Managing the Customer Experience in Hospitality Industry

Recognising and
Serving the Individual

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Value and importance of understanding the needs, wants and preferences of target
customer groups..........................................................................................................................3
P2 Different factors that drive and influence customer engagement of different target
customer groups..........................................................................................................................4
TASK 2............................................................................................................................................5
P3 A customer experience map..................................................................................................5
P4 How the customer touch-points throughout the customer experience create business
opportunities'...............................................................................................................................6
TASK 3............................................................................................................................................7
P5 How digital technology is employed in managing the customer experience within the
service sector, providing specific examples of customer relationship management (CRM)
systems........................................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Hospitality management includes the overseeing of the administrative task of the resort or
hotel. It basically involves ensuring that the guests have pleasant experience at the hotel or the
resort. Managing the Customer Experience is a practice of reacting and designing the
interactions of the customers in order to meet their expectations and lead them towards the
customer satisfaction, advocacy and loyalty. This practice basically helps in strengthening the
brand preference through the differentiated experiences and also helps in improving the customer
loyalty through the valued interactions. It is very important to manage the customers in the
hospitality industry (Aali and et.al.,2019). The organisation chosen for this report is Hide, a
luxury high quality restaurant situated in London. This report shall cover the importance of
needs, preference and wants of customer group, factors that drive customer engagement,
customer experience map and how customer touchpoints create business opportunities.
TASK 1
P1 Value and importance of understanding the needs, wants and preferences of target customer
groups.
Target customer, also known as target market is normally a group of customers to which
a company plans to reach through the efforts of marketing. The target customer group is the
group of individuals which are identified for the brand, business, location, product or service.
Understanding and knowing the customer need and wants is very important as it is the
centre of the successful business. By this identification is done, it would be easy for the
companies to persuade the existing and potential customers (Ailawadi and Farris, 2017). The
characteristics of the target audience is described below in context to the Hide Restaurant so that
it can choose its target customers-
 Income group- the high income people are mainly targetted by the big organisations like
Hide Restaurant because they have such quality of food and maintenance of the hotel.
Normally the low income people cannot afford the service of such high standard
organisation.
 Age group- in context of Hide Restaurant, the organisation target the people of age group
18- 40 as they target youth, family and business professional.