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Managing Customer Experience Assignment : Hilton Hotel

   

Added on  2021-01-03

18 Pages4553 Words150 Views
MANAGING CUSTOMEREXPERIENCE

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

INTRODUCTIONCustomer experience management can be defined as process that is used by firms to trackneeds of purchasers and enhance interaction with customers (Abdelmoteleb, Kamarudin andNohuddin, 2017). Companies continuously work for raising connection with its clients, this helpsthem in developing healthy relationship with potential buyers. Present report is based on Hiltonhotel that provides luxurious services to its guests across the world. Current assignment willdiscuss importance of understanding needs of target consumers. Furthermore, it will exploredifferent factors that influence customer engagement of different target customer group in theorganisation. It will create experience map of consumers for Hilton Hotel. In addition, benefitsof digital technologies for managing customer experience will be explained in this report. TASK 1P1 value and importance of understanding needs of target customersHilton hotel has become the most popular brand name in service industry. It is veryimportant for organisation that to understand needs and preference of consumers. This assists inattracting more people and enhancing profitability of business. By paying more attention onspecific requirements of customer Hilton hotel can offer them satisfactory goods and servicesthat is beneficial in improving customer services of organisation. There are different customergroups those who have various needs (KUMAR and BALARAMACHANDRAN, 2018). Theseare explained as belowDisable personThese people have various needs such as low calorie meal, sufficient space, ramp. Thesepeople 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 managethemselves easily. There should be facility of ramp so that wheelchair can be lifted properly. Butif Hilton hotel takes care of providing sufficient space to these consumers so that they can passbetween tables (Mikkulaynen, 2016). This would make them comfortable and they will not haveto be depended on others. This will help business in retaining these people in business for longerduration.Business personThere are many business persons those who visit hotel on regular bases. They alwaysexpect free WIFI facility, nappy changing, meeting rooms, mobile charging points in hotel.1

Hilton hotel provides them all these facilities. Every month many business people organizesmeeting in the hotel where hotel gives them facility of WIFI so that business people can dointernet surfing. Furthermore, many ladies need nappy changing rooms for their kids. Hilton alsotakes care of these requirements (Ghasemi and Moghadam, 2016). But most desirable need ofthese target customer group is mobile charging points. Hilton gives them facility to charge theirphone near to table. That makes them relax and they attaint their meeting easily without anyinterruption. That is why now Hilton hotel has become the corporate houses where manyorganizations conduct their meetings every month.CouplesThese are another target group member those who visit Hilton frequently. They prefer toget candlelight, music facilities in hotel (SILALAHI and Ciptono, 2016). Most desirable facilitythey 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 itsbrand image. TASK 2P2 different factors that influence customer engagementEach consumer has different needs and entity has to ensure fulfilling their theserequirements so that it can give positive experience to consumers. There are various factors thatinfluence customer engagement of different target group. These are explained as below:Price: Money is most important element that influence behaviour of couple, disable andprofessional consumers all (Kulkarni and Madhavi, 2016). If Hilton hotel is unable tooffer value for money then it will not be able to raise engagement of guests. All threegroup of people need best quality services against their paid money but if entity is unableto offer them quality products at affordable prices then it may make them negativetowards 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 foodarrangement is not good then business persons will not be positive and they will think togo to other hotel next time (Setyaningrum, 2017). Disable persons also expect to get bestarrangement of food so that individual do not face any kind of trouble. 2

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