Managing Customer Experience Assignment - Thomas Cook group

MANAGING CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
1. Explain the expectations and needs of market segments....................................................1
2. Customer engagement and factors that influence them......................................................2
LO2..................................................................................................................................................3
1. Customer Experience Map for Thomas Cook Group.........................................................3
................................................................................................................................................6
2. Consumer Touch Points to create business opportunities..................................................6
LO3..................................................................................................................................................7
1. Evaluating how digital technologies employed in managing customer experience in Thomas
Cook.......................................................................................................................................7
2. Advantages and Disadvantages of CRM system................................................................8
LO4..................................................................................................................................................9
1. Effective customer experience management for maximizing customer engagement........9
2. Importance of customer service strategies.......................................................................10
RECOMMENDATION.................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Consumer is an essential element to the success of company. It is essential for the
organisation to manage consumer experience. Consumers experience management defined as the
process an organisation uses to oversee, track and organise every interaction between a customer
and industry. The chosen service industry in this study is Thomas Cook group, that is one of the
leading leisure travel and tourism industry in the world. The company was before named as
Thomas Cook AG that merged in MyTravel Group Plc and renamed the organisation as Thomas
Cook Group Plc.
The study will analyse expectations and needs of the market segment for Thomas Cook
and explore consumer experience map to create business opportunities by evaluating the touch
points. Along with it, the report will investigate impact of digital technology in managing
consumer relationship and lastly, it will end up with the application of effective client experience
management to maximise customer engagement.
LO1
1. Explain the expectations and needs of market segments
Market segmentation is the best strategy and process of dividing a market and potential
customers into a group based on their characteristics and needs. The main aim of market
segmentation is to focus on particular group at a time in order to achieve ad attract them towards
the company and its services and products. For example, customer service manager of Thomas
Cook tours and travels industry wants to satisfy its customers and attract a large number of
customers and for that it is not possible to attract different type of people at a time so according
to needs, income, gender, characteristics it divides its customers and then focus on each segment
(Peppers and Rogers, 2016).
It is very important for customer service manager to understand the needs and preference
of target customers because it helps them in increasing sales and satisfaction of customer’s
needs. There is some importance for understanding needs of target customers of Thomas cook:
 Managing expectations: The main importance for customer service manager is to satisfy
their customers’ needs and keep managing their expectations. After identifying needs and
preferences of customers it becomes easy for manager to manage them and their loyalty
for the company’s services.
1