Customer Experience Management Report: Marriott Hotel, Semester 1

This report provides an in-depth analysis of customer experience management at Marriott Hotel. It begins by exploring the value of understanding customer needs, wants, and preferences, followed by an examination of factors influencing customer engagement across different target customer groups. The report includes the creation of a customer experience map, detailing customer touchpoints and the business opportunities they present. It also discusses the use of digital technology, specifically CRM systems, in managing customer experience and outlines Marriott's customer service strategy. The report concludes with a demonstration of how the customer service strategy is implemented to meet customer needs, supported by case studies and examples of customer interactions within the hotel environment.

MANAGING THE
CUSTOMER EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P 1 Value and importance of understanding the needs, wants and preference of target
customers groups for Marriott Hotel...........................................................................................1
TASK 2 ...........................................................................................................................................2
P 2 Different factors that influence customer engagement of different target customers in
Marriott Hotel..............................................................................................................................2
TASK 3 ...........................................................................................................................................7
P 3 Creation of customer experience map of Marriott Hotel - ...................................................7
P 4 Customer touch points throughout the customer experience create business opportunists. .9
P 5 Digital technology is employed in managing the customer experience within the Marriott
hotel, with examples of CRM system.......................................................................................10
P 6 Customer Service Strategy in Marriott Hotel.....................................................................11
P 7 Demonstrating Customer Service strategy to meet the needs of the customers................12
CONCLUSION..............................................................................................................................16
REFERENCE ................................................................................................................................17

INTRODUCTION
Customer experience management refers to the process that a company used for tracking the
needs of purchasers and to enhance communication with the customers. Companies treis to build
up the relation with the buyers.
Present study will be based on Marriott hotel that provide luxury facilities and lodging
facilities to its guests across the world. It was founded by J. Willard Marriott in 1927. Its
headquarter was located at Bethesda, Maryland, U.S.
Report will include value and importance of understanding the needs of target customers.
Further more it will include different factors that influence customer engagement.
TASK 1
P 1 Value and importance of understanding the needs, wants and preference of target customers
groups for Marriott Hotel.
To identify the market techniques company has to step out in the market to know their
reputation and goodwill and to identify the importance of target customers they have to satisfy
their needs and identify the demands which they are expecting from the company. If Marriott
Hotel targeting the business person than they have to assure following needs of the persona and
fulfill it so that they always prefer the hotel while travelling in any country as Marriott Hotel
established their Hotel in many countries. Business person always demand that they get free Wi -
Fi services and rooms with mobile charging points, Poolside services are available so that if they
are on holiday they can enjoy their time easily without any barriers and specially the major point
which they prefer is of meeting rooms so that they can continue their work in hotel as well(7
ways to create a great customer experience strategy, 2019).
Marriott Hotel mostly linked with the Holiday maker as they always attract the customers
by providing attractive itinerary relating to the hotel as the Marriott hotel is famous for providing
local food, they can enjoy their food near pool side area and also lot of activities are organised
for entertainment purpose(Lee, 2017).
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TASK 2
P 2 Different factors that influence customer engagement of different target customers in
Marriott Hotel.
The factors which influence the customer engagement is that in case of Teenagers they
always prefer to have the rooms with pleasant environments and good interiors but if they face
an unpleasant smells form drainage in the room or any other place where they are sitting this
result to bad impression as first impression always attract the customers and if they face any such
situation it results to not preferable to that place for next time(Baker, 2016).
Teenagers -
Customers usually influenced when they get the poor or delay room services. In case of
mothers with babies they prefer that places where proper room service are provided so that they
can enjoy their holiday with their babies but this terrible customer services result in losing the
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customers trust towards the hotel which result in affecting their goodwill value(K.K.F and et.al.,
2016).
Infrastructure is the major aspect to influences the customer to engage themselves in the
Hotel as for disabled customers sometimes they really can't catch up the structure of the Hotel
which reflects that no proper facilities are provided for disabled person and such reputation got
affected by not handling their problems properly(Rahimi and Gunlu, 2016).
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M 1 Customer engagement factors determine customer on-boarding strategies -
Couples: They are the important targeted group as they usually prefer Marriott hotel so that they
spend their time together and make memorable moments. Couples are impressed when they see
the on boarding welcome from the hotel as they usually attract with the welcome procedure
which hotel follows to make couples feel comfortable. Marriott hotel makes the first date of
couples always memorable by arranging a proper candle light dinner at their hotel the best place
and arrange the soft music so that they spend their time together(Rahimi and Kozak, 2017).
Pop Star: The on boarding strategies which Marriott hotel follows is they provide a private space
or place to the stars so that they are not disturbed by the other people and they spend their own
time without any interference of customer and other people.
D 1 Board range of different customer groups -
Soldiers: Soldiers always prefer a secured place to put their rifles and for they expect form the
Marriott Hotel to provide a secured place so that no one enter into that area without their
permission. Marriott hotel also in return take care of privacy and security of the soldiers needs
and demands in terms of meals as well(Rahimi, 2017).
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College student: Students are the Boom of the hotel environment and they always prefer that area
where they can sit on sofas and spend time with their friends.
Business Person: Business person have to travel a lot so they prefer to have a proper Wi Fi area
and meeting rooms so that thy can reduce the work loads and enjoy the trips while staying in
Marriott hotel(Ren and et.al., 2016).
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Old aged pensioner: They prefer that Hotel and their workers working in that area should not
disturb when they are enjoying their meal. They want to have plenty of space to enjoy their food
and spend some time while remembering their old memories.
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TASK 3
P 3 Creation of customer experience map of Marriott Hotel -
Guidelines: Customers experience map determines the experience with the Hotel and also the
behaviours of the customer service department in the Hotel which they take as a positive note to
bring new changes in the infrastructure of the Hotel.
Website:Customers are more satisfied while viewing the website as when they search the Hotel
website they get the pop up window asking for queries regarding their searching and they can
also search more images relating to Hotel structure and Food section and any sports club in the
Hotel. If any person want to book the room or table for lunch, dinner or breakfast they can easily
do that without any issue arises(Rauch and et.al., 2015).
Review sites: Hotel had mention a page in the website regarding the review section and
customers can place their review by rating their appropriate section such as section relating to
food, infrastructure, rooms and many. So that they can work on their rating to improve the
customer services ad welcome them in near future.
Text messages: Marriott hotel always take the feedback of the hotel regarding their experience
and also provide various new things that are changed in the hotel and any new ideas which they
are implementing to make the customers feel more comfortable(Lui and et.al., 2018).
E- Mails: Marriott Hotel send emails to their customers and if the customers Is premium they
provide various benefits which attracts the other customers to be premium member of the Hotel
and for others also they provide various benefits and discounts which they attach in their email
so that customer attract with that vouchers and gain the benefits of the services.
Paper mails: It includes all the responses which they get from the Hotel regarding the services as
it include the room services, food delivery, infrastructure and the customer can also mention the
feedback if any they feel to change in the Hotel to attract the customers(Silva, 2015).
Telephone: To attract the customers telephone conversation is the best as Marriott hotel is best to
praise the customers as they always welcome the customers with warm regards and answer their
queries in very pleasant way and also solve them and provide solutions in different way which
result to attract the customer's confidence.
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Restaurant environment: Atmosphere of the Marriott Hotel attracts the customers as they feel
positivity near the area also their wall painting are attractive which presents the new trend in the
environment. Staff also treat well and bring food in creative way which looks delicious and
encourage the foodies to visit that place(Kuo, Chen and Tseng, 2017).
Restaurant Staff: Marriott Hotel always treat its employees as the essential part of their Hotel and
always praise them through rewards and promotion to motivate them to work harder and satisfy
the needs and demands of the customers. They always serve the customers as their first priority
and the front office staff are helpful as just one call and they solve the problem.
Restaurant management: Management in restaurant is also genuine as they welcome the people
and also ask them in a very mannered way about their services and they are well dressed and also
clear the place where they are serving food. Manager for the restaurant is so helpful that they
take the customers demand of the top priority ad fulfill it by any matters(Gupta, 2018).
M 2 Detailed Customer journey Model in Charts ~
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Websites:
Hotel infrastructure
FAQ
Photos of hotel interior
Food menu card
Review sites:
Feedback of services
Room cleanlinesses
Staff behaviour
Emails:
Query raised
Any discount for premium customers
Room booking
Wedding occasion intinary
Restaurant staff:
Proper dress up
Nature while communicating
Services and cleanness norms
Way of serving food
Restaurant environment:
Clean and attractive
Staff are guided properly
Staff are treated with dignity and respect
Telephones:
Communicating properly with the customers
Listen to them and than give judgement
Handel the situation in positive way

P 4 Customer touch points throughout the customer experience create business opportunists
Customers touch points are that points which create more business to the Marriott Hotel.
As customers attract towards Hotel through their brand name and good reputation in the market.
Marriott Hotel is famous for its hospitality services and enhance customer satisfaction at A grade
level. They have very positive reviews from the customers which provides a positive feedback to
the customers to prefer the Marriott Hotel(Chen, Lee and Ho, 2018).
Conversation between customers and Restaurant manager
Restaurant manager: Good morning sir
Customer: Good morning
Restaurant manager:Please have a seat sir
Customer: Thank you
Restaurant manager: How can I help you
Customer:Can I know the best dish of your restaurant.
Restaurant manager: Sure sir, please try chicken curry in Non veg and Paneer Shezwan tikka in
Veg.
Customer: OK than bring these dishes for us hope we liked it.
Restaurant manager: Sure sir we would love to hear the review of our dishes and the services
which we are offering you.
Customer: hello. I just loved the dishes and the preparation is just amazing. We would love to
visit next time also to try something new in your restaurant.
Restaurant manager: Oh sir, this is glad to hear that you love the dishes we warmly welcome you
for the next time and we also offer some discounts to our regular customers.
Customer: That's impressive to attract customers. We will definitely visit than. Please order the
bill for us.
Restaurant manager: sure sir, here is your bill. Kingly fill the feedback form so that we can
innovate new services in our restaurant. Thank you Sir, please visit again.
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D 2 Selected service of customer touch points influence the behaviour, response and action
of its customer to enhance customer experience.
The service which the restaurant manager choose is to appreciate the customers thoughts
and views and also confidently answer their question which reflect the customer attention and
positivity towards their brand name and their Hotel loyalty and luxurious hospitality which they
serve. To praise customers satisfaction is the only motive of Marriott Hotel so that they visit to
the hotel next time along with their family and friends. The good behaviour reflects the interest
of costumers on their property and its action is that they are the premium customers of the Hotel
for longer duration(K.K.F and et.al., 2016).
P 5 Digital technology is employed in managing the customer experience within the Marriott
hotel, with examples of CRM system.
Digital technologies are playing a vital role now days. As they attract many people
through digital marketing of the company. Marriott Hotel attract their customer through social
media marketing by promoting their policies, services and interiors in the website which helps
the people to follow the Marriott hotel page(Lee, 2017). Usually people spent their time on social
sites and now people are more interested in travelling and experiencing new place and property,
in that case social media sites like Facebook, twitter helps them to know the property better and
their services which they are providing can also be analysed by the review of the people
mentioned at their websites. Many people raise queries regarding the delivery of food, rooms
available on such dates and any occasion to be organised on urgent basis, the customer service of
Marriott company answer the queries immediately with these technologies(Rahimi and Gunlu,
2016).
These result in having a good customers and company relationship. The role of Marriott
Hotel is to satisfy the customers needs so that they maintain their reputation in the Market and
encourage them to provide a positive feedback.
Questions:
1. Marriott Hotel
2. Abelson Hal
3. Facebook
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