Customer Service Management

This assignment discusses the significance of customer experience in business strategy by citing personal experiences of visiting two different restaurants. It includes the application of Proto persona diagram and CEM concepts to illustrate the relative components with positive and poor experiences. The comparison between the two experiences is also drawn to explain why one experience is better than the other.

Running head: CUSTOMER SERVICE MANAGEMENT
Customer service management
Name of the Student
Name of the University
Author Note

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Introduction:
In this particular assignment, the main focus is on developing the understanding of the
significance of experience of customers relative to success of business strategy. The
assessment of the concepts of customer experience is done by citing the experiences from real
life. In this case, I would like to depict my personal experience of visiting two different
restaurants. Proto personas are making detailed profiling of an example that is represented by
customers to real world. I have visited two restaurants where I was content with the service
and offers provided by one restaurant while I was not satisfied with the service provided by
other restaurant visited by me. I have implemented the Proto persona diagram for explaining
the experiences that have been gained by visiting the restaurant.

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Discussion:
Application of proto persona diagram to illustrate the relative to the components with
poor:
Identification of considerable pain points during the entire process:
I have already highlighted the two considerable points in the diagram presented above
when I visited restaurant X. The entire process would be highlighted in details using different
steps when I felt disappointed because of slow service and presence of extra staff that were
not at all efficient with their service. This represents the fact that there was mismanagement
on part of staffs in handling and providing service to their customers. I ordered for a fresh
beer or fruit juice to quench my thirst and I had to wait for couple of minutes to get my order.

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Moreover, the staffs were busy preparing mojitos and took hours to serve them. With this
particular example, I wanted to keep my bad experience an easy one. Moreover, this place
was bad for several other reasons. The staffs of restaurant could have saved everything by
apologizing for the late service and taking ling time to prepare mojitos rather than serving me
with fresh juice or beer. In addition to this, I ordered cheese Pizza for myself and pasta for
my family members. It took long hours for food to get served and the taste was not satisfying
as I felt them to be undercooked. I made complain regarding the taste of food served to the
manager of restaurant. Manager instead of solving and listening to by queries and taking my
feedback as suggestions for improving service indulge into arguments with me that triggered
my anger and disappointment. The overall experience at restaurant was highly disappointing
and this is the last visit to this restaurant. This restaurant would never be recommended by me
to any of my friends. I would provide with negative view about this restaurant on social
media and other sites so that customers are well acquainted with the kind of service offered
by them (Hill & Alexander, 2017).
Application of CEM concepts in describing why the experience was poor:
It is required by restaurant to well align their strategy of customer experience for
making the customers feel empowered, engaged, heard, delighted and more. This can be done
by the implementation of techniques of customer experience management. Moreover, some
complimentary approaches can be adopted by restaurant as an effort to maintain long lasting
relationship with their customers. In order to improve the experience of customers with
organization, it is required by them to understand the ever evolving and intertwined
relationships among their external partners, employees and customers. Service can be
improved by restaurant in terms of consistency of ingredients used in different menu items,
accuracy of billing and ease of accessing. Such application of customer experience

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management would benefit if they intend to work on the negative feedback provided by
customers.
Application of proto persona diagram to illustrate the relative to the components with
positive experience:
Describing two positive touch points and application of twp concepts of CEM:
The two positive touch points that was experienced by me when I visited restaurant Y
was the quality of food served and the quick service. In addition to this, the ambience of
restaurant and the warm welcome impressed me. I was not sure about the specialty of this
restaurant as I visited for the first time. However, the staff members and waiters energetic
attitude was quite impressive. Staff member had adequate knowledge about the items listed
on menu and they assisted customer in making choice about the food items they would prefer

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to have (Tynan et al., 2014). The communication skills of employees were impressive as they
left no stone unturned to serve me with their proper delivery and doubt solving by allocating
customers with sufficient time (Aryee et al., 2015).
When looking at food quality served by restaurant, I must mention that it is a must try
for the one who have never been to restaurant Y. therefore, I would highly recommend this
restaurant to my friends, family and colleagues so that they can indulge into some lip
smacking items listed on the menu. The very single process of providing service was
interesting and so I had written positive comments and would even give positive review about
this restaurant on the social media.
The customer experience management has been implemented by this restaurant in an
appropriate way. It is so because the service of restaurant is well aligned with the requirement
of customers. Customers are dealt in a proper way by hiring staffs with required skills and
providing training to them (Mustak et al., 2016).
Contrast and compare two experiences and explanation of why one experience is better
than other:
I have drawn the comparison between the two restaurants that I visited during the last
week that is restaurant X and restaurant Y. I had bad experience when I visited restaurant X
and positive experience when visited restaurant Y. This difference in experience was in terms
of service offered by both the restaurants that was attributable to difference in
implementation of customer experience management. I would recommend restaurant X to
implement the customer experience management in an appropriate way by well aligning with
the requirements of customers. This would assist them in managing their customers by
addressing their issues and taking suitable measures to resolve their queries. On other hand, I
would recommend restaurant Y to strengthen their service by sharpening their skills further

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by undertaking some additional measures in long run and maintaining the reputation. I would
highly recommend this restaurant to my relatives, friends and family members. They would
enjoy the quality foods by spending quality time and having a great fun time together (Hill &
Alexander, 2017).
Conclusion:
Restaurant operates in a service industry and in order to build their reputation, they
are required to provide customers with adequate service for increasing the retention rate. One
of the great ways to gain insight into the services is to speak to customers about their
experiences of using restaurant service. Restaurant will be able to make informed decision
and maintain long lasting relationship with customers. The process of personas will help
restaurant in designing and shaping the perceived users for well aligning with the decision
concerning service design. Therefore, it can be said that such assessment will help restaurant
in working on areas for improving their service.

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