Analyzing Customer Experience Management in the Hilton Hotel

This report provides a comprehensive analysis of customer experience management within the Hilton Hotel, covering market segmentation, understanding customer needs and wants, consumer behaviors, and factors influencing customer engagement. It delves into customer experience mapping and discusses how to create business opportunities through enhanced customer experiences. The report also examines the impact of digital technology and customer relationship management (CRM) on managing customer interactions, highlighting both advantages and disadvantages. Furthermore, it evaluates customer service strategies implemented by Hilton, their effectiveness in developing customer experience, and provides recommendations for improvements in the industry. The document is available on Desklib, a platform offering a wide range of study resources for students.

EXPLORING HOW TO
MANAGE THE
CUSTOMER
EXPERIENCE

ASSIGNMENT 1.............................................................................................................................4
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Introduction to company.........................................................................................................1
Description on market segmentation and its characteristics...................................................1
3. Explanation on importance of understanding the needs and wants of customer of the target
customer group.......................................................................................................................2
4. Description on the consumer behaviours and attitudes of differ market segments to build
brand loyalty and trust............................................................................................................3
5. The factor that helps to drive and influence the customer engagement of different target
groups.....................................................................................................................................3
6. Define range of differ target customer groups and their need and expectation in terms of
engagement.............................................................................................................................3
7. Description on customer experience map...........................................................................3
8. Description on details customer experience to create business opportunity......................4
9. Discussion and analyse to influence the behaviour, response and action of its customers.4
CONCLUSION................................................................................................................................4
ASSIGNMENT 2 ............................................................................................................................6
1. Introduction .......................................................................................................................7
2. Description of customer relationship management. ..........................................................7
3. Description on how digital technology in managing the customer experience with the
selected restaurant..................................................................................................................7
4) Advantages and disadvantage of CRM system for retaining customer.............................8
5) Explaining customer service strategies in Hilton Hotel and Resort...................................9
6) Evaluation of how customer service strategies create and develop the customer experience 9
7) Evaluation of delivery of customer service strategies and communication and justifying
recommendation to the industry for improvement in developing customer experience......10
8. Conclusion of the report...................................................................................................11
REFERENCES..............................................................................................................................12

ASSIGNMENT 1

INTRODUCTION
Customer management is process that works as to track, oversee and organize every
interaction between the customer and organization through customer life-cycle (Bolton and et.al.,
2018). By managing it, there can be possibility in terms to boost revenue with increment in sales
from the existing customers and new sales from word of mouth. With help of improving the
customer loyalty by the valued and memorable customer interaction there can be possibility in
term to there is possibility to enhance customer satisfaction, loyalty and advocacy. The present
report is based on hotel industry as Hilton on Park Lane, it is situated in London, United
Kingdom. Furthermore, report will cover the following things as market segmentation,
understanding the needs, wants and preference of target customer groups and customer
experience group.
TASK
Introduction to company
The Hotel Hilton is situated in London at park lane and it provides the greater services to
customers. With the help of providing better accommodation facilities the all firm is getting
global leading image (Choo and Tan, 2017). It is the American multinational hospitality
company and it works as to manages and franchises brand portfolio of hotel and resorts. This
firm provides better accommodation facilities to its customers and profitability of the firm tends
to enhanced.
Description on market segmentation and its characteristics.
Market segmentation can be defined as process that works as to dividing the market into
the groups or segments that is based on differed characteristics. With the help of better market
segmentation there can be possibility in term to personalize the marketing segments in the better
mode. In addition to this, it can be said that market segmentation also reduce the risk of the
unsuccessful and ineffective marketing campaign (Khan and Rahman, 2017). This kind of
segmentation allows to target the customers so that there can be possibility of the growth to the
enterprise. Thus, it has been defined in following manner as are-
1. Geographic segmentation- Geographic segmentation creates the better target for the
customer groups and it is based on the boundaries of geographic needs as it is based on
the needs, preference and interest and this all depends over the climates and Geo-
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graphical regions of customers (Männistö, 2017). This is the term that is helpful in terms
to determine the sell and advertise and there is possibilities to have expansion in the
business activities.
2. Demographic segmentation- Thus, this kind of segmentation sorts with the help of
factors as age, education, income, family, size, race and gender ( Marchesani Piccoli and
Lui, 2017). It is one of the most common forms of segmentation and this all based on the
demographic factors. Hilton hotel divide market on the basis of demography. Its target
customers includes high income people. In this, the income and price of the hotel services
plays the major role in term to influencing the behavior of the customer in the greater
context. In this, customer will decide that how much he has power in term to spent on it
so that all things can be done in better mode.
3. Psycho-graphic segmentation- This is the segmentation that also works as to have
division of markets as per values, opinion, and interest of the customer. Thus, it is totally
dependent over the choice of the customers. The Hilton can be to have enhancement in
sunniness activities with the help of providing positive services to the customers.
3. Explanation on importance of understanding the needs and wants of customer of the target
customer group.
The identification of target market aid to firm in terms to develop effective marketing
communication strategies. The target market is helpful in terms to sharing the small need and
characteristics that firm hopes to serve. Thus, it must be defined in following presented manner
as-
Importance of understanding the need, wants and preference of the target customer groups-
 Identification of customer groups- It is essential to understand the needs of customers
and the services that must be delivered to them in the better mode. By knowing the
demand of the customer it will be easy to provide better products and services as per
their demands.
 Helps in successful brand development- Under this, to improve the quality of brand it is
essential to consider the needs of the clients. By providing quality services and better
product to customers, the firm is able to successfully developed the brand in market.
 Promotes customer loyalty- There are number of firm that works as to valuing the
customers by providing them better quality products (Tung, Chen and Schuckert, 2017).
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The customer will remain royal to the firm if their demand and expectation are fulfilled
by Hilton.
4. Description on the consumer behaviours and attitudes of differ market segments to build brand
loyalty and trust.
The market segmentation will be helpful in order to target the specific customer groups
so that the need and demand of the customer can be fulfilled. Thus, segmentation help to
identify the customer and their choice and preference can be analyzed in better mode. Thus,
market segmentation is the goals of the firm to develop the different marketing activities in the
better mode.
5. The factor that helps to drive and influence the customer engagement of different target
groups.
There are number of factor that work as to directly or indirectly affect the decision of the
customers and it has been defined below:
 The brand name of the entity always attract the customer to visit the place for once.
 The better quality of product leads to gain the competitive advantage in market ( Khan
and Rahman, 2017).
 Hilton should provide better services at the affordable price so that it can be possible to
build and enhance the trust of the customers.
6. Define range of differ target customer groups and their need and expectation in terms of
engagement.
The customer satisfaction reflects the expectation and experiences that customer has with
the product and services. It is helpful in order to reflect both past and current product evaluation
and user experience. Information can be collected with the help of things as advertisement, sales
person, friends and associates etc. in this term, it can be said that the customer hold both kind of
performance expectation for attributes, features and benefits of product and services (Yoon and
Lee, 2017 ). For example: Business class people wants wi-fi facilities, meeting rooms etc. for
conducting meetings in proper way.
7. Description on customer experience map.
Customer experience map is the process that work as to visually and strategically laying
out and mapping the all customer experience and interaction as per the brand of the enterprise
( Choo and Tan, 2017). This is the map that provide online assistance to the customers and it
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also based on gaining the overall pictures of the customer interaction so that all things can be
conducted in better mode. Thus, it can be said that customer is the kind of visual representation
of the entire customer journey.
8. Description on details customer experience to create business opportunity.
The better experience of the customers from the Hilton will help the hotel to develop the
more business opportunity. The effective services will always leads to enhance the profitability
and productivity to the enterprise (4 Technologies Driving The Future Of Customer Experience,
2018.). Thus, Hilton should provide quality services within the affordable cost so that brand
image of the entity can be sustained in market for the longer period. Furthermore, customer
experience is kind of interaction that that happens between the customer and organization
throughout their business relationships. In this, it can be said that customer experience is the one
expect of the entire customer experience in the market.
9. Discussion and analyse to influence the behaviour, response and action of its customers.
The behavior of consumer towards the enterprise plays the essential role in order to
predict the future growth of firm. Thus, there are number of the selection process that helps to
underlined various factors as tendencies, attitudes and priories of people etc. In addition to this,
it can be said that the advertisement plays the essential role in order to influence the purchasing
decision of the customer, with help of it firm can able to gain competitive advantage (Bolton and
et.al., 2018). The behavior of the consumer can also be influenced with number of the shades as
likes, dislikes, priorities and values so that it can be understood and analyzed in the prioritize
manner.
CONCLUSION
Based on the above report it can be concluded that customer experience is the term that
plays the essential role in order to perform the each thing in the better mode. This report is based
on the business activities of the hotel Hilton. In this report, the various things has been covered
as customer experience map, details of things that influence the customer behavior and the
different target group has helped in terms to manage the experience of the customer in market.
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5

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ASSIGNMENT 2
1. Introduction
The customer experience management is the term that is defined as the practice of
designing and reacting to customers in order to have better expectation to meet or exceed the
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customer expectation (Bolton and et.al., 2018). This is one of the better strategy that works as to
process the change in the technical advancement so that there is possibility to bring advancement
in technical advancement. This is the term that is helpful in order to enhance the customer
satisfaction, advocacy and loyalty.
2. Description of customer relationship management.
The term customer relationship management refer as to strategies, practices and
technologies that firm use to manage and analyse the customer interaction and data throughout
the customer life-cycle. This is the effective term that works as to bring improvement in the
customer service relationship and assisting in the retention of buyers so that high growth of the
sales can be derived (Choo and Tan, 2017). This is the term that works as to track the customer
interaction and to have better mode to automate the certain business function that leads and
attract and obtain the new customer in the markets. This is the system that is also inclusive of
the techniques that can work as to create the geographic marketing campaigns and this all
interacting with the customer in better mode.
3. Description on how digital technology in managing the customer experience with the selected
restaurant.
With the use of smart techniques there can be possibilities in order to lead the recognition
that can influence the customer by knowing their preference in market. In addition to this, it can
be said that the customer interaction is the better tool that helps to advance the providing the
better products and services. This kind of things will be helpful in order to bring the competitive
advantage in the market. By technical advancement it is possible to take the regular feedback
from the customer and it is better in order to capture the feedback from the customers. The
technical advancement helps to foster the growth of the enterprise (Khan and Rahman, 2017). In
addition to this, the main advantage of the technical advancement is to gain the competitive
advantage in the market. In this term, it can be said that by meeting expectation of customers and
to attract with the highly talented employees there must be implementation of digital
advancement. With the advent of technological advancement, it will be easy to mapping the
journey of customer and this term is helpful in relation to enhance organizational flexibility and
efficiency. In addition to this, technological advancement is very crucial in hospitality industry
the digital innovation uses to attract the customers. In addition to this, technology driven helps to
connect to check ins at hotels. Thus, it can be said that emerging hotel technology trends are
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automating and simplifying the day to day activities of the enterprise. Furthermore, the cloud
technology, artificial intelligence and big data assists to enhance the guest experience with the
help of technical advancement and and this also put direct impact over hotel revenue (Männistö,
2017).
4) Advantages and disadvantage of CRM system for retaining customer
The purpose of CRM is it help business use human resource and technology to gain
insight into the behavior and value of customers.
Advantages
 CRM system provide better customer services that are exactly what your customer want.
It help Hilton hotel to fulfill the customer need and retain the customer.
 New customer can be discovered by the CRM technology.
 It simplifies the sales and marketing process, which directly and efficiently affect on
consumer ( Marchesani Piccoli and Lui, 2017).
 CRM system help the industry to build long term relationship with the consumer, it can
be small but meaningful functions, such as sending birthday wishes to their consumer.
Disadvantages
 The psychology of being tracked with the implementation of CRM can sometimes make
consumer feel worst.
 Depend only on CRM can make Hilton in trouble in some situation where record is loss
of information data.
 It feels difficult to integrated with other management system.
5) Explaining customer service strategies in Hilton Hotel and Resort
The success or failure of the business depends on services in hospitality industry. Only by
slashing prices and offering promotions hotel can attract customer once, but it will make profits
only when the industry will be able to attract customer again and again towards it. This can be
accomplish only by proving excellent customer service (Rajaobelina, 2018). Hilton deliver
consistently higher level of customer service. Successful execution of this strategy will depend
on how well the staff and employees of Hilton Hotel provide quality services to their guests. The
strategy focuses on how the hotel handles the customer as well as proper training of employees.
The various principles of customer service starts from making first impression in front of
customer. The Hilton hotel and resort focus on different customer service strategy:
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