Planning for Customer Experience Management

Planning for Customer
Experience
Management

Table of Contents
Introduction......................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explicate value along with significance of acknowledging customer groups of TUI...........1
P2 Investigate assorted factors that drive in as well as creates an impact on customer
engagement.................................................................................................................................2
TASK 2............................................................................................................................................3
P3 Creation of customer experience map for travel and tourism industry..................................3
P4 Discussion on ways for creation of touchpoints throughout customer experience................6
TASK 3............................................................................................................................................7
P5 Analyse ways in which digital technology can be employed within managing customer
experience...................................................................................................................................7
TASK 4............................................................................................................................................8
P6 Expatiate customer service strategies within Travel and tourism..........................................8
P7 Illustrate customer service strategies.....................................................................................8
CONCLUSION
.......................................................................................................................................................10

Introduction
Customer experience is the aggregation of the procedure for utilisation of various
activities that are part of the customer life cycle. It is a practise that consists of designing &
reacting of communication that takes place for meeting the customer expectations by enhancing
their level of satisfaction, loyalty and the advocacy. The present report is based on TUI travel Plc
that is a British travel group it was started in the year 2007. Its headquarters are present in
England UK and the products are comprising of travel agency, accommodation and passenger
transport (Peppers and Rogers, 2016). The report is based on evaluation of customers demand
and distinct components to start the process of customer engagement. There is examination of
different aspects of digital technology for the purpose of managing of customer experiences.
LO: 1 The needs and expectations of market segments for the service industry
P1 Explicate value along with significance of acknowledging customer groups of TUI.
It is very crucial to acknowledge the wants and needs of customers to enhance the
process of stability in the market in long run. Organisations can provide the customers with
effective services by acknowledging them with their specific expectations (Goodman, 2019).
With the analysis there is identification of requirements and preferences of customers by Travel
TUI Plc so that there can be development of policies for satisfaction of customer requirements.
Target market is the group of prospective customers to whom the organisation is willing to sell
their products and services. It consist of the group of specified customers to enhance their
marketing efforts. In TUI travel Plc there is a strong customer base for which all the direct
marketing efforts are created. It can lead toward enhancement of the revenue and overall brand
image. For the purpose the management of TUI is willing to assess the target market: Monitoring of customer actions: Business organisations have to be highly proactive in
order to asses they require of customers before serving them or offering them with the
required services. It leads to a implication of certain tools for TUI in order to predict the
customer behaviour that can aid them in furnishing of all the knowledge that is related to
the customers choices. Determination of customer category: Many organisations are opting for focussing on
different groups for cross selling. It can be understood with a example of Disney land that
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is based on creation of a specific package for pre identified customer needs. It clearly
denotes that it is very important for TUI travel Plc to determine the patterns that are opted
by customers so that they are able to create a affirmative impact.
 Formulation of marketing strategies: The marketing plan of action has to be developed
to ensure that all the activities are taking place according to customer requirements. For
this the marketing department of TUI travel Plc has to develop insights of customer wants
to start with the further process of marketing campaign (Smit, and Melissen, 2018). Such
as if a individual is willing to go for a family vacation then the package of their vacation
has to be designed in such a manner that there are best deals according to number of
members in the family.
Above discussed is the significance of understanding of overall customer needs according
to their level of demand so that there can be achievement of higher profits. It also leads towards a
situation of higher sustainability by minimization of threats from the external market.
P2 Investigate assorted factors that drive in as well as creates an impact on customer
engagement.
There are some of the factors that are part of external business environment and are
creating a strong influence on engagement of customers in the travel & tourism industry. It is
necessary that TUI travel Plc has to consider certain aspects that can lead to higher customer
engagement. Some of such factors are mentioned below: Social media can be adopted as a engagement tool that lead to notification of services
that are to be rendered. TUI travel Plc has to promote healthy interaction among their
customers so that they can timely address all the problems faced by customers.
 TUI as a travel brand can also engage their customers by use of messaging applications
in order to communicate with their customers (Ustundag, and Cevikcan, 2017). There can
be use of certain promotional messages to be sent to them related to travelling,
accommodation. When people are provided with promotional messages then they get
attracted towards such offers that leads to availing of services even if they are not having
any such plan.
 The management of TUI travel Plc have to make timely communication with their
regular and permanent base of customers so that they can be attracted with timely
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