Customer Experience Strategies: A Report on Ritz Hotel Services

This report provides an in-depth analysis of customer experience management (CEM) within the hospitality sector, focusing on the Ritz hotel in London as a case study. It examines the values and importance of understanding customer needs, wants, and preferences, along with factors influencing customer engagement for both B2B and B2C segments. The report includes a customer experience map, highlighting touchpoints that create business opportunities, and evaluates the role of digital technology in managing customer interactions. Furthermore, it identifies and proposes customer service strategies tailored to meet customer expectations and enhance overall satisfaction, emphasizing the importance of customer-centric approaches for long-term success in the hospitality industry. Desklib provides this and many other solved assignments for students.

MANAGING
THE CUSTOMER
EXPERIENCE
UNIT-2

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO1..................................................................................................................................................3
P1 The values and importance of understanding the needs, wants and preference of target
customer.......................................................................................................................................3
P2 The different factors that drive and influence customer engagement of different target
customer groups within a hospitality sector.................................................................................4
M1 customer engagement factors determine customer on-boarding strategies for different
target customer groups within a hospitality sector......................................................................5
D1 A broad range of different target customer groups’ needs and expectations in terms of
customer engagement for hospitality sector................................................................................6
LO2..................................................................................................................................................7
P3 Customer experience map for hospitality sector of Ritz........................................................7
P4 Customer touchpoints throughout customer experience which creates business
opportunities................................................................................................................................8
LO3..................................................................................................................................................9
P5 Examining digital technology helped in managing customer experience..............................9
M3................................................................................................................................................9
D3...............................................................................................................................................10
L04.................................................................................................................................................10
P6 Identifying customer service strategies used in Ritz............................................................10
M4..............................................................................................................................................11
P7 Customer service strategies creation....................................................................................12
D4...............................................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Customer experience management (CEM) is the process in which company track,
organize and oversee all the interaction between customer and organization. This report is based
on the Ritz hotel, Landon. It is the five star hotel located in Landon. It is most prestigious in the
world and a symbol of luxury, high society status. This report will cover importance of customer
needs and wants. Moreover, it will also analyse some factor which influence customer
engagement of different customer group. Customer experience map which is started from
research and end at creating advocate brand for hospitality sector will be studied. In addition to
this, how this map creates opportunities for business will be analysed. Moreover, this report will
also evaluate how digital technology manage the customer experience. Some example related to
how digital technology helps to increase customer experience will be provided. In addition to
this, customer service strategies will be evaluated in hospitality sector. At the end, importance of
customer services strategy which helps to achieve customer needs and wants will be discussed.
MAIN BODY
LO1
P1 The values and importance of understanding the needs, wants and preference of target
customer
Everything about the customer becomes the business which may include their feeling,
emotion and understanding. Customer wants reflect its desired preferences in order to satisfy
their needs. It is required to tailor the product or service according to the customer demand so
that maximum profit can be generated. If business know the needs and wants of customer than it
becomes describe what is the purpose of that product. Successful organization create a single
department that conduct research on the customer needs and wants. By understanding target
market, it becomes easy to advertise according to the preference of target customer. Moreover,
business can make strategy to survive for the long term in market by knowing their customer. By
evaluating target customer preference, business can prepare their product design, feature, quality
accordingly (Rahimian and et.al., 2020). Moreover, organization can get more lead to expand
their existing business. Understanding customer emotion and taste helps to build strong
relationship and increase the sales through positive mouth publicity in hospitality sector. It also
helps the management while taking decision for launching new product or services or doing

modifications in existing one. Moreover, business can engage their customer by upgrading their
methods, processual and way of communication. Organization can adopt new technology and
social media to communicate or engage with their customer (Kandampully, Zhang and Jaakkola,
2018).
Business gets an opportunity to create an impression in front of their target customer by
giving importance to their needs and wants. Further, organization can build their customer base
by delivering right kind of product which will satisfy their needs. Customers are the king of the
market and it is required for the business to put their customer at first priority. In order to earn
maximum profit, business need learn from their target customer and then convert all the valuable
insight into product and services. Hospitality sector can create an effective experience for
customer by knowing their needs and preferences. Moreover, organization can take competitive
advantage by setting their level too high with the help of conducting research on customer
behaviour and market trend. Further, business can improve their quality of product and services
by taking regular feedback from target customer about their needs and wants and preferences
(Yoon and Lee, 2017). Business can create their brand in the market by providing product or
services that satisfy their needs and wants. Moreover, business cost over the advertisement is
reduced because customer automatically recommend to others if that product or services satisfy
their need and wants. Business can get an advantage of promoting market campaign for new
product by focusing on target customer. A loyal customer base can be built that helps the
organization to survive for the long term in the market. Under the hospitality sector,
demographic segmentation in which all the consumer are divided on the basis of age, sex,
married status, occupation and income etc. Those people who have high income group want high
quality of services. On the other side, those consumers who belong to middle class family need
all the facility in low cost. Under the behavioral segment of hospitality sector, all the consumer
are divided by their habits like online shopping, loyalty, action taken on the website etc.
Moreover, geographical segmentation of hospitality sector states the location of hotel and its
area. Where high class people want to have remote location to enjoy their meetings. Business can
meet the requirement of consumer by providing high explore facility, online regular update on
their website, offer services at reasonable price etc.
The behavioural segmentation technique will use by the organisation. This involve
targetting the customer on the basis of income, choices, preferences and the understanding. The

company constantly work over improving the service area which would certainly empower the
business venture to maximise the overall growth and requirement of the target customer base.
The research allow and direct the company to identify all the potential areas that seek
improvement for the company. The behavioural approach will be taken to understand about the
need and want of the target customer group. This approach of target the customer will support
the business venture for enhancing and maximising the overall growth and demand of the target
customers in market. The behavioural approach of segmentation will allow the business venture
to frame the strategy on the basis of the buying behaviour of the potential customers. This will
support the decision making of the target customer in order to approach the final business
objectives.
P2 The different factors that drive and influence customer engagement of different target
customer groups within a hospitality sector
B2B
B2B states for business to business. When a business provides product or services to
other business is called B2B. Moreover, B2B is one of the target group in hospitality sector that
affect or influence due to certain factors: like quality of services, food, experience, ratings etc.
affect the target customer. Further, B2B customers don't look for prices but pay higher attention
to the quality of product and services. If products or services have high quality that can satisfy
their needs and wants, B2B customer can pay for it (Zolkiewski and et.al., 2017). Moreover,
these type of customer focuses on memorable experience that can enhance the business image or
brand. Those products or services which have high rating customer automatically go for that. In
addition to this, services sector organization can build highly satisfy services which helps to
influence customer engagement. Moreover, welcome drink and greetings influence the targeted
customer by creating a mark in their mind. Likewise, ambiance and room cleanness also play a
crucial role for building memorable experience. B2B customer required high facilities with quick
response towards their targeted customer. Further, proper follow-up action through email,
message, social media influence the behaviour of the business class. Due to this, business class
people feel special and engage (Homburg, Jozić and Kuehnl, 2017). Moreover, phycological and
personal factor like age, life style, personality also influence the customer engagement. Business
class people always want to maintain their higher standard so it is required to provide higher

level of services. Further, cultural and social factor also affect the business brand selection
decision. All these are the factors that will support the venture to take on the best suitable buying
decision in respect to the services entertain by the organisation. The role of these factors is to
convince the customer for taking out the buying decision in favour to the organisation. Four
personal characteristics like income, preferences, choices and service quality. All these factors
would convince the customer to make the buying decisions.
B2C
B2C states for business to customer. When business provides product or services to
customer is known as B2C. Those customers who belong to blue blood family, don't look for
prices but want to experience the quality of services. On the other hand, young generation want
to have adventurous experience with low price. Moreover, Middle class customer look for prices,
rating and quality of services. Greeting and ambiance create positive experience by satisfying the
needs of the customer. In addition to this, high class customer required a luxury experience by
providing excellent facility and quick response. Moreover, hotel room technology satisfy the
needs and wants of the customer. Proper follow-up actions influence the behaviour of target
customer by getting knowledge about new offers and discounts. Complimentary services also
play crucial role for middle class people. Because high facilities within less price is the perfect
match for middle class customer (Gacanin and Wagner, 2019). High class customer look for high
nutrient food and its quality of serving services. Hotel sector services provide reward to the
repetitive customer and this facility is beneficial for middle class people. In terms of personal
and phycological factor influence the decision because younger, middle class people always
wanted to have satisfied services experience where it is not required to pay extra amount in order
to take more services. Moreover, social and cultural factors also influence consumer
engagement. Further, ethical behaviour of the people in the hotel attract high number of
customer. The B2C customer base influence majorly with the use of emotional quotient. This
would allow the organisation to convince the target customer on the basis of the emotional
element use by the organisation. This will be a right suitable method to attract the buying
decision of the potential customer in market.

M1 customer engagement factors determine customer on-boarding strategies for different target
customer groups within a hospitality sector
Customer on-boarding is the starting of the customer’s journey. It emphasis on customer's
perception towards the Ritz. It enables the business to analyse all the activities or processure
related to the services that is offered by Ritz. On-boarding is essential for building long term
relationship with the business (Mansoor, Awan and Alobidyeen, 2020.). Further, this process
helps to convert new customer into repeated customer in hospitality sector.
Know targeted customer: Ritz offers on boarding strategy by knowing and understanding its
targeted customer. Buyer persona is crucial for gathering relevant information in order to make
customize experience.
Understand customer expectations: customer expectation towards the services signify the
value of Ritz product. Customer need to know what is required from business's services before
taking any services. It is required to identify the requirement of the customer so that their
expectation can be met.
Focus on value: before customer buy any product or services it is required for the business to
clearly explain the values and purpose of that services. It helps targeted customer to fulfil their
unique requirement.
Communication: on boarding strategy of Ritz helps to get connected with their existing
customer. Moreover, Ritz can get connected to their customer throughout the on boarding
process with the help of email, app, massages etc.
D1 A broad range of different target customer groups’ needs and expectations in terms of
customer engagement for hospitality sector
The main customer segment of hospitality is divided into B2B and B2C. B2B customer
always need to have high quality of services. Moreover, it put more emphasis on cleanness and
hygiene environment. B2B customer not only put more focus on luxury experience but also
emphasis on the satisfying their needs. Every customer want to be treated as a king so same as
B2B customer (Benzarti and Mili, 2017). B2B customer always want to have high attention by
greetings and welcome idea. These type of customer want to take quick response from the
hospitality sector. B2B customer want to get connected and feel engaged.
B2C customer give focus on prices and quality of product or services. Moreover, middle
class customer always want to have information about offers and discounts. Past guest

experience also matters for B2C customer. Further, environment and ambiance also plays
important role for creating memorable experience. In addition to this, customer expect from hotel
to provide great facilities so that it can enjoy better its leisure time by having fun and enjoyment
in the hotel. Therefore, it can be stated that company through making customers need is able to
enjoy high profitability and market share in hospitality sector of United Kingdom (Batat, 2019).
LO2
P3 Customer experience map for hospitality sector of Ritz.
The experience of the customer can be analysed through customer experience map that
is described as below:
From the above chart it can be clearly seen that there are several touch points that the
customer considers while choosing any option for travelling or to stay in any kind of hotel.
Moreover, these touch points are from beginning or generation of idea to last post stay
experience. Along, this map journey the individual experience can be maximized through

effective market strategies developed by the quoted firm through close analysis. Also ,Customer
journey map is the process that visualize how customer interact with an organization by mapping
out all the action which are required to attain goal. For the Ritz hotel it can be explained in detail
through following steps:
Awareness: It is the stage where consumer gets to know about the services which is offered by
Ritz. All the information related to Ritz' services are available in their mind set while
researching. Awareness is the result of online ads, radio promotion, call to action etc. Customer
analyse their need and evaluate all the alternatives which are available in the market. Further, the
awareness could be created through news letter, online display, search engines etc.
Consideration: Customer analyse all the positives and negatives before taking any services.
Some factors like price comparison, reading reviews and checking out competitors are evaluated.
Moreover, Ritz provide valuable information by offering meaningful and valuable services
(Hsieh and Yuan, 2021). At the stage of consideration, the perspective customer start to consider
Ritz's services as viable option.
Purchase: At this stage customer has decided to take Ritz's services. It means that customer has
gone through reviews and product or services that has been offering. Further, out of all the
alternatives that are presented, customer has selected Ritz's services to satisfy its want.
Moreover, the services of Ritz hotel could be availed and analysed through travel agencies,
chatbots, websites, call centres and much more. The role of Ritz is not over here, it is required to
deliver values and post purchase services like emails and SMS to their customer.
Loyalty: If customer has reached at this stage that means Ritz is get loyal and returning customer
by offering higher value services. Moreover, to retain their customer Ritz takes necessary actions
like follow up, feedback, email to get connected. This further handling is done through the
reception that is made at the entrance of Ritz hotel. To retain existing customer is far easier than
the getting new one so that Ritz takes feedback from their customer for buying their services.
Further, Ritz also take follow up with the helps of emails, social media, SMS etc.
Advocacy: A satisfied customer is the best marketing for Ritz and it helps to build a positive
image in the market. It is very hard to reach at this stage because customer becomes advocate for
the company. Moreover, Ritz can keep their loyal customer as brand advocate that helps to take
new lead by increasing customer base. Further, all the advertisement and publicity can be done

by Ritz customer. Due to mouth word advertisement, business gets high return and maximization
of sales (Hsieh and Yuan, 2021).
P4 Customer touchpoints throughout customer experience which creates business opportunities.
Customer experience is based on every aspect of company offering in terms of quality of
customer care, service features, advertising, reliability, ease of use etc. (Becker and Jaakkola,
2020). Every individual has its own experiences while using various services and thus they all
have different ideas which are not similar from one another. These experiences can be divided
into three categories that generally customer go through while buying goods which are described
as follows.
Before purchase: In this process customer go through website of Ritz through various
social media channels such as Facebook, google, Instagram etc. to know the type of services
offered. Further the individual also go through various ratings and reviews to identify which
hotels are best in offering quality services and are at top list among the various competitors in
market. Also, customers are attracted towards the way in which advertising of hotel is done. This
method helps to create better image through quick overview.
During purchase: In this stage, customer avails the services of any particular firm based
on its idea or knowledge of information gathered in previous stage. The bookings are made either
through official online websites of the hotel where all information is provided. Also, the
individual can book hotel by visiting the office personally to provide all details correctly.
Moreover, advertising medium is experience where all the doubts and problems are cleared
through phone system.
After purchase: This is last category where customer experience comes to end after stay
at the hotel. This stage helps to analyse whether the billing of the firm was quick and efficient
and not much time invested in payment procedures. Also, marketing emails help to address if
any issues are faced by customer during their stay and closely analysing the ways such problem
can be improved. This can also be done through regular follow-ups and online help centre which
provide quick solutions even to small problems faced by customers. This ensures that customers
are retained for a longer duration.

LO3
P5 Examining digital technology helped in managing customer experience
With upcoming of digital technology, the companies are changing their business models so
that work can be carried out in fast and effective manner. Digital transformation is way in which
business interacts with its customers, and they constantly provide relevant information which is
needed by the customers anywhere and anytime. This helps the firm to create highly engaged
customers which tend to buy the services more frequently than other traditional ways which are
followed. There are various technologies nowadays which are adopted by hospitality sector that
helps in carrying out operations in fast manner. The quoted firm could also use various media
platforms such as email marketing, social media marketing, display marketing so that better
service could also be provided in efficient manner. Also, with effective use of digital technology
Ritz would be able to boost the sales, generate leads, faster information would be provided
across various channels.
One of them is Big data analytic (BDA) where the customers are willing to share personal
data with companies so that firm is able to share personalized offers and discounts. The data
collected by the firm helps to analyses in depth so that better customer experience can be
provided (Acemoglu and Restrepo, 2019). Also, customer problems, expectations, aspirations
can also be identified through this technology. Moreover, efficiency and productivity of
organizations is increased as information can be gathered at faster speeds that enables the
management to be more productive by developing action plans.
Another one is Artificial Intelligence that helps in saving time of firm through carrying
out routine processes and tasks. Thus, it helps in increasing productivity and operational
efficiency of firm by making faster decisions with the least possible mistakes. However, artificial
intelligence need high cost of implementation which cannot be adopted by every firm. Also, it
doesn't improve with the age and experience unlike humans that can be changed with changing
environment.
Customer relationship management (CRM) is combination of technology, strategies, tools etc
used by hotels for managing all customer relationships and interactions to improve business
operations. In this, all relevant data and information is stored so that better customer engagement
is established which helps business to grow in the future through all current and potential
customers. The firm could also use various types of CRM technology such as operational,

analytical and collaborative that helps in easy working of the firm as this technology helps in
analysing the customer needs, responses, loyalty, services and much more and thus help the firm
to retain the old visitors of the hotel. Moreover, using the CRM the quoted firm would be able to
identify the likes and dislikes, send customized marketing messages, target new prospects etc.
that will help in generating greater revenues for the firm in the future.
M3
Technology like big data analytic is helpful to get insights into customer data so that future
can be predicted where activities regarding sales, advertising etc can be improved(Choi, Wallace
and Wang, 2018). This technology is also useful in analyze large amount of complex data.
However, using this the firm might face challenges such as it is quite expensive method and
takes long time to response that might not be helpful when quick results are required.
Another technology used by Ritz is Artificial intelligence that will work 24×7 without any
break time or errors that would be helpful for firm to reduce workload for existing resources.
Decision making is also very faster and smarter than old methods. Also, all the decisions of firm
are smart without any uncertainties which means that decision-making would be not poor in any
form.
In Ritz, excellent customer service is essential tool for the organization success. They have
been using various methods such as Gallup CE11 to measure customer engagement where they
personally call to individual guests to ask certain questions which are used for delivering better
results in the future. With the use of CRM system, the company uses Coined Mystique which
helps in keep track of guest preferences, number of visits and problems they have faced during
the previous stays(CRM is not enough: A case for action, 2013).
D3
The various advantages of CRM system in quoted hotel are that it helps in combining all
things at one place as it allows people to easily access data whenever needed thus increases
efficiency as well(Lee, 2019). Also, the CRM software can be adopted with any budget and
business grows by attaining the firm’s need effectively. However certain limitations of this
software is that there are chances that all the systems records are lost, overhead costs are very
high, training sessions have to be conducted for using this system etc.