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Assignment on Managing Customer Experience (DOC)

Added on - 08 Dec 2020

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Managing customerexperience
Table of Contents.........................................................................................................................................................2INTRODUCTION...........................................................................................................................1LO1..................................................................................................................................................1P1 Value and importance for understanding customers needs, wants and preferences...............1P2. Different factors to drive the customers' engagement within Marriott..................................2LO2..................................................................................................................................................3P3 Create a customer experience map.........................................................................................3P4 How customer touch points create business opportunities for service sector........................5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7
INTRODUCTIONCustomers are an integral part in hospitality sector. They are the pillars of this industryand has contributed to the revolutionary altercations to bring innovative and creative adaptationsto create ripples in the psychological aspects. However, CRM (customer experiencemanagement) is defined as the working practises of the operational activities of an organisationto enhance the interactive framework by incorporating new patterns, layouts or designing aspectsto gain the customers' attention. Additionally, the ulterior purpose is to optimise insights in termsof financial profits by acquiring an understanding to fulfil the customers' expectations toestablish the pathway for maintaining the customers' base. This assignment will be based on thevalue and importance of CRM with context to Hotel Marriott International. It will describe theimplications of the significance of seamless operations' management by determining the profilingactivities. Furthermore, it will involve the customers' experience map, along with description ofthe stages of the entire journey of the customers.LO1P1 Value and importance for understanding customers needs, wants and preferencesFor a success of hospitality industry revenue management success is important.Management of revenue is important by managing room prices and service charges so thatrevenue of an organization can be maximized (McColl-Kennedy and et.al., 2015). To attractmore customers services and products should be served at their best price as first and theforemost need of a customer is to get the best quality service and product at an affordable andbest price possible. Prices of a product is set according to customers demand at off and on peaktime at best price.There are different types of customers like leisure, business, SMERF group, corporatetravellers, packages and many more. Budget of each and every type of customers are different sothe prices of rooms and services should be set according to all these types of customers, andseason time as business customers are mostly ready to pay higher prices for rooms during weekdays while leisure customers are mostly ready to pay more during weekends and less duringweek days. This revenue management should be analysed in a better way as there are manyexpenses to make customers stay more delightful like house keeping expenses etc.Hotels should charge according to the amenities they are providing to customersaccording to their wants, preferences and demand like Wi-Fi, pool, dine-in facility, extra bedding1
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