Customer Experience Management Report: Unit 2, Clayton Hotel Analysis

This report examines the multifaceted aspects of customer experience management within the service sector, using Clayton Hotel as a case study. It begins by emphasizing the value of understanding customer needs, wants, and preferences across different target groups, and then explores factors influencing customer engagement, including customer behavior and attitudes. The report then delves into the creation of customer experience maps and the significance of customer touchpoints in enhancing the overall customer journey. It further investigates the role of digital technology, including CRM systems, in managing customer experience. Finally, the report analyzes customer service strategies to fulfill customer demands and align with business standards. The analysis covers various customer segments, including youngsters, families, and professionals, and the application of relevant marketing strategies to attract and retain customers.

Unit 2: Managing
Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1) Explain value and importance of understanding needs, wants and preferences of target
customer groups .........................................................................................................................1
P2) Explore different factors that drive and influence customer engagement of different target
customer groups..........................................................................................................................3
TASK 2 ..........................................................................................................................................6
P3) Create customer experience map for service sector organisation.........................................6
P4) Discuss customer touchpoints throughout customer experience create business
opportunities................................................................................................................................8
TASK 3 .........................................................................................................................................10
P5) How digital technology is employed in managing customer experience including specific
examples of customer relationship management system..........................................................10
TASK 4 .........................................................................................................................................11
P6) Customer experience strategies in specific service sector..................................................11
P7) How customer service strategies create and develop customer experience that fulfils
demands of customers and business standard...........................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Managing customer experience explains how company controls its interaction with their
customers. Each group of organization focus on how to mange their customers experience in the
organization. It helps in building brand image in the organization and improve the experience of
their customers. Giving the better satisfaction to the customers of the organization is main motive
of the organization, it could help the organisation in effective achievement of goals and objective
with loyal customer base. In this report Clayton hotel city (Çakiroğlu and Çengel, 2020) is
selected, hotel is London based organization which provides stylish and modern rooms facilities
to their customers and provide satisfaction and comfort with their services. This report includes
importance and values of understanding of choice and preferences of their target customers.
Different factors that have an impact on the customer engagement of different target groups.
Customer maps for selected service sectors. Further, how touch points of organisation helps in
better customer experience. Examination of how digital technologies are influences the
experience of customer from the various factors of digital marketing. In the last customer service
strategies for different target groups and evaluation of how customer service strategies help in
development of consumer experience within an organisation.
TASK 1
P1) Explain value and importance of understanding needs, wants and preferences of target
customer groups
Customers have their different needs and want that need to be fulfilled in order to give
them satisfaction from the organization. There are different target groups for the customers that
have different choice and preferences. It is very important for the organisation to understand
these needs of customer. Organisation (Goodman, 2019) needs to have proper information about
the current trends in the market. It could help organisation to identify the proper needs of
customer satisfaction.
Target market
It refers to the standardised form of customers with same choice and preferences about
the product and services. It is the place where company use their marketing strategies to attract
customers towards brand. Target market basically use for the understanding the needs and wants
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of specific target group. These markets define the specific form of group of individuals that have
same choice of preferences.
The customer profile and characteristics of target audience through market segmentation
It is a prospect under which customer's are selected on the basis of same product and
services that business offers to the customer. In this market segmentation of target group is done
on the basis of the respective hotel organization, (Buttle and Maklan, 2019) Clayton hotel city.
Hotel chose their customer on the basis of their needs and wants from they expect from the hotel
organization.
Characteristics of target audience:
1. Age group: Clayton hotel, company provide comfort services and best quality of food
to their customer to increase the satisfaction level of the customers. Age group refers to
the specific age group that can attract to the customer. Thus hotel has targeted the age
group of 15-50 years. Hotel have target both youngsters and quadragenarian age group
they are more attracted towards the better comfort and best quality of product and
services. With group of the people helps organization have more profitability and
revenues.
2. Income group: Clayton hotel, has targeted the individual with the higher paying system
and it is also be affordable to moderate income age group individual as well. This hotel
also attract customer of all the professions for their company meetings and parties. High
level of income groups are more satisfy with the products and services that help the
organization to fulfil their needs and wants
3. Occupation: In the context of (Kim, Beckman and Agogino, 2018) Clayton hotel has
targeted the group who has better occupation and which is includes professionals,
business person and aged individual's as well. They also attract the customers of collage
group that helps them to increase their profits. All the well profiled customers are
targeted in this groups that are the regulation of the hostel.
4. Geographic locations: In the terms of Clayton hotel is located in the main city and it is
very easy for the customers to reach to the hotel. Customers are more attracted towards
the hotels that are located in the main city and it is very beneficial for hotel to increase
its customer base. Hotel offers different discount and offerings to the customers, so that
they can give them best experience from their offrerings.
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Value and importance of Target customer groups
Importance and values of target customer groups of respective Clayton hotel is mentioned
below:
 Customer service- It is very important aspect for the organization which helps them to
increase customer experience. Best customer service can increase the customer loyalty
towards the hotel. Target consumer group helps organization to understand needs and
wants of customers that help them to give best customer experience by the services they
are offering target groups of customers. (Dirsehan and Dirsehan, 2020) Customer services
management is also important for the Clayton hotel because the main motive of hotel is to
provide standard services to their customers and increase the level of satisfaction of
customers. Thus, target market groups of the hotel help them to analyse the requirement
of their customer and provide best experience to them.
 Fulfils social responsibility- It is a responsibilities that is important for the business of
hotel and restaurant to protect and fulfil the social benefits of the society. Social
responsibility includes the protection of environment in effective way without cause any
harm to individual and groups. In relation to Clayton hotel, organization make sure that
they dose not harm to environment and the interest of individual or groups they use
different techniques by they ensure that their hotel is is not cuase the harm to
environment and increase pollution.
P2) Explore different factors that drive and influence customer engagement of different target
customer groups.
Customer Behaviour and attitudes
Customer’s behaviour changes according to their test, preferences, income status under which the
engagement is promoted. In the sustainable amount of changes and preferences increase the
revenue for the organization. Understanding the customer behaviour and attitudes helps Clayton
hotel to analyse the expectation of their customer. (Hussein, Hapsari and Yulianti, 2018) Below
is the detail study of customer behaviour and different factors that have an influence on
customer’s behaviour.
Understanding behaviours and attitudes of customers in several market segments to
develop brand loyalty
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 Complex buying behaviour: It is behaviour of customer's that reflact the way in which
they have made various choices and preferences as per to their needs, wants and the
offers that organization is offering to them. Complex behaviour of customer explain
different behaviour of customer according to the time, situation and the location they live
in. In also dependent on the involvement of the market strategies that is offer by the
organization. Such as discount offers for special group of customer, offering them extra
benefits from the services. That offers are made in order to gain the attention of their
customers towards their offerings. In the context of (Pandey and Chawla, 2018) Clayton
hotel is offering various offers to the different customer groups that help organization to
gain stable growth in the market. Thus understanding the complex behaviour of the
organization help the hotel to provide better services to their customers and improve their
experience from the hotel.
 Habitual buying behaviour: These are the behaviour that is related to the some of the
habit of customers of eating specific food as it explain the favouritism of customers
towards the food they want to eat on the basis of their test. In this context customers with
same taste and preferences that is selective for their food. Customer with same test habits
dose not prefers other product and services. Thus, in the Clayton hotel is selected specific
customer group and offer them the best quality of food according to their choice and test.
Cluster of emotions that destroy and derive value engagement factors
The customer engagement is a continuous process by which business ensure that their
customers get connected to the organization. Business make sure that customer's always get
attracted to the business and operation (Rajaobelina, 2018). Customer engagement helps
organization to build brand image in the eye of their customers and increase the customer’s
loyalty for organization. In the context of Clayton hotel, organization ensure that they have
proper range of strategies that is included within the organization by which growth, profitability,
and success rate of business is increase with continuous progress with the time. It also promotes
better connection with the customers under which positive image can be develop in the mind of
customers and it is more explained below:
 An opportunity for customer engagement- In the context of Clayton hotel,
organization is offers different opportunities that can increase the customer satisfaction
level of customer over continues period of time. It also includes proper collection of
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information under this business have the better changes as per the market expectations
and the needs of customers from the organization. In addition (Centobelli and Ndou,
2019) Clayton hotel also offered various services to increase opportunities and this
process deals the clear and effective interaction and communication with the customers
and target market. It is used to advance the rate of opportunities by which profitable
outcome is developed and organization makes maximum profit. That is mange the
effectiveness of the organization by which the company can gain advantages.
Customer engagement helps organization to increase the share of company and help them
to have sustainable growth in the market. There are various strategies that help the organization
to increase the rate on their customer base below is the detail examination of the various
strategies used by the Clayton hotel.
 On boarding and post-boarding strategies for customer engagement
◦ The manger of Customer experience of Clayton hotel, majorly select the those
customers that are based on the basis of youngster, family and professional group of
the customers and offers them the quality services like serving the modern French
fare inspired foods, club facility, entertainments areas for the kids that can attract the
customers towards the hotel organization. This helps in engaging the group of people
with the organisation in effective and efficient way. Engaging customer could help
the hotel to gain more customer loyalty towards the brand and it can increase the
satisfaction level of the customers within the services of organization.
 Clayton hotel majorly (Shobeiri, Mazaheri and Laroche, 2018) attracts the group of
youngsters and adults people that are actively looking for the time to spend their with
friends and family some time for the change in their daily schedule. To attract the
customers on large base hotel can provides the various offers like child free environment,
classic ambience with soft music and best quality of food that can increase the level of
satisfaction and improve the better experience for the customers. In this they focus on the
all the people who want to spend some time freely and enjoy with their close ones.
 Factors that drive and influence customer engagement- It is very important to
influence the customers form the different target groups so that Clayton hotel can achieve
high success and growth in the market. Some factors that influence customer engagement
of the respective organization are shown below:
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◦ Understand the expectation of customers- The manager of Clayton hotel can
understand the expectation level of the individuals in their organization. That can help
the hotel to target the group of people with the same test and preferences. The main
target group of Clayton hotel (Ng, Sweeney and Plewa, 2019) which organization is
focus on is family groups, high income level people student groups. the customer
have the expectation form the organization for more comfort and entertainment and
hotel can give them high level of comfort level and increase the satisfaction level of
their customers. Hotel is providing various offers to their regular customers which are
more profitable for gaining the customer loyalty for the firm.
◦ Clear communication- Clear and better communication with customer is important
factor to increase the level of engagement of customer from the firm. Better
communication helps the organization to explain the better offering to their
customers. It helps Clayton hotel to be connected with their customers and they have
stable loyalty of customer by the clear communication.
TASK 2
P3) Create customer experience map for service sector organisation
Customer journey experience map
It refers to the representation of all the factors that have impact customers and their
experience from the organization. Customer journey map explain prospects of customers that
helps in achieving the goals of the company. This term also helps the organisation to analyse the
motivation level of customers by understanding their needs, wants, and pain points. In context of
Clayton hotel, customer journey experience helps in outlining the touch points of customers that
helps the organization to gain profit and sale. This helps in getting the valuable insights of
customer experience so that manager of (Prentice, 2019) Clayton hotel can focus on enhancing
customer attraction and increase the profitability of firm. It is based on two aspect pre sale
customer experience service and post sale customer service that can show below:
Stages of customer journey
 Awareness- It is the first step of the map journey of consumer experience which manager
of Clayton hotel can use in creating awareness about the products and services that they
offers to the customers for the better experience and comfort of the customers. From the
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point of view of customer, they analyse the needs and wants according to the choice and
preferences. Awareness is aspect of the customer’s needs on the specific time and
situation
 Consideration and decision making- In this step customers can analyse what is best the
best offering for them and according to the needs and wants they make their purchase
decisions for the specific organization. In context of Clayton hotel manager can use the
various offers to attracts their customers base so that the customers could they take their
purchase decision in the favour of hotel that will enhance the profit and sales volume of
company and increase the customer base which is more beneficial for the future of the
firm.
 Retention- In this stage of customer experience journey, (Yoon and Lee, H.J., 2017)
Clayton hotel can focus on retaining the customers in their organization. In this stage
customers purchase the service and product of the hotel and after that they give their view
point about how was their experience with the organization. This could help the hotel
staff to decide the retention of the customers within the organization. Manager can take
follow-ups and feedbacks of the customers so that their reviews about the organization
can analyse and its help the hotel to changes and development of services according to
the customers can be done. This can help in increasing the sales and profitability of
organisation.
 Advocacy- It is the last stage of customer journey map that shows the customers are
happy with their decision related to buying of product and services of respective
organization Clayton hotel. this is also explain that these customers are retain and loyal
for the hotel on long term if they are happy and satisfy with service.
Deconstructing customer journey and building customer narrative to offer strategic
insights
It is very important for Clayton hotel to effectively analyse the customer journey by time
to time communicating with the customer of organization so that consumers could be engaged
with the hotel for the long period of time. To eliminate the disconnection and deconstruction
hotel could find the way of effectively focus on needs and requirements of customers so that
loyal customer base is to be developed and stable.
Strategies of customer insights
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Clayton hotel is focusing on enhancing and impoveing the customers insights. manager
of the organization can focus on developing various strategies so that objectives and gaols of the
organization can be fulfilled on time and this also helps in boosting the success and growth of the
organization. Some customer insights strategies in context of(Ståhle, Ahola and Martinsuo,
2019) Clayton hotel is explained below:
 Marketing- It is one of the best strategies for customer insight that is followed by
manager of Clayton hotel. Manger of organization can promote their services and
products in the market as a most unique way so that they can attract the customer of the
organization and increase the profitability of hotel.
 Customer interaction- Manager of The Clayton hotel can develops the customer insights
by using customer interaction. The interaction with the customer helps organization to
gain customer loyalty and provide best services to their customers.
P4) Discuss customer touchpoints throughout customer experience create business opportunities
In context of Clayton hotel, manager can focus on touchpoints so that they can attract
major opportunities related to profits and revenues of the organization.
BASIS Pre purchase During purchase Post purchase
Touchpoints In current scenario
customers is adopts the
various services by the
online tools such as
websites, text message, e-
mail etc. for collection of
the information related to
good and services of the
organization because it is
cost effective and also
gives the appropriate
knowledge about the firm
in a small period of time.
For hotel organization it is
very important to offers
the qualitative and
effective services to the
customers and maintain
the engagement with them
after booking the table in
the hotel. the manager of
Clayton hotel can assist
and provide clear
guidelines to their
customers and so that they
offers the better experience
to them.
In Post purcshe
customers can check
the reviews and
feedback related to
services and food
qulity (Smit and
Melissen, 2018)
Clayton hotel before
booking their table
and room in it. In this
consumers who can
use the services of
firm can share their
feedback to the
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organization and that
helps the other new
customers at the time
of taking purchase
decisions.
Perception
of customers
In this customers cannot
attracts with low service
hotels on the basis of the
provide information. In this
the various factors that are
family, friends and
(Sorrentino, 2020.) other
close ones of the customers
print the data can develops
the minds of customers to
plan for consuming
company services form the
specific organization.
This refers on the
ineffective communication
can be done between hotel
and individual that will
creates the dissatisfaction
in customers mind related
to buying services and
product of specific
organization.
In this step customer
can share experience
and feedback about
the hotel to the friend,
family and other
people.
Opinion for
betterment
The Clayton hotel
restaurant can try to design
and develop the new
services for their customers
by getting the new ideas
from customers views and
feedbacks. the firm will
identify the responsibilities
and roles so that have
positive outcomes can be
come out.
The hotel can offers the
training session to
employees and workers so
that they attend in an
effective way of doing
their work in the firm. It is
very beneficial to
communicate effectively
to the customers for
gaining high loyalty base
and retaining for long time
by handling the all their
The users can share
their point of view and
opinion with their
family and friends
related to company
services that they
receive.
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issues and problems.
In the context of Clayton hotel restaurant customer touchpoints are very important and
effective for interacting with customers in a most effective and efficient way. There are some
aspects through based on customer touchpoints which boost customers experience can shown
below:
 Websites- The Clayton hotel can make their own website to interact with customers and
connecting with them. The customers can get data and information relating to the hotel in
effective way so that customers feels more connection with the organization. the manager
of the organization can update their data on the regular basis so that customers get all
information and knowledge about the organization. This could help in development
customer relationship within competitive advantage and gain competitive advantages.
 E-mail- this is an effective way in which company and customers can communicate
directly and effectively. In case of (Ponsignon, Durrieu and Bouzdine-Chameeva, 2017)
Clayton hotel, manager of organisation use the emailing their customers on the regular
basis. and inform them regarding the services and good, offers, discounts and many more
options organization is providing to their customers. This could helps in attracting the
high level base of customers loyalty and profit margin of the hotel.
TASK 3
P5) How digital technology is employed in managing customer experience including specific
examples of customer relationship management system
Customer relationship management
It refers to the combination and coordination of all strategies of organization, software
and process that helps to build long lasting and better relationship between hotel and their
customers. Furthermore, this ensures the every step of interaction between the customer and
employees:
 Operational CRM: This system helps in generating sales and marketing as well as
service processes of the organization. In the terms of respected Clayton hotel, restaurant
can use operational CRM for generating high level of marketing stratgies for their
organisation.
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