Formative Assessment
Version 2
Customer Experience Strategy
BPP Business School
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Contents
Customer Experience Strategy
Importance of customer experience.............................................................................
Customer Persona Creation..........................................................................................
Customer Journey Map.................................................................................................
Referencing....................................................................................................................
Customer Experience Strategy
Importance of customer experience
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 (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.
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.
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.
Consumer happiness increased as result of companies adopting Consumer Persona to
accurately define their market, modify customer experience schemes, and recognize
customers’ tastes.
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, feels left behind after
her husband's death. She decides to take advantage of her
golden years and explore new places, choosing the Taj
hotel in Mumbai, built in 1903 on the ocean's edge.
Motivation John is drawn to the high level of luxury, the cultural
immersion, the ease of access, and the convenience of Taj
Hotel.
Customer Experience Strategy
F
igure
:Customer
Satisfactory
Rate of Taj
Hotel 2022
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.
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.
Customer Experience Strategy
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.
Table 2: Customer Journey Map
Stages Stage 1: Pre- Activities: Sarah researched Taj hotel,
(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
Customer Experience Strategy
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
Referencing
1. Operator VC, B.K.| (2016) Why Taj is the Best Customer Service Company in the
world, Medium.
2. Pen | Bold Kiln Press. Available at: https://medium.com/pen-bold-kiln-press/why-
taj-isthe-Best-customer-service-company-in-the-world-24f24e548574 (Accessed:
July 31, 2023).
3. The taj mahal palace - timeless luxury & heritage since 1903: Taj Hotels (no
date) Luxury
4. Hotels & Resorts in India & the World. Taj Hotels. Available at:
https://www.tajhotels.com/en-in/taj/taj-mahal-palace-mumbai/stories/ (Accessed:
July 30, 2023).
5. Luxury Hotels & Resorts in India & the world | taj hotels (no date). Available at:
https://www.tajhotels.com/content/dam/thrp/Development/Downloads/
Taj_Group_Presentation.pdf (Accessed: July 29, 2023).
6. Commbox (2022) 12 ways to improve your customer journey, The easy way!,
Available at https://www.commbox.io/12-ways-to-improve-your-customer-
journey-the easy-way/ (Accessed: July 29, 2023).
