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Managing Customer Experience Assignment

   

Added on  2020-10-05

13 Pages3992 Words170 Views
Managing CustomerExperience

Table of ContentsINTRODUCTION...........................................................................................................................3LO 1 ................................................................................................................................................3P1.value and importance of understanding the needs, wants and preferences of target customergroups.....................................................................................................................................3P2.factors that drive and influence customer engagement of different target customer groups 4LO 2.................................................................................................................................................5P3.customer experience map..................................................................................................5P4.touch points create such opportunities throughout the customer experience ...................7LO 3.................................................................................................................................................8P5.Digital technology is employed in managing the customer experience ...........................8LO 4.................................................................................................................................................9P6.Customer service strategies...............................................................................................9P7.how customer service strategies create and develop the customer experience in a way thatmeet the needs of the customer ...........................................................................................10CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12

INTRODUCTIONCustomer experience is the event between the service provider and customers. Thisexperience include three thing i.e. journey of customers, brand touchpoint and digitalenvironment. Customer experience came out of their involvement & their respond on rational,emotional, sensorial, physical and spiritual scenario (Grønholdt and et. al., 2015). It consist ofevery facility offered by the organisation which touches the consumer's satisfaction. Contikiholidays is taken as an example for understanding the concept of customer experience. It is oneof the tour & travel service providers of UK and it is working in different countries also like US,Ireland, south Africa and Switzerland. Further in this report customer's needs, wants andpreferences are discussed, and different factors which is influencing the customer engagement isalso analysed. Importance of digital technology in managing customer experience will also bediscussed. LO 1P1.value and importance of understanding the needs, wants and preferences of target customergroupsTarget customer group of Contiki Holidaysit is one of the very famous travel company of UK which is targetting different segmentof people. Contiki is doing this so that it can attract different variety of people to taketheir services, which in return increases the company's profitability as well as itscustomer base. Some of the target market of Contiki Holidays are-: On the basis of income: there are large number of people out there in the market withdifferent income group. Some earn more or some earn less, some people have morebudget for their tour and on the other hand some may have low budget for the same. Forsatisfying such customers , company has segregated their tour package on the basis ofincome or budget so that they can attract all of them. On the basis of purpose: This is other form of segmenting market which is adopted byContiki holidays. According to which they have created different tour & travel packageson the basis of purpose like some people wish to go for business purpose, some wants togo for fun and some couples may want to go for their honeymoon (Mondal, Ghosh and

Nair, Wipro Ltd, 2015). So this is how tour operator segregate their services for differentcustomer's preferences and they provide their clients with divergent services. Forexample, A person chooses to go for business purpose, company will provide completemeeting package to that client including conference hall and other set ups. On the otherhand couple who wishes to go for their honeymoon, company provide them a good hotelwith a perfect & romantic sweet to stay.On the basis of age group: This is another method of segmenting the market, Contikiholidays create different packages for their clients according to their age. Every agegroup people wishes to travel for their own reasons. Company make sure that it is doingtheir best to satisfy the needs of youth, old and mid age customers. This is important forcompany to increase their clients, rise its profitability and to compete with theircompetitors. importance of understanding the needs, wants and preferences of target customer groupsProduct description- Understanding the needs, wants and preference of targetedcustomers help in describing the products required by the customers. It is not possible forthe company to produce anything till they know about the requirement of people. It helpthe organisation to satisfy the needs of their targeted customers as well as increasing itssale of services which in return rises the profitability (Buonincontri and et. al., 2017). Managing expectation- Another reason behind understanding the needs, preferences andwants of customers is to meet their expectation so that need can be satisfied of the clients.It help the Contiki Holidays to manage the expectation by planning properly in advanceand to understand their own product and services so that they can explain it to the clientsabout the result. Doing this will satisfy the customers and in return they will come backfor more services. Effective targeting- This is the another reason because of which Contiki Holidays try tounderstand their customer's needs, wants and preferences. It help them in targeting thecustomers more effectively and properly which in return increases the company's growthby rising its profitability as well as the sales of their services (Chahal and Dutta, 2015). P2.factors that drive and influence customer engagement of different target customer groups Contiki Holidays engage their clients or customers into the business operation. This isbecause it help the company to make improvement in the services they are providing. They does

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