Managing Customer Experience

This presentation discusses the importance of understanding customer needs and expectations in managing customer experience at Marriott hotel in Regent Park. It explores the factors that influence customer engagement and identifies business opportunities through customer touch points.

MANAGING CUSTOMER EXPERIENCE

INTRODUCTION
Managing customer experience is very essential to have the better understanding of the
customers’ needs and expectation from the company.
This will help the company to provide the best value services to their customers and satisfy
them. This presentation is based on the Marriott hotel in Regent Park.
This presentation will describe the needs and expectation of market segment for the Marriott.
This will also explore the business opportunities with the help of the customer map.

P 1 Importance of understanding customer needs,
wants and expectations
Having the better understanding of the customer's needs, wants and expectations being relationship executive of the
Marriott hotel is important to make their customer satisfy and increase their profit share in the hospitality service industry.
Other importance is:
As Marriott basically target the young group travellers, they have high expectations from the hotel. Understanding of their
needs will help the Marriott hotel to make services as according to them that make them satisfy (Hüttel and et.al., 2019).
Better understanding of the customer needs and wants will help the Marriott hotel to satisfy their expectations and can
increase its market demand and image in the hospitality service industry as compared to their competitors.

CONTINUE
With having the great understanding of customer's needs and wants, more they can satisfy by the
Marriott hotel. This will help to attract more and more guests in the Marriott hotel, this will directly
help to increase the productivity and profit of the Marriott in hospitality industry.
Knowing the customer's needs and wants will help the relationship executive of the Marriott in
Regent Park solve customer's problem on the basis of social media interaction and feedback. This
will help the Marriott to build strong relation with their customers, which is important to operate in
hospitality industry.

P 2 Different factors that influence the customer
engagement
There are many factors that influence the customer engagement toward the Marriott hotel. These factors
directly influence the profitability and productivity of the Marriott hotel. These factors are:
Hospitality Services of the Hotel – As Marriott is an international brand, which serves number of services
to their customers. But one of its services like privacy concern, room services and any other is not capable to
satisfy their customers, then this will affect the customer's engagement in the hotel, and they will not prefer
to stay next time in Marriott Regents Park hotel. As young travellers has high demand from regarding room
services, if it is not as according to them this will influence their engagement (Pansari and Kumar, 2018).

CONTINUE
Economic aspect of customers — Economic aspects like the occupation of the customers sometimes not
allowed them to stay in the hotel like Marriott Regents Park. As this hotel is little expensive than other hotel in
London, this economic aspect of the customer affects their engagement toward the Marriott Regents Park.
Brand image of the Hotel — Brand image of the hotel ion the market, affect the customer engagement as well.
Some customers prefer to stay and conduct business meetings in hotel like Marriott Regents Park which have
great brand value I the market. If this not have good brand image then those customers group not prefer Marriott
Regents Park and choose another big hotel. In this way their engagement in the hotel is affected (Romero, 2017).

P 3 Customer experience map
Stages Research Booking and paying Pre-sales services In-room services Post-sale services
Activities of
customers
Get to know about
Marriott Regents Park
through online sites,
advertisement and also
from friends and
relatives.
Booking of the hotel is
being done by customer
as according to their
requirements. Payment
is done through online
mode.
Guests and customers
are free top ask any
questions regarding
their booking and
payment details.
Enjoy and Experience
number of services.
React on the services
that could be good or
bad, by giving feedback
and book the hotel
again when needed
(Peppers and Rogers,
2016).
Touch point Traditional and online
media
Word of mouth
Email
Online booking through
the application, and
window booking
directly from hotel.
Ticket and tour detail
page
In-room service
provider
Website
Call
Staff of the hotel
Social media

CONTINUE
Stages Research Booking and paying Pre-sales services In-room services
Experience Satisfy Somewhat Satisfy Not satisfy Satisfy
Feelings I saw positive review on
internet and also got positive
feedback from others.
Booking process is easy and
payment is smooth with
great privacy. But pop up
advertisement on window
made me irritate (Lemon
and Verhoef, 2016).
Staff of the hotel is not
experiencing and have
arrogant attitude, not
respond and behave kindly.
In room services is great,
cleaning, behaviour and
attitude of staff is good.
Ideas for improvement They can increase their
advertisement methods
through word of mouth and
social media.
Should Reduce the pop-up
ads on website window.
Provide effective training to
the staff.
Customise the in-room
services

P 4 Business opportunities with the help of customer
touch point
Word of mouth — As people more believes on the words of
the other saying about their experience. This influences the
individual by hearing about the best and quality services of the
Marriott Regents Park and try it out at least at once.
Social media — Social media is powerful and effective touch
point that drive the customers mind easily. With the help of the
social media platform Marriott Regents Park can promote its
new services, prices and other information to their customers.

CONTINUE
Staff of the hotel — Staff of the hotel
is very important touch point for the
Marriott Regents Park, as they are in
touch with their guest since booking to
the end when they leave hotel (Lemon
and Verhoef, 2016). Well trained staff
will help to attract more and more
guest sin the Marriott Regents Park by
providing best value services to their
guests.

CONCLUSION
From the presentation it has been concluded that, having understanding of the customer’s needs,
wants and experience helps the Marriott hotel in Regent Park to create and give best services to their
guest.
It also been concluded that different factors like physical environment of the hotel and services
influence engagement of the customer in hotel. Furthermore, it has been identified with the help of the
customer map that it helps to create business opportunities for the Marriott hotel in the market.

REFERENCES
Hüttel and et.al., 2019. The influence of customer characteristics on frontline employees’ customer need
knowledge. Journal of Services Marketing.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the customer
journey. Journal of marketing. 80(6). pp.69-96.
Pansari, A. and Kumar, V., 2018. Customer engagement marketing. In Customer engagement marketing (pp.
1-27). Palgrave Macmillan, Cham.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.