Hospitality & Tourism Customer Experience Management
14 Pages3585 Words278 Views
Added on 2021-01-02
Hospitality & Tourism Customer Experience Management
Added on 2021-01-02
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MANAGING CUSTOMEREXPERIENCE IN TRAVELAND TOURISM SECTOR
Table of ContentsINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1P1. Needs and expectations of different market segments.....................................................1Value and importance of understanding need, wants and preference of target customer group.2P2. Various factors that drive and influence customer engagement of different target customergroup.......................................................................................................................................3LO2..................................................................................................................................................4P3. Customer experience map for Thomas Cook stores.........................................................4P4. How touch points create business opportunities..............................................................7LO 3.................................................................................................................................................8P5. Importance of digital technology in managing customer experience..............................8LO 4.................................................................................................................................................9P6. Customer service strategies..............................................................................................9P7. Customer experience developed by customer service strategy that meet consumer's need..............................................................................................................................................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONEvery organisation's success is based on their consumer and it is important to manageconsumer experience. Customer experience management refers to the process an industry used tooversee, track and organise every interaction between customer and organisation. Thomas cookgroup is one of the world's leading leisure travel and tourism industry and operates in 16countries. In 2007, Thomas Cook AG merged in MyTravel Group plc, and renamed as ThomasCook Group plc. The study will analyse need and expectation of market segment for ThomasCook and explore customer experience map that create business opportunities and analyseindustry's weak points that need to work on. The report will determine impact of digitaltechnology in customer relationship management and lastly it will end up with the application ofeffective customer experience management to maximise customer engagement.LO 1P1. Needs and expectations of different market segmentsTravel and Tourism industry is very large and diverse that need to reach effectively.Marketers of Thomas Cook use segmentation to understand in a better way to its consumer needand their demand and implement marketing strategies effectively. Market segmentation is aprocedure of dividing market of potential customer who shares similar tastes into various groupsbased on their characteristics. Market segmentation is important for the hotel to tailor marketingmix and meet effectively to the consumer need, it help in identifying purchasing power ofconsumer by pricing differentiation. Market segmentation help the marketers in developingappropriate marketing strategy and promotional scheme according to the need, want andexpectation of target consumer (Market segmentation, 2017).1
(Source: Market segmentation, 2017)Thomas Cook segment their market in different bases such as:Age/ Life stage- Thomas Cook target all age group consumers but their needs andexpectations vary from each other. For example; Youth needs are; budgeted and customizedservices, healthy food, leisure activities, etc. Aged or retiree need safe journey experience, hasslefree and comfortable services, etc.Purpose/ Motive- It includes purpose of travelling such as; leisure, holiday, refreshment,business purpose, etc. and the need of business person is; Wi-Fi facility in flight as well as inrooms, person who come for holiday want spa services and other recreational facilities.Socio-economic status- Consumers who are social status seeker want luxury rooms andluxurious cars to hire, premium services, etc.Value and importance of understanding need, wants and preference of target customergroupIt is very essential for any organisation to know what their customer exactly want andtheir preferences with the variable trend and most effective way to make the products andservices available. Target consumer refer to the person identified by market and consumersegmentation and they are likely to buy organisation's product and take services from thecompany (Homburg, Jozić and Kuehnl, 2017). Consumers are the one reason of longevity andcontinued success of Thomas Cook as they consistently meet and exceed the expectation of theirconsumer. Following are the need of target consumers- Business person need is Wi-Fi service in2Illustration 1: Market segmentation
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