Understanding Customers: Values, Importance, and Factors

This report discusses the values and importance of understanding the needs, wants, and preferences of target customer groups. It also explores the factors that drive and influence customer engagement. Additionally, it explains how customer touchpoints throughout the customer experience create business opportunities. The case study focuses on Hazev Restaurant, a popular Turkish restaurant in London.

Induction - Understanding
Customers

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Values and importance of understanding needs, wants and preference of target customer
group...........................................................................................................................................1
P2 Factors that drive and influence customer engagement.........................................................1
LO 2.................................................................................................................................................2
P3 Customer experience map......................................................................................................2
P4 How customer touch points throughout the customer experience create business
opportunities................................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Understanding customers termed as a key of supplying goods and services to the
customers as per their needs and expectations. As the management of customer experience is a
combination of procedures which a business uses in order to track and organise every
interactions among a customer and organisation throughout the life-cycle of customers. Hazev
Restaurant is considered to be chosen as a best place which is one of the best London Turkish
restaurant that offers exciting taste. In this report discuss about the value and importance of
customer expectation for hospitality services, prepare customer experience mapping, drivers of
customer engagement and about the touch points.
LO 1
P1 Values and importance of understanding needs, wants and preference of target customer
group.
For every business organisation customers are considered as a most important aspect for
which they facilitates goods and services. It is requisites for businesses to operates in that manner
which results in the serving better the customers requirement and expectation. In order to
become a successful business the Hazev restaurant needs to analyse the customers needs, wants
as well as preferences that will help in gaining long term success (Mone, 2018). The need
determination helps in formulating appropriate strategies through which the customer's gets
higher satisfaction and valuable experience. Ensuring about the increased customer experience
helps the restaurant in creating and maintaining positive image within the market.
Some of the ways through which customer's can be profiled within the market such as
age group, gender, marital status and so on (Goodman, 2019). As all categories demand different
tastes, goods, preferences so that the Hazev Restaurant needs to analyse customers requirements
firstly in order to binding them for longer duration of time. The expectations of target customers
drive the goods and services of restaurant because on the basis of this Hazev will make a plan for
satisfying the emerging needs of customers.
P2 Factors that drive and influence customer engagement.
Customer engagement refers to the process of business communication which take place
between a restaurant and their external stakeholders by using media such as television,
newspaper etc. For being a well reputed restaurant, Hazev attracts large customers on regular

basis in order to experience better quality of services (Itani, 2019). There are several factors that
drives or influence customer engagement and within the context of Hazev, it can be discussed as
below:
Target customers Expectations
Professionals Wi-Fi connection, projector, meeting space, refreshments, satisfactory
attributes and lightings, space to work.
Families Family friendly restaurants, theatres, free space for leisure family time, arts
etc.
Teenagers Entertainments sources such as pubs, clubs, bars, attractions, events,
theatres, mobile charging facility.
It can be analysed that different range of customers have different expectations which
will drive or influence the customer engagement. The manager of Hazev Restaurant determined
that there are mainly three kind of target customers such as professionals, families and teenagers
that all are influenced by diverse sets of requirements.
Whereas, some factors that could influences in adverse manner on customer engagement
which are shown as: Poor quality of services: Inappropriate quality of services in hospitality industry
negatively impacts on the customer engagement which occurs due to the shortage of
resources (Følstad, 2018).
 Ineffective booking facility: Ineffectiveness in the hotel booking service of Hazev
Restaurant due to the occurrences of technological defaults could have adverse impact on
customer engagement as they need consistency in their services.
LO 2
P3 Customer experience map.
This is related to the customer journey that assists businesses in increasing the customers
experience and attract large customer's (Eggert, 2018). The Hazev Restaurant make more efforts
to increase customer's demands and expectations so that they emphasise on facilitating
appropriate training to their workers which can result in increasing the experience of customer's.

Pre visit During visit Post visit
Touch-points Here, customers
ensures the
attractiveness and
effectiveness of Hazev
restaurant services by
using websites.
Here, they can select
restaurant and take
management guidance
that makes efforts for
making their journey
best.
Here, customers gives
feedbacks and reviews
after experiencing
their services.
Thinking & feeling Customer's thinks to
book a hotel by getting
reviews and compare
prices & services with
other restaurants.
Here, they experience
manager behaviour,
service delivery etc.
that creates either
positive or negative
feelings.
Here, guest feels that
they have gained value
of their money paid
which gives satisfied
experience of services.
Improve mental ideas Hazev requires to
make easy their
booking via websites
and adopt online
payment methods.
Provides proper
training to their
employees in order to
best meet with the
customers demand.
To meet the customers
best experience Hazev
provides
complementary gifts to
their guests.
P4 How customer touch points throughout the customer experience create business opportunities.
The touchpoints of customer's involves all phases when they interact with restaurant to
identify services i.e. before, during and after services (Cai, 2018). Within the context of Hazev
restaurant some of the customer touch-points are as follows: Websites: About the Hazev Restaurant detailed information can be available on their
official websites such as their services, reviews, offers, prices, discounts and so many. Social media: It can be adopted by Hazev Restaurant to snatch high attention as well as
interest of customers as it includes Facebook, Twitter, Instagram that will enable a
restaurant to update images, reviews, activities and informations.
 Review sites: Customer always looking social sites before booking a table of restaurant
that helps in getting information about that. It is necessary for Hazev Restaurant to

provide better services to their potential customer's which can facilitate reviews in order
attract large number of customer's towards its services.
CONCLUSION
It has been concluded from the above report that customers experience management is
essential element in hospitality sector as it helps in gaining high satisfaction of customers and
profitability as well. The success of hotels and restaurants are depends on the range of effective
services which they provide to the customer's and maintain better relationship with them by
focusing on their touchpoints.

REFERENCES
Books & Journals
Cai, M. and et. al., 2018. Multiplex network analysis of employee performance and employee
social relationships. Physica A: Statistical Mechanics and Its Applications. 490. pp.1-
12.
Eggert, A. and et. al., 2018. Conceptualizing and communicating value in business markets:
From value in exchange to value in use. Industrial Marketing Management. 69. pp.80-
90.
Følstad, A. and Kvale, K., 2018. Customer journeys: a systematic literature review.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Itani, O.S. and et. al., 2019. Value get, value give: The relationships among perceived value,
relationship quality, customer engagement, and value consciousness. International
Journal of Hospitality Management. 80. pp.78-90.
Mone, E.M. and London, M., 2018. Employee engagement through effective performance
management: A practical guide for managers. Routledge.