Importance of Customer Experience in Business

This report highlights the importance of managing customer experience in a business setting. It emphasizes the need to understand customer needs, wants, and preferences, as well as analyze factors that influence customer engagement. The report also stresses the role of digital technology in building positive customer relationships and providing effective customer experience. It concludes by recommending strategies for service sector firms to maximize customer engagement and drive business success.

Managing the customer
experience

Table of Contents
INTRODUCTION...........................................................................................................................3
Assessment 1....................................................................................................................................3
P1Importance of understanding the needs wants of target customers group of a service sector
industry...................................................................................................................................3
P2 Factors that influence customer engagement of target customer group............................5
P3 Customer experience map for Marriott International company........................................6
P4 Role of customer touch pints in creating business opportunities......................................7
Assessment 2....................................................................................................................................8
P5Evaluation about how digital technology is being employed so as to mange customer
experience within Marriott International industry..................................................................8
P6 Evaluation about customer service strategies..................................................................10
P7Demonstartion about how customer service strategies helps in developing and creating
customer experience.............................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Customer experience is termed to be the internal part of the customer relationship
management and for every organization it termes to be important because its the customer
experience which decide the overall goodwill of an organization. If the customer have positive
experience then there become more chances of becoming repeat and loyal customers of an
organization. In this assignment the company which is being taken into consideration is Marriott
International company which is one of the American multinational diversified hospitality
industry. It main purpose is to mange and franchise a broad portfolio of hotels and related
lodging facilities(Ali, Kim, and Jeon 2016). This company was founded in 1927 by J.Willard
and Alice Marriott with its headquarter in Washington, D.C. In this assignment a brief
explanation is being given about the needs and expectation of the market segmentations for the
services industry as well as customer experience map has been created so as to optimise
customer touchpoints. In addition to this impact of digital technology in customer relationship
management is also being explained in this report. Lastly how effective customer experience
management is being applied within the service sector business so as to maximise customer
engagement is also being focuses in this project.
Part 1
1.Introduction of report
The company which is taken to carry out this report is Marriott international company
which is a hospitality industry and manages to franchise a broad portfolio of hotels and related
lodging facilities.
This part is based on the explanation about the definition of market segmentation and the
importance of understanding the needs, wants and preferences of customers. In addition to this
detail customer experience map is also being created as well as role of customer touch points in
creating business opportunity is specified in this assessment:
2. Definitions of market segmentation and its purpose
Market segmentation is all about the technique of dividing market potential customers
into groups, segments on the basis of their characteristics. In addition to this the segments which
are being created generally composed of those customers who will respond similarly to
marketing strategies. Moreover it is also being generated on the basis of those who share same

traits like needs, locations, interest etc. Additionally market can be segmented on the basis of
demographic, geographical, behavioural and psycho graphical. Geographic segmentation refers
to the process of segmenting the market on the basis of geographical boundaries. Marriott is
located in different geographical locations such as India, USA etc. in order to achieve huge
customer strength. Demographic segmentation is the process of segmenting market on the basis
of demographic elements like age, sex, religion, education, family size etc. Marriott has targeting
higher income group of people due to providing standard quality of services at higher prices.
Behavioural segmentation is the process of segmenting market on the basis of behaviour and
decision making patterns of customers such as their purchasing power, their consumption level
etc. Marriott has targeting businessmen or industrialist to influence their buying behaviour so as
to provide them services on regular basis. Whereas psycho-graphic segmentation is the process
of segmenting the market on then basis of psychological aspects of customers like value, traits,
interest and opinions of customers etc. Marriott has targeting Higher income group or business
travellers as they prefer most to stay in such expensive hotels to get standard of hospitality
services.
Therefore, Marriott takes into consideration the different aspects of all market
segmentation in order to make suitable strategy to meet the market needs and requirments. This
is because potential customers have different preferences, needs, demands and interest which
differ because there takes place changes in geographies understanding of the climate, regions of
customer group. Thus, it will also help to determine where to sell and advertise and to expand
business.
3.Importance of understanding the needs wants of target customers group of a service sector
industry
For every industry customers termed to be an essential part without which company
cannot achieve successful growth in the market place. So the entire business is dependent upon
satisfaction and positive customer experience. Therefore it is very essential for Marriott
International hotel industry to understands the needs, wants and preferences of the target
customers so as to enhance positive custom er experience in all over the world. One of the best
strategy adopted by Marriott industry is market segmentation through which different category of
customer groups are subdivided into group on the basis of distinctive factors so as to determine
potential target market. These factor differ in different company as it is based on the objective

and agenda of an organization. So Marriott industry divide its market segmentation strategy on
the basis of geographical, behavioural and demographical elements, as this will helps the
company to determine specific group so as to implement its strategies(Biemans, 2018).
4.Examination about how Marriott industry uses customer behaviour and attitudes to build brand
loyalty and trust
Different ways through which Marriott industry could profile the customers:
Before profiling the customers Marriott industry must undertake emerging needs, wants
and preferences of the customers. As an ideal and accurate customer profile helps the industry in
making clear identification about what kind of services will helps in enhancing the customer
experience(Blázquez, 2014). There are some of the different ways and techniques that the
Marriott industry could undertake so as to successfully profile the customer's and they are
mentioned below.
 Benchmarking and KPI: First of all manger of Mariott industry should set up
benchmark so as to clearly define the objectives in order to make strategies accordingly.
In addition to this in order to achieve the sales revenue target set by firm company can
adopt Key performance indicator strategies(KPI) which will helps in identifying the
target market so as to achieve increase in sales revenue objectives. Division of customers: After identifying and setting up of benchmark manager of
Marriott industry must divide its target market into sub groups on the basis of
preferences, lifestyles, age groups and many more strategies can be used while dividing
customers into groups.
1. Preferences : As each individual have their own preferences, so its is very much
essential for an organization to segment customer group on the basis of their
preferences so that they can easily enhance customer experience. Like business
people wants that during their meeting there should be no disturbance, there
should be Wi-Fi connection, whereas youngsters preferences is different from
business people as they want loud music and entertainment. Thus, accordingly
manager of Marriott industry should render services. Thus, it will helps in
increasing profitability ratio of an organization.
2. Lifestyles: In order to develop effective customer profile manager of Marriott
industry should also focus on the lifestyle of the people. As low income people

prefer favourable price for the service they want, whereas high income people
will give more importance to the premium services they will not bother about the
price. So accordingly manager of Marriott industry should render services in order
to generate positive customer experience.
 Evaluation: After identifying and dividing customer group as per the needs and
preferences, manger of the industry must lays emphasis on the customer feedback too.
Thus it will helps the company to known about their strength and weakness, so that
according they can make improvement in rendering better and quality services to the
customer in order to provide positive customer experience.
5. Factors that influence customer engagement of target customer group
Customer engagement plays an vital role for the company in order to achieve successful
growth in market place. It refer to the communication that take place between company and
customers in respect of the products and services that the company render to the customer. In
addition to this there are certain factors which influence customer engagement of target customer
group of Mariott industry and some of them are specified below(Della Corte and et. al 2015):
 Families: The people who all travel with families have different needs and preference
like in a way families wants parks, party hall service, spa etc. So accordingly Marriott
industry should render services so that they can create positive customer experience in
the mindset of the customers.
 Business people: Next is the business people, as these type of customers demand for Wi-
Fi service, privacy during meeting, no disturbance. So manager of the industry should
taken into consideration there needs and preferences while rendering services to them.
Thus it will helps in driving and influencing customer engagement of target customer
group.
 Youngster: These type of customer demand specifically for loud music, bars,
entertainment, good accommodation facility. Thus accordingly the manager of Marriott
company should provide services so as to influence customer engagement and to create
positive customer experience in the mindset of the individuals.
Customer engagement for on board customer strategies:There are different strategies
too which the Mariiott industry can use so as to on-board diverse customers.

 Scenic beauty: This is the one of the strategy which the Marriott industry can use as
these specifies that the firm must taken into consideration the fact to deliver ambience of
hotels, restaurants locations so as to enhance customer experience.
 Food and beverages quality: This is also one of the on-board customer strategies which
the Marriott industry can use it so as to enhance customer engagement. As the best
quality of services in terms of food and beverages will help the company to retain
customers for long period of time as well as to generate positive customer experience.
6. Evaluation of target customer groups needs and expectation in terms of customer engagement
for Marriott industry
As it is being said that needs and expectation of the customers differ from each other, so
it is very much essential for Mariott industry to take into consideration customers needs and
expectation by analysing and examining so as to full fill their expected demand and to retain
their customers for long period of time. As the customers whole travel and stay in Mariott
industry for business purpose then their needs and expectation differer from others who travel
and stay for entertainment purpose. As business people needs Wi-Fi and don't disturb board on
their door, classic and disciplined environment. Whereas entertainment customers require loud
music, bar enough of accommodation etc. So it is very essential for Mariott industry to evaluate
the customers groups needs, expectations as they differ firm customers to customers. Thus, such
evaluation will help the industry to to bring more profitability ratio for the firm.
7. Definition of Customer experience map
Customer experience refers to the techniques with the help of which firm map the
procedure and strategies so as to communicate and interact with complex customers. Marriott
industry uses these techniques so as to evaluate the customer past and present experience. Thus,
it will help the company to overcome the weakness and to make improvement in their services.
8. Creation of customer experience map
While mapping target customers Marriott industry need to follow certain steps which are
specified below (Garg, Rahman and Qureshi 2014):
 Research and plan: This is the first step which need to be followed by Marriott industry
so as to map customer experience. During this step customer conduct research so as to get
to known about desired destination customer wants to travel. In addition to this they also

decide about travel dates, visit various websites and evaluate the best among the
alternatives. So to enhance customer experience Marriott industry should provide detail
information about the hotel with attractive pictures and layout on websites.
 Booking: After research customer finally book the hotel on the basis if their visiting
purpose, services and online reviews. So its the responsibility of the manager of Mariott
industry to make booking easy and simple for its customer. Thus it will help in boosting
up of customer experience.
 Customer experience: This is the most important step of customer experience mapping,
as it helps in identifying the experience that the customer gain during their visit.
Experience in the form of the way the staff communicated with the, the service they
rendered to them whether there preferences were given due consideration or not. Thus,
manger of Marriott industry should ensure that they render overall good services to their
customers so as to enhance positive customer experience in the mindset of target groups.
 Check out and future engagement: Marriott industry can easily enhance the customer
mapping technique by rendering customer with easy and comfortable check out facilities.
It includes like the company should avoiding giving long feedback forms and should
make sure that their customer doesn't have to wait for long period of time during
checkout time. Thus it will help in boosting up of positive customer experience.
9. Analysis of how Mariott industry optimise each customer touch point in creating business
opportunities
Customer touchpoints must be given due consideration so as to enhance organizational
successful growth in the marketplace. Touchpoint refers the ways customer's interact with the
company so as to get service from them. These touchpoints may be regarding exchange of
information, transaction handling or about service providing. Therefore Marriott industry could
effectively uses these touch points so as to drive and influence the actions and behaviour of staff
toward their customers so as to enhance better customer experience. Thus, different customer
touch pints throughout the journey of Marriott industry are mentioned below(Klaus, 2014.):
 Company websites: Before booking out any hotels customers have a look over the
websites of different services industry so as to overcome the queries. Thus, in this case
company should make required information on their websites like contact number,
service they render price and many more aspect in a detailed and systematic manner so

that the company can easily influence their customers to get their services. Thus, its the
opportunity for company to create first and good impression upon customers by making
them appropriate and required information via websites.
 Mobile Application: As in modern era people mostly spend their time on mobile
phones, so it can also be an opportunity for Marriott industry as it is the another
customer touchpoint(Harmeling and et. al 2017). So manger of Marriott industry must
ensure it is attractive and user friendly so that firm could develop this as an opportunity.
In addition to this firm can also provide personalized offers to its target customers and
side by side must give enough of options so that the customer can effectively choose the
type of holiday they want to go for. Moreover company should also render the option of
safety tabs and customers service assistant so that they can contact the firm in case of
emergencies regardless of location or for an emergency aspect.
 At the hotel: This is the most important customer touchpoint as right from check-in till
check-out staff of the firm plays an essential role in creating and enhancing customer
experience. So manager of the Marriott industry should ensure that there staff is behaving
with their guest in a polite manner and are effectively handling their guest. In addition to
this company should also ensure that they must be profession enough while treating their
guest right from welcoming till departure of the guest. Thus, if the manger take due
considerations of the needs and preferences of the customers then it will helps in
achieving competitive advantage in the marketplace.
Thus, overall it can be said that Marriott industry should focus on the touchpoints of the
customer while rendering them services so as to enhance the overall positive customer
experience and as well as to build long term relationship with customers. Therefore it will helps
in boosting up of organization profitability ratio.
10.Conclusion
Overall it can be concluded that market segmentation is very much essential for the firm
to build as it helps to determine the strategies, policies and technology which need to be
adopted to influence and attract more customers. In addition to this industry must also need to
understand the needs, preferences, wants and expectations of the target customer group so as to
retain and build long term relationship with customers.

Part 2
1.Introduction of report
This assessment is based on the impact of digital technology on the customer relationship
management and also about the how the customer experience management can maximise
customer engagement:
2.Definition of customer relationship management
Customer relationship management
Customer relationship management is all about the practice, strategies and technologies
that are being adopted by an organization so as to manage and analyse customer interaction and
data throughout the customer life cycle (Kumar and Reinartz 2016 ). This is the strategy which is
used by the Marriott industry so as to improve customer relationship, to retain customers for long
period of time and to drive sales growth. So in order to build and enhance positive customer
experience Marriott industry uses digital technology strategy so as to build long term relationship
with customers.
3.Evaluation about how digital technology is being employed so as to mange customer
experience within Marriott International industry
Digital technology plays a vital role for every organization specially in developing
relationship with large number of customers. So before employing customer relationship
management software Marriott industry must lays emphasis on following points:
 Customer relationship management software must be easy to understand by user, means
that it must be user friendly to operate it out.
 It must be capable of storing detail about the large number of customers and should also
ensure safety of information of customer.
 Most important of all it must possess automated functioning ability so that it become easy
to generate automated message for new established contact.
Therefore the best customer relationship management is one which helps in easy
integration with the functioning of the company. Further more in order to manage better
customer relationship Marriott industry uses different software and some of them are specified
below(Payne, Frow and Eggert 2017):

Opera software: It is the software which helps in building relationship with both within
the organization as well as with customers(Torres, Fu and Lehto 2014). Right from check-in till
check-out this software proves to be useful so as to manage each activity in systematic manner.
One of the advantage of using this software is that it helps in building relation both
internally(within organization) and externally(customers) as well as control the room price in the
hotels via automated capabilities. Side by side this software has disadvantage too that is this
software is time consuming and because of which customer have to wait for long time during
check-in and check-out process of customers. Additionally it is inconsistent too as sometimes
portal hangs which not only slows the system but also render irrelevant result which can be turn
into major cause for the downfall of the firm in the marketplace.
Oracle service cloud: It is another software which is specifically used by Marriott
industry as this helps in integrating technology of knowledge management software with social
media like with Facebook, Twitter, Instagram so as to enhance customer experience in a positive
manner. One of the advantage of using this software is that it is collaborative, means that it
provide up to date and real time solution to the customer queries(Stein and Ramaseshan, 2015).
Whereas the disadvantage of using is that memory consumption is low which after an extent
could not upload larger data.
Thus, to ensure better management services Marriott industry must make proper use of
Customer relationship management software. In addition to this management should also lay
emphasis on disadvantage of using such software so that they can be overcome in order to build
effective customer experience and relationship.
4.Advantages and disadvantages of CRM system
Advantages of customer relationship management:
 The very first advantage of customer relationship management for Marriott
industry is that it help to manage all of customer data in one place. In addition to
this it allows the employees to be more productive and efficient by tracking the
customers history.
 Second advantage is that it help the Marriott industry to manage their growing
database and as well as helps to speed up the growth process.
 One of the importance of building customer relationship management for Marriott
industry is that it helps to build long term relationship with customers. In addition

to this it also help to determines where and how they can make improvements in
their business. For example Mariott industry can evaluate their business strategy
integration with other CRM services and through third party apps.
Disadvantages of customer relationship management:
 One of the drawback is that the transition from manual to automatic process is
termed to be the main obstacles which the Mariott industry might face while
implementing customer relationship management.
 Second disadvantage is that it slows down the process as the while implementing
customer relationship management Mariott industry need to record all the
discussion that will be taking place with client which indirectly slows down the
process.
5.Illustration about customer service strategies
For every industry it is very much essential to ensure satisfaction of customers, as the
company success depend upon the customers. If the customer have positive attitude toward the
company then it will helps in development of an organization, similarly id the customer possess
negative attitude towards the company then it will result in the down fall of an organization.
Thus, in order to build long term relationship with target customers Marriott industry follows
certain customer service strategies and some of them are specified below(Pearson, 2016):
 Rewarding loyal customers: It is also one of the best strategy which is used by Marriott
industry so as to satisfy and maintain long term relationship with customers. There are
customers who visit on regular basis, and side by side ask other even to visit. Them in
such cases company should render reward to such customers Like by offering discount
and compensation services to the customers. Thus, it will help in enhancing customer
experience.
 Deliver on promise: In order to build long term relationship with customers and trust
among the customers, manger of Marriott industry should ensure that they deliver and
render services to the customers on time as promised. Like promise of rendering quality
services. Thus, it will helps in enhancing better customer experience.
Thus, overall it can be said that effective strategies Marriott industry should make taking
into consideration needs, wants and preferences of the customers so as to build stable and long
term relationship with target customers.

6.Demonstration about how customer service strategies helps in developing and creating
customer experience
Customer service strategies plays a vital role in building and improving customer
experience taking into consideration needs satisfaction of the customers. In addition to this
customer service strategies focuses on developing action plan with the help of which Marriott
industry full fills the needs and preferences of the customers. Thus, it will helps in rendering
more satisfactory services to the target customers. Therefore such strategies also helps in
improving quality services as well as helps in building goodwill of an organization in the a
marketplace. Some of the points are mentioned below which helps in specifying that customers
service strategies helps in creating and developing customer experience(Peppers and Rogers,
2016):
 Customer service strategy helps in building healthy relationship with target customers as
it helps in analysing the needs and preferences of the customers. Thus it result in increase
in the satisfaction level of the target customers.
 In addition to the above this strategy also helps in determining attractive ways to develop
and interact with target customers. Like by communicating with regulars customers on
regular basis by offering some discount features while rendering services.
 Most important of all effective customer strategy helps in determining whether there
avail any kind of opportunity for expansion of business in the marketplace.
Thus, overall it can be concluded that customer services strategy helps in the overall
competitive edge in the market place as it specifically focus on customer who are the main
element of an organization without which company cannot prosper. So Marriott industry must
take due consideration of the neds, wants and preferences of the target customers.
7.Recommendation for improving for developing quality customer service
Recommendation: Customer service strategies helps to beat the competition level as the
strategy defines the standard of service and care that will be offered to customers and set the
requirement to meet those standards. Therefore customer service strategy of Marriott industry
will help them to build strong customer's satisfaction level and long term relationship. As the
customer service strategies rendered by Marriott industry is that they deliver on promise and
render rewards to the loyal customers. Therefore it can be recommended that Marriott industry
must ensure the expected time of deliver from customers before they render the deliver so that

they can make the deliver on time as per the promise it will help them to establish good and long
term relationship with customers. Moreover it can also be recommended that Mariott industry
should render employees excellent product knowledge so that company can act as support and
can get their questions answered promptly. Thus, it will helps to increase of market share and
help to build competitive edge in marketplace.
8. Conclusion
Overall it can be concluded that customer relationship management plays a crucial role as
it specifies about the strategies, tactics and technology adopted by the Marriott industry so as to
retain and build long term relationship with customers. Moreover company takes into
consideration digital technology like opera software, oracle service cloud in order to manage
customer relationship.
CONCLUSION
From the above mentioned report it can be concluded that it is very much essential for
every business concern to manage customer experience so as to expand business by making
maximum profit for an organization. So in order to manger customer experience it is very much
essential for an organization to understand the needs, wants and preferences of the customers.
Additionally company should also make an analysis about the different factors that influence
customer engagement in driving positive customer experience. Moreover an organization must
design customer map strategies so as to render quality services to the customers as per their
touchpoints. Lastly it can also be concluded that digital technology plays an vital role in building
positive and long term customer relationship as well as effective customer experience must be
provided so as to maximize customer engagement for service sector firms.

REFERENCES
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