Managing Customer Experience

Managing customer
experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK1.............................................................................................................................................1
P1. Describe importance and value of understanding wants, needs and preference of target
customer groups..........................................................................................................................1
P2. Describe various different factors which influence and drive customer engagement of
distinct customer group...............................................................................................................2
TASK2.............................................................................................................................................5
P3. Make customer experience map for service sector company...............................................5
P4. Discuss touchpoint of customer by customer experience which creates opportunities for
business.......................................................................................................................................7
TASK3.............................................................................................................................................8
P5. Describe how digital technology is employed in managing customer experience in service
sector, by specific example of customer relationship systems....................................................8
TASK4.............................................................................................................................................9
Covered in PPT...........................................................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience management is define as a management of customer interactions by
digital and physical touchpoint by ensuring for delivering personalised experience which helps in
driving increase in revenues and customer loyalty. It is always used by business which mainly
form practices which helps in developing effectual deigning and reacting rate. In this customer
attraction rate is increase and also assist for meet the market expectation and requirement on time
basis (Bueno and et. al., 2019). It maintains higher customer satisfaction, trust, faith, advocacy,
believe and loyalty which helps in attracting customers in perfect manner. It basically used for
planning, organising, monitoring and controlling various department and their working by which
there is outcome which is optimised in specific time period.
In this report, it is mainly based on Angus Steakhouse, this is restaurant chain of
steakhouses which is located in central London. There are almost 35 outlets which mainly offers
breed of beef cattle.
The report includes expectation and needs of marketplace, customer experience map
which helps in creating opportunity for business and also optimise customer touch point with
direct impact of technology in terms of Customer relationship management.
MAIN BODY
TASK1
P1. Describe importance and value of understanding wants, needs and preference of target
customer groups
Target market:
It is define as standardised form of potential customers which is demanded by
organisation so that services and goods are offered in well manner. In this market it is generally
targeted by company which helps in attainment of benefits in higher terms (Zaki and Neely,
2019).
Customer characteristics and profile of target customer by market segmentation.
It is define as a term in which customers are described on basis of proper matching in
terms of business which mainly offered services and products. In this there are many demand and
characteristic of business and customer is matched in terms of Angus Steakhouse which have
targeted marketplace and their segmentation which is discussed below:
1

Characteristics of Target customers: Age group: Angus Steakhouse, offers chop house grills that are basically in terms of
steak which are innovative and also warm in terms of health. Restaurant mainly targets
age group of 20-60 years old individuals. So mainly they are targeting both
quadragenarian and youngsters candidates as they are mostly attracted towards steak
food. Income group: Restaurant target individuals who have higher income group and also for
moderate income group of people. Occupation: Respective restaurant have target group which have better occupation and
also involves business person, professionals as well as aged candidates (Nobar and
Rostamzadeh, 2018).
 Geographic locations: Angus Steakhouse is located at street of London, England, UK.
By this it become easy for organisation to attract targeted audience. Restaurant offers
discount to their regular customer which helps in increasing profitability for business.
Importance and value of target audience groups
Targeted customer group have various range of values and importance which are
discussed below with relation Angus Steakhouse: Fulfilling social responsibilities: It is a responsibility of every manager which have to
care the environment which is inducing without not harm environment as well as
individuals. In context of Angus Steakhouse, management ensures as considering
various environment friendly tools & techniques which are producing less pollution and
also increases the market productivity.
 Customer service: It is important prospect in which large amount of audience are
attracted which provide better profit and also increase higher sales which is achieved on
continuous basis. Angus Steakhouse and their management have to ensure as they are
offering better services and also maintains quality. Furthermore, there must be timely
innovation which is induced which helps for satisfy more customers at particular time
period (Helmy and et. al., 2020).
P2. Describe various different factors which influence and drive customer engagement of distinct
customer group
Customer Behaviour and Attitudes
2