Analyzing Customer Engagement and Preferences in Tour Operating

This report delves into the critical importance of understanding customer needs, wants, and preferences within the tour operating industry. It highlights the value of customer experience management and its impact on brand preference and revenue generation. The report outlines diverse factors that drive customer engagement, including the use of social media and in-product messaging. It also presents strategies for customer onboarding, emphasizing the importance of clear communication and personalized service. Furthermore, the report explores various tools and techniques for assessing customer engagement, such as social media platforms and feedback mechanisms. Customer experience mapping, touchpoints, and communication strategies are also discussed, providing a comprehensive overview of how tour operators can effectively engage with their target customer groups. The conclusion underscores the significance of prioritizing customer requirements to ensure long-term sustainability and success in the market. The report includes references to relevant academic sources.

The value and importance of
understanding the needs, wants and
preferences of target customer groups
for tour operating services

Table Of Content
 Introduction
 Value & significance of understanding target consumers
 Diverse factors that drive & impact customer engagement
 Customer Engagement Factors Ascertain Customer On-boarding
Strategies
 Assessment of drivers of customer engagement
 Customer experience mapping
 Touch points to communicate with firm
 Conclusion
 References

Table Of Content
 Introduction
 Value & significance of understanding target consumers
 Diverse factors that drive & impact customer engagement
 Customer Engagement Factors Ascertain Customer On-boarding
Strategies
 Assessment of drivers of customer engagement
 Customer experience mapping
 Touch points to communicate with firm
 Conclusion
 References

Introduction
 Customer experience is defined as perception of consumers which can be
both conscious or subconscious with respect to relationship with the brand
that has taken place by carrying out interaction with them within the
customer life cycle.
 Managing customer experience plays a critical role for every firm as this
will enhance brand preference as well as boost up revenue via incremental
sales from existent customers.

Value & significance of understanding target
consumers
 It is crucial for firms to acknowledge what their customers require and
render services to them accordingly.
 This will lead to overall enhancement of services and their sales will be
improvised.
 It implies that customer's preferences must be acknowledged and for this,
it is important for TUI to identify their probable customers, find out their
taste, address their complaints, make investments within research and
carry out survey to analyze their satisfaction.

Continue…
 Track behavior of customers in real-time behavior
 Identification of diverse categories of customer
 Emphasize on customer's preferences and tastes
 Assist within development of marketing strategies
 Aids in brand development

Diverse factors that drive & impact customer
engagement
 Social media can be utilized as a engagement tool and just as a platform
for notifying services rendered.
 Customers can be engaged within in-product messaging. TUI can send
promotional messages to their consumers to make them aware about what
they are delivering.
 Management of TUI needs to interact with VIP customer's (old consumers
of their services) that special offers are being provided to them.

Customer Engagement Factors Ascertain
Customer On-boarding Strategies
 Goals will be formulated with respect to details received from customer
and team will be build up for meeting their expectations.
 The mapping will be carried out for on-boarding of their customers in
terms of being logical and intuitive.
 The details must be illustrated to their customers with respect to entire
services that will be provided to them.

Assessment of drivers of customer engagement
There are different tools which can be utilized for customer engagement,
they are presented below:
Social media platforms can be utilized by TUI to grab maximum people
and make offer them with different packages for captivating them.
Feedback can be taken from their existent customers to ensure that what
their customers are expecting and what is being delivered to them. This
will provide TUI with adequate information related with what they have
to do in future to drive their target group towards services that are being
delivered by them.

Customer experience mapping
The process through which engagement of probable customers within
organization in terms of products and services can be tracked is referred to
as customer experience mapping.
Website: It is the most efficient tool for conveying necessary required
messages of the organization to large number of customers.
Review sites: These are website which comprises of ratings and comments
which are made by individuals with respect to commodities, business
services as well as business person within distinct review sites.

Continue…
Research Planning Comparing prices
& services Buying decisions Travel Post Travel
Customers need to
plan where they
have to go
View the packages
offered by TUI and
other agencies
Pay for the trip Experience related
with travelling Review the
experience
Look for the
specified travel
agent
Find out appropriate
offer Send confirmation
email Happy about
exploring the
journey
Was it worth
travelling by TUI

Touch points to communicate with firm
The way in which employees of TUI interact with their customers are
referred to as touch points. This can be illustrated through an example:
Employee: Good Evening Sir.
Customer: Good Evening.
Employee: How may I help you, Sir?
Customer: I want to go on a holiday with family. Tell me about packages
you are offering.

Conclusion
 From above it can be concluded that, managing customer experience refers
to process via which expectations of customer's can be acknowledged as
well as addressed according to desired standards. It is necessary for firms
to identify requirements of their consumer and understand its importance
as this will ensure their sustainability within the market.

References
 Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience
management: toward implementing an evolving marketing
concept. Journal of the Academy of Marketing Science, 45(3), pp.377-401.
 Peppers, D. and Rogers, M., 2016. Managing customer experience and
relationships: A strategic framework. John Wiley & Sons.