Customer Experience and Journey Mapping

This study examines customer experience and journey mapping in the hotel industry. It discusses the importance of understanding customer wants, needs, and preferences to provide a superior experience. The assignment also explores the customer journey map, including stages such as travel idea, research, purchase, hotel stay, and feedback. It highlights the significance of managing customer experience and relationships in the hospitality sector.

MANAGING THE
CUSTOMER EXPERIENCE

Table of Contents
INTRODUCTION ...............................................................................................................................3
LO1.......................................................................................................................................................3
P1 Value, importance and of understanding the needs wants and preferences of target customers
groups for a service sector industry.................................................................................................3
P2 customers engagement affecting factors-...................................................................................4
M1 customer engagement factors determining customer on boarding strategies for different
targates customer group...................................................................................................................5
LO 2......................................................................................................................................................6
P3 Customer experience map for the hospitality industry...............................................................6
P4. customer touchpoints throughout customer experience creating business opportunities for
hotel London house..........................................................................................................................7
M2. Making detailed customer experience from map that charts customer journey model............7
CONCLUSION....................................................................................................................................8
REFERENCES.....................................................................................................................................8

INTRODUCTION
customer experience is all about the use of any product and their reviews about any product. Hotel
London house is based in UK. This hotel is providing the best hospitality to the customers. There
are many companies in the market which are working to know the perceptions about their services
and the products it is all about the buyers journey. This file discusses about the value and
importance of understanding the needs wants and preferences of targeted customer groups for
service sector industries, and the how different factors that can drive and influence customer
engagement or different target customers groups within a service sector organisation, customer
experience map for the industry , and how the customers touch points throughout the customer
experience create business opportunity for the selected service sector organisation, what are the
customer touch points.
LO1
P1 Value, importance and of understanding the needs wants and preferences of target customers groups for a
service sector industry
Customer experience is all about the perception of the consumer where a consumer provides his
reviews to the company and theses comments should be important for the service industry to know
about their feedback and perceptions. Needs ,want and preference all three are the basic things of a
human nature(Buonincontri and et.al.,2017) . A market or any service industry should know about
their customers that what are the need of customers what they wants and what they expect from the
company and what they are demanding for. marketers should know about the customers. It is very
necessary for the every service industry to know about their customers so they company can
products the product according to the expectations of the customers it is very important for the hotel
to target the market according to its segmentation in different different country. all the staff
members of the hotel London house should use the professional language and they should try to
solve all types of difficulties provide by the company. which are related to the hospitality of the
hotel services. This thing can help the big hotel to earn the trust of the their guests and the tourist.
management is all about planning , directing , coordinating so the management should work
accurate and properly for the welfare of the company every one should know about their
responsibilities and their role in the company so they can work more effectively .so the management
should work proper s they can provide good facilities to the customers.
Hotel carries out market segmentation and customer profiling activities because it helps to reach
the customer with their particular wants and needs it will help to use the all resources of the
company work more effectively to take strategic marketing decisions.

Management should motivate the employees to keep maintain their departments so they can work
according to their responsibilities. Profiling is not a required for the segmentation. After finding the
differences all the marketers notice all the factor and people who are exhibit them. Geographic
location and demographic segmentation helps to know about the customers .All marketers profiling
the customers according to age of the customer, socio-economic grouping. The main purpose of
profiling is to identify the location of the customers because it will help to marketers to approach
that location.
Needs and wants of the customers how it affect -
Hotel London house is one of the three star hotel in UK. Relation executive of the hotel
must know the customer preference and their demand. Because needs wants and demand help to
now about the targeted audience , to take strategic decisions and their implementations, to promote
the hotel and its services , their needs wants and demand helps to maximize sales and profit , it will
help to know about the expectations of the customers and the numbers of customers also and the
which segment of the people going to buy more. It will help to relation executive to provide that
kind of services and product which customers wants .there are many peoples who like to travel a lot
for the different counties to spend their vacations .need and wants are the similar works of
expectations. All the guests whom like to travel a lot , they does not think about the money. They
spend a lot of money behind their needs and wants. so this thing highly affect the economical
position of the hotel.
Hospitality must be according to their guests and the consumers this is one of the big
industry in which is playing the big role in the economy of the country. Managers should also
manage the relations between guests and the hotel. Need wants and the preference of the customers
decides the future of the industry. hotel London house is providing the best facilities in the London.
Manager can promote the business. In general words demand is the willingness to buy and the
strength to purchase. Manager should analyse the income level and the market conditions if
manager would not pay attention for the demand , it can cause of the loss of the company. All the
people who come across the world to visit the hotel , they has many different different expectations
about the hotel. They invest a lot of money behind luxurious life, they does not think about money.
So it should be necessary for the hotel management to provide them facilities according to their
expectations. There are different different type of people visit this hotel. Like married couple ,
young couples .
All they demand for their personal purpose. Customer experience means , their perception
for the hospitality. Every service industry has their different different feedback collection method ,

through them company will get to know about where it is standing in the market. Customer
preference is the thing to give the priority to any specific thing or any services. Which should be
very beneficial for the company that what are customers preferring for. So the needs wants and
demand indicates all the future of the company. Because it is a tool to know about the perceptions
of the customers.
P2 customers engagement affecting factors-
There are mainly 10 factors of customers engagement factor theses are -
1. Accessibility – accessibility is all about the confirmation about the services of the customers
that they are able to find out the products and services of the industry , so the in the case of
hotel London hotel has its own web page so all the tourist are able to access the page of the
hotel. Without any barriers. And it is very necessary for hotel to set the facilities which can
be access-able by the customers(De Keyser, 2015.)there are different customer who access
the web page. Hotel can approach the customers by providing them a social platform.
Specially all the young people who are active on the social media.
2. Navigation- navigation means , what customers are searching for so navigation provides a
key words to them from they can search about the particular services. T is very required to
search for the hotel from the effective key words .
3. Page load speed- it is very important thing to access any web page. Because there are many
companies which are not providing the easy web page accessibility so the many customers
are levering the web pages just because of this. According to a survey it has founded that
80% customers not access the web pages which are not opening so fast.
4. Language- it is aone of the most important thing top engage with the customers across the
world. Because customer prefer their own language to know about the business. It has
founded that customers not give the priority to that type of product which are not available
in their language. So it should be very important for the company for product marketing in
different different countries. according to their languages. Language must be user friendly it
can help tom create the relationship with the customers.
5. Memory- memory show the connection with the user . User getn frustrated when they turn
the channels again and again.
6. Personalization- this engagement process provide the customer engagement. That means all
the business , companies and the market will work together in the market . They can fast
interact with the customers. By sharing their ideas and their view and by take the right

decision on right time. This factor increase the customer engagement relation s with each
other. This engagement process targat all the different different types of customers in the
market for the purpose of integrated marketing.
7. Convenience- is all about to choose the product according to positive customer experience it
provides all the perceptions of the consumer that what he want and , what product he will
chose etc.
8. Intuition- that means sixth sense of the company company should create a sixth sense to
know about the future demand and the problems with the customers
9. Real time- is also a process to provide a help that means company should have to know
about the requirement of the customers . That means the manger of the hotel must have
knowledge about the customers they when tourist needs the hotel(Buonincontri and
et.al.,2017) company should have an information about the main segmentation of the
customer.
10. Simplicity- that means product services should be simple to get in easy language. Because
customers do not like they complexity to get the things . Company or hotel should provide
all the facilities to the customers so they can easily achieve the hospitality of the London
hotel .logic , deliver ability and choice and community . All these are points which are also
helpful for the engagement with the customers .
There are 5 types of customer groups-
Potential customers- are the person who have potential to afford the product and facilities in the
market.
New customers- this kind of customers are called totally fresh customers. Who still using the
product.
Impulsive customer- this type of customer shows their interest in buying a product.
Discount customer -this type of customers show importance of the product but they do not buy the
product.
Loyal customer- this kind of person who shows their loyality towards product by using the product
and providing the feed back of product.
M1 customer engagement factors determining customer on boarding strategies for different targates
customer group
The meaning of Customer on-boarding is involve all the process of their entire way and the journey
of the customer that means from where he is gone start his way and the end. All the customer

engagement factors indicates the customer on-boarding strategy in the hotel London house has
described below-
Be unique- hotel London trust to provide the unique stories to customers to be unique . Hotel can
also consider the good example of to attract the customer towards the hospitality.
Keeping it simple- all the information which hotel is providing , it should be very simple . so the
customers can easily understand all the things related to the company . And their interest will arise
inside them.
Gathering data- hotel London should collect all the information about their customers . Who come
across the world from different different nations. Because of their safety and for the hotel safety
also.
Communication- is an essential thing to know about their customers it plays a big role for the
success of the hotel or any industry. The process of communication should be good and unique.
Hotel London house should try to engage with its customer initially . where hotel can makes the
relationships with the all the guests
LO 2
P3 Customer experience map for the hospitality industry
There are some elements using in mapping for the London hotel these are written below-
Check in- hotel London house providing the facility of online key facilitate to the customer in their
phones . Lock and open the locks of door.
Stay at hotel- it indicates the services for the rooms of hotel. Hotel london house has well decorated
rooms for the customers.
Check out- hotel London house is providing the different different ways to for the payments
through the online billing.
 Websites- tourists are getting more interacted with phone and they are preferring all the
online shopping. That means Marriott should have an ability to designs include new content
in their website from new and something unique way that will helps to attract large number
of tourist towards the hotel. They should also notice the offers that they are offering to
tourist on particular special services. The image of the hotel that is being posted on the main
page of websites,other social media should be attractive so they can attract the customers
and it will easy to select the one among all the options.
 E-mails-the connectivity on the platform of social media and online services are increasing
continuously. That means customers search for that type of hotels for which they are

searching, all the visitors can approach the hotel through the facility of the Emails. So hotel
can easily provide them all the informations on mails.
 Telephone- Telephone also plays a big role for the promotions,advertisement of the
companies . So hotel London is also promoting the business through the different different
channels .Television provides the flexibility of the work. They must use calm and sweet
voice to transmit their conversation. It becomes very access the pages of the hotel if
customers has a mobile phone . They can easily approach the hotel , to know about the all
things related to their hospitality .company should also provide the customer service
department that will help them in solving the questions and all the problems of the tourist
and this thing can provide them their value. This thing can help to the guests to be engaged
with the hotel.
P4. customer touchpoints throughout customer experience creating business opportunities for hotel
London house
Customer touchpoint word refers to all the process and then journey of the customers from here he
starts his journey and where he end. Touch point words means all the sources of the business and
their interaction with the customers. That means all the activities of providing the informations from
customers to hotels and , hotel to customers(Peppers and Rogers, 2016). There are some touch
points which are written below-
 Interaction from the access web pages of the company- because all the Websites play a
main role fr the dignity of the hotel. These websites should be customer friendly and
talkative with the users. Company should provide the customers service facilities to the all
customers so they can easily over come from the problem. This thing also helps them to
access new informations and the new facilities about the hotel.
 SMS touchpoint- this touchpoint is one of the most effective way to communicate with
others. This touchpoint can easily rise up the standard the hotel London .
M2. Making detailed customer experience from map that charts customer journey model.
Customer journey map is all about the journey of the customer and the feedback. It it
customer journey model provide all the feedback of the customer. Where he shows his experience to
provide the feedback and also customer tell the story of his journey . And all the engagements with
the hotel . And the map indicates any particular event or any particular moment of the trip there are
different stages of the customer journey , through which customer has suffered.

customer journey
Thus, different stages of customer journey map has been discussed as per below context- there are 5
points through which a customer has to suffered- Travel idea, research , purchase , hotel stay and
the feedback(Helo Gunasekaran and Rymaszewska, 2017).
Travel idea- it is first stage where an idea come out in the mind. Where a person starts to think
about the process of travelling , place and the journey. It is a stage where a person collects all the
information about his journey
CONCLUSION
From the above study it has been summarised that wants, need and preference helped to know about
the customer perception about the hotel, above study explain the factors of customers relations that
affect the influence customer engagement, experienced map for the hospitality, and also discussed
about the customer experience. Discussed about the needs wants and expectations of the customers
and their affect on the hotel industry and economic position of the hotel. And analysed about the
factors of customer experience and experienced about the customer chart journey.

REFERENCES
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Peppers, D., Rogers, M. and Kotler, P., 2016. Managing customer experience and relationships.
Online
Managing the customer experience . 2018[Online]. Available
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