Managing Customer Experience

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explanation of values as well as importance related to understanding the needs, wants and
preferences of target groups of customer.....................................................................................1
P2. Exploration of different factors driving and influencing customer engagement of different
target customer groups.................................................................................................................2
TASK 2............................................................................................................................................3
P3. Creating a customer experience map for a selected service organization.............................3
P4. Discussing how the customer touch points throughout the customer experience can create
a business opportunity for a selected service sector organization...............................................4
LO3..................................................................................................................................................5
P5. Explaining how digital technology is employed in managing the customer experience
within the service sector, providing specific examples of customer relationship management
(CRM) systems............................................................................................................................5
LO4..................................................................................................................................................6
P6. Illustrating Consumer service strategies in a specific service context: ................................6
P7. Enhancement of services by using customer service strategy:..............................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Customer experience is undoubtedly the most important thing for any company (Rotimi,
2018). Be it a small scale, medium scale or a Multi national company, everyone wishes to satisfy
their customers. Positive reviews and feedback increases the motivation of employees of the
company and it induces them to work even harder. For the project, considered entity is Radisson
Blue which is global chain of hotels established in 1960. It have existence at more than 380
locations across the globe.
The current assignment focus on ways to manage consumer experience effectively and
efficiently and the importance of digital technology in CRM. Also, the report will focus on
various customer touch points that can help in improving customer experience.
TASK 1
P1. Explanation of values as well as importance related to understanding the needs, wants and
preferences of target groups of customer
Consumer is the king of the market and that is an undeniable truth. Customers influence
the entire market and the industry operates on their terms. Therefore, it becomes imperative for
companies to identify the needs and wants of the consumers. The organization should conduct a
proper market research to analyse the problems faced by the customers and that will further lead
to idea generation and finally these innovative ideas are converted into successful business
model and a product/service is developed accordingly. (Smith, 2019). A target market refers to a
group of potential customers to whom a company wants to sell its products and services. Benefits
related to understanding needs and wants of target consumer group for the Radisson Blue is to
improve customer base by meting needs of target market and making unique position in the
industry. At same time, it is important to meet needs of target customer market as this brings
revenues in the entity and provides a competitive position in travel and tourism sector.
Radisson Blue has always given first priority to their customers' comfort and satisfaction
level. The Hotel company recently performed a customer survey and found out the preferences
and priorities of their different segment of customers. The different segments of consumers of
Radisson Blue Hotel and the essential things for them are
 Disabled person: The disabled people also comprises large share of Hotel's potential
consumers and their priorities included access to ramp next to stairs, specialise meals
1