Managing the Customer Experiences

MANAGING THE CUSTOMER EXPERIENCES

Table of Contents
INTRODUCTION................................................................................................................................3
MAIN BODY ......................................................................................................................................3
P1 Explain the value and importance of understanding the needs, wants and preferences of target
customer groups for a service sector industry.................................................................................3
P2 Explore the different factors that drive and influence customer engagement of different target
customer groups within a service sector organisation.....................................................................4
P3 Create a customer experience map for a selected service sector organisation...........................5
P4 Discuss how the customer touch points throughout the customer experience create business
opportunities for a selected service sector organisation..................................................................5
P5 Examine how digital technology is employed in managing the customer experience within
the service sector, providing specific examples of customer relationship management (CRM)
systems.............................................................................................................................................6
P6 Illustrate customer service strategies in a specific service sector context..................................7
P7 Demonstrate how customer service strategies create and develop the customer experience in a
way that meets the needs of the customer and required business standards....................................8
CONCLUSION....................................................................................................................................9
REFERENCES.....................................................................................................................................9

l壱INTRODUCTION
Holiday Inn was founded by Kemmons Wilson in the year 1952 in United Kingdom. The
company is a subsidiary of the InterContinental hotels group. The headquarter of Holiday Inn is in
Denham, Buckinghamshire, United Kingdom. It is one of the largest hotel chain with 1173 active
hotels all over the world. The company was very profitable until 1980 when they lost some market
share but then this was again recovered and Holiday Inn gained there market position once again in
the year 1985.(Hogan, 2018) The company is currently performing excellently and in 2008 they
announced thre new brand known as Holiday Inn club vacation.
l壱MAIN BODY
l弐P1 Explain the value and importance of understanding the needs, wants and preferences of target
customer groups for a service sector industry.
To be successful in the service industry the company operating must value the importance of the
needs and wants of the customer so that they can make a strong customer base. Holiday Inn should
provide services which enhances the value for their customer, some services which Holiday Inn
could provide are given below: