Managing Customer Experience

Managing Customer
Experience

Contents
INTRODUCTION.......................................................................................................................................3
TASK 1.......................................................................................................................................................3
P1: Explain the value and importance of understanding the needs, wants and preferences of target
customer groups for the hospitality industry............................................................................................3
P2: Explore the different factors that drive and influence customer engagement of different target
customer groups within a service sector organization..............................................................................5
TASK 2...................................................................................................................................................8
P3: Create a customer experience map for a selected service sector organization...................................8
P4: Discuss how the touch points create such opportunities throughout the customer experience in your
hospitality organization.........................................................................................................................10
TASK 3.....................................................................................................................................................11
P5: Examine how digital technology is employed in managing the customer experience within the
service sector organization....................................................................................................................11
TASK 4.....................................................................................................................................................12
P6: Illustrate customer service strategies in a specific service sector context........................................12
P7 Demonstrate how customer service strategies create and develop the customer experience in a way
that meet the needs of the customer and the required business standards..............................................12
CONCLUSION.........................................................................................................................................14
REFERENCES..........................................................................................................................................16

INTRODUCTION
Customer service experience refers to the experience derived by customer by the products
or services of particular company or brand. This process begins from pre purchase to post
purchase helps in building multiple experiences which can be satisfied, good or bad. It is
basically the responsibility of the business entity to strengthen its capability and successfully
participate to manage and maintain the long term service experience of customer in order to
flourish the business operations (De Keyser and et. al., 2015). Most of the large organization
objective is to optimize the interactions from the perspective of customer and participate to foster
their loyalty. To better define the topic InterContinental hotel group (IHG) has been selected
which is the part of hospitability industry of UK. The company comprises of various hotels as
well as resorts to cover the requirements and manage experience of diverse traveler all around
the world. This report covers topics like determine the needs and expectations of target market
from the particular sector. Map out customer experience to creates the business opportunity and
successfully optimize the customer touch points. Evaluate the impact of digital technology in
maintaining long term customer relationship. Further, effectively apply customer experience
management derived within service sector to maximize the customer engagement.
TASK 1
P1: Explain the value and importance of understanding the needs, wants and preferences of
target customer groups for the hospitality industry
Customers are the main external stakeholders that help an organization to sustain in the
competitive market as they are the revenue source which help to maintain the profitability
margin. It is basically the responsibility or the entity that serves those commodities in the market
which customer requirement rather than emphasize on service which they can produce.
Transition is an essential part which is incorporated by most of the successful organization to
match up with the pace of target market. In addition to that IHG is a luxury brand that offer royal
suite to the customer. It basically attracts high and upper middle class people that are ready to
spend desirable amount of funds in order to explore prestigious services. Thus, diverse brands of
IHG like Holiday Inn and Crown plaza functions to deliver supreme level of experience to guest.

Adequate strategies needs to be build out in order to remain connected with the existing
customer and track out their new desires, requirements and urge to enhance their lifestyle (Klaus
and Maklan, 2013). The untapped requirement is basically the opportunity for the entity which
they need to explore and come up with optimum situation in order to address the new
requirements of the customer. In terms of the hospitality industry, whose core offerings are the
service and almost all customers prefer to get supreme quality of services. So the manager of
hotels makes best possible attempts to examine the requirement and desire of visitor by
observing their preferences and maintaining records in database which immensely helps in terms
to convert the first time user or potential customer into loyal ones. In context to the IHG hotel
deliver different type of onboard strategy that help the manager to effective connect with their
target market. For instance, the company immensely depends upon the online platform in terms
to evaluate the response of guest and according carry out personalised communication. This
overcomes the chances of dissonance as their existing guest gets highly convenient and flexible
services. Along with that in comparison to other luxury hotels IHG is high customer centric as
human touch is added in this processes. Like, favorable meal of guests is cooked so that they feel
homely and loyal customer gets the room on the basis of their preferences. Further, sharing
desirable relationship with target market lead the hotel to gain core competencies. Thus, the
vales and importance derived by hospitality industry after understanding the requirements of
customer are listed down below:
 The manager of hotel, resorts, cruise ships and so on asks the customer to out their honest
feedback forward which helps to gain insights about the experience and requirements of
customer. As customer are solely paying for the services so any shortcomings can be
overcome with the contribution of customer in form of constructive feedback, review or
rating posted in the website of company or gained through survey method. This task
highly offers the opportunity to hospitality industry in terms to remain update and bring
out favorable efforts in maintaining long term relationship with customer (Lemon and
Verhoef, 2016).
 As their always exist the scope of improvement due to which most of the successful
organization like IHG hotel and Hilton company makes the virtual relationship with
customers, so with the help of digital media like email they update the people regarding
exiting packages. All these techniques help in examining the latest trend of customer on