Analyzing Customer Experience and Strategies at Hilton Hotel: Report

This report provides a comprehensive analysis of customer experience management at Hilton Hotel. It begins by emphasizing the importance of understanding customer needs and preferences within the hospitality industry, followed by an examination of the factors influencing customers across different target groups. The report then presents a customer journey experience map, highlighting key touchpoints and customer interactions. It also explores how Hilton leverages digital technology to enhance customer satisfaction, including online booking and online reputation management. Furthermore, the report details customer service strategies employed by Hilton and assesses their effectiveness in meeting customer needs, concluding with a discussion of the overall customer experience and areas for improvement, providing a detailed overview of the content.

Managing Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1 ................................................................................................................................................1
P 1 Importance of understating needs and preferences in hospitality industry. ..........................1
P 2 Factors that influence customer of different target group within Hotel Hilton....................2
LO 2 ................................................................................................................................................3
P 3 Customer Journey experience map for Hotel Hilton.............................................................3
P 4 Actions taken for increasing opportunities through touch points by Hotel Hilton................5
LO 3 ................................................................................................................................................5
P 5 Use of digital technology in managing customer experience. .............................................5
LO 4.................................................................................................................................................6
P 6 Customer Service Strategies used by Hilton Hotel...............................................................6
P 7 Ways in which customer service strategies fulfilling needs of customers............................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Managing customer experience is the management of the customers through the various
techniques and tools. The management of customer relationship helps in increasing the customer
satisfaction by the companies.
The report will study the case on Hotel Hilton. This will include the value and importance
of understanding needs and preferences of the customers. The different factors that influence
customers in Hotel. The report also includes customer experience map.
Thereafter the report will include use of digital technology by the hotel in order to
increase the customer satisfaction. Also the report will demonstrate the customer service
strategies.
LO 1
P 1 Importance of understating needs and preferences in hospitality industry.
Target market is a determined market which selects the customers from whole range of
customers. The customers are targeted which are interested in purchasing the product of
company. A company have major preference for the success and achievement in increasing
earning in the specified time period. The achievement of the goals and objectives depends upon
the companies earning capacity and it can be increased through the increase in the number of
customers and the customer satisfaction to the products and services. Hotel Hilton focuses in the
satisfaction of the customer so there can be high rate of earning by the company. Also the main
emphasis of the hotel is on the target customers. This results in the effective flow of services to
the customers with satisfying the demands of the customers in whole (Peppers and Rogers,
2016).
The demand of the target customers of Hotel Hilton is to be evaluated by the company in order
to:
 to understand the market trends and the target customers in the market. This implies the
numbers of customer ready to take services in Hotels.
 the evaluation of the demands of the target customers will help in the strategic decisions
making and implementation of the various plans and procedures to increase the
effectiveness of the service provided by the Hotel.
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 The evaluation of the demands will determine the customers willingness to purchase such
products and services. This includes that the number of customers who are interested in
the services provided by Hotel Hilton (Goodman,2019).
 This also helps in the evaluation of the influence of demographic, cultural beliefs, society
trends and spending of earning on the hotel services by the customers. This is very
important to study the social and cultural environment in the locality in which Hotel
Hilton is established. There are few areas where people tends more and frequent visits to
the hotels.
 By evaluation pf the customers need the sales and services can be predicted in that
particular regions. The restaurant can be established along side any tourist places which
will increase the number of customers to the Hotel Hilton for residing in the hotel during
there visit and also for food and beverages in the Hotel Hilton (Lemon and Verhoef,
2016).
P 2 Factors that influence customer of different target group within Hotel Hilton.
Customers engagement is involving of the customers in the planning of policies and
decision making of the company. Customers are the integral part of any business in any fields.
The companies focuses on the customers needs and demands by offering many new types of
products and services. This change in the customer services in Hotel Hilton results in increased
earning of Hotel through the clients vising to the Hotels. There are various factors that effect the
customers behavior regarding the purchase of the products and services in the Hotel Hilton-
 Culture- the customers in the Hotel Hilton are influenced through the cultural beliefs of
the location which is good for the Hotel. The Hotel is surrounded by tourist places and
corporate offices which increases the number of customers to the hotel (Homburg, Jozić
and Kuehnl, 2017).
 Social class- this refers to the class of the targeted customers. That is the lower income
level people are not so likely to visit the Hotels as they have very less amount to spend
on leisure. But the middle level and high income level people can come to Hotel Hilton.
 Reference groups- the purchasing decisions of the customers are highly influenced
referencing by the other people who had earlier been to the hotel. In case of Hotel Hilton
there can positive or negative references by the people.
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 Family- the factor that the rich and established family is more likely to visit the hotels
and on the other hand weak and uneducated family visit rarely to the Hotel Hilton
(Srivastava and Kaul, 2016).
 Age and life cycle stage- the age group of the targeted customers also influences the
purchasing decisions of the customers. The adults and youngsters are more likely to visit
the Hotel Hilton rather than the aged people from the target locations.
 Occupation- Occupation of the targeted customers also impact on the customers visiting
the hotels. The customers in business or in corporate sectors are more likely to come in
hotel for corporate events and parties (Merrilees, 2016).
 Financial or economic situations- the economic conditions of the countries where the
hotel resides also influence the buying decisions of the customers. The low economies of
the countries will effects in the less income in the hands of the customers thereby
reducing the purchasing power of the customers for Hotels.
 Perception- also some of the customers have perception that going to hotels and
restaurants are not good for there health that is the reason many customers avoid to go to
the hotels and take food prepared in the hotels.
 Learning and beliefs- there can be wide effect on the customers purchasing powers who
were the customers of the Hotel Hilton previously (Manhas and Chauhan, 2017). If the
previous experience of the customers was good than the customer will tends to come
again and again and on the other side if the experience of the customer is not good than
they will never come to the hotel also will not recommend to other persons.
LO 2
P 3 Customer Journey experience map for Hotel Hilton.
The customer journey experience map determines the experiences of the customer
through the use of services of that particular organization. The customer journey experience
includes both the positive and negative experiences of the customer from the organization. In
Hotel Hotel customer journey experience plan is prepared in order to evaluate the problems faced
by the customers. Also the customer service plans focuses on the removal of the problems faced
by the customers in the Hotels. The customer service plan helps in the increase in the efficiency
of the Hotel Hilton in delivering the services to its customers (Bilgihan, Kandampully and
Zhang, 2016). The customer journey experience map of Hotel Hilton is as follows-
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Hotel Hilton Customers Journey Experience Map
After the booking in Hotel, the Hotel communicates through call to
ask about the excursions, dinner and confirm reservation before the
departure for the Hotel.
Arrival at Hotel: after the arrival to the Hotel have to wait for two
and half hour for availability of room.
Free cocktails and snacks while waiting, served in the dinning area.
Room Available: after the long hours of waiting the room is
available. The interior and decor of the room was fantastic. And
cherry on cake is the ocean view from the room window.
Fitness room : the fitness room was closed for a month due to some
technical breakdown of machinery.
Dinner: food served was great in taste and also the service and
ambiance was excellent.
Free Breakfast: the Hotel offered free breakfast on Day 2 morning.
Hotel staff and management is friendly and helping in every respect.
The lunch ordered in room. Room service was worse and not
provided timely.
Checkout: fast, efficient and easy checkout.
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The above customer experience map determines that the customer is satisfied with the
food and beverages offered by the Hotel. But the customer is unsatisfied by the services of
Hotels like fitness room is not available and the room service is not up to the mark.
P 4 Actions taken for increasing opportunities through touch points by Hotel Hilton.
Touch points are the areas or the points where the customers connect to the seller of
goods and services. These points can help in determining the experience of the customers about
negative or positive. Hotel Hilton can change the experience of the customers through the touch
points. The following are the touch points and opportunities to the Hotel-
Attractive website- the website of the company or hotels defines the overall scenario of
the company and hotel. The website is first ans foremost touch point of the customer and hotel.
In Hotel Hilton the website is attractive which represents the hotel and grab more customer base.
Sms/ e-mails/ notifications- the customers of the hotel Hilton can be in touch through the
Sms and emails. Hotel Hilton can be in regular contact with there clients before, after and during
the experience of the customer (Smith, Ferrari and Puczkó,2016). The Hotel can connect with the
customer in order to greet there presence buy confirming the booking of customer. While the
customer is in hotel the management can be in direct contact with the customers and resolve the
problems the client is facing in the hotel. And after the service is over hotel can communicate for
the further policies.
Delighted check-in- the touch point also include the check-in in the hotel Hilton. The
check-in point must be adorable and pleasant so that customer can feel delightful. This will
increase the customers satisfaction on the part of hotel.
Parting gift- after customers have enjoyed services of the hotel, the Hotel Hilton can
provide a useful parting gift to their customers which will increase there interest in the hotel and
they will be connected with the hotel afterwards also.
These touch points increase the efficiency of Hotel in providing sales and services to
there customers (Customer Needs, Wants, and Demands & Strategic Decision Making,2017).
LO 3
P 5 Use of digital technology in managing customer experience.
Now a days digital technology have become a important part in all sectors whether it is
student, a professional, business entrepreneur and even a housewife. The companies also use the
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digital technologies for the advancement and development of their services to the customers.
This includes the increase in the efficiency of the company in earning more profit and also helps
in dealing with their customers. Hotel Hilton also uses the digital technologies to earn the interest
of its customers. There following are the ways Hotel Hilton uses digital technologies in
improving their customer experience-
Online booking- through the use of digital technologies Hotel Hilton can use the online booking
services (Mapping your customer journeys across touchpoints,2019). These services assists the
customers with the price, availability of rooms and the various services available by the hotel.
Therefore the online booking service is helpful to Hotel in building the customers who are far
away from the Hotel.
Reputation- the another digital technology use is the increased online reputations. Hotel Hilton
connects to its previous as well as future customers through the use of various apps like
Facebook, Instagram and twitter.
Guest experience- the digital technologies also helps in the increment in the guest experience
through the easy and fast technologies. The latest digital technologies helps the customer in
choosing the desired hotels. Also the digital technology in the Hotel Hilton helps easy check-in
and check-out through online payment options.
Target enhancement- it refers to the targeting of the customers which can purchase or sale the
desired goods and services. The digital technology in Hotel Hilton will help in the marketing
through online medium. For example any new discount offers on hotel rooms and food.
Streamlining internal processes- the use of digital technologies in Hotel Hilton will help in the
development of the internal processes of the hotel management. For example- customer
relationship management (Most Important Customer Touch Points in the Hospitality Industry,
2019)
LO 4
P 6 Customer Service Strategies used by Hilton Hotel
Customer service strategies helps business organisations in retaining and acquiring
customers fro the long term which in turn helps companies in maximisation of their profits,
performance an market share. These strategies benefits companies in providing better service to
their customers so that they gets attracted. Customers are the king of business and profits of
business are largely depend on number of customers. Business of a hospitality industry becomes
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successful only if is able to provide services to its customers in accordance with their taste and
preferences. Customer service strategies are developed by managers of hotels and it is necessary
for staff members to implement these strategies. Hilton Hotel also maintaining its customer base
by formulating different customer strategies which are discussed below-
Customer Service Strategies
`Customer Satisfaction- Objective of this policy is gaining more customer base. It is the
most important strategy used by managers of hotel Hilton with this strategy hotel provide and
organise its services in accordance with reviews and feedbacks received from customers.
Implementation of advice of customers in its business helps hotel in gaining more customers
with which company can increase its profits and brand image.
Hotel collects feedbacks and reviews from their customers with the help of its own
mobile app which also helps company in determining its rating and brand value. Further, an
increase in customer base of company is seen if all reviews of customers are satisfied(Cook,
2017).
Engagement on Social Media- Managers of Hilton hotel using this strategy as use of
social media is increasing day by day and with this hotel is able to enhance its customer base. In
this strategy hotel is developing its own page on social media sites such as Instagram, Facebook,
Twitter and many other sites which creates awareness among customers and with this strategy
hotel manager can target young generations as they are more active on social media sites.
This strategy helps Hilton hotel in promoting its brand in the new market. In this social
sited hotel is providing detailed information about its facility and services. Hotel also respond on
queries received from its customers. Further, hotel also invest in influencer marketing to attract
customers.
Online Booking Facility- Hilton Hotel provide facility of online booking on its own
website and many other applications such as trivago and make my trip. Further, customers can
explore facilities of the hotel on this sited before reaching to the destination and prior to booking
rooms.
Celebrating & Encouraging Happiness- Various events and activities are organised by
Hilton Hotel in their premises and hotel also arrange customised events for its customers which
creates happiness in customers and they gets satisfied as hotel is providing them services
according to their demand and need.
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Smart Rooms- Objective of this strategy is to improve quality of services. Managers of
Hilton Hotel are developing strategy according to which they are able to provide rooms which
includes facility of Artificial Intelligence and Voice Recognition Technologies. Hilton Hotel is
providing service of Alexa to its customers with the help of this customers can give command to
staff members of hotel and customers are also able to turn off and on lights, air conditioners and
televisions. By providing facility of smart rooms customer base of hotel is maximised as guest
feel relaxed and satisfied(Casidy and Shin, 2015).
Training programmes for staff- Objective of this strategy is to improve employees skills
and knowledge so that they can develop innovative ideas. Hotel organise training programmes
for its employees to improve their performance and it also encourage its customers top develop
new ideas so that company can attract its customers. Further, Hotel also motivate its members to
use digital technology at work place. With this strategy staff members are able to provide better
services to their customers.
Pricing Strategy- According to this strategy objective of Hilton Hotel is to provide
services at a different prices so that it can provide service to all type of customers and it also
helps hotel in gaining customer satisfaction. Hotel also try to minimise unnecessary cost so that it
can deliver services at an affordable rate. Hilton Hotel also provide free spa and swimming
facility in its premises to attract customers.
Further, hotel is also providing ancillary services such as bar, gymming, swimming and
spa facility to its customers. As Hotel is making development in its products and services on a
timely basis it is able to retain customers for long term(Li and Eastin, 2018).
P 7 Ways in which customer service strategies fulfilling needs of customers
Customer service strategies are developed by Hilton Hotel in accordance with recent
trends and according to the demand of customers. Strategies developed by Hilton Hotel helps it
in achieving its objectives. These strategies helps hotel in fulfilling needs of its customers which
are discussed below-
Customer Satisfaction strategy Hilton Hotel is able to generate high revenue due to
increase in its customer base thus, this strategy is able to fulfil needs of customers and it also
helps in business expansion of hotel.
Smart Rooms- Improvement in services and use of advanced technology in hotel such as
proving beautiful, hygienic and smart rooms also attracts customers and which in turn helps
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hotel managers in gaining more profits and it also enhances market share of Hilton hotel in
hospitality sector.
Pricing Strategy- Hotelm offer products and services at different price which fulfi8ll
customers needs and with which profits of company gets maximised due to increase in number
of customers.
This strategies also encourage hotel managers in operating their business in by following
all the ethical policies and guidelines applicable on hospitality sector which in turn with this
customers show their interest in availing services of customers. With this strategies Hotel
managers are able to resolve enquiries of customers and develop their products accordingly
(Rossmann, Wilke and Stei, 2017, January).
Customer Service Strategies are also important for Hilton Hotel as it encourage hotel
implementing digital technology in their business.
CONCLUSION
The above report outlined benefits of identifying needs, wants and preferences of
customers. Further, this report summarises variety of factors which influence and encourage
customers engagement with in the organisation. Furthermore, the above stated report highlight a
customer satisfaction map for hospitality sector. Moreover, this report concluded various points
which creates opportunity for customer experience. Further, this report outlined uses of digital
technology in management of customers. After that, the above report summarises different
customer service strategies used by Hilton Hotel. At last this report concluded importance of
customer service strategies in development of customer experience.
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REFERENCES
Books and Journals
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Quality and Service Sciences.8(1). pp.102-119.
Casidy, R. and Shin, H., 2015. The effects of harm directions and service recovery strategies on
customer forgiveness and negative word-of-mouth intentions. Journal of Retailing and
Consumer Services. 27. pp.103-112.
Cook, S., 2017. Measuring customer service effectiveness. Routledge.
Goodman, J., 2019.Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science.45(3).pp.377-401.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
customer journey.Journal of marketing. 80(6).pp.69-96.
Li, D. and Eastin, M., 2018, May. Consumer Engagement Through Live Customer Service: An
Abstract. In Academy of Marketing Science Annual Conference (pp. 87-88). Springer,
Cham.
Manhas, D. and Chauhan, V., 2017. Dimensional Analysis of Customer Experience in the Civil
Aviation Sector. InHospitality Marketing and Consumer Behavior (pp. 75-101). Apple
Academic Press.
Merrilees, B., 2016. Interactive brand experience pathways to customer-brand engagement and
value co-creation. Journal of Product & Brand Management.25(5). pp.402-408.
Peppers, D. and Rogers, M., 2016.Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Rossmann, A., Wilke, T. and Stei, G., 2017, January. Usage of social media systems in customer
service strategies. In Proceedings of the 50th Hawaii International Conference on System
Sciences.
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