Managing the Customer Experience Assignment Copy

Managing the Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
1) Profiling of the target customers of Hilton Hotel for proper market segmentation to identify
target market................................................................................................................................1
2) Drivers of customer engagement............................................................................................3
3) customer experience map........................................................................................................4
4) Creating the business opportunities using customer touch points..........................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Maintaining of the customer experience is the biggest concern and the requirements of
the organisation to carry out business responsibility (Crisafulli and Singh, 2016). Having a good
consumer experience will help the organisation to maintain the overall market position of an
organisation and thus, support the rise in its productivity and revenue generation. Meeting the
customer needs in an effective and significant manner supports an organisation to execute
business operations and related activities to a greater extent. For present assessment, Hilton
Group is been selected. It is a UK based hospitality service provider firm.
The report will cover the value and importance of understanding the needs and preference
of Target customer’s group. Factors affecting the customer engagement and customer experience
map is been created and developed that will help the management of the organisation to get a
proper idea about the origin of customer requirements, identifying them, fulfilling it to have a
good extent of customer’s experience. Besides this, various customer touchpoints are been
evaluated and handled to create positive business growth opportunity for the selected service
sector.
MAIN BODY
1) Profiling of the target customers of Hilton Hotel for proper market segmentation to identify
target market
The proper and effective profiling of the target customer base as it will help selected
hospitality entity to carry out marketing operations and activities in much suitable manner
(Kumar and Reinartz, 2018). It will also assist a firm to carry out the business operations and
thus will lead the selected hospitality service provider organisation to carry out hospitality and
marketing operations hand in hand. It assists effective handling of business activities that will
help the firm to enhance the superiority of products and services and providing a good and
effective and innovative services that will help the firm to carry out services.
Setting of the target customer base will help the firm to manage business operations and
help business organisation to manage hospitality operations in which assist in effective handling
of business activities followed by firm. The development of a good market strategies and
identifying the handling of the organisation. It also helps the organisation to have effective
management of the business activities and operations help in meeting a good and effective
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business operations. This will also lead the organisation to enhance the quality of hospitality
operations in much effective way. The profiling process improve effectiveness of operations and
guides the firm to improve service quality.
Different ways in which the customers can be profiled and needs or expectations of target
markets to be offered by the hotel
Setting up of the proper customer profile is very important and effective for an
organisation as it help the organisation for handling business activities and operations which will
support a good handling of hospitality activities and thus will lead the firm to enhance the quality
of operations and thus, will lead the fir to improve hospitality in much suitable and significant
manner (Dube and Helkkula, 2015). Various measures are been incorporated by the organisation
that will support some effective measures of meeting customer needs and requirements are as
follows:
 Preference: Firm Like Hilton Group will see through the proper setting up of the
preference of their customer base in order to determine their needs and demands and
will support a good management of hospitality marketing measures with efficiency.
 Lifestyle: this is a vital factor that is chosen by the firm. This is been looked after by
an organisation in order to carry out business operations and thus will in a good rise
in hospitality operations. As Hilton group is a 5 star hotel, it services will be
favoured by high class people, loving luxurious services.
 Work orientation: The work profile is also a major factor of the operation and
consideration that lead the firm to operate effectively (Fernandes and Neves, 2014).
This will also lead the firm to improve the quality of marketing measures by
hospitality firms.
Besides this, the organisation will look after proper management of needs and demands
of customers that will support good growth of the business activities and operations. The
targeting of the needs and operations is been set on the basis of various factors and operations
that will lead the firm to have a good rise and meeting the attributes like demographics,
purchasing power of the customer and increase in the global economic condition to a greater
extent.
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2) Drivers of customer engagement
In order to get the proper consumer satisfaction level, the customer engagement will be
chosen by the firm that assists in improving the quality of hospitality products and services.
Besides this, it assists a firm to carry out proper management of business activities and hence
will improve product or service quality. Some major key drivers of the organisation for the
customer engagement are:
 Demographics: This is the attribute or quality of business activity that is been taken in
consideration by the firm (Erkmen, 2018). It is basically based on city, area or country of
origin, Hilton Group will look after these measure to have a sustainability and good
growth. For instance, the geographical location of Hilton hotel is required to be easily
accessible that will help in proper management of customer engagement.
 Attributes: The attributes or habits are the major factor that is used manage business
operations and will encourage Hilton group to taker suitable measures to improve quality
of products and services to a better level. The need of the high quality product or service
will help the firm to maintain the quality standards of organisation. For example, the
buyer who are habitual for the high quality services will prefer the services of Hilton
group over other brands in hospitality entity.
 Purchasing power: this is the key factor of operation that is been taken in consideration
to maintain the quality of their operations and activities. This will also improve their
overall performance and help the firm to get a good customer base. For instance, a good
purchasing power will make the customer able to buy the products and services of Hilton
Group.
 Quality: Product and service quality is the key factor which impacts the overall operation
of the organisation and thus will improve the quality of business operations and action
plans to a greater extent (Harwood and Garry, 2015). For example, a quality conscience
customer will look after the proper management of the products and services of Hilton
Group and thus will opt for a better satisfaction level from high quality products of Hilton
Group.
All this factors will help the selected hospitality service provider organisation to improve
the quality of their services and develop a proper strategy which supports a handling of effective
business operations and activities which will support a good management of the hospitality
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activities and thus will lead to proper management of business activities and operations to a
greater level.
3) customer experience map
A proper customer mapping or journey measure is been analysis of operations followed
in an organisation that will support a good management of the business activities and thus will
guide the hospitality enterprise to improve superiority of hospitality goods and functions that are
offered to their customers in order to have a good experience. Thus, it will lead the firm to
improve hospitality related activities of the organisation to a greater extent. The effective
customer Journey mapping of the organisation that will enhance performance of Hilton Group is
as follows:
Awareness Query Pricing Purchasing Post sales
support
Complaint Upgrades Renewal
It is an
accessible
approach
for the
customers
to reach the
service
provider
and gain
information
(Hollebeek,
Conduit
and Brodie,
2016).
It will
help
Hilton
group to
give an
idea about
their
products
and
services.
Firm can
give a
proper
detail
about the
pricing of
their
products
and
services
over the
organisatio
n.
Once the
details of
pricing is
clear, the
customer
will
purchase
the
products
and
services
from Hilton
Group.
The
selected
hospitality
firm will
also
provide a
proper after
sale
services in
order to
maintain
the
customer
satisfaction
.
If the
customer
is not
much
satisfied
by the
product or
service
quality,
the
customer
can
complain
about it.
Once the
complaint
is been
filed, the
Hilton
group will
look after
the proper
rectificati
on of
issue
faced by
customer
to
maintain
its brand
image.
If the
products
or
service
requires
to be
replaced
, it will
be
renewed
by the
organisa
tion to
maintain
sustaina
bility.
The example of customer mapping operations will include the proper management of the
actions and operations that are been taken in consideration that will help in managing the
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business operations and activities from the arrival of a customer to its departure, involving
booking a room, taking the services and giving the proper feedback on basis of data that is been
gained and quality of products offered by selected hospitality enterprise.
4) Creating the business opportunities using customer touch points
In the market, for meeting the effective growth issues, the service provider firm like
Hilton Group, managing its hospitality operations and thus assists an organisation to improve
customer satisfaction and positive experience towards services offered by firm (Rowley, 2016).
The customer touch points or contact issues will help the firm to enhance their knowledge about
customer s needs and requirements and will catalyse the market operations using this touch
points as an opportunity. Some major customer touch points that are chosen by the firm are:
Website: Hilton group will use its personal website as one of the major and most important
platform to connect with its customers and thus will improve the product and functional quality.
The potential and other customers can get the information about products and services offered,
can give their feedback and get it resolved over the website.
Social media platform: The wide spread use of the social media platforms will improve the
quality of services and products, which will improve the quality of services which will improve
their market share (Ali, Amin and Cobanoglu, 2016). It will help organisation to track down the
latest customer trends in the market along with their perception and develop the proper or
effective products and services accordingly to meet their customer's needs and demands and
sustain their positive experience towards the firm.
Digital marketing: Digital marketing tools that are been undertaken by the organisation will
ehhance quality of services that are been adopted by a firm in order to enhance their performance
to a greater extent. The TV commercial or radio broadcasting will help the firm to develop a
good connectivity with their consumers and thus will improve the effectiveness in activities of
enterprise which will improve the overall market position of firm in order to get the suitable
management of the customer satisfaction level.
Face to face interaction: This is the most basic customer touch point that involves the direct
communication over the services and products offered to the customers. This will help the
customer to get a proper idea of the hospitality service provider that will help the organisation to
improve customer satisfaction level. It will assist an enterprise to improve effectiveness of
services and sustain a suitable for Hilton Group (Moreno-Munoz and et.al., 2016).
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Telephonic calls: This is the general and shortest touch point that is used by Hilton Group to
develop a connectivity with the customers and thus improves the proper management of the
business operations. However, this is less used measure as it doesn't convey the message clearly
and in precise manner, influencing quality of products and services.
CONCLUSION
On the basis of the analysis performed for the identification of the customer needs and
requirements along with the assessing of customer experience factors. Thus, will improve the
quality of operations that increase quality of operations in much effective manner. The value and
importance of understanding the needs of customers is been chosen for the proper management
of various target customer groups and improvement in the service sector of the organisation.
Besides this, a customer experience map is been created to identify the extent of customer trust
and loyalty towards the organisation and various touch points related to the customer experience.
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REFERENCES
Books and Journals
Ali, F., Amin, M. and Cobanoglu, C., 2016. An integrated model of service experience,
emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese
hospitality industry. Journal of Hospitality Marketing & Management. 25(4). pp.449-
475.
Crisafulli, B. and Singh, J., 2016. Managing online service recovery at iMAGE Telecom. SAGE.
Dube, A. and Helkkula, A., 2015. Service experiences beyond the direct use: indirect customer
use experiences of smartphone apps. Journal of Service Management. 26(2). pp.224-248.
Erkmen, E., 2018. Managing Your Brand for Employees: Understanding the Role of
Organizational Processes in Cultivating Employee Brand Equity. Administrative
Sciences. 8(3). pp.52.
Fernandes, T. and Neves, S., 2014. The role of servicescape as a driver of customer value in
experience-centric service organizations: the Dragon Football Stadium case. Journal of
Strategic Marketing. 22(6). pp.548-560.
Harwood, T. and Garry, T., 2015. An investigation into gamification as a customer engagement
experience environment. Journal of Services Marketing. 29(6/7). pp.533-546.
Hollebeek, L.D., Conduit, J. and Brodie, R.J., 2016. Strategic drivers, anticipated and
unanticipated outcomes of customer engagement.
Kumar, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy, and
tools. Springer.
Moreno-Munoz, A. and et.al., 2016. Mobile social media for smart grids customer engagement:
Emerging trends and challenges. Renewable and Sustainable Energy Reviews. 53.
pp.1611-1616.
Rowley, J., 2016. Information marketing. Routledge.
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