ICON College of Technology and Management

Faculty of Business and Management Studies

BTEC HND in Business

Subject: Managing Customer Experience

Tutor:

Submitted by:

Full Name: Chamcham Cristina

ID No: …………

Session: September, 2020.

Contents
Introduction................................................................................................................. 4
LO1............................................................................................................................. 5
Understanding the preferences and needs of the target market for Novotel London
Bridge...................................................................................................................... 5
Factors of driving and influencing customer engagement of the target customer
within Novotel London Bridge..................................................................................6
How customer engagement factors determine customer on-boarding strategies for
target groups within Novotel London Bridge............................................................8
A broad range of different target customer groups’ needs and expectations in
terms of customer engagement within Novotel London...........................................8
LO2............................................................................................................................. 9
A customer experience map for Novotel London Bridge.........................................9
How the touch points create such opportunities throughout the customer
experience of Novotel London Bridge....................................................................10
A detailed customer experience map that charts the customer journey model and
examines the activities and actions taken at each customer touch point to create
business opportunities for Novotel London............................................................11
How Novotel London Bridge can optimise each of the customer touch points to
influence the customer’s behaviour, responses and actions to enhance the
customer experience.............................................................................................12
LO3........................................................................................................................... 13
Digital technology in managing the customer experience within Novotel London
Bridge, within CRM systems..................................................................................13
How digital technologies employed in managing the customer experience within
Novotel London are changing CRM systems to retain customers.........................15
Advantages and disadvantages of CRM systems used in Novotel London to retain
customers.............................................................................................................. 15
LO4........................................................................................................................... 16
Customer service strategies in Novotel London Bridge.........................................16
Customer service strategies on customer experience in a way to meet the
customer needs and business standards..............................................................17
Application of customer service strategies of Novotel London in creating customer
experience and recommendations for improvement..............................................18
Customer service strategies and communication, justifying and making valid
recommendations to improve a quality customer experience................................19
Conclusion................................................................................................................ 20
References................................................................................................................21
Introduction
Managing customer experience organises use to track, optimise, oversee all
customer interactions as a collection of processes. It is an inevitable practice to
manage the customer’s life cycle that includes all the steps customers go through
during interact with organisation. Throughout this paper, as a customer service
manager, potential issues and trends will be covered. The needs, wants, and
expectations of the target market within a hospitality industry e.g. Novotel London
Bridge (as a part of Accor) will be explained. A customer experience map will be
created for this hospitality organisation that will help to create business opportunities
and optimise different touch points of the customers. Customer relationship
management is affected by digital technology that will be investigated throughout this
paper. Afterward, an effective customer experience management will be applied
within Novotel to determine and increase the engagement of the customers.
LO1
Understanding the preferences and needs of the target market for
Novotel London Bridge
Target market
A group of customers for a business’s available serviceable market where the
venture aims to market its efforts and products that is called target market. For
example, people who are mostly want to consume an organisation’s products they
must be the target customers of that company (Ieva, 2019). A target market is
selected based on market segmentation e.g. age, gender occupation, income, and
education, ethnicity even geographic location of people. The target audience has
been selected according to market segmentation within Novotel London Bridge.
Business travellers, group travellers, and group of people from different
organisations are the target market who have high disposable income with over 18
aged people.
Benefits of understanding the preferences, wants and needs of the target
market
The target market’s needs, wants, and preferences are varied from customer to
customer within service industry. Besides, the service industry cannot provide and
prepare customer service without confirming the needs and wants of the customers.
For example, Novotel London Bridge notes the customer’s wants and needs as the
standard point of sale so that the customer’s needs and wants can be fulfilled (Ieva,
2019). The scenario can maximise the customer satisfaction besides the intention of
purchasing the products from the organisation is increased. The customer service
manager of the Novotel London Bridge can maximise the brand loyalty due to
understand the wants and needs as well as the preferences of the target market.
Because, the customer will be satisfied with the services of the hotel.
For instance, when Novotel London Bridge understands that a business guest
prefers snack before 7 PM, if the room service division can ensure the service, the
guest will be satisfied. Then a brand loyalty will be created automatically. Again if the
customer needs extra sugar in a cup of coffee, the service agent must have to
provide otherwise the guest will be dissatisfied with the service (Ieva, 2019). In this
way, Novotel London Bridge are benefited from the understanding the needs, wants
and preferences of the customers.
Four clusters of emotions
The customer needs, wants, and preferences can be managed through creating a
hierarchy of values and importance.

Figure: Four clusters of emotions

Source: Self-designed
The summit position of the pyramid covers advocacy cluster that expresses the
happy pleased with the service of the hotels. That means the hotel provided the
highest satisfactory services to them. After that, the recommendation cluster is
indicated and it ensures that the services are trusting valued and focused safe as
well as care for their wants and needs (BARROWS et al., 2012). Attention cluster is
the next position within the understanding the needs and wants where the hotels or
service providers are trying to ensure interesting energetic service as well as
exploratory indulgent even the stimulated services are ensured. The last position is
destroying that means the hotels provide irritated services, they are not care for the
customers and the guests feel negligence and unhappy. Even the will be dissatisfied
and disappointed on the service like this. Then they can be frustrated and stressed
about it and switched the organisation. So, the wants and needs of the customers
must be noted and fulfilled without any mistake.
Factors of driving and influencing customer engagement of the target
customer within Novotel London Bridge
Customer engagement
An emotional connection between an external customer and an organisation is
meant the customer engagement. The engaged customers consume more,
demonstrate more loyalty, and promote more. As a customer engagement strategy,
the provision of high-quality customer experience is an extensive component or
element within hospitality industry. Besides, humanising the brand is another
important element or opportunity to ensure customer engagement (BARROWS et al.,
2012). Novotel London Bridge applies an extensive strategy that is personalise
service or customer communication that maximises the engagement of them. Get
sassy on social media can be an effective strategy or opportunity to engage the
customers. Because people much more ways to get information about the hotel that
ensures customer engagement within Novotel London Bridge.
Factors of influencing and driving for customer engagement
Compelling offers – The compelling offers mean irresistible offer to target customer
simply cannot refuse. Compelling offers can ensure and drive the customer
engagement because it attracts the customers directly. Some strategies may be
included for this factor e.g. bonus, attractive offer, risk reversal, and a sense of
urgency and many others (BARROWS et al., 2012). For instance, Novotel provides
discount in restaurant meal up to 60% that may compel the customer to consume the
meals. On the other hand, BOGO (Buy one Get one) offer can be attractive and
customers must be consumed the offer. In this way, the Novotel ensures customer
engagement throughout compelling offers.
Competitive prices – The competitive prices can be factor or driven for the customer
engagement within the hospitality industry. For instance, Novotel London offers the
competitive price to the customers setting the price by researching on competitor’s
price. For example, the room price is £100-£120 that is competitive because the rival
competitors are Hilton, InterContinental, Marriot, and other major global chains and
they offer high price. As Novotel London offers £100 per night with luxury services
that can satisfy the customers. In this way, it drives to customer engagement
adequately (BUTTLE, 2015).
Accessibility – The accessibility is the vital factor for customer engagement driven
because it creates a flexible path to consume the products and services for the
customers. For instance, Novotel London Bridge has a well decorated website by
which the customers can easily purchase the rooms (BUTTLE, 2015). Besides,
TripAdvisor, Booking.com and other online platforms are available for the customers
to book the rooms of Novotel London. So, the customers can easily purchase the
rooms of the hotel from anywhere in the world throughout these media.
How customer engagement factors determine customer on-boarding
strategies for target groups within Novotel London Bridge
Customer on-boarding is designed to introduce the products to the new customers
as well as support them to know about its best usage. So, the customer engagement
factors can determine the customer on-boarding strategies for the target market of
an organisation in various ways (BUTTLE, 2015). For instance, when Novotel
London ensures the compelling offers even the offer is based on competitive price,
the customer on-boarding strategies can be determined by the hotel for the business
tourist. Actually a new business traveller searches competitive price and throughout
competitive pricing strategy the hotel can ensure the customer engagement. That
time a competitor analysis can easily be conducted within the hotel. In this way,
every strategies of customer engagement can determine the customer on-boarding
strategies.
A broad range of different target customer groups’ needs and
expectations in terms of customer engagement within Novotel London
A target customer’s needs and expectations need to be determined by an
organisation because it supports the organisation to provide satisfaction throughout
provision of the quality service. Within Novotel London Bridge, the needs and
expectations of the target customers include mobile check-in, personalised service,
ease communication, payment and order should be based on mobile, and an
emotion connection. Besides of accessibility, competitive price, and compelling
offers, services of above should be ensured within the hotel to the customer. These
service must help to maximise the customer engagement. Business travellers prefer
these services because they want to save their potential time and take a digitalised
service from the hotel (GOODMAN, 2015). If these services are ensured within the
hotel, the target customers will be satisfied and their engagement can largely be
ensured. These are positive reactions of this application whereas due to personalise
services Novotel needs to recruit more experienced employees and the practice
maximises the overall costs. Besides, complexities in the workplace can be found
that is another problem of this practice.
LO2
A customer experience map for Novotel London Bridge
Customer experience map
A customer experience map is made up of all of the touchpoints a customer could or
does have with the organisation as well as the interactions that take place at each
touchpoint.

Figure: Customer experience map for Novotel London Bridge

Source: (Self-designed)
Travel Inspiration – A customer firstly belongs to travel inspiration and this inspiration
can be grown from different media. For example, when the customer uses social
media and other platforms, travelling photos, videos, and scenarios can be seen and
the inspiration can easily be grown. Besides, friends and family can encourage the
customer to take a trip.
Research – After inspiring from different media, the customer researches about
hotels, destinations, costs and prices and other elements of travel and tourism. A
detail brief or a research is prepared after taking information from different websites,
people, and media (Berry et al., 2012). Which hotel is the best? How many costs will
be taken per night? Which destination will be best? These research questions are
created by the customers. In this research, he may find Novotel London Bridge is the
best and they offer competitive price. So, the customer selects the hotel for staying
there.
Booking – After selecting the hotel, the customer calls the hotel’s reservation centre
for making a reservation. Either phone calls or website of the hotel may be practiced
to book the rooms. During book, the guest take all information about the hotel
features and confirms them about his desires and needs (GOODMAN, 2015).
According to his desires and wants, needs, and preferences the reservation centre
books a room. In this situation, payment issues are confirmed with arrival and
departure date of the customers.
On Property – This is consuming period of the customers within the hotel. After
taking a reservation, according to arrival date, the customers arrives at the hotel and
make a registration for taking the room. During registration, the FDA confirms the
features and directions about the hotel to the guest. During consume or on property,
the customer experiences with its room service, gym, spa, pool, restaurant, room
features, digital technology, and many others. The experience can be negative or
positive because sometime the room service can be rubbish.
Post-stay – After finishing or completing the stay period within the hotel, the guest
needs to depart from the hotel. In the post-stay stage, the departure, check out,
reviews and re-reservation can be issued (Smith and Wheeler, 2012). For instance,
in departure time, the customer needs to settle all the bills and then checks out. The
customers provides a review on the websites of the hotel either positive or negative.
If bad service is provided, the review should be negative otherwise vice versa.
How the touch points create such opportunities throughout the
customer experience of Novotel London Bridge
Within the customer experience map, the customers can face some potential touch
points that create opportunities for the hotel. How these touch points create such
opportunities throughout customer experience of Novotel London that are discussed
below:
Websites, booking channels, arrival information are the pre-stay touchpoints for the
customers within Novotel London Bridge. During pre-stay, the guest researches and
books the rooms of the hotels via booking channels and websites (Smith and
Wheeler, 2012). The website of Novotel is accessible and flexible that’s why
customers can experience positive from booking period. Even the booking channel is
active about Novotel London. On the other hand, if the hotel takes arrival details
consciously, the guest will feel better. Besides, the customer in Novotel provides
features and services information about the hotel after arriving that inspires the
customer and makes a positive experience.
During stay at the hotel, customers are mostly faced the touch points that maximise
the customer experience positively or negatively. From check-in to check-out, the
customer needs to face numerous touch points. For instance, if the hotel takes less
than 2 minutes to check-in, it will create a good experience within Novotel London.
Nevertheless, when it takes above 30 minutes, it will create negative experience.
Room services may be the best touch points because the guest purchased the room,
not other facilities. So, the room services need to be better (Smith and Wheeler,
2012). If according to guest wants, the room service division provides the foods and
other services, a better customer experience will be added into the journey.
Otherwise, a negative experience will be created.
During post-stay at the hotel, the hotel tries to engage the customers that is a touch
point of the hotel. On the other hand, the review is the touch point for the hotel that is
provided by the customers. For instance, after departure, the customer reviews on
the services at the website of the hotel. If the hotel provides feedback of the review,
the customer feels better (Smith and Wheeler, 2012). Even to engage the
customers, the hotel tries to contact with them. Novotel London provides birthday
wishes, anniversary wishes, and offers the discount of the rooms. These creates
positive impression to the customers and helps to increase the customer experience.
A detailed customer experience map that charts the customer journey
model and examines the activities and actions taken at each customer
touch point to create business opportunities for Novotel London
A customer experience map includes five stage of customer experience where from
inspiration to post-stay activities have been included in previous section. Besides,
based on the stages of experience, different touchpoints have been discussed
(GRONROOS, 2015). Now the scenarios are designed in detail below for Novotel
London Bridge.
 Figure: Customer Touchpoints
Source: (Self-designed)
The touchpoints are crucial for the business so Novotel should maintain the
touchpoints to create an excellent customer journey. Actually, the touch points are
faced by the customer in consuming the services from the hotel. When the hotel
ensures a well-decorative and accessible website, the customers must be attracted
and want to purchase the room (Berry et al., 2012). During stay at the hotel, if the
hotel ensures digital payment system via mobile an ancillary business opportunity
can be created. In this way, the customer journey map and all the touchpoints should
be maintained in collaborative way.
How Novotel London Bridge can optimise each of the customer touch
points to influence the customer’s behaviour, responses and actions to
enhance the customer experience
Novotel London Bridge can easily optimise each of the customer touch points in
different ways to influence the customer’s behaviour, responses and actions to
enhance the customer experience.

When the hotel concierge department calls 1 week prior to departure to ask about
the dinner and reservation. After arriving at the hotel, the customers should be
ensured fast registration that is a touchpoint and can influence behaviour of the
customer. Even the customer experience can be enhanced. If customer prefers
cocktails while registration, the hotel should provide, this will maximises the
customer experience and create a positive response (GRONROOS, 2015). As
expected if customers get ocean view room, he must be satisfied and a positive
feedback can be added on the list of review. Afterward the fastest check-out
procedure can inspire the customer and develop a customer experience. In these
ways, Novotel London can optimise the touchpoints to enhance customer experience
and influence the behaviour and responses of them.
LO3
Digital technology in managing the customer experience within Novotel
London Bridge, within CRM systems
CRM systems
Customer relationship management systems is a management technology of all
company’s relationships and interactions with consumers and potential customers.
Besides, it allows to manage data and information associated with customers.
Operational, analytic, and collaborative systems can be found in CRM system’s type
(Peppers and Rogers, 2016). The operative CRM system supports to ensure
marketing, customer services, and sales within existing potential customers. On the
other hand, analytical CRM system collects data about customer’s interactions, goal
of increasing customer satisfaction, and the rate of customer retention.
Digital technology in managing the customer experience

Figure: Digital Marketing Channels

Source: (Self-designed)
Search Engine Optimisation (SEO marketing) is an organic search marketing
strategy for the hotel that supports to maximise the customer experience and collect
data about the customers who searched the website or hotel. For instance, Novotel
uses some taglines and key words by which a customer can easily found the name
(Baker, 2016). Suppose, a guest searches “inexpensive hotel in London” in google,
now if the hotel ensures SEO on google within this search tag, the first link of the
hotel will be for Novotel London because AI technology will find according to tag.
Social media marketing is thriving around the world to market the company and
brand. Facebook, Instagram, Twitter, YouTube, and LinkedIn are mostly used by the
people around the globe. More than billion people use Facebook and Instagram and
so Novotel London creates account on that media. It promotes the rooms and its
other services via these media. Even the hotel gives payment to different public
figures to promote the brand (Baker, 2016). Via these media, the customers can
easily find and know the name of the hotel besides, the public figure inspires to
consume and stay at the hotel.
Content marketing can be best option to market the hotel because people who like
content they must read the contents and be inspired to consume the hotel. Basically,
the content should be about recent issues in the banner of Novotel London or
experience of the customer via different media that inspires the customers.
Email marketing is another strategy that makes the personalised service within the
hotel because the customers or the people may feel good and be informed about the
hotel services. That is also thriving around the globe and business people are mostly
encouraged via email.
Video production, web design, and app development all are potential digital
marketing channels by which Novotel London Bridge can promote its brand to
maximise the customer experience. To manage customer experience, these tools
will support the hotel. For instance, a documentary throughout video production is
made, then an effective website is created or app is developed (Peppers and
Rogers, 2016). Then the video has been boosted in these websites via google, the
customer must be informed of its good management.
Paid marketing is recent trend that maximises the customer experience within the
hotel because SEO is lengthy and complex strategy whereas paid promotion
supports to manage the customer experience directly. For example, YouTube videos
can be boosted throughout the payment to Google AdSense and the company must
reach the videos to the target market.
Throughout these digital marketing tools, the customer experience can be managed.
Besides, customer relationship management systems can be managed within the
hotel effectively. Information and data can be recorded applying analytical CRM
system.
How digital technologies employed in managing the customer
experience within Novotel London are changing CRM systems to retain
customers
Digital technologies have been employed in the former section to change the CRM
systems to retain the customers. As CRM system is a digitalised information
recording system that supports to records the previous information about the
customers. According to their previous consumption records, the Novotel London
can provide the services that create a customer experience (Kandampully et al.,
2018). For instance, Novotel started a digital technology service within customer
experience that is auto speech recording. If the customers want to consume a
restaurant meal, they just need to speak up about that without making a phone call.
The room service division will provide the meal. In this way, they can control light,
AC, TV, and internet or water service. That added a new generation within hotel
industry. By which, the customers can experience a great way from these digital
technologies. These usages of digital technologies create business opportunities for
the hotel and the customers need not to face any trouble or hesitation to order
something. These are the advantages of these technologies whereas the customers
sometime can face technical problems or the people who cannot speak in English
they can face trouble. Then their satisfaction cannot be fulfilled and so these are the
disadvantages of using digital technology.
Advantages and disadvantages of CRM systems used in Novotel London
to retain customers
The advantages of CRM system within Novotel London include better knowledge
about the customers, better segmentation, retaining more customer, minimising
costs, enhancing the corporate image, increasing business growth, and controlling
customer defection. The disadvantages of using CRM within Novotel are increasing
operational costs, training the employees, security issues are considered, the human
element are eliminated, and third party access as a result data loss faced
(Kandampully et al., 2018). To retain the customers, CRM definitely works at best
but the problem is that service cannot enhance human element that decreases the
organisational reputation. Minimising cost is advantage but it is less than maximising
costs in operation department. For instance, human element is decreased and
salaries need not to be paid. Nevertheless, technology implantation takes a large
costs besides the maintenance costs are also maximised. Overall, the CRM system
creates a new barrier and scope of business operation at large scale.
LO4
Customer service strategies in Novotel London Bridge
Customer service is an inevitable practice within a service or hospitality organisation
because the hotel or service organisation actually sells service to the customer
(Mosley, 2015). As a result, the organisation should follow up the strategies of
customer services. Now the customer service strategies within Novotel London
Bridge are illustrated below:

Seeking feedback from the customers

Strengthening the customer service team

Using CRM platforms

Leverage multi-channel servicing

Figure: Customer service strategies

Source: (Self-designed)
Seeking the customer feedbacks – seeking customer feedback is the best strategies
for customer service within Novotel London Bridge. Because people are convinced
throughout the customer reviews on the hotel services (Mosley, 2015). Besides,
taking customer feedback is a beneficial practice within the hotel because the
improvement scope is identified and lacking is indicated throughout the feedback.
Then the hotel can develop its service quality for the further provision.
Strengthening the customer service team – the service is actually provided by the
team of the services or guest service agents within the hotel. Novotel London always
hires and recruits talents from external source of recruitment. The skills and
efficiencies of the talents support to ensure strengthening a service team (De Keyser
et al., 2015). For instance, if the service people serve foods and drinks effectively,
the customer must feel the best hospitality and they must become loyal to the
organisation. On the contrary, if the front desk agent in Novotel calls the guest by
name he must feel something special that increases the customer service
experience. So, strengthening the service team is another vital strategy of customer
service.
Using CRM platforms – CRMs supports or analytical CRMs supports to record the
customer information where their preferences, needs and wants are noted. This
platform supports to manage a good customer relationship besides the effectiveness
of the service can be ensured within these customers (De Keyser et al., 2015).
Because previous information and data supports to determine their wants and
according to the previous experience the agent may offer it and then the customers
feel the importance of them within the Hotel.
Leverage multi-channel servicing – The multi-channel servicing means the
communication and interaction between the customers and organisations via various
media. Novotel London ensures the multi-channel service to the customer e.g.
Twitter, websites, applications, social media, and travel organisations (De Keyser et
al., 2015). People can purchase and book the rooms of the hotel via telephone,
email, website browsing, property apps, and different tour operators and travel
agencies. So, it creates the highest position in the market by ensuring the multi-
channel servicing.
Customer service strategies on customer experience in a way to meet
the customer needs and business standards
In the former section of the assignment, some customer service strategies have
been illustrated within Novotel London Bridge. Now the question is that how these
strategies develop the customer experience and meet the customer needs and
business standards that are demonstrated below within Novotel London Bridge:
To provide the best customer service, Novotel needs to determine the wants, needs,
and the preferences of them (Meyer and Schwager, 2017). In this time, the needs
and wants of them are collected by taking feedbacks from the customers. When the
customers get the services without ordering and mentioning which are desired and
wanted by them, the customers will be satisfied. Actually this is possible by taking
feedback for which hotel should ensure multiple channels to provide feedback to the
organisation. In this way, an excellent customer experience can be developed and
that can meet the customer needs and demand as well as the business standard of
the hotel.
When the customer service team is strong, the customer service must be effective
and so Novotel London always looks over to strength then customer service team.
When the potential employees with skilled and experienced are recruited within the
hotel, the service quality may be increased. Because the skilled and experienced
employees can understand the customer’s needs and expectations. In this time, the
customers will get excellent service from the service team. In this way, an excellent
customer experience can be developed even the standard of service quality can be
set as the benchmark within the hotel (Meyer and Schwager, 2017). Besides, the
wants and needs of the customers can be ensured and fulfilled by the service
people.
CRMs system is an effective practice within the hotel to ensure effective customer
service. As a useful tool of understanding the needs and wants of the customers, it is
used in the Novotel generally. As all know, CRMs system records previous data
about the customers likewise it supports to determine about their previous
consumption and purchase history. As a digitalised method of customer relationship,
CRM supports more (Meyer and Schwager, 2017). Throughout the system, a good
customer experience can be developed because it focuses on the preferences and
highlights the wants and consumptions of them. In this way, the needs of the
customers are also be met and the business standards are developed within the
hotel.
Therefore, all the customer service strategies support to develop and create
customer experience within the hotel and then throughout the development it can
meet the business standards and customer needs within the organisation.
Application of customer service strategies of Novotel London in creating
customer experience and recommendations for improvement
In the former part of this assignment, the customer service strategies have been
applied within Novotel London Bridge. The strategies include taking feedbacks from
the customers, applying CRM systems, developing service team, and multi-channel
communication (Barnes et al., 2010). To ensure the best customer service, these
strategies are potential to the hotel industry. Because, when Novotel takes
feedbacks from the customers, they can know about the lacks and constraints about
their service as well as the strengths and weaknesses of their organisation.
According to the feedbacks, the hotel can develop and maximise the service quality
from the next operation.
An effective strategy to build customer loyalty should be applied within Novotel.
Besides, it should measure the effort score of the customers to know about their
interaction. Excellent service knowledge should be demonstrated within the
employees of Novotel. The complaints of the customers should be solved within
shortest possible time. The service team should be motivated to provide the service
so that the customer can be satisfied. Social media presence should be available for
the hotel. In this way, the service of customer can be improved.
Customer service strategies and communication, justifying and making
valid recommendations to improve a quality customer experience
Among the customer service strategies, the seeking customer feedback is one of
them. When Novotel London asks for feedbacks from the customers, the reactions of
them can be positive and negative. For instance, a guest can have urgency and that
time if the hotel agent wants feedbacks, the guest will feel irritation and provide
negative review of the services (Barnes et al., 2010). Although maximise time, taking
customer feedback makes them something special. So, this is positive vibrant for
taking feedback from them. In this way, CRM system’s advantages include better
segmentation, retaining more customer, minimising costs, enhancing the corporate
image. Even it has some disadvantages including increasing operational costs,
training the employees, security issues are considered.
As the recommendations, within the hotel, the complaints of the customers should be
solved within shortest possible time. The service team should be motivated to
provide the service so that the customer can be satisfied. Social media presence
should be available for the hotel. When their appearance will be available on social
media their sales and customer interaction must be increased. So, these
recommendations are available to implement customer service strategies.
Conclusion
In conclusion, customer experience should be managed within a hospitality industry
to maximise the organisational growth. In this assignment, as the customer service
manager of Novotel London Bridge, the needs and wants of the customers have
been explained within target customers. Within this hotel, a customer journey map
has been created where different touch points have been explored and defined for
customer experience management. To determine and explore, how digital
technology supports customer relationship management that has been investigated
throughout applying the CRM theories and models. Finally, the customer relationship
management has been applied within Novotel London to maximised engagement of
the customers. Besides, becoming a successful service organisation, Novotel should
ensure these practices in their workplaces.
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