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Managing Customer Experience Assignment - Thomas Cook

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Added on  2020-10-04

Managing Customer Experience Assignment - Thomas Cook

   Added on 2020-10-04

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MANAGING CUSTOMEREXPERIENCE
Managing Customer Experience Assignment - Thomas Cook_1
Table of ContentsINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1Target market, its benefits and importance.................................................................................1Factors influence customers engagement ...................................................................................2Determine on-boarding strategies for customer engagement factors .........................................2Evaluate different target customers groups in terms of customers engagement.........................3LO 2.................................................................................................................................................3Create customer experience map and chart customer journey ...................................................3Touch point of create opportunities throughout customer experience .......................................6Creates charts customers journey model and examine activities ...............................................7Analysis customer touch point to influence behaviour and action ............................................8LO 3.................................................................................................................................................8Digital technologies employed in managing customers experience ..........................................8Use of digital technology in customer relationship management ..............................................9Advantages and disadvantages of CRM system ........................................................................9LO 4 ..............................................................................................................................................10Customer services strategies(CSS) outline policies and objectives .........................................10Customers services creates customers experience ...................................................................11Recommendation for application of customer services strategies............................................11Delivery customer services strategies and making recommendation for improvement ...........12CONCLUSION .............................................................................................................................12REFERENCES .............................................................................................................................13
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INTRODUCTIONCustomer experience is the product of an interaction between company and customersover duration of their relationship. It implies customer involvement and different levels such asrational, emotional, physical etc. Customer experience management is designing and reactingcustomer interaction to meet exceed their needs and wants(Lemon and Verhoef, 2016).This studyis based on Thomas Cook. Company deals in travel and tourism sectors. This assignment willexplain target market, its benefits and importance of understanding needs and wants, preferencesof target customer groups for travel industry. It will explore different factors influencescustomers engagement of various target group of customer in travel organization.LO 1Target market, its benefits and importanceTarget market: Target market is group of customers within business's serviceable available market thatbusiness has decided to its marketing efforts towards. It involving breaking market into segmentsand then concentrating marketing efforts on one or few key segments consisting of customerswhose needs and desires most closely match with offering of products and services. It is key ofattracting business, increasing sales and making business success(Homburg, Jozić and Kuehnl,2017). Benefits and Importance of target market:Target market is important for identifying customers loyalty for products and potentialgrowth of Thomas Cook in travel and tourism industry. Target market is essential orunderstanding customers needs, expectation, taste and preferences for Thomas Cook. Such as:Identifying potential growth: Manager of Thomas cook target small group ofconsumers that offers firm large possibility to grow sales. Therefore, they are identifyingcustomer needs and wants towards this product and services. Creating brand loyalty: With the help of target market, manager of Thomas Cookcreating brand loyalty towards customers(Tung, Chen and Schuckert, 2017). It is also possible byidentifying customers needs and wants for products and services of Thomas Cook. 1
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Refine segmentation: With the help understand needs and wants of customers, managerneeds to refine their selecting segmentation for customers satisfaction. This assists in customersdemand and their expectation towards products and services of Thomas Cook. Factors influence customers engagement Customers engagement:It is communication connection relating to business between consumers as well ascompany through many channels of correspondence. This relation can be reaction, interaction,effects or overall customers experiences that takes place online and offline(Srivastava and Kaul,2016).This assists in increasing loyalty of customers towards product and services of ThomasCook. Factors influencing customer engagement:There are many factors that are influencing customer engagement with organization.Such as follows: Effective communication: It is big factor that effective communication with thecustomers by organization. If Thomas cook operators are not effectively intercaste with theircustomers, so that this decrease customer engagement with company. Through this factorconsumers are dissatisfied with organization(Yates, 2017).Proper attention: It is necessary to give proper attention of each of customers those aretravelling. It is responsibility of operators of Thomas Cook for taking care of each and everyperson who are purchased their services. If operators does not provide proper attention during thetravel, so that this decreases engagement with customers from organization. Customer requirement: Every person have different requirements, needs and wants, sothat every companies make sure that providing products and services according to customersrequirements, needs and wants. In this context, Thomas Cook provides services according tocustomers needs(Ordenes and et.al., 2014). Determine on-boarding strategies for customer engagement factors Customer on-boarding strategies:2
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