Customer Experience Strategies and Management at TUI Group Report

This report delves into the critical aspects of managing customer experience within the hospitality sector, specifically using TUI Group as a case study. It begins by identifying the desires, expectations, and tastes of potential customers, emphasizing the importance of understanding target markets and the factors influencing consumer interaction, such as expectations and communication. The report then constructs a TUI Community Customer Service Map, outlining key stages from inquiry to travel, and analyzes how contact points build opportunities for customer satisfaction. Furthermore, it explores the role of emerging technologies in optimizing customer service, examining the benefits and drawbacks of CRM programs. Finally, the report discusses customer care policies and initiatives, highlighting strategies for enhancing customer experiences and fostering effective communication within the organization. The report provides a comprehensive overview of customer experience management, offering insights into the strategies and tools that contribute to customer satisfaction and loyalty within the travel and tourism industry.

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Recognising the desires, expectations and tastes of the hotel industry's potential customers
................................................................................................................................................1
P2 Multiple factors underlying and affecting consumer interaction......................................3
M1 User experience considerations........................................................................................3
D1 Multiple target group of customers..................................................................................4
TASK 2............................................................................................................................................4
P3 Build a TUI Community Customer Service Map..............................................................4
P4 Analyze how contact points build those openings in the hospitality industry during the
customer satisfaction..............................................................................................................5
M2 Comprehensive relationship management graph.............................................................6
D2. TUI Community research................................................................................................6
TASK 3............................................................................................................................................7
P5 How emerging technology is used....................................................................................7
M3. Use of emerging technology for optimising consumer service......................................8
D3 Benefits and drawbacks of CRM programmes.................................................................8
TASK 4............................................................................................................................................8
P6. Consumer care policies in pertaining to a specific services industry...............................8
P7. Consumer support initiatives build and grow expertise to address consumer and company
needs.......................................................................................................................................9
M4. Execution of customer care techniques and collaboration with reasoning and guidelines
for developing better consumer experience............................................................................9
D4. Customer service strategies and communication with justification................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
In every single industry, it became vital for business organisations to manage the
customer experiences in order to stay in the industry for a prolonged period of time. The ultimate
perception of customers can be described as item of a fundamental interaction among consumers
and organisation where company looks forward to deliver the best experience to customers based
on their requirements. In travel and tourism industry, it has been found that Customer Service
Managers majorly goes through a range of issues when they look forward to manage the
experiences of consumers that they experience on daily basis (McLean and Wilson, 2016).
In present context, organisation that has been taken into consideration is TUI Group,
which is an Anglo-German leisure travel group headquartered in Hanover. This travel
organisation was found in the year of 1923 and since then it is serving customers with various
services like tour packages, accommodations and so on in all over the world. This assignment
will be delivering the information in relation with importance and values focusing on various
wants, preferences and needs of targeted consumers within hospitality industry. Away with this,
report will also be delivering information in relation with customer experience map. It will also
focus on impacts of digital technologies over customer relationship management. Lastly,
assignment will also be putting light on how customer service strategies that are developed helps
in enhancing experiences.
TASK 1
P1 Recognising the desires, expectations and tastes of the hotel industry's potential customers
Target market:
There are various organisations like TUI Group, which are offering targeted clients with
various holiday, accommodation and other type of services where they take into consideration of
various promotional tools and offers in order to engage consumers with offered services for a
longer period of time (Inversini, 2017).
Importance of target customer groups:
Considerations of all needs of consumers may help TUI Group to improve customer
loyalty, increase engagement and improve company's brand image as well (Roos and Bekker,
2018). Away with this, if it is talked about TUI Group, it is much needed for customer
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experience manager to focus on various elements in order to improve consumer base and to
enhance revenue as well. Some of the importances are presented underneath: Fulfils social responsibility – In relation with Tour and Travel industry, it is much
needed for customer experience managers of different organisations like TUI Group to
focus on fulfilling social responsibilities. This can be done through using various
approaches like they can consider electric cars for their passengers to take them from one
destination to others. This will directly impact positively on environment and natural
resources as well as they will be preserved for the future (Kale, 2019). Word of mouth- Committing the customers or clients of serving them with best
experience is something which may improve efficiency level of TUI Group as it is may
be possible that customer loyalty might improve. It is needed for customer experience
managers of TUI Group to consider their preferences while developing various tour
packages, and focusing on cooking food as per the taste that customers like,
accommodations and so on because then only this tour and travel business organisation
might develop brand image in a short period of time (Kampani and Jhamb, 2020). Customer service - It has been found that, TUI Group may gain a range of benefits
through building relations with target consumer like they may effectively improve profits
margins, sustainability and so on. It is needed for TUI Group's customer experience
manager to ensure that if visitors are giving feedbacks on the services delivered by them
as this will improve proficiency level in much effective and efficient ways through
making modifications in services if any sort of wrong feedback is given by clients.
Customer engagement:
Over the years, it has been observed that highly-influenced consumers effectively
purchase or uses different range of products or services offered by companies, which shows their
loyalty and commitment towards services offered by TUI Group. Including this, if it is talked
about TUI Group then customer engagement is much more important for the organisation as it
may attract other individuals as well to improve efficiency of brand image within competitive
market (Ali, Hussain and Omar, 2016).
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P2 Multiple factors underlying and affecting consumer interaction
Over the years, it has been found that there are a range of factors that are drive and also
influence customer engagement within different targeted groups and some of these are presented
underneath:
 Primal factor that came in front is said to be the customer's expectation. This element
basically influences majorly on customer engagement of different targeted groups. This
could be understood with a good example of aged group from 16 to 24 where they stay
much more enthusiastic than any other group and likes to visit to adventurous places.
This is where if TUI Group will offer clients of this group with different adventurous
packages then it will directly keep them engaged for a longer period of time. On the other hand, communication is also said to be a crucial factor that majorly
influence customers towards different products and services offered by organisations and
engage them for a longer period of time.
Different target customer groups in TUI Group: Families – In relation with TUI Group, it can be said that this particular targeted
customer group enhances both sales and profit levels in much effective and efficient ways
(Brun and et. al., 2017).
 Adults - In relation with TUI Group, it is said that customer experience manager would
require to examine various wants along with needs of this targeted group because then
only appropriate holiday packages can be developed by them which will impact
positively on performance level of TUI Group in much efficient and effective ways.
M1 User experience considerations
In relation with the customer engagement factors, TUI Group's customer experience
manager would require to boost targeted customer groups through offering and providing a full
range of action plans. This can be done through offering family sized suite and offer clients with
free child places. In present context, it is said that they may easily attract them with attractive
deals like spa hotels and boltholes as well. Including this, a healthy environment delivers a
pleasant atmosphere which results into positive outcomes in much effective and in efficient ways
as well. They have candle-light meals, luxurious spas and many others in this city. All this serves
to sustain and spread consumer satisfaction for a longer period. (Buonincontri and et. al., 2017).
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D1 Multiple target group of customers
It has been analysed that, there are ample number of needs and expectations that are
being carried by targeted customer group. Including this, some of the crucial elements that came
in front that are needed by TUI Group to evaluate in order to improve customer engagement in
rightful manner as this may effectively improve high amount of profit margins in much efficient
ways. In relation with TUI Group, it is said that they may require to invest time on creating
proper attention on consumers and this may require to develop a range of varieties in relation
with strategies where they could effectively offer customers with appropriate experience in
rightful manner. Also, TUI Group also focus on anticipating the future needs of the consumers so
that they will retain with the organisation for a longer period of time (So and et. al., 2016).
TASK 2
P3 Build a TUI Community Customer Service Map.
Customer experience map is an important terminology that is valuable for knowing about
varied viewpoints of customers by their experience. It results in analysing how customers are
using the product in relation of TUI groups managers use the customer experience map including
the following factors which are evaluated below as: Inquiry: This is an important step from where research is started with the help of Google
and other software’s. This is valuable in order to find out the most appropriate & best
deals by which the customers can be attracted towards the product which are offered by
them. TUI group managers should ensure that all essential information related to
travelling should be provided to customers along with price, they should also design
offers for their customers which will motivate them to buy the set deal (Tandon, Gupta
and Tripathi, 2016). Compare: This is the second phase of customer mapping where people are making
comparison between the deals offered by TUI group and other companies and adopt the
best one according to their convenience. This can be done by operating different tabs at
similar time and execute comparison given by firm in the similar industry. Managers of
TUI group should ensure that they should provide the most effective deals to their
customers as compared to the rivalry firm and this can be achieved by examining
strategies and tactics used by firm.
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 Purchase: This is the third stage where the new customers who registered themselves for
the first time faces some difficulties related to their details and this can disappoint them at
times. In relation with TUI group mangers should formulate strategies in order to provide
effective services to customers so new users can join it. The information provided by
customer is secure as they are filling up the form, this is the most attractive approach
which results in enhancing sales and profitability of firm (Rajaobelina, 2018). Collect: This the next step where tickets are collected by the customers which they have
purchased. This stage will result in developing anxiety & stress in the mindset of
customers as they collect the ticket easily or not. Managers of TUI group should ensure
that customers do not face any kind of problem at the time of collecting offers. This will
result in attracting customers and a reminder is sent on mail about confirmation of the
ticket.
 Travel: This is the last step of customer mapping map where clients of TUI group
collects all their ticket and find out their seat number and coach in which they have to
travel. This will result in not creating confusion in mind set of customers.
P4 Analyze how contact points build those openings in the hospitality industry during the
customer satisfaction.
Touch points
Touch points refer to business jargon which is mainly used by the firm where all the
customer and firm exchanged their business information, handle all business related query and
offers related to service (Kautish and Sharma, 2019). In relation with TUI group Mangers should
analyse all the touch points which results in creating business opportunity from customer’s
experience map evaluated below as: Customer service call centers: This is an important touch point used by firm to develop
business opportunity of increasing sales and profitability index. In relation with TUI
group, customer experience customer care contact centres should be built and followed
by administrators, where citizens should offer useful input on programmes. which are
used by them. This will help in attracting customers who will use their services to
advertise them thus enhancement of the overall revenues.
 Direct Mail: By using this factor company can review their customer personally. This is
the most important tool of current business environment which is related with the
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customer reviewing. In relation with TUI group managers of by bringing them unique
deals, customer service will personally interact with their future clients and retain them.
 Innovative Advertisement: It is an important touch point which is connected with
company and its customers. In relation with TUI group managers must develop effective
advertisement in order to retain their current customers and develop effective strategies
which can be different from their competitors.
 Communicate with customers: This is the most significant tool that is mainly used by
business organization for developing new business opportunity by analysing customer
experience. In relation with TUI group managers should communicate with their potential
customers who are using their services for travelling at a regular interval and are high
class. This is beneficial experience for users and they create an effective business
opportunity that results in gaining higher sustainability at market area.
M2 Comprehensive relationship management graph
Customer experience map, which has been developed by managers of TUI group will be
providing a crucial framework that may aid in creating a crucial path of increasing customer
satisfaction, retention, loyalty, and will also ultimately deliver greater profits. On the other hand,
customer journey model is clearly showing effectiveness of a particular process in relation with
continuous improvement. Including this, it has been found that they may contribute while
selecting activities along with the actions as well which will improve business opportunities and
touch points as well. Considering customer service call centres may effectively lead TUI Group
to improve proficiency level in much efficient ways. Including this, future improvements that are
required to be made by TUI Group would help firm in using advanced technologies and this will
improve customer experience in right ways.
D2. TUI Community research.
It is pretty much needed by organisations to consider every single customer touch point
because this is something that would help firm in creating a much more successful and effective
consumer behaviour in rightful manner. TUI Group would require pushing alerts, presenting
customers with greater about their websites and products via social media and news channels.
With the help of this, it is may be possible that consumers might get attracted in rightful manner.
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TASK 3
P5 How emerging technology is used
Digital technologies are referred to electronic devices, systems, tools, resources that
majorly generates, process data and store it for a longer period of time. On the other hand, there
are a range of examples like multimedia, online games, social media, and more which influence
on customer's experiences. Away with this, it has also been found that there are various digital
technological based customer relationship management systems are developed in order to
maintain consumer relations (Grewal and et. al., 2017). Including this, in relation with TUI
Group, it is much needed for customer experience managers to ensure that the particular digital
tool that has been considered by them is effective or not at the time of managing customer's
experiences towards services offered by them. Some of these are presented underneath: Digital technology offers users with a procedure where they could effectively provide
feedbacks- This is said to be a crucial way where online application which has been built
while considering customer relationship management systems. Basically, based on
today's scenario individuals are much more addicted towards using digital technology
instead of traditional technology. This is where, it is mandatory for TUI Group's customer
experience managers to take into consideration of website chat function as this will help
consumers to provide feedbacks to service providers so that they can make alterations
and deliver proper experiences in near future. Track high level problems by using official site– Another crucial element of utilising
digital technology where a tour and travel organisation may effectively improve profit
margins in much effective and in efficient ways. In relation with TUI Group, director
should mean that patients should express their issues by accessing the team's corporate
site.
 Utilising online payment methods– This is also considered to be one of the crucial
approaches utilised to perform financial transactions and it is eco-friendly as well. In
relation with TUI Group, they utilize online transfers as tickets are reserved by the
customer.
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M3. Use of emerging technology for optimising consumer service
Some of the examples from within the sectors of digital technologies for customer
experience management for TUI Group within changing CRM systems are discussed underneath:
Teradata CRM Solution: This is one of the crucial method that is utilised by British
Airways which helps in developing an ongoing campaigns and customer communications as
well. This may allow TUI Group to optimise communication.
Miles & More CRM: This is another crucial CRM system used by Lufthansa to improve
customer relationships. Utility of these type of systems may effectively allow TUI Group to
target appropriate marketing campaigns in order to sustain in the market for a longer period o
time.
D3 Benefits and drawbacks of CRM programmes
In present context, it has been found that there are ample number of advantages and
disadvantages that are present of CRM Systems while considering it. This could be understood
with a good example of Teradata CRM solutions, where it is pretty much effective in automating
campaigns which is considered to be the advantage of this particular system, On the other side,
disadvantage of this particular system is that this lacks personalisation in some situations.
TASK 4
P6. Consumer care policies in pertaining to a specific services industry
Customer service strategies
Some of these strategies are presented underneath: Seek customer feedback– The leader of the TUI Community should ensure that they
have various routes where the customers can provide feedback and enable them to lift and
address their problems. The use of this company strengthens the rough terrain. This
would increase the business viability of incentives and offers and aids in the longer term
(Kawaf and Tagg, 2017).
 Strengthen customer service team- Another administrative strategy which was
considered by the business is to improve the customer base through client assistance. In
TUI Group, supervisor can guarantee that the group that was take part in giving the client
assistance is all around prepared or not. Thusly they give appropriate preparing and
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advancement meetings. It helps in empowering increasingly more client to purchase their
administrations and make more benefits and deals for the organization.
P7. Consumer support initiatives build and grow expertise to address consumer and company
needs.
Customer experience
It alludes to a cycle of planning the items and administrations according to the
requirements, needs and inclinations of the clients. It helps in settling on the choices that satisfies
the client needs on schedule. It is a utilization of boosting and improving the item plan that
produces more deals and benefits and furthermore longer supportability in the commercial
centre.
 The primary system is looking for the client criticism that helps in building up the client
experience as the TUI Group investigate and builds up their new administrations
according to the client input so every client is faithful towards the organization. It
additionally causes the business to draw in more new clients and hold the old ones for the
more extended occasions (Kawaf and Tagg, 2017).
 By utilizing numerous of diverts in the business for the input helps in holding and
keeping up the clients for the more extended time. It likewise pulls in numerous other
new clients so the TUI Group gains an ever increasing number of benefits. In this they
appropriately arrange all the plans and keep up and controls all the issues at the hour of
taking inputs. In this client can give criticism by utilizing their cell phones or web-based
media.
M4. Execution of customer care techniques and collaboration with reasoning and guidelines for
developing better consumer experience
When it comes to create customer experience there are various recommendations that can
be given. In relation with TUI Group, it is needed for organisation to ensure that they conduct
mock situations where they majorly stay essential for staff members in order to reduce the
chances of creating a complex situation.
D4. Customer service strategies and communication with justification
In context with TUI Group, it is needed for TUI Group to develop an effective
infrastructural development which will help firm in focusing primarily on its online
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improvements. This would help this travel and tourism company to consider its physical services
like they may reduce consumer's time like at counters they may consider AI Bots.
CONCLUSION
From of the aforementioned market research, this can be inferred that handling customer
support manages to preserve, retain and draw clients who will enhance their sales and
profitability index. It is a tool used to connect with the customers and business which is offering
its product. This report is made on TUI group in which mangers handling customer experience
can easily evaluate the importance of their target customers which results in enhancement of
market share and profitability index. This explains customer engagement strategy which target
different customers in order to retain and attract customers by offering them exciting offers so
they do not change their mind set and switch to other rivalry firm.
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REFERENCES
Books and Journals
McLean, G. and Wilson, A., 2016. Evolving the online customer experience… is there a role for
online customer support?. Computers in Human Behavior, 60, pp.602-610.
Inversini, A., 2017. Managing passengers’ experience through mobile moments. Journal of Air
Transport Management, 62, pp.78-81.
Roos, M. and Bekker, J., 2018. Managing customer experience using data analytics in a
partnering venture.
Kale, S.H., 2019. VICTORS: A New Framework for Managing Customer Experience in Gaming.
Kampani, N. and Jhamb, D., 2020. Analyzing the Role of e-CRM in Managing Customer
Relations: A Critical Review of the Literature. J. Crit. Rev., 7(4), pp.221-226.
Ali, F., Hussain, K. and Omar, R., 2016. Diagnosing customers experience, emotions and
satisfaction in Malaysian resort hotels. European Journal of Tourism Research, 12,
p.25.
Brun, I., Rajaobelina, L., Ricard, L. and Berthiaume, B., 2017. Impact of customer experience on
loyalty: a multichannel examination. The Service Industries Journal, 37(5-6), pp.317-
340.
Buonincontri, P., Morvillo, A., Okumus, F. and van Niekerk, M., 2017. Managing the experience
co-creation process in tourism destinations: Empirical findings from Naples. Tourism
Management, 62, pp.264-277.
So, K.K.F., King, C., Sparks, B.A. and Wang, Y., 2016. The role of customer engagement in
building consumer loyalty to tourism brands. Journal of Travel Research, 55(1), pp.64-
78.
Tandon, A., Gupta, A. and Tripathi, V., 2016. Managing shopping experience through mall
attractiveness dimensions. Asia Pacific Journal of Marketing and Logistics.
Rajaobelina, L., 2018. The impact of customer experience on relationship quality with travel
agencies in a multichannel environment. Journal of Travel Research, 57(2), pp.206-217.
Kautish, P. and Sharma, R., 2019. Managing online product assortment and order fulfillment for
superior e-tailing service experience. Asia Pacific Journal of Marketing and Logistics.
Grewal, D., Roggeveen, A.L., Sisodia, R. and Nordfält, J., 2017. Enhancing customer
engagement through consciousness. Journal of Retailing, 93(1), pp.55-64.
Kawaf, F. and Tagg, S., 2017. The construction of online shopping experience: A repertory grid
approach. Computers in Human Behavior, 72, pp.222-232.
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