Managing Customer Experience

This report discusses the importance of understanding customer needs and preferences in the hospitality sector, factors affecting consumer engagement, customer journey mapping, and the impact of digital technology in the service sector. It also includes a case study on WizzAir, an airline service company.

MANAGING CUSTOMER
EXPERIENCE
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1: Need of understanding the needs, preferences and wants of targeted segmentation of
customers in hospitality sector.....................................................................................................3
P2: Factors which affect consumers engagements in the service sector.....................................4
LO 2.................................................................................................................................................5
P3: Customer journey map..........................................................................................................5
P4: Touch-points from the customers experience create opportunities for the hospitality
organisation..................................................................................................................................8
LO 3.................................................................................................................................................9
P5: Implementing digital technology in service sector influence the customer for retaining and
acquisition....................................................................................................................................9
LO 4...............................................................................................................................................10
P6: Strategies for customer services..........................................................................................10
P7: Customer service strategies create and develop experiences of consumers in a particular
manner which meets the requirements of the buyer and business standards.............................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
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INTRODUCTION
Managing customer experience is defined as the processes which are used by the businesses
to track, organise and oversee all the interactions, which meets the requirements of the
customers. Strategies for the customer experiences help the organisation for providing better
services and this helps to achieve the goal off business. This report discusses the consumer
satisfaction and there experience in the service sector. WizzAir Holing Plc is Airline Service
Company established in 2003 and WizzAir UK (launched in 2018) is the subsidiary of it.
Company’s headquarter is located at Budapest and Hungary, Jozsef Varadi is the CEO of the
company. Its fleet size is 120 including its subsidiaries which transports to 150 destinations.
WizzAir provides the low cost ticket prices to its customers with quality services and facilities in
their flights. This report included, understanding of the customer needs, the factors which affects
the customers engagement. Also, discusses the customer experience map along with the touch-
points during the consumer life cycle. Further, it has strategies for customer experiences and
recommendations for improving the services and creating opportunities for the business.
LO 1
P1: Need of understanding the needs, preferences and wants of targeted segmentation of
customers in hospitality sector.
Every business gives priority to understand the needs of the consumers so that they can plan their
product according to the requirement of the people. So this is the most important thing in the
service industry to gain the knowledge about the needs of the buyer. As they get to know about
the needs of the consumers it helps them to manage and control over the products and services
which are currently provided by them. Expectations of the customer can be vary but this is major
aspect having the idea about targeted segmentation of the consumers that what they require and
expect from the company (Bharwani and Jauhari, 2017). This helps the business to drive the
purchasing decision of the buyer. Preferences of the consumers included their likes, dislikes,
expectations and motivations so gaining the idea about their preference help the company to
attract the consumers and potential buyer as well. Collecting the requirement and preferences of
the consumers increases the chance of the selection by the target customer. Also, company can
make changes according to the demands of the consumers. This enhances the efficiency of the
company in terms of its operations, marketing, sales, production and management
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(Kandampully, Zhang and Jaakkola, 2018). A business emphasises on customer’s requirements
and preferences give them benefits to take the competitive advantage in market.
Company focus on gathering the data about the consumer’s needs, wants and preferences
provides the additional values to the business, as they will be able to meets their requirements.
So this impact on meeting the customers satisfaction which helps the company earn profits, also
it generates higher revenue than the previous years. As if the company gives the priority to the
consumer needs, wants, preferences and expectations this will lead them to possess the value in
market and it gains the prestige in market.
WizzAir continue inspect or track the customer’s needs and demands so that they can achieve
their target. As they get to know the insight knowledge about the preferences of the consumers,
this leads them to global expansions of their brand and provides their services and facilities to the
customers cross worldwide (Dewnarain, Ramkissoon and Mavondo, 2019). They improve the
quality of their services and in future it helps to manage the change and assume the needs of
preferable changes which are required from the business perspectives. Also, acquiring the details
about the consumers expectation and needs help the company to manage better customer
experience, so the retention of the customer is maintained.
P2: Factors which affect consumers engagements in the service sector.
Consumer is the end user of the products and services offered by the company. So their
engagement with the business is most important and it is influenced by many factors. These
factors affect customers buying decision, so it should be in favour of the company (Chauhan and
Manhas, 2017). Such factors are explained as
Personal factors: Consumers buying decision depends on the some personal factors which are
related to the customers like life cycle stage and age, occupation, economic condition, life style,
etc. These factors are motivates the buyer getting engage with the brand, before and after
purchase as well.
Social factors: Customer involvement with the service organisation is also influenced by the
social factors like they have referrals from the family, friends and subordinates. As they
experience thee services for the company and they feel good they motivate other to plan for
purchasing of products and services (Lashley, 2018). Also, role and status is major aspect to be
considered because consumers status and role in society impacts the customer engagements with
particular company.
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Cultural factors: The fashion trend, culture, sub culture, social class, etc. affects the buyers’
engagements with the products and services. As the society plays an important role in the
consumers mind and influence the engagement with the brand (Palmer and Bejou, 2016). It
supports to the values, tradition and customs, religion etc. Social class also important, it
describes the customer’s class with its income, so companies must consider these factors.
Psychological factors: Consumers engagement with the company’s product and services,
psychological factors influenced the customers mind strongly for making their buying decisions.
Motivation, it defines the motive of the buyer for their purchasing the products and services so it
is the internal force which makes them to choose the particular brand. Perception, consumer
gives the look around him and senses the situation of the world and takes the decision for the
purchase according to it (Martínez and Nishiyama, 2019). Attitude and belief affect majorly
because thee customer have their own trust and attitude towards the company from its previous
experience and also they listen from the people and make decision to buy the product. All these
elements drive the consumer’s engagement.
Customers engagement with the company’s product and service affected by the pricing,
quality of products, service quality, packaging, branding, and reputation of the company in
market. WizzAir has the qualities to manage the involvement of the consumers with them, as
they analyse the factors which can affect purchasing decision of the buyer. Also, they maintain
their pre and post booking relationships with their customers.
LO 2
P3: Customer journey map.
Customer experience map helps to visualise the interaction between the company and buyer. It
gives necessary knowledge about the factors which influences buyers purchasing decision,
customer’s retention, it helps to know how to target potential customers. Also, it helps to
evaluate the market condition and gain the competitive advantage. Creating the customer journey
map makes easier to identify the customers demand and adopting the required changes in the
current services and facilities (Batra, 2017). Developing the customer experience map by
defining some points
Setting objectives clearly for map
First of all it is necessary to identify the requirement and need of creating the map. Also,
it helps to identify the target segment of the customer.
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Defining personas and goals
Secondly, company have to conduct research which help them to gain the actual customers, they
can also gather the feedbacks from the customer (Bascur, Rusu and Quiñones, 2018). It gives the
idea about preparing a proper questionnaire for the consumer in which they can ask for rating the
services, food, quality, price and customers touch-points.
Identifying customer’s personas
There are different personas of consumers, during the interaction with the company and
identification of these personas will narrow the scope into one or two things to evaluate the
customer experience.
Listing touch-points
Customer experience map help to evaluate the touch points of the consumers from the pre
order to post order of the purchase. These points affects these consumers mindset, also it decides
that the customer will choose the same brand again or not.
Resources required managing change
Company can identify which resources are needed for managing the change in their products and
services (Aichner and Gruber, 2017). So it helps to satisfy the buyers.
Make important change
According to the feedbacks from the consumers, reviews and their suggestions, company
can adopt the necessary change in their products and services.
Customer journey map for WizzAir airline company.
Customer Experience Map
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
Consumers
feelings
and
thoughts
Plan to book
tickets
Next,
consumer find
other sources
to book the
tickets.
As customer
like the
products and
services along
with the range
of facilities
provided by
the company.
On boarding,
customer
views the
welcoming
criteria of the
staff and the
nature of the
crew
After
boarding,
their feeling
about their
journey is
evaluated
on the basis
of their
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members
during their
journey.
remarks or
their
suggestions.
Consumers
actions
View
different
websites.
Find the
alternatives.
They make
the booking
(Kranzbühler,
Kleijnen and
Verlegh,
2019).
Customer
take action
according to
its like or
dislikes the
services.
As they can
review the
services or
give the
scaling
form 1 to
10.
Customers
submit their
feedbacks
online and
offline, so
they can
make
changes in
their
services and
facilities.
Consumers
touch-
points
Like the
company
page or
websites by
seeing the
picture and
the given
information.
Make
comparison
like services,
facilities,
prices, timing
etc.
As they fin
the easy and
secured
payment
gateway, and
many options
given to the
consumers
which can be
chose by the
Well behaved
staff, offer
food, serving
criteria,
treating
behaviour etc.
Are
acknowledged
by the
customer and
Customer
can tick on
the touch-
points given
in the
review
book or
also they
can submit
their touch-
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customer
according to
its
conveniences.
that is the
touch-points
for them.
points like
services,
behaviour
of staff, etc.
Proposed
changes
- - - If they have
any problem
they can
complaint and
give
suggestion to
do in
particular
manner which
is expected by
the customer.
Customer
can give
feedbacks
and
proposed
the
necessary
changes
which
should be
considered
by the
company in
their
present
products
and services
(Rossmann,
Wilke and
Stei, 2017).
P4: Touch-points from the customers experience create opportunities for the hospitality
organisation.
Customers touch-points are those points where the customers mindset affected from the
company’s product and services. Touch-points are counted from the pre-purchase and post-
purchase by the consumers (Simarmata and et.al., 2017). So this helps the company to improve
in their products and services. As the customer view the websites and make booking for the
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travel, so it is possible that customer is affected by the pictures available on the websites.
Information about the company’s product, services, prices and previously submitted reviews and
feedbacks by other consumers. So this affects the customer’s mentality. Next, on boarding
customers influenced by the welcoming criteria, and treating behaviour of the staff members to
its customers. Services and facilities they offer during the journey. Also, the post-purchase
included the feedback calls from the company and customer can review its journey and its
experience.
All these things help to know the company about their lacking and current positions. This creates
several opportunities for the company. WizzAir can evaluate the proposed changes and adopt the
particular changes which are necessary to attract the public (Weinstein, 2016). As they can find
the customers touch-points they can provide better services and facilities along with best quality.
Also, they can make the changes in the costing like they can low the fare prices, and give them
discounts to the customer. So they can prepare the strategies according to the requirements and
adopting them in regular way. Low cost productivity and generating high revenue. It motivates
the company for their global expansion. It helps them to take competitive advantage in market.
LO 3
P5: Implementing digital technology in service sector influence the customer for retaining and
acquisition.
In today’s era of technology advancements, businesses have shifted on the digital platform. As
the technology innovation help the businesses to grab the opportunities in the market and it helps
to increase in their reach towards potential buyers. Companies are more concerned for adopting
technology at their workplaces. In service industry it proves to be very beneficial in terms of
taking competitive advantage. Along with these points, businesses get to know about their image
in mind of consumers (Taneja, 2017). As consumers gives the reviews online, like on
Company’s FaceBook page, Company Website along with payment options, Blog, Instagram
page etc. This helps to gather the opinions of the previous customers and current travellers
though particular brand.
WizzAir has adopted the digital technology for the sake of their business so this help them
to retain their customers, covers the potential market and acquire new customer groups.
Customer who booked in their flights and travel through it, after their journey customers asked to
submit the feedbacks. Also they can post their opinion on the social media. So this helps them to
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know the company about the views of the particular customer. This help in getting knowledge
about their expectations and demands. Next, company can modify their services and facilities
and manage available resources to them. If the flights have the WIFI services, TV, audio and
video players, etc these things make their journey soothing and exciting. Suppose customer
posted positive review about the flight, so their family, friends and known will prefer this fleet
rather than other. So, it is important from the business perspective to use the digital platform for
spreading the business. It helps to earn more profit and company can think about expansion at
global level.
Customer relationship management (CRM) is easier through the digital technology because it
encourages the customers to choose the particular brand if they provide their convenient facilities
to the customers (Goodman, 2019). Customers retaining is dependents on the necessary action
taken by the company which are suggested by the customer through the feedbacks, reviews,
surveys etc. Acquisition of potential buyers is dependents on the registered feedbacks by the
previous customers, they can make their purchase decision by viewing these reviews and
opinions and analysing the company’s seriousness towards the customers’ expectations.
LO 4
P6: Strategies for customer services.
Companies try to improve the quality of the products and services which are provided to
the customers to gain the competitive advantage. In service industry, it is most important to give
better and qualitative services and facilities a low cost to the customers. So it builds customers
loyalty and retention along with new acquisition of target customer groups. Companies
understand the difference between the customer satisfaction and exceptional performance, are
able to maintain the relationships between customer and brand. They implement some
approaches to gain excellence in customer services, thee strategies are explained as
Know the consumer
Knowing the customer is major thing, because this identification gives the idea who is the target
segment. This helps to set the things according to customer group (Taneja, 2017). It helps the
staff members that how they can treat their customer.
Understanding the preferences of consumers
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Analysing the demands and requirements of the customer sis most important. As the
company should have knowledge about the expectations of their customers. If they fail to fulfil
their demands then they might loss the customer loyalty. So they prepare strategy to get insight
information what are the requirements of the buyers, like they want low cost products, better
quality, time saving, etc.
Employee expectations
Along with understanding the customer’s expectations, it is necessary to know the employees
preferences or expectations from the company (Somsen and et.al., 2019). If the staff members
are satisfied with their salaries, incentives, appreciation, additional benefits like health security,
job security etc. Then they will perform better.
Training and development of staff
Company have to arrange training and development programs for the employees. It helps
to improve their skills in communication, technical, interpersonal, working efficiency. So they do
their best and it leads to customer satisfaction.
Performance management
Employees performance track and recorded by the team leaders so that they can correct
them when they get out track. Also, this helps to improve in their quality of the services they
gives to their customers. Performance management of the staff is important at workplace; it can
be increases through giving rewards in terms of monetary or non monetary ways. As the
employee perform better then company should appraise him time to time so it maintains the
motivation of the staff.
Consider the process improvement
Companies consider the processes they are currently following, if it fails to achieve the
business objectives then they try to make changes in these processes (Lashley, 2018). This
improvement helps the business in all over performances.
Follow the latest trend
Company have to cope up with the latest market trend so that they can take the competitive
advantage. Otherwise the customers do not choose the brand and it will lead to failure of the
company.
WizzAir follow the trend and review the performance management of their employees time
to time. So, they can provide better services and facilities which ultimately satisfy the buyer.
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P7: Customer service strategies create and develop experiences of consumers in a particular
manner which meets the requirements of the buyer and business standards.
Customer service strategies help the company to develop better buyer experience. The strategies
like identifying the customer segment, get insight view of the expectations of buyers, concern for
the employees expectations, organising time to time training and development programs for the
staff, performance management, improving the processes, and following the latest trend. These
approaches help to create better experiences for the customers because it helps to meet the desire
of the consumers and also beneficial form the business pint of view. For example employees are
happy at workplace they will treat nicely to the customers and well behaved, so the customer like
their attitude and appreciate the services of the company. It leads to customer loyalty and
enhancing the reach towards potential buyers (Popescu and Popescu, 2016). Also, these
strategies indicate the changes which are adopted by the company in terms to follow the latest
trend. So this cove a large part of market as it is liked by the people.
WizzAir consider customer service strategies which help them to gain the profitability. As they
get knowledge about the customer requirement they plan to launch in the other countries and
spread their branches in approximately 44 countries in the world. Also, they emphasise on the
employees expectations because human resources are core of the service industry. If he staff
members are satisfy and happy at workplace then they can achieve the good market value.
Employees directly interact with the customers, so basically they are representatives of the
company (Parker, 2017). It is important for them to take care about the expectations of the
employees as well as the customers. Company manages performance and reward management
system for employees in terms of their performance. So customer service strategies are beneficial
for both customers and businesses.
CONCLUSION
According to the report on managing customer service experience, it establishes the
knowledge about the customer’s experiences and the service which are provided by the
companies in terms to meet the needs of the consumers. WizzAir company is chosen for the
study about how the customers service are managed and how it is improved, as the company use
different strategies to improve the customer experience. Also, this benefits the business to earn
the profitability. Customer needs are important to be analysed because this gives the idea what
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are required to them and how the companies can fulfil their demands. Customer experience map
and the touch-points of the consumers are evaluated in the report. So the company can take the
benefits from this assessment and grab the opportunities which help them to take the competitive
advantage.
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