Analyzing Customer Experience and Service Strategies in Hospitality

This report delves into the crucial aspects of customer experience within the hospitality industry. It begins by highlighting the importance and value of the sector, identifying key factors influencing customer behavior. The report then explores customer journey mapping, examining customer viewpoints and touchpoints to understand the decision-making process when selecting services. Furthermore, it analyzes the role of digitalization in enhancing customer experience and presents effective customer service strategies. Through this analysis, the report aims to provide insights into how hospitality businesses can improve customer satisfaction, build brand loyalty, and achieve long-term success. The report uses examples from companies like Trafalgar tours to illustrate its points.

MANAGING
CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1) IMPORTANCE AND VALUE OF HOSPITALITY INDUSTRY.................................1
P2) FACTOR INFLUENCE THE CUSTOMER FOR HOSPITALITY INDUSTRY..........2
TASK 2............................................................................................................................................3
P3) EXPERINEC MAP OF CUSTOMER'S..........................................................................3
P4) CUSTOMER VIEW AND TOUCHPOINT FOR SELECTING SERVICES ................4
TASK 3............................................................................................................................................5
P5) THE USE OF DIGITALISATION IN HOSPITALITY INDUSTRY............................5
TASK 4............................................................................................................................................6
P6) CUSTOMER SERVICE STRATEGIES IN HOSPITALITY INDUSTRY....................6
P7) CUSTOMER'S SERVICE STRATEGIES WHICH HELP TO DEVELOP THE
CUSTOMER EXPERIENCE.................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Customer experience is defined as the set of action in front customer to create a
impression in the aspect of customer. The customer utilises the product and services and share
they share their experience. It usually provide the view of brand that how they review the brand
which subsequently gives the impact on organisation (Abdulredha and et. al., 2018). Hospitality
organisation or industry is usually linked with the services industry which consist of hotel
industry, travel industry and many more. The one of example is Trafalgar is which is dealing
with tour and tourism with the service industry in which the major factor is influencing the
factor, provide reliable and best best service to customer create the map and customer view point
which is essential for the service and use of digital technology is being discussed.
TASK 1
P1) IMPORTANCE AND VALUE OF HOSPITALITY INDUSTRY
Target market and their benefits: target market is defined as marketplace which helps to serve the
brands to consumer in specific way. It help to improve marketing strategies and plan to audience
market this help to built brand awareness and loyalty and lead to introduce new product and
service to market. As per the aspect with customer the product availability is always in market.
Needs: Whereas need is defined as something which is necessary for an living body to live a
healthy life (Camilleri 2018). In the deficiency of needs create the adverse outcomes.
Wants: The idea and want can be analysed in such a way which is similar to emotion desire,
which referred to complete the human desire as wish which is depend of psychology and
sociology.
Preference of target customer to tour and tourism industry: This create the segmentation,
targeting and positioning. In which target market is segmented in such as way to know potential
customer, and target with product and services called targeting in term of hotel tour and tourism
the structure of tour is designed in various way in which they target customer by pricing decision
and service based factor and positioning means providing the good service that help to built the
good image in customer mind and next time they use service again and again.
The Trafalgar is one of the most famous tour and tourism company in London. Which provide
the best services in service industry which provide suggestion of tour to customer. Trafalgar is all
about good in providing the tour facility to customer. firstly, they start to service with few
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number of customer after that they came in large number but early they create the good
reputation in market (Del and et. al., 2018). Now days, in this time the modernisation is in peak
and the value of the service industry is enhanced and the customer need to be go for best
services. Provide services to customer in such a way like how the customer is being essential for
the organisation and make them feel they gain maximum of comfortability and feel them they
never feel before. The service industry have wide range of customer and they are vary form
national to international corporations such as industry incudes the airlines, telecommunication
department, hotel and insurance and many more. Also in small business such as beauty parlour,
laundries and tour and tourism company and much more. It provide various opportunities to
country and the people of country which include the share of GDP which helps in
industrialisation, and provide benefits in retaliating the regional balance, the growth of market
can also be seen, high quality life and enhance the standard of life and enhance the productivity
which also be observed due to the service industry . The aspect of Trafalgar which also help to
contribute in this organisation. In service industry the Trafalgar have number of target customer
which is majorly the family member and friend for who want go for tour. Also they have been
focus the touristed customer and traveller which are one of the most major essential customer.
The Trafalgar company in London having a good service delivery ability they are having good
customer who came there from far (Dieck and et. al., 2018). The tour and tourism company focus
on the the mid range of customer and high range of customer who believe in exploring which
having the range of age between 25-40 years. These type of customer believe in adventure and
exploring the world. Which show the ability and having better profit while motivating them to
spend more . Generally, these age group are people who take rest and visit new places daily to
daily that useful for tour and tourism company. Due to achieving the location in the prime are the
customer are influenced easily for going there are generally attracts their customer and service
are like this they visit again and make preplan for tourism.
P2) FACTOR INFLUENCE THE CUSTOMER FOR HOSPITALITY INDUSTRY
For many of industry who is dealing in service which run properly for longer period of
time, they need to have some of the best factor which help to organisation influence the more
customer which create the availability for their services in regular basis of time. And help in
create the market and marketplace. Some of the essential factor which affect the customer
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behaviours, which depend on the quality of services, technology, attitude and complaints
management system and many more.
There are some factor which affect the environment of hospitality industry: Navigation: This helps to provide the route or path to customer for reaching up to the
tour and tourism company. If the navigation is not comfortable and easy then it will
Create the problem for the customer which make a negative impact in expectations of
customer (Kuo and et. al., 2016). The route for the tour and tourism company is clear and
simple. This should create a simple and straightforward method. It include the search
filters which can help the customer to reach up in easy way for their services which based
on tour. Accessibility: It must take care in the aspect with customer that they can easily access to
the service desk to know offers on tours and without any issue. There are many of barrier
while in access. So as per the prospect with tour and tourism company provide the easy
access to everyone who try or take the services. Overall provide the east access to
customer fro using their services. Language: A well known language of the same language is used is such as way to give
the reliable communication with face to face. Many of the customer make any purchase
or the customer want to consume any service or product. When the information is not
reliable in own language. So, language also in such a way where the communication is
easy with customer without any barrier. Promotion and offers: It is one of the major components which help to drive and
influence the customer to make viable for the services and product which is offered by
the tour and tourism company in low cost or discounted cost to customer. This
promotional activities is help to promote the tour and tourism company and service in the
front of customer and create the new opportunities to make new customers. People not
easily change their preference on the high cost so this factor help to change the mind of
customer in such a way to try this for at least one time. And that help to create the new
experience for the customer. Customer friendly feature: Its help to create the organisation in such a way to interacting
with customer and create a friendly environment which make them reliable to
communicate with other and comfortable and in influence them to come again there.
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 Quality: Quality is defined as the matter which most essential to run the business for long
time. It also help the business to maintain the service and brand value and enhance it.
 Pricing: It help to create the factor which influence the new customer and maintain the
old customer . The price is not enough as much that create the loss in the organisation.
And pricing are driven in such a ways in which the target customer afford it.
TASK 2
P3) EXPERINEC MAP OF CUSTOMER'S
Customer experience map is defined as the view point which help to customer in such a
way to experience the product or service which is provide by organisation. Customer's
experience map help to design the visual which are set to include marketing, sale promotional
activities and branding of the tour and tourism company (Kwok and et. al., 2019). The main
benefits of having the customer experience is such a way to improved the organisation sales in
base of product and services. The positive impact of this experience helps the organisation for
the better profit and revenue and also help to raise up the brand image of that particular
organisation. There are various stages of the customer experience which are: Awareness: This is first stage of the experience which is pre-sale in nature. In this stage
the customer is aware by the organisation product and service and the key point is that
they arrive into tour and tourism company for get the services. The new approaches are
like advertisement, promotion and which help the customer to collect the information as
per the aspect of customer vision and view point. Consideration: It is also a type of pre-scale in nature. Where this stage the customer
consider the tour and tourism company with considering the quality of the product and
services with including the prices as per the service chosen by the customer's (Lee, 2016).
The brand awareness play crucial role in this factor of consideration. Purchase decision: This is post-sale in nature which defines the decision is taken for the
given product and services which is available in organisation. The service are apply to get
and this action is called immediate actions. Retention: To develop and by attracting with product and service is easy to make new
customer but it is challenging to retain the old customers. They will not easily retained
when they not ready ton support the product and service of the enterprise. The retention
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of customer show the brand value of organisation on aspect with product and services .
The Trafalgar work in such a way to help the retention of customer. Where they need to
provide the rate of satisfaction by fulfilling what they are looking from the tour and
tourism company.
 Advocacy: After many of phases or stage is being used in appropriate way. Then it is able
to make good relationship to new customer's. which help the to create the good word of
mouth in market which explore the new advantage for making in new customer's.
P4) CUSTOMER VIEW AND TOUCHPOINT FOR SELECTING SERVICES
There are various and different touch point are being used in find the reliable option for
the utilising any goods and services (Lim and et. al., 2019). These touchpoints are being used in
the decision making point for customer satisfaction. Some the touchpoint are discussed below for
measurable view of customers.
Website: Customer have simple mindset while spending money to gain some good and
services to go in various website and compare the good and services. It help to built the
confidence related to business.
Social media platforms: In this recent time the social media has a biggest effect now
days. In current time many of people gets affected by the social media. Social media have the
effect on reach type of customer which are reachable to them. The appropriate use of social
media help to promote the customer to being in such way to use the goods and service.
Advertising in traditional form: The regular use of TV and print media is taken by the
people now days. It usually create a attractive image of tour and tourism company by effective
video and content in which the food and service related picture and video are posted.
Customer feedbacks: It is the common way to improve the organisation. The feedback
help to provide the customer availability in such a way, where it help to get the review from the
ratings and comment which is given in website (Morosan and et. al., 2018). Thus, this help to
influence the customer's to purchase.
Company events: It is a plan to get a vision of company in customer eyes. It is like a
awareness event which target market is placed and this type of events help to promote the
product and service between the target marketed. This include the promotional activities to get
new customer and free gift voucher in such a way to use service and product.
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Customer relationship: The customer relationship is defined as the making bond with
customer it may be existing or new one (Nobar and et. al., 2018). The communicating behaviours
is such a way where the product and service are good and create the relationship with customers.
The Trafalgar always make a good relationship with he customer for long understanding and
provide the best service that satisfy the need of customer by fulfilling the requirement of
customers.
TASK 3
P5) THE USE OF DIGITALISATION IN HOSPITALITY INDUSTRY
This time represent the use of new technology, where everything and everyone is
adopting new technologies in such way. Which is being used for the reliability of employee as
well as customer's preference. At recent time, the digital technology is playing very vital role in
the development of new core of advancement. The new technologies provide new educational
changes and training to use the techniques. In this the service sector, especially tour and tourism
company need to take high amount of benefits by using the new digital technology. It help the
customer to reach into the site of tour and tourism company (Shipway and et. al., 2016). This all
are help to develop the customer relationship management which help to handle the customer's.
Advantage of CRM:
Sharing data in real time: This help in the context with Trafalgar in taking the booking of
various place. (McCoy and et. al., 2018).
Automating data filling: This is component of CRM in which the filling of form again and again
with the same information and data. It help the customer in filling and to avoid from getting
irritate by always filling the same information every time.
TASK 4
P6) CUSTOMER SERVICE STRATEGIES IN HOSPITALITY INDUSTRY
Customer's service plan area basically means that used to track as well as overseeing the
collaboration that make place among the customer and company and also assist in focusing more
and more customer and fulfilling their needs and expectation. In addition to this, customer
service strategies is also help in the achieving of experience management that aims at creating
and effective and efficient relationship which help in gaining the trust of customer towards the
brands. The Trafalgar is conducting touch point analysis. The main objective of using such
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strategies to earn the maximum profit in market and increase the performance and brand image
in marketplace that will leads to attainment of the advantage in competition in market (Snihur
and Zott 2020). Customer touch point analysis assist to making new plan and new strategies.
This process help the manage to change due to which is able to provide high experience to
consumer who take this to visit more and tour and tourism company. The touch point which is
used by the firm to improve the organisation and suggestion is collected through feedback,
emails and website so on. This help top assist in interacting with the buyers or the customer for
which the strategies is being prepared. This activities help to fulfil the need and expectation of
customers. Moreover, the customer touchpoint analysis is defined as the effective as well as a
essential tools for the tour and tourism company in aspect with make the improvement and
increase the reachability of customers. Along with this, it is also assist in offering to such as way
which help to promote the tour and tourism company with present resource of tour and tourism
company.
P7) CUSTOMER'S SERVICE STRATEGIES WHICH HELP TO DEVELOP THE
CUSTOMER EXPERIENCE
Customer experience management defined as the focus on the customer which help to
fulfilling the need of customer and also their expectation. This strategies help which is used to
track the total path and organise and collected all the interaction. This practice is done to
complete the gap between the original and experience customer experiences. In this recent time,
the digitalisation is on peak in which the CEM software are also used to collected and analyse
the data from the customer feedbacks automatically. In which it is help to improve the goal path
of organisation and goal of the customer experience management is to improve the business and
care of customer satisfaction in term of their product and services. The origin of successful CEM
is must require the vision of 360 degree of customers. Here are some factor which affect the step.
It is help to understand the target customer, creating new target marketplace, creating customer
experience, development of personalised situation, developing emotional bonding with the brand
and receiving the customer feedback for customer satisfaction. There are many measure were
taken to analyse to provide the major baseline for a company or organisation in which it will try
to define itself by wearing the shoes of customer's (Wong and et. al., 2020). This makes the
business more smooth in functioning which help to improve the customer service and teams.
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Website and advertisement have on of the started touchpoint as per vision of customer's. Which
provide all the data and help in fulfilling the need and expectation of the customer.
The Trafalgar should help to provide the service plan on which implemented get more
profit and more earn of revenues form the entire country and by tourist also. They help in such as
way which provide the information related with the tour and tourism company and their kind of
user which utilise the services . In this current time, the modern era is on peak, people used to
travel form start to end. So, as per this tour and tourism company need to ready to attract them by
their quality of service and quality of product. Which help to give the feedback of customer in
positive way either they comment on the website or asking to someone. The price is also matter
in this, in which it is beneficial for keeping the price as standard which help to give the value of
customer. In the base of business the high price cant be afford by many of customer and it
negative side is decrease in demand of the services or they will search other option and switch
them to other substituent or new place it may be the competitor. So, Trafalgar should keep in
mind for the pricing their product which can be purchased by each customer easily on regular
basis. This strategies help to grow the business.
CONCLUSION
As per the above discussion, it is analyse that in this current time providing high
customer experience is challenging and necessary for the to grow in market and earn maximum
profit. It is very major task for organisation to go with new technology because it need
investment. New innovation and new idea is taken for bringing new innovation and using new
technology. This all aspect help to gain maximum number of profit and revenues.
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REFERENCES
Books and Journals
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Del and et. al., 2018. Analyzing Big Data through the lens of customer knowledge
management. Kybernetes.
Dieck and et. al., 2018. Tourism distribution channels in European island
destinations. International Journal of Contemporary Hospitality Management.
Kuo and et. al., 2016. Personalities of travel agents with strong sales records in Taiwan. Asia
Pacific Journal of Tourism Research, 21(9), pp.1001-1019.
Kwok and et. al., 2019. Is blockchain technology a watershed for tourism development?. Current
Issues in Tourism, 22(20), pp.2447-2452.
Lee, J., 2016. Impact of neighborhood walkability on trip generation and trip chaining: Case of
Los Angeles. Journal of Urban Planning and Development, 142(3), p.05015013.
Lim and et. al., 2019. Tour recommendation and trip planning using location-based social media:
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Morosan and et. al., 2018. Analytic perspectives on online purchasing in hotels: a review of
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Nobar and et. al., 2018. The impact of customer satisfaction, customer experience and customer
loyalty on brand power: empirical evidence from hotel industry. Journal of Business
Economics and Management, 19(2), pp.417-430.
Shipway and et. al., 2016. Understanding cycle tourism experiences at the Tour Down
Under. Journal of sport & Tourism, 20(1), pp.21-39.
Snihur, Y. and Zott, C., 2020. The genesis and metamorphosis of novelty imprints: How
business model innovation emerges in young ventures. Academy of Management
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Wong and et. al., 2020. Sharing memorable tourism experiences on mobile social media and how
it influences further travel decisions. Current Issues in Tourism, 23(14), pp.1773-1787.
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