Customer Experience Management: Analysis of TUI UK Strategies (Unit 2)

This report analyzes customer experience management within TUI UK, a prominent travel and tourism organization. It begins by emphasizing the importance of understanding customer needs, wants, and preferences, particularly within target market segments. The report examines customer engagement strategies, including building relationships, valuing feedback, and leveraging digital technology to enhance service delivery. A detailed customer experience map is presented, outlining touchpoints from pre-sales to post-tour experiences. The analysis further explores opportunities created by these touchpoints, such as the use of collaborative websites and mobile applications. The report evaluates the application of digital technology, including CRM, and discusses customer service strategies employed by TUI to meet customer expectations. Recommendations for improvement are provided, focusing on enhancing customer satisfaction and loyalty. The report concludes with a summary of key findings and insights into effective customer experience management within the travel industry.

UNIT 2 MANAGING
CUSTOMER EXPERIENCE

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Importance and value of understanding needs, wants and preferences of buyers groups in
hospitality industry......................................................................................................................1
M1 Determination of influence of customer engagement on boarding strategies of customers. 2
P2 Different factors which influence engagement of customer of different target customer
groups within service sector of organisation...............................................................................2
D1 Broad range need and wants of different target customer groups in accordance with TUI
group............................................................................................................................................3
TASK 2............................................................................................................................................3
P3 & M2 Customer Experience Map...........................................................................................3
P4 Opportunities created by Touch points throughout the customer experience........................4
D2 Analysing the optimization of customer touch points...........................................................5
TASK 3............................................................................................................................................5
P5 Examining the way digital technology is employment for managing the customer
experience in TUI........................................................................................................................5
M3 Evaluating the way digital technology employed in managing customer experience within
service sector...............................................................................................................................6
D3 Evaluating the advantages and disadvantages of CRM in service sector..............................6
TASK 4............................................................................................................................................6
P6. Customer service strategies in service sector........................................................................6
M4. Application of customer service strategies of TUI to create customer experience and
recommendations for improvement.............................................................................................7
P7. Customer service strategies to create and develop consumer experience meeting their
requirements and standards of business.......................................................................................8
D4. Customer service strategies and communication and recommendations for improving and
developing quality customer experience.....................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Managing customer experiences is foremost and a crucial part of business organization
where the firm holds the opportunity to develop understanding over needs, wants and preferences
of diverse buyers. The assessment will outline experience of visitors of TUI UK on the basis of
purchase expectation to post purchase satisfaction. It is one of the high end travel operator of
United Kingdom and is famous for its luxurious and comfortable travel and tourism services.
The assessment will outline employment of digital technology in an organization to deliver
satisfactory travel experiences of travelers. Thus, it will illustrate customer service strategies
deployed by travel and tourism organization to meet expectation of travelers.
TASK 1
P1 Importance and value of understanding needs, wants and preferences of buyers groups in
travel and tourism industry.
Target market is particular group of consumer to which firms specifically segments and
targets for its services. These are the buyers which are within a business's serviceable available
market to which tourism firm decides to aim and position for selling its services. It is important
for the travel and tourism organisation to understand preferences and needs of visitors in order to
meet their service expectation. The focus of customer service manager of TUI UK is to analyses
changing trends and preferences of travelers across the globe. This helps the travel and tourism
firm in deriving areas of improvement according to visitors (De Nisco, Papadopoulos and Elliot,
2017). For example, target strategy of travel and tourism organization is on its segmentation
where middle and senior aged professionals customer segment with high level of income
belonging to upper social class is targeted.
However, understanding preferences, wants and needs of travelers helps the organization
in making optimum utilization of resource and relevant efforts in specific service area.
Determining preferences and wants of travelers helps the business in strategic decision making
which helps in better positioning. It can be said that wants need and preferences of travelers in
another country are interrelated on the basis of their accommodation requirement, ability and
willingness to pay certain amount (Rahimi and Kozak, 2017). In accordance with, it can be
argued that TUI UK targets its travelers according to demographic factor, income level and
social cultural aspects. Thus, developing understanding over likings and wants of visitors plays
an important role because with the of this travel and tourism organization is able to target
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ambitious individuals who are likely to express their apparent high status and accomplishment by
travelling to high end locations with TUI UK which are offered at premium prices. Thus, it can
be said that meeting customer expectation by predicting their likings and travel preferences helps
the business in developing strong and loyal customer base across the globe. It promotes sense of
achievement and accomplishment over travellers by gaining their trust and improving services
according to their travel and stay preferences.
Determination of influence of customer engagement on boarding strategies of customers.
Integration of traveller’s engagement and on boarding strategies helps TUI group of UK
in developing critical understanding needs and wants of travellers. Follow is an on boarding
strategy which is used by travel organisation to keep regular check over travelling preferences of
people across the globe (Chen, She and Lin, 2018). However, offering plans as per follow up
details helps the business in meeting customer expectation and valuing their feedback.
P2 Different factors which influence engagement of customer of different target customer groups
within service sector of organisation
Customer engagement play a critical role in understanding experiences of travellers as it
helps in building relationship with travellers. Bonding with travellers by coordinating with travel
and tourism companies is the best way to engage with visitors. Further, valuing information and
feedback of travellers is another way of engaging with peoples that promotes expectation and
engagement of customers with business and its specific services. The factors which influence
customer engagement of TUI UK are as follows:
 Building relationship with customers by understating their needs and wants of travellers.
 Enabling excellent travel and tourism services for serving customer satisfaction.
 Valuing travellers feedback its demonstrate the value of their opinion for business and its
changes.
 Enabling clear computation to provide clear and specific communication
 Developing new services and schemes to keep travellers interest in travel and tourism
services of TUI UK.
 Effective communication among employees and travellers to resolve their queries and
understanding difficult of their experiences is another strategy of customer engagement
which helps travel and tourism organization in meeting customer expectation.
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There are different types of customer and therefore focus of TUI is on develop on boarding
strategies like having travel plans for systematic arrangements, connecting roots of travel plans
to reduce cost and manage flow in travel services. Further, on boarding strategies will e implied
by TUI with the motive of optimizing orientation over the steps after seeking feedback from
traveler in order to met individuals expectation of travel organization. This is done to target
different population group where focus of travel and tourism firm is on building consumer
persona profile with the help of segmenting process. In this the focus of organization is on
filtering travelers according to preferences and travelling needs (Rosenbaum, Otalora and
Ramírez, 2017). This is done to make use of limited resources and reconcile needs and desires of
consumers. On the other hand, TUI groups focus is on making use of Follow up on-boarding
strategies with the help of which the management is able to determine regular travelling needs
and preferences of buyers to target individuals accordingly (Target Market Segmentation in
Travel and Hospitality, 2018).
Broad range need and wants of different target customer groups in accordance with TUI group.
The target strategy of TUI group is based on customer preferences over travel location an,
demographic aspects, income level and socio cultural aspects. Thus, the focus of TUI is on
segmenting and targeting travellers for promoting customer engagement. The needs and wants of
target customer groups indicates segments where target of firm is middle and upper class of
society. However, target group is of above 20 where plans are formed on the basis of individual
needs where travel firm form group according similarity in their needs and wants. This makes
segment and engagements simpler and effective.
TASK 2
P3 & M2 Customer Experience Map
Pre sales Purchase Implement Use Loyalty
It is the stage
where travel firm
owns the
opportunity to
managing change
in services after
evaluating basic
This is termed as
real time
feedback where
TUI group
identified cross
sell opportunities
to understand
In this TUI aim
at identifying
success
hindrances to
adoption of
success.
This is done with
In this TUI
group
incorporates
customer
feedback by
responding to
changes and
This is another
touch point for
TUI where the
travel and
tourism firm
offers renewed
travel schemes to
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needs of
travellers
(Narangajavana
Kaosiri and
et.al., 2017).
In this TUI group
launches website
or mobile
feedback to
gather views
points of its
potential
customer.
The travel plans
are set according
to pre sales
evaluation.
and resolve
queries of
travellers.
This is touch
point of customer
mapping where
the firm collects
sales feedback
after managing
changes in travel
and tourism
services
according to
potential
customers.
the help of on
boarding
feedback which
is collected with
the help of
follow up or
developing
customer persona
profile.
Implementation
of journey
mapping is done
post-delivery.
therefore it is
termed a closed
loop feedback
(Overkamp,
Liefhebber and
Lu, 2017).
customers in
order to meet
their expectation.
Managing customer experience
Itineraries Booking of
tour
Pre tour During tour Post tour
Touch
points
 Trav
el
detai
ls
 Sales
supp
ort
in
adva
Official page
for booking or
company
application
Ticket and
tour details
Guide for tour Album for tour
pictures
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nce
 Boo
king
pack
age
Feelings and
thinking
Real time
and
comparable
User friendly
booking
No direct
way of
printing and
getting
physical
evidence of
booking
details
Lack of
communication
Requires
animation to
improving quality
of pictures
Ideas and
improvemen
t
Support
from
advertising
sources
Booking
process
requires
simplification
Requires
checklist for
planning and
booking of
tickets
Requires proper
translation
approach
Needs safe and
secure
application for
photo sharing
Thus, customer experience mapping is journey model which helps the firm in gaining
insights over travellers travelling preferences. Every stage is based on collecting and executing
changes according to feedback which is the best strategy that offers easy management of
customer expectation and engagement.
P4 Opportunities created by Touch points throughout the customer experience
Customer touchpoint is basically known as the foremost association of customers with that
to the products or services served to them. A good association is beneficial in terms of attaining
productive outcomes at the end by together contributing to the overall profitability in the firm.
This is to discourse upon such ways in which touch points create several numbers of
opportunities during customer experience in TUI Group. Although, it is also known as customer
engagement touchpoints and is mainly concerned about engaging with customers in the most
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effective way. TUI Group together focusses upon delighting its travellers with use of some
below referred touchpoints that also creates vital opportunities for them. This involves- A collaborative website- This is known as an interactive mode to stay in touch with the
customers where an online presence is a must for TUI to prioritize the realistic needs of
its customers. It hereby refers to a 24/7 availability of company’s website to keep the
customers updated about the services and its pricing, etc., (Chowdhury, 2018). This is for
instance, a customer after checking the availability of room is considering to enquire
more about any other related request, one should be active enough to suitably response
for it. Also, TUI making a visible search option will have an opportunity to fetch the
interest of its travellers who will stay for a longer period of time on the site to know more
about its services. This touchpoint is expected to provide constructive experience to the
customers by enabling them to check the related aspects of services provided by TUI and
book accordingly. It will also help them build effective relationship with the customers
and retain them for a longer time period.
 Using social media- This is referred to be yet another potential touchpoint to enhance
customer engagement in TUI Group where they should refer to the increasing number of
social travellers. Considering this fact, social media is always referred to be an inevitable
platform for retargeting the customers. As, a large number of tourists nowadays depicted
to be millennials with a high demand of improved connectivity. This is for example, TUI
Group can easily share any latest data about some ongoing offer in its social media page
that can be easily followed by the travellers. This will create an opportunity of rendering
better experience to the travellers arriving at TUI Group. It is also apparent to give
positive experiences to customers associated with TUI. It is in terms of keeping the
customers updated about any newly launched service and attract with effective
promotional strategies involving discounts, etc. This will be done in to make booking
process simplified and to support marketing and advertising of travel plans.
D2 Analysing the optimization of customer touch points
This is to assess the optimization of customer touch points in TUI Group where they can
refer enhancing their travellers’s experiences at every level. It is for instance at the time of
entrance, TUI can consider providing a complete mobile experience to its travellerss by offering
pre- arrival messages consisting of upgraded offers and reservations outlines (Friberg, 2018).
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Apart from this, TUI can also use this tactic to enhance the post stay experience of its travellerss.
It can be done by asking them for feedback on their stay and hoteliers services. This will not only
drive the sense of loyalty in customers to a great extent, but will also insist the travellerss in
making direct bookings.
TASK 3
P5 Examining the way digital technology is employment for managing the customer experience
in TUI
TUI organisation can use digital technology for instance, customers’ relationship
management., this software’s is considered to be as an effective as it allows business entity to
manage important information related to customers. This customer data can further utilise by
management in an organisation for making the plans and for formulating the policies of
customers. The customer relationship management software will assist management of TUI in
tracking as well as organising its proactive customers. It will enable manger in TUI to develop
the understanding about target customers. This software also supports an organisation in
engaging with customers. By implementing the digital technology TUI company can provide
quick response to the customers enquires. Digital technology can be utilised by an enterprise for
marketing purpose, as this strategy will assist an organisation in reaching to wide number of
customers. It will also enable firm to obtain feedback from clients (Sigala, 2017). Customer
relationship management software can assist TUI company in providing good store experience to
customers. In addition to this, business data analytics, this system when implemented will enable
management in TUI to store all the important information related to customers. It also assists an
enterprise in assessing the problem faced by customers.
M3 Evaluating the way digital technology employed in managing customer experience within
service sector.
The digital technology has transformed the way an organisation communicates with
customers. In addition to this it has also has bought big transformation in habit of customers. It
has enabled an enterprise to provides the customer information as well as services at the time at
place where client want. As by utilising the digital technology, TUI can inform people about the
new products or services which will further assist business entity in retaining customers and will
help in attracting more number of people.
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D3 Evaluating the advantages and disadvantages of CRM in service sector
The advantages of Customer relationship management are that it assists managers in
organising as well as managing all data related to customers at one place. This software also
enables employees to become more productive and efficiency track customer history. It also
allows workers to set reminders for sales calls a swell as meetings. The another major advantage
of customer relationship management is that it enhances communication which is very much
important in context of developing good relationship with clients (Raman, Bharadwaj and
Mukherjee, 2018).
The big drawback of this software is that there are high chances of hacking and threat of
misuse of customer’s information by hackers.
TASK 4
P6. Customer service strategies in service sector
Customer service strategies are mandatory action plans and standards for business of TUI
being a service sector organization that relies heavily on customer satisfaction and attracting
potential clients towards their businesses to retain and keep them happy. An effective customer
strategy is essential for growth of TUI by building satisfied customers, retaining loyal clients and
increasing levels of business (Peppers and Rogers, 2016). For developing a customer service
strategy TUI follows an approach that facilitates meetings, conducts research, identifies
requirements and gathers necessary information to develop a service operation.
Policies for customer’s service strategy
Policies and standards needed to be applied by TUI include;
 Keeping facilities clean and attractive
 Displaying a positive attitude
 Welcoming walk-in customers immediately with greetings Being polite to customers and co-workers
Policies for employee training strategy
TUI, UK need to treat its customers and employees equally with respect for which it must
invest quality training to its staff for clearly communicating goals and policies of customer
service (Nambisan and Watt, 2011).
 Meetings and role playing
 One on one teachings, job shadowing and on the job mentorship
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 Strive to empower staff to manage customer issues and help in developing sense of work
pride
Customer service goals and objectives of TUI
TUI’s goals and objectives are aligned to their customer needs, wants, demand and
requirements and organization’s overall aims and market positioning.
 To Improve attitude of employees and workers
 To ensure cleanliness and Speedy service within the operational management of TUI
 To render products and services convenience
 To attain availability of employees to assist customers
M4. Application of customer service strategies of TUI to create customer experience and
recommendations for improvement
To create and render a fair customer service TUI developed certain plans and objectives
based on a strategic approach to build customer experience and improvisations in in their
existing services the need to follow various steps;
Assess TUI’s customer Service quotient: Having a customer focused clear vision that can
be communicated with organization by setting statements that acts as guidelines (Biedenbach and
Marell, 2010).
Understand and analyze requirements of customers: The necessity of customers need to
be understood, potential areas of customer dissatisfaction must be analyzed and approach
vendors and service providers to enhance customer service query resolving through call centers.
Effectively deal with customers by educating and training staff and employees: TUI need
to create and develop an emotional connection between customers that would enable them to
become loyal and attached to the organization and its offerings (Jauhari and Sanjeev, 2010).
P7. Customer service strategies to create and develop consumer experience meeting their
requirements and standards of business
TUI need to create and develop customer service strategies to render a good experience,
meet requirements and demands of its potential clients as the organization is customer focused a
comprehensive service plan is necessary.
 Developing a vision for standard of customer care service that TUI will deliver which
includes creating an emotional attachment with potential clients that will render
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organization a leadership opportunity in the marketplace (Lemke, Clark and Wilson,
2011)
 Establishing how customers will perceive standards and policies recognised by TUI for
rendering customer services and expectations that it is currently offering
 Identification of activities or business processes that impact satisfaction of customers by
setting a strategic framework for improving performance in customer care like quick
delivery and response to customer queries, accurate invoice etc.
 Appointment of effective managers and employees to attain high standards for taking
responsibility of coordinating implementation of TUI’s strategy of customer services
 Building an incentive and performance reward system in customer service strategy of
TUI to recognize staff who makes significant contribution to improve customer services
in organization (Bill Xu and Chan, 2010)
 Including advance technology and effective promotional strategies to improve customer
conveniences, updating websites with relevant information etc.
D4. Customer service strategies and communication and recommendations for improving and
developing quality customer experience
TUI may use the following customer service strategies and communications for improving
and developing customer experience quality: Listening to TUI’s customers: By engaging with potential clients TUI can easily
understand the intentions and likes of customers and their experiences will help in
gathering information and plan rest of the strategies and steps to be taken on basis of this
effort Capture feedbacks: Post interaction with customer by TUI after sales and service
rendering by surveys and customer experience tools, emails and calls will be helpful to
understand the level of services rendered, improvisations needed if any etc. It should be
specifically linked to customer support agent of TUI that will represent every member’s
contribution and effort to make changes to business and bring effective customer
satisfaction (Peppers and Rogers, 2016).
 Quality framework for team development: TUI’s team and staffs need to be trained and
developed to render fair and improved customer support services that can be assessed by
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