Customer Service Strategies in Thomas Cook Group

This document discusses the customer service strategies implemented by Thomas Cook Group to provide the best services to potential customers. It covers the development of service standard guidelines, gathering competitive insight, personalization, and the implementation of a customer relationship management model. The strategies aim to meet customer expectations, improve customer satisfaction, and enhance the overall customer experience.

Customer service strategies in Thomas Cook Group
Customer service strategies defines the standard of services and care
offered by the organisation to potential customers and sets the
requirements for meeting the standards.
Develop service standard guidelines- Thomas cook develop vision for
the standard of prioritising customer service and build consistency
between online and offline communication to provide best services to
the potential customers. Thomas cook is planning to improve consumer
service by standardising the portal software that used to support and
enhance consumer service process of all its brand and department.
Gathering competitive insight- Organisation's strategy of customer
service include gather and analyse information about competitors as well
as competitive products that help the organisation to develop strategy
and identify competitive gaps. Company focuses on providing best
services to the consumer, organisation need to understand what
consumers want. Customer service strategies focus on to develop
comprehensive plan to meet and exceed customer need.
Personalization- Customer service strategy of Thomas Cook allow
customer to personalize their services of airline meals to room upgrades,
etc. that ensure that they are going to meet consumer's need in effective
manner.
Develop and implement customer relationship management model-
Thomas Cook develop and implement model of customer relationship
management that manage relationship and interaction with potential
consumers that in turn help them to deliver services effectively to the
consumer and increase consumer engagement and loyalty.
Customer service strategies develop consumer
experience that meet the client's need and business
standards
The strategies of consumer service help the
organisation to meet its consumer expectations. It focuses
on strengthen customer service skills of Thomas Cook and
look at each and every touch point that improve consumer
interaction with the organisation. It helps organisation to
deliver quality and better services that in turn give
customer a good experience and if consumers satisfied,
they share their experience with others that allow them to
gain competitive advantage. The strategy of developing
service standard guidelines by organisation focused on to
keep consumer and satisfy them by providing services on
prior that help Thomas Cook to maintain their business
standard and image in consumer's mind. Happy and
satisfied customer are more likely to visit back to Thomas
Cook and recommend the brand to other.
Customer relationship model help Thomas Cook
to correlating customers and foresees their need
effectively. It helps to gather information about their
potential customers such as; what they prefer, their buying
behaviour, etc. that help organisation to categorise the
target clients on the basis of their purchasing behaviour
and they able to give appropriate services to them to fulfil
their needs and meet their expectations
Customer service strategies can be applied in organisation to develop customer experience by
developing vision and objective by being customer-centric and establish how customer perceive
the standard. Also, they need to identify business process that impact on customer satisfaction and
implement technologies to meet customer satisfaction. Following are some recommendation for
improvement:
 Thomas Cook can enhance customer service strategies by cater to their customer.
 They should also give customer a way to provide feedbacks and thoughts what they feel
about the services.
 Organisation can build an incentive and reward system for their employees into customer
service strategy that will encourage them to provide more better services to the guests.
REFERENCES
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.
Kumar, V. and Reinartz, W., 2018. Customer relationship management:
Concept, strategy, and tools. Springer.
McKee, S., 2015. How To Collect Consumer Insight With A Customer Journey
Map.
Customer service in Thomas Cook