Managing Customer Service

This presentation focuses on managing customer service, specifically in the context of the Hilton hotel in Canary Wharf. It discusses the importance of understanding customer needs and explores the factors that influence customer engagement. Additionally, it delves into the creation of a consumer experience map and how customer touchpoints can create business opportunities. The presentation concludes by highlighting the role of segmentation and targeting in increasing sales and profitability.

Managing customer service

TABLE OF CONTENTS
INTRODUCTION
P 1 Importance of customer understanding
P 2 Factors that influence the customer engagement
P3. Creation of consumer experience map
P4. Discussing the way how consumer touch points create business opportunities
Conclusion
References

INTRODUCTION
 Understanding of the customers is important to make them satisfy and to increase the profit
share of the company.
 This presentation is based on the Hilton hotel in Canary Wharf which is a building complex
in London, a busy financial area with skyscrapers like the glittering One Canada Square.
 This presentation will explain the importance of understanding of customers needs.
 Further more explain the customer mapping that help to create business opportunities.

P 2 Factors that influence the customer engagement
 There are number of factors that influence the customer
engagement, these are:
 Cultural factors: This factor mainly describe what
visitors eat, how do they travel and where they stay. In
this situation, company's marketers has to identify the
cultural shifts so that it helps to device the new
product.
 Such that this factor generally affect the values,
perception and wants or behaviour of the person in a
society. For example, Hilton start providing gym and
spa facilities because of raising concern for health and
fitness.

Continued....
 Social Factors : This type show the distinct preference
with food, travel and leisure activity .
 Such that Hilton mainly target the people who belongs
to upper class and it target the people from age 5 to old
age people.
 For example, children mainly prefer fast food and that
is why, Hilton also have its separate menu card that
provides better item.

Continue....
 Personal factor: as the person grows their
preference is also changes and their buying
behaviour also depend upon the income size,
family.
 For example, Hilton provides different
services to their target customers. Such that
for the business man, company has maintain
different facility like meeting room,
conference room and hall.
 On the other side, for family, it should
maintain lower price restaurants during
occasions.

Continued...
Psychological Factor:
 Buying process also affected manly by four factors
under psychological factor such as Motivation.
Perception, learning and beliefs and attitude.
 Therefore, it is quite necessary to satisfy the needs
of the customers and that is why Hilton also
provide innovative products to their customer.
 Hilton gives tours to first time guest and also
inform them about the services offered.

Continue...
As per the Hierarchy emotional chart, there are some stages such as:
 Destroying cluster: This are the emotions that are evoked then it will destroy the
value. Such that If the needs are not satisfied by Hilton then it affect the value.
 Attention cluster: This are the emotions that marketing has to attend such that
customers feel interested to use the products but it does not mean they want to stay
with the firm.
 Recommendation and Advocacy: This emotion help to stay long with the customer
and also build the customer loyalty as well. Such that Hilton also uses different
discount strategy in order to attract wide range of customers and also uses this
strategy as well.

LO 2
P3. Creation of consumer experience map
Research Booking & paying Services before sales In-room services Services after
sales
St
knew about the hotel through online as
well as offline advertisements. Guests made booking according to their
needs and paid through online. All guests can ask any type of queries
related to services. Enjoy television, Wi-Fi services. It provides
discounts on
the 2nd order if
satisfy and
receive
feedbacks for
further
improvements.
A
cu
Online, E-mail and word of mouth Store booking & online booking All details about tours and services on
official page Call services and Wi-Fi Social media
and customer
services
T
Fully satisfy
. Fully satisfy Somewhat satisfy Satisfy Satisfy E
Friends recommend me about hotel and
heard positive reviews. Services were slow and there was not
proper and essential resources. It was quite good but pop up and buffering
in advertisement made me frustrated. All the services was excellent and interior
as well. Fe
It should add all necessary informations on
its official page like menu, services. Focus on maintenance Reduce Ads in advertisement Focus on social media activity. Id
im

P4. Discussing the way how consumer touch points
create business opportunities
 Social media: It is an effective touch point which make Hilton hotel able to provide all
necessary informations to its different types of customers. With this touch point it can create
business opportunities to reach globally by using Facebook and Twitter.
 E-mail: It can make manager of the hotel able to get in touch with customers personally and
make them aware about their features. It can be used as a marketing tool for promoting
services.

Conclusion
 This presentation has summarized that segmentation and targetting played an important
role for getting more information about customers related to their needs and behaviours.
 With the help of consumer mapping and its touch point it has achieved various
opportunities for increasing sales and profitability.

REFERENCES
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.
Pansari, A. and Kumar, V., 2018. Customer engagement marketing. In Customer engagement
marketing (pp. 1-27). Palgrave Macmillan, Cham.
Kochukalam, C.A. and Peters, M.J, 2016. Shopping cart experience-Building consumer
experience at the check-out stage for online buying. International Journal of Research in
Social Sciences. 6(1). pp.483-490.a

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