Managing the Customer Experience in Hospitality industry (pdf)

Managing the
Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Covered in PPT................................................................................................................................1
TASK 2............................................................................................................................................1
P3 Create customer experience map for service sector organization..........................................1
P4 Customer touch points throughout the customer experience create business opportunities
for services sector organization...................................................................................................2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

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. This is a strategy which requires
change in process and technological advancement. Customer experience management is exceed
than serving online customers. It is more about to know in which market consumers shop and
brand choice of consumer. It is know about customer completely personalized experiences that
make a consumer loyal, but also provide experience that influence other also. Gaining
knowledge about consumer experience is through insights of all customer touch points and
channels where consumer explore. In this report chosen organisation 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 utilise customer touch points. Moreover how touch points help in
organisational development and enhancement.
TASK 1
Covered in PPT
TASK 2
P3 Create customer experience map for service sector organization
In hospitality industry, it is very essential to engage customer's with the brand imange
and value of firms to builds customer relationship in Marriott. Experience map is a strategic
process that help in capturing and interacting with customer's. The process and activity of
mapping gives knowledge and consciousness across organisation that helps in build strong
experiences to customer's. It creates in perspective of buyer in view of purchase of goods and
services to enhance marketing and sales. There are few steps that helps in achieving experience
of consumers that are first of know who are the customer's of organisation and in that perspective
they know about tastes, preferences and requirements of customer's and what is there objectives
to avail that services. The stages are as follows:
Travel inspiration:
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To map consumers experience that is very necessary to evaluate the objectives of
consumers that help to evaluate their preferences that help in satisfied their goals. Marriott know
about their objectives that help to build great experience that helps in achieve great
achievements. The next step in consumer experience that helps in gain and evaluate their great
memories is that they have to research the past experience of consumers.
Research:
Next step of mapping of experiences is to research about the past experience of
consumers experiences and expectation that helps in get to know their requirements that help in
build brand experience and awareness that helps to reform in their work activities that helps to
achieve morale of customers.
Booking:
The next step in mapping experience of customer's that when consumer book the orders
and other facilities then evaluate each and every aspect of consumers that help in gain business
objectives that gain brand value and completely achieve business objectives. In booking
according to customer demand they give some offers to increase sales and motivation.
On property:
This is very important to assess the needs with major touch points of consumers that
helps in enhance their consumers by accessing their problems when avail services that reduce
while avail the services in Marriott. It helps to customers to build their good experience and
improve their satisfaction level.
Post Stay:
After stay and avail the services the organisation have to note their experiences and future
expectation while repeating that services again in future. So while mapping consumer
experiences it requires to note down consumers expectations and stay active with future trends in
market helps gain richness in perception of consumers in Marriott.
So Mapping of experience is very essential task to understand the needs and wants of consumers
so that they become loyal consumers in future and helps in brand image of organisation.
P4 Customer touch points throughout the customer experience create business opportunities for
services sector organization
There are various stages where Marriott find out touch points through customer experience that
enhance business opportunities that serve to consumer experiences the important factors that
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helps in goals and objectives. Touch point is point of interaction in which consumer comes to
brand before actually purchase products.
At satisfactory level:
In that touch point organisation provide them services that enhance their brand image and
value that makes them loyal consumers. To communicate with consumers effectively that help to
understand the needs of consumers that help in satisfaction level of consumers. Satisfactory level
includes that services and goods that give moderate experience to their customer and enhance
their morale that are very important for business expansion and growth. Feedbacks towards
consumers helps to gain business objectives. In satisfactory level mobiles and mails help to
connect large no. of consumers to connect with directly. It helsp in grab large no. of consumers
to satisfy their needs.
At a good level:
in that level of services there is required level of satisfaction in which consumer delight
with goods and services in consumer base. In that services to connect with people there is require
level of interaction with consumers so that they can give them adequate level of satisfaction. In
the good level they have to restore all data and information to the potential consumer and give
them reply of all queries that satisfy them. In good level the services of room and every
requirement of consumers are satisfied by Marriott that helps it to become brand image in
market. In this strategy hotels have to observe every activities of consumers and effectively
respond to their works and responsibility that make them pleasant consumer so that they visit
again and again. In this scenario organisation build a trained staff that observe every need of
consumers so that enhance motivation level increase potential buyers in Marriott. In that level
mails and websites watch of companies helps to know consumer taste.
At advance level:
In that level organisation have to analyse the past experience of consumer with the future
needs of consumers that help to delight consumer. In which new technologies adopted that
enhance consumer expectations that improves motivation and advancement level of consumers
that gives them best memories and advancements that delighted to consumers in that respect it
gives motivation to again avail the services and they also gives advantage of word of mouth that
beneficial for both organisation and customer's also in achieving goals and objectives in Marriott.
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In advance level companies observe the activities of clients and grab them at
appropriate time with help of websites, reviews etc.
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. The one of essential component required to
apply hotel income management in segmentation of market . It is obligatory to Marriott is to
carry out market segmentation and customer profiling activities for determining target market
areas where they enchanted some consumers. In this, business experts focus on using
demographic profile for evaluating what kind of goods and services are obtain potential
customer. Customers engagement is useful to increase brand awareness in organisation.
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REFERENCES
Books and journals
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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.
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Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
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Schmitt, B., 2016. Customer experience management. Handbuch Sozialtechniken der
Kommunikation: Grundlagen–Innovative Ansätze–Praktische Umsetzungen. pp.1-13.
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So, K.K.F. and et. al., 2016. The role of customer engagement in building consumer loyalty to
tourism brands. Journal of Travel Research. 55(1). pp.64-78.
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