Managing Customer Experience: Assignment
Added on 2020-11-12
19 Pages3983 Words316 Views
Managing customerexperience
Table of ContentsINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1P1. Value and importance of understanding needs, wants and preferences of target customergroups for Hilton.........................................................................................................................1P2. Exploring different factors that drives and influence customer engagement of differenttarget customer groups within Hilton..........................................................................................2M1. Reviewing customer engagement factors determining customer on-boarding strategies fordifferent target customer groups within Hilton...........................................................................3LO 2.................................................................................................................................................3P3. Creating customer experience map for Hilton......................................................................3P4. Customer touchpoints throughout customer experience creating business opportunities....5M2. Creating detailed customer experience map........................................................................6LO 3.................................................................................................................................................6P5. Examining digital technology employed in managing customer experience with examplesof CRM........................................................................................................................................6M3. Evaluating digital technologies employed in managing experience that are changingCRM systems to acquire and retain customers...........................................................................7LO 4.................................................................................................................................................7P6. Illustrating customer service strategy in Hilton....................................................................7P7. Demonstrating customer service strategies and customer experience that meets needs ofcustomers.....................................................................................................................................8M4. Reviewing application of customer service strategies of Hilton and recommendations forimprovement...............................................................................................................................8CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................10
INTRODUCTIONThe term customer experience is defined as integral part in terms of customer relationshipmanagement and it is very significant to every type of business (Baker, 2016). In this report,Hilton has been taken into consideration. It is a global trend and leading hospitality industry thatwas founded by Conard Hilton.Thus, in the following report, various target group customers has been discussed. Hence,various factors that influences the engagement of customers has also been discussed. Further,customer experience map has created and touchpoints has been discussed. In addition to this, thisreport also highlights on the digital technology that manages the customer experience with helpof an example of CRM system.LO 1P1. Value and importance of understanding needs, wants and preferences of target customergroups for Hilton.Understanding the needs and preference of customers plays very important role either interms of selling product or offering service to them (Bilgihan, 2016). Hilton can only satisfy thecustomers desires if the company can understand the needs and requirements of them in clearmanner. Thus, it is discussed as per the below table-Customer typeNeeds and wantsBusiness personWi-FiNappy changingfacilitiesPool side serviceMobile telephonecharging pointsCrayons and colouringbooks.Meeting RoomsCouple on a first dateTerrible customerserviceBottle warmersCandlelightNo garlic in the dishesSoft MusicUnpleasant smell fromthe drains.College studentSpace to workWi-FiUnpleasant smellsfrom Drains1
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