Managing the Customer Experience in the Food and Beverage Industry

This report discusses the importance of understanding customer needs, factors that drive consumer engagement, customer touch-points, digital technology, CRM systems, and customer service strategies in the food and beverage industry. The case study of Paradise restaurant is used to illustrate these concepts.

MANAGING THE
CUSTOMER EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
Explaining the importance and value of understanding customer’s needs, preferences and
wants............................................................................................................................................3
Exploring different factors that drive and influence consumer engagement of several target
consumer groups..........................................................................................................................4
Reviewing how target market engagement factors identify consumer on boarding tactics........5
Evaluating a wide range of varied target consumer groups needs and expectations in form of
consumer engagement for companies..........................................................................................5
LO 2.................................................................................................................................................5
Customer experience map of Paradise restaurant........................................................................5
Customer touch-points creates business opportunities for a selected service sector organization
.....................................................................................................................................................6
Utilising the customers touch points in order to influence their behaviour and increase their
response towards the services......................................................................................................6
Examine how is digital technology employed in managing the customer experience with the
service sector...............................................................................................................................7
Effectiveness of CRM systems....................................................................................................8
Advantages and disadvantage of CRM systems..........................................................................8
Customer service strategies in a specific food and beverage industry........................................8
How does customer service strategies develop and create the customer experience which
meets the needs and demand of the customers and business standards.......................................9
Application of customer service strategies of a specific customer service strategies in the
context of Paradise restaurant....................................................................................................10
Delivery of customer service strategies and communication with recommendations to improve
customer experience..................................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Customer experience management is defined effective procedure of surveying, examining
and enhancing consumer interaction and relation with ventures, either small or large, public or
private. The current assignment will be based on Paradise, which falls under the category of
leading restaurants in the London, UK (The Best Restaurants in London, 2022). The current
report will justify the importance and value of understanding needs, wants and preferences of
target audience. It will also specify different factors that influence and drive consumer
engagement within Paradise. The study will explain customer experience map, and consumer
touch-points throughout the overall experience. It will also justify how chosen organization can
optimize each of consumer touch-points to influence behaviour, response and action. The report
will also explain how digital technology is employed in managing consumer experience within
service industry, and illustration of consumer service tactics. Furthermore, the report will also
clarify how consumer tactics create and develop customer experience to meet their needs and
requirement of business standards.
LO 1
Explaining the importance and value of understanding customer’s needs, preferences and wants.
In the recent time, it is quite important for each organization, whether it is public or
private to understanding the need and expectations as well as preference of target customers. By
considering their terms and developing more information related to that, Paradise and Luca
restaurants that established in London, may obtain unpredictable benefits (Hartung and
Rottenberg, 2019). It can be said that organizations understanding related to consumer demand
and preferences are valuable and essential too, because of varied reasons. For example, it may
enable both chosen restaurants capable to retain potential guest and develop plan to gain the
attention of new audience, in form of making changes related to existing services and food
products, according to individual guest need (Van Heerde, Dinner and Neslin, 2019). It is
important for organizations to do that systematically, effectively and appropriately, by taking
several initiatives, which they may do so with support of skilled and talented people. By
comprehending and knowing buyer’s needs, companies may sustain for longer in the food &
beverage industry, where competition level is high because each organization may give tough
competition. Recently, pandemic has impacted negatively upon overall business world, which is
not suitable for rapid and effective growth of companies including restaurants, bars and others. It

may also affect customers’ needs and buying behaviour. Thus, the consideration of overall
environment may drive the attention of Paradise and Luca toward understanding target market
needs that help to increase profits and achieve target aims.
It can be said that customers need identification and understanding related to similar
terms may allow restaurants to gain competitive advantages in varied terms that pleasure they
may take for longer time. It may enable them to beat rivals and increase customer base, which is
not that easy as it needed a lot of efforts, resources and initiatives.
Exploring different factors that drive and influence consumer engagement of several target
consumer groups.
In case of Luca and Paradise as chosen restaurants, technology advancement is the best
example of external factor that may put direct impact on consumer engagement of several target
consumer groups that companies segment on certain basis such as age, gender, preference,
income, interest, etc. By using social media and other digital marketing platforms, firms may
engage target audience in effective and appropriate manner (Gligor, Bozkurt and Russo, 2019). It
may enable restaurants to engage individual guest with ventures and their exciting offers that
management may plan especially for them, with consideration of their needs and requirements,
that might be changed according to trend. It may drive the target market engagement toward
engaging with restaurants and their great offerings. Another factor that affect or drive the same
practice related to people that organizations target as potential guest, for purpose of selling food
items that their expert may produce (Yen, Teng and Tzeng, 2020). This factor named as market
trend that drive the attention of individual customer toward engaging themselves in specify
activity, product purchase and service utilization, which in turn provide them appropriate
satisfaction. In today's time, people prefer to purchase or buy those items that are now in trend.
They may focus on quality and quantity of goods, which drive them to take right action and
decision related to buying things.
Economic factor may also affect consumer engagement in term of driving attention
toward engaging with purchase and use of those services that restaurants provides to them
(Molinillo, Anaya-Sánchez and Liébana-Cabanillas, 2020). It may affect negatively in case of
low income level that affect buying decisions of customers. Individual person always take
initiative to purchase a product and use any service according to their budget, which drive them

toward engaging themselves in brands offering. It may affect either in negative and positive
manner, as it depends on income level and economic growth.
Reviewing how target market engagement factors identify consumer on boarding tactics.
It can be review that customer engagement factors identify consumer on boarding tactics
for varied target buyer’s groups within Paradise and Luca. It may affect organizations to
developing understanding in regard to what their customers want and how they reach to products
and services related to information. Consumer understanding, setting expectations, creating
consumer centric aims, etc. are included in category of on-boarding strategies that might be
determined throughout each factor that drive the attention of firms toward developing
understanding related to each concept.
Evaluating a wide range of varied target consumer groups needs and expectations in form of
consumer engagement for companies.
Low to middle income people are also included in target customer group of restaurants. It
can be evaluated that their needs and expectations are quite similar on certain basis, such as
quality, taste, texture and quantity. On the other hand, the same terms are different on the basis
of price, as each target customer group prefer to consume a food item according to their budget
and order with similar consideration. Thus, it may affect Paradise and Luca business and success
in the overall sector.
LO 2
Customer experience map of Paradise restaurant
STAGE Awareness Consideration Decision Service Loyalty
Customer
Actions
Getting
information
about the
business
through
different
platforms
Conducting
research on
price,
competitors,
etc.
Making the
purchase
decision
Receive the
service
offered by the
organization
Making
consistent
purchases
towards the
business
Touch Points Word of Word of Mobile app, Phone Review sites,

mouth, social
media,
website
mouth, social
media, website
phone chatbot, email social media
Customer
Experience
Hesistant,
interested
Excited,
curious
Highly
excited
Satisfied Highly
satisfied
KPIs Number of
customers
Visitors on the
website
Rates of
conversion
Product
reviews,
comments ion
posts
Customer
satisfaction
rate, retention
rate
Business |
Goals
Increasing
awareness
about the
business
Increasing
website
visitors
Improving the
conversion
rates
Minimising
the waiting
time
Generating
positive
reviews
Teams
Involved
Marketing, Sales,
marketing
Online
development,
sales,
marketing
Customer
success,
customer
service
Online
development,
customer
service
Customer touch-points creates business opportunities for a selected service sector organization
The various touch points such as the social media, website and phone chatbots are helpful in
order t6o increase the growth opportunities of a business in the competitive environment. It is
crucial for the food and beverage organization to effective use these touchpoints in order to
maximise their reach and increase the engagement of the customers towards the services that are
provided by Paradise restaurant to the customers (Ngelyaratan and Soediantono, 2022). With the
help of these touch points the business may be able to achieve higher quality of output and
increase the awareness of the brand in the industry.
Utilising the customers touch points in order to influence their behaviour and increase their
response towards the services
The touch points such as social media is highly effective in order to build better relationships
with the customers and increase their engagement towards the products and services that are

promoted by a business on these platforms. It helps in improving the response from the
customers as they can give their reactions with the help of likes and comments on the posts of the
business. The official website of the organization may provide the appropriate information to the
customers about the salient features of the services that are offered by the business to the
customers.an appropriate website may build a suitable brand image among the customers which
may help them to make better purchasing decisions towards the organization.
Examine how is digital technology employed in managing the customer experience with the
service sector
Digital technology is an effective tool which is helpful in order to manage the
relationship between an organization and their customers effectively. It provides better assistance
to the business for improving social connectivity in the business environment which is a crucial
aspect of the business. Certain aspects are beneficial for the success of the relationship
management such as the effective use of these factors which are crucial for a business to increase
their opportunities in the business environment (Rangriz and Bayrami Shahrivar, 2019).
Customer relationship management is an effective concept which is helpful in increasing the
engagement of the customers towards the business practices and gaining their trust in completing
the crucial tasks. It is crucial for an organization to effectively manage their customers as they
are one of the most important stakeholders of a business that have a major role in the decision
making process of an organization.
Digital technology has become a useful resource in order to manage the needs and demands of
the customers with the help of effective tools and techniques. The digital tools may provide an
effective experience for the companies to get the knowledge about the likes and dislikes of their
customers which is beneficial in preparing better strategies for the development of the business.
With the help of effective technology, a business may be able to offer better customer support to
their users and increase their satisfaction towards the decisions and policies of a business (Cruz-
Jesus, Pinheiro and Oliveira, 2019). These practices are crucial for an organization to remain
sustainable and increase their customer base in the industry. The digital technological tools are
helpful in managing an effective experience for the customers which is helpful in order to
increase the overall sustainability of the companies in the market. It is helpful in gaining
effective feedback from the customers which provides appropriate opportunities for the business
to grow and gain better competitive advantage in the industry. There are different CRM systems

that are used by businesses such as analytical, collaborative and operations that are used by the
businesses in order to build better relationships with the customers and increase their satisfaction
levels.
Effectiveness of CRM systems
The CRM systems are considered as productive in order to acquire more customers in the market
and provide the organizations with competitive advantage in the industry. Digital technology is a
useful tool which is beneficial for the CRM management in order to increase its reach and
develop trust among the customers (Chatterjee and et.al., 2020). The customers may retain in
Paradise restaurant that have a sound CRM system in order to increase their competitive
advantage in the industry. The organizations are able to develop better business practices with
the use of these technological tools that are designed in an effective way to give the maximum
benefit to the organizations.
Advantages and disadvantage of CRM systems
Advantage
The main benefit of CRM is that it provides appropriate data and information to the
company which is helpful for preparing appropriate strategies for the development of the
organization. It is useful in increasing the productivity of the staff and achieve efficiency in their
work. CRM systems creates better value for the customers and helps in enhancing their
experience towards the company.
Disadvantage
There can issues regarding to data security and breach which can create issues for the business to
maintain an effective image of the brand in the industry. The staff may over-rely on the CRM
systems and decrease their contribution towards the business which may create various issues in
order to manage the work appropriately.
Customer service strategies in a specific food and beverage industry
There are several strategies that may be convenient for the business in order to improve the
customer services that are provided by an organization to their customers. These strategies are as
follows:
Effective feedback

The organizations may measure the engagement of the customers towards the activities that are
conducted by the business. The organization may take effective feedback from the customers
regarding the services that have been provided to them by the organization (Chatterjee and et.al.,
2021). It is helpful for measuring the level of satisfaction that is achieved by Paradise restaurant
after gaining the services of the food and beverage industry. This may be beneficial in order to
make effective changes in the approach of the business towards providing high quality services
to the customers.
Hire professional employees
It is beneficial for an organization to recruit top quality candidates which may increase
the customers service that is provided to the customers. This service may increase the chances of
gaining better recognition by the customers and developing their trust towards the business
practices of the organization. It is a useful strategy for improving the overall engagement if the
organization in order to increaser their satisfaction towards the services that are provided by the
hospitality organization.
Provide additional benefits to the customers
It is beneficial for a food and beverage organization to provide their customers with extra
benefits as its highly effective in increasing their attraction towards the business. These
additional services such as free breakfast, wifi, etc. may increase the engagement of the
customers towards the services that are provided by the business to their customers. It is useful in
improving the customer experience and building an effective image of the brand among the
customers (Lebdaoui and Chetioui, 2020). It may provide various opportunities for the company
to grow and develop a better market share in the industry. The customers will promote a better
image of the food and beverage organizations if their satisfaction levels are met by the business
and they are provided by the due resources and services.
How does customer service strategies develop and create the customer experience which meets
the needs and demand of the customers and business standards
The customers service strategies are effective in order to increase the engagement of the
customers towards the services that are provided by the business to their customers. It is helpful
in providing a greater value to the customers and improving their competitive advantage in the
industry. Paradise restaurant might be able to retain their customers with the help of these

customer service strategies that are useful for development. They are able to provide the
customers with high quality of service and maintain their motivation levels towards gaining an
effective experience in the current business organization. It is useful for increasing the loyalty of
the customers towards the hospitality company (Chatterjee, Ghosh and Chaudhuri, 2020). With
the help of these strategies and organization may be able to achieve higher quality of output and
increase their contribution in the development of the business practices. These aspects may be
beneficial for increasing the overall profitability of the business. It creates growth opportunities
for the business in the competitive business environment which is crucial for a hospitality
company to increase its market share in the industry.
Effective service given by a business to their customer may increase their referrals and
references to other potential customers which is highly useful for reducing the advertisement
expensed of the business. With the help of this practice, a business may be able to increase their
expenditure on the quality of service that is provided by them to the customers. The customers
may themselves promote an effective image of Paradise restaurant which is important to develop
higher value for the organization in the business environment. The organizations in the
hospitality industry may be able to meet the needs of the customer with the help of these
customer service strategies that provides developmental opportunities for a business. These
strategies may provide the staff members with clear guidelines to perform their job role
effectively and increase the productivity of their business in the global environment.
Application of customer service strategies of a specific customer service strategies in the context
of Paradise restaurant
The customer service strategies are useful for paradise restaurant in order to increase the
engagement of their customers towards the services provided by the business. It has a positive
impact on the overall development of the company in order to provide a higher quality of output
to their customers (Dalla Pozza, Goetz and Sahut, 2018). The effective feedback that is provided
by customers may provide the organization with a better opportunity to make effective changes
in their organization and increase the success of the business in the competitive environment.
The trained and professional staff members may provide a better experience to the customers
which is beneficial for increasing its growth in the industry, these staff members may have better
attributes and skills that are crucial for increasing the satisfaction of the customers. The

management of the organization can introduce online ordering services for the customers that is
helpful in providing a comfortable experience for the customers. It can also have easy payment
options for providing customers with an effective experience.
Delivery of customer service strategies and communication with recommendations to improve
customer experience
Paradise restaurant in the food and beverage industry may analyse the needs of the customers
and develop new and creative dishes that are attractive for the customers to fulfil (AlQershi,
Mokhtar and Abas, 2020). These businesses can also increase their promotion on several social
medial platforms by offering discounts and coupons for the customers in order to gain the service
from the food and beverage company.
CONCLUSION
According to the above report it has been concluded that the organizations have been able
to make effective changes in their services with the help of the customer service strategies that
are crucial for developing a better customer base. The organizations have improved the response
from their customers with the help of the enhanced services that are provided to them by these
companies. It has provided an opportunity to gain better recognition in the industry and improve
the sustainability of the business.

REFERENCES
Books and journals
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study and conceptual framework development. Journal of Asia Business Studies.
Chatterjee, S. and et.al., 2021. The effect of AI-based CRM on organization performance and
competitive advantage: An empirical analysis in the B2B context. Industrial Marketing
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Chatterjee, S., Ghosh, S.K. and Chaudhuri, R., 2020. Knowledge management in improving
business process: an interpretative framework for successful implementation of AI–CRM–KM
system in organizations. Business Process Management Journal.
Cruz-Jesus, F., Pinheiro, A. and Oliveira, T., 2019. Understanding CRM adoption stages:
empirical analysis building on the TOE framework. Computers in Industry. 109. pp.1-13.
Dalla Pozza, I., Goetz, O. and Sahut, J.M., 2018. Implementation effects in the relationship
between CRM and its performance. Journal of Business Research. 89. pp.391-403.
Gligor, D., Bozkurt, S. and Russo, I., 2019. Achieving customer engagement with social media:
A qualitative comparative analysis approach. Journal of Business Research. 101. pp.59-69.
Hartung, H. and Rottenberg, S., 2019. Human-Centered Design: Understanding Customers’
Needs Through Discovery and Interviewing. Academic Entrepreneurship for Medical and
Health Scientifics. 1(4).
Lebdaoui, H. and Chetioui, Y., 2020. CRM, service quality and organizational performance in
the banking industry: a comparative study of conventional and Islamic banks. International
Journal of Bank Marketing.
Molinillo, S., Anaya-Sánchez, R. and Liébana-Cabanillas, F., 2020. Analyzing the effect of
social support and community factors on customer engagement and its impact on loyalty
behaviors toward social commerce websites. Computers in Human Behavior. 108. p.105980.
Ngelyaratan, D. and Soediantono, D., 2022. Customer Relationship Management (CRM) and
Recommendation for Implementation in the Defense Industry: A Literature Review. Journal of
Industrial Engineering & Management Research. 3(3). pp.17-34.

Rangriz, H. and Bayrami Shahrivar, Z., 2019. The impact of E-CRM on customer loyalty using
data mining techniques. BI Management Studies. 7(27). pp.175-205.
Van Heerde, H. J., Dinner, I. M. and Neslin, S. A., 2019. Engaging the unengaged customer: The
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Online
The Best Restaurants in London 2022. 2022. [Online]. Available Through:
<https://www.esquire.com/uk/food-drink/restaurants/a30640079/best-restaurants-london/>

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