(PDF) Managing the Customer Experience Assignment

Managing the Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Value and importance of understanding the needs, wants and preferences of target
customer groups for service sector..............................................................................................1
P2. Various factors that drive and influence customer engagement of different target groups in
service sector...............................................................................................................................2
TASK 2............................................................................................................................................3
P3. Customer experience map for service sector........................................................................3
P4. Customer touch points throughout the customer experience that create business
opportunities for service sector...................................................................................................4
CONCLUSIONS..............................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Customer experience is response towards goods and services which they use in their past
time or currently. It is related to the features and services which is provide to a customer. This
experience can be positive or negative according customer perceptive and products or services
quality that how much it fulfilled customers’ needs and demands. This report is based on service
industry and here Premier Inn Hotel's customers are experienced are defined. This firm was
established in 1987 by Whitbread. It is a British hotel chain and the UK's largest hotel brand and
operated its business with more than 72,000 rooms and 785 hotels in different nations of the
world. In UK this hospitality organisation is also operated its business at Heathrow airport of
UK. In this report needs and expectations of the customers from service industry and drivers of
customer engagement are explained. The customer experience map for creating business
opportunities for a service sector is defined and the importance of the customer touch point.
TASK 1
P1. Value and importance of understanding the needs, wants and preferences of target customer
groups for service sector
Market segmentation and customer profiling activities for target market
Market segmentation is a process of dividing the market into sub groups of the consumer
with smiler taste, demand and preferences. In market segmentation the company set customer
profile on the basis of their life style and preference. And on the basis of their profile company
finding the customers’ needs and wants and satisfies them by providing good products and
services according their profiles. Premier Inn do this process to know their customer’s response
and expectations and fulfilled them by providing better accommodation and other services which
a customer expects from a five-star hotel. Market segmentation and customer profiling is done
on the basis of certain characteristics. Reasons due to which they are done is discussed below:
Gender - It is a most important factor for doing segmentation because each gender like
males and females have different interests, needs and wants at many levels. For targeting market,
the markets communicate with the customer to find out their demands and desires from the
services which a market offer them. For satisfying its customers’ needs Premier Inn provide all
the services according their customer’s needs.