(PDF) Managing Customer Experience Assignment Sample

Added on - 21 Feb 2021

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Managing customerexperience
Table of ContentsINTRODUCTION..........................................................................................................................3TASK 1...........................................................................................................................................3P1...........................................................................................................................................3P2............................................................................................................................................5TASK 2............................................................................................................................................6P3...........................................................................................................................................6P4...........................................................................................................................................7TASK 3............................................................................................................................................8P5............................................................................................................................................8TASK 4...........................................................................................................................................9P6...........................................................................................................................................9P7.........................................................................................................................................10CONCLUSION.............................................................................................................................12REFERENCES.............................................................................................................................13
INTRODUCTIONCustomer experience is the process of analysing the perception of customer and theexperience of customer in regards to the product or service. The customer experiencemanagement is defined as the serving of customers online or offline (Alexander, 2013.). Thisincludes analysing the customers so much that products and services are created and delivered bypersonalised experience. This helps in being loyal and trustworthy towards customers andclients. In the following report the company which is considered for analysing the managementof customer experience is Marriott International. This is an American multinational company ofhospitality sector. This is involved in managing and franchising a huge portfolio of hotels andlodging facilities. This company was founded by J. Wilard Marriott and this is the largest hotelchain of the world. This report describes expectations of consumers from the company in theservice industry. This report also describes customer experience map for creating businessopportunities and optimise customer touch points. There is a great impact of digital technologyin relationship of customers which is discussed in this report and at last this report describescustomer experience management within a service sector business.TASK 1P1It is very important for the customer to analyse the different needs, wants and preferencesof customers. This will help in providing them good and satisfied experience from products andservices. Every individual has different types on needs, wants and demands from a product orservice. All humans are not same and so they prefer different tastes and desires. The needs,wants and demands of a customer are classified in the following manner-
(Source:Needs Wants and Demands: Marketing Concept, 2019)Needs –This can be explained by the basic human requirement that includes clothes,shelter, food, water, etc. These are necessities of a human being and they are unavoidable things.These includes the products or services that are always required by a person (Ariffin, andMaghzi, 2012.). In context of Marriott International Hotel, it includes good treatment and roomservice and facilities. This is a basic need of every individual who wants to stay in MarriottInternational. This company is promoting it's services on the basis of needs category. The way bywhich Marriott International promotes it's product is highlighting the needs of home like stay athotel, each facility is similar to home, safe and secure environment, etc.Illustration1: Understanding the concept of needs, wants and demands
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