Unit 16 Managing the Customer Experience Assignment Help

Unit 16: Managing the Customer Experience Assignment

Higher Nationals – Assignment Brief

Role:

Your role as a Customer Service Executive at Marriot is crucial in ensuring that guests have a pleasant and seamless experience during their stay. You are responsible for delivering exceptional service to hotel guests by handling inquiries, reservations, complaints, and requests.
Your job is to liaise with the Marketing department to discuss the effectiveness of existing customer touch points and monitor and report on their effectiveness and propose new or improved strategies. You are also responsible for managing and enhancing the overall customer experience to ensure that every interaction a guest has with the business is positive and fulfilling, leading to customer satisfaction, loyalty, and advocacy.

As more businesses are entering the market place and competition is fierce you have been tasked to provide updates on customer engagement and how digital technology enhances the customer experience.

Assignment Activity and guidance

As ‘evolving with guests’ needs in mind’ is at its core values, Marriott International focuses on ensuring a positive customer experience to cultivate satisfied and loyal customers. To assist with this process, your line manager has asked you to produce a report on ‘managing the customer experience. You should include the following details in your report.

You should evaluate a board range of different target customer groups’ needs and expectations in terms of customer engagement for a product or service within Marriott International. This is by explaining the value and importance of understanding the needs, wants and preferences of target customer groups within Mariott International. You should also explore and review how customer engagement factors determine, drive and influence customer onboarding strategies for different target customer groups.

You should create a detailed customer experience map for Mariott International that charts the customer journey and examines the activities and actions taken at each customer touch point by discussing and analyzing how customer touch points influence the behavior, responses and actions of its customers to enhance customer experience and how they create business opportunities for Mariott International.

You should critically evaluate CRM systems used in Marriott International for acquisition and retention of customers by examining and evaluating how digital technologies employed by Marriott International manage the customer experiences are changing CRM systems to acquire and retain customers effectively.

You should evaluate and review the delivery of customer service strategies and communication, justifying and making valid recommendations for improvement in developing customer experience by illustrating and demonstrating how customer service strategies create and develop the customer the customer experience in a way that meets the needs of the customer and required business standards.