Planning for Customer Experience Management

This document discusses the concept of customer experience management in the hospitality industry, focusing on the importance of customer engagement. It explores the factors that drive customer engagement in the travel, tourism, and hospitality sectors, such as tourist experiences and tourism activities. The document also discusses different strategies for targeting and on-boarding customers in the hospitality industry, including role-based on-boarding and self-service customer on-boarding.

In the early age, cultural aspects, learning languages and travelling challenges restricted (Capacci, Scorcu and Vici, 2015). In 14 century
Christopher Columbus sailed westward and vasco da gama cruised to country for earn money then business travel has been integral part of
tourism industry(Cave and Brown 2012). Early tourism started with Nomads who
travelled around the world in search of food and shelter. Main intension of this traveller is to gathered food and traded around the world and
gave rise to the barter system (Capacci, Scorcu and Vici, 2015). 1500 BC is marked as the era when the Europeans visited pyramids and thus
developed the tourism for pilgrimage. Early tourism started with Nomads who travelled around the world in search of food and shelter. Main
intension of this traveller is to gathered food and traded around the world and gave rise to the barter system (Capacci, Scorcu and Vici, 2015).
1500 BC is marked as the era when the Europeans visited pyramids and thus developed the tourism for pilgrimage.
In the present scenario to sustain in competitive
environment it is very crucial to manage operations
related to customer experiences from pre-purchase
expectation to post-purchase satisfaction by all enterprises
in efficient manner.
Target
customer
Needs,
demands,
wants and
preferences
Youngsters Wi-Fi facility.
Place to work
and hang out
with friends.
Tasty food
along with fast
services.
Couples Quality beds
along with
furniture’s.
Offsite
surroundings.
Quality food
Business person Conference
halls for
meeting with
clients.
Proper room
services with
high quality of
furnishing.
Charging points
near beds and
sitting areas.
Internet access.
Families Food and
beverage
facilities.
Open air
spaces.
Budgeted
hotels.
On site playing
areas for kids.
Customer engagement is a concept which is a continuous
process of interaction of business enterprise or its brand with
customers. Such concept is a huge concern for managers to
increase interactions as well as sharing of information’s and
experiences to build the organizational image in the eyes of
customers. Factors which drive and influence customer
engagement of different target customer groups within the
selected travel, tourism and hospitality business are the
followings:
Tourist experiences: Tourist experience is one of the
critical factor which influences customer engagement.
Different tourists have different experiences while travelling
and it is the key offering in travel, tourism and hospitality
industry.
Tourism activities: Tourism activities also drives and
influences customer engagement of different target customer
groups. These involves attractive services offered by tourism
company to tourists as per their interests. The selected hotel
marketers offer various tourism activities as per the
customer’s needs, demands for engaging them towards hotel
for the purpose of building image in the eyes of customers.
Customer engagement factors determines various on-
boarding strategies for different target customer groups
within selected hospitality sector. They are the followings:
Role based on boarding: By applying such strategy,
different on-boarding paths are created on the basis on
appropriate roles for providing the rights as well as
responsibilities to execute tasks at work place. This strategy
is adopted by executives of Thornbury Castle Hotel for
providing appropriate role services for the engagement of
customers.
Self-service customer on-boarding: Such strategy is related
to intuiting customer on-boarding experience by providing
top quality services along with advanced digital touchpoints.
Such strategy helps in building relationships and better
experiences by reducing customer issues in efficient manner.
PLANNING FOR CUSTOMER EXPERIENCE MANAGEMENT
INTRODUCTION
TARGET CUSTOMER
All the businesses for functioning their operations in
sustainable market carefully plans activities to deliver
products and services as per the needs, wants as well as
preferences of targeted customers to achieve growth along
with profitability. Management of any business works
with the motive to satisfy the demand of existing
customers as well as attract new clients for fulfilling their
demands to convert them into loyal customers. Improving
experiences of customers is helpful in building brand
image in the eyes of customers by retaining them for
longer period of time as well as maintaining a position in
the competitive market place. Owners of restaurants or
hotels in hospitality industry implements attempts for
analyzing, identifying and understanding needs, wants,
preferences and desires of different visitors for providing
them services as well as products to fulfil their demands.
Target market refers to group of customers within market
for whom firms focuses on marketing resources as well as
efforts for providing them products or services as per their
preferences, needs, wants, demands and many more.
Marketers of Thornbury Castle Hotel targets youngsters,
couples, business person and families. They offer various
attractive services to their targeted customers to motivate
them to visit again. It is very important to understand the
needs, wants and preferences of target customer groups as
to maintain stronger relationships with them and attracting
them with new offers to achieve profits and growth. It
benefits selected business and other companies in same
industry to manage expectations effectively and to attain a
competitive position in the dynamic market.
HOSPITALITY INDUSTRY HOSPITALITY INDUSTRY