Understanding and Enhancing Customer Experience Assignment (Doc)

Added on - Dec 2020

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Induction- Understanding andEnhancing Customer Experience
Table of ContentsTASK 1............................................................................................................................................3P1 Explain value and importance of understanding needs, wants and preferences of targetcustomers groups....................................................................................................................3P2 Different factors that drive and influence customer engagement of different targetcustomer group within service sector.....................................................................................4TASK 2............................................................................................................................................5P3 Create customer map for service sector organisation........................................................5Covered in Infographic...........................................................................................................5P4 Customer touch points throughout the customer experience create business opportunitiesfor service sector organisation................................................................................................5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7
INTRODUCTIONIt is necessary for business concerns is to acquire their customer experience in order tofulfil all needs and demand of their customers in effective manner. Customer experience isrequired to deliver accurate services or facilities to satisfying their customers requirements thatdelights and develop an understanding for making relation with buyers and staff members(Bilgihan, 2016). Along with this, customer loyalty and satisfaction is impact by customerdemand 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 orfacilities to their guests like room service, accommodation and additional requirements. Inaddition to this, the main purpose of this report is to analyse the importance and value ofevaluating needs, wants and preferences of target customers groups within service sector. Thiswill develop and create customer experience map for Marriott hotel services.TASK 1P1 Explain value and importance of understanding needs, wants and preferences of targetcustomers groupsFor evaluate customer taste, preferences and expectation of the customers so organisationhave to segment the consumer base. Segmentation define to divide the market share as per thebuyers needs and demand in the target market place. The market does not survive withoutsegmentation of large market place because it is easy to gaining attention of customers and sellgoods or services in the Marriott hotel. There are various ways to segmenting the whole marketare which assist in identifying the huge number of customers in different market. Such aredescribed as under:Affinity profiling– With the assistance of this technique, hotel manager can easilyevaluate and understand their guest choice and preferences in order to examining whatthey are liked (Christopher, 2016). Hence, if they are come across someone who arebuying various food items so there is certain opportunities to recognise that they requiredto eat food items.Demographic profiling– Most of the business specialist are mainly concentrate on usingdemographic profiling in order to evaluate what kind of goods and services are click byparticular consumer. With the assistance of demographic profiling, Marriott hotel can
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