Customer Experience Management Assignment

This assignment involves analyzing the concept of customer experience management, its significance in business operations, and the strategies employed to improve customer satisfaction. It delves into understanding how customer experience affects loyalty, word-of-mouth, and ultimately, business success. The assignment also covers the development and execution of profitable customer experience strategies using big data and technology. Various case studies and literature reviews are provided to support the analysis, making it a comprehensive study on customer experience management.

Managing customer
experience

INTRODUCTION
Consumers Experience Management refers to the activity of scheming or human action to
consumer action in order to reaching at their basic requirements. It assists organisations in
increasing their loyalty, advocacy and satisfaction (Peppers and Rogers, 2016). In the present
assignment, chosen organisation is Alain Ducasse at The Dorchester which is a London based
restaurant established in year 2007. It serves contemporary French cuisine to its customers using
British ingredients and seasonal French. This report covers expectations and needs of the
commercial centre for commercial enterprise and the significance or value of apprehension
preferences, or requirements of selected audience. It also includes consumer cognition analysis
report for developing enterprise possibility and optimizing basic requirements of buyers. Along
with this, the influence of integer advancement on buyers interrelationship assessment and
application of effectual buyers experience administration to maximise their engagement within
business is discussed in the appropriate report.
TASK 1
P1 The value and importance of understanding the needs, wants and preferences of target
customer groups for a service sector industry
Questionnaire:
Type of consumer Different types of customer needs
Business Person Wi-Fi Mobile, telephone
charging points
Meeting rooms
Quick service Attractive interiors Private section of
restaurants
College students Grab & go coffee and
food
Wi-Fi Charging points
Food that make them
remember things
from past
Soft music Entertainment
Gym trainer Information related Fruits or vegetable A good and attractive
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with calories in the
menu of gym.
smoothies view from the panel of
gym.
Healthy dishes Different type of menu High quality service
P2 Factors that drive and influence customer engagement of different target customer groups
within a service sector organisation
Covered in poster.
TASK 2
P3 Customer experience map for a selected service sector organisation
 Internet sites: As per the perspective of buyers the websites of restaurant first when they
are searching for food or the places to eat. In order to ensure to provide consistent
message to customers, Alain Ducasse at The Dorchester provide right information to its
website. The pictures are taken from the food that they actually served within restaurant.
They use warm and welcoming words on their websites which assists in garb attention of
more customers (Lemon and Verhoef, 2016).
 Telephone: Phones are used within restaurant through which all the informations related
to food, discounts etc. are provided to customers. Numbers are given to buyers or
presented on internet sites which make easy for the buyers to make contact on the service
counter of Alain Ducasse at The Dorchester restaurant and ask for any inquiry they have
regarding food or any other thing. In this way, telephone is used in firm to provide
consistent message to customers.
 Review Sites: Each organisation have their review sites that can have huge impact on
bottom line. Online reviews can break or make the decisions of customers to visit the
restaurant. A consistent message is delivered by Alain Ducasse at The Dorchester to its
potential customers through providing appropriate services to heir customers through the
appropriate supervision of restaurants members. It results in buyers gratification and
their good response towards firm (Homburg, Jozić and Kuehnl, 2017).
 Restaurant Environment: In hospitality sector, guests are more looking for good
environment where they come with their family and have peaceful dinner. By
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maintaining a healthy environment within Alain Ducasse at The Dorchester, a consistent
message is delivered by restaurant to its customers.
 Text Messages: It is one of the easiest way through which firm can provide any sort of
data like as new food item, offers, physical phenomenon etc. to buyers. For delivering
consistent message to customers, Alain Ducasse at The Dorchester restaurant make use of
text message on which they provide information to guests regarding discounts or any
special event within restaurant (Fatma, 2014).
 Restaurant Staff: In hospitality sector, service is considered to be the most important part
which is provided by workers. employees are recognised as the representative of the firm
and they are responsible for creating great image about the place in minds of guests. By
providing high quality services to guests through skilled and competent workforce,
Alain Ducasse at The Dorchester restaurant gives consistent message to its customers.
 E-Mails: It is the source through which organisations convey messages to its customers
regarding their offerings. Alain Ducasse at The Dorchester provide attractive messages
with eye communicable pictures on mails to buyers that managing the organisational
activities in respect to gaining buyers attention towards the offered goods and services.
 Restaurant Administration: Management is the crucial element which influences on
occurrence of buyers. appropriate assistance of Alain Ducasse at The Dorchester is the
way through which a accordant information is provided by restaurant to its buyers.
 Paper Mail: This ia also an essential sort of information in which proper details are
provided to the buyers with the help of written paper. Alain Ducasse at The Dorchester
provide agreeable content to its buyers through causing some message physically by
papers.
P4 Customer touch-points throughout the customer experience create business opportunities for a
selected service sector organisation
Touch-point is considered as an appropriate Brand's point that are related with the
contract of clients from the beginning to the end. For instance, clients may analysis business of
an organisation in online or an ad, see reviews and ratings, visit website, contract customer
service of firm etc. All these are considered as the major recognition of touch-point of desired
buyers of the organisation (Klaus, 2014). In addition, A touchpoint is also refers as the time
duration in which occurs in between of the period, in which a buyers can attract or buy
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something from the organisation. In order to determine touchpoint of buyers, Alain Ducasse at
The Dorchester provide facilities in before, at the time and later on the purchase. In case of
before purchase, company give all information about their products, services or process through
social media, word of mouth, advertising, marketing or PR etc. In the period of the purchase
process, buyers can easily get the information in regards to the operations of the firm through
their online websites. At last, after purchase, Alain Ducasse at The Dorchester provide facilities
connected to billing, selling emails, interact emails, online help desk, services and assistance
teams and so on (Blázquez, 2014). Touch-point of the buyers is significantly related with the
acknowledging, greeting, up-selling, encouraging the customers return. In this few sort of stages
are included that are associated as below:
Stage assistance: IT involves various aspects that are described as below:
Waiter creates eye contect with the potential buyers: In this server needs try to create a
eye recognition that assist the buyers to developing their experiences through buying
appropriate products and services as per their choice. In a services industry the major concern of
waiters is to analyse the demand and needs of buyers in respect to retaining the for long run of
business operations. The conversation among buyers and waiters are described as below:
Waiter: Hello 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.
The above given evaluation is based on a conversation between the consumer and
organisational employees which is effective in representing the experience of buyers which are
attained by them with a particular organisational offerings. Along with this, buyers are much
happy with the offerings of restaurant. Thus, amended services is more effective and appropriate
for the development of organisational operations for long term benefits (Spiess and et. al., 2014).
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TASK 3
P5 Digital technology is employed in managing the customer experience within the service
sector
Q1) What was the name of the company making the presentation?
Answer: Black and White Hospitality is the name of the company.
Q2) What was the name of the person who made the presentation?
Answer: Julian Hook is the name of the person who is making the presentation.
Q3) What is the name of the software programme that they demonstrated?
Answer: OPERA is the which is considered for the completion of the work.
Q4) What are the key elements of their programme?
Answer:
 Open Table; Book a Table; Etc.
 Bookings.com; LateRooms.com; Etc.
 Reservations; Housekeeping; Etc.
 EPOS system
 Used by nearly all major four and five star hotels.
Q5) Name some of their current customers
Answer: The current customers of the firm are described as below:
 Marco Pierre White Restaurants
 IHG [Intercontinental Hotel Group]
 Travelodge
 Hilton International
Q6) How long have they been in business?
Answer:
Late 1970s (OPERA)
2014 (B&W Hospitality)
Q7) How does the Company see these programmes developing in the future?
 Increased functionality
 New market entrants (e.g. Zonal EPOS systems)
 Further integration with guests
 Identifying trends (e.g. Afternoon Tea is the new ‘Lunch’)
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 Better analysis of feedback.
TASK 4
P6 Customer service strategies in a specific service sector context
In the sector of hospitality , services are the important aspecr that aid in grabbing the
attention of large group of customers. Appropriate services helps in keeping guests engaged
within business that assists in its growth and prosperity. In today's competitive business
environment, it is very necessary for organisations that deal in hospitality sector to provide high
quality services to its customers. It assists firm in winning trust of clients and gaining their
loyalty towards firm. For providing effective services to guests, it is crucial for manager of Alain
Ducasse at The Dorchester restaurant to deploy some customer services strategies. These
strategies assists in providing better experience to customers and generating high revenues. Some
of the strategies are defined below:
Empower employees to make guests happy: Today, customers wants high quality
services that provides some value to them and for which, they are ready to pay any amount of
money (Garg, Rahman and Qureshi, 2014). In order to ensure quality service, Alain Ducasse at
The Dorchester restaurant requires to empower staff members to please customers as for them,
employee becomes the face of organisation. So, it is highly essential for firm to give permission
to staff members to take time they require for making customers feel valued. It assists restaurant
in increasing satisfaction level of customers and retain them for longer term.
Go beyond standard operating process: For providing best service experience to
customers, it is necessary to familiar enough with standard operating procedures to enable to
finesse as require to retain customer. Alain Ducasse at The Dorchester restaurant can offer some
complimentary drink to guests at the time they arrive. It assists firm in capturing attention of
customers and providing them great experience.
Be attentive to guest's needs: This is the vital strategy for providing effective services to
customers. It is highly essential for Alain Ducasse at The Dorchester restaurant to be aware about
needs and preferences of customers as it assists them in providing effective services. This can be
done by restaurant through getting feedback from customers as it helps them in understanding
and knowing their needs and fulfilling it appropriately. This also assists in making improvements
if required.
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Deliver on your promises: In the services sector the major obligation of the organisation
is to deliver the product and services to the final customers on the desired time frame as it create
value in attaining satisfaction of buyers. As Alain Ducasse at The Dorchester restaurant is deals
in hospitality sector, in which offerings are described as the major aspect on which maturation
and occurrence of firm rely (Bilgihan, Kandampully and Zhang, 2016). With the help of
guarantee deliver organisation is able to retain customers for long time and also attain loyalty
from the buyers.
Reward loyal customers: It is also considered as the key strategy which assists firm in
rendering good experience to their potential buyers. For Alain Ducasse at The Dorchester
restaurant, It is essential for the firm or its management to consider the needs and wants of
customers in resect to satisfying them with the purpose of attaining loyalty. The company
follows various aspects like providing discounts offers, Free food, suitable accommodation etc.
as these kind of services are effective in reaching the the trust and belief of the buyers (Shah,
Kumar and Kim, 2014).
P7 Customer service strategies create and develop the customer experience in a way that meets
the needs of the customer and required business standards
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: Grange City Hotel, London
Date and time of visit: 6th 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 decorum, interior, sound
and the sitting arrangement of
the restaurant.
The location and seated
arrangements of hotel is not
good.
If i am considering the
restaurant business as my own
that firstly i have chance the
decorum and the sitting
arrangement of the hotel in
respect to attracting buyers.
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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?
Different signage such as fire
exit, no entry way many more .
are involved.
An appropriate tariff board is
not accessible in hotel in
regards to which buyers may
not be able to analyse the
prices of room.
I ensure to create accessible a
tariff board that contains all
the informations about the
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 accessible in hotel
at economical rates.
Hotel complaint very high
prices on few facilities that is
not as valuable as their prices.
I will significantly concern on
rendering value to buyers for
which they are paying an
appropriate amount.
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?
Different range of food
products and services are
offered by hotel like open Wi-
Fi, clean rooms etc.
Pool area of hotel is not good
and clean.
As an individual prefer more
to go aside pool area, so, I will
provide clean pool area with
some other artefacts or
facilities.
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?
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Wide range of employees are
hired by hotel for providing
services to guests.
Due to some unskilful
employees or staff members,
facilities are not appropriately
rendered as require.
I will majorly conncern on
recruiting well skilled and
talented staff members and
provide them training as per
the requirement of the
organisational work.
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?
Products and services are
render as per the desired time
frame.
Washing facilities of hotel
takes much time.
I will apply high tech high
tools and machines for
washing clothes so that
appropriate laundry services
can be offered to their
potential customers.
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?
Employees on front office
plays vast role in provides
quick and fast services to their
customers as per their
requirement.
Hotel do not supply few sort of
welcome or complimentary
drink to their buyers.
I will render some refreshment
and complementary starter or
drink facility to their regular
so that they feel refreshing
after consuming the food and
drink as well.
Payment:
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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?
Hotel accept payments through
credit cards and cash.
Hotel is not accepting payment
through online banking due to
which customers face
difficulties sometimes.
I will accept payment through
online banking also.
CONCLUSION
As per the above mentioned report, it has been analysed that buyers experience
management is precise and crucial for firms as it helps in boosting revenues with increasing sales
from existing clients and attracting new customers through word of mouth. The major concern of
the management of the firm is to render [potential information about the offerings s of the firm
so firm can apply effective tools like email, review sites, paper mails etc. Use of digital
technology in business processes helps in providing better experience to customers which
ultimately improves revenues and profitability of restaurant. Various customer service strategies
are employed by firm to improve experience of customers.
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REFERENCES
Books and Journals
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Fatma, S., 2014. Antecedents and consequences of customer experience management-a literature
review and research agenda. International Journal of Business and Commerce. 3(6).
pp.32-49.
Klaus, P., 2014. Measuring customer experience: How to develop and execute the most
profitable customer experience strategies. Springer.
Blázquez, M., 2014. Fashion shopping in multichannel retail: The role of technology in
enhancing the customer experience. International Journal of Electronic Commerce.
18(4). pp.97-116.
Spiess, J., and et. al., 2014. Using big data to improve customer experience and business
performance. Bell labs technical journal. 18(4). pp.3-17.
Torres, E.N., Fu, X. and Lehto, X., 2014. Examining key drivers of customer delight in a hotel
experience: A cross-cultural perspective. International Journal of Hospitality
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Cetin, G. and Dincer, F.I., 2014. Influence of customer experience on loyalty and word-of-mouth
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Garg, R., Rahman, Z. and Qureshi, M.N., 2014. Measuring customer experience in banks: scale
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Lee, H. J. and Kang, M. S., 2012. THE EFFECT OF BRAND EXPERIENCE ON BRAND
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Reason, B., Løvlie, L. and Flu, M. B., 2015. Service design for business: A practical guide to
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