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The Importance of Market Segmentation

   

Added on  2021-01-02

8 Pages2270 Words188 Views
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MANAGING THE CUSTOMEREXPERIENCE
The Importance of Market Segmentation_1

Table of ContentsINTRODUCTION...........................................................................................................................1TASK...............................................................................................................................................1The value and importance of understanding the needs, wants and preferences of targetcustomer groups for hospitality services......................................................................................1Customer experience Map for Hotel Hilton.................................................................................3The consumer touch points and the consumer journey influences the response, behaviour ofthe consumer and create business opportunity.............................................................................5CONCLUSION................................................................................................................................5REFERENCES................................................................................................................................6
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INTRODUCTIONCustomer experience is refer to any subjective response or interaction in direct or indirectmanner of customer with any organisation. Managing customer experience is designing practiseand reacting to the customer response to meet or exceed their needs and expectations, it isvaluable to increase customer loyalty, their satisfaction. The study report will cover importanceof target consumer and market segmentation to know about the need and want of consumers.TASKThe value and importance of understanding the needs, wants and preferences of target customergroups for hospitality servicesMarket segmentation is a technique which divide consumers with their similar needs andbuying behaviour into segments. It is customer centred that offer the best match product based onconsumer's interest.Segmentation of market allows the hotel to target the market to various consumer groupswith their different behaviours and help them to provide the best services that match theirspending power and needs and also help Hotel Hilton to identify the various trend of thebusiness (Peppers and Rogers, 2016). Market segmentation help to analyse and identifiesthe purpose of consumer trip; it could be either leisure or business. Demographicsegmentation helps in to target the consumer who have moderate to high spending power,business persons, families. Behavioural segmentation focus on the reason of consumer tostay, number of time they visit the hotel. And psycho-graphic target the market accordingto consumer's lifestyle, their social status seeking behaviour, etc. The segmentation andconsumer profile made easy to target the market according to Hilton profile. And also itincreases the success of marketing to influence consumer behaviour and enhance theexperience of customer (Peppers, Rogers and Kotler, 2016).Customer profile also called as customer persona, it is a set of consumer that includesegmentation of market, as well as their staying history in the hotel, their pattern ofdecision. Customer profiling gives opportunity to increase more insight into their visitorand be able to understand their behaviour and interest. It can be done by analysing theirsegments, their searching behaviour by which channel through online or offline, findingout their needs and wants that drives the consumer to book the room. For profiling hotel1
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