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(Doc) Understanding Customer Experience

Added on - 23 Nov 2020

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Understanding AndEnhancing CustomerExperience
Table of ContentsIntroduction......................................................................................................................................1LO 1.................................................................................................................................................1LO 2.................................................................................................................................................3P3 Customer experience map for Marriott County Hall Hotel, hotel industry......................3P4 Evaluation of the customer touchpoints through customer experience which would help increating business opportunities for Marriott County Hall Hotel............................................4Conclusion......................................................................................................................................5References........................................................................................................................................6
IntroductionCustomer experience management is the collection of processes a company uses towatch, organise and oversee the interaction between its clients and management throughout thecustomer life cycle. Customers the main assets of hospitality industry (Garg, Rahman andQureshi, 2014). This is industry aims at making their customer happy so that the clients visitagain to experience their services. For bringing consensus the hotel that has been taken isMarriott County Hall Hotel which is one of the most top rated hotel in London, this hotel isadmired by various film actors, the hotel have total of 186 rooms. This report will give the briefanalysis on needs and expectations of market segments for the service industry and the customerexperience map which will help in opening new business opportunity to optimise customer touchpoints.LO 1INDUCTION PROGRAMMEDAY 1: Why hotel carries out market segmentationEvery hotel groups needs to focus on understanding the needs and wants of their targetedcustomers so that they are able to achieve success and win the situation that will generatemaximum customer satisfaction. For the hotel Marriott County Hall Hotel their main aim is onthe travellers and the business class people who come to visit London and to organise thebusiness meetings (Altunel, and Erkut , 2015). The hotel works at attracting Elite class peoplewho are the main target customers. The needs, wants and preferences of the targeted customersas analysed by the hotel staff that should be fulfilled by the new employees are stated below:Needs are the requirement that a client wants from the hotel that should be fulfilled while theirstay at the hotel. The tourists in this department requires that their stay at the hotel is great andthey are served with maximum services. They want that proper arrangements in the roomsshould be done, a supporting and help full staff should be provided and the food that has to beserved is delicious and met their taste preferences. If these requirements are not fulfilled thenclient will not come again to visit the hotel.Day 2: Various ways in which customers can be profiledFor the business class people they desires to have a elite business class service to be served tothem. They want that their rooms should be well equipped with all the facilities that they have1
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