Analyzing Customer Experience Management for Marriott Hotels Report

This report provides a comprehensive analysis of customer experience management strategies, focusing on the context of Marriott Hotels. It begins by emphasizing the importance of understanding the needs, wants, and preferences of target customer groups, and then explores the various factors influencing customer engagement, including cultural, social, personal, and psychological aspects. The report then constructs a customer experience map to identify key touchpoints and assess their impact on the customer journey. Furthermore, it evaluates the role of digital technology in enhancing customer experience and proposes effective customer service strategies. The report concludes by synthesizing these elements to offer actionable recommendations for Marriott Hotels to improve customer satisfaction, loyalty, and overall business performance. It examines how Marriott can leverage customer data, digital platforms, and service innovations to create a more personalized and seamless experience, ultimately driving revenue and brand value.

PLANNING FOR
CUSTOMER
EXPERIENCE
MANAGEMENT

TABLE OF CONTENT
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
LO 1...........................................................................................................................................3
Value and importance of understanding needs, wants and preferences of the target
customer groups.....................................................................................................................3
Different Factors that Influence Customer Engagement of Different Target Customer
Groups....................................................................................................................................4
LO 2...........................................................................................................................................5
Customer Experience Map.....................................................................................................5
Influence of Touch Points in Customer Experience Map......................................................6
LO 3...........................................................................................................................................7
Importance of Digital Technology in Managing Customer Experience................................7
LO 4...........................................................................................................................................8
Customer Service Strategies..................................................................................................8
Creation of customer service strategies..................................................................................9
CONCLUSION........................................................................................................................10
REFERENCES.........................................................................................................................11

INTRODUCTION
The term customer experience management indicates the overall activities that are
adopted in order to enhance the experience that customer has with the brand or company
(Pavlova, 2019). Marriott Hotel is one of the most prominent brands of hotels operating in
London. The current report will evaluate the importance of understanding the target
customers in a better manner and it will also analyse the different factors that influence
customer engagement. Further the report will create a customer experience map and then
identify the touch points that can be created in order to increase opportunities. The report will
also evaluate the digital technologies that are available and the customer services strategies
that can be adopted overall.
MAIN BODY
LO 1
Value and importance of understanding needs, wants and preferences of the target customer
groups
The customer group that are targeted by the company are the key behind every
marketing activity that is being carried out by any organisation. The sole crowd towards
which such activity is directed, the major reason behind the launch of the product in the
market is to appease or satisfy certain unmet needs of the targeted customers segment for
whom the entire process of launching and introducing the products is being carried out. Since
the target customer is the main reward generator and the facilitator for the companies today, it
is necessary to effectively address the different needs, wants and preferences of the
customers. The need here indicates the product and services that are being offered, to the
customers i.e. against the overall cash in return but the attraction level needs to be segregated
from the overall funds in the country and in the economy (Eom and Lu, 2019).
The understanding of needs helps in identifying the products and services that can be
used for the satisfaction of the needs of the customers that have not been met. This will help
the Marriott Hotel as well because the number of customers will increase and hence they will
in turn increase their revenue generation. The wants are the things that are desirable to the
customers but they do not intend to necessarily buy the, the management of the Marriott
Hotel can easily identify what are the goods that are to launched with an innovative
recreation and increase marketing strategies. The preferences basically signify the choice of
one over another. The importance of the evaluation of the preferences lies in the fact that it is

necessary to always bear in mind that what are those areas of goods or services that will be
selected by the customers over any other products that are being offered to them (Chen, Raab
and Tanford, 2017). The Marriott hotel will be able to draw major benefits by understanding
the three key terms of needs, wants and preferences specifically in context of the target
market for whom their marketing efforts are synchronised s this helps in the better
formulation of the marketing objectives and the achievement of the overall goals. It also
facilitates the revenue generation as the better understanding can help the company in
targeting their customers in a better and more specific manner and this in turn leads to
increased profitability and productivity.
Different Factors that Influence Customer Engagement of Different Target Customer Groups
Customer engagement is very essential to increase the potential of the business
organisation by providing better quality products and services. It is very essential to analyse
the entire factor which influence the customer engagement level which helps to improve the
efficiency of the organisation. Hotel Marriott is branded and luxurious hotel range around the
world and it is very essential for the organisation to understand these factors which influence
customer engagement level. Due to different location and markets the customer segments of
the organisation also varies which impacts the management strategies to increase customer
experience effectively.
Cultural Factors
Increase in the demand of quality of services it is very essential for Hotel Marriott to
develop effective cultural values in the organisation which improves core value of the
organization and enhance communication skills of employees to increase customer
satisfaction effectively (Dou and et al., 2019). Social fact also helps hotel to determine the
cultural behaviour of the customers and develop effective services and products which are
desired by customers to increase the engagement level effectively. Hotel Marriot has
specialised team which ensure to analyse all the cultural, sub cultural factors of the market
while developing effective strategies which helps to increase the potential of the organisation
to compete in the market and increase the market share to gain better profit margins
effectively.
Personal Factors
Personal factors are also responsible for increase the customer engagement level and
it very essential for the hotel to analyse all the personal factors to increase the customers base
effectively. age and life cycle is one of the personal factors which impact customers to make

decision to attract more customers in the hotel. Marriott focuses on every age of customers
and mostly of family to increase the customer intake and opportunity to increase the quality
of services to increase their experience effectively. Marriott provides business services like
seminar halls, conference room and vacation suites for couples to increase the customer
engagement according to their occupation, lifestyle, personality effectively. this factor helps
organisation to separate all the types of service for their customer segment which also
increases the product and service range to attract more customers and attain core competency
in the market to generate higher profits effectively.
Psychological Factors
Psychological factors is very essential which helps to analyse needs and wants of
customers and develop better services and products to increase their satisfaction effectively
(Witell and et al., 2019). Marriott Hotel analyses all the needs and wants of employees to
increase motivation which increases performance to increase engagement level of customers
effectively. Training and development is also provided to employees to help to increase their
skills, knowledge and personality to handle all the customers more efficiently to gain higher
profit margins effectively. this factor also helps to integrate beliefs, attitude in organisational
culture to achieve objectives and improve brand image to influence customer engagement
effectively.
LO 2
Customer Experience Map
Customer experience map is a tool which helps to analyse behaviour of customers for
the provided services and products service industry (Klink, Zhang and Athaide, 2018).
Customer experience map helps to identify the feeling and thinking of customers and
evaluate the touch points which helps hotel to understand its strengths and weaknesses. This
mapping also helps to increase the potential of hotel to develop better understanding about all
the services which are available in the market which can impact decision making process of
customers and reduce sales of Hotel Marriott negatively.
Stage of
Experience
Market
research
Booking Arrival departure Post
departure
Touch points Marriott
provides high
quality of
services at
lower prices to
Marriott
ensures to
provide
accurately
same services
Hotel provides
proper pickup
services for
the guests to
the hotel.
Hotel provides
all the
equipments of
all the services
and discount
After
providing all
the services
hotel takes
feedbacks

compete in the
market.
to as expected
by the
customers to
increase their
satisfaction.
hotel has
personal
booking app
for customers
and integrated
by different
tour operators
to increase
customer
engagement.
Marriot also
provide digital
technology
check in
system which
helps
employee to
be prepared
before guests
arrive to the
hotel (Benzarti
and Mili,
2017).
offers to
attract them
for next time.
This helps to
increase the
loyal
customers and
provide better
experience of
customers to
compete in the
market
effectively.
from
customers
about the
quality of
services
through calls,
e mails or
questionnaires
on website to
ensure the
performance
of the hotel.
Thinking and
Feeling
Searching for
hotel at budget
prices to
increase
satisfaction.
Booking hotel
online by
checking all
the
information
which is
provided on
the website.
Hospitality
and
welcoming of
guests at the
hotel.
Management
behaviour
towards new
customers to
improve their
experience for
the paid
services.
Unhappy due
to lack of
proper
coordination
of employee to
provide
services. This
impacted the
brand image
of the hotel
and impacted
the customer
experience
negatively.
Customers
feel irritated
after they go
into their
regular life
which also
impacts the
decision
making of
customers to
revisit the
hotel again.
Influence of Touch Points in Customer Experience Map
It is very essential for the hotel to understand the experience of the customers in order
to make better strategies which improves the brand value of the hotel Marriott to grow and
earn more profits effectively. Customer experience map helps to improve the potential of
business to understand the behaviour of customers and provide better opportunities to
increase their satisfaction with developing better strategies effectively. Touch points helps

Hotel Marriott to attract more customers in the hotel by analysing better services and
competing in the market effectively. Hotel Marriott has collaborated with many tour and
travel operators to provide better information and attract more customers to the hotel. This
also helps to influence customers to create needs to take vacation in the hotel and increase
their satisfaction effectively. Hotel Marriot also has touch point of digital payment which
helps to book room effectively and improve the quality of decision making. Hotel also
provides easy refunds on digital payments to increase brand value of the hotel and become
ethical in the market effectively (Seligman, 2018). Hotel Marriott has its own website and
mobile application which increases the quality of services and also portrays premium brand
image of the hotel for customers and increase perceived values of the hotel in the market to
increase profitability effectively. at the time of arrival customer need to have provide
welcoming and better hospitable environment to be satisfied. Customers also want to have
safety and security in the hotel to avoid health risks. Hotel Marriot has effective workforce
who is potential after training and development which increases decision making of
employees to provide better services to customers (Sharples, 2019). Marriott provides digital
equipments in majority of their services which provide futuristic experience to customers and
has skilled employees to operate all the technology. Hotel has adopted effective performance
management strategies which increase the efficiency of employees to become more potential
and gain higher profit margins and increase the quality of services to enhance brand value
and compete in the market effectively.
LO 3
Importance of Digital Technology in Managing Customer Experience
All the organizations in the market are getting this technology in their businesses so
that there is a better functioning (Lindberg, 2016). The customer’s needs and demands are
changing and the trends in the market have to be followed so that there is a better functioning
and operations. There are a right measures and tools which have to be decided by the
organization so that there is a better experience for the customers. There is a transformation
which has been visible in the market for the customers benefit and to get a competitive
advantage Hotel Marriott has also been adapting to these changes. Technology has made the
functioning very effective and the satisfaction of the customers has increased by 30% which
is a large number. There is not just exchange of information of the changes but the feedbacks
of the customers are also being taken. There are emails and websites which have been created

by Marriott so that they can make the customers have a better experience and there is an
easier experience of the customers in the organization.
There is an increase of competition in the market which has to be managed in the
organization because there is a high brand image which Marriott has created for them
globally. That has to be well maintained by the organization so that the economic stability is
present in the organization which is going to help the organization to make further investment
in the technological up gradation (Burton and et al ., 2017). There is a huge opportunity for
the organization in the market because the bar level of the competition is also set higher in
this factor which is a very important factor for the company which is going to help the
organization to have a better customer experience. According to survey’s there is an increase
of the employees satisfaction as well which can be very helpful for the operations and
functioning of the organization. There is a lot of help which the employees also get from this
technological up gradation which is reducing the pressure from the employees which is a
great experience for the customers as well because there are lesser errors in the organization.
LO 4
Customer Service Strategies
There are a lot of strategies which can be used in an organization to have a better
functioning and customer service so that there is a higher profit income (AthuluruTlrumala
and Attuluru, 2019). The organization will have to focus on their services and products so
that they can provide the best of services and functions to the customer which is a very
important factor.
Hire right employees
It is very important for Hotel Marriott to have the right employees in the organization
so that there is a well maintained reputation for themselves in the market. Globally Marriott
has got a brand image for themselves which has to be well maintained by them so that they
can have a loyal set of customers in the organization. There is a proper training and
development which is provided to the employees of the organization so that they know in
which standard they are suppose to function within.
Set goals
Marriott hotel always have a strong base for them in the market so that there is a set of
loyal customers and employees in the organization (Gacanin and Wagner, 2019). There is a
better sense of direction which is present in the market which can help Marriott to be able to

achieve their objectives and goals. There is an expectation which is present in the employees
and the customers of the organization which is why it is very essential for the organization to
be able to have a better functioning. There have to be smart objectives in the organization
which are easily achievable in the market which is going to make the organization have a
better functioning. The satisfaction and happiness of the customers is focused upon by the
organization and to achieve that the employees are given best of environment to function
within so that there is a higher profit percentage.
Resolve customer issues
It is very important for the organization to be able to resolve the issues of the
customers by taking their feedbacks and then working on them. Hotel Marriott is being able
to get all the customer’s issues solved on time and that is making the hotel have a better
reputation and standards for themselves which is going to be very effective. The issues of the
customers are increasing which have to be maintained so that the reputation of the
organization is high in the market (Homburg, Jozić and Kuehnl, 2017).
Creation of customer service strategies
Following tactics use by the marketing team at Marriot Hotel to create customer
service strategies.
Taking feedbacks: Marketing team take feedback over the needs and requirements of
customers. Feedback allows company to analysis about all the different needs and
requirements customers are engaged with (Susaeta, Babinger and Muñoz, 2020). This
strategy allows company to update its services as per the changing needs and demands of
customers. It becomes essential for the company to cope up with the needs and demands of
customers in market. Feedbacks allow company to understand about all different needs of the
customers.
Consumer research: Marketing team at Marriott Hotel conduct research over changing
trends in market. Company also conduct the market research over customer to analysis the
changing needs and demands of the customers of company. This strategy allows company to
frame proper strategies that can offer all the needs and demands of customer.
Use of secondary research: Marketing team and operation management at Marriott Hotel
channel uses the secondary research to understand the needs of customers in hospitality
sector. This is among the key strategic factor use by Marriot Hotel to analysis the changing
needs of customers in hospitality sector (Lestari and Saputra, 2018). Secondary research
involves go throw different interviews customers give over the needs and decision making

process in case of hospitality sector. Secondary research is a cheaper technique to conduct the
research and also to understand the basis of decision making of customers in hospitality
sector. With the support of customers interview company will be able to analysis the needs of
various customer group.
Competitive analysis: This is also a critical strategy company use to under the customer
service strategy suitable at the current time. This strategy allows company to assess how the
strategies company’s competitors are using to serve the best services to their customer
segment. This allows company to up to the date in respect to all the latest demands and trends
part of the hospitality sector. This allows company to gain strategic advantages in market by
introducing new services along with the existing ones.
CONCLUSION
Hospitality sector is among one of the most emerging market sector. The sector
requires utmost level of customer satisfaction from the services given by company. Different
marketing tactics like social media marketing, digital marketing, search engine optimisation
and other marketing like content marketing can be channelizes to promote company’s
products and services in the market. Different researches like primary research can be
conducted to understand about the decision making process of company’s customers. Primary
research involves conducting the market research by own self of company. In case of
secondary research already conducted research are go throw by marketers to understand the
decision making journey of the customers in case of hospitality sector. Company can also
channelize research over competitors to understand all the key techniques currently in trends
to improve the customer experience in case of hospitality sector. It becomes important for
company to meet the customer’s needs in the best way possible to improve the performance.

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