Managing Customer Experience

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 Different factors that drive and influence customer engagement of different target
customer groups......................................................................................................................3
TASK 2............................................................................................................................................6
P3 Customer experience map.................................................................................................6
P4 Customer touch-points throughout the customer experience create business opportunities. 7
TASK 4............................................................................................................................................8
P6 Customer Service Strategies..............................................................................................8
P7 Customer service strategies create and develop the customer experience.......................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
.........................................................................................................................................................1

INTRODUCTION
Customer experience plays an essential role in the growth of every industry. It is
considered as important tool by which hospitality industry can improve their sustainability at
market place. Present report is based on Burger King which is an American fast food restaurant
which is providing its services at global level. It includes description about importance of needs
and wants of targeted customers. It further elaborates about customer experience map and
customers touch point which helps in improving business opportunities. Along with this, the
report declares about customer service strategies in hospitality industry. It also explains that how
these described customer service strategies helps organisation in developing better customers
experience in order to meet needs and wants of customers.
TASK 1
P1 Value and importance of understanding the needs, wants and preferences of target customer
groups
Customer are considered as the most important part of every organization which
contributes in its growth. It is important for the organisation to firstly analyse needs and demand
of customer so that they can be fulfilled properly in effective manner (Yang, Liu and Li, 2015).
An improved customer experience will be helpful for organisation in developing its brand image
at market place along with this it also contributes in retaining customers for long duration of
time. Burger KING is a fast food restaurant who is mainly targeting children and youngsters as
its customers. Therefore, the company is mainly focusing on influencing its targeted customer
by fulfilling their need and demand. For this, manager of the company have conducted an
analysis in order to identify its special customer and their needs and demand which are described
as below:
Customers Needs and Wants
Primary School Children  Fun Food
 quality Food
 Crayons and Colouring
College Students  WIFI
 Grab and go coffee and FoodFood that

makes the remember
2