Customer Experience Management Report: TUI Travel Analysis

This report analyzes customer experience management strategies within TUI Travel Plc, a British travel group. It begins with an introduction to customer experience and its significance in the travel and tourism industry. The report then delves into understanding customer needs and expectations, exploring factors that drive customer engagement, and emphasizing the importance of acknowledging customer groups. A key component is the creation of a customer experience map, focusing on pre, during, and post-tour touchpoints. The analysis extends to the role of digital technology in managing customer experience and the application of customer service strategies. The report discusses various touchpoints, including websites and email, to enhance customer interaction. The conclusion summarizes the findings and emphasizes the importance of customer-centric approaches for success and sustainability in the travel industry.

Planning for Customer
Experience
Management

Table of Contents
Introduction......................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explicate value along with significance of acknowledging customer groups of TUI...........1
P2 Investigate assorted factors that drive in as well as creates an impact on customer
engagement.................................................................................................................................2
TASK 2............................................................................................................................................3
P3 Creation of customer experience map for travel and tourism industry..................................3
P4 Discussion on ways for creation of touchpoints throughout customer experience................6
TASK 3............................................................................................................................................7
P5 Analyse ways in which digital technology can be employed within managing customer
experience...................................................................................................................................7
TASK 4............................................................................................................................................8
P6 Expatiate customer service strategies within Travel and tourism..........................................8
P7 Illustrate customer service strategies.....................................................................................8
CONCLUSION
.......................................................................................................................................................10

Introduction
Customer experience is the aggregation of the procedure for utilisation of various
activities that are part of the customer life cycle. It is a practise that consists of designing &
reacting of communication that takes place for meeting the customer expectations by enhancing
their level of satisfaction, loyalty and the advocacy. The present report is based on TUI travel Plc
that is a British travel group it was started in the year 2007. Its headquarters are present in
England UK and the products are comprising of travel agency, accommodation and passenger
transport (Peppers and Rogers, 2016). The report is based on evaluation of customers demand
and distinct components to start the process of customer engagement. There is examination of
different aspects of digital technology for the purpose of managing of customer experiences.
LO: 1 The needs and expectations of market segments for the service industry
P1 Explicate value along with significance of acknowledging customer groups of TUI.
It is very crucial to acknowledge the wants and needs of customers to enhance the
process of stability in the market in long run. Organisations can provide the customers with
effective services by acknowledging them with their specific expectations (Goodman, 2019).
With the analysis there is identification of requirements and preferences of customers by Travel
TUI Plc so that there can be development of policies for satisfaction of customer requirements.
Target market is the group of prospective customers to whom the organisation is willing to sell
their products and services. It consist of the group of specified customers to enhance their
marketing efforts. In TUI travel Plc there is a strong customer base for which all the direct
marketing efforts are created. It can lead toward enhancement of the revenue and overall brand
image. For the purpose the management of TUI is willing to assess the target market: Monitoring of customer actions: Business organisations have to be highly proactive in
order to asses they require of customers before serving them or offering them with the
required services. It leads to a implication of certain tools for TUI in order to predict the
customer behaviour that can aid them in furnishing of all the knowledge that is related to
the customers choices. Determination of customer category: Many organisations are opting for focussing on
different groups for cross selling. It can be understood with a example of Disney land that
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is based on creation of a specific package for pre identified customer needs. It clearly
denotes that it is very important for TUI travel Plc to determine the patterns that are opted
by customers so that they are able to create a affirmative impact.
 Formulation of marketing strategies: The marketing plan of action has to be developed
to ensure that all the activities are taking place according to customer requirements. For
this the marketing department of TUI travel Plc has to develop insights of customer wants
to start with the further process of marketing campaign (Smit, and Melissen, 2018). Such
as if a individual is willing to go for a family vacation then the package of their vacation
has to be designed in such a manner that there are best deals according to number of
members in the family.
Above discussed is the significance of understanding of overall customer needs according
to their level of demand so that there can be achievement of higher profits. It also leads towards a
situation of higher sustainability by minimization of threats from the external market.
P2 Investigate assorted factors that drive in as well as creates an impact on customer
engagement.
There are some of the factors that are part of external business environment and are
creating a strong influence on engagement of customers in the travel & tourism industry. It is
necessary that TUI travel Plc has to consider certain aspects that can lead to higher customer
engagement. Some of such factors are mentioned below: Social media can be adopted as a engagement tool that lead to notification of services
that are to be rendered. TUI travel Plc has to promote healthy interaction among their
customers so that they can timely address all the problems faced by customers.
 TUI as a travel brand can also engage their customers by use of messaging applications
in order to communicate with their customers (Ustundag, and Cevikcan, 2017). There can
be use of certain promotional messages to be sent to them related to travelling,
accommodation. When people are provided with promotional messages then they get
attracted towards such offers that leads to availing of services even if they are not having
any such plan.
 The management of TUI travel Plc have to make timely communication with their
regular and permanent base of customers so that they can be attracted with timely
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special offers. Such as they can be provided with some special benefits that are designed
specifically for their established loyal customer base only (Biemans, 2018). It is going to
enhance their level of satisfaction that prevents them from switching to any other
competitor.
The above mentioned efforts on part of TUI travel Plc will create a strong affirmative
influence on their customers and will drive their behaviour, the management has to emphasize on
use of some on boarding strategies. It denotes to a process where individuals are going through
the initiation of journey of developing as a customer. With time there is establishment of loyalty
on part of such customer. So there can be development of some strategies as mentioned below: Objectives can be laid according to respective customer demand. For the management of
travel Plc there can be formulation of a marketing team to acknowledge the specific
customer expectations.
 Customer mapping can be done of customers by logically handling their expectations
from the brand. Such as details can be furnished in context of services that they are
offering.
It is necessary of TUI travel Plc to take timely reviews and take feedbacks from the
existing customers to ensure that all the customer expectation are meeting. So that if there are
any negative reviews or customer complains that can also be timely handled. It results in
customers having mindset that their needs and demands are timely considered by the
management and they are provided with timely responses.
LO 2 customer experience map to create business opportunities and optimise
customer touch points
P3 Creation of customer experience map for travel and tourism industry
Customer experience map is a basic process that is used for identification of services and
products that are to be offered in the market. It is crucial for organisation to ensure products and
services are according to customer specification so that there can be long run survival in the
external market. For this there has to proper examination of customer requirements so that
there can be building up of loyal customer base. The main motive is to focus on development of
a customer experience map according to higher authorities of organisation to enhance the level
of profitability.
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For TUI travel Plc the management of the organisation has to focus on acquisition of
customer mapping services with a objective of offering customers with higher quality of
services. For making a analysis of the requirements there has to be customer satisfaction
according to high quality of products (Homburg, Jozić, and Kuehnl, 2017). The analysis is done
regularly so that there can be creation of awareness and establishment of communication
channels with customers in the external market.
Pre Tour During Tour Post Tour
Touch points In the present situation
of external market
customers are willing
to focus on use of
online tools (use of
social media
applications) for the
purpose of collection
of necessary
information that is
related to goods &
services. It is a cost
effective method may
be time consuming
sometimes but
becomes easy to
understand as there
can be approaching of
customers according
to their specification.
To offer services to
customers and
remain in touch
with them after they
have successfully
place their booking
it is necessary that
there is a proper
guidance that is
provide to them
through their
overall tour. In this
process the tour
guide has to assist
the customer with
providing them
with the right
guidance,
directions,
instructions all
through the
respective situation
where they are
In the changing
external
environment there
has to be timely
checking of online
reviews that are
done by already
visited customers.
But many time
organisations have
to focus on use of
a post approach
where there has to
be assessment of
customers
satisfaction level
after they have
gone through all
the services so that
their overall
experience level
can be evaluate in
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facing any
difficulty.
detail.
Perception of Consumer In this the customer’s
perception is mainly
focused. It can be
created by local
referrals or by
suggestions that are
provided through print
of collected market
data and there is
development of
mindset of customers
as they are serving the
them towards availing
of services (Laffy and
Walters, 2016).
If there is no proper
interaction at this
stage between the
customers and the
management of
TUI travels then it
leads to higher
dissatisfaction of
the customers.
In this stage most
of travellers are
sharing their
experiences,
opinion with
public, friends,
known ones it can
be positive or
negative that is
depend on the
situation of actual
experience of
customers.
Opinion for betterment Organisations at this
stage are willing to
develop effective
customer services that
are to be considered
according to customer
views and
suggestions.
It is very crucial for
organisations to
provide training
sessions so that
there can be
guidance and a
professional
training that can be
offered to the whole
staff of TUI travels
regarding the way
customers have to
be treated. Further
At this stage the
customers are
sharing their
experiences,
perceptions about
the way they have
perceived the
overall value from
the organisation. It
actually leads to a
conclusion that
whether there has
been achievement
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it is crucial that
organisations of
hospitality industry
must posses a
skilled and talented
tour guide who ca
make effective
communication
with customers in
order to handle all
their issues.
of the required
satisfaction level
that has been
perceived by
customers.
P4 Discussion on ways for creation of touch points throughout customer experience
Customer touch points are mainly developed when customer is making interaction with
the customer in direct or indirect manner (Tidd and Bessant, 2018). It is a type of interaction that
is depicting the relationship between the customer and the organisation. It can result into better
success and timely improvements. It is defined as the journey that is starting when customers are
making the purchase of the product or actually experiencing the services. Some of the major
areas from where the customer touch points are actually developed are explained below:
Website: The official website of the organisation is a type of non verbal medium of laying down
communication channel with customers. In this the role of management how are handling the
activities of such website are to be considered. In respect to TUI group the marketing manager
are focussing on development of website that is updating all the information with tome so that
customer can get timely updates through the website of TUI.
E mail: it is electronic medium where there can be a interaction established between the
organisation and the target segment of customers. In this case the marketing manager of the
organisation is making use of email as a technique for the purpose of informing customers about
the changes that are made in the portfolio and with all the exciting offers that are formed for the
customers. In TUI the managers prefer to send e mail to all their customers so that they are able
to get the information of special discounts, vouchers and offers. It is a very easy technique of
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informing all the customers in least duration of time and with higher efficiency of creating an
attractive message of offers.
Advantage of customers touch points:
Customer touch points are part of their customers are interaction with the brand and the overall
products and services. It benefits are associated as it leads to development of understanding of
each touch point that organisation is having connection with the customers. It is used as a
technique to identify the weak areas of the organisation so that for the improvement strategy can
be formed in the right direction only. Effective techniques of customer touchpoint lead to proper
utilisation of available resources and achievement of higher competitive advantage especially in
case of travel industry.
Disadvantage of customers touch points:
When there are highly available touch points by all the competitors then it leads to no use of any
type of differentiation advantage for the organisation. Apart from this if there are too many badly
managed touch points and it leads to turning off the customer experiences in a negative manner
and customers might turn away. When there is high amount of interference that is by the
organisation then it leads to frustration of customers as they are no longer willing to avail
services and their leads to a complete negative impact on the overall mindset of customers.
LO 3: Impacts of digital technology in customer relationship management
P5: Analyse ways in which digital technology can be employed within managing customer
experience.
In the changing external market technology is playing a very crucial role for hospitality
industry in order to develop and maintain healthy customer relationships that is assisting in
building up of large base of customers (Fried and Kastel, 2020). There is use of latest
technologies of web designing that is providing a opportunity for organisations to provide them
with high quality services. In context with TUI travel plc the use of innovation and adoption of
latest technology to ensure high sustainability in the changing market. For this there is
requirement of some specific strategies in order to form such effective relationship with
customer. There are various techniques of digitation that is used by management of TUI travel
plc as discussed below:
Chatbot:
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It is a system that is started to understand the response of customer experience. In TUI the
adoption of chat bot is part of the new digital technology revolution that is used for gaining of
knowledge and collection of customer related information in the short duration of time (Morris,
2016).
Data Analytics:
It is a method that is used for the purpose of examination of the information of customer views
so that there can be high quality services offered to customers. It is a tool that is used for
providing benefit to the association in the form of high experience and then training of future
prospective customers.
There are various strategies that are part of customer relationship management of TUI
that can be adopted to ensure the relationship is effectively maintained with the customers:
 TUI can offer highly personified and customised services so that the high satisfaction
criteria can be met.
 There is offering of discount vouchers, cashback offers that leads to extra benefits apart
from the regular offers.
By acquisition of such methods TUI can create effective communication with their customers in
the market.
LO: 4 Effective customer experience management within a service sector
business
P6: Expatiate customer service strategies within Travel and tourism.
The organisation has to make timely strategies and plans to ensure the quality of services.
The first reason is that high customer satisfaction can result into success and organisation and
attainment of a leadership position(Greenwell, Danzey-Bussell and Shonk, 2019). Some of the
strategies that have been adopted by TUI travel plc to achieve positive outcomes for enhancing
the level of customer base are mentioned below:
Resolving customer issues: The management of TUI is focussing on customer problems and
then further resolving them by timely identification of customer issues on the social media
applications or the website of the company. There is responding to negative reviews in form of
management feeling guilty for dissatisfaction of customer there will be further improvements.
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Educating and training of workforce: overall workforce of TUI group is provided with
providing their workforce with all the training opportunities so that they are able to enhance the
level of skills & knowledge in the way they are catering to their customers (So and et.al 2016).
Above mentioned are some of the customer service strategies that are used by TUI group
in order to enhance the satisfaction level of their present customer base.
P7 Illustrate customer service strategies.
Approx 33 percent of customers in America are saying that they are willing to make a
complete switch between brands if they are provided with poor customer services. There is no
particular definition of excellent customer services. But if a services is able satisfy the customers
expectation then it is considered as effective. The main reason behind to focus on effective
customer services is to enhance the loyalty of customers towards the organisation and increase
the process of customer enhancement in the organisation (Kumar and Kaushik, 2020). To
analyse whether customer services are according to customer requirement there is a need to take
feedbacks from customers. TUI travel plc is willing to build up healthy relationships with
customers and further engage the potential customers for a longer time duration to ensure that
they are complete loyal towards this brand. Some of the recommendation are being developed
for higher authorities of TUI travel PLC as mentioned below to increase the process of customer
engagement.
Recommendations:
 For the higher level of authorities of TU travel Plc there should be 24 hours of services
that are provided to customers. It will lead towards timely resolving of all the customer
queries and building up of positive relations with the customers to enhance the
profitability and sales. Marketing officials of TUI has to focus on ensuring higher personalisation of service
on special occasions such as on the anniversaries or any other social occasion there can
be offering of higher discounts so that customers are feeling special.
 Creativity is one of the major aspects n the changing external environment where
customers expectation have to be met in the mots interesting & delightful manner.
 There can be development of a specific website or a segment where the main objective is
to address the timely feedback. Every time a customers is availing the services then their
post purchase behaviour can be evaluated through such website by identification whet
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their expectations have been met or if not then what are the major areas of dissatisfaction
this is going to save lot of time and resources of TUI travels in form of formation of
strategies only for major areas of improvement that have been identified their customers.
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