Customer Experience Strategies: Gilpin Hotel & Lake House Report

This report provides a comprehensive analysis of customer experience management within the context of Gilpin Hotel & Lake House. It begins by identifying and explaining the needs and expectations of various market segments within the customer service industry, emphasizing the importance of understanding customer preferences. The report then explores factors influencing customer engagement, including strategies to enhance customer engagement for diverse target groups. A customer experience map is established to identify touchpoints and create business opportunities. The impact of digital technology, particularly CRM systems, on customer relationship management is analyzed. Finally, the report discusses strategies for improving customer service and demonstrates how these strategies contribute to developing customer experience and meeting customer requirements. The report draws on various sources and provides a detailed script of customer interactions, along with practical recommendations for the hospitality sector. The report is contributed by a student to be published on the website Desklib.

MANAGING CUSTOMER EXPERIENCE
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Table of contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
LO1 Explanation of the needs and expectations of market segments in customer service
industry.........................................................................................................................................3
P1 Explanation of the importance of understanding the requirements and preferences of
existing customers in service industry.........................................................................................3
Task 2...............................................................................................................................................5
P2 Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation.......................................................5
Task 3.............................................................................................................................................14
LO2 Discussion about the customer experience map to create business opportunities and
developments.............................................................................................................................14
P3 Establish a customer experience map for the service sector organisation............................14
P4 Discussion of the way by which the customer touch points through customer experience
helps to create business opportunities for the service sector organisation.................................15
LO3 Analysis of the impact of digital technology in customer relationship management....17
P5 Analysis the way by which digital technology helps in managing customer experience
within the service sector by providing specific example of CRM system...............................17
LO4 Application of customer experience management within the service sector to develop
customer relationship.................................................................................................................18
P6 Analysis of the strategies for improvement in customer service........................................18
P7 Demonstration of customer service strategies that helps to develop customer experience
and meet their requirements.......................................................................................................19
Conclusion.....................................................................................................................................23
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References list................................................................................................................................24
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Introduction
In this study, it mainly focuses on the customer needs and preference of different customer of the
organisation name “Gilpin Hotel & Lake House. This analysis maintains helps to determine the
preferences and expectation of customer in different firms. However, it provides a good quality
food and accommodation in a wide, arranged room as per the customer’s need. In this case,
organisation may offer the holidaymaker with poolside services and entertainment materials to
fulfil their requirements.
Task 1
LO1 Explanation of the needs and expectations of market segments in customer service
industry
P1 Explanation of the importance of understanding the requirements and preferences of
existing customers in service industry
It is seen that the following customer requirements can be appropriate for the different customer
types.
Disabled Customer  Access ramp next to front steps
 Sufficient space to pass between tables
 Menus written in brail
Business Person  Wi-Fi
 Mobile, telephone charging points
 Meeting rooms
Gym Instructors  Calorie information printed on the menu
 Healthy dishes
 A nice view from the window
Primary School children  Menus written in brail
 Fun food
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 Crayons and colouring books
Holiday maker  Local food
 Entertainment
 Poolside service
Hospital Patients  Nutritious food
 Meals brought to the bedside
 Easy to eat food
Couple on a first date  No garlic in the dishes
 Candlelight
 Soft music
Old age pensioner  Meeting rooms
 Plenty of time to eat the meal without rushing
 Food that makes them remember things from the past
Popstar  Champagne
 Private section of the restaurant
 Luxurious food
College student  Wi-Fi
 Poolside service
 Comfortable sofas to sit on
Commuter  Grab & Go coffee and food
 Wi-Fi, so that they can collect emails
 Restaurant/Cafe is on their route to the bus/train station
Teenagers  Loud pop music
 Milkshakes and soda
 Fast food
Mothers with babies  Nappy changing facilities
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 Bottle warmers
 Strollers and prams
Customer going to theatre  Restaurant being close to the theatre
 Themed menu reflecting the show they are going to see
 Quick service
Soldier  Meals that give extra energy
 Plenty of space to eat with other soldiers
 A secure place to put their rifles
Hence, the above mentioned requirements are appropriate for the different types of customers.
Task 2
P2 Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation
In the modern competitive market, there are many hospitality organisations which provide
customer services as per their customer needs. As stated by Eggert et al.(2014), the competition
makes the entire hospitality organisation create different strategies to develop their business in
the modern service industry. Among all, Gilpin Hotel & Lake House is a top rated hospitality
organisation, which provides the service of a luxury hotel, proper accommodation, and quality
restaurants. There are different types of customer, who like different things and have different
taste such as a holidaymaker always wants quality foods and accommodation, poolside services
and entertainments to make their holiday better. The organisation can provide a good quality
food and accommodation in a wide, arranged room as per the customer’s need. The hospitality
organisation may offer the holidaymaker with poolside services and entertainment materials to
fulfil their requirements. This business strategy can help the organisation to meet their customer
needs and make a good service experience among the customers.
On another hand, a couple on a first date wants a candlelight dinner and soft kinds of music to
make their date memorable for them. Hence, the organisation needs to provide an arrangement of
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candlelight and some soft background music to meet the customer’s need. The better service can
make a great experience among the customers and help the customer engagement to be
developed. Similarly, the old persons want quality and hygienic foods and plenty of time to eat it
without rushing as well as a meeting room for spending the spare times. According to Kumar and
Reinartz (2018), the hospitality organisation has to provide healthy and quality food at a fair
price and a better room service with separate meeting room services. This will create a good
experience about the service sector organisation for old persons and help their customers to be
more engaged with the organisation. The mothers with their babies want healthy and hygienic
foods with a nappy changing facility from a service sector organisation. This type of customers
wants a small playground and park for their babies’ entertainments. The customers do not want
uncomfortable smells and noises as those are harmful to their babies.
The Gilpin Hotel & Lake House needs to maintain their food service healthy and hygienic as
well as to give nappy changing facilities for the babies. The organisation also needs to have a
small playground and park to maintain customer needs. The concerned service sector needs to
keep their environment clean and silence. These can attract customers to use the organisation’s
services more and make their customer engagement better. A better customer engagement helps
the service sector to develop their services more as well as their progress in modern customer
service industry.
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Mother with baby
Explore the different factors that drive and influence customer engagement of
different target customer groups within a service sector organisation

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Couple first date

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Holiday Maker

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Older age or pensioner

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Primary School children