Unit 16 Managing the Customer Experience
LO1 Explain the needs and expectations of market segments for products and/ or services of a given business organization.
LO2 Produce a customer experience map to create business opportunities and optimise customer touchpoints.
LO3 Investigate the impacts of digital technology on customer relationship management.
LO4 Apply effective customer experience management within an organisational context to maximise customer engagement.
Effective communication and articulation in explaining information effectively.
• Conceptualand critical thinking, analysis, synthesisand evaluation.
• Recommendationsondevelopmentof improvementrelevantto the vocational and organisational context.
• Research, analysis and business data (both internaland external) to provide insight, support solutions to business.
• Curiosity aboutdigitalbusiness trendsand developments, incorporating them into the workplace.
Whilst offering the most powerful portfolio in the industry, Marriott International is operating, franchising and licensing hotels, and have residential and time-share properties across the world. Marriott International began as an A&W Root Beer franchise in Washington, D.C., in 1927. Founders J. Willard and Alice Sheets Marriott got their business started by quenching people’s thirst during the hot summers in Washington, D.C. 30 years later in 1957, they expanded into the lodging business with the Twin Bridges Motor Hotel in Arlington, Virginia.
As of December 31, 2024, the company owned 2,032 company-operated properties with 586,201 rooms, and 7,192 franchised and licensed properties with 1,104,446 rooms. In 2024, Marriott served customers under 30 hotel brands in 144 countries and territories.
Aiming to connect people through the power of travel, Marriot International continues to lead and be successful owing to its outstanding talent, digital transformation, sustainability and risk management, by elevating company priorities, core values and Marriott’s unique brand of hospitality around the world.
Marriott’s reputation for superior customer service dates to J. Willard Marriott’s original goal for his business: “good food and good service at a fair price”, while pursuing to evolve with guests’ needs in mind. As offering customer service is among their top priorities, they always seek to offer wonderful hospitality, using 30 brands ranging over 4 distinctive segments as ‘luxury, premium, select and longer stays’, to say nothing of the abundant benefits customers receive from its loyalty programme, Marriott Bonvoy’