Customer Experience Management at Marriott International Report

This report provides a comprehensive analysis of customer experience management, focusing on the practices of Marriott International. It begins by defining customer experience and its importance, then explores customer needs, wants, and demands, emphasizing the significance of understanding these elements for delivering satisfactory service. The report delves into customer engagement strategies, highlighting various methods like customer experience, humanizing the brand, social media promotion, and personalized communication. A customer experience map is then developed, detailing tools and techniques such as websites, telephone communication, restaurant management, restaurant environment, review sites, staff members, and email communication. The report also examines customer touchpoints, addressing issues and providing a sample conversation to illustrate effective customer interaction. Furthermore, it discusses the impact of digital technology on customer relationship management, including feedback mechanisms. Overall, the report offers valuable insights into creating and managing a positive customer experience within the service sector, specifically within the hospitality industry.

Managing customer
experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 ...........................................................................................................................................3
P1 ...........................................................................................................................................3
P2............................................................................................................................................5
TASK 2............................................................................................................................................6
P3 ...........................................................................................................................................6
P4 ...........................................................................................................................................7
TASK 3............................................................................................................................................8
P5............................................................................................................................................8
TASK 4 ...........................................................................................................................................9
P6 ...........................................................................................................................................9
P7 .........................................................................................................................................10
CONCLUSION .............................................................................................................................12
REFERENCES .............................................................................................................................13

INTRODUCTION
Customer experience is the process of analysing the perception of customer and the
experience of customer in regards to the product or service. The customer experience
management is defined as the serving of customers online or offline (Alexander, 2013.). This
includes analysing the customers so much that products and services are created and delivered by
personalised experience. This helps in being loyal and trustworthy towards customers and
clients. In the following report the company which is considered for analysing the management
of customer experience is Marriott International. This is an American multinational company of
hospitality sector. This is involved in managing and franchising a huge portfolio of hotels and
lodging facilities. This company was founded by J. Wilard Marriott and this is the largest hotel
chain of the world. This report describes expectations of consumers from the company in the
service industry. This report also describes customer experience map for creating business
opportunities and optimise customer touch points. There is a great impact of digital technology
in relationship of customers which is discussed in this report and at last this report describes
customer experience management within a service sector business.
TASK 1
P1
It is very important for the customer to analyse the different needs, wants and preferences
of customers. This will help in providing them good and satisfied experience from products and
services. Every individual has different types on needs, wants and demands from a product or
service. All humans are not same and so they prefer different tastes and desires. The needs,
wants and demands of a customer are classified in the following manner-

(Source: Needs Wants and Demands: Marketing Concept, 2019)
Needs – This can be explained by the basic human requirement that includes clothes,
shelter, food, water, etc. These are necessities of a human being and they are unavoidable things.
These includes the products or services that are always required by a person (Ariffin, and
Maghzi, 2012.). In context of Marriott International Hotel, it includes good treatment and room
service and facilities. This is a basic need of every individual who wants to stay in Marriott
International. This company is promoting it's services on the basis of needs category. The way by
which Marriott International promotes it's product is highlighting the needs of home like stay at
hotel, each facility is similar to home, safe and secure environment, etc.
Illustration 1: Understanding the concept of needs, wants and demands

Wants – Wants are not permanent but they are temporary desires a person is having.
Wants of an individual change from location to location. Want is a specific need that occurs due
to the environment or surrounding of an individual. It is important for Marriott International to
take care of wants of a person and then provide them services accordingly (Bilgihan, A.,
Kandampully, J. and Zhang, 2016). In context of Marriott International, this hotel offers some
discounts and offers at the time of vacation or season or festivals. At this time, most of the
people are indulged n travelling and staying at hotels so this hotel company offers big discounts
and parties that will attracts a lot of customers.
Demands – Every guest is unique and it is important for Marriott International to ensure
that demands of customers is fulfilled at time. Marriott performs a survey and analyse their
demands and accordingly they are given services at hotel. Trainings are provided to employees
and staff to make them fit for customers and clients.
P2
Customer engagement is defined as the way to encourage customers and interact
customers for knowing their experience with the product or service of the company. A strong
customer engagement strategy is required by Marriott International to increase growth and
loyalty of brand. The main objective of customer engagement is to provide value products and
services to people (Blázquez, 2014). The different ways by which customer engagement of
different target customers groups are interpreted in a service sector industry are given below-
Customer experience - It is important for the company to create good customer
experience as this will help to create value among clients and customers. If Marriott International
will provide good satisfaction to customers then it will help in attracting more people to
experience services of this hotel.
Humanize the brand - It builds trust and loyalty among customers and helps to attract
more number of customers. If Marriott International hotel promotes it's services by influence of
humans. This company uses blogs and websites to influence customers for using services of
Marriott International.
Promote on social media - Social media is an effective way for creating interest,
interacting and viral traction of services in customers. It is important for the company to promote
its services on social media. This helps youngsters and adults to grab information about Marriott
International.

Personalise customer communication- A personalised communication is important and
it is defined as forms like auto generated emails on birthday of customers ( Harris and Daunt,
2013). This helps in involving customers and clients in the organisation. Sometimes online
greetings to customers are sent during festivals and vacations.
TASK 2
P3
A customer experience mapping is defined as the process of identifying and estimating
the number of customers who feel connected to services and products of the company. Each and
every company wants to grow and develop and therefore it is necessary for them to keep track on
activities of customers and know exactly what are their experience with service of company. A
customer experience mapping is an important part of organisation and it has to be analysed as it
connects the customer to the organisation. In context of Marriott International, the leaders and
managers of this company are working to make customers happy and satisfied. There are some
tools and technique that that help in spreading message of the organisation to customers and
clients around the world. Some of the tools and techniques are listed below-
Website – Website is the best way to reach customers and clients present around the
world. Marriott International can share pictures of room, facilities and services they provide to
people so that they will be praised by customers and clients (Cetin, and Dincer, 2014). This hotel
company spread awareness about offers and discounts it is giving to customers through it's own
website as well as other websites that are associated with hotel industry.
Telephone - It is the way of communicating with a person or customer on phone.
Communication plays an important role in convincing a client or making him understand the
facilities a company is offering. In context of Marriott International, organisation connects with
customers by connecting them through phone calls. Customers call at hotel for conforming their
stay or visit at hotel. Thus, it is important for Marriott to convey information to people and
customers in an appropriate manner impress customers to visit at hotel.
Restaurant Management – The management of Marriott International provides trainings
to staff members regarding service and product the organisation is offering. In Marriott good and
qualified people are hired who can provide trainings about treating staff politely, better
communication with clients and customers, effective body language, behaviour and good

hospitality skills. The managers and leaders of Marriott International are given separate trainings
and development sessions which enhances their knowledge about hospitality sectors. They are
given trainings on leadership and development of individuals (Garg, Rahman, and Qureshi,
2014). This helps in improving the way in which managers and leaders treat their staff. An
effective training will help to enhance customer experience.
Restaurant Environment – The restaurant environment has to provide a good and
pleasant ambience so that customers feel satisfied and happy. The management team of Marriott
International is providing a good experience to customers by giving them luxurious hotel stay,
deluxe rooms, swimming pool, good dining facility and delicious food.
Review Sites – This refers to ratings and comments that a customer shares on various
applications and website of organisation after experiencing services of organisation. With the
change in time, the review of a customer is an important aspect that is considered by people
while visiting a restaurant or hotel. Marriott International is providing good and quality facilities
to people and this builds trust and loyalty among customers. This organisation has a good rating
given by customers over the years. It is continuing to provide quality home stay and food to
customers and getting 5 star ratings and recognition in hospitality sector.
Staff Members – The way in which customers are treated is important for hotel
companies. They take several initiatives and measures for creating trust and loyalty among
customers. If the customers are treated in an effective manner, then this increases the customer
experience. Trainings given to employees and staff of Marriott International helps in providing
quality services to people and this enhances customer's experience.
Email – Emails are used by organisations to reach customers and communicate with
them regarding the services and products they are offering in market (Gyung Kim, and Mattila,
2013). In Marriott International, information of customers is collected while their visit to hotel
and they are sent Emails including feedbacks for stay, offers , special festival discounts , etc. and
this helps to evaluate experience of customers. In context of Marriott International, Emails are
sent to clients and customers regularly and information is given to them on regular basis.
P4
Customer touch points are defined as business jargon that is used by organisations for
exchanging their information with clients and customers. This helps the company to attract more
customers and increase opportunities in market. Marriott International is using good touch points

for satisfying it's customers. This helps to improve relation of customer and the organisation
(Komunda, and Osarenkhoe, 2012). This allows Marriott International to use suitable touchpoint
that enhances good relation between customer and company. The main issues faced by customers
in Marriott service is that customers are not satisfied by greeting that staff provides during
serving food and at the time of room service. Other problems include making eye contact with
customers and not speaking in a polite manner. It is responsibility of organisation to provide
trainings to staff so that employees will get motivated and work in an effective manner. The staff
members and employees of Marriott International are given training for enhancing
communication skills and abilities. They are trained for speaking in a respectful manner and
polite way and not making eye contact with customers. This training helps to develop soft skills
and body language among employees and staff members. Improvement in staff members is used
for making customers satisfied and happy by the way in which they are provided service during
stay. The conversation between the manager of Marriott International and customer is given
below-
Employee: Good evening, sir.
Customer: Good evening.
Employee: Sir, How may I help you?
Customer: I want to book a room for two for three days – 15th , 16th and 17th June.
Employee: Wait a moment, sir. I am informing you about types of rooms. We serve deluxe
rooms, classic rooms and suite rooms.
Customer: How many pounds I have to pay for deluxe room?
Employee: Sir it is only £ 500, Sir
Customer: How may I pay for booking a deluxe room?
Employee: Sir you can do it online or at the time of check-in.
Customer: OK, Book my room. Thank you
Employee: Thank you Sir. I am booking your room. Have a good day.
TASK 3
P5
Customer relationship is associated with strategies, practices and technology that is
utilised by the company. This is a way in which work is managed in relation to both existing and

prospective client (Shah, Kumar, and Kim, 2014). Digital technology has a huge impact on
customer relationship management and these are listed below-
Feedback – It is easy for the companies to take help of social media to advertise their
services and products to people. It is the easiest way for Marriott International to reach potential
customers.
Direct communication – Customers of Marriott International can directly contact the
company if they have any query or issue. They can contact company through Instagram, Twitter,
Facebook, Website, etc.
Analysis of issues and queries – If the organisation is using digital technology then it can
easily come in contact with customers and solve their queries and issues in an effective manner.
Marriott International has active employees who are using portals of the company and solving
various issues of customers by contacting them on social media sites.
TASK 4
P6
Customer service strategy is a necessary part of business plan. The main motive of
organisation is to satisfy customers so that goals and objectives of the company can be achieved
in given time. In context of Marriott International, different strategies are made for enhancing
customer services. These are mentioned below-
Empower staff to increase satisfaction among customers- This is a strategy of an
organisation in which communication skills are of employees are improved. An individual is
hired by Marriott International for providing better services to customers.
Conflict management- The managers and leaders of the company solve conflicts and
fights among employees. This helps in creating a positive environment at workplace and this
makes employees more productive and they can focus on their work and do their jobs
appropriately.
Provide trainings to staff – Marriott International provides training to leaders and staff
for creating better results. The different kind of trainings are given to employees for enhancing
their skills and abilities (Spiess, and et. al., 2014). Marriott provides a International hour training

in which a 15minutes training is provided to employees on an hourly basis. Another training is
gateway that is provided to non management staff of hotel.
P7
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: Marriott International
Date and time of visit: 2nd June, 2019
Ambience and First Impressions:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
The ambience of this
organisation is very good and
pleasant environment is there
(Torres, Fu, and Lehto, 2014).
The reception area is very
crowded and no proper
instructions are there.
There must be staff to handle
clients and customers who visit
hotel.
Signage, Tariff Boards, Labelling, etc.:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
There was a clear exit and
entry area and lifts are
provided.
There was problem with some
customers and clients who
were not able to have clear
idea of exit and entry.
There must be appropriate
instruction and way to help
customers find way to exit and
elevators.
Prices:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Marriott international prices
are affordable by rich people
and several celebrities always
The prices are very high for a
middle class person.
The services should be offered
at affordable price to people
and they should offer heavy

stay at Marriott's hotels. discounts to customers.
Range of Products:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Marriott offers Wi-Fi facilities,
Spa and herbal treatment,
Swimming pool, dinning area,
golf, etc.
If there are more number of
customers using these services
then this will not allow to
provide good services.
I would ensure that cleaning is
done on regular basis and
people are satisfied by these
facilities.
Staff:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Behaviour of staff is not good
and they do not respect
customers.
Staff was not skilled and have
less knowledge about
hospitality.
Marriott should hire skilled
employees and provide
training to existing employees.
Time:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
The services offered in
Marriott are good and
effective.
Sometimes the data of
customer is not managed
properly.
There should be proper
management of database of
customers.
Supplementary Items:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
The management of Marriott is
providing effective services to
There are no complementary Customers and clients must be
provided additional services

customers and clients. offers provided to customers. like coupons of movie tickets,
free dinners, cash prizes, etc.
Payment:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Marriott International offers
both cash methods like online
and cash method.
Sometimes people do not use
online methods so for them
there should be other
applications for payments.
I will use other applications for
payment methods.
CONCLUSION
From the above report, it is analysed that management of customer experience plays an
important role in the hospitality sector. It is important for companies to satisfy customers and
provide theme services according to their needs and demands. This increases the level of
satisfaction and makes customers and clients happy. Digital technology and new techniques
helps in building good relationship with customers. Marriott International is providing good
services and products to customers and satisfying their needs and demands for building trust and
loyalty.