Managing the Customer Experience Assignment - Marriott International company

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