Managing the Customer Experience

This assignment analyzes the importance of managing customer experience in the service industry, using The Swan Hotel as a case study. It examines the needs and expectations of different customer groups, analyzes customer touchpoints, and discusses the role of digital technology in enhancing customer experience. The assignment also includes a critical audit trail and recommendations for improving customer service strategies.

Managing
the Customer
Experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 The needs, wants and preferences of target customer groups for a service sector industry. .3
TASK 2............................................................................................................................................4
P2 Different factors that influence customer engagement of different target customer groups. 4
M1 How customer engagement factors determine customer on-boarding strategies for
different target customer groups.................................................................................................5
D1 Different target customer groups’ needs and expectations in terms of customer
engagement.................................................................................................................................5
TASK 3............................................................................................................................................5
P3 Customer experience map......................................................................................................5
M2 Detailed customer experience map.......................................................................................7
P4 Discuss how customer touch-points throughout experience..................................................7
D2 How service sector organisation can optimise each of customer touch points.....................7
P5 How digital technology is employed in managing the customer experience.........................8
M3 How digital technologies employed in managing the customer experience.........................9
D3 The advantages and disadvantages of CRM systems............................................................9
P6 Illustrate customer service strategies.....................................................................................9
P7 How customer service strategies create and develop the customer experience...................10
M4 Review application of customer service strategies.............................................................10
D4 Provide recommendation and develop action plan............................................................13
CONCLUSION .............................................................................................................................13
REFRENCES.................................................................................................................................14

INTRODUCTION
Managing the customers experience refers to techniques or tool which are use by an
organisation in order to interact with customers per and post sales. By this they able to
understand demand and needs of customers in proper manner and also retain them for long run
(Homburg, Jozić and Kuehnl, 2017). It can be done through various ways such as develop
emotional connection with customers, understand them, ask for feedback as well as suggestion
and many more. Organisation taken for this assignment is The Swan Hotel which is established
at Newby Bridge, United Kingdom. They provide various services such as cottage, spa, dining,
pool and many other. Topics covered in this report are need, wants and preference of market
segmentation of service industry as well as it also include customers experience map which help
in creating opportunities and identifying touch point of customers. Along with this it explain and
investigate customers relationship management. Benefit of customers experience management at
a service industry that leads to enhancement of business at effective manner.
TASK 1
P1 The needs, wants and preferences of target customer groups for a service sector industry
In respect of The Swan hotel their target customers are business peoples, couples on a
first date and teenagers. Needs, wants and preference of all three mentioned customers are
different, which are mentioned below:-
Need: It refers to something or anything which is essential for a stable, healthy and safe life such
as water, food and so on.
Want: It is different from need. It refers to desire of something which an individual required or
like to have that.
Preference: It refers to giving priority to something in comparison of its competitors or same
objects.
Need, want and preference of target and potential customers-
Business peoples:Need of business person is Wi- Fi and space to work by which they
able to receive and send email regarding meeting and conduct work in proper manner, these are
also essential to for getting updates regarding business meeting (Bagdare and Jain, 2013). Wants
of respective peoples is mobile phone charging point so that they can change their phone in
proper manner. This is so because they have use phone for many purpose during meeting. Thus

charged phone is necessary for business persons. Whereas preference of these persons are proper
and effective meeting rooms so that they conduct meeting in appropriate manner.
Couples on a first date: Need of couples who are on first date are candlelight and soft
music so that they enjoy each other company as well as environment of hotel. Whereas wants of
these peoples is private section at hotel so that, they spend quality time with each other any
without disturbance. Preference of couples on a first date are like attractive menu so that they
easily order food such as coffees and food and nice view form the window.
Teenagers: Need of teenagers who visit respective hotel are meal that provide extra
energy so that they work in effective manner and enjoy their life (Hart, Stachow and Cadogan,
2013). Wants of respective type of potential customers are loud pop music and grab and go
coffee and foods so that they can take food and exit to visit surrounding. Whereas preference of
teenagers are fast food and quick service this is so because they are always in hurry as well as
they like fast food and hotel can also provide low calories food for health conscious teenagers.
It is necessary for The Swan Hotel to develop strategies which fulfil need, want and
preference of their target customers. By this they able to attract more and more customers which
enlarge customers base, increase profitability and market shares.
Business peoples Wi- Fi
Space to work
Mobile phone
charging point
Meeting rooms
Couples on a first date Candlelight
Soft music
Private section at hotel Attractive menu
Luxurious food
Teenager Foods which provide
extra energy
Loud pop music
Grab and go coffee
and foods
fast food
Quick service
Low calories food

TASK 2
P2 Different factors that influence customer engagement of different target customer groups
M1 How customer engagement factors determine customer on-boarding strategies for different
target customer groups
Their are different different strategies of on- boarding or reasons of customers for staying
at The Swan Hotel of United Kingdom. On- boarding reason of business person is to conduct
meeting in appropriate environment. They can conduct meting with any clients national, local or
international, this is so because respective hotel provide all type of them accordingly (Benhamza,
2012). Whereas reason for Couples on a first date visit this hotel in order to spend quality time
with each other by understanding them as well as enjoy surrounding. Along with this reason
behind on boarding of teenagers is to spend times with friends and enjoy foods.
D1 Different target customer groups’ needs and expectations in terms of customer engagement
Target customers Needs and Expectation
Business Person  Proper meeting room and service to

arrange room according to theme of
meeting
 Wi- Fi facilities
 Mobile phone charging point
Couple on a first date  Soft and romantic music
 Candlelight dinner arrangement
 Private space where they can spend
time
Teenagers  Food which provide high energy
 Tasty fast food
 Grab and go food and coffee facilities
 Quick service
TASK 3
P3 Customer experience map
Customers experienced map refers to steps through which an individual or customer go
through in order to get or select appropriate service or products (Wilson and et.al., 2012). By this
they able to experienced quality services in proper manner. The steps through which customers
enhance their experiences are given below:-
Website: It is a first step which is followed by a person when they decide to book any
hotel or buy a products. In respect of The Swan hotel, when an individual or customers want to
book a room in it they will first visit at hotel website. Thorough which they able to know about
facilities and services which provided by a hotel in particular package which they will select.
Review Sites: During visiting website, customers must check and evaluate reviews of
other customers (Tax, McCutcheon and Wilkinson, 2013). By this they able to get original
feedback of customers which help customer in deciding whether they have to stay at particular
hotel or not.
Text Messages: After satisfying with checking website and reviewing sites or comments
of other customers. An individual who want to book room do text message to hotel to know
about packages and what facilities included in it.

E-Mails: Then respective hotel will respond on either message or e mail. Which include
all necessary and essential important information such as cost of different packages, facilities and
services, special offer and many others.
Paper Mail: The Swan hotel also post paper mail to customer or individual home so that
they get written information of all information. By this techniques hotel able to develop their
presence at individuals minds.
Telephone: After that when an individual get ready or satisfy with packages and
services, they will call hotel to confirm their booking according to particular date. They will also
confirm about their arriving date.
Restaurant Environment: When an individual come to the Swan Hotel they first notice
about environment of restaurant. That include various things like cleanliness, surrounding,
behaviours of staffs, room facilities and many others.
Restaurant Staff: At this stage customers will notice about staff of respective restaurant
such as way they will welcome their guest and handle their quarries (Wong, 2013). In respect of
Swan hotel they welcome their customer or guest in proper manner as well as also serve water or
juice at entry.
Restaurant Management: At this stage management of respective hotel conduct
effective and appropriate activities to mange and conduct work in proper manner. Along with
this they also take feedback and suggestions with visitors that help them in developing or
updating their strategies in effective as well as appropriate manner.
M2 Detailed customer experience map
P4 Discuss how customer touch-points throughout experience
Customers touch point refers to a point where customers get satisfied by attaining or
interacting services offer by a service sector industry in effective and efficient manner. By these
services an individual get attracted towards a company in proper manner (Roser, DeFillippi and
Samson, 2013). In context of The Swan Hotel, there are various factors by which customers get
attracted such as helpful staff, effective environments, luxury rooms, quality foods, ambiance
according to theme and many more. First imprecation is develop in respect of hotel industry

when customer visit at reception area, it can be consider as a touch point for respective hotel.
Below script of communication between customer and receptionist is given in respect of The
Swan Hotel:-
Receptionist- Hello Sir, Welcome to our hotel “The Swan”.
Customer- Hello, Thank you very much.
Receptionist- Sir, how may I help you?
Customer- I have a room booked with name of John.
Receptionist- Yes sir, its your key. Our staff will take you at your room.
Customer- Okay
Receptionist- Is anything I can help for?
Customer- No, not right now.
Receptionist- Okay sir, when you need any help kindly call to reception area.
Customer- Okay
From above given conversation it can be analysis that customers get attracted towards
and satisfied with respective company service. Way in which receptionist is taking with
customers is very gentle and polite by which they get attracted. This can be consider as
customers touchpoint through which customers get attracted to The Swan Hotel.
D2 How service sector organisation can optimise each of customer touch points
Their are several ways through which an organisation optimise its customers touch point
which leads to enhance in sales and retention of customers for a long run (Phil and Maklan,
2012). Ways that are adopted by The Swan Hotel for optimising customers touch point are
mentioned below:-
 Contact to customers in effective manner through social media by which they can provide
feedbacks and suggestion. That help respective hotel in developing strategies and plans.
 Always ask customers for any special instruction before preparing orders. So that they
able to develop order according to customers demand.
P5 How digital technology is employed in managing the customer experience
Digital technology is by an organization in order to enhance experience of customers in
appropriate manner by this company able to increase customers base and retain them for long
time duration. It help in improving relationship among customers in appropriate manner through
getting suggestion and feedback (Evans, 2012). In respect of The Swan Hotel they use digital

technology to communicate information related to hotel. For this they conduct various activities
such as they update information on websites, communicate with customers for getting feedbacks
and suggestion, e mail customers about their booking and many others. For effective customers
relationship respective hotel ask some question which are given below:-
Questions:
1. What was the name of the company making the presentation?
Company who is developing presentation is Black and White Hospitality, it is a Macro Pierre
White organisation.
2. What was the name of the person who made the presentation?
The person who is developing presentation is Julian Hook.
3. What is the name of the software programme that they demonstrated?
Through Opera software which is use by hotel for doing demonstration.
4. What are the key elements of their programme?
Main element of this program are opening table, booking a table, EPOS system and many,which
are use by almost three to five start hotel.
5. Name some of their current customers
Hilton international hotel, Travelodge and Inter continental hotel group.
6. How long have they been in business?
Opera is conducting their business form 1971 whereas Black and White is operating science
2013.
7. How does the Company see these programmes developing in the future?
Through these program company able to enhance its functionality, get opportunities to enter into
new marketplace, analysis appropriate feedback and many more.
M3 How digital technologies employed in managing the customer experience
In today's scenario digital technology help each and every company of all sector to
conduct their work in proper manner and through it they able to attract more customers. Which
leads to increase in profitability ratio and market shares. In context of The Swan Hotel they
conduct effective and appropriate communication with their customers. Such as they use social
media through that they able to get suggestions and feedback and then accordingly respective
hotel plans strategies. Which leads to satisfaction of employees needs and wants as well as leads
to increase in profitability and customers retention.

D3 The advantages and disadvantages of CRM systems
Customers relationship management system help an organisation in attracting and
retaining customers for a long run. That directly and indirectly leads to profitability ratio and
market shares. According to view point of Silver, 2012, CRM is beneficial for an organisation
because by it an organisation able to attract more and more customer for a long time through
digital technology techniques. Due to which there will be enhancement of market share,
profitability and customers base. Whereas on the prospective of Homburg 2017,their are some
disadvantage of CRM such as its implementation is expensive as well as some time it also leads
to duplicity. That affect business functions and operations of an organisation.
P6 Illustrate customer service strategies
Customers service refers to process by which experiences of a customer get enhance by
following several steps or phase. It is very essential for hospitality industry because it is totally
based on customers experiences. So it is necessary for company to develop appropriate
customers services because if they will not do so customers will not visit again to their hotel.
Due to which they may face decrease in profit ratio and customers base. There are some factors
by which The Swan Hotel can increase customers satisfaction, which are given below:-
 Respective hotel must develop products and facilities according to customers so that they
able to fulfil need and demand in effective and appropriate manner.
 Management of this hotel must take feedback as well as suggestion on regular basis to
measure satisfaction level of customers.
 Swan Hotel must train and develop their staff so that they treat or serve customers in
appropriate manner. This will directly enhance satisfaction level of customers and
enhancement in profitability ratio.
P7 How customer service strategies create and develop the customer experience
The Swan Hotel must develop various strategies and plans that leads to increase in
customers experience and satisfaction in appropriate as well as effective manner (Bagdare and
Jain, 2013). Some of the major strategies are mentioned below:-
 Managers of respective hotel must develop effective and appropriate relation with
customers so that they feel connected to hotel and prefer it when they come at particular
hotel.

 They must ask for feedback and suggestion on regular basis which help hotel in
developing products as well as services in effective manner.
 Respective hotel must provide proper training and development sessions to employees so
that they attain customers or guest in proper manner which leads to employees
satisfactions.
M4 Review application of customer service strategies
CUSTOMER AUDIT TRAIL, CRITICAL OBSERVATIONS
Name of hospitality business visited: The Swan Hotel
Date and time of visit: 27th March 2019
Ambience and First Impressions
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this was
my business?
When I enter into hotel
first thing that I notice is
ambiance and cleanliness.
Staffs are very polite and
friendly.
Thing I feel negative is that
its location. Respective hotel
is located away from town
due to which visitor has to
travel allot for visiting
market.
I would like to open one more
branch in town. So that those
customers who want to say fare
from town can go their.
Signage, Tariff Boards, Labelling, Etc.
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this was
my business?
Swan hotel provide
appropriate facilities for
reaching to their hotel. This is
so because there is signage
are place after short distance
which show direction.
Thing that I feel negative is
respective hotel didn't place
any package and its costing
poster. Due to which it leads
to confusion.
Change which I would like to do
is tag posters including different
packages and price.
Prices

Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this was
my business ?
Pricing strategies of
services and facilities are
according and appropriate.
Negative thing related to
price is that there are some
facilities whose price is high
according to offering.
I would like to develop pricing
according to facilities as well as
it can affordable by customers.
Range of Products
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this was
my business ?
The Swan hotel offer all
basic products and services
such as Wi- Fi, parking
facilities, entry drink etc.
They didn't provide services
on expertise basis.
I would like to enhance quality
and number of products ranges of
respective hotel.
Staff
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this was
my business ?
All staffs of respective
hotel are polite and
friendly. They treat guest
in very effective manner.
There are some employees
who are less educated who
are not behaving
properly,that create negative
impact.
I would like to hire appropriate
employees for respective hotel
and also want to train them
according to requirement.
Time
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this was
my business ?
Time management of The
Swan Hotel is appropriate
and effective. Such as they
serve order in quickly and
At morning some staff not
conduct their duties in
proper and effective manner.
That leads to negative
I would like to change attitude of
staff and train them how to
conduct work in proper way.

attain customers in proper
manner.
impact of hotel.
Supplementary Items
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this was
my business ?
According to my
observation comfortable
beds and luxury foods is
effective item.
Negative point of respective
hotel is their parking
facilities which is not proper
and huge according to
number of guests.
When I will get chance I do
improvement in parking facilities
so that employees didn't face any
issues.
Payment
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this was
my business ?
Positive fact about
payment at Swan Hotel is
that they are accepting
debit and credit cards.
Negative point is that they
didn't accept online or
digital payments such as
google pay and many more.
I would like to advice respective
hotel to accept online payment
options.
Anything Else?
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this was
my business ?
Environment and
surrounding of Swan Hotel
is friendly and peacefully.
They didn't provide variety
of food or dishes.
I would like to suggest them to
provide food and dishes of
different places.
D4 Provide recommendation and develop action plan
By critically analysing all factors which a consumers face while staying at The Swan
Hotel. There are various recommendation on those situation such as they can establish new
branch at town area and they must take suggestions as well as feedback from customers. Then
accordingly they must develop strategies and plans that leads to increase in customers

satisfaction and customers retentions (Hart, Stachow and Cadogan, 2013). Along with this they
can also increase range of their products and service through which they able to attract more and
more customers. They may also adopt online payment system because most of customers are
using this for payment.
CONCLUSION
From above discussed point it can be conclude and evaluate that for every organisation
appropriate experience of customers is necessary because by it they able to attract more and
more customers as well as profitability ratio. For which manager of a company conduct analysis
of market to identify potential customers. Then they will develop strategies and plans
accordingly which leads to satisfaction of customers needs and demand. Along with this
customers experience map and touch point is essential attracting customers and retaining it for
long run. Customers service strategies are also affective in order to enlarge customers experience
and leads to best result in form of high profit and customers base.

REFRENCES
Books and journals
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implementing an evolving marketing concept. Journal of the Academy of Marketing
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Retail & Distribution Management. 41(10). pp.790-804.
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Evans, C., 2012. Managing for knowledge-HR's strategic role. Routledge.
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