Managing Customer Experience in the Hospitality Industry

MANAGING
CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain importance of preferences and wants of target customers in a servi9ec sector
industry........................................................................................................................................3
P2 Various factors which have a influence on customer engagement of a various target groups
in a service sector........................................................................................................................4
TASK 2............................................................................................................................................6
P3: Consumer experience map for a particular organisation.....................................................6
P4: Customer touch points which can create opportunity for customer experience in
hospitality organisation...............................................................................................................8
TASK 3............................................................................................................................................9
P5: Digital Technology can be used in managing the experience of customers in the service
sector...........................................................................................................................................9
TASK 4..........................................................................................................................................10
P6: Illustrate consumer services with context to specific service sector...................................10
P7: Create and develop consumer experience in the hospitality industry.................................10
CONCLUSION..............................................................................................................................10
Reference.......................................................................................................................................10

INTRODUCTION
Managing the customer experience refers to a practise in which business interact
with the customers so as to meet the needs of customers. This helps in increasing the
customer’s loyalty. For having a better understanding Intercontinental group of hotels
has been taken as a base company in this report. This group of hotels provides many
different kinds of services such as insurance, restaurants, travelling services to satisfy
the needs of national and international guests(In ICMLG 2018). This report is covering
following topics which are expectation of customers in the service industry, creation of
business opportunities for building of customer experience and touch points of
customers, overall impact of digital media in managing the customer relationship,
applying customer experience in the hospitality industry to maximize the engagement of
customers.
TASK 1
P1 Explain importance of preferences and wants of target customers in a service sector
industry.
It is important for every successful business to identify various emerging needs,
preferences and trends of customers so as to serve them. Companies have a mass
segment of market which is divided into smaller segments based on the interests,
preferences and buying behaviour of various customers in are affected by this
practise(Choo, Ling. and Fernando, 2018). With context of Intercontinental group
manages divide the market into various different segments such as family, friend, based
on the interest area of various customers. For example friends prefer a trip of
adventurous nature while families have a preference for ethnic trips. For analysis of
customers needs and adopting various changes helps in long term sustainability of the
company.
There are many benefits which can get be identification of the requirements and
value of customers which are defined below:
 The effort should be made in understanding of the buying behaviour of various
customers for their products based on their taste and income which will help

them in flourishing their business by satisfaction of the comprehended exceptions
of their target customers.
 It will help in choosing the most effective strategy for a place where services will
be offered and promotional tools will be used for meeting the interest of target
audience.
 When the company will be familiar with the existing nature of customers then it
will help in designing of various promotional tools.
P2 Various factors which have a influence on customer engagement of a various target
groups in a service sector
Customer engagement basically is related to various stakeholders in the
company who are having interest towards the activities of business and organisations.
Based on such experience there is interaction and reviews of customer strategies are
build. Business does not possess control on switching of customers from a particular
brand to another but firms can compel the customers by having differentiation in the
products between the alternatives. With this context respective company is using both
offline and online platforms so as to bind their customers for a longer period of time.
Mostly companies use ECRM techniques for maintaining electronic customer relation
when they are willing to manage the data electronically(Paulišić, Tanković. and Hrvatin,
2016). With the help of digital technology like email and text messages company can
connect with the customers so that they are able to make better choices and have
engagement of customers for a longer period of time.
Each target market has their own preference which can help Companies in
identifying them so as to have engagement of customers.
Various category
of customers
Different customer
needs
Family members Easy accessibility of
internet
Basic amenities
such as dining area
Healthy food and
laundry facilities
Middle aged and
old aged group
Clean environment,
pleasant music,
timely room services
Purified water &
nutritious quality of
food
full services