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Customer Experience Map for Service Sector Organization

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Added on  2020-12-10

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MANAGING THE CUSTUMER EXERIENCE INTRODUCTION 3 TASK 1 3 P1 Explain the value and importance of understanding the needs, wants and preferences of target customer group 3 P2 Different factors that drive and influence customer engagement of different target customer groups within service sector 4 TASK 2 7 P3 Create customer experience map for service sector organization 7 P4 Discuss how customer touch points throughout the customer experience create business opportunities for services sector organization 8 CONCLUSION 9 REFERENCES 11 INTRODUCTION

Customer Experience Map for Service Sector Organization

   Added on 2020-12-10

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MANAGING THECUSTUMER EXERIENCE
Customer Experience Map for Service Sector Organization_1
Table of ContentsINTRODUCTION.......................................................................................................................................3TASK 1.......................................................................................................................................................3P1 Explain the value and importance of understanding the needs, wants and preferences of target customer group........................................................................................................................................3P2 Different factors that drive and influence customer engagement of different target customer groups within service sector................................................................................................................................4TASK 2.......................................................................................................................................................7P3 Create customer experience map for service sector organization.......................................................7P4 Discuss how customer touch points throughout the customer experience create business opportunities for services sector organization..........................................................................................8CONCLUSION...........................................................................................................................................9REFERENCES..........................................................................................................................................11
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INTRODUCTIONIt is required for every business organization is to gain their customer experience byproviding satisfying their needs and demand in better manner. Customer experience is essentialto deliver level of customer satisfaction which delights customer and develop an everlastingrelationship with their buyers as well as employees (Peppers and Rogers, 2016). Customerloyalty and satisfaction is mainly influence by customer emotion and experience they share withthe current brand. The report is based on Hilton hotel which deliver various facilities to theirguests such as accommodation, food services and other addition requirements. Along with this,the main purpose of this assignment is to determine the value and importance of understandingthe needs, wants and preferences of target customer groups for service sector. In this report, itwill create and develop customer experience map for Hilton hotel services and facilities. TASK 1P1 Explain the value and importance of understanding the needs, wants and preferences of targetcustomer groupThe one of the important component required to apply hotel income management in themarket segmentation. it is required for Hilton is to carry out market segmentation and customerprofiling activities for determining target market areas where they attract some customers. thehospitality industry is not survive without perfect market segmentation and area target in whichthey gain attention of desired customers towards their services and facilities in better manner.The significance of market segmentation is that it will allow business to reach with potentialguests with specific needs and wants. In long run, the hotel sector can gain benefit when they arecapable for use their resources in more effective and make better strategic marketing decisions.There is various types market where they attract their segmented customers in proper manner.The customer market, individual and household who are get services and facilities for theirpersonal usage which is the main part of customer market place (Homburg, Jozić and Kuehnl,2017). The Hilton divided their customers as per their needs, preferences and wants in equalmanner. Then they are segmented their desired guest who are consume their services and hotel
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products. This is required for hotel is to carry out their market segmentation and also withanalysis customer profiling for determine the target market place. Along with this, there are various ways through which Hilton hotel can identify differentcustomers profiling in better manner that are described as under:Affinity profiling - With the help of this method, the company manager can analyze theircustomer habit in order to evaluate what kind of services liked by particular people. Thus,if they are come across someone who purchases lot of different type of food items, sothere is good chance to identify that they love to eat foods. Demographic profiling - in this, business experts emphasize by using demographicprofile for evaluating what kind of goods and services are click by specific customer(Stark, 2015). With the assistance of demographic profiling, the Hilton hotel manager cango through on their personal details that include geographical areas, educationqualifications and marital status of an individual to figure out what are sold to them. Mostof the business people are come in the Hilton with the purpose of seminars, conferencesand meetings. Psychological profiling - It can be used for identify detail regarding a person byunderstanding their psychological motivations. This is required for Hilton hotel manageris to determine their target market customers and fulfill their needs, expectation andwants by analyzing their psychological method. Lifestyle coding - this will assist in understanding the ways of an individual that can leadtheir life by looking towards their hobbies and habits. Hilton hotel mainly target thosecustomers who are rich and well being and high purchasing power so this will help themin gaining higher income or profitability. Cluster coding - the class and social activities are mainly interlinked, a person who arcgood salary and also work in international company is likely to be interested in stay inthree or five star hotel (Lemon and Verhoef, 2016). Cluster coding help organization is todetermine the class of an individual and how it affects on their lifestyle, needs,preferences, wants and expectations.
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