Formative Assessment

Version 2
Customer Experience Strategy

BPP Business School

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Contents
Customer Experience Strategy

Introduction....................................................................................................................

Customer Experience....................................................................................................

Customer Persona Creation..........................................................................................

Customer Journey Map.................................................................................................

Referencing....................................................................................................................
Customer Experience Strategy

Introduction

The goal of this report is to analyze the Taj Hotel’s Customer Experience. It is a widely
recognized luxurious hotel in India. This article will go to look at Taj hotel amenities
demonstrating both its positive aspects and its advancement. A consumer persona will
also be produced for the purpose of effectively understanding targeted audience
requirements.

Customer Experience

Customer experience (CX) corresponds to the way a client interacts and connects with
a company or firm through the whole procedure. Every encounter that a customer has
with the brand or firm is encompassed, from advertisement to profit, customer
satisfaction to usage of product (Arne De Keyser, 2015).

Creating long-lasting connections, an unforgettable experience for client and improving

client devotion are all the components of CX. It involves the understanding of what the
customer wants, responding to the requirements and providing outstanding customer
service (Becker, 2020).

CX is essential to establish your business among the rivals. CX matters in the world
because it is so easy to replicate the goods and offerings of other companies.

Customer Persona Creation

A customer persona is a fictional representation of a specific set of clients which

depends on investigation and research. A detail CX approach must involve consumer
personas because they give an extensive knowledge of target market (Idris, 2022).

Consumer happiness increased as result of companies adopting Consumer Persona to

accurately define their market, modify customer experience schemes, and recognize
customers’ tastes (Lily (Xuehui) Gao, 2023).
Customer Experience Strategy

Table 1: Customer Persona Creation about Taj Hotel

Demographic - Name: Sarah
Profile - Age: 65
- Gender: Female
- Marital Status: Widowed
- Location: UK
- Education: High school graduate
- Income: Retired with a comfortable pension
- Interests: Traveling, fine dining, socializing, cultural
events
Story Sarah, a 65-year-old retired woman, travels after her
spouse’s death, selects the Taj hotel in Mumbai.
Motivation Sarah is drawn to the high level of luxury, the cultural
immersion, the ease of access, and the convenience of Taj
Hotel.
Customer Experience Strategy

Figure 1: Share Holding Pattern of Indian hotel (M. Ravi, 2014)

Goals Taj hotel prioritizes long-term value through leadership,

trust, and serving communities globally, seeking a unique
cultural experience for its guests.
Pinpoints Taj hotel seeks customer feedback, both online and in-
person, to assess service, staff, attitude, and hospitality.
They aim to make changes based on guest feedback and
address any issues.

Customer Journey Map

The phrase “customer journey” is utilized to express how a customer engages with a
company or brand. It covers each phase of CX from first encounter via final transaction.
It comprises every level of communication via internet or offline among a company or
client (Yang Y., 2015).

CX is an approach that must involve customer journey because it gives an in-depth

understanding of client’s requirements, choices and goals. Companies can modify their
products and offerings, and even interact, to these objectives by completely
comprehending customer journey (Horváth, 2023).

Acquiring a more comprehensive understanding of customer’s experience and

perspective is the major purpose of customer journey mapping. Business may discover
area of significance, places for growth and improvement, and techniques for enhancing
the overall CX by analyzing each and every step of the customer journey (Venkatesan
R., 2018).

Table 2: Customer Journey Map

Stages Stage 1: Pre- Activities: Sarah researched Taj hotel,

Customer Experience Strategy

(ACASL) booking compiling data on location, services, and

(Awareness) amenities, visiting the website, reading
reviews, and comparing prices with nearby
establishments.
Feelings and needs: Sarah eagerly
anticipated a pleasant, satisfactory stay and
seek accurate hotel information for informed
decision-making.
Stage 2: Booking Activities: Sarah chose room type,
(Acquisition) provided personal information, paid, and
received booking via email.
Feelings and Needs: Sarah seeks secure,
seamless booking process and personalized
offers.
Stage 3: Arrival and Activities: She checked-in, received room
Stay keys, dines, and participated in events.
(Services & Loyalty ) Feelings and needs: She wanted efficient
check-in, clean rooms, and prompt service
for issues. .
Stage 4: Check –out Activities: Sarah settled bills, returned room
keys and provided feedback.
Feelings and Needs: She felt grateful for
her stay and needed hassle-free check-out.
Potential Concentration Potential Opportunities for improvement:
Opportunities Ensure website is user-friendly, provides
comprehensive information, streamlines
check-in process, trains staff, and
implements quick and efficient response
systems.
Customer Experience Strategy
Customer Experience Strategy

Referencing

1. Arne De Keyser, Katherine N. Lemon, Philipp Klaus, and Timothy L. Keiningham,

Marketing Science Institute Working Paper Series 2015 Report No. 15-121, A
Framework for Understanding and Managing the Customer Experience
2. Becker, L., Jaakkola, E. Customer experience: fundamental premises and
implications for research. J. of the Acad. Mark. Sci. 48, 630–648 (2020).
https://doi.org/10.1007/s11747-019-00718-x
3. Gao, L.(., de Haan, E., Melero-Polo, I. et al. Winning your customers’ minds and
hearts: Disentangling the effects of lock-in and affective customer experience on
retention. J. of the Acad. Mark. Sci. 51, 334–371 (2023).
https://doi.org/10.1007/s11747-022-00898-z
4. Xi, C., and Idris, M. Z. (2022). A Practical Approach to Creating Brand
Personality-based Personas. International Journal of Academic Research in
Business and Social Sciences. 12(7), 423 – 433
5. Horváth, V. & Kenesei, Z., EMPLOYEE EXPERIENCE JOURNEY MAPPING: A
NEW APPROACH TO ATTRACTING TALENT IN THE TOURISM SECTOR IN
THE SHADOWS OF COVID-19, Tourism and Hospitality Management, , , 207-
217, 2023
6. Yang Y., Liu X., & Li J. (2015). How customer experience affects the customer-
based brand equity for tourism destinations. Journal of Travel & Tourism
Marketing, 32, S97–S113.
7. Venkatesan R., Petersen A., & Guissoni L. (2018). Measuring and managing
customer engagement value through the customer journey. In Palmatier R.,
Kumar V., & Harmeling C. (Eds.), Customer engagement marketing (pp. 53–74).
Palgrave MacMillan.
8. Stagnant Growth: strategic analysis of a luxury hotel brand . Available at
URL:https://tejas.iimb.ac.in/articles/109.php, (Accessed: July 29, 2023).