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 marketis 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. InTUI travel Plcthere 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 assesthey 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 1
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. P2Investigateassortedfactorsthatdriveinaswellascreatesanimpactoncustomer engagement. There are some of the factors that are part of external business environment and are creating a strong influence onengagement 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 mediacan 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 brandcan 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 certainpromotionalmessagesto besent to themrelatedto 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 maketimely communication with their regular and permanent base of customersso that they can be attracted with timely 2
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special offers. Such as they can be provided with some special benefits that are designed specifically for their established loyal customer base only(Biemans, 2018). It is going to enhance their level of satisfaction that prevents them from switching to any other competitor. The above mentioned efforts on part ofTUI travel Plcwill create a strong affirmative influence on their customers and will drive their behaviour, the management has to emphasize on use of some on boarding strategies. It denotes to a process where individuals are going through the initiation of journey of developing as a customer. With time there is establishment of loyalty on part of such customer. So there can be development of some strategies as mentioned below:Objectives can be laid according torespective customer demand.For the management of travel Plc there can be formulation of a marketing team to acknowledge the specific customer expectations. Customer mapping can be done of customersby logically handling their expectations from the brand. Such as details can be furnished in context of services thatthey are offering. It is necessary of TUI travel Plc to take timely reviews and take feedbacks from the existing customers to ensure that all the customer expectation are meeting. So that if there are anynegative reviewsorcustomer complains that can also be timely handled. It results in customershavingmindsetthattheirneedsanddemandsaretimelyconsideredbythe management and they are provided with timely responses. LO 2customer experience map to create business opportunities and optimise customer touch points P3 Creation of customer experience map for travel and tourism industry Customer experience map is a basic process that is used for identification of services and products that are to be offered in the market. It is crucial for organisation to ensure products and services are according tocustomer specificationso that there can belong run survivalin the external market. For this there has toproper examination of customer requirementsso that there can be building up of loyal customer base. The main motive is to focus on development of a customer experience mapaccording to higher authorities of organisation to enhance the level of profitability. 3
For TUI travel Plc the management of the organisation has to focus on acquisition of customer mapping serviceswith a objective of offering customers with higher quality of services. For making a analysis of the requirements there has to be customer satisfaction according to high quality of products(Homburg, Jozić, and Kuehnl, 2017). The analysis is done regularly so that there can be creation of awareness and establishment of communication channels with customers in the external market. Pre TourDuring TourPost Tour Touch pointsIn the present situation ofexternalmarket customers are willing tofocusonuseof onlinetools(useof socialmedia applications)forthe purposeofcollection ofnecessary informationthatis relatedtogoods& services. It is acost effective methodmay betimeconsuming sometimesbut becomeseasyto understandasthere can be approaching of customersaccording to their specification. To offer services to customersand remainintouch with them after they havesuccessfully place their booking it is necessary that thereisaproper guidancethatis providetothem throughtheir overall tour.In this processthetour guide has to assist thecustomerwith providingthem withtheright guidance, directions, instructionsall throughthe respectivesituation wheretheyare Inthechanging external environmentthere hastobetimely checking of online reviewsthatare donebyalready visitedcustomers. Butmanytime organisations have to focus on use of apostapproach where there has to beassessmentof customers satisfactionlevel aftertheyhave gonethroughall the services so that theiroverall experiencelevel can be evaluate in 4
facingany difficulty. detail. Perception of ConsumerIn this the customer’s perceptionismainly focused.Itcanbe createdbylocal referralsorby suggestionsthatare provided through print ofcollectedmarket dataandthereis developmentof mindset of customers as they are serving the them towards availing of services(Laffy and Walters, 2016). If there is no proper interactionatthis stagebetweenthe customersandthe managementof TUI travels then it leadstohigher dissatisfactionof the customers. In this stage most oftravellersare sharingtheir experiences, opinionwith public,friends, known ones it can bepositiveor negativethatis dependonthe situation of actual experienceof customers. Opinion for bettermentOrganisationsatthis stagearewillingto developeffective customer servicesthat aretobeconsidered according to customer viewsand suggestions. It is very crucial for organisationsto providetraining sessionssothat therecanbe guidanceanda professional training that can be offered to the whole staff of TUI travels regardingtheway customershaveto betreated.Further Atthisstagethe customersare sharingtheir experiences, perceptionsabout the way they have perceivedthe overall value from the organisation. It actually leads to a conclusionthat whether there has beenachievement 5
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itiscrucialthat organisationsof hospitalityindustry mustpossesa skilled and talented tour guide who ca makeeffective communication withcustomersin order to handle all their issues. oftherequired satisfactionlevel thathasbeen perceivedby customers. P4 Discussion on ways for creation of touch points throughout customer experience Customer touch pointsare mainly developed when customer is making interaction with the customer in direct or indirect manner(Tidd and Bessant, 2018). It is a type of interaction that is depicting the relationship between the customer and the organisation. It can result into better success and timely improvements. It is defined as the journey that is starting when customers are making the purchase of the product or actually experiencing the services. Some of the major areas from where thecustomer touch points are actually developedare explained below: Website:The official website of the organisation is a type of non verbal medium of laying down communication channel with customers. In this the role of management how are handling the activities of such website are to be considered. In respect to TUI group the marketing manager are focussing on development of website that is updating all the information with tome so that customer can get timely updates through the website of TUI. E mail:it is electronic medium where there can be a interaction established between the organisation and the target segment of customers. In this case the marketing manager of the organisation is making use of email as a technique for the purpose of informing customers about the changes that are made in the portfolio and with all the exciting offers that are formed for the customers. In TUI the managers prefer to send e mail to all their customers so that they are able to get the information of special discounts, vouchers and offers. It is a very easy technique of 6
informing all the customers in least duration of time and with higher efficiency of creating an attractive message of offers. Advantage of customers touch points: Customer touch points are part of their customers are interaction with the brand and the overall products and services. It benefits are associated as it leads to development of understanding of each touch point that organisation is having connection with the customers. It is used as a technique to identify the weak areas of the organisation so that for the improvement strategy can be formed in the right direction only. Effective techniques of customer touchpoint lead to proper utilisation of available resources and achievement of higher competitive advantage especially in case of travel industry. Disadvantage of customers touch points: When there are highly available touch points by all the competitors then it leads to no use of any type of differentiation advantage for the organisation. Apart from this if there are too many badly managed touch points and it leads to turning off the customer experiences in a negative manner and customers might turn away. When there is high amount of interference that is by the organisation then it leads to frustration of customers as they are no longer willing to avail services and their leads to a complete negative impact on the overall mindset of customers. LO 3: Impacts of digital technology in customer relationship management P5: Analyse ways in which digital technology can be employed within managing customer experience. In the changing external market technology is playing a very crucial role for hospitality industry in order to develop and maintain healthy customer relationships that is assisting in building up of large base of customers(Fried and Kastel, 2020). There is use of latest technologies of web designing that is providing a opportunity for organisations to provide them with high quality services. In context with TUI travel plc the use of innovation and adoption of latest technologyto ensure high sustainabilityin the changing market.For thisthere is requirement of some specific strategies in order to form such effective relationship with customer. There are various techniques of digitation that is used by management of TUI travel plc as discussed below: Chatbot: 7
It is a system that is started to understand the response of customer experience. In TUI the adoption ofchat botis part of the new digital technology revolution that is used for gaining of knowledge and collection of customer related information in the short duration of time(Morris, 2016). Data Analytics: It is a method that is used for the purpose of examination of the information of customer views so that there can be high quality services offered to customers. It is a tool that is used for providing benefit to the association in the form ofhigh experienceand thentraining of future prospective customers. There are various strategies that are part of customer relationship management of TUI that can be adopted to ensure the relationship is effectively maintained with the customers: TUI can offerhighly personified and customised services so that the high satisfaction criteria can be met. There is offering of discount vouchers, cashback offers that leads to extra benefits apart from the regular offers. By acquisition of such methods TUI can create effective communication with their customers in the market. LO: 4 Effectivecustomer experience management within a service sector business P6: Expatiate customer service strategies within Travel and tourism. The organisation has to make timely strategies and plans to ensure the quality of services. The first reason is that high customer satisfaction can result into success and organisation and attainment of a leadership position(Greenwell,Danzey-Bussell and Shonk, 2019). Some of the strategies that have been adopted by TUI travel plc to achieve positive outcomes for enhancing the level of customer base are mentioned below: Resolving customer issues: The management of TUI is focussing on customer problems and then further resolving them by timely identification of customer issues on the social media applications or the website of the company. There is responding to negative reviews in form of management feeling guilty for dissatisfaction of customer there will be further improvements. 8
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Educating and training of workforce: overall workforce of TUI group is provided with providing their workforce with all thetraining opportunitiesso that they are able to enhance the level of skills & knowledge in the way they are catering to their customers(So and et.al 2016). Above mentioned are some of the customer service strategies that are used by TUI group in order to enhance the satisfaction level of their present customer base. P7 Illustrate customer service strategies. Approx 33 percent of customers in Americaare saying that they are willing to make a complete switch between brands if they are provided with poor customer services. There is no particular definition of excellent customer services. But if a services is able satisfy the customers expectation then it is considered as effective. The main reason behind to focus on effective customer services is toenhance the loyalty of customers towards the organisation and increase the process of customer enhancement in the organisation(Kumar and Kaushik,2020). To analyse whether customer services are according to customer requirement there is a need to take feedbacks from customers. TUI travel plc is willing to build up healthy relationships with customers and further engage the potential customers for a longer time duration to ensure that they are complete loyal towards this brand. Some of the recommendation are being developed for higher authorities of TUI travel PLC as mentioned below to increase the process of customer engagement. Recommendations: For the higher level of authorities of TU travel Plc there shouldbe 24 hours of services that are provided to customers. It will lead towards timely resolving of all the customer queriesandbuildingupofpositiverelationswiththecustomerstoenhancethe profitability and sales.Marketing officials of TUI has to focus onensuringhigher personalisation of service on special occasions such as on the anniversaries or any other social occasion there can be offering of higher discounts so that customers are feeling special. Creativityis one of the major aspects n the changing external environment where customers expectation have to be met in the mots interesting & delightful manner. There can bedevelopment of a specific website or a segmentwhere the main objective is to address the timely feedback. Every time a customers is availing the services then their post purchase behaviour can be evaluated through such website by identification whet 9
their expectations have been met or if not then what are the major areas of dissatisfaction this is going to save lot of time and resources of TUI travels in form of formation of strategies only for major areas of improvement that have been identified their customers. 10
CONCLUSION From the above mentioned different aspects of managing customer experiences. It can be summarized that organisation that are part of hospitality industry can achieve higher success level by focussing on maximization of the level of customer experiences. There are different identified areas of e mails, formal meetings, chat bots that can be adopted by higher authorities for the purpose of identification of customer requirement to enhance the level of customer engagement. The present changing technological aspects are very crucial to understood in order to assist the organisation to increase their market share and analyse the future customer requirements. 11
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References Books & Journals Peppers, D. and Rogers, M., 2016.Managing customer experience and relationships: A strategic framework. John Wiley & Sons. Goodman, J., 2019.Strategic customer service: Managing the customer experience to increase positive word of mouth, build loyalty, and maximize profits. Amacom. Smit,B.andMelissen,F.,2018.Sustainablecustomerexperiencedesign:Co-creating experiences in events, tourism and hospitality. Routledge. Ustundag,A.andCevikcan,E.,2017.Industry4.0:managingthedigitaltransformation. Springer. Biemans, W., 2018.Managing innovation within networks(Vol. 7). Routledge. 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. Laffy, D. and Walters, D., 2016.Managing retail productivity and profitability. Springer. Tidd, J. and Bessant, J.R., 2018.Managing innovation: integrating technological, market and organizational change. John Wiley & Sons. Fried, G. and Kastel, M., 2020.Managing sport facilities. Human Kinetics. Morris, K., 2016.Infrastructure as code: managing servers in the cloud. " O'Reilly Media, Inc.". So and et.al 2016. The role of customer engagement in building consumer loyalty to tourism brands.Journal of Travel Research,55(1), pp.64-78. Greenwell, T.C., Danzey-Bussell, L.A. and Shonk, D.J., 2019.Managing sport events. Human Kinetics. Kumar, V. and Kaushik, A.K., 2020. Building consumer–brand relationships through brand experience and brand identification.Journal of Strategic Marketing,28(1), pp.39-59. 12