Improving Customer Experience at IHG Park Lane London Hotel

This presentation provides an overview of the customer experience at IHG Park Lane London, a luxury 5-star hotel, focusing on millennial business travelers as the target market. It applies models like service ecology and the servuction model to understand and improve customer interactions. A customer journey map is designed to illustrate the customer's experience from initial contact to long-term engagement. The service blueprint details the hotel's service standards, emphasizing elements like warm greetings and comfortable seating. The presentation also highlights the role of HR elements, particularly the service-profit chain and internal marketing orientation, in enhancing customer loyalty and profitability. Leadership strategies for adapting to changing customer needs and the importance of servicescape and financial considerations are also discussed. The presentation concludes by emphasizing the need for continuous measurement and improvement of customer experience to sustain competitiveness in the hospitality industry, suggesting the use of the balanced scorecard method to measure customer experience and overall performance.

Customer Experience

Customer experience refers to as the entirety of
the interaction a customer has with a company and
their product. For customer relationship management,
customer experience is an integral part. The entire
experience reflects how customer feels about the firm
and its offerings. This presentation is emphasized on
the customer experience where several models have
been applied and also the customer journey map has
been designed. Furthermore, service blueprint and
HR elements have been described.
Overview

 In order to identify the customer experience, the IHG
Park Lane London has been selected. This is a luxury
5 start hotel situated in London, UK.
 The target market for this organization is millennial
business travellers.
 The service provided by this hotel are
accommodation, restaurant service, business events
are also organized there as well as the business
conference can be conducted at this hotel.
Brand, Target Market and Service
Concept

Service ecology is a model which is used for
looking at the situation in a holistic manner,
understands the system and its whole relationship.
This model would help the IHG to access knowledge
from other disciplines for creating a solution and also
allows the managers to understand the role of
customers within the system. Furthermore, this model
will help the organization to measure the cost and
benefits of a design intervention on a problematic
situation.
Service Ecology

The service ecology is an
activity of marketing
department and not of HR
and operations department.
It is because to identify the
role of customers for
recognizing the customers
experience is done by
marketing department.
Service Ecology Diagram

This model is mainly illustrating those factors which influence service experience of
customers. It includes all those visible and invisible factors to the consumers. It is
important for IHG to identify these factors as it directly impacts the experience of
business travellers. The invisible factors that are rules, regulations and process on
which the organization is based. These factors put profound influence on the service
experience. On the other hand, the there are three visible factors that are explained as
follows:
 Servicescape: These are basically the physical evidence or the non-living features
which used in order to design the pleasant service environment. For instance, IHG has
used several luxurious facilities to enhance the customer experience.
 Service Provider: They are the primary service providers of a core service that are
waiters of IHG restaurant, housekeepers of this hotel. There service and interaction
also enhance the customers experience.
 Other Customers: They are those who receive services alongside with one customer
and perhaps get bundle of benefits. For example, family visitors along with business
travellers.
Servuction Model

 Basically, customer journey map tells the story to the firm about
customer’s experience: starting from initial contact, through the
process of engagement and into a long-term relationship.
 In other words, customer journey map is an oriented graph that
describes the journey of a user in IHG Park Lane London. The
marketer represents their journey of travellers at different touch
points which characterize their interaction with the service.
 Furthermore, this hotel map out the total customer experience across
all touch points among customer and organization that is from initial
contact, through availing service, after service experience and the
repeat business.
Customer Journey Mapping

 InterContinental London Park Lane one of the 5 star luxurious
hotels in England mainly serves variety of services of their different
target market segment customers. The hotel key target Millennial
Business travelers that prefer to socialize and travel outside for the
business meeting, conferences etc. Millennial Customers often
embrace to spend more income on selecting the leisure and
luxurious hospitality services when the company is organizing
conferences and business trips
Service blueprint

 Service blueprint help the IHG London Park Lane hotel in
determining their service standards that they provide to their
Millennial business traveler group. In order to target Millennial
business travelers IHG London Park Lane hotel basically focuses on
providing them various services that are enumerated as follows-
 The foremost service offered by IHG hotel is related with
responding to the actions of Business traveler group that is they
mostly prefer to reserve or book the hotel service before visiting the
place. Therefore, it is essential for the hotel to provide proper
response to the Millennial business travelers.
Cond…

 Other services that are provided to target group include greeting
them with the warm attitude and feelings so that customer’s feels
satisfied with the attitude and ambiance of the hotel.
 When the target group visits the Hotel its responsibility of staff to
provide comfortable seating as this gesture shows their etiquette
towards the customers and business travelers.
 In addition to this, the services also include taking order within the
restaurant when Millennial target group visits the place.
Cond…

 Service profit chain is considered as key concept of
business management that enables significant link
among the employee satisfaction to customer loyalty
and profitability of the organization.
 Internal marketing orientation is also consider as an
essential HR element under which the IHG hotel
focuses on applying various marketing tool to retain
and attract competent employees that will affect overall
business performance.
The HR elements plays significant role in enhancing the customers experience
towards the services that are offered by InterContinental London Park lane.

 Therefore, in order to enhance the experience of customers that is
Millennial Business traveler they required qualified and competent
staff within their hotel so that they may deliver and cater quality
services to customers. The services include warm greeting,
responding to their requirement, providing them comfortable seating
to avoid waiting time, taking order form the customers who have
visits hotel and restaurant for their business meeting, provide them
proper equipment and ambiance so that they may have their
conference and meeting.
Cond..