Customer Experience and Loyalty Models

This assignment delves into customer experience models, including satisfactory, good, and advanced levels. It highlights the significance of touchpoints, such as Wi-Fi and laundry services, in influencing customer loyalty. The assignment also discusses the importance of employee engagement, online shopping experiences, and recommendation agents for business growth.

Induction- understanding and
enhancing customer experience

Table of Contents
Day one ...........................................................................................................................................4
1) Explain why the hotel carries out market segmentation and customer profiling activities to
determine its ‘target market........................................................................................................4
2) Examine the different ways in which customers can be profiled, and how the wants, needs
and expectations of the ‘target market’ drive the products and services offer of the hotel........6
3) Evaluate the drivers of customer engagement across a range of different target customer
groups for the hotel.....................................................................................................................6
4) Conclude by reviewing the different strategies that are employed for on-boarding these
diverse customers........................................................................................................................7
5) Customer Experience Map......................................................................................................8
.........................................................................................................................................................9
REFERENCES .............................................................................................................................10

Introduction of company
Hilton Hotels & Resorts is known as Hilton Hotels founded in 1919 at Virginia, United States.
It is American multinational hospitality which has more than 570 properties in 85 countries and
6 continents. It helps in provides visitors freedom to an experience so that they can stay for long
period of time. It provides the better room facilities as well as accommodation services to
visitors or consumers.
Company and its category location
It is based on Hilton worldwide and located in United States.
Vision or philosophy
Its vision is to fill earth with warmth and light of hospitality.
Size
The size of hotel is large.
Customer base
Hilton hotel has strong customer base.
Role of Guest relations
Handle complaints satisfactorily- Manager responsibility is to handle complaints of guest and
provide them solution so that they can be satisfied from services of hotel.
Provide right information to the clients – The main role of manager is to provide right
information to consumers about services, travelling packages and others.
Day one
1) Explain why the hotel carries out market segmentation and customer profiling activities to
determine its ‘target market
Hotel market segmentation helps in dividing market and target consumer into various
groups to match with their behaviour, budget and need level (Bilgihan, 2016). Segmentation
helps in knowing about purpose of tour that can be leisure or business. Hilton Hotel carries out
market segmentation to provide high quality goods and services to the customers. After doing

segmentation of market, target group should be identified on basis of various factors such as
demographics, geography. 2) Evaluate the drivers of customer engagement across a range of
different target customer groups for the hotel. As per target group of customer, it focus on
providing goods and services. The class of individual is divided into family, business and
youngster and provide service accordingly to needs and wants (Carreira and et. al., 2013).
Market segmentation- It is process of dividing market of the potential consumers into
various groups and segments that can be based on different characteristics. Hilton Hotel has done
segmentation for their own convenience to get better outcome.
How to do segmentation- Here, segmentation is done on basis of demographic factor..
There are various factors that are involved in demographic segmentation described below:
Age- 0 to 80
Sex- Female and male
Religion / ethnicity – Indian, American, Japan ,Chinese,
Income – £15000 to £40000
Family Size- Small, medium and large
Why segmentation is important for Hilton
Reduce failures- If Hilton hotel charge reasonable price for room then middle class can
also afford it and do booking. Thus, this helps in attracting large number of customers and leads
to less risk and reduction of failure.
Increase business- Segmentation helps in developing better future related opportunities
for enhancement of business as well as profits. Through segment market, Hilton hotel can
enhance its business activities effectively. For example, if price charge for room is lower than
other then large number of people attracts for availing facilities. This increase business and
create opportunity to Hilton Hotel.
To prioritise the market- Hilton Hotel need to prioritise market on basis of age, gender
and income basis. For example, if age group between 60-80 comes then they required moderate
room temperature and room service to stay at hotel. Similarly, in case of small children they
prefer creative and decorative room and gaming facilities. In this priority should be given and
according market should be divided.
Customer profile- Hilton hotel provide its services to £15000 to £40000 income group
level. But it will target £50000 to £80000 (Hsu, Chang and Chuang, 2015).

2) Examine the different ways in which customers can be profiled, and how the wants, needs and
expectations of the ‘target market’ drive the products and services offer of the hotel
The better understanding of customers helps in providing good services to target group of
people. It is important to know about need, want and expectation of each and every consumers.
There are different ways through which customers can be profiled such as:
Demographic profiling- Hilton Hotel should check various factors under this such as
marital status, geographical locations, educational qualifications. For example, man having
children prefer to buy interested overseas vacation packages (Moeller and et. al., 2013).
Lifestyle coding- This helps in knowing about hobbies and habits of customers. Hilton
hotel should overview lifestyle of people and according provide them services.
In present scenario, demand of every customer very form each other and changes
frequently. In order to determine need, taste and preference of target market, Hilton hotel need to
investigate market areas and accordingly provide them quality service. This helps in attracting
large number of customers towards company and provide them better experience so that they
retain for longer period of time. There should be innovation on existing services by Hilton hotel
for better outcome.
Customer profile Products and service
Businessman – Travelling from Paris to
England for purpose of meeting and
staying at hotel for two nights.
WI-FI
Meeting Halls
Conference Halls
Families – Travelling from London to
England with two children and couple.
They have six nights plan to stay at hotel
for recreation and enjoyment purpose to
enjoy their vacations with family and kids
Spa and gaming facilities
Best quality foods
availability of transportation facilities
3) Evaluate the drivers of customer engagement across a range of different target customer
groups for the hotel
Customer engagement is the process of business communication between organisation
and external stakeholder through different correspondence channels. It helps in creating
encouragement to consumers for interaction and sharing of their experiences (Mukerjee, 2013).

There are three group of customer such as families, business and youngsters. Hilton Hotel use
following drivers of engagement in order to target different customers such as:
Telephone support- This is used mostly by families group of people in order to book
rooms at hotel for their easy convenient.
Online- This online is used by business group of people to save their precious time and
available facilities. Nowadays social media helps in providing information to the people.
Through this, ideas, information and other can be shared easily by Hilton hotel (Peppers and
Rogers, 2016).
Website - This is used by youngster for availing facilities. These group of people do
proper research through websites before booking room at Hotel.
Advantages and Disadvantages
Telephone support
Advantages Disadvantages
It helps in developing healthy relationship
with consumers for particular inquiries.
Sometime Hotel manager does not rely on
customer and deny to book hotel through
telephone calls.
Online
Advantages Disadvantages
Business group of people can easily book room
through online which save their time and cost.
Sometime trust issue arises on online and
booking fails.
Website
Advantages Disadvantages
Youngster can easily do research about various
category of hotel and chose best out of it.
It does not provide accurate data which can
crate problems to the guest and visitors.
4) Conclude by reviewing the different strategies that are employed for on-boarding these
diverse customers
On boarding is the process for familiarizing consumer or new clients with services or
products (Piotrowicz and Cuthbertson, 2014). Hilton Hotel have to develop effective strategies
for on- boarding of consumers described below:

Segmented Based Customer On boarding- Under this three segmented are focused
such as:
Tiered Customer On boarding- Organisation need to differentiate tiers of customers such
as start up, mid market and enterprises. This helps in knowing about touchpoint of different
customers according to lower and high tiers.
Role Based On boarding- As per role given to customers strategies are identified. In this
information is not suitable to consumer working at operation level and requires more training and
development.
Application- Hilton Hotel can target customers by providing information of services and
products on its application with proper details. In case of any query then they can ask on website.
Templates- It is way for creating aware consumers about the services and products of
hotel in effective details manner. Templates contain all information of hotel for diverse
consumers (Sigala, 2012).
Targeting- Hilton hotel has targeted customers between £15000 to £80000 income level
for increasing market share.
Hilton hotel customer profile
Hilton hotel target age group is 0 to 80, £15000 to £40000 income level people. This
hotel provide its services to all religion and caste of people. In future, it will target £50000 to
£80000 income level people.
5) Customer Experience Map
Customer journey is aggregate sum of experience which consumers go through while
they are communicating regarding brand or company.
Document journey of customer from first contact with hotel
Journey of customer starts from exploring itineraries, booking tour, pre tour, during and
finally post tour. These steps helps in creating experience for customers which are described
below:
Exploring itineraries- Customer view itineraries first which contain required
information related with tour is mentioned. Hilton hotel has effective itineraries which create
customer touchpoints such as tours details, booking page and pre sales support.

Book a tour- After getting relevant information, consumer do booking of rooms through
company apps and tour booking page. This helps in creating loyalty for Hilton Hotel from
customers (Sofia Martins and Patrício, 2013).
Pre-tour- In this stage, visitors pre book tour through help of ticket details page and tour
details page. Hilton hotel has creative and effective style of booking tickets.
During Tour- Tour took place and consumers require services of cleanliness, Wi-Fi,
laundry, guide. This helps in visiting different places and create journey successful.
Post Tour- It is the last stage where company took feedback through phone, website,
mails. It helps in attracting consumers visitors creates loyalty towards company. It also create
good experience for visitors and influence them to visit again.
Touch points when consumers interact with business
Touchpoint are ways through which customers can communicate with business. It helps
in getting experience of brand, product and services. It has three different levels:
At satisfactory level- It is important to understand their need, want and preferences and
accordingly. If company can influence individual through touchpoints then profit increases and
sustainability and growth rises.
At good level- After providing services such as Wi-Fi, laundry and others Hilton hotel
take feedback from visitors which can be satisfactory, good and advanced. Rating is given as per
service received by them.
At advanced level- This is the rating criteria of hotel given by visitors for hotel. Hilton
hotel should provide facilities in best manner to guest (Yoon and et. al., 2013).

REFERENCES
Books and Journals
Bilgihan, A., 2016. Gen Y customer loyalty in online shopping: An integrated model of trust,
user experience and branding. Computers in Human Behavior. 61. pp.103-113.
Carreira, R. and et. al., 2013. Towards a holistic approach to the travel experience: A qualitative
study of bus transportation. Transport Policy. 25. pp.233-243.
Hsu, M. H., Chang, C. M. and Chuang, L. W., 2015. Understanding the determinants of online
repeat purchase intention and moderating role of habit: The case of online group-buying
in Taiwan. International Journal of Information Management. 35(1). pp.45-56.
Moeller, S. and et. al., 2013. Uncovering collaborative value creation patterns and establishing
corresponding customer roles. Journal of Service Research. 16(4). pp.471-487.
Mukerjee, K., 2013. Customer-oriented organizations: a framework for innovation. Journal of
Business Strategy. 34(3). pp.49-56.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Piotrowicz, W. and Cuthbertson, R., 2014. Introduction to the special issue information
technology in retail: Toward omnichannel retailing. International Journal of Electronic
Commerce. 18(4). pp.5-16.
Sigala, M., 2012, October. Web 2.0 and customer involvement in new service development: A
framework, cases and implications in tourism. In Web (Vol. 2, pp. 25-38).
Sofia Martins, C. and Patrício, L., 2013. Understanding participation in company social
networks. Journal of Service Management. 24(5). pp.567-587.
Yoon, V. Y. and et. al., 2013. Assessing the moderating effect of consumer product knowledge
and online shopping experience on using recommendation agents for customer loyalty.
Decision Support Systems. 55(4). pp.883-893.
Online
Employee Engagement. 2018. [Online]. Available through:
<https://www.investopedia.com/terms/e/employee-engagement.asp>.