Report on Managing the Customer Experience: Marriott Hotels

This report, focused on managing customer experience, delves into various facets crucial for success in the service sector, using Marriott Hotels as a case study. It begins by emphasizing the importance of understanding target customer needs, wants, and preferences, and then explores factors that drive and influence customer engagement across different groups, such as families and corporate personnel. A significant portion of the report is dedicated to customer experience mapping, detailing customer interactions from initial inquiry to post-service feedback. The report then examines how customer touchpoints create business opportunities, highlighting the role of digital technology, including CRM systems and mobile applications, in enhancing customer experience. Finally, it discusses customer service strategies, emphasizing their role in meeting customer needs and achieving business standards within the service sector. The report underscores the importance of employee conduct, technological integration, and personalized service offerings in fostering customer loyalty and satisfaction.

Managing the Customer Experience
(Unit 2)

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Value and importance of understanding the needs, wants and preferences of target
customer groups for a service sector industry.............................................................................3
P2 Different factors that drive and influence customer engagement of different target customer
groups..........................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Customer experience map for a selected service sector organization....................................5
P4 Customer touch-points throughout the customer experience create business opportunities
for a selected service sector organization....................................................................................6
TASK 3............................................................................................................................................8
P5 Digital technology is employed in managing the customer experience within the service
sector............................................................................................................................................8
TASK 4............................................................................................................................................8
P6 Customer service strategies in a specific service sector context............................................8
P7 Customer service strategies create and develop the customer experience in a way that meets
the needs of the customer and required business standards.........................................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Customer experience is product of interaction among company and consumers over
duration of relationship. To make better customer experience, make consumer journey map,
develop purchasers personas, establish positive connections with consumers and others. It is
related with the perception of customers both the subconscious and the conscious relationship
they have with brand of firm at the time of life cycle. This consists consists practice of increasing
the customer expectations to enhance the brand loyalty and satisfaction level. Marriott is
American multinational diversified hospitality company that franchises and manages wider
portfolio of the hotels and also related lodging facilities (Goodman, 2019). Present report covers
the information regarding various factors which influence the customer engagement of various
target customer groups. There will be discuss about how digital technology is to be employed in
managing customer experience within service industry.
TASK 1
P1 Value and importance of understanding the needs, wants and preferences of target customer
groups for a service sector industry
Target market is explained as accumulation of the consumers which entity aims to the
target for execution of marketing as well as sale efforts and resources. It can be said to subset of
overall market for organizational facility or commodity. In this present time, motive of hotels is
to provide the better and high quality services to consumers so that they can be motivated and
also loyal towards company. The customer experience has main role in long term business
sustainability of company within hospitality industry (Witell and et. al., 2020). Companies of this
industry need to be function in such a manner that aligned with satisfying the preferences, wants
an requirements of customers.
The hospitality industry aimed at achieving the more contentment from the public. This is
wider for this context as many exampled can be considered to show the significance of
understanding wants and the needs of consumers. For an example, Marriott hotel would be need
to examine preferences related to taste of people which would give advantages to firm related to
attracting the large number of consumers of various origins. Marriott hotel would be examining
the customers perspectives related to better hospitality related services which helps in enhancing
sustainability at market place (Koetz, 2019).

P2 Different factors that drive and influence customer engagement of different target customer
groups
The customer engagement is related to procedure consisting the business communication
among form and external stakeholders by many correspondence media such as social media,
newspapers and television. Marriott is reputed hotel as it invites more consumers on daily basis
experience by providing the high quality of products and services. It assures the contentment and
comfort of people which mainly visit organizational premises (Gilboa, Seger-Guttmann and
Mimran, 2019). In context to this, there are many factors which help in serving as the
influencers and drivers for engaging different target groups. The different target groups are
mention below:
Family- It is an important target customer group that each company pertains in criteria of
hospitality sectors. This assures about engagement of customers and factor that should be taken
into account through hotel is entertainment. This is inclusive of the activities that catch attention
of all the family members regardless of age.
Corporate personnel- For Marriott hotel, it is other target customer group and this is
inclusive of the people working in corporate settings. Main factor that facilitate this group
engagement is ease to access facilities that consists accommodation facilities like meeting rooms,
conferences and free internet facility with charging points (Bueno and et. al., 2019).
There are different factors which could impact engagement in negative manner. The
different factors mention below:
Inappropriate Booking Facilities: The presence of the quality of the food goods in
remote area because of the lack of resources become negative factor of various customer groups
like adventurers and families.
Inappropriate Food and Beverage Quality: Main aspect that keep consumers hooked
with the Marriott is easy booking practices. Ineffectiveness within similar because of
technological faults could have negative impact on customer engagement of every group with
firm (Zaki and Neely, 2019).

TASK 2
P3 Customer experience map for a selected service sector organization
The customer experience mapping is related to procedure whereby an organization traced
interaction that taken place among firm and consumers. Marriott hotel maps the customer
experience from an investigation to final entitlement (Becker and Jaakkola, 2020). Customer
Experience Map for the Marriott hotel given below:
MAP ACTIVITIES
Research and Plan
In context to investigation and plan, various assistance and
facilities are given by company consists online application,
websites and the physical offices at various locations as well
as agents which are ready yo provide the personalised
services.
These kind of services available the different opinions hat
help to the diversified consumer groups. For an instance,
always in the hurry because of busy schedule. Mobile
application usage give an provides easier access to
customers with personalised services related to instant
payment that make improvement in their experience with
company (Ng, Sweeney and Plewa, 2019).
Booking
Marriott hotel give comfortability to consumers through
making process of bookings easier and also accessible by
website and application ease and comfort to customer
which are the user friendly. With the help of this, consumers
like the corporates could search packaged that suits better
and also make make bookings with the help of using online
payment services offered through hotel.
Entailment of the Customer
Services
Marriott hotel assures that the relevant and effective training
is to be imparted to employees for them in order to provide
the positive experience so that they can visit again. Hence,
hotel has been better support services on mobile app and

also websites that assures convenience, assistance and safety
to consumers. In regards to this, people entail the better
customer service by using on-boarding techniques of firm
such as inscribe in tour package and by availing services
mentioned on websites of hotels (Shi and et. al., 2020).
Check out and Future Customer
Engagement
It is the last stage in process of customer experience that
witnesses procedures such as provision regarding feedback
forms. Hence, customer mapping is done after the customer
check outs from hotel premises by provision of the coupons,
offers and discounts. Customers can able to interact with
firm by using the social media applications, emails etc.
Through using these methods, consumer can give the
feedbacks to company regarding its product and services.
P4 Customer touch-points throughout the customer experience create business opportunities for a
selected service sector organization
The customer touch points are points of customer contact brand from begin to end. The
touch point is potential consumer in contact with brand before or after buy something. Marriott
hotel can optimize touch points in such a way that this leads to development of business related
opportunities for increasing customer experience. This hotel adds additional touch point with the
stylized trip sharing different tool tripographer (Keiningham and et. al., 2020). Different touch
points regarding the Marriott hotel mention below:
In the hotel premises- It is considered as important touch point for consumers. The
touch points are considered from the check in to check out. In this, employees plays necessary
role in an organization by providing the better experience to customers. It is essential that
employees should be possess the code of conduct at work so that consumers feel that they are
work in professional manner. The technologies like automated safety system and self checkouts
on websites could mainly used to assure effectiveness and efficient in the services. This would
enable hotel to inflate experience that driven through consumers (Gao, Melero-Polo and Sese,
2020).

Mobile application- This touch point could be taken in use as opportunities through
Marriott hotel. It is developed through entity requirements ti eye- catchy but user friendly to
assure customers ease. Marriott hotel can taken as opportunity by provision regarding provision
of the personalized offers for consumers to select accordingly as per their preferences. The
assistance of customer service requires to be in application for resolving their queries.
At restaurant premise- Staff members operating in restaurant should imparted the
effective training for providing the better experience to consumers. It is necessary that meal
tables should be properly ready while entry of guests. On the table, menu should be already
available so that consumers do not have wait for a moment. Otherwise, this will develop the
negative impact on business. Waiter should asked from guest at regular internals to be served
with additional meal servings. After the meal, consumers should receive the polite goodbye from
restaurant management with thanking for vising premises. The hotel should take the feedback of
customers regarding the services as well as dishes. The customers can make the payment by
using the online applications, internet banking, debit and credit cards and others. This will help
in enhance the experience of customers. In this manner, profitability and productivity of hotel
will be enhanced (Ugwuanyi, Uduji and Oraedu, 2020).
Company website- Sometimes, employees face the different issues or complexities
through consumers which require to resolved for gaining satisfaction level from customers. In
context to this, Marriott hotel should assure ease in the accessibility of websites for consumers so
people can make interactions with chat bots. The hotel should provide the quick response about
the queries on website can handled on specific time period. The customers can be convinced to
the experiences services through Marriott. In regards to this, Website gives information
regarding various packages deals and chats permits consumers to clarify doubts. Touch points
could assists form in hooking as well as engaging the consumers for long period of time.
TASK 3
P5 Digital technology is employed in managing the customer experience within the service
sector
The customer relationship management is combination of technologies, practices and
strategies that firms use for managing as well as examining customer interactions throughout
customer life cycle. Its main goal is to improve the customer service relationship and helpful in

customer retention and also drive the sales development. It is considered that various approached
that an organization manage as well as examine own interactions with past, existing and potential
consumers. Other than this, Digital technology in business can improve collaboration, content
management and communication to social networking and customer experience. The successful
business are to be embracing the technology to develop digital workplace that can make
improvement in business cohesion. It has main impact with management as data analysis plays
an important role in identifying the needs and also consumer behavior (Centobelli and Ndou,
2019).
In context to Marriott hotel, the customer relationship management is mainly managed by
software named Right Now Technologies' CRM Package. It is acquired system of company that
developed by using technology such as Automation where company has agenda of manage
relationship with consumers without investing more money in the technology. This kind of
software uses the online optimization of inquires and complaints that would helping firm in
saving more money. It would assist customers to engage in spontaneous conversation with
executives online that increase convenience for them.
TASK 4
P6 Customer service strategies in a specific service sector context
It is necessary for the Marriott hotel to employ the customer service strategies that assists
in providing the better services to consumers in an effective way. These strategies are helpful in
contribute in the growth and sustainability of firm. This helps in achieving the objectives and
also getting profitability (Tivasuradej and Pham, 2019).
P7 Customer service strategies create and develop the customer experience in a way that meets
the needs of the customer and required business standards
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: Marriott International
Date and time of visit: 2nd November, 2020
Ambience and First Impressions:
Things that I observed that Things that I observed that What would I change if this

were positive, or good? were negative, or bad? was my business?
The Marriott hotel has great
ambience and it was very
pleasant.
Main problem was kios at
reception area. Different
guests were there and
management was poor (Witell,
and et. al., 2020).
More staff must be present at
reception for handling and
managing the clients and
guests.
Signage, Tariff Boards, Labelling, etc.:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Proper parking areas as well as
entry and exit ways are given
for guests.
Some boards were not present
for leisure places and areas,
play zone area, buffet, etc.
Proper guidance boarding must
be present at every corner for
making it convenient for
customers to find their way.
Prices:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Marriott provides services at
higher price which are
affordable by high income
people.
Middle class people are not
able to afford services of
Marriott.
Price for accommodation and
resort facilities must be
reduced and some discounts
must be provided to customers.
Range of Products:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Some of the additional
services offered by Marriott
are Wi-Fi facilities, Spa and
When number of guests are
more, it is not easy to manage
these facilities effectively
I will take care that all guests
are provided facilities properly
and they are happy with the

herbal treatment, Swimming
pool, dinning area, golf, etc.
(Zaki, and Neely, 2019). type of service they are given.
Staff:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Behaviour of staff is not good
and they do not respect
customers.
Staff was not skilled and have
less knowledge about
hospitality.
Marriott should hire skilled
employees and provide
training to existing employees.
Time:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
The services offered in
Marriott are good and
effective.
Sometimes the data of
customer is not managed
properly.
There should be proper
management of database of
customers.
Supplementary Items:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Services and accommodation
provided by Marriott provide
seven star facilities.
Some offers and discounts
must be provided to guests for
facilitation.
There are several offers like
movie tickets, free dinners,
cash prizes, etc. which can be
offered to customers.
Payment:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
As the COVID 19 pandemic Some customers do not want Both online as well as offline

has occurred, only online
payments are taken. In special
cases, offline payment method
is taken.
to pay in advance. This creates
problem in maintaining good
relation with customers.
facilities of paying must be
available for guests.
CONCLUSION
It has been concluded from above mention report that customers are the main part in
company and they are the main reason to make business successful. The main focus of an
organization is to provide the better services and products to consumers for sustain them at
marketplace for longer time period. There has been discussed about the Value and importance of
understanding the needs, wants and preferences of target customer groups for a service sector.
Hotel premises, Mobile application, At restaurant premise, Company website are some of the
Customer touch-points throughout customer experience create business opportunities for a
selected service sector organization.

REFERENCES
Books & Journals
Becker, L. and Jaakkola, E., 2020. Customer experience: fundamental premises and implications
for research. Journal of the Academy of Marketing Science, pp.1-19.
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Gao, L., Melero-Polo, I. and Sese, F.J., 2020. Customer equity drivers, customer experience
quality, and customer profitability in banking services: The moderating role of social
influence. Journal of Service Research. 23(2). pp.174-193.
Gilboa, S., Seger-Guttmann, T. and Mimran, O., 2019. The unique role of relationship marketing
in small businesses’ customer experience. Journal of Retailing and Consumer
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Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
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of Business Strategy.
Ng, S. C., Sweeney, J. C. and Plewa, C., 2019. Managing customer resource endowments and
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Shi, S. and et. al., 2020. Conceptualization of omnichannel customer experience and its impact
on shopping intention: A mixed-method approach. International Journal of Information
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Tivasuradej, Y.C.T. and Pham, N., 2019. Advancing customer experience practice and strategy
in Thailand. Asia Pacific Journal of Marketing and Logistics. 31(2). pp.327-343.

Ugwuanyi, C.C., Uduji, J.I. and Oraedu, C., 2020. CUSTOMER EXPERIENCE WITH SELF-
SERVICE TECHNOLOGIES IN THE BANKING SECTOR: EVIDENCE FROM
NIGERIA. International Journal of Business and Systems Research.
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