Customer Experience Report: Customer Journey and Touchpoints Analysis

This report examines customer experience within the hospitality industry, using the Lime Wood Hotel as a case study. It begins by discussing market segmentation and customer profiling, emphasizing their importance in understanding customer needs and preferences. The report then explores key drivers of customer engagement, highlighting strategies such as communication, social media, and travel agencies to connect with customers. A detailed customer journey map is presented, illustrating the various stages of customer interaction, from initial research to post-stay experiences. The report identifies crucial touchpoints where clients interact with the business, including websites, social media, telecommunication, and email. The analysis is structured into three stages: satisfactory, good, and advanced levels of customer experience. The conclusion emphasizes the significance of customer experience for business growth, advocating for improved service quality and effective communication strategies to enhance customer satisfaction.

MANAGING CUSTOMERS
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.Market segmentation and customer profiling..........................................................................3
2.Customers profiling ways........................................................................................................4
3. Key drivers of Customer engagement.....................................................................................4
4. Strategies which engage customers.........................................................................................5
TASK 2............................................................................................................................................5
1. Customers journey map...........................................................................................................5
2. Touch points of clients interact with business........................................................................6
TASK 3............................................................................................................................................7
1. Explanation stages...................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Customers plays an important role in business. Organisations need to analysis customer
needs and demands, which help in reducing its churn and increasing revenue. Firms has to
provide good services to clients which help to attract more people's towards their business
services (Buell, Campbell, and Frei, 2014). Customers good experience is very essential for
company growth and success. Lime wood is one of the most famous five star hotels in England,
located in New forest, Hampshire. They provide their best facilities like bar, pool, spa, good
quality food, fitness centre, laundry service etc. to its customers just to make them comfortable
and happy. In this project it has been discussed about the client experiences regarding the hotel
hospitality and other facility. It explains the importance of market segmentation and customer
profiling. This report defines the client experience map and its explanation stages.
TASK 1
1.Market segmentation and customer profiling
Market segmentation is the activity of dividing customers according to its needs and
demands. Thus, segments is based on various characteristics, the main purpose of segment is to
identify the people who will react similarly to market strategy and who share attribute like
related interests and needs. Many hotels in UK carries out market segmentation function in their
businesses (Bowden, and Dagger, 2016). It is very important an easier way for Lime wood hotel
to modify their marketing strategies and plans. According to this process organisation target and
divide customers into groups with its different preferences within offer that related its
requirement and fund level. It helps to identify trends in society, which company can included in
their hospitality services.
The hotel sector is competing world in which very one is different form the others,
customer profiling is an opportunity to increase more penetration into guests and help to
understand their characteristics, interests and behaviour better. Lime wood target those people
who has equal like and dislike and then divided into groups, this activity help firm to serve their
better services to targeted people's. Food and beverages, lodging, recreation and travel and
tourism is the four types of segments in hospitality. According to this function company provide
their products and services to guests related with its needs, beliefs, values and requirement,
which make them happy and satisfied. Good services create good experience among customers.

2.Customers profiling ways
Guests profiling is very important for Lime wood hotel because according to this they can
understand their customers needs and expectation towards them (Chuang, and et.al., 2015).
Thorough this process firm can serve their services and products in effective way, which make
people comfortable and happy. There are some ways that help in completing profiling activity in
the organisation.
 Using software technology is the best way of customers profiling. According to this
process, organisation offer people some online form, which every guests have to
complete it. This will include some points like customer name, address, nationality,
needs, requirement in services, hobbies, preference, dislikes and likes, social media info
like Facebook, twitter etc. all these entries help firm to understand customers nature and
behaviour better.
 Customers profiling, is bases on identify people demographic and geographic stages.
Lime wood can analysis people's according to its age, gender, values and beliefs. They
can divide their guests in a group according to state and its nationality. Thus, because of
this dividing process firm can provide their services to people on the bases of their
demands.
In order to drive good products and services Lime wood hotel provide facilities according to
customers expectations towards them. Thus, after the process of clients profiling organisation
can easily understand its preference which help them to provide their good quality service. Firm
give better experience facility to customers which attract more and more people's. Company set
their target market and make strategies according to it.
3. Key drivers of Customer engagement
It is a process of business communication relation between a consumer and brand or
company through different channels of correspondence (Crotts, and Magnini, 2015). Clients
delight has been defined as facilities attributes that bring to a pleasing experience. There are
many factors that effect customer behaviour and evaluation which include repeat buy intention
and satisfaction. Lime wood hotel offers people better facilities than the other organisation have,
they can engage customers more in its hospitality sector through give Wi-Fi support system,

customers can used their Wi-Fi service any time at anywhere in the organisation, which help
them to stay connected with its social networking sides.
Transparency, trust and honesty can engage people with firm activity. Company always
delivered guests what they want or what they promise to them. Food is the best way to make
people happy, company give the best quality good service which create positive image in mind
of customers towards them. Lime wood hotel provide accommodation facility which attract more
people. Organisation care about customers feeling and values which help them to create its
products according to it (Key Strategic Drivers of Customer Engagement. 2018). They give
training to its employees to treat people in good way, staff members need to resolve guests issues
and problems as soon as possible which create their good picture in guest mind. Workers
interacting way with people build positive image and increase good experience.
4. Strategies which engage customers
Lime wood engage customers with them through using different techniques and
strategies. Communication is the best way to make people connect with them, their employees
need to communicate with customers in good and proper style which make them happy (Finn,
2016). Social media is the best tool which engage people with its activity. People can connect
with organisation functions by using or searching their own service web sites. In this online
websites company include all the activity of its hospitality sector and other services. People can
easily understand the terms and conditions of firm and who to visit in it.
Through travel agencies' promotion people's can take all the information about the place
where they want to go. Travel agent give all basic info about the hotel facility, which help person
in taking their decisions. Social media is the best platform to connect with society, Facebook and
twitter is tool of social media, in these tools lime wood hotel make its hotel profile and include
some pictures, video and details about their business. In details firm give their reception number
which help customers to connect with them. All the activities helps people to engage with
industry facilities and functions. Thus, this will impact on company performance and attract
more customers towards them.
TASK 2
1. Customers journey map
Customers journey map define its purpose and experience, which they have to feel in its
whole journey process. The travel is begun by making decision about the place where the people

want go. Thus, after that they visit online websites page that provide all the information about
their choice of place, in addition these websites provide info about their services and factilities
which they offer to people include discount or other. But if its not work properly people choose
second option that is travel agent, they also help people's to understand more approximately its
chosen place. They book ticket, provide good facilities of destination and discount offer to them.
Thus, after completing the whole process customer get ready to visit the hotel for holiday. Lime
wood hotel provide guests accommodation facility which increase it good image. Organisation
provide its best hospitality room service to them with an effective and supportive staff members
which help customer for resolving their problems and complete their requirement according to
their needs and demands.
Firm give guests good quality rooms, fresh food and beverage etc. that make good
experience in people thoughts. The main aim of company is to supply its good quality products
and facilities which attract more and more people towards them, this will increase business
productivity and profitability.
2. Touch points of clients interact with business
Touch points for clients can start correct from reservation to post buy or post stay in case
of cruises and hotels. There are some touchy points in the hotel industry which define the process
of people contact to other.
 First thing is a website point, web sites is an effective and faster way to make
connection between customers and organisation. Clients interact with Lime wood
hotel through viewing its online sites on internet. This will help in making their
decisions.
 Social media is another point which people can connect with the activity of the
organisation. 60% of people used social media tools which help them to get active
about all the information about its destination. Most of traveller stay connect with
friends and other people to take information regarding the hotel industry.
 The another stage is telecommunication, customers make their connection with
organisation through calling. They can get all the details of firm by calling and
making connection with staff members.

 Email and SMS, is the best and faster way to provide info about organisation
services and customers can also used this as to give their own details of booking
and existing to firm. People can used SMS and Email service to place its needs
and demands expected to firm.
TASK 3
1. Explanation stages
Customers experience impact on business growth and profitability. Every organisation
need to provide its good quality food and service to people to raise their position in market place
better than its competitors. In the competitive business environment each firm make their own
strategies and plans to attract more customers towards them. Lime wood is a five star hotel they
give their best products and services to people which increase their experience more and more
than now. All this explanation is divided into three stages: Satisfactory level, good level and
another is advanced level.
 At a satisfactory stage: satisfactory is the first level of journey, according to this stage
people used online website and take opinion of travel agent. They both give proper
satisfaction information to them, include the details of destination place, their facilities,
location etc. It is the best opportunity for Lime wood to attract customers more than its
competitors and increase its business profitability. Internet and social media sites is the
fastest and effective tool which give all details about what people want.
 At a good level: this level define the stage where customers visit in the hotel. It was the
second part of the experience map, that start the journey of feeling and expectation.
According to this level customer used many facilities provide by the organisation. They
feel has good experience about all the hospitality services like room facility, food and
beverage, accommodation, spa, bar etc.
 At the last advanced level: advanced stage is the point where customer get many offer by
Lime wood hotel. Firm give discount offer on visiting first time in the hotel. They give
them the fastest food service which impress guests and build positive image in their
mind. Organisation respect people values and beliefs and provide facilities focusing on
these points. Firm employees give full support through resolving their issues as fast as
they can.

Thus, touching all this points industry gain good experience of customers which attract them
towards its services and hospitality facilities.
CONCLUSION
It has been concluded that customer experience is very important for organisation
business, through this behaviour towards the firm they can increase its service quality more and
also improve at some in its facilities. Overall this report define the process of engaging clients
towards company activities by making good communication through calling, SMS, Emails etc. in
this present study explain the experience map of customers which impact on profitability and
success of hotel industry. At in the last point it will mention three stages of expectation:
advanced, good level and satisfactory. This study explains the journey of people within first to
last day of its travel.

REFERENCES
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Online
Key Strategic Drivers of Customer Engagement. 2018.[ONLINE].Available through:<
http://www.diva-portal.org/smash/get/diva2:825017/FULLTEXT01.pdf>