Thomas Cook Customer Experience Mapping: A Comprehensive Analysis

Desklib provides solved assignments and past papers to help students succeed.

TABLE OF CONTENT

INTRODUCTION
The travel and tourism leading organization named Thomas Cook
is the largest tour operation management company which
operates in 16 countries. The company has integrated services
that are related to finance and offers range of travel services
including Foreign exchange and international and domestic
holidays. This might extend over 233 locations. The study provide
the mapping of target audience and customer experience with
Thomas Cook.

WHY THOMAS COOK CARRIES OUT MARKET
SEGMENTATION AND CUSTOMER PROFILING ACTIVITIES
The strategic action by Thomas Cook on market segmentation is to
continue the cost saving and improving the recruitment plans for My
Travels and growth revenues in existing and new, market segments
and efficiencies for the larger group.
This activities are carried out by Thomas Cook in order to integrate the
business and deliver the planned synergies
By extending the financial services through building on the reputation
and capabilities of the improvement in the plans and adopted by new
market segments and delivering the efficiencies from being the part of
the larger group. The role of the strategic measure can deliver
efficiencies from being part of the larger group can help in tailoring the
product and services through an asset.

CONTD..
Customer Profiling for Thomas Cook is the way to create the portrait for the
customers that are broken down into groups and meeting the desired goals
and characteristics. Thomas Cook will experience the aggregated data and
location based information. The profiling process are:
• Demographic profiling: This can help in targeting and profiling
individuals by aggregated data and location based information
• Transaction Data Profiling: This can support the customer to purchase
the product with their recent behavior
• Explicit Profiling: The customer might help in identification of the explicit
declared profile through which new customer can be made
• Contextual profiling: The targeting ads can be flashed out through which
users can meet with the most relevant practices.
• Behavioral profiling: The target users can interest the people by tracking
their activities.
• Look-alikes profiling: The new customer can be identified by the way of
browsing the brand.

DIFFERENT WAYS IN WHICH
CUSTOMER CAN BE PROFILED
Target Customer profile
• To separate the customer in 3 revenues streams – Large, small
and medium
• To identify the revenue stream through which product and
services are offered to the sign
• To identify the best target customer profile in order to generate
revenue stream
• To analyze the best customer services and target company profile
• To analyze the actual buyers and best customers services in the
product delivery
• To create target profile to the customer

HOW WANTS, NEEDS AND EXPECTATIONS OF
TARGET MARKET DRIVE PRODUCTS AND
SERVICES
The target market for the Thomas Cook are the customer who are
willing to buy holiday packages. This can be broken down to the overall
market based characteristics and selling the products and services to
them. This might contribute to the overall share of the market. Thus,
the target customer groups helps in understanding the preferences of
the targeted customer group.
The target market can help in meeting the customers expectations and
marketing efforts. Thomas cook also derive the customers plan to meet
the best suited needs of the customers. It can help in meeting the
expectations such as many of the customer prefer to travel on special
occasions and pertaining the events for the customer such as birthdays
and anniversaries. This can increase the value and proportion of the
Thomas Cook in the market.

DRIVERS OF CUSTOMER ENGAGEMENT
Customer Engagement is defined as the relationship between the
customer and brands that share the social media existence. The
need to undertake the social media campaign and posting offers
on the website can help in engaging more and more customers.

REVIEW DIFFERENT STRATEGIES THAT ARE
EMPLOYED FOR ON-BOARDING DIVERSE
CUSTOMER
The onboarding refers to the process of introducing the mobile
applications and website applications in order to meet the targeted
demand for the organization. This might be successful in promoting the
products and services offered by the organization. The common
examples to the product promotion tools for the tour packages
promoted by the Thomas Cook are displaying User’s progress. This can
help in utilizing the features and users involvement correctly with the
product. The accounts can also enable the functionality and onboarding
features including the series of screens and products that are
streamline for the better point of view.
The Thomas Cook in the UK has implemented the SaaS-based Talent
Management solution through which they can provide the employment
to the people who continue to rise with the necessary processes and
correct and filter the mass of CVs.

CUSTOMER EXPERIENCE MAP
Customer experience map can help in providing the feelings and
emotions of the people who are likely to meet with the sales and
potential customers touch points. The Thomas Cook helps in
scrutinizing the profile of the customer by sorting their customer
journey with them in their profile from beginning to end. The Group-
wide initiatives are undertaken in terms of managing the customer
experiences. This can be improved by developing a 4 year plan for
the business. The questionnaires can be circulated across the entire
customer journey and lead to the customer loyalty as well as
recommendation can be undertaken to structure the customer
experiences. This customer journey might map for the Thomas Cook
is :

CUSTOMER EXPERIENCE MAP
Awareness Research Purchase Post-purchase advocacy
Action
s
To locate the
destination
wherever you wish
too such as
Stonehenge
This can be examine
by asking friends and
family the place is
worth to watch
The reviews has
been analyzed from
social media
By contacting
different travel
and tourism
company one
can compare
them on the
basis of the
criteria of
customer
feedback and
price
performance
ratio
By booking the
travel services
through
application or
websites of the
company such
as for Thomas
Cook.
Review and Ratings
to the experience
with the Thomas
Cook Flights and
measuring the
customer satisfaction
level
Dependency on
booking the
tickets with
Thomas Cook

Feeli
ngs/
thoug
hts
The customer
search for the area
and scenarios
present to the near
by locations. This
might enable the
visit
The customer
might be
focused and
aim at the
customer
feedback and
wants to be at
best prices.
The customer
is regularly
contacting the
Thomas Cook
Sites and are
happily
synchronizing
the workplace
activity.
The customer
evaluation on
experiences
through which
memorable value
can be attained.
The customer
might be
heavily aim at
the use of the
travel services
that are group
in with the
destination visit
to the places.