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Managing Customer Experience in Hotel Hilton

   

Added on  2020-10-22

14 Pages3957 Words367 Views
Managing Customer Experience

Table of ContentsINTRODUCTION...........................................................................................................................1LO 1 ................................................................................................................................................1P 1 Importance of understating needs and preferences in hospitality industry. ..........................1P 2 Factors that influence customer of different target group within Hotel Hilton....................2LO 2 ................................................................................................................................................3P 3 Customer Journey experience map for Hotel Hilton.............................................................3P 4 Actions taken for increasing opportunities through touch points by Hotel Hilton................5LO 3 ................................................................................................................................................5P 5 Use of digital technology in managing customer experience. .............................................5LO 4.................................................................................................................................................6P 6 Customer Service Strategies used by Hilton Hotel...............................................................6P 7 Ways in which customer service strategies fulfilling needs of customers............................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10

INTRODUCTIONManaging customer experience is the management of the customers through the varioustechniques and tools. The management of customer relationship helps in increasing the customersatisfaction by the companies. The report will study the case on Hotel Hilton. This will include the value and importanceof understanding needs and preferences of the customers. The different factors that influencecustomers in Hotel. The report also includes customer experience map.Thereafter the report will include use of digital technology by the hotel in order toincrease the customer satisfaction. Also the report will demonstrate the customer servicestrategies. LO 1 P 1 Importance of understating needs and preferences in hospitality industry. Target market is a determined market which selects the customers from whole range ofcustomers. The customers are targeted which are interested in purchasing the product ofcompany. A company have major preference for the success and achievement in increasingearning in the specified time period. The achievement of the goals and objectives depends uponthe companies earning capacity and it can be increased through the increase in the number ofcustomers and the customer satisfaction to the products and services. Hotel Hilton focuses in thesatisfaction of the customer so there can be high rate of earning by the company. Also the mainemphasis of the hotel is on the target customers. This results in the effective flow of services tothe customers with satisfying the demands of the customers in whole (Peppers and Rogers,2016). The demand of the target customers of Hotel Hilton is to be evaluated by the company in orderto: to understand the market trends and the target customers in the market. This implies thenumbers of customer ready to take services in Hotels. the evaluation of the demands of the target customers will help in the strategic decisionsmaking and implementation of the various plans and procedures to increase theeffectiveness of the service provided by the Hotel. 1

The evaluation of the demands will determine the customers willingness to purchase suchproducts and services. This includes that the number of customers who are interested inthe services provided by Hotel Hilton (Goodman,2019). This also helps in the evaluation of the influence of demographic, cultural beliefs, societytrends and spending of earning on the hotel services by the customers. This is veryimportant to study the social and cultural environment in the locality in which HotelHilton is established. There are few areas where people tends more and frequent visits tothe hotels. By evaluation pf the customers need the sales and services can be predicted in thatparticular regions. The restaurant can be established along side any tourist places whichwill increase the number of customers to the Hotel Hilton for residing in the hotel duringthere visit and also for food and beverages in the Hotel Hilton (Lemon and Verhoef,2016). P 2 Factors that influence customer of different target group within Hotel Hilton.Customers engagement is involving of the customers in the planning of policies anddecision making of the company. Customers are the integral part of any business in any fields.The companies focuses on the customers needs and demands by offering many new types ofproducts and services. This change in the customer services in Hotel Hilton results in increasedearning of Hotel through the clients vising to the Hotels. There are various factors that effect thecustomers behavior regarding the purchase of the products and services in the Hotel Hilton- Culture- the customers in the Hotel Hilton are influenced through the cultural beliefs ofthe location which is good for the Hotel. The Hotel is surrounded by tourist places andcorporate offices which increases the number of customers to the hotel (Homburg, Jozićand Kuehnl, 2017). Social class- this refers to the class of the targeted customers. That is the lower incomelevel people are not so likely to visit the Hotels as they have very less amount to spendon leisure. But the middle level and high income level people can come to Hotel Hilton. Reference groups- the purchasing decisions of the customers are highly influencedreferencing by the other people who had earlier been to the hotel. In case of Hotel Hiltonthere can positive or negative references by the people. 2

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