Customer Experience Strategies: Premier Inn Case Study Report

This report provides a comprehensive analysis of customer experience strategies, using Premier Inn as a case study. It begins by explaining the value of understanding customer needs, wants, and preferences within target customer groups, exploring factors influencing customer engagement, and then focusing on the hospitality sector. The report includes a customer experience map, discusses customer touchpoints and business opportunities, and examines the role of digital technology and customer relationship management systems. It also covers customer service strategies and how they fulfill customer and business demands, concluding with recommendations for improving customer experience. The report covers various aspects of customer service, marketing, and customer behaviour.

Managing Customer
Experience.

Table of Contents
Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain value and importance of understanding needs, wants and preferences of target
customer groups . .......................................................................................................................1
P2. Explore different factors that drive and influence customer engagement of different target
customer groups..........................................................................................................................3
Task 2...............................................................................................................................................4
P3. Create customer experience map for selected service sector ...............................................4
P4. Discuss customer touchpoint throughout customer create business opportunities. .............6
Task 3...............................................................................................................................................7
P5. Digital technology is employed in managing customer experience including specific
examples of customer relationship management system............................................................7
Task 4...............................................................................................................................................8
P6. Customer experience strategies in specific service sector....................................................8
P7. How customer service strategies create and develop customer experience that fulfils
demands of customers and business standard.............................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The customer experience is practise and designing as well as reacting to customer
interactions to accomplish with their goals and exceeds their expectation, leading to greater
customer satisfaction, loyalty and advocacy (Abd Ghani and et. al, 2017). These purpose of
having effective interaction that enhance for making better way of interaction that allows to
providing in better outcomes generates as well as helps to focus on business to elaborates in
effective needs of important customer. This is reflects for customer actual experience in positive
and negative manner.
As in this report, the organisation is Premier Inn where it is British hotel chain and UK is
having largest chain with more than 72,000 rooms and 800 hotels, it operates hotels in variety of
various location that allows more than largest city within airports overall companies with risk
likes Travel lodge and Ibis hotels. The company is majorly was established by Whitbread as
travel in 1987 to compete which is merged within business under the name of Premier travel inn.
In this report that accommodate with having more advancement towards getting better
opportunities for gain customer satisfaction. In this report, topics are covering by highlight about
better understanding needs and wants of target customer preferences, within different factor
within that drive influence customer group service sector organisation. Customer experience map
for selected organisation (Aichner and Gruber., 2017). Digital technology and employed in
managing within provides examples. Customer service strategies service sector as well as
develop customer meet needs and wants of company recommendation.
MAIN BODY.
TASK 1.
P1 Explain value and importance of understanding needs, wants and preferences of target
customer groups .
Overview of Target Market: It is basically of define standardised and to highlighting
effective as well as potential customer as per demand by any particular business. In perspective
of hospitality business like Premier Inn they only approach those customer who are eagerly
seeking for hospitality kind of services that enables to get attain their satisfaction in order to
provide higher benefits.
Characteristics of target audience through target market by approach segmentation.
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It is prospect to gaining customer way to perform to describe that enhance for basic
required for matching business offered services in positive manner (Badwan and et. al., 2017).
There is various characteristics and demand from customer through basis of Premier Inn where
they specifically target their marketplace in segmentation that explain below as:
Specification of target customer: Age group: To approach customer is not easy there is must to identify provide Vegan
traits of products and services that allows many as who having preferences of
vegetarian as well as non vegetarian (Baker and Kim, 2018). To consider age group
people like adults to old age as 20 to above 50 years which is more preferred that
enables high outcomes required for Premier Inn. Basis of income: Through perspective of Premier Inn they also prefer to target people
to having higher paying system practises that effectively affordability matter for them
where moderate age group of individual as well.
 Occupation: The Premier Inn has targeted certain gtroup who is having occupation and
with having involves in professionals, business person and age individual on
accordingly.
 Geographic location: Through approaching better Premier Inn is located by enhance
towards easy for businesses to generate optimise attract lot of more customer get
attaining provide discount profitability in increases through better way.
Value and importance of Target customer group:
The targeted customer group has varied range of importance and values which is covered
in below related in Premier Inn such as described in following steps: Customer Service: Some of aspect is most necessity prospect and under of important
way to attract customer through different way of service in which company like Premier
Inn they mainly deliver their services to customer as per their expectancy and quality
base that enhance more vulnerability towards better certain period of time.
 Social Responsibilities: Some of responsibilities that is played is business under which
is environmental that effectively care is protected that involves development traits of
factor which is benefits towards company (Dion and Borraz., 2017). In relation of
Premier Inn, as their management makes assure that their work objective must
contribute in society through less pollution and enhance market productiveness.
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P2. Explore different factors that drive and influence customer engagement of different target
customer groups.
Customer behaviour and attitudes
The customer is having most common through implementing changing on the basis of
suitability, taste, opinions and preferences where they under favouritism is get promoted. By
enhancing of changes get to implemented by context is having more vulnerability that allows
more action happens in marketplace. In perspective of market segmentation that enhance in
Premier Inn to focus on their customer behaviour and attitudes which is must to consider by
asking reviews by deliverables of services to them (Goodman, 2019). Thus, suggestions and
opinions are more important to get evaluate in major aspect to gain better satisfaction and trust.
Better understanding of behaviour and attitudes to having market segmentation that develop the
brand loyalty: Complex behaviour buying: It is set of behaviour which helps to continuous manner to
having procure about different preferences as per according to their food and need
through offers is grabbed through making an attention which is involved in marketplace
(Larson, Jaworski and Larson, 2020). In order to attract more customer Premier Inn that
assort by improvising behaviour o employees and able to connect within customer base.
 Consider constant buying behaviour: These are some sort of behaviour that enhance to
shows within some of customer eating of under favouritism. In this situation of customer
approach similar product and service that effectively approach better preferences
selective for their foods. Therefore, for Premier Inn they measure target to those who can
afford and as well as customer must having potential buying behaviour.
Factors of customer engagement influence:
The customer engagement is having continuous interaction between company and
customer where they mainly offered or making chosen for company customer. It clarifies that the
more valuable and frequent the engagement towards gaining high objective brand of product is
get to attain high positive outcomes. In perspective of any business traits such as hospitality that
covers for getting effective value of making more focuses that enhance more productive
outcomes (Lee and et. al, 2018). This will only happen when there would be high influence of
customer interaction through clarity about with their suggestions, feedback or some other quality
of working aspect that creates more vulnerability. As per context of Premier Inn hotel is sort of
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having their medium and premium based services where they approach their customer
engagement when there is high interaction in social media and other online services. Some of
following point which is consider for better customer engagement in effective manner: Understand the expectation of customer: In this stage of customer engagement that
allows different base of customer is having expectation that majorly allows to get high
income of family group, high income in which the services of Premier Inn is highly
measured towards focuses on high rated (Manchar and Chouhan, 2017). Training and
development for comfort at the time of taking services in Premier Inn. This is trait which
is has focuses on providing that so customer are highly engaged within company within
fulfil all outcomes.
 Effective communication: This factor is one of more important that helps top gain clarity
of customer within communicate in better way for in code of conduct towards better long
term period. In Premier Inn, their manager and leaders ensures that allows to training and
development for improvise skills.
Task 2.
P3. Create customer experience map for selected service sector .
Overview of Customer Journey map: This is a refers about visual representation that
support to gain for better goals and accomplish it in effective manner. This term also helps to
organisation where presence of motivation that allows needs and pain the points (Rahi, Yasin
and Alnaser, 2017). In context of Premier Inn where their customer journey map in which is
customer mapping for attain outcomes where it can gaining profits and sales for long term
productivity. As per to getting valuable insights where manager mapped that their services and
product must involves in several quotation that customer prefer to approach durability of service
in effective manner.
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Stages of customer journey:
 Awareness: This is first process where manager of Premier Inn, where their management
and marketing team support to create awareness in related to their product and services
where it offers to customer. By approaching customer point of view where analyse their
needs and wants on which customer book Premier Inn services as per accordingly. Consideration: As per this practise customer can better helps to examine where best
service can acquire to enhance better purchase decisions. According to this advantages
where the manager of Premier Inn provides optimum value of services that competitive
gain of outcomes in effective manner where to increase sales and volume of company. Retention: This stage of customer experience where customer mapping journey that
effectively can determines for retaining the customer. Through customer opinion through
which is creates view points (Shin, Perdue and Pandelaere, 2020). The customer is
having their own retention follow firm capacity. Role of manager could better approach
towards gaining changes to accomplish according process to be followed.
 Advocacy: It is final stage that reflect about customer where they satisfactory through
better decision making towards better customer restaurant to long term.
Strategies of customer insights:
As per Premier Inn who can focuses where it enhancing for effective customer insights
towards manager developing strategies where so objectives can be attained on within acquiring
that enhance better promotes better way leading successful by assorting in technology towards
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attracted in positive manner. There are some important ways of customer insights such as
follows: Marketing: It is one of customer based insight strategy where it helps to creates
awareness as well as manager of Premier Inn design some valuable strategies that helps
to follows and enhance better way to accommodate different sort of techniques are
attracted towards objectives.
 Customer interaction: It is one of must aspect that creates to interactive within clients
that helps to gain more competitive advantages and other factor which only possible by
attaining effective customer interaction (Tiwong and et. al., 2019). In Premier Inn, their
management team helps to gain customer interacting regarding the company by
generating competitive towards company.
P4. Discuss customer touchpoint throughout customer create business opportunities.
There is differentiate between that allows for measuring manager that allows to can
focuses on touchpoint of capture in which is opportunities of profit and revenues:
Basic Pre purchase During purchase Post purchase
Touchpoints As per today's situation
customer approach online
tools and techniques that
enhance for websites, text
and messages that cover
ups which is related
information circulate
goods and services (Tung,
Chen and Schuckert,
2017). But due to cost
effective and also having
gives through appropriate
knowledge in small period
of time.
At the time of
purchasing the
customer of mindset
through Premier Inn
where they book their
hotel and services of
hospitality as per basis
of buying behaviour.
In this hotel and
restaurant service-
oriented where they
offers outstanding
experience to them.
On the demand of
customer is approach
analyse where service
related of hotels and
restaurant towards
booking on basis of
experience that
follows their
suggestions or view
point of particular
service that explore by
people in Premier Inn
as per decision
making.
Perception of By approaching customer As per this situation By customer can
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customers that can not approach
towards that getting
approved that measure to
getting outcomes as per
basis of several data basis.
only communication
factor approach these
services that approach
high positive outcomes
in terms of reflecting
services benefits by
Premier Inn
management team.
approach share their
experiences and explre
different types of
services traits within
known, relatives and
furthermore.
Opinion for
betterment
Through getting more plan
for having restaurant can
tries to improved that
effectively design for new
customised through getting
productive outcomes
Premier Inn can attain as
per their customer
expectancy. Different roles
and responsibility of
employees who are
working they contribute
their effective skills and
attributes for make the
successful.
By management team
of Premier Inn their
manager provides
effective base of
training that helps to
gain better positive
outcomes where
employees are
approach in effective
way (Vesal, Siahtiri
and O'Cass., 2020). It
is very significant for
communicating
gaining loyal base
retaining for long term
handling overall
problems that reduces
the negative outcomes.
As per this user can
share their perception
where experts that
opinion within their
related to close for
Premier Inn services
where they receives in
better way to attaining
outcomes in effective
manner. Feedbacks,
suggestions regarding
within services in
further development.
Appreciation is also
facilitates for
attainment.
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Task 3.
P5. Digital technology is employed in managing customer experience including specific
examples of customer relationship management system.
Customer relationship management:
This is term CRM is process for combination of practises, strategies and technologies that
companies by utilising and analyse customer interaction for better data throughout get to
optimise service centre relationship and having assist in customer retention driven in sales
growth. In situation of Premier Inn, their front office team is reliable for attaining where
effectively in order to increase overall profit. There is different types of Customer relationship
management:
 Operational CRM: As per this system helps to gain automates sales and marketing as
well as services are processes (Xu and et. al., 2017). In terms of Premier Inn that can
assort operational customer relationship management where higher marketing of
organisation for attaining positive outcomes.
 Analytical CRM: The main function of this Customer relationship management is data
analysis provide management better insight within regard business better outcomes. In
perspective of Premier Inn can assort of CRM for better reach to their customer by
collecting suggestion and information of customer data.
Several Digital platform that helps in managing customer experience.
 Social Media Platform: According to this aspect, it helps to generating more customer
engagement as well as better support to manage them through Facebook, twitter and You
tube where loyalty of long term relationship. This practises helps to gain positive way of
high competitive gain through Premier Inn different way of perspective various of taste
and preferences.
 Email Marketing: The hospitality service of Premier Inn in customised commercial
messages that and mails for their customer for updating customer about offers and deals
that helps to currently where serving mobilise by provide customers mail id information
about new offers in service that helps to gain profitability.
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Task 4.
P6. Customer experience strategies in specific service sector.
Customer experience management:
This is collection of process that to company seeking for seeking tracking of looking tagt
helps to organise every interaction between customer and organisation. The purpose of customer
relationship management each customer has within organisation that effectively build customer
relationship management that helps to gain customer trust, loyalty consumer experience. There
are following strategies in which Premier Inn in better experience : Training and Development of employees: To making employee productivity level
increases which effectively enhance to provide employees staffs where they enhance
manage for developing experience relationship within customer.
 Follows up customer: It is major restaurant organisation can arrange for feedback form
for getting positive outcomes that follows up experience in hotel where is about to get
hospitality in about choice along with preferences of their customer, so that they can
improve towards manage system for attaining customer preferences.
Touch points analysis: By detail analysis where it help to counting for better times consumer
where it engages through media platform in every half an hours (Zeithaml, Bitner and Gremler,
2018). The touchpoints valuable window through connected with media which is consumed
within in across platform. Premier Inn focuses on experience and improve in product quality
structure, by analyse within post customer experience that effectively gain improvement for
implementing new product and services enhanced in better ways.
P7. How customer service strategies create and develop customer experience that fulfils demands
of customers and business standard
For measuring about to create strategies which is enables to get positive development
within several strategies for maintaining the standard for business and satisfying the demand of
having customer in effective manner. As per digital technology with helps to conducts more
reach that large target to better analyse short period of time. Through hotel is having taken timely
approaching experiences within satisfaction of level regarding services. In perspective of Premier
Inn with having strong relationship with customer and engage them on longer period time. Some
strategies boosting the customer experience and business standard in below:
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 The approaching of primary base strategy where time taking for follow up which develop
through better customer experience within company Premier Inn. According to follow
this process generates loyal customer for longer period of time for high profit generates to
accomplish by firm.
 The administration team within Premier Inn that can adopt for using advanced technology
for using services so that they helps for keeping satisfied with organisation and having
develop the word within market areas for productive outcomes.
CONCLUSION
In above report of Managing customer experience that involves enterprise may develop
and grow better way to accommodate that grow better experience. By having different where the
company within engage the loyal customer gain competitive advantages by provide over
attaining touchpoints such as websites, emails. Websites and social media platform helps
organisation in get feedback from customers about their services. Further, which support in
improve standard of their services in order to gain high customer satisfaction. Service Quality is
play an important role that increase customer expectation in terms of accuracy and better
presentation that fulfilled effectively. At last, there is section in above to explain about to create
more influence strategies to gain their trust by facilitating them their expectancy services.
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