Analysis of Customer Experience at Travelodge Hotel - Report

This report provides an analysis of customer experience management within the context of Travelodge hotel. It begins with an introduction to customer experience, defining its key components, and then focuses on the application of digital technology, specifically Customer Relationship Management (CRM), in enhancing customer engagement. The report details how digital advancements are transforming the hospitality industry and how Travelodge can leverage these technologies to improve customer interactions, from sales to operational aspects. The role of CRM in gathering and managing customer data to improve service is highlighted, along with examples of how digital tools like online applications and social media can be used to enhance customer comfort and convenience. The report further examines customer service strategies, emphasizing the importance of effective strategies for business success. Various strategies are discussed, including problem-solving, offering advanced technologies, and transforming operational processes. The report concludes that managing customer experience is crucial for increasing customer base and revenue and that effective strategies satisfy customer needs and help organizations achieve their goals. The report references various academic sources to support its findings.

Managing the
customer experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 3............................................................................................................................................1
P5 Role of digital technology in managing customer's experience by providing specific
example of CRM....................................................................................................................1
TASK 4............................................................................................................................................2
P6 Analyse customer service strategies..................................................................................2
P7 Customer service strategies which create the customer experience in manner which meet
the needs of customers and required business standards........................................................3
CONCLUSION ...............................................................................................................................4
REFERENCES ...............................................................................................................................5
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INTRODUCTION
Customer experience is defined as the product of interaction among customers and
companies during their relationship. This communication and interaction exists in three phases
i.e. customer journey, brand touchpoints and atmosphere which a customer experiences. It
specifies the involvement of clients at different levels (Peppers and Rogers, 2016). This
assignment is based on Travelodge hotel which is a UK based private company operating in
hospitality sector. This organisation is headquartered in Thame, England. This report includes
effect of digital technology in managing customer relation and customer experience management
to enhance client's engagement.
TASK 3
P5 Role of digital technology in managing customer's experience by providing specific example
of CRM
Digital advancement is forcing hospitality industry to transform their business models to
gain competitive advantage in business world. This change is driven in accordance with the
needs and demands of customers. To connect with customers in a more desired manner, Hotels
like Travelodge needs to embrace digital technology to provide an unique customer experience.
Digital technology considerably changes the manner in which an organisation interact with
customers. These digital transformations allow firms to create a highly engaged customers.
 For sales and operational team in Travelodge hotel, digital technology replaces cold
calling with social selling. As customers are already active on internet and social media,
hotel management needs to opt way to promote themselves via social means rather than
waiting for clients to contact them first (Best, 2012).
 Manager in Travelodge can achieve enhanced customer experience by sharing important
content of hotel on different websites and hiring an online expertise to resolve issues of
customers. This will enhance the comfortableness of customers in sharing their
preferences and issues. This will results in their enhanced experience.
Customer relationship management:
It is a term associated with technologies, practices and strategies adopted by an
organisation to analyse and manage customers information & interaction through client's life
cycle. The main objective behind it is to improve client's service relationship. Data and
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information of Travelodge's customers is gathered so that their complainants and queries can be
solved efficiently.
Role of CRM and digital technology in enhancing customer experience:
 During check-in and check-outs, opinions and feedbacks of customers are collected with
the help of internet and official applications, this helps managers of Travelodge in
acknowledging the desires and preferences of customers in an appropriate manner due to
which their stay in hotel become more comfortable.
 Social manager in Travelodge is given responsibility to use different tools and software
such as Opera which allows to book a table, specify required services, make reservations
etc. this all aspects helps Travelodge, in increasing their customer base by enhancing
their comfortableness during their stay (Wirtz and et. al., 2013).
TASK 4
P6 Analyse customer service strategies
Customer service strategy is an important aspect in business plan. As success of a
business considerably depends upon client's satisfaction, managers in Travelodge needs to
formulate an effective strategy that is capable to draw attention of customers along with fulfilling
their desires (Brodie and et. al., 2013). This will benefit Travelodge in gaining competitive
advantage over rival organisations. In context with marketing team of Travelodge, digital
strategies will assists in reducing expenses on offline marketing like billboards, direct mails and
advertisements. As client's prefer targeted messages, marketing manager of Travelodge can
formulate a data driven marketing strategies by taking help of emails, organic search and
website. This will help customers to get more information regarding hotel and services offered
by them in an appropriate manner. This will results in providing customers an appropriate and
desired experience.
Different customer service strategies are mentioned below:
 Solving problems in shorter time span: During stay in Hotel, many customer faces
some issues related to services and management. To maintain their already existing
customer base, managers and employees in Travelodge needs to give special attention
towards query and issues of customers. This will benefit hotel in enhancing their
revenues and business reputation (Lemon and Verhoef, 2016).
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 Offering them advance technologies: Another strategy which can be adopted by
manager in Travelodge is to provide customers new and advance technology. For
example, at the time of check-in, check-out, payments and bookings if customers are
given the alternative of using online process, it will be easier for them to follow hotel
procedures, these customer services will be meritorious for Travelodge for enhancing
their customer base.
 Transform operational processes into customer marketing strategies: With changing
time, clients prefer efficient and quick services. Receptionists and front-desk manager in
Travelodge can opt strategies like self-serve kiosks which will save the time of customers
during online booking or check-ins (Gruber et. al., 2015). This will allow clients to select
and view their rooms digitally.
P7 Customer service strategies which create the customer experience in manner which meet the
needs of customers and required business standards.
Managers in Travelodge needs to formulate those strategies which will allow Hotel
management to cater the needs of customers along with achieving their organisational goals and
targets. Strategy like resolving their queries in less time will help customers in enjoying their
preferred and desired services in a more better way (Klaus and Maklan, 2013). If they will have
some issue, it will be resolved within some time due to which they will prefer repeated visits.
This will benefit Travelodge in increasing their revenue, profit margins and shares.
Another customer strategies which managers in Travelodge can adopt is offering the
customers advance & modern technologies and formulation of market strategies. Advance
technology will helps them in booking rooms, paying for their expenses and reserving tables
within minutes, due to which they will prefer to visit hotel and restaurants more frequently. By
this, it will become easy for hotel management to increase their customer base easily along with
market shares. Marketing strategies will acknowledge clients regarding offers and discounts of
Travelodge hotel due to which sales of hotel will increase. Also, desires and demands of
customers will be accomplished (Lundqvist and et. al., 2013).
This shows that these strategies not only satisfy the needs of customers but also helps an
organisation in achieving their objectives and targets in an appropriate manner.
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CONCLUSION
From the above mentioned report, it has been concluded that to increase customer base
and revenues, it is important for organisations to manage experiences of customers in a proper
manner. Positive experience will allow companies to sustain a firm position in market. To
achieve this, firms needs to formulate different customers strategies and tactics. These strategies
not only fulfil the desires of clients but also helps organisations in achieving their objectives and
targets by efficient means.
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REFERENCES
Books & Journals
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Best, R., 2012. Market-based management. Pearson Higher Ed.
Wirtz, J. and et. al., 2013. Managing brands and customer engagement in online brand
communities. Journal of service Management. 24(3). pp.223-244.
Brodie, R. J. and et. al., 2013. Consumer engagement in a virtual brand community: An
exploratory analysis. Journal of business research. 66(1). pp.105-114.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
Gruber and et. al., 2015. Managing by design.
Klaus, P. P. and Maklan, S., 2013. Towards a better measure of customer experience.
International Journal of Market Research. 55(2). pp.227-246.
Lundqvist, A. and et. al., 2013. The impact of storytelling on the consumer brand experience:
The case of a firm-originated story. Journal of Brand Management. 20(4). pp.283-297.
Kastenholz, E. and et. al., 2012. Understanding and managing the rural tourism experience—The
case of a historical village in Portugal. Tourism Management Perspectives. 4. pp.207-214.
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