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P1. Value and importance of understanding the needs, wants and preferences

   

Added on  2020-12-09

16 Pages3943 Words420 Views
MANAGING CUSTOMEREXPERIENCE

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

INTRODUCTIONCustomer experience is defined as the perception of consumers in both conscious and subconscious state. They are being well managed by the hospitality industry and the management isbeen done with the help of consumer interaction. It helps company in creating brand loyalty ofcustomer’s (Peppers and Rogers,2016). Report discusses about understanding the value andimportance of needs, wants and target group for hospitality industry. Assignment highlights thefactors that drive and influence the consumer engagement. Pret a manager is international multicuisine restaurants dealing in various dishes. It also lays emphasis on the touch-point throughoutthe customer experience which create business opportunities. Study illustrates the consumersegment strategy in hospitality organisation. Further, report also describes about the importanceof customer segment strategy which is necessary for creating consumer experience in order tomeet the needs and demands of customer. MAIN BODY P1. Value and importance of understanding the needs, wants and preferences of target customergroup in hospitality industryIt is very important for Pret the managers to understand the needs and preferences ofvarious target consumers, in order to gain competitive advantage and to have increase their brandloyalty. Business personIn order to attractthese type of person, itessential for Pret themanagers to domarket research aboutanalysing the needs,demandsandpreferencesofbusiness person.From the surveyconducted, it has beenanalysed that thesetype of person wantsuninterrupted Wi-Fifacilities. This can bebecause of to performbusiness task in therestaurant as per theirconvenience(Homburg, Jozić andKuehnl, 2017). Also,facilities like this willIt has also beenrevealed that thesetype of person alsoneeds amenities likehaving a meetingroom to performtheir businessactivities over there.They demand formobile chargingpoints which is closeto bed provided tothem. This is very1

attract them moretowards the hospitalityorganisationimportant as thebusiness person cando their work onphone while seatingon bed. Also, thesepersonswantexecutive classroom, in which theycan efficientlyperform task beenassign to them. Pretthe manager shouldalso be involved inprovidinganenvironment whichis peaceful. TeenagersPret the manager willbe able to attractteenagers when theyare engaged inproviding servicesaccording to theirneeds and choice.After doing thesurvey, it has beenanalysed that theteenagers prefer tohave loud and hip hopmusic playing in theso that they can enjoyand chill out with theirfriends. They alsoprefer to havemilkshakes and sodawhile visiting thehospitalityorganisation. Also,teenagers have ademand of having freeWi-fi services,so that they cancheck in on varioussocialmediachannels and posttheir picture overFacebookorInstagram. Theywant food suppliedby the Pret themanager, to be lowprices and of goodquality. Mostly inorder to please2

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