Novotel Hotel: Enhancing Customer Experience and Market Strategies

This report provides a detailed analysis of Novotel Hotel's customer experience strategies. It begins by examining the hotel's market segmentation and customer profiling activities to identify its target market, highlighting how these activities inform the products and services offered. The report then explores various methods of customer profiling, considering the needs and expectations of different target groups, such as business travelers and families. It evaluates drivers of customer engagement, including telephone support, online platforms, loyalty programs, and promotional offers. Furthermore, the report reviews strategies for onboarding diverse customers, including the use of applications, templates, and targeted marketing approaches. Finally, it presents a customer experience map, outlining the customer journey from initial exploration to post-tour feedback, and discusses key touchpoints where customers interact with the business, emphasizing the importance of these interactions in shaping customer satisfaction and loyalty.

Induction- understanding and enhancing
customer experience

Introduction of company
Novotel hotel is part of AccorHotels group founded in 1967 at Lille Lesquin, France. It
provides guest freedom to an experience so that they can stay for long period of time. It
provides the better room facilities as well as accommodation services to visitors or consumers.
Company and its category location
It is based on Novotel hotel and it is located in Lille Lesquin, France.
Vision or philosophy
Its vision is to provide satisfactory services and provide better experience to consumers.
Size
The size of this hotel is large.
Customer base
Novotel hotel has strong customer base.
Role of Guest relations
Handle complaints satisfactorily- Under this, it is a responsibility of Novotel hotel to handle
all complaints of consumers and provide them appropriate solution so that they can be satisfied
from services of hotel.
Provide right information to the clients – In this, it is a main role of manager to provide right
or accurate information to consumers about services, travelling packages etc.
Day one
1) Explain why the hotel carries out market segmentation and customer profiling activities to
determine its ‘target market’;
Hotel market segmentation allows to target and market into various consumer groups
with different behaviour that matches budget and need level. It helps in identifying purpose of
trip that can be business or leisure. Novotel hotel carries out market segmentation in order to
provide quality services to their guests. After segmentation, hotel need to target particular group
of people on basis of demographics factors includes income level, group level. Once Novotel can
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know about their target group and accordingly provide service (Peppers and Rogers, 2016). As
per income level of people rooms at Novotel hotel is divided and facilities as per their
requirement. There are various class of individual such as business, family, youngster and
service are provided according to their need and wants.
Market segmentation- It refers to procedure of dividing market of the potential
consumers in to the groups and also on the basis of various characteristics. It makes easier for
company to personalise marketing campaigns. It is helpful in minimize risk of unsuccessful
campaign of marketing.
How to do segmentation- Under this, segmentation is done on the basis of demographic.
There are different factors which involved in demographic segmentation mention below:
Age- 0 to 80
Sex- Male and Female
Religion / ethnicity – Arabic, American, Japan ,Chinese,
Income – £20000 to £40000
Family Size- Small, medium and large
Why segmentation is important for travel lodge or Hilton
Reduce failures- In market segmentation, there is less chance of failure because market is
segmented in to small parts so that marketer can not face any issue and target consumer in an
easy manner.
Increase business- Segmentation is helpful in develop in better future related
opportunities for enhance business. Through segment market, Novotel hotel can enhance its
business activities.
Customer profile- Novotel hotel provide its services to £20000 to £40000 income group level.
But it will target £50000 to £80000.
2) Examine the different ways in which customers can be profiled, and how the wants, needs and
expectations of the ‘target market’ drive the products and services offer of the hotel;
Under this, satisfaction of consumer reflects experiences and expectations which they
have with service or product. It is necessary for Novotel to determine as well as understand
needs, expectations and demands of target market and also provide them services accordingly.
The main focus of this hotel is to provide high quality of services to hotel and also give them
better experience. In this present time period, demand of every consumers are different from
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each other and also changes with in short period of time. There are different ways to profiled and
needs of consumers on the basis of income level, purposes, age group etc. To determine
preference, needs and taste of target market, Novotel hotel conduct an investigation in different
market areas so that it can know about the different tastes of consumers and then provide the
services of products accordingly. It will be helpful in attracting large number of consumers
towards company and provide the better customer experience so that they can retain for long
period of time. In addition to this, for target new market, Novotel should make changes in its
existing services by make some innovation so that customers can be attracted and also take some
interest in its services.
Customer profile Products and service
Businessman – Travelling from London
to England for purpose of meeting and
staying at hotel for two nights.
 WI-FI
 Conference Rooms
 Meeting Halls
Families – Travelling from London to
Italy with two children and couple. They
have six nights plan to stay at hotel for
recreation and enjoyment purpose.
 Online Booking
 Spa and gaming facilities
 Decorative rooms for kids.
2) Evaluate the drivers of customer engagement across a range of different target customer
groups for the hotel
Customer engagement refers to business communication among company and external
stakeholders by different correspondence channels. It is regarding encourage consumers to
interact as well as share experiences for them as brand and business (Teixeira and et. al., 2012).
Under this, Novotel hotel use various drives of the consumer engagement for target the different
customers: Telephone support- In this, hotel can engage its consumers through telephone support
because through this, it can provide all latest information to them and take feedbacks
about the last service that was taken by them. Online- In online, social media is an effective tool to engage consumers. It is computer-
mediated technologies that help in facilitate creation as well as sharing ideas, information
and also other forms of the expression through networks and virtual communities. In this,
present time period, large number of people are connected with social media. With the
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help of this, Novotel can connect with the people and also aware them about the services
and facilities of hotel. Loyalty cards- These are identity cards which issues through hotel to its consumers as
necessary part of customer incentive scheme where credits are to be accumulated for
future discounts. In this those people are considered which are customer of Novotel hotel
from long period of time.
 Offer regular promotion- It is one of the most effective way because consumers are more
attracted towards promotional schemes. It is necessary that hotel should conduct
attractive promotions so that large number of consumers can be attracted towards
company.
Advantages & Disadvantages
Telephone support
Advantages Disadvantages
 Develop healthy relationship and
permit consumers for particular
inquiries.
 It helps in develop more loyalty sense
in consumers.
 It is costly to keep trained telephone
staff.
 Enhanced operational cost
Online
Advantages Disadvantages
 Easy to connect with people.
 Reach to target market in an easy
manner.
 There is no instant trust on online.
 Require effective knowledge and skills.
Loyalty cards
Advantages Disadvantages
 It helps in retain consumers for long
time period.
 High cart value
 Market saturation
 There is limitations of loyalty data
Offer regular promotions
Advantages Disadvantages
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 Attract large number of consumers
towards offers of Novotel hotel.
 More cost involved in promotions.
4) Conclude by reviewing the different strategies that are employed for on-boarding these
diverse customers
On boarding is a process of familiarizing new client or consumer with services or
products (Wilson and et. al., 2012). Under this, company develop effective strategies for the on-
boarding the different consumers mention below:
Application- In this modern era, people are more connected with technology. In order to
target different customers, hotel will provide information of its services on its application with
proper details. If they have any kind of query then they can ask on website.
Templates- It is an effective way to aware diverse consumers to know about the services
of hotel in a details manner. Those people which are not using mobile applications, it is
beneficial fort them. Through this, they can know regarding different services which can fulfil
needs and preferences of diverse consumers (Wirtz and et. al., 2013).
Targeting- It refers to market in which firm wants to sell its services or products to targeted set
of consumers. Novotel hotel target different market so that it can enhance its market share. This
hotel target £20000 to £80000 income level of people.
Novotel hotel customer profile
Novotel hotel target age group is 0 to 80, £20000 to £40000 income level people. This
hotel provide its services to all religion and caste of people. In future, it will target £50000 to
£80000 income level people.
5) Customer Experience Map
Customer journey is sum of the experience that consumers go through when they are
communicating with brand or company. Under this, customer journey map is visual
representation of procedure a consumer goes through for attain aims with company.
Document journey of customer from first contact with hotel
Journey of customer starts from exploring itineraries, booking tour, pre tour, during and
finally post tour. These all steps helps in creating experience for guest and visitors which are
described below:
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Exploring itineraries- Customer view itineraries first where all required information
related with tour is mentioned. Novet has effective itineraries for their customers in order to
attract them. There are touchpoints for guest such as tours details, booking page and pre sales
support.
Book a tour- After getting all required information, guest book tour through company
apps and tour booking page. Novotel has also its own application for convenient of their guests
and visitors which helps in creating loyalty for company.
Pre-tour- In this stage, planner pre book tour through help of ticket details page and tour
details page. If all service is fulfilled then booking is done as tour does not took place here.
Novotel has impressive and creative style to influence people for travelling.
During Tour- Here tour took place and requires services of cleanliness, Wi-Fi, laundry,
guide. Touch point for during tour is guide which helps in visiting different places and
enjoyment for guest.
Post Tour- It is the last stage where guest come from tour and company took feedback
through phone, website, mails. Novotel provide thank you gifts to their visitors and guests such
as photo album, drop out facility at their destination. It helps in attracting visitors and creates
loyalty towards company. It also assist in creating good experience for guests and influence to
visit that place again.
Touch points when consumers interact with business
Touchpoint refers to way customers can communicate with business through application,
website and also any other form of communication (Lemon and Verhoef, 2016). It permit the
consumers to have an experience each time they can touch any part of brand, product and
services. In context to costumers touchpoint, these are point of brand from begin to finish.
Three different levels
At satisfactory level- Customer is king of market and it is very important for company to
understand their need, want and preferences and accordingly. Here customer touchpoints helps a
great in influencing business at high level. There are various touchpoints such as website, call
centre, store, post, phone to create opportunities. This helps in achieving set goal and objective
for firm. If enterprise is able to influence individual through touchpoints then image and
goodwill rise, profit increases and sustainability and growth at high level. Novotel provides good
service and facilities before, during and after tour for their guest.
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At good level- After providing services such as Wi-Fi, laundry, television cleanliness to
guest hotel industry take feedback from visitors which can be satisfactory, good and advanced.
Customer provide rating as per service and activities received by them. This rating is done from
customer touchpoints view and facilities to them (Peppers and Rogers, 2016).
At advanced level- This is rating criteria of hotel which is given by visitors. If all
services, facilities are given in best manner to guest then only satisfaction level is marked.
Novotel need to maximize touchpoints before, during and after tour to maximize sales, growth
and profitability.
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REFERENCES
Books & Journals
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Teixeira, J and et. al., 2012. Customer experience modeling: from customer experience to service
design. Journal of Service Management. 23(3). pp.362-376.
Wilson, A. and et. al., 2012. Services marketing: Integrating customer focus across the firm (No.
2nd Eu). McGraw Hill.
Wirtz, J. and et. al., 2013. Managing brands and customer engagement in online brand
communities. Journal of service Management. 24(3). pp.223-244.
Online
Customer Experience Management (CEM). 2018. [Online]. Available through:
<https://www.gartner.com/it-glossary/customer-experience-management-cem>.
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