Managing Customer Experience: A Report on Thomas Cook's Strategies

This report provides a comprehensive analysis of customer experience management within the context of Thomas Cook, a British travel company. It begins by emphasizing the importance of understanding customer needs, wants, and preferences, differentiating between various market segments lik...Read More

Managing Customer
Experience

Table of Contents

INTRODUCTION
To manage the consumers are important for a company and it can be managed
by providing quality services in order to satisfy the needs. Consumer experience
management is to be referred as the process of planning & managing the overall
experience of consumers. In the hospitality industry it is required in order to fulfil the
expectations of persons and it helps the corporation to earn more profits. To better
understand this concept Thomos Cook has been chosen which is a British Travel
company. In this report, there are following topics are covered such as: needs &
expectations of market segments, analyse consumer experience map to develops
business opportunities & optimise consumer touch points, to investigate the impacts of
digital technology in consumer relationship management. Apart from this it also discuss
about to apply effective consumer experience management within a service sector.
Learning Outcome 1
P1. Value & importance of understanding the needs, wants and preferences
For an organisation it is important to understand the needs of persons is not easy
all people have different wants and habits. To fulfil the desires of individuals are not
simple reason being all persons have different expectations. It is required for Thomos
Cook to identify the wants of consumers through the market segmentation so that
services can be provided as per the preference of individuals. For the management of
company it is required to analyse the needs of people so that services can be deliver on
the basis expectations which helps to maximize the market reach as well as profits. As
organisation target different types of persons which involves holiday maker, business
persons and hospital patients guest (Reynolds, 2013).
Questionnaire:
Type of customer Different
types of customer
needs
Business
person
Comfortable seat &
separate room.
Charging point &
enough space to pass
between table.
Wi-Fi & quality food
services
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Holidaymaker Transport facility &
pool services
Nappy & changing
facility
Proper place to take
food & meal at
bedside
Hospital
patients guest
Clean room for rest Nutrition food & purified
water
Adequate
information regarding
calorie on menu.
Soft music Charging point Beautiful view from
window
As Thomos Cook targets customers & fulfil the satisfy the desires of persons by
providing quality services.
Holiday maker: These are those persons who want to plan holidays for the
purpose of fun, enjoyment and rest. To satisfy the desires of consumers are important
for Thomos Cook which help to grab more market share. It involves charging facility for
mobile phone, pool facility, nappy and quality products. It helps the corporation to fulfil
the expectations of people which is required for the growth of business (Bruce and
Love, 2018).
Business person: These are those persons who involves in their own business
and Thomos Cook always try to provide better services and facilities in order to satisfy
the preference of consumers. The excellent services and facilities are helpful for the
organisation to attract more number of consumers. The services which are provided are
as: poolside services, Wi-fi facility and separate room facility.
Hospital patient guest: These are those persons who come to meet to the patient
and Thomos Cook always try to fulfil the wants of patient guest. There are various
persons who comes from different cities for the purpose of medical treatment. The
facilities which are provided which are follows: soft music, healthy food and purified
water and charging point.
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P 2 Covered in poster
Illustration 1: Hospital Patient guest, 2018
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Illustration 2: Business person, 2018
4

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Illustration 3: Holiday maker, 2018
Learning Outcome 2
P 3 Consumer experience map for a selected service corporation
Consumer experience mapping is a procedure which is used to engage the
consumers with the products & services of organisation. To satisfy the needs and
desires are the responsibility of company so their experience can be better and they feel
happy and satisfy while dealing with the corporation. It helps the company to maximise
its sales as well as market share.
Customer Journey Map of Thomas Cook
The following map indicates the touchpoints for the customers at various stages while
interacting with Thomas Cook:
Research and Planning-The first and foremost touchpoint is one
where the customer researches and plans a trip for themselves.
This may be either for leisure or business purposes. Also, this stage
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utilises a comprehensive research on the part of the customer who
looks for packages or travel options that may be economical and
reliant. Hence, a lot of research and planning goes at this stage. For
Thomas Cook, the company can provide a detailed account on the
budget packages that may enable them to be directly engaged with
the company in the first attempt. For this purpose, the main tools
that can be used are Websites and Direct Mail Marketing.
Preparation-Once the details related to destination,
accommodation, itinerary and mode of transportation to reach the
place have been decided, the preparation stage initiates. As per this
touchpoint, Thomas Cook Group can provide various
recommendations regarding hotel, flights as well as activities so as
to engage the customer in a significant manner. This is mostly
achieved through suggestions provided by utilising budget
information and type of trip being taken by the prospective client.
Such can be provided through advertisements on the mode which
is most utilised by the client for researching purposes as it is
possible for them to notice such information on those platforms in
a prompt manner.
Booking-At this point the customer first comes in contact with the
company when they want to book a trip to a specific destination.
For this purpose, the customer may either go to an agent of
Thomas Cook or use company's website or smartphone application
for the same. Here, a real purchase transaction is carried out
between the customer and the business. Thomas Cook can enhance
this customer experience by providing them with a variety of
options which are mostly used by the clients so as to complete a
purchase.
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Vacation-From this stage onwards, the client is in complete touch
with a Thomas Cook Client who escorts them around the
destination and informs them regarding their daily itinerary
activities in a detailed manner. It is most crucial for the company
to ensure that the customer expectations of their clients are met in
the most effective manner. For this stage, the company has an
opportunity to convert a new client into a regular one. This can be
achieved by ensuring that the clients have a strong first impression
of the executive assigned to them. The company can create
feedback or follow-up points on a daily basis which help Thomas
Cook management to ensure that the client needs are met in the
most comprehensive manner.
Returning- Once the vacation is over, the company can ask the
clients for follow-ups by way filling a questionnaire either on the
website or the booking source so as to ensure that they were able to
meet their expectations in the most efficient manner or not. This
would help the business to know various weak points that require
improvements and can rectify the same in a stipulated time period.
Sharing- It is common for the customers to upload their photos on
various social media platforms such as Instagram, Twitter and
Snapchat among others. This can act as a mode of free publicity
for the business by way of word-of-mouth.
To increase the market reach Thomos Cook can use different things that are depend
upon experience map. These have been discussed as under:
Telephone: To communicate with the consumers telephone is used by the
company. As Thomos Cook belongs to tour and travelling sector which comes under
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hospitality industry. The manager of organisation take bookings on phone and provide
details about the holiday trip and solve the queries about the trip which involves
services and facilities. The telephone number are mentioned in the website of
corporation so that persons can easily contact to the organisation if they want to know
any information regarding the holiday trip.
Websites: It is useful tool that provide all important information about the
company so that persons can know the details about the business and its activities. As
Thomos Cook have its own website which provide all information such as: price of trip,
number of days, locations and other facilities and services. The website can be assess
by the consumers to know the details about these all things.
Text message: As company uses the text message so that it communicate with
the consumers about the details and attract them so that they can visit to the office and
plan a trip with the company. Thomos Cook uses text message so that it can
information about the holidays trip, special offer, discounts and other facilities. It is used
by the firm as a promotional tool which aware the consumers about the services of
organisation (Shea, 2016).
E- Mail: To communicate with the consumers this tool is used by the company
and it is a formal way of communication which is used by Thomos Cook. Through e-mail
it can inform the persons about the holidays plan which is organised by it. It is cost
effective tool which is used by the management in order to communicate with the
consumers.
Review sites: There are various consumers who visit the company and takes
the facilities and services of it. There is review site of Thomas Cook and consumers
provide its review on the basis of their past experience or through any other tool. It is
helpful for the company to know the views of different persons which is based on their
experience. As the firm consider the reviews so that it can make further improvements
so that needs consumers can be satisfy and it can generate higher profits (TSEGAYE,
2017).
Management: To make the better experience with the company management
policies plays a vital role. As Thomos Cook make effective strategies so that more
number of consumers can attract towards the corporation and training is also provided
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by the company to their employees so that they provide better service and facilities to
the consumers so that their experience with the corporation can be better.
P4 Customer touch point throughout the customer experience
The customer touch point is the point of fundamental interaction between brands,
business, products and customers. They all are exchange information regarding to
transaction and products services. In present time business can use several factors to
analysis business that are help to know all available mediums like online websites, e –
mails and social media. These have been discussed as under:
 Word-of-mouth: This touchpoint is mostly observed at the first and the last stage of the
customer journey map. At the first stage, the customer is mainly associated with
undertaking research and planning activities so as to determine what, where, how and
when of the trip. This touchpoint plays a crucial role in spreading awareness about the
company and its packages.
 Website: At the time of making a purchase, the website acts as a medium of
communication between the company and the client. Thus, it is important to have a well-
managed website which converts a prospective lead into a long-term client of the
company. If the website is prompt, the client will have a smoother experience while
making a booking.
 Regular Follow-ups: Once the booking has been completed, the company can take
follow-ups from the clients at the end of the trip which can help them to improve their
services in future.
These mediums through business and customer meet with each other and
communicate about the products and services and fulfil the needs as per the
requirement. The touch point through provide all facilities to customer that can help to
attract regrading to products and services. When customer interact with them that time
sold to products. Many companies are providing different types services which are
related to before buying and after buying. Thomas Cook can have different facilities and
services regarding to their customer (Guido, 2017).
The particular services applied by the selected company in order to make touch
point and interact with customer and it will help to make them potential customers. The
company has provided effective services to their customer to maintain relation with
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them for long time period. Every company has been created their own touch point which
can decided according to nature of a business. It is considered different things and help
to business to gain customer satisfaction and fulfil the requirement of the customer. It
should help of Thomas cook to manage all business activities and set up their touch
point according to company's goals & objectives. To attract customer in huge way
selected company use different promotion channels like advertising, Instagram,
Facebook and twitter. When people can use these social sites so it can show on as Ad
so people attract with ad and visit on company sites.
Direction Stage – It consist of different stages which are evaluated as under -
Booking agent eye contact with customer
The eye contact shows confidence in individual person so it is important part for
every one and it is considering as inner qualities. When customer visit in the company
so agent can confidently show their offer and package regarding to tourism. It is helpful
for agent and shows their confidence as well as communication skills and influence to
customer for take their package . To attract the customer provide all dealing in less time
and present special discount offer to convince for travelling with their company.
Greeting and effective communication skills shows good image of the company in front
of customer (Al-Ahmad and Mohammad, 2012). So here under by booking agent can
have conversation with their guest is discussed as under -
Booking Agent – Good Evening, Sir
Customer – Good Evening
Booking Agent – How can I help you?
Customer – I want to travel Paris so show me offer relating tour.
Booking Agent – Ya Sure sir, It is our package in where we can include Paris, Hong
Kong and Malaysia.
Customer – Price of this package
Booking Agent – Only 9999
Customer – Any discount in this package
Booking Agent – There is discount only 5% on particular rate.
Customer – The deal is good you can book 5 tickets an provide me form regarding to
tour.
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Booking agent – Ya sure thank you sir
The small conversation between customer and agent shows the experience
about the agent and their communication skills. To fulfil the need of customer and
attract for visit with them provide discount offer. It will helpful for the company to survive
for long time.
For example – With the help of touch point can fulfil the requirements of customers. The
travel & tour company provide effective services and products to their customers and
time to time take feedback about their services.
Learning Outcome 3
P 5. Digital technology is employed in managing consumer experience
Digital technology is a kind of tool that enhance the services of the companies
which improves the experience of the customers. In this competitive environment only
those companies can survive which use the digital technologies in their various
functions and applications because now customers need advanced and fast services.
Apart from this, these technologies help in saving the time of customers. Herein, the
Thomas Cook company use different kind of advanced technologies and tools which
help their customers in getting better experience. Due to effective implementation of
digital technology, company is able to satisfy changing need of customers and it directly
help to the company in making more loyal customers (Aliyas and Ramazani, 2016).
Answer of following questions are mentioned below:
Black and white hospitality prepares the presentation.
The presentation is made by the Julian Hook.
OPERA is categorised as a software programme.
Main elements of their programme is aligned with- EPOS system, reservation, late
room, open table, housekeeping etc. which are applied mostly by the four and five star
rating hotels.
Current consumers of the organisations are as follows: Intercontinental hotel group,
Travelodge, Macro Pierre White Restaurant, Hilton International.
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They are running their business from 1970 (OPERA) and 2014(Black and White
Hospitality).
The organisation looks these programmes to develop in future on the basis of following:
new market entrants like Zonal EPOS system, further integration with guest, increased
functionality, identify trends like afternoon tea is the new “lunch”, better analysis of the
feedback.
Opera Software – It is a web browser that can use over other browsers from
Mozilla or Microsoft. Much smaller in size and it is popular for the being fast and stable.
It is available in different system like OS, Linux, Solaris and windows.
Hospitality software CRM – According to this software maintain contact with
customer and take feedback from them about their products and services. The
particular software set of applications and designed to provide help to manage their
business in effective manner.
Learning Outcome 4
P6 Consumer service strategies in context to specific service sector.
It is very important for the service providing sectors that they provide good
services to the consumers. Due to effective service strategies, consumers can become
loyal towards the organisation because now these days, customers expect more from
the organisation in less time and cost. Additionally, if service sector organisation will
provide better services then it will impact the market value of them which is a beneficial
element for the companies. There are various kind of consumer service strategies like
CRM( Customer relation management), feedback services etc (Jain, 2017). Thomas
Cook company apply a range of consumer strategies for enhancing their services. They
provide facility of booking tour and travel packages online which helps in saving the time
of customer. In addition, they plans various kind of tour and travel packages as per the
need of families. Apart from this, some major strategies are mentioned below which are
used by the above company:
 Deliver promise- In every type of organisation it is important to complete the
promise. This creates faith of customers towards the company. Thomas Cook
company deliver their promise which they do from their customers. It makes a
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positive image in the mind of consumers. On the other hand, if company ignores
the promises then it will impact negatively to the organisation.
 Reward loyal customers- Thomas Cook company offers reward to those
customers who are loyal for them. In other words they provide various kind of
offers to the customers who use their services on regular basis. It benefits to the
company in having more increased customers that gives good revenue.
P 7. Consumer service strategies
Consumer Audit Trail, Critical Observations
Name of hospitality business Thomos Cook, London
Time & date of visit 12th April 2019
First & ambience impression:
Name the things which are
attractive ?
Name the things which
were not good or any
further improvement is
needed?
Name the changes if it
would be my business?
The theme and interior is
fabulous which attract the
consumers.
The structure of building
is not good and there is
more scope for the
improvement (BERHE,
2017).
If it would be my business
than I build better
structure which attract the
consumers to visit and
take the services and
facilities which is offered
by the organisation.
Price:
Name the things which are
attractive ?
Name the things which
were not good or any
further improvement is
needed ?
Name the changes if it
would be my business ?
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As the prices are
reasonable which attract
the consumers to visit and
it is helpful to increase the
profits.
There are some food
products on which high
prices are charged but the
quality is not satisfactory.
If it would be my business
than I provide quality
products at affordable price
so that maximum number
of consumers can attract
towards the firm.
Tariff Board, Labelling and Signage etc.
Name the things which are
attractive ?
Name the things which
were not good or any
further improvement is
needed ?
Name the changes if it
would be my business ?
Signage like fire exit, no
entry way.
There is no tariff board
that shows the prices of
food products.
I will use tariff board
which shows the prices of
different food products
and it will be easy for the
consumers to know the
information.
Product range:
Name the things which are
attractive ?
Name the things which
were not good or any
further improvement is
needed ?
Name the changes if it
would be my business ?
The product range is wide
as per the quality and
price.
Product range can be
increase as per the
demand and likes of
consumers.
I will more emphasis to
wider the product range in
order to satisfy the needs
of consumers (Pandža
Bajs, 2012).
Staff:
Name the things which are
attractive ?
Name the things which
were not good or any
Name the changes if it
would be my business ?
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further improvement is
needed ?
Workers perform their
roles as per the
requirement.
Due to the lack of training
staffs does able to deliver
the services within
stipulated time.
I will provide training to the
staffs so that they can
satisfy the desires of
consumers.
Time:
Name the things which are
attractive ?
Name the things which
were not good or any
further improvement is
needed ?
Name the changes if it
would be my business ?
As employees prepares
the food within stipulated
time period.
Management can provide
training to the workers so
that services can be
deliver as per the required
time.
I will clear instructions to
the employees to perform
their roles according to the
need.
Supplementary items:
Name the things which are
attractive ?
Name the things which
were not good or any
further improvement is
needed ?
Name the changes if it
would be my business ?
Management can guide
their worker to deliver
better & on time services
to consumers.
It does not provide
complimentary items to
their consumers.
I would provide some
complimentary drinks to
relax the consumers.
Payment:
Name the things which are
attractive ?
Name the things which
were not good or any
Name the changes if it
would be my business ?
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further improvement is
needed ?
Online payment accepted
by the organisation which
is a good thing.
Payment is require to be
accept by online methods
by using digital
technology.
I will improve the online
transactions system in
order the satisfy the
consumers (Pravdic,
2013).
CONCLUSION
As from the above report, it has been concluded that it is important for the
organisation to provide better services to the consumers so that their experience can
be better. It is required for the organisation to satisfy the needs and wants of persons.
To emphasis on consumer touch point is required for the company. The service strategy
is required to specific which focuses to develops the consumers experience.
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