managing customer experience

Managing
Customer
Experience
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Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
P1 ...........................................................................................................................................3
P2 ...........................................................................................................................................4
TASK 2............................................................................................................................................5
P3 ...........................................................................................................................................5
P4 ...........................................................................................................................................6
TASK 3............................................................................................................................................8
P5 ...........................................................................................................................................8
TASK 4............................................................................................................................................9
P6 ...........................................................................................................................................9
P7 .........................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................12
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INTRODUCTION
In growing or developing business, experience of a customer or individual plays a major
role because it provide opportunities to sustain business in successful manner. Customer's
experience is considered as relationship among the customer as well as company that take place
while purchasing products or services (Andajani, 2015). Organisation selected for this report is
sultan restaurant which is located at London, United Kingdom. It is opened in year 1986 as well
as it is a first Lebanese restaurant in London. Respective restaurant serve Lebanese cuisine which
are prepared on daily basis. Topics included in report are needs and expectations of customers,
customer experience map in order to understand business opportunities as well as optimising
customers touch point. Moreover this report will also include impact of digital technology in
managing customers relationship as well as it include effective customer experience management
in respective sector.
TASK 1
P1
Target customers is considered as a person or group for which company offer products
and services, they also develop strategies to attract them so that they purchase those offerings.
For a company it is essential to understand need, wants and preferences because that will help
them in developing strategies, products and services according to their targeted customers group
of specific industry. Through this company able to develop offering accordingly that will help
them in retaining potential customers for long time as well as it will also help in targeting
customers effectively. In respect of Sultan restaurant, their targeted customers are location,
national and international customers who visited to London, United Kingdom. They offer both
delivery as well as catering services to all age group peoples who love authentic taste of
Lebanon. Along with this, it is value as well as important for Sultan restaurant to understand
need, preference and wants of their targeted customer group because:-
 It will help them in know their targeted customers and markets (Customer Needs, Wants,
and Demands & Strategic Decision Making, 2016).
 It will also aid Sultan restaurant in taking strategic decision and in their implementation.
 Help Sultan restaurant in promoting their products with specific and suitable
advertisement.
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 This will also lead to increase in sale, footfall and profit of sultan restaurant.
 It help in Sultan restaurant to understand customer's willingness to purchase their
offerings as well as it will also aid in estimating their buyers (Chahal and Dutta, 2015).
 This will also help Sultan restaurant to predict their sales in a specific target marketplace.
In respect of Sultan restaurant they have numbers of targeted customers and all have
different need, demand and preferences so it respect of that it is essential for their manager to
conduct decision accordingly.
Potential customer's Need, preference and wants
Family Family man want to services that are
value for money. They also prefer safe
and clean environment. They need
good quality food and drinks.
Couple Need, want and preference of couple
are attractive, innovative and romantic
location, safe place, soft music,
privacy available, romantic dinner
facility and so on.
Old age peoples Old age peoples required healthy food
and drinks, special services, peaceful
environment and so on (De Keyser
and et. al., 2015).
Business Class Business peoples want pleasant
location, elegant place, quality food
and drinks, WIFI facilities and so on.
This shows how different targeted customers have different need, preference and wants
for which accordingly Sultan restaurant need to develop strategies so that they can sustain in
marketplace for a long time duration.
P2
Customers engagement is considered as business communication relation among an
organisation and external stakeholder i.e. customers by using different channels of
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