Managing the Customer Experience Management Assignment

Assignment Task

Scenario and Activity

You have been assigned as a guest relations executive in a hotel that recently reopened after a pandemic-related closure. Your task is to analyze customer experience in this hotel, also using public review sources. By presenting a scheme of hotels strengths and weaknesses in guests relations management you draw suggestions how it could be improved and introduce a hotel team with your conclusions.

Activity

1. Produce and present a presentation entitled ’The value and importance of understanding the needs, wants and preferences of target customer groups for hospitality services and use of digital technologies in effective customer experience management’’.

This presentation will:

• Describe target market of a chosen hotel by carrying out market segmentation and customer profiling.
• Examine the different needs of each target audience segment and present main “target market”.
• Explain how digital technology can improve the customer experience, evaluate how digital technologies are used in the chosen hotel, paying attention to post-pandemic requirements. Draw your proposal on improvements. Suggest the appropriate CRM system for the respective hotel.

Conclude with suggestions for the chosen hotel to develop and implement other service strategies in order to improve customer experience.

2. Create and present a customer experience map (choose one customer profile) for the chosen hotel as part of the presentation.

This map should:

• Fully document the customer’s journey from awareness of the need and first contact with the organization to exit.
• Identify all of the touch points when customers interact with the hotel and model effective customer experience management in every touch point of customer journey map – pay attention to technology use in each of them.
• Analyse and predict customer experience fail points and make suggestions for customer experience improvement.

In presenting the customer experience map present business opportunities as activities and actions taken at each customer touch point you might recommend. Provide suggestions how the organisation can optimise customer touch points to influence the behaviour, responses and actions of its staff to enhance the customer experience.

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