Managing the Customer Experience in Hospitality Industry

This report discusses the importance of understanding customer needs, factors that drive customer engagement, customer on-boarding strategies, and customer experience mapping in the hospitality industry. It evaluates different target customer groups' needs and expectations in terms of customer engagement. The report also includes a detailed analysis of The Barbary and Murano customer engagement process.

Managing The
Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
value and importance of understanding the needs, wants and preferences of target customer
groups..........................................................................................................................................4
Different factors that drive and influence customer engagement of different target customer
groups..........................................................................................................................................5
Review how customer engagement factors determine customer on-boarding strategies for
different target customer groups.................................................................................................8
Evaluate a broad range of different target customer groups’ needs and expectations in terms of
customer engagement..................................................................................................................8
customer experience map for The Barbary.................................................................................8
Customer touch-points throughout the customer experience create business opportunities for
The Barbary.................................................................................................................................9
A detailed customer experience map that charts the customer journey model and examines the
activities and actions taken at each customer touch point to create business opportunities ....10
Analyse how a selected service sector organisation can optimise each of the customer touch
points to influence the behaviour, responses and actions of its customers to enhance the
customer experience..................................................................................................................11
Digital technology in managing the customer experience........................................................11
Evaluate how digital technologies employed in managing the customer experience within the
service sector are changing CRM systems to effectively acquire and retain customers...........11
advantages and disadvantages of CRM systems used in for acquisition and retaining of
customers...................................................................................................................................12
Illustrate customer service strategies in a specific service sector context.................................13
Customer service strategies create and develop the customer experience in a way that meets
the needs of the customer and required business standards......................................................13
Review the application of customer service strategies of a specific service sector organisation
in creating the customer experience and make recommendations for improvement................14

Evaluate the delivery of customer service strategies and communication, justifying and
making valid recommendations for improvement for developing a quality customer
experience.................................................................................................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Customer experience management is the determine process that focuses on developing
the effective customer engagement and experience. By the use of mentioned techniques,
businesses collect the reliable insights and use these data to prioritise customer experiences. The
respected report will revolve around the practises adopted by the hospitality industry to form the
effective customer experience management. In regard to this the mentioned report will evaluate
and comparative analysis the need and exception of customer in the mentioned industry. For
such process a detailed analysis on The Barbary and Murano customer engagement process will
be highlight.
Furthermore, the mentioned report will highlight the customer experience map of The
Barbary and highlight the touchpoints that assist the mentioned business to attract the potential
customer towards their operational services. Moreover, in the further stages the implication of
digital technology in managing the customer experience will be derived, as well as the
importance of digital technologies in changing the CRM system and in acquiring and retaining
the customer will also evaluate in the given report. At last various points will also be evaluate in
regard to the advantages and disadvantages of CRM system as well as customer experience
strategies that used in improving the customer experience will be derived in the given report
(Alexander, and Cano, 2020).
MAIN BODY
value and importance of understanding the needs, wants and preferences of target customer
groups
Knowing customer preferences plays one of the vital role for the organisation, as it assist
them in order to get the reliable insights of their customer demand. In addition to this, these
information further can be utilized to improvise the business functions, which could facilitate the
businesses to acquire customer base towards their services. Moreover in the modern era, in every
industry there is a cut throat competition, hence to develop the loyal customer base towards the
business functions it is essential to understand the customer needs and want briefly. In regard to
this, The Barbary and Murano deployed the efforts in order to understand their customer need
and wants more effectively (Goodman, 2019).

The Barbary, is a renowned name in the hospitality industry that offers the exotic
products, and flavoursome species to their targeted customer. The mentioned business uses the
number of marketing strategies in their business operations, as these strategies is only get
successful when the business know whom they need to marketing. Therefore, by understanding
the customer preference assist the mentioned business to better elaborate their marketing
campaign in the market in order to get the yielding result. Moreover, by understanding the
customer need assist the organisation to better development of their brand development in the
performing market.
Through addressing such process, the Barbary improve the quality of their services
according to the preference of their customer. Hence, it assist the manager of Barbary to better
attract the customer interest towards their business functions. Moreover, it also allowed to
maintain the customer satisfaction and lower the churn rate. The mentioned business has
created the attractive ambience by addressing according to the customer interest and needs. As ,
such process helped them to offer the personalize customer experience to their loyal customer
that assist them in order to from more strong relationship bond with their target audience.
Furthermore these practises clearly offers the competitive edge by increasing the customer
satisfaction and enhanced the win rate that ultimately lower the service cost (Jaziri, 2019).
Murano is known for its lavish ambience and cuisine in the heart of the London.
Moreover, the mentioned business also got the Michelin Star within the 4 months of opening.
The mentioned business uses the number of tools and techniques In order to collect the reliable
insight of their target customer base. As it helps them in order to deliver more reliable services
according to their needs. By such insights the mentioned business identify the target audience,
that offers the clear vision to whom they need to serve their services. In addition to this, it helps
the respected business to prioritizing resources. In regard to this, it also assist them in order
increase the planning precision, due to having the reliable insights of targeting customer. By such
activity the mentioned business effectively deploy their in the indulged activities according to the
priority of the business (Kim, Yoo, and Yang, 2020).
Different factors that drive and influence customer engagement of different target customer
groups
There are number of factors that assist the business in order to form the effective
customer bond by engaging them in their business operation. Hence, in regard to this, below are

the brief analysation of different factors in the both of the restaurants that assist them in order to
offer the effective customer service to their targeted audiences.
Basis Target customer group The Barbary
Food quality Regulars, middle class
income levels, quality
conscious
The mentioned business offers the wide range
of cuisines to their customer who are looking
for authentic taste and quality. Moreover, the
mentioned business offers the justified pricing
on their food item that can cater the middle
income individuals towards their business
function.
Staff behaviour New customer, loyal
customer, behavioural
customer.
The mentioned business knows their target
customer preference very well. Hence, in order
to transform the new customer into loyal one,
the mentioned business deployed the highly
skilled staff that offers them quality services.
Moreover, The Barbary staff also helps the
customer in their choices in regard to the
order. Hence these practises plays one of the
vital role to address these type of customer
base more effectively, towards the services of
the restaurants.
Ambience Teenagers, casual visitors,
ambience enthusiast.
The Barbary has a unique design ambience in
the restaurant which is inspired by the pirates.
Various artistry portraits and attractions that
can influence any group of people towards
their business functions. In addition to this,the
mentioned business deploy the effective
marketing strategies that assist them in order to
attract the teenagers, which attracts firstly from
the ambience and afterword from food

(Pandey, and Mookerjee, 2019).
Basis Target customer base Murano
Space and layouts Joint families, couples,
teenager groups.
The Murano has the decent and attractive
space for its restaurants that have the
decent sitting capacity. Hence, by these
sitting area the mentioned business easily
attract the large groups and families that
mainly looking for the places that can
offer cosy sitting area and quality of food
at the same time.
Unique food in the
menu
Foodies, regulars and
Wandering customer
The respected business has the unique
food item selection in their food menu in
which customer has the option to select
the new dishes and beverages. In addition
to this the main aim of deploying new
dishes in the menu is to develop the
strong bond with the target customer base
that look for something unique and
different in the food menu.
Service time Impulsive customer The respected business has develop and
strategically manages their food service
practises in order to offer the fast services
to all the potential customer which are
impulsive and can triggered easily due to
high service time. In addition to this the
mentioned business uses the number of
software and tools in their operational
function that helped them to lower their
service time and satisfy their customer

need (Pekovic, and Rolland, 2020).
On The basis of the discussion it has been seen and reviewed that there are the different
factors that drive and influence determine customer engagement of different target customer
groups within service Industry. It has been seen that that in context of the Barbary, the Food
quality that comprises of the cuisines to their customer to effectively target the regular middle
class is vital as they are looking for authentic taste and quality which is to offered at the justified
pricing on their food which effectively cater the middle income individuals towards their
business function. Further, the staff behaviour as well as the Ambience of the Barbary is also a
key factor that drive and influence determine customer engagement of different target customer
groups within service Industry as the staff also helps the customer in their choices in regard to
the order. Along with this, various artistry portraits and attractions reflects and deploy the
effective marketing strategies that assist the Barbary in order to effectively cater and attract the
teenagers. Beside this, in context of the Murano the proper Space and layouts that consists of the
decent and attractive space for its restaurants to have the decent sitting capacity is competing of
the vital factor that drive and influence determine customer engagement of different target
customer groups within service Industry. Further, the Unique food in the menu and Service time
based on delivering fast services to all the potential customer is effective to cater and retain the
impulsive customers who can triggered easily due to high service time. Beside this, an analysis
can also be made that within the service industry Positive reviews from the customers tend to
plays a vital and effective role in creating and targeting customer groups by the way of creating
positive brand image. Along with this, it has been also see that making use of the social media
interaction along with applying digital marketing tools is also tend to supports a higher
interaction and conclusion of the Barbary within its customers to lead better engagement of
target customer. Beside this, the better services quality along with ensuring good quality food is
and positive staff behaviour at Barbary is also plying a vital role in creating and building positive
emotional bond to ensure and have higher retention and continuous return of the customers.

Review how customer engagement factors determine customer on-boarding strategies for
different target customer groups
The above discussion clearly stated the number of customer engagement factors of both
of the restaurants. In addition to this these factors plays one of the vital role as they assist in
influencing the customer on board strategies. For instance The Barbary has the attractive
ambience and unique flavours and taste in their food items. Hence, it assist them to attract the
customer and welcoming new customer to visit their restaurants. On the other hand the Murano
has the open spaces and unique food dishes in their menu, which used them in their on board
strategies to cater the target audiences more efficiently according to their business plan and
strategies (Roy, 2018).
Evaluate a broad range of different target customer groups’ needs and expectations in terms of
customer engagement
The above discussion has shows the different target groups that endorsed with the
mentioned organisation. In addition to this, there are number of factors that adopted the
mentioned businesses in order to form the effective customer engagement in their operational
functions. In instance both of the business has focuses on their price factor, as it play one of the
major role in forming the effective customer engagement. As the above mentioned restaurants
offers the justified price according to their product quality. Moreover, by understanding their
customer need The Barbary deployed the attractive ambience in its restaurant that attracted the
teenagers and casual visitors more effectively towards their business functions.
customer experience map for The Barbary
Customer experience mapping is the process that highlight how an individuals feel when
engage with company product and services. In regard to this below are the detailed customer
experience mapping on the context of the mentioned business functions.
First Step:
 Understanding customer's Journey- The mentioned stage highlight the buyer journey.
In regard to this the mentioned business has the detailed online website and have the
attractive restaurant that attracted the potential customer. In regard to enhance the
customer reach the mentioned business also has its social media account on Instagram on
which detailed information of their business operations and ambiance photos has placed
that could work in interacting the customer (Sahu, Deng, and Mollah, 2018).

Second Step:
customer feeling and thinking- In this mentioned stage the customer expectation and feelings
are connected with the business functions of organisation. In regard to from the emotional bond
with the customer the mentioned business deployed the attractive connect on their social site, as
well as deliver its brand legacy in order to develop motional connection with their customer.
Moreover, the respected business also published the information of their operational activities as
well as rely on surveys to better understand its customer preference and merged with its business
functions.
Third step:
Customer touchpoints- touchpoints are the interaction and communication between the
potential customer and brand. In regard to form the effective interaction the respected business
has the social media presence, official website, testimonial and reviews, advertising and
marketing before the purchasing.
 During purchase- Staff support, takeaway services, online ordering system, loyalty
program, luxury dinning experience.
 Customer touchpoints after services- Follow- up messaging, feedback and review.\
Fourth stage:
 Setting the stage- In this mentioned stage all the above discussed practices of customer
experience is analysed in detailed and prioritise the resources according to the need of the
stages. Hence, by using the above practice the mentioned bushiness attracted the
customer and make them loyal one.
In accordance to the above discussion, it has been seen and find out that the four main phases
of the customer experience map that includes of the Awareness, Consideration, Retention, and
Advocacy. The awareness tends to comprises of the discovery stage is where the Barbary tend to
get into the radar of the choices of the customer and Once the customer is aware about the
business exists it become easy to deliver the needed products and services which can offer a
solution, it is easier to sell to them. Consideration is tend to be the second stage in customer
journey where customers have narrowed down their options but are still evaluating each one by
looking at additional information thus, at this stage the Barbary need to offer better quality
product and services as customer find it more better while it is being compared to other solutions
within the market. Customer retention is the set of actions that companies take to stop customers

from leaving and to retain and grow as many as possible into loyal customers. Thus, Barbary
tend to focus on the creation and leading the positive customer's relationship with the
organization through offering best quality product and ensuring positive staff behaviour to
develop higher customer loyalty and commitment level which ensures higher retention of
customers. Beside this, the Customer Advocacy is described as a specialist form of customer
service in which companies focus on what is deemed to be best for the customer. Thus, the
management of the Barbary of tend to have and make a continuous study of the needs of its
customers that help the firm in satisfying them in a timely and cost effective manner to ensure
higher customer retention and productivity level.
Customer touch-points throughout the customer experience create business opportunities for The
Barbary
The above customer experience mapping has clearly showed the numerous touchpoints of
customer that adopted by the mentioned restaurants in their business function in order to create
the better opportunities. In regard to this below are the brief discussion of some of these
touchpoints that assist them in order to develop the better customer engagement.
 Before the purchase- The mentioned business has the social media presence, official
website that clearly address the business functions of the Restaurants business. In regard
to this, their official website and social media account has the detailed overview of their
ambience and menu. Moreover the history of starting of their business function were also
has on the official webpage. Hence, the mentioned practises ensures that customer get all
the reliable information of the mentioned business. In addition to this, the respected
business also monitor the review sites such as trip advisor and yelp to form the powerful
touchpoint (Smit, and Melissen, 2018).
 during the purchase- The mentioned business has the highly skilled staff that offers the
effective services to the customers. By such services the mentioned business converts the
first time customer into loyal one. Moreover, the mentioned business take the suggestion
to the customer to develop the strong relation with their customer and make their dinning
experience more memorable. The mentioned business also offers the loyalty program to
their potential customer that assist them to develop the long relationship with their
business.

 After service- The Barbary offers the after services, in which they follow up with their
customer communication. By managing this touchpoint assist the mentioned business to
increase repeat eaters. Moreover, the mentioned business sends the special offers, and
event details to customer mail in order to make them engage in its business functions.
 Website- A website is the most common form of the touchpoint customers choose to
reach out to the business. Thus, the Barbary tend to make use of a well-designed site that
make visitors want to stay longer and keep them more invested in the product and
services offered by the Barbary through leading a user friendly interface with customers.
 Review sites- It also tend to be an important and vital touch points for Barbary to attract
and cater larger number of customers as it supports creation of positive brand image
based on positive review and feedback from the customers.
 Text message- it has been seen that the SMS or text message marketing is a low-cost and
highly effective way to reach people with the marketing message no matter where they
are and at any time thus supports and brings an effective touch point for the Barbary to
reach its target customers.
 Email & Telephone- It has been seen that the touch point emails and telephone are a
planned series of contacts after the initial kick-off which are important to maintaining a
relationship with target customers. Thus, making use of email and telephone as customer
touch point is rationale for Barbary as it is important to provide highlights of success and
to watch for signs that they may want to end their campaign and attract and cater a larger
number of customers through constant transformation and creation of awareness.
 Mobile application- It consist of the type of application software designed to run on a
mobile device, such as a smartphone or tablet computer thus provide a direct and more
creative way of having interaction with the customers that supports better communication
with the target customers. The use of various digital online app is being made by Barbary
to reach out its potential customers through making use of multimedia content in form of
videos, text, graphs, images etc. to have more direct and creative connection with
customers.

A detailed customer experience map that charts the customer journey model and examines the
activities and actions taken at each customer touch point to create business opportunities
The above discussion has clearly highlighted the various touchpoints that used by the
mentioned business in order to develop the effective customer experience in of their business
functions. In regard to this below are the actions that adopted by the mentioned business.
 Uses social media platforms to advertise their product and services I the vast number of
customer.
 Offers the rich dinning experience to their customer that make them loyal one. Moreover
they also address feedbacks in their business functions to improvise the customer
experience.
 Offers the after services such as direct messaging and email marketing to make them
repetitive customer.
Analyse how a selected service sector organisation can optimise each of the customer touch
points to influence the behaviour, responses and actions of its customers to enhance the
customer experience
The mentioned company use all of the touchpoints in their business functions in order to
influence the customer experience.
 By monitoring and managing the review sites the mentioned business can easily attract
the more customer towards their business functions.
 The social media account and official website of the mentioned restaurants offers the
detailed overview of respected company business functions. Hence, first time customer
can attract in their sales funnel which can assist them enhance their revenue.
 Beside this, a strategy of employees listens to customers by not interrupting them while
talking along with making proper eye contact for making sure that they are hearing and
listening is also an effective way for Barbary to attract and retain customers.
 Along with this, it has been also seen and observed that while talking to customers it is
also essentially and needed to have the focused and have the good gesture, eye contact,
smiling, interacting with them with respect to attract and retain customers.
 Beside this, it has been also seen and find out that having the policy of the taking
immediate action for complaints based on the effective understanding of the situation is
also effective way to have higher attraction and retention of customers. This comprises

of the firstly, apologizing is start of your complaint and resolving it with care to show
customers that they truly value respect, high value of standards and love as a whole to
create a sense of higher loyalty and commitment in customer which ensure their higher
attraction and retention.
Digital technology in managing the customer experience
There are number of digital technology that used by the restaurants industry in order to
maintain the customer experience in the business functions. As the digital technology evolved
the complete scenario of acquiring the customer more effectively.
 online table reservation system- By the use of reservations management system,
restaurants has the ability to manage all the online reservations that made online. By
using the dedicated online services assist the mentioned company to manages their
business functions more effectively. In addition to this through these services customer
can easily book their table as well as can eliminate the long queues.
 Point of sale Software- The mentioned software plays one of the vital role in the
operational functions. It assist the mentioned business to effectively accept the credit
cards or split checks. Moreover, it assist the mentioned business to offers the fast services
during the busy hours. The mentioned system offers the reliable information that further
can be used in taking the effective staff decision, influence menu creation etc. therefore,
the mentioned business uses the mentioned software in their business function.
Evaluate how digital technologies employed in managing the customer experience within the
service sector are changing CRM systems to effectively acquire and retain customers
The digital technologies deployed in managing the customer experience playing one of
the vital role in offering the reliable and fast services to the business functions. In regard to this
by the use of digital marketing tool restaurants are attracting large customer base towards Their
business functions. In regard to this it improvised the customer relationship management system
that assist the businesses to develop more effective customer experience pathway in their
business functions. In regard to this, it allows to collect the customer data and use these insights
to offer more reliable and effective services. In addition to this, through these functions the
mentioned industry reduced the operational time such as fast payment, more strategic approaches
etc. these practices helps in offer fast and impressive services to the customer which influence
them and built the more strong relationship with the businesses.

advantages and disadvantages of CRM systems used in for acquisition and retaining of
customers
The above discussion showed the use of CRM system in acquiring and retaining the
customer. In addition to this there are number advantages and disadvantages of using such
system in the mentioned business sector.
Advantages
 Increase business growth- by the use of CRM system businesses increase their profit and
turnover ratio. Moreover it also asst the firms to get the better return on their investment.
 Better knowledge of customer- The mentioned practice assist the businesses to acquire all
the reliable information of the customer which can be used in offering better services
according to their requirement.
Disadvantages
 costly- The implication of the above technology is costly as it require the high cost. All
the software come with the different pricing which could cost more investment for the
small businesses.
 Training- In order to use the mentioned technology require the trained and qualified
staff. Hence, in order to use these tools need highly skilled staff. Therefore, it takes
high efforts in regard to the money and time.

Illustrate customer service strategies in a specific service sector context.
In order to ensure upright customer experience, determined business organisation could
adopt several strategies in their workplace which are as follows;
 Considering customer experience at priority: The initial consideration to be taken into
consideration is to consider customer experience at priority to be achieved in carrying out
business operations and activities. For instance, with open communication in workplace
and collaborative efforts towards upright customer experience, respective business
organisations could provide customers with an delightful experience.
 Identification of customer touch-points: It includes various customer touch-points
including how often a customer visits, preference of customers, contact from customers,
etc. that could facilitate in development of most suitable strategies.
 KPIs to monitor performance: KPIs (Key Performance Indicator) could be used in
measuring and monitoring performance of employees in workplace. For instance, it will
contribute additional values towards improvement and enhancement of customer
experience in consuming services offered by respective organisation.
 Feedbacks from customers: Receiving feedbacks from customers could allow
management representatives to acknowledge areas with scope of improvisation as well as
strengths of respective organisation in providing services to their customers.
 Customer service Toolkit: This strategy is determined providing after sales services to
customers by providing them with a platform to register their complaints and suggestions
regarding the services provided by respective organisation.
Therefore, all these strategies will further contribute additional values towards ensuring
upright customer experience to customers by providing them with delightful services.
Customer service strategies create and develop the customer experience in a way that meets the
needs of the customer and required business standards
 Acknowledging ideas of customers: In order to consider most suitable and appropriate
strategies, management representatives must consider employee engagement in
workplace as well as ideas and opinions contributed by them. For instance, it could
facilitate in implementation of most suitable strategies in workplace.
 Application of Technological elements: AI (Artificial Intelligence) and machine
learning could be used for enhancement of customer experience in workplace.

 Personalisation: Personalised products and services according to preference of
customers facilitate in upright customer experience as customers always looks out to be
valued at such places.
 Customer journey mapping: This strategy is inclusive of gathering information and
analysing information related to preferences and needs of customers in consumption of
products and services offered by respective business organisation.
Review the application of customer service strategies of a specific service sector organisation in
creating the customer experience and make recommendations for improvement
In order to improvise and enhance customer services in respective business organisation,
there is a need to implement customers centric-approach by providing employees with required
decision-making authority. For instance, it will facilitate employees in being determined at
upright customer experience as well as initiating additional efforts towards the same. In addition
to that, personalised approach towards customers by providing them with personalised products
and services will further contribute additional values towards satisfied and happy customers.
Therefore, addressing and acknowledging comments and recommendations of customers in
feedbacks will allow respective organisation to meet demands and preference of people towards
consumption of products and services offered by respective organisation.
Evaluate the delivery of customer service strategies and communication, justifying and making
valid recommendations for improvement for developing a quality customer experience
The above discussion clearly showed the customer experience strategies such as customer
journey mapping, personalisation etc. in addition to this below are the recommendation that can
be used by the mentioned business to develop more effective customer experience.
 By the use of effective new technopolis the mentioned business can more effectively
collect the reliable data and insights of the customers. Moreover by evaluating these
data and deploying the marketing strategies can assist the business to develop more
customer retention by offering the effective business services.
 The mentioned business can take the surveys and other functions to understand the
demand of the customer. Moreover by understanding the demand the mentioned
business can develop the more personalise products that can assist them to influence
more customer for their business functions (Stienmetz, and et. al., 2021).

CONCLUSION
From the analysis of above discussion it is clearly stated that the customer experience
management plays one of the vital role in order to form the effective relationship with target
customer as well as assist them to better retention of customer. In regard to this the above report
highlighted the customer experience model as well as also highlighted the touchpoints that
derived the mentioned business to develop more customer engagement. Moreover, various
customer experience strategies were also highlighted that assist the mentioned sector to develop
more strong relation.

REFERENCES
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