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(Doc) Customer Experience Management

   

Added on  2020-10-22

12 Pages3586 Words486 Views
Managing CustomerExperience
(Doc) Customer Experience Management_1
Table of ContentsINTRODUCTION...........................................................................................................................1Learning Outcome...........................................................................................................................1P1: Value and importance of understanding the needs, wants and preferences of targetcustomer groups for the hospitality industry...............................................................................1P2: Various factors that influences customer engagement of different target group withinservice sector are defined below.................................................................................................2Learning Outcome 2 .......................................................................................................................4P3: Consumer experience map for a selected service organization............................................4P4: Customer touch point to create opportunity throughout the customer experience inhospitality organisation...............................................................................................................5Learning Outcome 3........................................................................................................................6P5: Digital technology is employed in managing the customer experience within the servicesector...........................................................................................................................................6Learning Outcome 4........................................................................................................................7P6: Illustrate consumer service strategies in context to specific service sector.........................7P7: Create & develop consumer experience in hospitality industry...........................................8CONCLUSION................................................................................................................................9REFERENCES .............................................................................................................................10
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INTRODUCTIONCustomer experience management emphasize on interacting with customer inorder to meet the need as well as expectations of customer. Thus, connecting withcustomer through digital technology helps the customer to remain satisfied as well asloyal towards the company (Pravdic, 2013). For better understanding Thomas Cookhas been taken which is hospitality industry of UK, it provide wide range of services tocustomer like travel services related to international and national tour, travel insurance,restaurant facility and so on. This report cover following topics such as importance ofunderstanding preferences of customer within hospitality group and various factors thatengage the customer within service organisation, customer experience in Thomas Cookorganisation. Moreover, opportunity for customer experience within hospitalityorganisation as well as use of digital technology that helps in managing the long termcustomer relationship. Further, discussion is made on customer service strategy inservice sector and how it develop the experience of customer. Learning OutcomeP1: Value and importance of understanding the needs, wants and preferences of targetcustomer groups for the hospitality industryThe need as well as preferences of one customer differ from another due towhich it is next to impossible for the company to completely satisfy the need of all
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customer through their one product. In that case company look for the customer centricstrategy known as target market. Within this strategy company segment the wholemarket in various sub sets based on the similar type of liking, preferences andpurchasing power. Further, it becomes easier for the company to create strategy as wellas marketing mix based on the target market. In context to Thomas Cook which is largeglobal hospitality industry organises various trips for family, friends as well as couplebased on their preferences. Hence, understanding the need of target market helps thecompany to gain long term sustainable advantage over other rivalries. Importance of understanding the needs and preference of customer withinThomas Cook hospitality industry is defined below:Although it is time taking for company to identify target market but once companyidentify them they can make design marketing effort such as promotionaltechnique significantly (Pandža Bajs, 2012).Company can draft the appealing promotional technique for the target audience.For instance, during the time of school vacations usually family plan to explorenew places in that case respective company craft the message for whole family. P2: Various factors that influences customer engagement of different target group withinservice sector are defined belowCustomer engagement is a strategy adopted by business to keep their existingas well as as potential customer encouraged by interacting, sharing and following thefeedback of customer. This helps the company to generate the loyalty of customer forthe product or services they are offering in national as well as within internationalboundaries. Along with that they remain connected with their prospects through digitaltechnology such as email, text message or through any social group. This helps thecompany to share any vital detail regarding the journey, amount and so on. Further,such technique helps the company to eliminate the chances of customer dissonance bymaintaining the transparency between company and customer.Factors that influence customer engagement of various target customer withinTravel and Tourism sector are defined below:Various type ofcustomer Differentneeds of customer
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