Managing Customer Experience on Radisson Blu Assignment

Managing customer
experience

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Importance and understanding of needs, and expectation, wants and preference of target
customer.................................................................................................................................1
Factors that influence customer engagement within different target customer groups..........2
LO 2.................................................................................................................................................3
Customer experience map using business opportunities and also using touch points...........3
How touchpoints create opportunities ...................................................................................5
LO 3.................................................................................................................................................6
Impact (Benefits )of digital technologies in managing customer experience.......................6
LO 4.................................................................................................................................................8
Effective Customer service experience to maximise customer management .....................8
Demonstration of customer service strategies in meeting needs of consumers.....................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Customer experience management is a process of tracking customer data and analysing
and organizing every interaction throughout the life cycle of customer ((Barrows, Power and
Reynolds, (2012)). The journey of customer experience includes the interactions and various
touchpoints such as websites, e-mails, phone calls etc. it refers to interaction with customers to
meet customer needs and wants to satisfy them. The study is based on managing customer
experience in Radisson Blu hotel. Report will discuss importance of need of target customers,
factors that influence customer engagement. Report will further create experience map and tell
various touchpoints to create opportunities. Report will also tell the benefits of digital technology
in customer experience management.
LO 1
Importance and understanding of needs, and expectation, wants and preference of target
customer
Importance of needs, wants and target customer preference:
It is necessary for every business to keep their customers happy, but for hospitality
industry it is very important to keep customers engaged to earn profits and growth of business. It
is important to understand the needs and want of target customer preference. It helps Radisson
Blu hotel to develop effective marketing strategies. By targeting customers, company get to
know about the customer sharing similar needs and wants (Buttle, 2015). Targeting the right
audience benefits company in describing product according to the need of customers. It also
helps in managing expectations which effect the profitability of business. It is beneficial for
Radisson Blu hotel to track their customers likes and dislikes and provide them so that they are
satisfied. Following are the reasons that why needs and wants of customer is important: Understanding the customers wants and needs: The hospitality industry earn maximum
revenue from customers, thus it is essential to understand need of customers. Radisson
Blu hotel need to know its customer, company need to gather information of its
customers and identify the needs and fulfil it (Bjelajac and et.al., 2018). Radisson Blu
hotel need to take feedbacks from the customers and use them in improving its customer
base. It is beneficial for company to generate revenue and make loyal customer base by
satisfying their needs. For e.g. company need to take care of requirements of disable
person, business people, and newly married couple ((Goodman, 2009)).
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 Understanding the preference of target customers: It is essential for Radisson Blu hotel
to understand the preference of targeted customers. Company need to classify each
customers on the basis of whether customers has visited hotel for business purpose or
leisure, whether they are travelling with their family or office colleagues (Buonincontri
and et.al., 2017). This information will benefit company in understanding the preference
of customers. When a company knows the preference of customers it is easy for them to
target. For e.g. a group of people booking a conference room in the hotel will receive
information about financial newspapers and business information and a couple book a
hotel they will get information related to in-house spa or restaurants (Gronroos, 2015). It
is beneficial for company in identifying new marketing strategies and a chance to enter in
new markets.
Factors that influence customer engagement within different target customer groups
There are various factors that drive and influence customer engagement within different
target customers group such as students, disabled people, married couple, family on vacation and
business people.
 Price: Price plays an important role in influencing customers engagement. It affects the
way an individual spends. It is essential to offer value for which customer pay. All the
target customers like students, business people and married couple need quality service
towards the money paid. For e.g. if group of students have booked a hotel then it is
difficult for them to pay high price because they do not earn. This will make their
engagement less and they may not come next time (Barrows, Power and Reynolds, 2012)
 Regular follow up: Radisson Blu need to take regular follow up from their guest so that
if there is any problem it can be solved. For e.g. if a group of person book hotel for a
business conference then it is responsibility of hotel to provide various resources such as
computers, projectors, notebook, refreshments etc. needed in conference room. This
increases customer engagement. If company is unable to provide all these resources
customer engagement will decreases and has a negative impact on the image of hotel
(Goodman, 2019).
 Convenience: It is most essential factor that influence customer engagement. Radisson
Blu need to take care of disabled guest in providing sufficient space so that they do not
find any difficulty (Buttle, 2015). Disable person will be comfortable in moving on
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wheelchair. Radisson Blu need to improve its infrastructure taking care of all the target
customers, this makes customers positive and enhance engagement (Homburg, Jozić and
Kuehnl, 2017).
 Food arrangement: Radisson Blu need to take care of food arrangements according to
the age of people. Teenagers need spicy food , old people need nutritious food and
children need less spicy food. Guest expect the food to be served in an appropriate
manner. If arrangement of food is proper than guest will think of visiting again
(Goodman, 2009).
 Deliverability: Everything related to the customer service need to be delivered on time.
Nowadays nobody wants to wait for long duration. If Radisson Blu is not able to deliver
services on time than it will have adverse affect on the customers of every group. It will
also affect the engagement of customers and create a negative image. Hotel will face
issues in retaining loyal customers and will decrease in the revenue generation (Jain,
Aagja and Bagdare, 2017).
LO 2
Customer experience map using business opportunities and also using touch points.
Customer experience map is a journey map of a customer. It is a tool which describes
customers experience. It identifies every problem a customer has or may have in future related
to the company (Gronroos, 2015). There are various steps to create this map which are as
follows:
Table 1: customer experience map
Explore
itineraries
Book a service Pre- booking During
having
services
Post service
experience
Customer
experience
Touchpoint Website of
Radisson
Blu social
site, booking
Booking page
Company
application
Conform
booking at
the
Radisson
Guide Good or bad
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page Blu
Thinking and
feeling
Adequate
details about
products and
services of
Radisson
Blu and
Easy
comparison
Easy booking,
Frequent
communication
through mobile
application of
Radisson Blu
hotel
Adequate
details,
suggestions
Happy
while
having
services of
the
Radisson
Blu hotel
Definitely
recommend
other person
to
experience
such kind of
services
Recommendations Printer
friendly
brochure
(Lemon and
Verhoef,
2016)
Simplify the
booking system
Provide
planning
check list
Ensure
person has
no problem
during
having any
kind of
services
Album
Radisson
Blu sharing
Step 1: Awareness phase
In this phase, customer become aware of the needs. An individual who want to go for a
vacation will start searching of the hotels through websites, social media or by using various
apps. Radisson Blu need to be aware of such needs and fulfil those needs of customers. Hotel
website need to be updated regularly so when a customer arrives at the website, it need to show
all the details regarding booking of room and payment method. Price of different kinds of room,
offers and discounts available and other services which a hotel provides. Customers become
aware and understand how and what they offer. This phase attracts customers and help customers
in satisfying their need (Barrows, Power and Reynolds, 2012)
Step 2: Engagement phase
In this phase, customers already know the brand and are collecting more information
about the brand. This step builds a connection between company and customers. Slowly and
gradually customers connect with the company on social media as well. Radisson Blu hotel need
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to connect with customers and provide more information about the hotel services and treat
customers well (Buttle, 2015).
Step 3: Evaluation phase
In this phase, customer already knows the brand well and can solve the problems of what
customer wants. Customers evaluate the brand with other in the market and identify whether it is
the best hotel or not. Radisson Blu need to show the difference between the competitors and list
down the benefits in order to get defined results (What is Customer Journey Map, 2019).
Step 4: Purchase phase
In this phase, customers make a purchase. Customers decide a brand and are ready to
purchase. To make purchasing process successful Radisson Blu need to provide a path to make
purchase. Company need to provide various payment methods like net-banking, paytm etc. offers
and discount while making purchase (Goodman, 2009).
Step 5: Post-purchase phase
In this phase, Radisson Blu need to provide additional support in providing good
services. Past customers are likely to visit hotel again. Radisson Blu need to engage customers
and retain them by building good relation and provide good customer service. Company need to
develop new marketing strategies in order to grab new customers and create a good image
(Merrilees, 2016).
How touchpoints create opportunities
Touchpoints are the interaction between the individual buyer as well the business.
Through the service a hospital industry can be successful and by touchpoint hospital industry
will enhance services (Gronroos, 2015)
some touchpoints which increase the customers experience are following
Website that touch mind and soul- a website is a love at first sight, whether it is for
hospitality or airlines and for restaurant as well cinema, thus it acts as one of the most crucial
touchpoint of the hospitality industry. Through this manager of the Radisson Blu can influence
the customers decision as well the remarkable website will hold the key. If the customer love the
product there is search for the another product or services is avoided as well the purchase for the
product is made (Mondal And et.al., 2015). Hospitality industry have great design of websites
that improves the services regarding to profit in the business. Such as improvement in the
booking services. Through website customers gets instant answer to their queries as well gives
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them amazing as well as incredible experience which will make them positive towards the
Radisson Blu brand. They can also book the table as well book the room in the advance without
facing any hoch-poch (Barrows, Power and Reynolds, 2012).
SMS, telephone, notification before and after the purchase of the product
Through telephonic conversation Radisson Blu staff can raise the interaction with the
customers whenever customers called on the hotels landlines and ask any question they will get
the immediate response and also they used warm words for welcoming the customers. They will
also give details related to the food as well as accommodation this can make the individual mind
and also confirm their bookings within the hotel (Buttle, 2015)
Through technology customer can get the various opportunities to full fill their needs and
feels them delighted managers of the Radisson Blu
 An email after the hotel is booked.
 A Delighted message after the checking of the room has been confirmed.
 Sending messages during the services (Ng, Sweeney and Plewa, 2019).
 A complementary gift as well as nice welcome card is given to the customers.
 Gives notification for the event occurred.
in order to manage the experience of the customers .Radisson Blu manager is not contained
only the resource but also the imagination (Goodman, 2009)
Restaurant staff- Radisson Blu always treat their employees as an asset .as well as give
them rewards and recognition so that the customers feel motivated and also provide quality
services to their customers.
LO 3
Impact (Benefits )of digital technologies in managing customer experience.
Digital technologies in recent time have high impact on the companies in order to manage
the experience of the customers. The customer relationship management defines as the process
that is used by companies to determine and maintain the relationship with its Facebook, you tube
as well as twitters. which are the most popular social sites used for each and every entity as well
as customers. There are thousands of people who spend their time on these social sites
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((Gronroos, 2015)). Radisson Blu makes connection with their buyers with these social sites.
Through above these existing practices it can meet the requirement of the guest and help the
company in developing and maintaining healthy relationship with their customers also providing
them positive experience.
Customer relationship management (CRM) system is considered as great digital
technology that supports in making each business transactions by considering requirements of
consumers. This is helpful in providing better experience to the buyers and making them loyal
towards the brand. CRM software is advance technology which combine the information of all
essential departments so that view point of consumers can be understood. This software is
helpful in giving immediate response to consumer son there each quarry which increases
opportunities for the firm and it can make its consumers loyal towards the brand (Peppers and
Rogers, 2016).it provides the centralised hub which can hold all the data of the business contacts.
it may be the customers ,suppliers as well as press and colleagues. it also includes the
emails ,meeting and also call,notes and sales. the beauty of CRM system is that everything
which is required is at one place ,giving clear visibility of sales. it is a software which also
includes that integrations to the other apps and also the channels for example digital marketing
and also the accounting software. for example- by using CRM software to acquiring a new
enquiry from company website that can initiates an automated sales process. this inquiry trigger
the beginning of a new account and also initiates a task and in addition to this contact the
welcome message.
Benefits of CRM system
 increases contact management
 improves the customer satisfaction
 business growth also boots .
 increase efficiency and productivity.
By digital technologies firm can also able to give quick response on the customers
quarries .there are various people who ask about availability of room ,special dishes as well
delivery timings through social sites and through different mobile application also it uploads all
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the necessary information on its application. Through this way this details gets communicated to
the large amount of people easily. Also, Radisson Blu use app through which they can book
rooms and other services as well as they cancel it easily. For developing communication direct
communication this is the best way with the potential buyers as well making them positive
towards brand. Through this way people get positive experience, also they became loyal towards
the firm (Goodman, 2009).
All the photos of food, events, as well accommodation services events on its social sites.
all these views decision of other costumers gets affected and therefore helps in attracting large
amount of the people in front of the brand as well rising profitability and credibility to a great
extent. By changing needs of customers as well offered them food as well services as per the
requirement so that they can also become loyal as well as efficient customer within the company.
With the help of digital technologies Radisson Blu also streamline operations, also reduce
the staff as well cut the cost internally, which can also passed on to the customer in the lower
price form .thus many customers actively follow this value pricing strategy deliver as a
productive way of building and maintaining customer relations (Barrows, Power and Reynolds,
2012)).
LO 4
Effective Customer service experience to maximise customer management
Customer service is very important in every business. It is an essential for hospitality
industry to provide good customer service as their main clients are customers from which they
earn maximum revenue. Customer service provides values, satisfaction and retention of
customers. There are various strategies for customer services:
 Encourage and celebrate joy: Radisson Blu hotel need to give emphases in providing
amazing experience so that the buyer becomes frequent customers. Company need to
welcome in a traditional manner and give respect to their guest. Assisting guest on the
counter is the best way to respond to their problem quickly (Gronroos, 2015). Customers
need to wait for longer period in some hotels in order to solve their problems but
Radisson Blu provides quick response and take less time customer service. This is
beneficial for company in encouraging customers to visit again.
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 Listen carefully: Company need to listen carefully to customers problem in order to
solve them and make them satisfied. Radisson Blu need to listen what customer is saying,
need to imagine what is the reason behind the problem, examine their body language and
facial expressions. This is beneficial for company to respond in proper manner. It is
essential for company to have soft skills in handling the problem , it is a major skill
needed in hospitality industry (Barrows, Power and Reynolds, 2012).
 Respond to feedback: Radisson Blu implements this strategy to provide response to
customers as fast as possible. Company also respond to customer feedback through social
media sites. This strategy is beneficial for company in managing the customers well and
make them regular customers for longer duration.
 Using digital technology: In keeping customer satisfied, Radisson Blu need to use
various social media sites, application and e-mail system in responding to customers
problem. Change in technology has made every company to adopt the technology to be
competitive in the market. Company need to maintain healthy relation with customers
and develop a strong bond so that customers prefer their hotel (Goodman, 2009).
 Happy staff equals to happy customers: Every company need to provide motivation to
their staff so that they give their best performance. Radisson Blu need to give rewards
and training sessions in improving customer service. If staff of hotel is happy them they
will work hard and take interest in solving customers problem. Keeping staff happy, they
feel customer problem is there problem and solve them efficiently (Gronroos, 2015)
Demonstration of customer service strategies in meeting needs of consumers
Radisson Blu is a worldwide famous hotel industry. it offers different products as well as
services to target different group of people. (Barrows, Power and Reynolds, 2012).It always
assures all the requirements of consumers and acts accordingly to offer services. Also, customer
service strategies of Radisson Blu are also played a vital role by helping in developing customer
experience in that sense that it will meet the requirements of the customers as well as with
business standards.
To celebrate and boost delight- is the most impressive strategy that is helpful in
processing healthy relationship with buyers and also form them fell easy at the workplace.
Waiters as well counters manoeuvrer welcome people and greet them. They boost their return
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and gives them consequence are assured (Buttle, 2015).this will also create a positive image of
the company .through this way they think to come on these places often times.
Actively listening-it is another strategy which is implemented by the Radisson Blu hotel
is active listening. it is the province of the service providers that to keep an eye about the
requirement and needs of the guest carefully. Staff members of the hotel Radisson Blu carefully
listen the needs as well scrutinize the facial expression of the guests. These are the aids which
helps to identify their needs and supply them services as per requirement. (Goodman, 2009).
Through all this guests feel more valued and vital within the organisation
Radisson Blu takes the support as well help of the social networking sites and other digital
technologies. it uploads all the necessary details regarding to standard food, reviews of the
customers and also the images of the events which occurred within the hotel entity. by looking at
these sites other people also change their mind so that they also get the experience of the
organisation (Gronroos, 2015) it makes to enable good communication with their potential
buyers by these social sites that will help the organization in examine the needs and also offering
them services as per their requirement. If there is any customer gives suggestion on certain
improvements, then the organisation gives the instant response and also employ these proposals.
Here it also creates a positive image in the mind of the customers and assist the organisation in
making the people allegiant towards the brand called the Radisson Blu. Thus this firm has
become able to succeed costumer experiences and also have become Basel to meet the
requirements to meet the business standards (Srivastav and Kaul, 2016).
CONCLUSION
After going through this research it can be stated that it is necessary to understand the
needs, preference and wants of target customer to that they can be satisfied. Main clients of
hospitality industry is their customers and they generate maximum revenue from them. Price,
quality, food arrangements and regular follow up with customers are the factors that influence
customer engagement. It can be concluded that there are various touchpoints such as websites,
phone calls and e-mails through which opportunities can be created in the market. Further digital
technology plays an important role in managing customer experience. To manage the customer
experience, customer journey map is necessary for Radisson Blu to track customers and make
them loyal customers.
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REFERENCES
Books and journals
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method for managing customer feedback. U.S. Patent Application 14/448,888.
Buonincontri, P. and et.al., (2017). Managing the experience co-creation process in tourism
destinations: Empirical findings from Naples. Tourism Management.62.pp.264-277.
Buttle, F. (2015). Customer relationship management: concept and technologies. 3rd ed. Oxford:
Routledge.
Goodman, J. (2009). Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profit Maidenhead: Amacom.
Goodman, J., (2019). Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Gronroos, C.(2015) Service management and marketing: managing the service profit logic.4th ed.
Chichester: John Wiley and sons.
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Mondal, S. C. And et.al., (2015). System and method for intelligent troubleshooting of in-service
customer experience issues in communication networks. U.S. Patent 9,026,851.
Ng, S. C., Sweeney, J. C. and Plewa, C., (2019). Managing Customer Resource Endowments and
Deficiencies for Value Cocreation: Complex Relational Services. Journal of Service
Research.22(2). pp.156-172.
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Peppers, D. and Rogers, M., (2016). Managing customer experience and relationships: A
strategic framework. John Wiley & Sons.
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Online
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paradigm.com/guide/customer-experience/what-is-customer-journey-mapping/>
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