HNC/HND Hospitality: Understanding Customer Experience Report

This report provides an in-depth analysis of customer experience within the hospitality industry, specifically focusing on the Hotel Hilton. It begins with an introduction emphasizing the significance of understanding customers for business success, particularly in the customer-oriented hotel sector. The report explores the importance of market segmentation, types of customer profiles (backpackers, couples, families), and drivers of customer engagement (business customers, educational institutions, loyal customers). It then delves into effective strategies for customer satisfaction, including pricing, service quality, and customer journey mapping. The customer journey map outlines the customer's process from searching and booking to during and after their stay. The report also includes an explanation page that analyzes customer feedback and provides insights into how the hotel can improve its services to improve customer experience. The report concludes by summarizing key findings and emphasizing the role of customer experience in achieving competitive advantage, while also providing a comprehensive list of references from journals and books.

INDUCTION -
UNDERSTANDING
CUSTOMERS

Table of Contents
INTRODUCTION...........................................................................................................................1
Importance of Segmentation........................................................................................................1
Types of Customer Profiles.........................................................................................................1
Drivers of Customer Engagement................................................................................................2
Effective Strategies for Customer Satisfaction............................................................................2
Customer Journey Mapping.........................................................................................................2
Explanation Page.........................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Understanding customers is very essential aspect of any business organization and hotel
industry is customer oriented. Need to increase the satisfaction to improve experience of
customers and promote business in market. In this report there is a detailed study about hotel
Hilton which have to analyse all the factors which is essential to increase customer experience.
Importance of Segmentation
Segmentation provides support for marketing strategies to target their customers in the
market. Hotel Hilton need to analyse all needs and wants of customers to customize all the
services and products which will be more suitable for target customers to increase their
satisfaction level (Joe and Fiona, 2018) . This helps Hotel Hilton to divide the customers into
different segment so that they can penetrate in the market more effectively and reach all the
customers. Segmentations also helps to determine competitors market strategies so that hotel can
innovate and attract more customers. Hotel Hilton have targetted on high social class customers
who have high income level and with age between 25 and 60.
Types of Customer Profiles
Hotel Hilton have analysed many types of customers in market and have segmented them
to formulate effective strategies.
Backpackers- These are solo travellers, and they dedicate their life on discovering new places
and culture. Hotel Hilton have to design room specially for travellers so that they can increase
their experience and meet new people.
Couples- They are partners who find good accommodation to relax themselves and enjoy each
other's company. Hotel Hilton have to provide them with high quality of services and products to
increase their experience.
Families- Families are desired to have more economical rooms to support their budget and also
help to provide quality services which are enjoyed by all members of family. As all the decisions
are integrated by all members of family (Schweitzer and Tidd, 2018).
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Drivers of Customer Engagement
Hotel Hilton have determined the drivers which help customers to increase engagement
with hotel services.
Business customers- Business customers are engaged with hotel due to meetings, business party,
seminars, business events. Hotel provide them services which help them to increase their
satisfaction level and make them loyal to hotel to increase customer base (Park and et.al., 2018).
Education institutions- Students will also be engaged with hotel due to tours and educational
trips from colleges and schools which help them to increase their knowledge about hotel and
create effective impact.
Loyal customers- loyal customers are those which are fan of services and quality of products
offered by hotel and willing to pay again for the same services to increase their satisfaction level
and relax.
Effective Strategies for Customer Satisfaction
Hotel Hilton have adopted effective strategies which help to promote sales and provide
better quality of services to its customers.
Price- Hotel have to analyse all the factors which are responsible to increase the cost of
operations of hotel and need to decrease so it will help to decrease the prices of services and
products to match needs and wants of target customers.
Quality of Services- Hotel Hilton have increased their quality to attract high social class
customers from market. With the adoption of technology it supports to increase the efficiency
and decrease the cost to improve profitability of hotel.
Customer Journey Mapping
Search Booking Travelling During stay After stay
Thinking Customers
need to
analyse the
prices which
are available
in market.
Customers
need to
analyse the
process of
booking the
hotel like
Will the hotel
welcoming
and more
skilled (Huang
and et.al.,
2019). What
What are the
services
provided
excluding
packages.
Hotel should
provide car to
drop to
airport.
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Feasibility,
reachability to
contact hotel.
offline, online,
through
agents.
will be the
cost of
travelling.
Feeling Customers
need to
identify the
needs and
wants which
will help them
to increase
satisfaction.
Customers
will also
identify the
services which
are available
in the hotel
before
booking.
Is this the
right hotel as
it feels
different
which seen in
pictures.
The room is
good but is it
according to
price paid.
Will there any
discount on
check out time
or any offers.
Expectations Customers
also need to
determine the
particular
services which
they want in
the given
prices.
Customers
will examine
the quality of
room before
booking, and
asking their
close ones
about quality
of hotel.
Hotel car
should pick up
from airport
and take us to
hotel
(Heinonen and
Medberg,
2018).
The room
should also
have effective
ventilation and
room services
should also be
on time.
Hotel must
send invites
and inform
abut all the
offers and
schemes.
Touchpoints of Customers in Hotel Hilton
Prices of hotel were effective which attracted the customers and make helped them to learn about
more features of hotel.
Service-Hotel also provide the premium quality of services which was expected by customers,
and they also picked and drop customer to all the travel which increased customer experience
(Chou and et.al., 2016).
Discount-customers wee also provided with offers and membership card which provide d them
with discounts and extra services excluding package this helped Hotel Hilton to increase
customer loyalty and customer retention.
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Explanation Page
Hotel Hilton have determined all the factors which were provided in the customer
journey map which help the hotel to gain information and formulate effective strategies.
Satisfactory level
In this factor the customers help hotel in understanding the customers and providing new
technology which increased opportunities for hotel to increase their customer base and achieve
competitive advantage.
Good Level
Prices were decreased and quality of services and products were increased to improve
customer experience and increase efficiency of hotel to provide effective experience according to
expectations of customers.
Advanced Level
Hotel will have to provide all the directions of the routes and all the near tourist tourists
destinations which will help the customers to gain better knowledge about all the factors
(Berezina and et.al., 2016). Customers also provided information about tastes and preference
which helped hotel to improve services.
CONCLUSION
This report had a brief information about hotel Hilton to gather information about
customer experience evaluation. This also helped hotel to improve strategies and services which
were customer oriented and helped them to increase satisfaction level. Hotel also determined
Customer journey map to identify the touchpoints of customers and improve the factors to
increase sales and achieve competitive advantage.
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REFERENCES
Books and Journals
Berezina, K and et.al., 2016. Understanding satisfied and dissatisfied hotel customers: text
mining of online hotel reviews. Journal of Hospitality Marketing & Management. 25(1).
pp.1-24.
Chou, S.Y and et.al., 2016. Multichannel service providers' strategy: Understanding customers'
switching and free-riding behavior. Journal of Business Research. 69(6). pp.2226-2232.
Heinonen, K. and Medberg, G., 2018. Netnography as a tool for understanding customers:
implications for service research and practice. Journal of Services Marketing. 32(6).
pp.657-679.
Huang, Y and et.al., 2019. Large Online Product Catalog Space Indicates High Store Price:
Understanding Customers’ Overgeneralization and Illogical Inference. Information
Systems Research. 30(3). pp.963-979.
Joe, T. and Fiona, S., 2018. Innovation heroes: understanding customers as a valuable innovation
resource (Vol. 31). World Scientific.
Park, E and et.al., 2018. Understanding customers' hotel revisiting behaviour: a sentiment
analysis of online feedback reviews. Current Issues in Tourism. pp.1-7.
Schweitzer, F. and Tidd, J., 2018. Innovation Heroes: Understanding Customers as a Valuable
Innovation Resource. World Scientific Books.
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