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Planning for Customer Experience Assignment

   

Added on  2021-01-03

15 Pages3932 Words257 Views
PLANNING FORCUSTOMER EXPERIENCE

Table of ContentsINTRODUCTION...........................................................................................................................3Learning Objective 1........................................................................................................................3P1 Understanding customer needs and wants for the targeted customer groups...................3P2 Customer engagement of different targeted groups..........................................................4Learning Objective 2........................................................................................................................5P3 Customer experience map.................................................................................................5P4 In what manner touch-points create opportunities throughout the customer experience10Learning Objectve 3.......................................................................................................................11P5 Usage of digital technology in promoting customer experience.....................................11Learning Objective 4......................................................................................................................12P6 Customer service strategies.............................................................................................12P7 In what ways customer service strategies help the organisation.....................................13CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................15

INTRODUCTIONToday, customer experience plays a major role in identifying the important needs andrequirement of the organisation in order to achieve set growth and development. The reportidentifies the expectations and needs of the market segments for the service industry. The chosenorganisation for the report is Marriott Hotel. The hotel is located in Kensington Square inLondon, United Kingdom. It is having 200 rooms, 3 restaurants and one bar. The quality of theservice provided in Hotel is first class and unique as per the customer feedback. The reportanalyses the expectations and needs of market segments for the service industry (Marriott andWilliams, 2018). It explores the customer experience map to create opportunities for the businessand investigate the impacts of digital technology in customer relationship management. Learning Objective 1P1 Understanding customer needs and wants for the targeted customer groupsIt is important for Marriott hotel to understand the customer needs, wants andpreferences. It helps the organisation to achieve growth and success and maintain a betteradvantage in provision of products and services to guests (Peppers and Rogers, 2016). Belowexplained in what manner these customer needs and wants helps the Marriott hotel:Production of products and services accordingly: Identifying the customer needs helpsthe organisation to understand what are the specific needs of their customers. These needshelps the Marriott hotel to produce its products and services accordingly. For example,Marriott hotel R&D department when understands the needs and requirement of targetedcustomer groups such as family, it tends to understand what are the specific services thatthe customer of family wants and requires in order to receive complete satisfaction. Afterunderstanding these preferences and needs, the organisation tend to produces its productsand services accordingly and ensure customer satisfaction. Earning profitability: Evaluating the customer needs helps the organisation in achievingrequired profitability. For example, targeted customer groups of Marriott hotels such ascouples which tends to arrive in the hotel in order to stay their for a period of time. Thehotel identifies their preferences, needs and wants (Bilgihan, Kandampully and Zhang,2016). Fulfilling their needs satisfies these couples and makes the hotel to charge

required amount of money from them. This helps the hotel to earn required profitabilityand gain a better advantage over its sold products and services. Marketing:It helps the Marriott hotel in its marketing practices. For example, thetargeted customers such as Business Travelers. The hotel understands their specific needsand demands and creates advertisements and promotion strategies accordingly to attractthem. It helps to hotel to both attract the customers and prepare its marketing strategiesaccordingly. This develops the hotel to gain a better consumer advantage as well as topromote its products and services in such way that the targeted customers are attractedtowards the hotel. Provision of right food and beverages: Understanding the customer needs and demandshelps the Marriott hotel to provide right food and beverages to its guests. For example,understanding the needs and demands of hotels target customers such as solo travelersand backpackers help the organisation to understand what kind of foods and beveragesthey are going to like (Weiss and Straub, 2018). Marriott hotel provides them with foodand beverages according the needs and ensure their satisfaction. P2 Customer engagement of different targeted groupsIt is important for Marriott hotel to have a good customer engagement in order to earngood profits and ensure organizations growth and success. Below mentioned are the differentfactors that drives and influences customer engagement in the hotel: Awareness: Creating the right awareness is one of the most essential factors that drivesand influences the customer engagement in Marriott hotels. It is important for theorganisation to have right awareness in order to achieve set growth and advantage andearn required profitability. For example, the targeted customer groups such as familiesliving across the nation and the selected areas where hotel chooses to promote itself areprovided with the right awareness of the hotel and its provided services. It creates a goodengagement with the customers across the chosen areas of promotion and allows the hotelto achieve set growth and advantage accordingly. Loyalty: Loyalty is another important aspect which helps the organisation to achieve setgrowth and advantage and create a better customer engagement. It is important for thehotel to earn a better loyalty from its customers in order to achieve set growth andadvantage (Gardiner, Neeley and Duerden, 2018). For example, targeted customer groups

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