Unit 2 Managing Customer Experience Assignment sample for academic guidance only. Rapid Assignment Help supports learning, research understanding, and original work development in line with university integrity policies.
Customer experience management is defined as an array of procedures an organisation utilises for tracking, organising and supervising interaction among the company and a customer through the customer lifecycle. Business in service sector requires comprehending needs and wants of customers and continuously acclimating with the current environment to fulfil the customer’s expectations (Garai-Fodor, Vasa, and Jäckel, 2023). Further, customer experience map refers to visual representation which underscores a journey of customers, involving their emotions and touchpoints with a company.
For accomplishing this report, the chosen four or five-star hotel is JW Marriott Grosvenor House London. It is a five-star premium hotel handled by one of the brands of Marriott International. The hotel provides epicurean glees, excellent accommodation and extensive sights over Hyde Park (JW Marriott Grosvenor House London. 2025). This report will explain the significance of comprehending the wants, preferences, and needs of target customer segments for a service sector. It will also involve creation of a customer experience map for chosen firm.
Comprehending the preferences, wants and requirements of target customer segment is extremely important for service sector industry. When firms comprehend behaviour of their customers, they can customise their offerings in order to fulfil expectation of guests, offer excellent value and form tailored customer experiences. Further, market segmentation is an influential strategy which permits companies to develop and market their offerings in a more effective way (Garai-Fodor, Vasa and Jäckel, 2023). This is done through categorising the wider market into smaller group on the basis of characteristics like gender or values. Some to the chief segments pertinent to the chosen firm that is JW Marriott Grosvenor House London involve income, genders and age.
On the basis of age, the firm’s customers are segmented into adult professionals, young tourists as well as older guests. Each and every segment has different likings. Adults might adjust in every situation; young ones pursue social experiences, technologically proficient and reasonable facilities, whereas older one might give value to ease, premium offering and suitability (Wardana, et al, 2023) Furthermore, gender based segmentation can impact the forms of facilities provided. For example, men may pursue sports services, business-oriented facilities, on the other hand, women may give preference to shopping experiences, spas and welfare programmes. Moreover, professionals or individuals with high income usually value selectness, customised amenities and luxury, whereas moderate income individuals may give priority to facilities, money worth.
Additionally, attitude and behaviour of the customers are shaped by numerous factors, involving social impact, earlier experiences as well as psychosomatic requirements. Comprehending behaviour of guest can help businesses to antedate expectation and plan personalised facilities (Gligor et al, 2023). For instance: Business professionals frequently give priority to expediency, effectiveness and speed. These travellers expect WI-FI facilities, high-paced internet services and quick check-ins. On the contrary to this, leisure visitors might be keen for cultural involvements, a calm atmosphere and relaxation.
Through coping with such particular requirements, the hotel can build robust relations with each and every customer groups and moreover forecast their future needs. For example: knowing that groups of consumers prioritise environmental sustainability can result into the introduction of eco-conscious initiatives which augment their experience (Gligor, et al, 2023). This can involve providing energy-effective mechanism, recycling workshops or toiletries. Consecutively, it aids to develop consumer faith and aid the hotel to stay ahead of competition within the premium hotel sector.
Customer engagement is defined as the way companies actively develop a consistent relationship with their customers by the help of meaningful communication beside the customer journey. For Marriott, factors or influences such as accessibility, pricing and offer, substantially impact customer involvement. All these factors drive guest engagement and loyalty, confirming that the brand stay ahead of the competition within the hotel market (Horozhankina, Korneyev and Farzullaev, 2024). Through comprehending that aspect which drives involvement for diverse target consumer segments, the hotel can personalise its services to each and every segment, turning about their experiences as more unforgettable and pertinent.
One of the main drivers of customer involvement is customized offers. Creative and unique offers and special promotions appeal guests and improve their experience. For instance, loyalty programs or discounts for repeat guests, and exclusive holiday packages for stretched stays, motivates customer to select the firm for further stays. Providing rewards for repeat and frequent customer also aid in cultivating long-run relations. For instance: repeat business travellers staying at the hotel might get extra benefits such as precedence while check-ins, room promotions and special proposals on dining or spa treatments.
In addition to this, pricing is also crucial in improving customer involving, particularly when focusing on numerous customer groups (Shastri and Khandelwal, 2025). Though, extravagance or premium visitors expect excessive prices for the luxury amenities, providing price sensitive customer with nominal value facilities, can augment customer involvement. Furthermore, providing luxury amenities, like VIP caretaker facilities, and cab from and to airports, can attract high-income customers who are capable to give significant amount of money for convenience and exceptionality. Moreover, providing diverse holiday packages and rooms through employing tiered pricing, gives suppleness to numerous customer segments.
Together with this, accessibility means the practice of developing and offering service, digital interfaces and product in a manner which confirm inclusivity. A hotel needs to have numerous payment choices, a simple to understand and use website and convenient mechanisms for booking for improving guest engagement. In addition, corporeal accessibility of the firms like JW Marriott is crucial, particularly for elder customer or people with special needs. An accessible, warm and friendly atmosphere forms optimistic guest experience, and develop faith and reliability towards the firm. Along with this, post guest involvement with Marriott, interactions for follow-up like feedback demands, exclusive offers for further stays and customised emails helps in forming a continuous association with the guests (Lee et al, 2021). Such customer engagement point of contacts upsurges the opportunities for repeat customer and guest retention, and at the same time offer helpful perceptions within guest satisfaction.
Customer on-boarding is the procedure of teaching new customer the value of businesses’ service or product. At Marriott, effectual on boarding is important for generating a constructive first impression. On-boarding strategies travellers are visiting places for work related purposes, concentrate need to be on speed and effectiveness. Offering quick check-in facilities, tailored rooms, like business-friendly and desk facilities, as well as transparent communication of service obtainable can confirm a charming and flawless experience. A simple to use check in mechanisms or app would improve convenience for business professionals who have busy schedules.
In addition, leisure travellers who visit numerous destinations for recreation, entertainment and relaxation give value to tailored experiences (Williams, 2022). This mainly includes providing them with massages, spa packages and room inclinations etc. These visitors may be more appealed to the welfare programs, discounted packages, or superior family-adjusted offers. Moreover, the hotel might provide business visitors with early bird rates, though for families, Marriott might come up with comprehensive holiday packages with facilities which are children oriented.
Assignment samples are offered to assist students in understanding coursework structure and key learning outcomes. Our Online Assignment Help emphasizes ethical learning support and original, plagiarism-free work. The Unit 2: Managing Customer Experience assignment sample focuses on customer journey mapping, service quality, customer satisfaction, and practical management strategies. These materials are intended solely as study aids and reference guides.
In context of customer engagement or involvement, diverse consumer groups have wide-ranging expectations and requirements at the hotels. Generally, business travellers give priority to effectiveness, improved technology facilities and suitability. These visitors expect fast arrival or departure in hotel, accessibility to other business centers, and relaxed, silent rooms for engaging in work. On the contrary, leisure travellers, concentrate more on exclusive experience and relaxation. These visitors expect brilliant customer support and facilities, spa amenities and fun activities (Märtin, Bissinger and Asta, 2023). Marriott need to take into account these divergent requirements to confirm its involvement plans are wide however customised. This refers to offering customised offers, from family holidays to travel packages for business travellers, confirming that all customer groups feel valued and satisfied.
A customer experience map in terms of JW Marriott, underlines the overall customer journey from initial communication with the hotel to feedback after the check-out of the customer. This involves numerous phases and each and every phase has its own points of contacts, measures and activities, which Marriott can utilise in order to improve customer satisfaction and develop opportunities for business (Towers and Towers, 2022). Customer touchpoints are all spots where consumer interacts with the brand. The below made table depicts the customer experience map for the hotel:
(Source: The Marriott Customer Experience Strategy, 2025)
| Phases | Significance of journey | Touchpoints | Actions and practices by Marriott |
|---|---|---|---|
| Phase1: Awareness | Customers get to know about the hotel from suggestions from other people, and other sources like online advertisements, social media as well as SEO. | Travelling websites, social media platforms, online advertisements, and suggestions by influencers, are all the consumer touchpoints at awareness stage. | Marriott engage customer by collaborating with influencers, specifically travel influencers, online ads and social media platforms. |
| Phase2: Consideration | The potential customer inquiries about the hotel and make comparison among prices, facilities offered and google reviews. Special promotions and exclusive offers might impact their choices. | Company website, loyalty programs, website used for comparing stays at diverse hotels and online reviews, are all the point of contacts of consumers at this phase. | The hotel offers numerous unique benefits and discounts via Mariott Bonvoy, which is of loyalty program by Marriott. Further, to answer the general inquiries seamlessly the hotel uses artificial intelligence chatbots, accessible on Facebook Messenger and Slack (AI Hotel Chatbots: Use Cases & Success Stories for Booking. 2025). |
| Phase3: Booking | Most of the customers reserve or book their stay by using the hotel app, website or other platforms, together with the quick and immediate confirmations in relation to their booking via e-mail, or text. | At booking stage, company app or website, other booking websites, and email or text confirmations, are all consumer touchpoints. | Marriott confirms a flawless booking procedure, upholding supply policies for cancellation as well as safe payment systems. |
| Phase4: Pre Arrival | At Pre-arrival phase the hotel involve with customers through suggesting fun activities, pre booking dining and upgrades. | Emails before customer’s arrival, customised offers, notifications on company app, are consumer touchpoints at this phase (Horozhankina, Korneyev, and Farzullaev, 2024). | At the pre-arrival phase the hotel offers transportation facilities like pick-ups from airports. It also caters to room preferences at this stage. |
| Phase 5: Check-in | Customers arrive and check-in within the hotel through a customised and smooth check-in process, offering ease and comfort they need. | Receptionists, company app driven check-ins, as well as tailored greetings are guest touchpoints while check-in at the hotel. | Marriott provides great quality customer support and service at reception desk, providing room elevations and customised greetings for the guests. |
| Stage 6: Experience while stay | Special facilities for augmenting experience of customers or guests such as room services, custodian facilities and dining, are offered. Further, feedback is collected in order to further improve and resolve any challenges if faced during the stay. | Care taker or doorman facilities, room and dining facilities, gym, spa, shopping centers, and other customer service facilities are all touchpoints of guest during their stay. | During guest’s stay, Marriott confirms consistent interaction with them, offering tailored facilities like spas, shopping, booking for exceptional events and collecting real-time suggestions from guest in order to improve. |
| Phase7: Check-out | Fast check-out procedure, together with follow-up texts of emails asking for rating, reviews and feedback, aids in augmenting the entire process. | Check-out table or desk, loyalty program promotions and online feedbacks are all guest touchpoints during check-out phase. | The hotel staff asks for feedbacks, providing loyalty awards to guests and encouraging repeat stays through emails and special discounted packages. |
Touchpoints of customers are important for creating opportunities for business through the overall journey of guest experience. For the hotel, each point of contact provides the opportunity to reinforce relation with customers, driving faithfulness and reliability, eventually improving profit margins.
At the stage of awareness, Marriott can utilise social media, and online ads, as this is a business opportunity to appeal probable customer and improve visibility of the brand. Further, at stage of consideration, customers compare as well as research about different hotel options. To exploit this business opportunity and attract the customer to choose Marriott, it can make investment on displaying positive reviews, providing in-depth information about its facilities and special benefits.
Moreover, booking phase it chief point of contact for the hotel in order to get data of customers. Accordingly, emphasis is placed on providing special discounts, simple to understand platforms for booking, and supple and secure payment choices, upsurge the business opportunity of straight away bookings by customers (Lee, et al, 2021). At the stage of pre-arrival, to encourage customers to become repeat guests, it can offer tailored emails, caretaker facilities and options for upgrading rooms. This can help the brand to grab the opportunity to retain customers.
At the stage of check-in, it is crucial to offers a flawless and smooth experience to customers. Providing choice do such check-in process via company’s online app, and customised greetings can augment guest satisfaction. Further, stage of guest experience while their stay at hotel, this offers a business opportunity to collect reviews in real-time and solve any kind of problems faced by guests (Gligor et al, 2023). This involves offering upgrades like customised dining facilities or spa amenities, up surging the possibility of extra earning.
Finally, check out step need to be flawless, with an emphasis on promoting customer visits in future. Providing check-out choices via mobile app, and transferring surveys for follow-up after check out process, can aid the hotel to collect helpful customer perceptions, and at the same time providing loyalty prizes in order to increase repeat customers.
| Stages | Actions taken at each customer touchpoint to generate opportunities |
|---|---|
| Awareness | Use of social media marketing strategies like influencer marketing campaigns, and targeted online ads to reach and engage with the target audience. |
| Consideration | Constructive reviews, customised offers and in-depth information about facilities. |
| Booking | Flawless online experience, together with tailored choices like payment suppleness as well as room inclinations. |
| Pre-arrival | Facility upgradations, personalised emails and proposals for other amenities. |
| Check-in | Customised and guest friendly experience, with digital choices for check-in, for boosting guest’s comfort and ease (Garai-Fodor, Vasa and Jäckel, 2023). |
| Stay | Appealing and tailored facilities and experiences, constantly collecting feedback to augment customer experience. |
| Check-out | Ensuring smooth check-out procedure, along with loyalty incentives and surveys for follow-up. |
In order to improve guest touchpoints, Marriott need to concentrate on forming customised and flawless experience at each and every phase of guest journey. The hotel can improve its reach through augmenting its presence of digital platforms, using social media as well as targeted ads. Further, it can make booking procedure better and provide personalised experiences on the basis of guest needs, like room and service upgradation or special promotions. During check-in, smooth and tailored experiences boost overall stay, and customised amenities at the time of stay like dining suggestions, spa facilities, improve experience of customers (Märtin, Bissinger, and Asta, 2023). Guest engagement after check-out through loyalty prizes, feedback surveys and e-mails for feedback and follow-up can help the hotel to optimise touchpoints after or during departure stage.
6 Years | PhD
Based on above discussion, it can be concluded that it is extremely crucial for Marriott to understand wants, preferences and requirements of target audience, which in the present case involved leisure and business travellers of diverse age groups, and incomes. Further, for service sector businesses knowing the significance of customer engagement and ways to improve it, is essential. Moreover, this report highlighted customer experience map for Marriott, through focusing on stages like awareness, consideration, booking, pre-arrival, check-in, experience while stay, and check-out. The customer experience map highlighted consumer touch points. The report underlined the way point of contacts during customer experience generate opportunities for business.
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