Managing the Customer Experiences

MANAGING THE
CUSTOMER
EXPERIENCES

Table of Contents
INTRODUCTION...........................................................................................................................3
SCENERIO 1...................................................................................................................................3
Market segmentation...................................................................................................................3
Importance of understanding the needs, wants, and preferences of the target customer groups.4
Customer Behaviour and attitudes of different market segments................................................4
Factors Driving Customer Engagement.......................................................................................5
Needs and Expectations of different target groups......................................................................5
Customer Experience Map..........................................................................................................6
Customer Journey through Customer Experience Map...............................................................6
Optimising the Touch Points in the Customer Journey...............................................................7
CONCLUSION................................................................................................................................8
SCENERIO 2:..................................................................................................................................1
1) Introduction.............................................................................................................................1
2) Customer relationship management........................................................................................1
3) Digital technology is employed in managing the customer interest in hotels.........................1
4) Advantages and disadvantages of using the CRM systems....................................................2
5) Illustration of consumer service strategies..............................................................................4
6) Customer service strategies meet the needs of the hotel.........................................................4
7) Valid recommendation for improvement of the quality customer experiences......................5
8) Conclusion...............................................................................................................................5
REFERENCES................................................................................................................................8

INTRODUCTION
Managing the experience of the customers is considered to be an effective process as it helps in
carrying out the operations of the business (De Keyser and et.al., 2015). This is an effective
process of reacting and designing to the customer interaction which in turn helps in meeting the
customer expectations, customer loyalty, etc. The management of the company tends to
effectively organize every interaction between the organization and the customers. Managing the
experience of the customers helps in strengthening the preference of the customers over the
particular brand.
Marriott Hotel and resorts is one of the leading hotel company in hospitality industry.
Marriott Hotel and resorts was founded in the year 1957 by the founder J. Willard Marriott. This
company is headquartered in Bethesda, Maryland, U.S. It tends to offer full-time hospitality
services to the customers across worldwide.
SCENERIO 1
Market segmentation
Market segmentation is referred to as an effective process as it helps in dividing the market of
the potential customers (Goodman, 2019). The market segmentation is referred to as an effective
approach who intends to focus on customers who shares similar traits such as interest, needs and
location. Market segmentation is based on dividing the groups into subgroups in accordance
with the particular set basis. The base tends to range from gender, age, income, place, lifestyle,
status, occupation, etc. and various other psychological factors which is mainly linked with
interest, value, attitude, behaviour, belief, etc.
Demographic segmentation is considered to be one of the effective approach which is
mainly focused by the Marriott Hotel. The segmentation of the Marriott hotel tends to mainly
comply with classic luxury, classic premium and classic select. The demographic market
segmentation of the Marriott Hotel is mainly associated with the age, gender, culture, income,
education and religion (Alt and Iversen, 2017). Marriott Hotel and resorts has tiers for every
income segment. Marriott Hotel tends to offer effective hospitality services for various age group
in order to attain higher customers satisfaction and loyalty.
Psychographic segmentation is mainly associated with the values, beliefs, interests,
lifestyle and traits of an individual. Marriott Hotel provides luxury and warm customer services.

They tend to offer custom personalized services, delicious food with wholesome ingredients,
distinctive lounges, dinner expectation, etc.
Behavioural segmentation is associated with understanding the buying behaviour of an
individual (Denizci Guillet, Guo and Law, 2015). Marriott Hotel tends to focus on offering
various reward programs, up-gradation of room, etc. helps in creating better brand loyalty.
Importance of understanding the needs, wants, and preferences of the target customer groups.
It is considered to be very crucial for the Marriott hotel company to evaluate the needs,
wants, and preferences of the target customers because it helps in building better relationships
with the customers and also focuses on building profitable business for the Marriott Hotel
(Wittmann-Wurzer and Zech, 2019). It is very crucial for the company to determine their own
target group in order to attain higher operational goals and deliver the best possible services by
complying with their needs. Understanding the neds, wants and preference of the targeted
customers helps in providing customized services which in turn leads to higher sustainable
growth and efficiency. This also helps in getting more lead onto the business and helps in
offering effective customer services (Pansari and Kumar, 2017). This also helps Marriott Hotel
in maintaining strong customer relationship which in turn leads higher sustainable growth and
success of the business. It is considered to be useful in generating new sales with the help of
positive word of mouth recommendation. It is very useful in understanding the current market
trend of the market which helps in delivering optimum hospitality services to customers
(Schoenwitz and et.al., 2017).
Customer Behaviour and attitudes of different market segments
The three selected market segments which would be on the priority list of the managers have
been identified as demographic, psycho graphic and behavioural and these can be targeted by
analysing different attitudes:
Added Benefits: The customers always get excited when they are given freebies with the services
or products they are being offered and this can help the manager of Marriott in attracting
customer based on the behavioural segmentation (Surridge And et.al, 2018). This increases the
satisfaction level of the consumers and their brand loyalty automatically increases towards the
service provider i.e. Marriott Hotel.
Entertainment: The managers must ensure that there is something for everyone at their hotel
irrespective of their gender or age or other demographic factors so that they enjoy their