Understanding the Value and Importance of Customer Needs in the Hospitality Industry

This document discusses the value and importance of understanding the needs, wants, and preferences of target customer groups in the hospitality industry. It explores factors that drive and influence customer engagement and provides insights on creating a customer experience map for a selected service sector organization. The document also highlights the role of digital technology in managing customer experience and mentions various customer service strategies to develop a better customer experience.

Planning for Customer
Experience Management

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the value and importance of understanding the needs, wants and preferences of
target customer groups for the hospitality industry................................................................3
P2 Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation..................................................4
TASK 2............................................................................................................................................4
Create a customer experience map for a selected service sector organisation.......................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Customers are the most important part of an organisation. It is seen that organizations makes
all the efforts to manage the experience of customers. It is vital to satisfy the needs and of
customers as success of business depends on the satisfied customers. The report is based on
Holiday Inn Telford Hotel. It is one of the famous Hotels that focus on providing effective
services to all its customers. They are famous for the excellent services provide by the Hotel. The
Hotel is located in England. The report is based on understand the importance of needs and
wants of target customers in hospitality industry. There is discussion related to various factors
that impact and influence the engagements of different target groups towards to organization. A
customer experience map is also formulated in the report. Various touch point that help to
gendered opportunity to enhance the customer experience are also mentioned in the report.
Digital technology place are important role in managing experience of customers. Different
customer service's strategy that helped to develop customer experience is also mentioned in the
end of this report.
MAIN BODY
TASK 1
P1 Explain the value and importance of understanding the needs, wants and preferences of target
customer groups for the hospitality industry
It is important for business organisation to know about the needs and wants of the
customers. All the businesses functions to satisfy the customers and enhance their experience.
First of all it is important for a business to know about it target customer. The group to whom the
business provides services is called target customers. The various benefits associated with
understanding needs and target customer group is mentioned below.
Serve them better: By understanding and knowing the preference of the customer’s the
business organisation is able to serve them better. In case of Holiday Inn Telford Hotel they
conduct proper research about what their customers want and that helps them to provide
personalised services to the customers.
Enhance customer experience: If an organisation provides goods and services according
preference of customer they will be happy with the organisation. In relation to Holiday Inn

Telford Hotel they focus on providing the customers with the services as per the needs that
enhances the experience of customers and increase chances of repeatedly visit.
All this helps the Holiday Inn Telford Hotel to earn more revenues to the Hotel. Also it
also enhances the brand image and helps them to gain advantage over the competitors.
P2 Explore the different factors that drive and influence customer engagement of different target
customer groups within a service sector organisation
Attracting the customer towards organisation is an important activity conducted by the
management team of the organisation. It is seen that there are various ways to engage the
customers towards the organisation. The engaged customers are loyal for the business firm and
also give good feedback to others. The different factors that influence the engagement of
customers in Holiday Inn Telford hotel are discussed below.
Product variety: The organisations that offer various range of product are able to attract the
customers better. In relation to Holiday Inn Telford hotel they provide various tour and travel
services to their customers. They also provide option of getting personalised services to engage
the customers towards the hotel.
Discounts and offers: Each and every customer likes discounts and offers. It is a nice way to
attract customers and engage them in the organisation. It is best way to serve the customers as
they like offers and discounts. In relation to Holiday Inn Telford Hotel they regularly provide
offers and discounts to all the customers that engage them and retain them in the organisation.
Quality of service: Customers like variety but at the same time they focus on the quality of
service and products that are offered by the organisation. It is vital for an organisation to provide
quality service to all the customers. In relation to Holiday Inn Telford Hotel they provide quality
of service to the customers. They believe that there is direct relationship of customer engagement
with quality of service provided by the business.
TASK 2
Create a customer experience map for a selected service sector organisation
Customer Experience Map is made of various touch points through which customers come in
contact with the organisation. It also helps to analyse the behaviour of customers. It helps to
understand the customer and enhance the experience of customers. The steps followed to build a
customer experience map in relation to Holiday Inn Telford Hotel are mentioned below:

1. The first and foremost step is to set clear objectives that the organisation wants to
achieve. It is essential to know and plan what the company wants to achieve through the
map.
2. Then the next step is to relate the goals with the objectives that are decided at the above
step. Along with that in this step personas are profiled.
3. As there are various personas of the company it is important to select one or two out of
them. As it is important to concentrate of limited customer to get to a conclusion.
4. This is the most important step in the process. All the touch points that will be used to
attract customers are discussed in the step. It is vital to take the decision wisely that is
related to creating customer touch points.
5. This is the step of interaction with the brand. This is called the action stage. In this the
organisation analyses the action of customers and the benefits associated with the actions
of the customers. The actions of customers are derived out of the motivation. It is
analysed that the emotions are based on the customers experience map.
6. All the resources that are required to enhance the experience of customers are analysed
and collected. As they help to achieve the goals and objectives successfully.
7. The last stage is to review the customers map. All the steps are followed successfully and
resources are available to work as per the goals.
CONCLUSION

REFERENCES
Books and Journals