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Customer Service Operations of Hilton Group

University: Regent College London

  • Unit No: 6
  • Level: Undergraduate/College
  • Pages: 13 / Words 3272
  • Paper Type: Assignment
  • Course Code: H/616/1789
  • Downloads: 94
Organization Selected : Hilton Group

INTRODUCTION

A customer is the major and most important asset of a Hilton Group. They are the major stakeholder that plays a very deep and significant role within a Hilton Group and thus will help a firm to enhance the overall sales that a Hilton Group will look after and will be taken into consideration in order to improve the quality of services that are been followed by the firm. Thus, the proper management of the customers is the major concern that the firm is required to look after in a much more effective and significant manner. The report will cover the customer service operations of Hilton Group. It is a well-known hospitality service provider.

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It will cover the importance of needs and factors influencing the customer experience and engagement within the firm. A customer experience map is been taken into consideration with the analysis of the customer relationship management system and the implication of customer strategies and meeting the customer's needs through them is been evaluated.

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MAIN BODY

P1 Value and importance of understanding the needs wants and preferences of target customer groups

The proper assessment of the different customer needs and demands are required to be managed by the organisation that will help the Hilton Group to look after the proper handling of the business operation and thus will look after the proper placing of the business operations and activities that will look after the proper management of the business activities and thus will lead the organisation to enhance the quality of operations in much suitable manner (Soler-Labajos and Jiménez-Zarco, 2016).

There are a wide range of the business operations and target customers of the hospitality firm including, kids, adults, couples, business executives, and elder citizens. The firm will look after the providing of the proper service and tools as per the organisation and thus will help the fir to enhance the quality of measures that are been taken in the consideration. The proper meeting of the customer's needs and demands will improve the core compatibility and enhancing the quality of products and services in much effective and crucial way.

M1 Review of various customer engagement factors

The proper assessment of the customer engagement factors will help the firm to enhance the quality of operation that are been taken in the consideration by different target customers of the business organisation. The different factors like money, costing, transportation charges, distance, timing, product and service quality will play a very deep and significant role in meeting the operational capacity of the organisation in much effective manner. This will help the firm to enhance the quality of operations and thus will lead to the rise in the business activities and thus will lead to the rise in gaining of the good customer base by Hilton group.

D1 Range of customer target groups and customer engagement expectations

There are a good and effective range of the customer target groups like kids, adults, couples etc. that will lead the organisation to carry out the business operations in much effective manner (de Farias, Aguiar and Melo, 2014). This will help the fir to enhance the work performance and thus will lead the organisation to enhance the quality of operations in much suitable manner

P3 Customer experience map

A good customer experience map will help the firm to carry out the business operation's and activities in much suitable and effective manner. This will help the Hilton Group to enhance the quality of operations and thus will lead the Hilton Group to carry out their customer operations in much effective manner. The Hilton Group will look after the various customer feedback measures like Websites, review sites etc. For the present analysis, the review sites is been chosen for the proper management of the business operations and placing of the hospitality business Hilton Group customer support activities.

The review sites will be beneficial for both customers and the firm in much effective manner. For the customers or consumers it will not only help them to get the idea about the effectiveness of the quality of products and services that will help them to select the best among the services or products offered by various hospitality service provider firm (Kandampully, Zhang, and Bilgihan, 2015). Besides this, it will allow the Hilton Group to provide their reviews or details of their experience about the products and services they have consumed in the personal or incognito manner. On the other hand, for the Hilton Group, it will help them to gain a proper and clear insight about the extent of efficiency and the loop holes or limitations of their products and services in order to improve their scope of operations and this will help the firm to enhance the quality of their product and services.

P4. How customer touchpoints create business opportunities for Hilton Group

In a hospitality firm like Hilton Group, various customer touchpoints are been taken in the consideration by the Hilton Group that will help the firm to enhance the quality of operations and thus will support the proper growth of the effective business strategies by the firm. The touchpoint based Hilton Group will look after the proper management of the business operations and thus will look after the proper handling of the business activities and operations in much effective way. Various touchpoints are been taken in the consideration that will help the Hilton Group to enhance the quality of operations and thus will lead to the rise in effectiveness of the business operations and thus will help the proper rise in the business operations and action plans and thus will look after the proper management of the business operations and action plans in much suitable manner.

Some major and effective customer touch points or contacts parts are as follows:

  • Social media: with the advancement of the technologies, the social media measures are been taken in consideration. This will help the Hilton Group to get the proper customer reviews in the real time. Besides this, it will also help the selected hospitality firm to promote their services and products and services in much effective manner (Edelman and Singer, 2015).
  • Point of sale: this is the contact point where the Hilton Group will sell out their products and services and thus will lead to the rise in the placing of the business operations and activities and thus will lead to the increase in the placing of hospitality activities by the firm.
  • Billing: this is the invoice which will not only act as the financial resource for the selected hospitality firm but will also help Hilton Group to get the proper review over the experience within the business organisation. This will also support a proper improvement in the scope of the business organisation to a greater extent.

M2 Customer Journey Model for the customer touchpoints

A proper customer journey model or consumer experience mapping will help the firm to carry out its business operations in much effective and significant manner (Carù and Cova, 2015). It involves the following operations:

  • Researching: Hilton group will perform an extensive research that will help the organisation to carry out its business operations and activities that will help the fir to enhance the quality of business activities in much suitable manner.
  • Defining: At this stage the target customers will be taken in the consideration by the firm. It will help the organisation to set the proper and much effective strategy in much suitable and effective manner.
  • Detailing the touchpoints: this will help the organisation to enhance the quality of operations and thus will lead to the proper rise in the significance of the organisation that will lead to the rise of the hospitality firms operations (Haenlein, 2017).
  • Charting customers needs and reviews: this will help the firm to enhance the quality of operations and thus will lead to the rise in scope of improvement, if any, within the organisation.

All these measures will help the selected hospitality firm, Hilton Group to get the proper idea about their customer needs and thus will lead to the rise in the effective placing of the business operations and activities with the assessment of customers needs and meeting them in an effective way.

D2 Customer touch point optimisation by Hilton Group.

The proper optimisation of the customer touch points will help the organisation to carry out the effective placing of the business operations and action plans that will help the organisation to enhance the quality of operations and thus will lead to the improvement of the product and service quality that will be offered by the Hilton Group in order to meet the business operations in much effective and significant manner. Besides this, the rise in the product and service quality will help the organisation to enhance the effectiveness of the firm.

The contact areas/ mediums or touch points that will be taken within the organisation will look after the proper management of the business activities that will support a good rise in the customer satisfaction level (N. Bolton and et.al., 2014). Besides this, it will guide the organisation to enhance the quality of products and services that are been taken in consideration by the firm. Apart from this, the touch point optimisation will lead to a good increase of the market share and customer accessibility of the selected organisation to a greater extent.

P5 Employing the digital technology in managing the customer experiences in service sector using the customer relationship management system (CRM)

In order to manage the customers effectively, the Hilton Group will look after the proper management of the business activities and action plans that wills support a proper management of the business activities that supports the Hilton Group to have a good assessment of customer needs and requirements and effectively developing a product or services accordingly (Castro and Custodio, 2016). The Customer Relationship Management system will help the Hilton Group to carry out the business activities in much suitable and significant manner. It has the multifold benefits in the carrying out of the business operations and is been helpful in the proper management of customer base of the firm. It will help the firm to maintain its customer related operations in following ways:

  • Implementation of the CRM software's will help the firm to enhance the quality of products and services that are been taken in the consideration by the firm to enhance the quality of business activities and operations and improve adaptability of business firm.
  • The CRM system is also considered by the firm to improve the overall communication process between the service sector firm and their customer (Ali, Amin and Cobanoglu, 2016). This will improve the mutual understanding between the buyers and service providers and will support the Hilton Group to improve their performance.
  • The imbibing of the CRM system within a service sector firm will also support the value creation by developing high quality products and services, as per customers needs and demands.

M3 How CRM helps in customer retention

As the CRM system will help the Hilton Group to carry out the proper communication process, it will lead to the rise in the firm's efficiency to develop suitable products and services as per the needs and requirements of the customers and thus will help in the placing of the business activities and operations in much effective manner (Sharma and Jasrotia, 2016). Thus, it will help in the proper management of the development of the high quality products and services and thus will lead to proper increase in customer satisfaction level supporting a good rise in customer retention towards the firm.

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D3 Critical evaluation of CRM system

The CRM software is the much effective and suitable placing of business operations and activities within the firm. Some major advantages and disadvantages of the CRM system are as follows:

Advantage:

  • Help in gaining a good understanding of the customer's needs and demands in much effective manner.
  • This will help the firm to carry out the business operations and activities and thus will lead to the proper manufacturing of high quality products and services as per customer needs.

Disadvantages:

  • It is quite difficult and tedious task to adopt, assess and implement by the firm and requires high count of skills and knowledge.
  • This system is susceptible to uncertainty, creating a condition of baffling for the firm in carrying out its service measures in an effective way.

P6 Illustrate customer service strategies in the hospitality sector

A wide range of the hospitality sector operations are been taken in the consideration by the firm that will help the fir to enhance the quality of business operations that will support a good management of the business activities and business activities that will support a good management of the action and operation plans that are been taken in consideration by a service sector firm. Some major strategies are as follows:

  • Having a good customer service plan: The selected service sector firm will place a proper strategy to improve the quality of products and services that are been taken in the consideration buy the firm to improve the quality of products and services in much suitable manner (Verleye, 2015).
  • Building a good bonding between employees and customers: This strategy or measure will help the firm to carry out their business activities and thus will lead to the proper management of the operations and action plans in much suitable way.
  • Developing high quality products and services: the assessment of the customer service needs will encourage the enterprise to develop high quality products and services that will help the fir to enhance the quality of operations that are been set within the Hilton Group.
  • Taking and managing the customer feedback: this is the major and most important factor that is required to be taken in the consideration by the firm. The assessment and handling of reviews and customer needs and demands will support a proper and much effective management of business operations in firm.

P7 How customer service strategies in the hospitality sector helps in meeting customer needs and business standards

The good and effective customer service strategies that re been taken in the consideration by the firm, is required to be managed effectively by the Hilton Group in order to get the proper output from the business operations and business standards (Karnila, Ramaputra and Aziz, 2018). Some effective implications of these customers service strategies are as follows:

Having a good customer service plan: This strategical approach of having a good customer service plan will help the Hilton Group in order to carry out the business activities in much suitable manner. This will effectively help the Hilton Group to be taken in consideration suitable measures in improving the overall service operations and activities.

Building a good bonding between employees and customers: it will include a good carrying out of the communication process and thus will lead to the rise in the development of two sided mutual understanding process between the work force and customers and this improves and sustain customer satisfaction level (Fagerstrøm, Aksnes and Arntzen, 2016).

Developing high quality products and services: This strategy will lead to the proper and appropriate increase in the quality of operations and activities. This will not only assist the Hilton Group to have a good customer base but will also aid in placing the service provider firm a good market position.

Taking and managing the customer feedback: it will help the company to find out the crucial issues and drawbacks faced by the customers while using the products and services offered by the Hilton Group and get the effective and precisely feasible solution to it. Get the best teaching assistant level 2 coursework help for UK students. Order Now.

M4 Application of customer service strategies and proper recommendations for the improvements

The proper management of the business operations and the action plans or activities will help the Hilton Group to enhance the quality of business activities that will support the proper management of the business activities and action plan that will improve the quality of customer services in much effective manner (Duncan and Rakotomalala, Mentorica Technology Pte Ltd, 2017). This will also help in the proper management of the business activities and operations. However, some recommendations can be followed by the firm that will help an Hilton Group to grow and develop its operations in much suitable manner as:

  • Improve the product and service qualities and keep a close check over the operations that are been followed by the firm.
  • Building a good bonding and customer relationship that will help the Hilton Group to cater their needs and operations in much effective manner.

D4 Delivery of customer service strategies and communication, justifying and making valid recommendations

The proper and the valid recommendations are to be made within the Hilton Group that will help the firm to enhance the hospitality operations and action plans that are been taken within the Hilton Group in much effective manner. A following of then good and effective communication process using the CRM measures that will help the firm to enhance the quality of business operations and action plans in much suitable and effective manner (Buttle, 2014). Some major recommendatory measures that are been followed by the firm are:

  • The communication will support the development of the high class operations and thus will help in the proper management of the developing high quality hospitality operations.
  • This measures are also imparted the quality of operations and thus will lead to proper management of customer satisfaction level by the firm.

CONCLUSION

On the basis of the assessment process, this can be said that the proper management of the customer satisfaction level will help the organisation to enhance the quality of operations and thus will lead to the rise in the effectiveness of selected hospitality firm. The value and importance of the customer needs is been analysed with the different customer engagement driving factor within the firm. A customer experience map is been evaluated with assessment of the touchpoints and its optimisation in an effective manner. Along with this, the customer relationship management system and customer service strategies are been evaluated with the proper engagement of the customer service strategies and meeting of the customer needs and business standards.

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