Analysis of Customer Experience Management for Thomas Cook

This report provides a comprehensive analysis of customer experience management within the context of the Thomas Cook travel agency. It explores the importance of understanding customer needs, wants, and preferences, examining factors that influence customer engagement and satisfaction. The report delves into the creation and utilization of customer experience maps, identifying key touchpoints that create opportunities for interaction and service delivery. It highlights the benefits of digital technologies in managing customer experience, including CRM systems and social media engagement. Furthermore, the report examines effective customer service strategies, emphasizing the importance of active listening, responding to feedback, and leveraging digital tools to enhance customer relationships. The analysis provides practical insights into enhancing customer satisfaction, loyalty, and overall business performance within the travel and tourism industry. This report contributed by a student to Desklib, offers valuable insights for students studying marketing and customer experience management.

MANAGING THE
CUSTOMER EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
Importance and understanding of needs, wants and preference of target customer....................1
different factors that influence customer engagement...............................................................2
LO 2.................................................................................................................................................2
Customer experience map...........................................................................................................2
LO 3.................................................................................................................................................4
touchpoints that create opportunities..........................................................................................4
Benefits of digital technologies in managing customer experience............................................5
LO 4.................................................................................................................................................6
Customer service strategies.........................................................................................................6
Demonstration of customer service strategies in meeting needs of consumers..........................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Customer experience management is a process of the collection of data which a company
uses to track and overview as well as organise each and every interaction between a customer
and the company to meet the requirements of the customers expectations. Therefore, it increases
customers experience, satisfaction as well as the loyalty. It is a strength which requires the
changing process through many technologies to achieve. Study is based on the managing
customers experience with the Thomas cook travel and tour agency. Report discussed about
benefits of the technology with the satisfaction of the customer experience.
LO 1
Importance and understanding of needs, wants and preference of target customer
It is necessary to keep the customers happy and satisfied and keeps them engaged for the
growth of the business. To target the right people is benefits for the company as it describes the
product accordingly to full fill the needs of the customers. Given below are the reasons that why
customer needs are important(Peppers and Rogers , 2016).
Senior citizen- They are the more experiences travellers. Healthy becomes the major factor for
during the travelling the old people. The change in the environment affect them the most. They
need fewer calories' food also oil free and healthy food that can easily be digested by them.
Thomas cook also provide food which is easily digested. Destination can be chosen by the
company which requires a lot of walks and also the cafe, parks or local museums .as older people
are more curious one .they love to learn and appreciate the life .unlike youngsters they have more
interested in the history of the sites. Thomas cook company needs to take the feedbacks from the
customers and improving the customer base and satisfying their needs(Goodman, 2019).
Couple- couple are the major targets group members of the travel company. Such as newly
married couples. They required romantic destination like candlelight dinner ,music facilities
where they stay. So that they feel delighted with each and enjoys more . Here unmarried couples
also came for trips with the collaboration of the two or more couples .Thomas cook can full fill
the requirements of all these customers and improves its brand name(Lemon, and Verhoef,
2016).

different factors that influence customer engagement
there are many factors which improves the customer engagement are explained below
Price-price is the most significant element that can impact the behaviour of the people .it is
essential because it varies person to person but all people required the quality services towards
the money they paid for whether they are business man and students(Wilson and et.al 2016). For
example number of the students came from trip have low budgets as compare to business man
families because they are the students and do not earn money. This will make less engagement as
they will not interest again for they travelling through the Thomas company.
Convenience-it is the most crucial factor that can influence the customer engagement Thomas
cook need to take care of the senior citizen by providing them more convenience according to
their age such as health issues and also helps them to choose the destination like meditation or
they can enjoy themselves .Thomas cook needs to improve its technology so that it can target the
customer needs with more efficiency in less time(Homburg ,Jozić and Kuehnl 2017).
Regular flow up-it is a crucial factor than can impact the mind of the customers .if the Thomas
and cook ensures that it met with all the requirements of the customers as well as enhance the
engagement with the customer ,this clear makes the customers loyal to brand
LO 2
Customer experience map
it plays crucial role in maintaining the customer experiences and to full fill the needs of
the customers Thomas cook company can create journey map which is necessary to track the
customers and also make loyal towards the organisation.
Table 1: customer experience map
Explore Book a service Pre- booking During Post service

itineraries having
services
experience
Customer
experience
Touchpoint Website
social site,
booking
page
Booking page
Company
application
Conformatio
n of booking
Guide Good or bad
Thought process
and feeling
proper
details about
products as
well as
services,
Easy
comparison
Easy booking,
Regular
communication
through mobile
application.(Ng
,Sweeney. and
Plewa, 2019)
Adequate
details,
suggestions
feeling
delighted
while
enjoying
the
services.
Definitely
recommend
other person
to
experience
such kind of
services
Recommendations Printer
friendly
brochure
make easy the
booking
process and
less time
consuming.
Provide
planning
check list
assures
person has
no problem
during the
travelling
or in any
kind of
services
sharing of
album
Step 1:Awareness phase-
it is a period when the customers are aware about their needs such as searching of the
vacation through various online websites ,social sites application. also through the suggestion

from the friends and family. Thomas cook need to be aware of such needs which can meet the
requirements of the customer.Thomas cook need to be update their sites regularly also shows
some discounted offers,as when the customers visit the sites gets all the information regarding to
the trips, destination, different packages ,discounted trips, trips for the young ,couple and old
people.
Step 2: Engagement phase
In this phase customers already aware about the brand and they have enough information
regarding to the brand. This phase builds the connection between the company and their
customers. Slowly customers needs to connect through the social media as well. Thomas cook
need to connect and also enables them to provide more information about the services regarding
to the tourism(Buonincontri and et.al 2017).
Step 3: Evaluation phase
In this phase customers well aware about the brand and can solve the problem. It can
evaluate the brand with other brand in the market and also evaluate which one is better. Such as
which travel and tourism company is better.
Step 4: Purchase phase
To make the purchasing process successful the Thomas cook provide a way to make clear
the purchase .Thomas cook can provide various payment options such as net-banking,paytm ,
offers and discount while going through purchase(Merrilees, 2016).
Step 5: Post-purchase phase
Thomas cook provides the support in providing the well satisfactory services.
Customers who are already travelled through the Thomas cook company are like to travel again.
Company needs to engage by retaining them by building customers with good relations .in
order to get the new customers and create good image.
LO 3
touchpoints that create opportunities
Touchpoints are the interaction process between the customers and the business .

Some touchpoints are which increase customers experience(Jain, Aagja. and Bagdare, 2017).
Website- it plays the most significant role for enhance the business of the company. as it the
website through various people get the information about the company. Thomas cook provides as
its information like discounted trips, various trips for specified age group people, easy booking
options and also response the queries of the customers regarding to the destination ,trips etc.
Messages, telephone- with the help of the messages Thomas cook can inform their customers
for the booking tickets, also informed about the travelling time ,destination and also sending
messages during the services(Srivastava and Kaul, 2016) .With the help of the messages they
also informed about their customers the events which occurred during the travelling .telephone
can also play significant role through travelling if the customers does not reach on time Thomas
cook employees can inform them.
during the trip-during the trip travellers are very receptive for the new information that helps
them to explore the new information they can also explore the local activity and look for the
guides through it .for example Thomas cook can provide the app called destination app that can
boost the revenue of the company.
Benefits of digital technologies in managing customer experience.
Through digital technologies company can enhance its business. In order to enhance the
experiences of the customers company can give advertisement through the various social media
such as Facebook ,YouTube as most of the people spend their time on these social sides so they
get to know about the company through these sites. It is also helpful for the instant response of
the customer. They can support the company to identify their needs and desires of the people and
provide and negative feedbacks(Minnema and et.al. , 2018).
People don't want the faster information but they want more personalised experiences .by
using the voice and digital assistants customers can discover the information. There is more
about 60% of the request that can see the online assistants .these are the assistant which adds the
more convenience such as language which they are more comfortable to understand.
Customer relationship management(CRM) system is taken of the great digital technology
that supports the business transactions by taken care of the requirements of all the travellers. For

the better experience of the customers and making them loyal for the brand it is the most helpful
digital technology(Baker, 2016). CRM is an advance software based technology which can
compile all the information for all the necessary information so customers point of view can be
understood properly. For the immediate response this software is helpful so that each and every
quarries can be solved and also increases opportunities for the firm which can make the
customers towards the organisation.
Digital technology helps to attract the customers like all the travelling pics of the various
destination and special events occurred in destination's local place uploaded on its social sites
all these can change the mind of the other people and through this rising of the credibility and
profitability up to a great extent. Digital technology can also reduce the staff cost and the
company can also passed on the customers about offers them lower price travelling .therefore
may travellers can follow this value pricing strategy internally .(Minnema and et.al. , 2018)
LO 4
Customer service strategies
It provides the values and satisfaction and also the retention of the customers.
Various strategies for the customer services are given below.
Listen carefully-Here company needs to listen the customers carefully in order to solve the
problems of the customers Thomas cook can examine the reason behind the problem and also
examine the body languages a well as the facial problems of the customers. They have to listen
the custom queries with more patiently and more softly. it is beneficial for the company to
respond in good manner(Buonincontri and et.al 2017).
Respond to feedback-Thomas cook needs to implement this strategy to provide the response for
the customers' as fast as possible. it can also provide the feedback of the customer through the
social media. This makes the benefits of the company as it makes them to regular for the longer
duration of the time. as everyone wants attention and care.
Using digital technology-in keeping customers happy digital media helps a lot. Through various
social sites ,application also email Thomas cook can respond the customer queries. For the

change in the technology company needs to adopt the new technologies so that it can be
competitive in the market(Merrilees, 2016).
Demonstration of customer service strategies in meeting needs of consumers
Actively listening-it is a important strategy implemented by the Thomas cook here service
providers of the company keep an eye on the needs as well as requirements .these aids helps to
recognise the needs and supply the service as per the requirement of the customers.
Celebrate boost and delight-it is most crucial strategy to maintain the healthy relationship with
the customers. Specified employees greets regards and welcome at the initial stage of
travelling .it will create a positive image of the Thomas cook towards the travellers(Merrilees,
2016).
CONCLUSION
From the above report it can be sated that the importance to understand the needs, desires
and the preference of the customers through which customers gets satisfied. Clients of the
tourism industry can generate the maximum revenue from them. It is concluded that the different
touchpoint such as websites, emails and phone calls through which new possibilities can be
created within the market .also it can be concluded that different digital technology that plays the
crucial role in maintaining the customer experiences .also to full fill the needs of the customers t
Thomas cook company can create journey map which is necessary to track the customers and
also make loyal towards the organisation.

REFERENCES
Books and journals
agenda. Journal of Service Theory and Practice, 27(3), pp.642-662.Srivastava, M. and Kaul, D.,
2016. Exploring the link between customer experience–loyalty–consumer spend. Journal
of Retailing and Consumer Services. 31pp.277-286.
Baker, M.A., 2016. Managing customer experiences in hotel chains. The Routledge
handbook of hotel chain management pp.240-250.
Buonincontri and et.al., 2017. Managing the experience co-creation process in tourism
destinations: Empirical findings from Naples. Tourism Management.62.pp.264-277.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
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.
Jain, R., Aagja, J. and Bagdare, S., 2017. Customer experience–a review and research
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing. 80(6).pp.69-96.
Merrilees, B., 2016. Interactive brand experience pathways to customer-brand engagement and
value co-creation. Journal of Product & Brand Management.25(5). pp.402-408.
Minnema, A., Bijmolt, T.H., Petersen, J.A. and Shulman, J.D., 2018. Managing product returns
within the customer value framework. In Customer engagement marketing (pp. 95-118).
Palgrave Macmillan, Cham.
Ng, S.C., Sweeney, J.C. and Plewa, C., 2019. Managing Customer Resource Endowments and
Deficiencies for Value Cocreation: Complex Relational Services. Journal of Service
Research.22(2) pp.156-172.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Wilson and et.al 2016. Services marketing: Integrating customer focus across the firm.
online
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