Customer Experience Management In Marketing - Assignment

Managing customer
experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Explain the value and importance of understanding the needs, wants and preferences of
target customer groups for a service sector industry...................................................................4
P2 Explore the difference factors that drive and influence customer engagement of different
target customer groups within a service sector organisation......................................................5
TASK 2............................................................................................................................................6
P3 Create a customer experience map for selected service sector organisation.........................6
P4 Discuss how the customer touch-points throughout the customer experience create
business opportunities for a selected service sector organisation...............................................8
TASK 3 ...........................................................................................................................................9
P5 Examine how digital technology is employed in managing the customer experience within
the service sector, providing specific examples of customer relationship management systems.
.....................................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Hospitality Industry includes wide range of services and aids to generate huge amount of
financial benefits for the economy as a whole. Major services included under this sector are
event planning, theme based parks, travelling and variety of other services. The overall income
of this sector enormously depends on the leisure and amount of disposable income which
available (Bharwani and Jauhari, 2017) . However, manager within hospitality sector requires to
perform variety of task through which consistency with business can be witnessed effectively
and organisation tends to achieve desired business objective. In today's competitive business
environment it is critically very necessary to provide customer with satisfactory experience so
that they tend to become brand loyal. Positive experiences gain customer helps in enhancing the
overall worth of business in potential market. The outcome of this reports tends to cover various
factors through which customer relationship can be effectively maintained. Value as well as
importance for understanding wants and preferences shall be analysed. Several factors which
drive and influence customer engagement within respective shall be considered. Apart from this
customer touch points and impact of digital technology on CRM will be covered.
TASK 1
P1 Explain the value and importance of understanding the needs, wants and preferences of target
customer groups for a service sector industry
In order to effectively carry out business related activities with full efficiency it is very
necessary to determine the demand as well as expectations of company's targeted group in such a
manner through accomplishment of desired business objective is essentially done. Target
markets refers to group of individuals to whom an organisation essentially wants to provide
services (Bjelajac and et.al., 2016). Consumers who are considered as target market typically
have similar buying behaviour, demographics as well as income level. For a business
organisation effective management of customers needs and preference plays a very curial role
which helps in reaching the desired goals. Within hospitality sector the overall growth of
business is essentially dependent on availability of leisure time and disposal income. However,
with regard to The Wolseley restaurant the respective organisation focuses on each and every
aspect through which desired objective can be accomplished. The targeted customers for this
restaurant is individuals between the age group of 18 to 50 years. In order to effectively target

the customers a proper research is conducted so as to know the demands of customers exactly.
Needs, wants and preference of targeted group is enormously dependent on the age group.
Through research following factors are essentially determined:
Potential Customers Need, wants and Preference
Teenagers Good ambience, affordable price,
attractive location,
Family Proper value for money, safe and
positive ambience so that they can spend
good family time and dinner.
Couples Romantic and Private environment so
that couples can spend quality time.
Old Age peoples Peaceful environment of the hotel.
Preparation of food items in healthy
way.
Business Class Leisure services so that they are
potentially satisfy and visit there again
and again.
From the above table it can be significantly identified that each group of target market
possess different types of needs, wants as well as preference. However, it is the responsibility of
organisation to introduce variety of business strategies through which business tends to satisfy
the needs and preferences of target effectively (Chathoth and et.al., 2016). Teenagers want the
ambience of restaurant attractive at centred place so that they can hang out with their friends and
enjoy their leisure time effectively. Whereas family actually preference to have secure and secure
ambience so that they can effectively enjoy family time. Furthermore, couple expects to have
romantic and private environment in order to spend quality time together. So therefore, it is the
responsibility of The Wolseley to carry out business activities in such a manner that needs and
desire of these customers are full filled effectively.

P2 Explore the difference factors that drive and influence customer engagement of different
target customer groups within a service sector organisation
There are variety of business related factors which aids to drive up and influence
customer engagement. However, customer engagement is essentially a connection between
targeted customers and overall brand. These are initially the activities which an organisation
performs in order to attract more and more customers. In order to effectively attract more and
more customers towards a brand it is the prime responsibility of brand to invent several policies
in order to attract reasonable customers (Chauhan and Manhas, 2017). The prime factor which
essentially impacts the sales of the restaurant is the prices therefore proper strategy might be
implemented. With regard to The Wolseley, restaurant majorly focuses on filling the desired
expectations and wants of customers in such a manner so that goals are achieved.
 Teenagers: Teenagers group people essentially wants food products at affordable prices
so that they can hang out with their friends. The major consideration of teenagers is on
attractive ambience and centre located area.
 Family: People under this group essentially requires variety of service under one roof so
that they can effectively spend quality time together and enjoy good time. Furthermore,
the prices of the restaurant shall be affordable in nature so that middle class individuals
can easily come over gain and gain.
 Couples: Couples essentially require private space with romantic environment and prices
of such arrangements shall be affordable in nature so that more and more customers are
attracted.
 Old Age: This group of individual demand and prefer for peaceful environment and the
food shall be prepared and healthy manner. For them prices are major factors which
impacts they selection level enormously.
 Business Class: Business Class people essentially require high quality of goods and
services and for them the value for money is the reason behind collection a particular.
Higher the value for money, higher would be the chances for their collection.

However, the overall profitability of respective restaurant is dependent on all the mentioned
groups. Therefore, accurate strategies must be inherit in order to satisfy each group of
individuals.
TASK 2
P3 Create a customer experience map for selected service sector organisation.
Customer experience map is essentially a method of allowing businesses to visually
represent complex customer interactions. This map helps in highlighting pain points areas which
enables a firm to find out variety of opportunities through which consistency can be witnessed.
Furthermore, this process guides to give several recommendations so that required improvements
can be made (Cuiand and Wu, 2016). However, implementation of variety of strategies are
effectively required so that customer's overall experience can be enhanced and overall
profitability tends to show a positive shift. With respect to The Wolseley, variety of factors are
essentially required to be maintained so as to enhance business operation in such a manner so
that desired business objectives are accomplished. The customer experience map of respective
organisation is described below:
MAP ACTIVITIES
Research and Plan
This is the very first step under the process of
customer experience map. Herein the
customers essentially makes a proper research
regarding the restaurant which he/she tends to
visit. Furthermore, consideration with regard to
products and services offered by respective
organisation is also made. Therefore, The
Wolseley restaurant shall have a proper
website through which customers can excess
necessary information.
Booking After reaching to a particular decision
customers can make booking if they are really
satisfied by the range of services which are

offered by Wolseley. This stage is essentially
dependent on the research and plan.
Entailment of Customer Services
Herein staff and the customer's actual interacts
and determination with regard to services
availed is essentially made. This is one of the
major factors which essentially aids to
determine the level customer satisfaction
within hospitality industry. However, it is very
essential for business organisation to create
accurate training and development campaigns
for employees.
Check out and Future Customer Engagement This is the last stage of customer experience
process wherein customer's tends to share their
valuable experiences and feedback with regard
to the services availed by them. This stage
essentially helps in making improvements
where necessary.
However, the above analyses concludes that they are variety of factors which impacts the
consumer experience. Therefore, proper research and analysis shall be conducted in order to
attract more and customers towards the respective organisation.
P4 Discuss how the customer touch-points throughout the customer experience create business
opportunities for a selected service sector organisation.
Customer Touchpoint is process wherein personal interaction between customers and
organisation is initiated through several marketing channels. However, various strategies are
implemented by business in order to identify the websites which customers essentially visits.
Proper analysis of customer touch points essentially help in enhancing sales of business in short
run (Gruber and et.al., 2015). Therefore, with regard to The Wolseley customer touchpoints
shall be effectively optimise in such a manner the business can grow in potential market.
Following factors shall be considered in order to deal with customer's touch points:

 Websites: In today's competitive business environment which is highly advanced in
nature customers before visiting a particular place conducts proper research. Therefore,
the restaurant website shall be attractive enough so that customers are attracted. Apart
from this all the necessary business related information shall be provided on company's
website. Such activities potentially helps businesses to engage and hook customers for
long period of time.
 Mobile Application: With enhancement of technology this is yet another prominent touch
point which would serve as a major opportunity of the respective organisation. The
restaurant shall come up with an eye catching mobile application through which
customers can make bookings. The invented mobile application can be user friendly in
nature. Such invention essentially help in creating good market reputation.
However, within hospitality sector it is very essential to effectively interact with customers in
order to gain sustainability and consistency.
TASK 3
P5 Examine how digital technology is employed in managing the customer experience within the
service sector, providing specific examples of customer relationship management systems.
Customer Relationship Management is process which an organisation adopts in order to
effectively carry out business related aspects effectively. Herein business tends to implement
several business related policies in order to manage customer interaction in such a manner so that
desired business objective can be accomplished. There are variety of strategies which businesses
essentially adopts in order to develop healthy relationship with company's potential customers
(He and et.al., 2016). With regard to The Wolseley, restaurant shall develop the most appropriate
and accurate business strategy so that more and more customers are attracted. It can essentially
make use of social media in order to communicate with potential customers so that consistency
can be seen. The restaurant shall make use of Facebook, Instagram and several other social
networking sites in order to interact with customers potential customers. With hospitality
industry digital technology enormously helps in managing customer experience as well as
customer relationship management.
Advantages of CRM:

 Customer relationship management essentially helps in enhancing the overall sales of the
respective organisation to a great extent.
 This process essentially helps in getting proper and appropriate feedbacks for potential
customers effectively.
Disadvantage of CRM:
 Customer Relationship Management is a very costly process which requires huge amount
of funds.
 Proper training and development sessions is essentially required in order to make the
process effective which is time consuming in nature.
CONCLUSION
From the above report it can be summarised that in order to effectively attain desired
business objectives it is very necessary to manage customers experience. Effective management
of these activities aids to enhance the overall customer satisfaction. This management plays a
very vital role in growing the business. Therefore, it is very necessary to implement and create
appropriate business plan within hospitality sector keeping in mind the needs, wants and
preferences of targeted group. Apart from this the respective organisation

REFERENCES
Books & Journals
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and Consumer Behavior (pp. 159-185). Apple Academic Press.
Bjelajac, C. and et.al., 2016. System and method for managing customer feedback. U.S. Patent
Application 14/448,888.
Chathoth, P.K. and et.al., 2016. Co-creation and higher order customer engagement in hospitality
and tourism services: A critical review. International Journal of Contemporary
Hospitality Management. 28(2). pp.222-245.
Chauhan, V. and Manhas, D., 2017. Dimensional Analysis of Customer Experience in the Civil
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