Unit 2: Managing the Customer Experience

Added on -2020-11-23

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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 of TUI 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 of TUI UK on the basis ofpurchase expectation to post purchase satisfaction. It is one of the high end travel operator ofUnited Kingdom and is famous for its luxurious and comfortable travel and tourism services.The assessment will outline employment of digital technology in an organization to deliversatisfactory travel experiences of travelers. Thus, it will illustrate customer service strategiesdeployed by travel and tourism organization to meet expectation of travelers.TASK 1P1 Importance and value of understanding needs, wants and preferences of buyers groups intravel and tourism industry.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 the travel and tourism organisation to understand preferences and needs of visitors in order tomeet their service expectation. The focus of customer service manager of TUI UK is to analyseschanging trends and preferences of travelers across the globe. This helps the travel and tourismfirm in deriving areas of improvement according to visitors (De Nisco, Papadopoulos and Elliot,2017). For example, target strategy of travel and tourism organization is on its segmentationwhere middle and senior aged professionals customer segment with high level of incomebelonging to upper social class is targeted.However, understanding preferences, wants and needs of travelers helps the organizationin making optimum utilization of resource and relevant efforts in specific service area.Determining preferences and wants of travelers helps the business in strategic decision makingwhich helps in better positioning. It can be said that wants need and preferences of travelers inanother 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 that TUI UK targets its travelers according to demographic factor, income level andsocial cultural aspects. Thus, developing understanding over likings and wants of visitors playsan important role because with the of this travel and tourism organization is able to target1
ambitious individuals 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 and travel preferences helpsthe business in developing strong and loyal customer base across the globe. It promotes sense ofachievement and accomplishment over travellers by gaining their trust and improving servicesaccording to their travel and stay preferences.Determination of influence of customer engagement on boarding strategies of customers.Integration of traveller’s engagement and on boarding strategies helps TUI group of UKin developing critical understanding needs and wants of travellers. Follow is an on boardingstrategy which is used by travel organisation to keep regular check over travelling preferences ofpeople 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 with travellers. 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 UK are as follows:Building relationship with customers by understating their needs and wants of travellers. Enabling excellent travel and tourism services for 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 communication Developing new services and schemes to keep travellers interest in travel 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 helps travel and tourism organization in meeting customer expectation. 2

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