Managing the Customer Experience

This document discusses the importance of understanding customer wants, needs, and preferences in managing the customer experience. It covers topics such as customer segmentation, customer touch-points, and the use of digital technology in the service sector. It also explores consumer service strategies in a specific services sector context. The document is relevant for anyone interested in customer experience management in the hospitality industry.

Managing the Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P 1. Importance and value of understanding the wants, needs and preferences of target consumers
groups..............................................................................................................................................3
P 2: Covered in Poster.....................................................................................................................4
TASK 2............................................................................................................................................4
P3: Customer experience map for a selected service sector organisation.......................................4
P 4. Customer touch-points throughout the customer experience create business opportunities....6
TASK 3............................................................................................................................................7
P 5. Digital technology is employed in managing the customer experience within the service
sector................................................................................................................................................7
TASK 4............................................................................................................................................8
P 6.Illustarte consumer service strategies in a specific services sector context..............................8
P 7. Consumer service strategies create and develop the customer experience in a way that meets
the needs of the customer and required business standards.............................................................9
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
To manage the consumers is important for an organisation so that it can satisfy the needs
of them. All customers have different types of wants and as per the desire of it, corporation try to
fulfil the needs. In this report chosen restaurant is The Ledbury which is situated in London. The
main aim of organisation is to manage the consumer experience through analyse the needs of
them after sales follow up. It covers the following topics such as: needs & expectations of market
segments, different factors that drive and influence customer engagement, consumer experience
map to create business opportunities, impact of digital technology. Apart from this it discuss
about effective consumer experience management in the restaurant.
TASK 1
P 1. Importance and value of understanding the wants, needs and preferences of target consumers
groups
It is not an easy task to identify the importance of wants, demands and needs of
consumers to run a hospitality business. To evaluate the needs and desires of target customers in
market segmentation is essential because it helps to divides the market on the basis of similar
desires of people. The Ledbury can advantage from the market segmentation so that it able to
focus variety of consumers with different expectations and wants. It helps the restaurant to offers
various types of services to several people on the basis of their likes. The Ledbury restaurant
target people which includes hospital patients, disabled consumers, business persons and gym
inspector (Benhamza Nsairi, 2012).
Questionnaire:
Type of customer Different types of customer needs
Holidaymaker Convenient to take
food, provide the
meal at bedside
Changing and nappy
facilities,
Transport facilities,
pool services
Business person Proper Wi- Fi facilities,
quality food.
Charging point for phone
and proper space to pass
between table
Separate room for the
business meeting,
Hospital patients Calorie information Healthy food, purified Clean room for rest

guest is mention at the menu. water
A beautiful view from
window
Charging point for mobile Soft music
The Ledbury targets persons on on the basis of wants, preferences and needs which are
discussed below:
Holiday maker: The Ledbury focuses on the needs and desires of persons and on the
basis of it provides best quality services to them. It involves charging and nappy facilities, better
beverage and good facilities and provide proper transportation. As a result it makes strong
relationships with consumers.
Business person: The Ledbury restaurant has focused on the business group persons and
provides better services to them. The main aim of restaurant is to fulfil the needs of consumers
and provides facilities as per the wants of people. It gives various facilities to its customers
which involves: poolside services, Wi – Fi facility and separate meeting room facility.
Hospital patients guest: The Ledbury has focused on the preference and wants of
consumer so that it can fulfil the needs of them. It provides various facilities to the people who
come from various cities and countries for medical treatment. It provides facilities like: healthy
food, soft music and charging point (Khodakarami and Chan, 2014).
P 2: Covered in Poster
TASK 2
P3: Customer experience map for a selected service sector organisation
There are nine points which can be used by The Ledbury and it is based on consumers
experience map.
Website: It is a tool which is used by an organisation to promotes its business. It contains
several information about the company such as: products, price, and types of services, location,
facilities etc (Website. 2018). The Ledbury can use its website which can help the consumers to
get more reliable information and data. Customers can assess it and get useful info as per the
needs and wants of its. Restaurant is updating its new information on its website so that people
can easily know about the recent activities of it. It contains several photos along with current

offers. The Ledbury is using very warm words which attract the consumers to come in there
restaurant.
Telephone: It is a tool which is used by persons to make conversation with the persons.
It is used by The Ledbury so that it can communicate revenant information to its consumers
regarding orders related to food and other enquiries. In the website of organisation it provides
contact number so that consumers can directly communicate with restaurant and receive relevant
information as per the needs and wants. It is very effective tool which makes the conversation
easy and convenient.
Review Sites: Organisation have its review sites which can make great impact in the
mind of consumers. It can affect the decision of consumers to visit the restaurant or not. The
Ledbury has it review site in which person give reviews as per their experience with company.
By looking these sites customers can decide they have to go in a restaurant or not.
Restaurant environment: It is necessary for an organisation make healthy working
environment so that consumers feel positive when they visit the restaurant with its friends and
family. It develops peace in the environment so that customers can feel relax and comfortable. It
helps The Ledbury to maximize its image in the market.
Text message: It is very effective tool for an organisation to provide the effective and
current information to consumers. The Ledbury can use this so that information can be provided
regarding new items in menu, events, discount and coupons. It makes strong relationship with
customers and restaurant can remain in touch with its consumers. It can use text message so that
people can know about offers and new services of organisation.
Restaurant staffs: To satisfy the needs of consumers it is necessary to deliver best and
qualitative services and it is not possible without the help of staffs. Employees are the key assets
for an organisation. The Ledbury has good staffs which fulfil the wants and needs of consumers
so that more number of people can visit the restaurant and take advantage of better services and
facilities which build the good reputation of it in the market (Blázquez, 2014).
E- mail: It is communication tool which is using by companies to convey its message to
the persons. The Ledbury can use it so that proper information will communicate to consumers
which includes its product with prices, discounts and special offers. It attract consumers so that
they visit to restaurant as a result profits will be maximize.

Restaurant management: Management of restaurant can improves the coordination
between the functions of organisation and as well as department. The Ledbury has good
management because all tasks are delegated as per the skills and abilities. All persons have know
their duties and according to it they have to perform their roles. It improves the efficiency and
productivity also (Garg and Qureshi, 2014).
Paper mail: It is used as a communication tool so that consumers can know about the
products and services of organisation. The Ledbury is using paper mail to send the information
and message to its guests through physically form.
P 4. Customer touch-points throughout the customer experience create business opportunities
Touch- point is consider as most effective point of client contract from starting point to
finishing point. For example, consumers or suppliers can analyse whole business of company
through online reviews, websites, rating etc. These all things are covered under the main list of
touch point of business consumers. Touch points are consider as some time period of a potential
client which comes in contract regarding brand of business. It involves after or before the buying
of something from the industry. So to analyse the touch points of consumers The Ledbury
restaurant provides facilities during after and before buying any item. All organisation provides
proper details to its consumers about its products or services before the purchase. There are
various tools which makes its process easy such as: online social media, advertisement &
marketing and word- of mouth publicity. Before buying anything, customers makes proper
survey and collect all required necessary information through office, websites, phone call etc. In
order to after purchase product The Ledbury gives various facilities in context to online help
centre, billing, marketing billing etc (Joon Choi and Sik Kim, 2013). Up selling, acknowledging,
greeting are the touch points which are associated to the consumers. Some of the important
stages that are associated under this are mentioned in detail below:
Direction stage: It involves different stages which are analysed as under:
Waiter makes eye - contact with the consumers: In this context waiter can make eye
contact with consumers so that it help to maximize their experience in order to enhance
interpersonal skills which provide advantage to the company. To build healthy customers loyalty
waiter can try to provide better feel to the consumers in order to maintain better image of
organisation.
Waiter: Good morning, sir.

Consumer: Good morning.
Waiter: Do you want anything, sir ?
Consumer: I want to have breakfast and bring also juice.
Waiter: Just a second, sir. I am serving it
Consumer: How much money I have to pay?
Waiter: 20 dollar.
Waiter: Thank you so much, Sir.
Consumers: Thank you.
This conversation is takes place between the waiter and consumer which shows the
experience of customer in restaurant. It makes the customer satisfy because waiter provides
quality services to them. To provide good and fast services are important and beneficial for the
success of organisation in context to achieve sustainable growth.
TASK 3
P 5. Digital technology is employed in managing the customer experience within the service
sector
It is essential for a company to use digital technology in the business so that its operations
can be perform smoothly and efficiently. The Ledbury is using latest technology in its business
so that delivery time of services can reduce which enables company to improve service delivery
to customers. Consumer experience has enhanced through this because efficiency and
productivity will maximize. As a result organisation is able to satisfy the needs and wants of
customers. The Ledbury can use artificial intelligence and virtual reality so that customers
experience can be enhanced (Miao and Mattila, 2013).
Answers of the questions are given below:
 The name of company who is making presentation is Black & White Hospitality.
 The name of person who made the presentation is Julian Hook.
 Name of software which programme is OPERA.
 Key elements of their programme is links with: Open table; book a table; etc., bookings,
Late Room etc, reservations; housekeeping; etc., EPOS system, used by nearly all major four and
five star hotels.

 Current customers of company are as below: Macro Pierre White Restaurants, IHG
( Intercontinental Hotel Group) ,Travelodge, Hilton International
 They have been in business from 1970s (OPERA), 2014 (Black & White Hospitality).
 Company see these programmes developing in future on the basis of: increased
functionality, new market entrants for example, Zonal EPOS system, further integration with
guests, identifying trends for example, afternoon tea is the new “ Lunch”, better analysis of
feedback.
TASK 4
P 6.Illustarte consumer service strategies in a specific services sector context
For a hostility industry is very essential to provide effective consumer services so that large
number of persons can attract towards this and its help to maintain customers engagement.
Quality services improves the brand image of organisation and its leads to success and growth
for corporation because it engage their consumers and guest in business. Now a days there are
healthy competition in market in context to hostility industry so it is important for an
organisation to provide better services to customers. The Ledbury can deliver quality foods and
services to people and it is the responsibility of manager of it to make better strategies which
leads consumer services (Peppers and Rogers, 2016). These strategies help to provide good
experience to customers and build strong relationship which brings higher profits. There are
various strategies can be implemented which are as follows:
Deliver on your promise: For a hospitality industry it is essential to deliver the services
on the specified time frame as per the needs of consumers. It maximize the believe of people
towards the organisation and it improve the brand image of company in market. The Ledbury can
fulfil its promises by provides goods and services within specific time duration so that consumers
has satisfied and happy. As a result their experience get better with organisation and its makes
strong relation in context to that company. So it gain customers loyalty with strong consumer
engagement.
Reward loyal customers: To provide royalty rewards to the consumers is an effective
strategy of an organisation in context to better customers experience. The Ledbury always try to
feel their consumers happy by delivering quality services to them through it persons gets satisfy.
It makes arrangement for special offers for who those people who visit the restaurant on regular

basis. They also makes offers such as: discount, combo offers, buy one get one free etc. These
things attract the consumers and their interest had increased to visit the restaurant on continuous
basis. As a result persons prefer to come only that particular restaurant and also recommend its
relatives and friends. It develops strong relationship among organisation and customers (Sheng
and Teo, 2012).
P 7. Consumer 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 The Ledbury, London
Time & date of visit 18th of November 2018
First and ambience impression:
Things which I observed were
good or positive ?
Things which I observed
were bad or negative ?
What things I can change if
it would be my business ?
Structure, decoration and
location of restaurant is better.
Sitting arrangement in
restaurant is not appropriate.
If it would my business than
I make sitting arrangement
better and more comfortable.
Tariff Board, Labelling and Signage etc.
Things which I observed were
good or positive ?
Things which I observed
were bad or negative ?
What things I can change if
it would be my business ?
Signage such as fire exit, no
entry way.
Tariff board is was available
so that consumers does not
know about the prices of
products (Tax and
Wilkinson, 2013).
If it would be my own
business than I use tariff
board which include all
information about rates of
food and services.
Price:
Things which I observed were
good or positive ?
Things which I observed were
bad or negative ?
What things I can change if it
would be my business ?

Prices of food items are
economical
Restaurant is charging very
high prices on some food
items and services.
I would focus on delivering
quality services at reasonable
price.
Product range:
Things which I observed were
good or positive ?
Things which I observed were
bad or negative ?
What things I can change if it
would be my business ?
Variety of food products and
services and also Wi- Fi
facility
Premises of restaurant does
not clean
I would focus to clean the
premises so that people feel
good when they visit.
Staff:
Things which I observed were
good or positive ?
Things which I observed were
bad or negative ?
What things I can change if it
would be my business ?
Staffs performs their duties
effectively and as per the
needs of organisation.
Some unskilled staffs does not
able to satisfy the needs of
consumers (Torres and Lehto,
2014).
I recruit those persons who are
good in customer service and
also provide training so that
their skills can be enhanced.
Time:
Things which I observed were
good or positive ?
Things which I observed were
bad or negative ?
What things I can change if it
would be my business ?
Services are delivered on time
as per the discussion with
waiter
Service in context to breakfast
takes more time.
I would delegates the task as
per their abilities so that
efficiency will increase as a
result delivery time of service
can be reduce.
Supplementary items:
Things which I observed were
good or positive ?
Things which I observed were
bad or negative ?
What things I can change if it
would be my business ?

Front office manager instruct
all employees to deliver fast
and better service.
Restaurant does not provide
complimentary service like
drinks.
I would provide some
complimentary drinks so that
people can feel refresh after
drinking it.
Payment:
Things which I observed were
good or positive ?
Things which I observed were
bad or negative ?
What things I can change if it
would be my business ?
Restaurant accepts payments
through cash or cards
Restaurant does not take
payments though mobile
banking so it create difficulty
for them
I would accepts payments
through both modes such as
online and offline (Wong,
2013).
CONCLUSION
From the above report, it has been concluded that Consumer experience management is
essential for a hospitality industry so that it can provides better services as per the needs of
customers. The Ledbury can provides services on time so that people can be satisfied and it
improve the brand image of organisation. Use of digital technology can maximize the efficiency
and makes the work smoother. To provide the quality service as per the wants of consumers can
develops beliefs and makes the strong relationship with company.

REFERENCES
Books and Journals
Benhamza Nsairi, Z., 2012. Managing browsing experience in retail stores through perceived
value: implications for retailers. International Journal of Retail & Distribution
Management. 40(9). pp.676-698.
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.
C. Harris, L. and Daunt, K., 2013. Managing customer misbehavior: challenges and
strategies. Journal of Services Marketing. 27(4). pp.281-293.
Clatworthy, S., 2012. Bridging the gap between brand strategy and customer
experience. Managing Service Quality: An International Journal. 22(2). pp.108-127.
Garg, R., Rahman, Z. and Qureshi, M. N., 2014. Measuring customer experience in banks: scale
development and validation. Journal of Modelling in Management. 9(1). pp.87-117.
Joon Choi, B. and Sik Kim, H., 2013. The impact of outcome quality, interaction quality, and
peer-to-peer quality on customer satisfaction with a hospital service. Managing Service
Quality: An International Journal. 23(3). pp.188-204.
Khodakarami, F. and Chan, Y. E., 2014. Exploring the role of customer relationship management
(CRM) systems in customer knowledge creation. Information & Management. 51(1).
pp.27-42.
Miao, L. and Mattila, A. S., 2013. The impact of other customers on customer experiences: a
psychological distance perspective. Journal of Hospitality & Tourism Research. 37(1).
pp.77-99.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Sheng, M. L. and Teo, T .S., 2012. Product attributes and brand equity in the mobile domain:
The mediating role of customer experience. International Journal of Information
Management. 32(2). pp.139-146.
Tax, S. S., McCutcheon, D. and Wilkinson, I.F., 2013. The service delivery network (SDN) a
customer-centric perspective of the customer journey. Journal of Service
Research.16(4). pp.454-470.
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
Management. 36.pp.255-262.
Wong, I.A., 2013. Exploring customer equity and the role of service experience in the casino
service encounter. International Journal of Hospitality Management. 32. pp.91-101.
Online
Website. 2018. [Online]. Available Tgrough:
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