Customer Experience Management - Assignment
Added on 2020-11-12
9 Pages2183 Words465 Views
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MANAGING THESUCCESSFULCUSTOMEREXPERIENCE
Table of ContentsINTRODUCTION...........................................................................................................................11. Explantation on why hotel carries out segmentation and customer profiling activities todetermine its target market. ........................................................................................................12. Description on different ways in which customers can be profiled and their needs, wantsand expectation of target market drive the products and services. .............................................33. Evaluation on drivers of customer engagement across the rage of different target customersfor the hotel.................................................................................................................................34. Conclusion on reviewing differ strategies that are employed for on boarding diversecustomers. ...................................................................................................................................4CONCLUSION................................................................................................................................4REFERENCES................................................................................................................................6
INTRODUCTIONCustomer relationship management termed out as strategy that aids to manage anenterprise relationship and interactions with customer and potential customers. It aids to firm tostay connected to customers, improvement in profitability and streamline the business processes.By understanding the need of the buyers and their experience relates to product is an integral partof customer relationship management (Peppers and Rogers, 2016). This helps to show that howbuyers feel about the commodities and its offerings. In addition to this, surveys, feedback formsand other data collection techniques will aid to determine the customer experience. The present report is based on business activities of Hotel Hilton, it is global leadingbrand engaged in providing better accommodation facilities to customers. The main aim of thisreport is to have better and seamless communication between customers and hotel managers sothat effective initiatives can be taken. 1. Explanation on why hotel carries out segmentation and customer profiling activities todetermine its target market. Market segmentation is technique that groups the customer with the similar needs andcommon buying behaviour into the segments. Thus, marketing segmentation approach isessentially a customer entered approach and to promote the business activities it is essential toundergo with the various promotional strategies and marketing mix of each group that has offerwants and needs (Smith and Wheeler, 2002). In order to grab the attention of customers it isessential to apply the inventory control in terms to maximise profitability from numerous lines ofbusiness. Thus, to be successful, hotel management must ensures that they will use logicalmethods in order to track their business and must comply with wants of customers. Thus,hospitality market segments should consider over three key areas as product, pricing anddistribution. With the help of identifying the unique customer segments in the industry they canable to penetrate a non-traditional market. It is strategy that will be used by the Hotel Hilton inorder to target the specific group of customers. Thus, hotel carries out the two kind ofsegmentation as vertical and Horizontal etc. Vertical segmentation- This is the term that put consideration over choosing the niche marketand they leads to cater the need of business. These are taken by the hotels that are situated near1
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