Managing the Customer Experience

This report discusses the value and importance of understanding customer preferences in the hospitality industry. It also explores strategies to create and develop the customer experience. The chosen restaurant, Gymkhana, is used as a case study.

Managing the
Customer Experience

Table of Contents
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................3
P 1. Value and importance of understanding the preference, needs and wants of target
customers group ....................................................................................................................3
P 2: Covered in poster............................................................................................................4
TASK 2 .....................................................................................................................................4
P 3 Consumer experience map for a selected service organization.......................................4
P4 Customer touch point throughout the customer experience create business opportunities
................................................................................................................................................6
TASK 3 ....................................................................................................................................8
P 5. Digital technology is employed in managing the customer experience within the
service sector..........................................................................................................................8
TASK 4......................................................................................................................................9
P 6.Illustarte consumer service strategies in context to specific services sector ...................9
P 7. Consumer service strategies create and develop the customer experience....................9
CONCLUSION........................................................................................................................12
REFERNCES...........................................................................................................................13

INTRODUCTION
For an organisation it is essential to manage the customers in such a way that they
become satisfy and feel joyful as a result their experience can be better. People have different
desires and needs so it is necessary for corporation to fulfil their wants as per the
requirement. In this report chosen restaurant is Gymkhana and it is from London. The
objective of organisation is to manage the consumer experience by satisfying the needs of
people. This report discusses about the following topics which are: various factors that drive
& influence customer engagement, expectations and needs of market segments, impact of
digital technology, consumer experience map to create business opportunities. Apart from
this report talks about effective customer experience management in hospitality industry.
TASK 1
P 1. Value and importance of understanding the preference, needs and wants of target
customers group
To analyse the desire and needs of people is difficult for an organisation because all
persons have its own demand as per their taste and food habits. For a hospitality industry it is
not an easy task to identify the desires of all consumers who visits in hotel and restaurant.
Gymkhana can analyse the needs of customers with the help market segmentation and on the
basis of it organisation can fulfil the wants of persons. It can provide the services to
consumers as per their likes and dislikes (Wong, 2013). Gymkhana provides various services
as per the needs and preference of people so consumers like to come in their premises. It
targets various types of consumers such as business persons, gym inspector, disabled
customers and hospital patients.
Questionnaire:
Type of customer Different
types of customer needs
Holidaymaker Pool services and
transport facilities,
Changing and nappy
facilities,
Meal at beaside and
proper place to take
food
Business person Separate room for
business class
Proper space to pass
between table, Charging
Quality food and Wi-

persons, comgortable
seat
point for phone Fi facility
Hospital patients
guest
Provide clean room
for rest
Purified water and
Healthy food
Proper information
about calorie on menu.
Soft music Charging point for cell
mobile
Beautiful view from
window
Gymkhana targets consumers and always try to satisfy them by providing quality
foods and better facilities as per their needs.
Holiday maker: Gymkhana provides the foods and other services to consumers as per
the needs and demands and makes the services faster so that delivery can be reduced. It
includes transport facilities, quality food, pool facility, nappy and cell phone charging facility
etc.
Business persons: Gymkhana provide better and quality services to its business class
persons. It is focused to satisfy the wants of consumers by providing excellent services to
them and try to fulfil the needs of consumers. It provides facilities like: Wi- Fi facility,
separate room facility, poolside services etc.
Hospital patient guest: Gymkhana always try to provide the services on the basis
consumers demand and expectations. It focuses to fulfil the needs of persons who comes
from various cities from medical treatment. It gives facilities like: healthy and nutrition food,
charging point facility and soft music (Peppers and Rogers, 2016).
P 2: Covered in poster
TASK 2
P 3 Consumer experience map for a selected service organization
There are various things which can be used by Gymkhana to maximize its reach to the
consumer and which are based on experience map.
Website: All companies have their personal websites which provides the information
about organisation to consumers. Gymkhana has its own website which gives useful

information about location, price, variety of products and other facilities. Customers can
assess this and get the information which is essential for them. It also updates its website so
that new things can be communicated to the persons. It keeps many photos with it so people
can through this and which insist them to visit the organisation once.
Telephone: It is useful for effective communication with the consumers. Gymkhana
can provide relevant information to persons who make call to them and ask about some
useful information which is essential for them to know. At the website of organisation it
mention phone number so that customers can directly contact to restaurant and get relevant
information according to their wants and desire.
Review sites: Gymkhana can get benefited from the review site because its
consumers give good comments on the basis of their experience. These sited can be use by an
organisation so that persons can know the opinion of persons who have already got
experience with the restaurant (Review sites, 2018). By looking these sites people are able to
understand about the organisation and its products or services so on the basis of this they
decide that they should visit to the restaurant or not.
Restaurant environment: It is essential for a company to develop healthy and
cooperative environment which feel the person more positive and good. Gymkhana can make
its environment better so that persons feel relax when they visit restaurant with their family
members and friends. As a result, more number of customers prefer to visit the organisation
and it will improve the brand image and profits of Gymkhana.
Text message: Now a day’s most of the organisations are using text so that they can
remain in touch to the consumers. Gymkhana is using text message to inform the customers
about their new products or services, discount and special offers. It is an effective tool which
is used by restaurant for its promotion and advertisement. Through it consumers can know
the current trend of organisation (Lemon and Verhoef, 2016).
Restaurant staff: To get success it is important for an organisation to have best
employees so that it can meet the demands of persons. Gymkhana has efficient staffs who can
deliver the services as per the needs, demand and expectations of people.
E – Mail: It is used by organisation to communicate its message to the consumers so
that they can know about the products, services, offers of company. Gymkhana is also using
E- mail to inform to its customers so that they can know more about the restaurant.
Restaurant management: Gymkhana can enhance its management by delegating the
task as per the skills of staffs (Kietzmann and Canhoto, 2013).

Paper mail: Gymkhana can use paper mail to convey its message to the consumers so
that people can know about the products and services of organisation.
P4 Customer touch point throughout the customer experience create business opportunities
The customer touch point refers to the point where customer and business interact
with each other and exchange information, make transaction and provide services. In today’s
world there are various mediums in order to make analysis of business; these are online
websites, e-mails, and social media. As these are platform where customers and business
interact with each other and fulfil needs. Touch point is way to attract customers so that
product and services of company can be sold to them. It involves before or after the buying of
something from industry. The Gymkhana restaurant provide facilities before, during and
after rendering services of restaurant.
These are services which Gymkhana can used in order to make touch point with
people and then convert those people into their potential customers. The restaurant can use
this kind of services in order to make touch point with customers. These touch points vary
according to nature of business. As knowing about touch point is only half the battle. To
improve customer satisfaction, one need to ensure that each touch point should leads to a
good customer experience and meet their customer expectations. To know about touch points
Gymkhana can set up feedback survey system at each major touch point or can set up
customer experience management software also (Homburg and Kuehnl, 2017). The before
purchase touch point can be used by Gymkhana are social media advertisement, during
purchase restaurant can use its catalog or presentation of restaurant and after purchase is
restaurant should take feedback regarding their services and food.
Direction Stage: This involves various stages which are evaluated as under:

Waiter makes eye: - contact with customers:
The eye contact is very important for every individual in order to deal with their
visitors and customers. This shows the better interpersonal skills of waiter of Gymkhana and
show professionalism among waiters of restaurant. An eye contact with customers is also
helpful for waiter of Gymkhana in order to enhance their communication skills and boost
their confidence (Florez-Lopez and Ramon-Jeronimo, 2012).To attract customers, waiters can
deliver the services in very less time, it will be an aid for Gymkhana restaurant. Greeting and
small talks by waiters plays an important role to create better image of organization. So here
under by waiter can have conversation with their guest is discussed as under:
Waiter: Good Afternoon, Madam
Consumer: Good Afternoon
Waiter: How may I Help you madam?
Consumer: Do you serve Indian food?
Waiter: Yes, madam, we are specialist at Indian food
Consumer: Can I have chicken tikka masala?
Waiter: YesConsumer: How much money I am supposed to pay?
Waiter: 35 GBP
Consumers: Ok. The food was nice.
Waiter: Thanks Madam, Visit again.
The small conversation which takes place between consumer and waiter helps to
improve overall experience of customers. The small greeting and gratitude from waiter is
very helpful in providing healthy and better environment of restaurant customers. And overall
it is helpful in growth of restaurant.

TASK 3
P 5. Digital technology is employed in managing the customer experience within the service
sector
Now a day it is important for an organisation to use digital technology so that
efficiency can be enhanced and business operations can be performed smoothly (Dong and
Siu, 2013). Gymkhana can use digital technology so its service delivery system can be fast.
Restaurant can use virtual reality and artificial intelligence which can enhanced the
experience of persons.
Answer of the questions are as given below:
 Black & White hospitality makes the presentation.
 Julian hook made the presentation.
 OPERA is a software programme.
 Key elements of their programme is link with: EPOS system, open table; book a table;
etc, late room, reservation, housekeeping etc used by nearly all major four and five
star hotels.
 Macro Pierre White Restaurant, Travelodge, Hilton International, IHG
(Intercontinental Hotel Group) are the current consumers of organisation.
 They have doing business from 1970s (OPERA), 2014 (Black & White Hospitality).
 Organisation see these programmes developing in future on the basis of: new market
entrants for example, Zonal EPOS system, increased functionality, further integration
with guests, identify trends for example, afternoon tea is the new “ Lunch”, better
analysis of feedback.
TASK 4
P 6Illustarte consumer service strategies in context to specific services sector
It is essential for a hospitality industry to provide better consumer services to the
people and it helps to maintain consumers engagement because huge number of persons will
attract towards the organisation. Fast and effective services improve the brand image of

business which bring success for company because it engage its guest and customers in
business. Due to the healthy competition it is necessary for a corporation to deliver valuable
services to the people so that their demand and needs can be fulfil. Gymkhana provides
quality foods to its consumers and manager of restaurant makes effective strategies which
brings better customer service (Dong and Siu, 2013). It helps to provide good experience to
person which improves the consumers relationship with organisation. Strategies which can be
used by organisation are as described below:
Deliver your promise: To provides the products on time is the responsibility of
organisation and it should be deliver as per the specific time period. Gymkhana can provide
goods and services at stipulated time duration so that it can match with the requirements of
consumers. As a result, customer feel satisfy and it improves the goodwill of restaurant.
Reward loyal consumers: Gymkhana provides royalty rewards to customers so that
their experience can be enhanced with the organisation because of quality services. It
provides various rewards to its regular consumers which includes combo offers, special offer,
discount etc. It motivates the customers to visit the restaurant and take benefits of loyalty
rewards. It makes the healthy bond with people.
P 7. Consumer service strategies create and develop the customer experience
Customer Audit Trail, Critical Observations
Name of hospitality business Gymkhana Restaurant, London
Time & date of visit 23rd of November 2018
First and ambience impression:
Which things I find attractive
or impressive?
Which things were not
good or up to the level of
restaurant?
What changes would I
make if it would be my
business?
Interior of restaurant which
made first impression on me.
Apart from this location is
quite nice.
They can make some
improvement in their
structure as it was not
accordingly and it was
unorganized also so they
If it would my business
than I would firstly make it
well organized and would
provide better sitting for
customers. And I would

can keep it well organized. use the theme concept for
everyday in order to attract
more customers.
Tariff Board, Labelling and Signage etc.
Which things I find attractive
or impressive?
Which things were not
good or up to the level of
restaurant?
What changes would I
make if it would be my
business?
Signage such as fire exit, no
entry way.
As there were no tariff
board or any other large
size board which displays
the price and rates of all
products of restaurant at
one glance (Benhamza
Nsairi, 2012).
If it would be my business
I would use tariff board
and large size display
which shows the prices of
product to customers. And
one can easily check out
prices at one glance.
Price:
Which things I find
attractive or impressive?
Which things were not good
or up to the level of
restaurant?
What changes would I make
if it would be my business?
Prices of food items are
affordable for every
customer so one can render
services of restaurant.
Some food prices are high
according to their taste and
delivery. (Clatworthy,
2012).
I would focus on maintain
affordable prices and good
quality food to customers.
Product range:
Which things I find Which things were not good What changes would I make

attractive or impressive? or up to the level of
restaurant?
if it would be my business?
It has broader product range,
one would have to visit
many time in order to have
all range of products.
There is problem of
cleanliness and number
dustbin were not enough.
I would focus on neat and
clean atmosphere and will
keep enough number of
dustbin so consumer will
through wastage in dustbin
only.s
Staff:
Which things I find
attractive or impressive?
Which things were not good
or up to the level of
restaurant?
What changes would I make
if it would be my business?
Staffs are good and provide
quality and on time services
to customers.
As due to some lack of
training staffs are not able to
perform their task
effectively and efficiently.
I would employ some skilled
and semi skilled staffs and
will provide them training so
that they can perform their
duties and provide the
services to customers..
Time:
Which things I find
attractive or impressive?
Which things were not good
or up to the level of
restaurant?
What changes would I make
if it would be my business?

This is an imperassive thing
that they do not delay in
providing services to their
customers. They provide it
on time.
Some services like table
cleaning and setting up table
for customers take time
(Bagdare and Jain, 2013).
I would try to employ more
staff so that services can be
delivered more promptly to
customers..
Supplementary items:
Which things I find
attractive or impressive?
Which things were not good
or up to the level of
restaurant?
What changes would I make
if it would be my business?
As managers were guiding
their employee to deliver
better and on time services
to customers.
It does not have any
complimentary items for its
customers.
As I would provide the some
complimentary drinks in
order to make them feel
refreshed.
Payment:
Which things I find
attractive or impressive?
Which things were not good
or up to the level of
restaurant?
What changes would I make
if it would be my business?
As restaurant accept the
cashless payment so one
does not need to carry more
cash with itself in order to
make payments.
As they do not have proper
digital payment methods so
it needs improvements.
I will accepts payments
through both modes such as
offline and online (Peppers
and Rogers, 2016).
CONCLUSION
From the above report, it has been concluded that managing the consumer experience
is important for an organisation so that it enables to satisfy the needs of persons. Gymkhana

provides quality products as per the desire of customers which improve the goodwill of it.
Efficiency can be enhanced by using digital technology. Strong relationship can be developed
by deliver best services to the persons and fulfil their wants.

REFERNCES
Books and Journals
“Phil” Klaus, P. and Maklan, S., 2012. EXQ: a multiple-item scale for assessing service
experience. Journal of Service Management. 23(1). pp.5-33.
Bagdare, S. and Jain, R., 2013. Measuring retail customer experience. International Journal
of Retail & Distribution Management. 41(10). pp.790-804.
Benhamza Nsairi, Z., 2012. Managing browsing experience in retail stores through perceived
value: implications for retailers. International Journal of Retail & Distribution
Management. 40(9). pp.676-698.
C. Harris, L. and Daunt, K., 2013. Managing customer misbehavior: challenges and
strategies. Journal of Services Marketing. 27(4). pp.281-293.
Clatworthy, S., 2012. Bridging the gap between brand strategy and customer experience.
Managing Service Quality: An International Journal. 22(2). pp.108-127.
Dong, P. and Siu, N.Y.M., 2013. Servicescape elements, customer predispositions and
service experience: The case of theme park visitors. Tourism Management. 36.
pp.541-551.
Florez-Lopez, R. and Ramon-Jeronimo, J.M., 2012. Managing logistics customer service
under uncertainty: An integrative fuzzy Kano framework. Information Sciences. 202.
pp.41-57.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Kietzmann, J. and Canhoto, A., 2013. Bittersweet! Understanding and managing electronic
word of mouth. Journal of Public Affairs. 13(2). pp.146-159.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A
strategic framework. John Wiley & Sons.
Wong, I. A., 2013. Exploring customer equity and the role of service experience in the casino
service encounter. International Journal of Hospitality Management. 32. pp.91-101.
Online
Review sites. 2018. [Online]. Available Through:
< https://www.reviewtrackers.com/business-review-sites/>