Customer Experience Management in the Hospitality Sector: Hilton

This report provides a comprehensive analysis of customer experience management within the context of Hilton Hotel. It begins by exploring the importance of understanding customer needs and preferences, highlighting segmentation, targeting, and positioning strategies. The report then identifies key factors driving customer engagement, such as cleanliness, excellent customer service, and relevant amenities, along with onboarding strategies. A significant portion of the report is dedicated to creating a customer experience map, detailing the different phases a customer goes through, from recognizing a need for a hotel to confirming a booking. This includes analyzing customer touchpoints and their impact on business opportunities. The report also examines the role of digital technology in managing customer experience and concludes by discussing customer service strategies and their contribution to enhancing the overall customer experience. The study emphasizes the importance of customer satisfaction and loyalty for the hotel's growth and sustainability.

Managing the Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1. Analyzing the value as well as significance of understanding the needs and preference of
target customer group. ................................................................................................................3
P2. Identifying the different factors which drives as well as influences customer engagement
within Hilton hotel......................................................................................................................4
LO 2.................................................................................................................................................5
P3 Creating a customer experience map for Hilton hotel ..........................................................5
P4. Analysing the way customer touch points throughout the customer experience creating
business opportunities For Hilton hotel .....................................................................................7
LO 3.................................................................................................................................................8
P5. Analyzing the way digital technology is employed in Hotel for managing customer
experience ..................................................................................................................................8
LO 4 ................................................................................................................................................8
P6. Customer service strategies for Hilton hotel ......................................................................8
P7. Demonstrating the way customer service strategy develop the customer experience. ........9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience management can be defined as the procedure which is utilized by
organization for tracking, overseeing as well as organizing interaction between customers. The
purpose of customer experience management by companies is to meet the needs as well as
expectations of client. An effective customer experience management is essential for smooth
running as well as growth of business.
The study has focus on analyzing the value as well as significance of understanding the
needs as well as preference of customers In context of Hilton Hotel. It is a global brand which
provide complete hotel services. Study also emphasizes on identifying the different factors which
drives as well as influence customer engagement in service sector.
LO 1
P1. Analyzing the value as well as significance of understanding the needs and preference of
target customer group.
In context of Hilton hotel, Segmentation, target as well as positioning can be considered
to be as the technique which is utilized by organization for identifying group of people in order
to sell products or services. An organization has divided the large market into small segment
which has assisted an enterprise in addressing those people who will buy goods or services.
Hilton hotel target those people who seek quality. In addition to this, an organization
concentrates on targeting especially business travelers as well as holiday makers. It is very much
important for an enterprise to develop the understanding about the needs as well as demands of
the customers which is very much important in order to meet customer expectations (Goodman,
2019).
Developing the understanding about the needs as well as demands of customers will
provide Hilton hotel an ease in managing the customer experiences which is very much essential
in order to foster business growth and also for maintaining the sustainability in the market. It is
basically tactics which is applied by Hilton hotel in order to gain customer loyalty. Developing
the understanding about the needs of target customer group is very much essential for an
organization in order to provide client with high level of satisfaction. It is the technique which
helps management in identifying the best strategies for influencing target customer group to buy
specific products or services. Developing the understanding about the needs of target customer
group also provides management of Hilton hotel an ease in making the decision related to new

product development. It is also very much important in order to developing strong relationship
with clients and retaining the profitable clients for long time. In context of Hilton hotel, it is very
much important for an organization to develop the understanding about customer preference, as
it will help them in providing high level of satisfaction to clients.
P2. Identifying the different factors which drives as well as influences customer engagement
within Hilton hotel
Customer engagement is considered to be as driving force in context of fostering growth
of business. In context of service sector industry, the two factors which promotes or drive
customer engagement includes word of mouth as well as co-creation. Word of mouth mean an
organization ability to fulfill its commitment related to providing quality products or services to
customers. In context of Hilton hotel, it is required by an organization to segment is market, as
this tactic will assist business entity in an ease in fulfilling the needs of customers and will help
them in meeting the expectation of clients. The factors which are influencing the customer
engagement in Context of Hilton hotel are:
Cleanliness: Hilton hotel has clean, hygienic as well as decorative rooms which helps
guest in felling comfortable and provides client with high level of satisfaction. A proper checklist
is prepared by management in an organization in order to make sure that clean rooms are ready
for incoming guests. It is the factor which has positively influenced customer to engage
themselves with hotel and to be loyal towards brand.
Excellent customer services: It is considered to be as one of the crucial factor which
influences customer engagement. Customers' generally come into hotels with certain pre-set
expectation of getting treated in Good way (Morgan, 2018). In context of Hilton hotel,
employees are provided with training related to communicating with customers and attending
them. It is the friendly as well as supportive nature of workers in Hilton hotel which encourages
customer to remain engaged with brand.
Relevant amenities as well as provided by an organization: In context of Hilton hotel,
an organization provide number of facilities such as food, accommodation, room facilities, free
internet , online booking as well as payment facilities which influences customers to remain
committed with brand.

In context of Hilton hotel the few on boarding strategy which can be adopted by an
organization are :
Personalized welcome: Greeting the customer when they visit hotel is considered to be
as one of the best way to start interaction. With new customers. Making the registration
procedure simple and avoiding the Que by establishing more registration counters or employing
more staff for front office.
offer assistance: In context of Hilton hotel, an organization can provide good experience to
customers by providing them support as well as resolving their queries.
LO 2
P3 Creating a customer experience map for Hilton hotel
Customer journey map can be referred to as a diagram which assists management in
depicting the different phases which customer undergoes while interacting with organization. It
also indicates the phases which customers undergoes while making the decisions related to
buying the specific goods or services offered by organization. Customer map can also be defined
as visual representation of experience which customers have with company.
At each phase of journey, there are various factors such internal as well as external
variables which might influence the decisions of customers related to buying of products or
services of specific brand. Internal variables which might influence the purchase decision of an
individual include stimulus, interest, availability of resources, etc. In addition to this, need is the
important variables which encourages an individual to make purchase (Liou, Kaklauskas and
Chuang, 2019). External factors which might influence the buying decision as well as behavior
of customers include social factors, lifestyle, trends etc. It is very much important for manager in
Hilton hotel to address the factors which effects the customer buying decisions as well as
behavior thought out their journey. The different faces which customer undergoes are :
Recognition of need for hotel: It is the first phase in the Journey of customer experience, where
an individual recognize the need of type of accommodation required by them. In addition to this,
this is the stage where person analyze the requirement of different types of services. In context of
Hilton hotel, an organization can provide good experience to customers by helping them in
analyzing there needs for than an enterprise need to facilitate marketing activities. At this phase

of Journey, it is internal stimulus as well as personal factors which might influence an individual
decision to buy specific product or services. In context of Hilton hotel, it is an effective
marketing strategy which can support business entity in positively influencing people to buy
products or services. An effective advertisement will support an enterprise in increasing sale.
Searching for hotel: It is the phase when customer search the hotel using the search engines.
This is a stage where the customer buying decisions or experience might get influenced by the
availability of information about hotel (Steinhoff, Arli and Kozlenkova, 2018). It is very much
important for Hilton hotel to develop their own website and make all essential information easily
accessible by customers.
Reviewing the property: This is the stage, when customer review the property and try to get the
information about the environment within hotel. In context of Hilton hotel, management in an
organization need to develop safe and comfortable environment, as this will help an enterprise in
providing the good experience to guests. It is the stage, where an individual decision to buy the
services can be highly influenced by the rating as well as other people reviews about the hotel.
Start booking : It is the phase, when an individual makes mind to book the room in hotel. At
this stage, it is very much important for management in Hilton hotel to facilitate an effective as
well as continuous communication with customers. This is a stage, where the external factors
such as availability of money, changes in situation, location etc. can influence an individual
decision to buy products or service (Möszmer, 2018.).
Confirm booking : It is the stage where customer finally make booking. At this phase, it is very
much important for management in hotel to provide customer with all quality as well as quick
services , as this will help firm in providing good experience to customers as well as influencing
them to make quick visits.
Finding solutions Pre-sales Placement of
order
Seek help
Customer
experience
Actions Finding solution
to the problem.
In context of
Asking for detail
information about
the price of
Booking of room
by vising the
website of
Asking services
related questions

Hotel, recognition
the need for
traveling as well
as searching for
hotels using
internet.
rooms as well as
costs of other
services provided
by hotel.
company.
Front stage
People Customer service
representative
Re sellers Customer service
representative
Things Search engine
E-mail
Phone call
Instant message
Mobile apps
Radio, TV , print
media.
Invoice E-mail
Phone call
Back stage
People Marketing
department
Web team
Inventory clerk Inventory clerk Technical team
System/
procedures
Development of
website
Advertisement
Ordering system Ordering system Service
enhancement
Forum

P4. Analysing the way customer touch points throughout the customer experience creating
business opportunities For Hilton hotel
Customers touch points can be referred to as points where an individual interact with
brand , product or services etc. In context of Hilton hotel, it is very much essential for manager
in an organization to develop the understanding about the different customers touch points, as
this is the tactic which will assist them in identifying the best strategies or techniques for
providing the memorable experience to their guests. In addition to this, Understanding about the
customer touch points can be beneficial as well as useful in terms of enhancing user and
customer journey mapping (Leong, Osman and Fazli, 2019.). The different touch points
throughout the customer experience has provided Hilton hotel with an opportunity to develop a
strong relationship with their clients. By developing the understanding about different customer
Touch points management can get an opportunity to enhance the customer experience. In context
Illustration 1: Customer Journey map
Source: (THE HOTEL BUSINESS ALONG THE CUSTOMER JOURNEY, 2018)

of Hilton hotel, management in an organization can identify the different customer touch points
by preparing list of Places as well as time when customer comes in contact with brand.
Before During And after purchase
Social media Store Billing
Review of rating Website Transaction e-mails
Advertisement Catalog Follows up etc.
Marketing Sales team
By utilizing the social media platform, an organization can communicate with customers
and can obtain feedback from them. Hilton hotel can use advertisement or conduct marketing
activities for interacting directly with customers, as this tactic can help firm an opportunity to
develop relationship with customer and increase sales.
In context of Hilton hotel, it is required by an enterprise to adopt the customer centric
approach, as it will assist them in providing memorable experience to customers.
LO 3
P5. Analyzing the way digital technology is employed in Hotel for managing customer
experience
Hilton hotel is utilizing the CRM in order to provide good experience to customers. By
implementing the customer relationship management an organization can expect higher profits as
compared to their competitors who are not employing such strategy. CRM helps in finding
customers and prospects and then engaging with them. There are plenty of strategies used in
dealing with them such as online chat and web help. Using social media is another strategy in
driving potential customers to business. Integrating customer relationship management in social
media can foster business growth. Hilton hotel is using the CRM for tracking the history of
customers which has help business entity in identifying loyal customers. In addition to this, an
organization is using the CRM for attracting more number of customers. Customer relationship
management software is used by Hilton hotel for storing the important information related to the
customers.

LO 4
P6. Customer service strategies for Hilton hotel
The customer service strategy which is required to be adopted by Hilton hotel are, it is
needed by management in an enterprise to provide proper training to staff, as this tactic will help
them in providing the quality as well as professional services to guests. An organization needs to
concentrate on providing customer easy access to products, services and information, As it is a
way through which an organization can improve customers (Sperber, 2019.). It is required by
Hilton hotel to employ digital technology at workplace and provide customer with various
facilities such as online booking, payment etc.
P7. Demonstrating the way customer service strategy develop the customer experience.
In context of Hilton Hotel, by implementing the digital technology at workplace, an
organization can facilitate two way communication. In addition to this, by using the digital
technology customers can get their query quickly resolved. In addition to this, Customer by
visiting the company website can get easily detail about the different services offered by
organization (Dal Zotto, Colombero and Haggège, 2018.). Customers can also review the
perception of other people about quality of services offered by company.
CONCLUSION
It has been concluded from the report that managing the customer experience is very
much essential for success as well as growth of business. The other facts which has been found
during the study is that there are few internals as well as external factors which might influence
the buying decision as well as behavior of customer.
There are few strategies which can be adopted by company for enhancing the customer
experience.

REFERENCES
Books and Journals:
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Liou, J. J., Kaklauskas, A., Lu, M. T. and Chuang, Y.C., 2019. Improving strategic orientations
for promoting hotel services using an integrated rough MAGDM model. Technological and
Economic Development of Economy, 25(2), pp.188-218.
Morgan, K., 2018. An Empirical Study in the US Hotel Industry: How Quality Assurance,
Customer Satisfaction, Brand Signaling, and Guest Loyalty Impact Revenue.
Steinhoff, L., Arli, D., and Kozlenkova, I. V., 2018. Online relationship marketing. Journal of
the Academy of Marketing Science, pp.1-25.
Möszmer, K., 2018. Developing Methods for Measuring Customer Experience at
Lähialuematkat Oy.
Leong, M., Osman, S., and Fazli, S., 2019. Enhancing consumer online engagement through
consumer involvement: A case of airline and hospitality services in Malaysia. Management
Science Letters, 9(6), pp.795-808.
Giménez, J. F. V., 2018. Customer-Centricity: The New Path to Product Innovation and
Profitability. Cambridge Scholars Publishing.
Sperber, J., 2019. Consumer Management in the Internet Age: How Customers Became
Managers in the Modern Workplace. Lexington Books.
Dal Zotto, P., Colombero, S. and Haggège, M., 2018. Customers becoming creators: how firms
leverage technology and consumers for new value. Journal of Business Strategy, 39(4),
pp.42-65.
ONLINE:
THE HOTEL BUSINESS ALONG THE CUSTOMER JOURNEY. 2018. [Online]. Available
through:<https://www.gchhotelgroup.com/en/newsroom/blog/customer_journey/3258?
rel=/en/newsroom/blog>.