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Managing Customer Experience in Hotel

   

Added on  2020-10-22

16 Pages4318 Words236 Views
Managing CustomerExperience
Managing Customer Experience in Hotel_1
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P1. Value and importance of understanding the needs, wants and preferences of targetcustomer group............................................................................................................................3P2. Different factors which drive and influence customers engagement of different targetcustomer group............................................................................................................................4TASK 2............................................................................................................................................8P3. Customer service map for Hotel Russell..............................................................................8P4. Evaluation of customer touch-points through out the customer experience which createdbusiness opportunities.................................................................................................................9TASK 3..........................................................................................................................................10P5. Examining digital technology which employed in managing the customer experiencewithin the service sector, providing specific examples of customer relationship managementsystems......................................................................................................................................10TASK 4..........................................................................................................................................11P6. Illustration of customer service strategies...........................................................................11P7. Demonstration of customer service strategies which create and develop the customerexperience in a way that meet the needs of customers and required business standards..........12CONCLUSION..............................................................................................................................15REFERENCES..............................................................................................................................16
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INTRODUCTIONManaging customer experience is an art of making the customer feel important for theorganization. Customers are the centre of any hospitality business because their business whichtotally depends on the satisfaction of their customers (Alexander, 2013). In hospitality businessthe organization here taken is Hotel Russell. This is a historic five-star hotel in Russell square,Bloomsbury, London. In this report, the needs and expectation of market segment for the serviceindustry is explained. Customer experience map to create business opportunities and optimisecustomer touch-points are explored. The impact of digital technology in customer relationshipmanagement is investigated. Effective customer experience management within service sectorbusiness to maximise customer engagement is also explained.TASK 1P1. Value and importance of understanding the needs, wants and preferences of target customergroup.The targeted customer for Hotel Russell are business person, primary school children anddisabled person. There are several needs, wants and preferences of these customers which areexplained below:Needs are the primary requirement of a customer which should be fulfilled. The needs ofbusiness person are that they require a proper place to dinner and lunch so that they cancommunicate with each other on the topic related to their business. The environment should bekeep and clam so that they will not disturbed with outsiders. The wants of a customer are theoptions available to the customer form its needs (Ariffin and Maghzi, 2012). Business personrequires Wi-Fi facility, sockets etc. so that they can perform operations of their businessactivities on laptop, projector etc. Preference is the priority of customer from the wants andneeds. The preferences of business person can be meeting rooms because they need anenvironment of performing their meeting after lunch, dinner or breakfast. Another customer is disabled person who have also their needs, wants and preferences.The needs of disabled person are the low calorie meals and access ramp next to front steps sothat they can easily go over their path. Disabled person is not capable of doing all physicalactivities of normal person. Therefore, Hotel Russell should take care of their needs, wants andpreferences. The wants of disabled person can be Wi-Fi because they require to spend their time
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with internet. Apart from that they also need and intimate atmosphere so that they do not feeluncomfortable with normal persons. This type of customer's preference can be sufficient space topass between tables because they can be on wheel chair or they require space for their support.Another type of customer who requires its needs, wants and preferences is primary schoolchildren. These type of customers also have needs, wants and preferences. The needs of primarychildren should be an entertaining environment so that they should also have fun with food. Thewants of these customers can be burgers, noodles etc. because they require fast food. Thepreferences of these customers could be crayons and colouring books because children likecolours and sports (Bilgihan, Kandampully and Zhang, 2016). Hotel Russell should focus on fulfilling the needs, wants and preferences of its targettedcustomers so that they feel satisfies with the services. If customer will satisfy from the services itwill be attracted again and again to the premise of Hotel Russell.Business peopleInternet access Meeting roomsNewspaper and booksSnacks and beverages Electric plugsHygienicPrimary SchoolChildren Entertaining EnvironmentBurgers, Noodles etc.CrayonsandColouring booksDisabled PersonLow Calorie mealsAccess rampWi-FiSpace to pass betweentables. P2. Different factors which drive and influence customer’s engagement of different targetcustomer group.
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