Managing The Customer Experience

This report analyzes the importance of managing customer experience in the hospitality industry, focusing on Radisson Blu Portman Hotel. It examines the value of understanding customer needs, factors influencing engagement, and how touchpoints create business opportunities. The report also includes a customer experience map and a detailed analysis of the hotel's induction training package.

Managing The Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Value and importance of understanding needs and preferences of target customer group....1
P2 Different factors that drive and influence customer engagement of different target
consumers group.........................................................................................................................2
TASK 2............................................................................................................................................3
P3 Create a customer experience map........................................................................................3
P4 How the customer touch points throughout their experience create business opportunities. 4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Managing experience of customers refers to select effective procedures or activities
which facilitate to fulfil actual needs of people with satisfaction. It includes to focus on different
needs, wants and demands of clients and put efforts to enhance interaction with them. However,
it is essential to communicate with people and give answer to their every enquiry along with
providing desired products or services to them (Peppers and Rogers, 2016). The present report is
based on Radisson Blu Portman Hotel which is situated in London and provides required product
or services to guests with better quality in order to satisfy them. This assignment will focus on
importance of understanding needs of target customer group and opportunities created by client
experience.
TASK 1
P1 Value and importance of understanding needs and preferences of target customer group
Target customer group can be described as potential consumers who were responsible for
increased sales and profits of an organisation. It involves those people who lays prefer same
brand for particular product or services as they believe on their respective facilities. However,
target segmentation is important as it provide support to better matching of their product to
actual requirements of customer. Moreover, it facilitate enhance profitability of business by
attracting new customers along with retaining the current ones through completing their needs
properly. In addition to this, it is necessary to understand needs and preferences of target
customer so that new growth opportunities can be determined for success of an organisation in
with the help to boosting up sales. In context of Radisson Blu Portman Hotel, they are required
to put efforts for understanding real needs and desires of people because it is important &
valuable in order to improve number of gusts for hotel. It will provide support to increase their
productivity as well as profitability of business in terms of ensuring long term of benefits for
brand (Homburg, Jozić and Kuehnl, 2017). They have target customer like business persons,
celebrities and other high profile people. Additionally, if given hotel will focus on requirements
of their guests and follow their performances then it will results into improved goodwill of brand
which facilitate to grab more profit share of market successfully.
At the other hand, customer profiling is helpful to know about desired expectations of
people which impacts on operations and manufacturing or products in given hotel. Needs and
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desires of customer get modified as per changing trends and advancement then Radisson Blu
Portman Hotel is required to implement few changes or modifications in their services or
products offered top guests. It is suitable to fulfil modified requirements of customers which
facilitate to attract new guests and retain present clients for along time. Furthermore, there are
several methods of customer profiling including affinity, demographic, psychological, lifestyle
and cluster profiling (Klaus, 2014). Meanwhile, affinity incudes buying habits of a person and
demographic profiling depends upon geographical location, marital status & educational
qualifications. Moreover, psychological profiling involves psychological motivations including
to drive BMW or buying designer clothes. Finally, lifestyle refers to hobbies and likes of person
whereas cluster profiling involves class & social activities linked with their purchasing habit.
P2 Different factors that drive and influence customer engagement of different target consumers
group
The target customer group basically includes the potential clients which are responsible
for maximum percent of sales and profits. There are different type of customers having their own
needs and wants as per their lifestyle including likes or dislikes which impacts on their
purchasing behaviour accordingly. However, it is necessary to put effective strategies in order to
add required features of to fulfil different requirements of various clients for completing the
same properly. Moreover, Radisson Blu Portman Hotel has target customers like business,
persons and families so that they should manage facilities as per their class and social status to
fulfil their requirements with satisfaction. It is important for given hotel to make strategies which
facilitate to achieve customer attachment with brand as they become loyal and less price
sensitive for the same.
In addition to this, there are various strategies which helps to engage people with brand
through providing desired services and immediately solve their relevant problems (Cetin and
Dincer, 2014). It is necessary to make different techniques or policies to work on actual desires
of people by focussing on suggestions or demands of them which improve satisfaction as well.
Radisson Blu Portman Hotel can implement effective strategies including utilisation of social
media to engage customers and product messaging by using key channels like In- product
messaging, e-mail, mobile, customer care etc. Moreover, they should communicate with VIP
customers with special promotion only for them and create custom content to address bugging
queries if people. Meanwhile, these techniques will make different customer feel valuable and
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they get attached with brand which make them loyal so that they purchase same product or
service from same organisation in future.
TASK 2
P3 Create a customer experience map
The customers experience map includes more effective as well as efficient procedure of
techniques which facilitate to make customers loyal for organisation. It is necessary to make an
appropriate strategies to make effective services in hotel to satisfy clients along with improving
brand image in market (Srivastava and Kaul, 2016). However, it is essential to make an accurate
plan for conducting training for employees in order to make them aware about different
requirements of people ad correct methods to fulfil the same properly. In context of Radisson Blu
Portman Hotel, hey are required to make an effective induction training package including
several different events for conveying correct way to fulfil their tasks accurately.
There are several guidelines which are provided to newly joined candidates who requires
to start their job in organisation and make them familiar with hotel services, procedures & its
facilities. It involves efficiency and customer services at front desk. However, it include to
render information about cleanliness of hotel, using room appliances including air controller
system, safe & TV and other activities of hotel. Moreover, the Induction Training Package of
Radisson Blu Portman Hotel involves several tasks which are as under –
 Initially, it include to orally informed new employees about their role in next few days
after joining along with get familiar with all other participants of induction.
 Secondly, it involves to provide information about history of hotel including their growth
in past years with values, mission & vision which company need to achieve.
 Thirdly, it involves to convey important policies and rules of company that should be
followed by them properly along with benefits which they will in future.
 Moreover, it is required to render basic information about given hotel including prices for
parking, internet facilities and other services. It will help them to address queries of
customer in future by making employees bale for the same.
 Additionally, it includes tours around the building including structure such as location of
every department offices, public toilets, restaurants, fitness centre, rooms in different
levels and staff area with canteen as well as their changing rooms.
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 Meanwhile, it involves training as per law including basic fire training, health & safety at
work place and bomb awareness.
 Furthermore, employees should be prepared for actual working with the help of
improving skills like client service, telephone techniques, up- selling training, food safety
training & brand standards of given hotel. It also involves to make them capable for
answering phones within three rings and enhance interaction with guests in proper
manner (Reason, Løvlie and Flu, 2015).
P4 How the customer touch points throughout their experience create business opportunities
Customer touch points include their actual level of services and in what way they get
appreciated by client's perspectives. It involves the belief of hotel that they provide a good
facility to customer but people appreciate them due to their satisfaction by gaining desired
services in proper manner. However, real level of hotel facilities which can create beneficial
opportunities for organisation as they can enhance their profitability by increasing number of
clients for hotel. In context of Radisson Blu Portman Hotel, it has been analysed that they have
satisfactory facilities which make people to visit again as they get satisfied with services of hotel.
The satisfactory levels to high because of effective management of customers in order to
attend everyone properly on time to fulfil their desired needs. It includes effective services and
products which facilitate to motivate people to always prefer given hotel for similar requirements
which is an opportunity to ensure long term profits. Additionally, it is also improve brand image
of hotel and support to gain more profit share in market.
CONCLUSION
From the above report, it is conclude that managing experience of customers can be
explained as collecting appropriate procedures to fulfil desires of customer with satisfaction. It
includes conducting customer profiling to understand their actual needs in respect of fulfilling
them properly. Moreover, it involves drivers to influence customer engagement such as In-
product messaging, e-mail, mobile, customer care and many more. Additionally, it includes
induction training package of given hotel which make employees able to fulfil required tasks and
address queries of guests in future.
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REFERENCES
Books and journals
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Klaus, P., 2014. Measuring customer experience: How to develop and execute the most
profitable customer experience strategies. Springer.
Cetin, G. and Dincer, F. I., 2014. Influence of customer experience on loyalty and word-of-
mouth in hospitality operations. Anatolia. 25(2). pp.181-194.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–loyalty–
consumer spend. Journal of Retailing and Consumer Services. 31. pp.277-286.
Reason, B., Løvlie, L. and Flu, M. B., 2015. Service design for business: A practical guide to
optimizing the customer experience. John Wiley & Sons.
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