Planning for Customer Experience in Hospitality Industry

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.................................................................................................................................................5
P3 Create a customer experience map for a selected service sector organisation...............................5
P4. Discuss how the touch points create such opportunities throughout the customer experience in
your hospitality organisation.............................................................................................................6
TASK 3.................................................................................................................................................7
P5. Examine how digital technology is employed in managing the customer experience within the
service sector organisation, providing specific examples of customer relationship management
systems..............................................................................................................................................7
TASK 4.................................................................................................................................................8
P6. Illustrate customer service strategies in a specific service sector context....................................8
CONCLUSION.....................................................................................................................................9
REFERENCES....................................................................................................................................11

INTRODUCTION
Customer services can be describe as the services that is provide form company to
customers. It is essential for organisation to offer high quality customer services in order to
meet with the needs of customers (Homburg, Jozić and Kuehnl, 2017). This will support in
developing strong relationship with customers and enhance loyal customer of business. This
report is based on Holiday Inn organisation. This is British owned organisation that is dealing
in hospitality industry. This company was established by Kemmons Wilson in 1952. Holiday
Inn organisation is offering its services in different areas such as America, Europe, Asia
Pacific, Africa. Headquarter of this organisation is located in Denham, United Kingdom. This
report will include importance of understanding customer needs and different factors are
determine that influence customer engagements. Customer experience map is created and
analysed how touch points create opportunity in customer experience. In this report impact
of digital technology in managing the customer experience is analysed. Apart from this
customer services strategy is also determined as well as identified the influence of customer
service strategies in meeting with customer needs and business standards.
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.
Hospitality industry is providing different types of products and services to its
customers and it is essential for organisation to develop products and services which is as per
need and want of customers. In this industry profit and loss is majorly dependent on customer
services provided by company. It is crucial for organisation to understand and determine the
needs, preference and wants of target customer in order to meet with their need and want.
This will assist respective organisation to accomplish business goals as well as develop
strong relationship with customers. Holiday Inn organisation is offering its products and
services to different types of customers. so it is essential for this company to evaluate the
needs and requirement of customers. The main value and importance of understanding target
customer needs, wants and preference for Holiday Inn organisation is mention below in
detail.

Developing strategies – It is crucial for organisation to understand the needs or requirement
of customers in order to develop business strategies (Fatma, 2014). Most of the strategies
and decision of respective company is dependent on the preference of customers. This will
lead to develop better and effective strategy for accomplishment of goals.
Meeting with expectations of customers – In order to meet with the needs and wants of
customers it is crucial for organisation to understand preference of targeted customer.
Holiday Inn organisation is dealing in hospitality sector and in order to full fill the
expectation of customers, company needs to evaluate the want of customers.
Increase customer loyalty – It is important for hospitality company to increase the loyalty of
customer and for this valuable for company to identify the exact need and wants of
customers. This will support in taking correct action for company as well as meeting full
filling the requirements of customer as well as increase their loyalty.
Quality of services – Identification of customer needs and preference is important for
providing quality of services to customers. This will support in taking better decision as well
as meeting with the requirements of customers. By determining the preference of targeted
customer organisation will be able to develop its services in order to offer high quality of
customer service and care to customers.
P2. Explore the different factors that drive and influence customer engagement of
different target customer groups within a service sector organisation.
Customer engagement refers the connection between organisation and its customers.
This can be describe as the way customer can interact with customer as well as provide high
quality services to customers. It is important for organisation to engage customers with the
activities and services of company (Nwokah and Gladson-Nwokah, 2013). This will lead to
assist in developing and creating strong relationship between organisation and its customers.
It is very crucial for Holiday Inn company to develop effective strategies and plan in order to
enhance customer engagement. This organisation is targeting different types of customer
groups and there are several factors that will lead to have influence over customer
engagement process. Different factors that will drive as well as influence customer
engagement of different groups of target customers in the services of Holiday Inn company is
explain below in detail.