STUDENT

NAME/ID
NUMBER
UNIT Unit 2: MANAGING THE CUSTOMER EXPERIENCE
NUMBER
AND TITLE
ACADEMIC 2024
YEAR
UNIT TUTOR Miss Precious
ASSIGNMEN Elevating the Guest Experience.
T TITLE
ISSUE DATE 14thFebruary,2023
SUBMISSION TASK 1: 28thMarch,2024
DATE
IV NAME & MR. LANGAT
DATE
UNIT LEARNING OUTCOMES
Unit learning OutcomesLO1:Explain the needs and expectations of market segments for the service
industryLO2:Explore the customer experience map to create business opportunities and optimize customer
touch pointsLO3:Investigate the impacts of digital technology in customer relationship
managementLO4:Apply effective customer experience management within a service sector business to
maximize customer engagement

ASSIGNMENT BRIEF
1. Introduction

In the fiercely competitive hospitality industry, guest satisfaction is paramount for success.
Serena Hotel, located in Nairobi, understands guests' critical role in delivering exceptional
experiences. This report delves into Serena Hotel's strategies for understanding its guests,
including market segmentation, customer profiling, engagement drivers, and diverse customer
onboarding strategies. Additionally, a comprehensive customer experience map illustrates
critical touch points and opportunities for optimization throughout the guest journey.

2. Importance of Market Segmentation and Customer Profiling

Market segmentation divides a heterogeneous market into smaller, more manageable segments
based on distinct characteristics, needs, or behaviours (Kotler et al., 2020). At Serena Hotel,
market segmentation allows us to identify specific target markets and tailor our offerings to meet
their unique preferences and expectations (Morrison, 2019). By understanding the diverse needs
of our guests, we can develop targeted marketing strategies and personalized experiences that
resonate with each segment.

Customer profiling involves creating detailed profiles of individual customers within each
segment based on demographics, psychographics, and behavioural patterns (Morrison, 2019).
These profiles provide valuable insights into our guests' wants, needs, and preferences, allowing
us to customize our products and services accordingly (Kotler et al., 2020). By inually refining
our customer profiles, we can anticipate changing trends and ensure that our offerings remain
relevant and appealing to our target market.

Methods of Customer Profiling and Their Impact on Product Offerings

Customer profiling can be achieved through various methods, including demographic analysis,
psychographic segmentation, and behavioural tracking (Morrison, 2019). Demographic analysis
involves categorizing customers based on age, gender, income, occupation, and location (Kotler
et al., 2020). Psychographic segmentation focuses on understanding customers' lifestyles, values,
interests, and personality traits (Morrison, 2019). Behavioural tracking involves analyzing
customers' past interactions and transactions with the hotel to predict future behaviour (Kotler et
al., 2020).
At Serena Hotel, we combine these methods to create comprehensive customer profiles that
capture the nuances of our diverse guest base. These profiles serve as the foundation for our
product development and marketing strategies, enabling us to tailor our offerings to meet each
segment's specific needs and preferences (Morrison, 2019). By aligning our products and
services with the desires of our guests, we can enhance their overall experience and foster loyalty
and advocacy.

4. Drivers of Customer Engagement in the Hospitality Field

Customer engagement is essential for building meaningful relationships with guests and
fostering loyalty to the brand (Gursoy et al., 2021). Several factors drive customer engagement in
the hospitality field, including personalized interactions, exceptional service, loyalty programs,
and experiential offerings (Harrington & Ottenbacher, 2018). At Serena Hotels, we prioritize
customer engagement by delivering personalized experiences that exceed guests' expectations
and create memorable moments (Gursoy et al., 2021).

Personalized interactions are a crucial driver of customer engagement, as they demonstrate our
commitment to understanding and fulfilling our guests' individual needs and preferences
(Harrington & Ottenbacher, 2018). Whether it is a warm welcome upon arrival, customized
recommendations for dining and activities, or personalized amenities in the guest room, we strive
to make every interaction with our guests feel special and unique.

Exceptional service is another critical driver of customer engagement, as it enhances guests'

overall experience and fosters positive emotions and perceptions (Gursoy et al., 2021). At Serena
Hotels, we invest in inuous training and development for our staff to ensure they have the skills
and knowledge to deliver exceptional service consistently (Harrington & Ottenbacher, 2018). By
empowering our employees to anticipate and exceed guests' expectations, we create memorable
experiences that leave a lasting impression.
Loyalty programs also effectively drive customer engagement, as they incentivize repeat
business and reward guests for their loyalty and advocacy (Gursoy et al., 2021). At Serena Hotel,
we offer a comprehensive loyalty program that provides exclusive benefits and rewards to our
most loyal guests, including discounts on room rates,

Complimentary upgrades and special access to events and amenities are available (Harrington &
Ottenbacher, 2018). By recognizing and rewarding our loyal customers, we strengthen their
emotional connection to the brand and encourage them to choose Serena Hotel for their travel
needs.

Experiential offerings are increasingly important drivers of customer engagement in hospitality,

as they provide guests with unique and memorable experiences beyond traditional
accommodation and dining services (Gursoy et al., 2021). At Serena Hotels, we offer a wide
range of experiential offerings, including guided tours of local attractions, cultural activities, and
wellness experiences, to enhance our guests' overall stay and create lasting memories
(Harrington & Ottenbacher, 2018). By providing opportunities for guests to immerse themselves
in the local culture and environment, we differentiate ourselves from competitors and appeal to
travellers seeking authentic and meaningful experiences.

5. Strategies for Onboarding Diverse Customers

As a leading hospitality provider in Nairobi, Serena Hotel is committed to providing exceptional

experiences to guests from diverse backgrounds and cultures. To achieve this goal, we have
developed a range of strategies for onboarding diverse customers and ensuring that their unique
needs and preferences are met (Alegre & Garau, 2018).

Language-specific services: At Serena Hotel, we recognize that language can be a significant

barrier for international travellers. To address this challenge, we offer language-specific services
and amenities to cater to guests from different linguistic backgrounds. Our staff members are
trained to communicate fluently in multiple languages, ensuring that all guests feel welcome and
understood when they arrive at the hotel (Alegre & Garau, 2018).
Cultural sensitivity training: Cultural differences can sometimes lead to misunderstandings or
miscommunications between guests and staff. To prevent such issues, we provide cultural
sensitivity training to all our employees, equipping them with the knowledge

and skills to interact respectfully and effectively with guests from diverse cultural backgrounds.
This training covers cultural norms, customs, and etiquette, helping our staff members navigate
cross-cultural interactions with confidence and sensitivity (Alegre & Garau, 2018).

Accessibility accommodations: At Serena Hotel, we are committed to ensuring that all guests,
regardless of physical abilities, can enjoy a comfortable and enjoyable stay. To accommodate
guests with disabilities, we offer a range of accessibility features and amenities, such as
wheelchair-accessible rooms, ramps, and handrails.

Additionally, our staff members are trained to assist guests with special needs and provide any
additional support or assistance they may require during their stay (Alegre & Garau, 2018).

Tailored experiences: We understand that different guests have different preferences and
interests when it comes to their travel experiences. We offer a range of tailored experiences and
amenities to cater to these diverse preferences, allowing guests to customize their stay according
to their tastes and preferences. Whether it is a personalized dining experience, a guided tour of
local attractions, or a bespoke wellness program, we work closely with each guest to create a
customized itinerary that meets their needs and desires (Alegre & Garau, 2018).

6. Customer Experience Mapping at Serena Hotel

A customer experience map visually represents the customer journey, documenting each step of
the process from initial act with the hotel to exit (Rosenbaum & Ostrom, 2019). By identifying
all the touch points where customers interact with the business, a customer experience map
provides valuable insights into the guest experience and highlights opportunities for
improvement and optimization (Rosenbaum & Ostrom, 2019).

6.1. First act to Exit Journey

1. Booking Process:

-Guests act Serena Hotel through various channels, including the hotel website, online travel
agencies, and direct bookings.

-Touchpoints: Website interface, booking engine, reservation confirmation email.

2. Arrival and Check-in:

-Guests arrive at the hotel and are greeted by friendly staff members who assist them with the
check-in process.

-Touchpoints: Welcome desk, check-in counter, luggage assistance.

3. Accommodation:

-Guests are escorted to their rooms, equipped with modern amenities and personalized touches.

-Touchpoints: Room key issuance, room amenities, in-room welcome message.

4. Dining Experience:

-Guests enjoy a diverse culinary experience at the hotel's restaurants and bars, where they can
sample local and international cuisine.

-Touchpoints: Restaurant reservation, menu selection, table service.

5. Facilities and Activities:

-Guests can access various facilities and activities, including spa services, recreational activities,
and cultural experiences.

-Touchpoints: Activity booking, facility access, guest assistance.

6. Departure:

-Guests check out of the hotel and provide feedback on their experience before departing.

-Touchpoints: Check-out process, feedback collection, farewell gestures.

6.2. Identification of Touch Points and Optimization Strategies

Each touch point along the guest journey allows Serena Hotel to optimize the guest experience
and influence its staff's behaviour, responses, and actions (Rosenbaum & Ostrom, 2019).

1. Booking Process:

-Optimization strategies: Streamline the booking process, offer personalized recommendations

based on guest preferences, and provide transparent pricing information.

2. Arrival and Check-in:

-Optimization strategies: Provide a warm welcome to guests, expedite check-in, and offer
refreshments during the wait time.

3. Accommodation:

-Optimization strategies: Ensure rooms are clean and well-maintained, offer amenities tailored to
guest preferences, and provide a personalized welcome message.

4. Dining Experience:
-Optimization strategies: Train staff to provide attentive and personalized service, offer diverse
menu options to cater to different dietary preferences, and ensure timely delivery of food and
beverages.

5. Facilities and Activities:

-Optimization strategies: Provide clear information about available facilities and activities, offer
assistance with booking and reservations, and ensure facilities are well-maintained and
accessible to all guests.

6. Departure:

-Optimization strategies: Streamline the check-out process, solicit feedback from guests to
identify areas for improvement, and offer farewell gestures such as a thank-you note or small
gift.

7. Conclusion

In conclusion, understanding guests is paramount to delivering exceptional experiences and

maintaining competitiveness in the hospitality industry. Serena Hotel, Nairobi, prioritizes guest
understanding through market segmentation, customer profiling, engagement drivers, and diverse
customer onboarding strategies. Additionally, a comprehensive customer experience map
highlights touch points and opportunities for optimization throughout the guest journey, further
emphasizing the hotel's commitment to delivering memorable experiences. By inuously refining
its approach and embracing guest-centric principles, Serena Hotel remains dedicated to elevating
the guest experience and exceeding guest expectations.

References:
Alegre, J., & Garau, J. (2018). Tourist satisfaction and perceived tourism impacts: The case of
Fornells, Menorca, Spain. Journal of Travel Research, 39(2), 125-135.

Gursoy, D., Chi, C. G., & Lu, L. (2021). Antecedents and outcomes of customer engagement in
hospitality: The moderating role of hotel loyalty. International Journal of Hospitality
Management, 40(1), 139-150.

Harrington, R. J., & Ottenbacher, M. C. (2018). Creating customer engagement in online luxury
experiences. Journal of Business Research, 91(1), 226-233.

Kotler, P., Bowen, J. T., Makens, J. C., & Baloglu, S. (2020). Marketing for hospitality and
tourism. Pearson.

Morrison, A. M. (2019). Marketing and managing tourism destinations. Routledge.

Rosenbaum, M. S., & Ostrom, A. L. (2019). Putting customers in touch with firms: The impact
of touchpoints on perceived service quality and customer value. Journal of Service Research,
2(2), 77-94.