Managing Customer Experience

This report examines the importance of managing customer experience in the hospitality industry. It analyzes the needs and preferences of different customer groups, factors influencing customer engagement, and the role of digital technology in CRM. The report also outlines customer service strategies and touchpoints that contribute to a positive customer experience, ultimately leading to business growth and customer loyalty.

MANAGING CUSTOMER EXPERIENCE

CONTENTS
INTRODUCTION...................................................................................................................................1
TASK – 1.................................................................................................................................................1
P1 Importance of understanding the needs and preferences of target customer groups......................1
TASK – 2.................................................................................................................................................3
P2 Factors influencing customer engagement of different target customer groups............................3
TASK – 3.................................................................................................................................................5
P3 Customer experience map high quality London Centric restaurant group.....................................5
P4 Manner in which customer touch-points develops business opportunities....................................7
P5 Digital Technology for management of customer experience within the service sector................8
P6 Indicating customer service strategies in a specific service sector context....................................9
P7 Ways through which customer service strategies creates customer experience that achieves the
needs of the customer and business standards as well.......................................................................10
CONCLUSION......................................................................................................................................11
REFERENCES......................................................................................................................................12

INTRODUCTION
Converging in relation with the customer experience, it is the perception in regards
with the feelings of guests caused due to cumulative influence of interaction amid the
suppliers, channels, systems, employees as well as products. In hotel industry, the main focus
is on making the experience of the customers positive. This is the main factor which
determines the return of guests towards the hotel. Last decades are witnessing the evolution
of expectations of the customers which is very demanding and uninhibited. If the
expectations of the customers are not fulfilled it can certainly destroy the brand image of the
hotel (Grönroos, 2007). Pertaining to this, brands strives for providing excellent experience to
their valuable customers. The main focus of the present writing is also towards
comprehending management of customer experience in the hospitality businesses. In this
regards, various factors that drives the engagement of customers will be analysed.
Development of customer experience mapping will also be performed. Various influence of
digital technology in customer relationship management will be evaluated. The final part will
throw light towards customer service strategies that supports in development of required
customer experience.
TASK – 1
The present task deals with the needs and demands of the customers and thus, as a
customer care manager of high quality London Centric restaurant group, the main focus is to
make sure that the needs of the customers are fulfilled. In this regards, questionnaire will be
developed so as to make the managers understand varied kinds of demands of different
customer groups.
P1 Importance of understanding the needs and preferences of target customer groups
In the current era, providing rooms and clean suites is not enough for satisfying the
rising needs of the customers. There is a need for the managers to understand how the
fundamentals of how to harness the information and insights so that the customer’s
experience in the hotel is elevated (Kumar and Petersen, 2012). For this purpose,
questionnaire is developed:
Different customer group Needs, Wants and Preferences
Wi-Fi
Sufficient space to pass amid the tables
Ramp next to front step
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Disabled customers Low calorie meals
Menu written in Brail
Intimate atmosphere
Primary school children
Smaller portions
Waiters wearing jackets
Crayons and colouring books
Overpriced and poor quality food
Fun Food
Local food
Gym instructor
Menu in different languages
Healthy dishes
Fruits, vegetables and smoothies
Nice view from window
Nappy changing
Information about calorie printed on menu
Business person
Wi-Fi
Nappy changing room
Crayons and colouring books
Meeting rooms
Pool side service
Mobile and telephone charging points
Holiday maker
Local food
Entertainment related to the nation
Poor customer service
Pool side service
Smaller portions
Champagne
Old age
Overpriced and poor quality food
Champagne
Smaller portions
Plenty of time to eat the meal
Terrible customer service
Food that reminds them their past
Meeting rooms
2

Hospital patient Nutritious food
Nappy changing rooms
Terrible customers service
Meals brought to bed side
Easy to eat food
Teenager
Restaurant on the route to college bus and train station
Bootle warmers
Menu in different language
Loud and pop music
Fast food
Milkshakes and soda
Soldier
Meals that offer extra energy
Terrible customer service
Poolside service
Quick service
Plenty of space to eat
Over priced
Mother with babies
Place to park children prams and strollers
Nappy changing rooms
Bottle warmers
Meeting rooms
Strollers and prams
Quality food
TASK – 2
P2 Factors influencing customer engagement of different target customer groups
In this age of supreme customer service each and every worker of the hospitality
industry is required to have proper training in terms of inter-personal skills so that they can
satisfy their valuable customers. The main key to get success is engaging the customers and
not just offering them good services (Law, Lau and Wong, 2003). Customer engagement
helps the hotel in various ways like increased footfalls, customer loyalty, shift in the attitude
of the customers and many more. There are numerous factors that drives and influence the
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engagement of varied type of customers are being defined in the form of posters and these are
as follows:
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Nappy
Changing
rooms
Quality food
Bottle warmers
Strollers and
Prams
Wi-Fi
Charging points
Meeting rooms
Conference
facility
Mother with
babies
Business
Man

All the three posters being defined above are related with the varied types of
customers such as old age, mother with babies and business man. The needs and wants of all
the customers are diverse and if all these identified needs are being satisfied effectively than
these groups of customers can be engaged. For illustration, mother with babies needs a nappy
cleaning room quality food with quick service and space for keeping strollers and prams.
Further, old age people requires small portions, easy to eat food, time to eat food and helper
assistant (Stefano, Sarmaniotis and Stafyla, 2003). On contrary to this, needs and demands of
business man will be quite diverse such as meeting rooms, free Wi-Fi, charging points etc. if
the hotel is successful enough in offering these demands of different types of customers than
they can surely engage their customers and can make their experience even better.
TASK – 3
P3 Customer experience map high quality London Centric restaurant group
Customer experience mapping is a process for identifying how the potential
customers as well as users feel when they gets involve with the products and services being
offered by the hotel. Thus, it is a research which is carried out by the managers of the hotels
wherein the data being accumulated is scrutinized and assorted from the beginning till the end
of engagement of valuable clients with the firm (Customer Experience Mapping, 2018).
Additionally, the approach in regards with the customer experience mapping will help the
hotels in determining the acumens of the people and will decrease friction so that all required
modifications can be taken place for better customer experience. Other than this, the
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Smaller portions Helper or
assistantOld Age
Quality food Time to eat food

complete process will also ensure that all touch points of the patrons are holistically in a
positive manner. Some of the significant points are being defined underneath:
 Website – The customer will search and go to the website of the hotel when they want
to find out some good place to eat. Therefore, it is important to make sure that website
of the hotel provides consistent message to the users. The pictures of the food, dishes
and ambience should be original and clear which needs to be photographed by
professional. Furthermore, for depicting the approach of hotel in regards with the
customers, welcoming as well as warm text should be used (Bradshaw and Brash,
2001).
 Telephone – the customer can come in contact with this point when they make a call
at the reception of the hotel for varied reasons like giving feedback, booking, inquiry
about the tariffs etc. The customer service department of the hotel are accountable to
provide thorough information in response to the query being raised by the customers.
They should reflect good skills in terms of communication and inter-personal skills
and tone should be ear soothing that makes the clients satisfied.
 Review Sites – Customer before booking or visiting a hotel go for review sites with a
view to obtain information in regards with the services, products and facilities being
offered by the hotel. The ensure that consistent message is being offered, it is vital
that the site offers reliable and accurate name and address, up to date information, real
photographs, authentic reviews and right contact numbers.
 Restaurant Environment – When the customers visiting the hotel have contact with
the environment of the restaurant, it should make them feel satisfied in such a way
that they do visit the hotel again (Anderson and Mittal, 2000.). For this, it is vital to
have the following things such as separate smoking area, air filtration devices, good
ambience, soft music, proper lightening, excellent colours and graphics, wall piece
etc.
 Text Messages – When customers make bookings, it is vital that employees should
draft a thanks message to them. Information in regards with the services such as free
Wi-Fi details, special offers, discounts, reminder of any reservation and many more
should be offered.
 Restaurant Staff – The employees within the hotel must take care of their guests
effectively and must treat all as VIP. In this regards, training should be offered in
terms of body language, greeting, communicating etc. Further, for loyal customers
personalized services should be given (Davies and Lockwood, 2012).
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 Restaurant Management – The management of the hotel and customer will come in
contact with each other when the customer is not satisfied with something and need to
be consulted with the top officials. For satisfying guests, it is important that each and
every point being raised by them should be heard effectively and necessary actions
should be undertaken for solving the same.
 E-Mails and paper mails – When any sort of complain, inquiry and communication
needs to be done, customers go for all these options. It is crucial to assure that timely
reply to the mails of the clients is provided with warm and welcoming speech
(Hexton, 2016).
P4 Manner in which customer touch-points develops business opportunities
Touch points refers to the interaction that changes the manner customer feels about
the product, brand, service as well as product. If interaction with the customers’ needs to be
improved by the hotel than it is crucial to learn what are the types of interactions and where
they happens (Law, Lau and Wongm, 2003). For understanding this, below mentioned is the
script of two people such as guest and waiter which is clearly depicting the journey of a guest
with all determined touch points:
Attendant: Hello sir, Good Evening! Welcome in our hotel! [Welcomes with smile on face]
Client: Thanks a lot.
Attendant: In what ways in can help you sir?
Client: Can we have a table for two please? [The use of can is showing politeness]
[The waiter takes the guests to the table of corner which was not liked by the customer]
Client: Sorry! We didn’t like it too much. Can we get a table near the window?
Attendant: Oh that table is reserved already sir. Nonetheless I will make you sit to that place
which is quite good to dine at hotel with magnificent view of outside. [The waiter makes eye
contact and smile and takes the customers to that table]
Client: Oh! That’s the great place to have a dinner. Thanks a lot! Can I see your menu card so
that I can order food item?
Attendant: Sure sir.
Client: Please get us one roasted beef.
Attendant: Great sir, this will be a good option but a single addition will make your dish
stunning.
Client: what type of addition?
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Attendant: Sir you can include stir fried crispy vegetables with a mayo garlic dip. It tastes
good and is one of the speciality of our restaurant. [Example of upselling].
Client: Ok get it. [Client smiles and feel relaxed].
Attendant: Anything in beverage you want to order sir?
Client: No I don’t need.
Attendant: ok sir. Do you need anything else sir?
Client: No.
[Waiter comes after 5 minutes]
Attendant: Have you finished sir?
Client: Yes.
[Waiter come and cleans the table]
Attendant: How was the food sir?
Client: It was really very nice particularly the stir fried crispy vegetables. Services were
quick. Please convey my appreciations to chef.
Attendant: Sir we are so glad that you enjoyed it.
Client: Please get us the bill
Attendant: Sure sir.
[Customer pays the bill]
Attendant: Sir do visit again. One more speciality will wait for you. [Encouraging the
customer return]
Client: Yes unquestionably. [Client with big smile on face taps the shoulder of attendant]
Attendant: Goodnight sir.
P5 Digital Technology for management of customer experience within the service sector
Talking in relation with the digital transformation, it is defined as an integration of
digital technology in all walks of business. A fundamental change in the operation of the
business and value delivered to the customers can be seen because of these technologies.
Organizations being involved in the service sectors adopts numerous technologies so to better
manages the experience of customers (Garbarino and Johnson, 2009). Therefore, by
leveraging the benefit of technological advancement, business can satiate and retain their
valuable customers and can improve the overall effectiveness of the business. Speaking in
volume about the CRM system, it supports the organization in effective management of data
in regards with the customers and help in sales management, actionable sights, integration
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with the social media and team communication. Prior the influx of digital technologies such
as internet, like hardware, software, data analysis tools and cloud based programs, CRM was
inefficient, very difficult and unreliable as well. But now there are range of tools available
that permits the business related to service sector to reduce their costs and increase their
profits (How Technology Changed Customer Relation Management Systems, 2014).
Consequently, customer relationship management helps the organization in acquisition of
new client, retention of older one and accumulation of information for marketing. The
following identified tools has significantly impacted the CRM and these are as follows:
 Software (cloud based programs) – variety of cloud based internet platforms and
software programs are being present for effective customer relationship management.
However, the most famous among them is Salesforce (Lemke, Clark and Wilson,
2011). It includes different sort of tools as well as services like Custom Cloud, Data
Cloud, Sales Cloud and many more.
 Hardware (Tablet and Mobile devices) – the hardware plays an important role as
compared with the software programs. Whether it is marketing, sales and customer
experience, any sort of interaction with the clients is termed as customer relationship
management. Making use of mobile devices and tablets in stores can offer interactive
menus, new transaction experience, speedy and convenient services to guests (Kim,
2008).
P6 Indicating customer service strategies in a specific service sector context
Companies related to the service sector will face tough competition in the market
unless and until the secret of cold fusion is unlocked. Pertaining to this, it can be said that just
decreasing the prices of the products and services is not enough, it is vital for the companies
to have in-depth knowledge about the customer service priorities than only business can be
separated from the intense competition (Arantola, 2000). The current task is concerned with
the high quality London Centric restaurant group related to the hospitality industry. The hotel
has used numerous strategies to offer extra-ordinary customer experience and it is described
underneath:
 Sympathetic listener – It is common tendency that when we communicate with other
people, we never listen to other properly rather we keep on thinking the things to
reply as soon as they finish. Concerning this, it is crucial for the staff members to stop
thinking about their own thoughts and focus on others to offer better experience.
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 Increasing emotional intelligence – The services will be higher when there will be
high level of emotional intelligence within the workers of the hotel. This can be
enhanced by thinking deliberately about one feelings.
 Celebrating and encouraging joy – it is vital for the managers and employees of the
hotel to bring joy to their customers if anything bad happens to them. With this they
will be truly regarded as superior in the art related to customer experience (Berry and
Parasuraman, 2011).
 Put yourself in the guest’s shoes – This is considered as one of the best customer
service strategy. It simply means, putting yourself into the shoes of customers i.e. the
workers needs to stop thinking about themselves and must imagine themselves in the
place of customers. Empathy towards the guests is very necessary for better services
and involvement.
 Thinking of ways to delight – There are many hotels which are focused towards
anticipating the demands and preferences of their guests. But, London Centric
restaurant group emphasize on thinking in regards with the methods of delighting
customers (Zeithaml, 2008).
P7 Ways through which customer service strategies creates customer experience that
achieves the needs of the customer and business standards as well
Loyal and trust worthy customer base can be created with effective employment of
customer service strategies. Providing excellent customer services for the purpose of
delighting the guests is not sufficient. The time calls the needs to think above than just selling
the products and services. It becomes necessary to ponder the cumulative experience of the
guests when they visit hotel. Further, the strategies related to customer service should be
created in a way that provides good customer experience and accomplishment of their needs
at the same time. Additionally, all business standards needs to be attained as well (Brunner,
Stöcklin and Opwis, 2008). For creating customer experience, there are some thoughts that
should be taken care for satisfying the needs and business standards and are being defined
beneath:
 Information of product and service – In order to deliver effective services, it is
essential that staff members should possess understanding about the products and
services being provided by them to their valuable clients.
 Employees training – Employees training is crucial in the hospitality sector, as they
are dealing in rendering services to the customers. The staff members must receive
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training about the general etiquettes such as how to talk, walk, greet etc. with this,
they can better present themselves in front of the clients (Coyne, 2006).
 Taking the feedback of customers – Feedback is considered as vital component in
customer experience. Tools such as post interaction surveys, feedback forms etc.
should be used by the hotels so as to recognize what customers are feeling about the
products and services being rendered to them by the staff members. The feedback
being received should than be compared with the pre-determine standards.
 Creating a customer experience vision – The vision should be clear and focused. The
vision can certainly be defined by setting a guiding principle or business standard.
Workers are required to carry out their activities in view of those standards (Tax,
Brown and Chandrashekaran, 2008).
CONCLUSION
Consequently, from the current writing it was originated that every business
organization regard customer as their king and vital component. Loyal customer base is being
required by hotels and other businesses in service sector to achieve the path of success and
growth. This can be achieved through delighting customers by personalized experience.
Further, it was also found out from the study that in this complex and competitive business
scenario, clients have range of options and thus, retaining them becomes a major challenge
and issue for the firms. The customer experience can be managed with effective
implementation of customer service strategies, experience mapping and customer relationship
management.
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REFERENCES
Books and journals
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Coyne, K., 2006. Beyond service fads: meaningful strategies for the real world. Sloan
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Stefano, C.J, Sarmaniotis, C. and Stafyla, A., 2003. CRM and customer-centric knowledge
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Tax, S., Brown, S. and Chandrashekaran, M., 2008. Consumer evaluations of service
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pp.60-76
Zeithaml, V.A., 2008. Consumer perceptions of price, quality, and value: a means-end model
and synthesis of evidence. The Journal of Marketing, 52(3), pp.2-22.
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Hexton, C., 2016. 6 Ways to Send Emails Your Customers Will Love. [Online]. Available
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[Accessed on 2ndNovember 2018].
How Technology Changed Customer Relation Management Systems. 2014. [Online].
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