Analysis of Customer Experience Management in the Travel Industry: TUI

This report provides a comprehensive analysis of customer experience management within the context of TUI Holidays, a leading travel company. The report begins by defining the target market and emphasizing the importance of understanding diverse customer groups, including families and adults, to enhance customer engagement. It explores various factors influencing customer engagement and outlines specific customer on-boarding strategies. The report then delves into creating a customer experience map to optimize touchpoints and examines the role of digital technology, particularly customer relationship management systems, in managing customer interactions. Furthermore, it discusses customer service strategies employed in the travel sector and how these strategies contribute to meeting customer needs and achieving business objectives. The report highlights the significance of understanding customer expectations, utilizing effective communication, and adapting to evolving customer needs to foster loyalty and drive business success. The report concludes with a summary of key findings and recommendations for enhancing customer experience at TUI Holidays.

Managing Customer Experience

Table of Contents
INTRODUCTION.......................................................................................................................................3
LO1.............................................................................................................................................................3
Target market..............................................................................................................................................3
Importance of target customer groups.........................................................................................................3
Customer engagement.................................................................................................................................4
Different factors that drive and influence customer engagement of different target groups........................4
Different target customer groups in TUI travels..........................................................................................5
Review customer engagement factors determine customer on-boarding strategies.....................................5
Evaluate broad range of different target customer group’s needs and expectations.....................................5
LO2.............................................................................................................................................................6
Create a customer experience map..............................................................................................................6
LO3.............................................................................................................................................................7
Examine the digital technology is employed in managing the customer experience with example of
customer relationship management systems............................................................................................7
LO4.............................................................................................................................................................8
Customer service strategies in a specific service sector...............................................................................8
How customer service strategies create and develop the customer experience in a way that meets the
needs of customers and the business........................................................................................................9
CONCLUSION...........................................................................................................................................9
REFERENCES..........................................................................................................................................11

INTRODUCTION
Managing customer service refers to the interaction between the customer who makes the
purchase of goods and services and a person or a representation of an organisation who sell it to
the users. Many business enterprises use the direct interaction so that they ensure that the
customer is satisfy by the goods and services they offers and this will encouraging repeat
business. it is an essential term to enhance and explore the brand image in all over the world.
This report is based on the tour and travel industry how the customer service experience manager
can increase and retain the customers by using various techniques and tactics. This project task
includes the needs and expectation of market segments for service industry. Further it explores
the customer experience map to create the opportunities and also optimize the customer touch
points. It also explains the impacts of digital technology in customer relationship management
and after that it also shows the customer experience that helps in maximize the customer
engagement. TUI holidays is one of the leading and luxury tour and travel company in the
UK(Grønholdt and et. al., 2015).
LO1
Target market
It refers to a group of customers who buy the offering from the company and at whom the whole
organization sales and profits is directed. It refers to a cluster of people that a firm try to trap
them by use of unique promotional tools because they are those people who purchase the variety
of products as per their preferences and increase the company sales(Baker, 2016).
Importance of target customer groups
It is very essential to understand the needs, wants and preferences of a customer because
of earning more profits and sales, maximize the brand image, making consumer loyal towards
the firm and for enhance and explore the business. In context of TUI holidays, customer
experience manager needs to manage the entire customer base and for increasing the revenues. It
includes various importances that can be explained below( Bolton and et. al., 2018). Fulfils social responsibility - Today’s customer are very aware about their environment
and surrounding and they prefer to buy more eco-friendly offerings including the ways of
tour and travel. They desire to travel in electric cars and select those hotels which offer a
healthy and clean environment. In context of TUI holidays, manager analyzes all this
facts and provides a eco-friendly environment to their target customer so that it will
improve the company sales. They provide a luxury experiences to the travelers while
supporting the environments.
 Word of mouth- It is an important factor where customer word of mouth is very
significant for the success of the business enterprise. There way of talking, and their

preferences about the products and services are noted by the customer experience
manager so that it will helps in enhancing and explore the business and make the
consumer loyal towards the firm. In context of TUI holidays , manager more focus on the
customer word of mouth so that they know their needs, wants and preferences about the
product and service they offers related to the travel, food and accommodations.
 Customer service - It is one of the prominent benefits for the company to maintain the
target consumer relation so that it helps in earning more and profits and also attracting
many other customers. In context of TUI holidays, customer experience manager can
ensure that the consumer can avail or the services that was offered by them and if not
then it will take some actions to rectify this. All this attracts the customers to come and
use the services when they want to travel(Setiawan and Sayuti, 2017).
Customer engagement
It refers to an emotional connection between the customer and a brand which is beneficial
for enhancing the revenues in the industry. High-influenced customer buy more, promote more
and show more loyalty towards the company and its goods offerings. In TUI holidays, customer
engagement is essential to attract more other new people and for increasing the brand image in
the competitive market. It is an essential term for making the strategy related to the
satisfaction(Carlson and et. al., 2016).
Different factors that drive and influence customer engagement of different target
groups
It is very important for TUI to using the various factors that influence the customer engagement
of the different target groups in this concerned firm there are family and adults that the company
can target. In this it can be shown below.
 Firstly it understand the customer expectations in this they need to examine he family
groups or the adults needs and wants about the travel that they need a comfort journey
with lots of enjoyment and then work on them this will helps in managing the best
relation with the customer.
 Clearly communicate all the offers, rules and regulations that are useful for the customers
so that they can attract towards the company and retain form that for a longer time.
Different target customer groups in TUI travels
 Families - For tour and travel company, families are the main and prominent customers
that was targeted by the company for enhancing their business all over the world. In
context of TUI holidays, they mostly target the family group for increasing the profits
and sales in their company. As a customer experience manager of a TUI holidays, they

knows the preferences and their needs that they wants at the time of travel. By focusing
on this they provide all the services that will retain them for long time.
 Adults - In today’s world young people are most excited for travelling they want to
travel with their friends or sometimes alone. Most of the tour and travel company can
target this type of people for increasing their sales and profits. In context of the TUI
holidays, as a customer experience manager they examine and identify the needs and
wants and then encourage them by giving exciting offers so that they will get more
market share(Yin and Poon, 2016).
Review customer engagement factors determine customer on-boarding strategies
 In TUI holidays, customer experience manager encourage the family groups by providing
and offering a full action plan for kids like clubs and entertainments area for children,
offers a family- sized rooms, provide free child places and foods in their holiday package
that influence them towards the company and they engaged with the firm. Peaceful
atmosphere child free environment activities for adults (Lacej and Kalaj, 2015).
 As a customer experience manager of a TUI holidays they mostly attracts an adult
generation who are looking for a relaxing retreat with their friends and sometime alone.
In this they attract them by offering various new offers and deals like romantic boltholes
to chic spa hotels. Along with child free environment and provides a various unique
activities that was related only to adults. In this they generally target the high-elite
peoples who want luxurious travel. In this they provide candle-light dinners, luxe spas
and many more. All this helps in maintaining the customer loyalty and retailing them for
a longer time.
Evaluate broad range of different target customer group’s needs and expectations
It is very important to evaluate the customer engagement so that company can earn high
amount of profits and returns in future and also helps in retaining the customers for a longer
time. In this TUI need to pay more attention on the new customers and offers a variety of offers
so that they get attracted towards the firm. And review than by taking the feedback about the
firm or the competitors so that if changes are needed it can done very easily. in this TUI also
focus on anticipating the future needs of the consumers so that they will retain with the
organisation for a longer period of time.
LO2
Create a customer experience map
It is an important term that is helpful for the company to know the consumer viewpoints
by their experience. It is a vital term for research the customers and reducing the risk related to

people dissatisfaction. It helps in displaying how the consumers are adopting and using the
offerings. In context of TUI holidays, manager can use the customer experience map that can be
explained below.
 Inquire – It is the first step from which a person begin their search by using Google. In
this they find the best and cheapest deals and most direct tickets that will attract them to
grab this. In context of the TUI holidays, customer experience manager ensures that they
give all the travel options that are clearly priced that helps the people to take quick
decisions and also provides some exciting offers that will encourage them to buy the
deals(Chang, 2015).
 Compare – It is the second step in the customer experience map where people compare
the deals and offers to other companies and adopts those that are worthy to them. For this
they open different tab at one time and compare all the options that was given by the
company in same industry. In TUI holidays, managers can ensures that they provides the
best deals to their customers as compare to the rival firms for this they regularly examine
the competitors and their strategies.
 Purchase – At this stage, new user who register for the first time face some problem as
they give the full details it will disappoint the customers for sometimes. In context of TUI
holidays, managers ensure that they provide the better services so they will not afraid of
using this. As they offer protection policy that all the information are secured when they
filing it so this process attracts them most and helps in enhancing the profits and sales of
the company.
 Collect – It is the next stage which shows that the customer collect all the tickets they
buy. And this stage will create stress and anxiety in the mind of the people as they collect
easily or not. In TUI holidays, manager must ensure that all the customers have not faced
the problems at the time of collect the offers so it will helps in attracting more and more
users. in this they send a reminder email that they confirm their tickets for traveling.
 Travel – It is the last step in the customer experience map where the customers of the
TUI holidays collects all the tickets and finds what coach and seat number they allotted.
So it will not create the confusion on the customer minds(Sharma and Rather, 2015).
How the touch points create such opportunities throughout customer experience
Touch points
It refers to that business jargon which is used by the company where consumers and the
organization are exchange their information, handle transactions and offers services. In context
of the TUI holidays, manager need to examine their touch points that will helps in creating the
opportunities from the customer experience that can be explained below (Brondoni, 2016). Customer service call centers - It is an important touch points that was used by the
company to create an opportunities of increasing the sales and profits. In context of the

TUI holidays, managers can install and follow the customer service call centres where the
people can give their feedbacks about the services they use. It will attracts them to again
and again customer will use their services and advertise them for enhancing their
revenues.
 Direct mail – By using the direct mail company can review their customers personally. It
is an important tool in the current environment. In context of TUI holidays, customer
experience manager can directly connects with their targeted customers and attracts them
by offer them special deals(Cheng and et. al., 2017).
 Attractive ads- It is an important touch point that connects both the customer and the
company. in this a person can see the advertisement by using internet and other media
and if the ads are attractive they attracts towards it and encourage to use that services.
This will create the new opportunities for the company. In context of the TUI holidays,
manager must ensure that they do a proper and unique ads so it will retain the customers
and attracts more other users for their users that can be different from the competitors.
 Communicate with customers- It is an important tool that was used by the organization
to create more new opportunities by customer experiencing. In context of TUI holidays,
manager personally communicates their special customers who are the regular travelers
and a high- elite class. This helps in best experiencing the user and create a fruitful
opportunities that helps in longer sustainability in the market place.
LO3
Examine the digital technology is employed in managing the customer experience with example
of customer relationship management systems
In today’s current environment use of digital technology is very useful for the company
for attracting customers and enhances their experience. It also helps in maintain the customer
relations and they are loyal towards the firm. In context of TUI holidays, customer experience
manager can ensure and examine the various digital tools that help in maintain the relations with
customers and managing the customer experience that are as follows(Yen and et. al., 2015). Provide users a way to provide feedback- As per the present demand of the market;
people are more addicted to use digital technology instead of traditional technology. In
context of TUI holidays, manager could use website chat function so that every consumer
can give their views and reviews. It is very valuable to improve the customer experience
and tier journey.
 Track high- level problems by using official site – It is the another way that is used by
the tour and travel industry in enhancing their profits. In this TUI holidays, manager can
ensure that the user can share their problems by using company official website. In this
all the information is secured and the customer service departments can solve the
problems that a consumer can face and in future they could not face the same.

 Using online payment methods – By using online payments is the best way to attract
more and more users and also it is eco-friendly. In context of the TUI holidays, they use
online payments when the user books the tickets. At the same time they also give some
special offers to the new and the old consumers. it will helps in managing the customer
experience and by using this customer relationship systems(Chen and Lee, 2017).
LO4
Customer service strategies in a specific service sector
Customer service strategies
It refers to that strategy that is used to handle the customer interactions by making a
through a plan so that the firm will earn more and more profits and attracting many other
consumers. in context of the TUI holidays, customer experience manager could adopts some
strategies that helps in increasing the loyal customer base and also the user give positive reviews.
These strategies can be discussed below(Ali and et. al., 2018).
.  Seek customer feedback - This is an essential strategy that was used to understand the
needs, wants, preferences and pain points of an user. In this customer can show his
goods, ugly and bad experiences. In this manager of a TUI holidays, can ensures that they
give various ways through which customers can give their feedbacks and enable to raise
and discuss their problems. By using this firm improves the problematic area. This will
enhance the profits and sales and helps in longer sustainability in the market(Kim, Lim
and Brymer, 2015).
 Strengthen customer service team- Another service strategies that was taken by the
industry is that strong the team of customer service. In TUI holidays, manager can ensure
that the team that was engage in giving the customer service is well trained or not.
Therefore they give proper training and development sessions. It helps in encouraging
more and more customer to buy their services and make more profits and sales for the
company.
 Leverage multi-channel servicing - According to the demand of the today’s customers
many companies are using multiple of channels to increasing their brand image and boost
the sales and profits. In context of the TUI holidays, manager suggests that they will use
mobile devices and social media where customers can give their suggestions about the
services they take. It will helps in managing the customer experiences and engagements
with the firm(Gong and et. al., 2015).

How customer service strategies create and develop the customer experience in a way that meets
the needs of customers and the business
Customer experience
It refers to a process of designing the products and services as per the needs, wants and
preferences of the customers. It helps in making the decisions that meets the customer demands
on time. It is an application of boosting and improving the product design that generates more
sales and profits and also longer sustainability in the market place(Zátori, 2016).
 The first strategy is seeking the customer feedback that helps in developing the customer
experience as the TUI holidays explore and develops their new services as per the
customer feedback so that every customer are loyal towards the company. It also helps
the business to attract more new customers and retain the old ones for the longer times.
 By strengthen the customer service team TUI holidays can enhance their productivity and
also encouraging more customers to buy their products. In this they hire skilled labors
that are well communicator and knowing the different and unique tactics to attract wide
range of peoples. It helps in maintains the customer loyalty and earns more profits and
sales.
 By using multiple of channels in the business for the feedback helps in retaining and
maintaining the customers for the longer time. It also attracts many other new users so
that the TUI holidays earns more and more profits. In this they properly organize all the
plans and maintain and controls all the problems at the time of taking feedbacks. In this
customer can give feedback by using their mobile phones or social media. This two terms
are very prominent terms according to the current demands. It helps in maintain the
customer experience as per their needs and wants and also helps in exploring and
enhancing the business in a wide range or globally(Chauhan and Manhas, 2017).
CONCLUSION
From the above report it is to be concluded that managing the customer experience help
in maintaining, retaining and attracting the customers for a longer period of time. It is the tool
which interconnects the customers and the business for their products and the services. This
report is based on the TUI holiday company in which a customer experience manager can
evaluate the importance of the target customer that helps in enhancing the profits and the market
share. This further explains the customer engagements within the different factors of target
customers. To attract and retain them they offer an exciting deals and offers so that they do not
switch their mind to other rival firm. Further it shows the customer experience map that helps in
properly and step by step encouraging the user so that they easily adopt the services without and
hindrances. It also includes touch points that helps in grabbing the customer experience and
creating new opportunities as well as beat the competitors who are available in the market. It also
suggest the digital tools that helps in maintaining the customer experience and it suggests the
customer service strategies that helps in developing the loyalty in the customer minds.

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