Managing Customer Experience in Hospitality Industry

MANAGING
CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1: Explain the value and importance of understanding the needs, wants and preferences of
target customer group for service sector industry.......................................................................3
P2: Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation......................................................5
TASK 2............................................................................................................................................5
P3: Create a customer experience map for a selected service sector organisation.....................5
P4: Discuss how the customer touch points throughout the customer experience create
business opportunities for a selected service sector organisation...............................................6
TASK 3............................................................................................................................................8
P5: Examine how digital technology is employed in managing the customer experience within
the service sector, providing specific examples of customer relationship management system.
.....................................................................................................................................................8
TASK 4..........................................................................................................................................10
P6: Illustrate customer service strategies in specific service sector context.............................10
P7: Demonstrate how customer service strategies create and develop the customer experience
in a way that meets the needs of the customer and required business standards......................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Customer experience plays a vital role in hospitality industry. It helps in deciding
whether the guests will continue the services of the hospitality organisation or not (Peppers and
Rogers, 2016). This assignment will discuss how customer experience is important for le pont de
la tour London, UK. Additionally, the report will also cover various modes and methods that are
adapted by the respective restaurant in order to maximise the customer experience. For example,
one of the most popular and effective tool of managing customer experience is customer
relationship management also known as CRM. The digital technology also plays an important
role in managing the customers and enhancing the services provided to them by le pont de la tour
restaurant. This respective restaurant company is a D&D London restaurant which is situated by
tower Bridge near Thames river in London. The respective restaurant serves food, bakery items,
etc. including bar services.
TASK 1
P1: Explain the value and importance of understanding the needs, wants and
preferences of target customer group for service sector industry.
Customer satisfaction is very important for le pont de la tour restaurant. The needs and
wants of the customer are interrelated to each other. These rises on the basis of willingness,
requirements and ability which can be evaluated on the basis of demographics, income levels and
socio-culture of the customers (Lemon and Verhoef, 2016). Such data helps in measuring the
influence and behaviour of the customers. Some of the examples of different customers needs
and wants are given below:
Customer’s type Needs and Wants
Disabled Customers Ramp Access next to
front steps.
Easy to eat Food No rushing food meals
Sufficient space to
pass between the
tables
Nutritious Food Menu written in Brail
Business Person Wi-Fi Charging points Soft Music

Quick Service Meeting rooms Grab and go food
menu
Mothers with Babies Facilities strollers Bottle warmer
Nappy changing Entertainment Smaller portions
 Disabled Customers- The handicapped customers or guests with other disabilities have
special needs (Homburg, Jozić and Kuehnl, 2017). They need extra attention and care.
This is why it is important for le pont de la tour to make special arrangements in order for
smooth access in the restaurant and consumption of services such as ramp access,
sufficient pass between the furnitures to pass. Along with these services, the respective
restaurant also needs to focus on the foods and beverages that are delivered. The food
items should be nutritious and easy to consume. This will help the customers will
disabilities to consume the food and beverages conveniently which enhances their
experience resulting in repetitive business.
 Business Person- These type of customers prefers quick services as time management is
an important element for business men. These customer’s require different type of
amenities such as Wi-Fi, charging points for laptops and mobiles and meeting room if
available. Some of the business man may also prefer grab and go type of food items
which they can consume while going to their office. By providing such versatile menu
options and commercial facilities, le pont de la tour can maximise such type of
customer’s engagement which can help in earning revenue for the organisation.
 Mothers with babies- These customers have most variable needs and preferences.
Mothers with toddlers require such arrangement which can help them ease out handling
and managing the child such as nappy room for changing diapers, bottle warmer for
accessing hot milk for toddlers, high chairs and strollers for easy sitting (Fatma, 2014).
Along with this, arranging entertainment modes can help keeping them engage and calm
which ease out the dining experience of mothers and babies. le pont de la tour can also
provide small portion of meals for kids which minimises the wastage and becomes easy
for the kids to consume food dishes.