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Managing Customer Experience Assignment | Hilton Hotel

   

Added on  2021-01-01

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Managing Customer Experience
Managing Customer Experience Assignment | Hilton Hotel_1
Table of ContentsINTRODUCTION...........................................................................................................................1LO1..................................................................................................................................................1P1 Explain the value and importance of understanding the needs, wants and preferences oftarget customer groups.................................................................................................................1P2 Explore the different factors that drive and influence customer engagement of differenttarget customer groups.................................................................................................................2LO2..................................................................................................................................................3P3 Create a customer experience map.........................................................................................3P4 Discuss how the touch points create such opportunities throughout the customer experience.....................................................................................................................................................5LO3..................................................................................................................................................6P5 Examine how digital technology is employed in managing the customer experience...........6LO4..................................................................................................................................................7P6 Illustrate customer service strategies......................................................................................7P7 Demonstrate how customer service strategies create and develop the customer experience.8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
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INTRODUCTIONIn hospitality sector it is very important to target market. This is because the needs ofpeople vary from one market to another. Also, hospitality industry consists of sub sectors and isexpanded in large area. Customer experience refers to the way in which an organization interactwith customer over a specific duration of time (Radojevic, Stanisic and Stanic, 2015). it canvary from person and companies depending upon the relationship. This report will describe theimportance of understanding customer needs. It will discuss factors that drive and influencecustomer engagement. In another section, customer experience map is shown and touch pointsare explained. Moreover, it will examine how digital technology helps in managing customerexperience. For present report organization selected is Hilton Hotel. It belongs to travel andtourism sector and operates globally. LO1 P1 Explain the value and importance of understanding the needs, wants and preferences of targetcustomer groups Target market- it refers to the targeted people for which the product is been developed. this isdone by segmenting the population on basis of certain factors (Kandampully, Zhang andBilgihan, 2015). Marketing segmentation – it means to divide overall market into potential groups or customerson basis of their characteristics. They may be divided on basis of needs, location, etc.For every company it is required they identify needs of people so that products andservices can be offered accordingly. As hospitality sector is expanded into wide area, companyengaged in this must determine needs of people. This can be done by segregating them intogroups on basis of factors like age, gender, class, etc. the importance of understanding needs isdescribed below :-It helps Hilton Hotel to develop product as per needs of people and set targets. They areable to focus on specific market. Moreover, strategies are formulated as per product andtarget market. Understanding customer needs enables Hilton Hotel to ask questions regarding interest ofpeople. Besides this, actively listening to them allows company to think and exploringmore options.1
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It assists Hilton Hotel in finding out what features or specifications can be added inproducts. Also, what a product must contains to fulfil needs of people. Once customer needs are identified market can be segregated accordingly. This is usefulfor Hilton Hotel to design and develop different products. It is beneficial in finding outcustomer expectations.It enables company to know why they choose their products and services over others,what will help in retaining them and what reasons will compel them to switch overcompetitors (Jones, Hillier and Comfort, 2016). In addition it allows Hilton Hotel to remain in control and having stability in market. Thismeans the option provided by company should be relevant to them and for each optionvalue can be generated.Hilton Hotel customers are spread over the world. They have effectively segregated theirmarket and provided variety of options to choose from. There are several customer of HiltonHotel described as below :-Business persons- the company offers various business tour facilities for them. For this they haveentered into contract with many companies. It has benefited Hilton Hotel to grow in industry.They have effectively identified the needs of business persons. Travelers- Hilton Hotel is the best platform for travelers. This is because they offer many typesof tour packages for them to choose from (Pirani and Arafat, 2016). By selecting appropriatepackage travelers can travel around the world. High class people – organization also offers tour packages to high class people. These packagescan vary in different countries.TeenagerFast food, loud music,Wi fi.Business personWi fi Poolside serviceMobile telephoneMeeting rooms. 2
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