Managing the Customer Experience - PDF
Added on 2020-10-05
9 Pages2607 Words94 Views
Managing the CustomerExperience
Table of ContentsINTRODUCTION...........................................................................................................................1LO 1.................................................................................................................................................1P1. Explaining value and importance of understanding needs, wants and preferences of targetcustomer groups..........................................................................................................................1P2. Exploring different factors that drive and influence customer engagement of differenttarget customer groups................................................................................................................2M1. Reviewing customer engagement factors determining customer on boarding strategies fordifferent target customer groups.................................................................................................3LO 2.................................................................................................................................................3P3. Creating customer experience map for Marriott...................................................................3P4. Discussing customer touchpoints throughout customer experience creating businessopportunities for Marriott............................................................................................................5M2. Creating detailed customer experience map that charts customer journey model...............5CONCLUSION................................................................................................................................6REFERENCES................................................................................................................................7
INTRODUCTIONCustomer experience is a term that is being defined as integral part in terms of managingcustomer relationship and is very important in every type of business (Baker, 2016). In thefollowing report, Marriott International has been taken into consideration. It is the top leadinghospitality industry of UK.In the below report, importance off understanding the customers has been discussed.Further, customer experience map along with their touchpoints has been discussed. In addition tothis, this report also highlights on factors that influences customer engagement towards the brandhas been analysed.LO 1P1. Explaining value and importance of understanding needs, wants and preferences of targetcustomer groups.Marriott must have ability in order to know the importance of their targeted customers.Thus, having depth knowledge regarding this plays crucial role in understanding what thetargeted or segmented customer actually wants (Bilgihan, 2016). Therefore, importance ofunderstanding this is been discussed as per below contextAs being the leading company, they need to comprehend about the type of person is most likelyto need and want the product or service. If Marriott will understand the actual requirement oftheir clients and also about customers expectations, then they have ability in order to work oncustomising the customer experience that creates loyalty and also repetitive business profits ofMarriott. Further, if cited company analyse or understand the needs wants and also p[referencesof the customers than they don't have to put additional promotional efforts in order to maximisesales and also will result in repeated purchases. The basic importance to reach the needs ofcustomers are described as per below context-They can attract great amount and high volume of customers.They can set the best and high price for the product or services they are offering.Marriott can also increase the amount of customers spending.They can also increase the sales accordingly. This will also help Marriott in enhancing customer service.Market segmentation1
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