Managing Customer Experience in Hospitality Sector

This document discusses the importance of understanding consumer needs and preferences in the hospitality sector. It explores factors that impact customer engagement and the benefits of digital technologies in managing consumer experience. The document also covers customer service strategies in the hospitality sector.

Managing customer experience
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAINBODY ...............................................................................................................................3
LO 1.................................................................................................................................................3
P1 Significance and understanding of needs, desires and preference of the consumers in
hospitality sector..........................................................................................................................3
P2 Factors that impact the costumer engagement in several target consumer groups................4
LO 2.................................................................................................................................................5
P3 Customer experience map of Hilton.......................................................................................5
P4 How customer touch point creates opportunities in Hilton....................................................7
Lo 3 .................................................................................................................................................7
P 5 Benefits of digital technologies within managing consumer experience..............................7
LO 4.................................................................................................................................................8
P6 Customer service strategies in hospitality sector....................................................................8
P7 How customer service create customer experience................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Customer experience is termed as the practice of reacting and designing to the
interactions of consumers to meet the expectations as well as increase consumer satisfaction,
advocacy, loyalty. Motive of every firm is to provide the best experiences to the consumers by
the help of their products as well as services (Goodman, 2019). It depends on the various factors
that are linked with products as well as services. Firm tries to improve the quality of the product
so that costumer experiences can be improved and will increase only when consumers get the
best values towards their money.
Present Report focuses on Costumer experience of the Hilton Hotel. It was founded in the
year May 31, 1919 by the Conrad Nicholson Hilton. It's headquarter is in MCLean, Virginia,
U.S. It has around 586 hotels and it is served all over the world. Report focuses on Significance
and understanding of needs, desires and preference of the consumers in hospitality sector ,
Factors that impact the costumer engagement in several target consumer groups, Customer
experience map of Hilton customer touch point creates opportunities in Hilton, Benefits of digital
technologies within managing consumer experience and Customer service strategies in
hospitality sector (Roy, Balaji,Nguyen 2017).
MAINBODY
LO 1
P1 Significance and understanding of needs, desires and preference of the consumers in
hospitality sector
For every business it is crucial to keep their consumers happy, but for the hospitality
industry is it very vital to keep their consumers occupied to earn profits as well as growth of the
business. It is crucial for Hilton Hotel to understand the desires and needs to target the
consumers so that the hotel develop the strategies that are effective. By Targeting the consumers,
Hotel needs to know about the similar needs as well as wants. By targeting the right amount of
audience benefits the firms within describing goods as per the requirement of the consumers.
It also aids in managing the expectations of the consumers that also impact the profitability of
the hotel business. It is advantageous for the Hilton hotel to track their consumers like and
dislikes as well as provides them so that they are satisfied. Mention below are some reasons that
needs as well as wants of the consumers is important.
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Understanding the Consumers needs and requirement- The hospital industry is that kind of the
industry that can be earned maximum profit from their consumers, thus it is necessary to the
Hilton hotel to understand their needs, their taste to gather the information of its consumers as
well as identify the requirements and fulfill it. Hilton hotel also require to take the feedback from
its consumers as well as use them to enhance its customer base. It is also advantageous for firm
to generate the strong consumer base through satisfying the needs Such as Hilton hotel needs to
take care of the needs of the business people, disable person and newly married couple, they can
make the arrangements as accordingly the type of the consumers. Hotel needs to take care as the
consumers who are visited hotels for the holiday purpose, some of them for the business
purpose. Firms also needs to understand that whether the people who are staying within their
hotel are come with their family members of their firms needs or with their business colleagues
and serve them accordingly (Goodman, 2019). With the help of this information firm needs to
benefit within understanding the preferences of the consumers. If the Hilton hotel are aware that
what type of the consumers they are dealing it is easy for Hotel to target them or deal with them.
Such as married couple who book a room will get information as regarding restaurants, in house
spa while business people book the conference room within the hotel will receive the
information about the business information and financial newspaper. It is also advantageous for
the firms like Hilton hotel to focuses on the new trends of the people and also recognition the
new marketing strategies so that it can easily attract the consumers to their hotel.
P2 Factors that impact the costumer engagement in several target consumer groups.
There are several factors that impact and drive consumer engagement in several target
consumer groups such as disabled people,students ,married couples, business people and family
on vacation.
Price- To impacting consumer engagement it plays a crucial role. It impacts the way through
which people spends on buying (Mondal, Ghosh. and Nair, Wipro Ltd, 2015) . Targeted
consumers such as married couple, business people ,students all of them needs the quality service
towards the money paid. Such as students booked a room who came there within a group are
unavble to pay higher prices as they are not earning ,so if the hotel management not act
accordingly to them,they will not come next time.
Regular Follow up- Firm needs to take the regular follow up form their targeted consumers so
that they are not facing any kind of problem and if they have any kind of the problem than the
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hotel staff are solved their issues. Such as if the business group of people are came there for their
meeting in conference hall then it is the responsibility of the hotel that gives several sources for
example notebook, pen n papers, computers , projectors, refreshments and many more. It
enhances consumer engagement. If Hilton hotel is unable to provides all these kinds of resources
to their consumers ,then from next time they will not book any hall and this decreases consumer
engagement as well as negative influence on the Hilton's image.
Convenience- It is one of the crucial factor that impact consumer engagement. Hilton Hotel
require to take care of the guests who are disabled as hotel provide them amount of space so that
they are not facing any difficulty (Mondal, Ghosh. and Nair, Wipro Ltd, 2015). The disable
guests will be more comfortable in moving wheelchair. Hilton tries to improves their
infrastructure to take care of all their targeted consumers whether they belongs from any
category,as this makes the positive as well as increases the engagement.
Food Arrangements- Hilton hotel require to take care of the food arrangements as per the age of
the costumers. Such as Old people require oil free and nutritious food,teenagers like spicy food
as well as children needs less spicy foods, and they also full fill the needs of the people who have
some additional taste or requirements as accordingly. Consumers expect from Hilton Hotel that
the food can be served on time and within an appropriate manner. If all the arrangements of the
food is proper then the consumers will think to visit again to the Hilton Hotel.
Deliverability- Nowadays people needs service that can be delivered on time as nobody wants to
wit for long duration. If Hilton hotel is unable to deliver services on time than consumers
creatives a negative image. Hotel will also faces several issues within retaining loyal consumers
that will also reduces revenue generation.
LO 2
P3 Customer experience map of Hilton
A customer map reflects journey of customer during its entire interaction with company
and how product or service was used in it. through the map it is easy to find out what problems
or issues can customer face in future. In addition, there are various stages in it which depends
on type of sector that it belong. likewise map of Hilton hotel which is as follows :
Explore Book a hotel Pre book During Post
Customer experience
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Touch point Hotel details
Booking
page
Website
Home page
Hotel room
details
Service
details page
Visiting hotel
Services
availed
Check in
Check out
Thinking and
feeling
Lack of
details in it
Nothing to
compare
prices of
rooms
Taking lot of
time to book
No direct
way for
enquiry
Lack of
information
Not
delivering
services in
time
Greeted
when check
out
Recommendation
Ideas for
improvement
There must
be filter
options to
make search
easy
Simplify
booking page
Show
reviews of
particular
room
Providing
check list of
rooms
Giving
option to
exchange
Providing
training to
staff
Use of
technology in
improving
privacy
Making
process of
check out
easy
From above, it is analysed that customer map shows various stages of booking a room in
Hilton. the main interaction is of website from where booking is done. However, customer face
many issues in it as website page lack details of information on rooms. In addition, while check
in and check out guests are being greeted by staff of Hilton. this enables is creating a positive
image of customer and building positive image of hotel (Bilgihan, Kandampully, 2016).
Customer experience encompasses every aspect of a business service being offered, the quality
of customer care, also advertising, packaging, product and service features, ease of use, and
reliability. moreover, customer experience does not improve until it becomes a top priority and
an organization work processes, systems, and structure change to reflect that. When employees
observe senior managers persistently demanding experience info and using it to make effective
decisions, their own decisions are conditioned by that awareness.
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P4 How customer touch point creates opportunities in Hilton
Whenever a customer avails services in Hilton they occurs several customer touch points.
These are those point where they come in contact from start to end. For example, various touch
points are staff, receptionist, services, website, etc. these all enable in providing high customer
experience and increasing their satisfaction (Lipkin, 2016).
It has been identified that another touch point is Hilton is its services. When guest arrive in hotel
they are offered various services. Thus, by offering high quality services it becomes easy to
create opportunity. Through it, more customers can be attracted easily. along with it, their needs
can be identified and new and unique services can be offered to them. It will led to retaining of
customers for long term (Bilgihan, Kandampully, 2016). Besides that, it is found that website is
a touch point as well. here, customer interact to book hotel room and get info about it. Thus, by
improving website content and user interface more customers can be attracted. in website more
features can be added and info of Hilton can be segregated in categories. this will enable in
attracting customer on basis of their needs. Furthermore, process of booking room can be eased
and by including comparison feature is it opportunities are created. Environment is touch point
of hotel. it must be good and pleasant customer feels more relaxed. By good environment it
means that Hilton must focus providing well and clean atmosphere to the guest, proper
cleanliness should be maintained so that guest feel good and satisfied (Hwang. and Seo, 2016).
Lo 3
P 5 Benefits of digital technologies within managing consumer experience
In order to manage the experience of the consumers there is a higher impact of Digital
technologies in recent times. Nowadays social media plays a vital role as sites such as
Facebook ,twitter, YouTube and whatsapp. These are the most useful and populated sites used
each and every day as there are millions of the consumers that spends their time here. The
definition of the customer relationship management is the process that can be sued through firms
so that they can easily determine as well as maintain the relationship with such popular sites.
Hilton Hotel also makes several connection accompanied by purchasers with such social sites.
From the above practices it can meet the needs of the guests as well as aids the firm within
maintaining and developing healthy relationship to the consumers so that they can experience a
positive experiences.
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By the help of the digital technologies Hilton Hotel can also provide a quick response on
the quarries of the consumers.
It can also be explained by using a CRM () system as by using CRM system it means send them
emails regularly with less efforts. It can be in a form of newsletter ,also some information
regarding new discounts on suite, spas and several things related to the hotel. There is another
way to use the marketing automation through sent email on costumer's birthday or at their
Anniversary and within this email they offer them to free drink on their next visit or also offers
discount on food or any other services of the hotel. Secondly learn about the consumers as much
as one can is also considered a way through which it can enhances consumers experiences. Hotel
staff needs to learnt about the interest of the consumer by their first visit and tried to implement
those changes whenever they came next time ( Yang, Liu. and Li, 2015).
LO 4
P6 Customer service strategies in hospitality sector
There are several strategies that increase the customer in hospitality sector are mention below.
Smart rooms- In the hospitality industry smart rooms are becoming one of the emerging trends as
they are powered by a combination of the voice recognition and artificial intelligence
technology. It can also improves the consumer experiences though providing chance to control
aspects of their hotel by the help of the voice room control ( Yang, Liu. and Li, 2015). For
example Service like Alexa in Hilton hotel enables multiple devices accompanied hotel room to
be controlled by commands to Alexa smart speakers. As an outcome of it, guest able to control
the lights or control the on or off television all such basic commands can be uttered anywhere
within room.
Internet of things
It is a term that can be used to determine the internet connectivity as it allows devices to interact
with each other as well as offers consumer experience benefits. Such as In Hilton hotel rooms
devices can be set automatically regulate the light or temperature levels (Lipkin, 2016).
Electronic key cards are also sent to guests phone so remove the use of the physical keys where
staff of the Hotel can be given with real time information regarding the operating status of
devices. It enables the requirement for repairs as well as carry them before the consumer
experience is impacted adversely.
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Robots= Nowadays within hospitality industry robots are playing major role to improve the
costumer experience. Robots can deploy various number of ways such as providing information
to tourist within Hilton hotel reception, also robotic luggage porters as well as cloakroom
assistants are also being a part of the Hilton hotel in the future.
By using Generated Content- Everyday millions of images are posted to the social media sites
such as on Instagram, Facebook are all focuses on the example of the user generated content.
Photos of Hilton hotel posted everyday on social sites such as wedding receptions, birthday
parties ,valentine day event and many more as such events attracts the consumers in a unique
way (Lemon. and Verhoef, 2016). Within several cases content generated is also be branded it
enables to serve within a dual purpose.
Feedback from consumers- Feedback from consumers are the most crucial in the hospitality
industry. Hilton hotel provides the consumers to share all of their opinions, view and queries by
various techniques.
P7 How customer service create customer experience
Communication
Communication is one of the most important aspect to be considered by the companies
when dealing with the customers. Effectively interacting with the customers will enable the
company to identify the issues and problems faced by them with the products and services. This
will help company to keep these things when framing customers specific strategies.
Communicating with the customers is one of the effective tool which makes the customers that
they are considered valuable by company. It attracts the customers towards the products and
helps in maintaining loyalty in the customers. Company should deal with the customers in the
manner that helps them to know their actual needs and demands which will help Hilton in taking
measures for improving customer experience (Peppers. and Rogers, 2016).
Creation of emotional connect with customers
It is very important for the company to establish a connect with the customer with the
quality of products and services. Company has to deal with its customers providing all the
information that is related with the products and services. Company can also provide additional
services which adds value to their money. Customers remember the way they were treated while
the purchase of products. Customers are attracted towards the company which is treating them
well as comped with other products. Hilton can take feedback from the customers regarding the
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services provided to them (Lemon. and Verhoef, 2016). It will help the company in enhancing
the customer experience by improving its services on the feedbacks received from customers.
Hiring right employee for right job
The success and growth of the organization is dependent over its employees and
workforce. They are the people who actually deals with the customers and provide the services.
It is essential for the management to ensure that it employs right candidate over right job
depending on the skills and expertise. It should hire employees that possesses the required skills
and knowledge for the job. The selected candidate should be given training to enhance its skills
and value to the company (Peppers. and Rogers, 2016).
CONCLUSION
From the above it had been concluded that Significance and understanding of needs of
target the consumers so that the hotel develop the strategies that are effective. Understanding the
Consumers needs and requirement-require to take the feedback from its consumers costumer
engagement in several target consumer groups such as Price, Regular Follow up, Food
Arrangements, Convenience and Deliverability. It also focuses on customer map reflects journey
of customer during its entire interaction with company and how product or service was used in it.
It also focused on customer touch point staff, receptionist, services, website as all are enable in
providing high customer experience and increasing their satisfaction. Furthermore it focused on
Customer service strategies Internet of things Robots and Feedback from consumers customer
service create customer experience, Communication, Creation of emotional connect with
customers and Hiring right employee for right job
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REFERENCES
Books and journals
Bilgihan, A., Kandampully, J. and Zhang, T.C., 2016. Towards a unified customer experience in
online shopping environments. International Journal of Quality and Service Sciences.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Hwang, J. and Seo, S., 2016. A critical review of research on customer experience
management. International Journal of Contemporary Hospitality Management.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), pp.69-96.
Lipkin, M., 2016. Customer experience formation in today’s service landscape. Journal of
Service Management.
Mondal, S.C., Ghosh, S. and Nair, M.K., Wipro Ltd, 2015. System and method for intelligent
troubleshooting of in-service customer experience issues in communication networks. U.S.
Patent 9,026,851.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Roy, S.K., Balaji, M.S,Nguyen, B. 2017. Constituents and consequences of smart customer
experience in retailing. Technological Forecasting and Social Change, 124, pp.2
Venkatesan, R., 2017. Executing on a customer engagement strategy.
Yang, Y., Liu, X. and Li, J., 2015. How customer experience affects the customer-based brand
equity for tourism destinations. Journal of Travel & Tourism Marketing, 32(sup1), pp.S97-
S113.
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