Managing Customer Experience

This report explores the value of acknowledging customer groups, factors that impact customer engagement, creation of customer experience map, discussion on touchpoints throughout customer experience, and ways to employ digital technology in managing customer experience. It focuses on TUI Travel Plc, a British travel group, and provides insights into the travel and tourism industry.

Managing Customer
Experience

Table of Contents
Introduction......................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explicate value along with significance of acknowledging customer groups of TUI...........1
P2 Investigate assorted factors that drive in as well as creates an impact on customer
engagement.................................................................................................................................2
TASK 2............................................................................................................................................3
P3 Creation of customer experience map for travel and tourism industry..................................3
P4 Discussion on ways for creation of touchpoints throughout customer experience................6
TASK 3............................................................................................................................................6
P5 Analyse ways in which digital technology can be employed within managing customer
experience...................................................................................................................................6
TASK 4............................................................................................................................................7
P6 Expatiate customer service strategies within Travel and tourism..........................................7
P7 Illustrate customer service strategies.....................................................................................8
CONCLUSION................................................................................................................................9
References......................................................................................................................................10

Introduction
Customer experience management refers to aggregation of processes that are being
utilised by firm for tracking, overseeing as well as organisation of each communication which
takes place among firm and their customers within customer life cycle (Baglieri and Karmarkar,
2014). It illustrates practices involved within designing as well as reacting for communication
which takes place for meeting or exceeding expectations of customers by which loyalty,
satisfaction and advocacy of customers can be enhanced. This report is based on TUI Travel Plc
is a public firm that is British travel group and was founded on 2007. It is headquartered in
England, UK and there there products comprises of travel agency, passenger transport and
accommodation. This report includes significance as well as wants of consumers, distinct
components that will drive in customer engagement. In addition to this, customer experience
map will be created and assorted opportunities will be discussed. Apart from this, examination of
digital technology is carried out through which customer experience can be managed and
customer service strategies will be illustrated along with ways for creating customer experience.
TASK 1
P1 Explicate value along with significance of acknowledging customer groups of TUI.
It is mandatory for each organisation to acknowledge needs as well as wants of their
customers by which they can be stable in marketplace for long term. Through this, firms are able
to furnish their consumers with effectual services. By acknowledging requirements of customer
within firm, they can enhance satisfaction level of their consumers and thereby excepts or even
attain their loyalty. Through analysis as well as identification of needs as well as preferences of
consumers TUI Travel Plc can develop policies which will allow them to satisfy their customers
in an impelling manner (Baker, 2016). By assuring efficacious customer experience firms will be
able to formulate their constructive image within marketplace of UK.
Target market is defined as group of prospective consumers to whom firm wants to sell
their services as well as products. It comprises of specified consumers for which firm, directs
their marketing efforts. In context of TUI Travel Plc, they possess strong customer base who opts
for spending their precious time by travelling to new places. Through this, firms can enhance
their image as well as revenue in an trenchant way. TUI Travel Plc is targetting customers
through identification of their requirements and aims at accomplishing them within specified
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time frame. For this management of travel firm needs to examine their target customers in an
appropriate manner. It has been specified below: Monitor actions of consumers within real-time behaviour: Business needs to be
proactive and needs to prompt in their approach as this is crucial to forestall the
requirements of consumers they are serving them before they are placed within the
market (Chahal and Dutta, 2015). This implies that TUI can make use of tools through
which they can look into exact behaviour of consumers. This will aid them to furnish
knowledge related with what there customers are looking forward for. Determination of assorted categories of consumers: Most of organisation opts to tag
distinct groups for generic cross selling. An example can be taken to understand this
concept like package to Disneyland cannot be provided to all as it wont be apt. It is
significant to address assorted parameters by which consumers can be isolated. This
denotes that it is essential for TUI Travel Plc to determine prevailing patterns for which
customers are opting for and other factors that will create an affirmative impact.
 Aids in formulation of marketing strategies: The plan of action which have been
developed will not be successful until organisation have knowledge about for whom it is
being carried out. This implies that TUI Travel Plc has to understand what their
consumers wants to have optimistic outcomes while carrying out marketing campaigns.
For an example, family wants to go on holiday and is looking forward to have best deals,
then accordingly packages must be provided to them. For this appropriate strategies have
to be formulated for attracting customers.
The significance of knowing wants of customers have been specified above and it is
essential for organisation to take into account their demands for ensuring that that high profit
margins can be attained as well as ensure sustainability in the marketplace.
P2 Investigate assorted factors that drive in as well as creates an impact on customer
engagement.
There exist various factors in business environment that leads to creation of strong
influence on customer's engagement within travel and tourism industry (Goodman, 2019). It is
mandatory for TUI Travel Plc to take into consideration these points in an appropriate manner.
These factors are specified beneath:
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 Social Media can be used as an engagement tool as this will enable to notify services
which are being rendered. TUI Travel Plc can have healthy interaction along with their
consumers as well as address if any kind of problems are experienced by them.
 TUI Travel Plc can engage their customers through in-product messaging. They are the
promotional messages that are being sent to individuals for making them aware about
services which are being delivered by them like accommodation, travelling, etc.
 Apart from this, management of TUI Travel Plc must communicate with their VIP
consumers by which special offers can be provided to them. For an example, the
customers who mostly travels by making use of their services can be provided with some
special benefits which will enable them to acquire their customers and gain their loyalty.
These factors leads to creation of strong affirmative influence on consumers as well as
will drive consumers towards their services (Homburg, Jozić and Kuehnl, 2017). Along with
this, management of organisation can opt for making use of on-boarding strategies. They denotes
the process by which individuals go through while initiation of journey for being a customer and
beyond that. For this, customers can develop strategies as per that. They have been shown
beneath:
 Objectives and goals can be developed in context of details which are being attained from
customer. Now the management of TUI Travel Plc can formulate team so that they
acknowledge needs of consumers.
 Now the mapping can be conducted for on-boarding their consumers both in intuitive as
well as logical manner. Furthermore, details must be furnished to consumers in context of
services which they will be provided with.
Apart from all this, it is crucial to take reviews from the existing customers fro making
sure that expectations of consumers to met or not met and up to what extent they are satisfied.
This will furnish TUI Travel Plc with relevant information through which needs of customers
can be acknowledged.
TASK 2
P3 Creation of customer experience map for travel and tourism industry.
It is a process which assist companies to identify the perception of customer related to
their service as well as product which they offered within the market. It is essential for an
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association to produce gods as per the preference and needs of customer's then only an
organisation is able to remain at marketplace for longer time frame. By examining the
requirements of a customer the companies can build their customer into the loyal one which is
beneficial for their growth. The main motive to develop customer experience map by higher
authorities of an organisation is to raise their profit level as well as market share (Jain, Aagja and
Bagdare, 2017). In context to TUI Travel Plc, the management team of company starts acquiring
mapping with an objective to give quality service to customers. They analyse the requirements of
users on regular basis so that customer will satisfy with its services. The company uses different
tools in order to create awareness, communicate as well as interact with consumers at
marketplace.
Pre Tour During Tour Post Tour
Touchpoints Nowadays, most of
the customers uses
online tools to gather
information about
goods as well a
services. As it is cost
effective and time
consuming method to
collect as per their
needs. With this, it is
easy to understand and
convenient for
customers.
To give effective
services to users
and to remain in
touch with them
after the booking
take place is
important for the
company.
Basically, in travel
and tourism sector,
Tour guide assist
and give directions
to customers in
order to give
customer an
outstanding
experience.
In today's world,
the customers
checks the reviews
about the services
of an organisation
before booking it.
In addition to this,
the users who took
company services
share their
experience as well
as views which
assist other
customers in
effective decision
making.
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Perception of Consumer Herein, the customer
have not any local
referrals through
which they can gain
information. The
suggestions given by
others, printing data
develops the mindset
of customer regarding
the service they plan
to consume
(Minnema, 2018).
At this point, if no
proper and effective
interaction takes
among the traveller
as well as
consumers than it
leads to the creation
of dissatisfaction in
their minds.
Herein, moat of
the travellers who
consume company
services share their
experience &
views to friends,
family members,
office colleagues
and so on.
Opinion for betterment At this point, the
companies tries tries
to develop good
services for customers
by considering users
suggestions and their
views. In addition to
this, an organisation
specify the
responsibilities &
roles to employees in
order to gain positive
outcome.
It is significant for
every organisation
to give training
sessions by
professionals which
guides them how to
give effective
service to
customers.
Furthermore, it is
also essential for
companies to have
talented and skilled
tour guide who can
communicate with
customers
effectively and
At this point,
customer share its
perception,
experience, photos
about the service it
received from
company to their
closed ones.
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handle their issues
properly.
P4 Discussion on ways for creation of touchpoints throughout customer experience.
Customer touchpoint mainly develops at every time when company interacts with the
customers with its existing offering in effective manner. This interaction simply shows that
relationship between company and customers is increasing day by day that results in their
success (Pansari and Kumar, 2017). It is also termed as the journey that starts when customers
purchases products or services and then winds up the journey by using that specific services.
Some of the main ways by which customers touchpoints develops are explained as below:
Website: Official website of the company is used as non verbal medium of
communication with the customers. The respective operator of company places all essential data
at website related to their product or services and other associated information. With reference to
TUI, it is essential for its marketing manager to develop effective website for them and update all
important information over the same so that customers can easily get knowledge over the
companies functioning as well as it new offering. This directly helps company in developing
positive relationship with the customers that contributes in gaining competitive edge effectively.
Email: Email is termed as the another important component that becomes another
medium of interaction between company and customers. It can be said that marketing manager
of the company often make use of email for informing customers about their updated portfolio
and some exciting offers developed for them. With reference to TUI, its managers prefers to send
email to all of its customers so that they can get timely information on offers, special discounts,
vouchers, and others. By performing this, it is easier for company to attract large group of
customers towards them that enhances their sales performance as well as profitability.
TASK 3
P5 Analyse ways in which digital technology can be employed within managing customer
experience.
In this competitive market, technology plays an essential role in organisations as it helps
in maintaining healthy relationship with customer and also assist in building large customer base.
By the assistance of Web Designing, an organisation gives quality services as well as goods to its
customers which further helps them to be sustainable in this competitive market (Peppers and
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Rogers, 2016). In relation to TUI Travel Plc, adoption of digital and innovative technologies
helps managers to reach large number of population within short time frame and also assist them
to gain the eyes of more & more customer which directly enhance its sales as well as profitability
level. In addition to this, the company acquire different strategies with an aim to develop
effective relationship with their customers. The different techniques of digitalisation which is
acquire by management team of TUI Travel Plc is mentioned below:
Data Analytics: This method examines the accurate information about the customer
thoughts & views so that company can provide good quality of services to its customers. This
tool gives an advantage to an association to give outstanding experience and turn their future
customers into the present customers effectively.
Chatbot: It has been stated that customers can gain effective experience when an
organisation adopt digital technology that is Chatbot (Roy, 2017). By the assistance of this
method, the company is able to give proper information as well as required data on its websites
which is beneficial for customers as they gain knowledge at any place within short time.
There are different strategies which customer relationship management team of TUI can
adopt in order to make effective relationship with its customers which are as follows:
 TUI can offer personalised as well as customised service to its customers as it will satisfy
customer on a high level.
 The company can also provide gift vouchers, discounts or some extra benefits with its
services as it will raise the number of loyal customers of TUI.
By the acquisition of this methods, TUI can effectively create good connection with their
customers at marketplace.
TASK 4
P6 Expatiate customer service strategies within Travel and tourism.
The organisation makes plans & strategies so that they can provide better service and
achieve their desired objectives in an effective manner. The foremost reason is customer
satisfaction which assist company to gain success and became the leading one within market. In
addition to this, the company aim to retain customers for longer time and develop high
opportunities for them in their coming future (Shukla and Pattnaik, 2019). In context to TUC
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Travel Plc, the management team adopts various strategies to gain positive outcome and to raise
the number of loyal customers. These are as follows:
Organising Training & Development sessions for employees: It is necessary for
companies to give training to its manpower as it assist them to easily understand the attitude as
well as behaviour of customers. The employees get to know about how to solve issues and
handle the problems of customers. With reference to TUI Travel Plc, the company provide
training & development sessions to its subordinates by professionals and it assist them to decline
the level of customer complaints as well as queries. In addition to this, this will also increases the
efficiency level of employees which in turn leads to raise in profitability of company.
Resolving Customer problems: The managers of company should give preference to
customers and to solve their problems on time. This assist an organisation to maintain healthy
relationship with customers which increases market reputation of a company (Srivastava and
Kaul, 2016). In context to TUI, the higher authorities always ensures that communication takes
place among the employees as well as customer's can be effective and builds positive image in
the mindset of customers about company.
Aware & Educate workforce: In order to carry out each and every activity of an
organisation properly, it is important for mangers to educate subordinates about the working
culture and the objectives of company. With reference to TUI Travel Plc, adoption of this
strategy assist employees to give outstanding service to customers and builds high customer base
for the company.
P7 Illustrate customer service strategies.
The top authorities of an association develops different strategies as well as policies
which assist them to perform business functions and activities in a better way. With this, this
process also helps in effective decision making. The reason behind to create policies is to make
customer loyal towards the company and to engage them for longer time period. Due to the help
of new & innovative digital techniques, an organisation can easily reach large number of users
within a short time frame. In addition to this, it will also fulfil the needs of customers which is
important for every organisation to get success (Williams and Buttle, 2014). Moreover, taking
feedbacks or reviews from customer about their experience plays vital role for the company and
for the new customer as it helps them to take proper decisions. It also helps company to analyse
the requirements of users and fulfilled it. By the assistance of this methods, the manager of TUI
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Travel Plc is able to build healthy relationship with customers and engage its potential customers
for longer time frame. Below are Some of the recommendations & suggestions for the higher
authorities of TUI Travel Plc is as follows:
Recommendation:
 It is suggested that upper level authorities of TUI Travel Plc should give 24 hours
services to its customers. It will easily solve the queries of customers within short span of
time and also builds positive image in the mind of customers about company. In addition
to this, it develops an effective relationship with their customers which leads to increase
in sale of its services as well as profitability.
 The management team of TUI Travel Plc company should use advanced technology
within its services so that qualitative and rapidly service is given to customers which
satisfy them and develops positive word of mouth at marketplace. Moreover, adopting
new technologies enables managers to fight with their rivals and gain competitive edge at
marketplace.
 It has also been recommended that higher authorities should develop a website on which
customers can give feedback regarding their experience (Wilson, 2016). With this, it
should be taken on regular basis so that a good strategy can be build which fulfils the
needs of customers.
CONCLUSION
By the assistance of above study, it has been stated that an organisation can grow and
gain success in market by the help of customer experience. The different methods such as formal
meetings, Emails, smartphones, chatbots used by higher authorities to gain an understanding
about customer experience. For every organisation it is essential to identify and fulfil
requirements of customers in order engage customers and to increase the number of loyal
customers. In addition to this, adoption of advanced technologies at workplace assist companies
to provide qualitative & frequent services to its customers which increases an organisation
reputation that further leads to raise in the market share.
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References
Books & Journals
Baglieri, E. and Karmarkar, U. eds., 2014. Managing Consumer Services: Factory Or Theater?.
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Baker, M. A., 2016. Managing customer experiences in hotel chains. The Routledge handbook of
hotel chain management, pp.240-250.
Chahal, H. and Dutta, K., 2015. Measurement and impact of customer experience in banking
sector. Decision. 42(1). pp.57-70.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Jain, R., Aagja, J. and Bagdare, S., 2017. Customer experience–a review and research
agenda. Journal of Service Theory and Practice. 27(3). pp.642-662.
Minnema, A., and et. al., 2018. Managing product returns within the customer value framework.
In Customer engagement marketing (pp. 95-118). Palgrave Macmillan, Cham.
Pansari, A. and Kumar, V., 2017. Customer engagement: the construct, antecedents, and
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Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
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Roy, S.K., and et. al.,, 2017. Constituents and consequences of smart customer experience in
retailing. Technological Forecasting and Social Change.124. pp.257-270.
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
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Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–loyalty–
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Williams, M. and Buttle, F., 2014. Managing negative word-of-mouth: an exploratory
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Online
Customer experience management. 2019. [online]. Available
through:<https://www.sas.com/en_us/insights/marketing/customer-experience-
management.html>.
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