Recognising and Serving the Individual Hospitality Management

This document discusses the values and significance of acknowledging preferences, wants, and needs of target groups in the service industry, specifically in the context of Hotel IBIS Paris. It investigates the factors that drive and impact customer engagement in the hotel. It also explores how digital technology can be used to manage customer experience and provides examples. Additionally, it exemplifies customer service strategies of Hotel IBIS.

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Recognising and Serving theRecognising and Serving the
Individual HospitalityIndividual Hospitality
ManagementManagement

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Table of Contents
Introduction......................................................................................................................................3
TASK 1............................................................................................................................................3
P2 Investigate distinct factors which drive as well as impacts customer engagement within Hotel
IBIS Paris................................................................................................................................4
TASK 2............................................................................................................................................1
TASK 3............................................................................................................................................3
Benefits:.................................................................................................................................4
Drawbacks:.............................................................................................................................4
TASK 4............................................................................................................................................4
P6 Exemplify customer service strategies of Hotel IBIS.......................................................4
P7 Develop customer experience in Hotel IBIS.....................................................................5
Conclusion.......................................................................................................................................7
REFERENCES................................................................................................................................8

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Introduction
Managing customer experience refers to process which comprises of formulation of plans for
organising and managing overall experience that is driven by clients as a result attained from
consumption of organisational offerings (Balaji, 2014). Consumer experience denotes method for
carrying out interaction in between clients as well as products which are being offered by firm. To
understand the concept of managing customer experience Hotel IBIS Paris is taken into
consideration which is owned by brand Accor. They provide their customers with unique and
impelling experience. This report comprises of significance & values of acknowledging needs of
target, their preferences along with factors that are liable for driving in involvement of consumers.
Furthermore ways in which digital technology enhance experience of customers illustrated and a
service rendered to them by creating strategies has been examined.
TASK 1
P1 Explicate values as well as significance of acknowledging preferences wants as well as needs
of target groups within service industry.
In an organisation customer plays an important role as they lead them to growth and when
they are retained, it implies that they are satisfied with services which are delivered to them. This
denotes that it is important to understand their customers in terms of what they like and prefer to
have (Bilgihan, Kandampully and Zhang, 2016). It will lead them to grab attention of wide range of
individuals towards services that are delivered by firm. An example can be taken, like market
analysis can be carried out to acknowledge what is being delivered by their competitors as well as
acknowledge what are expectations of individuals. With respect to Hotel IBIS Paris, this deals
within hospitality industry and delivers their services in an enhanced manner. They have their own
restaurant where their guests can dine and enjoy their meals. Their target segment is business
persons, families and emphasis is laid on choices as well as taste of all groups who are the probable
customers of Hotel (Buonincontri and et. al., 2017). With respect to Hotel IBIS Paris, the demands
of their consumers have been illustrated below:
Probable consumers Preferences, wants & requirements

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Teenagers Musical nights, eye catching interior, unique food presented in
impelling manner and game zone.
Couples Private space, loving & romantic interiors, enhanced atmosphere
and good food.
Business class Quick check-in and check-out process, protective & calm
atmosphere, video conferencing, leisure services and facilities
such as projector.
Family Value for money as well as time, good environment, attractive
interiors, services at reasonable prices, space and good dining.
According to analysis which is provided above, all the probable customers of Hotel IBIS
Paris have been identified along with what they expect to have with respect to their wants,
requirements and preferences (Cambra-Fierro, Melero and Sese, 2015). For this, customer care
manager needs to develop strategies and policies so that they can captivate their consumers in an
effectual manner. For an instance, teenagers will be attracted when they see images on the menu; it
will attract them and when prices at which they are offered will impel them to make more orders.
On other hand, business class individuals opt for places where they can have their meetings in an
appropriate way within any kind of disturbance and in a proficient manner. Furthermore, they need
calm and safe for their business. Therefore, it is important for customer care manager of restaurant
of Hotel IBIS Paris to make use of strategies as per needs, requirements and preferences of their
probable customers. This will aid them to acquire more number of individuals towards services
offered by them. Through this, they can retain their customers for longer duration of time and
ensure their sustainability.
P2 Investigate distinct factors which drive as well as impacts customer engagement within Hotel
IBIS Paris
They emphasise on different range of customers for reaching their goals but this is only possible by
formulation of effectual strategies as well as plans which will enable to meet requirements, wants
and preferences in an effective manner (De Keyser and et. al., 2015). The reason for this is that
when customers visit the place they want to have value for money as well as wish there needs are
accomplished in an effective manner. With respect to restaurant of Hotel IBIS, they need to focus
on following group of customers who expect different services. They have been illustrated below:

 Family: They come to have a good time and enjoy each moment spent so they expect
or prefer that value for time and money must be provided by furnishing impelling as
well as safe environment, reasonable prices, good food & beverages and many others.
 Couples: They often look for a private space where they can have a quality time; they
prefer to have romantic area with soft music and loving interior (Fatma, 2014).
 Teenagers: This group likes to have a gaming zone in which they can spend time,
musical night or some sort of club within and eye catching interior with high quality &
presentable food.
 Business Class: This segment of individuals do not like to waste to their single second,
therefore, they always look forward to have easy and quick processes of check- in &
out, calm atmosphere where meetings can be carried out, space for video conferencing
and many other aspects.
TASK 2
P3 Create, customer experience map for Hotel IBIS Paris.
The activities through which customers goes while interacting with organisation with
respect to purchase of services or any product is referred to as customer experience map. It is
important for organisation to maintain and develop processes in an appropriate manner so that
customers do not have a negative experience (Fernandes and Neves, 2014). This will lead IBIS
to identify opportunities through which they can grow and expand their services. The customer
care manager of IBIS develops an idea with respect to customer experience map and accordingly
formulates strategies. They have been provided below:
Websites: When individuals are planning to go out, they look forward to websites of
different places which can meet their needs. This implies that, it must look unique and
captivating so that attention of customers can be attained towards website of IBIS. Along with
this, manager needs to ensure that it is up-to-date with respect to content posted on it and
should be their practice.
Employee behaviour: It is an important part that is liable for grabbing attention of
consumers when they visit the place. This implies that it is important for IBIS to render their
employees with appropriate training so that they can acknowledge how to react to the actions of
their customers (Gruber and et. al., 2015). This will lead them to satisfy needs and anticipations
in an enhanced way.
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Facilities and services: Customers are fascinated with amenities which are offered to
them by organisation. Thus, it is important to furnish enhanced services through which needs of
customers can be accomplished. For this, manager of IBIS have formulated effective services
and make alterations within them so that when individuals visit next time they have something
better (He and et. al.., 2016).
Apart from this, there are many other factors which are noticed by visitors when they
visit Hotel IBIS like environment, service prices, interior and many other things. Thus it is
important for customer care manager to ensure that there is healthy atmosphere which creates
positive vibes through which retention of customers can be ensured.
P4 How the customer touch-points creates business opportunities for a Hotel IBIS.
The business terminology which has been adopted by firm for interacting information
with customers in an efficacious manner is referred to as customer touch points. This enables the
firm to be more competent and attract more visitors towards services that are furnished by them
(Homburg, Jozić and Kuehnl, 2017). It is important for IBIS who is carrying out their operations
within service industry to make use of touch points of their customers so that they can captivate
their attention and render their services in an impelling manner. Through the usage of
appropriate touch points firm can recognise requirements, wants and desires of individuals in an
effective manner. For this, IBIS has given training to their employees which enable them to
formulate efficacious relationship with their customers. An example has been illustrated below
with respect to touch points with reference to restaurant of Hotel IBIS. Here, customers are
making a booking hall for birthday party.
Employee: Hello sir, this is Hotel IBIS, how can I help you?
Visitor: hello, I am looking to book a hall for birthday party.
Employee: On which date sir?
Visitor: January 2nd, 2020, is it available?
Employee: Okay sir; let me check out for the same. Please wait for a minute.
Visitor: Sure.
Employee: It is available and I am confirming your booking for 2nd Jan for birthday party.
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Visitor: Okay
Employee: Thank you sir and visit the place for providing me details related with number of
guests coming, design interiors required and also some other formalities. In case, if visit is
not possible then you can visit our website and post your requirements.
Visitor: Okay.
Employee: Anything else you want to know sir?
Visitor: No, thank you.
Employee: Thank you sir and have a nice day.
TASK 3
P5 Scrutinize how digital technology can be used for managing customer experience by
making use of example.
Customer relationship management is a tool that is widely used by organisation for development
of enhanced relationship with customers. It is digital technology and CRM is a tool which aids
firm to be competitive as well as attain their goals in stipulated time frame with high profit
margin and market shares (Ibojo, 2015). There exist different activities through which firm can
create effectual relationship with their customers such as interaction, having feedback,
suggestions and various other aspects. In reference to Hotel IBIS, digital technology will enable
their customers to make use of a platform which will enable them to make their bookings as well
as look for important details they need to have. Along with this, appropriate communication can
be carried out among employees as well as guests who are looking forward for some sort of
bookings. This will provide individuals with ease to communication and will grab attention of
multiple individuals (Jain, Aagja and Bagdare, 2017). Apart from this, Hotel IBIS can make use
of digital platforms or technologies like email, social media and many others for making
customers aware about what is being offered by hotel along with benefits furnished. This will
lead them to impel ample of consumers to their services.
There are certain vantages which are offered by digital technologies but also some
limitations with reference to customer relationship management (Wong, 2013). This creates both
direct as well as indirect impact on operations of Hotel IBIS. They have been illustrated below:
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Benefits:
 It aids Hotel IBIS to enhance relationship among customers in an efficient manner which
will lead to enhancement within the profits of firm (Lemon and Verhoef, 2016).
 Interaction will become smoother like individuals can share their views by giving
feedbacks and reviews with respect to services delivered to them.
Drawbacks:
 It is an expensive method as there has to be minimum of 2 employees to monitor
the system and respond to queries or feedback given by individuals as auto
generated messages are not apt in every situation.
 Along with this, Hotel IBIS have to render training to their employees with
respect to CRM tools which will increase their budget.
TASK 4
P6 Exemplify customer service strategies of Hotel IBIS
In every firm, the facilities which are delivered to individuals are enough to grab their
attention. It is important to formulate strategies for organisation so that they can identify what
has to be delivered to their customers so that they can have impelling sales as well as attain
customer’s satisfaction level (McColl-Kennedy and et. al.., 2017). For this manager of Hotel
IBIS need carry out a analysis with respect to preferences as well as needs of customers. Some
strategies which can be utilised by them are illustrated below:
Furnish training & development to employees: It is important that staff is aware about
the ways in which services have to be delivered to their customers. For this, manager of Hotel
IBIS identify which section or area needs to be improvised and accordingly furnish training to
their employees. An instance can be taken into consideration, like if a guest misbehaves with
employee then they should not do the same. For such kind of situations employees must be
prepared so that aggressive behaviour is not shown by them (Peppers and Rogers, 2016). This
will lead them to attract more customers towards their services.
Acknowledge problems of guest: It is important to develop strategies through which
customers can interact the problems which they are going through while there visit within
Hotel IBIS. Employees must address those difficulties and make them comfortable. This will
lead to their satisfaction for longer duration of time as well as they will also visit again.
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Reward loyal consumers: The Hotel IBIS can give rewards or some sort of discounts on
the basis of services they take. This option should be provided to their regular customers. This
will assist them within making their probable customers or guests to be permanent (Wilson and
et. al., 2016).
Apart from this, Hotel IBIS needs to render visitors with enhanced services so that they
can have a word of mouth which will indirectly can as marketing of their services and will lead
them to grab more number of customers.
P7 Develop customer experience in Hotel IBIS
Consumer audit Trail, Critical observation:
Name of hospitality business visited: Hotel IBIS
Date and time of visit: 15th Dec, 2019
Ambience and First Impressions:
Things that I observed that
were positive, or good
?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Customer servicing
atmosphere is attractive.
Inappropriate services as they
were mismanaged.
I will deliver appropriate
training to each individual of
Hotel IBIS.
Labelling, Signage, Tariff Boards, etc.:
Things that I observed that
were positive, or good
?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
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Eye catching interior like
colors, paintings, etc.
Dishes were not clear as menu
was complicated.
Name in the menu will be
clearer along with their price.
Prices:
Things that I observed that
were positive, or good
?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Affordable dishes in menu. External event assistance was
expensive.
I will reduce the prices of
external activities like birthday
parties.
Range of Products:
Things that I observed that
were positive, or good
?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Various food items were
provided.
Italian dishes were not as per
standard.
I will hire Chef who knows to
cook different food.
Staff:
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Things that I observed that
were positive, or good
?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
I found staff was helpful and
cooperative.
Adequate staff was not
available within Hotel IBIS.
I would recruit more number
of employees so that
operations can be carried out
effectively.
Conclusion
From above, it can be concluded that managing customer experience is an important
aspect for ensuring that services are delivered as per required standards. Thus, there has to be
knowledge with respect to needs, preferences and wants of individuals. Along with this, firm
need to take into consideration different aspects through which they can attract as well as
captivate their guest and it will also assist them to retain for longer time frame. Furthermore, by
developing customer experience map and carrying out performance analysis of touch point will
enable them to have wide range of opportunities to enhance the familiarity of their guests. Apart
from this, usage of digital technology will yield them to formulate affirmative strategies and
provide guests with an interactive environment.
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REFERENCES
Books and Journals
Balaji, M. S., 2014. Managing customer citizenship behavior: A relationship perspective.
Journal of Strategic Marketing. 22(3). pp.222-239.
Bilgihan, A., Kandampully, J. and Zhang, T., 2016. Towards a unified customer experience in
online shopping environments: Antecedents and outcomes. International
Journal of Quality and Service Sciences. 8(1). pp.102-119.
Buonincontri, P. and et. al., 2017. Managing the experience co-creation process in tourism
destinations: Empirical findings from Naples. Tourism Management. 62. pp.264-277.
Cambra-Fierro, J., Melero, I. and Sese, F. J., 2015. Managing complaints to improve customer
profitability. Journal of Retailing. 91(1). pp.109-124.
De Keyser, A and et. al.., 2015. A framework for understanding and managing the customer
experience. Marketing Science Institute working paper series. 15(121). pp.1-48.
Fatma, S., 2014. Antecedents and consequences of customer experience management- a
literature review and research agenda. International Journal of Business and
Commerce, 3(6).
Fernandes, T. and Neves, S., 2014. The role of servicescape as a driver of customer value in
experience-centric service organizations: the Dragon Football Stadium case. Journal of
Strategic Marketing. 22(6). pp.548-560.
Gruber, M. and et. al., 2015. Managing by design.
He, W. and et. al.., 2016. Actionable social media competitive analytics for understanding
customer experiences. Journal of Computer Information Systems. 56(2). pp.145- 155.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Ibojo, B. O., 2015. Impact of Customer Satisfaction on Customer Retention: A Case Study of a
Reputable Bank in Oyo, Oyo State. Nigeria. International Journal of Managerial
Studies and Research (IJMSR). 3(2). pp.42-53.
Jain, R., Aagja, J. and Bagdare, S., 2017. Customer experience–a review and research
agenda. Journal of Service Theory and Practice. 27(3). pp.642-662.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing. 80(6). pp.69-96.
McColl-Kennedy, J. R and et. al.., 2017. How do you feel today? Managing patient emotions
during health care experiences to enhance well-being. Journal of Business Research.
79. pp.247-259.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Wilson, A. and et. al., 2016. Services marketing: Integrating customer focus across the firm.
Wong, I. A., 2013. Exploring customer equity and the role of service experience in the casino
service encounter. International Journal of Hospitality Management. 32. pp.91-101.
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