Managing Customer Experience Report: Hospitality Sector Analysis

This report delves into the critical aspects of managing customer experience within the hospitality sector, using The Royal Horse Guards Hotel as a central case study. The report begins by emphasizing the importance of understanding customer needs, wants, and preferences, highlighting their value in building brand loyalty and customer confidence. It then examines the factors influencing customer engagement, considering diverse customer groups such as business travelers, couples, and families with babies. The analysis includes a review of customer engagement strategies and the creation of a customer experience map, covering touchpoints like websites, reviews, and direct interactions. The report also discusses the role of digital technology, specifically customer relationship management systems, in managing customer experiences. Finally, it explores customer service strategies, demonstrating how they can be implemented to meet customer needs and enhance the overall customer experience. The report provides a detailed overview of how a hospitality business can improve its customer experience to achieve better business outcomes.

Managing customer
experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explaining the value and importance of understanding needs, wants and preferences of
target customer groups in The Royal Horse guards...............................................................3
TASK 2............................................................................................................................................4
P2 Factors driving and influencing customer engagement of different targets' customer groups
in The Royal Horse guards.....................................................................................................4
M1 Review customer engagement factors determine customer on boarding strategies for
different target customers ....................................................................................................11
D1.........................................................................................................................................11
TASK 3..........................................................................................................................................18
P3 Creating customer experience map for service sector organisation................................18
P4 Discussing customer touch points that helps customer experience creating business
opportunity...........................................................................................................................20
M2 Creating detailed customer experience map.................................................................20
D2 Analysing the selected services sector organisation that helps to optimise each of the
buyer touch points................................................................................................................21
LO 3...............................................................................................................................................21
P5 Examining digital technology employed in managing customer experiences providing
examples of customers relationship management system....................................................21
M3 Evaluating the digital technologies employed in managing the customer experience within
service sector........................................................................................................................22
D3.........................................................................................................................................22
LO 4...............................................................................................................................................22
P6 Illustrating customer service strategies...........................................................................22
P7 Demonstrating customer service strategies create and develop the customer experience that
meet needs of customer and required standards...................................................................23
M4 Review the application of customer service strategies of a specific service sector.......24
D4.........................................................................................................................................25
CONCLUSION ............................................................................................................................25

REFERENCES .............................................................................................................................26

INTRODUCTION
Managing customer experience is the most essential and required type of managing work
in an efficient manner. Managing work with customer helps in creating customer's loyalty
towards the business activities. Present study is based on customer's managing experience with
hospitality sector where customers are the first priority of businesses. For which, study will be
taking the Royal Horse Guards Hotel situated in London. Further study will be introducing the
importance of understanding the needs, wants and preferences of target customer groups for a
service sector industry. Present study will help to identify the new approaches to make the new
operating departmental tools and technique to approach customer attraction.
TASK 1
P1 Explaining the value and importance of understanding needs, wants and preferences of target
customer groups in The Royal Horse guards
Customer needs and wants are the primary duty for the hospitality sector that helps to
keep the following charges and best performing goals. In case of tourism sector, customer
requires experiencing satisfaction (Adhikari and Bhattacharya, 2016). Business traveller always
look for services in actual manner of growth in order to meet out their own personal needs and
growth. However, every customer requirements can be put under the headings of a need.
Besides, another need of customer is happy and friendlily hotel staff through which client can
easily convey their needs in easily manner. In order to approach target customer, Royal Horse
guards needs to considered following given point.
Client confidence: Every customer and manager think differently. According to that,
The Royal Horse guards needs to understand the needs and wants of the client requirement. It
helps to enhance the confidence level of customers towards the company brand (Bowie, Buttle,
Brookes and Mariussen, 2016). The Royal Horseguards also must convey all required
information about goods and services to their potential client.
Build brand image: understand needs and preferences of customers also helps on
building the brand image national as well as internationally. Achieving, The Royal Horseguards
have to understand the need and wants of the customer in order to meet out the best performing
goals. This will help in increasing the business in future date in order to build up the new
developing target performance area.

Repeat business : To repeat business of hospitality industry, The Royal Horseguards has
to understand the requirement of customers so that they can seek for additional level of products
and services offered by them (Brandon-Jones and et.al., 2016).
Business person Low calories
meals
Access ramp next to
front steps
Wi- Fi
Intimate atmosphere
Sufficient space to
pass between tables
Proper infrastructure
Couple on a first date Terrible customer
service
Bottle warmers
Candlelight
No garlic in the dishes
Soft music
Unpleasant smells
from the drains
Mothers with babies Over-priced poor
quality food
Nappy changing
facilities
Unpleasant smells
from the drains
Place to park
Terrible customer
service
Bottle warmers
TASK 2
P2 Factors driving and influencing customer engagement of different targets' customer groups in
The Royal Horse guards
Customer-engagement is the most required and challenging practices that should
company needs to be considered (Chathoth and et. al., 2016). As per the chosen target customers
such as disabled person, couple on a first dates, mother with babies etc. according to them all,
every customer having different thought process regarding their own needs. Before, getting into
the business services and growth. Some of the factors which influence customers in different
manner.
Brand name: Brand is the identity of a company or a product through customer can
easily identify the product or services. Such as couples are always looking for the best place to

make the best moment for them (Davis, Lockwood, Alcott and Pantelidis, 2018). For this, they
make decision by looking at the best thing. In this context, brand image play a most important
role in order to keep that position alive and growth full.
Pricing: Pricing is the another term which help to required product at considerable
amount of price in the market. Customer are also engaged with the services or performances
which gives the better target performance in order to meet out the best possible action plan.
Apart from that, pricing factor is the another major factor which approves the long lasting matter
of fact which creates the better enactment goals.
Personalised : Shoppers or customers want personalised experience in which personal
interactions can by anonymous and easier with customers with help of personalised experience
regarding sharing right procedure and service at perfect time with correct people.
Customer service : It is the another driving factor which influence customer engagement
policy and also encourage them into more appropriate manner. In Hospitality sector, customer
service play most important role in customer attraction (Durna, Dedeoglu and Balikçioglu,
2015). The Royal Horseguards should attract their target customers by providing the best
customer services.
Overall, on the basis of above discussing factors, it has been cleared out that The Royal
Horseguards need to adopt the best quality services for their customers in order to meet out the
customer attraction goals (Han and Hyun, 2015).

M1 Review customer engagement factors determine customer on boarding strategies for
different target customers
There are given done customer engagement factors which helps to determine the brand
loyalty in a particular industry. Thus, strategies of customer engagement which helps to be
considered such as The Royal Horse guards can make clear expectation for customer such as
they must be. Besides, The Royal Horse guards can also showing value by offering services and
meet their needs. In order to engage customer interest in the business activities and goals that
helps to remain in the long term goals. Some strategies are all hands support, measure product
engagement, involve power users, be real etc.

D1
Customer engagement is the most important term which helps to provide profit
measurements for the companies. The Royal Horse guards needs to research the current
customer demands in hospitality sector. According to which company can easily adopt that
particular type of needs and wants.

TASK 3
P3 Creating customer experience map for service sector organisation.
Customer experience mapping is the most important tool to attract the attraction level of
customers as it helps to engage client customers and long term relationship. Thus, it makes forms
but appears in type of infographic (Hwang and Seo, 2016). It helps to teach the organization to
know more about customers. Customer is the most important factor for the company to develop
the long term factor in developing the company profit revenue. Thus, customer experiences map
helps to discussed some essential point below.
Website : In this growing age of e-commerce, no one can survive without an online
presence. Website is the most crucial to the experiences of customers that has given the huge
impact on the image of company (Jauhari and Bharwani, 2017). The Royal Horseguards needs
to provide all required information and essential offer to attract the customer. For that, The