Induction- Understanding and Enhancing Customer Experience

This report analyzes the importance of understanding customer needs, wants, and preferences in the service sector, using Marriott Hotels as a case study. It examines factors driving customer engagement, creates a customer experience map, and explores how touch points throughout the customer journey can create business opportunities.

Induction- Understanding and
Enhancing Customer Experience

Table of Contents
TASK 1............................................................................................................................................3
P1 Explain value and importance of understanding needs, wants and preferences of target
customers groups....................................................................................................................3
P2 Different factors that drive and influence customer engagement of different target
customer group within service sector.....................................................................................4
TASK 2............................................................................................................................................5
P3 Create customer map for service sector organisation........................................................5
Covered in Infographic...........................................................................................................5
P4 Customer touch points throughout the customer experience create business opportunities
for service sector organisation................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
It is necessary for business concerns is to acquire their customer experience in order to
fulfil all needs and demand of their customers in effective manner. Customer experience is
required to deliver accurate services or facilities to satisfying their customers requirements that
delights and develop an understanding for making relation with buyers and staff members
(Bilgihan, 2016). Along with this, customer loyalty and satisfaction is impact by customer
demand and its emotions where they can easily share all information and data of current brands,
the assignment is based on Marriott hotel which are deliver and serve different services or
facilities to their guests like room service, accommodation and additional requirements. In
addition to this, the main purpose of this report is to analyse the importance and value of
evaluating needs, wants and preferences of target customers groups within service sector. This
will develop and create customer experience map for Marriott hotel services.
TASK 1
P1 Explain value and importance of understanding needs, wants and preferences of target
customers groups
For evaluate customer taste, preferences and expectation of the customers so organisation
have to segment the consumer base. Segmentation define to divide the market share as per the
buyers needs and demand in the target market place. The market does not survive without
segmentation of large market place because it is easy to gaining attention of customers and sell
goods or services in the Marriott hotel. There are various ways to segmenting the whole market
are which assist in identifying the huge number of customers in different market. Such are
described as under: Affinity profiling – With the assistance of this technique, hotel manager can easily
evaluate and understand their guest choice and preferences in order to examining what
they are liked (Christopher, 2016). Hence, if they are come across someone who are
buying various food items so there is certain opportunities to recognise that they required
to eat food items. Demographic profiling – Most of the business specialist are mainly concentrate on using
demographic profiling in order to evaluate what kind of goods and services are click by
particular consumer. With the assistance of demographic profiling, Marriott hotel can

identify their personal details and information such as geographical areas, martial status
and qualification of a single person to analyse the best.
 Psychological profiling – This can be used for understanding and evaluating data
regarding an individual by determining their psychological motivations (Frow and et. al.,
2015). It is necessary for Marriott hotel manager is to analyse their guests needs and
requirements.
P2 Different factors that drive and influence customer engagement of different target customer
group within service sector
Customer engagement can be described as a chain of communication which connects
organisation and its stakeholders through different modes. These modes helps in building the
overall experience of the customers. Hence, some of these factors are discussed below:
Loyalty and Royalty: Loyalty plays a major role in hospitality industry as it helps in
achieving continuous business and builds reputation of the company. Addition to this, it helps in
building a strong relationship between customers and company. Some of the factors that affect
the loyalty of customers are quality, variety and services. The brand value also plays a major role
in building customer loyalty. Thus,the management of hotel Marriott should plan certain
strategies which helps in enhancing the experience of the customers in order to attain loyalty for
Marriott.
Feedbacks: It is a method which helps in attaining reviews of the customers which have
invested in the products ans services of the companies. This helps in analysing the issues and
concerns that customers are facing from the hotel services which provides a future scope of
improvement in services of Marriott hotel (Christopher, 2016). Along with this, these feedback
also helps in making a positive reputation of the company in the market which ends up
influencing customers to invest in the services of respective organisation through which Marriott
earns more level or profitability.
Personalized Services: The hotel industry is very much dependant upon the experience
and engagement of customers. Thus, various tools are practised by Marriott to enhance the
experience of customers by providing personalised services such as personalised marketing
through emailing, pop up ads, etc. Which helps in educating the customer about products of
company. Similarly, butler services are also offered to the targeted customer in order to improve
their experience with the hotel stay and helps in building a positive image of the hotel. These

methods help in promoting the customer engagement of customers with different needs an
demands.
TASK 2
P3 Create customer map for service sector organisation
Covered in Infographic
P4 Customer touch points throughout the customer experience create business opportunities for
service sector organisation
There are different stages in which Marriott hotel analyse the touch points with the help
of customer experience which assist in enhancing business opportunities in better manner. Touch
points is the point of communication where customers comes along with brand loyalty while
purchasing products.
At satisfactory level – In touch point, organisation provide them effective services or
facilities which help in increasing their brand image and value that make them loyal customers in
better manner (Laudon and Laudon, 2015). In order to interact with their consumers which assist
them in evaluating the customers needs and wants at satisfaction level. Satisfactory level
includes products and services which provide moderate experience to their guests and increasing
their motivation in order to expand business operations.
At good level – In this level, there is requirement of services which satisfy all needs and
demand of customers regarding innovative goods and services which are offered by hotel. They
are offer services which are required by people and require at each level of communication with
effective buyers so that they are provide them adequate services. At good level, they are store
data and information related to desired customers and provide them good reply to solve all
queries and issues (Lemon and Verhoef, 2016). In good level, services are offered regarding
room and each requirement of customers are fulfilled by Marriott hotel so that they can easily
gain higher income in proper manner.
At advanced level – In this level, organisation required to analyse the previous experience
of consumer along with future needs of guest which assist to satisfied consumer (McColl-
Kennedy and et. al., 2015). They are adopting new technologies and methods that help in
enhancing their customers expectations in order to gain profitability. In advanced level, Marriott

hotel are observe various activities of customers and also grab them at given time with the
assistance of websites, reviews and so more.
CONCLUSION
From the above described report, it can be concluded that Customer experience is
required to deliver accurate services or facilities to satisfying their customers requirements that
delights and develop an understanding for making relation with buyers and staff members. For
evaluate customer taste, preferences and expectation of the customers so organisation have to
segment the consumer base. In hotel industry, it is required to engage customers with the brand
image and value of the company has develop and build customer relationship in Marriott hotel.

REFERENCES
Books and journals
Bilgihan, A., 2016. Gen Y customer loyalty in online shopping: An integrated model of trust,
user experience and branding. Computers in Human Behavior. 61. pp.103-113.
Christopher, M., 2016. Logistics & supply chain management. Pearson UK.
Frow, P. and et. al., 2015. Managing co‐creation design: A strategic approach to innovation.
British Journal of Management. 26(3). pp.463-483.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management. 27(3). pp.379-414.
Laudon, K.C. and Laudon, J.P., 2015. Management information systems (Vol. 8). Prentice Hall.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
McColl-Kennedy, J.R. and et. al., 2015. Fresh perspectives on customer experience. Journal of
Services Marketing. 29(6/7). pp.430-435.