Managing Customer Experience: Riverbank Park Plaza Hotel Analysis

This presentation focuses on managing customer experience within the context of Riverbank Park Plaza, a five-star hotel. It begins by defining customer experience and highlighting the importance of understanding the needs, wants, and preferences of target customer groups, including business executives, families, leisure travelers, and tour groups. The presentation emphasizes how understanding these preferences enables the hotel to develop relevant products and services, retain customers, foster loyalty, and communicate effectively. It then explores factors that drive and influence customer engagement, such as personalization, responsiveness to customer queries, customer relations, and providing adequate information. The presentation concludes by referencing sources on customer perception, engagement, and value, offering a comprehensive overview of customer experience management in the hospitality sector. The presentation provides insights into customer experience mapping and creating business opportunities through different customer touchpoints.

Managing the
Customer Experience
The value and importance of understanding the
needs, wants and preferences of target customer
groups for hospitality services

 INTRODUCTION
 LO1
 P1 Value and importance of understanding the needs, wants and
preferences of target customer groups for Riverbank Park Plaza
 P2 Different factors that drive and influence customer engagement of
different target customer groups within Riverbank Park Plaza
Table of contents

 Customer experience can be defined as overall perception of customers about their
experience with a business or brand.
 This presentation will discuss about value and importance of understanding needs
wants and preferences of target customer group and factors that drive at influence
customer engagement with an organisation.
 Followed by this presentation will also include customer experience map and creation
of business opportunities for an organisation through different customer touch points.
 This discussion and presentation contextualize Riverbank Park Plaza. It is a five star
hotel that belongs to Park Plaza hotels and resort which was founded in 1986 and is
owned by Radisson Hotel group.
INTRODUCTION

The needs and expectations of
market segments for the
service industry
LO1

4 target customer Groups for Riverbank Park Plaza includes business executive,
middle and upper class families, leisure travellers and tour groups with customers
looking for luxury Hospitality Services.
Importance of understanding needs wants and preferences of target customer group
Riverbank Park Plaza are-
 Enables to understand what attracts customers towards business
 Products and services can be developed according to needs, wants and preferences
 Ensuring retention of customers
 Developing customer loyalty
 Communicating with right customer/target market
P1 Value and importance of understanding the needs,
wants and preferences of target customer groups for
Riverbank Park Plaza

 Personalization- Personalization is concerned with offering a customer services according to their
individual requirement and preference which is exclusively developed for them.
 Responding to each and every query- Responding to each and every query is very important which
suggest that customers are important for business. This also contribute in creating positive image of
business in minds of customers. This enables business to encourage customer to engage with business
and its activities.
 Customer relations- Customer relations refer to staying connected with customer and to keep them
connected with business. This is one of the factors that can drive and influence customer engagement
specifically when a customer has already used the services of Riverbank Park Plaza.
 Adequate Information- In present times through internetcustomerscan collect information of every
business. This enables them to compare services and offerings of different hospitality organisations on
the basis of value that they can get from a particular organisation.
P2 Different factors that drive and influence customer
engagement of different target customer groups within
Riverbank Park Plaza

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REFERENCES