Report: Analyzing Customer Experience in Hospitality (Marriott)

This report provides a detailed analysis of customer experience management within the context of Marriott International. It begins by emphasizing the importance of understanding customer needs, wants, and preferences across various target customer groups within the service sector, specifically the hospitality industry. The report then delves into the factors that drive and influence customer engagement, including providing satisfactory services, accurate information, and good employee engagement. A key element of the report is an exploration of how customer engagement factors determine customer onboarding strategies for different target customer groups within Marriott. Furthermore, a customer experience map is developed to chart the customer journey, identifying key touchpoints and how they create business opportunities. The report also examines the implementation of digital technology, including CRM systems, to manage the consumer experience at the London Marriott Hotel, and explores the advantages and disadvantages of these systems. Finally, the report discusses customer service strategies, emphasizing their role in creating and developing customer experiences that meet customer needs and business standards. The report concludes by summarizing the key findings and implications for managing customer experience effectively within the hospitality industry.

Managing Customer
Experience

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
P1. Importance and value of understanding needs, wants and preferences of target customer
groups for service sector.........................................................................................................3
P2. Different factors that drive and influence customer engagement of various target customer
groups within service sector...................................................................................................5
M2 How Customer engagement factors determine customer on boarding strategies for
different target customer groups within Marriott International Hotel..................................10
P3. Customer experience map for Marriott International Hotel...........................................11
P4. How customer touchpoints throughout customer experience create business opportunities
for Marriott International Hotel............................................................................................13
P.5 Employment of digital technology in London Marriott hotel to manage consumer
experience along with examples of CRM system................................................................13
M.3 Implementation of digital technologies and change in CRM system for effective
acquisition and retention of consumers:...............................................................................14
D.3 Advantages and disadvantages of CRM systems used in Marriott hotel:.....................14
P.6 Customer service strategies in hotel...............................................................................15
P.7 customer service strategies create and develop the customer experience in a way that
meets the needs of the customer and required business standards.......................................16
CONCLUSION..............................................................................................................................18
REFERENCES..............................................................................................................................19

INTRODUCTION
Customer satisfaction is one of the important element in company for increasing profits
and customer's loyalty (Bagdare and Jain, 2013). Present report deals with Marriott Hotel
engaged in hospitality sector and its crucial for increasing and managing customer experience for
maximising sales. Report will focus on value and significance of target customer's needs,
different factors driving and influencing customer engagement of various target groups.
Moreover, customer experience map will also be made along with customer touch-points
creating opportunities for business will be discussed (Biedenbach and Marell, 2010). CRM
systems in managing customer experience will be enumerated. Furthermore, customer service
strategies will be explained. Moreover, demonstration of customer service strategies and
developing customer experience in meeting needs of customer and required business standards
will be discussed.
P1. Importance and value of understanding needs, wants and preferences of target customer
groups for service sector
Customers are the major elements of Marriott Hotel and understanding their needs,
demands and requirements are significant for the hospitality business to make strategic decisions
regarding marketing and operations. These are important to understand the target markets and
consumers to promote the products and services rendered by Marriott International and take
strategic decisions and implement processes. For attracting greater population of customers with
varies interests and likes understanding their needs and requirements are necessary so that
hospitality business can develop and render their services on the basilisk of their customer's
preferences. The segmentation of customers can only be made after analysing the needs,
demands and requirements of the customers in a target market then only planning regarding
product development and implementation can take place (Bill Xu and Chan, 2010).
To deliver customers with a greater satisfied experience Marriott International need to
understand the consumers within its target market, their behaviours and attitudes by conducting
marketing research and analysis. After analysing the need and demands of customers of Marriott
International they must segment the market group to classify various customer groups that
consists customers within varied behaviours and preferences. By understanding the needs,
demands and requirements with interacting to customer groups will enable the business to
maintain a relationship between them which will assist Marriott International in attracting
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potential customers towards their hospitality services rather going for competitor's offerings.
This relationship will create a positive feeling in the minds of various customer groups for
Marriott International and business need to render excellent services to satisfy these potential
base of customers to attain a competitive edge in marketplace. The customer types of Marriott
International can be classified as:
Customer Type Needs, Wants and Preferences
Business person  Wi-Fi and internet connectivity
 Mobile phone charging points
 Conference halls and meeting rooms
 Menu in different languages
 Calorie information printed on the
menu
 Waiters wearing dinner jackets and
bow-ties
 Poolside service
 Intimate atmosphere
 Scenic view from the windows
Gym Instructor  Nutritious food
 Wi-Fi and internet connectivity
 Calorie information printed on the
menu
 Menu in different languages
 Healthy dishes
 Mobile phone charging points
 Fruit and vegetable smoothies
 Waiters wearing dinner jackets and
bow-ties
 Poolside service
 Intimate atmosphere
 Smaller portions
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 Entertainment
Holidaymaker  Wi-Fi and internet connectivity
 Entertainment
 Poolside service
 Delicious and healthy food
 Intimate atmosphere
 Scenic view from the windows
 Menu in different languages
 Waiters wearing dinner jackets and
bow-ties
 Calorie information printed on the
menu
P2. Different factors that drive and influence customer engagement of various target customer
groups within service sector
Customer engagement is the communication of Marriott International to associate with its
customers through various channels of communication, interactions, reactions and customer
experiences or outcomes regarding offered products and services (Klaus and Maklan, 2013).
Different factors influences customer segment of various target customer groups in the
hospitality industry business of Marriott International;
 Understanding the needs, demands, expectations and requirements of customers to render
them ambient services and offerings by valuing them will drive their interest towards the
business.
 Providing satisfactory and excellent products and services of fine quality will help
Marriott International to manage and maintain a happy and satisfied customer base
 Providing customers of Marriott International with accurate information regarding
services and products, responding to queries quickly, taking feedbacks and follow-ups
after and before sales etc., will drive interest of customers towards its business.
 Ample and good employee engagement for rendering services and products to customers
whoa are capable of handling customer queries and provide response can help in
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maintaining a fair relationship with clients from the initial phase itself (Lemke, Clark and
Wilson, 2011).
Customer satisfaction is the key element to engage various customers in Marriott
Internationals hospitality business as it reflects experiences and satisfaction of these clients. It is
the major factor that reflects both post and pre sales of Marriott internationals offerings, dealings
of employees and requirements met of customers. With social media platforms and internet
Marriott International can use to connect with customers and be available for their queries
anytime through chat boxes, call support etc., which will attract wide customers towards their
brand. Engagement with customers offline and online will enable firm to capture potential clients
to the business of Marriott International.
Figure 1: Students
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7
Disabled people
Figure 2: Holiday maker

8
Gym Instructor

9
Business person
Couple on first date

M2 How Customer engagement factors determine customer on boarding strategies for different
target customer groups within Marriott International Hotel
Marriott International focuses on customer interactions in business from the early
touchpoints of rendering services and products to them and on boarding strategies are based on
these elements and continue the same in entire life-cycle of customer's relation and engagements
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Mother with babies

with the hospitality business. The customer on boarding strategies and experiences are combined
in a manner to engage clients towards their business by building long lasting strong relationships
with potential clients, understand and analyse needs, demands, preferences and requirements and
deliver satisfactory offerings to these customers (Lemon and Verhoef, 2016). All these efforts
and strategies are shared among all employees who are part of the Marriott International so that
they will attend each client with utmost excellence to build quality relationship with them. The
efforts of staff are utilized towards driving interests of potential clients into the businesses of
Marriott International in an attractive and consistent manner. Understanding the customer
requirements and meeting their needs are the major strategy applied by Marriott International to
capture diverse customer groups. Based on the research conducted on existing customers
business plans to develop products and services that are rendering dissatisfaction of customers
and retain lost customers by examining their present needs and creating offerings on that basis to
attain strong base of customers.
P3. Customer experience map for Marriott International Hotel
Customer experience map that charts customer journey model, examines activities and actions
taken at each customer touch point to develop business opportunities for Marriott
International Hotels
Customer journey map is the process of understanding or finding out potential customers and
visualising their requirements when they are availing a service or using a product that Marriott
International offers. Managing customer journey maps is the significant tool used by Marriott
International for managing its customer and user experiences which enables business to make
value based decisions depending on the customer type and model of its operations (Maklan and
Klaus, 2011). The tactical customer journey of Marriott International are as follows:
Website: Marriott Internationals need to develop and make their website more attractive and
informative to drive customers who are visiting their site or make it look vibrant while
searching for hospitality businesses in UK. The site should contain all relevant information
regarding their products and services , colourful and attractive photos of food, interiors etc.
and should contain detailed information regarding rooms, facilities etc. so that it will help in
making a good image in mind of potential customers visiting the firm's website.
Review sites: A good brand image and services offerings will assist Marriott International in
attracting more potential customers towards their business with a strong customer base and
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fair reputation that can be gained through maintaining an excellent website. By appointing a
professional content writer or review sites' agency can help Marriott International to gather
reviews from users or customers and create articles and discussions that would render public
regarding their business and operations.
Emails: Marriott International uses these systems to communicate between its management,
employees and customhouses to exchange information and coordinate work among staff.
Queries and grievances regarding Marriott Internationals offerings can be conveyed with the
support staff of business through emails so that customer issues can be resolved (Nambisan
and Watt, 2011).
Text messages: Marriott International adopts an SMS system to send promotional messages,
offers, discounts and gifts schemes to customers which can help in interaction and
advertising of hospitality services.
Paper mails: Paper mails are slow speed communication channels that are used by Marriott
International to send and communicate with customers and stakeholders those are not used
with advance technologies. It is used to exchange important journals and information and
issues regarding offerings of Marriott International (Patrício and et.al., 2011).
Telephone: A telephone and EPABX systems are followed by Marriott International for
effective communication between its employees, management and customers. Clients can
use this system to connect with hospitality business's support team or customer service
regarding issues or information.
Restaurant staff: Marriott International recruits well educated, talented and skilled individuals to
render customers with utmost experience to generate great satisfaction and help business
deliver fair services and attain strong customer base.
Restaurant management: Marriott Internationals managers and leaders are effective in
managing the employees, processes and activities of business and treats customers in a
professional manner. They also ensure production and operation of Marriott Internationals
are carried out in an efficient and economical way.
P4. How customer touchpoints throughout customer experience create business opportunities for
Marriott International Hotel
Customer touchpoints are Marriott International's are the action initiatives by
communicating and interacting with them from the starting phase till end which influences
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