Detailed Customer Journey Map Analysis and Recommendations for Hotels

This report provides a detailed analysis of a customer journey map within the context of the hotel industry, specifically referencing the Crown Plaza London. The report outlines the various stages of the customer experience, starting from initial website engagement, through the stay, and concluding with post-stay follow-up. It examines the role of websites, e-mails, and staff interactions in shaping customer perceptions and satisfaction. The analysis emphasizes the importance of providing excellent service, fulfilling customer needs, and gathering feedback to improve the overall guest experience. The report also discusses the significance of offering discounts and promotions to attract and retain customers. The conclusion highlights the customer journey map as a vital tool for understanding and enhancing every aspect of the customer's interaction with a hotel brand.

COUSTOMER
JOURNEY MAP

Cover Content
• Introduction
• Arriving of customers
• During the stay
• After the stay
• Conclusion
• References

Introduction
A customer journey map is the representation which depicts the stages of
customers go through when company interact with their customers for
purchasing goods online to accessing the customer services. Along with
this, customer journey map is visual representation of every customer
experience and it will assist in tell the story of customer experience with
company brand from original engagement.

Main Body
Customer journey map is essential to have good CJM strategy since this
enables in identifying the desires and expectations of individual customers.
This will provides appropriate services and products at each stage in their
customer journey. This is essential for develop personnel for different
types of customers which receive in the hotel. Since they have various
requirements and needs during this journey.

Arriving the customers
Website – it is that method which attract large number of customers towards
organisation products and services. With the help of websites, company are
promote their goods and facilities among their customers. This includes
association to Crown Plaza London food, environment, ambience and so
more. For this, they are getting knowledge about everything related to
specific hotel.

Contd..
E-Mails – This is the best source through which hospitality industry can
provide various information related to new offerings, discounts and
communication with their clients. With the help of this, they can easily
analyse their guest views and reviews regarding the Crown Plaza hotel
services. Through email, they can easily analyse their customer’s
feedbacks and response towards their employees behaviour and attitude.

During their stay
It is the main duty and responsibility of hospitality industry is to provide
effective services and facilities to their customers during the stay time. At
the time of stay, there are various things which should be done by staff
members for make their guest happy and comfortable at the place. Firstly,
they are required to be friendly with their customers and provide all useful
things. Also hotel employees need to fulfil all their needs and demand in
proper manner.

Contd..
They required providing them appropriate room where all things are neat and
clean. Staff members of hotel are offer them drink while enter in the
Crown plaza hotel while waiting. The hotel manager guides their staff
members to carry their guest luggage before entering in the room. This is
the necessity of hotel manager is to provide telephone services to their
customers on which they are order anything from staff members. The
person who will take should be professional and polite in talking.

After the stay
Fallow up emails – It is the main duty and role of hotel manager is to provide
appropriate services to their customers in better manner. Also satisfying
and fulfil their all needs and demand effectively. After stay of guest,
Crown Plaza fallows their email and taking reviews and views of them
regarding service acquire from the hotel. With this, they can attract large
number of customers and analyse their opinions about hotel facilities.

Contd..
Feedback – This is required for Crown plaza hotel is to taking feedback and
response to their guests regarding services provided by staff members. The
hotel manager responsibility is to give best facilities to their customers and
fulfil their needs according to the requirements. The negative point is that
if hotel manager does not get response and feedback of their customers
regarding the service provided.

Contd..
Discounts and promotions – After stay, the main role of hotel manager is to
giving promotion to their staff members who are satisfying all guests
demand in better manner. For attracting existing and new guests, hotel start
offer for giving discounts in their room accommodation charges and some
additional services. This will assist in gaining attention of more and more
people from the organization. The negative point is that they are able to get
discounts to all the guest.

Conclusion
From the above mentioned report, it can be analysed that customer journey
map is visual representation of every customer experience and it will assist
in tell the story of customer experience with company brand from original
engagement. This will provides appropriate services and products at each
stage in their customer journey. This is essential for develop personnel for
different types of customers which receive in the hotel.

References
• Rosenbaum, M.S., Otalora, M.L. and Ramírez, G.C., 2017. How to create a
realistic customer journey map. Business Horizons, 60(1), pp.143-150.
• Mulholland Jr, M.R., 2016. Invitation to a journey: A road map for
spiritual formation. InterVarsity Press.
• Peltola, S., Vainio, H. and Nieminen, M., 2015, August. Key factors in
developing omnichannel customer experience with finnish retailers.
In International Conference on HCI in Business (pp. 335-346). Springer,
Cham.
• Vázquez, S., Muñoz-García, Ó., Campanella, I., Poch, M., Fisas, B., Bel,
N. and Andreu, G., 2014. A classification of user-generated content into
consumer decision journey stages. Neural Networks, 58, pp.68-81.

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