Managing the Customer Experience

Managing the Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Value and importance of understanding customer's needs, wants and preferences for a
particular target customer's group...............................................................................................4
P2 Factors that drive and influence customer's engagement to provide effective services in a
service sector organisation..........................................................................................................5
TASK 2............................................................................................................................................6
P3 Customer experience map for the organisation....................................................................6
P4 Customer's points for understanding business's opportunities in market..............................8
TASK 3..........................................................................................................................................10
Covered in poster......................................................................................................................10
TASK 4..........................................................................................................................................10
P6 Customer's service strategies for a tourism industry............................................................10
P7 Customer's service strategy to match them with customer's and required business's
standards....................................................................................................................................12
CONCLUSION .............................................................................................................................12
REFERENCES..............................................................................................................................13
.......................................................................................................................................................15
INTRODUCTION

Customer's experience is the collection of a process which is used by corporation to
monitor and track the interaction between customer's and corporation. The goal of CEM is to
utilise and execute all tools to interact with customer's to increase the customer's loyalty towards
the project. CRM is an crucial part for organisation, as it helps them to generate customer's
centric approach for satisfying their needs and wants by satisfying their needs and wants. TUI is
selected as an organisation which is operating their business's in hospitality service industry. It is
a well recognised tourism group that manage and controls hotels, cruise lines and airlines
services (Tidd and Bessant, 2018). This present report is going to discuss about the needs and
wants of target customer's. Various factors to involve and influence customer's engagement for
hospitality services and customer's experience map will also be discuss in this report. Moreover,
the positive impacts of using digital technology will be covered in this report. At last customer's
service strategies and its aspects to enhance customer's experience will be discuss in this report.

TASK 1
P1 Value and importance of understanding customer's needs, wants and preferences for a
particular target customer's group
In present scenario there are large number of organisation are competing with each other
at global level. Therefore it is important for them TUI to decide their target market for
completing their work in accurate manner. For this they divide the entire market into various
segments to deliver valuable products to its customer's. Some value and importance for
understanding customer's needs and wants is mention below:
Value for understanding customer's needs
To understand the customer's behaviour- Most of the customer's are different from each
other, therefore it is mandatory for TUI to decide the target group. This activity helps them to
identify which customer's are more satisfied with their product. Like hotel of the TUI provides
comfortable and luxury suite to its visitor, due to which it is easy for them to understand about
customer's purchasing behaviour by providing high value in its services. It assist management
to develop effective strategies for satisfying needs and wants of customer's (Ulaga, 2018).
To increase in sales and profits- Profit is the basic requirement for an organisation, which
helps them to complete their work with more efficiency and effectiveness. Therefore TUI
formulates their strategies by analysing customer's services. It results this is easy for
organisation to enhance the efficiency of their services. Due to which profitability and
productivity of the TUI operations increases in effective manner.
Importance for understanding customers needs and wants
Promoting products with suitable advertisement- With understanding of the customer's
needs it is easy for organisation to advertise their products in an effective way. The main
agenda to implement advertisement methods in TUI is to change customer's needs into wants
due to which it increases their sale of its services. Due to this more amount of profits is earned
by minimum investing for the advertisement of products (Tung, Chen and Schuckert, 2017).
To identify number of potential customer's- TUI is operating their business's at global level,
therefore it is mandatory to identify potential number of customer's. This results it is mandatory
for organisation to make their strategies according to the potential clients. Markets analyse buy
and the ability to complete their work through monitoring their income levels. It results