P 1 Value and importance of understanding the needs, wants and preference

MANAGING THE
CUSTOMER EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P 1 Value and importance of understanding the needs, wants and preference of target
customers groups for Marriott Hotel...........................................................................................1
TASK 2 ...........................................................................................................................................2
P 2 Different factors that influence customer engagement of different target customers in
Marriott Hotel..............................................................................................................................2
TASK 3 ...........................................................................................................................................7
P 3 Creation of customer experience map of Marriott Hotel - ...................................................7
P 4 Customer touch points throughout the customer experience create business opportunists. .9
P 5 Digital technology is employed in managing the customer experience within the Marriott
hotel, with examples of CRM system.......................................................................................10
P 6 Customer Service Strategy in Marriott Hotel.....................................................................11
P 7 Demonstrating Customer Service strategy to meet the needs of the customers................12
CONCLUSION..............................................................................................................................16
REFERENCE ................................................................................................................................17

INTRODUCTION
Customer experience management refers to the process that a company used for tracking the
needs of purchasers and to enhance communication with the customers. Companies treis to build
up the relation with the buyers.
Present study will be based on Marriott hotel that provide luxury facilities and lodging
facilities to its guests across the world. It was founded by J. Willard Marriott in 1927. Its
headquarter was located at Bethesda, Maryland, U.S.
Report will include value and importance of understanding the needs of target customers.
Further more it will include different factors that influence customer engagement.
TASK 1
P 1 Value and importance of understanding the needs, wants and preference of target customers
groups for Marriott Hotel.
To identify the market techniques company has to step out in the market to know their
reputation and goodwill and to identify the importance of target customers they have to satisfy
their needs and identify the demands which they are expecting from the company. If Marriott
Hotel targeting the business person than they have to assure following needs of the persona and
fulfill it so that they always prefer the hotel while travelling in any country as Marriott Hotel
established their Hotel in many countries. Business person always demand that they get free Wi -
Fi services and rooms with mobile charging points, Poolside services are available so that if they
are on holiday they can enjoy their time easily without any barriers and specially the major point
which they prefer is of meeting rooms so that they can continue their work in hotel as well(7
ways to create a great customer experience strategy, 2019).
Marriott Hotel mostly linked with the Holiday maker as they always attract the customers
by providing attractive itinerary relating to the hotel as the Marriott hotel is famous for providing
local food, they can enjoy their food near pool side area and also lot of activities are organised
for entertainment purpose(Lee, 2017).
1

TASK 2
P 2 Different factors that influence customer engagement of different target customers in
Marriott Hotel.
The factors which influence the customer engagement is that in case of Teenagers they
always prefer to have the rooms with pleasant environments and good interiors but if they face
an unpleasant smells form drainage in the room or any other place where they are sitting this
result to bad impression as first impression always attract the customers and if they face any such
situation it results to not preferable to that place for next time(Baker, 2016).
Teenagers -
Customers usually influenced when they get the poor or delay room services. In case of
mothers with babies they prefer that places where proper room service are provided so that they
can enjoy their holiday with their babies but this terrible customer services result in losing the
2

customers trust towards the hotel which result in affecting their goodwill value(K.K.F and et.al.,
2016).
Infrastructure is the major aspect to influences the customer to engage themselves in the
Hotel as for disabled customers sometimes they really can't catch up the structure of the Hotel
which reflects that no proper facilities are provided for disabled person and such reputation got
affected by not handling their problems properly(Rahimi and Gunlu, 2016).
3

M 1 Customer engagement factors determine customer on-boarding strategies -
Couples: They are the important targeted group as they usually prefer Marriott hotel so that they
spend their time together and make memorable moments. Couples are impressed when they see
the on boarding welcome from the hotel as they usually attract with the welcome procedure
which hotel follows to make couples feel comfortable. Marriott hotel makes the first date of
couples always memorable by arranging a proper candle light dinner at their hotel the best place
and arrange the soft music so that they spend their time together(Rahimi and Kozak, 2017).
Pop Star: The on boarding strategies which Marriott hotel follows is they provide a private space
or place to the stars so that they are not disturbed by the other people and they spend their own
time without any interference of customer and other people.
D 1 Board range of different customer groups -
Soldiers: Soldiers always prefer a secured place to put their rifles and for they expect form the
Marriott Hotel to provide a secured place so that no one enter into that area without their
permission. Marriott hotel also in return take care of privacy and security of the soldiers needs
and demands in terms of meals as well(Rahimi, 2017).
4

College student: Students are the Boom of the hotel environment and they always prefer that area
where they can sit on sofas and spend time with their friends.
Business Person: Business person have to travel a lot so they prefer to have a proper Wi Fi area
and meeting rooms so that thy can reduce the work loads and enjoy the trips while staying in
Marriott hotel(Ren and et.al., 2016).
5

Old aged pensioner: They prefer that Hotel and their workers working in that area should not
disturb when they are enjoying their meal. They want to have plenty of space to enjoy their food
and spend some time while remembering their old memories.
6

TASK 3
P 3 Creation of customer experience map of Marriott Hotel -
Guidelines: Customers experience map determines the experience with the Hotel and also the
behaviours of the customer service department in the Hotel which they take as a positive note to
bring new changes in the infrastructure of the Hotel.
Website:Customers are more satisfied while viewing the website as when they search the Hotel
website they get the pop up window asking for queries regarding their searching and they can
also search more images relating to Hotel structure and Food section and any sports club in the
Hotel. If any person want to book the room or table for lunch, dinner or breakfast they can easily
do that without any issue arises(Rauch and et.al., 2015).
Review sites: Hotel had mention a page in the website regarding the review section and
customers can place their review by rating their appropriate section such as section relating to
food, infrastructure, rooms and many. So that they can work on their rating to improve the
customer services ad welcome them in near future.
Text messages: Marriott hotel always take the feedback of the hotel regarding their experience
and also provide various new things that are changed in the hotel and any new ideas which they
are implementing to make the customers feel more comfortable(Lui and et.al., 2018).
E- Mails: Marriott Hotel send emails to their customers and if the customers Is premium they
provide various benefits which attracts the other customers to be premium member of the Hotel
and for others also they provide various benefits and discounts which they attach in their email
so that customer attract with that vouchers and gain the benefits of the services.
Paper mails: It includes all the responses which they get from the Hotel regarding the services as
it include the room services, food delivery, infrastructure and the customer can also mention the
feedback if any they feel to change in the Hotel to attract the customers(Silva, 2015).
Telephone: To attract the customers telephone conversation is the best as Marriott hotel is best to
praise the customers as they always welcome the customers with warm regards and answer their
queries in very pleasant way and also solve them and provide solutions in different way which
result to attract the customer's confidence.
7

Restaurant environment: Atmosphere of the Marriott Hotel attracts the customers as they feel
positivity near the area also their wall painting are attractive which presents the new trend in the
environment. Staff also treat well and bring food in creative way which looks delicious and
encourage the foodies to visit that place(Kuo, Chen and Tseng, 2017).
Restaurant Staff: Marriott Hotel always treat its employees as the essential part of their Hotel and
always praise them through rewards and promotion to motivate them to work harder and satisfy
the needs and demands of the customers. They always serve the customers as their first priority
and the front office staff are helpful as just one call and they solve the problem.
Restaurant management: Management in restaurant is also genuine as they welcome the people
and also ask them in a very mannered way about their services and they are well dressed and also
clear the place where they are serving food. Manager for the restaurant is so helpful that they
take the customers demand of the top priority ad fulfill it by any matters(Gupta, 2018).
M 2 Detailed Customer journey Model in Charts ~
8
Websites:
Hotel infrastructure
FAQ
Photos of hotel interior
Food menu card
Review sites:
Feedback of services
Room cleanlinesses
Staff behaviour
Emails:
Query raised
Any discount for premium customers
Room booking
Wedding occasion intinary
Restaurant staff:
Proper dress up
Nature while communicating
Services and cleanness norms
Way of serving food
Restaurant environment:
Clean and attractive
Staff are guided properly
Staff are treated with dignity and respect
Telephones:
Communicating properly with the customers
Listen to them and than give judgement
Handel the situation in positive way

P 4 Customer touch points throughout the customer experience create business opportunists
Customers touch points are that points which create more business to the Marriott Hotel.
As customers attract towards Hotel through their brand name and good reputation in the market.
Marriott Hotel is famous for its hospitality services and enhance customer satisfaction at A grade
level. They have very positive reviews from the customers which provides a positive feedback to
the customers to prefer the Marriott Hotel(Chen, Lee and Ho, 2018).
Conversation between customers and Restaurant manager
Restaurant manager: Good morning sir
Customer: Good morning
Restaurant manager:Please have a seat sir
Customer: Thank you
Restaurant manager: How can I help you
Customer:Can I know the best dish of your restaurant.
Restaurant manager: Sure sir, please try chicken curry in Non veg and Paneer Shezwan tikka in
Veg.
Customer: OK than bring these dishes for us hope we liked it.
Restaurant manager: Sure sir we would love to hear the review of our dishes and the services
which we are offering you.
Customer: hello. I just loved the dishes and the preparation is just amazing. We would love to
visit next time also to try something new in your restaurant.
Restaurant manager: Oh sir, this is glad to hear that you love the dishes we warmly welcome you
for the next time and we also offer some discounts to our regular customers.
Customer: That's impressive to attract customers. We will definitely visit than. Please order the
bill for us.
Restaurant manager: sure sir, here is your bill. Kingly fill the feedback form so that we can
innovate new services in our restaurant. Thank you Sir, please visit again.
9

D 2 Selected service of customer touch points influence the behaviour, response and action
of its customer to enhance customer experience.
The service which the restaurant manager choose is to appreciate the customers thoughts
and views and also confidently answer their question which reflect the customer attention and
positivity towards their brand name and their Hotel loyalty and luxurious hospitality which they
serve. To praise customers satisfaction is the only motive of Marriott Hotel so that they visit to
the hotel next time along with their family and friends. The good behaviour reflects the interest
of costumers on their property and its action is that they are the premium customers of the Hotel
for longer duration(K.K.F and et.al., 2016).
P 5 Digital technology is employed in managing the customer experience within the Marriott
hotel, with examples of CRM system.
Digital technologies are playing a vital role now days. As they attract many people
through digital marketing of the company. Marriott Hotel attract their customer through social
media marketing by promoting their policies, services and interiors in the website which helps
the people to follow the Marriott hotel page(Lee, 2017). Usually people spent their time on social
sites and now people are more interested in travelling and experiencing new place and property,
in that case social media sites like Facebook, twitter helps them to know the property better and
their services which they are providing can also be analysed by the review of the people
mentioned at their websites. Many people raise queries regarding the delivery of food, rooms
available on such dates and any occasion to be organised on urgent basis, the customer service of
Marriott company answer the queries immediately with these technologies(Rahimi and Gunlu,
2016).
These result in having a good customers and company relationship. The role of Marriott
Hotel is to satisfy the customers needs so that they maintain their reputation in the Market and
encourage them to provide a positive feedback.
Questions:
1. Marriott Hotel
2. Abelson Hal
3. Facebook
10

4. Feedback, reviews and images of Hotel.
5. Aaron, Jane, Creighton
6. Since 4 years
7. They attract the lot of people in the future through their strong digital marketing process.
M 3 Digital technologies changing the CRM system to effectively acquire and retain
customers.
Digital technologies changing the CRM system as before that company had to struggle
hard to coordinate and attract the customers towards their business but when the digital
technologies arise it results in easily coordinating with the customers and also they can listen to
customers demands towards the Hotel(Rahimi and Kozak, 2017). They can even exchange their
photos and design according to customers demand to satisfy their needs and make a memorable
moment for the customers. This way they retain the customers and acquire their satisfaction
level.
D 3 Advantages and disadvantages of CRM system
Advantages of CRM system in Marriott Hotel is that they change the hotel policies
according to the customers need as the customers demand for decorating the room they do it to
satisfy the customers and provide extremely good services to retain the interest of the customers.
They took the proper feedback regarding the services so that customers feel they are at the home.
Disadvantage is that customers demand that services which are against the Hotel policies
and due to that it they lost the interest of the customers. As customers are huge demanding and
they are happy till the services are in favour and if something go wrong it reflects on their
interest in the property(Rahimi, 2017).
P 6 Customer Service Strategy in Marriott Hotel
As in modern times to run the Hotel new strategy are adopted so that they become
famous and unique from others. To satisfy the customers, Marriott hotel uses various strategy to
serve their customers(Kuo, Chen and Tseng, 2017).
 Celebrate festival In unique way: AS customers usually attract when they came to know
about the celebration in different style and this elaborate chance to Hotel to encourage
11

customers to visit their hotels and serve them the best so that they keep this memorable
moment capture in the eyes. Marriott Hotel welcomes their customers in traditional way
which feels more positivity to the environment and also they enjoy their holidays at that
place(Ren and et.al., 2016).
 Trained Staff to listen the customers and understand their point of view: Customers are
praised when they feel that their issues are properly listened and then amend which attract
him more towards the hotel. Marriott hotel trained theirs staff to first hear their customers
views and then solve it in positive way which didn't affect the customer status.
 Digital technologies: Customers are attracted towards the innovative and creative sites as
it represent the joy of celebrating their weekend or holidays at that place. Marriott Hotel
continue updates their sites so that customers always feel new things to search on and
feels impatient to visit that place(Rauch and et.al., 2015).
P 7 Demonstrating Customer Service strategy to meet the needs of the customers
Marriott Hotel operates in almost 127 countries across the world and they have more than
6500 properties which means they established their property and maintain reputation at large
scale. Hotel Marriott adopted the strategy to attract the customers is to celebrated the festival and
happiness with then customers so that they attract the customers at satisfied level and also to
encourage them to participate in their activities which they organise on occasional basis(The
board's role in strategy, 2019).
They post pictures on the social networking sites to attract the interest of the customers
and also large number of people are linked with the social media sites and build business to the
Hotel. They satisfy the customers by welcoming them ion different way, provide welcome drinks
which is available on very few places proving the best rooms in their hotel, encouraging them to
participate in the activities which are organising by them and also provide benefits if they are
frequent stay with the Hotel(7 benefits of CRM to help your business grow, 2019).
M 4 Application of customer service strategies in creating customer experience and also
recommendation for improvement.
Marriott hotel improves the customer strategy to satisfy the customers demand as
customers mostly prefer the drinks near pool side area so that they can have a pool party.
12

Customer service can be easily done near pool side but this result in lack of wastage of water and
also pool is affected with this procedure. They have to arrange a set or design a pool in such a
way that customers can enjoy their drinks in the pool and also the pool is safe without causing
any harm or give injury to the customers(Lui and et.al., 2018).
Customer Audit Trail, Critical Observations
Name of hospitality business visited: Marriott Hotel, US
Date and time of visit: 27th March, 3 pm
Ambience and First Impressions
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business (M4)?
Interiors of the Hotel are best
and architect by renowned
person.
Dust at minute places which
result in bad impression.
Teach the staff about the
cleannesses activities which
they have to change while the
customers are entering in the
hotel.
Signage, Tariff Boards, Labelling, Etc.
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business (M4)?
The menu card is properly
maintained with different
language and prices are also
clearly mentioned on that
menu card.
They didn't change the menu
card from years which is not
at all attractive.
I apply a designer menu card to
attract the customers so that
they can order the dish with
name only.
Prices
13

Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business (M4)?
The prices are medium as
middle class people easily
afford the hotel and also
pricing information are
mentioned in the receipt with
clear distinguish of VAT
rates.
Prices for deserts are very
high which they feel to avoid
taking in the hotel.
I offer one free deserts with
meal as a complimentary to
attract the customers.
Range of Products
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business (M4)?
The range of products are
good and customers have
choice to order the product
as per their choice.
Choices are high but quantity
is low as 2-3 people can't be
satisfied in same dish which
they order.
I choose to prefer more range
of products such as more
variety of ice cream flavours so
that they try each and enjoy
with the meal.
Staff
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business (M4)?
Staff of the hotels are friendly
and always carry a smiley
face. They know what they
are doing and are perfect on
it. Yes, managers are guiding
them every time.
They carry themselves very
badly and also not properly
dressed.
If the power is on my hands I
change their techniques to deal
with the customers and be
more helpful at every situation.
Time
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business (M4)?
Food delivered timely and They deliver very less I take all the class of people at
14

also if any query was raised
they rectify it quickly.
quantity and also they
neglect middle class people
to deliver food timely.
the same stage and
concentrate all of them.
Supplementary Items
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business (M4)?
They already bring
everything after completing
the meal.
Water is not properly served. I change the procedure to bring
the food as the customers
demand few things before meal
come.
Payment
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business (M4)?
Payment method is simple
they take cards also and
offer discount on few
payment method which
attract the customers.
If the card is not activated
they didn't carry any other
payment procedure.
I change the payment
procedure and make
comfortable for customers to
make transaction.
Anything Else?
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business (M4)?
Various sports activities and
club are spotted in Hotel.
Customers are misusing the
resources of Hotel and the
staff of the hotel are
appreciating such customers.
I banned on few things which
are against my hotel policies
like no people can jump in
swimming pool without having
proper swimming costume.
D 4 Delivery of Customer Service Strategy and communication and recommending for
improving a quality customer experience.
15

Customers usually gets interested when they know the delivery of good and services but
this producer is success for hotel when they communicate with them at the decent way and listen
to their demands politely. Marriott Hotel maintains a quality customer so that they can deal with
them and also offer the services which they know that they are not misused by them. To tackle
the quality customers it results in good feedback which helps the hotel to grow stronger(The
board's role in strategy, 2019).
This can be achieved by giving proper training to the staff to treat the employees with
loyalty and fulfill their demands at the best possible way(Silva, 2015).
CONCLUSION
From the above study it can be concluded that customer experience management plays an
important part in selling the product. Retaining customers for long time and satisfying their
needs and wants is the priority basis for every company. Maintaining the relationship with the
customers plays a vital role in the company. Managing customer service is important in service
industry. It is important for the service industry to develop interaction with the buyers and
informing them about the services of business time to time. It can be observed from the above
study that providing good services is the root of any business.
16

REFERENCE
BOOKS AND JOURNALS
Baker, M.A., 2016. Managing customer experiences in hotel chains. The Routledge handbook of
hotel chain management. pp.240-250.
Chen, M., Lee, D. and Ho, C.I., 2018, October. Business Intelligence From Facebook Fan Pages:
A Case Study of Luxury Hotels. In Global Conference on Business, Hospitality, and
Tourism Research (GLOSEARCH 2018).
Gupta, A.K., 2018. Marriott Hotels and the globalization of a brand. The Business &
Management Collection.
Kuo, C.M., Chen, L.C. and Tseng, C.Y., 2017. Investigating an innovative service with
hospitality robots. International Journal of Contemporary Hospitality Management. 29(5).
pp.1305-1321.
Lee, U.K., 2017. International tourism advertisements on social media: Impact of argument
quality and source. Sustainability. 9(9). p.1537.
Lui, T.W and et.al., 2018. Online review response strategy and its effects on competitive
performance. Tourism Management. 67. pp.180-190.
Rahimi, R. and Gunlu, E., 2016. Implementing customer relationship management (CRM) in
hotel industry from organizational culture perspective: case of a chain hotel in the
UK. International Journal of Contemporary Hospitality Management. 28(1). pp.89-112.
Rahimi, R. and Kozak, M., 2017. Impact of customer relationship management on customer
satisfaction: The case of a budget hotel chain. Journal of Travel & Tourism
Marketing. 34(1). pp.40-51.
Rahimi, R., 2017. Customer relationship management (people, process and technology) and
organisational culture in hotels: Which traits matter?. International Journal of
Contemporary Hospitality Management. 29(5). pp.1380-1402.
Rauch, D.A and et.al., 2015. Measuring service quality in mid-scale hotels. International Journal
of Contemporary Hospitality Management. 27(1). pp.87-106.
17

Ren, L and et.al., 2016. Exploring customer experience with budget hotels: Dimensionality and
satisfaction. International Journal of Hospitality Management. 52. pp.13-23.
Silva, R., 2015. Multimarket contact, differentiation, and prices of chain hotels. Tourism
Management. 48. pp.305-315.
So, K.K.F and et.al., 2016. The role of customer engagement in building consumer loyalty to
tourism brands. Journal of Travel Research. 55(1). pp.64-78.
ONLINE
7 benefits of CRM to help your business grow.2019.[Online].Available
through<https://www.leadsquared.com/benefits-of-crm/>
7 ways to create a great customer experience strategy.2019.[Online].Available
through<https://www.superoffice.com/blog/customer-experience-strategy/>
The board's role in strategy.2019.[Online].Available through<https://hbr.org/2018/12/the-
boards-role-in-strategy>
18