Managing the Customer Experience in the Service Sector

UNIT 2 MANAGING
THE CUSTUMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Value and importance of understanding the needs, wants and preferences of target
customer groups for service sector..............................................................................................3
P2. Various factors that drive and influence customer engagement of different target groups in
service sector...............................................................................................................................4
TASK 2 ...........................................................................................................................................6
P3 Customer experience map for Hotel Ritz...............................................................................6
P4 Use of customer touch point from experiences of guests for opening new doors and
exploring opportunities for Hotel Ritz........................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Customer experience is the internal part of the customer relation and interaction between
the organisation and the individual during the passage of time (Barusman, 2019). This journey is
basically made up of three essential elements which include brand, interaction and customer
experience. The present report is based upon the The Ritz hotel London which is a five star hotel.
There are around 111 rooms which are provide best services in UK. This provide different
services to the consumer such as parking, gym and other facilities present in the market. This
report covers different objectives which include touchpoint and other features which attract the
customer in the well define manner.
TASK 1
P1. Value and importance of understanding the needs, wants and preferences of target customer
groups for service sector
Market segmentation and customer profiling activities for target market
Market segmentation is the process of dividing the market into different sub group of the
consumer with the similar taste and preference. In the particular market and help in making
effectively decision for satisfying the needs and wants of the customers. In the context of Ritz
hotel the management of the company must make sure about to provide better services to the
consumers in the well define manner. Market segmentation is done on the basis of different
characteristics. Here are some reasons which are explained down below in the detail manner.
Gender This is consider as one of the crucial factor such segmentation on the basis of
male and female which have different theory and interest at the various aspect. In order to target
the market this is essential for the organisation to communicate with the customers and identify
their needs and wants. For the hotel Ritz this is essential for the management to indulge in proper
services as this will develop the brand image in the minds of customers.
Age group: This is essential for the firm to separate the customer on the basis of age
group. This is done according the age which include children, elders etc. as this will aid the firm
to have better understanding of the individual. In the context of Ritz hotel the management of the
organisation must avail services as per the age group which include gym for younger people and
yoga for elder people. This kind of services will aid the firm to capture larger market share in the
limited time frame.