Managing Customer Experience Assignment : Hilton Hotel

MANAGING CUSTOMER
EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 value and importance of understanding needs of target customers........................................1
TASK 2............................................................................................................................................2
P2 different factors that influence customer engagement............................................................2
TASK 3............................................................................................................................................7
P3 Creation of customer experience map....................................................................................7
P5 benefits of digital technologies in managing customer experience........................................9
P6 customer service strategies...................................................................................................10
P7 Demonstration of customer service strategies in meeting needs of consumers...................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Customer experience management can be defined as process that is used by firms to track
needs of purchasers and enhance interaction with customers (Abdelmoteleb, Kamarudin and
Nohuddin, 2017). Companies continuously work for raising connection with its clients, this helps
them in developing healthy relationship with potential buyers. Present report is based on Hilton
hotel that provides luxurious services to its guests across the world. Current assignment will
discuss importance of understanding needs of target consumers. Furthermore, it will explore
different factors that influence customer engagement of different target customer group in the
organisation. It will create experience map of consumers for Hilton Hotel. In addition, benefits
of digital technologies for managing customer experience will be explained in this report.
TASK 1
P1 value and importance of understanding needs of target customers
Hilton hotel has become the most popular brand name in service industry. It is very
important for organisation that to understand needs and preference of consumers. This assists in
attracting more people and enhancing profitability of business. By paying more attention on
specific requirements of customer Hilton hotel can offer them satisfactory goods and services
that is beneficial in improving customer services of organisation. There are different customer
groups those who have various needs (KUMAR and BALARAMACHANDRAN, 2018). These
are explained as below
Disable person
These people have various needs such as low calorie meal, sufficient space, ramp. These
people needed food with low calories so that they can manage their body well. Furthermore,
Hilton hotel is requiring to give adequate space of such guests so that they can manage
themselves easily. There should be facility of ramp so that wheelchair can be lifted properly. But
if Hilton hotel takes care of providing sufficient space to these consumers so that they can pass
between tables (Mikkulaynen, 2016). This would make them comfortable and they will not have
to be depended on others. This will help business in retaining these people in business for longer
duration.
Business person
There are many business persons those who visit hotel on regular bases. They always
expect free WIFI facility, nappy changing, meeting rooms, mobile charging points in hotel.
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Hilton hotel provides them all these facilities. Every month many business people organizes
meeting in the hotel where hotel gives them facility of WIFI so that business people can do
internet surfing. Furthermore, many ladies need nappy changing rooms for their kids. Hilton also
takes care of these requirements (Ghasemi and Moghadam, 2016). But most desirable need of
these target customer group is mobile charging points. Hilton gives them facility to charge their
phone near to table. That makes them relax and they attaint their meeting easily without any
interruption. That is why now Hilton hotel has become the corporate houses where many
organizations conduct their meetings every month.
Couples
These are another target group member those who visit Hilton frequently. They prefer to
get candlelight, music facilities in hotel (SILALAHI and Ciptono, 2016). Most desirable facility
they need soft music, this brings love in at atmosphere and they feel so happy with each other.
Hilton fulfil these requirements of its consumers that has supported the firm in improving its
brand image.
TASK 2
P2 different factors that influence customer engagement
Each consumer has different needs and entity has to ensure fulfilling their these
requirements so that it can give positive experience to consumers. There are various factors that
influence customer engagement of different target group. These are explained as below:
 Price: Money is most important element that influence behaviour of couple, disable and
professional consumers all (Kulkarni and Madhavi, 2016). If Hilton hotel is unable to
offer value for money then it will not be able to raise engagement of guests. All three
group of people need best quality services against their paid money but if entity is unable
to offer them quality products at affordable prices then it may make them negative
towards brand and can influence their engagement as well.
 Food arrangement: It is another factor that drive and influence engagement of clients.
Business people always expect that staff serve them food in appropriate manner. If food
arrangement is not good then business persons will not be positive and they will think to
go to other hotel next time (Setyaningrum, 2017). Disable persons also expect to get best
arrangement of food so that individual do not face any kind of trouble.
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 Convenience: This is another most important factor that drive and influence engagement
of customers in hotel. Hilton always provide adequate space to guests so that they do not
find any difficulty in sitting or walking to other place. Disable person feel so comfortable
because they can move here and there on their wheelchair. This makes them positive and
enhance their engagement with organisation (Shoham, 2015).
 Regular follow up: It is another essential factor that influence mind of guest, if company
takes follow up from its guests and ensure that it has met with their requirements then it
may enhance their engagement with consumers. That would help in making them loyal
customers of brand (Maine, 2014).
 Deliverability: In the recent time nobody wants to wait for longer duration. If Hilton hotel
is unable to serve consumers timely then it will adversely affect engagement with all
types of group of consumers. This may affect their purchasing decision and impact on
their satisfaction level as well (Tomsett and Shaw, 2014).
Disable person
Business person
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Couple
Students
4

Mothers
Old people
5

Soldier
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TASK 3
P3 Creation of customer experience map
Customer experience map is the process of examining experience of consumers and
analyzing their behaviour. Each person interacts with companies through various touchpoints
and channels (Navarro Morales and Ibernón Häll, 2015).
Website
Whenever customers search website of Hilton hotel then they get immediate answers of
their quarries. Individual go to eat section and get photographs of all types of food that is
provided by business. Furthermore, reviews of earlier consumers is also maintained in its website
so that new guests can make them mind accordingly. Entity has used attractive words on its
website that gives them amazing experience and make them positive towards brand. On the
website of Hilton hotel, enterprise also have provided option for booking. If any person wants to
book table or room in advance, then individual can do it without any trouble (Njagi and et.al.,
2017).
Telephone
Hilton takes support of telephonic conversation for raising interaction with potential
buyers. Whenever client call on the hotels’ landline and ask for any quarry then customer service
executive give immediate response to these people. They use warm words for welcoming these
people. They give them all detail related to food, accommodation etc. so that individual can
make their mind and can conform their booking in hotel (Gamage, Femando and Perera, 2015).
Restaurant staff
Hilton hotel always treats its employees as assets of business. It gives them rewards and
recognition so that they feel motivated and provide amazing services to guests as per their
requirements. Restaurant staff give provide quality services to consumers and delivery timing is
very low. Consumers need not to wait for longer duration. Front desk staff always gives warm
welcomes to the guests and give them full respect. They ensure their needs and offer them food
as per their preferences (7 Ways to Create a Great Customer Experience Strategy, 2018).
E-mails
Hilton hotel send emails to its guests on each occasion. It wishes them and inform people
about new products, services, discounts of organisation. In emails entity attaches attractive
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photos of new vouchers and discounts so that people may become positive and gain amazing
experience (Abdelmoteleb, Kamarudin and Nohuddin, 2017).
Restaurant environment
Atmosphere of Hilton hotel is very warm, there is adequate infrastructure facilities and
staff treats consumers appropriately. They ensure that guests get immediate services. There are
photo frames on wall that declares achievement of Hilton over a period of time (KUMAR and
BALARAMACHANDRAN, 2018).
P4Customer touch points throughout customer experience create business opportunities
Business have to pay attention on customer touch points, all these touch points are able to
understand experience of buyers. By this way enterprise can use this touch points for creating
business opportunities. Hilton hotel is the leading brand that always provide luxurious
hospitality services to its guests across the world. It always looks upon the needs of buyers and
accordingly provide them goods and services. This helps business in making people positive and
retaining its customers in organisation for longer duration (Mikkulaynen, 2016).
Counter assistant: Welcome sir, have a seat
Customer: Thanks you
Counter assistant: How can I help you
Customer: Can I see menu card
Counter assistant: Yes, sir, this is our menu card. We offer all kind of food to our customers.
Consumer: We will like to eat roasted spicy chicken
Counter assistant: Great choice sir, this is the best and high demanded dish of Hilton
Customer: Yes, last time also we have a great time here and dish was really nice
Counter assistant: Ohh sir, you are the frequent buyer of hotel, we warmly offer amazing
discounts to our regular consumers. This is your dish please enjoy your lunch
Customer: can I get a bill
Counter assistant: Here is your bill Sir, kindly give your valuable feedback to services of
company. We are very pleased to serve you please come again.
While discussing with customer, counter assistant has looked at the yes of guest and have
given positive response to them. Touch points such as acknowledging the person and greeting
them creates a good impression in the mind of customers. This makes them feel valued and they
think to come to that place again. Encouraging the return of any consumer is another touch time,
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this creates a feeling that entity pays attention of its consumers and their needs. By this way they
feel so happy and become positive towards brand. This creates opportunity for Hilton hotel to
make its buyers loyal towards brands (Ghasemi and Moghadam, 2016). This enhance brand
image of firm and help the organisation in retaining its staff in firm for longer duration. Eye
contact with the guests is also great touch point, by this way staff members give the response on
consumer’s quarries confidently. That increases trust of people and they give positive reviews to
others as well. By this way enterprise become able to gain competitive advantage.
P5 benefits of digital technologies in managing customer experience
Digital technologies have changed the scenario of businesses. In the recent time many
companies are taking support of various technologies that have high impact on firms in order to
manage experience of consumers. Customer relationship management can be defined as system
or process that is used by firms to maintain relationship with its potential buyers. Facebook,
Twitter are most popular social sites that are used by each entity and consumers. Many people
spend more time on these sites (Maine, 2014). Hilton hotels makes connection with its buyers
through these social sites. This supports hotel in identifying needs and preference of customers.
By this way Hilton makes changes in existing practices so that it can meet with the expectation
of guests. This helps the firm in developing healthy relationship with its clients and giving them
positive experience.
Through digital technologies entity becomes able to give quick response on quarries of
consumers (Tomsett and Shaw, 2014). There are many people those who ask about special
dishes, delivery timing, availability of rooms on its social sites and other mobile application.
Customer service department of Hilton hotel gives immediate response through these
technologies. That makes the person positive towards brand help in raising its brand image.
Hilton hotel takes support of mobile application, it uploads all detail relate to latest offer, special
discounts information on its application. By this way this detail gets communicated to mass
people easily. Hilton hotel use app on which its consumers can book their room and other
services. They can track their booking and can cancel it as well. This is the best way of
developing direct communication with potential buyers and making them positive towards brand.
By this way people get positive experience and they become loyal towards organisation (Navarro
Morales and Ibernón Häll, 2015).
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Hilton hotel have uploaded all photos of food, accommodation services, events etc. on its
social sites. By viewing all these things decision of other consumers gets affected. Thus, it helps
in attracting more people towards brand and raising profitability of organisation to great extent.
This aids in analyzing changing needs of customers and offering them food and services
accordingly so that they can become loyal consumer of company (Shoham, 2015).
Questions
1. Hilton hotel
2. Mariya methew
3. Facebook
4. Images, details of offers, reviews of customers
5. John, Lij, Chena
6. Since 3 years
7. These programs would be beneficial in gaining attention of mass people and managing
experience of customers significantly.
P6 customer service strategies
In the modern competitive era it is very important for companies that to implement
effective customer service strategies that may support in retaining consumers for longer duration
and making them positive towards brand. Customer service is the part of business activities that
influences decision of each person (Navarro Morales and Ibernón Häll, 2015).
Celebrate and encourage joy
Hilton hotel always emphases on giving amazing experience to its guests so that they
become frequent buyer of company. For that hotel focuses on brining joy to its valuable guests.
Enterprise welcomes their guest in traditional manner and give them respect. Counter assistant
always serves them best and give them quick response. This makes them expense positive and
they become loyal towards the brand. There are many hotels where customers have to wait for
longer duration to get their ordered material but Hilton always ensure quick delivery and less
waiting period (Gamage, Femando and Perera, 2015). If any customer come in the hotel second
time, then staff members encourage their return and give them better services than earlier.
Empathetic listen
It is another customer service strategy of Hilton hotel; all its staff members are being
trained to become an empathetic listener. They carefully listen requirements of consumers and
give them response accordingly. Employees listen to words of customers and give them response
in correct tone. They watch their eyes confidently and read facial expression of people. This
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strategy of business helps in giving amazing experience to guests and make them feel valued
(Njagi and et.al., 2017).
Respond to feedback of guest
Hilton hotel implements this customer service strategy; it gives immediate response on
the feedback received by its consumers. It promotes its self through social sites and highlight
reviews of guests immediately. This helps organisation in managing people well and retaining
them in business for longer duration (Gamage, Femando and Perera, 2015).
Use of digital technologies
For developing healthy relationship with its guests Hilton hotel uses advance digital
technologies. Social networking sites, mobile application etc. various techniques are being used
by firm. This aids in developing strong bonding with buyers and making them positive towards
brand (Tomsett and Shaw, 2014).
Customer Audit Trail, Critical Observations
Name of hotel visited Tavistock Hotel
Date and time of visit 2.00 PM in afternoon
Ambience and first impression
General surrounding of Tavistock Hotel is very attractive. There is proper space for
consumers. Photo frames, infrastructure of the premises is very good that gain attention of
guests.
Things observed were positive Things observed were
negative
Changes
Infrastructure was too good,
there was proper space, WIFI
that gives amazing experience
to guests
Waiting period is little high
because consumers have to
wait to get their services.
Tavistock Hotel is required to
make changes in its speed of
delivery.
Signage, tariff boards, labelling, etc
Tavistock Hotel takes support of social media marketing strategies for conveying its
goods and services to consumers. It has updated all detail on its website related to products ,
price, places etc.
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Things observed were positive Things observed were
negative
Changes
Tavistock Hotel has updated
all details on its website with
necessary images
It is unable to manage traffic
on its website that is why
sometimes resolution of
consumer’s quarry takes time.
Tavistock Hotel should hire
more experienced people
those who can handle website
quarries immediately and can
give quick response to
consumers.
Price
Tavistock Hotel keeps high prices of its products. This information is shared through
website and menu of entity. Entity gives receipt of its services that includes VAT, Tax etc.
Things observed were positive Things observed were
negative
Changes
Legal documents related to
receipt, etc. Are very clear.
Prices are too high Company has to control over
its products prices.
Range of products
Tavistock Hotel offers wide range of products to consumers. No items is missing that is
provided by any hotel and restaurant. It is important to manage stock well so that it can provide
products to consumers on the bases of their needs.
Things observed were positive Things observed were
negative
Changes
Wide range of products New Staff have little
knowledge of some items and
services
Training needs to be
improved.
Staff
Company has hired many employees and all are experienced. There is presence of
supervisors and they interact with employees time to time
Things observed were positive Things observed were
negative
Changes
Strong supervision Over burden on employees in Tavistock Hotel has to hire
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seasonal time some more staff to manage the
burden of employees
Times
Speed of delivery is little slow
Things observed were positive Things observed were
negative
Changes
Employees welcome guest
positively
Speed of delivery is slow Need to improve delivery
speed
Supplementary items
It offers meal, cutlery and other many supplementary items.
Things observed were positive Things observed were
negative
Changes
All kind of desserts, drinks are
available
No No need of improvements
Payment
Things observed were positive Things observed were
negative
Changes
All kind of payment system is
acceptable such as cash,
online, Paytm ,ATM etc.
Sometimes card machines
don’t work
Tavistock Hotel needs to
improve their technologies an
need to take care of
maintenance.
Anything else
Things observed were positive Things observed were
negative
Changes
Front desk welcomes guest
warmly
Staff do not ask for feedback
when customer leave the place
and do not encourage their
second coming
Staff needs to ask feedback
from consumers every time so
that customers feel valued an
have to encourage their
coming in hotel
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P7 Demonstration of customer service strategies in meeting needs of consumers
Hilton is operating its business across the world. It offers variety of products and services
to different target group people. It always ensures needs of consumers and accordingly offer then
services. Customer service strategies of Hilton are helpful in developing customer experience in
a way that meets with needs of consumers and meeting with business standards. Celebrate and
encourage joy is the most effective strategy, that aids in developing healthy relationship with
buyers and making them feel comfortable at the workplace. Waiters and counter assistant
welcome people and greet them (Ghasemi and Moghadam, 2016). They encourage their return
and give them response confidently. This creates positive image of organisation in the mind of
consumers. By this way they think to come to this place frequently. Another strategy is
implemented by Hilton hotel is active listening. It is responsibility of service providers that to
listen requirements of guests carefully. Staff members have to carefully listen needs of guests
and have to observe their facial expression. This aids in identifying their needs and providing
them services accordingly. This is the best way of make them feel valued and important in
organisation (Mikkulaynen, 2016).
Hilton hotel takes support of social networking sites and other digital technologies. It
uploads details of standard food, reviews of consumers, images of events. By looking at these
sites other people also change their mind and make their mind to experience services of
organisation. It makes communication with its potential buyers through these social sites. That
helps firm in analyzing their needs and offering them services accordingly. If any customer give
suggestion for further improvement, then entity gives immediate response and implement these
suggestions (Abdelmoteleb, Kamarudin and Nohuddin, 2017). That creates positive image in the
mind of consumers and help the firm in making people loyal towards brand. That is why firm has
become able to manage consumer experience and have become bale to meet business standards.
CONCLUSION
From the above report it can be concluded that managing customer service is very
important in service industry. There are many firms those which are operating in this sector but
re unable to retain consumers in firm for longer duration. Different consumers have different
needs, companies have to emphases of these requirements and have to offer these people services
accordingly. Touch points are helpful in creating business opportunities, by this way entities
would be able to analyses actual feeling of person and would be able to treat them accordingly.
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Firms are required to develop healthy relationship with its potential buyers and have to
implement digital technologies. This would help in developing interaction with clients and
informing them about services of business timely.
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REFERENCES
Books and Journals
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