HNC/HND Unit 2: Customer Experience Report - Hilton Hotel Analysis

This report examines customer experience within the context of Hilton Hotel, focusing on understanding customer needs, wants, and preferences across different target groups including travelers, business organizations, and families. It explores factors influencing customer engagement, such as customized services, room amenities, and meeting facilities. The report includes a customer experience map outlining pre-tour, during-tour, and post-tour touchpoints, emphasizing the importance of online portals, customer feedback, and continuous service improvement. It also identifies how customer touchpoints like websites and telephone communication create business opportunities and contribute to maintaining brand reputation. The analysis highlights the significance of analyzing customer needs, satisfying all the requirements, and providing excellent customer service to maintain sustainability and increase the growth rate of the organization.

Induction
Understanding
customers

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Value & significance of wants, needs & preferences of target customer groups..................3
P2 Different factors which influence customer engagement of different target customer
groups..........................................................................................................................................4
TASK 2............................................................................................................................................4
P3 Develop a customer experience map.....................................................................................4
P4 Customer touch-points throughout the customer experience create business opportunities. 5
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................7

INTRODUCTION
Customer experience is an important factor helps in maintaining sustainability and raising
the profit ratio in an effective manner. For an organisation it is essential to examine customer
experience so that they can modify their strategies according to the requirements and needs of
customers (Singh, 2017). In the present report, Hilton Hotel is used as a base company which is
located within United Kingdom. This report includes discussions about requirement and
demands of customers, developing customer experience map as well as various factors which
influences customer engagement.
TASK 1
P1 Value & significance of wants, needs & preferences of target customer groups.
In today’s world customers are the king who consumes all the goods and services offered
by companies (Setyaningrum, 2017). Therefore, it is very essential for the management team to
identify their needs and demands. In the present context of Hilton Hotel it has been identified
that target customers of the organization includes travellers, business organisation, families. For
this, managers of Cosmo restaurant are going to conduct a study which helps them in satisfying
the needs and wants of consumer .
Customers Needs and wants
Travellers  Customised services
 Attractive views from the room
 Wi-Fi facilities
Business organisation  Conference hall
 High quality meeting rooms
Families  Customised room services
 Range of choices as per requirements
 Package system

With the help of above mentioned chart it can be said that there are different types of
customers having their own requirement and needs from Hilton hotel. Therefore, it is important
for the whole management of company that it is necessary analyse their target customers needs
and wants so that they can satisfy their wants and maintain sustainability for a long period of
time.
P2 Various factors which influence customer engagement of different target customer groups.
Customer engagement refers to the basically the relationship among the customer and the
company. Companies adopt both offline & online methods so as to connect with large number of
customers. It has been identified that with the help of ECRM technique management team of an
organization will be able to maintain relations with customers.
Travellers: It consists all those individuals who loves to travel and wants to explore new
places. Their requirements are quite different from other targeted customers as they prefer
customised services and unique stay places where they gain new experience (Sakas,, Drivas and
Kavoura, 2015). In the present relation with Hilton Hotel, managers provide customised services
and give them rooms with unique views and surroundings.
Business organisation: In the present context of Hilton Hotel, managers provide
conference and meeting hall to the business organisation so that they can conduct their Official
meetings at hotel in an effective manner. By providing them high quality service to the clients
who belong to different businesses help them in maintaining their brand image at the competitive
marketplace.
Families: They are the people who go for family vacations where they requires
personalised packages as per their requirement. In the present case Hilton Hotel, managers
examine needs and wants of such customers and provide them customised services to retain in
organisation for a longer duration of time (Horner and Swarbrooke,, 2016).
TASK 2
P3 Development of map of customer experience .
It refers to various tools which are adopted by large number of organizations in order to
examine the perception of customers towards the services offered by them. In the present report,
it has been considered that consumer experience map are very essential factors . In reference to

Hilton hotel, managers of the company adopt mapping method on a continuous basis so that they
will be able to know about the perception of customers.
Pre Tour During Tour Post Tour
Touchpoints At present, customer
adopt online portals in
order to search
information regarding
anything. This is one
of the easiest method
as it saves cost as well
as time (Cheung and
To, 2016).
It is required to
give qualitative
services once the
booking is
confirmed by
customers.
It is said that
customer examine
feedback and
comments and
then make
perception towards
the company.
Customer perception This is the phase
where customers
create perceptions
towards the company
on the basis of print
media and then take
decisions accordingly.
Customers usually
feel unsatisfied
when there is no
proper interaction
between the local
residents.
This is the point
where travellers
share their
experience with
friends, family,
colleagues.
Ideas for improvement Companies might
improve their services
so that they can gain
positive response from
customers by getting
regular feedbacks
from them.
It is essential to
provide training to
tour guides in order
to improve
themselves in
various manner.
At this phase,
consumers share
their experience as
well as photos
with each others.
P4 Customer touch-points throughout the customer experience create business opportunities.
It is said that touch point of customers takes place when individuals interact with the
organisation for a very first time in order to consume their services and products (Singh, 2018).

For making a positive interaction with customers, management team of Hilton hotel use some
techniques which are going to be discussed as follows:
Website: In today’s world every organization wants to maintain appropriate competition
for this they decides to make their official website where they can share information related to
the service offered by them . In the present context of Hilton hotel, marketing manager provide
all the required information on their website so that it becomes easy for the customers to know
about different services offered by company (Bahari and Elayidom, 2015) . This as a result
increase the knowledge of customers and help the company to maintain their brand in
competition at the competitive marketplace.
Telephone: It is considered as one of the most common method of communication which
takes place among the organization and the customers. In the present context of Hilton Hotel,
large number of customer prefer telephonic communication in order to confirm booking.
Therefore, managers need to hire candidates who have effective communication skills so that
they can assist in increasing the overall profitability of the company .
CONCLUSION
From above analysis, it is said that customer experiences helps in maintaining
sustainability and increasing growth rate of the organization. Before operating business
functions at the marketplace it is essential to identify the needs and requirements of target
customer so that they attain positive results. Along with this by satisfying all the requirements in
an effective manner, management team of the hotel will be able to maintain reputation of the
company in an appropriate manner.

REFERENCES
Books and Journals
Bahari, T.F. and Elayidom, M.S., 2015. An efficient CRM-data mining framework for the
prediction of customer behaviour. Procedia computer science, 46, pp.725-731.
Cheung, F.Y.M. and To, W.M., 2016. A customer-dominant logic on service recovery and
customer satisfaction. Management Decision, 54(10), pp.2524-2543.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Sakas, D.P., Drivas, I.C. and Kavoura, A., 2015. Simulation model for commercial success of
customer behaviour. Procedia Economics and Finance, 24, pp.598-605.
Setyaningrum, R.P., 2017. Relationship between servant leadership in organizational culture,
organizational commitment, organizational citizenship behaviour and customer
satisfaction. European Research Studies, 20(3A), p.554.
Singh, A., 2017. Effects of customer perception and social interactions on brand equity:
automobile sector. International Journal of Data Analysis Techniques and
Strategies, 9(1), pp.75-98.
Singh, D., 2018. Comparative Analysis of Clustering Techniques for Customer Behaviour.
In Soft Computing: Theories and Applications (pp. 753-763). Springer, Singapore.