Managing Customer Experience in Hospitality Industry

This report discusses the importance of understanding customer preferences and the elements that drive consumer engagement in the hospitality industry. It explores customer experience mapping and the use of digital technology in managing customer satisfaction. The report focuses on Clove Club, a hospitality business operating in London, United Kingdom.

TOPIC

Unit 2: Managing Customer
Experience

INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Importance and value and importance of understanding the preferences, wants and needs
of target customer groups............................................................................................................3
P2 Various elements that influence and drive consumer engagement of diverse target
consumer groups.........................................................................................................................4
LO 2.................................................................................................................................................7
P3 Customer experience map......................................................................................................7
Website:...........................................................................................................................................8
P4 Consumer touch-points all the way through the consumer experience generate business
opportunities................................................................................................................................9
LO 3...............................................................................................................................................10
P5 Digital technology is employed in managing the customer..................................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14
1

INTRODUCTION
Customer experience is defined as a term that underlines the experience that customers
gain while experiencing services, facilities or product from an organisation. It is one of the most
important aspects for organisations especially for those who are engaging in hospitality sector, as
this industry is directly connected to customers (Shi, Chen and Zhang, 2020). This makes entities
engaged in hospitality sector to undertake different strategies, policies and measure through
which they can enhance customer experience at great extent. Present report has been conducted
on Clove club which is operating their business services in hospitality industrial segment in
London, United Kingdom. In these report formative discussions has been conducted on the value
and importance of having proper knowledge of preferences, need and demands of consumers.
Along with the influence of consumer engagement upon entity in addition to this report also
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include concept of consumer experience map points through which business can gain more
opportunities and the manner in which digital technology is being exercised in order to manage
consumer services. Lastly, consumer service strategies are also being discussed in this report.
LO1
P1 Importance and value and importance of understanding the preferences, wants and needs of
target customer groups
Customers are most important aspect of any organisation or industry. They are also
known as king of market thus, it is essential for an organisation to effectively evaluate behaviour
of consumer in order to satisfy them accordingly. Consumer behaviour is an systematic process
relating to the buying process of the consumer including their need, taste and preferences.
Consumer taste and preference is a essential aspect for the service sector as well to know about
the whether the service provided to the consumer is suitable or not. Understanding the need and
wants of the consumer will help business to retain their customers and to design a relevant
marketing strategy and programs (Stienmetz, Xiang and Fesenmaier, 2020). It will help the firm
to predict the market trends and upcoming trends in future. It gives the competitive advantage to
business in performing better then there competitors. With the support of this firm will generate
the new ideas as well as commence the innovation in order to satisfy the consumer and to retain
them. Clove Club offers wide range of services to customers with best quality. Knowing the taste
and preferences of the customer and providing them accordingly will increase company
competency in market and help them to improve there after sale services which will make them
different from the other service companies and will increase their productivity, proficiency,
profitability to attain the desired goals. It has been evaluated that company operation manages
conduct analysis to evaluate special consumer’s needs.
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Thus, from the above analysis it is concluded that understanding the needs, wants and
preferences of target customer is important in every business sector. With the help of above
mentioned analysis Clove Club can effectively service different needs and demands of customers
according to their preferences and taste (Heffner and Mettrick, 2020). Above mentioned
segmentation of customers according to the needs facilitate respective restaurant to serve
consumers in more effective and efficient manner. It is essential for industries especially in
service sector to analyse consumer needs and preferences as this can improve and satisfy their
customer in order to attain the organisational goals.
P2 Various elements that influence and drive consumer engagement of diverse target consumer
groups.
1. Primary school children
4

5

2. College Students
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3. Teenagers
LO 2
P3 Customer experience map
Consumer experience map states as a process that allows organisation to track customer’s
experience that has been experienced by them in the purchase of service or product. With the
help of this technique entity can understand needs and behavioural conduct of consumers while
they make purchase of a commodity. With the help of this entity can undertake different
measures and strategies through which consumers can be satisfied. It allows organisation to
maximize their profitability and while serving customers with best. In addition to this consumer
experience map also allow company to ensure long-term sustainability at market segment. With
the assistance of this map Clove club can understand experience of customers and can further
encourage their purchasing behaviour with the help of different tools and techniques. Mentioned
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below there are some form tools through which customers experience can be enhanced by
making regular communication with them:
Website:
This is the most effective technique that allows entity to convey their message among large
base of audience. In addition to this it has been evaluated that with the help of website customers
can be communicated in an effective manner. Clove club with the help of website can interact
with consumers by making them aware about their services and facilities offered by entity.
Through website customers can be attracted towards organisational offering while offering them
information in a reliable and accurate manner.
Restaurant management:
This is most effective way through which communication with customers can be directly
made and their attention can be attracted towards company. In this club by offering efficient
training to their staff can enhance their job performance through which high satisfaction to
customers can be provided. With the assistance of experience potential and talented employees
Clove club can serve customers with the best and can enhance their experience towards company
services and facilities.
Restaurant environment:
It is also one of the most essential way through which customer experience can be
enhanced, in this Clove club by offering soothing and pleasant environment can maximize
customers experience in a well define and effective manner. In this present restaurant is required
to ensure that customers feel extremely comfortable while their visit in restaurant as it also
enhances entity brand value in hospitality market.
Review sites:
These are those websites in which business organisation is being rated for their different
services. In order to enhance their rating and reviews it is essential for Clove club to serve
customers with best and make sure that they do not engage in the fake rating practices as it can
mislead consumers that can affect long-term sustainability organisation. Thus, by serving
customers with high quality services and products Clove club can enhance their rating on review
sites. These positive feedbacks and good rating from customers increases company long-term
sustainability and profitability in hospitality industry segment.
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Restaurant staff:
This is an essential measures through which organisation can offer highly satisfactory
services to customers and can maximize their experience. In relation with Clove club by making
sure that customers is treated with a highly experienced staff along with positive behaviour. This
increases experience of customers towards company and enhances possibility to retain
consumers for long period of time.
Email:
With the help of email organisation can formulate regular communication with consumers.
In context with Clove Club by taking assistance of email restaurant can ask consumers for their
feedback and suggestions along with their experience during restaurant visit. With the help of
this tool restaurant can also share new change in theme, food and services of restaurants through
which consumers can be attracted a regular basis.
P4 Consumer touch-points all the way through the consumer experience generate business
opportunities
Consumer touch point is defined as a business terminology that an organisation undertakes
in order to exchange necessary information with customers. This technique facilitates company
to effectively influence consumers through which their attention can be attracted towards
organisational offering. In context with Clove club it has been evaluated that there are some
certain form of techniques that has been undertaken by restaurants in terms of consumer touch
point. Main aim behind this is to make efficient improvement in a relationship with consumers
and entity. It leads towards maximizing overall profitability of entity and enhance effectiveness
of relationship with customers. It has been underlined that within restaurant staff members
welcome customers with a smile and make eye contact with them. Along with this restaurants are
having some key staff individuals who are multilingual and understand different languages; this
is one of the most efficient touch points through which restaurant serve customers effectively. In
addition to this it had been underlined that Clove club regularly engage in the practice of offering
training to their staff members through which their performance level maximized that facilitate
entity towards offering higher satisfaction to consumers. Along with this in training sessions
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restaurants also enhance speaking skills of staff members and provide them training related to
making positive gestures through which attention of customers can be attracted in a well define
and effective manner. Mentioned below script has been defined that underlines the manner of
conversation among cloth club consumer and employee:
LO 3
P5 Digital technology is employed in managing the customer
Technology is dynamically changing and is making organisations in every industrial sector
to adopt evolving technology on regular manner in order to stay one step ahead of the rivals and
stay competitive. By taking advantage of digital technology business can not only enhance their
overall profitability base but can also serve customers in more effective manner. It has been
identified that technology is having significant influence upon hospitality industrial sector as it
has been underlined that many organisations engage in this industry are take advantage of
different technological tools and techniques to offer attractive services to customers. In context
with Clove club with the assistance of digital technology company can maintain healthy
relationship with customers and can further making them aware about organisational offerings on
regular basis. Restaurant manager have to be arrange a workshop in which main aim is to
improves employees or staff members performance by providing them knowledge of importance
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of consumer relationship management and the manner in which digital technology can manage
consumer satisfaction.
Consumer relationship management is termed as an approach in which business organisation
and take different practices and measures to develop relationship with consumers. It allows entity
to assure long-term sustainability and maximum satisfaction from consumers. With the help of
strong relationship management system entities like Clove club can assure more competitive
edge in hospitality industry sector. In order to manage efficient consumer relationship it is
essential for entity to understand actual needs and requirements of consumers while maintain
long term relationship with them and serve them accordingly to their taste and demands. In
context to this there are a number of questions which is being ask to consumers by Clove Club
manager:
 Corporation that has built the presentation?
Clove Club
 Name of the individual who have produced the presentation?
Elena Smith
 Name the software that has been demonstrated specifically?
Opera
 Name some certain important elements that have been undertaken in the programme?
Book rooms, services in regards to booking the tables, open table, reservations and more are
software used.
Who can be determined as the current target consumers or potential set of consumers?
In relation to present context, Clove Club is having customers that involve Hilton International,
Marco Pierre White Restaurants, Travelodge and more.
 Identify the time period from which organisation is conducting its business operations and
lead towards successful heights?
In context with Clove Club it has been evaluated that the organisation is conducting their
operations from 2014 and while on the other hand, in context with the software that the
organisation is using was built in the year of 1990.
 Based on the perceptions, is organisation looking forward to bring modifications within
their software or to change it in near future ?
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It has been underlined that integrations play an essential role for an organisation, as it offers
them various job opportunities in future. This will allow entity to undertake modification within
software in order to ensure more competitiveness.
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CONCLUSION
According to the above mentioned about it has been concluded that consumer experience is
most important segment for any organisation especially in the hospitality industry high customer
experience effectively lead company to ensure long-term sustainability and maximum
competitive advancements in respective industrial sector. In this it is essential for organisation to
regularly communicate with consumers and make aware them about organisational offerings.
Along with this entity is required to take regular feedback from consumers and offer them
satisfactory services by understanding various touch point, it allows company to ensure long-
term sustainability maximum consumer experience and higher profitable advantages.
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REFERENCES
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