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Managing Customer Experience on Radisson Blu Assignment

   

Added on  2021-02-20

15 Pages4582 Words47 Views
Managing customerexperience
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Table of ContentsINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1Importance and understanding of needs, and expectation, wants and preference of targetcustomer.................................................................................................................................1Factors that influence customer engagement within different target customer groups..........2LO 2.................................................................................................................................................3Customer experience map using business opportunities and also using touch points...........3How touchpoints create opportunities ...................................................................................5LO 3.................................................................................................................................................6Impact (Benefits )of digital technologies in managing customer experience.......................6LO 4.................................................................................................................................................8Effective Customer service experience to maximise customer management .....................8Demonstration of customer service strategies in meeting needs of consumers.....................9CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................12
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INTRODUCTIONCustomer experience management is a process of tracking customer data and analysingand organizing every interaction throughout the life cycle of customer ((Barrows, Power andReynolds, (2012)). The journey of customer experience includes the interactions and varioustouchpoints such as websites, e-mails, phone calls etc. it refers to interaction with customers tomeet customer needs and wants to satisfy them. The study is based on managing customerexperience 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 tellvarious touchpoints to create opportunities. Report will also tell the benefits of digital technologyin customer experience management.LO 1Importance and understanding of needs, and expectation, wants and preference of targetcustomerImportance of needs, wants and target customer preference: It is necessary for every business to keep their customers happy, but for hospitalityindustry it is very important to keep customers engaged to earn profits and growth of business. Itis important to understand the needs and want of target customer preference. It helps RadissonBlu hotel to develop effective marketing strategies. By targeting customers, company get toknow about the customer sharing similar needs and wants (Buttle, 2015). Targeting the rightaudience benefits company in describing product according to the need of customers. It alsohelps in managing expectations which effect the profitability of business. It is beneficial forRadisson Blu hotel to track their customers likes and dislikes and provide them so that they aresatisfied. Following are the reasons that why needs and wants of customer is important:Understanding the customers wants and needs: The hospitality industry earn maximumrevenue from customers, thus it is essential to understand need of customers. RadissonBlu hotel need to know its customer, company need to gather information of itscustomers and identify the needs and fulfil it (Bjelajac and et.al., 2018). Radisson Bluhotel need to take feedbacks from the customers and use them in improving its customerbase. It is beneficial for company to generate revenue and make loyal customer base bysatisfying their needs. For e.g. company need to take care of requirements of disableperson, business people, and newly married couple ((Goodman, 2009)). 1
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Understanding the preference of target customers: It is essential for Radisson Blu hotelto understand the preference of targeted customers. Company need to classify eachcustomers on the basis of whether customers has visited hotel for business purpose orleisure, whether they are travelling with their family or office colleagues (Buonincontriand et.al., 2017). This information will benefit company in understanding the preferenceof customers. When a company knows the preference of customers it is easy for them totarget. For e.g. a group of people booking a conference room in the hotel will receiveinformation about financial newspapers and business information and a couple book ahotel they will get information related to in-house spa or restaurants (Gronroos, 2015). Itis beneficial for company in identifying new marketing strategies and a chance to enter innew markets. Factors that influence customer engagement within different target customer groupsThere are various factors that drive and influence customer engagement within differenttarget customers group such as students, disabled people, married couple, family on vacation andbusiness people.Price: Price plays an important role in influencing customers engagement. It affects theway an individual spends. It is essential to offer value for which customer pay. All thetarget customers like students, business people and married couple need quality servicetowards the money paid. For e.g. if group of students have booked a hotel then it isdifficult for them to pay high price because they do not earn. This will make theirengagement 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 thatif there is any problem it can be solved. For e.g. if a group of person book hotel for abusiness conference then it is responsibility of hotel to provide various resources such ascomputers, projectors, notebook, refreshments etc. needed in conference room. Thisincreases customer engagement. If company is unable to provide all these resourcescustomer 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. RadissonBlu need to take care of disabled guest in providing sufficient space so that they do notfind any difficulty (Buttle, 2015). Disable person will be comfortable in moving on2
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