Managing Customer Experience InTRODUCTION 1 P2 Customer Experience Mapping 4 Customer Service Strategy Development

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Value and importance of understanding the needs, wants and preferences of target
customer groups......................................................................................................................1
P2 COVERED IN POSTER...................................................................................................2
TASK 2............................................................................................................................................2
P3 Customer experience mapping..........................................................................................2
P4 Creation of business opportunities by customer touch-points throughout customer
experience...............................................................................................................................4
TASK 3............................................................................................................................................5
P5 Digital technology is employed in managing the customer.............................................5
TASK 4............................................................................................................................................7
P6 Customer Service Strategies..............................................................................................7
P7 Customer service strategies create and develop the customer experience.......................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience management can be referred to as the process of planning and
managing the overall experience of customer in relation to the product or service being delivered
by company. It can be said that it is the technique by which hospitality organisation strive to
deliver the promise that they made to customers about the service being delivered by entity
(Shah, Kumar and Kim, 2014). Customer experience plays an important role in ascertaining the
sustainability of enterprise in long run. The present report is based upon Burger King, a fast food
chain headquartered in United States and having its outlets across different parts of the world.
This report explores the value of understanding needs and wants of target customer segments.
Also, it discusses about various factors that drive customer engagement along with customers
service strategies in hospitality organisation. Lastly, the importance of these strategies in
enhancing customer experience is comprehended.
TASK 1
P1 Value and importance of understanding the needs, wants and preferences of target customer
groups
For any business entity that functions in a society, the most important aspect is the
customers for which it provides products and services. It is essential that entity operates in a
manner that best serves the requirements of people. Also, for any business to become successful
in long run and to gain widespread acceptability from public, it is necessary that the needs, wants
and preference of customers are determined. Ascertaining and analysing these needs helps the
organisation in determining the strategies through which needs and preferences of customers can
be met so that customers have a wonderful experience with company (Customer Needs, Wants,
and Demands & Strategic Decision Making, 2018). Ensuring enhanced customer experience
assists the company in building and maintaining a positive corporate image in market (Yang, Liu
and Li, 2015). In this relation, Burger King is a fast food giant that basically targets young
children and millennials to enhance its revenue and develop its global reputation of meeting the
customer demands well. This company is substantially targeting these consumer groups by
determining their needs and wants and fulfilling them in a timely manner. For this, manager of
Burger King carries out an analysis to determine its target customer segments along with their
needs and wants, done below:-
1