Managing Customer Experience

This document discusses the importance of managing customer experience in the hospitality industry. It covers topics such as the value of perception, factors that drive customer engagement, customer experience map, opportunities throughout the customer experience, and the use of digital technology in managing customer experience.

Managing Customer
Experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................4
P1 Value of perception the needs, wants and preferences of target consumer groups for the
hospitality industry......................................................................................................................4
P2 Factors that drive and influence customer engagement of different target customer groups
within a service sector organisation............................................................................................6
P3 Customer experience map for a selected service sector organisation....................................7
P4 Opportunities throughout the customer experience in hospitality organisation....................8
P5 Examine how digital technology is employed in managing the customer experience within
the service sector, providing specific examples of customer relationship management (CRM)
systems........................................................................................................................................9
P6 Customer service strategies in a specific service sector context..........................................10
P7 Customer service strategies creating and developing the customer experience in a way that
they meet the needs of the customer and the required business standards................................11
CONCLUSION .............................................................................................................................12
REFRENCES.................................................................................................................................13
Books and Journal.....................................................................................................................13

INTRODUCTION
Managing customers and experiencing what they feel about is considered to be a
significant part in enhancing the development of any and every work place. This helps in
deciding the mental representation about a considerable brand. A good consumer experience is a
rational motive for which an organisation works to cater a large customer market. In context to
Aviary Restaurant , they facilitate their consumers by providing quality services and making
them satisfactory as to make them have a non forgetting experience. They work continuously in
accordance to the strategies that are helpful in receiving a loyal customer base. Aviary
Restaurant is having a fantastic ambience and a marvellous atmosphere in lap of nature which is
admired by customers(Ali, F.,et.al, 2018). The beauty of location make consumers adore the
location. The restaurant is renowned for its mesmerising view and consumers relish by sitting
and eating there. The case study discusses about the significance of delivering the visitors as per
their requirements and wishes, so that they enjoy the time they spend is memorable to them and
they have a good memory throughout. Even the management of the organisation focuses how the
visitors can be kept reserved and occupied through use various elements and the usage of digital
and technical know how in coming through the customer experience. They are regularly focused
on maintaining the customer profiles and personalising with the visitors and making good
interactions so that mouth to mouth publicity can be achieved. The systematic plan which is
focused by the management team of Aviary Restaurant is to facilitate visitors with a
personalised and familiar experience so that loyalty towards brand is intensified and revenue of
organisation is increased thus reducing cost of production. The communication skills of
management and staff members also contribute to this(Bolton, R.N and et.al, 2018).
TASK
The need of value perception, desires and requirements which is needed by potential customers
in hospitality industry.
Consumers with different mindset and varied cultures have their own perception and
demands which they want to fulfil. Because of heterogeneousness in the savoury and appetizing
of visitors of Aviary Restaurant a proper analysis of visitors are done by the staff members prior

to their reservation so that their needs are met with a satisfaction. They aim on denoting the
recent course of action in society and then serving the consumers with the required benefit and
facilities as demanded by the consumer. This initiates the customer satisfaction and engagement
of customer in restaurant. To intensify the comfort, visitors go for the brand which they trust
from their own experience or that of others. To implement correct systematic plans with side on
side to maximise net incomes and gross sales of the firm that is considered significant in
understanding the target group.
In addition to understand the need of consumers and wanting to provide them so as to
fulfil their expectations. The consumers of Aviary restaurant exist with a premium grade and
consist of an impressive lifestyle. The values and significance of deliberating the anticipations of
visitors are mentioned beneath: Modify innovation:Innovation is an essential element for growth and sustainability of
any firm and for that it becomes significant to recognise the existing direction in industry
as well as to employ them in accordance to wants of consumers. In reference to Aviary
restaurant the group aims on studying the recent course of action and snapping the
possibilities when they occur(Bueno, E.V., Weber, T.B.B., Bomfim, E.L. and Kato, H.T.,
2019). They every time provides their visitors with donating new things and modifying
the previous methods. Fundamentally it is significant to understand and interpret the
market to bring customer satisfaction and increase the branding of organisation.
 Providing appropriate ability to satisfy the visitors: The decision of buying any product
or service depends upon the quality of the thing that the organsiation is offering in
context to what is expected by consumers from them. Improved position of an
organisation will compete with the expectations and requirements of consumers and
make sure that they are satisfied. The restaurant referred to is taking full efforts to
provide a complete package of services according to the market current trends prevalent
in the market and continuance of them by having a proper examination of their wants and
requirements. Consisting of the learning of requirements and wants of the customers
facilitate organisation and its staff to proceed with considerable judgements in favour of
the buyers and for the successfully achievement of the goals and targets made by the
organisation. The set targets and objectives are kept in mind while framing any and every

decision in context to the revenue of organisation. This is applied to any and every
organisation, as it serves as the main aim.
Various customer engagement factors which can be used to determine strategies which can be
used for different customer groups in a service sector organisation can be seen as using social
media for advertising in a high amount rather than using it just like a platform. Apart from this
proper feedbacks are required to be taken from the consumers and attempt has to be taken to
meet them.
The factors which persuade engagement of customers with various consumer groups on a service
sector.
Consumer engagement is a type of personal affection or mutual attachment which a
consumer constructs in a period of time with the specific organisation(Dou, X., Zhu, X., Zhang,
J.Q. and Wang, J., 2019). An extremely occupied consumer takes advantage of the organisation
by purchasing more services and products as well as promoting the brand to their known ones.
This enhances the mouth to mouth publicity also. The loyalty of consumer towards the brand is
also seen that keeps the customer involvement. To enhance the consumer involvement in Aviary
restaurant, customers are kept in timely contacted and feedbacks are generated, creating a
personal touch with service seekers. This increases the interest of consumers towards the
restaurant. The varied factors which affects the involvement rate of consumers. The elements
applied by Aviary restaurant is as: Closed ones The focus group of individuals that importantly visits Aviary restaurant are
families, which has every age group, from young to old ones. As families are there, they
are focused on peaceful environment and proper seating area availability where they can
sit and enjoy their meals. The other factors that contribute to this is entertainment, music
according to their age, preferences and others. Corporates Several individuals who are employed in corporate office are also regular
customers of the restaurant. These corporates basically come in the groups for
refreshment purpose. As they are corporates and middle aged, they require a peaceful
sitting in their free time to relish, in this order they are facilitated with proper amenities.

WiFi facilities are also offered to consumers so that they are engaged for a long duration
and thus resulting in increased sales.
 Education seekers Usually scholars go to restaurants with their peers to eat and have a
gala( Gopalakrishna, S., Malthouse, E.C. and Lawrence, J.M., 2019). If such groups
adores the place, it becomes a profitable deal for the restaurant as they can become
regular customers. In aviary restaurant the ambience is so mesmerising, where they can
arrange parties and get together.
Instead these factors can affect the consumer engagement unfavourably and is required to be
taken care of: Unsuitable Food and Beverage: If the attribute of eatables is not according to the grade,
then it affects negatively to the restaurant. As an integral part of organisation, if the
quality of food and beverages is compromised and served according to the mark, then
customers will not visit again the restaurant and the brand name will even deteriorate.
This leads to loss in revenue so the focus aims on providing the better quality foods and
beverages to customers.
 Inferior Management: It is significant for staff to control the measures so that consumers
are benefited and attracted in a large numbers. Consumers like the place which is
properly managed so that consumers are not required to waste time in finding the
required facility. Hence it can be said that a proper management is a major element in
succeeding for any and every organisation.
Map describing customer experience in a selected service sector organisation.
Customer Experience map is an instrument that is used to view the undergoing thoughts
at different levels of life. It assists in learning what is choice of consumers and what they
disliked. The restaurant with this relevance gets the knowledge regarding what disappoints the
consumers and then can aim on improving it. Beneath is the customer experience map of Aviary
Restaurant: Request It is the first point from where analysing is initiated, it can be search engine like
Google or any other software. It is vital to determine the resource from which the
attention will be seeked in regards to the product or service offered by the company. The
administrators of Aviary Restaurant pretends to provide assurance that provides benefits

and schemes to the consumers so that customer reach is improved and they are
competent to utilise the welfare of those schemes and benefits. Evaluate The second point from where the consumer evaluate and examine as to what
Aviary restaurant is providing and what other competing restaurants are providing in the
related industry and then evaluate by verifying the inter connection amidst them both.
Aviary restaurant adopts several techniques which are used to make sure between the
two(Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018Ljungholm, D.P., 2018). Purchase This is the third point where the operation is conducted on the behalf of
consumers who have to perform the purchasing. With this the information and other
relevant facts and figures are provided by the consumer which result in modifying the
varied sales for which contrary methodologies are followed and adopted. Collect The discount coupons and benefit schemes provided by the Aviary restaurant are
accumulated after a time being and then the best one from whole lot is selected. This
sometimes create a situation of anxieties and mental pressure like stress in minds of
consumers at this point of time.
 Consume This consists of the last and final where a consumer personally goes to the
Aviary restaurant and applies the discount coupons and benefit schemes which they have
received.
The opportunities which can be used to optimize behaviours of consumers so that their
behaviour can be persuaded in a manner that they are highly attracted towards the organisation
can be done by studying them using different techniques which describe the likes and desires of
consumers.
Customer experience in deriving opportunities in hospitality organisation.
Touchpoints: The component which is the basis for interaction between organisations and their
customers are the various touchpoints present at every stage of activities conducted by the
company. In relation to the Aviary restaurant such touchpoints influence the brand image
perceived by the consumers. An establishment is able to gain profits by identification and
utilisation of the points of interaction between the firm and the consumer. All the touchpoints are
the basis of the design for the brand image of the company present in the psyche of the
consumers. The Aviary restaurant identifies every touchpoint and constructs strategies for
building opportunities by enhancing satisfaction level of the consumer which is detailed below:

 Social Media: this instrument is used by the respective restaurant to increase the number
of new consumers and revisits from current customers. This is an effective technique as
social media allows straight forward interaction between the establishment and their
potential consumers. This process of consumer interaction is not only low cost but also
helps the restaurant build emotional bonds with their consumers which creates loyal
consumers for the company. Communication channels: Aviary restaurant aims to build constant contact with their
consumers by building communication channels and practices which take feedbacks
from their customers. These practices help the company maintain quality interaction wit
their consumers and helps them gain information about the satisfaction level of the
consumers for any modifications required to enhance their experience with the
company. Consumer on-boarding: One of the widely used touchpoints in the restaurant industry
is consumer on-boarding. Huge amount of consumers stop using the ser4vices of an
organisation due to boredom or displeasure with their services. The respective restaurant
uses on-boarding process to give the consumers inform nation about quality of their
services which enhances consumer loyalty and consumer retention. Online promotion: This promotional method gives impactful results in building brand
recognition and popularity of the establishment. The Aviary restaurant uses online
promotional methods such as promotional banners to enhance their overall profitability
and construct effective brand image in the minds of the consumers.
 Direct Mail: This process is used by the establishment once the consumer has purchased
their services. Aviary restaurant influences their consumers to increase the frequency of
their revisits through usage of direct mail. This method helps the restaurant give their
consumers information about latest offers and reward schemes to persuade them into
making regular visits to the establishment. Expertise and experience is needed for
constructing an attention garbing and persuasive email with right words according to the
preferences and interests of the consumer to influence the consumer into revisiting the
eating establishment and make modifications according to the response of the consumer
to enhance consumer entanglement(McColl-Kennedy, J.R.,and et.al 2019).

These four methods are taken into use by the respective restaurant to meet the requirements of
the consumers and give them maximum satisfaction at every interaction with them. This sis
helpful in enhancing brand recognition and building effective connections with the consumers .
Evaluate how can digital technology be used in managing customer experience in working sector
by giving specific examples regarding customer relationship management (CRM) systems.
Customer are the main target for any organisation . In context with this Aviary restaurant,
is developing effective strategies in order to attract large customers efficiently. This can be done
by studying the current trends. Since the current era can be considered as the digital era. So in
relation with this the Aviary restaurant if focusing on applying digital technology in order to
enhance the customers engagement towards their services. This will help them in establishing
effective customer relationship with the customers. For this the restaurant is emphasising on
using strategies that will help them in analysing the customer expectations from their brand.
In addition to this the company is implementing Right Now Technologies' CRM
Package. This is an software introduced by oracle in order to manage the customer relationships
effectively. It is a cloud based software that establishes a connection between the Aviary
restaurant and the customers. This will help the company in enhancing the customer satisfaction
by providing them what they want. Also, the customers will perform word of mouth advertising
for the brand which will enhance the chances for the company for potential customer base. Also,
the digital technology have played a great role in connecting the customers and the restaurants.
This will also help the company in creating the records of their customers for developing
effective strategies in order to target them effectively.
The Aviary restaurant is famous for their services among the customers and this have
provided them advantage by enhancing their market share in the complex developing industry.
Since the restaurant believes in continuous growth and development and for that they are focused
towards their customers. The restaurant always try to introduce innovativeness in their services
which will attract the customer and retain them for longer duration. With this the restaurant is
also focused towards their cultural values as some of the customers want traditional touch with
the food which will help them in reconnecting with their culture. Also, this will help them in
operating at the global level as the company can connect any customer at any time through

digital technology. But the company must adopts secure software in order to safeguard the data
of their customers from misusing by the thirds parties.
In context with this, the restaurant is also adopting digital ways to reconnect with their
lost customers and trying to figure out the reason behind of shifting from their brand. The Right
Now Technologies' CRM Package helps the Aviary restaurant in serving the customers
effectively by providing them differentiated service at one place(Pandey, S.K. and Mookerjee,
A., 2018). This have also helped in capturing a leading position in the industry by competing
their competitors effectively. At last, digital technology can be considered as an powerful tool
which have created numerous ways of reaching the customers but for that the every restaurant
must focus their shift from goal oriented to customer oriented.

Advantages and disadvantages of CRM systems which can be used in service sector businesses can be seen as:
Advantages Disadvantages
CRM allows the process to be quick and thus result in effectiveness. It is not suitable for all kinds of businesses.
It improves consumer experience as it facilitates on serving
consumers appropriately.
At times the cost of implementation can be
higher.
Customer service strategies in a specific service sector context
Consumer happenings of management strategies
These are the systematic plans adopted by organisations to modify and enhance the experiences of consumers with
acquiring organisational goals with efficiency and effectively. They aim on consumers and their wishes and needs
so that they can be facilitated and their conditions are accomplished within time period decided. The aim is to have
a perception on actions of consumers and to improvise the loyalty of the existing consumers by providing them with
what they want and they like. In reference to Aviary Restaurant they provide with upper class superior services
which improvise loyalty of consumers and serve with pre and post services to consumers so that their experience
and views are modified and they feel extraordinary. The systematic plan followed by the restaurant are as
mentioned beneath:
Adaptation of touchpoint analysis
In the above mentioned analysis of touchpoint, the major aim is to intensify the fields that directly affects
the loyalty and overall profits in an organisation. One of this should be to improvise the fields that on daily regular
times for consumer involvement and to intensify the name and fame of organisation in the market place. In aviary
restaurant the procedure of after sales services assist in learning regarding the consumer view points and take
measures to improvise them. They serve with a feedback form in which the consumers fill a form and can explicit
with their impressions and fields of transformation which they need. So to implement touchpoint analysis, it helps
Aviary Restaurant to enhance the gainfulness and welfare of the restaurant.
Levels of consumer experience systematic plan
Under mentioned is used by Aviary Restaurant to intensify the view points of consumers:
 Evaluating the requirements of market: To become a famous and flourishing firm in the economy and
performing research regarding the market is considered significant. Learning what the consumers need and
provide them with what they needs to attain happiness(Rajaobelina, L., 2018). In context to Aviary
Restaurant they prepare a fine research which has intensified the loyalty of consumers for the organisation.

Customer service strategies creating and developing the customer experience in a way that they meet the needs of
the customer and the required business standards
There are several systematic plans which are implemented by various firms to evolve and add the view point
of consumers, as they are an integral portion of firm and provides them with well equipped sales of the restaurant.
The strategy which Aviary restaurant is implementing is modifying the touchpoints as they are the factors that
enhance loyalty among consumers. They aim on providing the choice of customer. The another strategy adopted by
them is to collect feedback and reciprocate the consumers for the same. This guides in acquiring the improvement
areas which are demanded by the consumers, this will lead consumer satisfaction and enhance brand image. The
Aviary restaurant aims on providing quality efficient services that relish the consumers and they are not diverted to
other competitors, thus setting standards in terms of brand image. It becomes significant for consumers to acquire
personalised contact and they provide assistance in same manner to the staff so that there are less chances of errors.
Serving with pre and prior sale services affects the level of satisfaction and improves it, that manages to
development of organisations(Shobeiri, S., Mazaheri, E. and Laroche, M., 2018). Employment of such systematic
plans modifies the customer satisfaction if implemented in a right way as Aviary Restaurant did and had build a
better consumer base.
CONCLUSION
All in all it can be concluded from the above studied report that satisfaction on behalf of consumers play an
important role in every organisation and this aids in enhancing the loyalty and trust of consumers to the brand. In
reference to Aviary Restaurant they implement systematic plans to modify the level of contentment amidst the
consumers so that they serve the food with utmost quality, looking to it the consumer repeats its visit again and
again. To modify the contentment level it is significant to learn the recent phases in the market and provide
consumers in accordance to the courses that innovate the thoughts which provide and assist the consumers(Ulaga,
W., 2018). The aviary restaurant forever determines the potential teams of individuals and keep them occupied
with digital technologies so that relationship with a positive impact is build for attaining the prosperity and loyalty
with a determined customer base. Also it can be seen that consumers are the sole aim for existing and development
of an organisation. To be prospering an organisation should solely aim in satisfying the consumers with meeting of
systematic and strategic goals. A customer who is satisfied will improve the image as well as the revenue of Aviary
restaurant, thus maintaing the loyal customers.

REFRENCES
Books and Journal
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Gopalakrishna, S., Malthouse, E.C. and Lawrence, J.M., 2019. Managing customer engagement at trade
shows. Industrial Marketing Management, 81, pp.99-114.
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