ICON College - Unit 02: Managing Customer Experience Report

This report examines the critical role of customer experience in the hospitality industry, specifically focusing on the Hilton Hotel & Resort. It begins by emphasizing the importance of understanding customer needs, preferences, and demands to foster customer loyalty, brand development, and satisfaction. The report then explores factors influencing customer engagement, including technology, privacy concerns, and social dynamics. It highlights how Hilton utilizes technology to enhance customer experiences and addresses the significance of effective communication and data security. The report concludes by advocating for effective customer experience management within the Hilton Hotel to maximize customer services, supported by relevant academic references.

Unit 02: Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Value and importance of understanding the needs, preferences and customers wants for the
Hospitality industry......................................................................................................................3
P2 factors that influence the customers engagement within the hospitality sector......................4
REFERENCES................................................................................................................................5

INTRODUCTION
Customers experience plays important role in the hospitality industry and companies
prefer to create good experience and satisfy their customers thorough the product and services
they provide. Without creating a good experience for the customers company cannot take the
competitive advantages or successfully in their business.
This report will cover the study of Hilton Hotel & Resort which is American
multinational find of full services related to the hotel and resort. They are mainly know for their
unity services and hospitality to their customers.
This report will explain the needs and exactions of the market segment of services
industry. It will explore the customers experiences map to create the business opportunities and
optimize the customers touch points. It will also investigate the impact of digital technology in
the customers relationship management. In the end of this report will applicably the effective
customer experience management within the Hilton Hotel to maximize the customer services.
LO1
P1 Value and importance of understanding the needs, preferences and customers wants for the
Hospitality industry
Understanding of the customers needs , demand and the preferences is important and v
value for the Hilton Hotel because it can provide them various benefits and company will able to
grow their business. customers are most important part of organization and especially for the
Hospitality industry where Hilton Hotel is operating their business (Bolton., and et.al., 2018).
Gaining the importance to the customers need and their demand can provide some of the benefit
to the Hilton Hotel like-
Loyalty of the customers
Provide the best possible the quality and fats accommodation services by the employees f
the Hilton Hotel can help them to gain the loyalty of the customers. Customers get happy from
the company then they also get loyal with the company and stay attach with the brand for the
long time. Customers will also prefer their friends and their family members about the Hilton
Hotel that shows how end it is for the organizations to fulfil their customers needs and want.
Helpful in brand development
In order to develop or improve the quality of a brand leaders and managers of the Hilton
Hotel must consider the needs of their clients. If from their market research the discovered that

their clients prefer a specific kind of brand, then ensure that is exactly what you give them.
Understanding the customers needs and demand their preference will provide the brand a
recognition in the w market where they are operating their business an they will able to take
competitive advantages as well.
Customers sanctification
If the Hilton Hotel staff will provide the quality services understand the customers needs
and fulfil their customers demand then they will able to satisfy the customers and consumer will
go happy from the property of the Hilton Hotel (Kandampully, Zhang and Jaakkola., 2018).
Positive feedback
Feedback plays important role for the Hospitality companies because people see the
feedback and take the decision to stay in the hotels. Satisfied customers will give the positive
feedback on the online side of the Hilton Hotel, and they will get more customers from the
market.
P2 factors that influence the customers engagement within the hospitality sector
There are various factors that influence on the customers engagement within the
hospitality industry and it can also be used by the Hilton Hotel to engage their customers with
the brand and company can take the competitive advantages. Her are the factors -
Technology factors
Technology factors has the positive impact and engage the employees for the company.
Technology provide more stultifying factors to the customer an create good experiences for
them. Hilton Hotel also use various technology feature to satisfy their customers like card local,
authentic gates etc.
privacy concerns
Today, marketers understand their customers by analysing their online behaviour. They
look at what their customers click on, what they do on the brand website, and what they buy. It is
necessary for the Hilton Hotel to provide the security to their customers it can include the
camera implementation, data protection apps an many more other application can be used
(Maklan, Antonetti and Whitty., 2017).
Social, factors
Social factors also helps the companies to engage their customers with the brand and it is
necessary for the staff and other members within the property of the Hilton Hotel to

communicate effectively with the customers and fulfil their needs an demand to customers can
be engaged ad they can satisfy their need and their demand.

REFERENCES
Books and journal
Bolton, R. N., and et.al., 2018. Customer experience challenges: bringing together digital,
physical and social realms. Journal of Service Management.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Maklan, S., Antonetti, P. and Whitty, S., 2017. A better way to manage customer experience:
Lessons from the Royal Bank of Scotland. California Management Review.59(2). pp.92-
115.