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Managing the Customer Experience Assignment : Marriott Hotel

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Added on  2021-02-20

Managing the Customer Experience Assignment : Marriott Hotel

   Added on 2021-02-20

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MANAGING THECUSTOMEREXPERIENCE
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Table of ContentsINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1P1. Importance of understanding wants and preferences of customers......................................1P2. Various factors that drive and influence consumer engagement..........................................2LO 2.................................................................................................................................................2P3. Customer Experience Map....................................................................................................2P4. Analysing how touch points in the map create business opportunity...................................4CONCLUSION................................................................................................................................4REFERENCES................................................................................................................................5
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INTRODUCTIONIdentifying and understanding the needs, demands and preferences of clients is highlyimportant for all the businesses in every industry or sector as this assists an organization supplybetter products or services to the customers. Organization needs to use various kind of softwarefor example Customer Relationship Management or CRM. that helps to recognise the needs andpreferences of buyers. This report will be based on Marriott Hotel, United Kingdom. study willdescribe the importance the needs of the buyers that affect the or influence the customer segmentand engagement process. It also develops & motivates the new experience map for the buyer togain the business opportunity. LO 1P1. Significance of understanding needs of customers.Need refers to the requirement of something for satisfying the basic requirements tosurvive. Customer purchases products or services to fulfil their needs such as food etc. On theother hand, Wants of buyers are different as compared to their needs (Cook, 2017). Wants inrespect of products or services changes on continuous basis. Preferences of the customers refersto the likes, inclinations, dislikes that affects the decision of customers in respect of purchasingproducts or services. Information regarding the wants and preferences of buyers helps the hotel in developingmarketing campaigns for attracting targeted segment of clients towards the products or servicesof the hotel. Understanding the demands of the buyers will help Marriott hotel to offer betterservices such as food and beverage, service of rooms etc. to the guests (Nema and Joshi, 2016).This will help the company to gain competitive advantage over competitors that are operating inhospitality industry. Hotel should make efforts to know the need, wants and demands of thecustomers in respect of products and services through investing in social media platforms,receiving reviews from customers. This will help the firm to modify its services so that, it cansatisfy the wants and preferences of targeted customers in better way than competitors.P2. Various aspects that drive and influence consumer engagementCustomer engagement is the procedure of optimising the interrelationship between needs,wants and preferences of consumers and objectives of the hotel to develop the most feasible1
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