Managing Customer Experience

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the value and importance of understanding the needs, wants and preferences of
target customer groups for the hospitality industry.....................................................................1
P2 Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation.......................................................2
TASK 2............................................................................................................................................4
P3 Create a customer experience map for a selected service sector organisation.......................4
P4 Discuss how the touch points create such opportunities throughout the customer experience
in your hospitality organisation...................................................................................................5
TASK 3............................................................................................................................................6
P5 Examine how digital technology is employed in managing the customer experience within
the service sector organisation, providing specific examples of customer relationship
management systems...................................................................................................................6
TASK 4............................................................................................................................................7
P6 Illustrate customer service strategies in a specific service sector context..............................7
P7 Demonstrate how customer service strategies create and develop the customer experience
in a way that meet the needs of the customer and the required business standards.....................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
It is important for organisation to develop and enhance customer services with in the
organisation as this will support in meeting with the needs of customers. Customer services can
be define as the support of employees that is provided to customers in order to resolve their
issues and problems. This is crucial for developing strong relationship with customer as well as
enhancing customer experience with organisation (White, 2016). Chosen company for this report
is Marriott International Inc. This organisational is dealing in hospitability sector and focusing in
providing high quality products and services to customers. Marriott organisation was founded in
1927 and founder of this company is J. Willard Marriott and Alice Marriott. It has various resort
and hotels that is located in different locations all around the word. This report will includes
significance of understanding preference of customers group and determining different factors
that influence customers engagement. In this customer experience map is created and different
touch point are analysed properly. Impact of digital technology in managing customer experience
is evaluated for customer relationship management. Apart from this various customer service
strategies and demonstration of these strategies in customer experience is determined.
MAIN BODY
TASK 1
P1 Explain the value and importance of understanding the needs, wants and preferences of target
customer groups for the hospitality industry
It is very important for organisation to understand and determine the needs of customers
in order to offering right and accurate services. Hospitality industry consider of many
organisation that is providing different types of product and services to customers. It is essential
for Marriott organisation to determine the actual needs or wants of customers for hospitality
sector and companies. This will support in performing organisational task in appropriate manner
as well as attracting customers towards organisation (Rosenbaum, Otalora and Ramírez, 2017).
It is valuable for respective company to analyse its target groups and customers in order to
enhance business operation and increase sale. Marriott organisation is one of the leading
company is hospitality sector and it is targeting large group of customers from all over the world.
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