Managing Customer Experience

This document discusses the value and significance of acknowledging various customer groups in TUI and investigates the factors that impact customer engagement. It also explores customer experience mapping, creation of touch points, and the use of digital technology in managing customer experience. Additionally, it expatiates on service in the travel and tourism industry.

Managing
Customer
Experience
1

Table of Contents
Introduction......................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explication of the value along with significance of acknowledgement of various customer
groups in TUI.........................................................................................................................3
P2 Investigation of various assorted factors that posses impact on customer engagement....5
TASK 2............................................................................................................................................6
P3 Customer experience map in travel & tourism industry...................................................6
P4 Discussion on ways for creation of touch points throughout customer experience..........8
TASK 3............................................................................................................................................9
P5 Analyse of various ways where digital technology can be engaged for the purpose of
management of overall customer experience........................................................................9
TASK 4..........................................................................................................................................10
P6 Expatiate service in Travel & tourism.............................................................................10
P7 Illustration of various customer service strategies..........................................................11
CONCLUSION..............................................................................................................................13
References......................................................................................................................................14
2

Introduction
Managing customer experience basically refers to a process that is based on tracking
activities of a customer managing the overall customer life cycle. It consists of different types of
practices related with designing and reacting for communication that takes place according to
customer loyalty, the level of satisfaction and customer advocacy. Present report is based on TUI
you travel PLC public organisation part of British travel group and it was founded in Year 2007.
The report consists of assessment of consumer demands and components that are leading to
customer engagement. Apart from this there is a customer experience map that has been created
to discuss various opportunities (Deac, Dobrin, and Gîrneață, ., 2016).Furthermore there are
examination of different digital media tool that is used for Organisation in management of their
customer experience and how customer service strategies are being managed to create a positive
customer experience for organisation.
TASK 1
P1 Explication of the value along with significance of acknowledgement of various customer
groups in TUI.
It is very important for every organisation to acknowledge the wants and Expectations of their
customers that can be established in the overall market place it helps in furnishing consumers
with effective services (Ingram, . and et. al., 2015). Identification of customer requirements there
can be more satisfaction level that can be provided. In case of TUI plc there are certain policies
that can be developed in order to enhance their satisfaction level of customers as discussed
below:
1) Monitoring consumer actions and real-time behaviour:
Every organisation has to approach their customers to understand their overlord requirements
that can be offered to them before they demand (Pushkar and Pandey, , 2019). TUI has to make
efforts to use certain tools exact reaction of their customers and that this can eat this organisation
in furnishing overall knowledge about their customers’ Expectations and demands.
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2) Aids in formulation of different marketing strategies:
There is certain action that has to be developed in every organisation to acknowledge overall
process of understanding the customers (SEZGİN,. and TELİNGÜN, 2016). such as in TUI,
there is requirement to understand the customer requirement with the help of some marketing
campaigns such as if a particular individual is planning to go on a holiday and planning with
their family then there is need to identify their overall goals and accordingly some attractive
packages have to be offered to be availed by such target customers.
It is very important to understand wants of customers according to above discussed points ensure
that there is high profitability margin that can be used for more sustainability and for a longer
duration of time.
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P2 Investigation of various assorted factors that posses impact on customer engagement.
There are certain factors that are part of our business environment and are required for creation
of strong influence on overall policies of customer engagement in tourism industry (Ullah,
Ranjha, H. and Rehan, 2018). In TUI Plc management has to consider such points and such
factors are discussed below:
1) Social media is a great engagement tool that can be used for having a direct or indirect
interaction with the target segment of customers.
2) There must use of special customised tool for interacting with VIP customers for certain loyal
customers who are regularly availing services of TUI (Baglieri, and Karmarkar, eds., 2014). It
will lead to more personal and better experience for such loyal base of customers that is not
provided by other competitors of this organisation.
About discuss some of the factors that can lead to more affirmative influence on customers and
help in driving positive customer behaviour. There is also requirement for management of the
organisation in using some on boarding strategies go through while starting of their attorney first
experience to a long-term journey. Some of other strategies that can be used by organisation are
mentioned below:
1) Consumer mapping journey can be conducted for customers who are on boarding in both
intuitive and logical manner (Goodman, 2019). Details have to be furnished to search customers
services that are additional provided to specially such segment of loyal customers.
2) To develop some of the goals and objective related with specific demands of customers.
Management in TUI has to formulate some specific teams that have search special objectives in
relation to identification of needs of customers.
About discuss some of the points that are very important tourism and travelling sector that is
collecting of relevant information in order to understand customer Expectations and
acknowledging them.
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TASK 2
P3 Customer experience map in travel & tourism industry.
Customer experience map is basically a process that is used to assisting Organisation in
identifying the customer perception related to their services and products that are availed by
them. It is very necessary to and make the according to customer requirements only. For this
there is requirement to build up a customer experience map by the higher management in every
Organisation in case TUI, top authorities and the overall management of the organisation possess
the responsibility of acquisition of a customer mapping pass so that Quality Services can be
offered to their customers by analysing their specific requirements regularly (Minnema,., and et.
al., 2018).The organisation using several touch points in order to identify create awareness and
interaction with the customers in the Marketplace and search touch points are discussed below:
Pre Tour During Tour Post Tour
Touch points The most of the
people nowadays are
willing to use some
online tools for the
purpose of gathering
information related to
a particular goods or
services (Peppers,. and
Rogers, 2016). It is
one of the most
effective techniques
that can help in having
more effectiveness in
saving of their time
and resources. This is
also very convenient
and easy for these
Providing some
effective services
remaining in touch
with the customers
while they are
making their
booking. Travel and
tourism sector there
must be proper
assistance and
directions that are
provided to
customers so that
they have some
better experiences.
in the present
changing scenario
there are different
ways through
which a customer
is analysing a
brand such as they
are checking
reviews on social
media platforms
and after that
making a decision
whether to go for a
brand or not. They
also take personal
experiences visited
by their friends
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customers to access
the online tools for the
purpose of
understanding about a
particular brand.
family members
on known ones
which help them in
making proper
decision and
searches are used
basically for
reaching to a final
decision
Perception of Consumer Customers in this
have no local
reference that can help
them in getting some
information.
Suggestions are given
by others such as print
media can act as a
source of customers
getting information
and making their
plans.
If there is no direct
or proper
interaction that is
taking place
between the
consumer and
Traveller then it
might create
dissatisfaction
among customers.
This most of the
travellers have
already taken
services of a
particular
organisation and
they are willing to
share their
experiences to the
unknown once
whether it can be a
positive negative
or a neutral
experience.
Opinion for betterment At this point at or at
this stage the brand is
willing to develop
some good services.
For their customers by
consideration of fuse
and suggestions that
It is very important
for organisation to
provide training
sessions to their
employees so that
they have a proper
professional
At this point a
customer is
sharing its overall
experiences and
perceptions that
they have
developed about a
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are provided by
others. Organisation
has to specify some of
the roles and
responsibilities to their
employees to
maximize the
satisfaction level of
their customers
(Shukla and Pattnaik,
2019).
attitude and they
have a guidance of
how more effective
services can be
provided to the
customers.
particular brand
and it is related
with their personal
experience or
maybe that has
been done by the
organisation.
P4 Discussion on ways for creation of touch points throughout customer experience.
Customer touch points are developed so that company can interact with their customers
according to their existing services which are offered to such customer’s interaction that tablet is
relationship between customer and organisation and positive impact of such interaction is
increasing day by day (Kandampully, Zhang, and Jaakkola, 2018). There are some of the
different ways that can help in identification and development of such customer touch points as
mentioned below:
1) Website: Official website of organisation can be used as a non verbal medium of establishing
communication channels with the customers. The operator of companies website has to place all
the important and in this website that is relation with their products and services all the
associated information is also mentioned clearly on such website. TUI as a tool for Tourism
Organisation has to make sure that marketing managers are developing data and content that has
to be on their website so that they have to inform and make their targets meant of customers
aware of all different types of services that is being offered by this organisation. It also helps
Organisation in development of some positive relationships with their customers which
contribute in achievement of a competitive advantage.
2) Emails: Email is a term that is associated with electronic mail that is also a personalized
medium of interaction that can happen between a particular customer and Organisation.
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Marketing managers are my mails that are send to some regular and specific customers so that
customers are been informed about their portfolio and special offers that are designed for them.
In case of TUI plc, all the managers are having preference to send search each customer so that
they get timely information and awareness about all the new offers and launches that are being
made to attract the customer’s positive impact on overall revenue by these measures.
TASK 3
P5 Analyse of various ways where digital technology can be engaged for the purpose of
management of overall customer experience.
The dynamic and competitive market technology is playing a very crucial role in maintaining a
customers and building up of a large customer base that is Royal at the same time. Several other
technological tools such as web designing helps Organisation in increasing the quality of
services that has been provided to their customers and also development of Sustainable approach
in the competitive environment (Williams, . and Buttle, 2014). In case of TUI Plc there is usage
of innovative and creative Technologies such as digital media tools that helps this organisation in
approaching their customer in some unique manner so that they are able to attract as many
customers by enhancing their decision making in a more appropriate manner. The different types
of digitalization can be used in this organisation are mentioned below:
1) Chabot:
It can be said that customers are able to get effective experience when organisation is using
Chabot. 10 sentence of this Technology organisation can provide proper and detailed information
about required data on their website that is very important for customers in understanding and
getting knowledge related to various doubt (Goodman, 2019).
2) Data Analytics:
The method that is used for examination of the exact information related to view points of a
customer and their thought so that increase quality of services is being provided to them. It is the
tool that is providing advantage to association for providing them outstanding experience and
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helping a particular individual to turn them into customers and Provide them effective services.
There are different types of strategies that can help in customer relationship management in case
of present tour and travel organisation that are discussed below:
 Some customised and highly personalized services to their permanent customers so that
their demands can be satisfied.
 TUI, can also provide some special discount vouchers and coupons so that extra benefits
provided to their regular customers counting of their loyalty level (Batat, ., 2019).
By acquisition of above discuss methods; TUI will be able to create some quote and effective
relationship with all their customers in the external market.
TASK 4
P6 Expatiate service in Travel & tourism.
Organisation has to make certain Strategies and plans so that they are able to provide effective
services to their customers. Customer satisfaction is one of the most important reasons that help
in smooth functioning of organisation and achievement of higher profitability as compared to
other competitors (Shukla, . and Pattnaik, ., 2019). In context of TUI Plc, there is requirement to
retain customers for a longer duration of time for this there is requirement to opportunities in the
coming future of time and search strategies are discussed in the below discussed headings:
1) Organisation of development opportunities for their existing staff:
It is very important to achieve higher competitive advantage that there is high quality of
services that are being provided to customers. For this there is Requirement to have a highly
trained workforce. in TUI Plc, there is meant for the Human Resource Department to organise
certain training and development assistance for their workforce so that present level of
employees can make a efforts to enhance their overall knowledge so that they are able to
contribute more towards their existing roles and responsibilities.
2) Resolving various customer issues:
In the organisation has to make preference towards solving all the issues that are arising
for the customers in the Limited period of time. These are certain differences that are customer
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and help Organisation in attainment of higher competitive advantage. in TUI the concern
management is always ready to solve the issues faced by their customers as earliest as possible
so that they are able to create a positive mindset for their customers and customers are also able
to develop a positive point for services being offered by this travel and tourism brand.
3) Educating and making the workforce aware:
For carrying out each and every activity in a appropriate manner it is very important for
management of the organisation to make sure that there is a proper aware work force. in TUI, is
resulting into providing outstanding services to the present base of customer and also
enhancement of satisfaction level of their customer (Kandampully, Zhang, and Jaakkola, 2018).
Above discussed are some of the strategies that can be adopted by travel and tourism
organisation such as TUI. So, that they are able to contribute more and achieve higher
satisfaction level of their customers.
P7 Illustration of various customer service strategies.
The top management of every organisation has to make efforts in development of certain
Strategies and policies that can assist them in performing all the business activities and functions
in a more appropriate manner. This process is also related with effect of process of decision
making. These digital Technologies can help organisation and reaching large number of
customers in a limited period of time. It is also very helpful in fulfilling the needs and demands
of existing customers as achievement of higher success. Timely feedbacks are taken by
customers to ensure that right amount of value is being perceived by them that have to be offered
by over all employees and services of TUI. Organisation that is making enhancement of the
positive experiences of their customers. Some of suggestions and recommendations for the
improvement in this organisation are discussed below:
1) It is suggested that top management in TUI must focus on providing timely and 24 & 7
services. All the queries of customers must be resolved as early as possible so that customers are
not disappointed and have higher satisfaction level as compared to other competitive brands.
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2) There must be use of advanced technology so that Rapid improvements can be made in the
overall quality then that are being assumed and experienced by a particular customer. Indirect
mouth publicity has one satisfied customer helps in attracting 10 new customers for a particular
brand.
3) Focus on development of E-commerce website on which customers are able to provide their
valuable feedback. in TUI strategy can be very helpful in understanding what are customer view
point regarding some of the essential services that is provided by to their present as well as
prospective customers.
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CONCLUSION
From the assistance of above discussed it can be said that organisation has to grow and
achieve success in the Marketplace but it can be done only if they are able to manage the
experience of their customers in the most effective manner.. There are many different types of
methods that have been developed with time such as digital media Technologies and tools.
Chatbot, image that help in understanding their reaction and present position of a customer. It is
very important for every organisation to identify the customer requirement so that they are able
to manage the customer engagement level and also increase the base of loyal customers. With the
use of some updated technologies in workplace companies can able to and provide Quality
Services to their customer that can help in increasing their present share of market.
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References
Books and Journals
Deac, V., Dobrin, C. and Gîrneață, A., 2016. Customer Perceived Value-An Essential Element in
Sales Management. Business Excellence and Management, 6(1), pp.43-55.
Ingram, T. N. and et. al., 2015. Sales management: Analysis and decision making. Routledge.
Pushkar, B.K. and Pandey, S., 2019. Role of Promotional Strategies in Rural Market.
.
SEZGİN, M. and TELİNGÜN, K., 2016. STRATEGIC COMMUNICATION AND
ADVERTISING. Journal of International Social Research, 9(43).
Ullah, N., Ranjha, M.H. and Rehan, M., 2018. The impact of after sale service and service
quality on word of mouth, mediating role of customer satisfaction. International Journal
of Services and Operations Management, 31(4), pp.494-512..
Baglieri, E. and Karmarkar, U. eds., 2014. Managing Consumer Services: Factory Or Theater?.
Springer.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Minnema, A., and et. al., 2018. Managing product returns within the customer value framework.
In Customer engagement marketing (pp. 95-118). Palgrave Macmillan, Cham.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Shukla, M. K. and Pattnaik, P. N., 2019. Managing Customer Relations in a Modern Business
Environment: Towards an Ecosystem-Based Sustainable CRM Model. Journal of
Relationship Marketing. 18(1). pp.17-33.
Williams, M. and Buttle, F., 2014. Managing negative word-of-mouth: an exploratory
study. Journal of marketing management.30(13-14). pp.1423-1447.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Batat, W., 2019. Experiential Marketing: Consumer Behavior, Customer Experience and The
7Es. Routledge.
Shukla, M.K. and Pattnaik, P.N., 2019. Managing customer relations in a modern business
environment: Towards an ecosystem-based sustainable CRM model. Journal of
Relationship Marketing. 18(1). pp.17-33.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Online
Customer experience management. 2019. [online]. Available
through:<https://www.sas.com/en_us/insights/marketing/customer-experience-
management.html>.
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