Unit 02: Managing Customer Experience

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1. Value and importance of understanding needs, wants and preferences of target customers
of Marriott....................................................................................................................................1
P2. Factors driving and influencing customer engagement of different target customer groups.
.....................................................................................................................................................2
LO 2.................................................................................................................................................3
P3. Creating customer experience map for Marriott...................................................................3
P4. Discussing touch points creating such opportunities throughout customer experience........4
LO 3.................................................................................................................................................5
P5. Examining digital technology is employed in terms of managing the customer experience
within Marriott.............................................................................................................................5
LO 4.................................................................................................................................................6
P6. Illustrating customer service strategies in a Marriott............................................................6
P7. Demonstrating customer service strategies creating and developing customer experience in
meeting customer needs and wants..............................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Managing customer experience is that term which is defined as the collection of those
process or techniques that are used by company in order to track, oversee and further organise
every interaction that is taken place between customer and organisation (Aichner and Gruber,
2017). Thus, in the following report, Marriott International has been taken into consideration. It
is an American multinational organisation that is diversified all over the world. It provides
hospitality services and manages and franchises a brand portfolio related to hotels and lodging
facilities.
In the following report, importance of understanding needs and preferences along with
the factors that leads in influencing customer groups will be discussed in detail. Further,
customer experience map along with touch points that creates opportunities for the customers
will be illustrated in detail in this report. In addition to this, this report also highlights on
importance of digital technology in order to manage the customer experience will be examined in
this report. This study also presents various strategies related to customer service that creates and
develops customer experience within Marriott.
LO 1
P1. Value and importance of understanding needs, wants and preferences of target customers of
Marriott.
Target customers are those customers on which company aims in delivering the products
and services that they are offering. In other words, it is the group of those people whom they
want to reach with the message related to marketing and will buy the products of Marriott and
are united with some characteristics they have in common which includes demographics or
behaviour (De Keyser, Lemon, Klaus and Keiningham, 2015). Thus, the importance of
understanding needs and wants of customers has been discussed as per below context-
 Managing expectations- If the cited organisation knows about their target markets needs
and wants than it will be easy for them to meet the expectations of customers and also
can manage it in effective manner. This will therefore help Marriott in two ways and
among this the first one is that they will discourage those audiences who have
expectations in unrealistic manner of the products and services that has being offered and
second way is that cited firm will be left with a pool that contains a satisfied customers
who gets attract and may stick to this brand continuously.
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 Building loyalty- If the cited organisation understands the needs and demands of their
customers than it will help them in building huge loyalty base. This means that customers
are more willing in order to purchase from that firm or enterprise which gives importance
to their requirements and take them into consideration when they produce any kind of
goods or provide services to them. This will also help them in attracting large number of
consumers towards the particular brand and company may reach the boost (Zhao, Goh
and Hou, 2016).
 Increase referrals- The number of loyal customers are there to a business, there is
increased number of referrals to those products and services that is being offered by a
particular brand. This referrals are either in terms of friends, family and business
associates, etc. These referrals are further termed as the most advantageous to business as
they help in cutting down those expenses that are related to advertising and marketing.
Thus, customers who attracts towards this brand through any referrals are prequalified
that helps them in turning themselves from prospective customers to the buyers.
P2. Factors driving and influencing customer engagement of different target customer groups.
The term customer engagement is defined as the connection of business communication
between the consumer and particular brand through various channels in terms of correspondence
(Homburg, Jozić and Kuehnl, 2017). In other words, it is correspondence that is related to
customer to customer in terms of communication, product, service or a brand. Thus, the factors
that leads in influencing customer engagement of different target customers has been discussed
as per below context-
 Accessibility- First, the important factor that influences the engagement of customers is
accessibility. The cited brand has to ensure that customers are able in such way that they
can find access towards the products and services in efficient manner on the channel that
has been preferred to them. In addition to this, Marriott should ensure that their customers
reaches the company and also leads in obtaining the best service.
 Navigation- The process of navigation and browsing must be as simple and smooth as
possible for them. The cited organisation must provide users with effective keywords that
would lead them in searching and filtering the best results and also integrating solutions
that would help the customers in guiding and directing in such way that they can easily
identify the suitable products in quick and easy manner. In addition to this, Marriott must
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