Customer Experience Management in Hospitality Sector
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Added on 2021-02-20
Customer Experience Management in Hospitality Sector
Added on 2021-02-20
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MANAGING CUSTOMERSEXPERIENCE
Table of ContentsINTRODUCTION ..........................................................................................................................3L O 1................................................................................................................................................3P1) Importance of understanding wants and preferences of customers.................................3P2) Factors influencing customer engagement of different target customer groups..............4L O 2................................................................................................................................................5P3) Develop customer experience map..................................................................................5P4) How touch points develop opportunities throughout the customer experience...............8L O 3................................................................................................................................................9P5) Role of digital technology in managing the customer experience...................................9L O 4..............................................................................................................................................10P6) Various customer service strategies...............................................................................10P7) How customer service strategies develop customer experience....................................11CONCLUSION .............................................................................................................................12REFERENCES..............................................................................................................................12
INTRODUCTION Hospitality industry consists of wide range of fields such as food and beverage, lodging,transportation, event planning etc. The industry is mainly depends on purchasing power andleisure time available to customers. Customer experience implies the involvement of customersat different levels. It consists of three parts that is journey of buyer, touchpoints and environmentlike digital environment experienced by customer etc. The Report is based on Marriott Hotelsand Resorts. It belongs to hospitality industry. According to Forbes, the hotel comes at 4th rank inthe list of best firms to work in UK (Kandampully, Zhang, T. and Jaakkola, 2018). The Reportwill outline need to understand customer needs, factors that impacts customer engagement,customer experience map and touch points, importance of digital technology and variouscustomer service strategies.MAIN BODYL O 1P1) Importance of understanding wants and preferences of customers.Target market -The term target market refers to a group of buyers for which organization uses itsresources offer its products or services to fulfil the demand of targeted segment of buyers. Targetmarket includes the customers that are having similar features like income, age etc. Everyorganization chooses that market segment which provides maximum opportunity for growth andsuccess. Marriott Hotels mainly targets business travellers for offering its products and services that aresearching valued-price facilities. It also targets customers on the basis of their personality.Need, expectations and preferences -Need is the fundamental requirements of the person such as food etc. that are essential forsurvival. Wants are not regarded as need. When need for particular thing arises it stimulates thetaste as a result want arises. When customer is having willingness to buy product or service, andthey also have ability to pay for it. In that, case demand arises (Marutschke, Gournelos, T. andRay, 2019).Understanding the need, want and preference of customers is very important inHospitality Industry because it helps the marketer to select the target market. As a result it helps
to offer goods and services to targeted segment of customers. Understanding of all the threeelements helps the firm to improve the sale of products through effective advertisement. It alsosupports hospitality companies to forecast the sale in a particular market segment. Betterunderstanding of the demand and preference of buyers will help companies to determine theimpact various factors such as demographic, level of income, social and cultural factors on thebehaviour of customers. This will also help marketer of hospitality companies to determine thelevel of willingness of buyers to buy the product or avail the service of the organization. Forexample –Information in respect of need, want and preference of target market will helpMarriott Hotels to design marketing campaign for attracting the buyers towards goods andservices that firm is offering to them.Understanding of customer demands in respect of certain commodity or service will helpMarriott Hotel to provide better facilities like room service, food and beverage etc. to the clients.It will result in better customer satisfaction that will help firms operating in Hospitality Industryto gain competitive advantage over competitors.P2) Factors influencing customer engagement of different target customer groups.Customer Engagement -It refers to the communication and interaction between targeted segment of customersand firm with the help of different channels. This type of connection can be the response oroverall experience of the buyer that can emerge through offline or online. Engagement ofcustomers through online channel like internet etc. is different as compared to offline channels.Hospitality firms like Marriott Hotels should develop effective strategies for improving the levelof customer engagement because this will help the company to grab various opportunities,improving customer loyalty and also help to improve relationship with the clients (Rajaobelina,2018). There are various factors that influence customer engagement in target market of MarriottHotels. Such as -Understanding customer expectations -The expectations of the buyers in respect of products and services of Hospitalitycompanies like Marriott Hotels is changing. To remain competitive it is very essential for thefirm to understand the expectations of clients regarding quality, convenience of service etc.Marketer of Marriott Hotel should make efforts to determine the demand of targeted segment of
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