Customer Experience Management Strategies

This assignment explores the concept of customer experience management, its role in enhancing loyalty and word-of-mouth, and the strategies used to manage it effectively in various industries such as retail, hospitality, and e-commerce. It highlights the importance of measuring customer experience through touchpoints and digital technology, and provides insights into managing relationships and feedback using CRM systems.

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Value and importance of target customer groups..............................................................3
P2 Factors which drive and influence customer engagement of target customer group........4
TASK 2............................................................................................................................................5
P3 Customer experience map.................................................................................................5
P4 Touch points creating opportunities for experience..........................................................6
TASK 3............................................................................................................................................7
P5 Digital technology is employed in managing customer experience .................................7
TASK 4............................................................................................................................................9
P6 Customer service strategies...............................................................................................9
P7 Customer service strategies that develop experience .....................................................10
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Customer experience is product interaction between consumer and organisation during
their relationship. Interaction includes cultivation, purchase, awareness, service and discovery. It
is integral part of customer relationship management (CRM) and creates positive experience with
firm. It is very important for corporation to maintain positive relationship and create good
experience with firm, product, brand. Here will be discussing about target market with benefits
and importance for understanding needs, wants. Customer engagement factors determine on
boarding strategies for firm along with experience map creating opportunities. Also discussing
about digital technology for buyer to make work easy and simple. Through this technology CRM
is established and explaining about service strategies for maintaining business standards and
meeting needs of purchaser (Bagdare and Jain, 2013). Thus, this all factors and elements assist in
managing experience of buyer. As per scenario given in assignment for every task different
company should be chosen that is for first Thomas Cook, second LCB, third TUI and fourth is
British Airways.
TASK 1
P1 Value and importance of target customer groups
A target market is particular group of customer to whom products and services is
supplied. Target audience is an intended audience of advertisement, publication etc. It is a
specific group of customers with in pre identified target market. Here chosen company is
Thomas Cook which is travel and tourism for providing benefits to consumers. Thomas cook has
divided market segmentation for their target group on basis of age, group, gender which helps in
knowing needs and wants of consumer. It is very important for every organisation to understand
their target buyers. Thomas Cook provides the high quality of services and products to
consumers so that they can be attracted. Sometimes, company require to conduct the research to
know about changing requirements of consumers and product the goods accordingly. Entity can
understand needs of their visitors by listening, empathize, demonstration, learning about
competitors, options availability and finally meeting expectations (Blázquez, 2014). Some of
value and importance of understanding needs, wants and preferences of target market are:
 Thomas cook can achieve goal and objective of firm by meeting need, preferences and
want of consumers

 This helps in increasing productivity, sustainability and growth as loyalty and trust is
built among consumers for products and services.
 It will help in gaining competitive advantages at market place as comparison to its strong
competitors.
 By Understanding needs and preferences of consumers, Thomas Cook will provide the
services accordingly.
 It will helps in develop the better brand image of company market place.
P2 Factors which drive and influence customer engagement of target customer group
Customer engagement is communication of business which connect consumers and
organisations through channel of correspondence. This connection includes overall experience of
consumer, interaction and reaction which might take place offline and online. It is means through
which entity creates relationship with individual in order to foster brand awareness and loyalty.
This could be meet by new content created, marketing campaigns, websites (Cetin and Dincer,
2014). It is important to have engagement with their visitors, as customer acquisition cost run
four to ten times higher than retention. Under this, company target particular group of people and
provide good and services accordingly. As they have various need, want and expectation so it
should be meet by firm. There should be customer engagement which creates loyalty, goodwill
and brand image of corporation which ultimately increase growth, profit and survival. Thus,
Thomas Cook has good consumer engagement team to assist their visitors (Klaus and Maklan,
2013).
According to accenture survey of 24,489 people found cost for losing visitors due to
poor services. Customer engagement is classified into target group which can be according to
size, age, class. Every business to do segmentation first in order to launch any product and
services. Customer on boarding strategies used for describing entire process in which individual
go through when they have started their journey. Thomas Cook has focused on particular group
of people which they serve. Here, business people have different need and wants, youngster
prefer creative and innovative ambience. Thomas Cook has focused on particular segment or
group of people of society to serve and fulfils their need and demand. The different factors which
drive and influence engagement of various target group are as follows:
Businesses- Business class people are ready to pay any amount for getting effective
service. It helps in influencing and driving customer engagement for firm. Facility to this target

group includes internet, conference, Wi-Fi, good room. Thomas Cook need to focus on providing
such elements to their consumers for engagement purpose. Further, these class need peace and
calm environment of hotel as they come for meeting, seminar and conference purposes
(Homburg, Jozić and Kuehnl, 2017).
Youngster- Youngster prefer positive, cool, creative and attractive ambience of hotel
room. They should be provided with loud music, pub facility, transportation for visiting places.
They visit for entertainment purpose and enjoy their life. As they do not have any specific role so
they just want entertaining environment. Thomas Cook provide all above factors to their visitors
which engage them for fulfilling their needs and want.
Families- Family is also target group for Thomas Cook to drive and influence customer
engagement. They mostly plan their tour with children and cousins. Hotel should be provided
with gaming facility, spa. Enjoyment is their main goal and according services should be
provided (Klaus, 2014). Thus, Thomas Cook plays an effective role for their families target
group and provide all such factors for customer engagement.
TASK 2
P3 Customer experience map
It is process for visually laying out and strategically mapping customer interactions and
experiences according to story with brand. It includes all point of interaction from initial to final
stage. This can be done through survey, interaction analytics, product & service review, social
media, website analytics, employee feedback. This map has various benefits for company such as
understanding individual emotions, reduction in cost, increasing sales, consumer satisfaction,
identification of gapping needs between actual and expected. LCB also uses tool for knowing
their visitor experience about hotel and its services and correction if any required. The customer
experience map for LCB is described below:
Pre tour During tour Post Tour
It is experience of booking
hotel and room before tour.
There are many application
used by LCB tour company so
that it can able to provide the
It is stage in which tour took
place. Here customer
experiences facilities of hotel
which may be good as well as
bad. Positive experience
It is experience of customer
which can be taken through
website, phone call, message
when their tour ends. LCB has
post tour service in their

for convenient and quick
services. Consumer have
some expectation while they
plan for tour like facilities,
service availability, price,
product. LCB use this map for
improving their facility.
creates loyalty towards hotel
and negative decline value.
The facilities of Wi-Fi, room,.
Laundry, transportation, wash
room, ambience is provided by
LCB to their visitors for
providing them good
experience during tour.
company to know about their
experience towards tour and
hotel. If any correction
required it should be done. It
also assist in creating value for
corporation.
The script between customer and waiter is given below:
Waiter: Good evening sir.
Customer: Good evening.
Waiter: How was your experience at our hotel?
Customer: It was very good, service was superb along with all required facilities. Food was also
delicious, ambience is also attractive.
Waiter: Did you enjoy staying here.
Customer: Yes, I enjoyed a lot.
Waiter: Hope to see you in future at our hotel.
Customer: Yes definitely will come back very soon.
Waiter: Thank you so much sir. Have a safe journey and goodbye.
Customer: Thank you and good bye.
P4 Touch points creating opportunities for experience
Customer touch point is business encounter where company and consumer engage for
exchanging information, handle transactions and provide services. It is point of interaction
between businesses, customers, brands and products (Lemon and Verhoef, 2016). Customer
experience builds loyalty and improve user retention. In this present time period, people want
high quality products and services at affordable price. The benefits are reduction of cost, higher
lifetime values, greater brand equity. In this way, experience map denotes journey of customers
and activities of touch point create business opportunities for LCB (Ordenes and et. al., 2014).
The company need to apply all above touch point in their business to create loyalty and
faith. Touch point are online/offline booking facility, guider, gift, photo album, feedback. It

influence people for taking service from those particular operators. It creates opportunities for
firm that provide effective services to its customer. It is time in which potential user comes in
contact with brand before, during and after purchase product. Customer touch point can be
website, social media, facilities, gifts. This attract consumer for travelling and create
opportunities for business which increase profitability and sustainability. LCB creates touch
point opportunities throughout experience by following way:
Before Tour During Tour After Tour
It is stage before tour took
place. The touch point for this
is availability of online an
offline booking. It saves times
and cost and all relevant
information is provide. It is not
possible for consumer to visit
place and do pre booking of
room so by providing this
facility, good experience can
be gain before tour. Here, LCB
attracts large number of
customer because of advance
booking.
In this stage, the tour took
place. Touch point for this
stage is providing of skilled
tourist guide for visitors. It
helps in creating good
experience for them and other
facility of laundry, internet,
cleaning. Thus, LCB has many
guider for their customers so
that they can easily to know
about places and enjoy it.
It is experience which
consumer face after visiting
place. It can be both positive as
well as negative. Here, touch
point which company can
follow is providing
transportation facility while
individual going back to their
home. Also other touch point
can be providing gifts,
offering, photo album of their
trip. LCB apply all this
touchpoint to gain good
experience and also feedback
from them.
TASK 3
P5 Digital technology is employed in managing customer experience
Digital technology includes types of application and equipment which use information in
form of numeric code. It is based on base process and recorded data in binary code of 0 and 1. It
replaced analog signals through many telecommunications including cable system and cellular
telephone. It helps in managing positive experience with people. Through helps of latest
technology firm need to create awareness about product and services and influence them for
purchase (Peppers and Rogers, 2016). Customer relationship management (CRM) system is

approach for managing company's interaction with their current and potential buyer. It uses
history of customer for data analysis to improve corporation relationships focusing on sales
growth and retention. It compiles data from different communication channel such as telephone,
live chat, website, marketing material and social media. It helps in knowing more about target
audience and cater best to them. Here chosen company is TUI which deals in travel and tourism.
In this present time period, consumers are very educated and advance as believe in new
and updated technology. So company need to cope up with their need and demand for survival
and growth. CRM plays very important role for acquiring and retaining user as they need to be
treated very well and politely. Misbehaviour with individual create negativity and decline image
and goodwill of firm. Digital technology is managing customer experience by CRM system are
as follows:
Introduced Internet Application- With helps of digital technology it provide benefits to
consumer. TUI introduced internet application for customer to make their work easy and simple.
It also assist for creating experience positively by maintaining relationship with customers. Thus,
it also create sustainability and growth of company along with trust and loyalty which assist in
increasing demand (Rose and et. al., 2012).
Use of Mobile Application- It is era of technology so most of company have their own
application for user. These application provide all relevant information to people. In context of
TUI it has its own application which contain information such as availability of room, prices,
services. It helps in saving time and cost and people residing in any part of world can easily book
hotel room at any time.
As digital technology saves time of every customer which create positive experience.
TUI can know need and want of their customer and take feedback for improving. Consumer can
get information about new packages through technology. In this way digital assist in managing
experience of their visitors. Customer relationship management system helps in creating and
attracting large number of visitors. TUI has effective system of CRM for solving queries and
issues of individual.

TASK 4
P6 Customer service strategies
A customer service strategy is plan of any business and practices should be developed
into firm for goal and objectives. Every company have to make effective strategies for providing
services to their consumer. This helps in creating goodwill and loyalty for organisation (Wilson
and et. al., 2012). Here, chosen company is British Airway, which is airline company. Some of
customer service strategies as per British Airway are as follow:
Proactive Customer Service- It is approach for supporting customer in which first move
is to support individuals. Here business find problem of user and resolve it before ask for help. It
is important strategies for providing benefits to visitors. It is divided into three stages:
Pre tour- It is stage when customer plan for travelling or tour. All relevant information
regarding service, room, prices should be available at website,application. Through this budget
can be decided by visitors. British Airway assist in providing all information for their clients.
During tour- It is stage in which people have started travelling. There should be
availability of services such as laundry, Wi-Fi, internet, intercom at hotel. Visitors should be
given emergency number in case of any help by hotel. This helps a lot for creating goodwill and
image of company. People should be provided with best services so that they come again.
Post tour- It is last stage in which company take feedback from customers through phone
call, website. If any rectification required then firm do it for their consumer. As corporation need
to try their best to provide with all facilities.
Customer feedback- Regular feedback from customer should be taken in order to
improve services provided by firm. It helps in developing positive relationship between
company and clients. British Airway also takes feedback on frequent basis from user which helps
it in making improvements in services (Wirtz and et. al., 2013).
Reward loyal consumers- There are many loyal customers of British Airway which
should be given reward. It helps in motivating them to take tour package from same entity.
British Airway should make list of all loyal customers and should discounts on tour.
Deliver on promises- British Airway should deliver all goods and services to their
customers on timely basis. Promised package of tour by firm need to be given to their visitors.

P7 Customer service strategies that develop experience
Customer service strategies is very important for all types of industry which helps in
creating and developing experience. As every company has set some standard and plan for their
visitors which should be used in real life scenario. These developed strategies create loyalty and
image of firm in market. Through framed plan visitors get 24*7 service which is significant for
any business to assist customers. The pro active service leads pre, during and post tour services.
With help of this strategies, proper plan can be made, budget decide, relevant information about
companies, products. Similarly, in case of right culture, firm can conduct activities for their
visitors for exchange of religious, language among each other. It motivate for taking tour
packages and helps in gaining good experience for user. Similarly, in case of customer feedback
service strategies corporate take regular updates about issues and problems and try best to solve
out. A good customer experience is individual's experience during points of contact and
matching actual expectations. he delivery of consumer service strategies and effective
communication enhance business growth and sustainability and betterment of firm.
According to British Airway, made strategies should be applied in business for effective
and efficient results. The strategies are applied in every industry but may very as per sectors. As
possible positive and good working service plan is required. It can be improved by modifying
and updating current and working strategies. Responsibility lies with service manager to look
after all factors and elements for better and effective results. British Airway work for providing
benefits and satisfying need and demand of existing and new users. Apart from this, there are
other points which create and develop customer experience which meet needs and set business
standards. It includes satisfaction of consumers, better communication, insight of user. This all
leads for sustainability, growth, profitability of firm. British airway implement those strategies
for achieving goal and objectives effectively and efficiently. It also lower risk of firm in market
by knowing actual need and want and supply accordingly. As consumer is main asset of any
firms they should be treated well. Business is made of family, friends, associates, supplier,
contractors, colleagues which are potential user who turn organisation into profitability in
market. In this way, customer experience can be created and maintained (Bagdare and Jain,
2013).

CONCLUSION
From the above given assignment it can be summarised that company need to decide
about target market and accordingly provides good and service. Factor of customer engagement
are Youngster, businesses and families which influence and drive target market. The customer
experience map helps in knowing more about visitors along with touch point which creates
opportunities for firm. Digital technology plays an effective role in managing experience and
customer relationship management system assist in solving issues and problems of user. There
are various service strategies such as deliver on promise, pro active customer, feedback which
helps in gaining good experience of customer and helps for sustainability.

REFERENCES
Books and Journals
Bagdare, S. and Jain, R., 2013. Measuring retail customer experience. International Journal of
Retail & Distribution Management. 41(10). pp.790-804.
Blázquez, M., 2014. Fashion shopping in multichannel retail: The role of technology in
enhancing the customer experience. International Journal of Electronic Commerce.
18(4). pp.97-116.
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.
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.
Klaus, P., 2014. Measuring customer experience: How to develop and execute the most
profitable customer experience strategies. Springer.
Klaus, P. P. and Maklan, S., 2013. Towards a better measure of customer experience.
International Journal of Market Research. 55(2). pp.227-246.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
Ordenes, F. V., and et. al., 2014. Analyzing customer experience feedback using text mining: A
linguistics-based approach. Journal of Service Research. 17(3). pp.278-295.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Rose, S., and et. al., 2012. Online customer experience in e-retailing: an empirical model of
antecedents and outcomes. Journal of Retailing. 88(2). pp.308-322.
Teixeira, J., and et. al., 2012. Customer experience modeling: from customer experience to
service design. Journal of Service Management. 23(3). pp.362-376.
Wilson, A., and et. al., 2012. Services marketing: Integrating customer focus across the fir (No.
2nd Eu). McGraw Hill.
Wirtz, J., and et. al., 2013. Managing brands and customer engagement in online brand
communities. Journal of service Management. 24(3). pp.223-244.
Online
Customer Relationship Management – CRM. 2018. [Online]. Available through:
<https://www.investopedia.com/terms/c/customer_relation_management.asp>.