Managing Customer Experience

This report examines the importance of managing customer experience in the travel and tourism industry, using Thomas Cook as a case study. It explores how digital technology, particularly CRM, can enhance customer experience and analyzes customer service strategies and their impact on customer satisfaction and loyalty.

Managing the
customer experience

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1 & TASK 2..........................................................................................................................3
Covered in PPT.......................................................................................................................3
TASK 3............................................................................................................................................3
P5. How digital technology managing customer experience in service sector with specific
example of customer relation management............................................................................3
TASK 4............................................................................................................................................4
P6. Customer service strategies in specific sector:................................................................4
P7. customer services strategies creates and develop the customer's experience which meet
customer's need.......................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Experience of customer is define as the term in which customer have experiences with
the brand or services. This is about opinion or point of view of the customer's on providing
services by the industry (Wirtz and et . al., 2013). Managing the customer experience is
important for improve loyalty of customer's with the providing services. Thomas cook was an
English businessmen who founding the travel agency the ravel agency. This present report is
based on travel and tourism industry to understand the experience customer in this sector. This
report help in study the importance of understanding needs, want, preferences of customer's and
factors which influence target customer. This report describe effect of technology on customer
relationship management and opportunities which is create by the experience of customer. At last
define customer's service strategies in particular service sector.
TASK 1 & TASK 2
Covered in PPT
TASK 3
P5. How digital technology managing customer experience in service sector with specific
example of customer relation management
Digital technology play an essential role in in improving customers experience as it helps
in managing demand of customer. This is the effective source from which organisation and
customer can communicate.
Customer relationship system: This is define as the from which organisation ca build
its relationship with its customer. It describe as the source of dealing with the customer's. There
is different type of customer relationship management that is:
 Analytical: This analysis the data which is generated by the operational and understand
customer behaviour. This is useful in analysis tools like data mining.
 Operations: This is define as the process which involve the direct interaction with the
customer's. In this every interaction is include there requirement , preference etc.
Online customer's experience:

There is many different ways to communicate online with the customer's. Thomas cook
has its many customer's in the market. If this organisation want attract potential customer then
this organisation use many different ways. In which Thomas cook upload its information on its
website and also on paid form in which customer attract more(Nysveen and Pedersen, 2014)
Social media:
In this social medial cover the customer's in a large amount . Thomas cook can use many
promotional channel which help in attracting more customer's. For example : Thomas cook give
advertisement on social sites such as Facebook , Instagram etc. With social media organisation
can easily interact with its customer's and share its point of view.
In this digital technology play vital role in adding the experience of the customer's

TASK 4
P6. Customer service strategies in specific sector:
Strategies are used to achieve the goals and objective of the organisation . It is very important to
set goal and effective strategies to achieve that goals.
Motivate employee to treat well: this is the strtegy in which manager of Thomas cook should
take care about the staff. When staff treat well to customer it create positive impact in the mind
of customer's. With this it make customer happy.
Solve the issue which is face by the customer : it is the duty of the organisation to solve the
issue which customer face . Customer feel valued and this help in growth of the organisation,
Train employee in customer empathy: It define relation between customer's and the
employee who exchange there emotion. In this organisation train there employee in way that the
customer feel happy with there services.
P7. customer services strategies creates and develop the customer's experience which meet
customer's need
Assessing market needs : In this first organisation need to evaluating the preferences of
customer's in the market. After evaluating the needs of customer's providing the services to
them. Without knowing the need of customer's organisation can not run to the success.
Experience mapping : Experience of customer's is define as the opinion and point of view of
customer's. Experience of employee help in growth and development of the organisation. With
this organisation get to know about the requirement of customer's.
Identifying and designing the brand experience: In this identify the brand by the customer's
which include experience of customer's.
Structuring touch point to measure and evaluate: In this when employee are in the step of
during experience there are so many thing which they like the most is considered as the touch
point. Organisation should considered the touch-points which help in the growth and
development of the organisation (Teixeira and et . al., 2012).

CONCLUSION
From the above mention report it has been concluded that opinion and experience of
customers is really matter in the organisation. Experience of customer help organisation to
analysis its performance. In this it very important to understand the need , want , preference of
the customer because its create loyalty in the mid of customer . In travel and tourism industry
there are many factors which affect target customer . Target customers are family , business
class people etc. it is very important for an organisation to map the experience of the customer
that what they feel about the organisation . Mapping experience can be analysis by the pre .
During , past experience of employees . In this there are many points which touch the customer's
and this work as the opportunities for an organisation. In there is different strategies used by this
industry.

REFERENCES
Books and Journals
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