Customer Service In Travel And Tourism Sector : PDF

MANAGING CUSTOMER
EXPERIENCE IN TRAVEL
AND TOURISM SECTOR

Table of Contents
INTRODUCTION...........................................................................................................................3
1. The needs and expectations of market segments for the service industry...................................3
2. Customer experience map to create business opportunities and optimise customer touch points
..........................................................................................................................................................6
3. Impact of Technology used to manage the customer experience within travel and tourism
sector................................................................................................................................................9
4. Customer service strategies........................................................................................................11
Covered in poster..................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Customer experience is a product of an interaction between customer and organisation
over the duration of their relationship. Consumer experience is all about the perception of
customers about any brand or product. Good consumer experience management can be a strength
of company. (Adhikari and Bhattacharya, 2016).
Thomas Cook is a British travel company. Thomas group has owned many airlines and
number of tour operators in the United Kingdom. Organization is providing holiday packages,
cruise lines, hotels and resorts. Different factors that driver and influence customer engagement
will be also discussed ion this report along. In addition to this the way in which digital
technology is employed in managing the customer experience in industry will be also examined
in this study.
1. The needs and expectations of market segments for the service industry
Market segmentation can be divided into 5 categories-
Demographic segmentation- this type of segmentation divides market according to age,
gender income, occupation, marital status, family size, race, religion, and nationality. These are
then demographic variables which helps to measure the needs and expectations of different
market segmentation for the Thomas cook company. Company is mainly targeting the younger
generation form their different purpose. Demographic segmentation will hell to Thomas cook
company for target the customers according to above factors. According to these factors,
company can make new tour packages. (Franzoni, 2015). For an example- younger generation
mostly like to visit beach places they expect to travel in other country. So the company can make
a tourism package for the specific younger generation.
Geographic segmentation- this segmentation is included the potential marketing
according to their location. This segmentation has included different factors such as – population
density, natural resources etc. market will divide according to region because these variable can
differentiate customer from one phase to another phase. So all these variables should be
important for the Thomas cook company which can help to know about the needs and
expectations of the market segmentation for the company. Thomas cook company is targeting the
big markets where the density of people is very high. It will be helpful for the company to sell
their tour packages. For an example- there are many old people who like to visit natural places of

different countries they can expect these type of special holiday packages from Thomas cook
company.
Psycho-graphic segmentation- this type of market segment is divided according to
personal traits, values, interest and motives and life cycles. It is all about the psychology of the
customers so it will be very easy for the company to target their customers through this market
segmentation. Thomas cook company is also including the interest of the people in their tour
packages, this type of market segmentation will help to show the motive and personal traits of
the tourist and company can easily target the customers.
Behavioural segmentation- this type of market segmentation includes all the consumer
according to the buying behaviour. It is all about a behaviour based segmentation where
company can easily target its customers.
Needs, wants and preferences of different customer groups
There are mainly five types of customer groups Thomas cook company should follow the
segmentation of division customer (Freeman and Glazer, 2018).
Loyal customer- There is a few numbers of this kind of customers. These type of
customers are loyal about the brand because they are completely satisfied. These types of the
customer who are regular based customers. And they are loyal for the company. Needs and
wants of loyal customers are, they want individual attention, and services. They expect many
more thing from the company. These types of customers always keep in touch with the Thomas
cook company. And tourist follow the activities and offers of this company (Han and Hyun,
2015).
Discount customers – These types of customers are the person who are a visitors and
tourist of the Thomas cook company. These are those types of customers that see value in
company's product but won't purchase it at full price. The reason behind this is that they usually
look for some extra information on the exact conditions of the deal. This type of customers keeps
an expectation of discounts from the company.
Value and importance of needs and wants of different customers-
Thomas cook company promising about quality, reliability and services. Company is
assuring all the tourist that they will get best services of the company. Company is providing