Enhancing the Customer Experience

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