Managing The Customer Experience : PDF

Managing
the Customer
Experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 The needs, wants and preferences of target customer groups for a service sector industry. .3
TASK 2............................................................................................................................................4
P2 Different factors that influence customer engagement of different target customer groups. 4
M1 How customer engagement factors determine customer on-boarding strategies for
different target customer groups.................................................................................................5
D1 Different target customer groups’ needs and expectations in terms of customer
engagement.................................................................................................................................5
TASK 3............................................................................................................................................5
P3 Customer experience map......................................................................................................5
M2 Detailed customer experience map.......................................................................................7
P4 Discuss how customer touch-points throughout experience..................................................7
D2 How service sector organisation can optimise each of customer touch points.....................7
P5 How digital technology is employed in managing the customer experience.........................8
M3 How digital technologies employed in managing the customer experience.........................9
D3 The advantages and disadvantages of CRM systems............................................................9
P6 Illustrate customer service strategies.....................................................................................9
P7 How customer service strategies create and develop the customer experience...................10
M4 Review application of customer service strategies.............................................................10
D4 Provide recommendation and develop action plan............................................................13
CONCLUSION .............................................................................................................................13
REFRENCES.................................................................................................................................14

INTRODUCTION
Managing the customers experience refers to techniques or tool which are use by an
organisation in order to interact with customers per and post sales. By this they able to
understand demand and needs of customers in proper manner and also retain them for long run
(Homburg, Jozić and Kuehnl, 2017). It can be done through various ways such as develop
emotional connection with customers, understand them, ask for feedback as well as suggestion
and many more. Organisation taken for this assignment is The Swan Hotel which is established
at Newby Bridge, United Kingdom. They provide various services such as cottage, spa, dining,
pool and many other. Topics covered in this report are need, wants and preference of market
segmentation of service industry as well as it also include customers experience map which help
in creating opportunities and identifying touch point of customers. Along with this it explain and
investigate customers relationship management. Benefit of customers experience management at
a service industry that leads to enhancement of business at effective manner.
TASK 1
P1 The needs, wants and preferences of target customer groups for a service sector industry
In respect of The Swan hotel their target customers are business peoples, couples on a
first date and teenagers. Needs, wants and preference of all three mentioned customers are
different, which are mentioned below:-
Need: It refers to something or anything which is essential for a stable, healthy and safe life such
as water, food and so on.
Want: It is different from need. It refers to desire of something which an individual required or
like to have that.
Preference: It refers to giving priority to something in comparison of its competitors or same
objects.
Need, want and preference of target and potential customers-
Business peoples:Need of business person is Wi- Fi and space to work by which they
able to receive and send email regarding meeting and conduct work in proper manner, these are
also essential to for getting updates regarding business meeting (Bagdare and Jain, 2013). Wants
of respective peoples is mobile phone charging point so that they can change their phone in
proper manner. This is so because they have use phone for many purpose during meeting. Thus

charged phone is necessary for business persons. Whereas preference of these persons are proper
and effective meeting rooms so that they conduct meeting in appropriate manner.
Couples on a first date: Need of couples who are on first date are candlelight and soft
music so that they enjoy each other company as well as environment of hotel. Whereas wants of
these peoples is private section at hotel so that, they spend quality time with each other any
without disturbance. Preference of couples on a first date are like attractive menu so that they
easily order food such as coffees and food and nice view form the window.
Teenagers: Need of teenagers who visit respective hotel are meal that provide extra
energy so that they work in effective manner and enjoy their life (Hart, Stachow and Cadogan,
2013). Wants of respective type of potential customers are loud pop music and grab and go
coffee and foods so that they can take food and exit to visit surrounding. Whereas preference of
teenagers are fast food and quick service this is so because they are always in hurry as well as
they like fast food and hotel can also provide low calories food for health conscious teenagers.
It is necessary for The Swan Hotel to develop strategies which fulfil need, want and
preference of their target customers. By this they able to attract more and more customers which
enlarge customers base, increase profitability and market shares.
Business peoples Wi- Fi
Space to work
Mobile phone
charging point
Meeting rooms
Couples on a first date Candlelight
Soft music
Private section at hotel Attractive menu
Luxurious food
Teenager Foods which provide
extra energy
Loud pop music
Grab and go coffee
and foods
fast food
Quick service
Low calories food