Managing Customer Experience

This document discusses the values and importance of understanding customer needs, wants, and preferences in managing customer experience. It explores the factors that drive and influence customer engagement and provides insights on creating a customer experience map for a service sector organization. The case study focuses on The Wolseley Restaurant in London, United Kingdom.

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1.Describe the values and importance of understanding needs, wants and preference of target
group of customer...................................................................................................................1
P2.Explore the different factors that derive and influence customer engagement of different
target groups of customers......................................................................................................2
TASK 2............................................................................................................................................4
P3.Create customer experience map for service sector organisation.....................................5
P4.Explain customer touch points through out the customer experience create business
opportunities...........................................................................................................................6
TASK 3............................................................................................................................................8
P5.How digital technology is employed in managing the customer experience with the service
sector.......................................................................................................................................8
TASK 4: This part is cover in power point presentation.................................................................9
CONCLUSION................................................................................................................................9
References:.......................................................................................................................................9

INTRODUCTION
The consumer experience management is always used to the organisation as in the terms
of business practices under which effective designing is improved and rate of reacting. In this
rating of customer's experience increase the attraction towards the company and it helps in meet
the customer's experience and requirements in market (AthuluruTlrumala and Attuluru, Ytrre
Inc, 2019) . It provide maximum satisfaction of customers, honesty, trust, faith and build a long
term relationship with loyalty. It is usually used to planning, implementing, managing,
controlling the various departments and its process by which optimised results is improved with
in particular time of period. The below is based on an The Wolseley Restaurant based in
London, united kingdom and this is founded in 2003. this was a Chinese restaurant for a some
years then they reopened in 2003 as an upmarket European restaurant after redevelopment by the
British restaurateurs Jeremy King and Chris Corbin. The below include values and importance
of knowing needs and wants (Bolton and et. al., 2018) .
MAIN BODY
TASK 1
P1.Describe the values and importance of understanding needs, wants and preference of target
group of customer
Target market
It is refers to the those people who company wants to target them for their business and
where demand of product and services are high (Bueno, Weber, Bomfim and Kato, 2019) .
Customer's profile and characteristics of target people through market segmentation
It is a belief under which customer's are divided on the basis of capable matching with
the company offered quality of services. In this different characteristic and customer's demand
and company is matched and on the basis of Wolseley Restaurant has targeted particular market
area and its segmentation that is as described below as:
Characteristics of target audience
 Gender: Company target the people according to the gender like male and female have
different taste and preference some time so they target accordingly (De Mooij, 2018) .
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 Age group: This restaurant target the different age groups such as they provide kids food
different because they have different taste and adults have different.
 Occupation: In market every one could not afford the expensive places and food. For
this occupation matters for company. They target according the occupations of peoples
and their budget
 Area and location: It is important where restaurant is located because it attract the
people and location matter for all people in market. For better reaching the customers
place is important.
Values and importance of target group of customers
 Fulfil social responsibility: It is a responsibilities that is fulfilled by organisation under
which care of environmental is secure that generate without harmed to an individual and
geographical area also. In context to The Wolseley Restaurant, its management use the
environmental friendly tools and techniques which not harmed the society and not
produce the pollution in environment. It helps in increasing productivity in effective
manner (Dedeoglu, Bilgihan, Buonincontri and Okumus, 2018) .
 customer services: It is an important factor and under which maximum amount of
customer's get attracted by which high level of profit and sales in high numbers is
earned with regular period of time. The Wolseley Restaurant and their management take
care about their services quality which they provide to customers in market. In addition
regular innovation is helps in reaching large numbers of customer in various locations
and it increase the brand value.
P2.Explore the different factors that derive and influence customer engagement of different
target groups of customers
Customer behaviour and attitudes
The customer's behaviour is changes according the different situations, preferences and
taste under which inclination is promoted in market . In this continuous amount of improvement
and changes is reasoned that is implicit with the actions in marketplace (Hille, Weber and
Brosch, 2019). As in environment to segmentation of market of The Wolseley Restaurant,
behaviour of customers and its attitude is as described below as:
Understanding the behaviour and attitude of customer in several market segments to
improved brand loyalty
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 Habitual buying behaviour: These are the behaviour of customers that appearance that
many of the customer's having different habits of taking similar food as it is show the
favouritism. In this some customer's having relative preferences taste and they are very
particular for their food. Thus for this The Wolseley Restaurant, has targeted specific
customer's and with the providing best quality of food and services so it increase the
honesty and loyalty towards the Restaurant (Kandampully, Zhang and Jaakkola, 2018) .
 Complex buying behaviour: It is a customer's behaviour in which they have create
various types of taste and preference as per related to their wants and needs , provide
that is catch by market as on basis on random. In also interdependent on great
marketplace involvement as it provide different effective attracting discounts and
benefits for get a attention in market. In order to attract large number of customer's The
Wolseley Restaurant take parallel assist of digital techniques and technologies and with
this it helps in connect with target customers.
Cluster of emotions that drive and destroy values engagement factors
The engagement of customer is a regular procedure in which organisation take care
about the connection with potential customers In the market organisation and its operation. For
this The Wolseley Restaurant ensure that adequate range of strategies is induced within the
company by which rate of success and growth of business is increasing with regular time of
period. It increase brand value under which positive image is establish and it is describe on
detailed as below as:
 Opportunities for engagement of customer: In the context of Wolseley Restaurant has
provide various opportunities within which satisfaction of customer is increases over the
regular time of period . It also regard proponent information of cluster and under this
organisation has induce better improvement according to the needs and expectation in
market (Keiningham and et. al., 2020). In addition restaurant place also offered different
services according to continuous getting opportunities and it is prepared with support of
effective and fair communication. It is used to progress rate of opportunities by which
they get better profit in market.
In contextualist by building fair and effective interaction more individualized that show the
positive and profitable outcomes to the organisation and helps in execute their goals related to
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the revenue. they targets the suggested clusters so that their loyalty and trust can be more
developed over continuous time.
 On boarding and post boarding strategies for customer engagement
◦ The experience of customer's manager of Wolseley Restaurant, majorly importance
on those customers that are based on family groups and adults by offerings the quality
of services such as serving the French and Italian menu inspired foods in modern
manner they provide facility of club, entertainments and playing areas for the
customer's children that can get the extra attention towards the restaurant (Klink,
Zhang and Athaide, 2020). This helps in interacting the new people with the
company in efficient and effective manner.
◦ The Wolseley Restaurant mainly attracts the adults and youth people who are
looking active for spending their valuable time and money with family and friends
for minimum time of period. To reach the customer they provide grate quality of
services, food, best interior and some other areas like pool, children's play area .in
this they target the high class people who afford and wants to spend time at best
place. This is also helps in building a strong relationship with customer and make
loyal customers.
Factors that drive and influence engagement of customer: It is most important to influence
the people of various target groups customers so that The Wolseley Restaurant can get a sucees
and achieve goals. There are Some factors that determined people engagement are shown below:
 Fair communication: Within The Wolseley Restaurant manager can clearly explain the
rules, offers or discounts and tag of doings that are helpful for the people, so they will
attracts towards the place and hold with for maximum period of time.
 know about the customer's need and expectations: In this manager of The Wolseley
Restaurant can know the needs and expectation of targeted customers, high rate of
income level customers etc. In this people's expect the comfort at the time of getting
best services in restaurant (Liu, Sprott, Spangenberg, Czellar and Voss, 2018). The main
motive of restaurant is to providing best that so that customers are engage with the place
for long time.
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TASK 2
P3.Create customer experience map for service sector organisation
Customer journey experience map
It refers to a logical relation content based on various customers that helps in achieve the
success and goals of the organisation . This factors also helps the organisation to sense the
motivating to customers by knowing their pain points and wants (Mehta and Bhanja, 2018). In
context of The Wolseley Restaurant, the experience of customer useful in protecting the
touchpoints of customers that useful in increasing sales and profit. This useful in getting the
priceless insights so that operator can focus on heighten customer attraction. It is based on two
factors pre sale experience customer service and post sale service of customer that can
explained below:
Stages of customer journey
 Awareness- This is the first step in which director of The Wolseley Restaurant can create
awareness attendant to their services and products that they provide to the customers.
And by the point of view of customer ,this can observe their necessarily and wants so that
they can acquire according to that.
 Consideration and decision making- In this customers can analyze what is high-grade
for them and accordant, to that they make their acquire determination. In context of The
Wolseley Restaurant director can use the respective offers pull the customers so that they
take their purchasing determination in approval of restaurant that will heighten the profit
and sales bulk of organization.
 Retention- In this stage of experience of customer journey, firm can focus on hold the
customers. In this customers can buy the divine service of restaurant and after that they
provide their point view (Pei, Guo, Wu, Zhou, and Yeh, 2020). This will settle the
keeping of the customers within the company. In this handler can take follow-ups of the
users so that there feedbacks about the eating place can be increase and modification can
be done accordant to it. This will assist in better the gross sales of organisation.
 Advocacy- It is the last stage that display customers are blessed with their conclusion
incidental to acquisition of The Wolseley Restaurant services. And these customers are
hold and loyal for the eating place to long time period.
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Deconstructing customer journey and building customer narrative to offer strategic
insights
It is very necessary for The Wolseley Restaurant to effectively analyze the customer
journey by timely communication them so that consumers are occupied with the company for a
maximum time of period. To get rid of the disjunction and deconstructionism restaurant can
effectively concentration on of necessity and requirements of users so that loyal people base is
to be developed.
Strategies of customer insights
The Wolseley Restaurant can focusing on heighten the customers visual percept for this
director can focus on improving strategies so that neutral can be earned on time and this also
encouragement the success of firm. Some client visual percept strategies in context of The
Wolseley Restaurant can be explained below:
 Marketing- It is one of the great customer sensibility strategy that is followed by director
of The Wolseley Restaurant. In this they can boost their work and products in the market
as in a specific way by using digital tools and techniques so that more people are pull
towards it (Pekovic and Rolland, 2020).
Customer interaction- Director of The Wolseley Restaurant can create the customer vision by
using customer action. In this they act with their users by using social media to realize their
views related the firm so that they are honest towards the business.
P4.Explain customer touch points through out the customer experience create business
opportunities
In context of The Wolseley Restaurant director can focus on touchpoints so that
they can getting major opportunities related to net income and revenues.
Pre purchase During purchase Post purchase
Touchpoints In actual scenario
users can apply the
online techniques such
as internet site, text
communication mode ,
e-mail etc. for
For restaurants it is
really necessary to
offers the analysed
services to the users
and keep the relation
with them after book
In this consumers can
check the rating
regarding to services
and food of restaurant
earlier booking it. In
this customers who
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gathering the content
incidental to best and
services because it is
price effective and
also provide the
befitting cognition in
a less period of time.
the table at restaurant.
In this manager can
help and supply clear
guidance to the user
and so that they
provide the superior
experience to them.
can help the services
of firm can share their
point of view and
content that assist the
other group at the time
of attractive
conclusion.
Perception of
customers
In this consumer
cannot pull with local
forwarding that giving
information. In this
various factors that are
family, various
friends and other
writing data can create
the minds of consumer
to program for intense
services of company.
In this no effectual
connection can be
done between eating
place and consumers
that will make the
discontent in users
mind related to
purchasing services
(Roy, 2018Sharma,
and Klein,2020).
In this user can share
their experiences with
their friends, family,
co workers and many
others.
Opinion for
betterment
In this The Wolseley
Eating place can
attempt to designing
the fresh services for
their users by getting
the thought from
consumers views. In
this company will
branched the duty and
character so that
optimistic results can
be come out.
In this eating place
can provide the
preparation session to
staff so that they take
care in an effective
manner. It is very
important to transmit
effectively to the
consumers for gaining
advanced loyal base
and hold for maximum
time by managing all
In this users can share
their perception and
opinion with their
close one related to
company services that
they receive.
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their issues.
With in The Wolseley Restaurant consumers touchpoints are very effectual for
communicating with customers in effective manner. There are some factors through based on
users touchpoints which increase experience customers can explained below:
 Websites- In this The Wolseley Restaurant can create their authorized website to
communicate with consumers . In this users get information and data related to
restaurant in effective manner . In this director can regular update their information so
that consumers get proper knowledge this will create consumer relationship within
competing benefit.
E-mail- It is an effectual word in which organization and customers can transmit effectively. In
context of The Wolseley Restaurant, director choose to electronic mail their users for timely
modify them detail the services and best offers, various discounts and etc. This assist in pull the
high base of consumers and net income margin of the business.
TASK 3
P5.How digital technology is employed in managing the customer experience with the service
sector
Customer relationship management
It mention the combination of business concern strategies, software program and
procedure that assist to build lengthy permanent relationship between firms and their customers.
Moreover, this software program guarantee every measure of action with client goes smoothly
expeditiously in order to addition overall profit. There are various kind of CRM system:
 Operational CRM: This system of rules assist in automatize gross sales and selling as
well as service process. In the status of respected The Wolseley Restaurant, restaurant
can help functional CRM for create high marketing for their company.
 Analytical CRM: The primary purpose of this CRM is data investigation and supply
administration much better perception with respect to current enterprise status. The
Wolseley Restaurant can use this kind of CRM for improved reach to their client by
assembling customer information (Witell and et, al., 2020).
There are several digital platform that helps in managing customer experience
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 Social media: The Wolseley Restaurant is using various social media channels for better
experience of customer. They are using social level like Tweeter, Facebook, and
YouTube for increasing customer faithfulness making lengthy relationship with their
consumers.
 SMS or EMAIL MARKETING: The Wolseley Restaurant move customer made
mercantile massages and mail service to their consumer for change customers about
discounts and deal presently they are providing in their restaurant. It could useful in pull
their users loyalty towards the eating place and gaining it's profitability.
TASK 4: This part is cover in power point presentation.
CONCLUSION
It is concluded above report, the customer experience of management helps in grow a
business and reach maximum numbers of customers in market. It also helps in build a loyal
relationship with customers. There are various aspects are include like website, touchpoints and
etc. to know the needs and expectations of customers and provide them better quality services
and food. Using latest technology and techniques are helps in improved customer's experience.
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Witell, L., Kowalkowski, C., Perks, H., Raddats, C., Schwabe, M., Benedettini, O. and Burton,
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(AthuluruTlrumala and Attuluru, Ytrre Inc, 2019) (Bolton, McColl-Kennedy, Cheung, Gallan,
Orsingher, Witell and Zaki, 2018) (Bueno, Weber, Bomfim and Kato, 2019) (De Mooij,
2018) (Dedeoglu, Bilgihan, Buonincontri and Okumus, 2018) (Hille, Weber and
Brosch, 2019) (Kandampully, Zhang and Jaakkola, 2018) (Keiningham, Aksoy, Bruce,
Cadet, Clennell, Hodgkinson and Kearney, 2020) (Klink, Zhang and Athaide, 2020)
(Liu, Sprott, Spangenberg, Czellar and Voss, 2018) (Mehta and Bhanja, 2018) (Pei,
Guo, Wu, Zhou, and Yeh, 2020) (Pekovic and Rolland, 2020) (Roy, 2018Sharma, and
Klein,2020) (Witell, Kowalkowski, Perks, Raddats, Schwabe, Benedettini and Burton,
2020)
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