers
Application of customer service strategies of The Milestone Hotels to create customer
experience and recommendations for improvement
21

For rendering a fair customer service experience The Milestone Hotel develops procedures,
strategies and plans that are based on the strategic approach of customer services for building
potential customer base and improvising existing services. Assessing and understanding targeted
consumer needs and wants to specific products and services with a detailed market research lets
The Milestone Hotel to identify its market demands and segment customers on that basis. Having
a customer focused vision that is communicated between all employees within the hospitality
business by setting several guidelines can help The Milestone Hotel in creating a good customer
experience (Nambisan and Watt, 2011). The need of customers, potential areas of dissatisfaction
and approaching effective vendors and suppliers need to be done by The Milestone Hotel to
enhance customer service without causing delay. Trained employees will assist customers
regarding rendering services and query resolving that will build relationship between them which
will benefit business of The Milestone Hotel and help in rendering improved and better
customer services.
P7. Customer service strategies to create and develop consumer experience meeting their
requirements and standards of business
The Milestone Hotel requires to create and develop customer service strategies to deliver a
good experience to its clients by satisfying them with their demands and needs for which a
comprehensive service plan is needed.
 Developing a vision for standard customer care services rendered by The Milestone
Hotel will include creating effective relationship and emotional attachment with
customers will assist firm in attaining a leadership in the marketplace.
Establishing standards and policies recognized by The Milestone Hotel to render an effective
customer service and expectations (Biedenbach and Marell, 2010)
 Identifying business processes of The Milestone Hotel The Milestone Hotel that affects
customer satisfaction with a strategic framework to improve care such as quick delivery
of services and products, effective response to queries etc.
 The Milestone Hotel appoints effective managers and leaders to attain high professional
standards and taking responsibility of activities, coordinate processes and implement
strategy of customer services.
22

 Building rewards systems and implementing performance appraisal techniques in
customer service strategy of The Milestone Hotel to understand and measure employees
who makes significant contribution in improving services rendered to customers.
Customer service strategies and communication and recommendations for improving and
developing quality customer experience
The Milestone Hotel uses several strategies that involves communication and customer
service strategies for improving and developing satisfaction and experience of client availing
their offerings.
Listening to customers: Engaging with potential clients and service users can help The
Milestone Hotel to understand intentions and interests of their customers and experience gained
will assist them in collecting information and develop plans and strategies on basis of this effort
(Lemon and Verhoef, 2016). Feedback system: Interacting with customers after sales to collect feedback regarding the
services and products rendered by The Milestone Hotel through various communication
channels like emails, CRM and internet will help business to make any adjustments and
improvisations if required. Team development: The Milestone Hotel need to develop its employees and staffs by
rendering effective training and development programs and activities to improve dealings
and interactions with customers to deliver a satisfactory and excellent experience.
Customer Audit Trail, Critical Observations
Name of the hospitality business visited: The Milestone Hotel, London
Date and time of visit: 02/11/18
Observations Positive things
noticed
Negative things
noticed
Purpose of change if
it was my business
Ambience and first
impressions and
prices
Excellent utilisation
of space and well-
built structures the
primary attraction of
The Milestone Hotel
with and elegant and
Being a luxury hotel
the customers are
mainly high class
individuals and the
business renders its
services in a premium
Introducing and
rendering services to
middle class
individuals will be the
main changes I would
implement if it was
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luxurious interiors and
equipment’s.
price. my business.
Signage, tariff
boards, Labelling etc.
Clearly mentioned
and well informed
digital signage
systems that displays
floor, restaurant
information etc.
No labellings of any
services or products
rendered that might
confuse clients
If it was my
hospitality business I
would have
introduced a good
tagging of services
and offerings to give
customer a clear idea.
Range of products
and staff
There is a wide range
of luxurious products
and services with well
qualified staff and
employees attending
clients in a
professional manner
Lack of back end staff
and workers in the
workforce are a major
negative for which the
hotel needs training
and developing
existing staff and
recruit new
knowledgeable and
effective employees
I would maintain a
good relation with the
workforce to motivate
them and will recruit
more cheerful and
qualified employees
for smooth operations
CONCLUSION
Managing customer experience is the inevitable part and function of The Milestone Hotelto
render their customer with effective services in a satisfactory manner to preserve them from
approaching competitor’s offerings. Report on Managing customer experience discussed the
various types of customer groups of The Milestone Hotel, need for understanding their needs
and requirements and certain factors hat drive customer engagement by applying digital
technology and CRM systems to effectively manage experience of customers.
24

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Zomerdijk, L.G. and Voss, C.A., 2010. Service design for experience-centric services. Journal of
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Online:
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