Managing the Customer Experience

This document discusses the value and importance of understanding customer needs, wants, and preferences in the hospitality industry. It explores customer engagement and its impact on business. The document also covers customer experience mapping, touchpoints to create business opportunities, the impact of digital marketing, customer service strategies, and customer experience management.

MANAGING THE
CUSTOMER EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Value and importance of understanding the needs, wants and preference of target
customers for the hospitality industry..........................................................................................3
P2 Customer engagement and how it drive and influence..........................................................4
LO2..................................................................................................................................................6
P3 customer experience map.......................................................................................................6
P4 Touch points to create business opportunity by customer experience...................................7
LO3..................................................................................................................................................8
P5 Impact of digital marketing in managing the customer..........................................................8
LO4..................................................................................................................................................9
P6 customer service strategies.....................................................................................................9
P7 Customer experience management and strategies................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Managing customer experience refers to the process in which the organization try to manage the
customers experience by providing the service and getting the feedbacks about how a customer is
feeling after taking the services from the organization. it is very important for the organizations
to understand and manage the customers experience so that they can improve their business as
the business is done for the customer. The Savoy Hotel is one of the top-class hotels and the
luxury hotel in the UK providing the best quality and luxury service to their customer. the report
will explain the need and expectations of the market segment for the service industry, and also
explain the customer experience map to create business opportunities and optimize customer
touchpoints. the report further explained the importance of customer relationship management
and customer experience management.
LO1
P1 Value and importance of understanding the needs, wants and preference of target customers
for the hospitality industry
Values and importance
The values and importance of understanding the needs, wants and preference of the target
customer by the Savoy Hotel is very important so that they can focus on their strategies and the
ways in which they can represent their organizations to the customer by providing them the
better quality and Satisfactory services to the customer (Koetz, 2019).
It is very important for the Savoy Hotel to understand the needs and wants and the preferences of
the customer so that they can provide the services which the audience and the customers are
looking for and it is very important for the organizations as they are working in the hospitality
sector and it is very important to provide the best customer satisfaction when working in
hospitality.
The target market of the Savoy Hotel are the premium class customers, the hotel are focusing on
the premium customers and providing the best quality and luxury experience to the customers so
that they can fulfil their customer satisfaction by providing them high quality of services and
maintaining all the needs and wants of the customer. in today's market it is very competition in
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the industry and it is very important for the organizations to understand the needs, wants and
preferences of the customers so that they can provide better services to the customer and the
Savoy Hotel always try to improve their ways in maintaining the customer needs and wants and
always focus in providing the best customer satisfaction and customer experience with quality
services and providing them customer services (Zolkiewski and et.al., 2017).
• In today’s market it is very important for the organisations to understand the criticality of
customer satisfaction at UN customer experience and for that the Savoy Hotel are focusing on
the needs, wants of the customer and they are targeting the premium and luxury customers so
that they can provide the best of the services in the market to the premium customers and also
want to increase the quality standards of service in the hospitality by providing the best services
to the luxury customer to increase the organization’s profit margin and productivity With
increasing of goodwill in the market.
• Providing services also including social responsibilities as modern customers are more
aware about the surroundings and for that the organization is focusing on providing social
responsibilities to the environment and to make a sustainable product and services which
increased more sustainability to the organizations and providing a social responsibility towards
environment and society by utilizing electric cars for the services to the customer is one of the
way of the Savoy Hotel to attract more customers.
P2 Customer engagement and how it drive and influence
Customer engagement
Customer engagement is one of the emotional connections between the customer and the brand.
hiding its customers and the customer who are happy with the product and services of the
organizations buy more of the product and also promote more about the product and services
they get and demonstrate more loyalty towards the brand. customer engagement is the process in
which the customer and the brand have a good relation and it helped the organizations to
improve the performance by retaining the customer and also getting the mouth publicity by the
customer.
Factors which drive and influence customer engagement
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1. Understand customer expectations
It is very important when working in the hospitality sector to understand the customer
expectations and the Savoy Hotel always focus in understanding the customer expectation and
make strategies camp of the old feedbacks and also understand what actually customer is
demanding from the organizations and what are their expectations weather company (Ieva,
2019).
2. Better customer experience
One of the best way to increase the customer engagement is by providing the best of customer
experience to the customer and always provide the customer satisfaction so that they can be
retained and customers rely on the Savoy hotel for a longer. Providing better customer
experience is always help in increasing and influencing the customer engagement and at increase
a better relationship of the customer with the brand and it is always beneficial for the
organizations in the business.
3. Provide useful information
Working in the hospitality industry needs to maintain a good relationship with the customers and
providing the customers services of the top quality and also help the customer in understanding
the different scenarios of the country and also provide them important and useful information so
that it can be helpful for them and they can rely on the organizations which can improve in better
relation and customer engagement with the brand.
4. More communication
The best way to increase the customer engagement is by making a lot of communication and it is
very important for the Savoy hotel as the hotel is working in the hospitality sector and it is very
important to communicate with the customers to provide and understand the better understanding
of the customer. it helps in increasing the better relationship with the customer and also help the
organizations to solve the issues the customer is facing.
5. Value your customer
Customer engagement get influenced and also get a positive influenced by the organizations
when they value their customers (Baker, 2016)/. It is very important for the Savoy Hotel to
understand that valuing customer is very important when working in the hospitality industries
and it is very simple thing to understand that the hotel is turning by the customers and they are
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doing and providing the services and product to fulfil the customer satisfaction and working for
the customers for its very important to value the customer.
LO2
P3 customer experience map
Customer experience mapping the process which is made up with all the touch points at the small
could do let's have the company. it is interaction that take place on each of the touch points, the
customer experience map is the mapping of the touch points which analyse the customer
behaviour and customer brand interactions with different touchpoints and channels.
Benefit of using customer experience mapping
• Customer experience mapping help in improving the marketing and also help the
potential customers with better interactions and improving the messaging and reduce the areas of
the company which are unhelpful for the Savoy Hotel.
• Identify touchpoint: touchpoint are the interactions with customers which also includes
the even stages just line and the landing pages of the company.
• Managing a time frame: Company need to maintain the time frame of how long the
attachments take to convince our customers by providing them a good channel and touchpoints
to understand the customer better.
• Understanding customer emotions: it is very important for the community to
understand the customers emotions so that The Savoy Hotel can understand that whether the
customers are happy or sad. it is very important to identify the customers emotions and how they
are reacting to the quality of service.
It is very important for the Savoy Hotel To identify the customers behavior while working in the
hospitality sector, The Savoy Hotel is providing the best services in the hospitality sector in UK
on focusing to the luxury customers and the premium customers by providing the premium
services to the customers to increase the standard of hospitality sector. the company needs to
understand the customers behaviour while making the mapping on the journey of the customer,
the map includes different stages and is based on the needs to understanding the best way but the
business the company. the organization needs to focus on all the process to creating the best of
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them customer mapping to create a customer journey and utilizing the best of the mapping
process.
P4 Touch points to create business opportunity by customer experience
Touchpoint help in understanding the customer experience and also the customers and it also
provide additional help to the company is what they actually want from the organization and how
they want to get treated. it is a process in which make sure whatever customer chooses in the
judgments are recorded and analysed to understand better customer experience. This help the
Savoy Hotel in understanding the customers POV’s and they can make different strategies to
increase the maximum satisfaction and utilize the customer experience for new opportunities
(Kandampully, Zhang and Jaakkola, 2018). it is a game plan and strategies which are developed
from gathering the customer data and helping development of strategies.
• Understand: The Savoy Hotel needs to understand what customers are experiencing and
what touchpoints they’re choosing in providing a feedback to the organizations, the organization
needs to take those feedbacks and touchpoints to understand better about the customer and its
experience. The toy hotel can utilize these experiences in improving the business opportunities
and growth.
• Identify: The silver hotel needs to identify the ways which include the most impact on
customer experience and the customer engagement by the touchpoint. It is the process in which
the organizations find the issues after understanding the customer experience by the touch points
and utilizing those experience in understanding the issues customers are facing (Peppers and
Rogers, 2016).
• Implement: It the process of implementing the strategies after understanding the
customer experience of the customer from the touch points identification so that the Savoy Hotel
can create different strategies and improve their strategies so that they can provide better
customer experience to their customers and can find more opportunities in the business activities
and business. The silver hotel needs to find a lot of strategies to improve their business
profitability and productivity and providing better customer satisfaction to the customer.
• Measures: It is very important to measure all the changes results connecting them with
the bottom line. measurements are done under all the changes The Savoy Hotel implemented in
their test range with customer experience to be measured at this stage, the stage help the silver
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hotel to understand the conclusion they find after the change in the organization and the ways or
working with have changed a lot in the organization (Shukla and Pattnaik, 2019).
LO3
P5 Impact of digital marketing in managing the customer
Customer relationship management: customer relationship management is the combination of
strategies in technologies which are used by the organizations to find the customer relationship
and the used is technologies to manage the relationship management with customer. Relationship
management also refers to the interactions which the management team have with the customer
and audience and they analyse the customers trends and behaviours so that they can create a
sailing service do the customer in the process (Keiningham and et.al., 2017). The Savoy Hotel
are trying a lot of strategies to manage the customer relationship management and also
improving the business with different strategies and guidelines to use the technologies and
interacting with the customer for the service.
The importance of customer relationship management:
• It increases profitability and productivity of the business, when the Savoy Hotel Provide
services to their customer, they understand the importance of customer relationship management
and they always focus in increasing and maintaining the customer relations so that they can
increase their profitability in the business and also improve their business goals and objective
which they have made. It helps in retaining the customer for a longer period and customer
relationship management is very important for better business.
• Customer relationship management help in improving the productivity as it increased the
relation and the management because the Savoy Hotel are providing the best quality services in
the hospitality and service sector and the customers understand the importance of getting a good
luxury services which create a good relationship with the customers and the brand helping the
betterment of business.
• Customer service is very important and while customer relationship management who do
the process which help them in making a good customer and relationship and providing a better
customer services and improved customer services from the other companies. The Savoy Hotel
on this site and improve their customer relationship and customer satisfaction provide the best of
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the quality services to their customers and then the customers can rely on the brand (Bolton and
et.al., 2018).
Technologies in managing customer
• Technologies are helping the business in making the business practices and process easier
for the organizations and it also helps the organizations to get quick feedbacks and reviews about
the service they’re providing to their customers. it also helps in managing their customers
experience so that the Savoy Hotel can utilize those feedback and reviews to improve their
services and change their strategies so that they can satisfy the customers better.
• Advertisement is one of the benefit of technologies which the organization is utilizing
and improving the overall business of the organization. Technologies helping the Savoy Hotel in
advertisement their new strategy than service for the customer and what are the rewards and
bonuses the hotel is providing to their customers by advertising so that majority of the people can
get aware about it.
LO4
P6 customer service strategies
There are a lot of ways in which the organization can create a customer service strategy to
improve their customer relationship in customer experience management at the civil hotel. Here
are some of the customer service strategies are as follows: -
• The first strategy Is to invest in the optimize agent training of their agents so that they can
ensure that they are prepared and empowered to meet customers need (Roos and Bekker, 2018).
• Choosing the right tool to ensure that your helpdesk and call centre software meets the
needs of your customers and agents.
• Improving the call centre KPI’s of the organization is one of the strategies which help
any improvement of customer service experience.
• Personalize the experience of the customers and use the tools to understand the previous
interactions and the support request which they have made in the previous can be utilized to
improve the experience this time.
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P7 Customer experience management and strategies
Customer experience management: it is a practice is to design and reacting of interactions of
customers when they first meet and exceed their expectations for a great customer satisfaction
with loyalty. what is the process to design and manage the experience of the customers after the
service from the Savoy hotel.
Strategies:-
Technologies: one of the best strategies is to utilize the technologies to improve the customer
experience management. use of mobile storage customer anytime anywhere and drive
engagement with the customer faster. it is one of the best use of technologies to improve the
customer experience.
Use social innovation to create emotional connection: utilising social media and monitoring
social media channels in social media tools to understand the audience and target audience. it
helps in providing holistic customer view as social media is the widest platform to find water
customer is facing in experience of the customer can be understood (Lemon and Verhoef, 2016).
Adopting cloud: The Savoy Hotel need to adopt the strategy of including the cloud in the
business so that they can store a lot of useful data an feedbacks of the customers and the previous
customers which can be analysed and simple to improve the strategies of the business to improve
productivity and it also help in increasing the customer relation in customer experience. It is one
of the best use of technologies when the organization utilizes cloud computing, it helped in
summarizing a lot of data at a single place and can be shared in a cloud computing so that they
can never lost the data and the data can be used to improve the customer experience management
and the organizations continue their strategies according to the feedbacks.
The use of touchpoints analyst
• the customer attachment Anne management always provide a great help for the Savoy
Hotel in understanding the baseline I of the customer and to improve end customer experience
after giving the services.
• Touchpoints always help in uncovering the customers inside and as well as the
opportunities in finding the customer segmentation and what they actually need and want from
the organizations as a service.
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Stages of customer experience strategies:
• Marketing need is one of the importance any strategies which the organizations need to
prepare in research thing to make a proper assessment.
• Experience mapping is one of the strategies to make the mapping process best and it also
increase in customer experience with different changes (Roos, 2019).
CONCLUSION
The report concluded that it is very important to manage the customer experience and working in
the hospitality sector it is very important for the organisations to understand the criticality of the
customer experience and they need to maintain and manage the best of the customer experience
to improve their productivity and profitability of the organization. Hospitality sector is a sector in
which it is very important to value the customer and understand the customer satisfaction so that
the organizations can make different strategies to understand the customer experience. the report
further concludes the market segment and the target market of the Savoy Hotel and it also
conclude that it is very important to increase the customer relationship management and the
customer experience management for the server hotel so that they can also improve their
strategies the change the business and grow business faster.
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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.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality
Management.
Baker, M.A., 2016. Managing customer experiences in hotel chains. The Routledge handbook of
hotel chain management, pp.240-250.
Ieva, M., 2019. MANAGING CUSTOMER EXPERIENCE TO FOSTER CUSTOMER
LOYALTY. Loyalty Management: From Loyalty Programs to
Omnichannel Customer Experiences.
Zolkiewski and et.al., 2017. Strategic B2B customer experience management: the importance of
outcomes-based measures. Journal of Services Marketing.
Koetz, C., 2019. Managing the customer experience: a beauty retailer deploys all tactics. Journal
of Business Strategy.
Shukla, M.K. and Pattnaik, P.N., 2019. Managing customer relations in a modern business
environment: Towards an ecosystem-based sustainable CRM
model. Journal of Relationship Marketing, 18(1), pp.17-33.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), pp.69-96.
Roos, M., 2019. A data analysis demonstrator for managing customer experience in a partnering
venture (Doctoral dissertation, Stellenbosch: Stellenbosch University).
Roos, M. and Bekker, J., 2018. Managing customer experience using data analytics in a
partnering venture.
Bolton and et.al., 2018. Customer experience challenges: bringing together digital, physical and
social realms. Journal of Service Management.
Keiningham and et.al., 2017. The interplay of customer experience and commitment. Journal of
Services Marketing.
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