Customer Relationship Management and Customer Experience

This assignment delves into the crucial connection between Customer Relationship Management (CRM), customer experience (CX), and customer journey mapping. It examines how organizations utilize these strategies to cultivate positive customer interactions, improve satisfaction, and foster loyalty. The analysis highlights the significance of understanding customer touchpoints throughout their journey and leveraging CRM systems to personalize experiences. Additionally, it explores the role of customer feedback in shaping CRM strategies and enhancing overall CX.

Managing customer
experience

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explaining the value and importance of needs and wants of target customers.....................1
TASK 2............................................................................................................................................2
P2 Exploring the different factors that drive and influence customer engagement. Three
posters.........................................................................................................................................2
M1 Explaining how customer engagement factors determine customer on-boarding strategies.
.....................................................................................................................................................6
D1 Evaluating the broad range of different target customer group needs and expectations.
Four Posters ................................................................................................................................6
TASK 3............................................................................................................................................8
P3 Creating customer experience map for hospitality sector .....................................................8
M2 Creates a detailed customer experience map .......................................................................9
D2 Explaining how Hilton achieves all customer touch points to influence behaviour response
...................................................................................................................................................11
P5. Importance of digital technology in managing customer experience within service sectors
...................................................................................................................................................11
M3. Evaluation of digital technologies which effectively acquire and retain customers.........12
D3. Advantages and disadvantages of CRM systems used in service sectors..........................12
L 04................................................................................................................................................13
P.6 Illustrate customer service strategies in Hilton..................................................................13
P.7 Demonstrate how customer service strategies create and develop the customer experience
in a way that meets the needs of the customer and required business standards .....................13
M.4 Review the application of customer service strategies In Hilton and giving
recommendations for improvement. ........................................................................................14
CONCLUSIONS............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Customer managing experience is the most important and essential needs of the
organisation that creates the long term goals and managing successful business growth. In order
to meet out the goals and best forming result. Customer managing is the most essential and
typical part for the organisation to create in a good manner. Present study will be based on
Managing customer experiences of Hilton. Further study will be explaining about the value and
importance of understanding the needs wants of the target customers. Further study will be
covering the factors that influence customer engagement of different target customer groups.
Further, it also presenting the customer experience map for a selected service sector organisation.
However, study will be presenting the importance of customer experiences and hospitality
industry will be presenting their offers according to their needs and wants.
TASK 1
P1 Explaining the value and importance of needs and wants of target customers.
Target market customers are the customer which is very important for the hospitality
industry. Hilton is the high rated brand among hospitality companies (Bilgihan, Kandampully
and Zhang, 2016). They always targeted high profile clients or guest who really indulged with
the luxurious services and growth. Hilton sets their clients and arrange all service requirement
according to them only. It brings new services growth and new managing successful business
growth in order to meet out the best possible action results and new managing successful
business growth.
Target market customers for Hilton
Business Persons : Business man's who always preferred to take luxurious hotel services
which makes them relaxed and comfortable. Many of the clients are come for their business
purpose or to take new business growth for the new engagement purpose (De Keyser and et.al.,
2015). They usually preferred to have polite nature, silence, good connection of internet, lounge,
or cafeteria. These are the first customer target group of Hilton.
High profile people : another target group of clients who ready to invest huge on the
services of hospitality sector. In order to keep the all sources and effective and long term growth
for the business purpose.
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Other clients : some other clients which can be differentiated into other categories. Such
as hospital clients who came from other country just to have their medical treatments. Those
clients usually preferred to have healthy environment, Nutritious food, etc. for that Hilton needs
to arrange accordingly (Gopalakrishna, Malthouse and Lawrence, 2017). Overall, hospitality
sector is one of the sector who needs to fulfilled their customer needs by give them best services
and value to his needs. In order to meet out the best possible action and make good result
oriented task. It has been given new growth channel and mind blowing result outcomes to the
business purpose. Overall, it helps to take the new service growth.
TASK 2
P2 Exploring the different factors that drive and influence customer engagement. Three posters
In order to generate the long term goals and better goal services, after making new goal
oriented in order to keep the market great oriented deal and managing successful business growth
(Homburg, Jozić and Kuehnl, 2017). There are so many concepts through which customer
engagement process has been changed accordingly. Customer engagement is the process under
which employee more focused on connection between the customers. Through various channel
company make the customer more involved within the company services. Such as online
advertisement, e-mail marketing, offers sale etc. customer engagement increases the possibilities
of company sale and stability level (Lemon and Verhoef, 2016). In order to sustained in more
appropriate manner. Apart from that it keeps the new managing and effective growth. In order to
keep the marketing functional upgrade and new managing successfully business. Apart from that,
customer engagement can be effect different factors some of these are given below.
Privacy concern : this is the first factor due to which customer does not connect with the
company in proper manner. Hospitality sector is the fast forward results and long term goals
challenging that facing by the company in order to meet out the results and long term target. In
order to concern with the sources and make the proper changes into their privacy system.
Marketers needs to understand customer by analysing their online behaviour (Lemon and
Verhoef, 2016). Hilton needs to acquire proper privacy system into their business practices into
more appropriate manner of growth. Apart from that, it also influenced the choices of business
and long lasting effects. Client always prefer to select place where they are safe and secure
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within its proper limits. Overall, it brings new managing effective services in order to appropriate
in the best manner.
Hilton needs to make its privacy system effective and also needs to acquire into proper
manner. Looking back at the study we see that these data sources are considered very sensitive
by far higher percentage of consumers (Nema and Joshi, 2016).
Technology issues
it is the another factor that driven the customer engagement, in recent times customers are
always needs to make the best forming result and goal oriented process in order to meet out the
best oriented result. Such as today's, clients can easily booked prior reservation before reached to
that place with the help of technology. It helps to meet the long term results and longer channel
of company objectives. Due to delayed in process, customer sometimes get irritated and not
interested to visit that particular site again (Peppers and Rogers, 2016). Hilton needs to make
sure about its techniques and website functioning through which clients booked number of
reservations.
Unanswered question
Another factor that drive changes in customer engagement. It has been proved the big
question about customer engagement for which companies doe yet have goo answers. Hilton
should need to solve the query of customer and solve them into the best effective manner. Due to
improper dissatisfaction customer are no longer to manage to sustained with the same brand. It
gives possible action plan in order to meet out the customer result oriented goals.
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M1 Explaining how customer engagement factors determine customer on-boarding strategies.
In order to keep the customer engagement alive or effective, Hilton required to make
some new strategies in order to accomplish the satisfaction results (Peppers and Rogers, 2016).
In order to create customer nonbreeding strategy by looking at some key points such as
understand the customers better, set clear expectations, show that company set their values, stay
in constant communication, create customer centric goals, etc.
D1 Evaluating the broad range of different target customer group needs and expectations. Four
Posters
It is necessary to take care of the needs of customers such as for Hilton target customer, it
is necessary to develop the new managing effective services growth. It is necessary to bring new
service growth.
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TASK 3
P3 Creating customer experience map for hospitality sector
Website : website is the best way to find out the company information and any data, in
order to meet out the best forming result (Peppers, Rogers and Kotler, 2016). Website is the
another option, in order to meet out the long term goals and best target marketing goals. Hilton
tracking their customer through websites in order to take bookings effectively.
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Telephone: Telephone is the another source to communicate. Sometimes customers are
just make call to generate new information about hotel to get the clarification. Hilton should take
care the calls of clients in case of any emergencies.
Review Sites : Review sites is the way to check the product or service prices and their reviews.
In current situation customer always take decision on the behalf of checking reviews of that
particular company to make out his mind. Hilton needs to taking care of his services and try to
get good reviews from the clients (Peppers and Rogers, 2016).
Restaurant environment : restaurant environment is very essential to keep calm and hygienic for
customers. It helps to keep customer experience good or nice to with the company.
Text messages : it is the another managing and goal oriented target that affect the
business opportunity and growth. Text message is the easiest way top inform about the new
services of Hilton.
Restaurant staff : employees of hospitality sector should always be like calm, polite
with their clients. It is the speciality of hospitality sector. This process helps Hilton to make
customer happy and satisfied.
E-mails : Electronic mails are the another source to engage client always connected. This
can also help to informed client about each and new activity or offers of Hilton (Venkatesan,
Petersen and Guissoni, 2018).
Paper mail : Paper mail is the another source of communicating information or data to
customer. Paper mail is also known as snail mail which refers to the slow seed. This is the slow
traditional method which refers to letter and missives carried by conventional postal delivery
system, which is not taken by anyone these days
Restaurant management : it is the another area which is also very necessary to keep
sustained and good for the environment development (Venkatesan, Petersen and Guissoni, 2018).
M2 Creates a detailed customer experience map
Customer journey process
Customer journey mapping is the style and making good impact on the overall
development and leading forceful channel.
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Nail Down buyer persona
This is the first step to create customer journey. In which needs to create journey map to
understand the potential customer. This process or step helps company to take the new better
decision making approach in order to meet out the results into more effective manner.
Understand the buyers goals
Next process is to create the best opportunity for Hilton to get the customer attraction
towards the company services (Yang, Liu and Li 2015). Built customer needs and wants such as
superior class clients always needs comfort, luxury environment and excellent food services.
This process helps to get the all things into appropriate manner. It also helps to taking care of the
new goal and services to keep the process more effective.
Map out buyers touchpoints
This is the next process to create customer map more successful with the help of
customer mapping. In order to resolve the goals into more appropriate manner. Customer
touchpoints refers to any time a customer into contact with brand. Touchpoints are very essential
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Illustration 1: Customer Journey map
Source : Six steps to creating the complete customer journey map. 2017

to get the customer focus towards the company. In order to get touchpoint Hilton can use several
options such as promos, social media, website, packaging, customer service, support team etc.
identify customer pain points
This process helps to identify customer issues and their dissatisfaction reason with the
service sector in order to get data through qualitative and quantitative. For that, company would
take feedbacks in order to meet out the best outcomes (Lemon and Verhoef, 2016).
Prioritize and fix Roadblocks
In this process company needs to give prioritise to the activities that should be removed
by the company hands. In order to meet out the best productive sources and goals in order to
meet out the result goals.
Update and improve
Customer journey map should be evaluated by the manager and goals to get the best
outcome result and goals. Company needs to fulfilled the customer needs and managing effective
growth channel. Apart from that, it takes new managing growth and matter of fact. Update
improve customer journey map 6 months (Peppers, Rogers and Kotler, 2016).
D2 Explaining how Hilton achieves all customer touch points to influence behaviour response
In order to achieve customer oriented process and get their best response towards the
growth. It helps to continue the better target goals and best outcome results. Hilton can promote
customer touchpoints after given customer support services. In case of any enquiry and issues
client can easily contact with the company get resolution. Besides, Hilton also provides the best
website quality in order to meet out the best outcome results and growth. It helps to discussing
the long term results and new managing successful business growth. On the other hand, this can
also be implemented the result into appropriate manner (Yang, Liu and Li 2015). Hilton also can
provides digital graphic innovative style to implement the best style of website source to get the
best results.
P5. Importance of digital technology in managing customer experience within service sectors
Every business organisation adopts to digital technology to facilitate providing effective
services to customers. Effective customer relationship needs to be maintained by hospitality
sectors so that it leads to satisfy customers. Customer relationship management(CRM) aims at
maintaining and fostering effective relations with customers by applying various practices, tools,
technologies and techniques(Javed and Cheema, 2017). Hilton makes use of available tools and
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digital technologies to properly organize and manage activities and operations. This leads to
improve efficient involvement of employees in activities and makes customers satisfied.
Customer relationship management ensures to bring improvements in sales and
marketing in service and hospitality sectors. There are different software, cloud-based internet
programs and also hardware devices which benefits effective customer relationship management
in hospitality sectors. Hilton hotel aims at effectively managing the experience of customers and
makes them satisfied. Following are some examples of digital technologies employed to manage
customer experience:
Mobile as room key: digital technologies and transformation allows clients to make effective
use of mobile phones. Hilton hotel provides its customer the facility of using their mobile phone
as a room key. Customers can make use of mobile phones for booking the hotel room, ordering
food or other services, checking in and out and for various other activities(Laksmana, Kusuma
and Landra, 2018).
AI and chatbots: service sectors adopts AI-powered applications and make the best use of
digital technologies to provide effective services to customers. Hilton hotel makes use chatbots
applications to make customers satisfied and ensures maintaining effective relationship with
them. AI refers to artificial intelligence which facilitate easy access of information.
Digital conference facilities: Now-a-days, hospitality sectors focus on providing effective
technical and digital services to its customers to make them satisfied. Hilton hotel provides
digital conference facilities to its customers in which clients are given facility of audio-visual
digital facilities for making conference calls.
M3. Evaluation of digital technologies which effectively acquire and retain customers
Customer relationship management helps in bringing effectiveness in business activities.
CRM aims at utilizing available techniques, tools and technologies to provide effective services
to customers and make them satisfied(Galvão And et.al., 2018). Hospitality sectors like Hilton
hotel aims at using various CRM systems and advanced digital technologies to attract customers
and provide them with the best products and services. This leads to create trust in the minds of
customers and builds loyalty towards Hilton hotel.
D3. Advantages and disadvantages of CRM systems used in service sectors
Digital technologies used by Hilton hotel facilitate effectiveness and efficiency of its
employees which leads to create brand image and loyalty of company. Digital technologies used
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in hospitality sectors facilitate convenience to customers and security as well(Kumar and
Reinartz, 2018).
Digital technology limits effective involvement of employees in providing services to
customers. Employees starts getting reliable and dependent on technologies which may reduce
efficiency of services and customers may feel dissatisfied.
L 04
P.6 Illustrate customer service strategies in Hilton.
In every Hotel services must be provided as per the need and wants of the customers. To develop
such services the hotel will make certain strategies in order to provide the vest facilities. Below are
some customer service strategies of Hilton.
Be polite with customers: It is the key strategy to deal with the clients in Hotel. It is really
important to listen what client is saying and provide them things as per their needs. Listening
carefully and responding creatively is the biggest strategy to deal with the customers in the Hotel
(Kumar and Reinartz, 2018). It will make them feel that staff is listening to them and these things
make them feel satisfied.
Provide quality services: Every Hotel should focus on providing the best quality services to the
customers. This strategy will help in increasing satisfaction of consumers and remind them about
it again. In context to Hilton, it has always made the strategy of providing the quality services
and that is the major reason behind its growth and market coverage.
Train staff accordingly: Hilton has always trained its staff in such a way that it can be polite
and humble with its customers. This is the biggest strategy of the hotel to attract and avail its
services. Staff is the one who deals with the visitors in hotel so it is the most important thing to
train them properly.
P.7 Demonstrate how customer service strategies create and develop the customer experience in a
way that meets the needs of the customer and required business standards
The above strategies will help in satisfying the needs of the customers as all the strategies
are formed in the same way (Berry, Carbone and Haeckel, 2016). It has always bee taken care of
while forming strategies about the needs of customer. In addition to this, business standards are not
neglected while forming the strategies This all customer service strategies are made to expand and
grow business more. Thus, all business standards will be met when the strategies will be properly
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implemented by the hotel. Hilton has always focused on developing such customer experiences that
it allow them again to enjoy the services. This will help the hotel in expanding its sales and meeting
its business standard of growing more in international market.
M.4 Review the application of customer service strategies In Hilton and giving recommendations
for improvement.
The above customer services strategies of Hilton Hotel has helped the hotel in expanding its
business and growing more in hospitality industry. The application of training the staff has made
possible to knows the employees that how they should behave with the customers. This has allowed
people to come again and enjoy the services of Hotel (Paltayian and et.al., 2017).
Recommendations for improvement: The same can be improved more by giving special training
to employees by experts which will help them in knowing things more clearly. Other than this,
services can be improved more by taking feedback from customers.
CONCLUSIONS
Managing customer experience is the focus of service sectors. They aim at effectively
managing customer experience and providing them satisfaction. There are various market
segmentations in the service industry having different needs and wants. Different factors bring
influences in target customers within service and hospitality industry. Digital technologies play a
vital role in managing effective customer relationship. Customer relationship management
adopted by hospitality sectors brings positive outcomes and results in customers satisfaction and
their retention.
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REFERENCES
Books and Journals
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Galvão, M.B. And et.al., 2018. Customer loyalty approach based on CRM for SMEs. Journal of
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Nema, G. and Joshi, A., 2016. Managing Customer Relationships through Customer interaction
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Online
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Six steps to creating the complete customer journey map. 2017. [Online]. Available
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