Managing Customer Experience

This document discusses the importance of understanding customer needs, wants, and preferences in the service sector, specifically in the hospitality industry. It explores the factors that drive and influence customer engagement and provides a customer experience map for Marriott International Hotel. The document also discusses how customer touchpoints throughout the customer experience create business opportunities for the hotel. Additionally, it highlights the use of digital technology, including a CRM system, in managing consumer experience at London Marriott hotel.

Managing Customer
Experience

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
P1. Importance and value of understanding needs, wants and preferences of target customer
groups for service sector.........................................................................................................3
P2. Different factors that drive and influence customer engagement of various target customer
groups within service sector...................................................................................................5
M2 How Customer engagement factors determine customer on boarding strategies for
different target customer groups within Marriott International Hotel..................................10
P3. Customer experience map for Marriott International Hotel...........................................11
P4. How customer touchpoints throughout customer experience create business opportunities
for Marriott International Hotel............................................................................................13
P.5 Employment of digital technology in London Marriott hotel to manage consumer
experience along with examples of CRM system................................................................13
M.3 Implementation of digital technologies and change in CRM system for effective
acquisition and retention of consumers:...............................................................................14
D.3 Advantages and disadvantages of CRM systems used in Marriott hotel:.....................14
P.6 Customer service strategies in hotel...............................................................................15
P.7 customer service strategies create and develop the customer experience in a way that
meets the needs of the customer and required business standards.......................................16
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Customer satisfaction is one of the important element in company for increasing profits
and customer's loyalty (Bagdare and Jain, 2013). Present report deals with Marriott Hotel
engaged in hospitality sector and its crucial for increasing and managing customer experience for
maximising sales. Report will focus on value and significance of target customer's needs,
different factors driving and influencing customer engagement of various target groups.
Moreover, customer experience map will also be made along with customer touch-points
creating opportunities for business will be discussed (Biedenbach and Marell, 2010). CRM
systems in managing customer experience will be enumerated. Furthermore, customer service
strategies will be explained. Moreover, demonstration of customer service strategies and
developing customer experience in meeting needs of customer and required business standards
will be discussed.
P1. Importance and value of understanding needs, wants and preferences of target customer
groups for service sector
Customers are the major elements of Marriott Hotel and understanding their needs,
demands and requirements are significant for the hospitality business to make strategic decisions
regarding marketing and operations. These are important to understand the target markets and
consumers to promote the products and services rendered by Marriott International and take
strategic decisions and implement processes. For attracting greater population of customers with
varies interests and likes understanding their needs and requirements are necessary so that
hospitality business can develop and render their services on the basilisk of their customer's
preferences. The segmentation of customers can only be made after analysing the needs,
demands and requirements of the customers in a target market then only planning regarding
product development and implementation can take place (Bill Xu and Chan, 2010).
To deliver customers with a greater satisfied experience Marriott International need to
understand the consumers within its target market, their behaviours and attitudes by conducting
marketing research and analysis. After analysing the need and demands of customers of Marriott
International they must segment the market group to classify various customer groups that
consists customers within varied behaviours and preferences. By understanding the needs,
demands and requirements with interacting to customer groups will enable the business to
maintain a relationship between them which will assist Marriott International in attracting
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potential customers towards their hospitality services rather going for competitor's offerings.
This relationship will create a positive feeling in the minds of various customer groups for
Marriott International and business need to render excellent services to satisfy these potential
base of customers to attain a competitive edge in marketplace. The customer types of Marriott
International can be classified as:
Customer Type Needs, Wants and Preferences
Business person  Wi-Fi and internet connectivity
 Mobile phone charging points
 Conference halls and meeting rooms
 Menu in different languages
 Calorie information printed on the
menu
 Waiters wearing dinner jackets and
bow-ties
 Poolside service
 Intimate atmosphere
 Scenic view from the windows
Gym Instructor  Nutritious food
 Wi-Fi and internet connectivity
 Calorie information printed on the
menu
 Menu in different languages
 Healthy dishes
 Mobile phone charging points
 Fruit and vegetable smoothies
 Waiters wearing dinner jackets and
bow-ties
 Poolside service
 Intimate atmosphere
 Smaller portions
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 Entertainment
Holidaymaker  Wi-Fi and internet connectivity
 Entertainment
 Poolside service
 Delicious and healthy food
 Intimate atmosphere
 Scenic view from the windows
 Menu in different languages
 Waiters wearing dinner jackets and
bow-ties
 Calorie information printed on the
menu
P2. Different factors that drive and influence customer engagement of various target customer
groups within service sector
Customer engagement is the communication of Marriott International to associate with its
customers through various channels of communication, interactions, reactions and customer
experiences or outcomes regarding offered products and services (Klaus and Maklan, 2013).
Different factors influences customer segment of various target customer groups in the
hospitality industry business of Marriott International;
 Understanding the needs, demands, expectations and requirements of customers to render
them ambient services and offerings by valuing them will drive their interest towards the
business.
 Providing satisfactory and excellent products and services of fine quality will help
Marriott International to manage and maintain a happy and satisfied customer base
 Providing customers of Marriott International with accurate information regarding
services and products, responding to queries quickly, taking feedbacks and follow-ups
after and before sales etc., will drive interest of customers towards its business.
 Ample and good employee engagement for rendering services and products to customers
whoa are capable of handling customer queries and provide response can help in
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maintaining a fair relationship with clients from the initial phase itself (Lemke, Clark and
Wilson, 2011).
Customer satisfaction is the key element to engage various customers in Marriott
Internationals hospitality business as it reflects experiences and satisfaction of these clients. It is
the major factor that reflects both post and pre sales of Marriott internationals offerings, dealings
of employees and requirements met of customers. With social media platforms and internet
Marriott International can use to connect with customers and be available for their queries
anytime through chat boxes, call support etc., which will attract wide customers towards their
brand. Engagement with customers offline and online will enable firm to capture potential clients
to the business of Marriott International.
Figure 1: Students
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7
Disabled people
Figure 2: Holiday maker

8
Gym Instructor

9
Business person
Couple on first date

M2 How Customer engagement factors determine customer on boarding strategies for different
target customer groups within Marriott International Hotel
Marriott International focuses on customer interactions in business from the early
touchpoints of rendering services and products to them and on boarding strategies are based on
these elements and continue the same in entire life-cycle of customer's relation and engagements
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Mother with babies

with the hospitality business. The customer on boarding strategies and experiences are combined
in a manner to engage clients towards their business by building long lasting strong relationships
with potential clients, understand and analyse needs, demands, preferences and requirements and
deliver satisfactory offerings to these customers (Lemon and Verhoef, 2016). All these efforts
and strategies are shared among all employees who are part of the Marriott International so that
they will attend each client with utmost excellence to build quality relationship with them. The
efforts of staff are utilized towards driving interests of potential clients into the businesses of
Marriott International in an attractive and consistent manner. Understanding the customer
requirements and meeting their needs are the major strategy applied by Marriott International to
capture diverse customer groups. Based on the research conducted on existing customers
business plans to develop products and services that are rendering dissatisfaction of customers
and retain lost customers by examining their present needs and creating offerings on that basis to
attain strong base of customers.
P3. Customer experience map for Marriott International Hotel
Customer experience map that charts customer journey model, examines activities and actions
taken at each customer touch point to develop business opportunities for Marriott
International Hotels
Customer journey map is the process of understanding or finding out potential customers and
visualising their requirements when they are availing a service or using a product that Marriott
International offers. Managing customer journey maps is the significant tool used by Marriott
International for managing its customer and user experiences which enables business to make
value based decisions depending on the customer type and model of its operations (Maklan and
Klaus, 2011). The tactical customer journey of Marriott International are as follows:
Website: Marriott Internationals need to develop and make their website more attractive and
informative to drive customers who are visiting their site or make it look vibrant while
searching for hospitality businesses in UK. The site should contain all relevant information
regarding their products and services , colourful and attractive photos of food, interiors etc.
and should contain detailed information regarding rooms, facilities etc. so that it will help in
making a good image in mind of potential customers visiting the firm's website.
Review sites: A good brand image and services offerings will assist Marriott International in
attracting more potential customers towards their business with a strong customer base and
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fair reputation that can be gained through maintaining an excellent website. By appointing a
professional content writer or review sites' agency can help Marriott International to gather
reviews from users or customers and create articles and discussions that would render public
regarding their business and operations.
Emails: Marriott International uses these systems to communicate between its management,
employees and customhouses to exchange information and coordinate work among staff.
Queries and grievances regarding Marriott Internationals offerings can be conveyed with the
support staff of business through emails so that customer issues can be resolved (Nambisan
and Watt, 2011).
Text messages: Marriott International adopts an SMS system to send promotional messages,
offers, discounts and gifts schemes to customers which can help in interaction and
advertising of hospitality services.
Paper mails: Paper mails are slow speed communication channels that are used by Marriott
International to send and communicate with customers and stakeholders those are not used
with advance technologies. It is used to exchange important journals and information and
issues regarding offerings of Marriott International (Patrício and et.al., 2011).
Telephone: A telephone and EPABX systems are followed by Marriott International for
effective communication between its employees, management and customers. Clients can
use this system to connect with hospitality business's support team or customer service
regarding issues or information.
Restaurant staff: Marriott International recruits well educated, talented and skilled individuals to
render customers with utmost experience to generate great satisfaction and help business
deliver fair services and attain strong customer base.
Restaurant management: Marriott Internationals managers and leaders are effective in
managing the employees, processes and activities of business and treats customers in a
professional manner. They also ensure production and operation of Marriott Internationals
are carried out in an efficient and economical way.
P4. How customer touchpoints throughout customer experience create business opportunities for
Marriott International Hotel
Customer touchpoints are Marriott International's are the action initiatives by
communicating and interacting with them from the starting phase till end which influences
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the customers in a manner that renders a satisfied experience. Marriott International is aimed
at delivering fair services and improving satisfaction of their customers by understanding the
touch-points and offering them with utmost service to attract them towards the business.
Customer touch-points can be understood by interacting and engaging with customers,
sharing informations and delivering services in a satisfactory manner to attain fair
experience ((Bagdare and Jain, 2013).). Understanding these touch-points of customers will
help Marriott International to handle needs and meet requirements of potential customers
which will enable firm in gaining a competitive advantage in marketplace and increase
revenues. The customer touch-points can be understood before purchases with advertising,
social media and marketing activities. It will assist firm in rendering services in a satisfying
manner according to requirements of customers and to manage a fair relationship
throughout the lifestyle with Marriott International.
P.5 Employment of digital technology in London Marriott hotel to manage consumer experience
along with examples of CRM system
Digital marketing is an advertisement program used by Marriott hotel group to
understand a market palace and to meet consumer satisfaction. This can be understood as
promotion, advertisement and sales of the services provided by the hotel to the consumer. With
the use of digital technologies in hotel gives new wings to advertisement and with this consumer
satisfaction and experiences get enhanced (Galvão, and et.al., 2017). With the implementation of
Consumer relationship management system the customers based is handled with more
approximately.
1. Enhancement in the target communication: with use of Analytical CRM system a
close watch on the consumer who access the sire and open links through other application
is kept along with saving records related with data and time of their search result and then
providing relevant information as per their need and requirement.
2. Increases Referrals: With its focus on customer satisfaction, CRM creates a good
referral base as contented customers give favorable reviews which in turn solidifies the
company’s reputation. The good and positive comments and reviews on the site and other
digital platform creates a solid base for marketing for the Marriott hotel.
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3. Winning Strategies: with CRM cross selling strategies are employed through which
consumers are offered services of the hotel that increases the interest of the consumer to
procure service from It (Larsson and Viitaoja, 2017). This can be said that with use of
digital marketing the consumer can see what is offered and available in the hotel at one
click.
4. Customization – CRM software allows the hotel industry to customize products
according to the target audience. While for certain customers, value for money is the
priority, for many others luxury and overall experience matter the most.
M.3 Implementation of digital technologies and change in CRM system for effective acquisition
and retention of consumers:
Drake hotel: in this hotel group the CRM system used is operation one which helps in
system focuses on using software applications that helps incorporation of the various sets of
information available on each customer into one useful file (Kandampully, Zhang and Bilgihan,
2015). With this existing and old consumer are retained an analytic data bases in prepared to
lure and attract new consumers.
Radisson: this group uses the Sales Intelligence CRM system and which is similar to
analytical system used by Marriott, in this sales tool are used by employees who can look at
trends and sales performance. With this information plans are made to enhance the sales and
digital marketing tools are implemented in the organization.
Marriott hotel: the CRM system used by this hotel group is Analytical one in which take
consumer information from various data base and then use these to make strategic plans and then
implementing them to come up with data and trends.
D.3 Advantages and disadvantages of CRM systems used in Marriott hotel:
Advantages Disadvantages
Helps in management of the data at one place
and this helps the management to track
consumer history and creation of marketing
plans.
The transition from manual to digital
processes major obstacles is faced for
implementation of CRM (Kumar and Reinartz,
2018).
Determination of the areas of business where
improvement is needed and hoe it should be
A major concern related with implementation
of CRM system in organization is fear of being
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carried out. hacked and use of the data for illegal
activities.
P.6 Customer service strategies in hotel
Client services: hotel industry is one of the major section of hospitality sectors which
deals in providing services to the client and ensures that clients are satisfied and can not
complaint about anything, being in hospitality sectors Marriott also deal with consumer and
consumer satisfaction (The need of CRM in Hotel industry, 2018). To provide services to satisfy
consumer proper planing is needed and strategies are developed and its is termed as consumer
services strategies. Following are certain strategies which are used by Marriott hotel group:
 Make service the No. 1 priority: this is the most important criteria which is adhered by
all employees and staff of the hotel. To provide guest such services that not only get
satisfied but also can not complaint about anything.
 Provide service worth remarking about: the next strategy used in Marriott hotel group
is that to provide guest such services that is are remarkable and clients want to visit again
as the /she was that level of satisfactory services only. For this staff must abide by all
rules and regulation, talk with the clients politely etc.
 Train, empower and recognize staff: to giver proper and satisfactory performances to
guest, the hotel staff, ground and floor level both along with laundry, housekeeping and
other employee who deals with guests directly (How these 5 technologies are improving
the customer experience journey, 2018) . They must be given proper training as they
leave a significant impression on the guest through the way they deal with clients.
With implementation of all these consumers services strategies in its hotel the Marriott
group can enhance the experience of its guest and this will lead to increase the sales and
ultimately boosts profitability of the group.
P.7 customer service strategies create and develop the customer experience in a way that meets
the needs of the customer and required business standards
This can be clearly stated that with implementation of consumer services strategies in
hotel this is ensured that client get services which they want and in the manner they prefer. The
success of a hotel business depend on the fact that how satisfied guest is with your services and
hoe much he/she is willing to come back to the hotel.
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With great consumer services strategies and there implementation in hotel enhancement
in experience of the consumers is seen this lead to increased the reputation of the hotel (Different
Kinds of CRM Systems & Software Solutions, 2018). The way and manner through which client
requirement and needs are met by hotel employees and staff build up a great experience chart
for the hotels and its workers rs well. This lead to increase in sales. Present world is of digital
technology a positive comments and reviews on different digital platform boosts the reputation
and sales of the hotel as well.
M4
Ambiance and First Impressions
Things that I observed were
positive or good?
Things that I observed were
negative or bad?
What changes are required for
improvement?
Look nice, clean and mix of
choices
decoration for Xmas
Tables to close one by other
If there is a queue then block
the entrance
I will let more space between
tables or more privacy
Add more advertise about our
business for parking
Signage, Tariff boards, Labelling
Things that I observed were
positive or good?
Things that I observed were
negative or bad?
What changes are required for
improvement?
The price look OK
board with offers
Great value for money
Some product don't have tariff
some have wrong price
I will be put more accurately
price and labels of product.
Products are easy to buy for all
customers
Prices
Things that I observed were
positive or good?
Things that I observed were
negative or bad?
What changes are required for
improvement?
Seems at right level
the staff provide enough
information
You cant get a receipt
some product don't have any
price
I will speak with my staff to
provide a receipt
make sue to check that price is
same
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Products range
Things that I observed were
positive or good?
Things that I observed were
negative or bad?
What changes are required for
improvement?
Variable choice, expect
essential stock of coffee
some item are missing
stock is not available, even it is
on board
I will try to have a stock always
or If it is not possible I will
cover from board that product is
unavailable
Staff
Things that I observed were
positive or good?
Things that I observed were
negative or bad?
What changes are required for
improvement?
At proper uniform
good interaction
Not enough staff
some issues to use
no manager was present
More training
I will decide to have a manager
on the shop
Time
Things that I observed were
positive or good?
Things that I observed were
negative or bad?
What changes are required for
improvement?
They deal with post with the
queue
A bit too long to be served
Takes a bit to long to being the
food
I will get enough staff to avoid
queue
More training to use till to get
experience
Supplementary items
Things that I observed were
positive or good?
Things that I observed were
negative or bad?
What changes are required for
improvement?I will bring more
compliments
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I will put them next to the till to
be easy for consumers to get
them
have napkins, doormate and
cutlery
You cant see them straight
you must ask about this (place)
I will bring more compliments
I will put them next to the till to
be easy for consumers to get
them
Payment
Things that I observed were
positive or good?
Things that I observed were
negative or bad?
What changes are required for
improvement?
They accept cards or cash
payment
I paid by Apple Pay
Takes to long for staff to paid
the project that I order to pay
for it
I will try to have a card system
for my staff to be more accurate
till payment
Anything else
Things that I observed were
positive or good?
Things that I observed were
negative or bad?
What changes are required for
improvement?
Cleaning fast the table, clean
toilet
warm place
No enough light
the chairs is not so correctly
used
I will try to do everything to
look clean and nice to make my
shop a happy place for
customer
CONCLUSION
Hereby it can be concluded that customer experience has to be managed in appropriate
manner so that firm may be able to attain good customer base. Furthermore, they will become
loyal towards organisation. Customer service strategies are important so as to induce customers
for availing services by Marriott Hotel in effective manner. Moreover, CRM system is important
for maintaining strong relationship with company in effectual way. On the other hand, it is
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recommended to firm to improve upon its services and productive work should be done for
increasing sales and profits of organisation and maximise customer satisfaction up to a high
extent.
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REFERENCES
Books and Journals
Bagdare, S. and Jain, R., 2013. Measuring retail customer experience. International Journal of
Retail & Distribution Management. 41(10). pp.790-804.
Biedenbach, G. and Marell, A., 2010. The impact of customer experience on brand equity in a
business-to-business services setting. Journal of Brand Management. 17(6). pp.446-458.
Bill Xu, J. and Chan, A., 2010. A conceptual framework of hotel experience and customer-based
brand equity: Some research questions and implications. International Journal of
Contemporary Hospitality Management. 22(2). pp.174-193.
Galvão, M. B and et.al., 2018. Customer loyalty approach based on CRM for SMEs. Journal of
Business & Industrial Marketing. 33(5). pp.706-716.
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.
Klaus, P.P. and Maklan, S., 2013. Towards a better measure of customer
experience. International Journal of Market Research. 55(2). pp.227-246.
Kumar, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy, and
tools. Springer.
Larsson, A. and Viitaoja, Y., 2017. Building customer loyalty in digital banking: A study of bank
staff’s perspectives on the challenges of digital CRM and loyalty. International Journal of
Bank Marketing. 35(6). pp.858-877.
Lemke, F., Clark, M. and Wilson, H., 2011. Customer experience quality: an exploration in
business and consumer contexts using repertory grid technique. Journal of the Academy of
Marketing Science. 39(6). pp.846-869.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
Maklan, S. and Klaus, P., 2011. Customer experience: are we measuring the right
things?. International Journal of Market Research. 53(6). pp.771-772.
Nambisan, P. and Watt, J.H., 2011. Managing customer experiences in online product
communities. Journal of Business Research. 64(8). pp.889-895.
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Patrício and et.al., 2011. Multilevel service design: from customer value constellation to service
experience blueprinting. Journal of Service Research. 14(2). pp.180-200.
Online
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:<https://cynoteck.com/blog-post/the-need-of-crm-in-hotel-industry/>.
How these 5 technologies are improving the customer experience journey. 2018. [Online].
Available through :<https://www.information-age.com/5-technologies-improving-
customer-experience-journey-123468957/>.
Different Kinds of CRM Systems & Software Solutions. 2018. [Online]. Available
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