Enhancing Customer Experience: Strategies for Business Growth Report

This report delves into the critical aspects of understanding and enhancing customer experience within the hospitality sector, using Crowne Plaza as a case study. It begins by exploring the significance of market segmentation and customer profiling, emphasizing the need to identify and cater to the specific needs and preferences of diverse target customer groups. The report outlines various methods for profiling customers based on gender, age, income, and lifestyle, highlighting how these factors influence service delivery. Furthermore, it examines the drivers of customer engagement, considering the unique requirements of business travelers, families, and young adults. The core of the report focuses on customer experience mapping, illustrating the steps involved in creating a positive customer journey, from initial research and booking to post-service engagement. The report also discusses how customer touchpoints, such as websites and service quality, create significant business opportunities. The conclusion underscores the impact of customer-centric strategies on organizational success, emphasizing the importance of continuous improvement in meeting customer needs and expectations.

Understanding and
enhancing customer
experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Market segmentation and customer profiling activities.........................................................3
Various ways in which customers can be profiled.................................................................4
Drivers of customer engagement............................................................................................4
Different strategies that can be employed for on boarding diverse customers.......................5
TASK 2............................................................................................................................................5
P3Creation of customer experience map for a selected service sector organization..............5
P4Discussion about how the customer touch points throughout the customer experience create
business opportunities for a selected service sector organization..........................................6
CONCLUSION................................................................................................................................7

INTRODUCTION
Customer experience enhancement is all about the understanding that consumer judge
organization on the basis of sum total of their interaction with the brand and the company. The
company which is taken into consideration in order to explain about the understanding and
enhancing customer experience id Crowne plaza which was founded in 1983. It is one of the
multinational chain of full service, upscale hotels with its headquarter in United Kingdom (Rose,
2012). This assignment specifically focuses on values and importance of understanding needs,
wants and preferences of target customer group of a selected service industry. In addition to this
brief explanation about the different factors which influence customer engagement of different
target customer group is being explained in this file. Lastly exploration of customer experience
map to create business opportunities is also explained in this report.
TASK 1
Induction programme
“The value and importance of understanding the needs, wants and preferences of Target
Customer Groups of Hospitality Services”
DAY 1
Market segmentation and customer profiling activities
Needs, wants and preferences of target customer must be taken into consideration by every
organization in order to achieve organization goal on stipulate time period. So in order to
understand the customer needs, wants and preferences Crowne plaza hotel must adopt the
strategy of market segmentation and should look after customer r profiling activities too in order
to earn maximum profit for the organization(Best, 2012).
Market segmentation and customer profiling activities for target market
Market segmentation is refer to the process of dividing the target market into sub groups
with those having similar needs and preferences. While segmenting the market into sub group
Crowne plaza hotel set the customers profile on the basis of the lifestyle, needs and preferences.
After segmenting the market on the basis of customer profiling activities the company render
goods and services on the basis of their choices so as to increase the satisfaction level and
customer experience too.
DAY 2

Various ways in which customers can be profiled
Customers can be profiled on following basis: Gender: In order to achieve the maximum profit Crowne plaza must segment the market
according to the gender as well. This is because both the male and female have their own
needs and preferences. So it’s the prime responsibility of the manger of Crowne plaza to
identity the customer profiling activities as per the needs and demand of both male and
female. Age group: Secondly, manager of Crowne plaza must segment the market on the basis
age group as well. This is because young people have different preferences than the old
youth so according the preferences of different age group Crowne hotel should render
services so as to enhance customer experience. Income:According to the income level also manger of Crowne plaza must segment the
market as low income people cannot afford to have an stay in 5 start hotel. So taking this
into consideration manger of Crowne plaza must analyse the needs and preference of
those target market who can afford and have high income level to spend on hotel and to
get service from them. Lifestyle: This factor explains about the customer hobbies, interest and psycho graphic
factor which the Crowne plaza must take into consideration while segmenting market and
while identifying the needs, wants and preferences of the customers. As different people
have different life style to live with so according Crowne plaza hotel should render
service so as to increase customer experience.
Therefore it can be concluded that if the company wants to achieve a successful growth
in the market place then the manger of the industry must take into consideration customer
perception in resepct of their needs, wants and preferences they want. Thus, it will help in
achieving competitive edge in the market too.
DAY 3
Drivers of customer engagement
Drivers of customer engagement:
Customer engagement refer to the communication which take place between the
company and the customer. The communication that take place between customer and company
is about the product and services and about the changes taking places in their needs and

preferences. In addition to this there are certain driver which influence customer engagement and
they are specified below(Klaus and Maklan2013):
 Business people: This type of people mostly visit 5 star hotel like Crowne plaza for
business meetings. So the manger of the industry must taken into consideration their
needs and preferences like during meeting they require Wi-Fi and there should be privacy
while the meeting is going on.
 Families: The people those who travel with their families to get the service of 5 star
hotel like Crowne plaza then the manger should take into consideration their needs and
preferences. Like the demand for families is that there should be entertainment, spas,
light music, parks etc. So accordingly the hotel industry should render service so as to
create better customer engagement.
 Youngsters: This kind of people demand loud music system, bars, pub facility and
entertainment etc. So accordingly manager of Crowne plaza should render service in
order to increase and maintain customer engagement.
DAY 4
Different strategies that can be employed for on boarding diverse customers
Crowne plaza can adopt different strategies in order to retain and increase customer engagement
like rendering them products and services taking into consideration the needs, wants and
preferences. In addition to this the industry can render some kind of offer too like discount offer
and by rendering complementary services also they can increase the customer better experience
toward the hotel(Lemon and Verhoef, 2016). Moreover industry can also render instinct services
as and whenever demanded so as to influence customers to get their services again in future.
Thus, it helps in overall growth of the industry too I the marketplace.
TASK 2
P3Creation of customer experience map for a selected service sector organization.
Customer experience mapping is the technique which is used by the industry so as to
communicate and interact with typical and complex customers. Crwone plaza hotel industry uses
this strategy so as to get to known about the customer past experience and after journey
experience. This is done so that so that the company can render services as per the demand of the

customers. While carrying out this strategy manger of Crwone plaza need to follow certain steps
which are mentioned below(Peppers and Rogers, 2016):
 Research planning: This is the first step which the Crowne plaza industry must follow
so as to create first and good impression upon customers. As the customer preferably visit
for different websites in order to search hotel, so the company should make attractive
website profile so as to influence customers.
 Evaluation and booking: After research planning customer evaluate and book the hotel.
During evaluation he look after the types of service the industry render like for
accommodation facility, transport facility, food services and many more. After evaluation
finally customer book the hotel.
 Hotel customer experience: After using the service of the hotel, customer render
feedback to the manger of the industry. Feedback related to the service and facilities that
the industry have rendered to them(Rawson, Duncan and Jones 2013). If the services
rendered to them was according to their needs and preferences then it helps in increasing
customer experience and satisfying the demand. If not then the manger have to make
some improvement in rendering services as per the needs of customers.
 Check out and continued engagement: It is the most essential stage of customer
experience as during this stage manager of Crowne plaza focuses on the rendering
smooth check out from the hotel by rendering transport facility after closing f services.
Thus, it will help in achieving brand image of the industry as well as competitive
advantage in the marketplace.
P4Discussion about how the customer touch points throughout the customer experience create
business opportunities for a selected service sector organization.
Touch point refers to the way customer get attracted and influenced towards products and
services. Specifically in services industry the touchpoint for consumers are emails, websites, face
books, twitter, Instagram, advertisement , newspaper and many more. Moreover it can be related
to quality and brand image of the products and services. So the touch point of Crowne plaza
which influence customer is the logo, websites and the type of service the industry render. As
the customers in modern era specifically visit websites to approach for good hotel who can
render them services as per their preferences and requirements(Teixeira, 2012). So taking this

into consideration Crowne plaza have made its websites one of its touching point so as to attract
more number of customers towards their hotel.
In addition to this if the customer wants to use the service of Crowne plaza then they will prefer
to search for those services which will satisfy them. Needs and preferences can be in any form
like for accommodation, foods and beverages, transport facility, Wi-Fi, and many more. Like in
room the customer wants attach toilets, bathrooms, TV, telecommunication and clean
environment. In transport facility customer look for car, jeep or any other means of
transport(Wu, Yeh. and Woodside 2014). So after taking into consideration all these aspect
whether all these are rendered by the industry or not if yes then the customer book the hotel.
Therefore its the responsibility of manger of Crowne plaza to meet customers needs and demand
so as to increase the customer experiences .
Therefore manager of Crowne plaza should make take into consideration as the aspects,
touchpoints and needs of the customers so as to increase the profitability ratio of an organization.
CONCLUSION
From this it can be concluded that needs and demand of the target customer group
greatly impact upon organization. In addition to this different ways of determining target
customer needs and preferences are also examined in this report. Moreover market segmentation
and different customer profiling activities of target customers are also briefly explained defined.
Further more customer experience highly depend upon different factors like on income of the
customers, age group, gender, lifestyle and occupation of the customer. Lastly it can be
concluded that there are different touch point which helps in creating better customer experience
and generate business opportunities like influencing advertising, logo, newspaper, magazines and
product quality and service. All over it can be said that customer experience matter a lot in the
overall successful achievement of aims and objectives of an organization.