Customer Experience and Experience Design in Hospitality: A Report

This report delves into the significance of customer experience within the tourism, hospitality, and events sectors. It examines the pivotal role customers play in experience design, highlighting how their expectations, feedback, and interactions shape brand reputation and influence the global marketplace. The report discusses the impact of customer relationship management (CRM) systems, the influence of online reviews and social media platforms, and the importance of aligning service operations with customer expectations. It also explores how customer participation and online reviews drive business growth and impact potential customers' decisions. Furthermore, it emphasizes how hospitality businesses can leverage customer experience data to enhance service delivery and build customer trust. The conclusion summarizes the key findings, emphasizing the importance of customer-centric strategies for success in the industry.

Understanding tourism, hospitality
and events experiences
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Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9
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INTRODUCTION
Customer experience is a part of internal as well as subjective response that will have any
indirect or direct contact with hospitality industry. It is generally happens in the course of
purchase, use, service and also taken initiated by consumer. Indirect communication often
involved unplanned encounter with the suitable representation of hospitality industry’s product,
service, and brands. Customer is central factor that help for creating own personal experience
within tourism and hospitality industry. It will be considered as a recommendations, criticisms,
new reports, reviews and advertising. The good experience is that when multiplicity within
features of product and service in the organization. The documentation will describe about the
customer experience within hospitality industry, it will create experience design and how it will
influence from other in global marketplace.
MAIN BODY
Discuss about the role of customer plays in experience design and evaluate the role of customer
creation experience.
Customer expectations are basically set up in part by their previous experience with
hospitality industry offering. Many peoples are instinctively compare each new experience,
positive and other things. So as it is important for hospitality industry to maintain the better
services which help for increasing better brand image among potential consumers. The
experience of customer always created the strong brand reputation, brand image and position
because many people revisit the hotels. Expectations can be reshaped by market condition, client
personal situation and competition (Ahn, Lee and Schmitt, 2019). Even when the hospitality
industry own brand that would established expectation. In most of cases, customer can feel
disappointed due to lack of facility and service. For example- Hilton transformed their buying
product and service over internet which become reliable experience. It is extended that set of
process to select best service after checking availability via internet. However, an effective job
creating positive consumer expectation. They can easily turned into fulfil requirement of every
person.
Generally, a good design makes both weightiest and routine consumer experience for
checking best price, resolve queries and place order in effective manner. However, even many
customers are dissatisfaction and also control the potential client experience that would be
overcome it (Högberg, Ramberg and Wästlund, 2019). In UK, many hospitality industries are
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used CRM system which help for developing direct relation with client while offering better
services. Customer relationship management system capture what a company knows about the
each and every client. It also identified the service inquires and other things. In this way, it will
be captured the large amount of data or information in subjective manner. CRM easily tracks
client action after facts, immediately response to client its encounter with hospitality industry. In
hospitality industry, employee accustomed to coordinate with marketing department and analyse
of CRM point of scale information (Fernandes and Pinto, 2019). It became easier for maintaining
and controlling large amount of data or information in proper manner. In another way, it also
identified that many organization don’t properly appreciate distinction between level customer
satisfaction. They always believed on the documentation which provide accurate information
about client and their previous experience. In order to identify demand for further investigation
as well as market research.
Executives, managers and employees are trying to act on finding because customer
experience support in business expansion in global world (FlaviánI, báñez-Sánchez and Orús,
2019). It can be possible when they can identify proper demand of client and fulfil as per
requirement. In this way, it will increase productivity and profitability of organization across the
world. The experience data become more ambiguous than consumer actions. For instances,
companies are developed the statistical data at that point where it can dependably estimate both
importance of cline touch point and experience it provided. Therefore, it also isolated the key
transaction, customer segments, and regions. As a result, it can be finding the accurate result or
outcome.
Many organizations has taken responsibilities for collecting, gathering and assessing
customer experience data within single unit. It also support to handle customer facing issues. It
will be accomplished in different manner such as save money, protect client from annoying
solicitation, redundant. Therefore, it directly predict comparison of client on the basis of demand,
criterion and locations. On the other hand, tourism product and service are based on the
experiential nature that offering the travel experience of customer (Sugathan and Ranjan, 2019).
As a result, it can be identified the combination of services in wide range from hotel
accommodation to airlines. During this period, it become great experience for customer where
how organization treated and maintain proper services. The essence of industry is the
development which may deliver the travel experience to individual, group of people. Who are
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understanding, experiencing the nature of different destination. In order to people live their life
where they can want or enjoy (Högberg, Ramberg and Wästlund, 2019). In this way, it have been
extensively implemented the customer engagement and identify their personal experience. After
consumption of different services, organization may be inspired by their desire to share positive
experience with other, by checking, liking post on the social media platform. At post
consumption, many consumer may still be motivated to share their personal experience with
other relative, friends. It help for maintaining relationship with tourism industry through brand
image by using social media outlets to receive new updates. In additional, there are large number
of customer write comment and give their review publicity on the official website of industry
(FlaviánI, báñez-Sánchez and Orús, 2019). The prevalence of manage activities in the hospitality
industry has been suggested to be identified result which may emphasis on the customer
experience. It is to be considered the most important part in term of services where established
inherent service features, characteristics. Therefore, it directly influence potential client to
maintain and control overall business activities. It can be extended the customer experience
beyond the original service encounter and providing various type of opportunities. It became
positive sign which always influence with respect to customer behaviour, attitude towards
organizations.
Increase role of customer towards experience creation
When entering the new modern technology era that is characterized by wide variety of
increase popularity of social media, internet. In this way, it is emerging the concept of hospitality
industry where they have dominated marketing academics and practitioners. A significant level
of interest in the organization whereas established the strong relationship with customer as per
their personal experience (Högberg, Ramberg and Wästlund, 2019). In most cases, customer can
use online medium to communicate with hotel industry while identifying the better services.
Furthermore, in service experience, organization is not only satisfy the goal and fulfil their
practical needs. At that time social media platform plays important role for increasing the
demand of hospitality in global marketplace. Customer behaviour will be changed, they must
influence not only by physical but also social as well as human ones.
The experience of customer on the basis of tourism is rarely lived individually but through
coordinating, meeting with another one. It often require the social interaction and establishment
of new relations (Högberg, Ramberg and Wästlund, 2019). It is very important factor in
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hospitality industry where customer will create their experience and perform significant role to
provide positive review (Iglesias, Markovic and Rialp, 2019).On the other hand, people will
share their experience related event when they are participating in hotels. They can write positive
reviews on the firm’s official website and influence on other people for taking services. In this
way, it directly promote the event experience by customer in global marketplace.
The consumer experience does not improve until it become top most priority of hospitality
industry to maintain work processes, structure and system. Sometimes, it may reflect on the
persistently changing experience information on the basis of their tough decision. That’s why, it
required for enhancing overall business opportunities. Service operations must ensure that skills,
processes and practices. It also designed the experience after observing where how client use
item and service. Ideally, product develop will be identified consumer behaviour that run to meet
expectation of organization (Rossman and Duerden, 2019). Apart from that customer
dissatisfaction widespread across world because of client empowerment which are increasingly
proper. Although organizations know about the behaviour, attitude and income of client.
Afterwards, they might be classified them. In this way, it can easily identify the customer
interaction with item, service and brand induce. The subjective experience plays important role
to reshape business efficiency (Högberg, Ramberg and Wästlund, 2019). In order to maintain
customer satisfaction and experience. The tourism industry has developed the brand position in
marketplace, where customer behaviour and attitude are influenced and encounter due to
experiential nature of product as well as services.
For Example- The service encounter may have significant impact on the customer
experience during service and product selection. The primary reason of growth is to customer
participation where they can play important role in the online travelling reviews and sharing their
own experience (Iglesias, Markovic and Rialp, 2019). Therefore, it is indicating the growth of
business by social media, customer online review which directly motivate other potential client,
who will take service through hospitality industry. The role of customer within hospitality
industry that will increase the profitability because it will increase the demand of organization
among customer. They are mainly inspired with other people reviews. So as it is finding that
online review become most trusted form of communication after personal recommendation. As
per analysis, it has been identified that 70% of global client indicating when they are trusted on
the platform (Högberg, Ramberg and Wästlund, 2019). It is having an unprecedented impact on
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how client view about the tourism and hospitality item or services. Social media platform is to be
considered as powerful source of data or information where customer shows their interest and
evaluating of personal experience. It became easier for people to interact with other or even
enterprise organizations. It is becoming important for accessing and posting online reviews
(Iglesias, Markovic and Rialp, 2019). Furthermore, these type of interaction allow for potential
consumer to leverage with highly experiential aspects of people, making as individual experience
which are available to many others. It help for exchanging and obtaining data or information. As
a result, it has identified interaction which often perceived by client. Thus, it is providing the
quickly manner for consumer which may evaluate destination and particular hotels before
visiting. Subsequently, it become more influential way to reshape client expectations of previous
experience with the help of distribution channel.
The customer role of online review that can be identified as an attribute. It is one of
platform facilitating customer relation in different manner. Many consumers are developing
content of experience while other may check the information. As tourism industry, impact on the
online review and attracted a large number of online review for both organization as well as
consumer perspectives (Iglesias, Markovic and Rialp, 2019). Especially, when it have focused on
the use of review site which always influence that online review of customer. In this way, it is
indicating the overall organizational performance in term room booking, popularity of restaurant.
As a result, it can build trust in the hospitality industry and intention to book hotel. The potential
customers attribute of service quality and organizational ability to control the best service
delivery.
CONCLUSION
From above discussion, it concluded that Customer experience can be related to internal
and subjective response in both indirect and direct contact within hospitality industry. This type
of things occurs in the course of purchase, use, service and also taken initiated by consumer. It
also identified as unplanned encounter with appropriate representation of hospitality industry’s
product, service, and brands. It has summarised about the customer experience within hospitality
industry, it is creating the experience design and also influence from other in global marketplace.
Furthermore, As per discussion, it is be considered as a recommendations, criticisms, new
reports, reviews and advertising through distribution channel whereas hospitality industry always
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support for identifying positive review of customer. The positive experience of customer is that
when multiplicity features exits in the product and service.
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REFERENCES
Book and Journals
Ahn, J., Lee, C.K., Back, K.J. and Schmitt, A., 2019. Brand experiential value for creating
integrated resort customers’ co-creation behavior. International journal of hospitality
management. 81. pp.104-112.
Fernandes, T. and Pinto, T., 2019. Relationship quality determinants and outcomes in retail
banking services: The role of customer experience. Journal of Retailing and Consumer
Services. 50. pp.30-41.
Flavián, C., Ibáñez-Sánchez, S. and Orús, C., 2019. The impact of virtual, augmented and mixed
reality technologies on the customer experience. Journal of Business Research, 100,
pp.547-560.
Flavián, C., Ibáñez-Sánchez, S. and Orús, C., 2019. The impact of virtual, augmented and mixed
reality technologies on the customer experience. Journal of Business Research, 100,
pp.547-560.
Högberg, J., Ramberg, M.O. and Wästlund, E., 2019. Creating brand engagement through in-
store gamified customer experiences. Journal of Retailing and Consumer Services. 50.
pp.122-130.
Iglesias, O., Markovic, S. and Rialp, J., 2019. How does sensory brand experience influence
brand equity? Considering the roles of customer satisfaction, customer affective
commitment, and employee empathy. Journal of Business Research. 96. pp.343-354.
Rossman, J.R. and Duerden, M.D., 2019. Designing experiences. Columbia University Press.
Sugathan, P. and Ranjan, K.R., 2019. Co-creating the tourism experience. Journal of Business
Research. 100. pp.207-217.
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