Induction Understanding

This report discusses the value and significance of understanding the needs, wants, and preferences of target customers in the context of Cosmo restaurant. It also explores different factors that drive and influence customer engagement of various target customer groups. Additionally, a customer experience map is developed to enhance the performance of the business entity.

Induction -
Understanding
customer

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Value and importance of understanding the needs, wants & preferences of target customer
groups.....................................................................................................................................3
P2 Different factors that drive and influence customer engagement of various target customer
groups.....................................................................................................................................5
TASK 2............................................................................................................................................6
P3 Develop a customer experience map.................................................................................6
P4 Customer touch-points throughout the customer experience create business opportunities. 8
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

INTRODUCTION
Customer experience refers to a very important as well as crucial element which helps in
maintaining the overall growth of the company at the competitive market. In the present report
Cosmo restaurant is chosen as a base organisation so that better understanding will be developed
on the topic of consumer experience (Al-Ahmad and Mohammad, 2012). It is a well known
restaurant established in the marketplace of United Kingdom with 19 buffet chain and have
branch at Valley Leisure Park, Croydon. One of the speciality of this restaurant is that they
provide live food cooking service to the clients which are quite unique and attractive. This report
includes various discussions about different topics which consist of significance of requirements,
needs and demands of consumers. In addition to this, an effective consumer experience map is
created which assist in enhancing the performance of business entity.
TASK 1
P1 Value & significance of understanding needs, wants & preferences of target customers. .
In today’s competitive marketplace, it has been identified that customers are the king who
consumes all the products and services. For this, it is required by the management team of
Cosmo restaurant to examine requirements of different customers so favourable outcomes will be
produced by them. Each and every factor is interlinked with each other which together assist in
accomplishing their organizational goals and objectives (BERHE, 2017). For enhancing the
productivity, sales, profitability, it is required to promote goods at the marketplace in an
appropriate manner. In this context, targeted customers of Cosmo restaurant consist of food
lovers, health conscious as well as teenagers & college students. For this, management team of
the restaurant conduct an effective study which are as follows:
Customers requirements & wants
Teenagers & College students  Junk food items
 Fusion Food
 Free Wi-Fi facility
Health conscious
 Hygienic & healthy food

 Low calorie food items
Food lovers  Attractive food with music facilities
 Range of unique foods items
 Customization food order service
With the assistance of above stated chart it is has been that there are ample number of
customers present at the marketplace with different type of choices and requirements. In this
context, the first kind of targeted customers belongs to teenagers & college students. They are
the individual who goes to restaurant on a regular basis who demands for high quality and fun
foods. Apart from this, they want their personal space where they get free Wi-Fi as well as music
facilities which attract them to remain loyal towards such restaurant (Pandža Bajs, 2012). In case
of second targeted group, health conscious people belongs who prefer protein and high quality
hygienic food items. Along with this, they requires that every elements related to hygiene needs
to be followed by cooks while cooking food items. In this references, managers of Cosmo
restaurant provide salads, healthy drinks, many other healthy food products. At last food lovers
are the one targeted customers who loves to eat unique and different food products. In the
present context of Cosmo restaurant manager of the company decides to provide customised
services to their customers and live cooking services where they get food according to their
requirements and wants.
P2 Different factors that drive and influence customer engagement of various target customer
groups.
Customer engagement can be define as a process that helps a business organisation in in
maintaining the customer base through offering them satisfactory and good experience while
consuming different products and services offered by them. In present time, engagement can be
considered as one of the crucial element for every single business organisation that is dealing @
tale or any other industry because this helps in developing interconnections with different
stakeholders and the major one is customers. Basically, considering all the experiences that a
customer has had while consuming the product or after using the service, companies basically
takes feedback from them and develop different strategies so that they can sustain in the market
for a longer period of time. In other words, companies try to satisfy their customers so that they

do not switch to any other brand. Here, it has been analysed that differentiation strategy can
effectively be utilised over here that would help up by the company to build a specific brand
match and the uniqueness in customers mindset. If it is talked about restaurant industry then
there are number of platforms that can be effectively utilised by restaurants to target customers
and sell food products on both offline and online channels. At present, there are various
techniques like ECRM and more are utilised by restaurant industry to maintain relations with
customers. This would directly aid in managing the data related to customers. Through this, right
amount of modifications among different products could easily be made considering different
feedback from customers. With the advent ODF digital media the way Cosmo and other
restaurants promote their product have completely changed through considering various
promotional techniques.
Teenagers/College students: this type of category from the targeted group focuses on
trends and uniqueness. In order to retain these aged group customers, it will be required by
Cosmo to offer fusion food items. Along with this, some of the value added services like free
Wi-Fi and more could help Restaurant in meeting the requirements of youth.
Health conscious: this is being considered as another factor that requires to be
understood by Cosmo restaurant to sustain in the market for a longer period of time because this
type of targeted group keeps its focus on health and eat healthy food only. It will be required by
Cosmo restaurant to provide live cooking station within their restaurant so that customers feel
satisfied about the raw material used by them.
Brand Loyalty: This is also said to be another component where individuals stay faithful
to the brand for a more extended timeframe if there requirements and needs will be fulfilled. In
references to Cosmo Restaurant, it has been said that supervisors need to give administrations to
their clients as indicated by their needs and wants with the goal that they will have the option to
hold them for a more drawn out timeframe. This accordingly help the organization in pulling in
enormous number of clients towards them just as in holding their potential clients for a more
extended timeframe.
Food lovers: Last component is, food lover where basically it has a place with the class
who love extraordinary and special nourishment food products, it is fundamental for the
administrators of Cosmo Restaurant, that they give a one of a kind spot to their clients so they
can pull in huge number of clients towards their association (Hill and Alexander, 2017).

TASK 2
P3 Develop a customer experience map.
In present scenario, customers experience mapping is one the crucial process where
company tries to find the way that how customers like be connected with the products and
services of a company. Preparing the customers experience map is one of the way which
improves the performance which directly helps to accomplish the goals (Goodman, 2019).
Talking about Cosmo restaurant, they like to keep them updating in the field of mapping so that
effective results can be obtained. Some of the tools which Cosmo Restaurant is using for
communicate with customers are:
Particular Pre Tour During Tour Post Tour
Touchpoints In present situation
customers like to
collect all of the
relevant information
before having any of
the tour and online
portal can help them
to sort out any of their
problem in short
period of time.
It is the stage where
services are
required to
provided to the
customers as per
their needs and
requirements. Here,
tour guider can be
the one who can
help the customers
to have better
experience.
On the basis of
past experience
and tour,
customers develop
their mind set and
according to that
they can give
feedback and
reviews on the
official websites
of the company. It
is effective for
new customers.
Customer perception Customers develop
the idea as they don't
know any of the
people which can
create issue for them.
Even lots of confusion
Traveller might
develop the concept
that they might get
bore just because of
gap in the process
of effective
Customers fell
better here as it is
the stage where
they shares their
experience.

occur here that
whether decision
should be taken or
not.
communication
with local people.
Ideas for improvement Guidelines can be
provided to
employee's that hoe
they are required to
work. Even they can
discusses with the
customers regarding
the services which
they are going to
provide in future
period of time (Cook,
2017).
Here, it becomes
essential to provide
information about
the tour which will
allow to have been
communication
with traveller which
can make them
familiar to visit any
of the place.
Customers shares
the memories

P4 Customer touch-points throughout the customer experience create business opportunities.
In simple words touch points can be understood as the process where company and
customers gets the opportunity to come into the contact. It is one of the way which can allow the
organisation to perform better in any of the situation because it will become easy for the
organisation to work as per the requirement of a customers. In present scenario, face to face
interaction and different sources of digital marketing is the process which can allow customers
and company to meet with each other for the purpose of collecting the information. Detail
explanation about some of the points which are being used by Cosmo Restaurant have been
mentioned below:
 Website: It is one of the main sources where organisation gets the option to share some
of the relevant information about the firm which can allow customers to take some of the
decisions. Talking about Cosmo Restaurant, they are one of those organisation which
post relevant information on the sites which gives idea to customers that what are the
services and offers which are being given by the organisation.
 Email: It is needed to be understand that email is one of the source which can allow the
business organisation to do interaction with their customers. Talking about the current
scenario, company like to use email services for the purpose of collecting the feedback
from customers for future improvement. In context of Cosmo restaurant, the management
team is needed to use email services for the purpose of providing various kind of offers
and vouchers which can easily attract the customers.
 Restaurant Management: It can be said that company like Cosmo Restaurant is very
good in taking some of the effective decision which are related with the discussion with
customers. They provide various kind of training session to employees which directly
uplift their skills and knowledge. It is one of the way which gives the idea to the
employees that how they are needed to deal with customers (Bruce and Love, 2018).
 Telephone: It is the most preferable way of doing communication with customers in
restaurant sector as customers like to take necessary information before visiting to the
place. Talking about Cosmo restaurant, it becomes important for their manager to do
conversation with customers in telephone just to provide them the necessary information.
By looking at the requirement, it is necessary that company hire those employees who are
good in the work of telephonic conversation.

CONCLUSION
With the help of above stated report, it has been identified that experience of customer
plays very crucial role as it assist in enhancing growth of the company. For this, it very much
necessary for a business to examine requirements and needs of customers so that they can satisfy
their desires and sustain for long duration. It will help in maintaining long term sustainability of
the company by satisfying the requirements of customers in an effective manner. Apart from
this, it has been examined that company adopt different techniques as a consumer experience
tool.

REFERENCES
Books and Journals
Al-Ahmad, W. and Mohammad, B., 2012. Can a single security framework address information
security risks adequately. International Journal of Digital Information and Wireless
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BERHE, D., 2017.The effects of service quality dimensions on customer satisfaction: the case of
nib insurance sc (doctoral dissertation, st. Mary's University).
Bruce, A. and Love, S., 2018. Speak for a Living: The Insider's Guide to Building a Speaking
Career. American Society for Traini
Cook, S., 2017. Measuring customer service effectiveness. Routledge.
Gingiss, D., 2017. Winning at social customer care: How top brands create engaging
experiences on social media. CreateSpace Independent Publishing Platform.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Harmeling, C. M., and et.al., 2017. Toward a theory of customer engagement marketing. Journal
of the Academy of Marketing Science. 45(3). pp.312-335.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.
Kumar, V. and Reinartz, W., 2016. Creating enduring customer value. Journal of Marketing.
80(6). pp.36-68.
Pandža Bajs, I., 2012. Perceived value creation process: focus on the company offer.Market-
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