Customer Experience Management Report: The Milestone Hotel Analysis

This report provides a comprehensive analysis of customer experience management, specifically focusing on The Milestone Hotel. It begins by exploring the value of understanding customer needs, wants, and preferences across various customer groups, including disabled customers, business travelers, and holidaymakers. The report then delves into the factors driving customer engagement, illustrating these with visual aids such as posters tailored to different customer types. A significant portion of the report is dedicated to mapping the customer journey, identifying key touchpoints like website interactions, review sites, and in-person experiences at the restaurant. The report also investigates how these touchpoints create business opportunities for The Milestone Hotel. Furthermore, the report examines the role of digital technology in managing customer experience and outlines customer service strategies employed to meet and exceed customer expectations, ultimately aiming to create a loyal customer base. The report concludes with a discussion of effective customer management strategies to deliver satisfactory services.

MANAGING CUSTOMER
EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Value and importance of understanding needs, wants and preferences of customer groups
for Rocco Forte Hotels.................................................................................................................1
P2. Different factors that drive and influence customer engagement of various customer
groups within service sector of Rocco Forte Hotels....................................................................3
TASK 2..........................................................................................................................................11
P3. Customer experience map for Rocco Forte Hotels..............................................................11
P4. How customer touchpoints throughout customer experience create business opportunities
for Rocco Forte Hotels...............................................................................................................13
TASK 3..........................................................................................................................................13
P5. How digital technology is engaged to manage customer experience within service sector13
TASK 4..........................................................................................................................................15
P6. Customer service strategies in service sector......................................................................15
P7. Customer service strategies to create and develop consumer experience meeting their
requirements and standards of business.....................................................................................16
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

LIST OF FIGURES
Figure 1: Customer engagement driving factors of Rocco Forte Hotels.........................................4
Figure 2: Poster for Student Customer type....................................................................................5
Figure 3: Poster for Disabled Person Customer type.......................................................................6
Figure 4: Poster for Holiday maker Customer type.........................................................................7
Figure 5: Poster for Gym Instructor Customer Type.......................................................................8
Figure 6: Poster for Business person Customer Type.....................................................................9
Figure 7: Poster for Couple on a first date Customer Type...........................................................10
Figure 8: Poster for Mothers with babies Customer Type.............................................................11

INTRODUCTION
Customer experience management is the assembling of an organization’ processes used to
track, organize and oversee interactions and dealings between a client and firm that includes
customer’s perceptions during the customer life cycle (Peppers and Rogers, 2016). Report on
managing customer experience is prepared for the purpose of understanding how hospitality
businesses manages customer experience by analyzing their needs and conducting after sales
follow up. It will explain certain market needs and segments for service industry, customer’s
interaction with hospitality businesses with advance technology and digital initiatives to improve
communication with them. The assessment will be analyzing the customer experience
management of The Milestone Hotel on buying expectations and post purchase satisfaction. It is
a luxurious five star grade 2 listed hospitality firm in Kensington, London. Assessment will also
explain effective customer management strategies that The Milestone Hotel practices to deliver
satisfactory services to their customers.
TASK 1
P1. Value and importance of understanding needs, wants and preferences of customer groups for
The Milestone Hotel
Hospitality businesses targets specific customer groups by segmenting them on the basis
of their needs, requirements and demands to render services and products. These are the
available buyers and consumers within The Milestone Hotel serviceable market to which
business aims and position to sell its product and services by rendering a satisfactory experience.
For example; The Milestone Hotel's target strategy is based on rendering hospitality services
and market segmentation where luxury and premium customers with high income level and
spending power is targeted mainly. Understanding customer needs and preferences of potential
customers of The Milestone Hotel helps the business in optimum utilization off its available
resources and required services for the market. Determination of customer needs, preferences
and demand will help The Milestone Hotel The Milestone Hotel in strategic decision making
and fair market positioning (Nambisan and Watt, 2011).
The changing demands and taste of The Milestone Hotel customers varies depending on
the nationality, culture, income level, accommodation requirements, spending power and
capability. For the same The Milestone Hotel targets these customer groups according to
demographic factor, income and spending power of customers and their requirements thus
1

develops an understanding of the likes and interests of majority of population in the economy.
This would assist The Milestone Hotelin targeting individuals who are likely to express high
status and avails luxurious services rendered by the hospitality business offered at premium
prices. Therefore, meeting requirements and expectations of customer groups by analysing and
predicting their interests and likes on hotel preferences will help The Milestone Hotel to
understand, develop loyal and potential customer base across the globe by achieving trust of
clients and improving services rendered according to their stay and travel preferences
(Biedenbach and Marell, 2010).
Questionnaire for understanding Customer types and their needs, demand and requirements
Customer Group Needs and requirements
Disabled Customer  Access of ramp next to front steps, doorways, stairs and
lifts
 Sufficient space to pass between tables and equipment’s
 Low calorie meals
 Menus written in brail
 Meals brought to the bedside
 Intimate atmosphere
 Nappy changing facilities
 Calorie information printed on the menu
Business person  Wi-Fi facilities and internet connectivity
 Mobile phone charging points
 Poolside services
 Fruit and vegetable smoothies
 Menu in more than three or four different languages
 Waiters wearing dinner jackets and bowies
 Meeting rooms and conference halls
 Nice scenery view from the window
 Healthy dishes
 Calorie information printed on the menu
Holidaymaker  Nutritious and quality food
 Mobile phone charging points
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 Wi-Fi and internet connectivity
 Entertainment facilities, events, parties etc.
 Fun activities
 Fruit and vegetable smoothies
 Poolside services
 Calorie information printed on the menu
 Nice scenery view from the window
P2. Different factors that drive and influence customer engagement of various customer groups
within service sector of The Milestone Hotel
Customer engagement is the business communication association among customers and
The Milestone Hotel through several channels of correspondence which can be interactions,
reactions, customer experience or effects regarding products and services rendered by the
organization (Lemon and Verhoef, 2016). There are different factors that influences customer
engagement of various groups of customers within hospitality businesses of The Milestone Hotel
 Understanding of customer expectations, needs, preferences and requirements build a
long lasting relationship between customers and The Milestone Hotel The Milestone
Hotel
 Valuing customer and their demands by rendering valuable information’s and providing
ambient services
 Rendering satisfactory and excellent hospitality services helps The Milestone Hotel to
maintain a satisfied customer base
 Provide customer information regarding products and services, respond to queries and
taking feedbacks through channels of communication including online as well as offline
 Follow up with customers to secure them and render better service to attain their
satisfaction and improvise areas as required
 Good employee engagement and fair services will attract customers towards The
Milestone Hotel
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Figure 1: Customer engagement driving factors of The Milestone Hotel
(Source: Agent Performance and Customer Satisfaction, 2004)
Customer engagement factors influencing customer on boarding strategies for different target
customer groups within The Milestone Hotel
The Milestone Hotel focuses on interactions of customers with business from the early
touchpoints of sales and services rendering and on boarding them and continuing the same in
entire lifecycle with organization. Hospitality services of The Milestone Hotel combines
customer on boarding strategies and experiences for engaging customers towards their business
by building relationship with potential clients, understand their needs and preferences and deliver
satisfactory services and products (Introduction to Customer On boarding, 2018). These
strategies are shared among all employees of The Milestone Hotel to make use of their efforts to
drive customers into the business in a consistent and attractive manner. Understanding the
expectations and requirements of customers are the major strategy applied by The Milestone
Hotel to attract and on board customers into their business on the initial level itself. Development
of service or product standards on basis of findings to retain lost customers and examining needs
of existing and market trends over time and implementing them in The Milestone Hotel business
helps in attracting potential clients (Klaus and Maklan, 2013). Building partnerships, maintaining
relationships and direct response marketing are some other factors that would drive customers
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interest towards The Milestone Hotel's hospitality service where client feels comfortable in all
matters.
Different target customer groups need and expectations in customer engagement for The
Milestone Hotel
Figure 2: Poster for Student Customer type
5

Figure 3: Poster for Disabled Person Customer type
6

Figure 4: Poster for Holiday maker Customer type
7

Figure 5: Poster for Gym Instructor Customer Type
8

Figure 6: Poster for Business person Customer Type
9