HNHM2-Managing the customer experience

Organization Selected : Marriott Hotel
Brief :


You are working as an independent consultant of business and marketing and recently received the contract from restaurant or hotel of choice in LONDON. Following the decline in rate of consumer satisfaction and popular survey, restaurants or hotel would you advise CEO on consumer experience management for improving the experiment and satisfaction



Market segmentation definition and exploration of chosen hotel and restaurant   use of individual features for aim of market segmentation.

Explain the significance of understanding wants, needs and preferences of target audience of chosen hotel.

Examining   how the chosen restaurant may use behaviours of consumers and attitudes of various segments of markets for building trust and loyalty.

Review of various factors which drive and influence engagement   of consumers of various target groups for hotel.

Evaluation of the range of target groups of consumer’s expectations and needs in context of   engagement of consumers in chosen hotel.

Define consumer experience map.

 Create the detailed consumer experience map which charts journey of consumer and examine the activities and action taken at each touch point for creation of opportunities of business.

Discussion and analysis of how the chosen hotel may use each touch point (which was identified in 8 point for influencing the behaviour, actions and responses   for enhancing consumer experience.



 On the basis of   above scenario investigates impact of digital technology on management of consumer relationship. Explore how effective consumer experience management can maximize the consumer engagement.


 Definition of the customer relationships management

3. Examine how digital technology is used in management of  customer experience  in chosen restaurant/hotel,  giving  examples of (CRM) systems

 4. Critically evaluate the pros and cons of CRM systems used in  chosen restaurant/hotel for acquisition and consumer retention.

5. Illustration of the customer service strategies in  the chosen  restaurant/hotel

6. Explain how customer service strategies in chosen restaurant/hotel may create and develop customer experience in the way which meets needs of consumer and needed business standards

 7. Evaluate the delivery of customer service strategies and communication in chosen restaurant/hotel, by justifying and making recommendations for the improvement in developing the quality customer experience.




LO1 Explain the requirements and market segments expectations for service sector

LO2 Explore consumer experience map for creating the opportunities of business and use consumer touch point

LO3 Investigate impacts of digital technology in management of consumer relationship

LO4 Application of effective consumer experience management in the service sector   for maximizing consumer engagement

P1 Explain value and significance of wants, needs and consumer preferences for service sector

P2 Exploration of the various factors which influence the consumer engagement of various consumer’s groups in the service sector

P3 Creation of the consumer experience map   for service sector firm

P4 Discussion of how consumer touch points in overall  experience   creates opportunities for business

P5 Examination of how digital technology is used for managing the experience of consumer by providing specific CRM systems examples

P6 Illustration of   consumer service strategies in service sector

P7 Demonstration of how the  consumer service strategies   develop consumer experience   for meeting needs of consumers and   business standards

M1 Review of how consumer engagement factors determining the strategies of consumer on boarding for various target groups in the service sector firm

M2 Creation of the detailed map of consumer experience which charts model of consumer journey and examine the actions and  tasks taken at touch points   for creating opportunities  of business    for service sector firm

M3 Evaluating how digital technology can be used for management of consumer experience in the dynamic CRM systems for effectively acquiring and retaining consumers

M4 Review application of strategies of customer  service of   service sector firm and make recommendations

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