logo

Understanding and Enhancing Customer Experience- PDF

   

Added on  2020-12-10

9 Pages2443 Words133 Views
Induction- understanding and enhancingcustomer experience

Introduction of companyNovotel hotel is part of AccorHotels group founded in 1967 at Lille Lesquin, France. Itprovides guest freedom to an experience so that they can stay for long period of time. Itprovides the better room facilities as well as accommodation services to visitors or consumers.Company and its category location It is based on Novotel hotel and it is located in Lille Lesquin, France.Vision or philosophy Its vision is to provide satisfactory services and provide better experience to consumers. SizeThe size of this hotel is large. Customer baseNovotel hotel has strong customer base.Role of Guest relations Handle complaints satisfactorily- Under this, it is a responsibility of Novotel hotel to handleall complaints of consumers and provide them appropriate solution so that they can be satisfiedfrom services of hotel.Provide right information to the clients – In this, it is a main role of manager to provide rightor accurate information to consumers about services, travelling packages etc. Day one 1) Explain why the hotel carries out market segmentation and customer profiling activities todetermine its ‘target market’;Hotel market segmentation allows to target and market into various consumer groupswith different behaviour that matches budget and need level. It helps in identifying purpose oftrip that can be business or leisure. Novotel hotel carries out market segmentation in order toprovide quality services to their guests. After segmentation, hotel need to target particular groupof people on basis of demographics factors includes income level, group level. Once Novotel canknow about their target group and accordingly provide service (Peppers and Rogers, 2016). As2

per income level of people rooms at Novotel hotel is divided and facilities as per theirrequirement. There are various class of individual such as business, family, youngster andservice are provided according to their need and wants. Market segmentation- It refers to procedure of dividing market of the potentialconsumers in to the groups and also on the basis of various characteristics. It makes easier forcompany to personalise marketing campaigns. It is helpful in minimize risk of unsuccessfulcampaign of marketing. How to do segmentation- Under this, segmentation is done on the basis of demographic.There are different factors which involved in demographic segmentation mention below: Age- 0 to 80Sex- Male and FemaleReligion / ethnicity – Arabic, American, Japan ,Chinese, Income –£20000 to £40000Family Size- Small, medium and large Why segmentation is important for travel lodge or Hilton Reduce failures- In market segmentation, there is less chance of failure because market issegmented in to small parts so that marketer can not face any issue and target consumer in aneasy manner. Increase business- Segmentation is helpful in develop in better future relatedopportunities for enhance business. Through segment market, Novotel hotel can enhance itsbusiness activities. Customer profile- Novotel hotel provide its services to £20000 to £40000 income group level.But it will target £50000 to £80000.2) Examine the different ways in which customers can be profiled, and how the wants, needs andexpectations of the ‘target market’ drive the products and services offer of the hotel;Under this, satisfaction of consumer reflects experiences and expectations which theyhave with service or product. It is necessary for Novotel to determine as well as understandneeds, expectations and demands of target market and also provide them services accordingly.The main focus of this hotel is to provide high quality of services to hotel and also give thembetter experience. In this present time period, demand of every consumers are different fromeach other and also changes with in short period of time. There are different ways to profiled and3

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Understanding Customer Experience of Service
|10
|2485
|359

Marketing Management & Digital Communication Assignment
|17
|3691
|90

Overview Of Hotel Marriott Tourism Essay
|9
|2104
|238

Segmenting, Targeting and Positioning Assignment : Travelodge
|1
|694
|244

Segmentation, Targeting, and Positioning Strategies in Marketing: A Case Study of Hyatt Hotel
|8
|1920
|93

Market Segmentation and Customer Engagement
|11
|2226
|33