Managing Customer Experience in Service Sector Industry

This report explores the importance of managing customer experience in the service sector industry, specifically in the case of The Restaurant Group Plc. It covers topics such as understanding customer needs, factors that drive customer engagement, creating a customer experience map, and how touchpoints create business opportunities for an organization. The report also discusses the use of digital technology in managing customer experience and customer service strategies. Course code and college/university are not mentioned.

How to manage the
customer experience

Table of Contents
INTRODUCTION...........................................................................................................................4
Part 1................................................................................................................................................4
P1 Explain the value and importance of understanding the needs, wants and preferences of
target customers groups for a service sector industry............................................................4
P2 Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation..................................................6
P3 Create a customer experience map for the selected service organisation400...................7
P4 Discuss how the customer touchpoints throughout the customer experience create business
opportunities for an organisation............................................................................................8
Part 2..............................................................................................................................................10
P5 Examine how digital technology is employed in managing the customer experience within
the service sector..................................................................................................................10
P6 Illustrating the Customer service strategies in a specific service sector context300......11
P7 demonstrate how customer service strategies create and develop the customer experience
in a way that needs customer need.......................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCE.................................................................................................................................13

INTRODUCTION
The report aims to provide understanding by managing customer experience. Customers
are the experimental elements behind the success and profitability of organisation. A business is
required to provide effective and attractive services to give valuable experience for retention and
gaining trust of customer. A hospitality industry is known for providing great customer
experience through analysing their demand, needs and maintain relations for long term. It is all
about how customers feel and take experience by undertaking any service form hospitality
industry. This industry has their main motto to drive valuable interaction and achieve all the
stages of customer journey. This report is going to present the requirement of great customer
experience strategies on The restaurant Group Plc (Ali and et.al., 2018) . The company was
established in 1987 and has a large number of restaurant chain in London, UK. They serve the
greatly 650 restaurant chains across the country which has aim to satisfy customer needs through
their diverse portfolio. The report is going to identify the needs and importance of understanding
customer needs and preferences for the restaurant chain. It will be done through making
customer experience map and how the company could analysing touchpoints for the entire
customer experience journey. At last, the report will present use of digital technology to use
CRM approach and build effective customer strategies for making communicant and relations.
Part 1
P1 Explain the value and importance of understanding the needs, wants and preferences of target
customers groups for a service sector industry.
A service sector industry is liable to provide effective service capabilities, solve customer
queries and make them familiar about how they could use companies services in an effective
manner. Analysing customers demands and preferences are important for all the business
organisation but service sector needs to make more concentration on these factors. Great
customer satisfaction is the main aim of service sectors like hospitality industry which can fulfil
each and every demand of customers. It is not about product that organisation is serving and
people are purchasing for their won specific use rather it is all about serving the best output at the
customer reach. Therefore, The restaurant group Plc is highly known for casual dining facilities
across their all the chains. So that, the company needs to focus on what could all facilities they
provide to fulfil customer needs. it require proper market research and customer interaction to

better know about their preferences. The more company would spend time in understanding
preferences, the more they will save time to invest in unnecessary services or practices.
Therefore, their main focus will be towards fulfilling the needs at initial level. As the Restaurant
Plc has to specifically understand what changes they could make in casual dining so that, it will
drive more value in their services (Diffley, McCole and Carvajal-Trujillo, 2018.). It is important
for the company to enhance their sales, brand name and customer retention which is the most
crucial factor for service industry. retaining customers for longer time will lead to attain success
and make expansion in new market. It will help in providing best experience as customer get
mainly satisfy by getting what they want.
The restaurant group Plc needs to develop strategies and make culture of taking
feedbacks in order to accept the changes in providing great customer service. The company serve
varieties of food options in Mexican, Italian, Chinese and other varieties. Casual dining is the
most required and necessary form of serving foods in restaurant in which people could spend
their quality time with friends and family. This type of method does not incudes much
standardised services but require a pre-requisite environment and comfortable sitting with great
food taste. Therefore, The restaurant Group Plc need to provide good environment, premises and
an attractive place to make customer comfortable. After that, they are required to operate all the
essential practices in terms of health and hygiene, responsible staff working, professional
communication and many more. A service sector like hospitality industry adds a great value by
undertaking all these concerns while operating for providing restaurants services.
In order to gain success in the competitive market for service industry like Restaurant
Group Plc is required to about great work and efforts to analyse the exact needs and behaviour of
customer. It will help them is gaining trust and retention. Also, the restaurant could look for
making better change in the services by taking feedback and reviews to run perfectly into market.
Therefore, it has analysed analysing demands and needs has value and importance in the service
industry. Different customer belongs to different prescription and taste for products and
services. Some may get satisfy with low range food menu and some want highly organic sources
food. So, the company need to enable all the kinds or varieties and choices to services equally to
the customers. The much they get involve in working over preference, the more the Restaurant
Group Plc ascertain success and growth in the market.

P2 Explore the different factors that drive and influence customer engagement of different target
customer groups within a service sector organisation.
There are various factors which drive large customer engagement in the organisation. It
is the most vital concern which hospitality industry needs to look for. The more customers are
involved in the business, the more company will attain high sales and profitability. Target
customer must be treated in well manner to gain value and benefits from their purchase. A loyal
customer is far beneficial than the temporary pones for hospitality industry. Loyalty retains and
keep them in favour of organisation (Badwan and et.al., 2017). Therefore, the Restaurant Group
Plc is required to enable great customer engagement through ascertaining below mentioned
points:
On Boarding:
It is a kind of process which customer experience from the initial day of purchase and
taking service from organisation. It is all about getting first impression over the organisation that
will either retains the customer or separate. The customer will judge the service of company at
the first time which will impact on their next purchase or avail. It is the most important stage in
engaging customer. It is all about making interaction and treating customer at the first initial
purchase. Once a customer become loyal towards organisation, there is no limit of number of
benefits that organisation could take. The restaurant Group Plc has its four steps through which
they make the initial boarding influenced and well experienced. Their main aim is to focus on
targeted customer who are potential for organisation success. In order to engage large customer,
the restaurant group Plc, the company needs to operate some below factors which are really
helpful to fulfil their objective:
Go beyond their expectations: The company needs to work effectively in fulfilling
customer needs by going more than customer expectation. They need to think out of the box
concept which would be competitive and unique for the customer. Serving best service and
quality products would lead to fulfil their needs but also works for gaining customer expectation.
Giving them something more then they expected will always lead to work effectively for
organisation,. The Restaurant group Plc is required to add great taste in the food which is not
easily experienced by customer. Also, they attract customers through giving good benefits by
discounting offers, schemes and free benefits.

Give them the great customer experience: the organisation is liable to serve best
customer strategy in order to provide them best experience. In can be done through giving them
quick services, professional greetings, concern about their luggage and extra belongingness and
provide best safety protocol. These services will help the Restaurant Group plc which has
become the foremost need for the organisation. It is necessary to identify what customer wants so
that, the restaurant will serve the expectation accordingly (Prentice Dominique Lopes and Wang,
2020). Provide good experience is also necessary to retain and sustain them for longer period of
time. The restaurant Group Plc needs to mainly work on more of professionalism while treating
and meeting employees.
P3 Create a customer experience map for the selected service organisation.
A customer came across by many stages while undertaking experience of any products
and services. There are many phases which experience by customer while searching for any
service industry. Due to a large competition, customer have many option to choose from which
raise the demand for something new and innovative that provide great experience. It refers to the
attitude, feelings and useful which an customer attain while getting services. The restaurant
group plc is required to get out a map which will focus on analysing the stages and its influence
over the customer satisfaction. There are a lot of hurdles attain by the customer as well as
organisation to serve the same expectation. This could be done through formulating a map
which will help in analysing all the key points which has experienced by customer.
This customer journey map is a blueprint for restaurant group plc in order to know where
the organisation could make changes whenever required. This will help them to better understand
customers and their comfort at which they could exploit large market. In order to provide better
experience, The restaurant needs to build this map for their food products which has defined
below:
Set goals and objectives: it is the first and foremost stage for a customer experience map
strategy. The mangers of restaurant group plc need to set objectives by considering all the
experience attain by customers. The feedback and reviews will help in identifying what goals
company need to set. As restaurant group plc has wide varieties of food and dishes, but as per the
current situation the customers wants healthy organic food. The company need to set goals to
provide experience of healthy and nutritious product.

Create customer persona: it is the another major point to drive customer journey. It is
all about conducting research about the experience of customer. Generating customer persona is
necessary to analyse how does they experienced company's service (Stephen and et.al., 2018).
Any records, information and data of customer will be helpful to create a strategy that what they
want and how was the past experience. The restaurant group plc needs to make regular customer
meetings and talk to the employees who have make connection and customer relation
Identify all touchpoints: it is required to analyse customer touchpoints in most effective
manner. It refers to the customer experience where it has took the information about the
company and how has they reached to their brand. It differs from company to company so,
restaurant group plc needs to ascertain all the touchpoints from where it took them towards the
brand.
Map current status: it is all about checking all the data and information in a systematic
manner to analyse where the company stands at current position. The restaurant group plc
require all the details and customer feedbacks to check the authenticity of their food so, they
could identify at which state of production process require some change or re-development.
Map future status: in order to analyse how the customers will get the results in future,
there is requirement of tacking through Hub spot to check whether the products will meet the
expectation of customer or not. Therefore, it is necessary for restaurant group plc to check the
future potential by providing free samples in market and gain insight from customers by organic
food range.
P4 Discuss how the customer touchpoints throughout the customer experience create business
opportunities for an organisation
A business require to accept and know about the customer touchpoints. It is about
understanding and gaining insights about from where customer has reached to the brand. There
are various levels and ways which came in the search of customer to get into touch with
organisation. These touchpoints are necessary to analyse by restaurant group plc to make them
work on those platforms for giving better experience. It shows how customer an organisation
interacted with each other in all over customer journey. Therefore, there are various
opportunities which can be garbed by restaurant group plc by analysing following benefits:
 training to the staff- getting acknowledged by customer touchpoints will help in
providing training to the staff. It will help in making workforce aware about various areas

which they need to focus on. It includes communicate with customer, greet and meet
them and be professional while interacting at social media or in restaurant. This training
will help in driving talented employees to be competitive into market (Roy and et.al.,
2018). The restaurant group plc has its opportunity to treat customer effectively and
present their clear thoughts as well as get their opinions.
 Emails- the restaurant has opened gates for the opportunity to get connected with digital
media through emails and messaging (Kumar, 2018). This gives opportunity to take
feedbacks and make customer aware about any new offers, schemes and discounts
through emails. The restaurant group plc will lead to make necessary changes in their
operations and seek customer engagement.
 Advertisement- This process of customer touchpoints through which that came to know
about organisation is effectively working in the business environment. It helps in making
people aware about any new concept, features and Change in organisation or brand name.
This will help the customers to reach them effectively and communicate easily. The
restaurant group plc could attract large audience simultaneously through this promotional
way.
 Review sites- reviews plays a vital role in the service sector industry. It is because
customer has many choice to choose the best service provider. Therefore, the restaurant
group plc needs to maintain good reviews on their websites which helps in gaining
customer engagement (Kumar, and et.al., 2019). Almost every individual will take
services from restaurants after checking its reviews given by other people. This will
help them to gain insight about other experiences and the restaurant could fulfil their
needs.
 Restaurant environment- the company has opportunity to bring necessary changes in
restaurant environment. It will help them to give valuable and new experience to the
customers. By undertaking customer touchpoints, the restaurant group plc needs to
attract customer through innovating in developing premises, environment and sitting
area.

Part 2
P5 Examine how digital technology is employed in managing the customer experience within the
service sector.
Digital technology plays a vital role in managing customer experience in the service sector. The
hospitality industry is majorly required to adopt digital technology in order to serve best quality,
quick services and safe and secure deliveries or bookings. It is the greatest way to provide
convenient facilities to the customers belong from different parts of world. The restaurant group
plc needs to assure a vast use of digital technology in accepting payments, taking reservations,
maintain social distancing and use technology to serve products quickly to each customer. Time
is the important key in this service sector as people does not like to wait for long hours to their
food and drinks. Therefore, accenting orders and making payments would not lead to any hustle
or chaos for making effective deliveries.
There are various benefits of digital technology in order to get ascertained by customer
experience journey. It plays vital role in keeping in touch with modern trends and values of
customer. The current situation of market is highly dependent upon digital usages and take
advantages from online selling and deliveries (Khadka, K. and Maharjan,2017). The restaurant
group plc has many advantages through online selling which will boost their sales and
managing customer experience. People are becoming fond of online purchasing and get the best
food at their doorsteps. Therefore, they are required to have online presence to service customers
and maintain competitive edge into market. It will help in achieving great customer experience
through gaining trust and loyalty of the customer.
The Restaurant Group Plc has its social media presence as they have website to interact
with people and provide them necessary information about the company. It is required to build
more development in social media platforms as company need to grow at other channels like
Instagram, Facebook, twitter. This will give rise to online marketing which will help in engaging
large customer segment. The company could easily communicate with customer to gain insights
about their experience, products needs and expectation from organisation. The digital presence
will help in building customer trust and loyalty (Grewal and Roggeveen, 2020). There is
requirement to be regularly active on social media for drive best of the information through
photos, video and launching campaign about restaurant products, themes, services and any new
changes made within organisation.

The restaurant group plc has strategy to interact with customers through emails, text and
social media. It will drive great satisfaction to customer to get the details at their home so that,
they could save time in researching about best places to spend their crucial time.
This digital technology is require to fulfil the needs and wants of targeted customer. As
these customer must be retained for longer time,. So digital technology helps the restaurant group
plc in ascertaining the current trends into market. For instance, due to the situation of Covid-19,
the restaurant must be taken about the concern of health and safety of the customers. So they
need to bring products with organic material (Følstad and Kvale, 2018). This has been the vital
need of the customer in the current market and serving through online is also become the mist
essential need. Therefore, the restaurant group plc has to majorly focus on these concepts to
attain satisfaction of potential customer as well as helps in attracting new.
P6 Illustrating the Customer service strategies in a specific service sector context.
The customer service strategy is all about developing a plan and tactics in order to gain
customer satisfaction in an effective manner. These strategies will be helpful to gain insights
about how the company could attain great customer satisfaction. Therefore, it is necessary utilise
these strategies to retain loyalty towards organisation. The restaurant group PLC needs to a
certain below-mentioned strategies to attain success and growth in the competitive market
Optimised agent training colon it is an effective strategy which will help group PLC to
meet with customer needs and demands full stop the company needs to conduct meetings with
the expert agents in order to take opinions and relevant knowledge about how to treat customers
appropriately. Expert’s advice will help in providing best training to the employees of restaurant.
Choose the appropriate Tools and techniques: it is also an effective strategy which will
help in gaining access over customers Expectations (Rahimi and Kozak, 2017). In order to
analyse customers action and their response towards organisation service, the restaurant group
PLC needs to utilise various software and tools like CRM approach, AI technology Google
Analytics which drive best digital advantage for the restaurant.
Personalize the customer experience colon as per the strategy, the organisation need to
provide personalization services which is the most in demand in to market. Through this strategy
and the restaurant group PLC will provide food as per requirement of customers and enable
facilities of decoration coma themes and other attractive look out to make their experience well.

P7 demonstrate how customer service strategies create and develop the customer experience in a
way that needs customer need.
It can be evaluated from the customer touch point experience that there is highly requirement of
knowing customers better in this competitive environment. The restaurant will lead to perform
necessary changes in order to seek better customer experience for long term involvement
(Galitsky, 2020). This customer touch points will help in identifying the key areas that must be
approached by organisation for better strategies full stop the restaurant group PLC is required to
keep in touch with all the potential customers as well as focus on attracting new individuals from
different locations. It will be done through adopting digital ways and social media platforms to
analyse and utilise customer touch points in an effective Manner. It is not only one time Concept
for the organisation as the restaurant needs to frequently focus on fulfilling customers demand
keep in touch with them full stop there is requirement of proper control and measures in order to
gain analytics of customer actions as well as their response.
CONCLUSION
The report has concluded that customer experience strategy is the most important aspect
for every organisation. As it is require to get satisfy with organisational products and services.
There are many key areas that influence on providing satisfaction and gaining customer trust.
Therefore, the report has outlined all the key areas that analysing customer needs and preferences
is important to engage them towards organisation. Also, it has identified that customer get
through various stages of their purchase journey which needs to be create by organisation
effectiveness. The report has provided the significance of customer touchpoints and how digital
technology is helpful in providing great experience.

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