Customer Experience Management: A Marriott International Report

This report delves into the realm of customer experience management, using Marriott International as a case study. It begins by explaining the value of customer assistance, emphasizing the importance of acknowledging diverse customer groups. The report then describes factors impacting customer engagement, followed by an examination of customer experience mapping, including touchpoints and methods for their generation. A significant portion analyzes the role of digital technology in enhancing customer experience, discussing tools like chat boxes and data analytics. Finally, the report expounds on customer service strategies within the hospitality sector, providing insights into resolving customer issues and training the workforce. The report concludes with an overview of customer relationship management (CRM) advantages and disadvantages, offering a comprehensive view of customer experience strategies.

Managing Customer
Experience
Table of Contents
INTRODUCTION...........................................................................................................................1

TASK 1............................................................................................................................................1
P1 Explain value in assistance with importance of acknowledging customer groups...........1
P2 Describe different factor that impose direct effect on customer engagement...................2
TASK 2............................................................................................................................................3
P3 Customer experience map.................................................................................................3
P4 Discussion on methods for generation of touch points during customer experience........4
TASK 3............................................................................................................................................5
P5: Analyse ways through which digital technology can be working in handling customer
experience...............................................................................................................................5
TASK 4............................................................................................................................................6
P6: Expatiate customer service strategies within hospitality sector.......................................6
P7 Illustrate customer service strategies.................................................................................6
CONCLUSION
REFERENCES................................................................................................................................8

INTRODUCTION
Customer experience is determined as a process of using different activity which is
considered as a part of user lifecycle. It is considered as a practice that determine designing and
providing response to communication which is taken place for meeting expectation of user by
increasing satisfaction level, loyalty and advocacy. The present assignment is depending upon
Marriott International. It is an American International organisation who executes their function
for satisfying need and want of consumer. This assignment is depending upon assessment of
demand of user and different factor to start procedure related to consumer involvement. There is
assessment of various factors related to digital technology for aim of handling user experience
(Baker, 2016).
TASK 1
P1 Explain value in assistance with importance of acknowledging customer groups
It is important to increase knowledge regarding need and requirement of user to increase
procedure related to stability in market. The organisation can offer user along with appropriate
services by increasing knowledge regarding their expectation. It is necessary to assess need and
preferences of user by chosen company in order to improve policy that help in satisfying need of
user.
Target market is determined as a group of user to whom company is needed to marketing
their goods and services. It signifies group of specific user to increase efforts in the marketing.
Therefore, the aim of administration of Marriott International is to assess or analyse target
market for monitoring customer action (Ruiz-Pava and Forero-Pineda, 2018).
Monitoring customer action: The Company have to be highly proactive for analyse need
and want of user before providing them services. It results in using application of different tool
for organisation that helps in analysing behaviour of user that enhances knowledge which is
connected to choices of user.
Determination of customer category much company emphasis on group related to cross
selling. Therefore, it is significant for Marriott International to assess pattern which is adopted by
user so that they are capable to generate affirmative effects.
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Formulation of marketing strategy is necessary to maintain appropriate strategy in order
to make sure that overall activity take place as per need and want of consumer. Herein, the
chosen organisation focuses on improving insight of user need in order to start procedure related
to market campaign.
On the above given importance of understanding related to need of consumer as per
demand level that help in accomplishing objective in pre-decided time period.
P2 Describe different factor that impose direct effect on customer engagement.
There are various factors which is determined as an external part of business environment
and it generate superior influence on involvement of user within hospitality industry. Therefore,
there are different factor which is given below:
Social media is used as an involvement tool that results in notification of facility which is
rendered. Therefore, it is helpful in promoting healthy communication between users that help in
addressing overall problem which is confronted by user.
Marriott as a hospitality brand can increase engagement of user by adopting messaging
application for communicating with user. They adopt various promotional messages that must be
delivered to its user that is connected to hospitality industry. It also helps in attracting large
number of user towards their services during the period of time. The administration of chosen
organisation focuses on timely interaction with its user in order to attract them towards their
services by giving them special offer (Caboni, 2020).
On given contribution of Marriott International will generate strong affirmative effect on
user and their behaviour during the period of time. Therefore, there is a improvement of different
strategy that is given below:
 Objective must be accomplished as per demand and need of user.
 For administration of organisation, it is necessary to execute marketing team to increase
knowledge regarding consumer expectation.
 Customer mapping is done through user by managing brand. There are diverse detailed of
services which is offerings.
Therefore, it is important to for Marriott International to take feedback from existing user to
make sure that it is necessary to meet expectation of user.
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TASK 2
P3 Customer experience map
Customer experience map is determined as a procedure which is adopted for assessing
goods and services which is offered in market. It is important for company to make sure that the
product and services are provided as per the specification of user that helps in maintaining loyal
base of user. The primary motive of organisation is to improve customer experience map to
increase profitability level during the period of time. Thus, the assessment is done continuously
so that there is a formation of awareness and also implement communication channel along with
user in external market (Goodman, 2019).
Pre Service During Service Post Service
Touch points In current situation of
external environment,
the customer is
emphasized on
adopting online tools
& social media
application for
gathering important
information which is
connected to product
and services. It is
determined as a cost
appropriate method
that is sometime time
consuming.
To provide services
to user and also
keep in touch with
customer, it is
important to
provide appropriate
guidance to them
by whole services.
In challenging
external
atmosphere, it is
necessary to check
online reviews that
are given by user
by management
team regarding
satisfaction level
of user.
Perception of Consumer Herein, the perception
of user is emphasized
by organisation. It is
generated by taking
referral or suggestion
In this process, they
provide guidance
that help user in
offering right
guidance according
In this level, the
customer shares
their experiences
with friends &
public so that it
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that is offered by user
in respect of their
services.
to situation in
which they confront
any kind of
difficulty then it
results in higher
satisfaction of user.
imposes both
favourable and
adverse impact on
user that is
completely based
on situation.
Opinion for betterment In this stage, the
organisation is willing
to improve appropriate
customer services
which are determined
as per suggestion and
point of view of user
(Srivastava and Kaul,
2016).
It is important for
company to offer
training to its staff
so that they provide
appropriate services
to its user and
handle queries
which is generated
by user in proper
manner.
In this level, the
user sharing
experience,
perception that
must be perceived
by organisation
that help in
increasing
satisfaction of
level of user in
future period of
time.
P4 Discussion on methods for generation of touch points during customer experience
Customer touch point is improved when organisation increases interaction with user
directly or indirectly. It is a kind of interaction which is depicting relationship among customer
and company. There are various areas in which the user touch point is improved that is going to
be mentioned below:
Website the website of company is a kind of non-verbal means of put down channel of
communication with user. In this procedure, the administration team focuses on handling
different kind of activities like website that must be considered. In context of chosen company,
the management team emphasised on improving website which update all information along with
time so that it provides update to user through using website.
E-mail is determined as an electronic medium through which the interaction is established
among company and its user. The management team of company focuses on adopting email as a
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tool for aim of providing information to user regarding changes which is made in portfolio along
with exciting offer which is formed for user. In context of Marriott Hotel, the management team
focuses on sending email to user so that they are capable to get information related to special
discount offer, vouchers and many more.
Advantages of user touch point
Customer touch point is determined as a part of user interacts with branded goods and
services. It provides benefits & advantages and linked as it results in improvement of
understanding related to touch point; the company focuses on possessing connection with user. It
is adopted as a tool to assess week area of company in order to improve strategy that is formed in
accurate direction only (Homburg Jozić and Kuehnl, 2017).
Disadvantage of customer touch point
When there is a kind of higher customer touch points by all competitors than it result in not any
kind of differentiation benefit for company. In addition to this, there are several badly handled
touch point that results in turning of experience of customer in adverse manner.
TASK 3
P5: Analyse ways through which digital technology can be working in handling customer
experience.
Due to changing external environment, technology is determined as a important for
hospitality sector in order to manage healthy relationship with its user and also this is helpful in
maintaining large customer base. The company adopt advanced technology related to web
designing which is offering opportunity to organisation to offer them superior quality facility. In
reference of Marriott International, they adopt innovation and advanced technology to make sure
that having a higher sustainability in changing market. There are different techniques related to
digitalization which is adopted by administration of chosen organisation that is given below:
Chat box is considered as a system which is started to analyse response of experience of
user. The chat box is considered as an innovative digital technology revolution which is adopted
for increasing knowledge and also gathering user related data & information in short time period.
Data Analytics it is determined as a method which is adopted for aim of assessing
information regarding point of view of customer that help in providing quality facility to user. It
is determined is a tool which is adopted for offering benefit to company in context of higher
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experience and providing training to its user. There is different strategy which is considered as a
part of customer relationship administration of organisation that is used to make sure that the
relationship is appropriately maintained with user.
 Therefore, the Marriott Hotel can provide highly personified as well as customised
facility in order to satisfy its user.
 They provide discount, voucher, and cash back that results in having additional advantage
in addition to continuous offer by using this kind of method, the organisation focuses on
having appropriate communication with user at market place.
Advantages of CRM
 It allows consolidation of user data and bases related to deep insight.
 It is speed up process related to sales conversation
 It enhances productivity of staff member and lower cost and time and it increase the level
of experience of user by providing personalization and quick query solution.
Disadvantages of CRM
 User experience is improved due to over-reliance of staff within system.
 Time as well as initially initial cost related to productivity
TASK 4
P6: Expatiate customer service strategies within hospitality sector
The company make appropriate strategy and plan to make sure that that to provide quality
services. Their primary reason is to increase satisfaction level of user that leads to increase in
success of organisation that helps in achieving leading position (Lipkin, 2016). There are various
strategies which are used by organisation to accomplish favourable outcome for increasing
customer base that is given below:
Resolving customer issues the administration team of organisation emphasized on
analysing user problem and resolving them in an appropriate manner. Therefore, it is necessary
to assess issues of user on social media or website of organisation. So there is kind of negative or
unfavourable review in context of administration who feels guilty for satisfaction of user that
need in further improvement.
Educating and training workforce the staff member of chosen company is offered to
workforce with training opportunities so they are capable to increase skill in which they provide
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services to its user. There is different kind of strategy which is used by customer for increasing
level of satisfaction of customer base.
P7 Illustrate customer service strategies
Approx 33% of user within America is willing to switch among brand, if the
organisation provides them poor services. There is no specific definition of superior service is
provided to its user but its facilities is capable to satisfy user expectation than it is determined as
appropriate. The primal reason to emphasize on appropriate services of user helps in increasing
customer loyalty in respect of organisation and enhancement of user within an organisation. To
assess the user, as per requirement of user there is a requirement of taking review from user
(Peppers and Rogers, 2016).
There is a recommendation that is improved by top management which is given below:
 The top management of business organisation focuses on providing 24 hours services to
its user that help in resolving queries and building appropriate relation with user to
increase profitability.
 The marketing manager of chosen organisation focuses on making sure that higher
personalization related to services on specific occasion like anniversaries as well as other
occasion that is provided with higher discounts so that the user feels special.
 It is determined as other aspects related to changing external atmosphere in which the
user expectation must be made in more appropriate manner.
CONCLUSION
On the basis of above given assignment, it is assess that customer experience is
determined as a process of using different activity which is considered as a part of user lifecycle.
It is considered as a practice that determine designing and providing response to communication
which is taken place for meeting expectation of user by increasing satisfaction level, loyalty and
advocacy. This assignment is depending upon assessment of demand of user and different factor
to start procedure related to consumer involvement. There is assessment of various factors
related to digital technology for aim of handling user experience.
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REFERENCES
Books & Journals
Baker, M., 2016. Managing customer experiences in hotel chains. The Routledge handbook of
hotel chain management, pp.240-250.
Caboni, F., 2020. Managing the Customer Experience within the Town Centre Retail.
In Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline
Environments in the Customer Journey. Emerald Publishing Limited.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), pp.377-401.
Lipkin, M., 2016. Customer experience formation in today’s service landscape. Journal of
Service Management.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Ruiz-Pava, G. and Forero-Pineda, C., 2018. Internal and external search strategies of innovative
firms: the role of the target market. Journal of Knowledge Management.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–loyalty–
consumer spend. Journal of Retailing and Consumer Services, 31, pp.277-286.
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