Managing Customer Experience : Assignment

   

Added on  2021-01-01

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Managing customerexperience
Managing Customer Experience : Assignment_1
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P1 value and importance of understanding the needs, wants and preferences of target customergroups..........................................................................................................................................3TASK 2............................................................................................................................................4(Covered in posters)....................................................................................................................4TASK 3.......................................................................................................................................4P3 Create customer experience map for service sector organization..........................................4P4 Customer touch points throughout the customer experience create business opportunitiesfor services sector organization...................................................................................................6P5 Impact of Digital technology on CRM.................................................................................7P6 Customer service strategies adopted by hotel crown plaza...................................................8P7How customer service strategies create and develop the customer experience in a way thatmeets the needs of the customer and required business standards..............................................8REFERENCES..............................................................................................................................11
Managing Customer Experience : Assignment_2
INTRODUCTION Managing customer experience is a kind of practice reacting to interactions of customerswhich has with the company and its products. It is an integral part of customer relationshipmanagement which the customer feels about the company and its offerings (Bilgihan, 2016).This helps in formulation of strategy and helps to change process and technology which benefitsthe customers most. Customer experience helps to address brand choice of consumer in additionto serve online customers. In this report chosen organisation is Hotel Crown plaza which is amultinational chain of full service of hotels headquartered in United Kingdom. It basically catersthe need of business travellers and conventions market which operates more than approx 400hotels. This report focuses on needs and wants of market segment in hospitality industry todetermine the customer experience and grab certain opportunities to analyse customer demands.In addition to this customer touch points also helps in organisational development andenhancement.TASK 1P1 Value and importance of understanding the needs, wants and preferences of target customergroupsTo have better understanding of consumer tastes and choices Hotel crown plaza have toproperly target consumer base with segmenting the individuals. Segmentation refers to dividingthe consumers in the market according to consumers tastes, preferences and income group so thatrespective organisation can understand their needs properly to grab the consumer attention andsell product and services of Crown plaza. They can provide services according to the consumersbudget which satisfies their desires(Christopher, 2016) Hotel crown plaza divided the targetconsumers in different categories as follows-Customer GroupNeedWantPreferenceDisabled peopleArrangement ofspecial chairs androom at ground floorsIntimate atmosphereHigh availability ofspace Couples and familiesGood decorum ofroomCandle night dinnerMilkshakes and fastfood
Managing Customer Experience : Assignment_3
TeenagersGrab & Go coffee andfoodMobile telephonecharging pointsFast foodDisabled customers- Hotel crown plaza identifies the need of disabled customers byproviding them facilities of access to ramp next to front steps. It also analysed that there shouldbe sufficient space to pass between tables and should prepare low calorie meal to reduce effecton their health.Couple- When couples visits hotel their need changes to facilities for candle night dinner,have soft music in rooms and pool facilities which satisfies needs and increase satisfaction (Frowand et. al., 2015). Their should be special floor for the couples which allows them to enjoyholidays without disturbances and helps to take advantage of hotel services and maintains longterm relationship with them.Teenagers- The demand for teenagers in context to services in hotel are different. Theyidentify their needs in the form of fast food facilities at the hotel as well as facilities of musicnight with loud pop music which attracts teenagers to spend weekends and have fun. These needshould be properly analysed by hotel crown plaza to attract large customers and increase theirbrand value in market.Hotel crown plaza will get benefit by segmenting the customers and identify those needswhich help in targeting the large customer base and increase level of income for the hotel.TASK 2(Covered in posters)TASK 3P3 Create customer experience map for service sector organizationIn hospitality industry it is very essential to provide adequate services and engagecustomer's by building the brand image and builds long term relation with hotel Crown plaza.The process of mapping gives knowledge across organisation that helps in managing consumers.As it aims to consider every variable , every channel and every possible path customer mighttake to purchase product and service of respected organisation. There are few ways that helpshotel in analysing potential customers of the hotel, taste, preferences and requirements ofcustomers and main motive behind availing services. These factors are as follows-
Managing Customer Experience : Assignment_4

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