International Management Presentation: Customer Profiling & Journey

This presentation examines the application of customer journey mapping, market segmentation, and customer profiling within the context of international management. It begins by emphasizing the significance of the travel and tourism industry, highlighting its customer-centric nature and the dynam...Read More

INTERNATIONAL
MANAGEMENT
PRESENTATION

Customer Journey Map

Explaining the organization carries out market segmentation
and customer profiling activities to determine its target
customer.
Travel and tourism has become the largest civilian industry in the all over the world. Travel and
tourism also known as one of the best customer delivery sector which makers customer happy in
terms of all possible action manner. In order to taken customer perspective it has been said that,
lifestyle, tastes, rising households incomes are dynamic and keep on changing accordingly. Overall, it
helps to grow the long term market and expanding the service level of the company as per the
customer needs.

4
Explaining the different methods in which customers can be profiled.
Understanding customers is the itself is the big challenge for the company. This process can help company to
identify the target group of customers for their services or sales volume. Due to fails to identify the potential clients
company does not effectively promote their products or services in the market. Thomas Cook can adopts some kind
of measures and thoughts in order to determine the way of effective goal challenge.

5
To Be Continued....
Affinity Profiling
this is the first method to analyst the customer needs and wants and identifying what kind
of actually profile of the buyer (Customer Profiling Methods to understand yours Customers.
2018). This process determine what actually people wants and their habits as well. It affects
the best targeting and long lasting way to determine the best outcome results in order to meet
out the ways of systematic performance.
Demographic profiling
Generally, Business experts emphasize using a demographic profile to understand what
kind of product click with a particular customer. This is the another way to determine the
customer profiling and their needs and wants as well. This tool can also helps company to
measure the geographical location, merits status, and educational qualification of an individual
in order to evaluate what need to sell.

To be Continued
Psychological profiling
This method identify the person personality and their wants as per their level of standards, for an example : Person
wearing high branded clothes and having most expensive life style. This can can be easy to analyse the individual
their life status.
Lifestyle Coding
Lifestyle coding help to understand the way a person leads their life by looking at their hobbies and habits.
Cluster Coding
it is the another way to measure the customer profile and their needs wants. This method defines about the class and
social activities in which people engaged (Customer Profiling Methods to understand yours Customers. 2018). This
method identify that how much people are regional and which lifestyle they carry.

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Evaluating the drivers of customer engagement across a
broad range of different target customers group.
Overall, it helps to develop the long term goals and best target customers in order to meet out the best possible
outcomes and growth. Thomas Cook can adopt different method or procedures to develop the long term growth and
making new productive outcome goals.
•Know where they are (Platform)
•To know what they're looking for Content
•Time is money

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Explaining the different strategies that required in on
boarding these diverse customers.
Define the issue : this is the first way to determine the best way to make the effective process or
goals. Besides, many commons examples can be seen in today's current market.
Develop policies adhering to company goals : After resolving the issues are clarified company has
to focused on organization mission and goals.
Communication policies : It is the another strategy for the employed better communication between
their roles and responsibilities.

Customer journey mapping process
Customer journey is the process or kind of roadmap which detailing how customer begins
their journey towards the services or products in order to meet their satisfaction level.
Besides, it is the full of customer experience through interact with company brand. This
process decides weather customer get satisfied with the services or not.
•Understanding objectives of mapping
•Define the scope
•Collect and evaluating existing customer data and research

To be Continued
Run journey mapping workshop to create a hypothetical map
This is the way to produce the journey mapping workshop to make the hypothetical map.
Customer oriented elements are meant to capture aspects of the journey.
Primary customer research : This step helps to collect the actual customer experience
with the services.
Try to make journey visually compelling :Thomas Cook needs to publish their
customer journey map in order to get some more customer responses and also make sure
that the content must be clearly defined.
Socialize and activate : This is the process where company socialise their customer
journey map in front of their stakeholders.

Identifying the customer touch points at the time of company
interaction.
Needs and wants recognition
This is the first touchpoint under which promotional strategies are used to create a
demand.
Information search
customer tries to determine the information of the company in order to meet out the their
demand. Customer get all information from websites, word of mouth marketing etc.
Evaluation of alternatives
User completes his purchase after evaluating products brands. It also get affect by the
different sources.
Promotion : it is the another part or the discussion level is just to explains the best
example growth. With the help of some attracting promotional activities customer make
their better chance of better discussion.

REFERENCES
Dursun, A. and Caber, M., 2016. Using data mining techniques for profiling profitable hotel customers: An application of
RFM analysis. Tourism management perspectives, 18, pp.153-160.
Fish, D. and et.al., 2014. System and method for managing customer experience when purchasing a product or service.
U.S. Patent Application 13/766,906.
Gopalakrishna, S., Malthouse, E.C. and Lawrence, J.M., 2017. Managing customer engagement at trade shows. Industrial
Marketing Management.
Gunter, B. and Furnham, A., 2014. Consumer Profiles (RLE Consumer Behaviour): An Introduction to Psychographics.
Routledge.
Hair Jr, J. F. and et.al., 2015. Essentials of business research methods. Routledge.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward implementing an evolving
marketing concept. Journal of the Academy of Marketing Science, 45(3), pp.377-401.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Kumar, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy, and tools. Springer.