Managing the Customer Experience

Managing the Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Explain the value and importance of understanding the needs, wants and preferences of target
customer groups for the hospitality industry ..............................................................................1
Explore the different factors that drive and influence customer engagement of different target
customer groups within a service sector organisation.................................................................2
LO 2.................................................................................................................................................3
P3 Create a customer experience map for a selected service sector organisation ......................3
Discuss how the touch points create such opportunities throughout the customer experience in
your hospitality organisation........................................................................................................3
LO 3.................................................................................................................................................5
Examine how digital technology is employed in managing the customer experience within the
service .........................................................................................................................................5
LO 4.................................................................................................................................................6
Illustrate customer service strategies in a specific service sector context ..................................6
Demonstrate how customer service strategies create and develop the customer experience in a
way that meet the needs of the customer and the required business standards............................7
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
Customer experience is defined as product of an interaction between organisation and
customers that can help to increase the organisational productivity. In the changing environment,
needs of people are continuously changing where it is important to analyse the their needs and
provide the products and services accordingly. If the experience of customers is good then it will
be an opportunity for organisation to improve the brand image and get success in their business
by running it properly (Barwitz and Maas, 2018). Travel and tourism is defined as theory of
touring, business of attraction, accommodation, and entertaining tourists that can help to operate
a business. This report is based on Les Routiers that is travel and tourism company providing
travel guide books for eating out and hotels. This is best organisation that provides various
services and increase the customer value. This report covers needs and expectations of market
segment, customer experience map, impacts of digital technology, effective customer experience
management.
LO 1
Explain the value and importance of understanding the needs, wants and preferences of target
customer groups for the hospitality industry
Target customer group is explained that target market where organization has decided to
sale their products and services for the purpose of generating higher profitability. For all
organisation it is important to understand the needs, wants and preference of their target
customer group which can help to provide the quality of products and increase brand image. In
other words, customer group is the collection of people who are demanding variety of products
and supporting to give positive feedback. In context to Les Routiers, management is playing
important role as they understand what type of customers wants hotel and food services which
are providing by them that create the good value of organization and maintain the higher
performance (Biemans, 2018).
The targeted customers and their values along with needs and prefernce are as defined:
Types of targeted customers Needs Values and preference
Business Person This type of people are
demanding WiFi, and peace
The management of Les
Routiers create the value of
1