Managing the Customer Experience (Unit 2)

Managing the Customer Experience
(Unit 2)

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Value and importance of understanding the needs, wants and preferences of target
customer groups for a service sector industry.............................................................................3
P2 Different factors that drive and influence customer engagement of different target customer
groups..........................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Customer experience map for a selected service sector organization....................................5
P4 Customer touch-points throughout the customer experience create business opportunities
for a selected service sector organization....................................................................................6
TASK 3............................................................................................................................................8
P5 Digital technology is employed in managing the customer experience within the service
sector............................................................................................................................................8
TASK 4............................................................................................................................................8
P6 Customer service strategies in a specific service sector context............................................8
P7 Customer service strategies create and develop the customer experience in a way that meets
the needs of the customer and required business standards.........................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Customer experience is product of interaction among company and consumers over
duration of relationship. To make better customer experience, make consumer journey map,
develop purchasers personas, establish positive connections with consumers and others. It is
related with the perception of customers both the subconscious and the conscious relationship
they have with brand of firm at the time of life cycle. This consists consists practice of increasing
the customer expectations to enhance the brand loyalty and satisfaction level. Marriott is
American multinational diversified hospitality company that franchises and manages wider
portfolio of the hotels and also related lodging facilities (Goodman, 2019). Present report covers
the information regarding various factors which influence the customer engagement of various
target customer groups. There will be discuss about how digital technology is to be employed in
managing customer experience within service industry.
TASK 1
P1 Value and importance of understanding the needs, wants and preferences of target customer
groups for a service sector industry
Target market is explained as accumulation of the consumers which entity aims to the
target for execution of marketing as well as sale efforts and resources. It can be said to subset of
overall market for organizational facility or commodity. In this present time, motive of hotels is
to provide the better and high quality services to consumers so that they can be motivated and
also loyal towards company. The customer experience has main role in long term business
sustainability of company within hospitality industry (Witell and et. al., 2020). Companies of this
industry need to be function in such a manner that aligned with satisfying the preferences, wants
an requirements of customers.
The hospitality industry aimed at achieving the more contentment from the public. This is
wider for this context as many exampled can be considered to show the significance of
understanding wants and the needs of consumers. For an example, Marriott hotel would be need
to examine preferences related to taste of people which would give advantages to firm related to
attracting the large number of consumers of various origins. Marriott hotel would be examining
the customers perspectives related to better hospitality related services which helps in enhancing
sustainability at market place (Koetz, 2019).

P2 Different factors that drive and influence customer engagement of different target customer
groups
The customer engagement is related to procedure consisting the business communication
among form and external stakeholders by many correspondence media such as social media,
newspapers and television. Marriott is reputed hotel as it invites more consumers on daily basis
experience by providing the high quality of products and services. It assures the contentment and
comfort of people which mainly visit organizational premises (Gilboa, Seger-Guttmann and
Mimran, 2019). In context to this, there are many factors which help in serving as the
influencers and drivers for engaging different target groups. The different target groups are
mention below:
Family- It is an important target customer group that each company pertains in criteria of
hospitality sectors. This assures about engagement of customers and factor that should be taken
into account through hotel is entertainment. This is inclusive of the activities that catch attention
of all the family members regardless of age.
Corporate personnel- For Marriott hotel, it is other target customer group and this is
inclusive of the people working in corporate settings. Main factor that facilitate this group
engagement is ease to access facilities that consists accommodation facilities like meeting rooms,
conferences and free internet facility with charging points (Bueno and et. al., 2019).
There are different factors which could impact engagement in negative manner. The
different factors mention below:
Inappropriate Booking Facilities: The presence of the quality of the food goods in
remote area because of the lack of resources become negative factor of various customer groups
like adventurers and families.
Inappropriate Food and Beverage Quality: Main aspect that keep consumers hooked
with the Marriott is easy booking practices. Ineffectiveness within similar because of
technological faults could have negative impact on customer engagement of every group with
firm (Zaki and Neely, 2019).