Customer Experience Report: Hotel Park Plaza River Bank, London

This report examines customer experience management within the hospitality industry, using Hotel Park Plaza River Bank as a case study. It begins by emphasizing the importance of understanding customer needs and wants, crucial for service delivery, profitability, and growth. The report then explores the factors that drive and influence customer engagement, including awareness, loyalty, service quality, and advertising strategies. A customer experience map is presented to document customer interactions and identify key touchpoints. The analysis covers the hotel's operations, including its 200 rooms, restaurants, and bar, situated in London, UK. The study highlights how understanding customer needs allows the hotel to tailor its products and services, evaluate customer visit frequency, enhance customer satisfaction, and refine marketing efforts. Furthermore, the report underscores the role of customer engagement factors like awareness, loyalty, service, and advertising in building strong customer relationships and driving business success. Finally, the report explains how customer touchpoints create business opportunities, focusing on how the hotel can improve its customer service based on customer needs.

MANAGING THE
CUSTOMER EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................3
Importance of understanding customer wants and needs............................................................3
Different factors that drives and influences customer engagement............................................5
Customer Experience Map..........................................................................................................7
In what ways customer touch points creates business opportunities........................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
The below presentation explores in what ways customer experience can be managed. The
chosen industry is hospitality and the chosen organisation is Hotel Park Plaza River Bank. The
hotel is situated on Kensington Square, London, United Kingdom. It is having 200 rooms. There
are 3 restaurants and 1 bar in the hotel and the quality of service is excellent. The presentation
explains the importance and value of understanding preferences of the customer groups. It
explores the different factors which drive and influences customer engagement. A important
customer service map is created in order to understand the depth of customer service. Along with
it, it is explained in what ways customer touch points creates business opportunities for the Park
Plaza River Bank hotel.
Importance of understanding customer wants and needs
It is important for an organisation such as Hotel Park Plaza River Bank to understand its
customer needs and wants. The organisation is a part of hospitality industry and provides wide
range of services and experiences to its guests. These experiences and services include food and
beverage, residences, bar, etc. These services are offered to the guest in order to earn profitability
and achieve better reputation and growth of the organisation.
It is important for the organisation to understand its customer wants and needs because
these demands are the only one which are going to help the organisation in maintaining the flow
of its products and services and ensure growth and profitability. Below mentioned are the
importances of customer needs for Hotel Park Plaza River Bank: Allows the organisation to produce its products and services accordingly -
Understanding customer wants and needs help the organisation to produce its products
and services as per the set needs and requirements. It is important that the Park Plaza
hotel manufactures its products and services as per the needs and requirements of its
customers. It is going to help the organisation in achieving better profitability and would
help it in gaining new customers across the globe. The hotel often targets Corporate
customer as it clients. These customers provides the organisation with directions as in
what ways its products and services needs to be made in order to satisfy themselves. This
provides and ease to the organisation in bettering its services and products and
maintaining a consumer advantage in the competitive environment.

 Makes it able for the organisation to evaluate how often they are going to need to
utilize the services of the hotel – It helps Park Plaza hotel to understand in what time
period customers are going to visit the hotel and makes use of its products and services.
The targeted high-end consumers needs often explains the time period in which they tend
to visit a certain place and make use of the services and products of that place. This
allows the organisation to understand the time period in which the customers tend to
make use of the hotels products and services and are going to visit Park Plaza Hotel. This
is one of the best advantage of understanding consumer needs and wants and
understanding how often the organisation is going to make use of the services of the
hotel. Understanding the customer needs help the organisation to provide better services and
satisfaction to its customers: Providing better satisfaction is one of the core aspects
which help the organisations thriving in hospitality industry to achieve development and
growth. The targeted family customer needs in Park Plaza Hotel helps the hotel to
determine in what ways its customers receive satisfaction and what needs of theirs should
be fulfilled in order to provide them with satisfaction and growth. It helps the
organisation to achieve growth and advantage and ensure they have a strong customer
base. A strong customer base is essential to grow its reputation and marketplace as well.
Also, the organisation needs to maintain its products and services in such manner that it
immediately provide better satisfaction to its customers. This is often done by
understanding the needs of customers and making required strategies to fulfil these needs
and wants accordingly. Customers when provided with the products and services as per their own needs and
wants, it helps the organisation in earning better profitability: This is the major reason
for which the organisation produces its products and services, in order to achieve and
earn better profitability. Profitability is one of the major advantage which the
organisation seeks from the provided services and products. It is important that the
organisation tend to understand its consumer needs and requirements in order to achieve
required profitability. This is going to help the organisation in earning large profits and
gaining set market advantage as well. Other important aspect which the organisation
makes use of its to develop its resources as per its consumer needs. The resources can

help the organisation in achieving new growth and development and ensuring required
profitability.
 Understanding the needs and demands of the customers helps the organisation to
create its advertisements, promotions and marketing strategies accordingly: Park Plaza
hotel needs to advertise its products and services to gain new customers and achieve set
development. Understanding of the customer needs and demands is going to help the
organisation and its marketing department to make and produce advertisements as per the
current consumer needs and trends. These actions help the organisation to achieve and
required market growth and attract its consumers accordingly. Along with it, it helps the
organisation in order to provide better services to its customers and maintaining a strong
market advantage accordingly. It provides the organisation with new growth and
prospects in order to develop its products and services accordingly. It is important that
the organisation's marketing is being done well because effective marketing is the only
practice that help the organisation to promote its products and services accordingly.
Along with these factors, understanding the consumer needs are going to help the
organisation with achieving new advantage and growth for the employees as well. Employees are
when aware of the organisation customer needs can perform accordingly as per their needs and
provide themselves with satisfaction and growth. It is important for the organisation to do in
order to gain respect in the market and earn new profitability. Employees are one of the major
aspect which provides the organisation with new directions and its customers with better
services. These employees when provided with consumer needs help the organisation reach to
the perfect level of awareness and growth.
Different factors that drives and influences customer engagement
The factors which influences and drives customer engagement includes: Awareness: Awareness is one of the most important aspect that drives customer
engagement with Hotel Park Plaza. Customer of characteristics which are being attracted
by rewards and memberships when have right awareness about the hotel, it helps the
organisation to achieve better growth and advantage and to customers it helps them to
learn about the services and products sold by the organisation. It is one of the most
important factors as the right awareness can bring new customers to the organisation and
may help it in developing right and optimum service standards. Awareness makes the

consumers understand in what manners the hotels services are different from the other
hotels and what is making its different. It is important for the organisation to achieve
growth and success and ensure better profitability and right awareness is going to help the
organisation in achieving both. The importance of awareness is that it also develops and
provides better advantage to the organisation's customers in choosing the place to stay as
per their set needs and requirements. In order to create the right awareness Hotel Park
Plaza makes use of advertising, promotion and marketing techniques. These techniques
often help the organisation to reach customers in new market and raise its awareness in
their minds. This promotes growth and development and ensure organisational
development. Loyalty: The factor of loyalty is important for the organisation as loyalty increases the
customer satisfaction. Customers of characteristics which comes with family and looks
for a better location when provided with the right services and products, they gain trust
and respect towards the Hotel Park Plaza and it increases their loyalty towards the
organisation. Loyalty influences and drives the customer engagement towards the
organisation as they tend to make use of its sold products and services again and again.
Loyalty is one of the major expectation which customers have while making use of any
products and services of the organisation. The loyalty factor allows the organisation to
create customer satisfaction and gain a better market reputation. Consumers when receive
loyalty by the organisations employees. It helps it to achieve new growth and
development and ensure growth and success along. It is important that the organisation
takes important steps in order to ensure better growth and develop and ensuring better
loyalty with its consumers is the primary requirement of making it a success. Service: Provision of better service allows the organisation to gain new set of customers
and make its current customers happy and satisfied. It is important for the organisation to
provide better service. Customers when provided with good service they tend to gain trust
and respect towards the organisation and they often visit the hotel because they know
they will receive the best service. It increases the customer engagement and helps the
organisation to achieve new customers as well. Another important aspect is provision of
right service. Providing right services to the organisation helps the organisation to gain
customer engagement. The main services of Park Plaza Hotel includes provision of food

and beverages, providing neat accommodation to its guests, ensuring better
communication while engaging with them and asking for feedbacks. Also, these channels
and service provision are the major customer engagement points as well. The
organisation needs to provide better services to its customers in order to ensure better
growth and development and gain new consumer markets. It is important that these
services are engaging their customer more and more and allowing them to make use of
products and services sold by the hotel.
 Advertising: It is another important factor that helps Hotel Park Plaza to gain new
customers. Better practices of advertising allows the organisation to reach and engage
with new customer bases. Advertising helps the organisation to gain new customers and
increase their engagement with the organisation. The practice of marketing helps the
organisation in achieving new customers, and when these new customers makes use of
the products and services of the organisation, it increases their engagement towards the
organisation. Along with it, it helps the organisation in achieving growth and success.
Advertising makes the organisation to reach new consumers from various channels of
television, radio, newspapers, etc. It helps the organisation to gain new customers and
develop its products and services according to the market needs of its customers. It is one
of the most effective touch-points being used by Hotel Park View in order to gain market
advantage and achieve growth and development. It can ensure proper organisational
growth and advantage and can make the organisation achieve new growth and
development. Following these practices can help the organisation in gaining product
advantage and learn in what ways its consumers can be engaged more.
Customer Experience Map
A customer experience map helps in documenting customer experiences and the
viewpoint of the customers. It is important that these maps are based on the research of the
customers. They showcase the current customers' usage of Hotel Park View products and
services and typically break down activities such as phases related to the purchasing journey,
listing touch points or relevant channels. Below prepared is the customer experience map for
Park View Hotel:
Explore
Itineraries
Book a
Stay
Pre-Stay During Stay Post-Stay

Customer Experience
Before During After
Touch-points Accom
modatio
n
Details
Pre-
sales
support
channel
Stay
booking
page
Sta
y
boo
kin
g
pag
e
Co
mp
any
app
s
Res
erv
atio
ns
det
ail
pag
e
Ac
co
m
mo
dati
on
det
ails
pag
e
Services Food
and
Beverag
e
Thinking and
Feeling
Lacking
of
sophisti
cated
hotel
searchi
ng for
the stay
The
brochur
Co
mpl
icat
ed
pro
ces
s of
boo
kin
g
No
dir
ect
wa
y to
pri
nt
res
erv
atio
Unhappy
due to not
having
better
food and
Not being
able to
communi
cate to
the local
Delighte
d when
provided
with
new
offers
and
extra
special
services

e is not
printabl
e
Lacking
real-
time
channel
of
support
No way
to
compar
e other
hotels
services
Un
abl
e to
boo
k
via
sma
rt
dev
ices
n
bill
s
Lac
k
of
rec
om
me
nda
tio
n
that
aid
s
the
pre
par
atio
ns
Lac
k
of
inf
or
mat
ion
on
tra
veli
ng
people
and
communit
y

Recommendations
Ideas for
Improvement
Lacking
of
sophisti
cated
hotel
searchi
ng for
the stay
The
brochur
e is not
printabl
e
Lacking
real-
time
channel
of
support
No way
to
compar
e other
hotels
services
Co
mpl
icat
ed
pro
ces
s of
boo
kin
g
Un
abl
e to
boo
k
via
sma
rt
dev
ices
No
dir
ect
wa
y to
pri
nt
res
erv
atio
n
bill
s
Lac
k
of
rec
om
me
nda
tio
n
that
aid
s
the
pre
par
atio
Unhappy
due to not
having
better
food and
Not being
able to
communi
cate to
the local
people
and
communit
y
Delighte
d when
provided
with
new
offers
and
extra
special
services

ns
Lac
k
of
inf
or
mat
ion
on
tra
veli
ng
The above Customer Experience Map explores the important aspects such as Touch-
points and Thinking and feeling of the customers. The explored touch-points explains in what
ways the customer of the hotel Park Plaza River Bank are guided towards buying and making use
of the organisations products and services. It is important that the organisation makes use of
these essential touch-points in order to achieve growth and advantage and ensure better service
provision.
Important touch-points such as accommodation details and Company apps can be used by
the organisation in order to engage more with their customers and provide better services as well.
The map also showcases the important recommendations provided to the organisation in order to
achieve set growth and advantage. It can help the organisation in gaining better experiences and
growth.
This is important for the organisation to create and maintain new developments and
growth prospects in order to serve their consumers well and help them in gaining better
experiences. All these factors can help the organisation in achieving new growth and ensuring
provision of better products and services. All these efforts can make the organisation reach new
heights and these customers touch-points can make the organisation ensure better product and
service management by understanding set consumer needs and demands.

In what ways customer touch points creates business opportunities
Customer touch points refers to the encounters where businesses and customers engage to
exchange information, handle transactions and provide services. As per the reviews, It is
important for an organisation to observe and analyse these customer viewpoints carefully in
order to create necessary business opportunities. It is a positive factors which can help the
organisation to achieve growth and advantage and ensure customer satisfaction. Below
mentioned are the key customer touch points of Hotel Park Plaza and in what ways they help the
organisation to gain business opportunities:
Direct Mail: This service is used by the organisation to inform its guests about the
important information such as their arrival, departure routines, offered services etc. As per
review, the hotel makes use of this key touch point as a business opportunity by writing
attractive and heart warming mails to its customers. It helps the organisation to create positive
connection with its customers and make them feel good.
Web sites: This is another important touch point used by the organisation. It helps the
organisation to increase its business when customers from different countries and backgrounds
makes use of its websites to book accommodation and make use of its products and services. The
organisation at this time tends to develop its website with good looking user interface. It ensures
that the customers are being attracted by the website and its interface. Along with it, they like the
way in which the website is being presented to them. As per the review, it creates a positive
reputation of the organisation in the sight of the consumers and tends to create better
involvement. In order to gain better opportunities the organisation often provides best offers and
discounts to the customers which are making their reservations from the website. It provides the
organisation with new developments and helps it in gaining set growth and advantage
accordingly.
Letters: Letters are the kind of touch points being used by the organisations from a long
time period in order to create better customer connection and achieve success and growth. It is
important that Park Plaza Hotel ensures the usage of better writing style and in order to create
better connections with its consumers. As per the review, it can help the organisation to develop
new connections from the help of letters written in forms of asking for feedback, service
provision, resolving queries etc. It can help the organisation achieve better growth and advantage
and create new consumer which can help it in gaining profitability and better success.