[SOLVED] Customer Touch Points and Experience Mapping

The assignment provided a comprehensive analysis of customer touch points and experience mapping in the hospitality sector, specifically for Hotel Landmark. It categorized customers into different segments, including demographic, geographic, psychographic, and behavioral, and discussed the importance of understanding and enhancing customer experience through engagement. The assignment also highlighted the significance of post-purchase support and relationship-building with customers to maintain loyalty and repeat sales.

Understanding and
Enhancing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1 Why hotels carries out market segmentation and customer profiling activities to determine
its target market...........................................................................................................................1
2 Different ways in which customers can be profiled and how needs, wants and expectations
of the target market drive the product and services....................................................................2
3 Drivers of customer engagement across a range of different target customer group of hotel. 3
4 Conclusion ...............................................................................................................................3
TASK 2............................................................................................................................................4
1 Fully document the customer's journey from first contact with hotel to exit...........................4
2 Identify all of the touch points when customers interact with the business ............................4
CONCLUSION................................................................................................................................5
REFRENCES...................................................................................................................................6

INTRODUCTION
Hospitality is the widest and fast growing sector of the economy. For them it is necessary
to understand as well as enhance experience of customers so they can provide better services.
Because satisfaction of guest and clients play important role service sector industry (Peppers and
Rogers, 2016). This report is based on hospitality sector organisation of UK which is named as
The Landmark London. It is 5 star hotel which opened in 1899 and its location is 222
Marylebone Road, city of Westminster, London, England. Below mention assignment is going to
explain different customer segmentations, drivers of customer’s engagements. Along with this,
customers experience map is highlighted.
The Landmark London is a five-star hotel on Marylebone Road on the northern side of
central London, England, in the City of Westminster. It was originally opened by the Great
Central Railway, as The Hotel Great Central. As one of London's railway hotels it declined after
the advent of the motor car, and served as a military convalescent home during the Second
World War, and later the headquarters of the British Railways Board. It reopened as a hotel in
1993
Address: 222 Marylebone Rd, Marylebone, London NW1 6JQ, UK
Phone: [phone]
Vision- Looking for past, present and future development of Travelodge by coming with creative
ideas of hospitality.
“To continuously provide the best hospitality asset management services in the market”
Philosophy- Our core values are
 People are number one
 Professionalism
 Clear focus on delivering results
 Trust and personal responsibility
 Transparency & integrity
Size- Organization is having almost 500 hotels in UK.
Customer base-
 Commitment & dedication to our stakeholders
 Effective communication systems

 Quality focused
 Flexibility
Role of guest relations- Responsible for managing communication between customers
and Travelodge by passing corrective information about products and services.
TASK 1
1 Why hotels carries out market segmentation and customer profiling activities to determine its
target market.
Market segmentation is the activity by which company divide their customers and market
into sub-groups after considering their characteristics. In simple term it can be said that
segmentation is the procedure of bifurcating or dividing a large unit into small. This dividation is
done on the basis of more or less similar as well as related characteristics. One segment is
different from another and the person who is from similar group respond in the same manner at
the time of fluctuation in the market area. There are three type of segmentation which is utilising
by hotel Landmark for dividing their market:- Psychographic – In this segmentation is done on the basis of individual’s lifestyle as well
as attitude, interest, value assist marketer of hotel Landmark in classifying market into
small groups. Behaviouristic – In this loyalty of customers towards particular brand assist marketers of
Landmark in dividing small group (Lemon and Verhoef, 2016). Out of which each group
comprising of individuals loyal towards a specific brand.
 Geographic – It refers to the classification of the market in several geographical areas
and marketers of Hotel Landmark can't use similar strategies for the people who are
living at different places.
Psychograp
hic
Behaviouristic Geographic

 Interest Brand loyalty Based on region
 Value Need Birmingham
 Attitude Occasion Liverpool
Importance of market segmentation– In Landmark, market segmentation is utilising
because it help in defining target customers, designers requirement for understanding clearly
because of following reasons :-
 Market segmentation will help Hotel Landmark in precisely reaching to customers with
their specific needs and wants.
 It also helps in long term because respective organisation utilise their corporate resources
in effective manner and make better strategic marketing decision.
Customers Profiling - Customer profiling is the process by which Hotel Landmark create
portrait of their customers which assist in decision making related to the offerings (Homburg,
Jozić and Kuehnl, 2017). By this activity company analyse needs, wants and demand of their
customers by which same company determine target market and classify customers in small
groups.
2 Different ways in which customers can be profiled and how needs, wants and expectations of
the target market drive the product and services
Customer segmentation is the way by which Hotel Landmark can Profile their customers
and fulfil needs, wants as well as expectations of the target markets. It is divided into four groups
explanation of these is as follows:- Demographic Segmentations – It is the segment Hotel landmark divide customers on the
basis of age, gender, income level, religion, ethnicity and family cycle (married, not
married, recently, with kids, without kids, small kids etc..). Demographics can be
segmented into various markets that assist a Hotel Landmark in targeting their customer
more accurately. Moreover, with this type of segmentation an enterprise can categorize
the requirement of customers. Geographic Segmentations – Hotel Landmark is serving their services worldwide at this
level they use geographic segmentation for categorising customers. It includes nations,
states, regions, postal/zip codes for dividing their guest in small groups. For example,
Landmark in UK divide in London, Birmingham, Liverpool.

 Psychographic Segmentations – In this market is based upon personality traits, values,
attitude, interests and lifestyle of customers. Psychographic segmentation will allow
Hotel Landmark in better developing as well as marketing their products because there
will be a more finest match within the goods and each segment's necessities and wants.
 Behavioural Segmentations – In this segmentation customers are categorised on the
basis of their attitude, beliefs, opinions and perceptions towards the offering of Hotel
Landmark goods and services.
S.No. Customer Profile (Demographic) London Products and services
1st Married couple with having of Income of 30k with
two children from which one is married within UK.
Booked through Online
reservation.
2nd Married couple with Income of 50k with one child. One Bed Room plus
complimentary breakfast, lunch
and dinner.
S.No. Customer Profile (Behavioural) Products and services
1st Young Couple having exploring opinion and
perception.
Qualitative food, reviews of
company, Adventures.
These are the method which utilise by Hotel Landmark for developing their customers
profile as well as for driving products and services offering by the respective company for
fulfilling needs and wants of customers.
3 Drivers of customer engagement across a range of different target customer group of hotel
Customer engagement is related to encouraging or motivating guest or client for sharing
their experiences (Srivastava and Kaul, 2016). In simple term it can be said that, customer
engagement is a business communication within external stakeholders and organisation by using
several channels of correspondence. It can take place with the help of online as well as offline
tools and technology. There as some drivers of customer engagement which is utilised by Hotel
Landmark for involving different target customers. These are as follows :- Advertising – With the assistance of different advertising techniques Hotel Landmark
engage their customers which are from different segments. Moreover, by this it become
easy for the respective hotel to give information related to new offering to their existing
as well as potential customers.

 Direct Mails – This is the also an online customer engagement technique through which
Hotel Landmark can take feedbacks. Direct mails is the best tool even through which it
become more easy to encourage customers because company are interacting with them. Brand Sites – On the sites of company customers can interact with organisation and they
get engage as well as can share their feedbacks related to goods and services. Even
different segments guest of Hotel Landmark can engage on same time which result in
encouraging as well as motivating.
 Personalized Messaging – These are the text messages which include information related
to the company and help in customer interaction also. Because on these messages guest
or any other client can revert and give feedbacks related to offering of Hotel Landmark.
4 Conclusion
Customer’s engagement is necessary for company so they can encourage as well as
motivate their guest. Along with this there are some drivers of the same such as advertising,
personalised messages, brand sites and direct mails which help taking feedbacks from the
customers related to goods and services. Moreover, these are the tools by which it becomes more
easy for the hotel landmark to target all their clients which are from different segments and fulfil
their needs as well as wants.
TASK 2
1 Fully document the customer's journey from first contact with hotel to exit
In hospitality industry satisfaction of customers play important role for which it is
necessary to provide better services (McColl-Kennedy and et.al., 2015). Hotel Landmark
offering is smooth for the each and every customers which results in high level of satisfaction
from the contact till exit. Below mention is the journey of Hotel landmark client :-
 First contact of customer in the hotel is done after finding phone number on its website of
the company.
 After contacting, customer visit in the hotel and checkIn room.
 Daily basis food ordering and room services are taken by the guest.
 He/she stay in the hotel for 2 nights and 3 days.
 After that, at the check out time client fill feedback form which is given by the
receptionist of the Hotel Landmark.

Smooth services given by the respective hotel help in customers satisfaction as well as
result in converting them loyal.
2 Identify all of the touch points when customers interact with the business
Customer's touch points related to the point of interaction with the brand and customers.
Such interaction take place by online and offline method at various times. Their is some
importance of customer touch point in the marketing strategies implemented by Hotel Landmark
these are as follows :- Sales and other short term needs - These are present at each and every stage of
purchasing decision procedure. But Hotel Landmark just have to map it as well as tap it
in effective manner.
 Relationship and other long term needs – Hotel Landmark can build relationship with
their customers by using several online as well as offline platforms such as social media
networks, event sponsoring and so on.
Along with this, there are some touch points also at which customers interact with the
Hotel Landmark. Explanation of these are as follows :-
 Advertisement – This is the customer touch point when they contact to company because
advertisement is promotional strategy which utilised for attracting customers (Klaus,
2014). So for gaining any information related to the same customers directly contact with
respective hotel.
 Post Purchase – Support after sales in much needed for maintaining relation with the
customers as well as for producing repeated sales. Any services related to their purchases
or anything else customers interact with the company.
Above mention are the customer touch points at which they interact with the customers
for any query related to goods and services.
CONCLUSION
From the above assignment it has been concluded that, in hospitality sector it is important
for the to companies understanding as well as enhance customers experience. Because for the
hotels satisfaction of customers play important role this can be only achieved with the assistance
of their engagement. Along with this market and customers both are categorised in the Hotel
Landmark on the basis of different segments i.e., Demographic, Geographic, Psychographic and

Behavioural. Apart from this customers experience map help in analysing that they as at
satisfactory level, good or advanced level.

REFRENCES
Books and Journals
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing.80(6).pp.69-96.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science.45(3). pp.377-401.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–loyalty–
consumer spend. Journal of Retailing and Consumer Services.31.pp.277-286.
McColl-Kennedy and et.al., 2015. Fresh perspectives on customer experience. Journal of
Services Marketing.29(6/7).pp.430-435.
Klaus, P., 2014. Measuring customer experience: How to develop and execute the most
profitable customer experience strategies. Springer.