logo

Managing the Customer Experience : Crowne Plaza

   

Added on  2021-01-02

10 Pages2764 Words119 Views
Managing the CustomerExperience

Table of ContentsINTRODUCTION...........................................................................................................................3LO 1.................................................................................................................................................31 Why the Crowne Plaza carries out market segmentation and customer profiling activities todetermine its ‘target market’.......................................................................................................32 Examine different ways in which customers can be profiled, and how the wants, needs andexpectations of the ‘target market’ drive the products and services offer of Crowne Plaza.......43 Evaluate drivers of customer engagement across a range of different target customer groupsfor Crowne Plaza.........................................................................................................................44 Conclude by reviewing the different strategies that are employed for on-boarding thesediverse customers........................................................................................................................5LO 2- Customer Experience Map...................................................................................................51 Fully document of customer’s journey from first contact with Crowne Plaza to exit.............52 Identify all of the touch points when customers interact with the business............................6LO 2- Customer Touch-points.......................................................................................................61 At a satisfactory level...............................................................................................................62 At a good level ........................................................................................................................73 At an advanced level................................................................................................................7CONCLUSION ..............................................................................................................................7REFERENCES................................................................................................................................8

INTRODUCTIONCustomer experience management refers to practices use by companies to track, overseeand respond on basis of all customers and business interactions, so according to that companiescan exceed expectations of customers in order to increase customer satisfaction, loyalty andadvocacy (Peppers and Rogers, 2016). Loyalty and satisfaction of customers get influenced bytheir emotions and experiences that they share with the brand or company. This report is basedon Crowne Plaza, it is multinational chain of full hotel and resort services operating in approx 53countries with more than 400 hotels. The respective hotel is established in 1983 andheadquartered in United Kingdom. It covers various topics such as importance and values oftarget customers group, different factors that influence customer engagement, customerexperience map and business opportunities created by customer experiences on the perspectiveof Crowne Plaza.LO 11 Why the Crowne Plaza carries out market segmentation and customer profiling activities todetermine its ‘target market’Market segmentation refers to process to dividing markets of potential customers oforganization into group or segment on the basis of different characteristics (Klaus and Maklan,2013). Customer profiling is used by firm to identify its customers which help them in makingdesigning decision of concerning services. These activities are carried out by Crowne Plaza to determine target market. Targetmarket is group of customers or companies who mostly interested in buying the respectiveorganization products and services. Their are several reasons why Crowne Plaza carries outmarket segment and customer profiling to determine their target market:- Identify Customer's needs:- Through these activities Crowne Plaza can match itscustomers need better and make strategy and plan according to that. Enhance profit:- Customers are price sensitive and by these activities Crowne Plaza candesign average price and subsequently increase profit. Retain Customers:- On the basis of these activities Crowne Plaza design differentstrategies to retain their old customers and attract new customers.

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Understanding Customer Experience (Doc)
|8
|2054
|197

Enhancing Customer Experience - PDF
|10
|2270
|319

Managing the Customer Experience in Hospitality Industry
|9
|2401
|53

Understanding and Enhancing Customer Experience - PDF
|10
|2690
|358

Managing the Customer Experience (doc)
|10
|3527
|379

(solution) Managing Customer Experience PDF
|10
|2434
|51