Customer Experience Analysis and Report for Hotel Russell Services

This report provides a detailed analysis of customer experience management within the context of Hotel Russell, a service sector organization. The introduction highlights the importance of customer satisfaction in the hospitality industry and introduces the role of a guest relationship manager. Task 1 examines the value of understanding customer needs, wants, and preferences, focusing on target customer groups such as business travelers, tourists, and disabled individuals. It outlines the importance of market segmentation and customer profiling. Task 2 delves into factors influencing customer engagement and presents a customer experience map, outlining the customer journey from pre-booking to post-service. The report identifies key customer touchpoints and discusses how they create business opportunities, emphasizing the importance of website design, staff interaction, and feedback mechanisms. The conclusion summarizes the key findings and emphasizes the importance of customer-centric strategies for success.

Managing Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1.Value and importance of understanding the needs, wants and preferences of target
customer groups for a service sector industry........................................................................3
M1. Determination of customer on boarding strategy for different target customer groups. 4
P2. Different factors that drive and influence customer engagement of different target
customer groups......................................................................................................................4
TASK 2............................................................................................................................................5
P3. Customer experience map for service sector organization...............................................5
P4,M2 Customer touch-points through out the customer experience which create business
opportunities...........................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Managing customer experience in hospitality sector is an art of satisfying the customer
needs, wants and preferences to make it comfortable (Managing Customer Experience. 2018).
This sector is mainly customer centric therefore satisfaction to customer is the important aspect
of this industry. The organization of service sector taken in managing customer experience is
Hotel Russell in which a guest relationship manager is appointed to coordinate and manage the
communication between guest and hotel to provide seamless services to its customers. This hotel
is situated in Russell Square, Bloomsbury, in the London, UK. This report includes needs and
expectation of market segment in service industry and customer experience map to create
business opportunities and optimize customer touch-points.
TASK 1
P1.Value and importance of understanding the needs, wants and preferences of target customer
groups for a service sector industry.
The customers which are targetted by Hotel Russell are Business person, tourists and
disabled person. All of these have different needs, wants and preferences. Therefore these are as
follows:
The targeted customer of Hotel Russell is Business person. Despite of children, the
business person required peaceful and clam atmosphere where they can organize their business
meetings. This will help the business person to deal with the business situations. The wants of
this customer can be Wi-Fi, switches, peace etc. These are the basic requirements and wants for a
business person. Among these wants, the business person would prefer to have high speed Wi-Fi
and switches so that it can perform it's business meetings.
The next target customer of Hotel Russell Tourists who can be the national and
international visitors. For them, it is required for organisation to identify their desired needs for
facilities and services in order to get quality experience at different location. Main objectives of
all these activities is to
Another targeted customer could be disabled person. This type of customer needs to have
the environment in which they can feel better to comfort themselves. Since disabled person can
be part of laugh to others therefore they require a peaceful and comfortable environment. The
wants of these types of customers could be escalators and low calorie food because they does not

prefer to work physically (Bilgihan, A., 2016). This type of food helps them in maintaining their
body at fix level. Among the wants of this customer, the preference is low calorie food which is
must for them to digest that.
A hotel conducted customer profiling to satisfy their needs, wants and experiences. To
identify the target customer market segmentation is used. In market segmentation the customer is
selected on the basis of income and lifestyle of customer. These are the targetted customers for
hotel Russell.
M1. Determination of customer on boarding strategy for different target customer groups
There are different strategies which can be used in managing different types of customer's
experiences so that they feel satisfied while checking out. Some of them are:
 Openly discuss Solutions
 Providing clear timeliness
 to be transparent and honest.
From the above three strategies Hotel Russell uses Open discuss solution. This strategy helps the
customer to discuss all it's issues arises so that it will gain advantage over the problems. This
makes the customer to feel important for Hotel.
P2. Different factors that drive and influence customer engagement of different target customer
groups.
There are many factors which can engage different customers into hotel to improve their
experience. The factors are nothing but to fulfil the needs, wants and preferences of the targetted
customers (Radojevic, T., Stanisic, N. and Stanic, N., 2015). This will help these customers in
feeling an additional environment and important for the hotel premise. The customers can be
avail to the premise of Hotel Russell by effectively fulfilling the needs and wants. To fill those
needs and wants the customers are targetted here as under:
Type of customer to hotel Russell will be business person. This type of person always
requires a peaceful environment so that they can pursue their business activities. This will help
the customer in doing it's work. Apart from the above facilities, hotel Russell can provide a
conference room for them to organize their meetings. Another facility which can be provided to
them is sports. An sports event can also be arranged for such type of customers because they also
require some of fun in which they can engage. Therefore Hotel Russell should provide all the
facilities so that they can engage them.

For Tourists, Hotel Russell can implement different services practices as booking
facilities, accommodation, food, conveyance services and further more. With the help of these
practices, organisation can build direct relation with them easily.
The last customer which is chosen as targetted customers is disabled person (Pizam, A.,
Shapoval, V. and Ellis, T., 2016). This is a type of customer which requires a good and healthy
food because they cannot digest hard food. They does not have workout physically that is why
they require a healthier food. The services which can be offered to this type of customer are
wheel chair, visual door knock, shake alarm, room with amenities, roll in showers etc. These are
the services which can be offered to this customer. This will help the hotel in engaging these
customers to face a satisfactory experience. All these services makes the customer to feel
important for hotel.
TASK 2
P3. Customer experience map for service sector organization
Customer experience map is all about the experience of customer from booking pre
booking to check out. This states the experience of customer which can help the company in
adding more services to customers if it is not meeting their requirement. Following are the
experiences of customer:

Research planning- At this stage, customer search places where he wants to go, weather
conditions of that place and all aspects which are need to look up. For making proper research
tourists use travelling agencies and apps online. For Hotel Russell, it is important to create
attractive profile on sites to attract tourists and other customers.
Shopping- This is next stage after completion of research about designation. Shopping of
this service includes price of hotel, travelling expense, restaurant cost, proper schedule and other
expenses related to this. This can affect decision making of tourists in relation to their budget.
Booking- After analysing all aspects and completion of research tourists evaluate
services of hotels and booked it. To book Hotel Russell there are different modes such as website
of Russell hotel, call centre, mobile phones and others. Tourists evaluates services which are
provided by Hotel Russell which are as accommodation, food and transport services.
Pre booking - Pre booking is the time before booking of the hotel room or services. In
this scenario, when customer is looking to search about the services offered and room for itself, it
has to look into website or application of hotel Russell (Kandampully, J., Zhang, T. and

Bilgihan, A., 2015). Hotel should make the website or application attractive enough so that they
can experience their customers to come and look forward for the services. This will provide
information to the customers about the services offered. The details on website and application
should be correct and accurate to the best of knowledge. A customer can also call the hotel to
know more about their services. This will help them in getting knowledge about the services
offered. Hotel Russell has provided clean information to its customer so that they feel satisfy
before entering the hotel. Hotel Russell will provide various documents related to whole trip. At
this stage tourist will collect all documents from hotel which includes e ticket, mail tickets, food
vouchers and many more. Respective hotel also conducts confirmation process with tourists
about timings and other related queries this can attract customers and they refer hotels to others
also.
During Services - This is the time when customer enters the hotel, in this period the
services offered by the hotel are rooms, food, housekeeping, environment and etc (anova, M.,
Ivanov, S. and Magnini, V.P. eds., 2016). These are the services offered by the hotel to its
customers. In this section, the staff of hotel Russell should deal with the customer with humble
and politeness. This helps them in attracting customer's concentration to the services. The
behaviour of staff should be gentle in talks and services provided. The staff of Hotel Russell
should be educated enough so that they can provide services to customers of different region.
Before providing services it is essential for the staff to know about the needs and wants of
customers. On behalf of the needs and wants of customers, staff can avail extra services to attract
the customers. At this stage all activities are performed by hotel Russell to develop proper
strategies and plans to fulfil requirements of all types of tourists either it’s a business trip or
family trip. Hotel ensure that each and every service is providing to its customers to make them
comfortable at that place.
Post Service - This is the time when customer checkout the Hotel. In this time the services
offered to the customer should be reviewed so that their feedback will assist the hotel to improve
services efficiently. The services offered after the checkout will be customer care (Chathoth, P.K.
and et. al., 2016). The customer care will call to the customer to know about the services offered
to it. The way of taking of customer should be gentle and polite because feedback is most
important for hotel to improve the services. Therefore, hotel should concentrate on taking
feedback with gentleness and politeness. This stage is just like feedback stage, as hotel will

interact with tourists and services users in order to take feedback and suggestions about
improvement in their services. Hotel Russell will perform this stage to develop its services for
customers and those customers feels important to give feedback. This process can be performed
face-to-face and through social sites either website of hotel or other social platform.
Pre Booking During Service Post Service
Customer
experience
 The customer's
experience of
checking website is
good because all the
services needed to it
are present on
website.
 Application used by
the customer also
provide better
experience by
running smoothly
and providing all
information in just
one click.
 The Housekeeping
service offered was
outstanding and
therefore customer
provide a good
rating to this
service.
 The food provided
was up to the mark
to meet the quality
of customer.
 The way of
talking of
customer care
was good
enough to
attract the
concentration of
customer.
 The feedback
given by
customer was
also good.
P4,M2 Customer touch-points through out the customer experience which create business
opportunities.
There are many touch-points where the customer provides better experiences to create
business opportunities.
Pre booking:
It is the process of starting the interaction of customer with the Hotel. Following are the
touch points of customers.
Website:

When customer enters the website it has searched about the services, environment and
reviews of customers who visited before. Customer gets good experience as the services which it
was looking for available to the hotel premise (Bowie, D. and et. al., 2016). After that the
experience of customer also good with the environment because customer was looking to book a
room in open area to have good atmosphere. Therefore, website is the touchpoint of customer
where there are huge chances of expanding the business. The information provided on website
match the real one, therefore customer's experience can help the hotel to look about the
opportunities. With the help of such tools Hotel Russell can build a direct relation with their
target customers and can provide them required services easily. All these approaches can create
opportunities for firm to build direct relation with national and international service users
directly by rendering proper information of firm.
During services:
It is the time when customer enters the premise of Hotel. The services through which
customer's experience can help the company in creating business opportunities are:
Housekeeping:
The housekeeping service in Hotel Russell was up to the mark. The customer feels that
it's cloths are well washed and ironed so that it can affect it's experience.
Reception desk:
The reception desk also guides the customer with politeness and gentleness. This affect
the customer in a positive way so that it's experience also increased with hotel.
Food:
The quality of food offered was up to the mark. The customer ordered healthy food and
thus the ordered food comes into plate with no time and the taste of it was awesome. This also
help the customer to have god time in Hotel.
These business services are play an important role for both organisation and users in
order to provide appropriate satisfaction to both of them. Services that provided by organisation
to its customers are aid them to build a positive connection with their clients for a long term
duration. Along with this, after getting desired services customers also create a preference in
their mind for a particular organisation. Organisation can get maximum opportunities during the
service period by providing quality services to their customers. For example, management of
Hotel Russell can analyse needs of their target service users and after that they can provide them

required services that assist them in building a positive image of them of their organisation in
customer’s mind. It can create maximum opportunities for firm to gain maximum competitive
advantages in target market.
Post service:
These are the services offered after the customer has checked out of hotel. The services
offered are as follows:
Customer care:
The customer care talks to the customer about the issues which it has faced to take the
feedback (Bruns-Smith, A. and et. al., 2015). Since all the services offered to the customers was
good enough to make an impression on the customer. Instead of that, customer care talks with
the customer with gentleness and politeness. This is the touch-point of customer to the services
offered and hence created business opportunities.
Pre booking During service Post service
Touch-points  The website
experience of
customer was
very good that it
can make a good
opportunity to
Hotel Russell.
 Housekeeping
services are good
enough so that they
require positive
feedback from
customer.
 The quality of food
also was very good
to meet the
customer
requirement.
 Customer care was
good and gentle
enough to attract
the concentration
of it's customers.
 The feedback given
by customer was
also good.
CONCLUSION
In this report it can be concluded that customer are the most important guest in any
hospitality premise. Managing customer experience is the first priority of hospitality sector. In
this report, an induction is prepared to know the customer's needs, wants and experiences and the

factors which influence customer engagement are also discussed. In the end customer experience
map to create business opportunities and optimise customer touch-points is discussed.

REFERENCES
Books and Journals
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Bowie, D. and et. al., 2016. Hospitality marketing. Routledge.
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practices, guest participation, and customer satisfaction.
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hospitality and tourism services: A critical review. International Journal of
Contemporary Hospitality Management. 28(2). pp.222-245.
Davis, B. and et. al., 2018. Food and beverage management. Routledge.
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So, K.K.F., King, C., Sparks, B.A. and Wang, Y., 2016. The role of customer engagement in
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Online
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