Managing the Customer Experience

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
3

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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