Managing 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