Customer Experience Strategies: Thomas Cook Case Study Report

This report provides a comprehensive analysis of customer experience management, using Thomas Cook as a case study. The report is divided into three parts. Part 1 explores market segmentation, customer profiling methods, drivers of customer engagement, and onboarding strategies for diverse customer groups. It also includes customer journey mapping. Part 2 focuses on developing strategies for good customer experience, identifying key drivers of customer satisfaction, and implementing Net Promoter Score (NPS) as a key performance indicator (KPI). Part 3 defines the role of digital technology in managing customer experience, and critically evaluates the advantages and disadvantages of Customer Relationship Management (CRM). The report covers topics like digital transformation, agile IT environments, personalized customer experiences, big data analytics, and the use of Artificial Intelligence (AI) and Virtual Reality (VR) in enhancing customer interactions. It also includes a detailed discussion on the advantages and disadvantages of CRM systems and concludes with insights on the importance of effective customer experience management for business growth.

Managing Customer
Experience

Table of Contents
INTRODUCTION ..........................................................................................................................1
PART 1............................................................................................................................................1
i)..................................................................................................................................................1
Explaining the organisation carries out market segmentation and customer profiling activities
to determine its target customer..................................................................................................1
Explaining the different methods in which customers can be profiled.......................................1
Evaluating the drivers of customer engagement across a broad range of different target
customers group..........................................................................................................................3
Explaining the different strategies that required in on boarding these diverse customers..........3
ii.)................................................................................................................................................4
Customer journey mapping process............................................................................................4
Identifying the customer touch points at the time of company interaction.................................5
PART 2............................................................................................................................................5
Develop the strategies of good customer experience..................................................................5
Identifying the key drivers of customer satisfaction and implementing Net Point Score as the
single KPI for customer satisfaction...........................................................................................6
PART 3............................................................................................................................................7
Define that how digital technology is employed in managing the customer experience............7
Critically evaluating the advantages and disadvantages of the customer relationship
management................................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer managing experience is the most important task for the organisation to keep
growing and sustaining in order to get the best outcomes results and growth. Customer
experience defined the customer perception towards the company environment and result
outcomes. It comes out the relationship with the brand resulting from all their interactions with
the brand during the customer life cycle. Present study based on the managing customer
experience. Study will be taking Thomas Cook for taking into consideration.
PART 1
1

2

3

4

5

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PART 2
Develop the strategies of good customer experience
By creating the effective customer experience vision
Customer experience mapping is the long term channel of effective working outcomes to
make the best growing market decision (Dursun and Caber, 2016). Company needs to develop
the best customer experience mapping in order to generate the new managing business growth.
Company also should focused on customer needs and wants.
Bringing new innovations
it is the another most productive way to keep retain the necessary or productive
customers with the company as long. New innovative productive services can help company to
attract new customers and growth (Fish and et.al., 2014). In order to delivering outstanding
customer experience it is necessary for the company to keep customer attracting by offering
some new offers and great deals.
Prioritise quality support
This is the another customer engagement strategy that is most important for the company
to performed for their potential customers (Gopalakrishna, Malthouse and Lawrence, 2017).
Quality is the first concern of the travellers who make travel across the world. They needs
security, proper luxurious accommodation and tour and traveller goals. Overall, it helps to make
the best source outcomes in order to meet out the best outcome results.
Providing different tour packages plans
Thomas cook has given different types of travel plans to their customers to make their
experiences and best and adventures. According to Thomas Cook they has been providing
different tour facilities such as business travel, leisure travel along with different online holidays
plans, achievements, Online Visa, E-business ideas etc (Gunter and Furnham, 2014).
Identifying the key drivers of customer satisfaction and implementing Net Point Score as the
single KPI for customer satisfaction.
Net point score is the important and latest metric used in a variety of industries for
measuring customers advocacy. NPS measures the likelihood that an existing customer will
recommend a company to another prospective customers. NPS is derived from a single question
that might be affecting effective process goals (Hair Jr and et.al., 2015). NPI is also known as
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Net Promoter score that helps to define or determined the actual performance of the business has
been running in the business activities and goals. On the other hand, there are different factors
which affect the business customer satisfaction level. There are some drivers which makes the
communication process much effective and productive (Homburg, Jozić and Kuehnl, 2017).
Communication : communication is the most driving factor to customer which influence
driver of satisfaction in the remodelling process. There was a 63% difference in score for
communication between those clients who would recommend their remodel er and those who
would not. Thomas Cook has providing different channel of sources to communicate with their
customers such as online, social sites, websites etc. in case of lack of communication process can
lead the ineffective source of income and growth (Horner and Swarbrooke, 2016).
Trust
Trust loyalty is the another driver of customer satisfaction which must be in the company
environment. It affect the business and modelling effective items and growth (Kumar and
Reinartz, 2018). Thomas Cook required to keep good relation with their clients in order to meet
out their needs and wants.
PART 3
Define that how digital technology is employed in managing the customer experience.
Digital technology is the most wanting and digitally equipped tool to generate the interest
between customers. This affect the business more lightly and well effective in order to meet out
the goals and objectives (Nagle and Müller, 2017). Digital transformation is the integrated
process which affect the overall business activities together into best positive manner. Moreover,
it brings new important and essential services to get the best outcome results in order to meet out
the goals. This brings new managing task and effective working outcomes. New advanced
technology provides opportunity to understand the modern day buyer, engage with best delivery
outcomes and expectations (Orenga-Roglá and Chalmeta, 2016).
An Agile, flexible IT environment
Having the right technology is the best chance to make the good outcomes and growth.
Such as Cloud is the best source or channel to be fast and productive. This can help Thomas
Cook to enhance the long term challenge and also contains long term effects to the great
challenge. Company can also connecting cloud applications with customer database, big data
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