Strategies for Managing Customer Experience: Hilton Hotel Report

This report analyzes the customer experience management strategies employed by the Hilton Hotel. It begins by explaining the importance of market segmentation and customer profiling in identifying target markets, detailing the methods used to profile customers and how their needs and expectations drive product and service offerings. The report then evaluates the drivers of customer engagement across different target customer segments, emphasizing the importance of loyalty, reduced competitive threats, and greater advocacy. Finally, it concludes by reviewing various strategies for onboarding diverse customers, highlighting the significance of effective pricing, customer assistance, and seamless communication. The report draws on research and analysis to provide a comprehensive overview of customer experience management within the hospitality industry, specifically focusing on the Hilton Hotel's approach.

MANAGING THE
SUCCESSFUL
CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Explantation on why hotel carries out segmentation and customer profiling activities to
determine its target market. ........................................................................................................1
2. Description on different ways in which customers can be profiled and their needs, wants
and expectation of target market drive the products and services. .............................................3
3. Evaluation on drivers of customer engagement across the rage of different target customers
for the hotel.................................................................................................................................3
4. Conclusion on reviewing differ strategies that are employed for on boarding diverse
customers. ...................................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Customer relationship management termed out as strategy that aids to manage an
enterprise relationship and interactions with customer and potential customers. It aids to firm to
stay connected to customers, improvement in profitability and streamline the business processes.
By understanding the need of the buyers and their experience relates to product is an integral part
of customer relationship management (Peppers and Rogers, 2016). This helps to show that how
buyers feel about the commodities and its offerings. In addition to this, surveys, feedback forms
and other data collection techniques will aid to determine the customer experience.
The present report is based on business activities of Hotel Hilton, it is global leading
brand engaged in providing better accommodation facilities to customers. The main aim of this
report is to have better and seamless communication between customers and hotel managers so
that effective initiatives can be taken.
1. Explanation on why hotel carries out segmentation and customer profiling activities to
determine its target market.
Market segmentation is technique that groups the customer with the similar needs and
common buying behaviour into the segments. Thus, marketing segmentation approach is
essentially a customer entered approach and to promote the business activities it is essential to
undergo with the various promotional strategies and marketing mix of each group that has offer
wants and needs (Smith and Wheeler, 2002). In order to grab the attention of customers it is
essential to apply the inventory control in terms to maximise profitability from numerous lines of
business. Thus, to be successful, hotel management must ensures that they will use logical
methods in order to track their business and must comply with wants of customers. Thus,
hospitality market segments should consider over three key areas as product, pricing and
distribution. With the help of identifying the unique customer segments in the industry they can
able to penetrate a non-traditional market. It is strategy that will be used by the Hotel Hilton in
order to target the specific group of customers. Thus, hotel carries out the two kind of
segmentation as vertical and Horizontal etc.
Vertical segmentation- This is the term that put consideration over choosing the niche market
and they leads to cater the need of business. These are taken by the hotels that are situated near
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the popular attraction so that it can attract the family rather than couples looking for weekend
off. The verticals segmentation provides the ideas that how hotel room are needed to be sell
during the off season.
Horizontal segmentation- For the hotel Hilton horizontal segmentation will be more suitable as
its located centred in the city. It usually attracts the diverse group of guest. Under this, they work
as to create the marketing plan rather than specialising into the one particular group (Best, 2012).
Ways to undertake identification for target market
There are some cost effective ways that aids to target the market and these are defined in
following manner as are-
 Survey customers- It aids to conduct the information from the specific group of
customers. This kind of the will help to define that how customer groups and people will
currently choose the hotel and what kind of services they wants to have within hospitality
industry.
 Enable customer to create profiles- It is both creative and effective tool that aids to
understand the target market. This is term that helps to presents the visual that provide
assistance to aim the target market.
Customer profiles to select the target markets
The attractive customers’ profiles are the one that can be fit in order to aim the target
market. With of it, this is possible to reach potential buyers by customizing the marketing
message and placing it in media outlets to reach ideal customers. This is the process that makes
profitable and a customer starts with understanding the types of the commodities the business
offers. With the help of detailed profile of target audience it going to be easy to make market
and to conduct distribution decision. This kind of segmentation will be helpful in order to target
the market. Thus, this term has been defined in the below contexed manner as are-
 Demographics- under this, the customer profile must be created with the help of knowing
income and age of the customers. The Hotel Hilton should select the age of group as
adults and middle age people. This both are the group who thinks to enjoy their leisure
moments. Moreover, it can be said that the sample target market profile focus on
demographics. In order to prepare it in effective manner it is essential to know about the
income of the people.
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 Geographic location- This is the system that works as to target the people based on the
region. The manager of the hospitality should take the initiatives in order to select
customers the people who lives in the residential areas must be aware about the product
and services offered by the hospitality industry (11 amazing marketing strategies to
attract customers, 2018.).
 Psychographics- under this, there are the people who deal in lifestyle issues. Therefore,
demographics and psycho-graphics are much more concerned about the type of the
activities and interest in target market so that each issues can be handled can be handled
in better mode.
2. Description on different ways in which customers can be profiled and their needs, wants and
expectation of target market drive the products and services.
Honest customer research and analysis is vital process in order to understand the target
market as array of choice. Thus, there are different ways in customer can be profiled and they
based on needs, want and expectation of target market. Furthermore, it is crucial to understand
customer needs and wants can be identified as-
 Need, wants and demand- This can be known by identifying the physical, social and
individual requirements of human. It must be identified so that buying power of the
customers can be known and better initiatives can be taken towards it.
 Market offerings- The Hilton should take initiative in order to find out the product and
services provided by the competitors. With help of identifying the hospitality services can
take initiative to provide attractive services.
 Value and satisfaction- The customer must provide the satisfactory services based on the
needs and demands of the customers. Thus, customers who are satisfied they continue to
buy the product and services.
 Exchange and relationships- The managers, staff and other employees of Hilton must
take the better initiatives in terms to create, maintain and grow exchanges customer
relationship. In this, to build better relationships so it can grow into the successful
company.
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 Markets- Under it, customers are being able to receive the operations, interacting
different with companies and to receive the information effective so that each thing can
be undertaken in effective mode.
Factors that influence customer engagement
There are some factors that affect involvement of customer into business and also effects
purchase decision are as follows:
Brand Name:- Company that is having high brand name is having greater impact on consumer
engagement with business. For example, Hilton hotel is running because of its brand name in the
marketplace. If company is not having brand name in the market then customer engagement is
low.
Packaging:- It also plays an important role in satisfying customer needs and want. Most of the
consumer are attracted through packing of product so that will influence consumer engagement
towards company. As Hilton hotel is providing best services so consumers are more attracted
towards it.
3. Evaluation on drivers of customer engagement across the rage of different target customers for
the hotel.
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Customer Persona
Need and Want
Map art customer
touch point
Priorities
Update and
Improve

This is essential to run the business activities effectively by providing better qualities
products by making effective interaction with peers. Thus, this drivers are defined in the
following manner as are-
1. Stronger loyalty- The hotel Hilton should take the initiatives in terms to build the better
and effective loyalty of the customers so that should work as to provide the quality
products to customers. Thus, loyalty programs are one of the most common ways as it is
helpful to generate repeat purchase and emotional commitment in order to drive higher
engagement.
2. Reduce competitive threat- With the help of reduction in competitive threat there can be
possibilities to attract the customer towards the product and services of the enterprise.
Thus, this kind of devotion and stickiness can be buffer from promotion and acquisition
efforts of competitive brands (Keller, 1993). By reduction in the competitive threat the
firm can able to run its business activities effectively.
3. Greater advocacy- This is also one of the crucial factor that helps to enhance the brand
value as customer recommendations by generating consideration, trial and new customer
revenue among the other benefits. By enhancing the value of the brand it is possible to
attract the customers. Hilton should provide better customer assistance services so that
working of the enterprise can be attractive.
4. Conclusion on reviewing differ strategies that are employed for on boarding diverse
customers.
The numbers of the strategies are needed to be used in terms to attract the customers.
Thus, effective pricing techniques are needed to be adopted so that buyers can receive the good
services at the affordable price. This kind of technique can attract the customers and it is
possibility to gain competitive advantage. Hilton should take initiative in order to provide the
better customer assistance with help of listening their problem so that the better solution can be
provided. The staff and other employees of hotel must work as to build seamless communication
with customer so that things can be done in better and efficient manner. Thus, it can be said that
this kind of strategy plays greater role in terms to conduct the business functions in appropriate
manner.
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CONCLUSION
Based on the above report it can be concluded that managing the customer experience
will be crucial in order to organise the each things in the better mode. Thus, present report will
cover the business activities of Hotel Hilton, it is global leading brand. In this report the various
things are needed to be considered as importance of wants and needs of customers, drivers that
help to have customer engagement. Lastly, various strategies are employed for boarding diverse
customers. Furthermore, it can be stated that with help of having well defined and implementing
marketing strategy it is possible to conduct the better strategic planning so that all things can be
done in the systematic mode.
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REFERENCES
Books and Journals
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Best, R., 2012. Market-based management. Pearson Higher Ed.
Smith, S. and Wheeler, J., 2002. Managing the customer experience: Turning customers into
advocates. Pearson Education.
Mosley, R.W., 2007. Customer experience, organisational culture and the employer
brand. Journal of brand management. 15(2). pp.123-134.
Keller, K.L., 1993. Conceptualizing, measuring, and managing customer-based brand equity. the
Journal of Marketing. pp.1-22.
Online
11 amazing marketing strategies to attract customers. 2018. [Online] Available through:<
https://blog.hotmart.com/en/marketing-strategy-to-attract-customers/>.
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