Customer Experience Analysis: Marriott Group, Module Report

This report delves into the critical aspects of customer experience, with a specific focus on the Marriott Group, a UK-based hotel service provider. The introduction highlights the importance of customer experience management in enhancing business operations. The main body of the report examines the value of meeting target customer needs, emphasizing how proper strategies and segmentation can improve service quality and profitability. It also identifies key drivers of customer engagement, such as brand image, effective marketing, and content engagement. Furthermore, the report includes a customer experience map, outlining the customer journey from hotel entry to exit, and details various touchpoints like social media, websites, and feedback forms. The conclusion reiterates the significance of customer engagement management and the assessment of touchpoints for business growth. The report utilizes academic sources to support its findings, providing a comprehensive analysis of customer experience strategies within the hospitality sector.

Understanding and enhancing
the customer experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
LO1.............................................................................................................................................1
P1 Value and importance of meeting target customers needs.....................................................1
P2 Key drivers and influencing factors for an organisation in their customer engagement.......2
LO2.............................................................................................................................................2
P3 Customer experience map for Marriott Group.......................................................................2
P4 Various touchpoints that are been taken in consideration by the firm...................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Maintaining of the customer experience will assist the firm to execute proper business
operations and activities is the major issue and factor leading in improvement of the
effectiveness of operations and thus guides the firm to enhance quality of business functions in
effective manner (Bijmolt and et.al., 2018). The proper management of the business operations
and action plans will help the organisation to take suitable actions to cater the customers needs
and demands. For the present report, Marriott Group is been taken in consideration by the firm. It
is a UK based hotel service provider.
The present report covers the value and importance of understanding the needs and
preferences of target customer group, various customer experience driving factors are been
evaluated and customer experience map is been developed that will improve the understanding
of the firm. Besides this the effective customer touch points are been described that will help in
improving customer experience and create a proper business opportunity.
MAIN BODY
LO1
P1 Value and importance of meeting target customers needs.
The proper placing and action plans chosen by the organisation will assist an organisation
to improve the effectiveness of operations and thus supports firm to enhance quality of business
operations and activities that are been taken within the selected hotel firm is very important to
improve their sales and performance level(Kumar and et.al., 2017). The Marriott group will
assist selected enterprise to improve the efficiency of services and products manufactured within
corporation and will help the firm to enhance the overall performance of the hotel firm.
The setting up of target audience will support in placing the goods and other services like
food and beverages and accommodation facilities to a greater extent(Carlson and et.al., 2018).
This will also make the management of Marriott Group to take suitable measures and place the
appropriate strategies that will assist the organisation in setting up their target audience and cater
requirements and demands in much effective way. The proper segmentation of the operation will
help in the proper and effective segregation of the customer base will help the organisation to
enhance the quality of hotel related activities that are offered by the firm. This will help in the
proper handling of operations and thus will help in meeting the requirements of their targeted
customers. Other than this, it will help firm to improve their revenue and profitability. The
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setting up and deciding the customer profile look after organisation to cater the needs and
demands of the organisation and hence needs to be improved in much suitable and effective way
to meet operational requirements in much suitable way.
P2 Key drivers and influencing factors for an organisation in their customer engagement
Various key factors chosen by the selected hotel firm to increase efficiency of products
and services in much suitable and effective way. The Marriott Hotel follows these key drivers
and influencing factors that will help the fir to have a good customer engagement. Customer
bonding and their engagement towards the firm is the important attribute to be looked after by
the organisation in much suitable way that will improve quality to carry out operations in much
suitable way. Some of major key drivers of customer engagement are as follows:
 Setting a happy brand image: this is important factor selected by Marriott Group that
will assist organisation to enhance quality of services they offer to their customers and
thus leads to management of the business activities and hence look after in meeting
customers needs and demands (Kunz and et.al, 2017).
 Proper marketing: It is important factor of the operations chosen by the firm that will
assist them to meet their operations in much effective and significant manner. A good
promotion will help fir to improve effective placing of the hospitality activities and thus
will lead Marriott Group to develop a good and effective strategy to meet customer
satisfaction level.
 Content engaging: this assists the firm to develop a good and proper strategy that will
enhance effectiveness of measures which will enhance the performance of the action plan
and thus will help the firm to improve the quality of hospitality operation and goods or
services that are been offered by Marriott Group.
LO2
P3 Customer experience map for Marriott Group
An effective customer experience map is required to be chosen by the firm. It will help in
monitoring the journey of a customer from entry within the hotel to his exit, through various
touch points. Some of major points that are been selected by the organisation that indicates the
journey of a customer within the hotel is as follows:
 First of all the customer will enter in Marriott Hotel, and contact to the front desk
executive to inquire about its products and services.
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 The executives will provide the customer with the needed or desired facilities within the
organisations and thus will help him with a comfortable stay at the organisation
(Harmeling and et.al., 2017).
 The customer will access to social media platforms to post about the quality of services
and facilities available at Marriott Group. It supports firm to enhance the scope of their
goods or services.
 If the customer is not satisfied with the facilities or services, he can either complaint
about it face to face or place the reviews on the company's website for better rectification
of the issue.
 They can also opt for the proper management of operations by the means feedback
review provided to the customer on their exit to get the proper idea about the scope of
their services.
P4 Various touchpoints that are been selected by the firm
The touchpoints that chosen by the firm to improve the quality of services that will help
the organisation to improve effectiveness of services that will help in proper management of the
business operations that will help organisation to find out needs and demands of customers that
will help firm to develop their products and services in much effective way (Zhang and et.al.,
2017). Some major touchpoints chosen by the Marriott group are:
 Social media: This will help the Marriott hotel to identify the proper measures helping
firm to enhance the quality of their services and thus assists firm to improve the functions
in much effective way.
 Website: Marriott Group personal website helping to improve the quality of operations in
much effective and suitable way. This will a direct touch point supporting to improve the
quality of services to a greater extent.
 Feedback form: this is the most ethical factor that is been taken in consideration by the
fir which will improve the overall performance of the organisation to identify the scope
and effectiveness of their products and services improving business opportunity.
CONCLUSION
A proper management of the customer engagement assisting the firm to carry out
effective placing of the hospitality functions and activities in much suitable way. The proper
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assessment of the values and importance of the firm and the key drivers of the customer
engagement helping to enhance the quality of operations in much effective way. Besides this,
customer experience map and their assessment of the touchpoints for the effective growth of the
business opportunity of the firm.
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REFERENCES
Books and Journals
Bijmolt, T. H. and et.al., 2018. Multi-tier loyalty programs to stimulate customer engagement.
In Customer engagement marketing (pp. 119-139). Palgrave Macmillan, Cham.
Carlson, J. and et.al., 2018. Customer engagement behaviours in social media: capturing
innovation opportunities. Journal of Services Marketing. 32(1). pp.83-94.
Harmeling, C. M. and et.al., 2017. Toward a theory of customer engagement marketing. Journal
of the Academy of Marketing Science.45(3). pp.312-335.
Kumar, V. and et.al., 2017. Customer engagement in service. Journal of the Academy of
Marketing Science. pp.1-23.
Kunz, W. and et.al, 2017. Customer engagement in a big data world. Journal of Services
Marketing. 31(2). pp.161-171.
Zhang, M. and et.al., 2017. Influence of customer engagement with company social networks on
stickiness: Mediating effect of customer value creation.International Journal of
Information Management. 37(3). pp.229-240.
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