CUSTOMER EXPERIENCE STRATEGY
CUSTOMER EXPERIENCE STRATEGY
The importance of customer experience
The general impression or appearance an individual has of a brand according to every interaction and encounters all throughout their entire encounter with a company is referred to as the user experience (CX). It includes all of a customer’s mental, physical, psychological in nature and tactile interactions with a brand, such as how they view the good or service they are purchasing, the level of service that they get, and the general vibe and environment of the label’s online or offline being present. CX is critical because it may impact client devotion, preservation, and campaigning, all of which are critical factors in the sustainability of a business. In the instance of Taj Hotels, customer experience is critical. Taj Hotels is an elegant hotel chain aimed at recognizing travelers looking for outstanding care and assistance. The Taj Hotels label’s image of superiority depends on a more compared to a century-long legacy of comfort, convenience, and sophistication.
The hotel’s customer experience (CX) is an essential differentiator in the competitive landscape. Taj Hotels strives to provide a superior visitor experience by establishing an emotional bond with its visitors (Becker et al., 2020). The employees at the hotel have been trained to be aware of the requirements of guests and give personalized attention to each aspect of their remain. Participants are met with comfort and tourism from the moment they go into the lodging establishment, and every aspect of their stay is designed to surpass their high standards. The comfortable environment, consideration of details, and outstanding customer service at Taj Hotels make visitors feel lavished with amenities at ease and appreciated during their stay.
Furthermore, Taj Hotels’ online presence has been meticulously designed to provide visitors with effortless and personalized knowledge. The hotel’s internet presence and smartphone application have an easy-to-use interface that allows guests to submit bookings, access their reservation information, and interact with the facilities and amenities of the hotel. Taj Hotels also uses social media sites to communicate with consumers, build connections, and raise brand awareness.
Consumer persona creation
Consumer personas are a critical tool for establishing a successful customer interaction (CX) strategy as they assist brands in understanding their customers’ desires and requirements, tailoring communication, and creating specific marketing efforts. A client persona for a younger generation (between the ages of 22) customer at Taj Hotels might look as follows:
Aarav is his given name.
Statistics and the Narrative:
- Age: 22
- The male is the gender.
- Education: a bachelor’s degree in science and technology is required.
- Earning potential: Entry-level position
- Hobbies include travel, extreme activities, and socializing.
Aarav is a recently graduated college student who enjoys travelling to new places. He is an adventurer who enjoys new experiences such as jumping from bungee cords, parachute jumping, and trekking (Godovykh et al., 2020). Aarav places a higher value on experiences than things of value and is willing to part with cash on things that will provide him with lasting souvenirs.
Profile:
- Tech-savvy
- Independent Sociable
Ecologically conscious reasons for using the good or service in question include:
- For experiencing the finest things in life
- In order to make unforgettable experiences
- In order to travel to new places
Objectives for using the commodity/service:
- Relax and unwind
- Soak up opulent services and conveniences to learn about fresh societies and travel destinations
Problems that the good or service being offered solves:
- Finding accessible luxurious lodging is difficult.
- In inexpensive lodgings, service quality varies.
- In big hotel chains, there is a lack of personalized events.
The following is an illustration (table) of the buyer’s identity for Taj Hotels’ Generation Z customers:
| Name | Story | Profile and Statistics | Motivations
|
Goals | Pain Points |
| Aarav | – 22 years old – Male
-Tech-savvy – -Self-sufficient – Sociable |
Educational institutions: Bachelor of Science in Engineers – Salary: Entry-level
Hobbies include travelling, outdoor activities, and socializing. |
-Environment mindful
– Enjoy the finest amenities -In order to create unforgettable experiences -Getting away to new places. |
-Relax and ease up – With luxurious amenities and services
– In order to learn about new cultures and places.
|
-Difficulty in locating reasonably priced luxury hotels
-Incompatible service quality in low-cost hotels -Inadequate personalized services in major hotel chains
|
Mapping the customer journey
A customer journey is the sequence of actions that a consumer takes when interacting with a brand. It involves all brand relationships, from first exposure to post-purchase assistance, as well as the mental and emotional aspects that influence customer behaviour. Knowing the consumer’s journey is critical for developing a successful CX strategy (Hoyer et al., 2020). Businesses may discover problems, possibilities for enhancement, and touchpoints in which they may collaborate with consumers to provide better service by connecting out the client’s trip. Businesses can improve client happiness, devotion, and, finally, profits by improving all of these interactions.
| Awareness
|
Reading feedback on social media, travel portals and blogs
|
Travel enthusiasm and a desire for a one-of-a-kind experience | Excellent online feedback and targeted marketing initiatives |
| Consideration
|
Comparing costs and services, as well as researching location and accommodation | For good value, convenience, and opulence | Pricing as well as incentives that are competitive, as well as comprehensive details on services and amenities. |
| Booking | Online reservations, personalized packages | Brand trust, as well a convenience
|
Booking procedure that is simplified and easy to use |
| Pre-arrival
|
Digital check-in and room modification, as well as proof and itinerary information | Expectations and enthusiasm, as well as a desire for customization | Client preferences, are used to make personalized recommendations (Lee et al., 2020). |
| On-the-job training
|
Check-in, hotel room service, eating, spa, and other services are available. | Leisure activities unwinding, and comfort
|
Personalized and thrilling encounters, as well as attentive service |
| Post-stay | Criticism and examination, as well as enrollment in a loyalty programme | Experience contentment, desire for recognition and bonuses | Personalized follow-up and acknowledgement, as well as rewards and loyalty programme advantages |
Reference List
Bleier, A., Harmeling, C.M. and Palmatier, R.W., 2019. Creating effective online customer experiences. Journal of marketing, 83(2), pp.98-119.
De Keyser, A., Verleye, K., Lemon, K.N., Keiningham, T.L. and Klaus, P., 2020. Moving the customer experience field forward: introducing the touchpoints, context, qualities (TCQ) nomenclature. Journal of Service Research, 23(4), pp.433-455.
Godovykh, M. and Tasci, A.D., 2020. Customer experience in tourism: A review of definitions, components, and measurements. Tourism Management Perspectives, 35, p.100694.
Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Ordenes, F.V. and Zaki, M., 2020. Customer experience management in the age of big data analytics: A strategic framework. Journal of Business Research, 116, pp.356-365.
Hoyer, W.D., Kroschke, M., Schmitt, B., Kraume, K. and Shankar, V., 2020. Transforming the customer experience through new technologies. Journal of interactive marketing, 51(1), pp.57-71.
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.
Lee, S.M. and Lee, D., 2020. “Untact”: a new customer service strategy in the digital age. Service Business, 14(1), pp.1-22.
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.
Know more about UniqueSubmission’s other writing services:
