Managing Customer Experience

Managing Customer Experience

Table of Contents
INTRODUCTION.......................................................................................................................................3
LO1.............................................................................................................................................................3
Target market..............................................................................................................................................3
Importance of target customer groups.........................................................................................................3
Customer engagement.................................................................................................................................4
Different factors that drive and influence customer engagement of different target groups........................4
Different target customer groups in TUI travels..........................................................................................5
Review customer engagement factors determine customer on-boarding strategies.....................................5
Evaluate broad range of different target customer group’s needs and expectations.....................................5
LO2.............................................................................................................................................................6
Create a customer experience map..............................................................................................................6
LO3.............................................................................................................................................................7
Examine the digital technology is employed in managing the customer experience with example of
customer relationship management systems............................................................................................7
LO4.............................................................................................................................................................8
Customer service strategies in a specific service sector...............................................................................8
How customer service strategies create and develop the customer experience in a way that meets the
needs of customers and the business........................................................................................................9
CONCLUSION...........................................................................................................................................9
REFERENCES..........................................................................................................................................11

INTRODUCTION
Managing customer service refers to the interaction between the customer who makes the
purchase of goods and services and a person or a representation of an organisation who sell it to
the users. Many business enterprises use the direct interaction so that they ensure that the
customer is satisfy by the goods and services they offers and this will encouraging repeat
business. it is an essential term to enhance and explore the brand image in all over the world.
This report is based on the tour and travel industry how the customer service experience manager
can increase and retain the customers by using various techniques and tactics. This project task
includes the needs and expectation of market segments for service industry. Further it explores
the customer experience map to create the opportunities and also optimize the customer touch
points. It also explains the impacts of digital technology in customer relationship management
and after that it also shows the customer experience that helps in maximize the customer
engagement. TUI holidays is one of the leading and luxury tour and travel company in the
UK(Grønholdt and et. al., 2015).
LO1
Target market
It refers to a group of customers who buy the offering from the company and at whom the whole
organization sales and profits is directed. It refers to a cluster of people that a firm try to trap
them by use of unique promotional tools because they are those people who purchase the variety
of products as per their preferences and increase the company sales(Baker, 2016).
Importance of target customer groups
It is very essential to understand the needs, wants and preferences of a customer because
of earning more profits and sales, maximize the brand image, making consumer loyal towards
the firm and for enhance and explore the business. In context of TUI holidays, customer
experience manager needs to manage the entire customer base and for increasing the revenues. It
includes various importances that can be explained below( Bolton and et. al., 2018). Fulfils social responsibility - Today’s customer are very aware about their environment
and surrounding and they prefer to buy more eco-friendly offerings including the ways of
tour and travel. They desire to travel in electric cars and select those hotels which offer a
healthy and clean environment. In context of TUI holidays, manager analyzes all this
facts and provides a eco-friendly environment to their target customer so that it will
improve the company sales. They provide a luxury experiences to the travelers while
supporting the environments.
 Word of mouth- It is an important factor where customer word of mouth is very
significant for the success of the business enterprise. There way of talking, and their

preferences about the products and services are noted by the customer experience
manager so that it will helps in enhancing and explore the business and make the
consumer loyal towards the firm. In context of TUI holidays , manager more focus on the
customer word of mouth so that they know their needs, wants and preferences about the
product and service they offers related to the travel, food and accommodations.
 Customer service - It is one of the prominent benefits for the company to maintain the
target consumer relation so that it helps in earning more and profits and also attracting
many other customers. In context of TUI holidays, customer experience manager can
ensure that the consumer can avail or the services that was offered by them and if not
then it will take some actions to rectify this. All this attracts the customers to come and
use the services when they want to travel(Setiawan and Sayuti, 2017).
Customer engagement
It refers to an emotional connection between the customer and a brand which is beneficial
for enhancing the revenues in the industry. High-influenced customer buy more, promote more
and show more loyalty towards the company and its goods offerings. In TUI holidays, customer
engagement is essential to attract more other new people and for increasing the brand image in
the competitive market. It is an essential term for making the strategy related to the
satisfaction(Carlson and et. al., 2016).
Different factors that drive and influence customer engagement of different target
groups
It is very important for TUI to using the various factors that influence the customer engagement
of the different target groups in this concerned firm there are family and adults that the company
can target. In this it can be shown below.
 Firstly it understand the customer expectations in this they need to examine he family
groups or the adults needs and wants about the travel that they need a comfort journey
with lots of enjoyment and then work on them this will helps in managing the best
relation with the customer.
 Clearly communicate all the offers, rules and regulations that are useful for the customers
so that they can attract towards the company and retain form that for a longer time.
Different target customer groups in TUI travels
 Families - For tour and travel company, families are the main and prominent customers
that was targeted by the company for enhancing their business all over the world. In
context of TUI holidays, they mostly target the family group for increasing the profits
and sales in their company. As a customer experience manager of a TUI holidays, they