Managing the Customer Experience

This presentation focuses on customer experience management and its significance in exceeding customer expectations and enhancing satisfaction. It discusses strategies for understanding customer needs and preferences, as well as engaging different target customers. The presentation also highlights the importance of customer engagement and its impact on business success. References to industry experts and research studies are provided to support the content.

Managing the Customer
Experience

Table of Content
 Introduction
 Understanding the needs, wants and preferences of target customer
 Customer engagement of different target customer
 Conclusion
 References

INTRODUCTION
 Customer experience management is kind of practice of formulating and
reacting to consumer communication or interaction to exceed or adequacy
in customer expectations and, hence, improve customer satisfaction, faith
and accuracy.
 In this report chosen organization is an multinational chain of hospitality
and its related services. Its headquarter is in USA. This report focuses
upon needs and wants of market segment in Hospitality industry with
customer experience map to grab opportunities and utilize customer touch
points.

UNDERSTANDING THE NEEDS, WANTS AND
PREFERENCES OF TARGET CUSTOMER
Affinity profiling - With the help of this method, the company manager can evaluate
their customer preferences in order to analyse what of services liked by particular
people.
Demographic profiling - Business experts focus on using demographic profile for
evaluating what kind of goods and services are click by specific consumer. With help
of demographic status, the Hilton hotel manager can find their personal details that
include geographical areas, education and marital status of an individual to figure out
which is best.

CONTINUE…
Psychological profiling - It can be used for evaluate detail regarding a person by
understanding their psychological motivations. This is required for Hilton hotel
manager is to determine their customer by accessing needs and wants.
Lifestyle coding - this will help in understanding the ways of an individual that can
lead their life by observing their hobbies and habits. Hilton hotel mainly target those
customers who are prosperous well being and standard of living so this will help them
in gaining high income growth.

CUSTOMER ENGAGEMENT OF DIFFERENT
TARGET CUSTOMER
 Customer engagement is a chain of communication that connect between
stakeholders and organisation by various channels of therefore.
 The channel could be reactive, interactive that effect on overall experience
of consumers, by online and offline mode of communication.

CONTINUE…
 There are factors that influence customer engagement of customer's these
are as follows:
 Loyalty and Royalty
 Lessen competitive threat
 Higher Advocacy
 Frequent feedbacks

CONCLUSION
 From the above report, it can be concluded that Customer experience is
obligatory to deliver standard of customer satisfaction which delights
customer and develop an everlasting relationship with their buyers as well
as employees.

REFERENCES
 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.
 Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a
review and future directions with a special focus on the hospitality
industry. International Journal of Contemporary Hospitality
Management. 27(3). pp.379-414.

THANK YOU