Managing the Customer Experience

This report discusses the value of acknowledging consumer needs in the service industry, factors that bring consumer engagement, and the importance of consumer touch points to enhance their experience. It focuses on Hotel Hilton as a case study.

Managing the Customer
Experience(LO1,LO2)

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Elaborate the value of acknowledging consumers needs in service industry. .................3
P2 Elaborate various factors which bring consumer engagement for kinds of consumer group
in respective industry. ............................................................................................................4
TASK 2............................................................................................................................................5
P3 frame a customer service map for a service industry. ......................................................5
P4 Elaborate the importance of consumer touch points to enhance their experience in service
industry. .................................................................................................................................6
CONCLUSION ...............................................................................................................................6
REFERENCES ...............................................................................................................................8

INTRODUCTION
Customer experiences are very much important for an organisation as it helps to develop
or frame the strategies and tactics in order to gain potential outcomes. There are close
relationship in between the customer and firm, in which firm put one of their best efforts to
persuade the experience level of their potential marketplace. Respective report is based on Hotel
Hilton which is an American multinational hospitality company that manages or coordinates the
Broad portfolio of hotels and resorts. Respective report is based on the value and significance of
acknowledgement of understanding the consumers needs and wants and explore the factors
which drive the engagement of consumers within service sectors. Further it elaborates about
consumer touch points at different levels and map to deliver one of best values to consumers in
positive manner.
TASK 1
P1 Elaborate the value of acknowledging consumers needs in service industry.
For an hospitality industry and its organisation needed to segment market to divide
consumers on basis of similar needs and wants in order to reach at large no. of consumer base. In
context of Hotel Hilton they divide their consumer base on various criteria that are travel and
tourist, availing only accommodation services and food and beverages consumers and many
more (Goodman, 2019.). They also bifurcate on basis of age, interest and purchasing power.
Respective activities helps them to prepare and hand over them in appropriate manner. As per
respective report the target market is tourist to sell them the tour package for that Hotel Hilton
needed to collect information regarding the venue, spending power, no. of people and many
more.
In that series that are various basis on which consumer should be profiled in order to gain
potential outcomes in positive manner (Koetz, 2019). In context of Hotel Hilton they evaluate the
consumers needs and wants by using tool of STP in order to comply with their expectations in
positive manner to sell the package of Tourism to different basis of consumers

Prospective Customers Needs,wants and preferences
Young Adults
Adventure, not so much expensive, snacks
and free surprises, music and
arrangements of dance.
Families
Worthful arrangements as per time and
money, comfortable transportation,
healthy food, valet parking, cover no. of
places.
Business/ Premium Class
High profile places, digital check in and
out, luxury services, luxury food, easy
check in and outs, tourist guide in
bilingual language and many more.
P2 Elaborate various factors which bring consumer engagement for kinds of consumer group in
respective industry.
In hospitality industry there are various factors which works to engage consumers in
order to gain potential outcomes. In context of Hotel Hilton to give one of best packages they
have to engage consumers so that they can take potential decisions that are as follows:
Discount packages:
The first and foremost aspect to engage or enchant large no. of tourist is to sell their
tourism packages on low price with extra facilities in order to remain always competitive in
marketplace (Kucuk, 2019.). They provide vouchers and coupons with various kinds of facilities
to beat other competitors for gaining potential outcomes.
Highly organised:
To engage with consumers Hotel Hilton track the self interest of their potential clients
and accordingly plan tour packages for them. They by using juggling calls, bookings and
communication that is everyday balancing act for them. They design their website in beautiful
manner and so much informative way to help in consumer decision making positively.
Strategies and tactics:

To reach at large no. of traveller Hotel Hilton use strategies and tactics one of them are
creating consumer experience vision by which they segment market and accordingly produce
services for them in positively (Mogaji and Erkan, 2019..).
TASK 2
P3 frame a customer service map for a service industry.
Customer experience map is very much important for an organisation, in context of Hotel
Hilton they build the map to catch the travellers to sell the tour packages by following respective
activities:
Customers goals of each stage of purchase journey:
The first and foremost part of creating the journey map is to create the goal of each stage
of travel. In context of Hotel Hilton firstly they track the interest of their consumers by using
their clicks and accordingly contact with them to serve in best way (Mossberg, 2019.). They ask
questions and collect necessary information about their taste and preferences in proper manner.
The major goals and accordingly provide services:
Dreaming: In which Hotel Hilton decide or accumulate knowledge about plan to go on trip.
Planning: After giving whole information they confirm the trip as per travel desires.
Booking: Confidently affix the itinerary by booking major products that are flights,
accommodation and others
Experiencing: Continue to book experience by sharing their best time possible by sharing stories
with family and friends.
Sharing: In that they develop or post the story of their clients to enchant other consumers.
P4 Elaborate the importance of consumer touch points to enhance their experience in service
industry.
Touch points refers to the business jargon to encounter where business and consumers
engage in order to exchange the information to provide one of best products and services in order
to remain competitive in marketplace (Saari and Mäkinen, 2019).

The major touch-points in context of Hotel Hilton to provide one of best experience in context of
Tourism service that are: website, communication and knowledge, past experience, offer
provided, taking feedbacks to them and many more.
To serve the consumers on basis of their need divided on various basis that are:
 At satisfactory level: In satisfactory level the touch points of consumers includes the
providing information and track their interest in order to serve them in proper manner. In
it organisation provide services as per their demand such as accommodation,
transportation and many more.
 At good level: At good level of services in which Hotel Hilton provides the touch points
includes the reliability by giving level of services and some kind of tangible experiences.
In that respect includes the equipments and appearance of staff. They provide background
messages includes the clean facilities and equipment in good repair.
 At advance level: In advance level of touch points is to follow up communication, cover
each and every place as described in package of tour, welcome notes, personalised
menus, friendly hellos and in person encounter from front desk to parking lot and many
more.
In order to comply with it is very much potential for organisation to communicate and deliver
one of best value to the ultimate consumer base in order to remain competitive in marketplace
(Saini and Singh, 2019). By using the touch points organisation can be able to build loyalty and
sustainability that helps to gain sustainability for long period of time.
CONCLUSION
From the above report it has been summarised that consumer experiences plays very
major role as consumers are leading stakeholders of an organisation. It is the responsibility of an
organisation to put one of best efforts to amend the level of experience of consumers. With the
help of segmentation organisation can be able to reach at large no. of consumer base in positive
manner in order to enhance their level of experience. By finding out touch points to enhance
consumer experience level organisation have to collect necessary knowledge and information
positively.

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