Customer Experience in Hospitality: Unit 2 Report Analysis

This report examines customer experience management within the hospitality industry, using Hilton Hotel & Resort as a case study. It explores the importance of understanding customer needs, preferences, and wants, and analyzes factors influencing customer engagement, including technology and social factors. The report details customer experience mapping, touchpoints, and the application of digital technology in managing customer relationships. It also covers customer service strategies, providing recommendations for improvement and illustrating how these strategies create positive customer experiences and meet customer needs. The report aims to provide insights into maximizing customer service within the hospitality sector and gaining a competitive advantage.

Unit 02: Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Value and importance of understanding the needs, preferences and customers wants for the
Hospitality industry.....................................................................................................................1
P2 factors that influence the customers engagement within the hospitality sector.....................1
M1- How customer engagement factors determine customer on boarding strategies.................1
D1 Range of different target customer groups needs an expectation in terms of customer
engagement..................................................................................................................................1
LO2..................................................................................................................................................1
P3- Customer experience map for the selected service organisation..........................................1
P4- How the customer touch points Help to create experience for the customers and create
business opportunities..................................................................................................................1
M3- covered in p2........................................................................................................................1
D2- covered in p3........................................................................................................................1
LO3..................................................................................................................................................1
P5- How digital technology is employed in managing the experience for the customers in the
service sector...............................................................................................................................1
M3- Evaluate how digital technology employed in managing the customer experience............1
M4- Advantages and disadvantages of CRM system..................................................................1
LO4..................................................................................................................................................1
P6- illustrate Customer service strategies and specific service sector.........................................1
P7- Demonstration of how the customers service strategies helps to create good experience for
the customers and ways to meet the customers needs.................................................................1
M4- Application of customer service strategies and recommendation of improvement.............1
D4- Delivery of customer service strategies and communication justify making valid
recommendation..........................................................................................................................1
Conclusion.......................................................................................................................................1
REFERENCES................................................................................................................................1

INTRODUCTION
Customers experience plays important role in the hospitality industry and companies
prefer to create good experience and satisfy their customers thorough the product and services
they provide. Without creating a good experience for the customers company cannot take the
competitive advantages or successfully in their business.
This report will cover the study of Hilton Hotel & Resort which is American
multinational find of full services related to the hotel and resort. They are mainly know for their
unity services and hospitality to their customers.
This report will explain the needs and exactions of the market segment of services
industry. It will explore the customers experiences map to create the business opportunities and
optimize the customers touch points. It will also investigate the impact of digital technology in
the customers relationship management. In the end of this report will applicably the effective
customer experience management within the Hilton Hotel to maximize the customer services.
LO1
P1 Value and importance of understanding the needs, preferences and customers wants for the
Hospitality industry
Understanding of the customers needs , demand and the preferences is important and v
value for the Hilton Hotel because it can provide them various benefits and company will able to
grow their business (Kandampully, J., Zhang, T. C. and Jaakkola, E., 2018.). customers are most
important part of organization and especially for the Hospitality industry where Hilton Hotel is
operating their business (Bolton., and et.al., 2018). Gaining the importance to the customers need
and their demand can provide some of the benefit to the Hilton Hotel like-
Loyalty of the customers
Provide the best possible the quality and fats accommodation services by the employees f
the Hilton Hotel can help them to gain the loyalty of the customers. Customers get happy from
the company then they also get loyal with the company and stay attach with the brand for the
long time. Customers will also prefer their friends and their family members about the Hilton
Hotel that shows how end it is for the organizations to fulfil their customers needs and want.
Helpful in brand development
In order to develop or improve the quality of a brand leaders and managers of the Hilton
Hotel must consider the needs of their clients. If from their market research the discovered that

their clients prefer a specific kind of brand, then ensure that is exactly what you give them.
Understanding the customers needs and demand their preference will provide the brand a
recognition in the w market where they are operating their business an they will able to take
competitive advantages as well.
Customers sanctification
If the Hilton Hotel staff will provide the quality services understand the customers needs
and fulfil their customers demand then they will able to satisfy the customers and consumer will
go happy from the property of the Hilton Hotel (Kandampully, Zhang and Jaakkola., 2018).
Positive feedback
Feedback plays important role for the Hospitality companies because people see the
feedback and take the decision to stay in the hotels. Satisfied customers will give the positive
feedback on the online side of the Hilton Hotel, and they will get more customers from the
market.
P2 factors that influence the customers engagement within the hospitality sector
There are various factors that influence on the customers engagement within the
hospitality industry and it can also be used by the Hilton Hotel to engage their customers with
the brand and company can take the competitive advantages. Her are the factors -
Technology factors
Technology factors has the positive impact and engage the employees for the company.
Technology provide more stultifying factors to the customer an create good experiences for
them. Hilton Hotel also use various technology feature to satisfy their customers like card local,
authentic gates etc.
privacy concerns
Today, marketers understand their customers by analysing their online behaviour. They
look at what their customers click on, what they do on the brand website, and what they buy. It is
necessary for the Hilton Hotel to provide the security to their customers it can include the
camera implementation, data protection apps an many more other application can be used
(Maklan, Antonetti and Whitty., 2017).
Social, factors
Social factors also helps the companies to engage their customers with the brand and it is
necessary for the staff and other members within the property of the Hilton Hotel to

communicate effectively with the customers and fulfil their needs an demand to customers can
be engaged ad they can satisfy their need and their demand.
M1- How customer engagement factors determine customer on boarding strategies
On building strategies Lost from the transactions and continue until the customers can
use the company's product and services. it is necessary for the service sector to give a great
experience to the customers by enhancing their product is simple to understand an easy to use.
company can offer the plenty of accessible support in case customers have questions and various
strategies to take competitive advantages.
D1 Range of different target customer groups needs an expectation in terms of customer
engagement
Different target customers have different needs and expectations, when hospitality
industry organisations fulfil the expectation and meet the customers needs then they can easily
gain the loyalty of the customers. Customers expectation depends on their age group and there
habits. For example- Some customers look for expensive accommodation services and some of
them I want average with lower price.
LO2
P3- Customer experience map for the selected service organisation.
Customer experience similar experience map is the tool That is helpful for the visualising the
customers representation with the brand. it will help the hotel turn to recognise their brand within
the market where they are operating their business, and this process will give them a critical sites
on the customer journey it can provide various benefits for example it will help in creating good
experience for their customers, discover the new opportunities an improving brand image.
Step 1- Set your target audience
It is necessary for the what are Hilton leaders to create the target audience so company can have
the clear idea that what they want to achieve and what are their goals. it is necessary for the
leaders of the hotel and to have the goals in their mind and they should know what type of
customers they want in their business (Kranzbühler, A. M., and et.al., 2018).
Step 2 create buyers persona
Another step is to create a buyer persona which is the fictional character that helps you represent
the specific customer segment that companies targeting. they cover the customers characteristics

like their lifestyle, hobbies, background and many more other information through the
interviews, service and many other market research.
Step 3 identify motivations and pain point
Pain points and motivations can also be considered at the one of the part of buyers personal,
however brand want to highlight the importance of customers plan point and their motivations in
the later stages of learning how to make customer journey.
Step 4 map out the buyers journey
This is bias awareness stage where customers are able to identify the problems and challenges
that they are facing, considering how does the buyer view this challenges and they deal with
these challenges a top priority for the buyers, in this stage my add search for the product and
services they are looking for and hotel then can get this from the social media our campaigns or
advertisement.
Step 5 maximise your touch points
It is necessary for the hotel intend to maximise their touchpoint so customers can reach to their
brand and customers can get what they're looking for. That’s going can be social media, online
ratings, Google search and keywords. this health customer to get the product they are looking
for.
Step 6 find your moments of truth
As Hilton Hotel is moving toward the completing the process off customer journey map, they
will realise the every share high speed equipping to deal with the one of the biggest hurdles that
brands face handling the customers trust. it is necessary for the company too create a good
connexion with their customers and create better experience through the product and services.
Step 7 revise
This is the last stage where customers revise be buying off product and services if they are happy
with the previous services and products from the hotel Elton. They also gave the reference to the
others (Mbama, C. I. and Ezepue, P.O., 2018).
P4- How the customer touch points Help to create experience for the customers and create
business opportunities.
A customer touch point is simply any point of contact a customer has with the business. this can
occur at any time. In the buying process from the ads before they make a purchase to shopping

Hindi store both online and offline to customer service provided through the email after their
purchase. A customer Tuchman where the opportunities to leave the customers satisfy for the
business and turn them and to repeat the mine.
Customer touch points are important for both business and the customers becausr customers can
get the product and services they were looking for through the touch points and for the business
at create the good opportunity's becausr they're able to get the customers who can buy their
product and services. it shows that it is essential for both customers and the business of hotel
Hilton.
It is necessary for the hotel turn to create a various touch points so they can create opportunity
for their business, it can be a advertisement, social media sites and Feedback sides where
customers can come to know about the service and product sale by the Hilton so they can read
about the company and take the product and services. When they get the services they were
expecting from the hotel Hilton then it also creates the opportunities for the hotel Hilton becausr
they get the loyalty of the customers and once customers are happy they will again repeat the
buying. It will help to maximise the profitability of the hotel turn and they will able to take
competitive advantages.
M3- covered in p2
D2- covered in p3
LO3
P5- How digital technology is employed in managing the experience for the customers in the
service sector.
Digital technology has huge advantages to the service sector and helping this sectors to growth.
There are various organisations including the hotel Hilton who are using digital technology tools
and equipment’s to employed in managing the customer experiences and taking the competitive
advantages within the market where they are operating their business. Here are the five
technology that are used by the hotel Hilton to create good experience For the customers
(Bustamante, J. C. and Rubio, N., 2017).
Hotel booking sites
Hotel Hilton is using the hotel booking side which is online digital technology that helps to
create a good experience for the customers of the hotel in because It helped the customers in easy
booking and they are able to book their hotel easily. The online process is easy and people can

easily book their hotel from the home and this application can be downloaded through the mobile
an access through the mobile.
Automatic door
Hotel Hilton has implemented automating doors on there main gates that helps to create a good
experience for the customers when they enter the hotel. when they come near by the gate, door
automatically open and they can take entry easily inside. this is latest technology that is helping
to create a good experience becausr First experience as to create a good experience for the hotel
in turn and sure the luxury side of the hotel.
Feedback on social media
Hotel in then provide the feedback services on there social media side, where customers can
easily give the feedback about their experience with the hotel Hilton. This helps to create X good
experience for the other customers as well becausr they can read the comments Anne take
decision’s according to the others experience with the hotel Hilton. customers can easily leave
their feedback on the social media profile of the hotel Hilton where they can comment and give
their opinions an whole social media team of the hotel Hilton is ready to reply to the customers.
Smart room keys
Hotel Hilton provide the smart room keys to there customers, Customers have to swipe the key
card on the lock that have been installed on the doors. the card key is used to open and close the
door. it is helping to create a good experience for the customers because they are impressed and
attracted with the technology and it is more secure than the other lock systems (Moliner-Tena,
M. A., Monferrer-Tirado, D. and Estrada-Guillén, M., 2019). the best thing about this feature is
that it cannot be hacked are stolen by the others may cause smart keys are work on the basis of
the customers Heidi and without that ID they cannot open the door.
Cashless transactions
Hotel it and provide the cashless transaction to their customers which means that the customers
can pay online their bills without any problem. it is also creating a good experience for their
customers because they don't need to Put all the time cash in their pockets and they can easily
pay their payments through the guards and satisfy their needs and demand. Hilton who are using
digital technology tools and equipment’s to employed in managing the customer experiences and
taking the competitive advantages within the market where they are operating their business.

Here are the five technology that are used by the hotel Hilton to create good experience For the
customers
Customer relationship system
The customer relationship systems are the specialised system or software that are used to handle
the customers dealing and provide the input from the company’s website directly into Crs. The
three type of CRM System that are mostly implemented in the hotels-
Operational
the personal customer relationship management system provides the hotel with the proper view
of customers communication record with the hotel. It helps Hindi managing interaction and
relationship within hotel and customers.
add benefit in the sales automation, service automation, contract management and many more,
analytical
Analytical system has to collect the information about the guest and tell the hotel about what
services and products helps to satisfy the customers needs and meet their satisfaction level. the
system has to create a good outcome that helps the hotel to understand the customers needs and
service areas where they need a improvement (de Carvalho, J.L.G. and Toledo, G.L., 2021).
Collaborative
The collaborative system allow the brand to create a good communication between various
entities that are related to the customer services. it can be different different Department of the
hotel then that can cover the customer services, sales, marketing etc.
M3- Evaluate how digital technology employed in managing the customer experience
Digital technology has huge advantages to the service sector and helping this sectors to
growth. There are various organisations including the hotel Hilton who are using digital
technology tools and equipment’s to employed in managing the customer experiences and taking
the competitive advantages within the market where they are operating their business.
M4- Advantages and disadvantages of CRM system
Seattle system can have various advantages that can conclude in more effective sales and
marketing, most of the speed up sales conversion process, increase in productivity of staff, lower
cost and boost morale of the employees. on the other side it can also have disadvantages that
covers over relying staff on see Adam may dismiss customer loyalty through the bad experience,
security concerns are associate with centralise data.

LO4
P6- illustrate Customer service strategies and specific service sector
There are various customer service strategies that can be used by the hotel Hilton create a good
experience for the customers and it will help them to take competitive advantages within the
market where they are operating their business.
Quick services
It is necessary for the rest of the hotel Hilton to provide our training and development to their
employees it would make them more effective in their services. if they will provide the fast
services to their customers then customers will be more satisfied with their services and company
will able to gain the loyalty of the customers and the competitive advantages.
Welcome the guest
It is necessary for the front office Department of the hotel Hilton to welcome the guest when
they arrive within the hotel. a warm welcome of the customers will help to gain the loyalty of the
customers and create a good impression in the customers mind (Shrivastava, S., 2017). Front
office Department of the hotel Hilton is responsible to create a first impression and the customers
mind.
Take a feedback
I did necessary for the companies employees to take feedback about their services from the
customers. It will help them too know their mistakes and they were able to understand the needs
anyone of the customers so next time they will provide a better services. This will improve there
performance day by day and they were able to provide a better services to the customers.
Send thank you email
Hotel Hilton can also send the thank you email to their customers that will help to create a good
experience for the customers and company available to take competitive advantages. It will also
create a personal inaction for the branding guest both and customers will be happy with the
services they get from the hotel in turn which means they will also refer others to go with the
hotel Hilton and take the accommodation services.

P7- Demonstration of how the customers service strategies helps to create good experience for
the customers and ways to meet the customers needs
There are various ways to create a would experience for the customers that will help to meet the
needs and demand of the customers for the hotel Hilton and they were able to take competitive
advantages. here are some of ways to improve-
Create a clear customer experience vision
It is necessary order intend to create customer experience strategy to have the clear customer
focused vision that they will communicate with the organisation. easiest way to define this vision
is to create set off statement that act guideline principle.
Understanding of customers
It is necessary for the hotel enter to understand who are their customers and they should follow
the principles of customer experience and focus to give best possible services today customers
who are their target. Identification of the target will help them too understand the hobbies and
needs of the customers so they will modify their services accordingly.
Emotional connexion
Company can create a emotional connexion with the customers When customers came back to
take their services again and again. It can only be created if customers are getting good services
from the hotel Hilton and we are making the customers come again and again to their hotel and
steak services from them only. it will make the customers emotionally attached with the brand
(Tung, V. W. S ., Chen, P.J. and Schuckert, M., 2017).
Regular feedback to employees
It is necessary for the leaders and managers of the hotel intend to provide a regular feedback to
their employees. it will help their employees to improve their services toward the customers.
every customers will get the good that is so strong the employees of the hotel intend then they
will automatically satisfy and happy with the customer services from the hotel Hilton.
M4- Application of customer service strategies and recommendation of improvement
It is necessary for the front office Department of the hotel Hilton to welcome the guest
when they arrive within the hotel. a warm welcome of the customers will help to gain the loyalty
of the customers and create a good impression in the customers mind. It is necessary for the
front office Department manager to take proper training and experience for the improvement.

D4- Delivery of customer service strategies and communication justify making valid
recommendation
It is necessary for the rest of the hotel Hilton to provide our training and development to
their employees it would make them more effective in their services. if they will provide the fast
services to their customers then customers will be more satisfied with their services and company
will able to gain the loyalty of the customers and the competitive advantages.
Conclusion
As per the report has been explained the needs and exactions of the market segment of services
industry. It has been explored the customers experiences map to create the business opportunities
and optimize the customers touch points. It also has been investigated the impact of digital
technology in the customers relationship management. In the end of this report has been
applicably the effective customer experience management within the Hilton Hotel to maximize
the customer services.

REFERENCES
Books and journal
Bolton, R. N., and et.al., 2018. Customer experience challenges: bringing together digital,
physical and social realms. Journal of Service Management.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Maklan, S., Antonetti, P. and Whitty, S., 2017. A better way to manage customer experience:
Lessons from the Royal Bank of Scotland. California Management Review.59(2). pp.92-
115.
Kandampully, J., Zhang, T. C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Kranzbühler, A. M., and et.al., 2018. The multilevel nature of customer experience research: an
integrative review and research agenda. International Journal of Management
Reviews, 20(2), pp.433-456.
Mbama, C. I. and Ezepue, P.O., 2018. Digital banking, customer experience and bank financial
performance. International Journal of Bank Marketing.
Bustamante, J. C. and Rubio, N., 2017. Measuring customer experience in physical retail
environments. Journal of Service Management.
Moliner-Tena, M. A., Monferrer-Tirado, D. and Estrada-Guillén, M., 2019. Customer
engagement, non-transactional behaviors and experience in services. International Journal
of Bank Marketing.
de Carvalho, J.L.G. and Toledo, G.L., 2021. NEW CONSTRUCT OF MANAGING THE
EXPANDED EXPERIENCE OF THE CUSTOMER: INTEGRATION OF THE OFF-
LINE AND ONLINE ENVIRONMENTS. Future Studies Research Journal: Trends and
Strategies. 13(2). pp.203-229.
Shrivastava, S., 2017. Digital disruption is redefining the customer experience: the digital
transformation approach of the communications service providers. Telecom Business
Review. 10(1). p.41.

Tung, V. W. S ., Chen, P.J. and Schuckert, M., 2017. Managing customer citizenship behaviour:
The moderating roles of employee responsiveness and organizational reassurance. Tourism
Management.59. pp.23-35.