Customer Experience Management in Hospitality: A Presentation

This presentation provides a comprehensive overview of customer experience management within the hospitality industry. It begins by defining customer experience management and its importance, followed by an exploration of market segmentation and customer profiling, detailing how businesses can divide their customer base and identify key customer characteristics. The presentation then examines customer needs, wants, and expectations, using examples of target customers such as business travelers, disabled individuals, and children. It further explores the drivers of customer engagement, including prioritizing customers, humanizing the brand, and effective communication strategies. Various strategies employed for on-boarding target customers, such as demographic, geographic, psychographic, and behavioral segmentation, are discussed. The presentation concludes with a customer experience map, outlining the customer journey through touchpoints such as website interactions, reviews, telephone inquiries, and feedback mechanisms. The importance of touchpoints in shaping the overall customer experience is emphasized, highlighting the need for hotels to meet customer requirements to ensure repeat business. References to academic sources are included to support the analysis.

Managing Customer
Experience

Cover Content
 Introduction
 Market segmentation and customer profiling
 Customer needs, Wants and Expectation of customer
 Drivers of customer Engagement
 Different strategies
 Customer's Journey
 Touch point
 Conclusion

Introduction
 Customer experience management is an art of satisfying the
customer by meeting its requirements.
 Management of customer experience is must of an organization
which is working in hospitality industry.

Market Segmentation And Customer
Profiling Activities
 Market segmentation is the art of dividing a group of customers to a
specific product or service, based on different characteristics.
 Customer profiling includes the identification of services to customers
which they require to avail by organization.
 When organization carries out the market segmentation and customer
profiling it allows them to satisfy the customer.

Needs, Wants, Expectations And Profile
Of Customer
Customers Needs Wants Expectations
Business people Internet access
Meeting rooms Newspaper and books
Snacks and beverages Electric plugs
Hygiene
Primary School
Children (who are
visiting hotel)
Entertaining Environment Burgers, Noodles etc. Crayons and Colouring
books
Disabled Person Low Calorie meals
Access ramp Wi-Fi Space to pass between
tables.

Cont...
• With the help of segmentation company can identify its potential
customers to whom the product is manufactured.
• Target Market is defined as the group of consumers at which
company is aiming to launch its product and services.
• The needs, wants and expectations of company help them to fulfil
their requirements.

Target Customers
Business Person: These are the customer group which requires a calm and
peaceful environment to dine and arrange business meetings.
Disabled Person: These are the targeted customer group which requires the
special arrangements from its service provider.
Primary school children: These are the customers which requires
entertaining environment so that they can enjoy their time.

Drivers of Customer Engagement
 Priority: Customers should given priority so that their engagement can
be increased in organization.
 Humanizing Brand: It allows the customer to attract towards the
organization.
 Communication: Proper communication help the company to make
the customer feel important for company.

Strategy employed for on-boarding of
target customer
 Demographic Segmentation: Customers are targeted on the basis of age,
sex, class, income etc.
 Geographic Segmentation: Customers are differentiated on the basis of
geography in which they live.
 Psycho-graphic Segmentation: Customers are divided ion the basis of
traits, values, attitude and interest.
 Behavioural Segmentation: It divides the customers on the basis of their
behaviour.

Conclusion of Different Strategies
 Market segmentation
 Customer Profiling
 Customer engagement

Customer Experience Map
 Website: It is the starting point of interaction of a customer on
Thomas Cook's website
 Reviews: When customer satisfies with the website information, it
will check about the reviews of Thomas Cook
 Telephone: After satisfying with the reviews customer will call the
hotel premise to book its facility which is requires.
 Feedback: It is the final step of journey of customer.

Touch Points
 Touch points can be the interaction of customer within the
premise of hotel.
 The interaction include level of services, such as housekeeping,
food, accommodation and other facilities.