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Managing Customer Experience : Thomas Cook

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Added on  2021-02-21

Managing Customer Experience : Thomas Cook

   Added on 2021-02-21

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Managing CustomerExperience
Managing Customer Experience : Thomas Cook_1
Table of ContentsINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1P1. Value of comprehending needs, wants and preferences of target customer groups forhospitality sector.........................................................................................................................1P2. Factors facilitating and encouraging customer engagement of various target customergroups in Thomas Cook..............................................................................................................2M1. Customer engagement factors determine customer on-boarding strategies for varioustarget customer groups within Thomas Cook.............................................................................3D1. Evaluation of broad range of target customer group's needs and expectations in terms ofcustomer engagement..................................................................................................................3LO 2.................................................................................................................................................4P3. Customer experience map for Thomas Cook........................................................................4P4. Manner in which touch points create such opportunities throughout customer experiencewithin Thomas Cook...................................................................................................................6M2. Detailed customer experience map and examination of activities by which customertouch points create business opportunities..................................................................................8D2. Analysis of Thomas Cook optimizing each of customer touch points to influencebehaviour, responses and actions of customers to enhance their experiences............................8LO 3.................................................................................................................................................9P5. Use of digital technology in management of customer experience within Thomas Cookwith examples of customer relationship management systems...................................................9M3. Evaluation of utility of digital technologies for customer experience management inchanging CRM systems to effectively acquire and retain customers.........................................9D3. Critical evaluation of merits and demerits of CRM systems used in service sectorbusinesses for acquisition and retaining customers..................................................................10LO 4...............................................................................................................................................10P6. Customer service strategies in relation to a certain service sector......................................10P7. Customer service strategies create and develop experience for accomplishment of needs ofcustomers and business.............................................................................................................11
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M4. Review of application of customer service strategies of Thomas Cook in creation ofcustomer experience with recommendations for improvement................................................12D4. Evaluating delivery of customer service strategies and communication with justificationand recommendations for development of quality customer experience..................................12CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................14
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INTRODUCTIONManagement of customer experiences is defined as the procedure consisting of devisingplans to organise and manage the wholesome experience driven by consumers as a result ofconsumption of organisational offerings. The present project contains an analysis of the customerexperience management within Thomas Cook. It is a well renowned and established corporationoperating within the confines of tourism sector. The firm provides travel and tourism services topatrons from all over the world which includes, accommodations, tour packages, etc. Thisassignment comprises of comprehensibility of needs and wants of diverse target segments,alongside exploration of customer experience map to create business opportunities and optimisecustomer touch points. Moreover, the report covers investigation of impacts of digital technologyin customer relationship management and application of customer experience managementwithin service sector business to maximise customer experience.LO 1P1. Value of comprehending needs, wants and preferences of target customer groups forhospitality sectorA target market can be referred to as the accumulation of customers which an entity aimsto target for the execution of its marketing and sale efforts as well as resources. This can be saidto be the subset of the overall market for a certain organisational commodity or facility.In today's modern era, the primary aim of the overall tourism industry, irrespective of itssize and scale, is to gain maximum customer satisfaction. Customer experience has a pivotal roleto play in long term sustainability of enterprises within tourism industry. For this, firms of thesector require to function in a way which is aligned with the fulfilment of needs, preferences andwants of customers.Travel and tourism sector pertains to hospitality industry which is aimed at attainment ofmaximum contentment from public. It is quite wide and for this context, several examples couldbe undertaken to show importance of understanding the needs and wants of customers. Forinstance, organisation like The Ledbury would be required to analyse the preferences regardingtastes of individuals which would provide benefit to the company regarding attracting morecustomers of different origins. Moreover, an organisation like Intercontinental Group of Hotels(IGH), would be assessing perspectives of customers regarding good hospitality practices, which1
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