Customer Experience Management at Hilton Hotel - Unit 2 Report

This report provides an analysis of customer experience management within the context of the Hilton Hotel. It begins by discussing the role of digital techniques, including mobile applications and internet applications, in managing customer experiences and leveraging CRM systems to enhance customer relationships. The report then delves into customer service strategies employed by Hilton, such as measuring customer satisfaction, educating employees, and differentiating the hotel from competitors. Furthermore, it examines how these strategies contribute to developing positive client experiences and meeting both customer requirements and business standards. The report concludes by summarizing the key findings and emphasizing the significance of effective customer experience management in the hospitality industry.

Unit 2: Managing the
Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 3............................................................................................................................................3
P5 Digital technique is engaged in order to manage the experience of customer along with
providing CRM systems.........................................................................................................3
TASK 4............................................................................................................................................4
P6 Consumer service plan of action.......................................................................................4
P7 How consumer service scheme develop client experience in order to fulfil the requirements
of customer & needed business standards..............................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
It is said that customer experience refers to an interaction of product among organisation
and consumer over time period of relation (Ali and et. al., 2018). This is essential to have
positive relationship between people and their consumers. The organisation chosen for given
assignment is Hilton Hotel which was established in 1919 that provide international full services
of hotels and resorts to people. The aim of report is to discuss about the effect of digital
technique in order to manage the customer experiences. It also discuss about service strategies
related to consumers for meeting their requirements and business standards.
TASK 3
P5 Digital technique is engaged in order to manage the experience of customer along with
providing CRM systems.
In today's scenario, digital technique play very essential role in the accomplishment of
business objectives in an appropriate way. The large number of people are using digital
technology for various purpose such as business, entertainment, gaming and so on. It is defined
as electronic media that is connected through cellular telephone and cable system. In context of
hotel industry, such technology is used so that customer experience will be managed. On other
hand, Customer Relationship Management (CRM) system is defined as an effective approach in
order to manage the interaction of organisation with potential & current buyer. It uses customer
history to improve relationship with them to enhance their growth, sales and retention. This is
taking information from communication channel like website, telephone, social media and so on.
This system is required in business for positive outcomes. Therefore, Hilton Hotel is using digital
technology for managing the experience of customers with the assistance of CRM system that
are given below:
Use of Mobile Application- Most of the business has their own application that can be
used by consumers for their easiness and convenient (Cetin and Walls, 2016). Hilton Hotel is
largest hotel that provides services of hotel, resorts to people. It has its own application for
booking hotels and resorts that contain all required information for users such as room
availability, types of rooms, prices, services and facilities. This leads to save cost as well as time
of consumers as individual from any part of world can easily do online booking at any time
without visiting that place.

Introduced Internet Application- The introduction of internet application assist in
providing benefits to users (Chahal and Dutta, 2015). Hilton Hotel has internet application for
individuals in order to make operations to be easy as well as simple. This leads to create
customer experience positively through maintaining of relationship with consumers. Therefore,
digital technology assist in creating of growth as well as sustainability of organisation along with
increasing loyalty and trust to fulfils demand of people.
The use of digital technology leads in saving time of individual that assist in creating
positive experience. Hilton Hotel has to take feedback on regular basis for improvement and
fulfils requirements of consumers. Therefore, in this way, digital technology aid towards
managing experience of their people by attracting them from CRM system. Respective
organisation has appropriate system of CRM in order to resolve queries of individual.
TASK 4
P6 Consumer service plan of action
Consumer Service Strategies are defined as plan of businesses that has to be developed
by firm for achievement of goal as well as objectives (Goodman, 2019). It is the responsibility of
organisation to make proper strategies as per their requirements in an appropriate way. With the
development of proper strategies, business can create loyalty and goodwill among consumers.
Hilton Hotel has developed following customer service strategies for their business which are
described below:
Measuring Customer Satisfaction and Engagement- It is the strategy that has
developed by organisation for providing satisfaction to the customers. Hilton Hotel has to adopt
such strategy in their business so that customer are satisfied and engaged towards business which
helps to create loyalty and goodwill among users. They can provide feedback to respective
business in order to improve themselves.
Educating, Encouraging and Using Incentives to Assist Worker for Delivering on
Service- The worker of organisation are regarded as ambassadors of brand. It is very important
for Hilton Hotel to educate, encourage and provide incentive to their working force so that they
deliver timely services to their consumers and users (Hwang and Seo, 2016). Regular training
and development session has to be conducted on regular basis for positive outcomes. For

example, in context of hotel industry, employees should be provided with allowance of pound
2000 for providing of exceptional services.
Differentiating Hotel From Competition- It is very important customer service strategy
for business to earn high profit margin at workplace in effective and efficient manner (11 ways to
redefine customer service – not just your hotel distribution strategy, 2019). In order to different
from competitor, it is essential to provide high quality services and food products. Hilton Hotel
should be different from competition by providing services in terms of Wi-Fi, setting capacity,
food quality, theme of hotel, parking, room facilities and so on.
Knowing Customer Base- The hospitality sector is fastest growing at marketplace. It is
very important for Hilton Hotel to know their customer and their requirements so that their need
and demand can be fulfilled in appropriate manner for positive outcomes. If they are provided
with high quality products as well as service, then their loyalty and goodwill increases towards
particular organisation.
Therefore, these all above mentioned customer service strategies are important for Hilton
Hotel to adopt such strategies within their organisation so that they can accomplish their goals &
objectives in an effective and efficient manner for positive outcomes. These should be used in
proper manner for their consumers so that they get all facilities and services.
P7 How consumer service scheme develop client experience in order to fulfil the requirements of
customer & needed business standards
It is very important for all kinds of sector to make consumer service strategies to develop
and create customer experience in an appropriate way (Peppers and Rogers, 2016). The company
set plan and standard for consumers that has to be applied in real life of business. The made
strategies leads to create image as well as loyalty of business at marketplace. This helps in
getting 24*7 services that is essential for enterprise to help their consumers. The customer
services strategies such as managing customer satisfaction & engagement, differentiating hotel
from competition, knowing about case and many more helps to create and develop customer
experience in an effective and efficient manner for positive outcomes. This helps them to avail
services for business to gain positive results. Customer feedback helps business to improve
themselves in best manner and attain objectives of business.
The respective organisation has made several strategies for their business activities and
operations to attain their set outcomes in appropriate manner. As need and demand of each and

every customer is different from one another so accordingly service strategies has to be formed
for creating and developing better customer experience for meeting business standards
(Srivastava and Kaul, 2016). Therefore, in this ways, customer strategies are made and used in
hotel industry for developing good experience for individual so that they will visit that place
again and meet standards. Along with it, they have to follow all legislation and laws made for
hotel industry.
CONCLUSION
From the mentioned report, it has summarised that it is essential to manage the
experience of customer within hospitality industry. The organisation has to analyse need and
demand of their individual in proper manner and accordingly provide them with facilities and
services. Digital methods and techniques play very effective role in order to manage the
experience of consumer through use of customer relationship management. There are different
types of strategies & policies for the consumer services such as knowing consumer base,
educating employees, measuring customer satisfaction. With these strategies, customer
experience is created and developed for meeting their requirement and business standards.

REFERENCES
Books and Journals
Ali, F., and et. al., 2018. Make it delightful: Customers' experience, satisfaction and loyalty in
Malaysian theme parks. Journal of Destination Marketing & Management, 7, pp.1-11.
Cetin, G. and Walls, A., 2016. Understanding the customer experiences from the perspective of
guests and hotel managers: Empirical findings from luxury hotels in Istanbul,
Turkey. Journal of Hospitality Marketing & Management, 25(4), pp.395-424.
Chahal, H. and Dutta, K., 2015. Measurement and impact of customer experience in banking
sector. Decision, 42(1), pp.57-70.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Hwang, J. and Seo, S., 2016. A critical review of research on customer experience management:
Theoretical, methodological and cultural perspectives. International Journal of
Contemporary Hospitality Management, 28(10), pp.2218-2246.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–loyalty–
consumer spend. Journal of Retailing and Consumer Services, 31, pp.277-286.
Online
11 ways to redefine customer service – not just your hotel distribution strategy. 2019. [Online].
Available through: <https://www.siteminder.com/r/trends-advice/hotel-guest-
experience/11-ways-to-redefine-customer-service/#>.

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