Customer Experience Strategies: A Report on Hilton Hotel Operations

This report provides a comprehensive analysis of customer experience management within the context of Hilton Hotel. The report begins by emphasizing the importance of understanding the diverse needs of target customers, including individuals with disabilities, business travelers, and couples. It then explores the various factors that influence customer engagement, such as price, food arrangements, convenience, follow-up, and deliverability. A key component of the report involves the creation of a customer experience map, illustrating customer interactions across multiple touchpoints like websites, telephone communications, restaurant staff, front desk interactions, and email correspondence. The report further examines the benefits of digital technologies in managing customer experience, highlighting the role of social media and customer relationship management systems. Finally, the report discusses customer service strategies, emphasizing the importance of counter assistant interactions and the use of customer touchpoints to create business opportunities, ultimately aiming to enhance brand image and customer loyalty.

MANAGING CUSTOMER
EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 value and importance of understanding needs of target customers........................................1
TASK 2............................................................................................................................................2
P2 different factors that influence customer engagement............................................................2
TASK 3............................................................................................................................................7
P3 Creation of customer experience map....................................................................................7
P5 benefits of digital technologies in managing customer experience........................................9
P6 customer service strategies...................................................................................................10
P7 Demonstration of customer service strategies in meeting needs of consumers...................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Customer experience management can be defined as process that is used by firms to track
needs of purchasers and enhance interaction with customers (Abdelmoteleb, Kamarudin and
Nohuddin, 2017). Companies continuously work for raising connection with its clients, this helps
them in developing healthy relationship with potential buyers. Present report is based on Hilton
hotel that provides luxurious services to its guests across the world. Current assignment will
discuss importance of understanding needs of target consumers. Furthermore, it will explore
different factors that influence customer engagement of different target customer group in the
organisation. It will create experience map of consumers for Hilton Hotel. In addition, benefits
of digital technologies for managing customer experience will be explained in this report.
TASK 1
P1 value and importance of understanding needs of target customers
Hilton hotel has become the most popular brand name in service industry. It is very
important for organisation that to understand needs and preference of consumers. This assists in
attracting more people and enhancing profitability of business. By paying more attention on
specific requirements of customer Hilton hotel can offer them satisfactory goods and services
that is beneficial in improving customer services of organisation. There are different customer
groups those who have various needs (KUMAR and BALARAMACHANDRAN, 2018). These
are explained as below
Disable person
These people have various needs such as low calorie meal, sufficient space, ramp. These
people needed food with low calories so that they can manage their body well. Furthermore,
Hilton hotel is requiring to give adequate space of such guests so that they can manage
themselves easily. There should be facility of ramp so that wheelchair can be lifted properly. But
if Hilton hotel takes care of providing sufficient space to these consumers so that they can pass
between tables (Mikkulaynen, 2016). This would make them comfortable and they will not have
to be depended on others. This will help business in retaining these people in business for longer
duration.
Business person
There are many business persons those who visit hotel on regular bases. They always
expect free WIFI facility, nappy changing, meeting rooms, mobile charging points in hotel.
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Hilton hotel provides them all these facilities. Every month many business people organizes
meeting in the hotel where hotel gives them facility of WIFI so that business people can do
internet surfing. Furthermore, many ladies need nappy changing rooms for their kids. Hilton also
takes care of these requirements (Ghasemi and Moghadam, 2016). But most desirable need of
these target customer group is mobile charging points. Hilton gives them facility to charge their
phone near to table. That makes them relax and they attaint their meeting easily without any
interruption. That is why now Hilton hotel has become the corporate houses where many
organizations conduct their meetings every month.
Couples
These are another target group member those who visit Hilton frequently. They prefer to
get candlelight, music facilities in hotel (SILALAHI and Ciptono, 2016). Most desirable facility
they need soft music, this brings love in at atmosphere and they feel so happy with each other.
Hilton fulfil these requirements of its consumers that has supported the firm in improving its
brand image.
TASK 2
P2 different factors that influence customer engagement
Each consumer has different needs and entity has to ensure fulfilling their these
requirements so that it can give positive experience to consumers. There are various factors that
influence customer engagement of different target group. These are explained as below:
 Price: Money is most important element that influence behaviour of couple, disable and
professional consumers all (Kulkarni and Madhavi, 2016). If Hilton hotel is unable to
offer value for money then it will not be able to raise engagement of guests. All three
group of people need best quality services against their paid money but if entity is unable
to offer them quality products at affordable prices then it may make them negative
towards brand and can influence their engagement as well.
 Food arrangement: It is another factor that drive and influence engagement of clients.
Business people always expect that staff serve them food in appropriate manner. If food
arrangement is not good then business persons will not be positive and they will think to
go to other hotel next time (Setyaningrum, 2017). Disable persons also expect to get best
arrangement of food so that individual do not face any kind of trouble.
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 Convenience: This is another most important factor that drive and influence engagement
of customers in hotel. Hilton always provide adequate space to guests so that they do not
find any difficulty in sitting or walking to other place. Disable person feel so comfortable
because they can move here and there on their wheelchair. This makes them positive and
enhance their engagement with organisation (Shoham, 2015).
 Regular follow up: It is another essential factor that influence mind of guest, if company
takes follow up from its guests and ensure that it has met with their requirements then it
may enhance their engagement with consumers. That would help in making them loyal
customers of brand (Maine, 2014).
 Deliverability: In the recent time nobody wants to wait for longer duration. If Hilton hotel
is unable to serve consumers timely then it will adversely affect engagement with all
types of group of consumers. This may affect their purchasing decision and impact on
their satisfaction level as well (Tomsett and Shaw, 2014).
Disable person
Business person
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Couple
Students
4

Mothers
Old people
5

Soldier
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TASK 3
P3 Creation of customer experience map
Customer experience map is the process of examining experience of consumers and
analyzing their behaviour. Each person interacts with companies through various touchpoints
and channels (Navarro Morales and Ibernón Häll, 2015).
Website
Whenever customers search website of Hilton hotel then they get immediate answers of
their quarries. Individual go to eat section and get photographs of all types of food that is
provided by business. Furthermore, reviews of earlier consumers is also maintained in its website
so that new guests can make them mind accordingly. Entity has used attractive words on its
website that gives them amazing experience and make them positive towards brand. On the
website of Hilton hotel, enterprise also have provided option for booking. If any person wants to
book table or room in advance, then individual can do it without any trouble (Njagi and et.al.,
2017).
Telephone
Hilton takes support of telephonic conversation for raising interaction with potential
buyers. Whenever client call on the hotels’ landline and ask for any quarry then customer service
executive give immediate response to these people. They use warm words for welcoming these
people. They give them all detail related to food, accommodation etc. so that individual can
make their mind and can conform their booking in hotel (Gamage, Femando and Perera, 2015).
Restaurant staff
Hilton hotel always treats its employees as assets of business. It gives them rewards and
recognition so that they feel motivated and provide amazing services to guests as per their
requirements. Restaurant staff give provide quality services to consumers and delivery timing is
very low. Consumers need not to wait for longer duration. Front desk staff always gives warm
welcomes to the guests and give them full respect. They ensure their needs and offer them food
as per their preferences (7 Ways to Create a Great Customer Experience Strategy, 2018).
E-mails
Hilton hotel send emails to its guests on each occasion. It wishes them and inform people
about new products, services, discounts of organisation. In emails entity attaches attractive
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photos of new vouchers and discounts so that people may become positive and gain amazing
experience (Abdelmoteleb, Kamarudin and Nohuddin, 2017).
Restaurant environment
Atmosphere of Hilton hotel is very warm, there is adequate infrastructure facilities and
staff treats consumers appropriately. They ensure that guests get immediate services. There are
photo frames on wall that declares achievement of Hilton over a period of time (KUMAR and
BALARAMACHANDRAN, 2018).
P4Customer touch points throughout customer experience create business opportunities
Business have to pay attention on customer touch points, all these touch points are able to
understand experience of buyers. By this way enterprise can use this touch points for creating
business opportunities. Hilton hotel is the leading brand that always provide luxurious
hospitality services to its guests across the world. It always looks upon the needs of buyers and
accordingly provide them goods and services. This helps business in making people positive and
retaining its customers in organisation for longer duration (Mikkulaynen, 2016).
Counter assistant: Welcome sir, have a seat
Customer: Thanks you
Counter assistant: How can I help you
Customer: Can I see menu card
Counter assistant: Yes, sir, this is our menu card. We offer all kind of food to our customers.
Consumer: We will like to eat roasted spicy chicken
Counter assistant: Great choice sir, this is the best and high demanded dish of Hilton
Customer: Yes, last time also we have a great time here and dish was really nice
Counter assistant: Ohh sir, you are the frequent buyer of hotel, we warmly offer amazing
discounts to our regular consumers. This is your dish please enjoy your lunch
Customer: can I get a bill
Counter assistant: Here is your bill Sir, kindly give your valuable feedback to services of
company. We are very pleased to serve you please come again.
While discussing with customer, counter assistant has looked at the yes of guest and have
given positive response to them. Touch points such as acknowledging the person and greeting
them creates a good impression in the mind of customers. This makes them feel valued and they
think to come to that place again. Encouraging the return of any consumer is another touch time,
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this creates a feeling that entity pays attention of its consumers and their needs. By this way they
feel so happy and become positive towards brand. This creates opportunity for Hilton hotel to
make its buyers loyal towards brands (Ghasemi and Moghadam, 2016). This enhance brand
image of firm and help the organisation in retaining its staff in firm for longer duration. Eye
contact with the guests is also great touch point, by this way staff members give the response on
consumer’s quarries confidently. That increases trust of people and they give positive reviews to
others as well. By this way enterprise become able to gain competitive advantage.
P5 benefits of digital technologies in managing customer experience
Digital technologies have changed the scenario of businesses. In the recent time many
companies are taking support of various technologies that have high impact on firms in order to
manage experience of consumers. Customer relationship management can be defined as system
or process that is used by firms to maintain relationship with its potential buyers. Facebook,
Twitter are most popular social sites that are used by each entity and consumers. Many people
spend more time on these sites (Maine, 2014). Hilton hotels makes connection with its buyers
through these social sites. This supports hotel in identifying needs and preference of customers.
By this way Hilton makes changes in existing practices so that it can meet with the expectation
of guests. This helps the firm in developing healthy relationship with its clients and giving them
positive experience.
Through digital technologies entity becomes able to give quick response on quarries of
consumers (Tomsett and Shaw, 2014). There are many people those who ask about special
dishes, delivery timing, availability of rooms on its social sites and other mobile application.
Customer service department of Hilton hotel gives immediate response through these
technologies. That makes the person positive towards brand help in raising its brand image.
Hilton hotel takes support of mobile application, it uploads all detail relate to latest offer, special
discounts information on its application. By this way this detail gets communicated to mass
people easily. Hilton hotel use app on which its consumers can book their room and other
services. They can track their booking and can cancel it as well. This is the best way of
developing direct communication with potential buyers and making them positive towards brand.
By this way people get positive experience and they become loyal towards organisation (Navarro
Morales and Ibernón Häll, 2015).
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Hilton hotel have uploaded all photos of food, accommodation services, events etc. on its
social sites. By viewing all these things decision of other consumers gets affected. Thus, it helps
in attracting more people towards brand and raising profitability of organisation to great extent.
This aids in analyzing changing needs of customers and offering them food and services
accordingly so that they can become loyal consumer of company (Shoham, 2015).
Questions
1. Hilton hotel
2. Mariya methew
3. Facebook
4. Images, details of offers, reviews of customers
5. John, Lij, Chena
6. Since 3 years
7. These programs would be beneficial in gaining attention of mass people and managing
experience of customers significantly.
P6 customer service strategies
In the modern competitive era it is very important for companies that to implement
effective customer service strategies that may support in retaining consumers for longer duration
and making them positive towards brand. Customer service is the part of business activities that
influences decision of each person (Navarro Morales and Ibernón Häll, 2015).
Celebrate and encourage joy
Hilton hotel always emphases on giving amazing experience to its guests so that they
become frequent buyer of company. For that hotel focuses on brining joy to its valuable guests.
Enterprise welcomes their guest in traditional manner and give them respect. Counter assistant
always serves them best and give them quick response. This makes them expense positive and
they become loyal towards the brand. There are many hotels where customers have to wait for
longer duration to get their ordered material but Hilton always ensure quick delivery and less
waiting period (Gamage, Femando and Perera, 2015). If any customer come in the hotel second
time, then staff members encourage their return and give them better services than earlier.
Empathetic listen
It is another customer service strategy of Hilton hotel; all its staff members are being
trained to become an empathetic listener. They carefully listen requirements of consumers and
give them response accordingly. Employees listen to words of customers and give them response
in correct tone. They watch their eyes confidently and read facial expression of people. This
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