Managing Customer Experience

This document discusses the value and significance of understanding customer requirements, needs, preferences, and wants in managing customer experience. It explores different factors that can influence customer engagement and discusses the use of digital technology in managing customers. The document also includes a customer experience map and a discussion on how touchpoints create opportunities throughout the customer experience.

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Value & significance of understanding the requirements, needs, preferences and wants of
targeted customer groups........................................................................................................3
P2 Explore different factors which can influence customer engagement of various targeted
customers................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Customer experience map.................................................................................................5
P4 Discussion about how touch points creates opportunities throughout the customer
experience. .............................................................................................................................7
TASK 3............................................................................................................................................8
P5 Digital technology is employed in managing the customer.............................................8
TASK 4............................................................................................................................................9
P6 Customer Service Strategies..............................................................................................9
P7 Customer service strategies create & develop the customer experience........................10
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
In today's competitive environment, managing the experience of customer is very
essential and significant in order to maintain sustainability at the marketplace. With the help of
this, managers will be able to enhance their overall profitability as well as market share of the
company at the competitive marketplace. In the present report, Marriott International is chosen
as the base company in order to increase the understanding about customer's experience. It is an
American multinational hospitality organisation which was founded in the year 1927 by J.
Willard Marriott (Al-Ahmad and Mohammad, 2012). The present report includes various topics
such as significance of requirements, needs as well as wants of consumers. Apart from this, user
experience map is formulated with the assistance of which performance as well as efficiency of
business organisation will be raised in an effective manner. Furthermore, investigation about the
impacts of digital technology are going to be discussed in detail.
TASK 1
P1 Value & significance of understanding the requirements, needs, preferences and wants of
targeted customer groups.
For every organization customers are the assets who purchase the products as well as
services. It is essential for every companies to analyse the requirements of their customer so that
the production takes place according to them and will satisfy the customers. To gain the profit
and increase sale the companies must fulfil the needs of the customer. In addition to this, it also
help companies to gain an competitive edge at marketplace and build good market position. In
context to Marriott international that provides luxurious services to the customers. The target
customer's of hotel consist of business people, families and newly weds couple (BERHE, 2017).
The services provided by Marriott international are given below that is given to its target
customers:
Customers requirements as well as wants
Business people  Free Wi-Fi
 complimentary newspapers
 meeting rooms
 faxing & printing services

families  Children's play area
 separate dining & living areas
 equipped kitchen'
 spa & fitness centre
Newly weds couple  Luxurious suite
 clubs
 Customization in food
 Theme decorations
From the above chart it has been analysed that choices and needs vary according to the
customers. Marriott international targets business people and provide them internet services,
workspace, printing services and so on in order to attract them through their services and builds
customer loyalty. The second type of target customer is families who spent vacations with their
kids. For them they provide children's play area, fitness centres , kitchen facilities, TV, lining
area etc. The hotel have also villas for families who want to stay separate and freely it includes
services such as master bath tub, porch, music system and so on (Bruce and Love, 2018). This
services satisfy the families and make positive word of mouth in the market. In addition to this,
Marriott international hotel targets newly wedding couples who want to stay in luxurious hotels.
They give services such as Luxurious suite, theme decorations, table services, food
customization and clubs so that couples enjoy their stay and use their services again in future.
This leads to customer satisfaction which in turns increase the level of profitability as well as
sales.
P2 Explore different factors which can influence customer engagement of various targeted
customers.
The affective connection that takes place between the brand and the customer is known as
customer engagement. Customer experience plays an essential role in customer engagement , if
the customer experience a high and good quality service it will remain with the organization for
longer period of time. Companies build their plans according to its customers requirement and
improve them by taking feedback from them (Cook, 2017). Organisations offer distinct and
unique services in order to differentiate it from the competitors and attract huge number of

customers at marketplace. Nowadays, companies are using both online as well as offline
techniques to touch with their clients and builds strong connections. New technologies upgrade
the promotional level of companies and covers wide area at a time.
Business people: It consist of those people that keeps on travelling for the purpose of
business. With reference to Marriott international hotel, they give the facility of internet to this
customers. Newspapers as well as magazines has provided to them as most of the business
people prefer reading newspaper in their free time. With this, meeting rooms, workspace with
printing services is given to the business people so that they can easily carry their work and
satisfied with its services. This services help Marriott to engage its customers for longer time.
Families: Many families nowadays like to go on vacations with their kids. In context to
Marriott international Hotel have villa for families where families can enjoy and spend their
vacations. The villa includes dining area, television, porch, equipped kitchen, fitness centre, area
for children's, swimming pools, spa ans so on. All these services fulfil the needs of families and
aid hotel in gaining customer loyalty which in turns engage families for longer period of time.
Newly Weds couple: It includes those couples who want luxurious stay after their
marriage and enjoy their time. In context to Marriott international Hotel, they have luxurious
suite for couples which is decorated by them according to the theme selected by couples. It
includes services like food customization, music facility, spa & saloons and so on. These service
makes stay comfortable as well as enjoyable for the couples (Gingiss, 2017).
Brand Loyalty: Customer's keep loyal with the organisation when their requirement is
fulfilled by them. With references to Marriott international Hotel, they give services as per the
requirement of its customers. They take feedback from its customer so that they can make
improvement in services and gain customer loyalty. This leads to increase in the degree of profit
& sales.
M1 Assessment of how customer engagement component ascertain customer on-boarding
strategies for various target customer groups.
With the help of above mentioned report, it has been analysed that company need to
develop strategies and policies according to the requirements and needs of customers. It has been
identified that needs and wants of users are dynamic in nature which need continuous analysis.
Customer engagement help in enhancing the profitability of the company at the competitive
marketplace. This will help in retaining customers for a longer period of time.

D1 Evaluate a broad range of different target customer groups’ needs and expectations in terms
of customer engagement
It has been analysed that there are various types of customers available at the marketplace
which affects the business organisation in both positive as well as negative manner. In order to
fulfil the requirements of customers, it is very essential for the management team to fulfil the
needs and wants of customers. In this context, families, newly married couple, business people
are the target customers and there needs and wants are totally different. For fulfilling there needs
it is very essential to identify them in advance and modify there strategies and policies
accordingly.
TASK 2
P3 Customer experience map.
It refers to a technique which is used by large number of companies in order to examine
how consumers think and feel about the product offered by them at the marketplace. It is very
important for the management team to examine the perception along with preference of
customers so that they will be able to retain them for a long period of time by satisfying their
needs and wants. The main aim of business organisation is to increase their overall profitability
and increase their market share (Goodman, 2019). In the present context of Marriott
International, top management team of the hotel start adopting mapping on a continuous interval
so that they can offer high quality services to the users. Managers of Marriott International,
select various tools in order to interact, communicate and spread messages to the users and
consumers.
Pre Tour During Tour Post Tour
Touchpoints In today's competitive
world, customers
mainly prefer online
methods in order to
search any kind of
information related to
the products and
services of company.
It is very essential
to provide proper as
well as qualitative
services to the
customers once the
booking done by
them is confirmed.
It has been said that
Client review all
the comments
given by others
and then make any
kind of opinion
towards the
organisation.
Apart from this,

This is one of the most
easiest method which
saves overall time and
cost of customers.
tour guide mainly
provide assistance
to the individuals so
that they will gain
valuable
experience.
consumer post
their views and
experience which
assist new
customers in order
to take decisions.
Perception of Customer It is the point where
customers do not have
any kind of local
referrals who provide
them guidance to the
travellers. All the
printing data,
information and
suggestions create
direct impact on the
mind of consumers
(Harmeling and et.al.,
2017).
Consumers and
travellers remain
unsatisfied when
there is no effective
interactions was
conducted with the
local individuals.
It is the point
where travellers
share their views
and experience
with their family,
friends,
colleagues and
many more.
Opinion for betterment Organizations will be
able to improve its
products and services
with the help of proper
utilisations of
suggestions given by
customer's. Along
with this, there must
It is essential to
provide training
and development
sessions to the staff
members so that
they can provide
proper guidance to
the travellers.
This is the stage
where customer
share all their
photos, views and
experience with
other individuals.

be clearly identifiable
roles and
responsibilities so that
outcome will be
produced effectively.
Along with this,
tour guide must
have effective skills
such as
communication,
listening,
persuading skills
and many more.
P4 Discussion about how touch points creates opportunities throughout the customer experience.
It is said that customer's touch point mainly takes place only when consumer interacts
with the organisation for the very first time related to the products and services offered by the
company. Apart from this, it is the journey of a consumer which begins from availing all the
services and then finish once customer use that services. Some of the most essential techniques
are going to be discussed as follows:
Website: It refers to an effective and appropriate communication channel which assist
companies in order to share all the required informations about the products and services in an
effective manner (Hill and Alexander, 2017). In the present context of Marriott International, it is
required by the marketing manager to share all the required information with customers through
their official websites on its website so that customers can aware about its offerings. This as a
result enhance the knowledge of customers which leads to improve the overall profitability of the
company at the competitive marketplace.
Email: It is the second most essential element where customer's get all the information
and data related to new offerings and products which is given through email. In the present
context of Marriott International it has been said that managers adopt email method in order to
communicate all the information related to vouchers, offers, discounts, special offer and many
more to their customer's. This as a result, assist in attaining attention of large number of
customers towards the organisation, which improves the overall profitability of the company
(Kumar and Reinartz, 2016).

TASK 3
P5 Digital technology is employed in managing the customer.
It has been said that in the era of Digitalization, it is very important for the management
team to maintain strong and loyal customer base at the competitive marketplace. Web designing
refers to a computerized advanced technology used to provide high quality products and services to
the customers in order to maintain their sustainability at the competitive marketplace. In the present
context of Marriott International, digital technology and internet assist in attracting large number of
individuals towards their company so that there overall profitability will be increased. Along with
this, various policies and strategies are adopted by the management team so that effective
relationship will be formulated which assist them in performing their business functions(Bereznoy,
2019). There are various method of digitalisation adopted by the managers of Marriott International
are as follows:
 Chatbot: It is said that, experience of customers can be enhanced and improved with the
assistance of effective technology popularly known as Chatbot. It has been said that, with
the help of chatbot technology, required guidance is provided to the customers in order to
formulate appropriate website, transfer messages and different gadgets. This as a result is
quite beneficial for the company for retaining potential and loyal customers for a long period
of time.
 Big Data Analytics: It is the method in which views and thoughts of customers is
examined as per the information and data shared by them, this as a result will help them in
offering high quality products and services. It is one of the most beneficial tool used by the
management team in order to formulate experience among customers and retain them for a
long period of time (Biswas and Roy, 2015).
It is the company which is performing their business functions within hospitality sector and
develop various strategies so that they can maintain healthy and strong relationship with their
potential customers. There are various pathways with the help of which CRM team can formulate
effective connections with their customers which are going to be discussed as follows:
The commodity will be helpful in order to have correct and accurate documentations of the
data which is related to the customers output.
 Company need to offer welcome cards, discounts and various kinds of gift vouchers along
with the products and services.

 It is required by the management team to develop effective plans and policies and provide
personalised products and services to their customers.
All these methods are quite beneficial in order to develop strong and healthy relationship
with customers at the competitive marketplace.
TASK 4
P6 Customer Service Strategies.
In order to attain goals in an appropriate manner, Every organisations makes strategies,
plans as well as policies to serve good services to the customers. The primary reason is to satisfy
customers and engage them for longer time rather than being a successful businessperson.
Companies make strategies so that customer did not prefer other brands or did not switch to any
other substitute products(Calder, Isaac, and Malthouse, 2016). With reference to Marriott
international Hotel, the manager of the hotel have follow strategies that results in gaining
customer's loyalty as well as engaging them for longer time. These strategies are described
below:
Educate and aware employees: It is essential for every companies to educate their
workers related to the activities of the organisation so that they can serve properly to the
customers. This will improve the communication level of employees and they are easily deal
with the customers. In context to Marriott international hotel, these strategy helps employees to
take interest in activities restaurant which will positively effect on the services given to the
customer(Gensler, 2015). In addition to this, it builds large customer base which in turns high the
level of profitability.
Resolution of customers issue: Organisations must make it a priority that is solve the
problems of their customer in order to build good relation with them. Solving issues on time
builds good reputation of the company and leads to the contribution of success and growth of
company. Marriott international hotel ensures that the interaction between the employee and
customer is effective so that positive environment can be created. Customers feel valued if
management team resolve issues on time and give them the priority. This will lead customer to
stay loyal towards the hotel and spread positive word of mouth.
Provide training sessions to employees: The important factor for every organisation is
the connection and behaviour of employees towards the customers. For this, training sessions is

given to the subordinates regarding services,how to behave with customers, how to handle
issues and so on. In context to Marriott international hotel, the managers have to give training to
the workers so that customers queries and complaints can be reduced. This will reduce the
problems which positively impact on the productivity of the Marriott international hotel.
P7 Customer service strategies create & develop the customer experience.
Organisational management formulate various kind of policies and strategies with the help
of which compelling as well as persuade business operations which highly influences the process of
decision making. Main aim behind developing policies & strategies, is to engage customers and
guest of the company with the help of different digital techniques(Hofacker, Malthouse and Sultan,
2016). In reference to Marriott international hotel, market analysis helps in examining the needs and
wants of consumers and then develop strategies and policies according to the requirements. This
will assist in formulating strategies in an effective manner so that customers needs will be fulfilled
in an effective manner. Along with this, it is also very important for the management team to take
feedbacks on a regular basis from customers so that requirements of consumers will be identified
and compare it with the actual services they offered to their customers. These are the methods which
help in maintaining strong and healthy relationship to Marriott International management team with
their customers and retain their loyal and potential users for a long period of time. There are
recommendations which is given to the management team of Marriott International are as follows:
Recommendation:
 It has been recommended to the management team of Marriott International to provide
regular basis customer care services. This will assist in identifying the issues faced by
customers and then provide solutions to them accordingly and within given time frame.
As a result, there must be a formulation of positive and strong relationship with clients
and retain their potential customers for a longer duration of time(Japee, 2015).
 Moreover, effective and highly upgraded technologies are required to be used by the
managers of Marriott International in order to provide high quality services to the customers
so that they feel satisfied. Along with this, it will assist them in maintaining their brand
image and reputation at the competitive marketplace in a positive manner.
 At last, it has been suggested to the managers of Marriott International that they take
feedbacks from customers on continuous basis. This will assist them in order to develop
strategies and policies according to their requirements and needs.

CONCLUSION
With the help of above mentioned report, it has clearly been said that customer experiences
helps an organisation in maintaining their growth as well as success at the market area. It is very
essential for the management team to determine requirements of customers so that they will be able
to retain them for a long period of time. Apart from this, there are various tools used by the
managers as a customer experience tool which includes mobile phones, telephones, emails, meeting,
and so on.

REFERENCES
Books and Journals
Al-Ahmad, W. and Mohammad, B., 2012. Can a single security framework address information
security risks adequately. International Journal of Digital Information and Wireless
Communications. 2(3). pp.222-230.
Bereznoy, A., 2019. Catching-up with supermajors: the technology factor in building the
competitive power of national oil companies from developing economies. Industry and
Innovation. 26(2). pp.127-157.
BERHE, D., 2017.The effects of service quality dimensions on customer satisfaction: the case of
nib insurance sc (doctoral dissertation, st. Mary's University).
Biswas, A. and Roy, M., 2015. Green products: an exploratory study on the consumer behaviour
in emerging economies of the East. Journal of Cleaner Production, 87, pp.463-468.
Bruce, A. and Love, S., 2018. Speak for a Living: The Insider's Guide to Building a Speaking
Career. American Society for Traini
Calder, B. J., Isaac, M. S. and Malthouse, E. C., 2016. How to capture consumer experiences: A
context-specific approach to measuring engagement: Predicting consumer behavior
across qualitatively different experiences. Journal of Advertising Research.56(1). pp.39-
52.
Cook, S., 2017. Measuring customer service effectiveness. Routledge.
Gensler and et. al., 2015. Listen to your customers: Insights into brand image using online
consumer-generated product reviews. International Journal of Electronic
Commerce.20(1). pp.112-141
Gingiss, D., 2017. Winning at social customer care: How top brands create engaging
experiences on social media. CreateSpace Independent Publishing Platform.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Harmeling, C. M., and et.al., 2017. Toward a theory of customer engagement marketing. Journal
of the Academy of Marketing Science. 45(3). pp.312-335.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.
Hofacker, C.F., Malthouse, E. C. and Sultan, F., 2016. Big data and consumer behavior:
Imminent opportunities. Journal of Consumer Marketing.33(2). pp.89-97.
Japee, G. P., 2015. New Ways of Reaching Out to End Users: Retailing. diplom. de.
Kaur, N. and Singh, D. P., 2017. Deciphering the consumer behaviour facets of functional foods:
A literature review. Appetite, 112, pp.167-187.
Kumar, V. and Reinartz, W., 2016. Creating enduring customer value. Journal of Marketing.
80(6). pp.36-68.
Pandža Bajs, I., 2012. Perceived value creation process: focus on the company offer.Market-
Tržište. 24(2). pp.279-296.
Richard, M. O. and Habibi, M. R., 2016. Advanced modeling of online consumer behavior: The
moderating roles of hedonism and culture. Journal of Business Research, 69(3),
pp.1103-1119.
Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.