Managing the Customer Experience

This study explores the importance of managing customer experience in the service industry, focusing on understanding customer needs and expectations, evaluating factors influencing customer engagement, and creating a customer experience map. It also examines the use of digital technology and CRM systems in effectively managing the customer experience. The case study focuses on Marriott International Hotel and its customer experience management strategies.

Managing the Customer
Experience

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Determining the importance of needs, preference and wants of the target customers................1
Evaluating factors which tend to influence customer engagement.............................................2
Reviewing various set of customer engagement factors.............................................................2
Evaluating broad range of different target group of customers..................................................2
Creation of customer experience map.........................................................................................3
Examining customer touch points...............................................................................................4
Creating elaborated customer experience map...........................................................................4
Determining how one can optimize the each customer touch points in order to enhance
customer experience....................................................................................................................5
Examining how digital technology is employed in effectively managing the experience of the
customers....................................................................................................................................5
Evaluating how CRM systems helps in acquiring and retaining customers...............................6
Critical evaluation of advantages and disadvantages of CRM system in acquiring and
retaining customers.....................................................................................................................6
P 6 Customer service strategies...................................................................................................6
P 7 describing how customer service strategies create and develop better customer experience
.....................................................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Managing customer experience is considered to be one of the effective process
which is very useful for company in order to track, organize and oversee the various
interaction between the customer and organization within the life cycle of the customers
(Bharwani and Jauhari, 2017). Managing customer experience is important because it
helps in strengthening the preference of the brand by effectively providing customers
with differentiate experience. This study is considered to be very useful in
understanding the needs and expectations of the particular market segment in the
service industry. This study is very useful in effectively exploring the customer
experience map which tends to focus on creating various business opportunities and
optimizing touch points of the customers. Furthermore, this study is useful in examining
the impact of digital technology which aids in customer relationship management. The
project also highlight on effective customer experience management in order to
maximise the customer engagement.
Marriott international Hotel is considered to be American multinational diversified
company which was established in the year 1927 by J. Willard Marriott and Alice
Marriott. This company is headquartered in Bethesda, Maryland, U.S.
MAIN BODY
Determining the importance of needs, preference and wants of the target customers.
The marketers of the hospitality industry must focus on critically understanding
the needs and want of customers. It is very useful for marketers to effectively deal with
several monotonous problems in order to effectively market the products and services.
The key relevance of understanding the needs, preference and wants of the target
customers in turn helps in providing customers with the desired products and services.
This in turn results in building sustainable and profitable relationship with the customers
(Andrews and Turner, 2017). Examining the needs and preference of the target
customers helps in creating a stronger customer experience within the hospitality
company. Understanding the needs and preference of the customers helps in
evaluating the likes and dislikes of the target customers. Understanding the wants and
preference of the customers helps in enabling firms to effectively direct its resources
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which in turn leads to higher potential growth and improved in the loyalty of the
particular brand.
Evaluating factors which tend to influence customer engagement.
Customer engagement is considered to be one of the effective business
communication connection between brand and consumer with the help of various
corresponding channels. Privacy concerns are one of the most effective way to foster
customer loyalty and results in higher brand growth. Providing excellent customer
service will result in maintaining the satisfied customers and also focus on providing
useful information with the help of effective channels of communication. Making the
customers involved is considered to be one of the crucial role which is very useful in
clearly avoiding any set of miscommunication (Sipe and Testa, 2018). Taking regular
feedback from the customers in turn helps in determining what is right and what is
wrong for the customers. Providing personalized and customized hospitality service
within the Marriott International tends to engage and attract customers from across the
globe.
Reviewing various set of customer engagement factors.
Setting clear set of goals for the customers and helps in enhancing the value in
turn leads to creation of solid on- boarding experience. Creation of customer centric
goals helps in providing on- boarding experience which in turn leads to long term
sustainable growth and productivity. Young group of target customers within the
hospitality industry tends to prefer personalized services which in turn leads to better
experience. Continuously communicating with the particular target group of customers
through all the channels of the communication in turn leads to higher sustainable growth
and experience (Bowie and et.al., 2016). This in turn is considered to be very useful in
engaging new clients which in turn helps in developing experience range of products
and services.
Evaluating broad range of different target group of customers.
Every customer in the organization belongs to different needs and wants which in
turn is classified into psychological and demographic needs. Target market is
considered to be defined by the broad range of potential customer groups who have
varied needs and expectations from the particular hospitality industry. Every broad
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range of customers tend to focus on availing high quality products and services within
the Marriott International London. The hospitality industry tends to target customers of
age group between 18 to 24 who tends to focus on availing customized customer
services within the hospitality company. Customer expectation within the hospitality
industry where they mainly focus on providing wide range of hospitality services which
helps in meeting the needs and expectations of the customers.
Creation of customer experience map.
Step 1: Setting clear goals and objectives for the map
The key goal and objectives of the Marriott International London is to provide
high quality hospitality services and customized services (Reilly, 2018). It also focuses
on complying with the needs and want of the customers within hospitality industry.
Step 2: Profiling personas and defining goals
Marriott International London will focus on understanding the likes and dislikes
and preference of the customers within the hospitality company. Marriott International
London treat every guest like a VIP and providing customized customer service results
in attaining organisational goal.
Step 3: Determining touch points of customers
This helps in determining various points of the brand in order to reach target
customers. Marriott International London will use digital marketing technologies like
Facebook, Instagram, YouTube, Twitter, etc. in order to reach the target customers. It
also helps in analysing the key obstacles of the study.
Step 4: Evaluating key elements of the map
Marriott International London will focus on determining the various key resources
who tends to focus on creating several customer experience. It helps in creating
hospitality service blueprint which is mainly linked with the people, process, policies and
technologies.
Step 5: Making necessary changes
Marriott International London tends to focus on making necessary
recommendable changes by complying with the needs and wants of the customers
within hospitality industry (Customer Experience Mapping: What Is It And How To Do It?, 2020).
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Examining customer touch points.
Touchpoints tends to occur at all the stages associated with the journey of the
customers. Providing a customer centric approach is useful in providing seamless
experience to the customers. Marriott International London tends to focus on creating
customer touch points with the help of social media marketing like Pinterest, Snap chat,
Facebook, Instagram, LinkedIn, YouTube, etc. Another effective way to get in touch with
the customers is through email marketing, word of mouth, personal website, creation of
several loyalty programs, social media marketing, blogging, events, advertisement, etc.
It helps in providing effective communication platform where the individuals will target
prospective customers and also tend to focus on creating organic traffic in order to
improve the customer base. These customers touch points are considered to be one of
the effective measure to create large range of business opportunities which in turn leads
to long term sustainable growth and efficiency (Robinson and et.al., 2016). It results in
engaging and attracting large number of customers which leads to higher profitability.
Creating elaborated customer experience map.
Step 1: Setting clear goals and objectives for the map
Marriott International London tends to focus on catering to the needs of the
customers by offering them high quality room services and an exquisite dining
experience to enjoy their meal.
Step 2: Profiling personas and defining goals
Hiring of professional and talented persona who tends to deliver better customer
decision and helps in delivering high quality hospitality services to meet organizational
goals.
Step 3: Determining touch points of customers
Marriott International London will also target their customers through email
marketing, word of mouth, personal website, creation of several loyalty programs, social
media marketing, blogging, events, advertisement, etc. in order to reach the target
customers.
Step 4: Evaluating key elements of the map
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Marriott International London will take into consideration key elements of the
hospitality industry which mainly linked with recreational activities, food and beverage
operations and lodging operations (Nguyen and et.al., 2018).
Step 5: Making necessary changes
Marriott International London will tend to focus in critically examining the needs
and want of the customers.
Determining how one can optimize the each customer touch points in order to enhance
customer experience.
Marriott International London will examine and enhance the experience of the
customers by providing them with effective mobile application and personal website for
the booking related services. Looking at the reviews and feedback on the website tends
to largely influence the decision making of the customers (Bowie and et.al., 2016). This
in turn helps in effectively optimizing the reach of target customers who in turn leads to
long term sustainable growth and enhancement of customer experience. The customer
will focus on looking at the touch points of the customers who in turn helps in effectively
carrying several business operations. Marriott International London will also reach the
customers with the use of digital marketing and social media marketing which is very
useful targeting large number of customers from across the globe. Email marketing
helps in targeting large number of customers who are willing to gain relishing
experience. Providing customers with various loyalty cards and programs which results
in additional customer benefits and discounts.
Examining how digital technology is employed in effectively managing the experience of
the customers.
Digital technology is considered to be one of the effective measure which in turn
helps in creating new values within the set business model. It is very useful in
supporting various internal capabilities who in turn supports the core operations of the
hospitality industry. Customer relationship management system helps in effectively
managing the experience of the customers in order to improve the business relationship
with the customers and organisation. It helps in staying touch with the customers in
order to streamline the process who in turns improves the profitability of the Marriott
International London (Rahimi and Gunlu, 2016). Digital technology helps in improving
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the customer experience because it helps in prioritizing the convenience by providing
customers with quick and convenient customer service on the finger tips. It helps in
connecting with the customers on a real time basis. The key examples of the CRM
system mainly consist of sales, marketing, customer services, operational, collaborative
and analytical CRM services.
Evaluating how CRM systems helps in acquiring and retaining customers.
CRM system is considered to be very useful in effectively maintaining better
customer relationship management and also helps in improving the ability to deliver
high quality hospitality service expertise to the customers within Marriott International
London. CRM system helps in acquiring and retaining customers with the increased
team collaboration and less client attrition. CRM system are considered to be one of the
cost saving technique which in turn leads to increased profitability and revenue within
the business (Kangu and et.al., 2017). CRM system is very useful in effectively
increasing the acquisition of the customers at a lower cost. This in turn helps in retaining
prospective customers and transiting new and loyal customers for the long term.
Critical evaluation of advantages and disadvantages of CRM system in acquiring and
retaining customers.
Sota, Chaudhry and Srivastava, (2020) said that, the key advantage of CRM
system is that, it helps in enhancing the better customer service and in turn also aids to
facilitate discovering of new customers and engaging old within Marriott International
London. Rahimi and Gunlu, (2016) argued that, the major advantage of CRM system is
that, it helps in enhancing the customer loyalty and helps in increasing the customer
revenues to attain higher operational profitability. Kangu and et.al., (2017) sought to
determine the fact that, the major disadvantage of CRM system is that, it leads to higher
overhead cost and also tends to eliminate human interaction which in turn might
influence the acquiring and retaining customers. Bharwani and Jauhari, (2017) argued
that, providing continuous technical support and increase in the CRM cost results in
lower profitability for the business.
P 6 Customer service strategies
Customers are the important stakeholder of every business hence every firm keep
their consumers on priority. Their high satisfaction can help organisation in generating
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more sales and raising credibility of company. There are several strategies that can help
Marriott hotel in improving customer satisfaction in the organisation:
Seeking feedback of consumers
It is essential for Marriott to know more about needs of buyers and for that staff of
the hotel must take feedback from their valuable guests. There should be telephonic
survey or email system to take feedback from guests. By this way customers will feel
valued and they will give their valuable comments through which enterprise would be
able to provide them amazing experiences which would raise satisfaction level of them
in business unit. It will develop trust among them which will support hotel in retaining
that consumers in the firm for longer duration.
Empathy with consumers
Hotel has to ensure that its staff members show empathy towards customers.
Many times guests give loud response to the employees, in such condition employees
of Marriott has to keep patience. This would be better in resolving complains of
consumers soon. Annoying customer behave bad with other staff members and ask
many questions to them. In such condition customer care representative of Marriott
must support them and have to resolve their quarries soon with patient so that people
feel happy.
Training to employees
Company needs to give training to its employees about product, if they have
proper knowledge about products and services then they would be able to handle
guests well. By this way staff will be able to understand need of person well and would
be able to offer them correct services. By this way customer service of the business will
be improved and satisfaction level of buyers will be raised.
Empathetic listener
It is considered as most essential and effective strategy that aids in raising
satisfaction level of consumers and enhancing services of business. Marriott’s
employees have to listen order of consumers carefully and according they have to deal
with them. If staff is listening to the words of customers carefully and with attention, then
person will feel good which will make them loyal guest towards the hotel. Ignorance
from staff members create negative image of hotel in the mind of guests. Hence there is
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essential that employees of Marriott pay close attention of consumer’s body language,
words etc. This would make them happy and they will like to come to the hotel again.
Warm welcome of customer
Services matter a lot in the hospitality industry. People like if hotel staff use
attractive words with them whenever they enter into hotel and go from the place. This
create a good impression in their mind. This thing makes them frequent customers of
hotel. Marriott has trained its staff members in such manner that they always behave
good with consumers. Waiter use attractive words with them which make them feel
valued.
Rewarding employees
Customer services are much more dependent upon the services provided by
employees. If workers are satisfied with the working of company, then they put efforts to
serve their guests well but if they are unhappy then they just finish their task without
looking at satisfaction level of consumers (Al-Omari, Alomari and Aljawarneh, 2020).
Hence Marriott always gives rewards and recognition to their performer employees. It
provides them attractive pay scale, incentives, appraisals etc. All these things
encourage people and make them loyal towards the brand. By this way these
employees put more efforts to serve guests well in hotel. This element helps firm in
raising its customer services and enhancing satisfaction level of potential buyers.
P 7 describing how customer service strategies create and develop better customer
experience
It is analyzed that by using effective customer strategies will helps to develop
better customer experience. Such that Marriott use feedback from the customer in
which it helps to identify the exact needs that will further help to implement services in
the quoted firm. Hence, it is analyzed that through a continuous feedback from
customer will also allow them to share the ideas on how to improve the customer
experience and what needs to added within a business as well (Krisnawati and et.al.,
2016). Further, as Marriott uses Empathy with consumer in which the managers and
employees easily understand what they feel about the company. Through this
technique, company will also develop solutions which further helps to meet as well as
exceed their needs. In this, managers must have a good communication skills that will
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assist them to determine their views towards company. As a result, these needs must
be implemented and this in turn, helps to meet the business standards as well.
Additionally, another technique which Marriott uses is that it provides training to
their employees so that they will communicate the services offered by the hotel to their
customers. It is so because when the employees of the firm present company's
services in better manner then it will creates positive impression upon the customers.
This in turn create a way that helps to meet the needs of the customers with business
standards (Maitho, 2017). Moreover, it is also suggested to the firm to provide training
related to improve communication skills and customer service skills that helps them to
make customer feel positive within the environment. Hence, it clearly stated that by the
help of proper customer service strategies, Marriott will provide a good quality of
services to their customers to provide them better customer experiences.
CONCLUSION
On the basis of above discussion, it is concluded that in the hospitality industry it
is very important to treat each guest in proper manner. If guests will be satisfied then in
that case they will give good review about hotel which will assist same in engaging with
prospective one in proper manner. In order to better engagement with customers some
of the platforms like Facebook, Instagram and website can be used. Through these
platforms information can be given to online visitors about hotel in proper manner.
Hotels must frame persona of the customers of different types and accordingly must
provide service to them. By doing so guests can be keep satisfied while they stay in
Marriott hotel.
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Sipe, L.J. and Testa, M.R., 2018. From satisfied to memorable: An empirical study of
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Online
Customer Experience Mapping: What Is It And How To Do It?. 2020. [ONLINE]. Available
through<https://www.startupgrind.com/blog/customer-experience-mapping-what-
is-it-and-how-to-do-it/>
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