Analyzing Customer Experience Strategies: Hilton Hospitality Sector

This report provides a comprehensive analysis of customer experience management within the hospitality sector, using Hilton as a case study. It begins by explaining the significance of understanding target customer needs and wants, differentiating various customer segments such as business travelers and high-profile guests, and emphasizing the importance of tailoring services accordingly. The report then explores factors that influence customer engagement, including purchasing power, gender considerations, privacy concerns, group influences, and the impact of technology. It further examines how these factors inform customer onboarding strategies. A key element of the report is the creation of a customer experience map for the hospitality sector, detailing touchpoints such as websites, telephone interactions, review sites, and restaurant environments, both positive and negative. The report also assesses the role of digital technologies, including website design, text messaging, and social media marketing, in managing customer experience and explores the advantages and disadvantages of CRM systems. Furthermore, the report highlights customer service strategies implemented by Hilton, demonstrating how these strategies shape the customer experience to meet both customer needs and business standards, and offers recommendations for improvements. The report concludes with a review of the application of customer service strategies in Hilton and recommendations for improvement.

Managing customer
experience

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explaining the value and importance of needs and wants of target customers.....................1
TASK 2............................................................................................................................................2
P2 Exploring the different factors that drive and influence customer engagement. Three
posters.........................................................................................................................................2
M1 Explaining how customer engagement factors determine customer on-boarding strategies.
.....................................................................................................................................................6
D1 Evaluating the broad range of different target customer group needs and expectations.
Four Posters ................................................................................................................................6
TASK 3............................................................................................................................................8
P3 Creating customer experience map for hospitality sector .....................................................8
M2 Creates a detailed customer experience map .......................................................................9
D2 Explaining how Hilton achieves all customer touch points to influence behaviour response
...................................................................................................................................................11
P5. Importance of digital technology in managing customer experience within service sectors
...................................................................................................................................................11
M3. Evaluation of digital technologies which effectively acquire and retain customers.........12
D3. Advantages and disadvantages of CRM systems used in service sectors..........................12
L 04................................................................................................................................................13
P.6 Illustrate customer service strategies in Hilton..................................................................13
P.7 Demonstrate how customer service strategies create and develop the customer experience
in a way that meets the needs of the customer and required business standards .....................13
M.4 Review the application of customer service strategies In Hilton and giving
recommendations for improvement. ........................................................................................14
CONCLUSIONS............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Customer managing experience is the most important and essential needs of the
organisation that creates the long term goals and managing successful business growth. In order
to meet out the goals and best forming result. Customer managing is the most essential and
typical part for the organisation to create in a good manner. Present study will be based on
Managing customer experiences of Hilton. Further study will be explaining about the value and
importance of understanding the needs wants of the target customers. Further study will be
covering the factors that influence customer engagement of different target customer groups.
Further, it also presenting the customer experience map for a selected service sector organisation.
However, study will be presenting the importance of customer experiences and hospitality
industry will be presenting their offers according to their needs and wants.
TASK 1
P1 Explaining the value and importance of needs and wants of target customers.
Target market customers are the customer which is very important for the hospitality
industry. Hilton is the high rated brand among hospitality companies (Bilgihan, Kandampully
and Zhang, 2016). They always targeted high profile clients or guest who really indulged with
the luxurious services and growth. Hilton sets their clients and arrange all service requirement
according to them only. It brings new services growth and new managing successful business
growth in order to meet out the best possible action results and new managing successful
business growth.
Target market customers for Hilton
Business Persons : Business man's who always preferred to take luxurious hotel services
which makes them relaxed and comfortable. Many of the clients are come for their business
purpose or to take new business growth for the new engagement purpose (De Keyser and et.al.,
2015). They usually preferred to have polite nature, silence, good connection of internet, lounge,
or cafeteria. These are the first customer target group of Hiltons.
High profile people : another target group of clients who ready to invest huge on the
services of hospitality sector. In order to keep the all sources and effective and long-term growth
for the business purpose. Hilton Hotel and Resort should focus on knowing the needs and wants
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of the targeted audience and then drive the products as per the location and age group or any
other customisation
Other clients : some other clients which can be differentiated into other categories. Such
as hospital clients who came from other country just to have their medical treatments. Those
clients usually preferred to have healthy environment, Nutritious food, etc. for that Hilton needs
to arrange accordingly (Gopalakrishna, Malthouse and Lawrence, 2017). The company should
try to try to have catalogue of sweat dishes can be shared with the customer and which will catch
the interest of the customer and there will be higher chances that the customer will visit Hilton
Hotel and Resort
In order to meet out the best possible action and make good result-oriented task. It has been
given new growth channel and mind-blowing result outcomes to the business purpose. Overall, it
helps to take the new service growth.
TASK 2
P2 Exploring the different factors that drive and influence customer engagement. Three posters
In order to generate the long term goals and better goal services, after making new goal
oriented in order to keep the market great oriented deal and managing successful business growth
(Homburg, Jozić and Kuehnl, 2017). There are so many concepts through which customer
engagement process has been changed accordingly. Customer engagement is the process under
which employee more focused on connection between the customers. Through various channel
company make the customer more involved within the company services. Such as online
advertisement, e-mail marketing, offers sale etc. customer engagement increases the possibilities
of company sale and stability level (Lemon and Verhoef, 2016).
Purchasing power
As different groups have different purchasing power comfortable with expensive and quality
products. Hilton Hotel and Resort should focus on which product is best suited as per the
purchasing power targeting the similar audience, if premium quality products are targeted to
higher income group. Apart from that it keeps the new managing and effective growth. In order
to keep the marketing functional upgrade and new managing successfully business. Apart from
that, customer engagement can be affected different factors.
Genders
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Hotel Hilton should categories the customer along with increasing customer enegamsntes.as ale
group have major concerned over adventure. On the other female have to look around e fancy an
beauty products.
Privacy concern : this is the first factor due to which customer does not connect with the
company in proper manner. In order to concern with the sources and make the proper changes
into their privacy system. Hilton needs to acquire proper privacy system into their business
practices into more appropriate manner of growth. Apart from that, it also influenced the choices
of business and long-lasting effects. Client always prefer to select place where they are safe and
secure within its proper limits. Overall, it brings new managing effective services in order to
appropriate in the best manner.
Influence of the group
There are various groups which can be considered as social groups, business groups,
government groups etc. All groups have their own specific demands to meet demands and
influence customer engagement Hilton Hotel and Resort. This should met out the standards
required of the group
Hilton needs to make its privacy system effective and also needs to acquire into proper
manner. Looking back at the study we see that these data sources are considered very sensitive
by far higher percentage of consumers (Nema and Joshi, 2016).
it is another factor that driven the customer engagement, in recent times customers are
always needs to make the best forming result and goal oriented process in order to meet out the
best oriented result. Such as today's, clients can easily booked prior reservation before reached to
that place with the help of technology. It helps to meet the long term results and longer channel
of company objectives. Due to delayed in process, customer sometimes get irritated and not
interested to visit that particular site again (Peppers and Rogers, 2016). Hilton needs to make
sure about its techniques and website functioning through which clients booked number of
reservations.
Unanswered question
Another factor that drive changes in customer engagement. It has been proved the big
question about customer engagement for which companies doe yet have goo answers. Hilton
should need to solve the query of customer and solve them into the best effective manner. Due to
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improper dissatisfaction customer are no longer to manage to sustained with the same brand. It
gives possible action plan in order to meet out the customer result oriented goals.
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M1 Explaining how customer engagement factors determine customer on-boarding strategies.
In order to keep the customer engagement alive or effective, Hilton required to make
some new strategies in order to accomplish the satisfaction results (Peppers and Rogers, 2016).
In order to create customer nonbreeding strategy by looking at some key points such as
understand the customers better, set clear expectations, show that company set their values, stay
in constant communication, create customer centric goals, etc.
D1 Evaluating the broad range of different target customer group needs and expectations. Four
Posters
It is necessary to take care of the needs of customers such as for Hilton target customer, it
is necessary to develop the new managing effective services growth. It is necessary to bring new
service growth.
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