Customer Experience and Engagement Strategies: A Trafalgar Analysis

This report provides a comprehensive analysis of customer experience management within the travel and tourism industry, using Trafalgar as a case study. The report begins by highlighting the importance of understanding customer needs, wants, and preferences, and explores various factors that drive customer engagement. It then delves into the creation of a customer experience map for the service industry, illustrating how touchpoints create opportunities throughout the customer journey. Furthermore, the report examines the role of digital technology in managing customer experience and outlines effective customer service strategies. The report provides a detailed analysis of customer engagement, touchpoints, and digital strategies for Trafalgar, highlighting how these elements contribute to overall customer satisfaction and business growth.

Managing
Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Values and importance of understanding the needs, wants and preferences of customers3
P2 Different factors that drive and influence customer engagement.....................................5
TASK 2............................................................................................................................................6
P3 Customers experience map for services industry..............................................................6
P4 How the touch points create opportunities throughout customers experience..................8
TASK 3............................................................................................................................................9
P5 How digital technology employed in managing customer experience.............................9
TASK 4..........................................................................................................................................10
P6 Customer services strategies...........................................................................................10
P7 Identify how customer service strategies create and develop the customers experience11
CONCLUSION .............................................................................................................................13
REFRENCES.................................................................................................................................13

INTRODUCTION
Experience gain by an individual or customers show an essential part in developing and
growing a enterprise in impressive and proper way. Customer experiences refers to relationship
between customer and organisation which develop during selling as well as purchasing of
product and services. A good experiences of a customer can grow a business in effective manner
whereas bad experience can negatively affect business (Armstrong, Rhys and Dresner, 2013). So,
this factors is essential for a business unit to establish and maintain appropriate and effective
relationship with customer. Organization selected for conducting respective project is Trafalgar,
that is conducting its business in travel and tourism industry as well as they are operating its
business from year 1947. Its headquarter is in London, United Kingdom and it is conducting
their operation at global level. Topics covered in respective project are importance and value of
knowing need, wants, expectation and requirement of customers as well as it include customers
experiences map. Along with this, it include influence of digital technology in management of
customers relation and how customers experience help in growing business as well as customers
engagement in proper manner.
TASK 1
P1 Values and importance of understanding the needs, wants and preferences of customers
Target market refers to portion of a consumers that selected through an organisation to
serve them in efficient way. To a company, customers plays an necessary and important role
reason that they can grow a business as well as diminish a business. So it is essential for a
company to understand need, want and preference of customers which help them in attracting
customers and engaging them for a long run. For this, they can establish industry synthesis and
evaluation by that organisation can know with acknowledge customer's wants, preference and
need in order to develop strategy to produce goods and services in efficient way (Baglieri and
Karmarkar, 2014). in hospitality industry major need and preference of customers are well
behaved staffs, affordable price, attractive package and many more. In respect of Trafalgar, it is
a travel and tourism company which is operating its business at global level. Target customers
of respective company are people aged between 18 to50 and more. In respect to attract
consumers as in effective manner, mentioned organisation conduct analysis. By which they able

to understand customers need, wants and demand in effective manner, some major of them in
respect of Trafalgar are given below:-
Potential Customers Need, wants and Preference
Teenagers Affordable price, attractive location,
adventure activities, meal and hotel
included, musical night or interesting
activities or programmes.
Family Value for money and time, vacation
planning, safety environment, course
guide advisers, self services.
Couples Attractive and romantic location, safe
environment, privacy.
Old Age peoples Peaceful location, food safety, medical
facilities, arrangement for wheel chairs,
economy class for travelling.
Business Class Leisure services, connectivity, fast
check in and check out process in digital
manner, quite and safe environment for
business meeting, video conferencing
facilities.
By above given chart, it can be analyse that every potential customers of Trafalgar have
different need, want and preference. Due to which manager of mentioned organisation create
tactics with policies accordingly in addition to enchant consumer base in efficient way. Such as
teenager want to travel with that agency which can provide appropriate services in affordable
price (Evans and Lindsay, 2013). Whereas, business class customers who came respective place
want proper connectivity so they can travel from one to another place in an effective manner.
Along with this they also want quite and safe environment so that they do meeting, in other hand
teenagers want enjoyable environment which include music, noise, adventure and many other.
So, this is very much obligatory for organisation to build effective tactics, packages and facilities

according to diverse potential customers. This will enables to attracting customers in efficient
way for a long term.
P2 Different factors that drive and influence customer engagement
Consumer engagement deals with activities that conducted by an organisation to attract
consumer in efficient way. If a organization focus on diverse range of customers then it is
essential for them to create plan of action and program accordingly by that organisation can fulfil
their need, want and preference in effective manner (Goodman, 2019). This is so because
different potential customers of a company requirement different services and facilities. In
respect of Trafalgar, they are focusing on major five diverse range of customers which demand
variety of services and facilities in order to get engaged, some major factors are mentioned
below:-
 Teenagers: Facilities required by these customers are affordable price, attractive
location, adventure activities, meal and hotel included and musical night or interesting
activities or programmes.
 Family: Family required different services and facilities such as products and services
which is value for money and time, vacation planning, safety environment, course guide
advisers, self services.

 Couples: They required different factors in order to get engaged in respective company
service are attractive and romantic location and safe environment, privacy.
 Old Age peoples: These people require facilities like peaceful location, food safety,
medical facilities, arrangement for wheel chairs as well as economy class for travelling.
 Business Class: These peoples or customers required different type of products and
facilities such as leisure services, connectivity, fast check in and check out process in
digital manner, quite and safe environment for business meeting and video conferencing
facilities.
All the above mentioned are various component that bring and determinant consumer
engagement of various groups which are potential consumers of an organisation.
TASK 2
P3 Customers experience map for services industry
Customers experience map refers to stages which describe about steps or activities from
which a customers go through when they interacting with a organisation for buying goods and
services. It is necessary for an system to acquire and hold out each and every process in proper
manner so that customers experience will effective and satisfied (Jüttner and et.al., 2013). This is
so because by it company able to identify opportunities that help in attaining goal as well as
enhancing business. In respect of Trafalgar company, their manger develop an idea about
customers experience map so that they can develop strategies and plans accordingly, which is
given below:-
Website: When a customers want to purchase anything company they will first go
through websites of an organization. So it is essential for a firm to develop a effective as well as
attractive website that will attract consumers in effectual and proper way. In addition to,
organisation, must also maintain website by updating it with all necessary information about
respective company and their activities (Lemon and Verhoef, 2016). In respect of Trafalgar, they
develop appropriate website which contain all necessary information as well as they also update
necessary information on time to time basis.
Staff Behaviour: It is one of the essential portion which attract and noticed by a
customers when they visit to any organisation. So it is essential for a company to develop and
training programmes to their employees with that organisation can enchant or entertain their

consumers or clients in effectual way. In respect of Trafalgar, they provide training and
development to their worker when organisation hire them so that they know how to interact with
customers in effective manner in order to satisfy their need and desire in proper way.
Facilities and services: Customers also attract and go through facilities as well as
services provided by company. So, it is necessary for a company to provide appropriate services
and facilities which execute need and demand of customised in correct manner (Martelo, 2013).
In respect of Trafalgar, they provide appropriate services and facilities according to package
price which can execute need and demand of consumers in appropriate mode in affordable price.
There are also some other factors or facilities which a customers notice when they visit to
respective company such as environment, location, price of product or facilities and many more.
So manger of Trafalgar must take care of all factors and maintain these in effectual and suitable
mode in order to attract and carry customers to build sustainability.
Customer Journey Map:
It is describe as a visual representation of experience of a customers when they
experienced any things or stay at a hotel. Customers experience journey map of an individual
who visited at respective hotel are given below:-
Journey Steps Descriptions
Step 1- Confirmation with customers At this stage after booking of a hotel room, employee
will make call to guest and confirm about booking. At
this stage they also ask about their preference in food,
room and other facilities.
Step 2- Arriving at hotel At this stage guest will arrive at hotel and they wait for
approx 30 minutes. During this hotel serve free drinks
and snacks as welcome gesture at their waiting hall.
Step 3- Available rooms After waiting hotel confirm about room and complete
all the formalities properly. When guest enter into
room they notice beautiful interior and décor. Along
with this the respective hotel also serve them fruits,
cake and chips at their hotel.
Step 4- Introduce all services At this stage respective hotel staffs introduce all

facilities and services to their guests such as fitness
rooms, swimming pool, dinner timing, breakfast menu
and many more. At this stage service users analysis
that respective hotel staffs are very friendly and
cooperative.
Step 5- Check out time It is the last step of whole journey at which service
user pay bill and completing formalities of checking
out. At this employees of hotel ask for feedback and
suggestion.
P4 How the touch points create opportunities throughout customers experience
Customers touchpoint is refers to jargon of business that is adopted for an organisation to
communicate information with consumers in effectual as well as right way. By this they able to
attract customers and engage them for a long run that generate opportunities for them. In respect
of Trafalgar, which is operating business in travel and tourism sector and it is essential for them
to adopt customers touchpoint so that they can attract more customers and improve their services
effectively. Through this respective company helps to enchant large consumer base because
consumers like to visit those place where they get best and effective treatment. By effective
customers touch point, respective company able to identify need, expectation and wants in
appropriate manner (Mittal, Frennea and Westbrook, 2014). For this Trafalgar also train their
employees so that they can communicate with customers in proper way in order to develop
effective customers relation by understanding their touch-points. There are various factors which
are consider as a touch point before purchase such as website of a company, behaviour of staff
on phone call, reviews of other customers and many more. There are also some touchpoint
during purchasing of products and services such as staff behaviour, facilities, environment,
security and so on. Along with this there are some factors which are consider as touchpoint after
purchase like behaviour of employees while taking feedback and many more. Below mentioned
example is given script of conversation between customers and Trafalgar staff while they are
booking ticket on call.
Employee: Hello, Trafalgar travel and tourism. How may I help you?
Customer: Hello, I want to book tickets of holiday package of London.

Employee: Okay sir, How many members?
Customer: 2 adults and 2 kids
Employee: Okay sir, for which date?
Customer: From April 20 to 30.
Employee: Okay sir, I am booking 4 tickets 2 for adult and 2 for kid from April 20th to 30th
Customer: Yes
Employee: Thank You sir, have a nice day
Customer: Thanks, Same to you.
TASK 3
P5 How digital technology employed in managing customer experience
Customers relationship management relates with an formulation that adopted by an
organisation in order to develop effectual relationship with customers. By proper CRM, an
organization is can achieve desirable goals and objectives. which leads to high profitability ratio,
market shares and goodwill (N. Torres and Kline, 2013). There are various activities through
which an organisation can develop proper relationship with customers such as proper
communication, ask for suggestion and feedback, provide discounts and many more. Such as
Coca coal adopt CRM software in order to conducts survey of need and requirement of
customers and which soft drink is most like by a customers. In respect of Trafalgar, that is
commencing their operations in travel and tourism aspect and it is essential for them to develop
effective customers relations so that they can conduct its functions or activities in effective as
well as efficient manner. Such as by digital technology, customers are able to book tickets,
conduct check in and check out, provide reviews and suggestions and many more. Along with
this, customers of respective company also able to communicate in effective as well as timely
manner. By digital technology, Trafalgar organisation can acquire and continue customers such
as by digital technology like email, social media etc. respective company able to inform
customers about services in effective as well as efficient way (Pantouvakis and Bouranta, 2013).
Through by that organisation also able to attract more and more customer as well as maintain
relationship with them.

Like every thing have its pros and corns, Customers relationship management also have
both advantage and disadvantage which directly as well as indirectly affect working of a
company. Some of the major advantage and disadvantage face by Trafalgar are given below:-
Advantage:
 Help respective company in enhancing relationship with customers in proper manner
which leads to sales.
 By it, Trafalgar is able to communicate its customer or clients in appropriate way which
help in taking review, feedbacks and suggestions.
Disadvantage:
 It is very costly due to which it is not possible for each and every company to adopt it in
order to maintain relationship.
 Along with this, if respective company adopt customers relationship management then it
need to provide training to staffs which increase its budget.
TASK 4
P6 Customer services strategies
For an organisation, its customers service is necessary reason that by it helps to attract
customers in effectual and befitting way. This also enables to them in succeed score as well as
accusative in proper manner by attracting customers and engaging them for a long run (Qu,
2016). It is essential for a company to develop effective customer work in order to satisfy
consumers. For this, manager of a company conduct analysis so that they understand need, wants
and preferences of a customers. Every firm has its own effective customers service strategies
which help in attracting as well as retaining customers, customer service strategies developed by
Trafalgar are mentioned below:-
Give training and development to personnel: It is essential for an organization to cater
training and development to staffs by that organisation can deliver correct services to customers
by satisfying them in effectual way (Reason, Løvlie and Flu, 2015). In respect of Trafalgar, they
conduct evaluation of staffs by which they identify areas in which employees are lacking and
then manager of respective company will design program of training and development. Through
which organisation can entertain customers in effectual as well as prompt way. Training and
development programmes will be based on requirement of employees.

Resolve issues and problems of customers: It is necessary for an company to evolve
strategies and plans in effectual way so that they able to draw customers properly and
effectively. Through this respective company able to satisfy and keep customers for a long run
by which company able to gain high profit. In context of Trafalgar, they give training to their
worker so that they can entertain customers in proper manner as well as solve issues and
problems of customers. Which will leads to satisfaction of customers due to which they engage
with company in effectively for a long time.
Provide services and facilities according to customers: It is necessary for an
organisation to evolve services, products and facilities according to need, demand and preference
of a customers. This is so because customers get attracted to those organisation which provide
products and services according to their need as well as demand (Schmitz and Ganesan, 2014).
In respect of Trafalgar, they always design their tour packages according to requirement and
need of their customers. Along with this, the respective company conduct up- dation according to
requirement and wants of customers. Through this they able to draw more and more customers
for a long term.
P7 Identify how customer service strategies create and develop the customers experience
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: Trafalgar
Date and time of visit: 24 April, 2019
Ambience and First Impressions:
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?
Customers service and
ambience is very attractive and
satisfied.
Their is little mismanagement
which affecting working of
respective company
employees.
I will provide proper training
to employees so they conduct
work in effective manner.
Signage, Tariff Boards, Labelling, etc.:
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?
Respective company have
proper signage, tariff board
and labelling which help
customers to reach to office in
proper way.
They didn't properly
mentioned price of their
packages.
I will include price of packages
on tariff boards and labels.
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?
The price of the packages is
very affordable by customers.
They didn't develop or create
customized packages
according to budget of
customers.
I want to suggest them that
they must adopt customized
package.
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?
They offer variety of product
range according to age and
requirement of customers.
They didn't provide
customized packages which
must be based on customers
need and preference.
I will suggest them to introduce
options of customized package.
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?
Staffs of respective company
are very polite, understand and
helpful.
There are some unskilled
labour who didn't
communicate with customers
I would like to train those
employees that how they must
communicate with customers.

in proper way.
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?
They entertain their customers
in proper manner and at
appropriate time.
When there is rush in
Trafalgar offer, their some
staff not able to handle them in
proper manner.
I would like to provide training
to these type of employees so
that they can entertain
customers in proper time.
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?
Employees of respective
company are very effective
and they provide satisfied and
quick services.
The Trafalgar didn't provide
complementary services or
discount to their customers.
I would like to introduce
discount facilities and other
services so that they attract
customers in proper manner.
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?
Respective company accept
card and cash for payment.
They didn't use digital
payment method which is
more easy for customers.
I would like to introduce
digital payment option at
respective company.
CONCLUSION
From above discussed point it can be conclude and assess that customers experiences
plays an essential role developing business in effectual as well as right mode. So it is necessary
for an organisation management to create plan of action and plans in impressive way in order to
develop proper relation and engage customers with firm for long run. For which they can

conduct various activities such as understand need, demand and requirement of customers and
offer products and services accordingly which help in attracting them. Along with this, they can
also use digital technology in order to maintain customers relation and experiences. By digital
technology, customers and company can interact with each other in order to provide suggestion,
feedback and resolve issues and problems in effectual and appropriate way.
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