Managing Customer Experience

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Value and importance of understanding the need and wants of targeted customers.............1
P2 Factors that drive customer engagement of different target customer group........................2
TASK 2............................................................................................................................................5
P3 Customer experience map......................................................................................................5
P4 Customer touchpoint..............................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Customer experience management is the collection of processes a business uses to track,
overseas and guide each interaction between a customer and the enterprise by the customer life
cycle. The experience of customer known as the sum of experiences where a customer has
created relation with the business for life time, taking in not just the key touch points (Ali, Amin
and Cobanoglu, 2016). It is continuous procedure which is applied by every organisation to
maintain relation with the customer. To better understand of the report selected organisation
Intercontinental hotel, which is a British multinational hospitality company. It is a five star hotel
which is providing services to customer of food & beverages, accommodations and many other.
The headquarter of the company has been situated in Denham, Buckinghamshire, England. In
this report consist of needs and expectations of market segment in the service industry. Along
with produced customer experience map to identify all the opportunities and alternatives of
customer touch points.
TASK 1
P1 Value and importance of understanding the need and wants of targeted customers
Customer refers as a person who purchase goods and services from different sources and
paying amounts to particular person who provides goods as well as services. Organisations are
mainly based on customers who support a business to run activities successfully. So each
business can concentrate on the needs and requirement of each individual then develop products
as per requirements. Such as, intercontinental hotel offer services to customer after analysis the
interest and demands that helps to provide good experience to customer. Better accommodation
services offer by the hotel to their customer which helps to increase profitability. The hotel
prepare different types of strategy as per the target customer who take interest into hotel services.
Target of Intercontinental hotel, its needs wants and preferences
Intercontinental hotel is a part of hospitality where is providing services in hotels and
resorts. The hotel was founded in 15 April, 2003 by Juan Trippe. The aim of the business entity
is to enhance the number of customer and get good feedback from customers. In this hotel
provide preferences to every type of people who like hotel services. The management of hotel
target to behavioural and demographic division that supports the sale of targeting. It supports to
enhance the brand image of company.
1