Strategies for Enhancing Customer Experience: A Presentation

This presentation analyzes the importance of customer experience within the service sector, focusing on market segmentation and customer profiling strategies employed by Thomas Cook. It delves into the factors influencing customer engagement, such as service quality and pricing, and presents a customer experience map illustrating customer journeys and touchpoints. The presentation highlights how touchpoints like social media and email create business opportunities by enabling companies to understand customer needs and expectations, ultimately enhancing customer loyalty and maximizing profitability. It concludes by emphasizing the significance of targeting specific customer groups and adapting strategies to meet their diverse needs, ensuring a positive customer experience.

Enhancing customer experience

Table of Contents
• INTRODUCTION 3
• PART 1: 3
• P1 Value and importance of understanding needs & preferences of target customer groups within service sector industry
3
• P2 Different factors that influence customer engagement of different target customer groups within a service sector
organization 5
• P3 Customer experience map6
• P4 How customers touch points throughout the customer experience create business opportunities 8
• CONCLUSION 14
• REFERENCES

INTRODUCTION
• This presentation will show the importance of market segmentation & customers profiling activities which
are being done by Thomas Cook for determining its target customers. It has various factors that influence
customer’s engagement like service quality, pricing etc. It will also show customer experience map of the
selected company that shows the experience of their customers along with customers touch points.

Value and importance of understanding needs
& preferences of target customer groups
within service sector industry
• Target market and market segmentation is called the best strategy in the marketing process. With the help
of market segmentation Thomas Cook company divides its potential and those customers who have
willingness to buy their services and products into a group on the basis of their needs and characteristics.
The main aim of target market is to identify needs, wants of customers and satisfy them by focusing on a
particular group at a one time. Thomas cook is a big tours and travels company so it is not possible for the
manager of the company to target and attract different types of customers at a time, so they segment and
target a particular group according to needs, income statement, gender, age etc. Some importance of target
customer groups a
• Maximize profitability: The main purpose of private sector companies and profit for companies to make
money and increase their sales. It is all depends on sales and number of customers who buy products and
services. With the help of target customers, the marketing manager of Thomas Cook can make them
understand and tell them about the importance and uniqueness of their products and services. When the
company focus on a particular group at a one time then it is more likely to attract them and influence them
for their services. So it can be said that targeting can help the company in increasing their sales.
• re described as below:

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• Build customers loyalty: By reaching out customers personally and focusing on smaller range of
customers companies of service sector industry can increase brand loyalty & trust among them. When
employers and manager focus on fulfilling and solving their customers’ issues and perspective then they
feel more valued and they are more likely to be more loyal towards the products and services of the
company. They also help the company in increasing their brand image by word of mouth and by telling
other customers about services of the company.

Different factors that influence customer
engagement of different target customer groups
within a service sector organization
Customer engagement can be defined as a connection between a customer and a brand. A string and highly
engaged customers with a brand and services of service sector company buy more, promote more and
demonstrate more loyalty. Thomas Cook makes and develops some customers experience strategies in
order to provide the higher quality customers experience. There are several factors that can influence
customers experience and Thomas Cook need to consider all these factors in order to have positive impacts
and increasing customers experience.
• Brand image: Now a days customers have become more conscious about services and brand conscious.
They want to buy and prefer to purchase products that have a strong brand and reputation in the market.
Thomas Cook company need to focus on developing its reputations with the main aim of retaining their
customers and increasing sales. It is the main factors that can influence customers experience and
engagement. When a company have strong reputation and image in the industry and market then customers
tends to go and buy their services no matter they have purchased services before or not.

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• Pricing: It is said that some people wants to buy qualitative products whereas, some people main focus on
the prices of products and services. For satisfying all types of customers it is important for the company to
not only focus on quality of services but also to focus on price of services and products. Price of services
should be affordable; it can be increase their sales and profitability as well as customers experience.

Customer experience map
•
• Stages
• Research
• Decision making
• Booking & payment
• Pre- Purchase service and channels
• In-room or In-flight
• Post purchase services
• Customers engagement
• Activities of users
• By hearing about the company from relatives, friends, families & online advertisement as well. Also see advertisement in
television.
• .For taking decisions, it is important to have the best services as in this step users find out the best option that can satisfy their
needs. They also compare services from different tours and travels companies and then take decision.
• It is the next step comes after taking decision in which customers book flight and other tickets and for that they also see prices
and choose option of payment online and offline.
• In this step, customers ask some questions and try to find out answers as services which the websites are showing, company
provide the same or not.
• They try to enjoy as much as they can and makes memories.
• It shows the behaviour of users whether they got satisfied and dissatisfied. If they visit website again it means they got satisfied.
• By providing some suggestions and feedbacks customers make themselves engaged with the company and industry.

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