Enhancing Customer Experience

Enhancing customer experience

Table of Contents
• INTRODUCTION 3
• PART 1: 3
• P1 Value and importance of understanding needs & preferences of target customer groups within service sector industry
3
• P2 Different factors that influence customer engagement of different target customer groups within a service sector
organization 5
• P3 Customer experience map6
• P4 How customers touch points throughout the customer experience create business opportunities 8
• CONCLUSION 14
• REFERENCES

INTRODUCTION
• This presentation will show the importance of market segmentation & customers profiling activities which
are being done by Thomas Cook for determining its target customers. It has various factors that influence
customer’s engagement like service quality, pricing etc. It will also show customer experience map of the
selected company that shows the experience of their customers along with customers touch points.

Value and importance of understanding needs
& preferences of target customer groups
within service sector industry
• Target market and market segmentation is called the best strategy in the marketing process. With the help
of market segmentation Thomas Cook company divides its potential and those customers who have
willingness to buy their services and products into a group on the basis of their needs and characteristics.
The main aim of target market is to identify needs, wants of customers and satisfy them by focusing on a
particular group at a one time. Thomas cook is a big tours and travels company so it is not possible for the
manager of the company to target and attract different types of customers at a time, so they segment and
target a particular group according to needs, income statement, gender, age etc. Some importance of target
customer groups a
• Maximize profitability: The main purpose of private sector companies and profit for companies to make
money and increase their sales. It is all depends on sales and number of customers who buy products and
services. With the help of target customers, the marketing manager of Thomas Cook can make them
understand and tell them about the importance and uniqueness of their products and services. When the
company focus on a particular group at a one time then it is more likely to attract them and influence them
for their services. So it can be said that targeting can help the company in increasing their sales.
• re described as below: