Managing Customer Experience

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Recognising the desires, expectations and tastes of the hotel industry's potential customers
................................................................................................................................................1
P2 Multiple factors underlying and affecting consumer interaction......................................3
M1 User experience considerations........................................................................................3
D1 Multiple target group of customers..................................................................................4
TASK 2............................................................................................................................................4
P3 Build a TUI Community Customer Service Map..............................................................4
P4 Analyze how contact points build those openings in the hospitality industry during the
customer satisfaction..............................................................................................................5
M2 Comprehensive relationship management graph.............................................................6
D2. TUI Community research................................................................................................6
TASK 3............................................................................................................................................7
P5 How emerging technology is used....................................................................................7
M3. Use of emerging technology for optimising consumer service......................................8
D3 Benefits and drawbacks of CRM programmes.................................................................8
TASK 4............................................................................................................................................8
P6. Consumer care policies in pertaining to a specific services industry...............................8
P7. Consumer support initiatives build and grow expertise to address consumer and company
needs.......................................................................................................................................9
M4. Execution of customer care techniques and collaboration with reasoning and guidelines
for developing better consumer experience............................................................................9
D4. Customer service strategies and communication with justification................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
In every single industry, it became vital for business organisations to manage the
customer experiences in order to stay in the industry for a prolonged period of time. The ultimate
perception of customers can be described as item of a fundamental interaction among consumers
and organisation where company looks forward to deliver the best experience to customers based
on their requirements. In travel and tourism industry, it has been found that Customer Service
Managers majorly goes through a range of issues when they look forward to manage the
experiences of consumers that they experience on daily basis (McLean and Wilson, 2016).
In present context, organisation that has been taken into consideration is TUI Group,
which is an Anglo-German leisure travel group headquartered in Hanover. This travel
organisation was found in the year of 1923 and since then it is serving customers with various
services like tour packages, accommodations and so on in all over the world. This assignment
will be delivering the information in relation with importance and values focusing on various
wants, preferences and needs of targeted consumers within hospitality industry. Away with this,
report will also be delivering information in relation with customer experience map. It will also
focus on impacts of digital technologies over customer relationship management. Lastly,
assignment will also be putting light on how customer service strategies that are developed helps
in enhancing experiences.
TASK 1
P1 Recognising the desires, expectations and tastes of the hotel industry's potential customers
Target market:
There are various organisations like TUI Group, which are offering targeted clients with
various holiday, accommodation and other type of services where they take into consideration of
various promotional tools and offers in order to engage consumers with offered services for a
longer period of time (Inversini, 2017).
Importance of target customer groups:
Considerations of all needs of consumers may help TUI Group to improve customer
loyalty, increase engagement and improve company's brand image as well (Roos and Bekker,
2018). Away with this, if it is talked about TUI Group, it is much needed for customer
1