Running Head: MANAGING CUSTOMER EXPERIENCE 1
Managing Customer Experience
Name
Institution Affiliate
Word Count 3122
,MANAGING CUSTOMER EXPERIENCE 2
Introduction
Customers are the heart of every organization. treating them better is an added advantage
to the organization because they will be loyal to the brand. loyalty and awareness come through a
strong relationship built by both the organization and the customers. in order to maintain the
relationship, the organization must meet the needs and expectations of the customers. for the
organization to know what customers needs, it is important to understand their experience and
journey map before they visit the organization and after visiting the organization. with such
information, having a customer relationship management program will allow customers to
express their views on how they perceive the organization. integrating both information helps the
organization make an informed decision on retaining and acquiring new customers. in respect to
the above, the paper will address; Needs and Expectations of Market Segments for the Service
Industry, Customer Experience Map to Create Business Opportunities and Optimize Customer
Touch Points, Effective Customer Experience Management Within a Service Sector Business to
Maximize Customer Engagement, and Impacts of Digital Technology in Customer Relationship
Management. The mentioned subtopics will help understand customer experience in a broad
perspective.
Needs and Expectations of Market Segments for the Service Industry
The target market is the customer that a company wants to sell goods and services too.
The process of target marketing entails having different market segments and setting a marketing
strategy consistent with varying segmentation of the market to develop an organization's market
share. Referring to the definition, an organization's goods and services cannot fit every customer.
Every product and service produced by an organization has a specific type of customer that
wants to acquire such goods and services (Grünig, 2017). An organization in the travel and
, MANAGING CUSTOMER EXPERIENCE 3
tourism industry will need to understand and identify its different customer targets to better serve
the and meet their needs. The organization will serve both local tourists and international
tourists, thus, understanding the different needs between the two groups will help in meeting
their needs and ensuring customer satisfaction. In regards to this, coming up with a target market
means that an organization has to understand the importance of goods and services in a market,
conceptualize products and services, and analyzing the target population. The significance of the
entire process is because the target market deals with the deployment of marketing methods in
every market segment that has the potential of attracting new consumers, increase the
opportunities of the organization across different geographical locations, and develop channels of
distribution to reach every customer.
The organization is to enjoy several benefits from understanding the needs, wants, and
preferences of their target customer groups. The first benefit is that, it can come up with new
tourism goods and services that meet the needs of the different specific tourist groups. The
organization can introduce services that are tailored to only their international tourists.
Additionally, Knowing the purchase behavior of the tourists means that an organization can
bridge the product and services gap that tourists want. Therefore, meeting the demands of the
tourist which will ensure they come back to enjoy the same and advanced products. The second
benefit is formulating flexible and effective programs that aim at satisfying the tourist market
segment. An organization needs to develop a marketing strategy that will ensure that the
identified market segments can acquire goods and services in accordance with their taste and
preferences (Goldsmith, 2012). The third benefit to the organization is having an efficient and
effective mechanism of allocating market resources. This will ensure efficiency in the
distribution of services from the organization’s epicenter to the customers. Thus, if a customer
Managing Customer Experience
Name
Institution Affiliate
Word Count 3122
,MANAGING CUSTOMER EXPERIENCE 2
Introduction
Customers are the heart of every organization. treating them better is an added advantage
to the organization because they will be loyal to the brand. loyalty and awareness come through a
strong relationship built by both the organization and the customers. in order to maintain the
relationship, the organization must meet the needs and expectations of the customers. for the
organization to know what customers needs, it is important to understand their experience and
journey map before they visit the organization and after visiting the organization. with such
information, having a customer relationship management program will allow customers to
express their views on how they perceive the organization. integrating both information helps the
organization make an informed decision on retaining and acquiring new customers. in respect to
the above, the paper will address; Needs and Expectations of Market Segments for the Service
Industry, Customer Experience Map to Create Business Opportunities and Optimize Customer
Touch Points, Effective Customer Experience Management Within a Service Sector Business to
Maximize Customer Engagement, and Impacts of Digital Technology in Customer Relationship
Management. The mentioned subtopics will help understand customer experience in a broad
perspective.
Needs and Expectations of Market Segments for the Service Industry
The target market is the customer that a company wants to sell goods and services too.
The process of target marketing entails having different market segments and setting a marketing
strategy consistent with varying segmentation of the market to develop an organization's market
share. Referring to the definition, an organization's goods and services cannot fit every customer.
Every product and service produced by an organization has a specific type of customer that
wants to acquire such goods and services (Grünig, 2017). An organization in the travel and
, MANAGING CUSTOMER EXPERIENCE 3
tourism industry will need to understand and identify its different customer targets to better serve
the and meet their needs. The organization will serve both local tourists and international
tourists, thus, understanding the different needs between the two groups will help in meeting
their needs and ensuring customer satisfaction. In regards to this, coming up with a target market
means that an organization has to understand the importance of goods and services in a market,
conceptualize products and services, and analyzing the target population. The significance of the
entire process is because the target market deals with the deployment of marketing methods in
every market segment that has the potential of attracting new consumers, increase the
opportunities of the organization across different geographical locations, and develop channels of
distribution to reach every customer.
The organization is to enjoy several benefits from understanding the needs, wants, and
preferences of their target customer groups. The first benefit is that, it can come up with new
tourism goods and services that meet the needs of the different specific tourist groups. The
organization can introduce services that are tailored to only their international tourists.
Additionally, Knowing the purchase behavior of the tourists means that an organization can
bridge the product and services gap that tourists want. Therefore, meeting the demands of the
tourist which will ensure they come back to enjoy the same and advanced products. The second
benefit is formulating flexible and effective programs that aim at satisfying the tourist market
segment. An organization needs to develop a marketing strategy that will ensure that the
identified market segments can acquire goods and services in accordance with their taste and
preferences (Goldsmith, 2012). The third benefit to the organization is having an efficient and
effective mechanism of allocating market resources. This will ensure efficiency in the
distribution of services from the organization’s epicenter to the customers. Thus, if a customer
