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Managing Customer Experience in Marriott

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Added on  2020-10-22

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Evaluating broad range of different target customer groups needs and expectations in terms of customer engagement.4 LO 2 4 P3. Examining digital technology employed in managing customer experience providing examples of customer relationship management system.7 M3 evaluating digital technologies employed in managing customer experience 7 D3 critically evaluating the advantages and disadvantages of CRM systems used. Demonstrating customer service strategies create and develop the customer experience that meet needs of customer and required standards.9 M4 |Reviewing application of customer service strategies in

Managing Customer Experience in Marriott

   Added on 2020-10-22

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Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1. Explaining value and importance of understanding needs, wants and preferences of targetcustomer groups in Marriott........................................................................................................1TASK 2............................................................................................................................................2P2. Factors driving and influencing customer engagement of different target customer groupsin Marriott...................................................................................................................................2M1. Reviewing customer engagement factors determining on board strategies for differenttarget customer groups................................................................................................................3D1. Evaluating broad range of different target customer groups needs and expectations interms of customer engagement....................................................................................................4LO 2.................................................................................................................................................4P3. Creating customer experience map for service sector organisation......................................4P4. Discussing customer touch points throughout customer experience creating businessopportunities................................................................................................................................5M2 Creating detailed customer experience map that charts journey model...............................6D2 Analysing Marriott can optimise each of the customer touch points in order to influencebehaviour, responses and actions................................................................................................7LO 3.................................................................................................................................................7P5. Examining digital technology employed in managing customer experience providingexamples of customer relationship management system............................................................7M3 evaluating digital technologies employed in managing customer experience .....................7D3 critically evaluating the advantages and disadvantages of CRM systems used....................8LO 4.................................................................................................................................................8P6. Illustrating customer service strategies.................................................................................8
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P7. Demonstrating customer service strategies create and develop the customer experiencethat meet needs of customer and required standards...................................................................9M4 Reviewing application of customer service strategies in creating customer experience andrecommendations for improvement............................................................................................9D4 Evaluating degree of customer service strategies and communication, recommendationsfor improvement for quality customer experience....................................................................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11Online........................................................................................................................................11
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INTRODUCTIONManaging customer experience means to optimise interactions between customer loyaltyto perceptions (Baker, 2016). Thus, to maintain this, company has to create strategies thatencompasses all interactions. Thus, in following report Marriott has been taken intoconsideration. It is a leading hospitality industry of UK.In the following report, importance of understanding needs and factors that influences theengagement of them has been discussed. Further, customer experience has also been created inthis assignment and also touchpoints of customers has discussed.TASK 1P1. Explaining value and importance of understanding needs, wants and preferences of targetcustomer groups in Marriott.To understand the need wants and preference of customers is very much important forMarriott either for selling products or offering a service because they are the determiners aboutthe successfulness of a particular company (Greve and Schlüschen, 2018). It becomes importantfor Marriott in order to understand for satisfying their requirements to an extent by deliveringbeyond their expectations. This helps the customers to choose the brand accordingly. Thus, theimportance of understanding needs and wants helps Marriott by gaining confidence of customersas the needs and wants of every customers differs accordingly. So it becomes significant forMarriott to understand it and fulfil them to make customers happy (Soler-Labajos and Jiménez-Zarco, 2016). This will further lead in raising the confidence of customers towards the brand.Marriott will have to keep complete information about the goods and services are available at thetime customers actually need them. So this can increase the confidence and raise the volume ofcustomers loyalty towards Marriott. They must understanding needs and preferences of customers also helps in building thebrand image national as well as internationally. Marriott has to record information aboutcustomers before they purchase goods or services that will help in achieving information aboutoccupations and interest. This will help in increasing the business in future date.Following are different types of customers and their different needs.Business personWi-FiPoolside serviceCrayons and colouringbooks1
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