Managing Customer Experience

Managing Customer
Experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Explain the values and importance of needs, wants and preferences of the target customer
group in service industry.............................................................................................................3
P2. Explore the different factors that drive and influence customer engagement of different
target customer groups in service sector organisation...............................................................4
TASK 2............................................................................................................................................5
P3. Create a customer experience map for a service sector organisation...................................5
P4. Discuss how the customer touch-point throughout the customer experience create the
business opportunities for a restaurant........................................................................................7
TASK 3............................................................................................................................................8
P5. Examine how digital technology is employed in managing the customer experience with
in the service sector.....................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience management is the process of identifying, reaching to customer and
meeting their expectations. The motive this practice is to satisfy the customer and bring loyalty
towards their brand(Shobeiri, Mazaheri and Laroche, 2018). This will helps in retention of the
targeted customer in their organisation. It is the process of attracting the large group of customer
and this will leads to increase the market share and the profitability of the company. The lvy is
the chosen restaurant for their report. It is the popular restaurant by the people of media and art.
This restaurant is situated in West Street, near Cambridge Circus in London. It is opened in
1917. This report will cover the importance of analysing the needs, wants and preferences of
the target customer and explain the different factors that influence the customer engagement of
different target group. Furthermore, It also explains that how digital technology have managed
the customer experience.
TASK 1
P1. Explain the values and importance of needs, wants and preferences of the target customer
group in service industry.
Target market: It the particular group of consumer for which products and services is
being made(Secchi, and et .al., 2020). It focuses on that group only and made product according
to their needs and wants. It will help the organisation to be particular with their aim and type of
customer.
The primary objective of every organisation is to retain the customer by meeting their
needs and wants and satisfy them. Customer are the one for whom the product and services is
manufacture and with knowing the facts that company is all aware about the need and preference
of the target customer. It can earn maximum revenue and expand their market size. It will help
the organisation to sustain in the market for a longer period of time.
There are various types of customer and everyone have heir different need and wants. It
is analysed that, the segmentation of the customer will done on the basis of age, gender,
geographical location, education and occupation. This will help in easy targeting of the customer
on above mentioned basis. For any organisation, It is important to have the targeted customer to
manufacture the products according to their requirement.