Value and Importance of Acknowledging Consumers Needs | Hotel Holiday inn

Learning Outcomes

LO1. Identify the needs and expectations of market segments for the Hotel Holiday inn industry.

LO2. Examine the customer experience map to develop business opportunities and optimise customer touch points.

Brief and Scenario

You have been employed as a Guest Relations Executive in a Hotel Premier Inn to facilitate better communication between the guests and they aims to ensure seamless operation and to continuously assess guest satisfaction to maintain and improve service and to standardised the product quality.

New team members have been hired in order to introduce them to their roles and you have been asked to help with the induction programme.

Your first task deals with the Induction Training Pack, with the title; “The Value and Importance of Understanding the Needs, Wants and Preferences of Target Customer Groups for Hospitality Services”.

This must contain:

• Identify why the hotel carries out market segmentation and customer profiling activities to determine its target market‟;
• Analyse the different ways in which customers can be profiled, and how the wants, needs and expectations of the „target market‟ foster the products and services offer of the hotel;
• examine the drivers of customer engagement across a variety of different target customer groups for the hotel; and
• Conclude by reviewing the various approaches and strategies answers that are used for on-boarding these diverse customers.

  Also, produce a customer experience map for the hotel as part of the Induction Training Pack. This map should include; -

(1) details of customer’s journey from first contact with the hotel to exit; and

(2) examine all the points, when customers interact with the business.

You are told that this can be done at any one of three levels; -

(1) satisfactory level – in this case you need to produce a discussion on how the customer touch-points create business opportunities for the hotel; or

(2) good level – by supplying an examination of the activities and actions taken at each customer touch-point to create business opportunities for the hotel; or

(3)  Advanced level – by analysing of how the hotel can utilise each of the customer touch-points, to influence the behaviour, responses and course of actions of its customers and enhance the customer experience.

These tasks for the induction programme is used to being analysed and assess the performance.