Planning for Customer Experience Management

PLANNING FOR
CUSTOMER
EXPERIENCE
MANAGEMENT

TABLE OF CONTENT
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
LO 1...........................................................................................................................................3
Value and importance of understanding needs, wants and preferences of the target
customer groups.....................................................................................................................3
Different Factors that Influence Customer Engagement of Different Target Customer
Groups....................................................................................................................................4
LO 2...........................................................................................................................................5
Customer Experience Map.....................................................................................................5
Influence of Touch Points in Customer Experience Map......................................................6
LO 3...........................................................................................................................................7
Importance of Digital Technology in Managing Customer Experience................................7
LO 4...........................................................................................................................................8
Customer Service Strategies..................................................................................................8
Creation of customer service strategies..................................................................................9
CONCLUSION........................................................................................................................10
REFERENCES.........................................................................................................................11

INTRODUCTION
The term customer experience management indicates the overall activities that are
adopted in order to enhance the experience that customer has with the brand or company
(Pavlova, 2019). Marriott Hotel is one of the most prominent brands of hotels operating in
London. The current report will evaluate the importance of understanding the target
customers in a better manner and it will also analyse the different factors that influence
customer engagement. Further the report will create a customer experience map and then
identify the touch points that can be created in order to increase opportunities. The report will
also evaluate the digital technologies that are available and the customer services strategies
that can be adopted overall.
MAIN BODY
LO 1
Value and importance of understanding needs, wants and preferences of the target customer
groups
The customer group that are targeted by the company are the key behind every
marketing activity that is being carried out by any organisation. The sole crowd towards
which such activity is directed, the major reason behind the launch of the product in the
market is to appease or satisfy certain unmet needs of the targeted customers segment for
whom the entire process of launching and introducing the products is being carried out. Since
the target customer is the main reward generator and the facilitator for the companies today, it
is necessary to effectively address the different needs, wants and preferences of the
customers. The need here indicates the product and services that are being offered, to the
customers i.e. against the overall cash in return but the attraction level needs to be segregated
from the overall funds in the country and in the economy (Eom and Lu, 2019).
The understanding of needs helps in identifying the products and services that can be
used for the satisfaction of the needs of the customers that have not been met. This will help
the Marriott Hotel as well because the number of customers will increase and hence they will
in turn increase their revenue generation. The wants are the things that are desirable to the
customers but they do not intend to necessarily buy the, the management of the Marriott
Hotel can easily identify what are the goods that are to launched with an innovative
recreation and increase marketing strategies. The preferences basically signify the choice of
one over another. The importance of the evaluation of the preferences lies in the fact that it is

necessary to always bear in mind that what are those areas of goods or services that will be
selected by the customers over any other products that are being offered to them (Chen, Raab
and Tanford, 2017). The Marriott hotel will be able to draw major benefits by understanding
the three key terms of needs, wants and preferences specifically in context of the target
market for whom their marketing efforts are synchronised s this helps in the better
formulation of the marketing objectives and the achievement of the overall goals. It also
facilitates the revenue generation as the better understanding can help the company in
targeting their customers in a better and more specific manner and this in turn leads to
increased profitability and productivity.
Different Factors that Influence Customer Engagement of Different Target Customer Groups
Customer engagement is very essential to increase the potential of the business
organisation by providing better quality products and services. It is very essential to analyse
the entire factor which influence the customer engagement level which helps to improve the
efficiency of the organisation. Hotel Marriott is branded and luxurious hotel range around the
world and it is very essential for the organisation to understand these factors which influence
customer engagement level. Due to different location and markets the customer segments of
the organisation also varies which impacts the management strategies to increase customer
experience effectively.
Cultural Factors
Increase in the demand of quality of services it is very essential for Hotel Marriott to
develop effective cultural values in the organisation which improves core value of the
organization and enhance communication skills of employees to increase customer
satisfaction effectively (Dou and et al., 2019). Social fact also helps hotel to determine the
cultural behaviour of the customers and develop effective services and products which are
desired by customers to increase the engagement level effectively. Hotel Marriot has
specialised team which ensure to analyse all the cultural, sub cultural factors of the market
while developing effective strategies which helps to increase the potential of the organisation
to compete in the market and increase the market share to gain better profit margins
effectively.
Personal Factors
Personal factors are also responsible for increase the customer engagement level and
it very essential for the hotel to analyse all the personal factors to increase the customers base
effectively. age and life cycle is one of the personal factors which impact customers to make