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Managing the customers experience Assignment

   

Added on  2021-01-01

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Managing the customersexperience
Managing the customers experience Assignment_1

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11 Market segmentation and customer profiling activities to determine its ‘target market'....12 Different ways in which customers can be profiled, and how the wants, needs andexpectations of the ‘target market’ drive the products and services......................................23 Drivers of customer engagement across a range of different target customer groups.......34 Conclude by reviewing the different strategies that are employed for on-boarding thesediverse customers...................................................................................................................5TASK 2............................................................................................................................................51 Fully document of customer’s journey from first contact till exit.......................................52 Identify all of the touch points when customers interact with the business.......................61 At a satisfactory level..........................................................................................................62 At a good level ....................................................................................................................73 At an advanced level...........................................................................................................7TASK 3............................................................................................................................................7P5. Digital technology in managing customer experience.....................................................7TASK 4............................................................................................................................................8P.6 Customer service strategies in hospitality industry..........................................................8P.7 How customer service strategies help in building customer experience........................10CONCLUSION..............................................................................................................................11REFRENCES.................................................................................................................................12
Managing the customers experience Assignment_2

INTRODUCTIONHospitality industry is wide and totally based on the experience of customers.Management of customer experience related to the practices utilise by organisations forincreasing satisfaction level, loyalty, fulfil needs and wants. These are three term which playimportant role and must be manage by every enterprise so that they can build good image in themarket area (Bagdare and Jain, 2013). This report is divided in two part, out of which first isbased on J W Marriott hotel this is association of hospitality industry. It is founded in 1927 andits founder is J. Willard Marriott and Alice Marriott. Second part is on, Hazev this is partner ofDockland's academy and providing restaurant services. Below mention assignment is going toexplain various topic like importance and values of target customer's, several factors whichinfluence customer engagement. Along with this customers experience map as well as businessopportunities generated by experience of customers in respect of Marriott. Moreover, secondsection will cover impact of digital technology in customer relationship management. It throwlight on customer service strategies related to hospitality sector and how these will help infulfilling need as well as wants of customer's. TASK 11 Market segmentation and customer profiling activities to determine its ‘target market'Market segmentation is the activity in which company divide their customers or businessmarket into small groups (Bilgihan, 2016). Their are some common characteristics on the basisof which customer are classified such as needs, common interest, lifestyle as well asdemographic profiles. Although, major motive of doing segmentation is to identify which sectionis more profitable for enterprise. This activity is carried out by Hotel J W Marriott for identifyingtheir target market. There are various reasons for which respective company carry out marketsegmenting and profiling activity for determining their market market :- Generate revenue – If market segmentation is done in proper manner Hotel J W Marriottidentify needs and wants of their target market (Blázquez, 2014). Provide them offeringsaccording to that which result in satisfying their customers and generating revenuethrough this.
Managing the customers experience Assignment_3

Identify customers needs and wants – With the assistance of respective activity samehotel identify needs and wants of their customers as well as make them fulfil by framingbetter strategies as per requirement. Retain Customers - As per the requirement of customers their needs and wants arefulfilled which is identified through segmentation activity (Christopher, 2016). Result insatisfying customers and retaining for long period as well as also in attracting new. Ifneeds and wants will be fulfil of individual then they will keep in touch of J W Marriottfor long duration. Increase in brand loyalty – If needs and wants of customers will be fulfilled by J WMarriott then it will result in increasing their loyalty towards organisation. Brand loyaltyof customers is necessary for long term retention in business environment. Growth of business – Segmentation activity of market helps in generating futureopportunities for J W Marriott Growth by fulfilling requirement related to particularproduct of specific group (Frow and et. al., 2015). Because through identifyingrequirement of particular market area company can produce products for them also whichresult in business growth as well as expansion. 2 Different ways in which customers can be profiled, and how the wants, needs and expectationsof the ‘target market’ drive the products and servicesCustomer segmentation is the practices implemented by the organisation for dividingtheir customers into small group and also for identifying needs, wants, taste, preferences and soon. Classification is done on the basis of similarities such as age, gender, interest and spendinghabits for marketing purpose (customer segmentation, 2018). There are mainly four type ofcustomer market segmentation explanation of these are as follows :- Demographic Segmentation – It is one of the simplest as well as widest type of customersegmentation use in customer segmentation. Most of the companies used this customersegmentation to choose right people's for an organisation. This demographicsegmentation can be applied in all types of customer segmentation (Homburg, Jozić andKuehnl, 2017). JW Marriott has use this segmentation for targeting its customersegmentation such as age, family size, income and occupation etc. Moreover, this
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