Table of Contents INTRODUCTION...........................................................................................................................3 TASK 1...........................................................................................................................................3 P1 Explain the Value and importance of understanding the needs, wants and preferences of target customer groups for hospitality industry.........................................................................3 P2 Explain the different factors that drive and influence customer engagement of different target customer groups within a service sector organisation.....................................................5 TASK 2...........................................................................................................................................6 P3 Create a customer experience map for the organisation......................................................6 P4 Discuss how touch points create opportunities throughout the customer experience in the organisation.................................................................................................................................7 TASK 3...........................................................................................................................................8 P5How digital technology is employed in managing the customer experience, providing specific example of customer relationship management systems..............................................8 TASK 4...........................................................................................................................................9 P6 Customer service strategies in a specific service context.....................................................9 P7 Customer service strategies create and develop the customer experience..........................10 CONCLUSION.............................................................................................................................12 REFERENCES..............................................................................................................................13 Books and journals........................................................................................................................13 .......................................................................................................................................................15
INTRODUCTION A customer experience is defined as the interaction between the organisation and customerthroughouttherelationshipofbusiness.Thisinteractionincludesdiscovery, cultivation, advocacy, service, purchases, awareness, etc. A customer experience is integral part of the customer relationship management(Badwan and Et. Al. , 2017). This is important because if a customer has positive experience with business then he will become a loyal customer. The customer experience affects the willingness of a customer to buy the service again. A good customer service of the organisation affects the business positively and hence it is important for the company to develop good relation with customers. In this assignment, the company which is considered is Trafalgar. This is a travel and tourism company of UK that was founded in the year 1947. The headquarter of this company are situated in London. Trafalgar is operating globally and providing tourism service in different countries. This assignment explains the value and importance of the understanding the needs and preferences of customers. This consists of different factors that drive and influence customer engagement of different target customer groups within the organisation and a customer experience map. This assignment describes some touch points that create opportunities in customer experience and at last it explains the customer service strategies of the service sector. TASK 1 P1 Explain the Value and importance of understanding the needs, wants and preferences of target customer groups for hospitality industry Customers are as essential and most important asset of the business. Every organisation has to focus on understanding the needs, demands, preferences and wants of customers if it wants to run a profitable business(Berthon, and Pitt, 2018). The needs and demands of customers are evaluated in order toengage customers towards the service offered by the organisation.Forengagingcustomersandknowingtheirneedsandwants,thecompany formulates effective strategies to analyse customer preferences. The results are implemented in the service and offering of the organisation and building a healthy relation between customer and the company. Trafalgar is a travel and tourism organisation that is involved in operation the business at global level. This company focuses on people or tourists who like adventure and like to travel the world. Target customers of Trafalgar are individuals between the age group 17 to
50. These people are more likely to spent time in travelling for relaxation or work. The target customers are attracted by the company by conducting an analysis that helps in understanding the needs and demands of potential customers(Chekalina, Fuchs. and Lexhagen, 2018). Trafalgar conducts analysis for knowing the needs and wants of customers in the following manner- Potential CustomersNeed, wants,demands and Preference TeenagersAffordableprice,attractivelocation, adventureactivities,mealandhotel included,musicalnightorinteresting activities or programmes. FamilyValueformoneyandtime,vacation planning,safetyenvironment,course guide advisers, self services. CouplesAttractive and romantic location, safe environment, privacy. Old Age peoplesPeaceful location, food safety, medical facilities, arrangement for wheel chairs, economy class for travelling. Business ClassLeisureservices,connectivity,fast check in and check out process in digital manner,quite and safe environment for businessmeeting,videoconferencing facilities. There are different needs, wants and demands of customers. Every person enjoy different things while travelling. From the above chart it is analysed that managers of the hospitality sector organises events and programs that are required by different age group people. The customer prefer that travel agency which offers appropriate service according their demands. This can be explained with an example a youngster of 17 to 18 age will want appropriate services at reasonable price(.Gallarza, And Et. Al.., 2017). On the other hand, a customer of high standard
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will want a luxurious travel and stay as he cant spend a lot of money. The organisation make strategies to entertain both type of customers. Business people want peace and less interruption during heir travel but teenagers or youngsters will enjoy noise, adventure, music, parties, fun while their travel(Goodman, 2019). If an organisation gives services according to requirement of customer then it will sustain for a longer time in market and earn profits. It is advisable for Trafalgar to formulate strategies which are based on the demands of different types of customers. Trafalgar will make offers and tour packages for teenagers, business people , family, adventure trips, etc. at a reasonable price. An impressed customer is helpful in increasing the profits and popularity of the service. P2 Explain the different factors that drive and influence customer engagement of different target customer groups within a service sector organisation Theneeds,wantsandpreferencesofcustomersaredifferentandsoorganisation formulates different packages and offers for different kind of customers. Potential customers are not same, they have different price range, interests, purpose of travel and reason behind travel. Trafalgar mainly emphasize on five different range of customers that demands a variety of services and facilities while travel or vacation. They are described as below- Teenagers-These customers wants affordable prices and not very luxurious stays. They require an attractive and adventurous place where they canenjoy a lot. This group of target customers will require chilling events like musical nights, DJ parties, pool parties, etc. These events and programs will attract teenage customers. Family –This target group of customers demands different service and facility. The person travelling with family generally has a fixed range of budget in which he has to complete the trip. These customers want value for their money. Tourists travelling with family requires a planned trip with all good facilities. This group requires a safety environment and a tour guide a time of travel. Couples-These people have different needs than other target customers. These target customers include newly married couples who want to spent time together(Hapsari, Clemes, and Dean, 2017). The organisation searches for a romantic location and they require privacy and least interruptions while their travel. Old age People-These people have different perspective about travelling and they require least disturbance while travelling. Old people wants a peaceful location, medical
facilities, food safety, doctor on call service, economy class while travelling, etc. They require extra care while their travel. Business Class-Business class people are those target customers who needs different kind of service(Homburg, Jozić and Kuehnl, 2017). They require luxurious facilities to be offered while travelling. They need all top class facilities starting from first class travel tickets, hotel stay in a five star or seven star hotel, food variety, swimming pool, golf court, game area, etc. These people require fast check ins and checkouts in a digital manner. The main purpose of these travellers is the conduction of a formal and important businessmeeting so they require least disturbance of outsiders. Moreover they need a safe and secure environment for smoothly implementation of the meeting. These people also want the facility of video conferencing and good network connectivity. Trafalgar focus these target customers and makes strategies according to their demands. This helps in making a good relation with the customers. The increase in loyal and trustful customers will enhance the profit of business. TASK 2 P3 Create a customer experience map for the organisation A customer experience map is defined as the various steps or activities considered by customers before interacting with the company for buying service or product. It is very important for the company to develop and maintain process and service providing of the company to retain customers. An effective way of operating business processes always help a company to earn profits and remain successful in market.The organisation is able to identify opportunities that helps in achieving goals and objectives of the business. The managers of Trafalgar develop and implement ideas for customer experience map. This helps in formulating strategies and plans which are described below- Website-Websites are the most common way by which customers grab information about the offerings and services of the organisation. Therefore companies must ensure that their websites are upgraded and they should contain all of the information related to trips, adventure tours, events, tour packages, pilgrimage tours, etc. Customers rely on websites of companies for knowing about upcoming trips and their price, offers, discounts, etc(Iglesias, Ind and Alfaro, 2017). Trafalgar has a very attractive website and it is updated every day for makingit more
convenient for customers and clients. Trafalgar updates reviews from customers and pictures of satisfied customers for impressing other people. They also uploads videos and pictures of the trips that were organised before by the company. This increases customer trust and loyalty. Staff Behaviour-This is an important part of the company's profit(Kang and Et. Al, 2017). The members of staff or workers of the organisation should behave properly for increasing the customer satisfaction. Trafalgar should provide trainings and development for the staff members in order to provide better service sand treatment to customers. Staff is required to be trained so that customers experience a good treatment while their travel. Facilities and services-The customer needs hat facilities and services offered by the company should match the desired standards. It is essential for the company to provide excellent facilities and services to customers in a proper manner. The hotel rooms, locations and travel medium should be of good standard according to the standards of the customers. There are some other factors that are considered by customers when they visits the tourism and travel agency such as price, location, environment. Trafalgar's managers take special care for providing good services to people and retaining customers. P4 Discuss how touch points create opportunities throughout the customer experience in the organisation A customer touch-points are defined as the point of the brand of customer contact from start to the finish. This can be explained with an example if customers find advertisement of the company online, they will see ratings given by clients and according to it they will buy the service(Kawaf,and Tagg, 2017). The customer touchpoint is adopted in a company for communication of information in a good manner. This leads to attract more number of customers and engaging them for generation of opportunities. In context of Trafalgar, it is important for the company to adopt customer touchpoint for attracting more number of customers. Trafalgar is able to identify need, expectation and demands of the customers by using customer touchpoint. There are some example given below which is in the form of script of conversation between the staff of Trafalgar and customers. This conversation is between a customer and Trafalgar manager about the booking of ticket. Employee:Hello, Trafalgar travel and tourism. How may I help you? Customer:Hello, I want to book tickets of holiday package of France. Employee:Okay sir, How many members?
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Customer:2 adults and 1 child. Employee:Okay sir, for which date? Customer:From May 5 to 15. Employee:Okay sir, I am booking 3 tickets 2 for adult and 1 for child from May 5thto 15th Customer:Yes Employee:Thank You so much sir, have a good day Customer:Thanks, Same to you. TASK 3 P5How digital technology is employed in managing the customer experience, providing specific example of customer relationship management systems Customer relationship management requires the involvement of digital technology in the organisation for enhancing the relationship among customers and organisation(.Kelly, Lawlor, and Mulvey, 2017). A company can achieve the goals and target of the organisation in time if it adopts a proper customer relationship management. An effective CRM helps in high profitability ratio, market share and goodwill of the company. The different ways by which companies develop proper relationship with the customers are proper flow of communication, suggestions and feedbacks, discounts and offers. The Trafalgar uses digital technology in performing various processes of the company. This company can easily conduct its functions and activities in effective manner. The use of digital technology in the company will help in acquiring and retaining customers. Trafalgar customersare able to book tickets, status of check in and check out, give reviews and feedbacks, etc. Digital technology enables to contact customers easily usingemails,socialmedia,socialnetworkingsites,etc.Therearebothadvantagesand disadvantagesofcustomerrelationshipmanagementandthisaffectsthefunctioningof organisation. The advantages and disadvantages of Trafalgar are mentioned below- AdvantagesDisadvantages A good CRM helps in increasing the relationshipofcustomersand organisationinappropriatemanner (Kumar, 2018)(Lee, and Et. Al., 2018). This also helps in increasingthe sales This is an expensive process and it is not easy for every company to afford it. Regular trainings have to be provided if CRM is adopted and these trainings will cost a lot to the company.
of business. Trafalgar is able to communicate with customers in an effective manner. TASK 4 P6 Customer service strategies in a specific service context Customerservicestrategiesareconcernedwithmakingplansforincreasingthe satisfaction level of the customer's. Formulating such types of strategies will help in retaining and attracting more and more customer's(Ul Islam and Rahman, 2017). The goals and objectives of the organisation and travel and tourism industry can be attained by providing better services to the customer's. For increasing the satisfaction level of the customer's effective strategies are needed to be formed by the management of Trafalgar. This can be done by conducting analysis of the market and also to know the need and preferences of the potential customer's. The various customer service strategies which can be adopted by Trafalgar are discussed below- Training and development to the employees- If proper training and development programmes are arranged by the organisation than the employees will be able to provide better services to the customer's for increasing their satisfaction. The management of Trafalgar analysis the skills and knowledge of its staff members. For deciding the measures which can be taken to improve such skills. As if the employee are well trained than appropriate services can be given to the potential customer's. The employees will also be motivated to work in a desirable and appropriate manner. Whereas employees with less skills and talent will not work properly and willalsodisturbtheworkingoftheorganisation.Butthesetraininganddevelopment programmes mainly depends upon the requirement of the workforce in the organisation. Resolve issues and problems- It is very much necessary to solve the issues and problems of the customer's so that their satisfaction level is enhanced(Venkatesan, 2017). If Trafalgar is successful in solving the problems than the profit of the organisation will be automatically increased. The employees of the organisation must be able to deeply analyse the problem so that better suggestions are provided to the customer for overcoming the problem. The focus must be on using new and innovative plans for the enhancing the overall experience of the potential
customer's. If better solutions are given to the customer's than sale of the organisation will be increased because the customer's will be happy and satisfied. Services and facilitiesto customers-The services and facilities which are to be provided to the customer's needs to be decided according to their needs and preferences. Customer's generally gets attracted to such organisations which are successful in taking care of their needs and preferences. So Trafalgar can make necessary changes in their strategies to increase the satisfaction level of the customer's. The management of organisation focuses on continuously updating the service as per the needs and demands of their customer's. The major motive behind this to attract large number of customer's and also to retain their valuable customer's. P7 Customer service strategies create and develop the customer experience Customer Audit Trail, Critical Observations: Name of hospitality business visited:Trafalgar Date and time of visit:30 April, 2019 Ambience and First Impressions: ThingsthatIobservedthat were positive, or good? ThingsthatIobservedthat were negative, or bad? What would I change if this was my business? Thestaffbehaviourand treatmentofferedbyhis companyisverygood.The architecture and ambience of theorganisationisvery attractive. Thecoordinationamong management and staff was not proper(Mohseni, and Et. Al., 2018). I will initiate effective training sessionsfortheworkersfor enhancingtheskillsand abilities of staff people. Signage, Tariff Boards, Labelling, etc.: ThingsthatIobservedthat were positive, or good? ThingsthatIobservedthat were negative, or bad? What would I change if this was my business? ThiscompanyhasproperThe price of package was notI will definitely mention price
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tariffboardthatguidesin reachingthecorrect destination(Romero,2017). This organisationhas proper signage which helps people in reaching office at time. clearly mentioned.of packages properly on tariff boards. Prices: ThingsthatIobservedthat were positive, or good? ThingsthatIobservedthat were negative, or bad? What would I change if this was my business? This organisation offers price ofpackageatareasonable price and customers can easily able to buy this service. This organisation is not able to makecustomisedpackages relatedtothebudgetof customers. I will suggest the organisation todevelopacustomised package. Range of Products: ThingsthatIobservedthat were positive, or good? ThingsthatIobservedthat were negative, or bad? What would I change if this was my business? They offer variety of product rangeaccordingtoageand requirementofcustomers (Rychalski and Hudson, 2017). Theydidn'tprovide customizedpackageswhich must be based on customers need and preference. Iwillsuggestthemto introduceoptionsof customized package. Staff: ThingsthatIobservedthat were positive, or good? ThingsthatIobservedthat were negative, or bad? What would I change if this was my business? TheStaffmembersofthis companyishavingagood behaviour.Theyarepolite, Therearesomeunskilled labourpresentinthe organisation.Theydonot I will try to make unskilled labourperfectbyproviding themgoodtrainingson
helpful and kind.communicatewithcustomers effectively. communicationskill enhancement. Time: ThingsthatIobservedthat were positive, or good? ThingsthatIobservedthat were negative, or bad? What would I change if this was my business? Thisorganisationentertains customers in a good way and at a proper time(.Ryu and Lee, 2017). When this organisation offers any offer on packages, then it is not easy to handle the clients as staff people are less. I will give effective trainings toexistingemployeesto manage working in rush hours and hire few new employees thatcanmanagequeriesof customers in time. Supplementary Items: ThingsthatIobservedthat were positive, or good? ThingsthatIobservedthat were negative, or bad? What would I change if this was my business? Employeesofthiscompany are skilled and they give good service and satisfaction. The Trafalgar organisation do not provide discounts or offers to customers. Iwilllaunchdiscountand offers in the services of the companyandalsoprovide complementaryservicesin ordertoattractmore customers and clients. Payment: ThingsthatIobservedthat were positive, or good? ThingsthatIobservedthat were negative, or bad? What would I change if this was my business? Thiscompanyacceptscash paymentsaswellascard Trafalgar company do not uses the modern ways of payments I will implement digital mode of payment.
payments(Šerić,Gil-Saura, and Mikulić, 2017). likedigitalpayments,app payments,etc.Generally people prefer these modes for paying. CONCLUSION It can be concluded from the above assignment that customer experience is necessary for the development of business in an effective manner. It is essential for organisations to develop strategies and planning for developing good and healthy relationship between customers and organisation. The various activities for increasing the customer engagement is understanding demand, needs and requirement of customers and offering products and services that attracts customers. The company can also use digital technology for maintaining good customer relation . It also helps in interaction of company and customer for providing suggestions, feedbacks and resolving issues and problems in an appropriate manner.
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