Pearson BTEC HND: Planning for Customer Experience Management Report

This report delves into the intricacies of customer experience management within the hospitality industry, using Holiday Inn Telford Hotel as a case study. It begins by emphasizing the significance of understanding customer needs, wants, and preferences, and then explores the various factors influencing customer engagement across different potential customer groups. The report then constructs a customer experience map for a selected service sector organization, detailing the touch points that shape customer experiences. It also analyzes the role of digital technology, particularly customer relationship management systems, in managing customer experience. Finally, it elaborates on customer service strategies that can be employed in the service sector context, demonstrating how these strategies contribute to meeting both customer needs and business standards. The report covers topics such as product variety, discounts and offers, and quality of service and provides an in-depth analysis of customer engagement and touchpoints. It also highlights how digital technologies such as customer relationship management systems play a crucial role in managing customer experience.

Planning for Customer
Experience Management

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1 State the importance of understanding the wants, needs and preferences of the potential
customer group for the hospitality industry............................................................................3
P2 Investigate the various factors that influence the customer engagement of different
potential customer groups ......................................................................................................4
TASK 2............................................................................................................................................4
P3. Make a customer experience map for a selected service sector organisation .................4
P4 Explain how the touch points make such opportunities for the experience of customers in
hospitality organisation..........................................................................................................5
TASK 3............................................................................................................................................6
P5 Analyse how the digital technology assists in managing the customer experience within the
service sector organisation, explain with the help of specific examples of customer
relationship management systems..........................................................................................6
TASK 4............................................................................................................................................6
P6 Elaborate customer service strategies that can be used in service sector context.............6
P7 Show how the customer service strategies develop and create the customer experience in a
way that helps to meet the needs of the customer as well as the required business standards6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Customers are the most important part of an organisation. It is seen that organizations makes
all the efforts to manage the experience of customers (GRAZIANO, 2019).It is vital to satisfy the
needs and of customers as success of business depends on the satisfied customers. The report is
based on Holiday Inn Telford Hotel. It is one of the famous Hotels that focus on providing
effective services to all its customers. They are famous for the excellent services provide by the
Hotel. The Hotel is located in England. The report is based on understand the importance of
needs and wants of target customers in hospitality industry. There is discussion related to various
factors that impact and influence the engagements of different target groups towards to
organization. A customer experience map is also formulated in the report. Various touch point
that help to gendered opportunity to enhance the customer experience are also mentioned in the
report. Digital technology place are important role in managing experience of customers.
Different customer service's strategy that helped to develop customer experience is also
mentioned in the end of this report.
MAIN BODY
TASK 1
P1 State the importance of understanding the wants, needs and preferences of the potential
customer group for the hospitality industry
It is important for business organisation to know about the needs and wants of the customers. All
the businesses functions to satisfy the customers and enhance their experience. First of all it is
important for a business to know about it target customer (LING, 2017). The group to whom the
business provides services is called target customers. The various benefits associated with
understanding needs and target customer group is mentioned below.
Serve them better: By understanding and knowing the preference of the customer’s the
business organisation is able to serve them better. In case of Holiday Inn Telford Hotel they
conduct proper research about what their customers want and that helps them to provide
personalised services to the customers.
Enhance customer experience: If an organisation provides goods and services according
preference of customer they will be happy with the organisation. In relation to Holiday Inn

Telford Hotel they focus on providing the customers with the services as per the needs that
enhances the experience of customers and increase chances of repeatedly visit.
All this helps the Holiday Inn Telford Hotel to earn more revenues to the Hotel. Also it
also enhances the brand image and helps them to gain advantage over the competitors.
P2 Investigate the various factors that influence the customer engagement of different potential
customer groups
Attracting the customer towards organisation is an important activity conducted by the
management team of the organisation. It is seen that there are various ways to engage the
customers towards the organisation (Bosire, 2018). The engaged customers are loyal for the
business firm and also give good feedback to others. The different factors that influence the
engagement of customers in Holiday Inn Telford hotel are discussed below.
Product variety: The organisations that offer various range of product are able to attract
the customers better. In relation to Holiday Inn Telford hotel they provide various tour and travel
services to their customers. They also provide option of getting personalised services to engage
the customers towards the hotel.
Discounts and offers: Each and every customer likes discounts and offers. It is a nice
way to attract customers and engage them in the organisation. It is best way to serve the
customers as they like offers and discounts (Högnäs and Lendahl, 2018). In relation to Holiday
Inn Telford Hotel they regularly provide offers and discounts to all the customers that engage
them and retain them in the organisation.
Quality of service: Customers like variety but at the same time they focus on the quality
of service and products that are offered by the organisation. It is vital for an organisation to
provide quality service to all the customers. In relation to Holiday Inn Telford Hotel they provide
quality of service to the customers. They believe that there is direct relationship of customer
engagement with quality of service provided by the business.
Emotional Cluster: The emotions of the customers are also one of the factors that also
impact the choice of taking the products and services of the company. The basic clusters of
customers are love, anger, joy, sadness and possibly surprise. All these factors have impact on
the customers of Holiday Inn Telford Hotel and they try to build emotional reations with the
customers as well.

TASK 2
P3. Make a customer experience map for a selected service sector organisation
Customer Experience Map is made of various touch points through which customers come in
contact with the organisation. It also helps to analyse the behaviour of customers. It helps to
understand the customer and enhance the experience of customers. The steps followed to build a
customer experience map in relation to Holiday Inn Telford Hotel are mentioned below:
1. The first and foremost step is to set clear objectives that the organisation wants to achieve
(Horn, 2020) It is essential to know and plan what the company wants to achieve through
the map. It is seen that Holiday Inn Telford Hotel clarifies the goals and objectives and
share them with all the stakeholders.
2. Then the next step is to relate the goals with the objectives that are decided at the above
step. Along with that in this step personas are profiled. In relation to Holiday Inn Telford
Hotel they various targeted personas for the customer maps are identified so that it is
easy to proceed.
3. As there are various personas of the company it is important to select one or two out of
them. As it is important to concentrate of limited customer to get to a conclusion. In this
step Holiday Inn Telford Hotel select the customers for whom the map will be
formulated.
4. This is the most important step in the process. All the touch points that will be used to
attract customers are discussed in the step. It is vital to take the decision wisely that is
related to creating customer touch points. The various touch points that are used by
Holiday Inn Telford Hotel are creative website, use of social media, emails etc. to contact
with the customers.
5. This is the step of interaction with the brand. This is called the action stage. In this the
organisation analyses the action of customers and the benefits associated with the actions
of the customers. The actions of customers are derived out of the motivation. It is
analysed that the emotions are based on the customers experience map.
6. All the resources that are required to enhance the experience of customers are analysed
and collected. As they help to achieve the goals and objectives successfully. In this step it
is seen that Holiday Inn Telford Hotel gathers the resources that help them to work
effectively.

7. The last stage is to review the customers map. In this step Holiday Inn Telford Hotel a
review of all the steps that are followed successfully and resources are available to work
as per the goals.
The above mentioned are the steps that are used by Holiday Inn Telford Hotel to
create customer journey map. It will help to know about the customers and serve them
effectively.
P4 Explain how the touch points make such opportunities for the experience of customers in
hospitality organisation
Touch points are the source of contact through which the organisation communicates
with the customers. It helps the company to communicate all the important and relevant
information to the customers. It is seen that Holiday Inn Telford Hotel also uses this touch point
to spread awareness among the customers and also to attract them towards the organisation. It is
seen that it is an opportunity for the organisation as it helps to attract the customers towards the
company and that helps to increase the profitability of the company. The various touch points
that are established by the Holiday Inn Telford Hotel are as follows:
An Interactive Website: Each and every organisation should focus on creating and
establishing an interactive and creative website (GALOPPI, 2019). As the customer's reach the
website of the company to know about the information related to the company. Also at the time
of problem and query the customers visit the website of the organisation to ask them for solution.
In reference to Holiday Inn Telford Hotel they have understood the importance of touch points
and make creative website of the company. It is also seen that the Hotel provides interactive
website and post all the updates on the website so that it helps to attract the customers towards
the hotel.
Potential of Social Media: Social Media is another important factor that helps to
communicate with the customers of the company. It is seen that world is turning digital so it is
important for an organisation to have strong presence over the social media platforms. In relation
to Holiday Inn Telford Hotel they regularly update the social media accounts (Teixeira and
Junior, 2019). As it is an opportunity for the hotel to attract the customers and serve the
customers effectively.
Information on Call: Calling is the best way to be in touch with the customers. It is
considered as one of the best touch point as it helps to communicate effective information related

to the organisation to the customers. It is seen that the customer's of Holiday Inn Telford Hotel
call to know about the information. They also provide effective information and it a way that
creates a positive image of the Hotel in the minds of customer's.
Classic Emails: It is important to note that emails are also a good source of
communicating with the customers. The company use email to communicate the offers and
discounts to all the customers. As it is a good way and customers get personal touch if they get
the email related to offers on their mails (Patti, Dessel and Hartley, 2020). In context to Holiday
Inn Telford Hotel they also send the offers and option of personalised packages to the
customer's. It helps them to enhance the experience of customer's and attract them towards the
hotel. It is an effective way that is helps the organisation to communicate with the customers and
create relation with them.
The Good Old SMS: Another way through which the company can communicate with
the customers is SMS. As that helps the organisation to deliver the message to the customers
directly through SMS and on their phones. It can be said that Holiday Inn Telford Hotel uses the
same as it helps to communicate to the customers in an effective way.
It can be said that these are the touch points that can be used by organisation to
communicate all the important information to the customer's. It is an opportunity as it helps the
company in enhancing the experience of customers. In relation to Holiday Inn Telford Hotel they
have understood the importance of these touch points.
TASK 3
P5 Analyse how the digital technology assists in managing the customer experience within the
service sector organisation, explain with the help of specific examples of customer
relationship management systems.
Customer relationship management is a process of creating and managing relationship
with customers. It is an effective way of building good relation with the customer's. It is
important to satisfy the needs and wants of customers (Mendling and et.al., 2018). Effective
CRM helps to serve the customers in an effective way and it helps to enhance the profitability of
the hotel. It is beneficial for the Holiday Inn Telford Hotel to manage the relationship with
customers.

Digital technology has now improved all the aspects. It is important to know that digital
technology has also improved the process of customer relationship management. It has reduced
the manual work and enhanced the advantages by serving the customer's effectively. It is
important to know about the trends in the market and to serve the customer's according to the
trends. It will enhance the satisfaction level of customer's and it essential to build relation with
them.
There are different types of CRM that a company can use for managing their relation
with customers and they are mentioned below:
Operational: Under this the analysis is done on the basis of data that is collected by the
company in regard to its customers.
Analytical: It helps in visualising the data and gaining better insights about the
customers that are involved in the organisation.
Collaborative: It includes interaction with vendors as well as suppliers and the emphasis
is to satisfy the customers in an effective manner.
Campaign management: It is collection of operational as well as analytical. It is used by
the company enhance sales and marketing campaign to gather the information rekated to the
customers.
Strategic: As per this method it is seen that the customers are kept at priority and the
decision is taken by organisation based on the trends in the market. It is vital to note that Holiday
Inn Telford Hotel uses strategic method to satisfy the needs as well as wants of customers and
enhance the experience.
In relation to Holiday Inn Telford Hotel, they use Right Now Technologies to enhance
the relationship with the customer's and to establish strong relation with them. As the updates in
technology and use of latest technology has improved the condition of serving the customers. In
relation to Holiday Inn Telford Hotel they make use of technology and spend money as it helps
to gain advantage over the competitors. As it helps to understand the needs and wants of
customers in a more prominent way. So, the use of digital technology has enhanced the work that
is done.

TASK 4
P6 Elaborate customer service strategies that can be used in service sector context.
Definition: Customer experience management strategies play a vital role to attract the
customers. It is seen that the organisation formulates the strategies that are in favour of customer.
It is important that the strategies are formulated and are in the favour of mission and vision of the
organisation. Every organisation wants to satisfy the needs and wants of customers and they are
the most important stakeholder of the organisation. It can be said that strategies are the
motivators for the company (Heavin and Power, 2018).
The goals of Customer Experience Management are to enhance the loyalty of customers
towards the organisation. It is seen that Customer Experience Management helps the company to
gain advantage over the competitors and helps them to become successful.
The Holiday Inn Telford Hotel formulates strategies in a way that helps to attract and
serve the customers towards the organisation. They form strong strategies and then make efforts
to implement those strategies in an effective way. The strategy that is being used by Holiday Inn
Telford Hotel is discussed below:
The use of touch point analysis: It is important to understand that touch points are the
points through which the customer interact with the organisation (Karrieva, 2020)(Ullah and
et.al., 2018). It is the point at which the company communicates the information to the
customer's. As these are the points that help to create the impression of the brand in the mind on
the customers. In relation to Holiday Inn Telford Hotel they have established strong and positive
image in the minds of the customer's world-wide. This shows the chances of repetitive visits of
customer's.
Along with that the feedback of customers is also given consideration. As the customers
are the one that can tell about the points that need to be improved and that helps the company to
take effective measures and formulate strategies that are in favour of the company. It is important
to note that it increases the loyalty of customer's. The hotel also focuses on providing pre and
post purchase services to its customers. It can be said that the customers are important for the
organisation. It is vital to formulate effective strategies and then use them for the benefit of the
organisation. The points that are used by the Holiday Inn Telford Hotel to formulate the
strategies are mentioned below:
Stages of the customer experience strategy:

Assessing market needs: The needs and wants of customers keep on changing. As the
world is dynamic the trends and needs are changing so that the company can formulate effective
strategy (Parke and et.al., 2018). As the Holiday Inn Telford Hotel believes that providing the
customers as per their needs is effective and helps to enhance the experience of customers. So
the Hotel regularly checks and monitors the needs and wants of customers and it helps to serve
the customer's effectively.
Experience mapping: It is seen that if the stages through which the customer goes to
buy a product. The experience of customers is important to be considered as that helps the
organisation to form the strategies and make the customers satisfied. The Holiday Inn Telford
Hotel formulates map of customer experience so as to help them effectively. This helps the Hotel
and is beneficial for them to formulate the strategy.
Identifying and designing the brand experience: It is the next stage here the company
has understood about the needs and wants of customers and monitored their journey. So now the
next step is to design the experience of the brand. In the case of Holiday Inn Telford Hotel they
design service that will satisfy the customers and help to create effective brand image of the
Hotel.
Structuring touch points to measure, strength and weaknesses: As there number of
touch points that help to measure the success of the company. It is seen that it is vital to check
the strengths as well as weakness of the strategy that is formulated. In relation to Holiday Inn
Telford Hotel they check their success by enhancing sales by website, or by checking the
increase in number of followers on social media.
It is important to consider all these factors while formulating the strategy. It is seen that it
is important to satisfy the customer's by the strategies that are formulated by Holiday Inn Telford
Hotel.
P7 Show how the customer service strategies develop and create the customer experience in a
way that helps to meet the needs of the customer as well as the required business standards
The strategies that are formulated by The Holiday Inn Telford helps to enhance the
experience of customers as they are formulated to attract them towards the organisation. There
are various benefits as the customers are vital for the organisation. It can be said that the
organisation always tries to form the strategy that will help to enhance the experience of
customers (Kabadayi and et.al., 2019). In relationship with The Holiday Inn Telford, the focus

on formulating the strategies that will increase the satisfaction level of the customer's. The touch
strategy that is formulated focuses on the touch points that help to benefit the customers. The
level of interaction increases the satisfaction level of customers. Along with that feedback taken
from the customers helps the Holiday Inn Telford to take advantage by considering those points
and using them to manage the experience of customer's. As they change and solve the problems
of customers. It benefits the Hotel by satisfying the customers. They also map the stages of
customer life that is beneficial for the customers as they provide quality service to them.
It is seen that the Hotel also takes care of the standards that are formulated. As it is vital
for a business organisation to satisfy needs and wants of the customers and taking care of the
standards. The Holiday Inn Telford forms strategy by conducting proper research about the
customers and that will help to enhance the experience of customers. It is important for the
benefit of the organisation as well as for the customers.
CONCLUSION
From this report it can be said that it is important to enhance the experience of customers. It
is viral for an organisation to take care of all the customers that are part of the organisation and
identify the factors that have impact on the performance of the company. It is seen that company
make various efforts and formulate strategies that help to satisfy the needs and wants of
customers. In this report there is discussion related to the importance of understanding the needs
and wants of the customers. The factors that influence the behaviour of customers. Customer
experience map is also formulated in this report. The touch points that are beneficial for the
company are mentioned. The benefit of using digital technology is managing customer
relationship management is discussed. There are various strategies that are used by the Hotel are
part of this report. In the end of this report there is discussion related to customer service
strategies help to enhance the experience of customers.

REFERENCES
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