Enhancing the Customer Experience

This document discusses the importance of understanding customer needs, factors that drive customer engagement, and creating a customer service map for Hilton Hotel. It also explores how touch points throughout the customer experience create business opportunities. The target customer groups include newly married couples, higher income-earning individuals, and business men. The document provides insights on customer preferences and requirements for each group.

Enhancing
The
Customer Experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Value and importance of understanding the needs, wants and preference of target customer
groups ....................................................................................................................................4
P2 Different factors which drive and influence customers engagement of different target
customer group.......................................................................................................................5
TASK 3............................................................................................................................................6
P3 Customer service map for Hilton Hotel............................................................................6
P4 Discuss how the touch points throughout the customer experience create business
opportunities for a selected service sector organisation.........................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customers are primary requirement of any organisation without customer a firm cannot
run its functional activities. If customers are not happy with the services they will not visit in the
hospitality industry again which brings a negative impact on the brand image of hotel (Amin,
Yahya and et. al., 2013). The company is taken for this assignment is Hilton Hotel which is a
five star hotel located in London it has a huge market presence in the hospitality sector. This
report will discuss about the importance of needs and factors which gave affect on the customer
needs. For creating new opportunities in the hospitality sector a customer map will also
discussed in this report which provide assistance to management in getting growth and
sustainability.
TASK 1
Induction training pack
Timeline Activities Sources
Day 1 Induction program overview
Introducing with existing colleagues and
workplace
By HR manager
Day 2 Explaining about their job roles and
responsibilities.
By Human resource manager
or through offer letter
document
Day 3 Defining about the importance and
understanding of customer expectations.
https://www.qualtrics.com/
blog/customer-expectations/
Day 4 Familiarising with company's networking
related to IT.
Through superior guidelines
and on the job training
Day 5 Advising ways for customer engagement https://buildfire.com/customer-
engagement-strategies/
Day 6 Introduction of rules and regulations followed Company policy document

Day 7 Ways to enhance customer services map https://www.comm100.com/
blog/customer-experience-
mapping.html
Day 8 Explaining about the touch points that support
in improving customer experience
https://
www.mycustomer.com/
experience/engagement/
mapping-your-customer-
journeys-across-touchpoints-
examples-and-techniques
P1 Value and importance of understanding the needs, wants and preference of target customer
groups
The targetted customers for the Hilton hotel are the Upper class individuals, business men
and newly married couples. Therefore, they have their own preference with different
requirements which can be further stood through as following:
Needs are the elementary demand of an individualist to fulfil itself. The needs of newly
married couples are local food and comfortable living rooms which can fulfilled by the Hilton
hotel. The characteristics of these couples are very simple as they are newly married they wants
entertaining environment in the hotel along with a tasty food if they are not satisfied or their
needs are not fulfilled by the services they will not come to the Hilton Hotel again. So that,
customer satisfaction is the basic need for taking growth and sustainability. When customer is
getting satisfied from the hotel services then the time starts for wants. Wants can be defined as a
choice of individual which is created from needs. The newly married couples are emphasizes on
comfort environment so that, their wants would be a better living room, tasty food etc. as their
wants will be filled the time starts for knowing their preferences. The newly married couple
wants a proper silence in the environment so staff members of Hilton should be maintain their
services to fulfil needs and wants of the newly married couples (Carreira, Patrício and et. al.,
2014).
Higher income earning individuals are the customers who wants lavish life style they are
more focus on the quality in services instead of its cost. These are the customers who wants

better quality services at the time of their stay. The characteristics of Higher income earning
individuals are they want a healthy environment in the hotel as they are belong to Higher income
earning customers therefore, they believe in quality not in cost of the quality. Their needs are
hygienic food and with a proper quality in it. The wants of this type customers can be the
facilities such as swimming pool, bar, spa and gym. The preference of these customers would be
the car parking facility and proper security at the time of their stay. So that, Hilton hotel should
manage their facilities thus, they will easily get satisfaction from this type of customers.
Business men are the persons who have less time because of their busy schedule they
have also some needs wants and preference. As they are following a tight procedures so that their
needs and wants are also differs from other customers. This type of customers wants a proper
location where they perform their business activities in well manner this includes a proper food
and meeting lounge. Their wants should be internet connection and electric supply at the meeting
lounge so they can easily organise their meetings in effective manner. After satisfaction of wants
they have prefer meeting rooms in their priority. These are the need, want and preference of
business persons and it can be fulfilled by the Hilton Hotel which will increase their number of
customers.
Hilton hotel have to maintain their services so that, they will meet with the requirements
of their targetted customers. It will helps in maintaining new relationship with customers and
sales will also increased. It will provide a brand image to the customers as they fulfils the
requirement of their customers they will again visit in Hilton hotel (Demirkan, 2015).
P2 Different factors which drive and influence customers engagement of different target
customer group.
There are several elements which affects the customer engagement in Hospitality
industry. Hilton Hotel focuses on these factors therefore, they will able in improving the
customers experience. There are some elements of targeted customers that are as following:
Newly married couples who wants to enjoy their stay so that, they requires an
entertaining atmosphere in Hotel due to this, they can easily spend their time. Management of
Hilton hotel should focuses on this element because it affects the customer engagement. On the
other hand, if Hotel staff will not providing them proper services it will brings dissatisfaction in
the customers (Tseng and Wu, 2014).

Higher Income-earning individuals are the second targeted customers, who wants a
proper environment along with facilities in it. Their primary requirement is to get quality
services instead of cost due to which they prefer to stay in such kind of hotel. Their requirements
are different from other customers such as a proper parking facility, hygiene food quality, disco,
swimming pool etc. which can be easily available and provided by Hilton Hotel. Therefore,
Hotel should provide facilities to their customer for getting satisfaction from them.
Business men are also included in targeted customers who wants to organise a business
meeting in the hotel. For this, they wants a peaceful atmosphere due to which they can easily
perform their functions in effective manner. Whereas, there are other elements in which
management of Hilton have to focus such as electric supply in the meeting lounge, proper
internet facilities and many more due to this, Business persons will easily conduct their meeting
programmes. Quality in food is also a crucial element which is to provided them after the
business meeting. Therefore, management of Hilton have to consider this elements in order to
increasing attractiveness of the customers.
With consideration of above elements HR department can take feedbacks from the
customers about the facilities which are offered to them. It will help them in improvement in
services and they can easily identify their weak areas. Due to which, they can increase their
number of customers (Kandampully, Juwaheer and Hu, 2011).
TASK 3
P3 Customer service map for Hilton Hotel
There are various factors which is considered at the time of creating customer service map they
are as following:
 Website- it is the first element by which customer interacts with the hotel at first time.
So, the website should be maintained properly which facilitate their targetted customers
to get relevant information about their products and services along with their prices and
benefits. No blur images will be shown on website. The photos of facilities which are
provided in the hotel would be real and also clicked by the photographers who have a
large experience in this field. On the other hand, website should be maintained on the

regular basis by the IT department of Hotel therefore customers will attract towards hotel
services in a single visit at the website (Koelliker, 2017).
 Review sites – After visited on website, customers will examine the reviews of Hotel to
check the experience of current visited visitors. As reviews gave positive and negative
experience of their customers therefore, Hilton have to maintain reviews on their website
it can be possible through providing effective services to their customers. So that, they
gave their positive feedbacks about the quality services of hotel. Through checking
reviews customers will build a positive image of the hotel in their mind which improves
the brand image of Hotel.
 Telephone – It is an essential aspect in creating customer service map in it an individual
can make a call to know more information abut the hotel services. It is the aspect when
the customer is attracted towards hotel's quality services and it is come after examining
reviews of the hotel facilities (Lee and Park, 2014). In this information may includes
various factors such as price of the different services, availability of rooms and many
more. In this aspect receptionist of Hilton hotel have to play a crucial role because they
need to provide all the information which is required by the customers. And the
conversations should contains politeness due to which the customers will attract towards
the atmosphere of Hilton.
 Hotel staff – When guests entered in the atmosphere of Hilton. The employees of Hotel
have to understand their roles and behave with the customers gently. It is the important
part of customer experience map. So, staff members should deal with the guests in
humble nature. The staff of the Hotel are knowledgeable and well experienced therefore
they can easily deals with the customers and get satisfaction from them. Quality in
behaviour of employees create the huge satisfaction of customers and a relationship is
maintained therefore, employee's behaviour plays an crucial role in customer service map
(Nusair and Parsa, 2011).
P4 Discuss how the touch points throughout the customer experience create business
opportunities for a selected service sector organisation.
Touch point is defined as a way in which consumer interacts with an organisation. It may
be on the basis of person to person, through website of firm or any way that is a part of
communication. In addition to this, these are essential in managing the customer experience.

There are various touch points of Hilton hotel in which the experience of customer get
influenced they are further explained as below:
 Website – It is the first part of touchpoint in it customers will know about the facilties
that are provided by the hotel to its guests. Whole details about the Hotel are shown on
website should be clear and proper so that, a great impact on the customer experience can
be created. Whereas, if the photos and details are not clear they will not visited in the
premise of Hilton. So management of Hilton have to maintain the website for getting
positive feedbacks from the customers.
 Telephone- It is also an important aspect of touch-point in it customer can feels the
service quality of hotel. In this part, customer makes a call to the hotel for getting
information about the facilities of hotel. If customer will not satisfied from the details it
will not visit at the hotel. Therefore, receptionist have to behave with customers on phone
calls as they have responsibility to represent hotel facility in front of them. Which will
bring effectiveness in quality and also increases the number of customers in the
atmosphere of Hilton (Peña and et. al., 2013).
 Hotel staff - It is also an essential factor of touch-point in this, when customers are
entered in the environment of Hilton employees have to behave properly with them. They
can ask from them about their requirements which brings a great impact in the services. If
the staff member will behave rudely to customers it will increase their dissatisfaction
about the services of hotel. Therefore, management of Hilton have to emphasizes on the
increasing skills and strength of the employees so they get effective outcomes in future
time.
 Hotel management – the management have to focus on the requirement of customers
and taking reviews of customers about the services of hotel. It will provide satisfaction in
the customers. Management of Hilton have responsibility to provide services to their
customers in time so that, a healthy relationship will be build between the management
and customers.
Customer journey map:-
It refers to a procedure through which a company map its interaction with organisation
for enhancing the customer experience. Hilton hotel can use customer experience map for

improving their services and maintaining customer base effectively. Following are the steps that
are involve in it:
Touch Points:
Research and planning:- This step depict about the research that a customer make for
finding the right hotel for their accommodation as per requirement (Zhang, Lu and et. al., 2014).
It generally involve deciding travel dates, visiting websites and other source of information for
selecting the best alternative. So for enhancing the customer experience, Hilton hotel must try to
manage or improve their websites by providing adequate information in a coincide and
appropriate manner.

Shopping: According to this stage, customer's might shop various services with the help
of one click. In case of Hilton hotel, management team of the company must provide various
facilities and options to their customers.
Booking:- Under this stages customer book hotels on the bases of services available,
visiting purpose and online reviews regarding the services of hotel. Hilton must try to simplify
the process of booking for its customer in order to provide them better service experience.
Pre travel:- This is the most crucial stage which includes the interaction of a customer in
order to stay in a hotel and avail its services. Hilton hotel must provide proper training sessions
to their staff members so that they will be able to provide satisfactory services to its customer
while welcoming them (Demirkan, 2015).
Travel: It is essential to have websites and pages of the company in order to ask any kind
of query and issues related to the hotel. In context of Hilton hotel, marketing team need to
examine and answer all the questions which is related with the travel and stay, so that large
number of customers might be attracted towards the company.
Post travel: Hilton hotel can improve customer relation by enhancing their experience
through customer mapping process. This can be done by simplifying their checkout services and
regularly interacting with them by providing information regarding the offers and personalised
services to customer for their next visit.
CONCLUSION
It has been concluded from the above report that customer's experience can be improved
on the daily basis in the Hospitality sector. The Hilton Hotel's staff are providing quality services
to their customers in order to build healthy relations with them. For this, HR department of
Hilton provide training facilities to their staff members so that, their skills and ability are
increased. Various needs and demands of different targetted customers are discussed which
increases the opportunities for the Hilton hotel. Customer touch point is also optimized for
bringing effectiveness in services of Hotel. They have created quality services in order to taking
positive feedbacks from their customers.

REFERENCES
Books and Journals
Amin, M., Yahya, Z. and et. al., 2013. Service quality dimension and customer satisfaction: An
empirical study in the Malaysian hotel industry. Services Marketing Quarterly. 34(2).
pp.115-125.
Carreira, R., Patrício, L. and et. al., 2014. Understanding the travel experience and its impact on
attitudes, emotions and loyalty towards the transportation provider–A quantitative study
with mid-distance bus trips. Transport Policy. 31. pp.35-46.
Demirkan, H., 2015. Special section: Enhancing e-commerce outcomes with IT service
innovations.
Tseng, S. M. and Wu, P. H., 2014. The impact of customer knowledge and customer relationship
management on service quality. International journal of quality and service sciences.
6(1). pp.77-96.
Kandampully, J., Juwaheer, T. D. and Hu, H. H., 2011. The influence of a hotel firm's quality of
service and image and its effect on tourism customer loyalty. International Journal of
Hospitality & Tourism Administration. 12(1). pp.21-42.
Koelliker, K., 2017. Six best practices for enhancing customer and employee experience with
knowledge management.
Lee, E. J. and Park, J., 2014. Enhancing virtual presence in e-tail: Dynamics of cue multiplicity.
International Journal of Electronic Commerce. 18(4). pp.117-146.
Nusair, K. and Parsa, H. G., 2011. Introducing flow theory to explain the interactive online
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Administration. 12(1). pp.1-20.
Peña, A.I.P. And et. al., 2013. Antecedents of loyalty toward rural hospitality enterprises: The
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Hospitality Management. 34. pp.127-137.
Zhang, H., Lu, Y. and et. al., 2014. What motivates customers to participate in social
commerce? The impact of technological environments and virtual customer experiences.
Information & Management. 51(8). pp.1017-1030.