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Managing Customer Experience (doc)

   

Added on  2020-10-22

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Managing CustomerExperience
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Table of ContentsINTRODUCTION...........................................................................................................................1LO1..................................................................................................................................................1P1. Values and importance of understanding the needs, wants and preferences of targetcustomer group.............................................................................................................................1P2. Different factors that drive and influence customer engagement of different targetcustomer groups within a service sector organisation.................................................................4LO2..................................................................................................................................................7P3. A customer experience map...................................................................................................7P4. Touch points create such opportunities throughout the customer experience ......................9LO 3...............................................................................................................................................10P5. Examining the way in which digital technology is employed in managing customerexperience..................................................................................................................................10LO4................................................................................................................................................11P6. Customer service strategies.................................................................................................11P7. Customer service strategies create and develop the customer experience in a way that meetthe needs of the customer and the required business standards.................................................12CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................15
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INTRODUCTIONAll the businesses performs their operations to manage the customer experiences in sucha manner which satisfies them and retain them for longer period of time (France, Merrilees andMiller, 2015). It is a practice of formulating, implementing and reacting towards the customerinteractions for satisfying the demands as well as meeting their expectations to increase theloyalty and satisfaction. Such management plays a crucial function in maintaining thesustainability of the organisation to operate in the dynamic environment. To understand themanagement of customer experiences, Imperial Hotel in chosen. The selected hotel is having itsheadquarters located at Holborn, London, UK since 1966. This report includes the value andimportance of understanding the needs, wants along with different factors that influencedifferent target customer segment. Further, it talks about impact of digital technology, acustomer experience map, opportunities, service strategies and importance of strategies fordeveloping the customer experience for meeting the needs of the customer and the requiredbusiness standards.LO1P1. Values and importance of understanding the needs, wants and preferences of target customergroupAll the firms performs activities to carefully understand and monitor the needs andpreferences of its target customers to satisfy them by providing the appropriate product or service(Customer Needs, Wants, and Demands & Strategic Decision Making, 2018). Analysing theneeds and wants of different people in the market is a difficult task for any business as differentindividual demand according to their taste, preferences, wants as well as food habits. Properlyascertaining and understanding the needs helps in formulating and implementing certainstrategies to manage the customers experiences and satisfaction with the firm. In relation to thehospitality industry, the experience is related to the product. The managers of differentrestaurants or hotels makes possible attempts to analyse, understand and identify the needs,wants, desires of their visitors and accordingly provide them products or services to convert theminto potential as well as targeted customers. The managers of Imperial hotel analyses thedemands of the customers by segmenting them into homogeneous groups for understanding andsatisfying the wants of each individual. They focuses to satisfy the needs and likes of customers1
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