Managing Customer Experience - Thomas Cook Group Sample Assignment
Added on 2021-01-01
16 Pages4526 Words91 Views
Professional Development
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Managing CustomerExperience
Table of ContentsINTRODUCTION...........................................................................................................................3LO1 ...........................................................................................................................................3P1 ...........................................................................................................................................3P2 ...........................................................................................................................................4LO2 .................................................................................................................................................5P3............................................................................................................................................5P4............................................................................................................................................6LO3 ...........................................................................................................................................7P5 ..........................................................................................................................................7LO4 ................................................................................................................................................9P6 ...........................................................................................................................................9P7..........................................................................................................................................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................12.......................................................................................................................................................13
INTRODUCTIONService industry is a business that does work for customer and occasionally providesgoods, but not involved in manufacturing. In simple terms, an industry made up of companiesthat primarily earn revenue or income through providing intangible products and service. Fromthe past decades, one of the world's largest and booming industry is travel and tourism industrywhich greatly contribute to global economy. Travel and tourism industry is a part of hospitalityindustry whose main goal or aim is to provide effective services or products to customer in orderto increase their morale and satisfaction (Bowie, Buttle, Brookes, 2016). In context to ThomasCook Group, one of the famous British global travel company which is founded in the year of1814. It is situated in London, UK which is diversified into varies products and service such asairlines, package holidays, cruise line, hotels and resort, travel agencies etc. This report coversimportance of understanding the need and wants of targeted customer group for hospitalityindustry and its influencing factors, customer experience map to create business opportunities,impacts of digital technology in customer relationship management. Finally, effective customerexperience management within a service sector business to maximise customer engagement.LO1 P1 Hospitality industry is a wide category of field within the service industry which includeslodging, food & drink service, transportation, additional field within the tourism industry. Apartfrom this it is one of the fastest growing industry in the world and it's scope is very massive andhuge (Cetin and Dincer, 2014). Furthermore, in hospitality industry customer are the heart of thebusiness growth and their main aim is to provide good atmosphere and satisfaction in order toattain profitability. Hence, for obtaining high efficiency in business operation company shouldidentify or focus on three key elements i.e. needs, want and demand of customers. These thereelements are interlinked and it arises on the basis of requirements, willingness, demographicaspect, socio-cultural aspect etc. which facilitate the company to identify the target customergroup and attain better positioning within market. Furthermore, target market helps the companyto identify to develop or create effective marketing communication which enable them to attainor attract the attention of end user or customer in order to improve the productivity of company.In relation to Thomas Cook Group, a world's best known name in travel and tourism industry
which owns airlines, hotels & restaurant, travel agencies. Along with this it is supported by22,000 colleagues and operates from 16 countries. Furthermore, one of the reason behind thesuccess or sustainability of Thomas Cook Group within industry is due to its commitment toconsistently meet and exceed the expectation of customers. However, target market plays a vitalrole in hospitality industry as it customer centric strategy as they are mainly focus on customerneed and wants and develop corrective course of action in order to achieve profit maximisation.It also enable the Thomas Cook Group to identify the most profitable market segment as itincludes mass marketing, product differentiation, promotional tactics etc. Each consumers hasunique wants and needs and its keep on changing on random basis which effect the company'sproductivity. In order to overcome this, company should have potentiality to identify customerneed and wants and also be able to decide which segment to target in order to acquire profitmaximisation and capture the market easily. P2 In travel and tourism industry,customers are the plays a vital role for the growth andexpansion of company. In some cases firm finds difficulty or challenging to meet therequirements or need of customer which influence the thebusiness operation (Clancy, et. al., 2017). Usually company companies applies adopt a strategycalled customer engagement which is about encouraging customer to interact and share theirexperience regarding service which is provided by company. It is an important element forcompany as it enable them to develop business communication or connection between externalstakeholders(consumer) and an company through different channel of correspondence. Highlysatisfied or engaged customer improve the productivity by promoting, buying and demonstratingmore loyalty. However, travel and tourism industry faces many challenges or factors whichimpact directly on the enlargement of company and also in targeting different customer group.Some of the factors which influence customer engagement of Thomas Cook Group company areas follows:Physical environment : This factor is concerned with physical facilities andsurroundings of company which include physical accessibility, convenience,security. Sometime tourism companies are considered as partially accessiblebecause regarding their facilities or areas do not comply with a ADA standard(American with Disabilities Act) i.e. which effect the consumer behaviour. Along
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