Customer Experience Strategies and Analysis: Marriott Hotel Report

This report offers a comprehensive analysis of customer experience management within Marriott Hotel. It begins by emphasizing the significance of understanding customer needs and preferences, particularly targeting younger travelers, and explores factors influencing customer engagement, such as physical environment, social and emotional factors, personal characteristics, and economic conditions. The report then constructs a customer experience map, detailing the stages from need identification to post-purchase behavior. It also examines touchpoints like online booking and social media, identifying opportunities for improvement. Furthermore, the report analyzes the role of digital technology in managing customer experience and illustrates customer service strategies employed by Marriott, highlighting their impact on meeting customer needs and fostering loyalty. The analysis underscores the importance of continuous communication, quality service, and adapting to economic conditions to enhance customer satisfaction and drive business growth.

Managing Customer
Experience

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Analysing the value as well as significance of understanding the needs, wants and
preference of target customer group. ........................................................................................3
P2. Exploring the different variables which drives as well as influence customer engagement
.....................................................................................................................................................4
TASK 2............................................................................................................................................5
P3. Creating a customer experience map for Marriott hotel .....................................................5
P4. Analysing the way touch points create such opportunities throughout customer experience
.....................................................................................................................................................8
TASK 3............................................................................................................................................9
P5. Analysing the way digital technology is employed in Marriott hotel for managing
customer experience ...................................................................................................................9
TASK 4..........................................................................................................................................10
P6. Illustrating customer service strategies in Marriott hotel ..................................................10
P7. Demonstrating the way customer service strategies create and develop the customer
experience in a way which meets the needs of customers.......................................................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Customer experience management can be defined as the procedure which mainly
includes designing as well as reacting to the customer queries with the intention to meet
expectations of clients. It can also be referred to as the integration of different procedures
which an enterprise utilizes for tracking, overseeing and organizing every interaction between
client as well as firm throughout customer life cycle. Providing the high level of satisfaction as
well as good experience to customers is very much essential for earning high revenue as well
as profits.
The study emphasizes on analysing the value as well as significance of developing the
understanding about needs as well as preference of target customer group in Marriott hotel. It
is multinational organization operating business in hospitality sector. Report focuses on
identification of different factors which influence customer engagement. Assignment will also
include the demonstration of way touch points created throughout the customer experience.
TASK 1
P1. Analysing the value as well as significance of understanding the needs, wants and
preference of target customer group.
Target market is basically a group of those people who have similar requirements as
well as characteristics. Marriott hotel is targeting the younger travellers for selling its products
or services. It is much essential for an organization to develop the understanding about their
target customer group, as this tactic will assist them in formulating an effective marketing
communication strategy. In addition to this dev eloping the understanding about customers
needs as well as wants is very much crucial for achieving success. In relation to this, by
developing the understanding about the needs and wants of customers, marketing team can
easily identify suitable technique for influencing people to buy specific goods or services.
Development of understanding about needs as well as preference of customers is important as
it enables an organization to determine the target market where they can sell their products or
services (McColl-Kennedy, Urmetzer and Neely, 2019.). In context of Marriott hotel, once
marketing team in an enterprise has addressed the market on the basis of which they can create
messages for appealing to people to buy particular products or services. An organization by
developing the understanding about customers needs can make proper arrangement for

fulfilling the same. Developing the understanding about clients requirement and fulfilling the
same is very much essential in order to provide the high level of satisfaction to them. In
addition to this, the clear understanding about customers needs as well as demand has
provided management in Marriott hotel an ease in matching the demand of their guests with
supply. Understanding of the customer needs as well as demands is very much crucial as it can
assist an organisation in development of successful brand. Management in Marriott hotel can
gain loyalty and retain profitable clients by just developing the understanding and fulfilling the
wants of their customers (Goodman, 2019.). The management in Marriott hotel needs to
concentrate on fulfilling the demands as well a meeting the expectations of its existing guest as
it is crucial for fostering business growth.
In context of Marriott hotel, an organization need to facilitate continuous
communication with customers as this strategy will assist firm in providing good experience to
customers. It will also support an enterprise in developing strong bond with their clients.
P2. Exploring the different variables which drives as well as influence customer engagement
Customer engagement can be referred to as emotional connection which customer have
with specific brand. Customer before making final decision related to the purchase of goods or
services from specific brand undergoes lengthy procedure. At ease and every phase of the
decision-making procedure, There are few internal as well as external variables which might
influence or drive an individual to make purchase of products or services from particular
organization. It is very much essential for marketing team in Marriott hotel to develop the
understanding about the factor which might drive or influence customer engagement, as this
strategy will help management in developing an effective strategy for positively influencing
people to make final purchase. The different internal as well as external factors which might
influence customer engagement are :
Physical environment: location of the store can have significant influence on individual
decision related to remain engaged with specific brand.
Social factors : The feedback or suggestions provided by family, friends have great influence
on individual decision to remain engage with specific brand. Word of mouth is the marketing
strategy which can be applied by Marriott hotel, as this attic will assist them in developing the
strong emotion al connection with customers that is very much essential for customer
engagement. In addition to this, it is very much essential for manager in Marriott hotel top

develop the understanding about the way customer make decision related to buying specific
goods or service.
Emotional factors: It includes the connection which customer feel they have with specific
brand. The strong emotional; connection drives customer engagement with particular brand.
In addition to this, by fulfilling the needs as well as demands of customers. Marriott hotel can
engage more number of customers in business.
Personal factors: These variables includes age, occupation, lifestyle etc. Changes in all these
variables have significant influence on customer engagement with specific brand. In context
of Marriott hotel, marketing team in an organization is required to take high initiatives for
assisting people in realizing their own needs. Business entity need to emphasize more on
advertisement as well as marketing campaign which is considered to be as one of most
effective strategy for making people realizer their own importance (Bolton, Witell and Zaki,
2018).
Economic factors: It is the variable which has significant influence on the customer
engagement. Economic variable include income of an individual which might affect interest in
buying the goods or services from particular brand. It is the external factor which also have
great impact on an individual to buy products or services. For instance, if the income of a
person is high then a person can easily afford to purchase high price products as well. The
management in Marriott hotel is required to set prices of goods or services considering the
economic conditions of nation, as this strategy will help firm in ensuring the engagement of
customer with brand for long time.
TASK 2
P3. Creating a customer experience map for Marriott hotel
Customer journey map is basically a diagram which represents the different phases
that an individual undergoes while communicating with specific brand in order to make
purchase of goods or services. There are basically a five phases which customers generally
undergoes before making the decision related to the purchase of goods or services from
specific brand these are :

Identification of own need :It is a primary phase where an individual recognize their own
needs. Marriott hotel through implementing an effective marketing strategy can support
customer in realizing their own need.
Searching for information: It is a phase where an individual search for information. This is a
stage where customer decision related to purchase of specific item can be influenced by the
availability of detail. Marketing team in Marriott hotel should ensure that their website
consists of all essential information related to business. A special team can be appointed for
responding to customer queries.
Evaluations of alternatives: At this phase, customer compare the price, value , quality of
products or services offered by different hotels. After evaluation consumer select to buy goods
or services from those brand which has potential to deliver the benefit which an individual is
seeking. It is phase where degree of involvement with company as well as customer own
attitude can have great influence on their purchase decision. It is required by marketing team
in Marriott hotel to facilitate continuous communication with customers as this tacit will help
them in influencing an individual to make purchase of particular product (Kandampully,
Zhang and Jaakkola, 2018.).
Purchase: It is a final phase where an individual make final decision to make purchase of
goods or services. The final decision of customer to buy particular good or service is
completely based on their intentions. Marriott hotel need to provide high value proposition to
customers , as it will help them in attracting more numbers of customers (Duran and Uray,
2018).
Post purchase behaviour : It is the phase where if the customer get high level of satisfaction
by consuming the goods or services of specific brand then they will make decision to buy
products or services in the future also. In context of Marriott hotel, an organization needs to
provide customers with quality services, as it will assist firm in gaining the customer loyalty.
Customer Journey map

Identification
of solutions
Pre sales Placement of order Seeking of
assistance
Actions Identification
of the issue
using internet
Seeking the
information related to
the products or
services
getting the data related
to price
Seeking discounts
Placement of
order through
website of
organisation
Booking through
agent
Front stage
People Customer service
representative of
Marriott hotel
Agent Customer service
representative
Things Search
engine
E-mail
phone call
Message
Invoice Phone call
E-mial
Back stage
People Web team
Marketing
team of
Marriott
hotel
Inventory manager
procedures Advertising
Development
of Website
Booking system Booking system

P4. Analysing the way touch points create such opportunities throughout customer experience
Touch points are basically a point where customer directly communicate with the
employees in company for making the purchase of specific product or services. It is very
much essential for management in Marriott hotel top identify those touchpoints and bring
improvement in the procedure as it will assist firm in providing good experience as well as
high level of satisfaction to their guests. In relation to the Marriott hotel, online booking
facility is provided by hotel.
Feature:
1. Non English speaking customers are not able to make booking as they are not capable
of writing as well as speaking English.
2. Booking an appointment online does not provide assurance customer with a shorter
waiting time or provide a parameter for actual wait time either.
Opportunities:
1. The Marriott hotel can provide different language options.
2. An organization can provide customers with estimated waiting time for availing
services
The different customers touchpoints in the Hospitality sector :
Social media : It is the media which is used by the customer for finding the solutions for the
problems being faced by them. During the research an individual can come in contrcat with
brand.
Website : After finding the solution and identifying the potential brand who can fulfil their
needs, an individual search for information about company on website.
Sms/E-mail : After getting the useful information and in order to get the detail about the
specific products or services customers either through e-mail or telephone contacts with the
management in hotel. Quick and quick response from the company positively influernce them
to make purchase.
Check in : After an effective communication with an organisation , customer finally reach the
hotel and avail services.

TASK 3
P5. Analysing the way digital technology is employed in Marriott hotel for managing
customer experience
Marriott is basically a hotel which is operating business at international level. Muti
stage segmentation is the strategy which is adopted by Marriott hotel for categorizing large
market into small segments. Marketing segmentation strategy has been adopted by Marriott
hotel in order to get an ease in fulfilling the needs of customers. Customer relationship
management can be referred to as the principle as well as practices which are applied by an
enterprise while dealing with customers. The main purpose of customer relationship
management is to retain profitable clients for long time (Zaki and Neely, 2019.). The customer
relationship management has now combined with automated marketing messaging system. In
context of Marriott hotel, marketing team in a firm utilises the customer relationship
management system for sending the personalized message to customers. It is the customer
relationship management software which assist in collecting as well as storing all the essential
related to the customers. In context of Marriott hotel, an organisation has implemented the
CRM system for managing its relationship with clients. The main features of The CRM system
which has assisted an enterprise in providing client with good experience are :
Customer needs: It is considered to be as oner of the crucial feature of customer relationship
management that this system enables an organisation to develop the understanding about needs
as well as demands of customers by communicate with them directly. With the support of
Marriott hotel can collect all essential information related to the customers which is further
beneficial for firm in terms of developing effective marketing plan (Lee, Boon and
McCarthy, , 2018,).
Customer response : The another attractive feature of CRM is that it enables management in
Marriott hotel to provide quick response to customers queries that is further very much
important for providing the high level of satisfaction as well as good experience to customers.
Customer service : It is one of essential feature of CRM that this system enables company to
share the information about goods or services with customer.

The different types of CRM that are used in CRM are :
Operational CRM : It is a type of CRM system, which links as well as different business
functions in service sector such as sales, marketing and customer service. Operational CRM
system has provided the Marriott hotel with framework through which an organisation can
provide support to their clients. It is the CRM system that mainly focuses on automation of
business procedure so that business entity can provide good experience to their clients. The
main advantage of the operational CRM system is that it enables an enterprise to provide high
value to its customers. Drawback of operational CRM is that it is quite costly.
Analytical CRM: It is the type of CRM system which can be implemented by the Marriott
hotel, this system will assist management in identifying new ways to deliver services to
customers. The analytical CRM provides management in an organisation an ease in
analysing the information collected related to the customers. It also enables management to
analyse the sales , credit history and payment detail. The main advantages of the analytical
CRM is that it enables management in an organisation in developing the understanding about
their customers. The management in Marriott hotel can utilize analytical CRM for optimizing
the effectiveness of marketing. The Biggest limitation of Analytical CRM is that it can be
complex to understand (Roy, 2018).
Collaborative CRM : It is the system which is utilized by different functional units in Marriott
hotel for sharing of information which they gathered by communicating with customers. The
main advantages of collaborative CRM is that it provides management an ease in
communicating with customers and support business entity in providing the services to more
customers with limited resources.
TASK 4
P6. Illustrating customer service strategies in Marriott hotel
Manager in Marriott hotel has developed the customer service strategies with the
intention to fulfil the needs of clients and to provide customers with high level of satisfaction.
Several customer service which are adopted by Marriott hotel :
Assessment of customer requirements : Marketing team in Marriott hotel is conducted the
external analysis for identifying the needs as well as demands of customers . In addition to
this, marketing team in an organization has used the social media platform for obtaining the

feedback related to the products or services from customers. It is the customer service strategy
which has enabled firm to make their customer feel valuable. Assessment of the customer
requirement strategy has enabled Mariott hotel to address new way of delivering the services
to their guest.,
Giving workers with excellent knowledge about products or services : In addition to the
above strategies the management in Marriott hotel has provides their staff with proper training
so that professional services can be delivered to customers. Manager has provided workers
with depth knowledge about the goods or services to employees so that they can easily answer
the questions of guests (Kumar, Gupta and Dalla Pozza, 2019.).
Development of infrastructure which supports great customer service: The management
in Marriott hotel has bought bring improvement in their infrastructure with the main intention
of providing customers with good services as well as memorable experience, New technology
has been employed so that more services as well as facilities can be delivered to customers.
For instance, Marriott hotel has provided customer with online room booking as well as
payment facilities.
In addition to the above strategies' management in the Marriott hotel has developed
special team for resolving the queries as well as handling the customer complaints.
P7. Demonstrating the way customer service strategies create and develop the customer
experience in a way which meets the needs of customers.
The different phases involved in the formulation of the customer service strategies are :
Establishment of objectives:It is fist phase involved in the formulation of customer service
strategy. Manager in Marriott hotel is required to communicate the objectives of developing
the specific customer service strategy. In addition to this, manager should inform workers
about their roles as well as responsibilities in relation to customer services.
Assessment of demands of customers: It is very much important for manager in to consider
the needs as well as demands of customers before creating the customer service strategies.
Market research can be conducted by marketing manager in enterprise in order to gather the all
essential data related to the customers, as this tactic will help management in development of
an effective customer service strategy (Ulaga, 2018.).

Recruitment of candidates: In relation to Marriott hotel, the human resource management in
an enterprise before selecting specific candidate for customer service department should
perform through analysis. Proper interview as well as test can be taken in order to judge the
knowledge as well as skill of candidates.
Training to employees related to service skills: Management in Marriott need to provide
right training to workers so that they can develop core competencies as well as qualities that
are required for providing customers with good service.
Acceptance of negative review from guests: The management as well as employees working
in Marriott hotel should concentrate on negative as well as negative feedback provided by their
guest about the services from by hotel. By accepting as well as analysing the negative
feedback, management in Marriott hotel will get an ease in addressing area that needs to be
improved (Zaki and Neely, 2019).
In addition to this, while developing the customer service strategy, manager in Marriott
is required to consider the feedback given from the customers while developing customer
service strategy.

CONCLUSION
It has been concluded from the assignment that delivering high level of satisfaction as
well as good experience to customer is very much essential for success of business. Other fact
which has been discovered from the study is that development of customer needs as well as
demands strategy provide marketing team an ease in development of an effective promotional
plan. It has also been concluded that by employing the digital; technology at workplace,
company can provide more facilities or services to customers.
Different strategies have been suggested in the report which can be utilized by
company, as it will assist them in bringing improvement in customer service. It ha been
recommended that business entity can implement CR$M system at workplace, as this strategy
will assist them in developing as well as maintaining g strong relationship with customers.

REFERENCES
Books and Journals:
Goodman, J., 2019. Strategic customer service: Managing the customer experience to
increase positive word of mouth, build loyalty, and maximize profits. Amacom.
McColl-Kennedy, J.R., Urmetzer, F. and Neely, A., 2019. Gaining customer experience
insights that matter. Journal of Service Research, 22(1), pp.8-26.
Bolton, R.N., Witell, L. and Zaki, M., 2018. Customer experience challenges: bringing
together digital, physical and social realms. Journal of Service Management, 29(5),
pp.776-808.
Kandampully, J., Zhang, T. and Jaakkola, E., 2018. Customer experience management in
hospitality: A literature synthesis, new understanding and research agenda. International
Journal of Contemporary Hospitality Management, 30(1), pp.21-56.
Duran, C. and Uray, N., 2018. MANAGING AND MEASURING CUSTOMER
EXPERIENCE: A LITERATUR REVIEW. Research Journal of Business and
Management, 5(1), pp.63-72.
Zaki, M. and Neely, A., 2019. Customer Experience Analytics: Dynamic Customer-Centric
Model. In Handbook of Service Science, Volume II (pp. 207-233). Springer, Cham.
Lee, L.W., Boon, E. and McCarthy, I.P., 2018, June. Managing Customer-to-Customer
Interaction in Group Service Encounters: An Abstract. In Academy of Marketing Science
World Marketing Congress (pp. 581-582). Springer, Cham.
Roy, S., 2018. Effects of customer experience across service types, customer types and
time. Journal of Services Marketing, 32(4), pp.400-413.
Kumar, V., Gupta, S. and Dalla Pozza, I., 2019. Customer engagement in service. Journal of
the Academy of Marketing Science, 47(1), pp.138-160.
Ulaga, W., 2018. The journey towards customer centricity and service growth in B2B: a
commentary and research directions. AMS Review, 8(1-2), pp.80-83.
Zaki, M. and Neely, A., 2019. Customer Experience Analytics: Dynamic Customer-Centric
Model. In Handbook of Service Science, Volume II (pp. 207-233). Springer, Cham.
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Most Important Customer Touch Points in the Hospitality Industry.2019.[ONLINE]. Available
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