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Managing Customer Experience- PDF

Added on - 04 Oct 2020

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Managing CustomerExperience
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P1 Value and importance of target customer groups..............................................................3P2 Factors which drive and influence customer engagement of target customer group........4TASK 2............................................................................................................................................5P3 Customer experience map.................................................................................................5P4 Touch points creating opportunities for experience..........................................................6TASK 3............................................................................................................................................7P5 Digital technology is employed in managing customer experience.................................7TASK 4............................................................................................................................................9P6 Customer service strategies...............................................................................................9P7 Customer service strategies that develop experience.....................................................10CONCLUSION..............................................................................................................................11REFERENCES.............................................................................................................................12
INTRODUCTIONCustomer experience is product interaction between consumer and organisation duringtheir relationship. Interaction includes cultivation, purchase, awareness, service and discovery. Itis integral part of customer relationship management (CRM) and creates positive experience withfirm. It is very important for corporation to maintain positive relationship and create goodexperience with firm, product, brand. Here will be discussing about target market with benefitsand importance for understanding needs, wants. Customer engagement factors determine onboarding strategies for firm along with experience map creating opportunities. Also discussingabout digital technology for buyer to make work easy and simple. Through this technology CRMis established and explaining about service strategies for maintaining business standards andmeeting needs of purchaser (Bagdare and Jain, 2013). Thus, this all factors and elements assist inmanaging experience of buyer. As per scenario given in assignment for every task differentcompany should be chosen that is for first Thomas Cook, second LCB, third TUI and fourth isBritish Airways.TASK 1P1 Value and importance of target customer groupsA target market is particular group of customer to whom products and services issupplied. Target audience is an intended audience of advertisement, publication etc. It is aspecific group of customers with in pre identified target market. Here chosen company isThomas Cook which is travel and tourism for providing benefits to consumers. Thomas cook hasdivided market segmentation for their target group on basis of age, group, gender which helps inknowing needs and wants of consumer. It is very important for every organisation to understandtheir target buyers. Thomas Cook provides the high quality of services and products toconsumers so that they can be attracted. Sometimes, company require to conduct the research toknow about changing requirements of consumers and product the goods accordingly. Entity canunderstand needs of their visitors by listening, empathize, demonstration, learning aboutcompetitors, options availability and finally meeting expectations (Blázquez, 2014). Some ofvalue 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 andwant of consumers
This helps in increasing productivity, sustainability and growth as loyalty and trust isbuilt among consumers for products and services.It will help in gaining competitive advantages at market place as comparison to its strongcompetitors.By Understanding needs and preferences of consumers, Thomas Cook will provide theservices 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 groupCustomer engagement is communication of business which connect consumers andorganisations through channel of correspondence. This connection includes overall experience ofconsumer, interaction and reaction which might take place offline and online. It is means throughwhich 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 runfour to ten times higher than retention. Under this, company target particular group of people andprovide good and services accordingly. As they have various need, want and expectation so itshould be meet by firm. There should be customer engagement which creates loyalty, goodwilland 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 topoor services. Customer engagement is classified into target group which can be according tosize, age, class. Every business to do segmentation first in order to launch any product andservices.Customer on boarding strategies used for describing entire process in which individualgo through when they have started their journey.Thomas Cook has focused on particular groupof people which they serve. Here, business people have different need and wants, youngsterprefer creative and innovative ambience.Thomas Cook has focused on particular segment orgroup of people of society to serve and fulfils their need and demand. The different factors whichdrive and influence engagement of various target group are as follows:Businesses- Business class people are ready to pay any amount for getting effectiveservice. It helps in influencing and driving customer engagement for firm. Facility to this target
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