Managing Customer Relationships at Top Deck

The assignment focuses on the complexities of managing customer relationships for Top Deck, emphasizing the significance of understanding customers, effective communication, and post-sale services in delivering positive customer experiences. A customer experience map is developed to illustrate the customer's journey with Top Deck.

MANAGING CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Importance of understanding needs and expectations of the customers................................1
P2 Factors that drives and influence the customer engagement.................................................2
LO 2.................................................................................................................................................4
P3 Developing a customer experience map ...............................................................................4
P4 Touch points creating various opportunities for an organisation...........................................6
LO 3 ................................................................................................................................................7
P5 Use of digital technology in managing the customer relationships.......................................7
LO 4.................................................................................................................................................8
P6 Different customer service strategies.....................................................................................8
P7 Demonstrating how the strategies develops customer experience that meets business
standards and customers’ needs..................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
The primary objectives of companies have now shifted from profit maximization to
customer satisfaction. This is because in the long run profits could be earn by satisfying the
needs and expectations of the customers (Adhikari and Bhattacharya, 2016). The present report
will cover Top Deck Tour Ltd, a travel and tour company registered in England operates in
Australia, America offers adventurous trips to its targeted customers. The assignment will focus
on the issues such as importance of needs of the customers in the company and the factors that
affects the customer engagement. The present report is going to discuss various touch points that
creates the opportunities for the organisation to enhance its customer experience. It will lay
emphasis on effects of digital technology in managing customer experience and different
customer service strategies fulfils the customers' satisfaction of Top Deck.
LO 1
P1 Importance of understanding needs and expectations of the customers
Market segmentation means grouping together bunch of customers in the market who
share common characteristics such as paying capacity, similar needs and expectations, similar
locations etc., in a particular industry. Top Deck Company targets the customers of age between
18 to 30 years.
Customers wants the best services from the travel company at the most reasonable prices.
They want the value of the products and services for which they have paid the money. Customers
expects the most comfortable services when it comes to accommodation, high quality food. Top
Deck during the trips offers customised services, to serve services which are promised by the
company during its promotion (Bilgihan, Kandampully and Zhang, 2016).
Understanding customers’ needs and preferences results in quality services, higher profit
margins, low marketing expenditure because knowing target segment helps in avoiding
unnecessary marketing cost. This is one of the major factors of Top Deck Tours which has made
the company one of the successful travel operator in the travel and tourism industry. The benefits
of identifying and understanding customer’s preferences and needs are given below:
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 Knowing the existing customers and the potential helps in building effective marketing
strategies of the company.
 It leads to better offering of products and the services by the Top Deck that meets the
needs and the requirements of the target group of the market.
 It helps in determining the price paying capacity and willingness of paying the amount of
the target market for a particular product and services which becomes the base for
formulating the pricing strategies of the Top Deck company.
 It leads to higher customer satisfaction as per revenue generation because it aims at
managing cost effectiveness in travel plan and services. Understanding clients and
serving them what they need and ultimately results in the higher returns for the company.
 It helps in converting potential customers into the actual consumers of the company's
services (Cetin and Dincer, 2014).
 Serving the customers according to their specific needs build the brand image of the
company and helps in developing brand loyalty in them. This ensures growth of the Top
Deck company.
There are different on boarding strategies which are employed by the different organisation
for attracting the customers. Top Deck efficiently utilises the power of social media for
communicating with travellers which helps the business in making customers aware about its
products and services. Communicating with the customers personally and giving them the
products according to their requirement and specifications are on boarding strategies for
attracting the potential customers. Further, the company aim at setting long term goals which
assist the company in managing customer expectations for long run and enables wide scope of
improvement.
P2 Factors that drives and influence the customer engagement
Customer engagement refers to the interactions of company with the customers to build
customer loyalty and awareness of the brand in the market. The company uses different mediums
of communicating with customers such as online platforms, conferences, etc., The customers
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who are more influenced by the company would purchase more of that particular brand's
products and services, so it can be said that customer engagement is the attachment of customers
towards the company. There are different factors that drives and influences the customer
engagement in the Top Deck which are given below:
Communication: The level of effectiveness company has while communicating with its
target customers, decides the positive or negative influence on the customer engagement. Top
Deck interacts with its customers effectively by providing the useful information of the products
and services it offers to its target market. Miscommunication, false promises and not meeting the
customers’ needs hampers the relationship of customers with the brand. The engagement of
travel organisation with its travellers is via digital tools like, social media platforms, e mail,
marketing campaigns, etc. (Fish and et.al., 2014).
Quality services to the customers: Best services by the Top Deck ensures the customer
satisfaction. When the services and products are served which are of the standards promised by
the company, it enhances the customers experience. This factor drives the customers'
engagement in the positive direction and also helps in building good rapport with its customer
base. The engagement of customer is analysed by re-booking of same travellers again and again.
Efficient post customer service: Only satisfying customer for once does not help in
retaining them for longer period of time, instead providing post customer service helps in
maintaining the existing customers where Top Deck services aim at engaging with travellers
with motive of evaluating individuals experience and views over services.
Price: Customer engagement of Top Deck also get influenced by the price factor. Price
decides the purchasing decision of the target customers who are young adventurous people. If
they get the value of the money, they have spent on purchasing the products, it would result in
the customer satisfaction and would affect the customer relationship with the company in the
right way (Klaus, 2014).
Customer engagement of the Top Deck is largely influenced by outlined factors which
helps in determining the ongoing strategies for maintaining the healthy customer relationships.
Giving more importance to the customers’ needs and expectation increase customer engagement
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of the Top Deck. Using more customised communication with the different customers will help
in making customer feel more valuable. Utilising more social media as a method of engaging the
existing and the potential customers rather than just communicating the information. Continuous
feedbacks from the customers will enhance the customer engagement of travel operators.
LO 2
P3 Developing a customer experience map
Customer experience map show the journey of customer from being a potential customer
to being a satisfied customer of the Top Deck company.
Customer experience map
Touch
point
Awareness price purchase of
products and
services
customer
satisfaction
Post customer
services
social
sites
Making the
customer
aware about
the products
and services
of Top Deck
such as
adventurous
trips, trips to
exotic
locations by
connecting
through social
media like
tickets details,
airway
Quoting of the
prices of the
products and
services to the
customers by
the Top Deck
management.
The customer
purchases the
services by
making
payment of the
services either
electronically
or manually.
Customer
satisfaction will
depend upon the
quality of
services
provided by the
Top Deck.
Taking
feedbacks from
the customers
post the service
utilisation
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company.
Physical
stores
Customers
visits the
stores of the
company
where they
make various
inquiries
about the
products and
services, the
tour operator
offers.
Price of the
packages are
negotiated
with the
customers by
the agents and
staff of the
company.
This will help
in promoting
effective
customer
support
Satisfaction a
customer would
derive, would be
based on the
promises made
by the company
if fulfilled.
Customer
experience
would be
enhanced by the
interiors of the
stores and
personal
assistance by
sales associate of
firm.
Emails Emails can be
sent to
customers
requesting
customers to
look at the
offerings of
the tour
operator.
Various
additional
information
can also be
given through
emails by
The
information
includes prices
of the
products,
tickets fare,
booking
numbers, pre-
tour
information
through
messages sent
through
emails.
Effective
customers
support
services will
encourage the
customers to
buy the
offerings of
the company.
Customers
would derive
satisfaction
through the
services
provided by the
company as said
in the pre tour
meetings.
Customers
experience
would be more
efficient through
proper follow up
actions by the
tour operator by
sending greeting
messages to the
customers post
the delivery of
services, asking
them to rate us ,
asking
feedbacks.
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providing link
to customers
to visit the
site and learn
about the
products and
services of
Top Deck.
Figure 1: Customer Experience Journey
(Source: Customer experience: the guide to customer success, 2018)
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P4 Touch points creating various opportunities for an organisation
A touch point is the medium or the target on the basis of which interaction with the
customers is done. It is the gateway through which a customer and the company communicates
with each other. Customers touchpoints can be identified by different ways such as emails,
websites, advertising on TV etc. Touch point marketing by the Top Deck has helped in creating
various business opportunities. Customers touch points are present at every step in the customer
experience process from starting till the end.
Official website of Top Deck, a touch point where the customers find the information
about its products and services provides opportunity of increasing sales by quickly replying to
the responses of the potential customers and solving every query for attracting them and inducing
them to buy the company's products. It is the platform which enables simplified booking,
providing pre-sales support, etc. (Lemon and Verhoef, 2016).
Emails are the other way of getting in touch with the customers. A well organised and
very professionally drafted emails attract the customers' attention towards the Top Deck. It
influences the purchasing decision of the customers and taking feedbacks from the customers
through follow up emails and sending proper greets will generate the positive psychological
effects on the minds of the customers that company values its customers. This will also lead to
word of mouth advertising by the current customers that Top Deck provides excellent services to
its customers. It will influence the decision of potential customers of purchasing the company's
services and products and in this way, it will be an opportunity for the Top Deck, a tour operator
to increase its customer base.,
Physical store of the company is also a touch point where the customers communicates
with the company and gathers all the information regarding all the services and products that Top
Deck offers. Good treatment from the management of the company and making lucrative offers
to its customers would make the customers feel valuable and it would result into a better
customer satisfaction for the company. The happy customers will review the company and post
their experiences with Top Deck on the social media about the efficient customer relation
management of the company which would help in building the brand image of the tour operator.
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This ultimately will result into more customers, higher profits and most importantly greater
customer experience (Moreno-Munoz and et.al., 2016).
LO 3
P5 Use of digital technology in managing the customer relationships
Technology has made the business operations of Top Deck quicker, cost effective,
accurate and efficient which all has resulted into the improved customer satisfaction which is an
ultimate objective of the company. Various software has been developed especially for managing
the customer relationships of the company, for example Customer Relationship Management
(CRM). It is a mix of different online and internet driven channels that enhances the customer’s
interactions with the tour operator. Top Deck has an efficient CRM system, call centre, IT team
looking after its online business.
CRM is an important management function which particularly deals with planning,
organising, controlling and monitoring the customers interactions and relationships in an
effective and efficient way. The tour operator has CRM systems that manages all its relationships
with customers digitally across the boundaries. The system software manages huge data for
managing the number of customers and it provides access to data very easily by just one click as
and when needed by the company.
The examples of CRM are sales, marketing, post sales services to the customers. Use of
online business platform has helped the tour operator to reach wider geographical areas,
acquiring more customers in the international markets of Australia and America. It has resulted
more sales and higher profitability for the tour operator. Marketing through the use of technology
has proven more effective for the tour operators (Peppers and Rogers, 2016).
Mobile apps communication of company and travellers have turned out as the
revolutionary technological advance change for the business for handling its large customer base
and also it helps in providing more customised services to the customers that leads to more
efficient customer experience. For example, tour operator's products and services information is
available on its official mobile app which is very user friendly. This allows its customers to
interact with the company very quickly like within a fraction of time.
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Further digital technology has made travellers management simpler because customer can
book a tour or holiday package through mobile app of the tour operator. Top Deck and can
choose the packages and services that best meets its requirements. Customer can at any time
cancel the products and the services of the Top Deck without any problem. This easy digital
access to the company products and services builds a brand image in the minds of the customers
that helps in managing its customer satisfaction and experience in an efficient way. Through
mobile app, the company also better understands the needs and requirements of its customers by
taking frequent feedbacks from them via social media platform or emails.
Advantages of CRM
The system helps in analysing the data and information gathered from the market, from
the customers. The trends and the preferences are evaluated from such data which help in
formulating precise marketing strategies and tactics by the Top Deck marketing team. Through
this such products and services are designed and produced by the company which would best
meets the needs and specifications of its customers. This results in making customers happier
and achieving increased customer satisfaction. The focus of Top Deck tour travel and tour firm is
one analysing views, needs and expectation of travellers by CRM and assisted via digital
communication tools.
Disadvantages of CRM
The technology and CRM systems does have the other side which creates problems for the
tour operator. The use of this technology requires trained professionals which are not easily
available. Further, CRM system requires intensive training sessions which involve time and cost.
The data which is collected after so much of hard work is complex to analyse and draw outcomes
and sometimes have chance of mis management due to technical fault in the system. The system
requires regular and continuous maintenance and up gradation that costs huge money. The
collaboration with other MIS systems is a difficulty with this system. Lastly, any major fault in
the system would result into stoppage of the operations of the Top Deck and disruptions into
handling customer relationships.
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LO 4
P6 Different customer service strategies
Customer service strategies are implemented by every organisation for giving their customers
a good experience of using company product and services which helps in achieving the loyal
customers base for the company, resulting into the longer-term profitability for the organisation.
There are different strategies that are employed by Top Deck which are given below:
 Effective communication: Top Deck company uses effective communication tools for
providing the excellent customer services to its clients. Communication involves listening
to the needs and requirements of the customers, sharing the useful content with the
potential and existing customers. For example, conducting a survey for gathering
information about the choices and preferences of the customers would help the company
in making relevant changes. This will aid the firm in making optimum utilisation of
resources and increasing customer satisfaction which is the foremost business objective
of Top Deck. Responding in the manner which the customers wants is also included in
the customer service strategy of the tour operator. Effective interaction with customers
would result in achieving the ultimate objective of Top Deck company that is customer
satisfaction and customer retention.
 Continuous feedback: Top Deck has a system of taking continuous and regular feedback
from each customer after providing each services every time. For example, giving the
form to the customers after serving them services and asking them to rate us. This helps
in getting to know the satisfaction level of the customers which tells the amount of
improvement needed by the company in its services and products. It would help in
retaining the customers which is the mission of the company.
 Empowering of employees to make the customers happy: Providing adequate
freedom, training and knowledge about handling the different customers would boost the
customer engagement with the company. For example, Top Deck give employees enough
authority and freedom to tackle the customers according to demand of situation which
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helps in managing effective customer support which is base policy of firm of managing
customer experience (Peppers and Rogers, 2016).
 Quick responses: Top Deck provides quick responses to the queries of its customers
which improves the customer relationships and helps the firm in delivering services
according to needs and expectation. This strategy is important delays in responses
irritates the customers and makes them feel neglected by the company which ruins the
organisation's image in the mind of the customers and they develop negative attitude
towards the company. For example, when a mail is received by a company, immediate
automated mail about hearing should be sent to the customers which makes the customers
feel that something will be done regarding the query.
 Digital assistance: Top Deck have CRM systems and other digital technologies in its
customer handling services. It has made the firm more operationally efficient, cost
effective and more customer-oriented organisation. Like database management systems
in the company handles vast information about different customers which helps in
providing easy access and accurate information on time. This is another core objective of
Top Deck which is attained by implying digital assistance that promotes success in time
and cost of operations.
P7 Strategies develops customer experience that meets business standards and customers’ needs
Company have employed various customer service strategies that helps in developing the
customer experience which matches the customer's requirements and business standards.
Communicating fair and honest information about products and services by Top Deck would
influence the customer engagement in a positive way. Any misinterpretation by the company
which does not meet the customer’s specifications would have negative impression on the
clients. This would result in bad customer experience.
Customer support and solution: Listening what the customers are asking develops the
best customers' experience because customers get what it demanded by the Top Deck. Providing
unnecessary contents, information or products makes the customers lose their interest in the firm
which affects the customer experience. Feedbacks are the kind of improvement toolkit which
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helps in making the performances of an organisation. Taking regular feedbacks from the
customers creates the feeling in them that they are valuable for the company. Doing what the
customers said in the feedbacks and taking customers suggestions seriously would help in
enhancing the customer experience This is the feedback standard set by travel and tourism firm
to develop customer experience via feedback customer service strategy. The strategy of being
responsive is very effective in developing a loyal customers base for the Top Deck. Hearing what
the customers are saying and sending replies quickly would flourish company's customer
relationships. This will make the customers to have positive impression of the company by
solving their problems and queries relating to the products and services (So and et.al., 2016).
Communication via social media platforms: Digitalisation leads to the cost-effective
operations of the company making its products cheaper than its competitors thus attracting more
customers around the world. Convenience in accessing the products and services through mobile
apps, websites, emails or call centres have proven more than effective for Top Deck in increasing
its profitability and repetitive customers. This strategy has improved the opinions of customers
about the company's performance while serving quality products to the clients. For example, in
this focus of Top Deck on making digital consumer promise and promotion is done on the basis
of cost effectiveness service availability of firm. This helps the firm in maintaining standard of
business when enabling digital assistance to travellers.
Empowering employees: This will be done for better handling the customers
relationships lead to satisfied customers and makes the customers experience great. Skilled
professionals in the organisation for handling the complex customer relation management has
affected the company positively in maintaining its customer satisfaction level and increasing the
positive customer experience. Proper training to the existing staff has ensured proper
maintenance of the current customer's base and relationships with them effectively.
RECOMMENDATION
The company Top Deck needs to efficiently use the latest technologies for building the
customer engagement through use of social media, it requires to employee’s empowerment
strategies for making the employees more efficiently in interacting with the customers. Thus, it
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can be said that managing communication on via touch on the basis of post and pre-services of
firm is the best way of managing customer experience with Top Deck
CONCLUSION
From the above project report, it has been summarised that managing the customer
relationships is a very complex task for the Top Deck. The report concluded it is more important
to satisfy and retain the customers rather than just thinking of maximizing the profits. The
assignment showed that understanding customers leads to better customer experience. It was also
seen in the report that by proper communication and efficient post sale services which helps in
building a positive image of company in the customer's minds. A customer experience map was
developed in the report that reflected the customers journey in experiencing services of Top
Deck.
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REFERENCES
Books and Journals
Adhikari, A. and Bhattacharya, S., 2016. Appraisal of literature on customer experience in
tourism sector: review and framework. Current Issues in Tourism. 19(4). pp.296-321.
Bilgihan, A., Kandampully, J. and Zhang, T., 2016. Towards a unified customer experience in
online shopping environments: Antecedents and outcomes. International Journal of
Quality and Service Sciences. 8(1). pp.102-119.
Cetin, G. and Dincer, F. I., 2014. Influence of customer experience on loyalty and word-of-
mouth in hospitality operations. Anatolia.25(2). pp.181-194.
Fish, D and et.al., 2014. System and method for managing customer experience when purchasing
a product or service. U.S. Patent Application 13/766,906.
Klaus, P., 2014. Measuring customer experience: How to develop and execute the most
profitable customer experience strategies. Springer.
Kumar, A and et.al., 2016. From social to sale: The effects of firm-generated content in social
media on customer behavior. Journal of Marketing. 80(1). pp.7-25.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), pp.69-96.
Moreno-Munoz, A and et.al., 2016. Mobile social media for smart grids customer engagement:
Emerging trends and challenges. Renewable and Sustainable Energy Reviews. 53. pp.1611-
1616.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
So, K. K. F and et.al., 2016. The role of customer engagement in building consumer loyalty to
tourism brands. Journal of Travel Research.55(1). pp.64-78.
Online
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Customer experience: the guide to customer success. 2018. [Online]. Available through
<https://www.i-scoop.eu/customer-experience/>
13 Easy and Effective Customer Engagement Strategies.2018. [Online]. Available through
<https://buildfire.com/customer-engagement-strategies/>
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