Managing Customer Experience

This essay examines the importance of managing customer experience in the hospitality industry, using Pret a Manager as a case study. It analyzes key factors driving consumer engagement, customer touchpoints, and the role of digital technology in enhancing customer experience. The essay also provides recommendations for improving the quality of service delivery.

MANAGING CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
P1. Value and importance of understanding the needs, wants and preferences of target
customer group in hospitality industry........................................................................................1
P2. Different factors that drives consumer engagement in Pret the manager.............................2
P3. Customer experience map for Pret the manager...................................................................3
P4. Importance of customer touch-points in creating various opportunities for Pret the
manager.......................................................................................................................................5
P5. Importance of digital technology in managing the consumer experience within Pret the
manager.......................................................................................................................................6
P6. Customer services strategies in hospitality organisation......................................................7
P7. Role of Customer service strategies in developing consumer experience and
recommendation for improving quality of delivery....................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience is defined as the perception of consumers in both conscious and sub
conscious state. They are being well managed by the hospitality industry and the management is
been done with the help of consumer interaction. It helps company in creating brand loyalty of
customer’s (Peppers and Rogers,2016). Report discusses about understanding the value and
importance of needs, wants and target group for hospitality industry. Assignment highlights the
factors that drive and influence the consumer engagement. Pret a manager is international multi
cuisine restaurants dealing in various dishes. It also lays emphasis on the touch-point throughout
the customer experience which create business opportunities. Study illustrates the consumer
segment strategy in hospitality organisation. Further, report also describes about the importance
of customer segment strategy which is necessary for creating consumer experience in order to
meet the needs and demands of customer.
MAIN BODY
P1. Value and importance of understanding the needs, wants and preferences of target customer
group in hospitality industry
It is very important for Pret the managers to understand the needs and preferences of
various target consumers, in order to gain competitive advantage and to have increase their brand
loyalty.
Business person In order to attract
these type of person, it
essential for Pret the
managers to do
market research about
analysing the needs,
demands and
preferences of
business person.
From the survey
conducted, it has been
analysed that these
type of person wants
uninterrupted Wi-Fi
facilities. This can be
because of to perform
business task in the
restaurant as per their
convenience
(Homburg, Jozić and
Kuehnl, 2017). Also,
facilities like this will
It has also been
revealed that these
type of person also
needs amenities like
having a meeting
room to perform
their business
activities over there.
They demand for
mobile charging
points which is
close to bed
provided to them.
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attract them more
towards the hospitality
organisation
This is very
important as the
business person can
do their work on
phone while seating
on bed. Also, these
persons want
executive class
room, in which they
can efficiently
perform task been
assign to them. Pret
the manager should
also be involved in
providing an
environment which
is peaceful.
Teenagers Pret the manager will
be able to attract
teenagers when they
are engaged in
providing services
according to their
needs and choice.
After doing the
survey, it has been
analysed that the
teenagers prefer to
have loud and hip hop
so that they can enjoy
and chill out with their
friends. They also
prefer to have
milkshakes and soda
while visiting the
hospitality
organisation. Also,
teenagers have a
demand of having free
Wi-fi services,
so that they can
check in on various
social media
channels and post
their picture over
Facebook or
Instagram. They
want food supplied
by the Pret the
manager, to be low
prices and of good
quality. Mostly in
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music playing in the
room or at pool side.
order to please
teenagers'
hospitality
organisation must
get engaged in
serving fast food of
their choice.
Primary school
children
Hospitality
organisation like Pret
the manager need to
have proper
knowledge about the
taste and preference of
primary school
children in order to
attract them. They
have demand for play
room where they can
enjoy and make
memories.
Also, primary school
children have a need
that the food served by
waiters should not be
spicier and must be
healthy in nature.
They want swings and
other playing
materials to enjoy.
Pret the manager
providing this can
attract more school
children, which will
increase their profit
or revenue.
P2. Different factors that drives consumer engagement in Pret the manager
In order to derive consumer engagement Pret the manager hotel and resorts can make use
of different on boarding strategies. On boarding means improving the relation between the guest
and customer experience. It is mainly done to hire and retain the new and qualified employee
and to make consumer loyalty The tactics include:
Communication: The one of the most important on boarding strategy is to stay in
communication with the targeted consumers. This will help them in knowing about the needs and
demands of various type of consumers. They can engage in interaction with them through social
media channels or online website. Pret the manager can also take feedback of their product and
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services via platforms like Facebook, Instagram. This will support organisation in solving the
issues faced by customers(Peppers and Rogers,2016). It will help them in enhancing the
consumer loyalty towards them . Also, effective communication will build a friendly relationship
between company and customers. It will help in attracting many new consumers and also assist
Pret the manager in retaining them.
Create consumer centric goals: In order to increase consumer engagement towards
product and services offered by Pret the manager, they need to create objectives and goals which
are customer centred. Consumer must be their main focus. All the goods and services should be
designed by Pret the manager according to the choices and preferences by customers. Various
target consumers demand varied products and all must be adhered by hospitality organisation in
order to gain customer satisfaction. For example Through survey it has been analysed by the
company that old people has a need and demand of telephone services so that they can easily
communicate with the waters. So company must be engaged in creating goals which are specific,
measurable and realistic(Homburg, Jozić and Kuehnl, 2017). It will also support Pret the
manager in gaining competitive advantages and will enhance their growth and potential. Vision
and mission should be clearly set up by the firm so that it will be easy for them to achieve.
Welcome emails and greetings: In order to attract more consumers, Pret the manager can
make use of these type of strategies like sending emails to the all type of people who are going to
visit company or stay in it. This will lay a positive impact on the mind of customers and will
attract them towards hospitality organisation. By these strategies Pret the managers can also
attract more new consumers that supports them in gaining competitive advantage. Waiters and
hotel staff should also welcome customers by greeting them which creates a mesmerising
experience for individuals or groups who are travelling.
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P3. Customer experience map for Pret the manager
Customer experience map is the process of discovering that how new consumer feels
while getting engaged towards the product and service offered by the Pret the manager. The map
will be formed by the following elements that includes:
Element Response
Website Pret the manager will be engaged in creating website in order
to know about the consumer experience related to the food,
accommodation and many other services provided by them.
It will help them in knowing the drawbacks of the product
and by this they can enhance quality of service. This will also
build a relationship between them.
Review sites Hospitality organisation like Pret the manager will also
develop review site for the customer, so that they can share
their experience and rate them on the basis of goods and
services over there. This will help company in attracting new
customers.
Text messages These type of activities will allow Pret the manager to make
customers aware about the various offers created by them. It
can be related to discount or any other events organised by
the company. These text messages will help company to stay
connected with various type of consumers.
E-mails Pret the manager will also get engage in sending emails to
their clients. This is one of the most important on boarding
strategy. It can be used for greeting purpose in order to lay a
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positive impact on the mind of customers. Emails will help
customer in getting more engage in company.
Paper mail This method used by Pret the manager can help them in
gaining the personal attention of the targeted consumers. It
will be beneficial for hospitality organisation as the mail is
low cost in nature (McColl-Kennedy and et.al., 2015). It will
help company in making customer’s aware about the product
and services offered by them
Telephone Using these services by Pret the manager can help them in
communicating with the consumers directly. Company can
get to know about the needs and demands of customers over
phone and also can solve issues with them over telephonic
conversation.
Restaurant environment Pret the manager must be engaged in making the restaurant
environment peaceful and enjoyable in order to attract more
consumers. The environment must be comfortable and the
interior must be attractive. It needs to be relaxing and calm.
Restaurant staff Pret the manager must recruit well qualified staff with
effective communication abilities so that they can easily the
needs and demands of consumers. Staff must be able to solve
the issues faced by the customers.
Restaurant management The restaurant of the Pret the manager hotel must be properly
managed with the right person on the right job. This will help
company in reducing the chaos and also they would be better
able to understand the customer’s needs, wants, taste and
preference.
P4. Importance of customer touch-points in creating various opportunities for Pret the manager
The consumer touch-points influences their buying behaviour and it is very important for
Pret the manager to have proper understanding about the touch-points of customer's. These
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touch-points include ads, ratings and reviews by which consumer gets attracted. It will create the
opportunities for hospitality organisation. This can be better understand through customer
journey model. It includes:
Awareness:
Manager- Opportunities can be created by Pret the manager by making consumer aware about
the product and service they are offering. It can be developed with the help of advancing
techniques like internet.
Customer- Company can create their online websites and review sites through which customer
can find about the place where restaurant is situated, food offered by them and many more. With
the help of review sites they can rate services given by organisation over there. Awareness can
also be developed via social media advertising, emails, paper mail and many more.
Find-ability:
Manager- To create various opportunities Pret the manager must be involved in using advancing
technologies. They must create their website and develop there billboards so that it can be easier
for consumer to search them (McColl-Kennedy and et.al., 2015).
Customer- Customer can find hospitality organisation through Gps technology, organic search,
their contact number on telephone directory. This will also help company in creating a
relationship with the customers. It will also enhance the brand loyalty of customer's and will
satisfy them.
Reputation:
Manager- In order to satisfy their needs customer also search for the appropriate place where
they can eat and spend quality time. They can research about Pret the manager via social
networking or through articles and blog post. So hospitality organisation in order to create
opportunities must be involved in creating blogs and websites for themselves.
Customer- Also, for finding the reputation about the restaurant can be made by them on
telephones. Customer can ask to other consumer about the environment of the hotel.
Conversion:
Manager- Pret the manager can allow consumer to purchase the goods and services produced by
them with the help of website, online booking sites and buying can be made through app and also
in store purchase can be made by consumer.
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Customer- These are the customer touch-points which hospitality organisation needs to adhere.
It will help them in satisfying the consumer and also varied individuals or groups would be
attracted towards firm.
Advocacy:
Manager- In this stage customer expect from the hospitality organisation to improve lay
emphasis on their post purchase behaviour. For this Pret the manager needs to analyse the
reviews given by consumers on their review website.
Consumer- It will help company in improving the customer experience and will also be able to
solve the issues faced by customers. This assists them in attracting and retaining consumers. This
also enhances firms good will in market.
P5. Importance of digital technology in managing the consumer experience within Pret the
manager
Digitalization is one of the most important factor which company has to follow in order
to improve consumer experiences. Pret the manager can make use of customer relationship
manager in order to acquire and retain consumers. CRM can assist restaurant in enhancing
consumer relationship and also builds customer loyalty. These techniques have various
advantages(Klaus, 2014). It will help firm in maintaining all the data related to individuals and
groups visited their hotel at one place. This can allow workers to be more efficient and
productive, and they will be able to easily track the data related to customers. CRM will assist
Pret the manager in building long lasting relationship with the customers. It also allows manage
growing data base and speed up the process (Customer relationship management, 2018). This
assists in centralising data, sending emails and text to consumers become more easy.
Customer relationship management technique also have some disadvantage like this
software is very costly for the company to install it(McColl-Kennedy and et.al., 2015). The
transfer of manual to automatic process can one of most difficult task faced by organisation. This
can slow down their process of working. Also, the software can get easily hacked by the hackers
and it might hamper Pret the managers' growth.
Digital technology like making use of social media platform for conducting business can
help in helps in direct interacting with customer's. Communication is very important aspect in
creating bond. Also, for marketing products other functions like advertising, sales promotion,
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public relation can also be used by hospitality organisation. Advertising through media channels
like social supports company in reaching and exploring wide range of consumers.
P6. Customer services strategies in hospitality organisation
Customer service is basically providing help or assistance to consumers who avail
experiences of their product and service. These strategies can help Pret the manager in retaining
and acquiring consumers. It also helps them in gaining competitive advantage. Tactics include
the following:
Providing employees excellent product knowledge: In order to retain consumers, Pret the
manager must have engaged in giving keen knowledge about goods and services, they are
offering. This will help workers in making customers understand of the food and beverage
articles firm is dealing in(Lemon and Verhoef, 2016). Strategy helps in satisfying consumers
which creates brand loyalty towards enterprise.
Build proper infrastructure: Pret the manager will be engaged in making the
infrastructure of the restaurant attractive so that it can assist consumer service. Also, facilities
like online booking of food and booking via telephone and emails should also be implemented
by firm in order attract more customers. This will also help hospitality organisation in satisfying
consumers wants and needs. Outsourcing of customer service operation can also be done by Pret
the manager. This will help them in reducing and saving cost (Klaus, 2014).
Resolve consumer issues: Employees of Pret the manager must be trained in a way so
that they are able to solve the problems faced by their client. Recruitment should be done of the
qualified and efficient staff with effective communication skills. So that they are easily able to
resolve the issues faced by customers. This will engage more consumers in hospitality
organisation.
Train employees in consumer empathy: Pret the manager should have engaged in
training employees so that they are able to correctly identify the needs and demands prefer by
them. This will help company in preparing food, beverages and rooms of the hotel according to
consumers. It also assists in attracting more customers and increasing their market share.
Through these strategies firm will be better able to expand their market share and rise their
business. Entity would be able to create brand loyalty of customers by knowing them effectively.
It will also enhance their image in the market. They would be able to gain competitive advantage
and attain plus retain customers.
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P7. Role of Customer service strategies in developing consumer experience and recommendation
for improving quality of delivery
Customer service strategies are developed in order to attract new consumers and increase
the sale of product and services promoted by Pret the manager. Using effective communication
can help company in improving the quality of good delivered by them. It will also help them in
better understanding the needs and demands of consumers. Firm also gets involved in doing
market research about the taste and preference of customers. This will assist them in gaining
competitive advantage. Also it will enhance their growth and business.
Quality of service can be improved by delivering a product which provides benefit to the
consumers. They can provide goods to customer through developing website and online
channels. This will create a level of comfort for consumers and they will be more attracted
towards Pret the manager (Lemon and Verhoef, 2016). Also, it will help them in gaining
competitive advantage. Restaurant must also provide infrastructure as asked by customers. Like
for example business person needs a meeting hall to do business gathering over there. So
hospitality organisation must be engaged in providing them that. Also, it will help in increasing
their profit.
In order improve the service delivery Pret the manager can also collaborate with various
service channels that imparts the service of delivering products at home. This will help Firm in
gaining competitive advantage and more customer will be attracted towards them. Also, they can
ask for drawback in goods and services on online websites or blog posts which will be easier for
them to get access. They will also able to solve the problem related to food and beverages and
easier rate. It will assist them in increasing their market share and also rise their revenue and
profit.
CONCLUSION
From the above study, it has been summarised that Pret the manager to manage customer
experience had analysed consumer needs and preferences. Also, they have used customer
relationship management software to maintain the data related to consumers. It has made their
work easier and also helped them in saving a lot of time. Also customer touch-points have been
adhered by firm and this has assisted company in gaining competitive advantage. Touch-point
includes developing of websites, review sites, blog post and many more.
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