Managing Customer Experience - Assignment
16 Pages4170 Words305 Views
Added on 2021-02-21
Managing Customer Experience - Assignment
Added on 2021-02-21
ShareRelated Documents
Managing CustomerExperience
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P1. Analysing the value as well as significance of understanding the needs, wants andpreference of target customer group. ........................................................................................3P2. Exploring the different variables which drives as well as influence customer engagement .....................................................................................................................................................4TASK 2............................................................................................................................................5P3. Creating a customer experience map for Marriott hotel .....................................................5P4. Analysing the way touch points create such opportunities throughout customer experience.....................................................................................................................................................8TASK 3............................................................................................................................................9P5. Analysing the way digital technology is employed in Marriott hotel for managingcustomer experience ...................................................................................................................9TASK 4..........................................................................................................................................10P6. Illustrating customer service strategies in Marriott hotel ..................................................10P7. Demonstrating the way customer service strategies create and develop the customerexperience in a way which meets the needs of customers.......................................................11CONCLUSION .............................................................................................................................13REFERENCES..............................................................................................................................14
INTRODUCTIONCustomer experience management can be defined as the procedure which mainlyincludes designing as well as reacting to the customer queries with the intention to meetexpectations of clients. It can also be referred to as the integration of different procedureswhich an enterprise utilizes for tracking, overseeing and organizing every interaction betweenclient as well as firm throughout customer life cycle. Providing the high level of satisfaction aswell as good experience to customers is very much essential for earning high revenue as wellas profits. The study emphasizes on analysing the value as well as significance of developing theunderstanding about needs as well as preference of target customer group in Marriott hotel. Itis multinational organization operating business in hospitality sector. Report focuses onidentification of different factors which influence customer engagement. Assignment will alsoinclude the demonstration of way touch points created throughout the customer experience.TASK 1P1. Analysing the value as well as significance of understanding the needs, wants andpreference of target customer group. Target market is basically a group of those people who have similar requirements aswell as characteristics. Marriott hotel is targeting the younger travellers for selling its productsor services. It is much essential for an organization to develop the understanding about theirtarget customer group, as this tactic will assist them in formulating an effective marketingcommunication strategy. In addition to this dev eloping the understanding about customersneeds as well as wants is very much crucial for achieving success. In relation to this, bydeveloping the understanding about the needs and wants of customers, marketing team caneasily identify suitable technique for influencing people to buy specific goods or services.Development of understanding about needs as well as preference of customers is important asit enables an organization to determine the target market where they can sell their products orservices (McColl-Kennedy, Urmetzer and Neely, 2019.). In context of Marriott hotel, oncemarketing team in an enterprise has addressed the market on the basis of which they can createmessages for appealing to people to buy particular products or services. An organization bydeveloping the understanding about customers needs can make proper arrangement for
fulfilling the same. Developing the understanding about clients requirement and fulfilling thesame is very much essential in order to provide the high level of satisfaction to them. Inaddition to this, the clear understanding about customers needs as well as demand hasprovided management in Marriott hotel an ease in matching the demand of their guests withsupply. Understanding of the customer needs as well as demands is very much crucial as it canassist an organisation in development of successful brand. Management in Marriott hotel cangain loyalty and retain profitable clients by just developing the understanding and fulfilling thewants of their customers (Goodman, 2019.). The management in Marriott hotel needs toconcentrate on fulfilling the demands as well a meeting the expectations of its existing guest asit is crucial for fostering business growth.In context of Marriott hotel, an organization need to facilitate continuouscommunication with customers as this strategy will assist firm in providing good experience tocustomers. It will also support an enterprise in developing strong bond with their clients.P2. Exploring the different variables which drives as well as influence customer engagement Customer engagement can be referred to as emotional connection which customer havewith specific brand. Customer before making final decision related to the purchase of goods orservices from specific brand undergoes lengthy procedure. At ease and every phase of thedecision-making procedure, There are few internal as well as external variables which mightinfluence or drive an individual to make purchase of products or services from particularorganization. It is very much essential for marketing team in Marriott hotel to develop theunderstanding about the factor which might drive or influence customer engagement, as thisstrategy will help management in developing an effective strategy for positively influencingpeople to make final purchase. The different internal as well as external factors which mightinfluence customer engagement are :Physical environment: location of the store can have significant influence on individualdecision related to remain engaged with specific brand.Social factors : The feedback or suggestions provided by family, friends have great influenceon individual decision to remain engage with specific brand. Word of mouth is the marketingstrategy which can be applied by Marriott hotel, as this attic will assist them in developing thestrong emotion al connection with customers that is very much essential for customerengagement. In addition to this, it is very much essential for manager in Marriott hotel top
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Managing Customer Experience - Marriott Hotellg...
|17
|4248
|263
Managing Customer Experiencelg...
|14
|4147
|42
Managing Customer Experiencelg...
|21
|4588
|69
Managing Customer Experiencelg...
|13
|3802
|26
Understanding and Enhancing Customer Experience Assignment (Doc)lg...
|7
|1628
|99
Managing the Customer Experience (Unit 2)lg...
|13
|3553
|45