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Managing Customer Experience - Burger & Lobster Assignment

   

Added on  2021-02-19

12 Pages4091 Words78 Views
Design and CreativityData Science and Big Data
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Managing CustomerExperience
Managing Customer Experience - Burger & Lobster Assignment_1

Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3P1. Values and importance of understanding the needs, wants and preferences of targetcustomer groups..........................................................................................................................3P2. Different factors that drive and influence customer engagement of different targetcustomer groups..........................................................................................................................4TASK 2............................................................................................................................................5P3. Create a customer experience map.......................................................................................5P4. Discuss how the customer touch points throughout the customer experience createbusiness opportunities.................................................................................................................6TASK 3............................................................................................................................................7P5. Determine how digital technology is employed in managing the customer experience.......7TASK 4............................................................................................................................................9P6. Illustrate customer service strategies....................................................................................9P7. Demonstrate how customer service strategies create and develop the customer experiencein a way that meets customers needs and needed business standards.......................................10CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................12
Managing Customer Experience - Burger & Lobster Assignment_2

INTRODUCTIONCustomer indicates to those individuals and groups who have a need of purchasingproducts and services from a company to provide satisfaction of their needs and wants.Managing customer experience is the administration of consumers actions through each corporaland digital touchpoint in order to share individualized experiences which campaign loyalty of thecompany and maximize revenue (Bjelajac and et. al., 2016). This assignment is based on Burger& Lobster which is a restaurant founded in 2011 and headquartered in London or operating itsbusiness in various locations across London. This assignment will be discuss about the needs andexpectations of market segments for the service industry. Further will define about the customerexperience map to create business opportunities and optimise customer touch points. Impacts ofdigital technology in customer relationship and effective customer experience manage within aservice sector business to increase customer engagement will also explain. TASK 1P1. Values and importance of understanding the needs, wants and preferences of target customergroupsCustomer is an important source which help in meeting the organisational business objectivesand they play an essential character in assuring effective development and survival of theorganisation. In Burger & Lobster, with the help of customer, manager collect information aboutconsumers needs, wants, taste and preferences so that the management of the company can offergoods and services according to them and they show their loyalty with the company till long timeperiod. If the administration of this company make its concentration on the needs andrequirements of its target audiences than it will help in maintaining good and effective relationswith their clients. There are several demographics such as income, age, etc. on the basis of acompany can offer its services to its consumers (Buonincontri and et. al., 2017). The explainationof some crucial customer segments and their needs are defined as beneath:Type of customer Various Type of customers needsFamilyDiverse MenuWifi EntertainmentDisabledMenu in Beril HelperAdmittance staircase
Managing Customer Experience - Burger & Lobster Assignment_3

customersGym instructorCalorie informationdefined on the menuHealthy or nutritious foodPool side serviceSo as per the defined information, administrators of respective company can gather dataregarding customers requirements By consisting these segmentation, the needs of family, disablepeople and gym instructor, demand of disable people is important because they have high needof access ramp and helper in comparison to Beril menu for those individual who are able to see(Goodman, 2019). So that they can easily take move without and problems and feel familiar. Importance of considering family customers is an important by providing them differentvariety of food for different age group of family members, the management of the company cansatisfied their needs and create favourable impact. By providing entertainment services likemusical nights, kids zone and other, they can attract customers and retained them long time. Byproviding healthy and nutritions food they can fulfils their demands and engage them with thecompany till long time period.P2. Different factors that drive and influence customer engagement of different target customergroupsCustomer engagement indicates to the activity of making interaction among the externalstakeholders and restaurant. It is essential because it help in maintaining effective connection andrelation between to parties. There are several components which are required to make interactionwith clients and affecting them favourably by satisfying their demands. So that they are engagingwith the company till long time. The determination of some of the crucial components which arehelp in fulfilling customers needs and engaging them with Burger & Lobster are defined asbelow:Ambiance- It refers to the interiors and deigns of the restaurant or any company. It isnecessary and important for respective company because good interior such as lights, designs,paints, music and other things will influence customers favourably and set a positive mindsettowards the organisation. Pricing strategies- It is an important factor which highly engaged customers with theorganisation (Homburg, Jozić and Kuehnl, 2017). If the management of the company useeffective pricing strategy regrading its products and services then it help in attracting number of
Managing Customer Experience - Burger & Lobster Assignment_4

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