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Assignment : Customer Experience Management

Added on - 09 Dec 2020

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Managing Customer Experience
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P1.Value and importance of understanding the needs, wants and preferences of targetcustomer groups for a service sector industry........................................................................3M1. Determination of customer on boarding strategy for different target customer groups.4P2. Different factors that drive and influence customer engagement of different targetcustomer groups......................................................................................................................4TASK 2............................................................................................................................................5P3. Customer experience map for service sector organization...............................................5P4,M2 Customer touch-points through out the customer experience which create businessopportunities...........................................................................................................................8CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................12
INTRODUCTIONManaging customer experience in hospitality sector is an art of satisfying the customerneeds, wants and preferences to make it comfortable (Managing Customer Experience. 2018).This sector is mainly customer centric therefore satisfaction to customer is the important aspectof this industry. The organization of service sector taken in managing customer experience isHotel Russell in which a guest relationship manager is appointed to coordinate and manage thecommunication between guest and hotel to provide seamless services to its customers. This hotelis situated in Russell Square, Bloomsbury, in the London, UK. This report includes needs andexpectation of market segment in service industry and customer experience map to createbusiness opportunities and optimize customer touch-points.TASK 1P1.Value and importance of understanding the needs, wants and preferences of target customergroups for a service sector industry.The customers which are targetted by Hotel Russell are Business person, tourists anddisabled person. All of these have different needs, wants and preferences. Therefore these are asfollows:The targeted customer of Hotel Russell is Business person. Despite of children, thebusiness person required peaceful and clam atmosphere where they can organize their businessmeetings. This will help the business person to deal with the business situations. The wants ofthis customer can be Wi-Fi, switches, peace etc. These are the basic requirements and wants for abusiness person. Among these wants, the business person would prefer to have high speed Wi-Fiand switches so that it can perform it's business meetings.The next target customer of Hotel Russell Tourists who can be the national andinternational visitors. For them, it is required for organisation to identify their desired needs forfacilities and services in order to get quality experience at different location. Main objectives ofall these activities is toAnother targeted customer could be disabled person. This type of customer needs to havethe environment in which they can feel better to comfort themselves. Since disabled person canbe part of laugh to others therefore they require a peaceful and comfortable environment. Thewants of these types of customers could be escalators and low calorie food because they does not
prefer to work physically (Bilgihan, A., 2016). This type of food helps them in maintaining theirbody at fix level. Among the wants of this customer, the preference is low calorie food which ismust for them to digest that.A hotel conducted customer profiling to satisfy their needs, wants and experiences. Toidentify the target customer market segmentation is used. In market segmentation the customer isselected on the basis of income and lifestyle of customer. These are the targetted customers forhotel Russell.M1. Determination of customer on boarding strategy for different target customer groupsThere are different strategies which can be used in managing different types of customer'sexperiences so that they feel satisfied while checking out. Some of them are:Openly discuss SolutionsProviding clear timelinessto be transparent and honest.From the above three strategies Hotel Russell uses Open discuss solution. This strategy helps thecustomer to discuss all it's issues arises so that it will gain advantage over the problems. Thismakes the customer to feel important for Hotel.P2. Different factors that drive and influence customer engagement of different target customergroups.There are many factors which can engage different customers into hotel to improve theirexperience. The factors are nothing but to fulfil the needs, wants and preferences of the targettedcustomers (Radojevic, T., Stanisic, N. and Stanic, N., 2015). This will help these customers infeeling an additional environment and important for the hotel premise. The customers can beavail to the premise of Hotel Russell by effectively fulfilling the needs and wants. To fill thoseneeds and wants the customers are targetted here as under:Type of customer to hotel Russell will be business person. This type of person alwaysrequires a peaceful environment so that they can pursue their business activities. This will helpthe customer in doing it's work. Apart from the above facilities, hotel Russell can provide aconference room for them to organize their meetings. Another facility which can be provided tothem is sports. An sports event can also be arranged for such type of customers because they alsorequire some of fun in which they can engage. Therefore Hotel Russell should provide all thefacilities so that they can engage them.
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