Managing Customer Experience - Burger & Lobster Assignment

Managing Customer
Experience

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

INTRODUCTION
Customer indicates to those individuals and groups who have a need of purchasing
products and services from a company to provide satisfaction of their needs and wants.
Managing customer experience is the administration of consumers actions through each corporal
and digital touchpoint in order to share individualized experiences which campaign loyalty of the
company 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 its
business in various locations across London. This assignment will be discuss about the needs and
expectations of market segments for the service industry. Further will define about the customer
experience map to create business opportunities and optimise customer touch points. Impacts of
digital technology in customer relationship and effective customer experience manage within a
service sector business to increase customer engagement will also explain.
TASK 1
P1. Values and importance of understanding the needs, wants and preferences of target customer
groups
Customer is an important source which help in meeting the organisational business objectives
and they play an essential character in assuring effective development and survival of the
organisation. In Burger & Lobster, with the help of customer, manager collect information about
consumers needs, wants, taste and preferences so that the management of the company can offer
goods and services according to them and they show their loyalty with the company till long time
period. If the administration of this company make its concentration on the needs and
requirements of its target audiences than it will help in maintaining good and effective relations
with their clients. There are several demographics such as income, age, etc. on the basis of a
company can offer its services to its consumers (Buonincontri and et. al., 2017). The explaination
of some crucial customer segments and their needs are defined as beneath:
Type of customer Various Type of customers needs
Family Diverse Menu Wifi Entertainment

Disabled
customers
Menu in Beril Helper Admittance staircase
Gym instructor Calorie information
defined on the menu
Healthy or nutritious food Pool side service
So as per the defined information, administrators of respective company can gather data
regarding customers requirements By consisting these segmentation, the needs of family, disable
people and gym instructor, demand of disable people is important because they have high need
of 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 different
variety of food for different age group of family members, the management of the company can
satisfied their needs and create favourable impact. By providing entertainment services like
musical nights, kids zone and other, they can attract customers and retained them long time. By
providing healthy and nutritions food they can fulfils their demands and engage them with the
company till long time period.
P2. Different factors that drive and influence customer engagement of different target customer
groups
Customer engagement indicates to the activity of making interaction among the external
stakeholders and restaurant. It is essential because it help in maintaining effective connection and
relation between to parties. There are several components which are required to make interaction
with clients and affecting them favourably by satisfying their demands. So that they are engaging
with the company till long time. The determination of some of the crucial components which are
help in fulfilling customers needs and engaging them with Burger & Lobster are defined as
below:
Ambiance- It refers to the interiors and deigns of the restaurant or any company. It is
necessary 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 mindset
towards the organisation.

Pricing strategies- It is an important factor which highly engaged customers with the
organisation (Homburg, Jozić and Kuehnl, 2017). If the management of the company use
effective pricing strategy regrading its products and services then it help in attracting number of
customers. If customers get quality products at relevant cost they show their loyalty and make
good customer relation with the organisation.
Services offered- It is another important factor which is helpful to making effective
customer engagement with the customers and organisation. In Burger & Lobster, by offering
additional services to consumers, they can good relations with their target audiences (Lemon and
Verhoef, 2016). For example, they can offer various services like WI-FI, customer support
services, dinning and others at free of cost.
Quality of products- Now these customers are make focus on quality of products and
services and they are ready to pay high cost for it. In Burger & Lobster, the manager of the
company can engage employees by offering them quality, healthy and nutritious food to them so
that they are impressed with it and develop good relation with this restaurant. It will be beneficial
to its target audiences in term of providing satisfaction to their needs, taste and preferences.
TASK 2
P3. Create a customer experience map
Customer experience and journey map indicates to the process of visual representation of
every experience which a consumer have regarding a product, service and a brand. It is
beneficial to explain experiences of a customer with the company from original engagement and
into along term relationship. There are several steps which can be used by the management of
Burger & Lobster in customer experience map, they are defined as follows:
Discovery- It is the first stage of customer experience map under which, the customer
make identification regarding its needs, demands, desires and taste & preferences. The consumer
can find out their needs in context of products of Burger & Lobster. They will be identify that
which kind of product they have need such as veg or non-veg products, nuts, peanuts and others.
Research- After identifying needs, customer will start to do research about the product
whom requirement they have. For this they search information with the help of various tools like
internet, social media, company website and others. They collect information about different
products and services which are provided by the company with the purpose of fulfilling

consumer needs (Mondal, Ghosh and Nair, 2015). The individual can collect information about
products' features, price and quality of them. For example, if a person have need of Burger then
the individual search information about the ingredients which are used by Burger & Lobster in
its products. The person will research that the raw material which is used in Burger are pure and
health or not.
Choose- It is the main stage in customer experience map because in which the customer
take decision to purchase products. When the person will research about the products of the
company then they will select products which are meet and help in satisfying their needs and
demands (Pansari, and Kumar, 2017). Because if customer search information about product
from two different company then they take decision regarding one product which is highly meet
their needs and easily able to fulfil their wants in term of cost, quality and others.
Pre purchase- It is the next step of this customer experience map in which the customer
evaluate its decision in order to purchasing products that it will be cost friendly, high quality and
reliable to fulfil their demands. They visit to company website so that they can get information
about reviews or feedbacks of that product. When they are ensured about product then they
purchase the product to provide satisfaction to their needs.
Post purchase- It is the last stage of customer experience map. Under this, the customer
share their experience and feedback of that particular product that is able to fulfil their demands.
If the product does not provide satisfaction to them then they start searching new product to fulfil
their needs and demands.
P4. Discuss how the customer touch points throughout the customer experience create business
opportunities
Touch points basically indicates to those things, actions and activities which are liked by
customers and able to getting attention of them. It can be a process of gathering information
about a product through websites visit, reviews and feedbacks etc. Now these days, there are
several application which are able to provide information about products, reviews, feedbacks to
customers about a specific product of particularity brand. In Burger & Lobster, the management
of the company can use these kind of application though which they can offer information
regarding their products to their target audiences. There are several customer touchpoint which
are beneficial to make development and providing business opportunities to this firm, they are as
following:

Website- The website of the company should contains with all the information about the
business of the company, products, price, features, delivery process and others (Peppers and
Rogers, 2016). Because it is most important to create business opportunities with the help of
customer experience. In Burger & Lobster, it is crucial to make development in the business of
the organisation. Because before purchasing products, people visit website of the company to
collect information about commodities of the firm. If they are meet with consumers needs then
prefer to purchase them and it help in organisational growth.
Images of restaurant- It is crucial touch point of customer experience which is important
and helpful in maximization of business opportunities. In Burger & Lobster, the administration
of the company can provide the images of restaurant on it websites so that customers can aware
and familiar with the design, interior, structure of the company (Rahimi and Kozak, 2017). If it is
attractable and looking good then it help in attracting customers and assist in increasing customer
base. This provide business opportunities and growth or development options to the company
Parking- In context of this restaurant, it is an essential business opportunity to a it. If the
company provide parking to its customers then they feel free and make focus on purchasing
product and taking advantages of services. If customer have not option of parking they are not
feel comfortable and not concentrate on their purchasing or buying activity. If Burger & Lobster
provide this service to its target audiences then it help in getting attention of various customer
which provide business growth opportunity to it.
Menu appearance- Design, print and size of menu is also help in providing a good
experience to customer. For example, a disable person who is not able to see and the
administration of the restaurant provide Beril print menu to them then it will provide them a
good experience. It create loyalty within them and they retain with the firm till long time period.
Atmosphere- Good and effective atmosphere of the restaurant is also help in maximizing
the business and creating business options to the company. In Burger & Lobster, the
management can provide slow music, noiseless environment, friendly greeting which create
positive affect on customers mind and influence them to take the services of the company again
and again in future. It also help in creating positive perception within the customer regarding the
restaurant (Srivastava and Kaul, 2016). When customer show their loyalty then it help in
business growth of the company.

TASK 3
P5. Determine how digital technology is employed in managing the customer experience
At present time, digital technology is an important aspect to a company to managing its
customer experiences. There are various technology such as internet, social media tools and
technologies and others which make their contribution in managing customer experience. With
the help of internet, the organisation of the company can provide information to its target
audiences about brand, products and services (Venkatesan, 2017). With assistance of internet and
other digital technologies, the management of Burger & Lobster can reach to its customer to
find out their needs and demands so that they can manufacture products and services according
to their needs. To make development in customer experiences, there are some ways and
examples of digitalization which can be used by customers to make improvement in customer
experiences, they are as following:
Internet- With the help of this digital tool, organisations can easily make connection and
relation with customers by providing or updating with new manufacturing products and services.
With the help of it, organisations can keep effective relation with their target audiences such as
among digital and real world actions.
Chatbot- It is a new path which assist in making improvement in customer experience. It
is work as helper and provide support and help to customer by providing information to them
with the assistance of message, website, mobile application, voice etc. or with the help of other
digital tool. It assist in developing customer experiences and gratification.
Big data analytics- Within it, the intellection is affiliated to taking customer feedback and
asking them about their needs regarding products information and others. By getting information or
their personal views, the administration of the company can provide data with efficient
individualised discounts and offers. It help in offering effective customer experience and retaining
them with the company till long time period.
The respective company is operating its business in hospitality industry and majorly
concentrate on building good relation with its potential customers to maximize and develop growth
and success of the company. There are several ways through which CRM assists company in
developing customer experience. They are mentioned as follows:

 With the help of this software, the administration of the organisation can sent gifts and
greetings to its potential customers (Yang, Liuand Li, 2015).
 Personalised services like free delivery of the product to regular consumers of the firm can
be offered with the help of it.
 CRM will assist in holding effective records of the customers and their data so that they can
provide their feedbacks and reviews regular basis with the assistance of e mails and others to
generate values to them.
TASK 4
P6. Illustrate customer service strategies
In each and every business, customer are the main and major source of market which help
in running the business operations of a company in a particular sector to concentration on
continuous improvement in their services so that they can easily get attention of customers in
possible way. It is the single way to assure their development and survival in order to gaining
profit and maximising revenues (Ma and et. al., 2016). If the company provide effective and
required services to its customers then it assist in keeping long term relation with their target
audiences. If the company make long term relation with its customers then it favourably affect
company and create good brand image in customers mind. In context of it, some strategies are
defined as below:
Delivery to commitments- An organisation always make promise to its customers
regarding the quality of of its products. So it is essential to the firm to fulfil it by providing good
quality goods and services to them so that they can maintain the faith of their consumers.
Attention to Guests- It is crucial for Burger & Lobster to pay attention on their clients
and guests words so that they can provide information about those things which they are want to
ask. So if the company want to make improvement in consumers gratifications than it is
important that they deliver appropriate services to them.
Rewarded loyal customers- In Burger & Lobster, the management of the company can
rewarded to its loyal customers who visit in restaurant regularly. It will help in converting
potential customers in loyal clients as they blessed by the organisation. In addition to it, these
customers are comprehended effective services of the company among people (Bjelajac and et.

al., 2016). It is work as word of moth promotion which create an important affect on the
marketing of the company.
With the help of these ways, the administration of the company can reinforced the level
of contentment of target audiences which is beneficial for the melioration and success of the
firm.
P7. Demonstrate how customer service strategies create and develop the customer experience in
a way that meets customers needs and needed business standards
Customer Audit trail and Critical Observation
Name of Hospitality Business visited Burger & Lobster
Time and date of visit 18th October 2019
Environment and first impression
Things which I determined
that were favourable and
good?
Things which I ascertained
that were unfavourable and
bad?
What would I modifies if this
was my business concern?
Entertainment things such as
music, kids zone were very
charismatic.
Structure and design of the
company were fascinated.
Modification will be made in
decoration such as lights and
candles etc.
Aggregation, Tariff Boards and Labelling
Things which I determined
that were favourable and
good?
Things which I ascertained
that were unfavourable and
bad?
What would I modifies if this
was my business concern?
Images and symbols were
clear and able to attract
customers.
Dishes in menu were not
separated which create
coalition.
Dishes are listed separately.
Prices:
Things which I determined Things which I ascertained What would I modifies if this

that were favourable and
good?
that were unfavourable and
bad?
was my business concern?
Some dishes were costly. In Bar, high price are charged
to target audiences.
Use low pricing strategy in
comparison to other bars.
Extent of Products:
Things which I determined
that were favourable and
good?
Things which I ascertained
that were unfavourable and
bad?
What would I modifies if this
was my business concern?
Accessibility of different
types of food .
Taste of Chinese food was not
good.
Chinese Chef will be hired.
Staff:
Things which I determined
that were favourable and
good?
Things which I ascertained
that were unfavourable and
bad?
What would I modifies if this
was my business concern?
Staff of workers were
collaborative and assistive.
Cause of less workforce,
ordered were served delay.
Recruit employees in adequate
way.
CONCLUSION
As per defined preceding information, it can be analysed that customer are an essential
parts to grow a company. Customer satisfaction is an important aspect with the help of a
company can make growth in its business by fulfilling and satisfying their needs and demands by
providing satisfaction to them to produce products and services as per their requirement. In
addition to it, a company can sustain till a long time period in a market if it make focus in its
product quality, price and other conceptions. By maintaining good customer relations, it can also
make maximisation in its organisational productivity and profit or provide a good and effective
experience to customers with the assistance of its services.

REFERENCES
Books & Journals
Bjelajac, C. and et. al., 2016. System and method for managing customer feedback. U.S. Patent
Application 14/448,888.
Buonincontri, P. and et. al., 2017. Managing the experience co-creation process in tourism
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Dion, D. and Borraz, S., 2017. Managing status: How luxury brands shape class subjectivities in
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positive word of mouth, build loyalty, and maximize profits. Amacom.
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implementing an evolving marketing concept. Journal of the Academy of Marketing
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language use for authentic service experiences. Journal of Business Research. 72.
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Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
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