Customer Experience Management: Marriott International Analysis Report

This report provides a comprehensive analysis of customer experience management, focusing on Marriott International. It begins by discussing the importance of understanding customer desires, preferences, needs, and wants within the hospitality industry, highlighting how these factors influence customer engagement across various target groups like families, corporate personnel, and disabled individuals. The report then delves into customer experience mapping, illustrating the interactions between the business and its clients, from research and planning to checkout and follow-up, and how touchpoints like mobile applications, websites, and in-hotel experiences create opportunities to enhance customer satisfaction. Furthermore, the report examines the role of digital technology, specifically customer relationship management (CRM) systems, in managing and controlling customer experience, providing examples of how these technologies are utilized within Marriott International. Finally, it explores customer service strategies, offering examples and explaining how they contribute to creating and developing customer experiences that meet customer demands and maintain business standards.

Managing Customer
experience

Table of Contents
Contents
INTRODUCTION...........................................................................................................................3
LO. 1................................................................................................................................................3
Discus value as well as importance of understanding desires, preference, needs and want in
context to target clients groups in terms to those industry which are related to hospitality?3
In detail describe different factors that influence and drive customer engagement with
regards to various types of target customer groups in such form of organisation which is based
to service sector?....................................................................................................................4
LO. 2................................................................................................................................................5
In context to selected service sector firms. Develops consumers/ clients map ?..................5
LO.3.................................................................................................................................................8
Discuss how digital technology used to manage or control customer experience in those
service sector organisation. Also give suitable example to customer relationship management
systems?..................................................................................................................................8
In terms to particular service sector context.Briefly discus customer service strategies through
giving some examples?...........................................................................................................8
Explain in what manner clients service strategies can leads to be create & develop customer
experience so that organisation can satisfy the demands of customer as well as to maintain
business standard....................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
Books and journal..........................................................................................................................11

INTRODUCTION
Management of customer experience is the management of customer interactions through
both physical as well as digital touch point in term to deliver those experience which is
personalized. It tends to drive brand loyalty and also try to raise the level of revenue. The
respective related project covers an analysis related to client experience management in context
to the organisation Marriott International. It is a multinational brand that deals in hotels,
timeshare properties, residential. It has its headquarter in Bethesda, Maryland. In the year 1927 it
was established in Washington, US by J. Williard Marriott. The Chief Executive officer of the
company is Anthony Capuano. This project comprises of detailed information regarding
requirements and desires of diverse target segment. Exploration in terms to customer experience
map to develop opportunities to business as well as maximum optimise end user touch points
explain under this assignment. Investigation of affects of digital technology with regards to
clients relationship management and also to application of consumer experience management in
those business which is relates to service sector as it leads to gain maximum customer experience
LO. 1(Dirsehan, 2020)
Discus value as well as importance of understanding desires, preference, needs and want in
context to target clients groups in terms to those industry which are related to hospitality?
Target market indicates a group of people for whom organisation wants to offer their
product & serv (Hedonists, 2020)
ices. In terms to goods and services target market is considered as one part of the total market
In modern scenario main objective of hospitality industry, irrespective to scale and size is
to achieve large customer through providing them high level of satisfaction. As customer are
consider as most supreme facet so according to their requirements services and products are
developed by organisation of any industry. With regards to long term sustainability customer
experience plays a most vital role in hospitality industry. This sector organisation needs to
perform function in such a manner that aligned with fulfilment of preferences, desires, wants
and need of audience. Marriott International analyse customer preferences in terms to taste which
tends to give advantage to the organisation by attracting large number of customers of various

different origins. This condition shows that preference and wants of target customers helps to
attract end-users along with their effective experiences (Cheng, 2021)
In detail describe different factors that influence and drive customer engagement with regards
to various types of target customer groups in such form of organisation which is based to
service sector?
Customer engagement refers to business communication among external stakeholders
and organisation with the help of different mode of media such as social media, magazines,
advertisement, televisions, newspaper etc. Marriott International, on daily basis attract huge
customers so that to gain and experience those services which provide high quality. The people
who visit their location tends to gain comfort. Various factors that drive and influence customer
in context to Marriott international are briefly discuss in below paras-
families: for organisation, these are commonly known as target audience. The factor that
consider by the firm is entertainment. It tends to include various type of activities which attract
family members like fine dinning, music etc.
Corporate Personnel: these are also known as target customers as it include those people
who are working in the corporates. Major factor to engage this group is to access accommodation
facility which include meeting as well as conferencing room with free facility of internet along
with some charging points so that important gadgets such as laptops, mobile, tablets, can be
charged easily and interrupt working (Lu, 2021)
Disabled people: In context Marriott International engagement of such type of individuals
are so much important to business. In term to reduce inconvenience , safety is known as the
major factor which organisation follow. It tends to e implement by providing facilities of
elevators, lift facility, wheel chairs to old age and handicapped person.
On the other hand various factors make impact in bas manner like
inappropriate quality of food & beverages: As lack of resources and bad quality food
product and services affects the customer group negatively.
Not suitable booking facilities: Important aspect that keeps the audience hooked with
Marriott International is most suitable practices to booking. Due to the reason to technological

fault it tends to make negative impact on customer engagement as there is need to organisation to
provide consistency in their service.
LO. 2
In context to selected service sector firms. Develops consumers/ clients map ?
Customer experience mapping is the process in which organisation trace the interaction
that is exist in between business entity and clients ( customers ). by conducting research Marriott
International map customer experience towards final entitlement. In context to the chosen
organisation customer experience are discuss as follows-
MAP ACTIVITIES
Research and Plan Customer experience map initial stage is to
associated with research in which travel
location are find out and on the basis of that
planning is tends to be perform. In terms to
planning and research various facilities are
tends to provided by organisation such as
physical offices, online application, websites at
various different locations as well as involve
agents who are active to provide personalised
service.
Following respective available options support
the group of diversified customer. Like
corporates are always in hurry as they are very
punctual and their schedule are very tight.
Booking audience by way of making the booking
process fast as well as accessible to all through
its application and website, that are user
friendly provide support to customers. Through
websites and app clients search for those
package which are suits them and try to make
their bookings through online mode and

through using net banking they tends to make
payment.
Entailment of customer service Marriott international provide appropriate
training to their staff members so that they gain
pleasurable and comfortable experience. On
their mobile app and websites organisation has
instant support service that tends to ensure
assistance, safety and convenience to
audience .
Checkout as well as future customer
engagement
It is the last stage in this follow up has been
taken on continuous basis. However audience
committed with organisation through social
media pages, apps and websites of the firm
which includes feedback forms and
spontaneous communication portals tends
tends to permit customers to make effective
communication with executives of the firm that
provide customer service
How touchpoints create opportunities in terms to customer experience in hospitality based
organisation explain with brief description?
Customer touch points are indicates to encounter of customer with organisation in overall
process of their engagement. These type of touch points are connected to facilities, flow of data
as well as controlling of transactions. Marriott International can tends to effectively optimise the
touch points in such a way so that it tends to achieve business opportunities for the purpose to
increase experience of customer. These respective touchpoints are explain in detail in context to
organisation (Mohd Suki, N. ed., 2020) Mobile Application: As another important touch
point that consider as an opportunity to Marriott international is mobile application. As eye
catchy application are tends to be developed by organisation but at the same time it must be user
friendly also so that to ensure ease for customers. Following corporation tends to create it as an

opportunity with the provision of personalised offers and provide various options to customers to
select as per their requirement .type of holiday they are interested to select, what type of hotel
they desire to stay in and various facilities are tends to be decided by audience upon the app.
Customer service assistance are present for customers within the application. safety tabs options
are also available that support the audience to make contact to the firm when there is any
emergency regardless of the location.
Company's Website: Marriott International must make sure the ease in accessibility of its
website for customers so that people can easily carry out interaction with the chat bots. Chat
reverts are also provided on the website so that it become possible to handle the customers
queries on time and they can be convinced to experiences the services provided by firm. about
special deal , packages, services, websites also provide information that tends to allows the
customers to solve their doubts simultaneously. Respective touch points leads to provide support
to company through engaging customers for long term
In Hotel premises:for clients it is consider as most important touch point. customers
check in into the hotel to the point that they check out, the staff of the organisation has a
significant role to play in inflating the experience driven by customers. Formal code of conduct
is adopted by staff members of hotel so that their audience feel that they are dealt politely as well
as in professional way. When they entry in the premises they must be greeted softly with smile
in their faces. It is the duty of staff members must escort customers to their rooms and tends to
give surety that their clients not to face any type of problem or hurdles during their stay . In case
of any requirement or emergency, the same should be professionally communicated to clients
along with the measures which they undertake to exercise safety. Also, technologies such as self
automated safety system on websites, checkouts are also used in terms to provide effectiveness
in services. All the above feature woul(Raman, 2021)
d enable the respective entity to increase the experience which tends to be driven by customers
At Restaurant premise: The workforce who are engaged within the restaurant should be
provided relevant training to them so they learn to warmly greet their customers at the time they
tends to give entry in the premises. Before guest entry ,the meal tables should be ready and the
employee should guide their customers towards their table. On table, menu must be placed on
time so they are not wait for a single minute. At regular intervals guest asked for extra meal . At
last when full meal is consumed by customers with polite goodbye thanking them for visiting the

hotels and also asked them to share their views regarding the services and taking feedback to
bringing improvements in their dishes and services. Facility to mobile billing and booking are
given to them so that would enhance the customer experience in future.
LO.3
Discuss how digital technology used to manage or control customer experience in those service
sector organisation. Also give suitable example to customer relationship management
systems?
Customer Relationship Management indicates the process where company manage their
interactions with their existing as well as new clients. In this management activity Digital
technology plays most significant role which tends to make impact on management as data
analysis also helps to determine various things such as purchasing behaviour, history, consumer
preferences and so on..
With regards to the organisation Marriott International, customer relationship
management is tends to be controlled by advance technological software, such as RightNow
Technologies' CRM Package. Following system are acquired recently in the company as it leads
to developed with the help of implementing most suitable technology for example, Automation,
wherein organisation has an agenda to manage their relationships with audience without
spending large cost or unnecessary expenses in technology. Respective software uses online
optimisation of complaints & enquiries, which would support the business entity in saving heavy
amount of money. It will help consumers/ clients to engage in a spontaneous conversation with
the firm's executives online, that tends to increase the convenience as well as raise chance of
further scope of engagement with the organisation (Roy, 2020)
Advantage and Disadvantage of CRM
Merits Drawbacks
 It helps to retain large number clients
and endusers.
 Provide better segmentation in the
organisation
 Supports to make reduction in the cost
 Increase the chances of business
 It tends to remove human element
 Customer Relationship management
major demerit is that it does not provide
security to data which was collected
and stored.
 It is very expensive software so it tends

success and growth to raise the overall expenses of the
organisation.
 CRM data can easily be obtained as
well as misused by third party who is
not a part of organisation. In the
respective situation important data of
customers may tends to be get in the
hands of wrong person which impacts
negatively to endusers.
In terms to particular service sector context.Briefly discus customer service strategies through
giving some examples?
It is important for Marriott international to employ customer service strategies which helps as
well as to assists the organisation to serve the product and services to their customers in most
appropriate way. Additionally, these strategies leads to contribute towards sustainability as well
as organisation growth, along with fulfilling their policies & objectives of company. In context
to organisation , there are various customer service strategies are tends to be discussed as
follows: workforce trainning: The example of most effective strategies with regards to customer
service is training of staff members. It is very important as these are those people who
are responsible to physically delivering the product as well as services to audience. As at
the time of interactions with customers, the company's executives are responsible to
deal with the complaints, queries as well as request of audience. To manage customers
training would be consider as more competitive. which then turns into a better service
provided to customers. Additionally, it also aligns that objective of the organisation to
increase large market share. The reason behind this is that trained employees & better
service attracts large number of potential customers and tends to enhancing the scope of
an increased market share of the firm.
Development of Infrastructure: the other customer service strategy is to focus to infrastructure
development in various ways such that it helps to handle more customers effectively with their

spontaneous assistance. It tends to permit more audience to engage with the organisation as well
as capture specialised and effective services for example seasonal deals. It tends to directly
inclines with the objective of the company to improve their profitability as well as increase the
level of productivity. This tends to be happen due to the reason to better infrastructure that helps
the organisation to gain better equipments, technologies, resources and knowledge etc., that
leads to assist the organisation providing to provide better services to their consumers, that
contributes to the organisation profitability directly, which is also an another gaol to business
entity (Seke, 2020)
Explain in what manner clients service strategies can leads to be create & develop customer
experience so that organisation can satisfy the demands of customer as well as to maintain
business standard.
There are various method that supports to create customer service strategies in most
appropriate manner to create and develop experiences which tends to accomplish their desires
alongside required business standards.
Training of Employees: various development and training programmes are conducted for
Marriott International employees as it tends to give them great chance and opportunity to
develop various necessary skills, like, customer service management, soft communication skills
etc. This leads to enables them to develop such skills,which helps them to perform the duty in
most appropriate and suitable manner. As, standards of the firm need that their workforce must
be competent enough so that it become possible for them to deal with various different type of
customers. Following strategy tends to create as well as develop experiences to fulfil customers
demand by engaging them with most knowledgeable as well as educated employees who tends
to assist customers in most suitable effective manner (Yakhlef, 2020)
Infrastructural Development: As Hotel Marriott is considered as most famous
organisation having great attractive infrastructure. To acquire better customers not only update
on their mobile application but also to other appropriate services also. It also provide quality
digital service, that firm could optimally ensure with the help of developing their infrastructure.

However firms standard tends to be encourage organisation to keep modified time to time. It is
very important to Marriott International to employ customer service strategies which tends to
support and assist the organisation to serve their audience in most effective way. Additionally ,
following strategies would also tends to contribute most sustainability as well as growth of the
organisation along with fulfilling its policies and tends to achieving objectives of the company
(Sorrentino, 2020)
CONCLUSION
After deep study and analysis it is conclude that in every organisation whether it is small
big or medium size or of any type whether private or public, managing customer experience is
most important to engage large part of the customers base for long term. To analyse value and
needs, wants and preferences of audience, helps business to introduce such type of product that
influencing customer and attract them which helps to increase customer base. Moreover develops
a map related to customer experience, and effective analysis of touch points permit business
entity to achieve various different chances and opportunities throughout customer experiencing.
At last implementing digital technologies in the organisation which are concerned to hospitality
industry and also various strategies related to customer service enables company to effectively
and most suitably deliver the product as well as serve the best services to audience and clients.
Management of customer experience is the management of interactions of customers with
different physical and digital touch point with regards to deliver those experience that is so much
personalized. It leads to improve brand loyalty as well as improve the revenue level. The
following related project include an analysis that was related to client experience management in
terms to company Marriott International.

REFERENCES
Books and journal
Dirsehan, T. ed., 2020. Managing Customer Experiences in an Omnichannel World: Melody of
Online and Offline Environments in the Customer Journey. Emerald Group Publishing.
Hedonists, I., 2020. Managing Customer Experiences in an Omnichannel World: Melody of
Online and Offline Environments in the Customer Journey. optimization, 213, p.223.
Lu, L., Gregory, G., Ngo, L. and Bagozzi, R., 2021. Managing Customer Uncertainty in Making
Service Offshoring Decisions. Journal of Service Research, p.1094670521992130.
Mohd Suki, N. ed., 2020. Handbook of Research on Technology Applications for Effective
Customer Engagement. IGI Global.
Raman, S., Suki, N.M. and Chinniah, S., 2021. Managing Service Trade-Off for Better Customer
Experience. In Handbook of Research on Technology Applications for Effective
Customer Engagement (pp. 289-301). IGI Global.
Roy, S.K., Gruner, R.L. and Guo, J., 2020. Exploring customer experience, commitment, and
engagement behaviours. Journal of Strategic Marketing, pp.1-24.
Seke, M.M., 2020. Customer Experience and the Mistake of its Inception in Organization. i-
Manager's Journal on Management, 14(4), p.1.
Sorrentino, A., 2020. Defining, Measuring and Managing Consumer Experiences. Routledge.
Yakhlef, A. and Nordin, F., 2020. Effects of firm presence in customer-owned touch points: A
self-determination perspective. Journal of Business Research.