Managing Customer Experience

This document discusses the values and importance of target customer groups in the service sector industry. It explores various factors that execute and influence customer engagement for different target groups within an organization. The document also covers customer experience mapping and the identification of touch points for effective customer relationship management. It provides insights into the impact of digital tools on customer relationship management and strategies for customer service and experience management. The content is relevant for students studying customer experience management, marketing, and business management courses.

MANAGING CUSTOMER
EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................4
P1. The values and importance of the target customer groups for the service sector industry....4
P2 Various factors which executes and influences customer engagement for the different target
group within organization............................................................................................................5
LO2..................................................................................................................................................7
P3 Customer experience map.......................................................................................................7
P4 Identifying touch points..........................................................................................................9
LO3 .............................................................................................................................................10
P5 Impact of digital tool's on customer relationship management (CRM)................................10
LO4................................................................................................................................................12
P6 Customer service strategies..................................................................................................12
P7 Customer experience management ......................................................................................12
Recommendation ..........................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Customers are the main stakeholder of the organizations because they play significant
role in organization promotion. Therefore customers are first priority for the organization. Each
organization focuses on customers requirements and their expectation which gives value to their
money by meeting their objectives. Even hospitality sectors always focus on customers demands
and offers additional services to customers for enhancing their experience by consuming services
of the organization. Restaurant also focuses on their customers taste and food varieties so that
they retain with organization prolong time. Even organization manages customers experience
through customer experience management which is specially organized to manage experience of
the customers. There is an example of Cosmo world buffet restaurant which has main goal to
fulfil customer's needs and offers different services so that their experiences enhance. This report
cover values and significance of the understanding the needs and opinions of the target
customers group for service sector industry.
LO1
P1. The values and importance of the target customer groups for the service sector industry
Customer plays vital role in organization because they help company to enhance brand
power in global market, and they lead sustainability in business by purchasing services on
regular basis (Scherpen, Draghici and Niemann, 2018). Various service sectors gives values to
customer’s preference and their choices by understanding their different needs along with
expectation. Restaurant managers analyses types of customers and understands their choices
regarding services, taste and facilities.
Importance of understanding customer needs-
 To get customer taste, organizations analyses market which helps to understand target
customers demands because target customers can lead economical profitability in
company by purchasing their services.
 To analyses customers taste, service sector managers apply techniques to focuse different
type of customers in the market. Therefore, organization applies customer segmentation

strategy which helps to get types of customers, their needs and preference from the
services sector industry.
 Different segments of customers’ helps organization that what services or product can
give the value of their money and what type additional service can influences their
experience.
 The main reason to understand target customer's choice to builds good relationship with
them so that, they retain with the organization prolong time.
 Cosmo world buffet restaurant, Romford has main purpose to focus targeted customers so
that enables to get their needs, wants and preferences. By focusing on customers'
organization wants to maintain good relation with them. Organization offers varieties of
services such as hospitality, restaurant etc. services to customers, so that target customer
doesn't have to face problem.
 Generally, customer prefers that restaurant or hospitality services which gives values of
their money and enhance their experiences.
 Currently, organization targets only potential customers and improves their services so
that customer's attract and prefer to purchase services.
 Potential customer's demands and their preferences are very crucial for the hospitality
sector because they enhance economical scale by purchasing services.
 Organization applies market segment strategy and categorizes different target customers
in term of gender, age, income, occupation, education and ethnicity so that enable to
understand customers’ needs and expectation in the market.
 Through the demand and preferences, organization understands customer behaviour and
attitudes towards hospitality.
 Customer attitude and behaviour assists organization to establish brand loyalty and trust.
 To give value targeted customers, organization includes customer care manager who
helps company to resolve customer’s issues regarding services or products. Even
customer care manager helps organization to maintain relationship by sharing knowledge
about customer taste.
 The main goal to focus target customers that supports to lead sustainability in the
organization by retaining them with the company prolong time. Therefore, they are
valuable for the organization,

P2 Various factors which executes and influences customer engagement for the different target
group within organization
Engagement factors:
There are various factors which help organization to understand customers needs and
wants, which establishes relationship with customers. Communication is also an important factor
which affect organization. For example if hospitality sector provides communication services to
customer as result they comes in trust.
Various opportunities for customer engagement
There are various strategies for the customer engagement which is applied by the Cosmo
buffet restaurant, Romford for building brand loyalty in the customers. Strategies are-
Customer experience: Organization focuses on customers’ needs and requirements which
helps to get customer behaviour and attitudes towards product and their services. Based on the
understanding, organization offers additional services to targeted customers that enhances their
experiences (Surridge, and et.al., 2016). To influence customer experience is the main strategy of
the organization because it leads customer trust on the company.
Humanize brand: Cosmo buffet restaurant, Romford is the most popular stylish, modern
chain dining room along with Asian cooking stations which is established in UK. It is a famous
restaurant which offers worldwide services to customers. Organization has goal to influence
brand value of the restaurant by offering standard quality services to customers. Therefore,
organization offers opportunities to customer for sharing their experience about food and their
services. Even organization encourages them for givng new idea or suggestion which can
improve organization services. Thus, organization enhances customer engagement and improves
brands value.
Use social media: Organization uses social media to communicate with employees
therefore, it is profitable strategy for the restaurant. Through the media organization
communicates each employee personally regarding issues and inquiry. Based on the problem,
resolves them within time which makes happy customers and builds effective relationship with
them. Organization offers email facilities to targeted customers where customer can ask about
issues. Cosmo buffet restaurant offers online booking services to customers where customer can
book online. Thus, organization engages customers in organization and enhance brand value.
On-boarding and post boarding techniques

On boarding strategies
It refers to introduce organization products and services to new customers and assists
them to understand how can they take benefit and how can they enhance their experiences. Thus,
organization draws a positive position in customer mind for the company (San-Martín, Jiménez
and Puente, 2019). Cosmo buffet restaurant manager applies strategies to attract targeted
audience in the market.
Understand customer preferences: Organization analyses types of customers which are
based on the age, gender, income and occupation. Such kind customer segmentation assists
organization to understand their expectation from restaurant. Cosmo buffet is the most popular
restaurant which offers wide variety products so that each customer gets values by getting
desirable food in good taste.
Build parameter of the on-boarding cycle: Restaurant applies on-boarding cycle
parameter for influencing brand value over the predetermined time. Through the parameter
focuses three type of customer’s i.e. first time customer, committed customer and potential
customer. Thus, organization surveys each type customer group and engages them with the
company.
Post-boarding strategies
Customer retention is the sign of the post-boarding strategies. To establish good relation
with customers prolong time. Organization offers customer care services to target customers.
Effective way of post-sale engagement: Those customers who have taken services of the
Cosmo buffet restaurant, they are offered membership card by the organization. it is sign
customer relationship. Membership card is the strategy of the organization to make them tempt
to buy services again (Benzarti and Mili, 2017). Through the card, organization offers discount
services or cash back service to customers if they purchase services again. It is a effective way to
sale services and retains potential for the several times
Customer care services: Even organization offers customer care services to targeted
customer who have consumed the services of organization. Where manager keeps communicate
them occasionally and introduces about offers and additional services so that customer attracts
and make plan to visit the place again. Beside of this it also supports group of customer by
resolving their issues. Thus, organization establishes good relation with them.
Various factor which drive and enhance customer engagement

Compelling offers: It is important factor which influences customer engagement with the
company. Cosmo buffet restaurant gives values to their different types of customer by offering
discount on food. Even organization gives standard quality services to customers so that they
attract and gives value to brand.
Competitive prices: Organization applies competitive price strategy that keeps effective price. it
is dependent on the products type, so that each type employee enables to buy products and
services. The main goal to cover each type of customers and enhances their engagement by
offering feedback facilities.
LO2
P3 Customer experience map
Customer Journey Mapping: It is an effective way to create, record, strategy and evaluates
communication which customer keeps with company. Cosmo buffet restaurant, Romford
prepares customer experience map so that able to understand brand position and customer
engagement with the company.
Define objectives: Organization possess Asian cooking stations and global banquet in
England. Organization has goal to focus targeted customers and improves their experience by
offering expected services (Lemon and Verhoef, 2016). The main objective of the organization is
to improve customer satisfaction by reducing their complaints about late services.
Gather information: Manager of the restaurant gathers various types information about
customers. For example customers contact number, occupation, birthday date, likes & dislikes,
experiences after consuming services, complaints, expectation etc. collects by the organization so
that make them engaged with organization prolong time.
Identify customer” Touch point”: Touch point refers social activity of customers which
includes online searches, telephone calls, blogs, support desk, online chat box services,
conferences etc. which is identified by the organization. It allows effective communication and
informs about additional services to customers. Organization keeps brilliant customer services
team who handles such kind customer and tempt them to buy services again.
Key stages of customer experience: To improve general customer experience Cosmo
buffet Romford focuses on pre boarding, on-boarding and post boarding customers so that able
to understand their needs, wants and their expectation (Coble, 2018). Organization offers
feedback and rating services to customers so that customers shares their real experience about

product and service and also gives rating to organization. Even organization also involves
customer experience for late delivery of products. In which customer can share their bad
experience about product delivery and takes late delivery or no response during calls. Thus
organization maintains customer experience and develops their product services.
Start mapping: To prepare customer experience map organization includes touch points,
aims and objectives, operational performance graph and weaknesses of the organization. In map,
cosmos buffet, Romford also includes stages of customer’s journey which has described in the
map below-
Validate results: To validate map organization allows group of customer and various
department to give their feedback. Based on the feedback manager can observe accuracy of the
experience map.
Analyses Map: To analyses Map success manager of the organization always focuses on
customer complaint which can reduce customer trust on organization. Manager gathers all issues
and enlisted them for resolving them over the time (Exter, 2018). Even organization also resolve
online services relevant customer problem and resolve them.
Treat Map as living document: To maintain effectiveness of the map, organization review
and update map regular basis by touching and removing touch points. It leads standard quality in
organizational services.

Figure 1Customer Experience Map
(Source: CJM For Restaurants 1, 2020)
P4 Identifying touch points
Customer's touch points helps organization to make business opportunities so that enable
to offer best services and improves brand position in global market. Touch points are the social
activation which helps organization to reach potential customers and takes them in contact with
company's brand pre-boarding, on-boarding and post-boarding (Sutrisno, Wulandari and Sodik,
2016). Customers touch points are rating & reviews, visit websites, contact customer services
etc. customer's touch-points helps organization to lead advancement in the experience. Even
these touchpoints leads business opportunity for the organization such as-
Rating & reviews: It is a main touchpoint for the organization because it helps to
understand customer behaviour and their response regarding organization products services.

Even rating leads brand position and reviews helps organization to understand customer
experience. Both touch points creates business opportunity for the Cosmo buffet restaurant
because organization can influence brand value by social activity and target group of customer
by giving answer of the question on reviews.
Visit websites: Customer always visits those sites which has high rating and along with
good reviews. Organization can offer subscribe services to customers so that they can subscribe
and can ask questions about products and their services. It is most important touch point which
cosmos buffet restaurant can use for influencing customer experience. Thus, it creates
opportunities to reach potential customers.
Contact customer services: It is also a crucial touchpoint for the customers where they
take information about food and issues relevant to their services. Cosmo buffet restaurant applies
this strategy for approaching potential customers (Nerby, 2016). Where organization provides
contact number to customer and allows them for consulting their quarries regarding product,
services and safety issues. Through the strategy, company access on customer interest's and their
behaviours which improves their loyalty on company.
Ads and online : Currently, it is also plays significant role in customer touch point which
draws brand position in customer mind. Through the ads and online video advertisement,
customer measures brand popularity (Gacanin and Wagner, 2019). It is good opportunity for the
organization because they can update post-boarding customers about advance services. Cosmo
buffet restaurant can attract new customer through online advertisement and ads. Company also
can claim about their standard quality foods and services through the online video advertisement
which leads effectiveness in customer about brand power.
LO3
P5 Impact of digital tool's on customer relationship management (CRM)
Customer relationship management (CRM system):
It is a type of technology which helps to manage customers relationship with the
company and lead communication with potential and targeted customers. The main aim of the
system to improve organization relationship. It assists business to keep sustainable contact with
customers which generates high profit in company. There are various types of CRM system
which is utilized by the organization for maintain relationship with targeted customers. Types
are-

Operational CRMs: customer relationship system helps organization to focus on selling
behaviour of employees and ratio of customer satisfaction. Operational CRM system supports
organization for managing marketing, purchasing and customer service operation on regular
basis. Through the system, manager of the restaurant can contact customer through the emails
and approaches potential group of customers (Maklan, Antonetti and Whitty, 2017). CRM
system provides automation services which allows customers to gather information about
company by the mail that improves experience of customers. It has drawback because
automation leads confusion for the manager during offering multi email campaign.
Analytical CRMs: This system creates easiness for the organization to arrange group of
customers acquisition and their retention. This technique is fruitful for the organization because
manager can analyse selling ratio of services. Another function of the system to informs about
customer retention where manager holds customers satisfy by meeting their objectives. Even
system supports manager to track customer interaction on social media and different information
which can develop standard form. It has drawbacks because it requires expert who can utilize the
system for analysing customer activity.
Collaborative CRMs: It is streamline communication system which helps company to
build sustainable relationship with group of customers and targeted customers. It requires more
attention of the company on the customers reviews which is big disadvantage of the system.
Online customer experiences
Digital marketing channel
Organization selects digital marketing channel for interacting current and potential
customers. The main reason of the digital marketing is that UK promotes digital platform and
customers prefer digital services rather than offline services. Therefore, Cosmo chooses digital
marketing for attracting customers from the brand. To influences brand power, organization
adapts online display advertisement which updates customers about restaurant. Digital platform
requires high maintenance regular basis which is a drawback of the channel.
Social media: It is also one of the most popular media which is utilized by the
organization for influencing awareness about product varieties and their services. It is effective
tool for communication because it helps organization to stay connected with each type of
customers. Through the social media organization aware customers about discounts offers and
other services. As same it also requires high maintenance to stay active on social media.

LO4
P6 Customer service strategies
Optimizing agent training: It is important strategy of the organization because it helps
maintain customer relationship with customers. For example if manager or employees of the
organization offers good services to customers, as result customer gets happy and sets good
image about organization services. Thus organization can improve employees services by
introducing training classes which leads effectiveness in employee service.
Optimize quality assurance: it s another strategy which helps restaurant to create loyal
image in customer mind about product (Jain, Aagja and Bagdare, 2017). Organization focuses on
food taste and their varieties so that customer attracts and like to purchase services gain from the
restaurant. Restaurant recruit eligible employees who can check whole operation timely and
resolve issues if it occurs during operation. Even manager analyses employees performance at
workplace. The main goal of thesw operations to maintain high quality services at workplace.
Improve call centre: organization offers call services to customers so that customers can
interact with manager and can book tables and banquet. Organization keeps expert employees
who give response well-formed on call. To improve call centre, organization uses various
techniques that improves calling facilities during talking.
P7 Customer experience management
It is the collection of the procedures which organization uses for tracking, reviewing and
designing communication between customers and organizations by the parameter of customer
experience map (Kandampully, Zhang and Jaakkola, 2018). The main goal of the CEM to
maintain sustainable relationship by the customer's perspective and customer loyalty on the
brand. Management helps organization by understanding needs of customers and organize
customer centric strategy by enlisting all feedbacks. Organization takes helps of CEM for
influencing customer experience. Restaurant uses touchpoint to contact with customers on
regular basis.

Identification and Designing the brand experience: For improving the consumer experience
the management of Cosmo Buffet Restaurant identify and design the brand experience. This
involves improving the consumer experience by implementing various aspects such as product
reviews, experience review and other satisfactory measures. This will guide the management
towards the possible development in the services to meet and cope up the expectations of
consumer,s.
Assessing Market Need: For improving the consumer experience to assess the needs and
demands of the consumer's play the crucial role (Zolkiewski and et.al., 2017). By assessing the
market need the management will be able to upgrade the current products and also it will guide
the management for launching the new products that can effectively fulfil the needs of the
consumer's.
Experience Mapping: Experience mapping is a process that involve ratting the products and
also to take feedback from the customer's about the product satisfaction. Experience mapping
will enable the management to improve the consumer experience by improving the product
quality.
Recommendation
 Organization can improve customer experience by implementing the various services
such as cal centre and other related services.
 Based on the ratting various developments can be taken to improve the product quality
and services.
 The management can utilize digital channels for the marketing campaign which leads
effectiveness in team.
CONCLUSION
This report concludes about the needs, wants and preferences of the target consumer.
Various factors drive the consumer experience has also concluded in this report. Customer
experience map has also concluded in this report. Various customer touch point has also
concluded in this report. This report can be summarized digital technology which is employees
in managing the customer experience within the services sector. Customer experience
management has been summarized in the report. Customer services strategies has been
concluded in the report. Customer experience management can be concluded in the report.

management has been summarized in the report. Customer services strategies has been
concluded in the report. Customer experience management can be concluded in the report.

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Online
CJM For Restaurants 1. 2020. [Online]. Available Through: <
https://uxpressia.com/templates/cjm-for-restaurants-1>.