Customer Experience Management and Employee Mapping

The provided assignment delves into the concept of customer experience management (CEM) and employee mapping. It emphasizes the significance of CEM in creating a positive relationship between customers and businesses. The assignment covers various aspects, including the importance of website knowledge for customers, rewarding brand loyal customers, and managing customer experiences through technology. It also touches on the role of big data in improving customer experience and business performance. The summary highlights the key points from the literature review, including studies on customer experience management, employee mapping, and the impact of CEM on loyalty and word-of-mouth.

Managing Customer
Experience

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain value and importance of understanding needs, wants and preferences of targeted
consumer......................................................................................................................................1
P2 Different factors which influence customer engagement of different target customers.........2
TASK 2............................................................................................................................................3
P3 Create a customer experience map.........................................................................................3
P4 How customer touch points throughout customer experience create business opportunities 5
TASK 4........................................................................................................................................6
P6 Illustrate about customer service strategies............................................................................6
P7 Demonstrate how customer service strategies create and develop customer experience.......6
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumers are the people which purchase goods and services from organisation in order
to avail it for personal use. They are the people which assist in sales and revenue of organisation.
Restaurant is the place where food is prepared and served. These days, there is more scope of
restaurant because people prefer to go out and eat fast food. In order to maintain long run
existence in industry, it is essential to work according to demand of consumers (Peppers and
Rogers, 2016). There is difference in demand of consumers so it is responsibility of manager to
take care of changes. This report is based on hospitality sector organisation i.e. Bar 61
Restaurant. This restaurant was situated in London, UK. This is the restaurant which has bar with
Vintage Darkwood decor with stripped floor. In this report there is discussion about needs and
expectations of market segment, customer experience map to create business opportunities,
effective customer experience management to increase customer engagement
TASK 1
P1 Explain value and importance of understanding needs, wants and preferences of targeted
consumer
In restaurant, customers are one of the important component which helps to maintain long
term relations with them and this assist in increasing brand image of organisation. Managers of
Bar 61 Restaurant serve varieties of food and beverages but there is difference in demand of
consumers on the basis of behaviour changes, geographical changes, etc. Hence it is essential to
provide services according to desire, age, and income of consumers (Lemon and Verhoef, 2016).
There are disabled customer, business person, gym instructor, primary school children,
holidaymaker, hospital patients. There is discussion about some customers with their demand
and requirements.
Questionnaire:
Type of customer Different types of customer needs
Disabled customer Menu in Brail Sufficient space to pass
between table
Access ramps
Hospital patients Easy to eat food Instant services Nutritious food
Gym Instructor Calorie information Nutritious food Pool side services
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printed on the menu
Bar 61 Restaurant has focus on satisfying different customer needs this is relevant and
significant for creating good image and provide best services to customers. There is difference in
demand of disabled person, hospital patient, gym instructor.
 Out of above discussed need of disabled person, availability of ramp is must. This is
essential because it might be tough for them to enter and move in organisation. This
provides satisfaction to them that manager of Bar 61 Restaurant have restaurant for them
(Homburg, Jozić and Kuehnl, 2017).
 For hospital patients, easy to eat food is one of the essential need which has to be
satisfied by Bar 61 Restaurant. For patients it food which they can easily eat might be
used.
 Gym instructors are more or less health conscious, so there is requirement of some
nutritious food in their menu. This assist in maintaining health of gym instructors and
hence this creates good brand value of organisation.
P2 Different factors which influence customer engagement of different target customers
Customer engagement means commercial connection between external stakeholders of
restaurant. This connection can be with the help of communication channel. In simple word,
customer relationship means relationship of client with a brand. It is essential to maintain good
brand. There are different factors such as ambiance, quality of food, delivery services, employees
courtesy which affects customer's perception related to brand (Fatma, 2014). Some factors which
has to be considered by managers of Bar 61 Restaurant are as under-
Ambience- Ambience means interior of Bar 61 Restaurant. Interior of Bar 61 Restaurant
is good, so this makes customers to make deal with changes. There must be dim light, slow
music, bright colours, etc. which helps to maintain good impression in mind of consumers. This
factor is essential and relevant for increasing customer engagement. There is requirement of little
improvement in ambience of Bar 61 Restaurant so this attracts consumers and they prefer to
enjoy with photographs, etc.
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Pricing strategies- Bar 61 Restaurant must not be over- priced otherwise customers do
not visit it. For instance: if college going students wants to treat their friends, then they prefer
Bar 61 Restaurant because of appropriate price. This is the core factor which helps to maintain
brand image and improves sales of Bar 61 Restaurant. Managers of Bar 61 Restaurant can use
some discounts offers for first time visitors (Klaus, 2014). This increase craze among customers
to visit this place.
Services offered- Bar 61 Restaurant provides different services such as bar, dinning, etc.
Managers of Bar 61 Restaurant provide best services with good hygiene factor. There are
charger points, Wi-Fi facilities, ramp access for disable people these services assist in providing
good response from consumers and they prefer to avail services from them. For instance:
business people want to pursue official work, then there is requirement of laptop and mobile
charging points. This assist on employment engagement at Bar 61 Restaurant.
Quality of food and services- Sales of Bar 61 Restaurant are good because they have
good image in hospitality sector in London, so Managers of Bar 61 Restaurant must focus more
on quality of good products with hygiene factor because this helps to keep consumer satisfied
and hence positive impact on sales can be seen.
TASK 2
P3 Create a customer experience map
Customer mapping is a process through which individuals contacts with organisation
(Blázquez, 2014). Customer gets knowledge related to restaurant with the help of different
aspects such as website, online sources, etc. These factors assist in improving brand image of Bar
61 Restaurant. Hence they are the base through which managers of Bar 61 Restaurant can create
brand image in industry. It is essential to make alterations which are relevant and significant
according to market trends in such factors.
Website: Website is the stage which covers complete information related to Bar 61
Restaurant. When individual wants to know about restaurant services, reviews from customers,
rating, etc. Organisational dishes, food beverages, etc. are taken into consideration through
website. At website there is information related to discounts, offers, services, facilities, etc.
Hence managers of Bar 61 Restaurant must update their website timely, so customer may get
knowledge related to them.
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Telephone: Telephone is personal way through which customer can enquiry related to
services of Bar 61 Restaurant. Contact number of Bar 61 Restaurant are provided at website, so
discounts, offers, etc. are known with the help of telephone. Front office personnel are polite
with consumers and provide appropriate knowledge. This is relevant for improving image of Bar
61 Restaurant in industry (Spiess and et. al., 2014).
Review Sites: There are many reviews from online sites of hotels. This is one stage of
publicity which provides knowledge related to organisation. When some customers visit Bar 61
Restaurant, they provide their reviews on online sites and this is relevant for improving brand
image. Managers of Bar 61 Restaurant must motivate employees to provide good services to
customers, taking feedback, resolution of queries frequently, etc. are the aspects which are
relevant and significant for getting positive review on sites (Lee and Kang, 2012).
Restaurant Environment: Environment of Bar 61 Restaurant is most effective element
which is essential and relevant for creating base. Customers look for good environment at
restaurant. This attracts them to be part of Bar 61 Restaurant and they convey this thing to other
people also. Peace, delightful environment, etc. are part of good and effective environment
(Torres Fu and Lehto, 2014). Managers of Bar 61 Restaurant must focus on creating good
environment, so people prefer to visit with their family, friends, children, etc. With good food
there is requirement of good environment too so consumers prefer to spend good time with dear
ones.
Restaurant Staff: Staff of Bar 61 Restaurant is crucial because they deal with customers
through providing services. If employees of Bar 61 Restaurant are friendly, polite, courtesy with
consumers. For instance: there is difference in demand of consumers, then if chef in person ask
for taste of new dish, then this gives good impression in mind of consumers. This gives good
impression to consumers and they are satisfied. When good food, there is requirement of good
tone and calm behaviour of personnel which helps to increase customer satisfaction and hence
positive impact on sales and revenue can be noticed (Cetin and Dincer, 2014).
Restaurant management- Restaurant is managed and organised by operational
department. There are many responsibilities which have to be considered in order to enhance
brand image of Bar 61 Restaurant. In restaurants different activities such as cooking, purchase,
sales,, serving, accounting, etc. which assist in providing appropriate quality services to
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consumers. Managers’ of Bar 61 Restaurant must give more emphasis on performing work in
effective and relevant manner through creating balance in operations of Bar 61 Restaurant
P4 How customer touch points throughout customer experience create business opportunities
Touch-point is refer as an effective Brand's point of client contract, from start to finish.
This means, there are some points on which customer judge performance of restaurant. These
days there are many online applications which shows, review, rating, dishes, ambience, etc. of
venue, so creates more customer base. Managers of Bar 61 Restaurant works to improve overall
performance which ultimately helps to attain good image in society (Garg, Rahman and Qureshi,
2014).
Touch point also refers to views which arise in compliance with availing services from
restaurant. People prefer t avail services if reviews are good and this review can give positive
impact after availing services. Hence managers of Bar 61 Restaurant must emphasise to give best
services. If is essential for managing business activities and increase customer base because word
to mouth is most cheap promotional technique but most effective. These days, consumers wants
full retur of their money. They invest money after proper analysis. Hence managers of Bar 61
must focus on providing best services, so this is relevant for attaining targets. There must be
marketing of product and services provided by managers of Bar 61 Restaurant. In this some
stages are involved which are determined as under:
Stage direction: It includes different phases which are determined as under:
Waiter makes eye-contact with the customers: Waiter is the person who deals with
customer to take their order, provide services and analyse their desire (Bilgihan, Kandampully
and Zhang, 2016). Waiter must keep in contact with customer, so client can understand, that
waiter is giving attention and times to grab it. Wait must be pleasant and happy while dealing
with customers. This gives positive energy to client and they are satisfied.
Waiter: Good morning, Ma’am.
Customer: Good morning.
Waiter: how can I help you ma’am?
Customer: I want to take breakfast, bring me egg omelette.
Waiter: Wait a moment, sir. I am serving it.
Customer: How much bugs I have to pay.
Waiter Only 50 it.
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Waiter: Thank you, ma’am.
Customer: Thank you.
Above discussion shows chat between waiter and customers. There is different in demand
of customer so if waiter interacts with them, they can analyse demand. Customer want polite
responsible from personnel so they can share grievances in case of any. Waiter personally
contact with customers, so they can implement changes in effective and relevant manner.
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 (CRM)
systems
Digital technology means use of different digital techniques in performing operations.
Use of digital technology assist in performing work with more efficiency and frequently. This
assist in dealing with internal and external parties of Bar 61 Restaurant. Use of social media sites
such as Facebook, Instagram are part of digitalisation. Customer relationship management is an
approach through which there is inter relation among different departments and personnel. With
the help of CRM, there is improvement in relations of workers. This is relevant and signifiant to
know review about Bar 61 Restaurant.
With the help of social media, customers of Bar 61 Restaurant give their reviews which
helps them to take corrective actions. This helps Bar 61 Restaurant to compete in external
environment. There is requirement of software which has to be considered by managers of Bar
61 Restaurant while implementing CRM model at work place. Bar 61 Restaurant is the
organisation which thinks to implement CRM model under digital technology. Opera is the
model which must be used as computer software. This model will link with various departments
in organisation such as production, purchase, customer service, cooking, front office, etc. This is
essential because there is ease in linking with such departments.
With the help of CRM software, there is synchronisation in business operations,
customers demand can be analysed. This is effective and significant for improving customer
service and taking feedback from customers.
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TASK 4
P6 Illustrate about customer service strategies
Customers in hospitality industry are king, satisfaction of client may lead to business
upward or downward. It is essential to make changes in product and services according to service
demand and requirement (Shah, Kumar and Kim, 2014). This provides satisfaction to them and
they prefer to avail services. Instant and up to the mark eservices helps to maintain long term and
good relations with client. For instant: if one customer is satisfied, then he prefers to avail
services from Bar 61 Restaurant again. This is effective and relevant for attaining good brand
image. Customer experience is one of the important factors to be considered in service sector.
Some of the strategies are defined below:
Be attentive to guest's needs: Restaurant Bar 61 can expand business and enhance
business with the help of satisfying need of customers. In order to enhance customer base,
satisfaction to consumer can be provided. Employees of must ready to serve what is demanded
by client.
Deliver on your promises: there are various promise related to product and services,
quality of services, etc. Hence these must be fulfilled. This assists in providing satisfaction to
customers. Merely advertisement does not attract consumers (Yang, Liu and Li, 2015).
Reward loyal customers: In Bar 61 Restaurant works there are some customers which
visit on regular basis/ they come with new friends, known person. Hence there must be reward to
them because they assist in improving brand image and sales of Bar 61 restaurant.
P7 Demonstrate how customer service strategies create and develop customer experience
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: Bar 61 Restaurant, London
Date and time of visit: 14th November, 2018
Ambience and First Impressions:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Soft music attracts the most. Colour combination of There is requirement of some
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furniture and walls are not
good.
more bright colours for wall
with match to furniture.
Signage, Tariff Boards, Labelling, etc.:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Fire exist, do not touch,
danger, etc. sign boards are
placed at various places.
There is confusion between
vegetarian and non vegetarian
dishes.
In this case I use proper sign of
green and red colour sign.
Prices:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Some dishes are pocket
friendly with customised
feature.
Bar facilities are overpriced. As name indicates bar facility,
so I use different brands of
alcohol, so consumer can avail
service according to income.
Range of Products:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
They serve different varieties
of food dishes.
Italian food is not ggod in
taste.
I prefer to cook food from
Italian chef.
Staff:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Staffs were polite and humble. I feel there are fewer
employees sop there is delay in
I prefer to appoint more skilled
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food serving. workforce.
Time:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Services are within specific
time.
Regular call is done to order
further dishes.
I prefer to provide a man for
regular visit for collecting
orders after specified period of
time.
Supplementary Items:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Supplement services such as
charging point, Wi-Fi are
good.
Internet speed was very slow.
This affects working style for
business personnel.
I have option o use good speed
internet.
Payment:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Credit cards and cash are the
mode of payment.
Sometimes there is issue in
payment style of restaurant, so
this increases waiting time of
consumers.
I prefer to improve mode of
payment.
CONCLUSION
From the above discussion it is clear that consumer satisfaction is essential in hospitality
industry. There are different types of consumers such as disabled person, gym instructor, etc.
which has different demands, so this must be satisfied. Ambience pricing strategy, quality of
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services, etc. are some base which are important and significant for attaining long term
sustainability. Telephone, website. Review sites, etc. are source for employee mapping. Website
is best it provides knowledge about discount offers of restaurant. Brand loyal customers must be
reward because they come with new people in order to advertise restaurant.
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