Managing customer experience

MANAGING CUSTOMER
EXPERIENCE

Table of Contents
MANAGING CUSTOMER EXPERIENCE.............................................................................1
INTRODUCTION......................................................................................................................3
TASK 1......................................................................................................................................4
P1: Value and importance of understanding the needs, wants and preferences of target
customer groups ................................................................................................................4
P2. Different factors which drive and influence customer’s engagement of different target
customer group......................................................................................................................5
TASK 2......................................................................................................................................6
P3. Customer service map for Five Field restaurant.............................................................6
P4. Evaluation of customer touch-points throughout the customer experience which
created business opportunities...............................................................................................8
TASK 3......................................................................................................................................9

P5. Examining digital technology which employed in managing the customer experience
within the service sector, providing specific examples of customer relationship
management systems.............................................................................................................9
Customer relationship management (CRM):.............................................................................9
TASK 4....................................................................................................................................10
P6. Customer service strategies in Five Field Restaurant ..................................................10
P7. Demonstration of customer service strategies which create and develop the customer
experience in a way that meet the needs of customers and required business standards....10
CONCLUSION........................................................................................................................13
REFERENCES.........................................................................................................................14

INTRODUCTION
Customers act as the main asset for the hospitality industry. For hospitality industry,
customer’s plays important role as the whole hospitality business depends on there
experience. Services served by hotel should be able to satisfy the needs and desires of
customer in order to gain competitive advantage in the market. Hotel will face huge losses if
it fails to serve good quality services to their customers. Hospitality sectors overall deals with
the services that is provided to customers in order to satisfy them. Hospitality sectors are
growing very fast nowadays and is expected to grow at the rate of 6%. In this report Five
Field restaurant is taken which is a well known hospitality organisation in London. This
report mainly emphasis on various factors that directly and indirectly drive and influence the
customer groups. This report mainly covers about the overall understanding of basic need,
wants and preferences of the targeted customer groups. This report also explores about how
digital technologies is employed to manage the customer experiences along with the specific
service sectors.
TASK 1
P1: Value and importance of understanding the needs, wants and preferences of target
customer groups
The main targeted customer for Five Field restaurant are business person,
holidaymakers and hospital patients. They meets the needs of these targeted customers by
provide effective customers services. In order to run the business well it is very essential to
identify and understand the importance of all the needs, wants and demands of the targeted
customers in order to run hospitality business well. Needs are the basic things that is
essential to satisfy the customers. In order to analysis the needs and wants of the customers, it
is crucial to adapt market segmentation as this allows Five Field restaurant to subdivide a
large homogeneous market into some specific identifiable segments. In this segments all the
needs, wants and demands of the customers are covered. With the help market segmentation,
Five Field restaurant is able to target and cover variety of customers groups with various
different behaviour and thoughts.
Some of the Five Field restaurant targeted customer needs, preferences and wants are
discussed below:

Business Person: Five Field restaurant usually focuses and target the business class
customer and serve excellent and professional services to customers. Five Field restaurant
emphasis on the overall needs, wants and preferences of business class customer categories.
Five Field restaurant provides various facilitates that includes Wi-Fi- facilities, charging
points, mobile facilities, meeting rooms so that such customer can comfortably conduct the
business meeting.
Hospital patients guests: In order to have medical treatment many guest moves to
other cities. Five Field restaurant provide special check in and check out facilitates to the
handicap patients. They emphasis on the needs and preferences of these patients guests by
focusing and providing healthy and nutrition food items, delivering meals at rooms and
providing clean surrounding.
Holidaymaker: For holidaymaker, Five Field restaurant emphasis towards the needs,
preferences and wants. Holidaymaker generally refers to those guests that generally comes to
visit the famous places. Five Field restaurant provides good hygienic local food and
beverages to their holidaymaker customer along with nappy changing facilitates. Five Field
restaurant also provides cab facilitates to holiday maker which provides pick up and drop-off
facilities at visiting sites. All this facilities allows to build strong relationship with the
holidaymaker guests.
Type of customer Different types of customer needs
Business person Wi-Fi facilities Sufficient space to pass
between table, mobile
phone charging points
Meeting rooms so that
comfortably conduct
their businesses
meeting without any
hindrance
Holidaymaker Nappy and changing
facilitates
Easy to eat food, meal
brought to bedside
Cabs facilities
Hospital patients
guest
Calorie information
printed on the menu
Nutritious food Pool side services
A nice view from
window
Charging point Soft music

P2. Different factors which drive and influence customer’s engagement of different target
customer group.
In order to enhance the customer engagement, it is crucial to continuously analysis the
relation between customer needs and preferences and organisation objectives in order to
deliver proper viable services. With the help of customers engagement Five Field restaurant
is able analysis well whether they are able to deliver good quality services or not. There are
different factors such as ambiance, quality of food, delivery services, employee’s courtesy
which affects customer's perception related to brand. Following are the factors of targeted
customers of Five Field restaurant mainly includes with holiday maker, disabled and hospital
patient guests and Business person.
Hospital patients are the targeted customers of the Five Field resaurant.This will
composed disapprobation among the customers therefore Five Field restaurant should focus
on eliminating such substitute so that they can attract their customers. Apart from the above
mentioned factors, these customers also need high calorie food items because they cannot
consume high fats. Therefore Five Field restaurant should foresee such healthier surrounding
for its customers to make them requite with their benefit.
Business class customers personify as a targeted customers who desired to appoint a
unofficial assembling for its clients and employees. To do this they require a clam
environment for them so that they can communicate with each other efficiently (Buttle,
2017). Apart from the above mentioned element Five Field restaurant should focus on foresee
facilities like inclination of Wi –Fi sockets near their table.
Holidaymaker’s looks for refreshment and entertaining environment so they can
spend some quality time with their family members and dear ones. Five Field restaurant
should focus on creating such environment which will automatically raise the customer
engagement. Apart from the above mentioned factors Five Field restaurant should also focus
on the serving tasty food items to their customers with special drinks. If they fails to provide
such services to their customers the customer engagement will fall down.
With the help above discussed factors Five Field restaurant should more emphasis on
collecting feedbacks on different services that are provided by them to the customers in order
to improve their services. This feedbacks will help Five Field restaurant to enhance their
customer experience.

TASK 2
P3. Customer service map for Five Field restaurant
There are various factors on the basis of which customer experience can be well
mapped by Five Field Restaurant. Some of the factors are discussed in detail below:
Website: Websites act as the starting point of connection of every customers with
restaurant Effective website for the restaurant is crucial as it is the first thing that customer
look before arriving at the restaurant while searching for food and services. Therefore the
website designed should be proper enough so that the customer when visit the website, will
feel positive with the content shown on website. The photographs of food items along with
the appropriate information should be displayed real. All the photos should be clicked well by
the professional photographer. Moreover, website should be created well with the help of
professional web developer.
Review sites: After visiting the site, customer will check the reviews of restaurant so
that they can check the experience of previous visited customers (Brandon, 2016). This step
will come when customer will attract with the views of website. Every restaurant has its own
review sites that can create huge impact on the views of customer's. Online reviews can even
make or break the final decision of customers in order to visit the restaurant. Therefore Five
Field restaurants should focus on improving reviews of its customers in managing customer
experience.
Telephone: This is another aspect of customer experience map in which a customer
will call the hotel for more information required. Cell phones and telephone are used by the
restaurant in order to convey relevant information in concern with food item, discounts to
customers. The receptionist of Five Field restaurant should provide clear information about
the facilities and services to the customer and communicate with it politely in order to attract
customer and enhance customer engagement.
Restaurant Environment: It is very crucial to maintain the good restaurant
environment which mainly includes soft music. Customers are very concern with the
restaurant internal environment so that they can come and spend some time their family
members in peace. Five Field Restaurant is able to maintain healthy and comfortable
environment for their customers.
Restaurant Management: Management is most important aspect that directly and
indirectly generate impacts on the experience of customers. Proper management of Five Field

Restaurant allows them to convey message continuously in context to the services and new
food item arrivals at restaurants to their customers.
Paper Mail: In this, any kind of message is communicated to customer by using
papers. Five Field Restaurant provide consistent message to its guests by sending
information and message physically through papers.
Text Messages: Conveying messages to customers through text is one of latest
method that is used by the restaurant to provide various kind of information such as new food
item arrivals, discounts and events to customers. In order to be in touch with costumers and
deliver updated messages to their customers Five Field restaurant uses text messages.
E-mail: Five Field Restaurant provides effective and attractive message to customers
with eye catching photographers on e-mails to customers. They are able to share special
offers and discounts to their customers.
P4. Evaluation of customer touch-points throughout the customer experience which created
business opportunities.
Touch points is the latest technology that is used by the customers while placing
orders. It act as an interaction between customers and the services that is directly and
indirectly offered by restaurant. It includes during, before or after the buying of something
from the firm. Therefore, to identify touch points of customers Five Field restaurant provide
facilities during, before and after purchase of any item. In case of before purchase all the
companies gives all the details and information about their services, product and process by
word-of-mouth, online social media, marketing and advertisement Touch points are
somewhere involved in the mapping of customer experience but the mapping is not able to be
included in touch points. There are various touch points that directly affect the customer
experience. Some of them are discussed in detail below:
Website: Website act as the first touch point of the customers through which it
becomes easy to know about the services quality that is offered by the customers. All the
important details like list of menu, calories charts are displayed clearly on the websites. It is
important to display the correct information and prices of the food items so that the
experience of the customers is positive. This will surely help in developing and enhancing
good customers services and boost up the business opportunities (Verma, 2015).
Telephone: Telephone act as another important aspect of customer touch point
through will customers can experience the all the services and resources of the customers.
Through this touch point customers feel free to call and gather information and details about

the food items and services offered by the restaurants. If this experience of customers is not
properly maintained it will lead to dissatisfaction among the customers due to which business
also get affected. In order to improve this services, proper training should be given to
receptionist to develop interpersonal skills to interact with customers in positive way. This
will surely increase the number of customers and develop business opportunities.
Restaurant staff: Under this the behaviour of the staff members with customers is
considered. It is important to behave in positive way to the customers and consider their
issues in order to generate customer’s satisfaction. Restaurant staff should try to improve the
communications skills along with behaviour in order to deal with customers in positive way.
Restaurant Management: The management of restaurant should be good enough so
that it will help the customer to feel good in the premise of Five Field Restaurant. The
services offered should be in time and the quality of food should be up to the mark. This will
enhance the experience of customer and thus the chances of grabbing opportunities will
increase
Waiter makes eye-contact with the customers: In this waiter should try to make an eye
contact which will help the customer to increase their experience towards organisation.
Waiter should try to provide better feel to the customer which will more essential and
important for the customers to maintain better reputation of restaurant in the eye of customer.
Waiter: Good evening, sir.
Customer: Good evening.
Waiter: Do you require anything, sir?
Customer: I want to take my dinner, bring me rice, chicken and egg omelette.
Waiter: Wait a moment, sir. I an serving it.
Customer: How much dollar I have to pay.
Waiter Only 20 it.
Waiter: Thank you, Sir.
Customer: Thank you.
Above determined is a conversation between the customer and Waiter which is
essential and define the customer experience in the restaurant. Beside this, customer is much
happy for services provided by the restaurant.

TASK 3
P5. Examining digital technology which employed in managing the customer experience
within the service sector, providing specific examples of customer relationship
management systems
In current scenario, it is highly essential for firms to use digital technology in its
business processes as it helps in gaining high competitive advantage in market. Use of
technology within business processes may have had big impact on experience of customers in
Five Field restaurant. Customer service standards had reached to greater heights by
technology. The primary goal of organisations that deals in hospitality sector is to keep their
customers happy as their growth and success highly rely upon them. So, it is highly essential
for restaurant to equip its staff with right training and tools. Five Field restaurant uses digital
technology in empowering client support conversations and enhancing decision making
capabilities within firms through automation.
Customer relationship management (CRM):
Customer relationship management is one of the famous implemented theory that is
usually practices in order to improve the customer experience along with the proper delivery
of services to its customers. Customer relationship management helps the organisation to
deliver better facilities and services to customers by adopting advance technologies, practices
and strategies. The data and appropriate information from the customer experience are
recorded at Five Field restaurant so that through the feedbacks future issues in the services
can be improved and resolved. This process helps in increasing the sales growth along with
the delivery of quality services to the customers.
 What was the name of the company making the presentation?
Black and White Hospitality is the name of the company making the presentation.
This is a Macro Pierre White company.
 What was the name of the person who made the presentation?
Julian Hook was the person who made the presentation.
 What is the name of the software program that they demonstrated?
Opera is the name of the software programme which they demonstrated.
 What are the key elements of their program?
The key elements of their program are Opening a table, booking a table,
Bookings.com, Reservations, EPOS system. This is used by almost all four and five star
hotels.

 Name some of their current customers?
Macro Pierre White Restaurant, IHG (Inter-continental Hotel Group), Hilton
International Hotel and Travelodge.
 How long have they been in business?
Opera is operating its business since 1970 and Black and White Hospitality is
operating since 2014 (Chathoth, 2018).
 How does the company see these programmes developing in the future?
These programmes help the company in increased functionality, new market entrants,
and further integration with guests, identifying trends and better analysis of feedback.
TASK 4
P6. Customer service strategies in Five Field Restaurant
Customer services act as one the most effective and important part in hospitality
sector in order to attract large group of customers and maintain customers engagement. To
provide effective services to guests and customer it is very essential for the manager of Five
Field Restaurant to implement and deploy some customer services strategies (Bilgihan,
Kandampully and Zhang, 2016). Some of the strategies are discussed below:
Reward loyal customers: Rewarding loyal customers is one of the effective strategy
that allows organisation to providing good experience to customers. For Five Field restaurant
it is necessary to keep their regular customer happy and satisfied by offering them special
discount offers while visiting their restaurant. This can include discount code, free food in
prize draw or something as helpful video or blog post.
Offering technology they require: The technology which can be provided by
restaurant to its customers is free Wi-Fi, online payment etc. This helps the customer in doing
things quickly and efficiently. Free internet facility can be provided to customer because it
does not charge cost. This assists hotel in attracting more number of customers and gaining
their high loyalty towards organisation which ultimately results in increasing sales and
profits.
Deliver on your promises: It is very essential for organisations to deliver their
promises within the allocated time frame. Every service that delivers on time reinforce
existing and potential customers of firm to trust in it. As Five Field Restaurant restaurant
deals in hospitality sector, service is considered as the main part for the organisation growth
and success.

Trained staff to cater guest: The staff of Five Field restaurant should be properly
trained so that they can predict the requirements of customers (Kruger, 2016). It is necessary
for the employee to learn from the past experience and the decision made before.
P7. Demonstration of customer service strategies which create and develop the customer
experience in a way that meet the needs of customers and required business standards.
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: Hotel Russell, London
Date and time of visit: 30th November, 2018
Ambience and First Impressions:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
The lightning, sounds and
interior of hotel was very good
and attractive.
There is no one available on
help desk which demotivate
the customer Along with this
space and sitting arrangements
of hotel is not good.
If this was my business, I
would like to strict the rules
and regulations of work and
change sitting arrangements so
that appropriate space can be
made.
Signage, Tariff Boards, Labelling, etc.:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Various signage like fire exit,
no entry way etc. are attached.
There is no proper directions
are available in Hotel which
confuses the customer. A
proper tariff board is not
available in hotel due to which
customers may not be able to
know prices of room.
I would like to make proper
sign boards of direction and
ensure to make available a
tariff board which contains all
the information regarding
room rates, food etc.
Prices:

Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Rooms are available in hotel at
economic prices.
Hotel charge very high prices
on some services which is not
as valuable as their prices.
I will primarily focus on
providing value to customers
for which they pay.
Range of Products:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
There is a lot of food items and
services offered like Wi-Fi and
availability of housekeeping.
The water of swimming pool is
not so clear.
In order to improve the pool
area, I will recruit a person to
clean that area on daily basis.
Staff:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Large number of staff is hired
by hotel for providing services
to guests.
Due to some unskilled
members of staff, services are
not effectively delivered as
require.
I will hire skilled and
competent staff in order to
ensure high quality services
will offer to customers. I will
also provide training to
improve their skills.
Time:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
The ordered food is delivered
within time.
A huge amount of time taken
in laundry services.
I would like to manage each
and every task of the hotel
within time so that customer
experience can improve.
Supplementary Items:

Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Staff members on front office
provide quick services to
customers and provide all the
things they want.
Hotel do not provide some
welcome or complimentary
drink to guests.
I will provide some refreshing
drink to guests so that they feel
refreshing after drinking that.
Payment:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
The payment can be done with
the help of cash or card.
A plenty of time is taken in
hotel to make online payment.
The problem related with time
should be resolved by me.
CONCLUSION
It has been concluded that Customer experience management is very crucial for
organisation in order to increase sales revenues and deliver quality services to customers. For
providing consistent message to customers, various sources are used by restaurant such as
website, electronic mails, personal messages, paper mails etc. Restaurant staff, management,
review sites etc. are also the way through which consistent message is delivered to customers.

REFERENCES
Books and Journals
Altunel, M.C. and Erkut, B., 2015. Cultural tourism in Istanbul: The mediation effect of
tourist experience and satisfaction on the relationship between involvement and
recommendation intention. Journal of Destination Marketing & Management. 4(4).
pp.213-221.
Bowie, D., Buttle, F., Brookes, M., 2016. Hospitality marketing. Routledge.
Brandon-Jones, A., Lewis, M., Verma, R. and Walsman, M.C., 2016. Examining the
characteristics and managerial challenges of professional services: An empirical
study of management consultancy in the travel, tourism, and hospitality
sector. Journal of Operations Management. 42. pp.9-24.
Cetin, G. and Dincer, F. I., 2014. Influence of customer experience on loyalty and word-of-
mouth in hospitality operations. Anatolia. 25(2). pp.181-194.
Chathoth, P.K., and et. al., 2016. Co-creation and higher order customer engagement in
hospitality and tourism services: A critical review. International Journal of
Contemporary Hospitality Management. 28(2). pp.222-245.
Engelbrecht, W.H., Kruger, M. and Saayman, M., 2014. An analysis of critical success
factors in managing the tourist experience at Kruger National Park. Tourism Review
International. 17(4). pp.237-251.
Garg, R., Rahman, Z. and Qureshi, M.N., 2014. Measuring customer experience in banks:
scale development and validation. Journal of Modelling in Management. 9(1).
pp.87-117.
Jauhari, V. and Bharwani, S., 2017. An exploratory study of competencies required to
cocreate memorable customer experiences in the hospitality industry. In Hospitality
Marketing and Consumer Behavior (pp. 159-185). Apple Academic Press.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management. 27(3). pp.379-414.
Klaus, P., 2014. Measuring customer experience: How to develop and execute the most
profitable customer experience strategies. Springer.
Pizam, A., Shapoval, V. and Ellis, T., 2016. Customer satisfaction and its measurement in
hospitality enterprises: a revisit and update. International Journal of Contemporary
Hospitality Management. 28(1). pp.2-35.