Unit 2 Managing Customer Experience (MCE) Assignment Sample

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Introduction: Managing Customer Experience (MCE)

Consumer experience management refers to managing consumer interactions through digital and physical touch point for offering personalised experiences. This drives brand loyalty, boost revenue. The report will be based on the Marriott international; it is an American multinational organisation. The report will assess the value and importance of understanding the preferences, wants and needs of the target groups in the service sector organisation.

Reference materials and sample papers are provided to clarify assignment structure and expected learning outcomes. Through our assignments writing help, guidance is reflected while ensuring originality is maintained. The Unit 2 Managing Customer Experience (MCE) Assignment Sample highlights customer journey analysis, service improvement strategies, and evaluation of customer-focused practices. These resources are intended solely for study and reference purposes.

Part 1

P1: Explaining the value and importance of understanding the needs, wants and preferences of target consumer groups

By understanding the preferences, wants and needs of the different consumers groups which are targeted. This plays a key role within the overall service sector such as Marriott. In this the satisfaction of the consumers affects the overall success of the business. The Marriott Inc, offers the various segments of market like as guest focusing on the luxury, families and travellers. Every groups focus on the different expectations and features (Rahimian et al, 2020). For example, the travellers which travel for business purpose focus on the business hubs, attractive meeting rooms with the WIFI with the high speed. Another segment is leisure tourist focus on the customised experiences, amenities with the premium quality and relaxation.

Business travellers: These are mainly aged of the 25 to 55 years, particularly corporate executives and working professionals. This needs the quick procedure of check in and checks out as, facilities for meeting and business lounges. The programs for the loyalty provide ongoing advantage for the stays. These are mainly emphasised on the seamless, effective and smooth digital facilities like as controls of the smart rooms and check ins via mobile phones.

Leisure travellers (Families and couples): These are mainly of 20 to 40 aged who are travelling for the special occasions and for purpose of vacation (Gilboa et al, 2019). These focus on the amenities recreational, accommodations with comfort, including services family friendly, fitness centres and swimming pools. These are mainly focus on personalised experiences like as tours of sightseeing, activities of children and packages of honeymoon. The report will assess the value and importance of understanding the preferences, wants and needs of the target groups in the service sector organisation as part of Unit 2 Managing Customer Experience (MCE).

Luxury seekers: Individuals with the high net worth, these mainly focus on the premium and exclusive services. These demands for the VIP treatment, dinning gourmet and services of the private concierge and plays a key role.

P2: Exploring the different aspect that drive and influence consumer engagement of different target consumer groups

Marriott hotel’s consumer engagement particularly inclined via different aspects, like as customised experiences, reputation of the brand, cost, accessibilities and impactful offers. The promotional offers and competitive costs appeals the consumers who are budget conscious, the programs of the loyalty like a Marriott Bonvoy boost the engagement via providing the exclusive offers to the guests. The pricing plays a key role within affectively influencing the engagement of consumers. The luxury travellers focus on the premium and high suites which are mainly premium prices. The business travellers focus on the flexible policies of booking, developed amenities for business and rates of competitive corporate. The Marriot provides the loyalty programs, attractive discounts and promotions as well. The organisation utilises the system of revenue management to manage the costs related to the local events, seasonality and demand as well. This assuring about the reducing the rates of occupancy and rivalry costs. Accessibility also play a key role within the Marriott, this assures that the every hotel is situated within city centres, near by the airports and attractive, prime locations. These are appealing the various groups of the consumers (Collins, 2023). The technology ease like as chatbots powered by the AI, check ins with the mobile, boost the overall accessibility for the travellers who are tech savvy.

 The high quality consumer service develops the high engagement of the travellers. The developed experiences, smooth services of rooms and customised greetings as per the past experiences boost the satisfaction. The targeted campaigns of marketing with the email, collaboration with the influencers and interaction via the social media play a significant role within retaining and appealing guests. The personalised services boost the engagement of consumer via it the consumers can feel respected and valued. The organisation utilises the CRM systems and data analytics to boost the experiences of consumers. The consumers might request for the different room features like as mini bar or preferences of pillows through the profiles.

The organisation can recognise about the honeymoons, birthdays and anniversaries, at these occasions they can provides the developed offers and experiences. The members of the Bonvoy can have VIP treatment, efficient discounts and customised recommendations. The digital tools boost the engagement and consumer interactions, creating the effective and seamless services for the consumers (Quach et al, 2022). The consumer engagement within the Marriott is developed via the loyalty programs, technology, customisation, accessibility and strategies of pricing.

M1: Reviewing how consumer engagement factor determine consumer on boarding strategies

Aspects of the consumer engagement affect the strategies of on boarding within the various targeted groups. For examples, travellers who are travelling for business purpose are occupied via the checks-in based on the fastly tracked and corporate collaboration. The different families can have the personal children kits for welcome (Siebert et al, 2020). The luxury travellers mainly on boarded and provided with the exclusive advantages of membership and customised concierge services.

The hotel Marriott utilises approaches driven by the data like as efficient systems of CRM to share customised offers and track choices of the consumer. The tools based on the digitalisation such as the App of Marriott Bonvoy permits for the earn the rewards, request the services and check ins and seamless boarding experiences.

D1: Evaluating a broad range of different target customer group needs and expectations

Various consumer segments carry different expectations, demanding for the developed engagement approach. The expectations of the corporate consumers are based on the convenience and effectiveness (Keiningham et al, 2020). The group of families focus on the safety and comfort and the budget conscious travellers emphasise on the services added with the values and affordability, the luxury travellers’ focus on the major exclusivity. The Marriott should develop the service offerings as per the needs of consumers.

Part 2

P3: Creating consumer experience map for the Marriott

The consumer experience map of the Marriott showcases the guest’s journey. By efficiently understanding the overall journey can helpful for the organisation in developing service effectiveness and consumer satisfaction as well.

Post engagement: The customized offers, surveys and emails for follow up provides the programs of loyalty and repeat the visits. The offers and emails follow up can develop the consumers to return with the efficient customized deals (Pei et al, 2020). The organization reviews respond and reposts the experiences of consumers. The programs of the rewards and referral incentives for providing the reviews positively and referring to the friend. The recognition and ongoing value from the Marriott play a key role. The Action of Marriott utilizes marketing driven by data to re engage and retain the consumers.

Unit 2 Managing Customer Experience (MCE) Assignment Sample

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P4: Discussing how the consumer touch points throughout the consumer experience create business opportunities

Every consumer touch point in journey showcases the opportunities to boost the growth of business. The Marriott hotel utilises the strategic touch point to make the competitive benefits, loyalty of brand and drive the revenue.

• Phase of awareness: The influencer collaboration and digital marketing offers help in appeal the major guests. The opportunity of business boosts the direct bookings and visibility of brand. The organisation invests within the collaboration with the bloggers and influencers which can develop the awareness of brand (Bonfanti et al, 2021). The content generated by users such as reviews and photos of guest develop the overall credibility.
• Phase of consideration: The testimonials an reviews of guest affect the overall decision. By making use of the social proof via feedback of loyalty members boost the trust and credibility.
• Phase of booking: Customised offers, services of bundling, returning consumer’s discounts and revenue boost. The Marriott Bonvoy provides the points of rewards, upgrades, rates of exclusive members to boost the repeat stays. The customised promotions related to the behaviours of consumers boost the opportunities for up selling.
• Phase of pre arrival: Developing opportunities, like as exclusive experiences, reservations for dinning and upgraded rooms. The opportunity of business makes the opportunities for the service upsell. The consumers are provided with the concierge packages; check ins early and paid upgrades of rooms. The check ins through mobile decrease the congestion front desk, permitting the staff to emphasise on guests who are VIP.
• Phase of stay: services on site such as hosting of event, delicious dinning and spa treatment (Alnawas and Hemsley-Brown, 2019). The suggestions of rooms driven by AI like as ordering service through the TVs boost the overall convenience. The effective and special packages like as private dining for the honeymoon suites appeal the consumers high spending. This can increase the profitability and revenue via the services which are non room.
• Phase of check out: Seamless check outs and billing increase the impression, attracting consumers for future bookings. This can boost the trust and credibility of the consumers. The organisation manages the reviews online on the social media, Google and Trip Advisors. The feedbacks which are negative is resolved quickly to manage reputation of brand. The positive reviews boost the upcoming options of booking, the efficient reputation manage decrease hesitation of booking.
• Phase of post stay: retargeting consumers who used the services before with the offers, programs of loyalty and promotions boost the repeating services. The organisation provides the emails of follow ups like as customised promotions, incentives of referral and offers of discounts (Klaus, 2020). The consumers who provide the experiences via platforms of social can have the bonuses of loyalty. Effective engaged consumers can recommend and return back to the organisation.

M2: Creating a detailed experience map that charts the consumer journey model

Awareness: marketing via influencers, SEO and digital ads boost the reach of consumers.

Booking: reviews’ of consumers, transparency in prices and websites with the user friendliness.

Pre arrival: Offering information about the upgrading of rooms, personalise offers and emails increase overall revenue.

Stay: Customisation, services with the high quality and resolving issues quickly, this can help in developing the satisfaction (Bonfanti et al, 2021).

Departure: Customised campaigns for engagement, surveys and premium services can boost the retention.

Every phase aligns with the loyalty of consumer, developing revenue and opportunities for the business.

D2: Analysing how a Marriott can optimise each of the consumer touch points to influence the behaviours.

In order to boost the experiences of consumers, the Marriott undertakes the effective touch points. The organisation can provide the exclusive membership benefits which includes the discounts on dinning and session of spa in free of cost to retaining the consumers (Rather, 2020). The feedback mechanism of the consumers can resolve issues of consumer fast and developing quality of services. The technologies for the smart rooms for developing ease, comport, experiences of the customisation in rooms. The loyalty rewards boost the consumer satisfaction and increase repeat visits of the consumers. The chatbots powered by the AI to increase the engagement and queries of users quickly.

Conclusion

CRM system plays a significant role in the Marriott because this increases positive and effective consumer experiences. The consumer service strategies of the Marriott carry a major role within making the smooth and memorable experience of the consumers while managing high quality. Through, it is emphasizing on the management of feedback, programs of loyalty, recovery of services and workers training. The organization assures about the needs of consumer are to be met. These strategies can boost the loyalty along with the consumer satisfaction but increase the long term reputation, profitability and success of Marriott. By regularly using the technology and needs of consumers, the organization can be forefront in the hospitality. 

References

• Alnawas, I. and Hemsley-Brown, J., 2019. Examining the key dimensions of customer experience quality in the hotel industry. Journal of Hospitality Marketing & Management, 28(7), pp.833-861.
• Bonfanti, A., Vigolo, V. and Yfantidou, G., 2021. The impact of the Covid-19 pandemic on customer experience design: The hotel managers’ perspective. International Journal of Hospitality Management, 94, p.102871.
• Bonfanti, A., Vigolo, V. and Yfantidou, G., 2021. The impact of the Covid-19 pandemic on customer experience design: The hotel managers’ perspective. International Journal of Hospitality Management, 94, p.102871.
• Chmil, H.L. and Dzhhutashvili, N.M., 2020. Digitalization of the customer experience management in the hotel and restaurant industry. Бизнес информ, (8), pp.237-245.
• Collins, G., 2023. Impact of Digitalization on Customer Experience Management in the Hospitality Industry. Hospitality and Tourism Journal, 1(1), pp.12-23.
• Gilboa, S., Seger-Guttmann, T. and Mimran, O., 2019. The unique role of relationship marketing in small businesses’ customer experience. Journal of Retailing and Consumer Services, 51, pp.152-164.
• Keiningham, T., Aksoy, L., Bruce, H.L., Cadet, F., Clennell, N., Hodgkinson, I.R. and Kearney, T., 2020. Customer experience driven business model innovation. Journal of Business Research, 116, pp.431-440.
• Klaus, P.P., 2020. Customer experience, not brands will be on the iron throne. International Journal of Market Research, 62(1), pp.6-8.
• Pei, X.L., Guo, J.N., Wu, T.J., Zhou, W.X. and Yeh, S.P., 2020. Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? A comparative study of different shopping situations. Sustainability, 12(18), p.7436.
• Quach, S., Barari, M., Moudrý, D.V. and Quach, K., 2022. Service integration in omnichannel retailing and its impact on customer experience. Journal of Retailing and Consumer Services, 65, p.102267.
• Rahimian, S., ShamiZanjani, M., Manian, A. and Esfiddani, M.R., 2020. Developing a customer experience management framework in hoteling industry: A systematic review of theoretical foundations. Journal of Business Management, 12(3), pp.523-547.
• Rather, R.A., 2020. Customer experience and engagement in tourism destinations: The experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1), pp.15-32.
• Shi, S., Wang, Y., Chen, X. and Zhang, Q., 2020. Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. International Journal of Information Management, 50, pp.325-336.
• Siebert, A., Gopaldas, A., Lindridge, A. and Simões, C., 2020. Customer experience journeys: Loyalty loops versus involvement spirals. Journal of marketing, 84(4), pp.45-66.
• Waqas, M., Hamzah, Z.L.B. and Salleh, N.A.M., 2021. Customer experience: a systematic literature review and consumer culture theory-based conceptualisation. Management Review Quarterly, 71, pp.135-176.

Online

• Marriott. 2024. Online. Available through https://www.marriott.com/default.mi?nst=paid&cid=PAI_GLB00050CK_GLE000BLSZ_GLF000ONTS&ppc=ppc&pId=intbppc&gad_source=1&gclid=EAIaIQobChMI26zqovSujAMVRdI8Ah3bNAmcEAAYASAAEgKYevD_BwE&gclclass="lazy" data-src=aw.ds