Customer Experience Management in Hospitality Industry

This assignment delves into the world of customer experience management in the hospitality industry. It discusses various aspects, including customer wants, needs, and preferences, as well as factors that impact engagement. The document also touches on the importance of customer journey mapping and experience design. By examining these elements, students can gain a deeper understanding of how to create positive experiences for customers in the hospitality sector.

MANAGING THE
CUSTOMER EXPERIENCE

Table of Contents
INTRODUCTION ...............................................................................................................................3
LO1.......................................................................................................................................................3
P1 Importance, value and of understanding the preference, wants and needs of target customers
groups for a service sector industry.................................................................................................3
P2 Different customers engagement affecting factors-....................................................................5
M1 customer engagement factors, determining customer on boarding strategies for different
targets customer group.....................................................................................................................6
LO 2......................................................................................................................................................7
P3 Customer experience map for the hospitality industry...............................................................7
M2. Making detailed customer experience from map that charts customer journey model............8
CONCLUSION....................................................................................................................................9
REFERENCES...................................................................................................................................10

INTRODUCTION
Customer experience is the perceptions of the customers which helps to understand the
needs, wants and preferences of the customers. Hotel BULGARIA is based in UK. This hotel is
providing the best services of the hospitality to the customers across the world. There are many
hotels in the market which are taking the feedbacks of the customers. Which will help to company
in improve the brand image. Customers experience is all about the buyers journey for product. From
initial level to the end. This file discusses about the importance and value of understanding the
needs wants and preferences of targeted customer groups for service sector industries, and how
different different types of factors affects the customers engagement and other different types of
targeted group in the service sector organisation. Customer experience map for the industry and
how the customers touch points throughout the customer experience create business opportunity for
the selected service sector organisation, what are the customer touch points (Warnaby,and Shi,
2018).
LO1
P1 Importance, value and of understanding the preference, wants and needs of target customers
groups for a service sector industry
Customer experience is a review about the product and service of a particular company. It
is a situation where a customer provides their perception about any product or services. It should
be very necessary for the companies to take the feedbacks and perceptions of the customer for new
innovations. It will help to the company for market growth and to expand their business.
Needs, want and preference all three things are inter-related to the perception of the
consumers. All three are basic thing of the human nature. Service industry should know about the
market and needs, wants and preferences about the products. That which kind of customers are
requiring for different kinds of products. It is very necessary for the company to understand the
expectations of the company. All the marketers of the company should target the customers
according to their market segmentations. Because it will help to approach the customers easily.
Perception of the customers helps to produce the products according to their expectations
(Kranzbühler and et.al., 2018).
Need of customer profiling activities-
Hotel Bulgaria is a UK based five star hotel. Hotel is basically targeting its customers
across the world. This hotel is expanding its business according to market segmentations. There is a
big thing behind why hotel carries out market segmentations and customer profiling activities.
Because this kind of customers profiling activities helps to reach out the customers with their

specific wants and needs.. It is very important for the hospitality industry to maintain its image.
Because it helps to attract the customers in all over world. Hotel Bulgaria should re arrange the staff
facilities according to specialization field of area of their employees. So all the employees can work
more effectively (Kandampully, Zhang, and Jaakkola, 2018).
How management affect the needs, wants and preference of the customers-
All the staff members of the hotel should use the professional language. And also they
should solve their complications with each other. Because this thing help to reach out the
expectations of the customers. And it will help to earn trust of the customers. Hotel management is
also also plays a big role to fulfil the needs wants and preference of the customers. Because
management is all about planning , organising directing coordinating of all the staff of the hotel. So
the management must work in a proper ways. All the employees should understand their roles and
responsibilities in the hotel.
Customer profiling is not an essential thing to target market segmentation. Because all the
marketers should analyse all the factors and the people which are exhibit them. There are different
kind of market segmentation which will help to target the customers according the expectations of
the company. Market segmentation help to know about the locations of the customers. Because
demographical and geographical location helps to understand about the particular expectations and
needs of the people. Because market segmentation show a specific common demand, needs and
wants of the people. All the marketers should analyse the targeted audience according to their age,
and by their economical positions. marketers should catch their customers. Customer profiling
activity helps to analyse and identify the the particular location of the customers. Because it will
show the particular direction to the marketers to approach targeted customers.
Needs and wants of the customers how it affect -
Hotel BULGARIA is one of the five star hotel in UK. Relation executive of the hotel
BULGARIA should kn ow and understand the preferences and their needs and demand for the
betterment of services and products of the hotel. Relations executive is the person who establish the
relations between hotel an its customers. And also find out the opportunities for the hotel in the
market on regular basis. All the demand , needs and wants of the customers helps to increase profit
maximization profit and sales of the Bulgaria hotel. There are many people who always travels,
who like to travel in different different countries. So theses kind of people should be source for the
hotel to understand their needs and wants. So the hotel can work effectively according to them.

P2 Different customers engagement affecting factors-
There are many kind of factors which affect the customers engagement – the mean of
customer engagement is to what are the sources company has which will help to approach the
customers. And establish the relationships with the customers.
There are important factors for the customers engagement and these are written below-
Accessibility – accessibility is the surety about the products and services of the hotel
Bulgaria. That means hotel should provide all the web facilities to the customers so it will help to
the customers to easily access the pages of the hotel. Accessibility is all about remove the barriers
from all the services , which has provided by the company. So is proved that accessibility helps to
engage the relationship between customers and company. All the connectivity between customers
and hotel should be accessible so customers will take an interest in the facilities of the hotel.
Navigation- navigations show the key word searching because there are many customers ,
who does know about the facts about the company so they try to search about the company from
key words so it is very necessary for the company to provide some special facilities of key words to
the customers so ,the customers can easily search about the product or hotel.
Page load speed- It has founded that many of the persons are leaving the web pages because
of the page load speed. Company should provide the facilities to access the web pages easily so
people would not leave the pages easily. According to a survey , there are 80% people has left the
pages because of the poor page load speed.
Language- Language plays an important role for the hotel industry. All the customer prefer
a common language to use . A common language helps to establish the relationships between the
company and customers. And advertisement of the product should be advertise in a common
language so all the customer will show the interest in the hospitality services of the hotel
BULGARIA. It has founded that all the customers who lives in different different nations gives the
priority to their local language. so company should understand the opportunity to promoting the
business according to segmentations of language. Because language is the best source to approach
the customers and to engage with them. So its necessary to adopt the marketing style according top
language (Surridge and et.al, 2018).
Personalization- there main purpose of this factor is there are different types of companies
work together in the market, so this factor says that all the companies should work together with
each other for the unity this type of factor also helps to engagement with the customers. Because
different types of companies has their different customers so, this factor will helps to provide them a
common platform to establish the relationships with every one. This factor is also provide an

integrated marketing system. And this will also help to take the right decisions on right time.
Convenience-Convenience shows the priority about the product from the feed back of the
customers. It also helps to establish the relationships with the customers. Because this factor is all
about the perceptions and feedbacks of the customers experience positively and and it helps to
improve the engagement with the customers.
Real time-It is all about the help of customers and manger of hotel BULGARIA must have
the knowledge about the needs ,wants of the tourist. Because hotel can helps the customers
according to the customer exceptions. This thing also helps to engage with the customers.
Simplicity- This word refers to the product simplicity of the products and service . That
means all the services and product should be user friendly. It should be easily adopted by the users.
Simplicity also helps tot engage with the customers through this (Venkatesan, Petersen and
Guissoni, 2018).
Mostly there are 5 segmentations of customer groups and these are written below-
Potential customers- This type of customers are the person who have the capacity and
capability tom afford any product in the market. This types of person are who can easily survive ion
the market.
New customers- new customers are the person who are totally fresh ion the market . That
means they do not has any specific demand. Because they are new in the market.
Impulsive customer- This type of customers are the person who keeps the wants to buying
a product.
Discount customer – This types of customers are the person who keeps all the knowledge
about the products and services in the market. And they also shows their interest in the product but
they refuse to buy product.
Loyal customer-this types of person shows their loyalty about any brand to the company.
By providing the feedbacks and importance.
M1 customer engagement factors, determining customer on boarding strategies for different targets
customer group
Customer on-boarding is the process of entire journey of the customers about any product and
service. There are many ways to determine the process of customer journey. There are many
customer engagement factors which shows the customer on boarding strategy in the hotel
BULGARIA. Some of them points has described below-
Be unique- It is very necessary for the hotel BULGARIA to tell them unique stories about the hotel

hotel Bulgaria can also the build an example to show the importance of the hotel to the customers
hotel Bulgaria can take a unique example to attract the customers.
Keeping it simple- This is about the information which are hotel is providing to the
customers, all the informations should be very simple. And understandable by the customers.
Because simplicity helps to understand the thing about the hotel to arise the internet of the
customers.
Gathering data- Hotel BULGARIA should have all the information and identification about
the guests like their name, identity card, passport etc. because it will to the provide therm safety.
and also for the hotel safety (Venkatesan, Petersen and Guissoni, 2018).
Communication- It is very important to tell the story of the journey of the customers
effective communication should be unique to be engage with the customers.
LO 2
P3 Customer experience map for the hospitality industry
Customer experience map is all about the journey of the customer that means from where he starts
his journey and the end of the journey. Many elements are there for the mapping of Bulgaria hotel
and some of them are written below-
Check in- check in is the first stage of the entry in hotel. Hotel Bulgaria is luxurious hotel it
is providing they key facilities in the mobile phones of the customers to automatic unlock the door.
All the guest can unlock the door y the key in their phones.
Stay at hotel- this is the second phase , where customers shows their experience about the
services in the hotel , like about the bedroom facilities, rooms facilities , housekeeping facilities and
food facilities. And also customer provide his experience in hotel.
Check out- it is a phase of billing at the end of journey of the customer or tourist. Hotel
Bulgaria has provide the different facilities to the customers for the billing. All the customers can
pay their bills the the online payment.
Websites- websites are the best source to interact with the customers. All the tourists and
customers are following the website of the companies to access all the informations and new
facilities of the companies. Designing of website helps to attract the customers. Hotel Bulgaria
should add the content in their web page to provide easy information tom, the customers. Hotel
Bulgaria should keeps the image of the hotel on the front page of the web page.
E-mails- all the customers should be updated through the emails. Hotel can also interact
with the customers through the Emails. Because it will help to provide the information to the
customer on regular basis.

Telephone- telephones are also a big source for the connectivity with the customers. Hotel
Bulgaria providing informations about the hotel through the telephones. It is one of the easy source
for the connectivity. Because now a days every person is carrying their mobile phones. It is very
necessary for the company to establish a customer service department for the customers questions
and answer .
Travel ideal- travel idea is a phase where tourist think to travel for somewhere.
Research and planning- in this phase a person starts to research about places through the various
sources. And he starts to collect all the information about hotel.
stay in hotel or experience about journey- in this phase a customer feel all the facilities and services
of the product and services.
Feedback- is a stage where he provide his positive and generative recommendation to the company.
P4. what are the customer touchpoints throughout customer experience creating business
opportunities for hotel Bulgaria.
Customer touchpoint is the journey of the customer about any product or any tour. It shows
the point from where a customer starts his journey and the end of his journey. In the other language
it is the journey Of a tourist about his tour. Customer journey show the activities of the customer in
entire tour. There are some touch point of tourist from where he starts his journey process an where
he ended.
Interaction through the web page- tourist starts his journey from the source of the
website . It is a first phase of tourist to start journey. All the website should be according to
customers expectation , means website should be easy to access. It is a phase where a customers
search for the hotel. He collects all the information about the hotel.
Touchpoint (SMS)- this touchpoint is helpful to rise the standard of the business. Because
it is also an effective way to interact with the customers
websites – are the best sources to interact with the customers , it will also help to take
feedback of customers.
Applications- this is also a very useful touch point to provide them an application of their
particular hotel . Which should have all the information about their hotel.
M2. Making detailed customer experience from map that charts customer journey model.
Map of customer journey provides shows the feedback of the customer after the journey. This
model helps to tell about the whole process of their experience. This model also provide the relation

between hotel and customers. This model shows a specific stage , or any moment of the trip.
Customer journey map-
Customer journey map indicates the process of customer product selection where a customer select
the product trough the various points And these points are- idea of travel, research and collection of
information, experience about staying in hotel, feedback.
Research and collection – it is one the stage of customer journey where a tourist collects all the
information about the different places – their names, their addresses, and numbers. Etc
there are some recommendations for hotel to take an action-
1. hotel Bulgaria can provide free internet facility- hotel Bulgaria is providing free internet
facilities to access social media services.
2. Provide promotions discounts and offers- hotel Bulgaria is providing special discount
facilities on services and products. Hotel is providing 50% discount for the children's.
3. Improving food quality- hotel Bulgaria is providing best food quality by hiring different
chef's. So it will be helpful to provide best food quality tom the customer.
CONCLUSION
From the above study it has been summarised that different wants , needs and preferences
of the customers, and also discussed about all the factors which ahas affected the customer
engagement, and also understand about the the customer experience map for the hospitality
industry. And discussed about the customer journey chart and the different phases of the process of
customer journey in the market.

REFERENCES
Books and journals
Kandampully, J., Zhang, T. and Jaakkola, E., 2018. Customer experience management in
hospitality: A literature synthesis, new understanding and research agenda. International
Journal of Contemporary Hospitality Management.30(1). pp.21-56.
Venkatesan, R., Petersen, J.A. and Guissoni, L., 2018. Measuring and Managing Customer
Engagement Value Through the Customer Journey. In Customer Engagement
Marketing (pp. 53-74). Palgrave Macmillan, Cham.
Bolton, and et.al., 2018. Customer experience challenges: bringing together digital, physical and
social realms. Journal of Service Management.29(5). pp.776-808.
Kranzbühler,and et.al., 2018. The multilevel nature of customer experience research: an integrative
review and research agenda. International Journal of Management Reviews.20(2). pp.433-
456.
Surridge,and et.al, 2018. System and method for customer experience management. U.S. Patent
Application 10/135,982.
Smit, B. and Melissen, F., 2018. Sustainable Customer Experience Design: Co-creating
Experiences in Events, Tourism and Hospitality. Routledge.
Minnema,and et.al., 2018. Managing product returns within the customer value framework.
In Customer Engagement Marketing (pp. 95-118). Palgrave Macmillan, Cham.
Rajaobelina, L., 2018. The Impact of Customer Experience on Relationship Quality with Travel
Agencies in a Multichannel Environment. Journal of Travel Research.57(2). pp.206-217.
Ulaga, W., 2018. The journey towards customer centricity and service growth in B2B: a
commentary and research directions. AMS Review, pp.1-4.
McLean, G., Al-Nabhani, K. and Wilson, A., 2018. Developing a Mobile Applications Customer
Experience Model (MACE)-Implications for Retailers. Journal of Business Research, 85,
pp.325-336.
Warnaby, G. and Shi, C., 2018. Planning and Implementing Pop-up Activities: The Pop-up
Experience. In Pop-up Retailing(pp. 63-68). Springer, Cham.
Online
Managing customer experience. 2018 [online]. Available through
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