Managing the Customer Experience

MANAGING THE
CUSTOMER EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
LO1..................................................................................................................................................3
P1 Importance of knowing the wants and needs of target customer groups...............................3
P2 Factors that influences and drives customer engagement of various target customer groups4
LO2..................................................................................................................................................4
P3 Customer experience map......................................................................................................4
P4 Customer touch-points throughout the customer experience create business opportunities. .6
LO3..................................................................................................................................................7
P5 Digital technology is employed for managing the customer experience...............................7
LO4................................................................................................................................................10
P6 Customer service strategies..................................................................................................10
P7 Ways customer service strategies develop customer experience.........................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Managing the customer experience is very important task to a business in the market
place. There is no business can achieve appropriate outcomes in market without managing
experience of customers. Basically, when upper management of a business has succeeded in
providing very excellent experience to customers, then they can simply able to raise huge profit
margins in the market. Day to day competition is increasing in ever sector or industry, and that’s
why upper management of each business have to put its huge efforts for improving their levels of
customers experience to always retain them (Gardini, 2020). This report discusses customer
experience management task of Hilton hotel. Basically, Hilton is very popular American
hospitality business which currently different hotels in across the world. Value and importance of
understanding wants and needs of target customer groups has been discussed in this report.
Factors that influence customer engagement of target customer groups, customer experience
map, customer touch-points etc. aspects also have been mentioned in this report.
MAIN BODY
LO1
P1 Importance of knowing the wants and needs of target customer groups
Top-level management of present hotel organisation need to take the proper steps
towards systemically understanding different needs and wants of its target groups of customers
within market place. Generally, many people exist in market with different mentality, motivation
and mindset, in which they have various wants and needs as well. So, present management of
hotel need to develop its services and products according to own customers’ needs and wants.
However, services which has provided by hotel fully comes under prime wants and needs of
customers. Suppose; currently food, air, clothes etc. are major needs of customers, so lots of
customers are visited in Hilton hotel for fulfilling own needs of accommodation. Generally,
when business will be understood actual wants of its target customer groups within market, then
it will be simply improved its hospitality services accordingly (Schuckert and e.al., 2019).
Suppose; currently lots of customers within market likes clean and well-maintained rooms, so

this need of customers can be influenced to upper management of Hilton for making its
hospitality or room services very excellent.
P2 Factors that influences and drives customer engagement of various target customer groups
There are prime factors has been included below which highly impacts to customers’
engagement in service sector.
Quality
Quality is the first factor that influence and drive the engagement of customers within the
market place. Basically, this quality factor can influence to the management of Hilton hotel as
well, because each customer within market currently wants to stay in such hotels where existing
management had properly maintained good hygiene and cleanness.
Economic factor
This is another major factor that drives customers’ engagement in market place, in which
upper management of company have to consider this factor as well in own workplace (Lee,
2020). Basically, a customer always demands in market according to its existing economic
condition, so the company have to target its customers on the basis of their economic conditions.
It needs to ensure that, who’s people are able to afford services of Hilton and who’s are not.
Evaluation
These are major factors that influences and drives customer engagement in the market
place. The management of Hilton should also have to understand all factors for developing such
services and products which can improve its levels of employee engagement in workplace.
LO2
P3 Customer experience map
There are few productive methods has been used below to hotel which can be contributed
in creation of the map of customer experience.
Set Goals