Managing Customer Experience

Managing Customer
Experience

INTRODUCTION...........4
LO1..................................................................................................................................................4
P1 Explain the value and importance of understanding the needs, wants and preferences of
target customer groups for the hospitality industry................................................................4
P2 Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation..................................................5
M1 Review how customer engagement factors determine customer on-boarding strategies for
different target customer groups within a service sector organisation...................................6
LO2..................................................................................................................................................6
P3 Create a customer experience map for a selected service sector organisation..................6
P4 Discuss how the touch points create such opportunities throughout the customer
experience in your hospitality organisation............................................................................7
M2. Detailed customer experience map and examination of activities by which customer
touch points create business opportunities.............................................................................8
LO3..................................................................................................................................................9
P5. Use of digital technology in management of customer experience within Thomas Cook
with examples of customer relationship management systems..............................................9
M3. Evaluation of utility of digital technologies for customer experience management in
changing CRM systems to effectively acquire and retain customers.....................................9
LO4................................................................................................................................................10
P6. Customer service strategies in relation to a certain service sector.................................10
P7. Customer service strategies create and develop experience for accomplishment of needs of
customers and business.........................................................................................................11
M4. Review of application of customer service strategies of Thomas Cook in creation of
customer experience with recommendations for improvement............................................12
CONCLUSION..............................................................................................................................12
REFERENCS.................................................................................................................................13

INTRODUCTION
Management of customers experience can be explained as the process where organisation
is required to design and react to after having the interaction with customers for the purpose of
meeting out their expectoration (Homburg, C., Jozić, D. and Kuehnl, C., 2017). It is necessary
because it helps to enhance the level of customer satisfaction which can directly reflect upon
accomplishing the goals of a company. The current report will be based on Holiday Inn which is
one on the British multinational organisation involved in the sector of hospitality. In context of
the file, different topics will be discussed which will be related within diverse target segments,
customers experience map for the purpose of creating the business opportunities. Also,
investigation will done upon the impact of digital technologies. At last, how customers
experience can be maximised for effective results will be explained.
LO1
P1 Explain the value and importance of understanding the needs, wants and preferences of target
customer groups for the hospitality industry
In any of the organisation target market plays the most crucial role as it help to identify
that which customers are needed to be target so that goals and objective of a company can be
accomplished within the specific time period. While talking about current situation, it can be
clearly said that customer’s main aim of any of the tourism industry is that how they enhance the
customer satisfaction. It is crucial because customers are the one who can uplift the brand value
of a company through which targets can be accomplished in a short period of time and even
company will have the opportunity to sustain within the market for longer period of time
(Merrilees, B., 2016). But, it is needed to be understood that all of the work must be done in a
systematic manner so that chances of occurrence of error will be less.
It is necessary to understand for hospital industry to make their aim that they will be able
to attain their goals in the situation where they can provide maximum benefit to customers. In
context of Holiday Inn, they are required to find that what are expectation of customers from
them and for that company have the option to take feedback on regular basis which will help
them to improve. If manager of Holiday Inn will be able to work as per the needs and wants of
customers then target can be accomplished easily within the short period of time. In short, it also

reflects that comprehending needs, wants and preferences of target customers group in this
respective sector is crucial for the purpose of attracting the guest.
P2 Explore the different factors that drive and influence customer engagement of different target
customer groups within a service sector organisation
Customer engagement can be explained as the process where communication takes
among organisation and its external stakeholders with the help of different sources such as
newspaper, advertisement, social media and many more. Talking about Holiday Inn, there are
number of customers who visits the hotel to whom company tries to provide various kind of
facility which are of high quality. This allow customers to enjoy the services which are being
provided to them (Peppers, D. and Rogers, M., 2016). There are number of factors which drive
and influence the group of people towards the how and those factors are explained below:
Families: In any of the hospitality industry, families are the most effective target which
company can look for attaining their targets. In context of Holiday Inn, they can easily provide
various kind of services to the families who visits the hotel for example they have the option to
provide fine dining, amusement park and many more. Even there is the option that various
activities can be planed such as different trips to heritage site located within the city, visit to
nearest wildlife sanctuaries which will help to ensure the engagement of customers.
Corporate Personnel: It is also one of the way which can be used by the business
organisation like Holiday Inn because it can help to target the customers. Here, company add on
different accommodation facilities in the hotel which can help to conduct various kid of meetings
and conferences. Also, various facilities can be add on it such as providing internet facility,
additional number of charging plugs which will allow electronic equipments can be used easily.
Disabled people: It is also needed to be focused by the company that engagement of
disable people also plays the crucial role in number of situation. Company like Holiday Inn can
plan the safety equipment whenever any of the disable people visits the hotel premisses to make
them comfort.
Also, there are several other factors which can also influence the engagement in negative
manner which are explained below:
Inappropriate Food and Beverage Quality: Due to the presence of unhygienic food
quality just because of the lack of resources sometime its might create problem for customers
and adventure which is one of the negative factor.