Managing Customer Experience

Managing Customer
Experience

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explain the value and importance of understanding the needs, wants and preferences...1
P2. Explore different factors that drive and influence customer engagement of different target
customer groups......................................................................................................................3
P3. Create a customer experience map for a selected service sector organisation.................4
P4. Create business opportunities through customer touch-points for a chosen organisation7
P5. Examine the contribution of digital technology in managing the customer experience. .8
P6. Customer service strategies for Sushi Salsa.....................................................................8
P7. Demonstration of customer service strategies in creating customer experience..............9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience refers to a collection of all experiences of individuals who buy the
products or services of an organisation. This helps in interacting with the customers in order to
make improvements in the activities with a view to increase their satisfaction and brand loyalty.
An entity can know the experience of buyers through their honest feedbacks (Bilgihan,
Kandampully and Zhang, 2016). Therefore, Customer Experience Management (CEM) is the
activity of designing and refining numerous tasks for making the experience good. In this report,
Sushi Salsa Restaurant has its headquarters in Camden Tower, London, United Kingdom. It is a
small scale restaurant providing Japanese food in the locality of London so that customers can
experience the taste and culture of Japan. Furthermore, the report covers definition of market
segmentation, importance of needs, wants and preferences, utilisation of customer behaviours
and attitudes, review of different factors to drive and influence customer engagement. In addition
to this, customer relationship management its advantages and disadvantages have been explained
together with examination of digital technology, illustration of customer service strategies and
similar things have been included.
TASK 1
P1. Explain the value and importance of understanding the needs, wants and preferences
Every organisation establishes its business to sell goods or services to the customers for
achieving the objective of making profit. Customers are one of the stakeholders who can
influence the working of operations to a great extent. There demands, preferences and wants
should be considered in order to understand them. However, the scope for the same is limited to
those who the restaurant wants to target. If a company understand the requirements of customers
along with their expectations, then the brand image gets stronger which is again a valuable asset
of the entities. These can be identified with the help of analysis so that services can be improved
for making customers' experience better. This is likely to help it retain the position and sustain
for a long time in the marketplace (Bolton and et. al., 2018). With regard to Sushi Salsa
restaurant, the target audience for providing services are young people who are known as
millennials, teenagers and adults. The main motive of the restaurant is to let the customer
experience the taste of Japan without changing the basic nature and authenticity. Also, it wish to
accomplish the targets of higher profit and revenue by using the strategies. Sushi Salsa always
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