Managing Customer Experience

This document discusses the value and importance of understanding the needs, wants, and preferences of target customer groups in managing customer experience. It explores factors that drive and influence customer engagement, customer experience mapping, touch points that create opportunities throughout the customer experience, and the use of digital technology in managing customer experience.

Managing Customer
Experience

Contents
Contents...........................................................................................................................................2
INTRODUCTION...........................................................................................................................1
P1 Value and importance of understanding the needs, wants and preference of target customer
groups..........................................................................................................................................1
P2 Factors that drive and influence customer engagement of different target customer group. .2
P3 Customer experience map for a selected service sector organisation....................................3
P4 The touch points that create opportunities throughout the customer experience...................5
P5 Examination of how digital technology is employed in managing the customer experience
within the service sector organisation..........................................................................................6
P6 Customer service strategies in an organisation......................................................................7
P7 Demonstration of how customer service strategies create and develop the customer
experience in a way that meet the needs of the customer and the required business standards. .8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Responses which are felt by the consumers while using any kind of service or product is
known as the consumer experience. It is very important for the companies to have a check on its
consumers experiences as its helps companies to see that the goods or services which are
provided by the companies are able to satisfy their need or not and also to enhance their services
in order to engage more customers. The following report talks about the London based restaurant
named as Duck and Waffle which was founded in 2012. This project covers the various project
which includes understanding need of patronages and its importance, segmentation of its service
market, various factors which drives and influence its client engagement, ways of using its
clients attitudes and behaviour in order to build trust and loyalty towards the brand. It also
focuses on the evaluation of the customers experience map, needs and expectations of its
targeted group and also optimising various touch points of customers.
P1 Value and importance of understanding the needs, wants and preference of target customer
groups
Market segmentation: It is a process which is used by the company managers to
segregate its market place in order to make its product or services available to its customers on
the basis of their need and characteristics in order to meet the expectations of its target customers
and satisfy their need with the help of its products or services (Adhikari and Bhattacharya,
2016).
In Duck and Waffle the marketing department of the companies formulates the strategies
which helps its marketers to segments its market on the basis of the different characteristics of
individuals. Various characteristics which are used by these marketers are race, age, level of
income, education qualifications, marital status, occupation, gender etc. This organisation serves
various ranges of foods on the basis of these characteristics and factors. The management of the
restaurant uses these factors to provide various dishes and segment their market as it sells
different types of dishes for different type and range of age group and race. Needs, wants and
preferences of its target consumers is very important for an organisation to understand as it helps
the company to design the product or services as per its customers and retain its customer for
longer period of time in order to achieve its organisational goal.
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For every organization it is important to unavoidably understand the, needs and likings of
focused customers so as to ensure that every one of requirements get satisfied. For Duck and
Waffle it is also very important for organisation to examine these three factors as there are
various advantages of them (Fatma, 2014). Importance of it could be comprehended with the
assistance of following focuses:
 By understanding the various wants, need and other expectations organisation will have
the option to give elevated level of fulfilment to clients.
 It can arrive at the hierarchical objectives, for example, consumer loyalty, benefit
expansion and so on.
 In request to hold customers for long haul it is basic for eatery to recognize needs,
inclinations and necessities of every one of its customers.
 If the eatery is eager to be the highest point of the business then it is essential to
comprehend these components that are identified with clients since it can set up a decent
market picture and be the principal selection of people.
 It can encourage the element to be on the highest point of division.
P2 Factors that drive and influence customer engagement of different target customer group
Client engagement is the correspondence or enthusiastic association between an
association, for example, Duck and Waffle and customers. It is significant for every one of the
undertakings since it brings about expanded deals and benefits in light of the fact that
exceptionally drawn in supports purchase more and proposes others to purchase to an ever
increasing extent. Directed client gatherings of café are individuals who love sweet, old matured
people as it offer extraordinary waffle to them, diabetes patients as sugar free things are
additionally sold by it. Various components are there which are driving and affecting client
commitment of the association (Fernandes and Neves, 2014). Every one of them are as per the
following:
 Duck and Waffle have great market picture that encourages it to expand the client
commitment
 The nature of the considerable number of things which are sold by the café is generally
excellent that satisfy necessities of the considerable number of clients thusly it improves
client commitment.
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 High level of rivalry in the London market may impact the client commitment of Duck
and Waffle since they will have different alternatives to purchase great quality
nourishment.
 Miscommunication is additionally one of the principle factors which may impact client
commitment of the eatery in such a case that the advertisers are not ready to give
subtleties to the customers then it will influence the deals and benefits with lower piece
of the overall industry.
In order to improve its customer engagement it is significant for the eateries, for example,
Duck and Waffle to see every one of the requirements and desires for various focused on
gatherings. By focusing towards every one of them an association can accomplish a more
significant level of client commitment (Kim and Choi, 2016). Following are the needs and
expectations of the customers of the organisation:
 Customers need that they ought to get best quality nourishment things from the café or
inn from which they are getting administrations and where they are happy to invest
quality energy.
 One of the primary desires which are significant for client commitment is area of eatery
in such a case that it is difficult to arrive at then foodies may discover somewhere else to
appreciate dinners.
 Their needs additionally incorporates condition of café which ought to likewise be great
and quiet with the goal that it can give solace to clients
P3 Customer experience map for a selected service sector organisation
Client experience guide can be characterized as an apparatus which is utilized by
organizations to speak to the mind boggling collaborations in visual structure. It causes
associations to feature conceivable torment indicates and empower business break down best
reasonable chances with the goal that it can give best understanding to the customers.
At the end of the day it tends to be characterized as the way toward finding the manner by
which potential purchasers of items feel that they are being locked in with the association or the
thing which is purchased by them (Lin and Bennett, 2014).
Customer experience map:
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(Source: Customer venture map, 2019)
The above outline is identified with the client venture model that shows the four primary strides
in the entire adventure (Customer venture map, 2019). Every one of them are additionally
indicating a portion of the fundamental touch indicates that are required be engaged by Duck and
Waffle while intending to offered distinctive nourishment things to the clients. Every one of the
phases in the client experience map is as per the following:
Awareness: It is the main stage where client don't know about the café. For instance, if a
gathering of companions wants to go out together and have lunch together at an extraordinary
spot then they will look through on the web and watch the promotions. Along these lines, the
touch focuses at this stage are the ads that are indicated on the web and looking on web index.
With the assistance of them they get mindful of the café.
Consideration: By concentrating on all the touch points they get in to contact with the
café and they search via web-based networking media, read sites and arrive on the chose eatery's
sites so as to choose one of them. These are engaged by them so as to frame best choice for
having a lunch together.
Decision: It is the third phase of client experience map where the choice of best spot to
have lunch together is defined by the online nearness. The touch points at this stage are source of
inspiration, structure and so on.
Delight: It is last phase of client experience map where customers share their own
inclination about the spot with others and elude them to visit it. The touch points at this stage are
site where supports can share their own perspectives. So as to be in contact with customers
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associations utilize month to month bulletins so they can impart suitable data of business to
them.
The touch point which is engaged by associations after all the previously mentioned steps
in self help in which cafés may send birthday or commemoration wishes to the clients.
P4 The touch points that create opportunities throughout the customer experience
There are different touch points which could be streamlined by Duck and Waffle to impact
the conduct, reactions and activities of the considerable number of clients with the goal that their
experience could be expanded (Peppers and Rogers, 2016). Some of them are described below:
 Online promotions: It is one of the key touch points that can impact client frame of
mind. With its assistance Duck and Waffle can spread mindfulness about its nourishment
that will draws in enormous number of clients and impact their conduct.
 Search: Most of the individuals look online before going out for lunch, supper or
different dinners. In this way, Duck and Waffle can utilize SEO to improve online
perceivability of it so frame of mind of customers could be impacts by setting a decent
picture of eatery.
 Social media: In request to build client commitment it is the most ideal approach to
utilize web based life to be associated with customers. By making a page or record on
Facebook, twitter and Instagram Duck and Waffle can create positive conduct of clients
by keeping in contact with them.
 Blogs: It is one of the regular touch points in current time which is engaged by cafés, for
example, Duck and Waffle by composing insights concerning the best nourishment of
them. It can help to impact client conduct since they will have fitting data of the things
which will be eaten by them.
 Call to action: Some occasions individuals visit cafés for certain appointments yet they
don't affirm it as they need the best spot. So as to take affirmation from them café can
remain associated with them by making telephone call. It is the best touch point to
upgrade client experience.
 Website: Before visiting a spot the majority of the people need to take a gander at the
site of the spot which will be visited by them (Schmitt, Joško Brakus and Zarantonello,
2015). So as to pull in them to have nourishment in Duck and Waffle it is essential for the
advertisers to make their site alluring.
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 Email and bulletin: With the assistance of this touch point associations attempt to be
associated with the clients who have utilized their administrations by giving them data
about various arrangements which are given by them.
 Self administration: With the assistance of this touch point eateries attempt to be
associated with their customers by wishing them birthday events and commemoration so
as to remind the best administrations which were rendered by them to the supports.
P5 Examination of how digital technology is employed in managing the customer experience
within the service sector organisation
Currently the vast majority of the organizations are using various kinds of frameworks by
utilizing furthest point designing to deal with the client experience. Some of them which are
utilized by Duck and Waffle are as per the following:
 Fresh sales: It is one of the normal CRM frameworks which are acclaimed among
organizations for its uniqueness and in manufactured correspondence choices
(Freshsales. 2019). It is utilized in Duck and Waffle by chiefs to deal with every one of
the leads which are produced by researchers. With its assistance better client experience
is given to the customers as it keeps 360 degree see on the subtleties of clients which
remains associated with them and wish them on uncommon events. It brings about great
experience of them.
 ZOHO CRM: It is additionally an advanced stage which helps associations, for example,
Duck and Waffle to upgrade client experience. It encourages advertisers to augment the
capability of internet based life nearness by catching leads on interpersonal organizations.
With the assistance of it client experience can be improved in light of the fact that it
increases visibility on various online platforms, for example, Facebook, Twitter and so
forth.
Currently Duck and Waffle is working on the two main CRM frameworks so as to hold and
secure enormous number of clients. These are Fresh sales and ZOHO CRM. With the assistance
of them two the staff individuals from the association attempt to meet desires for customers and
remain associated with them for extensive stretch in future (Wilson, Zeithaml and Gremler,
2016). Preferences and drawbacks of the two are as described below:
Fresh sales: It is one of the regular client relationships the executives framework which has
achieved pride in giving keen work a processes and powerful area the board to Duck and Waffle
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café. Every one of the favourable circumstances and hindrances of utilizing it are as per the
following:
 Advantages: It gives better lead the executives administrations to the association
similarly as with the assistance of it administrators can keep 360 degree see on the
subtleties of clients. It additionally deals with the streamlined deals inside the framework
which keeps the information in progressively composed way.
 Disadvantages: There is absence of choices for sending out of data in this framework.
Alongside this it likewise needs improvement in the openness choices for partners.
ZOHO CRM: It is a sort of client the executive’s arrangement which encourages Duck
and Waffle to address every one of its issues. It additionally controls supervisors to finish every
one of the activities whether they are explicit or not. Every one of the focal points and
disservices of it are depicted underneath:
 Advantages: With the assistance of it advertisers of the association can recognize and
focus on the inert leads effectively. Alongside this, it likewise help in start to finish lead
and contact the board.
 Disadvantage: It doesn’t give the choice of customisation to the organizations which are
utilizing it. The client care in this framework is paid and there is absence of adaptability
in this CRM framework.
P6 Customer service strategies in an organisation
Top authorities of Duck and Waffle are utilizing various kinds of procedures to oversee
client experience (Brodie and et.al., 2013). By utilizing every one of them association attempt to
create fulfilment level all things considered. Depiction of procedures is as per the following:
Creating clear staff expectation: to build customer's administration Duck and Waffle
execute the procedure of making clear staff desire. While executing it they make it obvious to
everyone of the workers that they ought to pursue the way of life of client first. This desire is
conveyed by top administration with its workforce that gives best administrations (Peppers and
Rogers, 2016).
Streamlining the waiting time: When the clients need to trust that quite a while will get
their nourishment conveyed as their table then it influences their experience. In Duck and Waffle
supervisors ensure that the holding up time in the association is low with the goal that
plausibility of negative picture of café in the psyche of guests could be diminished.
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Responding to the concerns: It is the last methodology which is utilized in the Duck and
Waffle eatery with the end goal of client care. Every one of the representatives of the association
are being asked by the executives to listen the worries of clients and react to them appropriately
so they get happy with the offices of eatery.
P7 Demonstration of how customer service strategies create and develop the customer
experience in a way that meet the needs of the customer and the required business
standards
Currently Duck and Waffle is utilizing three fundamental client experience procedures so
as to produce and assess understanding of its customers in such a way, which can help to it to
fulfil every one of the guidelines which were set by it already. The vast majority of the guests of
café need that they ought to get best administrations and this need are satisfied by the association
with the assistance of its systems. It can likewise furnish best understanding to them with the
assistance of best offices of the venture and satisfy the business guidelines which are identified
with higher client experience.
Another need of customers is to get tuned in at the café with the goal that they can indicate
the things which are required by them in their nourishment. It is likewise satisfied by Duck and
Waffle with the assistance of its client support procedure of reacting to the worries as it permits
staff individuals to interface with guests and make them agreeable (Heding, Knudtzen and
Bjerre, 2015). It brings about higher client experience since it upgrades their fulfilment level
with the administrations of eatery.
All the client administrations are conveyed by workers of Duck and Waffle appropriately
yet a few angles are missed by them. One of them is focusing toward the interior and outer
condition of café. It assumes an essential job in client experience thus it ought to be engaged by
the advertisers. Following are recommendation for its enhancements:
 In request to upgrade the client experience the administration of Duck and Waffle can
actualize the system of giving best climate to sitting to the clients. It is required on the
grounds that customers need that they should visit a spot where they can get great
condition to invest quality energy
 Another suggestion which is made to Duck and Waffle is breaking down its outside
condition and making changes to it whenever required. This proposal is given in light of
the fact that right off the bat clients examine outside of eatery and afterward choose to
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visit it. In the event that it isn't appealing from outside, at that point it won't draw in
customers.
CONCLUSION
Managing customer experience is very important for any organisation as it helps the
company to retain its customers for the longer period and generate maximum revenue and
achieve its organisational goal. It also helps the organisation to identify the needs and wants of
various types of customers and delivers its goods and services which can provide maximum
satisfaction to its customers and satisfy their needs. The above project discuss about the value
and importance of understanding the need, wants and preference of the targeted customer. It also
states the various factor which drive and influence customer engagement as Duck and Waffle
also understands its customers need and deliver the foods as per the characterises and various
factors. The above report also contains the customer experience map and discusses on that how
touch points can create various opportunities throughout customer experience and formulate
different strategies in order to satisfy its consumer needs and create brand loyalty. The above file
also contains the examination of how digital technology is used in order to manage the customer
experience in the service industry and various service strategies which are being used by the
organisations in managing its customer experience.
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REFERENCES
Books and Journals:
Adhikari, A. and Bhattacharya, S., 2016. Appraisal of literature on customer experience in
tourism sector: review and framework. Current Issues in Tourism. 19(4). pp.296-321.
Fatma, S., 2014. Antecedents and consequences of customer experience management-a literature
review and research agenda. International Journal of Business and Commerce. 3(6).
Fernandes, T. and Neves, S., 2014. The role of servicescape as a driver of customer value in
experience-centric service organizations: the Dragon Football SAdhikari and
Bhattacharya, 2016Fatma, 2014Fernandes and Neves, 2014Kim and Choi, 2016Lin and
Bennett, 2014Peppers and Rogers, 2016Schmitt, Joško Brakus and Zarantonello,
2015tadium case. Journal of Strategic Marketing. 22(6). pp.548-560.
Kim, H. S. and Choi, B., 2016. The effects of three customer-to-customer interaction quality
types on customer experience quality and citizenship behavior in mass service
settings. Journal of Services Marketing. 30(4). pp.384-397.
Lin, Z. and Bennett, D., 2014. Examining retail customer experience and the moderation effect
of loyalty programmes. International Journal of Retail & Distribution Management.
42(10). pp.929-947.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Schmitt, B., Joško Brakus, J. and Zarantonello, L., 2015. From experiential psychology to
consumer experience. Journal of Consumer Psychology. 25(1). pp.166-171.
Wilson, A., Zeithaml, V., and Gremler, D., 2016. Services marketing: Integrating customer focus
across the firm.
Brodie, R.J., and et.al., 2013. Consumer engagement in a virtual brand community: An
exploratory analysis. Journal of business research. 66(1). pp.105-114.
Heding, T., Knudtzen, C.F. and Bjerre, M., 2015. Brand management: Research, theory and
practice. Routledge.
Online
Freshsales. 2019. [Online]. Available through:
<https://financesonline.com/freshsales-pros-cons-leading-crm-software-solution/>
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