Managing Customer Experience

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,