Customer Experience Management: Hotel Park Plaza River Bank London

This presentation delves into the intricacies of customer experience management within the hospitality sector, specifically examining the case of Hotel Park Plaza River Bank in London. The presentation emphasizes the importance of understanding customer preferences, needs, and wants, highlighting how this knowledge directly influences product and service development, customer satisfaction, and profitability. It explores the factors that drive customer engagement, including awareness, loyalty, service quality, and effective advertising. The presentation incorporates Colin Shaw's chart to analyze how emotions generate value and engagement and utilizes customer experience maps to document customer journeys, identifying key touchpoints and potential business opportunities such as direct mail, website interactions, letters, and social media. Positive and negative touchpoints are evaluated, along with recommendations for improvement. The conclusion underscores the significance of customer experience in driving profitability and growth, with references to academic research supporting the strategies discussed.

MANAGING THE
CUSTOMER
EXPERIENCE

INTRODUCTION
The below presentation explores in what ways customer experience can
be managed. The chosen industry is hospitality and the chosen organisation is
Hotel Park Plaza River Bank. The hotel is situated on Kensington Square,
London, United Kingdom. It is having 200 rooms. There are 3 restaurants and 1
bar in the hotel and the quality of service is excellent. The presentation explains
the importance and value of understanding preferences of the customer groups. It
explores the different factors which drive and influences customer engagement.

Importance of understanding customer wants
and needs
It is important for an organisation such as Hotel Park Plaza
River Bank to understand its customer needs and wants.
The organisation is a part of hospitality industry and
provides wide range of services and experiences to its
guests.

CONTINUE…
 Allows the organisation to produce its products and services
accordingly - Understanding customer wants and needs help the
organisation to produce its products and services as per the set
needs and requirements. It is important that the Park Plaza hotel
manufactures its products and services as per the needs and
requirements of its customers.

CONTINUE…
 Makes it able for the organisation to evaluate how often they
are going to need to utilize the services of the hotel – It helps
Park Plaza hotel to understand in what time period customers are
going to visit the hotel and makes use of its products and
services. The targeted high-end consumers needs often explains
the time period in which they tend to visit a certain place and
make use of the services and products of that place.

CONTINUE…
 Understanding the customer needs help the organisation to
provide better services and satisfaction to its customers:
Providing better satisfaction is one of the core aspects which help
the organisations thriving in hospitality industry to achieve
development and growth. The targeted family customer needs in
Park Plaza Hotel helps the hotel to determine in what ways its
customers receive satisfaction and what needs of theirs should be
fulfilled in order to provide them with satisfaction and growth.

CONTINUE…
 Customers when provided with the products and services as per
their own needs and wants, it helps the organisation in earning
better profitability: This is the major reason for which the
organisation produces its products and services, in order to
achieve and earn better profitability. Profitability is one of the
major advantage which the organisation seeks from the provided
services and products.

CONTINUE…
 Understanding the needs and demands of the customers helps
the organisation to create its advertisements, promotions and
marketing strategies accordingly: Park Plaza hotel needs to
advertise its products and services to gain new customers and
achieve set development. Understanding of the customer needs
and demands is going to help the organisation and its marketing
department to make and produce advertisements as per the
current consumer needs and trends.

Different factors that drives and influences customer
engagement
The factors which influences and drives customer engagement
includes:
 Awareness: Awareness is one of the most important aspect that
drives customer engagement with Hotel Park Plaza. Customer of
characteristics which are being attracted by rewards and
memberships when have right awareness about the hotel, it helps
the organisation to achieve better growth and advantage and to
customers it helps them to learn about the services and products
sold by the organisation.

CONTINUE…
 Loyalty: The factor of loyalty is important for the organisation as
loyalty increases the customer satisfaction. Customers of
characteristics which comes with family and looks for a better
location when provided with the right services and products, they
gain trust and respect towards the Hotel Park Plaza and it
increases their loyalty towards the organisation.

CONTINUE…
 Service: Provision of better service allows the organisation to
gain new set of customers and make its current customers happy
and satisfied. It is important for the organisation to provide better
service. Customers when provided with good service they tend to
gain trust and respect towards the organisation and they often
visit the hotel because they know they will receive the best
service.

CONTINUE…
 Advertising: It is another important factor that helps Hotel Park
Plaza to gain new customers. Better practices of advertising
allows the organisation to reach and engage with new customer
bases. Advertising helps the organisation to gain new customers
and increase their engagement with the organisation. The practice
of marketing helps the organisation in achieving new customers,
and when these new customers makes use of the products and
services of the organisation, it increases their engagement
towards the organisation.