Intercontinental Hotels: Customer Experience Mapping and Improvement

This report provides a comprehensive analysis of customer experience management within the hospitality industry, focusing on Intercontinental Hotels and Resorts. It explores the value of understanding customer needs and wants, examines factors influencing customer engagement, and presents a customer experience map outlining key touchpoints. The report also discusses how digital technologies, particularly CRM systems, are used to enhance customer experience and improve customer acquisition and retention. Furthermore, it exemplifies customer service schemes and their role in creating customer content that meets customer needs and business benchmarks. The analysis includes strategies for modifying touchpoints to influence customer behavior and responses, ultimately aiming to improve the overall customer experience and drive business opportunities for Intercontinental Hotels.

Managing the Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
TASK 1 ...........................................................................................................................................1
Explicate the value and value of knowing the needs, wants and orientation of target consumer
groups for a company sphere..................................................................................................1
Research the different component that drive and power customer battle of various target
customer groups within a service aspect system....................................................................2
Reappraisal how customer battle factors determine client on-boarding scheme for various
target consumers groups within a company sector structure..................................................3
Measure a broad range of various target customer groups’ needs and anticipate in terms of
client action for a service sphere governance.........................................................................3
TASK 2 ...........................................................................................................................................3
Make a customer experience map for a chosen service aspect arrangement.........................3
Discourse how the client touch-points end-to-end the customer education create enterprise
possibility for a selected service sector system......................................................................4
Make a detailed client experience map that charts the customer journey framework and
examines the action and actions taken at each consumer touch point to create concern
possibility for a chosen service sector structure. ...................................................................5
It is very important for the organisation to focus on the touch pints which hello the company
in analysing the different ways of attracting customers. There are the variety of the new
strategies which can be adopted in order to increase the customer experience for the company.
................................................................................................................................................5
Study how a chosen service sector structure can modify each of the client touch points to
influence the action, responses and act of its customers to hike the client education............6
Analyze how digital engineering is engaged in carry off the customer experience within the
service sector, giving particular illustration of customer relation direction (CRM) scheme. 6

Measure how digital engineering engaged in negociate the customer experience within the
service aspect are changing CRM systems to efficaciously acquire and retain buyers..........7
analysis measure the vantage and asset of CRM systems utilized in work sector concern for
acquisition and hold of purchasers.........................................................................................7
Exemplify customer service scheme in a particular service sector matter.............................7
Present how client service scheme create and evolve the client content in a way that meets the
necessarily of the client and needed concern benchmarks.....................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
IT is very important for the organisation to understand its customer in order to gain the
competitive advantage. The customer experience plays a major role in the growth and success of
the organisation. The customer experience is related to the service which is been offered to
customer is satisfied or not for the people. It is very important that the organisation focus on
satisfying its customers. This includes the brand loyalty and the various aspect for the
organisation which need to be maintained. This report is based on the hospitality industry and
the company chosen is the intercontinental hotels and resorts which provides the various services
to its customers. (Smit, B. and Melissen, F., 2018.D). This report will include various topic such
as value and importance of the understanding customer needs and wants, different factors which
drive in the influence of the purchase of the customers, customer experience map, various digital
technologies in order to maintain customer services.
MAIN BODY
TASK 1
Explicate the value and value of knowing the needs, wants and orientation of target consumer
groups for a company sphere
The customer experience is defined as the perceptions of the different individual which is
related to the product or service offered by the business organisation. In context of the
hospitality industry there is the value of the needs and perceptions of the customers as they
provide the different services in order to satisfy its customers. It is very important for the
intercontinental hotel and resort to target its customers in order to gain competitive advantage.
The importance of understanding the need, want and preferences of the customer target
group
it is very important for the organisation to understand its customers needs and wants in
order to understand its customers in order to serve the better quality of services.. it is analysed
that there is te importance of the understanding customers needs and wants in the hospitality
industry where the organisation focus on the different services in order to attract customers and
improve over the customer experience. There are different needs of the customer which are
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related to the emotional or social needs of the customers. The organisation need to understand
the complexity of the customers perspective and choices in order to perform the various
activities in an effective and efficient way. it is essential for the organisation to focus on the
different strategies in order to understand its targeted customers and enhance in the productivity
of the various activities. (Drob, M.S. and Poklonskaya, V.V., 2021)
There is the significant role of the managers in the hospitality industry to understand the
needs and wants of the customers which is related to the service industry. The wants and needs
are related to the variety of differences because of the cultural aspect. This is necessary because
the organisation can have a significant impact after understanding its customers needs and wants.
in context of the Intercontinental hotel and resort the management have a significant role in
order to satisfy the needs and wants for the customers which are discussed below: Focus on customer’s personal taste and preference- it is very important for the
organisation to keep the past record of its customer in understanding the taste and
presences in the service industry. This is very essential for the organisation in order
satisfy its customers on the basis of its services such as food and hospitality of the hotel.
 Understanding the different categories of customers- it is very important for the
intercontinental hotels and resorts to understand that there are different types of
customers who prefer the different services from the organisation. As there is difference
in the choices and preferences which also can impact in the performance of the
organisation. (Santoso, E., 2019)
Research the different component that drive and power customer battle of various target
customer groups within a service aspect system
It is identified that there are different factors which drive and influences customer engagement of
different customer groups within the service sector organisation which is discussed below:
 Families- this is the most important factor which need to be considered by the
organisation in order to attract the facilities. As in context of the hospitality industry
which is mostly visited by the families where they plan out their trip in order to have a
good experience and enjoy their vacations. This is the factor which influence the varies
activities and helps in attracting customers.
 Collage students- this is the another factor where the are collage students to visit to the
vacations and need to hotels and resorts in order to stay. The people are influenced and
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the hotels ned to focus on attracting by keeping the environment for the people who can
enjoy their vacations which should be according to the youth people.
Reappraisal how customer battle factors determine client on-boarding scheme for various target
consumers groups within a company sector structure.
There are various factors which have a influence over the customer experience and
influence in the purchase decision in order to be effective and efficient. It is analysed that there
are various types of consumers who wish to spend their holidays in the effective way and wish to
experience the good with the hotel and resort in which they are staying. (Tseng, and et.al., 2022)
Measure a broad range of various target customer groups’ needs and anticipate in terms of client
action for a service sphere governance.
It is very important for the organisation to have a brand image in front of the customers in order
to attract them with the new strategies for the hospitality industry. It I has been evaluated the the
intercontinental hotel and resort need to be aware of the various aspect and use of new
technologies in order to attract them.
TASK 2
Make a customer experience map for a chosen service aspect arrangement
It is very important to understand the customer experience map which is the method used by the
organisation in order to analyse the various perspective of a costumer. This helps in
understanding the customer experience. The customer experience map helps to improvising
their experiences over all. In the context to Premier Inn, the company offers a better services to
their customers as per their choices. The customer experience map for the intercontinental hotel
and resort is discussed below:
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 Request- This is the first step where the organisation need to identify the different
techniques in order to bring the attention of customers. It is essential for the organisation.
This is essential aspect which need ot be identified in order to understand the target
audience for the Intercontinental hotel and resort.
 Analyse- this is considered as the second step in which the company need to analyse the
products and services which is offered by the company.
 Buy- this is the third stage which is related to the customers purchase pattern which is
totally dependent on the previous experience with the company.
 Gather- this is related to the gasher of the right information by the organisation of the
customers which can help the company to analyse the different perspective of the ways in
which they can make the good experience for the customers.
 Enjoy this is the last stage where the customer experiences over the services which si
provided by the organisation. (Schoefer, K. and Ennew, C., 2022)
Discourse how the client touch-points end-to-end the customer education create enterprise
possibility for a selected service sector system.
There are various touch points , through out the customer experience which can help in
creating the business opportunities for the intercontinental hotels and resorts are discussed
below:
 Online advertising- it is identified that the organisation need to focus on the different
ways in which it can advertise online of the services which is provided by the
organisation. In context of the hospitality industry this is the major role play for the
brand image over the internet. The online advertising can help in increasing the customer
base for the organisation. The online advertising is related to the use of the various
digital platforms. This will help in bringing the new opportunities to attract customers for
the intercontinental hotel and resort.
 communication with the customers- this is the another aspect which need ot be
considered by the management of the hotels and resort where the managers of the staff
can focus ion communicating with the customers in order to know their view points and
know about their experience. This will enhance in the customer engagement and will
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allow the customer to have a good experience with the intercontinental hotel and resort.
The communication may involve regarding the services the customer required. This also
involves with the war welcome of custards which will help the organisation to attract
customers towards the brand. (Luo, and et.al., 2019)
 Social media- It is very important for the organisation to have their presence over over
the social media as now a ways the people are attracted most of the time because of the
social media. This is the new opportunity for the organisation in order to increase market
share. The use of the Instagram and Facebook can help the intercontinental hotel and
resort to attract customers. It is very important for the company to build the brand image
over social media by posting the experience of customers.
Make a detailed client experience map that charts the customer journey framework and examines
the action and actions taken at each consumer touch point to create concern possibility for
a chosen service sector structure.
The map which has been created in order to identify the customer experience strategy it
is identified that there are various step which a customer go thorough before purchasing
decision of a product or service.
It is very important for the organisation to focus on the touch pints which hello the company in
analysing the different ways of attracting customers. There are the variety of the new
strategies which can be adopted in order to increase the customer experience for the
company.
It is very important for the organisation to consider the various touch points in order to
analyse the various aspect in understanding the customers perceptions. It is analysed that the
hotel need to be aware of the different strategies over the social media which can help in
attracting customers. The use of the social media is the main focus on attracting customers.
(Weill, P. and Woerner, S.L., 2018)
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Study how a chosen service sector structure can modify each of the client touch points to
influence the action, responses and act of its customers to hike the client education
There are various factors which can influence over the purchase of the service or product
from the specific organisation. The customer experience is dependent of the various factors
which can be the providers of the company and the internal factors which can influence in
making the purchase decision for the organisation.
Analyze how digital engineering is engaged in carry off the customer experience within the
service sector, giving particular illustration of customer relation direction (CRM) scheme.
Profession plays an important role in defining success of any business organisation.
Every business organisation wants to provide better customer service experience so that it can
capture larger market along with profit making. Customer satisfaction is the core aim for every
business and they sued various tactics and tools in order to make customer satisfied. It helps
companies in attracting potential customers along with retaining existing customers. Company
can generate more profit by making customer satisfied. Customer Relationship management may
be defined as an approach which can be used in maintaining healthy relationship with customers
in order to make customer satisfied. There are numerous advantages of CRM and it will enhance
overall profitability of company and improves local customer base. As digital technology have
emerged and it becomes easier to manage task in an effective and efficient manner. It had
reduced manual efforts and replaces with digital tools. In case of Intercontinental hotels and
resorts, it speeds up the process of check inn and out and provides a convenient and hassle free
process to customer. It helps in improving interaction with customer by deeply understanding
behaviour and act to fulfil their needs and expectations. It acts a bridge between customer and
company. (Hollebeek, L. and Rather, R.A., 2019)
CRM systems
It helps in maintaining records, details and manage their accounts in order to provide better
customer experience. By having data of their customer, they can provide with exact
requirements of customer and can longer staying period. In helps in improving overall relation
with its customers along with creating value for both company and customer. It is important to
provide a unique customer experience so that it can retain existing guest and attract potential
guest. In case of intercontinental hotel and resorts, CRM helps in improving efficiency of
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company while managing customer data. By maintaining customer data, it can provide with
same service whenever he visit next time. Whenever a customer creates a unified lead, CRM
helps in tracking various actions by sending texts or e mails. It collects data from various sources
and interpret in order to deeply understand customer requirements so that it can provide with
same service that customer is expected. Customer information is crucial for comoany and it
helps in many ways such as with that company can understand customer needs and wants. It
facilitates in boosting sales of company and make effective business plan in order to provide
unique experience to customer. It enhances sales team too as it helps in communication in an
effective manner and company can get advantage from it. If company maintains healthy
relationships with its customers, then it could make processes efficient. It provides with insights
by which company can formulate plans which can increase productivity and efficiency of
company. By social media, it can collect data or by conducting surveys it an opt data and can be
used in improving customer service.(Sunny, J., Undralla, N. and Pillai, V.M., 2020)
Measure how digital engineering engaged in negociate the customer experience within the
service aspect are changing CRM systems to efficaciously acquire and retain buyers
It is very important that the customer service include the various digital technologies for
improving over the services for the hospitality industry. It is identified that the customers need to
regular services in order to have a great experience with the organisation.
analysis measure the vantage and asset of CRM systems utilized in work sector concern for
acquisition and hold of purchasers.
There are various vantage and disadvantages of CRM system which is utilised by the service
sector. It is very important that the company focus on using the CRM in order to retain the
attention of its customers. This plays a major role in attracting customers with the servcies which
has been provided.
Exemplify customer service scheme in a particular service sector matter.
There are assorted scheme which need ot be adopted by the organisations in context of
hospitality industry. This plays a leading function in making the customer aware of the services
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and allow them with the bes services. This will help the organisation in building the brand
loyalty and increase its markets share. The various strategies are discussed below:
 Customer centric- this is the most important for the organisation where in context of
hospitality industry the management need to be customer centric which means that the
organisation need to focus on the ways which are beneficial for the customers.
 Customer centric team- it is very important for the organisation to build a team which
is handling for the better customer centric. This is related to solve the issues which is
faced by the customers in the process of the purchase. This is very important strategy in
order to attract customers. In context of the hospitality industry this plays a major role in
increasing the customer base. It is very important for the Intercontinental hotel and resort
Present how client service scheme create and evolve the client content in a way that meets the
necessarily of the client and needed concern benchmarks.
It is identified that the buyers service strategies helps in developing the customer
experience in the effective way. It is very important for the organisation to analyse the various
needs and wants which are related to the service which has been provided by the hospitality
industry. As it is analysed that the customer service plays a major role in attracting customers
which is necessary in order to understand the customers needs and requirements. It is necessary
to develop a plan which will help in developing the right set of customer base.
CONCLUSION
It is concluded from above report that the customer education is the most important
concern for the hospitality industry. There are various strategies which need to be utilised by the
organisation in order to attract customers. The purchase decision of the companies is dependent
on the various factors. It is very important that the intercontinental hotel and hotels to understand
its buyers so that they can adopt the strategies for their preferences. The customer experience
also depends on the working operations and the various aspect which need to be considered by
the organisation.
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