Induction- understanding and enhancing customer experience

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Understanding and enhancing customer experience

Introduction

Hospitality industry basically belongs to the service sector which focuses on availing best services to customer so that they could enhance sustainability at market place. This report is based on Hilton, a global brand of Hotel founded in 1919 by Conrad Hilton. Present report briefly describes about needs and expectation of market segments for service industry. Along with this, it covers customer experience map for developing opportunities and customer’s touch points for chosen Hotel.

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TASK 1

P1 Explain the value and importance of understanding the needs, wants and preferences of target customer groups for a service sector industry

Hospitality industry is very vast in size and mainly focuses enhancing experience of its customers with its each and every delivered service. It is important for every organisation which belongs to service industry to understand needs, preferences and wants of its targeted customers in order to avail services as per their expectations. In relation to Hilton, which is a international brand of Hotel and restaurant services. The company has mainly targeted premium class customers who are ready to pay high cost for quality services. It has been identified that the management team of this Hotel are required to train overall staff so that they could deliver effective services to guest which will contribute in maximising their satisfaction level. It can be said, it is important for Hilton Hotel to carry out market segmentation activities in order to identify is potential customers who can give them maximum profits. This helps in developing required marketing strategies for the specific group of customers as per their requirements. In this regard, Guest relations executive of Hilton hotel is mainly focusing on customer profiling. It is a marketing tool which is adopted by business organisations for understanding needs and wants of their customers and helps in taking relevant decisions according to it. In context to Hilton, its Guest relations executive can use different ways of customer profiling for enhancing their sustainability and these are described as below: Interaction with customers: Interaction is the best way for building positive relationship with customers. Staff members of Hilton should communicate to its guest in every possible manner for finding out their interest and non satisfactory areas. As a result, it will be helpful in improving them according to the customers only. Identifying customers interest: Another way of customer profiling is identifying core interest of Hotel guest. This can be done by taking regular based feedbacks from each and every guest at their every single visit. With this information, core interest of customers can be easily identified which further used in enhancing customer’s satisfaction level. As per the above specified ways of customers profiling, it can be said that by adopting these pattern Guest relations executive of Hilton can develop needs and wants of its customers in effective manner.

P2 Explore the different factors that drive and influence customer engagement of different target customer groups within a service sector organisation

Customer engagement refers to the strong connection between organisation and customer. It can be said that customer engagement is a way through which business organisation builds positive relationship with their customers for enhancing awareness of the company at market place. It has been analysed that customer engagement involves certain factors which contributes in driving interest of targeted customers. In relation to Hilton, factor which drives and influences customer engagement of premium and luxury group customer are described as below:

Accessibility: This factor mainly ensures that customer are able to reach product or not. In relation to hospitality industry that is Hilton, accessibility of Hotel location directly influences its Luxury as well as premium class customers. Along with this, these targeted group also gives preference to those Hotel which are near to Airport.

Language: Another factor which have influence customer engagement is language. It can be said that it is essential for staff of Hotel in order to satisfy their premium and Luxury customers as these kind of customers will only remain loyal to those Hotel who treats them with formal but soothing kind of language.