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: