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Unit 2: Managing the Customer Experience

Added on - 23 Nov 2020

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UNIT 2 MANAGINGCUSTOMER EXPERIENCE
TABLE OF CONTENTINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Importance and value of understanding needs, wants and preferences of buyers groups inhospitality industry......................................................................................................................1M1 Determination of influence of customer engagement on boarding strategies of customers.2P2 Different factors which influence engagement of customer of different target customergroups within service sector of organisation...............................................................................2D1 Broad range need and wants of different target customer groups in accordance with TUIgroup............................................................................................................................................3TASK 2............................................................................................................................................3P3 & M2 Customer Experience Map...........................................................................................3P4 Opportunities created by Touch points throughout the customer experience........................4D2 Analysing the optimization of customer touch points...........................................................5TASK 3............................................................................................................................................5P5 Examining the way digital technology is employment for managing the customerexperience in TUI........................................................................................................................5M3 Evaluating the way digital technology employed in managing customer experience withinservice sector...............................................................................................................................6D3 Evaluating the advantages and disadvantages of CRM in service sector..............................6TASK 4............................................................................................................................................6P6. Customer service strategies in service sector........................................................................6M4. Application of customer service strategies ofTUI to create customer experience andrecommendations for improvement.............................................................................................7P7. Customer service strategies to create and develop consumer experience meeting theirrequirements and standards of business.......................................................................................8D4. Customer service strategies and communication and recommendations for improving anddeveloping quality customer experience.....................................................................................9CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................11
INTRODUCTIONManaging customer experiences is foremost and a crucial part of business organizationwhere the firm holds the opportunity to develop understanding over needs, wants and preferencesof diverse buyers. The assessment will outline experience of visitors ofTUI UKon the basis ofpurchase expectation to post purchase satisfaction. It is one of the high endtravel operatorofUnited Kingdom and is famous for its luxurious and comfortabletravel and tourism services.The assessment will outline employment of digital technology in an organization to deliversatisfactorytravel experiences of travelers.Thus, it will illustrate customer service strategiesdeployed bytravel and tourism organizationto meet expectation oftravelers.TASK 1P1 Importance and value of understanding needs, wants and preferences of buyers groups intravel and tourismindustry.Target market is particular group of consumer to which firms specifically segments andtargets for its services. These are the buyers which are within a business's serviceable availablemarket to which tourism firm decides to aim and position for selling its services. It is importantfor thetravel and tourismorganisationto understand preferences and needs of visitors in order tomeet their service expectation. The focus of customer service manager of TUI UKis to analyseschanging trends and preferences oftravelersacross the globe. This helps thetravel and tourismfirmin deriving areas of improvement according to visitors (De Nisco, Papadopoulos and Elliot,2017). For example, target strategy oftravel and tourism organizationis on its segmentationwheremiddle and senior aged professionals customer segment with high level of incomebelonging to upper social class is targeted.However, understanding preferences, wants and needs oftravelershelps the organizationin making optimum utilization of resource and relevant efforts in specific service area.Determining preferences and wants oftravelershelps the business in strategic decision makingwhich helps in better positioning. It can be said that wants need and preferences oftravelersinanother country are interrelated on the basis of their accommodation requirement, ability andwillingness to pay certain amount (Rahimi and Kozak, 2017). In accordance with, it can beargued thatTUI UKtargets itstravelersaccording to demographic factor, income level andsocial cultural aspects. Thus, developing understanding over likings and wants of visitors playsan important role because with the of thistravel and tourism organizationis able to target1
ambitiousindividuals who are likely to express their apparent high status and accomplishment bytravelling to high end locations with TUI UK which are offered at premium prices. Thus, it canbe said that meeting customer expectation by predicting their likings andtravel preferenceshelpsthe business in developing strong and loyal customer base across the globe. It promotes sense ofachievement and accomplishment overtravellersby gaining their trust and improving servicesaccording to theirtraveland stay preferences.Determination of influence of customer engagement on boarding strategies of customers.Integration oftraveller’sengagement and on boarding strategies helps TUI group of UKin developing critical understanding needs and wants oftravellers. Follow is an on boardingstrategy which is used bytravel organisationto keep regular check overtravelling preferencesofpeople across the globe (Chen, She and Lin, 2018). However, offering plans as per follow updetails helps the business in meeting customer expectation and valuing their feedback.P2 Different factors which influence engagement of customer of different target customer groupswithin service sector of organisationCustomer engagement play a critical role in understanding experiences of travellers as ithelps in building relationship withtravellers. Bonding with travellers by coordinating with traveland tourism companies is the best way to engage with visitors. Further, valuing information andfeedback of travellers is another way of engaging with peoples that promotes expectation andengagement of customers with business and its specific services. The factors which influencecustomer engagement of TUI UKare as follows:Building relationship with customers by understating their needs and wants of travellers.Enabling excellenttravel and tourism servicesfor serving customer satisfaction.Valuing travellers feedback its demonstrate the value of their opinion for business and itschanges.Enabling clear computation to provide clear and specific communicationDeveloping new services and schemes to keep travellers interest intravel and tourismservices of TUI UK.Effective communication among employees and travellers to resolve their queries andunderstanding difficult of their experiences is another strategy of customer engagementwhich helpstravel and tourism organization in meeting customer expectation.2
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