Managing Customer Experience

Unit 2: Managing
Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1) Explain value and importance of understanding needs, wants and preferences of target
customer groups .........................................................................................................................1
P2) Explore different factors that drive and influence customer engagement of different target
customer groups..........................................................................................................................3
TASK 2 ..........................................................................................................................................6
P3) Create customer experience map for service sector organisation.........................................6
P4) Discuss customer touchpoints throughout customer experience create business
opportunities................................................................................................................................8
TASK 3 .........................................................................................................................................10
P5) How digital technology is employed in managing customer experience including specific
examples of customer relationship management system..........................................................10
TASK 4 .........................................................................................................................................11
P6) Customer experience strategies in specific service sector..................................................11
P7) How customer service strategies create and develop customer experience that fulfils
demands of customers and business standard...........................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Managing customer experience explains how company controls its interaction with their
customers. Each group of organization focus on how to mange their customers experience in the
organization. It helps in building brand image in the organization and improve the experience of
their customers. Giving the better satisfaction to the customers of the organization is main motive
of the organization, it could help the organisation in effective achievement of goals and objective
with loyal customer base. In this report Clayton hotel city (Çakiroğlu and Çengel, 2020) is
selected, hotel is London based organization which provides stylish and modern rooms facilities
to their customers and provide satisfaction and comfort with their services. This report includes
importance and values of understanding of choice and preferences of their target customers.
Different factors that have an impact on the customer engagement of different target groups.
Customer maps for selected service sectors. Further, how touch points of organisation helps in
better customer experience. Examination of how digital technologies are influences the
experience of customer from the various factors of digital marketing. In the last customer service
strategies for different target groups and evaluation of how customer service strategies help in
development of consumer experience within an organisation.
TASK 1
P1) Explain value and importance of understanding needs, wants and preferences of target
customer groups
Customers have their different needs and want that need to be fulfilled in order to give
them satisfaction from the organization. There are different target groups for the customers that
have different choice and preferences. It is very important for the organisation to understand
these needs of customer. Organisation (Goodman, 2019) needs to have proper information about
the current trends in the market. It could help organisation to identify the proper needs of
customer satisfaction.
Target market
It refers to the standardised form of customers with same choice and preferences about
the product and services. It is the place where company use their marketing strategies to attract
customers towards brand. Target market basically use for the understanding the needs and wants
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of specific target group. These markets define the specific form of group of individuals that have
same choice of preferences.
The customer profile and characteristics of target audience through market segmentation
It is a prospect under which customer's are selected on the basis of same product and
services that business offers to the customer. In this market segmentation of target group is done
on the basis of the respective hotel organization, (Buttle and Maklan, 2019) Clayton hotel city.
Hotel chose their customer on the basis of their needs and wants from they expect from the hotel
organization.
Characteristics of target audience:
1. Age group: Clayton hotel, company provide comfort services and best quality of food
to their customer to increase the satisfaction level of the customers. Age group refers to
the specific age group that can attract to the customer. Thus hotel has targeted the age
group of 15-50 years. Hotel have target both youngsters and quadragenarian age group
they are more attracted towards the better comfort and best quality of product and
services. With group of the people helps organization have more profitability and
revenues.
2. Income group: Clayton hotel, has targeted the individual with the higher paying system
and it is also be affordable to moderate income age group individual as well. This hotel
also attract customer of all the professions for their company meetings and parties. High
level of income groups are more satisfy with the products and services that help the
organization to fulfil their needs and wants
3. Occupation: In the context of (Kim, Beckman and Agogino, 2018) Clayton hotel has
targeted the group who has better occupation and which is includes professionals,
business person and aged individual's as well. They also attract the customers of collage
group that helps them to increase their profits. All the well profiled customers are
targeted in this groups that are the regulation of the hostel.
4. Geographic locations: In the terms of Clayton hotel is located in the main city and it is
very easy for the customers to reach to the hotel. Customers are more attracted towards
the hotels that are located in the main city and it is very beneficial for hotel to increase
its customer base. Hotel offers different discount and offerings to the customers, so that
they can give them best experience from their offrerings.
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