Managing the Customer Experience in Hospitality Industry

Added on - 12 Nov 2020

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MANAGING THECUSTOMER EXPERIENCE
Table of ContentsINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................11. Essentials of Market segmentation:....................................................................................12. Different ways in which consumer can be profiled............................................................13. Drivers of customer engagement across different target customer group..........................24. On-Boarding strategies.......................................................................................................2LO 2 Customer experience map for Four Season Hotel..................................................................31) Consumer's journey map....................................................................................................32) Touch points when customer interact with the business...................................................43) How the touch points create business opportunity.............................................................5CONCLUSION................................................................................................................................5REFERENCES................................................................................................................................6
INTRODUCTIONCustomer experience management refers to the activity of designing and reacting toconsumer behaviour and interactions to meet their exceptions, which enhance customersatisfaction, loyalty towards the brand or organisation (Lemon and Verhoef, 2016). Four seasonhotel is an international luxury hospitality industry. The headquarters is in Toronto, Ontario andit operates more than 100 hotels worldwide. The hotel is concerned with the consumersatisfaction and their loyalty by providing them services according to their preferences and want.This study analyse the essentials and importance of market segmentation for targeting themarket. It also discussed about how Four Season Hotel map the customer journey.LO 11. Essentials of Market segmentation:Market Segmentation of Four Seasons Hotel is necessary to target the market effectively.They are mainly defined by the consumer behaviour and the price sensitivity of a hotel'scustomers. The proper market segmentation is allows them to uniquely price each segmentaccording to the type of customers they are looking for the set of Target Market.In addition, market segment allows Four Season hotel to specifically define sales &marketing efforts according to any trends & movements they can drive and analysis of thosesegments which are impacted on target market (Wilson and et.al., 2016). There are variouscategories assigned to those indicators which are actually made up for the market segmentation.The ultimate goal of Four Season Hotel to work towards an ideal market segmentation byprofiling their customers activities to determine its target market.Free Wi-Fi services, good value, mobile check in and check out facility andaccommodation services want by customers from Four seasons hotel, it help to retain peoplewith them for longer time.2. Different ways in which consumer can be profiledConsumer can be profiled in different ways and it is important for the Hotel to identifyconsumers preferences and their needs. Consumers can be profiled on the basis of marketsegmentation. The profile based on demographic, geographic, behavioural (Homburg, Jozić andKuehnl, 2017). Hotels can either profile their consumers by age, their spending power, familyand kids, purpose of visit, etc.Demographic-The profile include the information of consumer's age, spending power, income.1
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