Managing the Customer Experience: PDF

Added on - 22 Nov 2020

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Managing the CustomerExperience
Table of ContentsIntroduction......................................................................................................................................3Task 1...............................................................................................................................................3P1: Importance of needs, wants and preference of target customer for service sector..........3Task 2...............................................................................................................................................5P3 Customer experience map for target customers group......................................................5P4: Customer Touch-points throughout the customer experience.........................................6Task 3...............................................................................................................................................7P5: Digital technology employed in managing the customer experience..............................7Task 4...............................................................................................................................................8P6: Customer service strategies..............................................................................................8Conclusion.....................................................................................................................................10References......................................................................................................................................11
IntroductionCustomer experience refers to interaction between the company's product that customer isusing and their experience regarding that. It isthe interaction between customer and firm overthe time period of their relationship.If the customer experience is good than they will prefer touse that product again in the future but if the experience is not good than they would try to avoidit and substitute with another company's product. The Kimpton Fitzroy London Hotel alsoknown as Hotel Russell is one of the historic five stars hotel in Russell Square, London, Unitedkingdom. In this report, Importance of needs, wants and preferences of target customer will bediscussed. Consequently factors which can influence the customer engagement will also explain.Apart form this, Customer map will be made so that new opportunities would be generated forthe business to increase their profit with the help of that.Task 1P1: Importance of needs, wants and preference of target customer for service sectorThe target customers of The Russell hotel is Business person and family visitors whovisit London for their business purpose like meetings, pitching etc (Bilgihan, Kandampully andZhang, 2016). The needs, wants and preference of business person is different as compare toother customers which is described below,Customer profile refers to description of customer traits which includes geographic,demographic characteristics, credibility etc. Business person are those who prefer to spend moreon their visit but expects the high quality of service provided by the hotel.Russell hotel shouldprovide fast service and quality of food to the business person as it will enhance the customerexperience in the hotel. If these need is not satisfy by the hotel than the customer would not visitthe hotel in the future thus it will affect the hotel goodwill in a negative way. If the need ofbusiness person is satisfy then they will move to the wants. Business person wants includespersonalized experience, fast Wi-Fi, accessible meeting rooms etc. Meetings rooms is anecessary for the person as they have to meet other clients for their work. Apart from that fastWi-Fi is important as they have to access many documents and files on internet which ismandatory for the meetings. At last preference, customer will prefer to book the which has livingfacility plus meeting rooms in a same room. Russell hotel can only attract the customer if they
are fulfilling the mentioned needs, wants and preference of the business person. Price is not anissue for them but the quality and service is.Needs of the family groups is different from the business person. Their basic need is toget the elegant room in which it should be properly ordered and clean. Moreover the sizes of theroom should be big enough so that it wont be congested for the family while staying. Familyvisitors expects from the hotel to provide safer environment so to protect their members fromany mischiefs. Apart from that, alcohol, drugs etc should be prohibited in the hotel as they don'tprefers to take any unhealthy things in front of their family members. At last the preference ofthe family group is to book the room which is bigger in size and have great view from thebalcony to make it memorable. Russell hotel should manage all these factors while attracting thefamily groups as it will help the hotel to increase their profitability.P2 Different factors that drive and influence customer engagementThere are different factors for different groups which the Russell hotel could improve toinfluence the customer engagement. If the customer engagement experience is good than itindirectly helps the company for their market bymouth to mouth marketing.It is Russell hotel responsibility to make the environment quiet for the business person asthey don't prefer to get disturbed by the external environment. Apart from that, the hotel shouldprovide fast internet, projector, TV etc to the individual so they can accomplish their task byusing hotel equipments(De Keyser and et. al., 2015). Russell hotel should make one floor forthe business person so to provide all the facilities which can attract those customers to visit theirhotel again thus enhancing their customer engagement level to its fullest.In the case of family visitors, safety and food is the priority of the family member. Safetywill be the first priority in which no circumstances would not arise in the hotel premises that willput family member into danger. This can overcome by increasing the security of the hotel.Moreover member prefers to eat delicious food with the mixture of the United kingdom cultureas they want to eat unique food in the other country as food reflects the culture of the countrythey are visiting. Its Russell hotel responsibility to satisfy their needs as it will improve theirgoodwill in the market thus allures more customers.At the time of checking out by the customers, Russell hotel should take customerfeedback and their grievance as it will help the hotel to improve their customer experiences.
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