Academic and Professional Skills Report: Customer Experience Analysis

This report, titled "Academic and Professional Skills," focuses on various aspects of business development and customer service within the context of Glenmore Hotels. The report begins with a simulated email exchange concerning room bookings and hotel policies, demonstrating professional communication skills. It then details the stages involved in writing a successful assignment, emphasizing analysis, research, and critical evaluation. The report further explores key concepts such as Customer Experience Management (CEM), the value of experience, and the importance of portfolio relationships in attracting and retaining customers. It also examines the impact of infectious communication and the benefits of customer research programs, including improved service, brand management, product development, marketing efficiency, and marketing fit. Finally, the report suggests three ways to enhance customer experience at Glenmore Hotels, focusing on performance, features, and reliability to increase customer satisfaction and revenue.

Running head: ACADEMIC AND PROFESSIONAL SKILLS
ACADEMIC AND PROFESSIONAL SKILLS
Name of the Student
Name of the University
Author note

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Table of Contents
Task 1...............................................................................................................................................2
Task 2...............................................................................................................................................3
An Explanation of Each Stage in the Procedure for Writing an Assignment..............................3
Task 3...............................................................................................................................................5
Task 4...............................................................................................................................................5
I. Infectious Communication.......................................................................................................5
II. Benefits of Customer Research Program................................................................................6
III. Three Ways to Improve Customer Experience in Glenmore Hotel.......................................6
References........................................................................................................................................8

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Task 1
To: [e-mail]
From: [e-mail]
Subject: Confirmation about your booking in our hotel
Dear Jane,
This is the team member of customer service of hotel Glenmore, UK writing. Hope your weekend was
commendable and everything is fine. This is to inform you about some of our policies of booking rooms in our
hotel, as we want everything to be in proper state with no inconvenience for our guests. You have asked for
booking 20 rooms for 5 weeks from every Monday to Friday in the month of October and November for the
upcoming Halloween week. The dates mentioned by you starts from 2nd Oct Monday-6th Oct Friday, 9th Oct
Monday-14th Oct Friday, 17th Oct Monday-22nd Oct Friday, 25th Oct Monday-30th Oct Friday, 2nd Nov Monday-
6th Nov Friday. Kindly confirm and retaliate to us as early as possible regarding the booking of these rooms on
these dates for our convenience. I would also request you to update your employees at British Petroleum
regarding our policies and check-in time and checkout time. Our check-in time is from 2 o’clock in the
afternoon and checkout time is 12 o’clock. I would request you to inform us if your employees are coming late,
i.e. after 9pm. In that case, kindly sent us a mail to be sure about your confirmation. Kindly sent us the passport
details of your employees specifically the home country of the employees as these records are needed for our
office. Please respond accordingly and catch you later.
With regards,
Patrick Bateman, Customer Services, Glenmore Hotels
Email: [e-mail]

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Task 2
An Explanation of Each Stage in the Procedure for Writing an Assignment
In writing a successful assignment, one needs to incorporate a series of steps that are as
follows:
Analysis of the topic: an analysis of the topic discusses the objectives and aims of the
assignment. It includes the criteria and questions that will be covered by the topic.
Devising the viewpoint: this illustrates the key features of the given topic along with it also
brainstorm all the probable ideas that may be implicated in the topic. This consists of probable
questions like what, who, where, when and how which will further assist in research for the topic
(Cottrell 2013).
Development of questionnaire: Formation of questionnaire is a very important step in writing a
successful assignment. This step is interlinked with the former one as in this step the previous
queries are elaborated with logic.
Initiation of the research: the research work for the topic is a very critical step and a major role
is played by it. While doing research one need to response according to the questions that has
been explained before. A successful assignment must contain some authentic information that
can be obtained from some resource researches. Refining of the materials is necessary after
research is done (Cottrell 2013.).
Critical analysis of the selected topic: the research of the topic is followed by a critical analysis
of the research materials. This is the most influential aspect of any assignment as the topics are

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explained and analyzed critically in this part. Thus, it consists of meaningful and reasonable data
that is related to the chosen topic (Cottrell 2013).
Structuring the assignment: this point of structuring an assignment means utilizing appropriate
grammar as well as phonetic for the topic provided. This emphasizes on the sentence
constructions frames the structure of the topic.
Formatting the assignment: this point illustrates the formatting of the headings, sub-headings,
contents, tables and other components present in the topic. Formatting is also essential for
linking of paragraphs with other sections of the assignment.
Editing and Proofreading of the topic: editing and proofreading is necessary for all
assignments as it points out the processing errors and mistakes that might have been made while
writing the assignment. One must allocate at least an hour for assignments of about 1000 to 2000
words.

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Task 3
I. CEM process gives an insight to the customer’s world and a socio-cultural examination
of the customer’s requirements is essential for the customer market, while business market
studies the impact of customer’s experience and “funneling” is a process that broadly refers to
the trends and lifestyle of the customer’s choice of brands (Schmitt 2017).
II. “Experience” as opined by Pine and Gilmore (1998, 2011), Schmitt (2003), Verhoef et
al. (2009), suggests a fresh innovative economic value that comes after commodity, goods and
services and is a new device for the financial development of the industries (Pine and Gilmore,
1998, 2011) and it can be properly managed by customers resulting in long-term profits (Ren et
al. 2017)
III. Portfolio relationship is a service used by different industries and institutions to
attract the new customers to develop a strong bonding by offering them a variety of discounts
and benefits, which in way help the industry to maximize their own revenues, while opting out
from such bond is intricate for customers as the organization does not allow customers for such
separation (Johnston, Clark and Shulver 2017).
Task 4
I. Infectious Communication
Infectious communication is a communication process available to the customers in a
compelling and unique manner and makes a lasting impact on the society. In present marketing
system, infectious communication is vital as it largely influence the market and results in the
development of the organization. As per example, the Lego movie directly inspired from the

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personal stories tells the rise of a brand, appealed the customers so much that the 98-minute ad
gained $500 million dollar for the brand (Smith and Milligan 2017).
II. Benefits of Customer Research Program
In customer research program, a quantitative approach enhances the assessment of the
program. The first and foremost step is the Improvement of the service. Opinions from the real
customers can improve the overall satisfaction of the customers. Management of the brand is the
next step that deeply influences the customers to purchase products from the brand. A well-
organized brand keeps the reputation of its name as well as deals with the satisfaction of the
customers. The third step is the development of the product. A well developed product with its
innovativeness attracts more customers and in a way enhances the profit for the company
((Wilburn 2017). The feedback of the customers is also a vital point here as it allows the
company to improve accordingly. The fourth step is the marketing efficiency. Responses from
the customers gain the efficiency of the company. It is said that marketing and customer services
goes hand in hand. This is the reason why marketing of a company is a very essential strategy.
The final step is the Marketing Fit. Marketing fit implies to the skill of listening to the customers
that benefits the company to maximize its profit. Customers’ reaction is very essential in
launching of new products as the earnings of the company depend on it.
III. Three Ways to Improve Customer Experience in Glenmore Hotel
Customer experience plays a chief role in increasing the profit and reputation for a
industry. There are many attributes that influence the customer experience in hotels such as
Performance, Features, and Reliability.

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Performance of a hotel implies the products and services provided by the hotel to its
customers. A quality service can approach many customers whereas; a poor quality in the service
and products can reduce the customers for a hotel. The performance of a hotel depends on the
customer satisfaction, which, in turn depends on the services provided to the customers.
Features of a hotel are a key component for attracting more customers. A hotel with
highly equipped facilities attracts customers more compared with hotels with few features
(Wilburn 2017). For example, a hotel with Wi-Fi service will obviously have more guests than
hotels with no such service. For this reason, currently a large number of hotels have started
implementing Wi-Fi and other equipped techniques. Reliability is a primary source of enhancing
customer. A reliable customer service will provide for huge numbers of customers, where as
hotel with low customer service can lack in attracting customers. A reliable customer service
also helps in retaining the customers and in a way; it increases the revenue for the hotel.
Thus, from the above discussion it can be concluded that a sound and reliable services
can help in the development of the customer experiences in the hotels. A hotel must employ
services that can increase the revenue of the hotel so that it can survive efficiently in this highly
competitive world.

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References
Cottrell, S., 2013. The study skills handbook. Palgrave Macmillan.
Johnston, R., Clark, G. and Shulver, M. 2017. [online] Available at: Johnston, R., Clark, G. and
Shulver, M. (2012). Service operations management. Harlow, UK: Pearson. [Online] Available
at: https://www.dawsonera.com/readonline/9780273740490 [Accessed 25 Oct. 2017].
Ren, L., Qiu, H., Wang, P. and Lin, P. 2017. [online] Available at: Ren, L., Qiu, H., Wang, P.
and Lin, P. (2016). Exploring customer experience with budget hotels: Dimensionality and
satisfaction.International Journal of Hospitality Management, [online]52,pp.13-23.Availableat:
http://www.sciencedirect.com/science/article/pii/S0278431915001486?via=ihub. [Accessed 25
Oct. 2017].
Schmitt, B. 2017. [online] Available at: Schmitt, B. 2013. Customer experience management. A
Revolutionary Approach Hoboken, N.J.:Wiley.[Online]Availableat:
https://ebookcentral.proquest.com/lib/anglia/reader.action?docID=555034 [Accessed 25 Oct.
2017].
Smith, S. and Milligan, A. 2017. [online] Available at: Smith, S. and Milligan, A. (n.d.). 2015.
On purpose. Delivering a Branded Customer Experience People Love. London: Kogan Page
[online] available at: https://ebookcentral.proquest.com/lib/anglia/reader.action?docID=4012099
[Accessed 25 Oct. 2017].
Wilburn, M. 2017. [online] Available at: Wilburn, M. 2007. Managing the customer experience.
Milwaukee, Wis.: ASQ Quality Press. [Online] Available at:

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https://ebookcentral.proquest.com/lib/anglia/reader.action?docID=3002546 [Accessed 25 Oct.
2017].