Managing Customer Experience: Strategies and Impacts of Digital Technology

Managing customer experience

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
Explain the value and importance of understanding the needs, wants and preference of target
customer groups...........................................................................................................................4
Investigate the impacts of digital technology in customer relationship management.................6
Discussing effective customer experience management strategies that businesses use..............9
Explaining customer service management strategies in order to improve the customer
engagement................................................................................................................................11
Explaining how customer service strategies meet the needs of the customers and business
standards....................................................................................................................................12
Evaluating how digital technologies employed in managing the customer...............................14
Reviewing the application of customer service strategies along with recommendations..........15
CONCLUSION..............................................................................................................................15
REFERENCES................................................................................................................................1

INTRODUCTION
Customer experience that is also termed as CX is the perspective of the buyers of the
products and services of a business that depicts their holistic perception after availing the
offerings of the business. It is essential for business to focus of improvement of customer
experience in order to maintain their retention rate. Every aspect of the business impacts the
experience of the customer both directly and indirectly. Ability of a business to provide good
experience to the customer helps in improving the goodwill of the firm.
Hilton Hotel Metropole located in Edgware road, London operates in the hospitality
sector by providing the customers with accommodation, food and travel facilities. These offering
of the business along with other activities influence the experience of the visitors availing them.
Methods of catering the customers have a significant impact on their experience and it is highly
focused by the firm. There are many other aspects such as hygiene, view, ambience, facilities etc.
which plays a key role in the experience of the guests.
Thus, the report will be highlighting every aspect related to the experience of the
customers of Hilton. STP analysis will be applied on the customer base to evaluate the ability of
the to satisfy their needs. Therefore, different dynamics of the customers will be analysed as
well. Moreover, customer relationship management system (CRM) will be enlightened which
will be connected to the role of digital technology. Well-articulated strategies will be formulated
for enhancing the customer experience which will be discussed with assessment of different
influential dynamics of the markets.

MAIN BODY
Explain the value and importance of understanding the needs, wants and preference of target
customer groups
STP analysis
 Segmentation: The customer base of the organization is diversified and it is not specified
to a niche segment which helps the firm to gain high profits by fulfilling the different
preferences. Target market group Hilton is segmented on the four basis that is
geographic, demographic, psycho-graphic and benefits segments.
 Targetting- As per the division of the customer base into four segmented groups,
operations are aligned in such a manner that it can effectively full-fill the demands of
each divided group. Geographical segmentation is targetted by the location of the hotel
that experience high tourism rate (Al-Gasawneh and et.al., 2021). Targetted customers of
the demographic segment are the ones which falls in line senior and middle-aged
professionals that have high earning capacity and majorly prefers the luxury
accommodation. Psycho-graphic customer segment includes the individuals with which
are ambitious and prefers five star hotels to maintain their high standards which is offered
in the accommodation of Hilton. Benefits segmentation aims at targeting the customer
which obtain higher value products and service to satisfy their demands.
 Positioning: Alignment of strategies and resources in accordance with the customer
preference which belong to different segments is highly necessary to provide them a good
experience while they avail the offerings of the firm. To target the geographic segment
Hilton has positioned in the London where high tourism is notices during the whole year.
Luxurious facilities are positioned within the hotel to comply with the needs of
demographic segment. Moreover, customers who have high status in the society are
provided with the premium facilities such as terrace pools, spa, private lounges etc.
products and services of the hotels are of very high standards which helps them to inflate
the prices that results in attracting the customers of benefit segment.
Factors that influence the customer engagement
Factors that influence customer engagement: there are many factors that influence the
mindset of the customers of the organization which impacts their engagement with the business.