Customer Experience Management– Assignment

Added on - 21 Feb 2021

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PLANNING FORCUSTOMER EXPERIENCEMANAGEMENT
Table of ContentsINTRODUCTION...........................................................................................................................1LO1..................................................................................................................................................1P1 The value and importance of understanding the needs, wants and preferences of targetcustomer groups...........................................................................................................................1P2 The different factors that drive and influence customer engagement of different targetcustomer groups...........................................................................................................................2LO2..................................................................................................................................................3P3 A customer experience map for a selected service sector organisation..................................3P4 The touch points create such opportunities throughout the customer experience..................5LO3..................................................................................................................................................6P5 Digital technology is employed in managing the customer experience within the servicesector organisation.......................................................................................................................6LO4..................................................................................................................................................7P6 Customer service strategies in a specific service sector context............................................7P7 Customer service strategies create and develop the customer experience in a way that meetthe needs of the customer and the required business standards...................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................11
INTRODUCTIONPlanning for consumer experience and management is related with plan for theinteraction between consumer and organisation over a period of time. The relationship betweenthem will determine experience of customer with particular business entity (Slack and Brandon-Jones, 2018). Here in this assessment theExpat Explore travel will be taken for better understandof this topic. This assessment will lay emphasis on importance of understanding needs,preferences and wants of customer groups. Also, the drivers and influencers will be highlightedfor engagement of customers of different group of customers. Customer experiencing map foridentifying journey of customers will also be disclosed in this assessment.Also, the touch pointsuch opportunities will also be explain in the assessment for better understanding of customer'sjourney.Customer Relationship Management system will also be explained along with criticalevaluation will be done for the company Expat Explore Travel. Customer service strategies willalso be highlighted in this report to develop and create experience of customers and to mitigateneeds of customers.LO1P1 The value and importance of understanding the needs, wants and preferences of targetcustomer groupsIn tourism industry, it is very important to track the needs, preferences and wants ofcustomer groups. As the industry renders services to various sets of customers. Therefore, it isimportant for the service or tourism sector to be in line with the wants and needs of targetcustomer group.The companies such as Expat Explore travel participates to know needs and wants ofcustomer groups by tracking likes and dislikes of guests arrived at their place. Also, they trackrecord of past hotel activities to give them experience of comfort.It is important and valuable for companies in tourism industry to deal with wants,preferences and needs of target customer group for many reasons, They are :To create loyalty among customersThe loyalty of customer could be attain bygaining knowledge of wants, needs and preferences of customers arrived at hotel to stayor to experience services (Hollebeek, Srivastavaand and Chen, 2019). By experiencingcomfort and excellent facilities consumers stay loyal to their brand which they like toprevail in tourism industry.1
To gain trust in CustomersThe company which is prevailing in this industry buildtrust among them as they feel safe and be in comfort zone by the services rendered tothem at Hotel. The trust will able to measure by customer repeat arrivals and also thiswill enhance value of their brand by their word of mouth.To attain competitive advantage among rivalryThe companies in tourism industryin order to gain competitive advantage among other rivalries enhance their activity forgaining knowledge of consumer preferences and needs. Also, by gaining competitiveadvantage they may able to create brand value to attract customers.To build strong relationship with customers– The customers build a strongrelationship with customers by gaining knowledge of personal needs and preferences ofevery customers that arrive their hotel (Zheng, Xu, and Xie, 2019). The companies byrendering personalized services create a strong relationship with their customers.To attract new set of customersThe attitude of customers towards hotel with bestpersonalized services increases with repeat arrival at their place. Also, customers sharestheir experiences with peers, friends and family which attract new customers for thetourism companies.To increase brand value in user generated content– The user generated contents arein trend which attracts and enhance customers by creating excellent rating byexperiencing services through their blogs, videos and photos. This helps companies toincrease brand value among not only existing customers but also interested customers.P2 The different factors that drive and influence customer engagement of different targetcustomer groupsCustomer engagement is a communication between business entity with externalstakeholders by various correspondence channels. The consumers gets highly engaged buy andpromote more and also demonstrate loyalty up to highest. Consumer provide review andfeedback for contribution towards business entity (Udunuwara, Sanders, and Wilkins, 2016).Different factors which influence or drive customer engagementConcern for privacy –The consumer engagement drives their concern for privacy. Theonline behavior of consumers is analysed by marketers. Companies analyse the data bycontact with different centers for customer engagement data. They capture by emails,2
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