Managing Customer Experience - Assignment

Managing customer
experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1: Value and importance of understanding the needs, wants and preferences of target
customer groups .........................................................................................................................3
P2: Different factors that drive and influence customers engagement of different target
customers groups within Five Field Restaurant..........................................................................5
TASK 2 ...........................................................................................................................................6
P3: Create a customer experience map for a 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.........................................................................................................................9
TASK 4..........................................................................................................................................10
P6 Illustrate customer service strategies in a specific service sector context...........................10
P7 Demonstrate how customer service strategies create and develop the customer experience
in a way that meets the needs of the customer and required business standards......................11
CONCLUSION..............................................................................................................................13
.......................................................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Customer service is act as an organisation's ability to identify and supply their customer's
wants and needs. It is very essential to known the customer's expectations in order to ensure the
customer's expectations and ensure customer's satisfaction, the activities that are occurring as
expected, the deliverables or output meet expectations and anticipated value that is received.
Hospitality business is all about serving the guests to provide them with feel-good effect.
Nowadays hospitality sectors are growing fast and is expected grow at the 6% is the upcoming
time(Bader, E.E., 2005)This report covers about the understanding the basic needs , wants and
preferences of the targeted customer groups. This report explore about different factors that drive
and influence customer engagement of different target customer groups along with customer
experience map and suggestion to improve services business. This report also covers about how
digital technology is employed in managing the customer experience along with specific service
sector.
TASK 1
P1: Value and importance of understanding the needs, wants and preferences of target customer
groups
It is crucial to identify and understand the importance of needs, wants and demands of
customers to run hospitality businesses. In order to find out the need and wants of targeted
customer group market segmentation is important as it allows to subdivides a large homogeneous
market into identifiable segments which includes similar needs, wants and demand
characteristics. Five Field Restaurant uses market segmentation process to target a variety of
customers groups with different thoughts and behaviour(Beracha, Hardin and Skiba, 2018).It
enables Five Field Restaurants to develop offers for customers so that they can match the need,
wants and preferences of customers in appropriate budget. Five Field Restaurant target
customer's group which mainly involves with business person, holiday maker, disabled
customers, gym instructor, hospital patients. They meets the needs of these targeted customers
by provide effective customers services.
Questionnaire:
Type of customer Different types of customer needs

Business person Wi-Fi facilities Sufficient space to pass
between table, mobile
phone charging points
Meeting rooms so that
comfortably conduct
their businesses
meeting without any
hindrance
Holidaymaker Easy to eat food, meal
brought to bedside
Nappy and changing
facilitates
Cabs facilities
Hospital patients
guest
Calorie information
printed on the menu
Nutritious food Pool side services
A nice view from
window
Charging point Soft music
Some of the Five Field Restaurant targeted customer needs, preferences and wants are
discussed below:
Business person: Five Field Restaurant target business man as their customers and
provide excellent services to them. They emphasis on need, wants and preferences of the
business class customers and provide them all those requirement that is asked by the business
class guest. Five Field Restaurant provides Wi-Fi facilities, charging points, mobile facilities,
poolside services, meeting rooms so that comfortably conduct their businesses meeting without
any hindrance.
Holidaymaker: Five Field Restaurant emphasis more specifically towards the needs,
wants and preferences of holidaymaker guests who are generally comes for tour and tourism.
Five Field Restaurant serves good quality local food and beverages, nappy and changing
facilitates and along with cabs facilities in order to develop strong customer relationship with
their holiday marker customer(Peppers and Rogers, 2016).
Hospital patients guest: There are many guests who moves to other city or countries in
order to have their medical treatment. Marriott target emphasis on the needs and demand of this
guests by providing nutritions food, clean surrounding along with providing meals to rooms.

Five Field Restaurant also emphasis on market segmentation in order to understand more
well about the needs and preferences of customer. Some of the categories of market
segmentation to understand needs and wants of customers are discussed below:
Behavioural segmentation: This type of market segmentation subdivides the customers
on the basis of their behaviour and decision making patterns. Behavioural segmentation helps
Five Field Restaurant to identify the demands of customers in seasonal months of tourism and
summer vacation. During vacations, the demand of room services are high as compared to other
normal days.
Psycho graphic segmentation: Psycho graphic segmentation is quite similar as
behavioural segmentation. It emphasis on lifestyles of people, their activities, opinion and
interests to develop a market segments. For example: Famous celebrities has their own lifestyle
and they need luxurious room services in compare to common people( Zervas, Proserpio and
Byers, 2017).
P2: Different factors that drive and influence customers engagement of different target customers
groups within Five Field Restaurant
Customer engagement is continuous process optimizing and fostering the relationship
between customers need, demand and preferences and organisation objectives to produce and
deliver viable services. Through customer engagement Five Field Restaurants are able to ensure
that they are able to deliver best room services and suited to the customer's expectations.
Customer Engagement allows to enhance satisfaction scores and creates impression of more
professional in front of customers. There are different factors such as ambiance, quality of food,
delivery services, employees courtesy which affects customer's perception related to brand.
Some factors which has to be considered by managers of Five Field Restaurant are as under-
Ambience- Ambience means and deals with the interior of Five Field Restaurant. Interior
of Five Field restaurant is quite good and this allows customers to make deal with changes.
There should be dim light, slow and soft music, bright colours wall paints, etc. that helps in
maintaining good impression in mind sets of consumers. Therefore, ambience acts as crucial
factor that is very essential and relevant in order to increase customer engagement.
Pricing strategies- Five Field Restaurant must not be over- priced their food item and
beverage cost otherwise customers do not visit it. For instance, any college going students or
any office employee wants to treat their friends, then they will prefer Five Field Restaurant

because of their affordable price offers for food items and beverages. This is the core factor
which helps to maintain brand image and improves sales of Five Field Restaurant.
Services offered- Five Field Restaurant provides different kinds of services which
includes bar, dinning, music etc. Managers of Five Field Restaurant provide best services with
good hygiene and clean surroundings. They also provide charger points, Wi-Fi facilities, ramp
access for business category guests which helps them to assist effective response from their guest
along with future avail services. For example business class guest who want to conduct and purse
any official meeting will require meeting room, Five Field restaurant
Quality of food and services- Sales of food item is quite good as Five Field Restaurant
serves effective quality of food and services. Five Field Restaurant are quite good as they have
created good image in hospitality sector in London with strong customer engagement.
Managers of Five Field Restaurant focuses more on quality of good products with hygiene factor
as it helps them to keep consumer more satisfied due to which profitability of restaurant also
increases.
TASK 2
P3: Create a customer experience map for a selected service sector organisation
Website: Effective website for the restaurant is crucial as it is the first thing that
customer look before arriving at the restaurant while searching for food and services. To ensure
about providing continuous message and information to customers, Five Field Restaurant update
right information on their website. Website include pictures of food items that are actually served
along with offers. Five Field Restaurant use very warm and welcoming words in order to attract
and make strong customer engagement.
Telephone: Cell phones and telephone are used by the restaurant in order to convey
relevant informations in concern with food item, discounts to customers. Contact number are
provided to customers and posted on official websites through which customers can directly
contact on customer service of the Five Field Restaurant to ask about any query in concern to
food and beverage. Through cell phone or telephone is becomes very easy to convey message
and solve query of customer.
Review Sites: Every restaurant has its own review sites that can create huge impact on
the views of customer's. Online reviews can even make or break the final decision of customers

in order to visit the restaurant. Continuous message is delivered by the Five Field restaurant to
their customer by offering them effective quality of food and services within the restaurant. Due
to this customer satisfaction increases and loyalty towards restaurant services also increases.
Restaurant Environment: In hospitality sectors, the customer and guests are mostly
concern with good environment services so that they can come with their family members and
spend some time with each other in peace. By maintaining healthy comfortable environment,
Five Field Restaurant is able to deliver continuous message to customer.
Text Messages: This is one of latest method that is used by the restaurant to provide
various kind of information such as new food item, discounts and events to customers. In order
to be in touch with costumers and deliver update messages to their customers. Five Field
restaurant uses text message in daily life in order to provide adequate information to guests
regarding discounts, offers and arrival of any special event within restaurant.
Restaurant Staff: Providing services to the customer is considered as one of the most
crucial part of hospitality sector which is provided by the staff members or employees. They are
generally considered as face of the organisation who is responsible for developing good
reputation in mind of guests and customer. By providing good quality of services to customers
through highly competent workforce, Five Field Restaurant are able to engage there customers
well (Spiess et. al., 2014).
E-mail: E-mail is one of the source through which restaurant are able to convey
messages to their customers that is concerned with their offers and discounts. Five Field
Restaurant provides effective and attractive message to customers with eye catching
photographers on e-mails to customers and thus assists restaurant in capturing attention of
various guests or customers.
Restaurant Management: Management is the important aspect that somewhere creates
impacts on the experience of customers. Proper management of Five Field Restaurant allows
them to convey consistent message to their customers.
Paper Mail: In this, any kind of message is communicated to customer by using papers.
Five Field Restaurant provide consistent message to its guests by sending information and
message physically through papers.

P4: Discuss how the customer touch-points throughout the customer experience create business
opportunities for a selected service sector organisation
Touch-point is referred as one of the most effective point of client contract from starting
point to finishing point. For example clients or dealer may analysis overall business of
organisation on online website, advertisement, observes online reviews, visit official website,
contract customer services of organisation and reviewing rating. All this comes under the main
list of of touch point of business customers. Moreover, touch-point is considered as some time
period of a potential client that comes in contact with business brand. It includes during, before
or after the buying of something from the firm. Therefore, to identify touchpoints of customers
Five Field restaurant provide facilities during, before and after purchase of any item. In case of
before purchase all the companies gives all the details and information about their services,
product and process by word-of-mouth, online social media, marketing and advertisement. While
during the purchase process, clients themselves survey and find out all the the information of
company website, phone system, points of sales and store or office. In context with after
purchase of product, Five Field Restaurant provides facilities that is related to billing, marketing
emails, transactional emails, online help centre, support teams and services. Touch point of the
customer is mainly concerned with the acknowledging, up-selling, greeting, encouraging the
customers return etc. Some of the crucial stage that are involved under this are discussed in detail
below:
Stage direction: It includes different phases which are determined as under:
Waiter makes eye-contect with the customers: In this state waiter should try to make a
eye contact which will help the customer to enhance their experience in order to improve
interpersonal skills to benefit the organisation. Waiter should try to provide better feel to the
customer to maintain better reputation of restaurant build strong customer loyalty.
Waiter: Good evening, sir.
Customer: Good evening.
Waiter: Do you require anything, sir?
Customer: I want to have my dinner, bring me rice and chicken
Waiter: Wait a moment, sir. I am serving it.
Customer: How much dollar I have to pay.
Waiter Only 25.

Waiter: Thank you, Sir.
Customer: Thank you.
Above mentioned is a conversation between the customer and Waiter which defines the
customer experience in the restaurant. However, customer is was very happy with the services
provided by the restaurant. Providing better services is very essential and useful for the growth
and success of company in order to gain profitability.
TASK 3
P5 Examine how digital technology is employed in managing the customer experience within the
service sector
According to current scenario, it is very essential for the organisation to use digital
technology in its business operations as it allow organisation to obtain competitive advantage in
the market. Use of advance digital technology within the business operations develop a huge
impact on the experience of the customers. With the help of advance technology, customer
service standards had reached at greater heights. The main goal of the organisation is to deal in
the hospitality sector in order to keep customer satisfied with services as all the success and
growth highly depends upon the customers. It is really very essential for restaurant to equip their
staff with right training and tool as it allows them to utilize the advance technology in order to
achieve or accomplish goals and objectives. Digital technology is used by Five Field Restaurant
in order to manage customer experience. The technology used by service sectors in managing
customer sector in managing customers experience are defined below:
Artificial intelligence: This technology has allowed to have firm picture by storm and
owing to tremendous potential advantages that is very crucial for growth of the business. This
technology helps in empowering customer support conversations along with this it allows
enhancing decision making capabilities within firms through automation. The implementation
and application of this technology can assist organisation to improve customer satisfaction along
with experiences(Klaus, 2014).
Virtual reality: This technology has totally changed the customer experience for modern
businesses. It has the efficiency and the potential to completely change experience of clients.
Virtual reality can engage guests in many effective manner as this technology is designed to
administers a sheer sensory experience that directly captures imagination, senses and attention

unlike any of the other technology exist currently. This technology helps restaurant to gain and
engage customer in more appropriate way in compare to other technology.
 What was the name of the company making the presentation?
Marriott is the name of the company making the presentation.
 What was the name of the person who made the presentation?
Julius Hook was the person who made the presentation.
 What is the name of the software program that they demonstrated?
Opera is the name of the software programme which they demonstrated.
 What are the key elements of their program?
The key elements of their program are Opening a table, Booking a table, Bookings.com,
Reservations, EPOS system. This is used by almost all four and five star hotels.
 Name some of their current customers?
Macro Pierre White Restaurant, IHG(Inter-continental Hotel Group), Hilton International
Hotel and Travelodge.
 How long have they been in business?
Opera is operating its business since 1970 and Marriott is operating since 2011
(Chathoth, 2018).
 How does the company see these programmes developing in the future?
These programmes help the company in increased functionality, new market entrants, further
integration with guests.
TASK 4
P6 Illustrate customer service strategies in a specific service sector context
Customer services act as one the most effective and important part in hospitality sector in
order to attract large group of customers and maintain customers engagement. Effective services
allows organisation to keep their guests and customers engage within business that directly
assists the growth and prosperity of the organisation. Today, business environment has become
very competitive due to which it is very essential for the organisation to deal in hospitality sector
in order to provide good quality of services to their customers. To provide effective services to
guests and customer it is very essential for the manager of Five Field Restaurant to implement

and deploy some customer services strategies. This service strategies allows to assists better
experience to customer's along with generating high revenue turnover. Some of the strategies are
discussed below:
Deliver on your promises: In hospitality service business, it is very essential for
organisations to deliver their promises on time within the allocated time frame. Every service
that delivers on time reinforce existing and potential customers of firm to trust in it. As Five
Field Restaurant restaurant deals in hospitality sector, service is considered as the main part for
the organisation growth and success (Bilgihan, Kandampully and Zhang, 2016). So, by ensuring
service delivery on time, restaurant provides better experience to customers and gain their loyalty
with strong customer enagagement.
Reward loyal customers: Rewarding loyal customers is also one of the effective strategy
that allows organisation to providing good experience to customers. For Five Field restaurant it
is necessary to keep their regular customer happy and satisfied by offering them special discount
offers while visiting their restaurant . This can include discount code, free food in prize draw or
something as helpful video or blog post. When organisation reward their customers with such
little rewards and perks, they will become more interested to come and visit the restaurant again
and again. They may also recommend their friends or relatives to visit the restaurant(Shah,
Kumar and Kim, 2014).
P7 Demonstrate how customer service strategies create and develop the customer experience in a
way that meets the needs of the customer and required business standards
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: Five Field Restaurant , London
Date and time of visit: 16 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?
The lightning, sounds and
interior of hotel was very good
and attractive.
The space and sitting
arrangements of hotel is not
good.
If this was my business, I
change sitting arrangements so
that appropriate space can be

made.
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?
Various signage like fire exit,
no entry way etc. are attached.
A proper tariff board is not
available in hotel due to which
customers may not be able to
know prices of room.
I ensure to make available a
tariff board which contains all
the informations regarding
room rates, food etc.
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?
Rooms are available in hotel at
economic prices.
Hotel charge very high prices
on some services which is not
as valuable as their prices.
I will primarily focus on
providing value to customers
for which they pay.
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?
Variety of food items and
services are provided by hotel
like open Wi-Fi, clean rooms
etc.
Pool area of hotel is not good
and clean.
As people prefer more to go
aside pool area, so, I will
provide clean pool area with
some other facilities.
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?
Large number of staff is hired Due to some unskilled I will hire skilled and

by hotel for providing services
to guests.
members of staff, services are
not effectively delivered as
require.
competent staff in order to
ensure high quality services
will offer to customers. I will
also provide training to
improve their skills.
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 delivered on
promised time.
Laundry services of hotel takes
more time.
I will use high technology
machines for washing clothes
so that laundry services of
firm can be improved.
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?
Staff members on front office
provide quick services to
customers and provide all the
things they want.
Hotel do not provide some
welcome or complimentary
drink to guests.
I will provide some refreshing
drink to guests so that they feel
refreshing after drinking that.
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?
Hotel accept payments through
credit cards and cash.
Hotel is not accepting payment
through online banking due to
which customers face
difficulties sometimes.
I will accept payment through
online banking also.

CONCLUSION
It has been concluded that Customer experience management is very crucial for
organisation in order to boost revenues with increasing sales from existing and regular visiting
clients and attracting new customers through word of mouth. In hospitality service business, it is
very essential for organisations to deliver their promises on time within the allocated time frame.
It is very essential to known the customer's expectations in order to ensure the customer's
expectations and ensure customer's satisfaction, the activities that are occurring as expected, the
deliverables or output meet expectations and anticipated value that is received.
REFERENCES
Books and Journals
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framework. John Wiley & Sons.
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Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
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Fatma, S., 2014. Antecedents and consequences of customer experience management-a literature
review and research agenda. International Journal of Business and Commerce. 3(6).
pp.32-49.
Klaus, P., 2014. Measuring customer experience: How to develop and execute the most
profitable customer experience strategies. Springer.
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