Enhancing Customer Experience: A Case Study of London Marriott Hotel

This report provides a comprehensive analysis of customer experience management at London Marriott, a multinational hotel organization. It emphasizes the importance of understanding customer needs and preferences, exploring factors that drive customer engagement, and examining the role of digital technology in enhancing the customer experience. The report includes a customer experience map, illustrates customer service strategies, and demonstrates how these strategies meet customer needs and business standards. Key aspects covered include service variety, air conditioning facilities, discounts, marketing, and employee training. The report concludes that customer engagement, driven by effective services and a positive organizational culture, is crucial for the success of any hotel organization.

Exploring how to
manage the costumer
experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK...............................................................................................................................................3
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
The experience of a customer plays a important role in the success and failure of any
hospitality organisation because it helps the organisation to retain their customers. The customer
experience are based on many factors such as behaviour of employees, hotel services, hotel
appearances and many more things (Shin and Perdue, 2022). The organisation which is chosen
here to demonstrate this report is London Marriott. It is a multinational hotel organisation which
operates large number of hotel in all over the world. This report provide importance of value of
need and preference of customers and also different factors which derives customer engagement.
It also provide us detailed study how digital technology enables customers experience.
TASK
P1 Value and importance of understanding customer need and preference
Target customers are related to those customers which the organisation selected from the
market to positioned their product and services with the help of different marketing tools and
technique. All the strategies and plans are developed by the company are based on these
customers and these customers are selected on the basis of their needs and preference. The
management of Hotel Marriott target those customer which requires premium hotel services and
also high budget customers. It is the duty of the managers of hotel to analyse the needs and
preference of these customers and make changes in their management and services. The needs
and preference plays a important role because of huge importance which are given below:
 It helps the organisation to develop their services and management according to the needs
and preference of the customer so that the customer experience can be increased
 It also helps the management of London Marriott to develop effective strategies related to
the customer experience and others and also helps them to implement these strategies.
 One of the most important factor is that it increases the sale and profit of the company.
There are different types of preference of different customer on the basis of age gender and other
differentiation the brief discussion related to these needs and preference of customer are given
below:
Potential customer's Need, preference and wants

Family One of most important need of any
family from the hotel organisation is
to take the services at reasonable
prices and also the safety factor.
Couple The need of couple is innovative and
romantic rooms from the hotel.
Old age peoples The need of old age people is the
healthy food and drink and also the
comfort.
Business Class The business class requires high
standard facility for their business
meeting an all.
P2 Explore the different factors that drive and influence customer engagement of different target
customer groups within a service sector organisation
Customer engagement is related to the connection of customer and brand, it states the
loyalty and attraction of the product towards the company and brand. Customer engagement is
beneficial for the company because it enables the customer to purchase the service of the
company and also promotes the product in front of other (Rather and Hollebeek, 2019). There
are many factors which influence the customer engagement in London Marriott and the brief
discussion related to these are given below:
 Service variety :- The services provided by the management of hospitality organisation
plays an important role in the engagement of customers because it attracts the customers
towards the organisation and also helps the organisation to retain their customer. The
major role in the engagement of customer in London Marriott hotel are the services
given by their employees and also the culture of the hotel.
 Air conditioning facility :- It is the common facility which every hotel organisation
provide to their customers and it also helps the organisation to make their customer feel
comfort which increases their engagement. The hotel of London Marriott has centralises
air-conditioned facilities which provides better experience to their customers.

 Discount :- Today there is a cut throat competition in the market and many big players
are operating their business in hospitality industry, providing stiff competition to Hotel
London Marriott. Discount is the solution of this problem because it attracts the
customers towards the hotel.
 Marketing :- Marketing is related to the use of different advertisement tools to influence
the demand of customer in regard to the services given by organisation. Marketing is the
only solution for organisation to deal with the competition present in the market.
P3 Create a customer experience map for a selected service sector organisation
Customer experience map refers to all the customer journey touch points that a customer
does have with the organisation as well as the interactions that takes place at each touchpoint.
There are basically seven steps for creating a customer experience map and it is defined into
following manner:
 Set the targets: Under this head, it is important to have clearance about the target and
what is the reason behind setting this target (Punzon, 2021). In context to Marriott
International Inc, their target is to enhance the lives of the customers by enabling and
creating leisure experiences and unsurpassed vacations.
 Create buyer persona: Under this head, it covers different types of customers from
different backgrounds. In context to Marriott International Inc, they have covered
business class people and families from rich and luxurious backgrounds.
 Highlight the target customer personas: The main target customer personas of
Marriott International Inc are the business travellers, high-class people and families from
rich background who can afford the services of this hotel.
 List out all the touch points: The main touch points of Marriott International Inc are
hotel website, physical channels, guest check-in, occupancy stage, the brand and after
the stay experience of customers.
 Determine the resources and the ones you will need: The main resources of Marriott
International Inc are the room services provided by the hotel and the facilities provided
within the room for their customers.
 Take the customer journey yourself: It is the responsibility of hotel to take the this
journey map in the middle of customers so that it can be analysed that how many

customers are taking interest in the hotel and how many people are visiting on their
website.
 Make the necessary changes: In order to achieve goals by the hotel it is necessary that
to make appropriate and required changes into the website so that they can attract
attention of audience on large scale.
Explain how the customer touch-points throughout the customer experience create business
opportunities for a selected service organisation
The main customer touch points of Marriott International Inc are hotel website, physical
channels, guest check-in, occupancy stage, the brand and after the stay experience of customers.
These touch points create a kind of either positive or negative image in the minds of customers
due to which they explore themselves to visit the hotel on repeated basis. When touch points
provide good experience to their customers then they will refer to other people also about
visiting Marriott International Inc (Mandabach, 2017). When customers give their feedbacks on
online basis in terms of their experience with hotel then they will attract attention of different
kinds of customers for purpose of taking interest in visiting the hotel. In this way, business
opportunities and different kinds of customers will visit the hotel and contribute in terms of
increasing the revenue and sales for the hotel into positive manner.
P5 Examine how digital technology is employed in managing the customer experience within the
service sector, providing specific examples of customer relationship management
Digital technology plays an important role in the customer experience of hospitably organisation
because it enables the organisation to attract the customers towards their services having
involvement of technology. There are different types of technology which the management of
Hotel London Marriott uses in their hotels are given below:
Social media advertisement :- One of the most important digital technological tool used by the
organisation is their marketing through social media. This provide huge customer attention
towards the London Marriott hotel.

Biometric locks :- It is related to those technology under which the customers of London
Marriott hotel plays unlock the doors of their hotels with the help of their finger prints and also
from card.
Online booking :- Online booking is the facility which is used by most of the hotel organisations
under which the customers of the company book their room with the help of internet.
There are many examples of customer relationship management such as Operational CRM,
Analytical CRM and Collaborative CRM.
P6 Illustrate customer service strategies in a specific service sector context
Customer service is the most important factor which ensures the success of the
organisation in the market. The main reason for the success of London Marriott hotel is their
world class services (Choi and Kandampully, 2019). All their employees and workers are
managed effectively and the brief discussion relate to the service strategy of London hotel are
given below:
Provide training and development session to staff: It is very important for the organisation
that their employees behaved effectively in front of their customers. Their communication skills
are developed in such as manner which attracts the customers from their hotels. The management
of Marriott organises many training sessions for their employees.
Effectively resolve issues of customers: There are many issues are arises with the customer
when they visit the hotel. It is the duty of the managers of the organisation to solve these issues
so that the customers become loyal to the company and it is the duty of managers of the
organisation to develop effective customer feedback channel.
Provide quality services and products: One of most attractive part of the Hotel London
Marriott is their effective services provided to their customers. Company provided rooms as well
as food services in their hotel which helps to increase the customer engagement in the
organisation.
P7 Demonstrate how customer service strategies create and develop the customer experience in a
way that meets the needs of the customer and required business standards
As the concept of customer experience plays a important role in the management of
organisation. It is required for the organisation to develop effective strategies to satisfy the needs
and preference of the customer. There are many strategies are developed by the management of

London hotel group under which the organisation develop customer relationship the brief
discussion related to these are given below:
Customer services :- The services provided by the management of London Marriott hotel makes
the customer loyal to the company because the employees of organisation develop effective
culture in hotel so that the customer can feel comfort.
Premium prices :- The premium pricing strategy of the hotel attract those customers which
belongs to high standards and having a need of premium hotel services in their tours and travels.
The management of hotel provides many services to these customers so that their esteem needs
will be satisfied.
Range of services :- The diversified service range of the company enables different types of
customers to use the facilities of the organisation in accordance of their budget and needs.
CONCLUSION
One of the most important aspect which is concluded from this report is that the engagement of
customer in the organisation is the reason for success of any hotel organisation and this
engagement can be developed by the management with the help of effective services and culture
(Amoah and Marriott, 2021). This report concludes importance of value of need and preference
of customers and also different factors which derives customer engagement. It also concludes us
detailed study how digital technology enables customers experience.

REFERENCES
Books and Journals
Amoah, F. and Marriott, A., 2021. Dimensions of online shopping experience and satisfaction:
An application of Pine and Gilmore’s 4Es. African Journal of Business and Economic
Research, 16(2), pp.117-137.
Choi, H. and Kandampully, J., 2019. The effect of atmosphere on customer engagement in
upscale hotels: An application of SOR paradigm. International Journal of Hospitality
Management, 77, pp.40-50.
Mandabach, K.H., 2017. Customer engagement in building consumer loyalty. In The Routledge
Handbook of Consumer Behaviour in Hospitality and Tourism (pp. 286-296).
Routledge.
Punzon, J.G., 2021. Digital Customer Journey in the Luxury Hotel Experience: A Case Study
Approach. In Advanced Digital Marketing Strategies in a Data-Driven Era (pp. 246-
260). IGI Global.
Rather, R.A. and Hollebeek, L.D., 2019. Exploring and validating social identification and social
exchange-based drivers of hospitality customer loyalty. International Journal of
Contemporary Hospitality Management.
Shin, H. and Perdue, R.R., 2022. Developing creative service ideas through hotel customer
engagement for open innovation: Focused on empowerment and motivation
processes. International Journal of Hospitality Management, 100, p.103077.
Yoo, K.H. and Lee, W., 2017. Facebook marketing by hotel groups: Impacts of post content and
media type on fan engagement. In Advances in Social Media for Travel, Tourism and
Hospitality (pp. 131-146). Routledge.
Yu, J.H., 2021. The Effects of Digital Content on Customer Engagement across Different Travel
Purposes (Doctoral dissertation, Michigan State University).