Customer Experience Management in Retailing

This assignment delves into the realm of customer experience management in retailing, examining various studies and research findings related to the topic. The provided references include articles from journals such as the Journal of Business Research, International Journal of Retail & Distribution Management, and Procedia-Social and Behavioral Sciences. These sources cover a range of aspects, including loyalty programs, service encounters, emotional triggers, and customer experience co-creation in different industries like hospitality and financial services. The assignment also references case studies involving primary school children, college students, and teenagers, providing diverse perspectives on customer experience management.

MANAGING
CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Learning objectives 1 The Value and importance of understanding the needs, wants and target
customer in hospitality industry.............................................................................................1
Learning objectives2 Different factors that influence customer engagement regarding to
service sector..........................................................................................................................3
..........................................................................................................................................................4
TASK 2............................................................................................................................................6
Learning objectives3 Develop customer experience map in service sector...........................6
Learning objectives4 Touch points create opportunities in customer experience..................8
TASK 3..........................................................................................................................................10
Learning objectives5 Digital technology is employed for managing customer experience.10
TASK 4..........................................................................................................................................11
Learning objectives6 Illustrate customer service strategies in specific service sector.........11
Learning objectives7 Create customer service strategies and develop customer experience to
meet needs of customer........................................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
In present time mostly companies focus on customer experiences because of they are
providing feedback on the basis of products and services. For every organisation it is important
to manage all activities regarding top customer experience (Ali, Amin and Cobanoglu, 2016).
Customer experience play an important role in the reference of industry growth. It is considered
as important tool in the the subject of travel and tourism industry. The present report based on
Pollen Street Social, which is based on London. It includes detailed information about
importance of needs and wants of targeted customers. There are elaborates about customer
experience map and customer touch point which helps in rising business possibility. Apart from
shows impacts of digital technology in customer relationship management. It further apply
effective customer experience management regarding to service sector to engage with customer.
TASK 1
Learning objectives 1 The Value and importance of understanding the needs, wants and target
customer in hospitality industry
In every organisation customer consider as essential part which can help to achieve
growth. For this need to organisation analysis of desirable needs and demand of customer
regarding to particular products and services. After that company has tried to fulfil their demands
in effective manner. When experience of the customer improved so it will be helpful for
company to develop their brand image at particular market area. It also helping to retain
customers for long time period. Pollen Street Social is a restaurant who is targeting to various
types of customer like children, young person, business man and families. The restaurant focused
on their targeted customer to fulfil the demand of customer. They are providing different types
services to their customer in effective way that are attracting to customer to visit in their
restaurant. For this a manager can analysis of customer as per their needs and demands which is
defined below:
Target Customers Needs and wants
Children  Tasty food
 Fun food
 Crayons and colouring
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College Students  Free WIFI facility
 Proper place to hang out with friends
 Grab and go coffee and fast food that
makes the remember
Family  Tasty food
 Quality time spend with family at good
place
 Proper space to pass between table
Business person  Charging point for phone and laptop
 Particular area for meeting with clients
 Quality food
 Wi-Fi facility
Teenager  Loud music & TV
 Milkshakes and Soda
 Quality food
As per the above table it has been analysed that all the above targeted customer zone all
expressed customer has its one specific need which is needed by them in every situation. There
are defined needs and wants every target customer in the reference of Pollen Street Social
restaurant. Here, first customer children which is targeted by restaurant and target segment
requires tasty and yummy food which is their need as per the demand. They are mainly provide
reference to those restaurant who can provide fun at the time to eating food. The restaurant has
applied various strategies in order to attract customer these are – free gifts, on birthday cake
facility, music, free Wi-Fi, conference room for business person (Andajani, 2015)..
On the other side college students wants to proper place to spend much more time with
their friends, it is their first need because they wants to fun. In restaurant they can get free Wifi
and good food area so they can feel satisfy. They can easily check their mails, messages and
videos with external activities. Another selected group families has been wanted to good and safe
place where they can arrive with family and take fun of good food. Many ladies are organise
their kitty parties that can help to get advantages and earn more profit. Other group of teenagers,
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mainly focused on coffee and sandwich which is mostly like by them. These facilities provided
by restaurant in less time period which is shows effective response. The main objective to
analysis of needs of teenagers because they wants to specific and they are mostly arrive for study
purpose.
Learning objectives2 Different factors that influence customer engagement regarding to service
sector
Illustration 1: Primary school children, 2013
(Source: Primary school children, 2013)
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(Source: College students, 2019)
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(Source: Teenagers, 2019)
As per the above picture, it has been analysed that there are various factors within restaurant
and hotel business, that influence on customer engagement. It includes WI-FI connection, movie
theatres, range of tasty snacks, burgers and other fast food items, swimming pool, gaming zone
and more. All these factors mainly categorised on the basis of customer engagement- teenagers
and children. Therefore, concerning on these factors restaurants can increase customer
experience and gain their intention for longer period. By providing facilities like free internet
access, gaming zone, relaxing pool and more, restaurants can attract and retain college
youngsters and teenagers easily to earn high profitability. Similarly, through making special
arrangements for children like art & craft, lawn to play tennis, badminton, football and other,
with tasty food items also help in getting satisfaction of them.
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TASK 2
Learning objectives3 Develop customer experience map in service sector
Customer experience mapping states to the process to determining that how many
customers are satisfying with products and services which is provided by restaurants. It is a way
of measure growth which can help to achieve goal. This can be done in effective way to
understand mentality of customers regarding to providing products & services. It can help top
improve their products in effective way (Brashear-Alejandro, Kang and Groza, 2016). In the
context of hospitality sector, it is not easy to analysis of customer mapping but restaurants can
analysis it so it will provide advantage to over all industry. In the reference of Pollen Street
Social, the manager can analysis of different customer regarding to customer mapping and it is
based on customer experience to evaluate which extent they feels connected. For mapping of
customer experience, manager of restaurant can apply various tools & techniques in order to
conveying message.
Customer journey Map of Pollen street social
When customers book a table in the restaurant then staff members call them to ask about
various things such as place of table, specific requirements at table etc.
Arrival at restaurant When clients visit the restaurant they will be greeted by the
executives and will be directed towards the seating area. They
will probably have to wait for 5 minutes to check availability of
tables. While they wait at reception welcome drinks are served
by the staff members to them.
Availability of table Post serving the welcome drinks, guests will be allotted their
seats which is done after the consideration of client's
requirements and needs. This consideration will be helpful in
providing an unmatchable experience.
Ordering Starters The staff will offer Menu for starters to the guests. This step
will be helpful for them in enjoying the ambience and settle in.
The services for privileged customers differs as they are
provided with special treatment in regards of services and
concessions.
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Special services at dinner At dinner some specific services are provided to clients which
includes live music, buy one get one drinks etc. This step in the
customer journey is most crucial as it involves the paramount
services offered.
Bill Payment After enjoying the meal guests are offered with a hassle free
checkout facility within which they can pay through cash, debit
and credit cards.
All the services that were provided by the hotel to its clients were good and they have
good experience while spending their time in the restaurant.
There are provided best tools which are used by Pollen Street Social described as below -
Website – It is a good option to share pictures of their products and any other activities
which is provided by restaurants. They can share past experience of arrivals who have been
connected to the business at regular basis. In the context of Pollen Street Social, on their website
company has been provided all necessary information which can help to customer to know all
information and know about their products & services. It is necessary to provide all authentic
information as well as their contact no to contact because most of the customers believe on that.
Telephone – It is a way of communicate with their customers in effective manner and
provide all appropriate information. In the context of Pollen Street Social, most of the restaurants
can connect with their customers with the help of telephone and people order that time also use
telephone. To improve customer experience, the restaurants can appoint good communicator to
attend calls of their customer and specify provide all desirable information with polite skill
(Chen, Raab and Tanford, 2015).
Restaurant Management – In the reference of restaurant management provide training
to their staff members regarding to their job responsibility in specific manner. For manage team,
Pollen Street Social recruit well qualified and educational people who have fluency in English
and capable to perform their job with specific responsibility. After recruitment provide training
to these employees through their line manager. As a result, it helps to improve their working
pattern to contribute services to their customers.
Restaurant Environment – The environment of restaurant is need to cooperative and
pleasant which provides good good experience to their customers. In the context of Pollen Street
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Social, management team focus to create happening environment at their restaurant which
provide comfortable to visitors. It is contributed as intensify customer experience.
Review Sites – It states that comments and rating which can provide customer to share
their experience and it can help top other customers to visit their restaurants. In present time
mostly customers focusing on reviews after that visit to particular organisation. In relation to
Pollen Street Social, the restaurant provides good products and services after that getting good
comments and rating.
E- mail – It is used by mostly companies in the subject to communicate with their
customers. Now a days, a restaurants can collect information from customer who can visit top
the restaurant. There are including different mobile number, email id etc. With the help of email
the Pollen Street Social restaurant can provide all offers and discounts which is provided on
special occasion.
Restaurant Staff – Effective pattern of treating customer also contributes to intensify
customer experience. In the context of Pollen Street Social, the company has been train to their
staff in effective manner and guide to modify their behaviour with their customers. It can show
impressive way on their customers (Deshwal, 2016).
Learning objectives4 Touch points create opportunities in customer experience
Customer touch point states to the point where customer and business can communicate
with each other and exchange information, make transaction and provide services. In present ear
different ways to interact with customers and take feedback from them. The particular interaction
influences to customer and intensify the opportunity for organisation. In the relation of Pollen
Street Social, it can be said that the restaurant applying better customer touch point in reference
to improve their relation with the customer. As a result it can show best and appropriate touch
point of the customer to raise their relationship. The particular touch point is the way to attract
customer regarding to their products and services. The Pollen Street Social provide different
facilities before, during and interpreting services of restaurant.
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These types of services provided by Pollen Street Social in subject to improve touch point
regarding to customer. The restaurant can use various types of services to make effective touch
point (Jaakkola, Helkkula and Aarikka-Stenroos, 2015). It is depending on the nature of business
because every organisation have their goals and objective that base create touch point. To
improve customer satisfaction, there is need to sure about good customer experience. In the
context of Pollen Street Social can apply feedback survey system in order to manage customer
experience with the help of software. The customer before purchase from restaurant visit to their
site that time they present effective catalogue after that take feedback regarding to their services
as well as food.
Direction Stage – There are consisting of several stages which are evaluated as under -
Waiter makes eye contact with their customer – In the reference of the company eye
contact important for each person because it can help to deal with their customers and arrivals. It
can show their interpersonal skills and show professionalism among waiters of restaurants. An
eye contact can help to communicate with customers and boost confidence. To attract much
more customers waiter can provide services in effective way and in less time (Kandampully,
Zhang and Bilgihan, 2015). In starting waiter can greetings with customer and asking for their
demand so here are presented conversation of guest and waiter -
Waiter – Good Evening, Ma'am
Customer – Good Evening
Waiter – Ma'am, how can I help you ?
Customer – I want chicken sandwich and a milk shake.
Waiter – Wait a moment, ma'am. I have serving your order.
Customer – How much Pound I have to pay
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Waiter – Only $20, ma'am
Customer – OK, here is your amount and food was nice.
Waiter – Thank You ma'am
Customer – Thank you
TASK 3
Learning objectives5 Digital technology is employed for managing customer experience
In present time digital technology can play essential role to intensify customer experience
and demand of customers. The updated technology can fulfil the demand of customer in effective
manner. It has been determined that with the help of digital technology develop communication
in effective manner in the between of restaurants and customers. It can help to understand
demand of customers and in the reference of Pollen Street Social belongs from hospitality
industry and focus on their customer relationship management. The restaurant can provide many
work shops to their employees in order to understand needs and wants of customer and different
types of customers. To interpret actual needs and wants of customer there is need to improve
existing services with their effective services (Khan, Garg and Rahman, 2015). Along with this,
there are considering some important question have been discussed which are defined below -
1. Name of the company - Pollen Street Social
2. Name of the person who made the presentation – Jack
3. Name of the software program that they demonstrated – Opera
4. Key elements of their programme – Open table, book rooms from different websites,
book table and EPOS system
5. Some of their current customers – current customer for the restaurants travel lodge,
Thomas & cook
6. How long have they been in business – They are from 2014 in the particular field and the
software about which demonstrated in work shop
With the help of digital technology can a cafe increase their sales and in effective manner
maintain effective relation with customers.
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TASK 4
Learning objectives6 Illustrate customer service strategies in specific service sector
Customer service strategy that strategy that are make by an organisation to attract more
customers and accomplish their goals and objectives. Every company wants to growth and retain
long time period at market place (Investigating business model innovation in Haute Cuisine. Role
and behavior of chef-entrepreneurs, 2019). So for this every company make perfect strategy
regarding to provide services to customer. It can show impact on other competitor company in
particular field. In the context of Pollen Street Social is applying different strategies which helps
to influence of people to remain loyal for them (Kim and et.al., 2016). There are mentioned
several strategies -
Empower staff to make customers happy – The particular strategy provide priority or
independence to one specific person who can communicate with customers and take bills amount
from them. The particular person works on pleasing for customer and make them comfortable. In
the section of Pollen StA85985 Plagiarism Check for this code, Sirreet Social apply the
particular strategy and attract to customers. As a result there are getting positive feedback from
them.
Resolve customer issues in initial phase – In the particular strategy the company has
been focus to customer experience and try to reduce conflicts at restaurants. It can shows positive
impression and customer feel comfortable regarding to their management team. It can be said
that communication with customer and staff. It makes customer feel happy and impress with
restaurant policies. In the section of Pollen Street Social will response to their customers hand to
hand regarding to their issues (McColl-Kennedy and et.al., 2017).
Train employ in customer empathy – In the relation of customer and employees are
consist as as exchange of emotions that was critical. There are need to provide effective training
to their customers which can help to solute problems and remove frustrations of their customers.
It will help to customers and feel attached with the staff members.
Learning objectives7 Create customer service strategies and develop customer experience to
meet needs of customer
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: Pollen Street Social
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Date and time of visit: 20 February, 2019
Ambience and First Impressions:
Which things would impact as
positive or good ?
Which thing would impact as
negative or bad ?
What would I change if this
was my business?
There are many things are
good like music and sound
system
There was less staff members
that's why influence on their
services
I would care of customer
comfort and provide services in
less time with more staff
members.
Prices:
Which things would impact as
positive or good ?
Which thing would impact as
negative or bad ?
What would I change if this
was my business?
The Pollen Street Social can
set price of their items at
reasonable rates.
They can much more amount
on home delivery services.
I would like top provide
services in less amount and
keep customer happy.
Range of Products:
Which things would impact as
positive or good ?
Which thing would impact as
negative or bad ?
What would I change if this
was my business?
The Pollen Street Social can
provide service of Wi-Fi and
proper space regarding to
sitting.
There can be situation when
high number of customers
entrance makes the restaurant
place dirty.
I should mainly focus on the
cleaning of restaurant and
higher qualified staff.
Staff:
Which things would impact as
positive or good ?
Which thing would impact as
negative or bad ?
What would I change if this
was my business?
The staff members of They have not proper There are recruit qualified staff
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restaurant talk with polite
skills (Ponsignon, Klaus and
Maull, 2015).
information about food items. members and time to time
provide training regarding to
their rules and regulations.
Time:
Which things would impact as
positive or good ?
Which thing would impact as
negative or bad ?
What would I change if this
was my business?
The restaurant has provided
services in particular time.
Many time call to staff for
their orders
There is need to more no of
staff members who can easily
come for provide services.
Supplementary Items:
Which things would impact as
positive or good ?
Which thing would impact as
negative or bad ?
What would I change if this
was my business?
The Pollen Street Social
provide serves as soon as
possible. They are best in fast
delivery.
They are not providing and
complimentary services to
visitors.
They have to develop plan and
also provide boil water with
lemon to wash hands.
Payment:
Which things would impact as
positive or good ?
Which thing would impact as
negative or bad ?
What would I change if this
was my business?
The company accept payments
in both manner card and cash
When they are delivered items
at home that time could not
take cash payments.
The company has provided
home delivery when order will
be maximum of $100
CONCLUSION
According to the above mentioned report it has been concluded that in any organisation
customer experience can play essential role because most of the companies focus on their
growth. The growth of the company depend on the customer satisfaction so there is need to
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manage customer experience. It has been observed that management team of the restaurant
analysis of actual value and needs of customer after that prepare specific strategy for fulfil their
need. There are determined that to contact with clients the restaurant can apply different methods
and help to measure customer mapping tool. It further customer touch point used to know
customer experience and solve issues of customers.
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REFERENCES
Books and Journals
Ali, F., Amin, M. and Cobanoglu, C., 2016. An integrated model of service experience,
emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese
hospitality industry. Journal of Hospitality Marketing & Management. 25(4). pp.449-
475.
Andajani, E., 2015. Understanding customer experience management in retailing. Procedia-
Social and Behavioral Sciences. 211. pp.629-633.
Brashear-Alejandro, T., Kang, J. and Groza, M. D., 2016. Leveraging loyalty programs to build
customer–company identification. Journal of Business Research. 69(3). pp.1190-1198.
Chen, S. C., Raab, C. and Tanford, S., 2015. Antecedents of mandatory customer participation in
service encounters: An empirical study. International journal of hospitality
management. 46. pp.65-75.
Deshwal, P., 2016. Customer experience quality and demographic variables (age, gender,
education level, and family income) in retail stores. International Journal of Retail &
Distribution Management. 44(9). pp.940-955.
Jaakkola, E., Helkkula, A. and Aarikka-Stenroos, L., 2015. Service experience co-creation:
conceptualization, implications, and future research directions. Journal of Service
Management. 26(2). pp.182-205.
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management. 27(3). pp.379-414.
Khan, I., Garg, R. J. and Rahman, Z., 2015. Customer service experience in hotel operations: An
empirical analysis. Procedia-Social and Behavioral Sciences. 189. pp.266-274.
Kim, S., and et.al., 2016. Customer emotions and their triggers in luxury retail: Understanding
the effects of customer emotions before and after entering a luxury shop. Journal of
Business Research. 69(12). pp.5809-5818.
McColl-Kennedy, J. R., and et.al., 2017. How do you feel today? Managing patient emotions
during health care experiences to enhance well-being. Journal of Business Research. 79.
pp.247-259.
Ponsignon, F., Klaus, P. and Maull, R. S., 2015. Experience co-creation in financial services: an
empirical exploration. Journal of Service Management. 26(2). pp.295-320.
Online
Investigating business model innovation in Haute Cuisine. Role and behavior of chef-
entrepreneurs. 2019. [Online] Available Through:
<https://www.sciencedirect.com/science/article/pii/S0278431918310478>.
Primary scholl children. 2013. [Online] Available Through:
<http://www.gilthillprimaryschool.co.uk/?p=2834>
College students. 2019. [Online] Available Through: <http://www.asianefficiency.com/case-
studies/time-management-case-study-michael/>
Teenagers. 2019. [Online] Available Through: <https://www.whatsuplife.in/kolkata/blog/cool-
teenage-friendly-cafes-kolkata/>
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