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.

Pricing Strategies: Looking over the pricing strategies of this company, it could be easily said
that there is these policies are good enough to attract the customers. The level of customers visit
tells that pricing strategies of JRC Global Buffet Watford is good enough and is not charging
high prices from their customers.
Services Offered: The following organisation supply their consumers with various commodity
and services with the help of which customers are satisfied. These services includes dinning, bar,
Wi-Fi facilities, ram access, charger points, enquiry office, and many other services which
provides satisfaction to the customers (Chathoth and et. al., 2016). Out of these services, some
are provided free of cost to their customers as well.
Quality of Food & Services: The quality of food products & services provided to the customers
is also of high quality and should also focus on making continuous improvements in the quality
of their food products & services. This will help in making potential customers in real customers
of company and will help in ensuring satisfaction to customers.
LO 2
Customer Mind Map
The following term refers to the process with the help of which consideration is known
about the perceptions of potential customers in relation to the products and services of an
organisation with which they are engaged. There are several stages which are included under this
process. The following process will be applied in case of JRC Global Buffet Watford and this
will help in knowing about customer's preferences as the growth of organisation is possible only
when the company is having proper knowledge about customers needs and demands. The
sources with the help of which evaluation of the products and services of an organisation is done
is related to websites, review sites, e mails, restaurant environment and many more that helps in
knowing and impacting on the customer behaviour for any related product or service. The
sources are provided as under:
Websites: The first and most effective option for the companies such as JRC Global Buffet
Watford where an organisation could make improvement in their brand image and brand
recognition in the marketplace. As with the help of this option, an organisation could share the
pictures and images of their products and services along with specifications so that customers
may check, taste them by going in the restaurant and provide their reviews on the basis of their

experiences which they came across in JRC Global Buffet Watford. Further, the company could
also take feedback from customers regarding their perceptions and related improvements needed
to be made in the working of organisation so that customers could be provided with more
enhanced services.
Restaurant Management: There are different activities which are performed in an organisation
whether belonging to Hospitality or any other industry. The managers of the company are
enrolled in different roles and responsibilities which helps in enhancing brand image of the
organisation (Bjelajac and et. al., 2016). There are different activities which are followed in the
organisation and ensures about its proper survival and growth as such cooking, purchase, sales,
serving, accounting and many more. So focusing more on improving the quality of services of
JRC Global Buffet Watford, it is possible that customers are provided with the best possible
experience to their customers.
Restaurant Staff: Staff Plays a very important role in the success and failure of an organisation
as they come into direct contact with customers an knows exactly about what the customers are
expecting from their customers. They will be able to put their needs in front of employees only
when they interact with them in calm, polite manner than will impact positively on their
behaviour and thinking. A good impression will be created on their mindset and improve their
satisfaction level as well.
Restaurant Environment: The internal environment of an organisation also impacts upon the
nature and behaviour of customers in an organisation. As customers in restaurant organisations
interact with the employees working in an organisation such as JRC Global Buffet Watford. So
their coordination, nature, behaviour, interaction with each other will also impact upon the
mindset of customers as they notice everything (Kim, 2015). Peaceful and delight environment is
more preferred by customers where they could have their dishes in a peaceful place. Along with
this, good food also makes their customers to spend more time and visit again as preferences is
related to spending more time with people they love.
Review Sites: The impact of reviewing sites from online site is also important as this is one of
the important stages which helps in providing knowledge to organisation. When customers
makes their visit to the restaurant, so they provides their review and share their experiences on
the sites of that organisation so that other customers may also make their decisions on the basis
of reviews provided by those customers. On the basis of feedbacks and positive reviews from

customers, the improvements in the processes and services of JRC Global Buffet Watford could
be made.
P4) Explanation of Customer Touch Points Creating Opportunities for JRC Global Buffet
Watford Throughout Customer Experience
Touch Point refers to the some specific points or instances where customers makes
judgement of performances of people (Maier and Prusty, 2016). These days there are many
applications with the help of which an organisation makes collection of reviews of customers so
that services could be made according to needs and preferences of people to the possible extent.
It is the way with the help of which interaction in between customers, people, brand, product and
customers are changed in relation to their products, services.
As from the perspective of customers, it is related to taking services from those
organisations which is having good reviews of their customers. So this makes important for JRC
Global Buffet Watford to work on their services and make related improvements in them
according to the tastes and preferences of customers (McColl-Kennedy and et. al., 2017). With
improved services, the organisation will have good reviews and improvements in their number of
customers as well. The contribution of employees working in an organisation is very important
and plays an essential role in impressing customers in a positive way. For example, considering
the role of waiter in an organisation such as JRC Global Buffet Watford who makes contact with
different customers during a day. So the script of speech in among waiter & consumers of JRC
Global Buffet Watford has been provided as under:
Employee: Good Evening Ma'am.
Customer: Good Evening.
Employee: Please tell me what you want to have today, Ma'am?
Customer: I want one Chicken Burger and one Orange Juice.
Employee: Please wait sometime Ma'am, it will be ready soon.
Customer: Sure, Please take your time.
(After 10 minutes)
Employee: Here is your order, Ma,am.
Customer: Thank you. How much does it costs?
Employee: Only £40 Ma'am.
Customer: Okay. Here it is.

Employee: Thank you so much Ma'am. Have a Nice Day. Visit Again Ma'am.
LO 3
P5) Use of Digital Technology in Managing Experience of customers Along with Specific
Examples Within JRC Global Buffet Watford
In today's world, Digital Technology is of great importance in an organisation with help
of which can lead to satisfaction of consumer and their experience is enhanced. As internet is
counted under digital technologies, so with the help of this medium an organisation could
provide services to their customers and make value of their brand. With the help of Internet and
other Digital Technology, it will be possible for JRC Global Buffet Watford to increase their
reach and access to customers so as to identify various needs & demands of their customers to
provide them with a good experience from the services of the company (Carlson and et. al.,
2016). To improve customer experience, there are some ways of digitalisation that supports
improvement in customer experience:
 Chatbot: The following is a new way with the help of which improvement in customer
experience is made. It works as an assistant which focuses on providing support and
guidance to their customers by providing them support, through message, voice, website,
mobile app or through any other device. This helps in improvement of customer
satisfaction & their experiences.
 Big Data Analytics: In this, the consideration is related to ask customers to share their
related data and other things with the help of which the organisation may provide the with
relevant personalised offers and attractive discounts. This also helps in providing with good
customer experience & retaining them in organisation for a long period of time.
 Internet of Things: With the help of this tool, it is possible for the companies to make
better relationship with their customers so that companies could maintain proper relationship
with their customers such as in between digital and real world activities (Srivastava and
Kaul, 2016).
The following organisation is making their operations in Hospitality Industry & is mainly
focuses on the maintaining of effective relations with their customers in order to ensure their proper
growth and success. The ways by which CRM helps organisation in making improvement in overall
customer experience is been provided as under:

 This software will help in maintaining proper records of their customers as well their data so
that customers regular feedback could be taken such as with the help of e mails and creating
value for them.
 Gifts and greetings could also be sent to customers with the help of this software.
 Additionally, personalised services could also be provided to their customers such as free
home delivery to regular customers of the organisation (Lanier Jr and Hampton, 2016).
So these are some of the ways that helps in maintaining proper relationship with their
customers to every organisation.
LO 4
P6) Customer Service Strategies in JRC Global Buffet Watford
In hospitality Industry, customer are the king of the market which makes the
organisations working in this industry to make their focus on continuous improvement in their
services so that it could become possible to attract customers as much as possible. This is the
only way to ensure their growth and survival along with earning revenues and profits. Good
services help companies in maintaining relationships for long term period with their customers
so that long run relationships could be made with them. Long term relationships with customers
helps in making good relation with their customers and attaining good brand image in the minds
of customers. So some of the strategies have been provided as under:
Attention to Guests: It is important for JRC Global Buffet Watford to take into consideration on
the words of their guests that what they want so that they could be provided with only those
things about which they are asking (Gopalakrishna, Malthouse and Lawrence, 2017). So as to
make improvement in customers satisfaction, effective services is important.
Delivery of Promises: Taking the example of quality, an organisation makes promises related to
so many aspects to their customers. So it is important for the company to fulfil it so that
customers could have faith in them.
Reward Loyal Customers: The JRC Global Buffet Watford could give different rewards to
their customers who visit their restaurant on regular basis. This will also help in creating
potential customers to change in real customers as they are rewarded by the company. Along
with this, good services of company will be appreciated by customers in front of others people as

well, this promotion is said as word of mouth as is more effective than any other form of
marketing (Ma and et. al., 2016).
In this way, it will be easy for the companies for improvements in overall satisfaction
level of customers and for betterment & growth of organisation as well.
P7) Development of Customer Service Strategies Along with Customer Experience
Customer Audit Trail and Critical Observations
Name of hospitality business visited: JRC Global Buffet Watford
Date and time of visit: 1th October, 2019
Ambience and First Impressions:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Musical instruments played
were very attractive.
The interiors and designs were
attractive.
Improvement will be made in
wall decorative.
Signage, Tariff Boards, Labelling, etc.:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Symbols placed were attractive
as from images it was clear
what it want to say as such fire
extinguisher, danger and many
more.
Non Separation in dishes made
customers confused.
Differentiated list of dishes.
Prices:

Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Some food items were cost
effective as well as economical
in price also.
High prices charged from
customers in bars.
In case of changes, prices will
be lowered to some extent in
comparison to other bars.
Range of Products:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Availability of differentiated
food items.
Bad taste of Italian food. Italian Chef will be hired.
Staff:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Employees were cooperative
and helpful.
Due to less employees, delay
in work occurred.
Employees will be hired in
appropriate manner.
CONCLUSION
From above assignment, it is concluded that customer satisfaction is most important
aspect for hospitality industry so it becomes important to make services according to tastes &
preferences of their target customers to ensure long term survival and growth. In addition to this,
it has also been concluded that long term sustainability could be achieved with the help of
ambience pricing, good quality services and some more concepts. Lastly, the conclusion has
been drawn about use of CRM to maintain good customer relationships and is an important tool
that will help organisations to maintain long term and good relationships with their customers an
to provide them with the best possible experience.

REFERENCES
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