Analysis of Customer Experience Strategies: Hospitality Report

This report examines the crucial aspects of managing customer experience within the hospitality industry, focusing on understanding diverse customer needs, preferences, and expectations across various market segments, such as holidaymakers, couples, and families. It delves into the factors influencing customer engagement, including the impact of digital technology in CRM for collecting feedback and offering personalized services. The report explores customer experience mapping, the application of customer experience management principles, and strategies for developing positive customer experiences, including online booking facilities and addressing potential complexities. It also provides insights into the use of CRM software and the importance of prioritizing customer relationships, good staff behavior, and service quality to achieve customer satisfaction and loyalty, with references to relevant academic sources.

MANAGING CUSTOMER
EXPERIENCE

Introduction
 Focus on different customer needs
 Preferences and Expectations of customers
 Focusing on Gilpin Hotel & Lake House

Needs and expectations of Market
Segments
Holiday Maker
 Entertainment
 Poolside Services
Couple on First date
 Candlelight
 Soft Music

Continue…..
Old age pensioner
 Meeting rooms
 Plenty of time to eat food
Mother with babies
 Nappy changing facilities
 Strollers and prams

Factors that influence
Customer engagement
 Healthy and hygienic foods
 Small playground and park
 Quality food at a fair price

Customer Experience Map for
creating business opportunities

Impact of Digital
Technology in CRM
 Collecting review or feedback
from customer
 Offering special service
 Booking details
 Communicating with customer

Continue…..
 CRM software used by the
organizations is Sales
force, Sugar CRM, Zoho,
Net Suite CRM
 Baglioni Hotel, Claridge’s,
and The Milestone Hotel
and Residences are some
rivals

Application of Customer
Experience Management
 Providing quality in customer service
is the key that any hotel industry needs
 key customer service strategies in
hospitality industry
 highly energetic and unforgettable
experiences

Continue…..
 measuring a customer’s
mood to understand their
need is crucial
 Satisfying these customers
can lead to loyal customers

Continue….
 It needs to give priority on
customer relationship over
profits.
 The good manner and
behaviour and good
assistance quality of the
staffs help to make the
customer pleased

Strategies that helps to
develop customer experience
 Online hotel booking facilities
with no charges on hotel
cancellation is a positive side of
this organisation.
 online hotel booking and
payment methods are too
complex and need a long process
of documentation.

Conclusion
 Good quality food and accommodation in a
wide
 Arranged room as per the customer’s need.
 It also helps to manage the business
strategy can help the organisation to meet
their customer needs

Reference List
 Peppers, D. and Rogers, M., (2016). Managing customer experience and
relationships: A strategic framework. John Wiley & Sons.
 Reason, B., Løvlie, L. and Flu, M.B., (2015). Service design for business: A
practical guide to optimizing the customer experience. John Wiley & Sons.
 Roberts, J., (2018). Multinational business service firms: development of
multinational organization structures in the UK business service sector.
Routledge
 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.
 Serra, C.E.M. and Kunc, M., (2015). Benefits realisation management and
its influence on project success and on the execution of business strategies.
International Journal of Project Management, 33(1), pp.53-66.