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

6

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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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Analytics, web and mobile apps (Orenga-Roglá and Chalmeta, 2016). You can easily digitally
disconnect the record of all touch points to create a 360 degree.
Personalized customer experiences
This is the another method or making good goals in order to meet out the best outcomes.
Knows their purchase history. Personalised customer experienced also create new comfort zone
for their potential clients in order to meet the best growing goals (Paker and Vural, 2016). In this
customer feel different and feel special to get unique treatment by the company.
Multichannel experience
technology is the source or tool that empowered customers what they actually want.
Whenever, they want and how they want it. Company needs to focus on the customers needs and
wants in order to meet out the best possible action plan to make the best outcome results and
growth (Peppers and Rogers, 2016).
Big data analytics
It is the another tool of digital technology that willing to make or get the advanced form
of result that affect the business customer experiences. As per the according sales force which is
the best software to resolve the customer issues. This big data analytics willingly share personal
data with companies that promise to send personalise offers and discounts (Peppers and Rogers,
2016). In this process company can easily modify the data into more or efficient manner.
Artificial Intelligence
AI has been taken the business landscape by storm, owing to the enormous benefits it
projects for business growth. With the help of artificial intelligence powered tools for the
business growth (Peppers, Rogers and Kotler, 2016). AI empowering customers and give them
full support conversations which improving decision making abilities within organisation
through automation.
Virtual Reality
Virtual reality is the most recent technique which transform the customer experience
landscape for modern businesses virtual reality has the potential to completely alter the consumer
experience. This technique can more help to engage customers into more better way (Soltani and
Navimipour, 2016). Offering an immersive experience, VR also helps companies to work in
more better way than other technologies motivating consumers to interact in a more better
manner.
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Critically evaluating the advantages and disadvantages of the customer relationship management
Customer relationship management can have a huge impact on the business outcomes.
CRM is the most necessary term for the businesses to keep the customer retained with the
existing company. Moreover, CRM also can be affect business into negative manner if company
fails to full fill the customer satisfaction goals. By improving the software of CRM technologies
that can be help to company to manage the customer service more effectively and best leading
performing goals (Stephen and et.al., 2014). However, choosing to integrate this system within
the organisation that also make the good impact on the best possible manner.
CRM plays the most important role for strategic position of an organisation. CRM
focusses on the integration of customer information. Customer service is the process
communication which company makes with their customers into best possible manners. It also
helps to take care the best advantages to make the new customer services or attraction from the
market. CRM provides opportunity to make the best outcome results in order to meet out the
company as well as customer goals and objectives (Sundaresan and et.al., 2016). Choosing to
integrate all CRM functions brings new and developing new growth to attract number of
customer attraction across the world.
Advantage
 CRM techniques or strategies can help to manage the customer data that allows business
to connect with the clients to know their needs and wants (Vellas, 2016).
 It helps to manage the growing business and speeds up the data growth process.
 It builds the business growth and innovative channel of distribution.
 It Determine to determine the that how make improvements in the business.
Disadvantages
 The transition from manual to automatic processes is always one of the obstacles which
could face while implementing better strategic plans (Yang, Liu and Li, 2015).
 It takes high cost of the company sometimes. Few companies cannot adopt high cost
effective CRM techniques. It also affect the business sustainability if they fails to full fill
all those CRM techniques (Yates, 2017).
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CONCLUSION
On the basis of above section it has been cleared out the managing customer experience
is the most essential task for the company to make the best outcome results. Customer
experience can be solved by applying different technologies and growth to the business function.
apart from that. Present study based on Thomas Cook which expresses different aspects of
customer engagement process. Also, study discussed about the customer mapping map and
journey map in order to analyse actual customer needs and wants. Besides, study also looked it
as the best effective process or goals.
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REFERENCES
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