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Importance of Understanding the Customers in Marriott

University: Regent College London

  • Unit No: 2
  • Level: Undergraduate/College
  • Pages: 2 / Words 580
  • Paper Type: Assignment
  • Course Code:
  • Downloads: 519
Brief :
Organization Selected : Marriott International

Learning outcomes

  • In the context of Marriott International, what are the needs and expectations of the market segments?
  • Provide the map in relation to the customer experience that will be creating the business opportunities and customer touch points


You are a guest relation executive in Marriott International and is working on coordinating and managing the communication between guest and the hotel for ensuring that operations are running smoothly and able to identify the satisfaction level of the guest for maintaining the quality of service offered. Recruitment has been done for the new team members and for the purpose of introducing them to their roles, you are required to perform the induction programs.

Your first task will include the presentation with the title “The value and importance of understanding the needs, wants, and preferences of target customer groups for hospitality services”.

The presentation will include the answer to the following questions-

  • elaborate on the reason for which market segmentation is carried out by Marriott International and also brief about some customer profiling activities for determining the target market
  • What can be the enormous ways to profile the customers and the way in which the needs, wants and expectations of the target market drive the products and services offered by the hotel
  • By taking into reference various target customer groups, show the drivers of customer engagement
  • conclude the report by reviewing the various strategies used to onboard the diverse customer  

As part of the presentation, you are also required to produce the customer experience map of Marriott International



In context to Marriott International, what are the needs and expectations of the market segments

Do the evaluation for the wider range of  the different customer groups' needs and expectations with respect to the customer engagement

  • P1 Why the needs, expectation, and want of the customer target group is important and valued for the service sector industry
  • P2 What are the various factors available that drives and affects the customer engagement of different target customer group

Provide the review of the factors of the customer engagement that determines the strategies of the onboarding

Provide the map in relation to the customer experience that will be creating the business opportunities and customer touch points

How it is possible for the service sector organisation to optimize the customer touchpoints for influencing the behavior, responses, and also actions to improve the experience of the customer?

  • P3 Produce the map of the customer experience for the service sector industry
  • P4 What customer touchpoints can be seen throughout the experience of the customer for creating the business opportunities

A detailed map will be prepared that will show the customer journey model and also the examination of the activities and actions taken by each customer touch point.

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