Managing The Customer Experience– PDF

Managing The
Customer Experience

INTRODUCTION
Customer Experience refers to the process with the help of which interaction in between
organisation's products and customers is made good. With the help of this experience, customers
makes their mindset whether satisfiable or not regarding the commodity and services of a
company (Bharwani and Jauhari, 2017). Global Buffet Restaurants is the base company in this
report. The institution selected for the completion of this assignment is JRC Global Buffet
Watford was incorporated in the year 2003 and is headquartered in London. This is the
assignment which will start with developing its focus on the importance of knowing customer
wants, exploration of various elements influencing customer engagement, various customer
engagement factors. In addition to this, it will also make its focus on the different target customer
groups, customer experiences map, customer touch points, detailed customer experience map,
influencing customer touch points, use of technology in managing customer experiences. Lastly,
the evaluation of the use of digital technologies for managing customer experiences along with
critical evaluation of advantages and disadvantages of CRM Systems which are utilized in
service sector businesses for acquiring and retaining consumers for long period of time.
LO 1
P1) Explanation of Value and Importance of Understanding Needs, Wants and Preferences of
Customer Wants in JRC Global Buffet Watford
Not only in the Restaurant Organisations but also in other organisations as well, customer
plays very essential role in ensuring proper growth & survival of the company. With the help of
customers, it is possible to know about their needs, demands, tastes and preferences so that
services could be made according to their suitability and customer could be attracted and retained
with the organisation for a long period of time (Gruber and et. al., 2015). Focusing on consumers
requirements and preferences will also help the company to keep a long term and good
relationship with their customers. There are different demographics on the basis of which
services are made available to customers as such on their age, gender, income and many more.
The discussion of some of the important customer segments and their demands has been
provided as under:
Type of customer Different types of customer needs

Disabled customer Menu in Brail Adequate area to pass
between table
Access ramps
Hospital patients Easy to eat food Instant services Nutritious food
Gym Instructor Calorie information
printed on the menu
Nutritious food Pool side services
So on the basis of above provided information, managers of JRC Global Buffet Watford
could know about the needs and demands of their customers. Considering these three segments,
the need of hospital patient, disabled person as well as gym instructor. In the needs of disable
person, ramp availability is important along with providing Brail menu for those people who are
blind so that it could become easy for them to take move in the premises without any issues
(Peppers and Rogers, 2016).
In addition to this, importance of considering hospital patients is also essential as good
quality food is needed to be provided to them so that it could not impact negatively on their
health. Gym instructors are also health conscious and this makes important for them to consider
about their diets which should be nutritious. So working along with needs and demands of
customers will help the company to provide their customers with the bets possible experiences
and engage them with the organisation for a long period of time.
P2) Factors Impacting Upon Customer Engagement of Different Targeted Customers
Customer Engagement define as a process or the interaction in between the external
stakeholders of the company and the restaurant as well. This engagement is also important as this
works as a connection in between the two parts. Different factors are needed to be considered at
the time of interacting with customers and influencing them in the right path so that they could
engage in the company for a long duration. The description of some of the important factors
which needs to be considered for maintaining customer engagement for JRC Global Buffet
Watford are provided as under:
Ambience: It refers to interiors or designs of any hotel, restaurant or any other place. This
consideration is important for JRC Global Buffet Watford as good interiors such as wall paints,
designs, lights, light music and many other things will impact positively on the mindset of
customers.