Managing the Customer Experience

Managing the Customer
Experience
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
P1 Value and importance of understanding needs of target customer groups for service sector
industry........................................................................................................................................3
P2 Different factors that influence customer engagement of different target customer groups
within a service sector organization............................................................................................4
P3 Customer experience map for Marriott hotel.........................................................................5
P4 Ways how customers touch points throughout the customer experience create business
opportunities................................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9
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INTRODUCTION
Customer experience plays an important role in an hospitality industry because it refers a
strong relation of customers with the company (Pansari and Kumar, 2017). This study is based
on service sector industry and Marriott which is an American multinational hospitality company.
It is founded in the year of 1927 by J. Willard Marriott. Its headquarter is in the U.S. This study
is going to shows some benefits of managing customer relationship and knowing their needs for
increasing brand image. It will also show some factors that affect the company in influencing
customer engagement of their target customer group. Further, this report will discuss customer
experience journey and map which shows effectiveness of the hotel and limitation of services.
Lastly, this report will show some ways by which hotels can increase business opportunities by
increasing customers experience and satisfying their needs.
MAIN BODY
P1 Value and importance of understanding needs of target customer groups for service sector
industry
It can be said that customer plays an important role for any type of company and spcially for
service sector industry. The main aim of service sector industry is to satisfy customers needs and
for accomplishing this goal they need to identify needs of different types of customers. Without
knowing needs of their target customers, they can not satisfy customers and even can not make
products as per their needs. Marriott hotel believe that by fulfilling needs of customers, they can
make determined goals (La Rocca and et.al., 2016). They also described several benefits and
importance of understanding needs of target customers such as:
Build customers loyalty: By knowing customers needs, hospitality industry and Marriott hotel
can increase customers loyalty. For example: When an organization identify and understand that
what their target customers wants and seek from the hotel and which types of features they are
asking in services. Then hotel tries to produce same features of products and services an when
customers get same features of products as they were asking for then they even pay more
because it increases value. They also feel that company is considering their needs so, it builds
loyalty and they are more likely to retail with the hotel.
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