Creating a Customer Journey Map for Corporate Clients

Understanding the Needs and Goals of Corporate Clients

You’ve made a successful pitch and secured the interest of corporate clients ready to start hosting events in your hotel. Now you have to be ready to execute in order to deliver on the contract. Although it’s critical to know each corporate client and have a thorough understanding of their business, let’s start with getting to know corporate clients in general. What are they aiming to achieve, when shopping for an event venue?

Think about the destination, types of suites, dining rooms, meeting rooms, staffing, special requests, AV and internet, even excursions. What features and facilities will be important to your “Best Client”?

Your assignment is to create a Customer Journey Map for corporate clients. Apply the Empathy pillar to get in front of their needs and to deliver an ‘exceeds expectations’ experience.

1. Reviewthe Event Venue Proposal in the “Delivering on the Contract” Powerpoint deck (Week 11). This will help guide you with what corporate clients will be considering

2. Based on your assessment of the facilities offered at this hotel property, create a “Persona” of the best corporate clientthis hotel is targeting; a Persona is a perceived character profile of the hotel’s “Best Customer (Client)”. - Bullet points are acceptable

3. Create a Customer Journey Mapstarting at the first touchpoint the Client has with the hotel.

• Stage – identify each stage your client will go through in this journey map (identify 5 stages)

• Target Experience – what is the target experience at each stage of the journey described above

• Customer Actions – identify the touchpoints; with who and with what

• Customer Process – what is the Client thinking and feeling at each stage of their journey

• Client Experience (CX) – use symbols (ie. Emojis) to identify the possible client experience for each stage – are there any areas that could be possible “pain points”? Identify them and discuss briefly.

4. Research –Must be cited in APA format (e.g. websites, social media platforms, review sites)

5. Style/Format –Organized, logical flow, professional style required; check spelling, grammar, punctuation, headings, formatting