Understanding and Engaging in the Customer Experience

This report explores the concept of customer experience in the context of IHG, a globally established hotel chain. It discusses key marketing theories and analyzes the factors that influence quality systems and controls during crises like COVID-19. The report also highlights IHG's approach to customer satisfaction and its efforts to provide high-quality services.

Understanding and Engaging
in the Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Introduction of IHG................................................................................................................3
Key marketing theories...........................................................................................................4
Analysis of the factors that influence quality systems and controls for customers in times of
crisis like COVID-19 in in IHG.............................................................................................8
Identify the systems that support your organisations quality processes...............................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Customer experience is defined as heart of business organisation in which sustainability
can be attained by the business along with providing navigation to the business. Under the
perspective of customer experience connection with customer are established and valuable
experience can be given to customer in better way (Kandampully, Zhang and Jaakkola, 2018).
Better customer experience leads to attain higher customer loyalty in which customers can be
handled in better way. This report is associated with understanding various concepts of customer
experience in context of IHG. IHG is a globally established hotel chain which is prominently
managing their business in global periphery. The hotel is headquartered in UK and obtained with
higher market image so that to manage their global image. Customer relationship is one of the
most crucial dimensions of the business in which appropriate relationships are built so that to
retain customer for longer time and attain sustainability as well. For hospitality industry quality
and customer satisfaction is essential to be maintained so that to acquire high edge market image
and customer retention as well. This report is consisting key marketing theory and quality
management theory in which controlling measures can be established in order to deal with
COVID-19 crisis.
MAIN BODY
Introduction of IHG
IHG is a British multinational hospitality industry headquartered in England. The hotel is
engaged in providing guest rooms and leisure services to their customer in which they have
acquired more than 89000 rooms and 5900 hotels across 100 countries within global periphery.
The major value of the company is associated with serving to people and community to the best
possible way by maintaining prominent quality. The company is managing decorum of each
hotel in different manner by which they are serving their services in prideful manner. IHG
maintains harmony with local environment in which they are committed to provide sustainability
and quirkiness within their services to their customer (Witell and et. al., 2020). The hotel group
was founded in the year of 2003 they are focused on choosing glamorous and fascinating places
to indulge international know how and local culture in their business offerings. IHG is the
pioneer in introducing boutique concepts within hotel under which varied perks and amenities
are being rendered. IHG group owns huge range of hotel under their brand name in which Crown

Plaza is made to provide high edge flexibility to the business class guests and travellers. In the
light of COVID-19 situation IHG is keeping high end hygiene in their business functions so that
to engage their customer to better manner and to evaluate their experience in better way as well.
Under this pandemic situation IHG is adding value to their working style and customers in the
similar manner so that manage quality within services and business ethos as well. Besides Crown
Plaza, IHG is managing varied kind of hotels such as Hotel Indigo, EVEN hotels, Avid hotels,
Holiday Inn, Staybridge suits, candlewood suits and many more. They are all are associated with
specific characteristics which could lead the organisation to stay ahead in market competition.
IHG is providing loyalty rewards system to their loyal customers in order to sustain them for
longer duration and stay connected to them as well. Under situation of COVID-19, the higher
emphasis is drawn of hospitality industry in order to get high customer satisfaction by providing
them all those amenities which customers are desired for. So in order to retain business identity
IHG is using all those hygiene aspects within their service offerings so that to acquire more
customers and their retention as well. IHG is associated with providing their hospitality services
within three quarters within global periphery as in Europe, America and Africa. IHG is one of
the emerging brands which is growing at a very high pace so that to deliver best to their customer
in order to sustain and reach out to maximum customers at once. The company is using two
principle models such as Fee based and owner operated model. IHG is managing their hotel
chain as in luxurious range by which they are dedicated to provide authentic services to their
customers in prominent manner (Romero, 2017). IHG is one of the most successful organisations
which is processing their business functions so that to provide ultimate satisfaction to their guests
by focusing over service quality.
Key marketing theories
Marketing theory are defined as those business practices which are adopted in order to
intensify sales and profits as well so that to meet business objectives in prominent manner. These
theories are used in the business to attain marketing objectives and to deal with market
complexities as well. In this aspect IHG is managing application of marketing theory in their
business in order to deal with changing needs of their customer and to provide them ultimate
level of satisfaction(Venkatesan, 2017). Being a hospitality industry IHG is wholly dedicated to
attain customer satisfaction so that they can make loyal customer and retain them for longer
duration. In the current crisis of COVID-19, this is being analysed that attention of customer has

drawn over getting high edge satisfaction along with getting quality services. In this aspect IHG
is managing marketing aspects in such a way that they can grab fuller satisfaction of their
customer in order to deal with situation crisis of COVID-19. For IHG they are using marketing
mix as their marketing theory in order to deal with marketing crisis and to provide their customer
high level satisfaction as well. Marketing mix for IHG is elaborated as under:
Product
Product is defined as those are sold by businesses in order to make money in appropriate
manner. Product is defined as one of the important aspect in which IHG is managing their
business. Being a service industry product for IHG is regarded as services which are provided by
them. IHG is providing luxurious services to their customer in such a way that they are providing
high quality along with ease of use to their customers. The major aspects of services within IHG
are associated with quality and providing broad portfolio within services so that to deal with
market competition and to acquire prominence within marketplace. As IHG is associated with
providing huge portfolio of services in which they are carefully handling consistent quality
within their offerings. Customer expectations are fulfilled by IHG by providing appropriate
quality in their services so that to attain their level of satisfaction and to acquire full-fledged
support by their customers (Avelar, 2020).
Price
Prices are defined as the aspect which is revived from customer in lieu of services and
products. In the context of IHG the hotel is using premium pricing strategy in order to manage
their brand image and customer in equivalent manner. Premium pricing is encouraging brand
image and customer perception in the minds of customer so that to acquire appropriate support
from customer and guest of the organisation. Premium prices are providing privilege to customer
in such a way that significant profits can be earned by the business. For managing business
growth prices are having high edge significance as in terms of earning profit and dealing with
market growth in successful manner (Sharp, 2017). For IHG their major objective is associated
with attaining customer satisfaction and control so in this aspect IHG is trying to place their
services at a prominent pricing strategy so that they can acquire more customers. In the light of
COVID crisis customers are willing to received proper hygienic services from hotels and for this
IHG Is using psychological prices in order to target customer. In this way they are enhancing

prices of their services but at the same time when high quality is given by them so customers are
satisfied with this prices range as well.
Place
IHG is having global presence in the market in which the company is successfully
running their business in more than 100 countries. IHG is headquartered in UK in which they
have major focus over American markets (Baker and Magnini, 2016). The company is targeted
to attain global market presence along with high sustainability so that to deal with market
prominence along with delivering prominent quality within their services. In this manner IHG is
having their glamorous hotels at various locations such as London, Berlin, India, Dubai,
Shanghai, York, Dublin and many other routes which are known as renowned locations. IHG is
trying to enhance their global identity in such a way that they are providing well established
services to their customer so that they can become loyal customer and deal with market
complexities as well. IHG is managing more than 5900 hotels and resorts within global periphery
so that to provide easy access to their customers.
Promotion
Promotional aspect is defined as those practices which are used by the business in order
to boost sales and profitability as well. In this regard IHG is using various channels to promote
their business offerings such as digital channels, conventional marketing and many more. These
methods are helpful for IHG to attain high market image along with power over their
competitors. In the light of COVID, needs of business and customer has been changed. Customer
is prone to get new normal life which includes high edge hygienic services and their level of
satisfaction as well. In this aspect, IHG is inhaling these new guidelines issued by the
government and they are promoting them as well so that to provide their customer atmosphere of
safety along with attracting them towards these services as well. In the context of attaining
customer services this is imperative that marketing techniques are established in a way which
may align with business objectives of IHG.
People
People are defined as those associated parties and individual who are working for the
organisation in order to attain business objectives in appropriate manner. For IHG they are
managing more than 36000 employees and the management of IHG is providing them training so
that to make them capable of dealing with customer expectations and enhancing their experience

as well. People are one of the essential dimensions of the business as they render their effort in
order to deal with business objectives and market complexities as well. IHG is managing their
human resource capital in such a way that they could lead in attaining those business objective in
which problem arisen during COVID crisis. This is going to lead the employees in order to attain
assistance in managing task in most effective way. After COVID crisis new normal life is
encouraged by people and for this IHG is providing additional training and development to their
employees so that to make them aware regarding ways to attain customer satisfaction and
enhancing their experience as well.
Process
Processes are defined as the tactics which are used by the business in order to complete
tasks and attain business objectives as well. In this aspect IHG is using systematic processes so
that to deliver their services to their customer and to attain business objectives as well. In this
way IHG is able to acknowledge their businesses within marketplace so that to acquire higher
level of customer satisfaction. In the crisis of COVID, hospitality businesses are facing high
negative impact and in order to reinstate this is prominent that businesses are required to inhale
some additional processes so that customers can be pitched accordingly and market image can be
enhanced as well. In this manner post COVID when businesses are reinstated then IHG has
adopted to deliver their services to customer with inhaling minimum contact delivery (Stanko
and Henard, 2017). This could be helpful for IHG to attain high customer satisfaction and
enhancing experience of their customer in optimal manner. Besides this people management
system within IHG is taking place in effective manner which could help the business to deal with
managing their quality I significant manner. Besides this after COVID impact, new business
processes are inhaled by IHG such as they check temperature at check in points and takes
declaration from guest regarding COVID. Along with this room services are called by customer
in order to minimise contacts from customers. These processes are helping IHG to deal with
customer expectation and render them high experience regarding services offered by them.
Physical evidence
For IHG, physical evidence is defined as frontier of the organisation in this manner the
floors of hotels are fully covered with mesh carpets in which luxurious gateway is provided by
the organisation. This is a very prominent measure in order to provide better customer
experience to the guests which are coming in for taking services by IHG. A customer can be

attracted towards services of IHG in case when they keep appropriate frontier of their hotel
premisses. Under Post COVID situation, hotels are required to keep appropriate hygiene so that
to attain market position and provide better experience to their customers.
Analysis of the factors that influence quality systems and controls for customers in times of crisis
like COVID-19 in in IHG
Quality is one of the prominent aspects which is inhaled by the organisation in order to
attain business objectives in appropriate manner. These way businesses can survive for longer
duration and attain market prominence as well. In the context of hospitality industry their primal
dimension is to maintain quality so that to retain customers and to deal with their needs and
demands in such a way that additional satisfaction can be received along with giving them
appropriate customer experience regarding service offerings. There are two factors such as
internal and external. These factors has direct impact over quality systems and control. For
internal factor SWOT analysis can be used, whereas for external analysis PEST analysis can be
used. For managing quality various measures are used by businesses so that to render appropriate
services and product to customer along with sustaining them for longer duration. Under this
aspect post COVID quality is the major aspect which is required to be controlled by businesses
and specifically hospitality industry so that to tackle their customer in such a way that customer
can be targetted and managed as well (Nugroho, 2018).
SWOT analysis
Strengths
Effective quality system: TQM is the biggest strength of the company as with the help
of this they can easily manage their quality and operational functions.In the context of IHG, as
the organisation is involved in providing hospitality services to their customer and for this the
major focus of the organisation is to manage their quality as post COVID the major requirement
of customers are linked with quality of service. So in order to attain high quality in services
TQM Is used by IHG and its principles are elaborated as under:
Customer focus: This is the other strength of IHG because they have prominent
customer base. Under this expectations of customers are playing a vital role as when
expectations of customers are fulfilled then they can stay adhered to that organisation for longer
period of time. In the situation of COVID, this is significant that customers are willing to take
services from those organisations which are associated with providing appropriate quality in such

a way that they feel satisfied in the context of hygiene and self-satisfaction. Under this regard
IHG is highly emphasising over needs and requirement of their customers so that to provide
them desired experience (Sudari and et. al., 2019).
Total employee commitment: This is defined as overall productivity of employees and their
collective efforts drawn for attaining business objectives in prominent manner. When whole
workforce is included with providing collaborative efforts within business then this could lead
the business to enhance overall productivity and a vision to attain success as well. In the context
of IHG the organisation is providing training to their employees so that they can deal with needs
and demands of customer along with dealing with market complexities as well. In order to
implement this principle, clear communication and employee encouragement are required.
Besides this proper positive environment is required to be inhaled so that to enhance employee
commitments and involvement as well. This principle is helpful in order to manage process of
improvement and managing overall quality within business offerings of IHG.
Weakness
Ineffective Strategic and systematic approach: This aspect is creating weakness for IHG
in managing their quality systems and control. Under this those standards are identified which
are not correlated with each other due to which effectiveness of the organisation cannot be
maintained. Post COVID condition of market is highly critical and in this manner IHG is unable
to manage their capabilities and qualities in such a manner that they are facing issues in
providing appropriate experience to their customers.
These approaches are helpful for the business to deal with quality and customer
satisfaction in cumulative manner. As the major objective of hospitality industry is to deal with
quality and providing appropriate range of services to them. These aspects are helpful in
attaining customer satisfaction and their higher involvement as well (Sanober and et. al., 2018).
Opportunities
Integrated system: In a full-fledged business various departments are existed which are
having their own functions to deal with. Functions of all departments are interconnected with
each other and in this manner that they manage the whole organisation in prominent way. The
implementation of total quality management is highly requisite so that to promote culture in such
a way that quality can be managed. Under this trainings are provided in order to render
opportunities so that to adhered to market advancement (Forsgren, 2017). Under the condition of

post COVID integrated system by which functions can be inserted in such a way that customer
can feel safe and attain prominent customer experience as well. In this appropriate quality can be
attained by IHG due to which customer expectations can be met by the organisation in way that
they may lead into providing opportunities to the organisation in order to attain advantage in
their business.
Continual improvement: In order to attain customer satisfaction this is required by the
business that they inhale continual improvement practices and for this needs are required to be
undertaken by the business. In this manner various policies are to be implemented within
business so that to measure goals in such a way that employees can be motivated and have
abilities to deal with market complexities and traditions as well. Under this step IHG is managing
capabilities of their employees so that to fix up bottlenecks and deal with broken processes.
Threat
Ineffective Process approach: This is defined as staying adhered to the processes which
are being used by the business in order to bring consistency in business processes. Under this
aspect current activities are being analysed in which they provide negative impact within various
stakeholders. This leads to generate inconsistencies within business functions of IHG as for IHG
their business is focused over improving overall quality amid COVID-19 so under this process
approach is highly recommendable in such a way that IHG may attain high customer satisfaction
by providing them additional customer experience.
PEST analysis
PEST analysis Impact on quality system and control in COVID situation
Political factors Political factors are associated with aspects that are influenced by
governmental decisions. Taxes, new rules and regulations are part of
political factors. For IHG these factors are drawing high impact on
quality system and control as post COVID situation various rules and
regulations are imposed due to which quality can be controlled and
managed in desired way of consumers.
Economic factors Economic factors are related to employment rate, wages, inflation and
complexities arisen due to COVID pandemic. In this manner IHG is
impacted in drastic way, as due to COVID economies have fallen and

these are affecting quality system and control of the organisation. On
the other hand this downfall is leading IHG to face complexities in
using prominent measures for quality control.
Social factors Social factors are dealing with needs and preferences of customer, for
hospitality industry customer needs are primal and these are regarded
as the driving factor for the business. For IHG under these factors
demands of customer in relation to hygiene has increased due to which
they are adopting optimal measures for quality control.
Technological factors These factors are linked with usage of emerging technology in the
business, in the context of IHG the company is inhaling new tools and
technology for quality system and control in order to maintain their
overall quality in significant manner.
Identify the systems that support your organisations quality processes
Within an organisation in order to support quality processes within an organisation various
measures are included so that to deal with quality performance and business processes in
equitable manner. These processes are required to be adopted so that to deal with business
processes and implementation of functions in effective manner. These processes are evidence
based so these are supporting organisation to deal with market challenge and quality initiatives in
prominent manner. In the context of IHG the hotel is providing hospitality services to their
customer so quality is the major constraint in their services and for that organisation is managing
those systems so that to meet quality processes.
Quality objectives: For managing quality this is required that all the approaches are used in
order to focus on customers. Under this aspect specifically hospitality industry is trying to deal
with taste and preferences of their customer so that to attain their involvement and provide them
better experience regarding their undertaken services. The quality objectives are those goals and
objectives which are designed by the business in order to provide customer centric value to their
organisation. In this aspect IHG is managing QMS software so that to have record over spread
sheet so that to improve overall parameters for improvements. This dimension is helpful in
building customer relationship in such a way that, customers can be retained for longer duration

of time. In the crisis of COVID-19 the major focus of hospitality industry is drawn in order to get
high customer recall value by giving them prominent quality. So this support system is vital
within this crisis situation in order to manage appropriate customer relations and attaining
required quality in business processes as well (Foroudi, Tabaghdehi and Marvi, 2020).
Quality manual: Quality manual is defined as documentation in which list of various
elements are included. This is the document in which organisational quality policies are
inculcated in a way that organisational working can be aligned. In the context of IHG, they are
focused on enhancing customer experience and ways in which overall quality can be improvised.
In order to deal with needs and preferences of customers primal impact is seen over managing
quality in a manner that prominent objective of the business can be attained. In the crisis of
COVID-19 as customer are prone towards selecting services on qualitative methods rather being
dependent of money so under this factor quality manuals are helpful in recalling principles and
support system to manager quality with the major objective of receiving appropriate customer
relationship.
Customer satisfaction within service quality: The major component of quality support system
is categorised as attainment of prominent objective of business which is to achieve customer
satisfaction. In the reference to hospitality industry their major objective is set to set objectives
by which customer satisfaction can be attained. In this manner, monitoring system is established
through which satisfaction are filled up by customer so that to take out their feedback and to
identify areas for improvement (Jiang and Wen, 2020). In the context of IHG the hotel is
prominently established in global periphery but at the same time their main target is to provide
higher experience to their customer so as to meet global standards. In the crisis of COVID-19
IHG is dedicated to focus on customer satisfaction by giving them appropriate quality within
services and this could the major reason for attracting customer in such a way that effective
relationship can be maintained in prominent way.
Continuous improvement: Continuous improvement is one of the prominent adaptations
which is helpful for the business to deal with customer satisfaction. In service industry and
specifically in hospitality continuous improvements are needed as customer demands more than
what they got previously. So in the context of IHG, the organisation is dedicated on their
customer and meeting their expectation in appropriate manner. For this continuous improvement
is essential to be inhaled so that to manage business standards and to deal with business

complexities those are arising. In the light of COVID-19 crisis, continuous improvement is one
of the major concerns which are focused by IHG in order to provide their customer higher
experience and involve them in business succession as well.
Benefits and challenges of developing and maintaining good customer relationships
Benefits
 This is helpful in receiving more information regarding customers and their preferences
in such a way that internal communication can be enhanced.
 Prominent customer relationships are helpful in order to behave in responsive manner
which may lead IHG to stay adhered to their promises which are given by the
organisation to their customers.
 Proper relationship with customers are helpful in providing personalised experience to
their customer which may leads the business in meeting their expectations in early stage
along with retaining customer portfolio for longer duration (Siva and et. al., 2016)
Challenges
 The major challenge is associated with dealing to maintain proper compliance in which
this is difficult for IHG to comply physical and digital channel of communication.
 Besides this excellence over operational aspect is another dimension in which challenges
are faced while dealing with customer relationship.
 On the other hand digital transformation is hard to embraced by the business through
which this is difficult to manage customer relationship in appropriate manner (Kiran,
2016)
CONCLUSION
From the above detailed report this can be concluded that customer engagement and
experience are one of the prominent aspect which is required to be undertaken by the business
when they are willing to inhale success. In this manner this is significant that customers are
emphasised in a manner that goals can be accomplished in better way. For hospitality industry
customers are playing vital role to drive the business and manage profits and sustainability as
well. In this manner quality is one of the essential concept which is being managed by the
business in order to grab high customer attention and enhancing their experience as well. For
providing improved quality TQM is playing vital role as in meeting the set target and to deal
with complexities those are arising in the path of customer satisfaction and expectations. Besides

this managing customer relation is required by the business in order to maintain appropriate
relationship with customers and in order to acquire market prominence customer are the primal
for the business handle.

REFERENCES
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