Managing Customer Experience

This document discusses the value and importance of understanding the needs, preferences, and wants of target customer groups in the service sector. It explores various aspects that drive and influence customer engagement and discusses the formulation of a customer experience map for a service organization. It also examines customer touchpoints and their role in creating business opportunities. Additionally, it covers strategies related to customer service in the service sector.

Managing Customer
Experience

Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Value and importance for understanding needs, preference and wants of target customer
group for service sector industry............................................................................................4
P2 Explore of various aspects which drive and influence customer engagement of various
target customer groups...........................................................................................................5
TASK 2............................................................................................................................................6
P3 Formulation of Customer experience map for service organisation.................................6
P4 Customer touch point through which buyer experience leads to create business
opportunities for selected service sector.................................................................................7
TASK 3............................................................................................................................................8
Covered in poster....................................................................................................................8
TASK 4............................................................................................................................................8
P6 Strategy related with customer service in relation with service sector.............................9
P7 Customer service strategy that is used to develop and create experience to accomplish
needs of customers and business............................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
The term customer experience management can be defined as a procedure or a set of
process that undertakes effective devising plans for driving better consumer results that offers list
of consumption offerings. The existing project contains an effective analysis of customer
experience management from perspective of TUI. They operates business in hospitality sector
through offering their service from well establish corporation through providing best
accommodation, tours and travel services. Moreover, the report highlights on needs and wants of
target consumers (Yang, Liu and Li, 2015). Customer experience map will also be included in
this report that is beneficial for analysing and generating business opportunities. Customer touch
points perform an essential role for all those aspects that are used to optimise and gain desired
and specific results from operations and functions. In the last, investigation about impacts of
information and digital technology in customer relationship management that application
superior customer experience management in a hospitality sector to increase customer base for
services.

TASK 1

P1 Value and importance for understanding needs, preference and wants of target customer
group for service sector industry
The term target market defines as an accumulation of customers that are aimed or targeted by
business houses and its marketing as well as sales department. All resources of an organisation
are targeted by management for accomplishing desired goals and objectives that leads to gain
certain commodity and facility to complete all work in an organised manner to facilitate better
effective services to customers. In the present scenario, the main aim of overall tourism industry
whether small or large are focused to enhance customer satisfaction (Wilson and et. al., 2016).
It is because organisation provides better products and services for offering entities that are
developed by services for gain longer results which play a vital role that is used to generate long
term sustainability in enterprise in a tourism industry. For this, firm provides long term
functions in a way that aligned with fulfilment needs, preferences and wants of customers.
Travel and tourism sector provides essential knowledge that attains long term functions and
operations for improving market share by fulfilling needs and wants of customers in an
appropriate manner. Further, scope for hospitality sector is too wide which is understand by
different example and it show importance of needs and wants of consumers. For example, TUI
analyse preference, requirements and prerequisites of its customers which benefits the
organisation to gather and arrange resources according to delivery of services. This is also
required by management for attracting target consumers that benefits organisation to attract
customers from different origins. Moreover, IGH, TUI and many other hospitality organisations
prefer to complete all work through generating best hospitality practices that is used to ensure
sustainability in market. This also reflects grasping needs and desire of customers through
understanding a particular target market area and customers.
TUI is one of the leading tourism group which operates their business in an international market
and it offers and organise a broad portfolio through help of strong tour operators (Tung, Chen
and Schuckert, 2017). So this is easy for organisation to satisfy needs and requirements of a
large customer base by providing or offering airlines, hotel accommodation and holiday
destination services. Moreover, in terms of TUI group management target its customers on the
basis of demographic and it is beneficial for market because it leads to understand the
difference between customers on bases of their gender and age. This provides value for
customers and management because it match to satisfy needs, wants and requirements of

customers properly. On the other side, with geographic segmentation it is easy for management
to understand destination of clients (Srivastava and Kaul, 2016). Example- Individuals who are
living in coastal areas desired to visit place mountain place. It is important to understand needs
of costal persons if they are clients of TUI because it enhances goodwill of organisation. If
management is able to satisfy their needs at time of visiting hilly areas.
P2 Explore of various aspects which drive and influence customer engagement of various target
customer groups
Customer engagement refers to a procedure that involves business communication within
an organisation and its stakeholders by arranging several media correspondence including
newspaper, social media, televisions etc. Moreover, as a reputed tourism organisation TUI offer
its services to large number of visitor and customers through providing high quality services to
all customers and it also ensure by marketing and other department that individuals are
comfortable in organisational premises (Sharpley, 2002)(Pont, 2014). Moreover, large number
of different aspects that drive and influence engagement of various target customer group are
explore by sales and marketing teams of TUI that engage more number of customers for
completing their work in an effective manner.
Families- These is one of the most effective target clients or consumer for each hospitality
business organisation that pertain desired results in criterion of tourism and travel industry in
order to make participants of customers for a larger group. From perspective of TUI,
entertainment and public places are specific ideas to attract or catch attention of family
members instead of fulfilling individual needs. This also increases sales and revenue for
organisation because now more individuals are potential customer of organisation services.
Professional persons- Another target group of TUI and its management is to attract those
individuals who are engage in professional services. Therefore, corporate offices are target by
management because more number of persons is approach by teams at a similar time period
through demonstrating their offers in office. Access of facility is an important aspect to engage
customers in activities of TUI (Peppers and Rogers, 2016). Moreover, it includes
accommodation, meeting rooms and tasty as well as healthy food. So professional individuals
are also able to complete their work at time of outings.
International visitor- In present scenario, most of the tourist or individuals are visiting areas
that are beyond local boundaries. This refers that most of people are considered towards

accomplishing new purpose such as knowledge, ideas and thoughts from increasing enhancing
knowledge of organisation (Mondal and et. al, 2015). TUI is focused for completing their work
with motive of fulfilling and satisfying needs and wants of customers. It determines
professional and personal services both are satisfied by marketing & sales team for increasing
number of international visitor.
TASK 2
P3 Formulation of Customer experience map for service organisation
Customer experience mapping mean a procedure that is utilised by organisation to track
and monitor activities which are engaged for interaction between customer and company. TUI
management also develops customer experience map by using research team to reach toward
final entitlement. With digital technology implementation such as CRM management is able to
formulate an effective customer journey which is mention as follow:
MAP- Research and plan
Activities- It is first stage of customer experience map that is associated with execution of
research through identifying desirable locations to visit, post and develop of activities, planning
of tours and many more. For identifying and understand of needs management develop and
implement customer relationship management technique to interact with customers properly. In
context of TUI research management undertake online application, website, approach to
customers through using social media techniques.
With the available options management is able to diversify various customer groups such as
professional individuals follow a fixed and complex routine. So with mobile application it is
easy for management to complete all work in proper manner (Merrilees, 2016). This also helps
to receive payment and improve customer experience in an organisation.
Bookings
TUI management aim to provide comfort and ease for all customers who are engage in process
of ticket booking through making the process quick and access. So it is easy for customer to
decide and book tickets as per their decided plan. Moreover, CRM technique which is used by
management are user friendly that leads customers to develop positive perception about
organisational services. In last with use of digital technology such as online payment and smart
phone application company is able to provide services in easy manner.

Entailment of customers- This step comprises the correspondence which occurs between
employees and customers of TUI and its board. Along with this management also provides right
training to all employees or workforce in order to satisfy customer need and want in accurate
manner (Lemon and Verhoef, 2016). This refers that in present scenario, information used by
management is too dynamic so with right training method employees are able to perform their
work as per current requirements of customers.
Customer engagement in future- It is the last stage of an effective customer map as TUI
operates its business in different locations. To manage them all management implement digital
technology tools for generating specific results in minimum time period. Moreover, customer
mapping done from customer check out that is used for organisational premises such to offers
discounts and coupons at time of leaving accommodation place. CRM and KPI are two most
informative techniques which is used by management to complete work as per social media
page through offering communication portal that allow customers and employees to interact
with each other in an accurate manner.
P4 Customer touch point through which buyer experience leads to create business opportunities
for selected service sector
Customer touch points play an important role that encounter customer to engage in process
of operations and functions that is organised by TUI. This touch points are related with facility
and commodity provision, transfer of information and handling of transactions. From
perspective of TUI management effectively utilise the touch points in an organised manner that
leads to generate more business opportunities for enhancement of customer experience. This
touch points which are generated with TUI are mentions as follow:
Smart phone application- The another touch point that is considered by organisation as
an opportunity is to formulate and design user friendly mobile application (Jain, Aagja and
Bagdare, 2017). Moreover, with implement of easy access application it is also identified by
management that its design must attract more number of customers for performing their work in
an effective manner. The application developed by TUI ensure that with right and customise
offering plans management is able to provide several options which satisfies needs of customers
properly. Selection of type holiday in which customers want to stay that access longer needs
safety for individuals to complete all essential arrangements such as ticket booking, destination

place etc. from their convenient place.
Customer relationship management- In present scenario, all organisations are
performing their work for satisfying needs of customers properly as it increases customer base
and revenue for organisation that also assist management to gain competitive edge in market.
Moreover, the main role of this from perspective of customer relationship management is used
for interacting with customers properly (Homburg, Jozić and Kuehnl, 2017). With an effective
communication management demonstrate all of its offering in a proper manner for solving all
doubts that generates barrier for clients to buy their services. So with analyse of touch points it
is for TUI to engage and book customers for longer period.
Organisation official website- Before starting any trip, there are various challenges,
issue and query faced by buyer or clients which is essential to solve for satisfying needs and
wants of customers in proper manner. In context of TUI chat bots key are included in mobile
application that chat with customers and solve their issue effectively. Moreover, it is more
beneficial because spontaneous chat revert handle query of customer in a minimum time period.
Moreover, the main focus of TUI management is to implement digital which easily satisfy
customers for completing all task properly.
In internal premises- It is regarded as a most significant touch point for customers of
service and hospitality industry because price is charged for intangible phase. So it is the
responsibility of TUI and its teams that in internal aspect customer needs and wants are satisfied
properly. Moreover, staff member of respective organisation possess formal code of conduct to
complete all work in a systematic manner (Goodman, 2019). This leads professional efficiency
for organisation is increases through providing right training to all individuals. Further, staff
members escort them towards rooms and ensure client needs and requirements are fulfilled
properly in minimum time period.
TASK 3
Covered in poster
TASK 4
P6 Strategy related with customer service in relation with service sector
In the present scenario, there are various strategies exist in market that helps to assist
organisation in order serve customers with a better approach. Along with this it is also analysed

by management that strategies are contributing organisation for sustainability and growth. This is
also analyse by management that with right policy and objectives it is easy to serve customers
that discuss TUI use this strategy for better results. Some of them are as follow:
Training of Employees: One of the most effective customer support techniques is education
of personnel. This is very important as they are those who are chargeable for physically turning
in the services to client (Frow and et. al., 2015). Moreover, at some stage in consumer
interactions, the executives of the firms are required to deal with individuals' proceedings,
requests and queries. Training might be making them greater capable in handling clients, which
then becomes a better provider provided to clients. In addition to this, it also aligns with the goal
of the organization to make certain the suitable market share. This is because, educated personnel
and better service attracts capability customers as nicely, for this reason, enhancing the scope of
a multiplied marketplace percentage of the company.
Infrastructural Development: It is one of the other customer service method is to develop
infrastructure within ways that it is able to manage more customers successfully with impulsive
assistance. This might permit extra clients to engage with the organisation and collect specialized
and effective offerings like personalised tour programs, customised holiday package and
seasonal deals. This also without delay inclines with the goal of the firm to beautify its
productiveness and profitability. This is due to the fact, higher infrastructure helps the firm to
gather better equipment, information, sources, technologies, and many others., which assists the
agency in providing better services to its clients, which at once contributes to the business
enterprise's profitability, which is another goal of the enterprise.
P7 Customer service strategy that is used to develop and create experience to accomplish needs
of customers and business
There are some methods are used by customer service strategy that is appropriately
generates and develop better experience as consumers accomplish all of its needs as per side that
is required for accomplish the needs as per business standards.
• Training of employees- The method which is developed by TUI offers and deliver
service program through managing and organising workshop to all employees (Cottrell,
2015). The main motive of this is to provide opportunity for developing skills and
capabilities of employees. With this interpersonal skill of workforce who is engage in
hospitality sector include by management that directly increases customer services and it

also leads management to generate capable and competent employees. This results
overall productivity of organisation is increased. Therefore, strategy aspect of training
and development enhances overall productivity of management.
• Development of infrastructure- TUI is well-known for their most effective and high
end result that it increasing customer services due to which management are more
attracted towards accepting those area that are attracting its customer. In simple terms it
is a strategy that is used for providing digital services to all employees and staff so the
work is completed with approach of accomplishing and encouraging marketing
objectives, policies and standards (Chahal and Dutta, 2015). This results all work is
completed by management in minimum time period. Along with this by use of advance
technology TUI is able to analyse and view 3D aspects before investing huge amount in
organisation.
With terms of training it is also analyse by management that development of opportunities
provide various benefits to all of its employees and organisation. In the present scenario, it is
analysed by management with precise use of firm it also encourage possibility for market to
completing all work as approach of conducting situational analysis and make changes in order to
gain top position in market.
CONCLUSION
In the last, with above report it is identified that managing customer experience is most
crucial task for organisation to engage customers for longer period in organisation. This is an
imperative study of customers which is used for satisfying needs and wants of customers and
increase number of loyal customers to achieve competitive edge in market. Along with this,
different aspect for influencing individual toward organisation services is also included in report.
Further, by creating customer experience map with analysing touch points it is easy for
organisation to undertake several opportunity through-out understanding customer experience.
CRM and digital technology also helps to develop an effective service strategy for offering better
customer services to customers.

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