Managing The Customer Experience

This document discusses the value and importance of understanding customer needs, wants, and preferences in managing the customer experience. It explores the factors that drive and influence customer engagement and provides a customer experience map for a service sector organization. It also explains how digital technology is employed in managing the customer experience and illustrates customer service strategies in a service sector.

Managing The Costumer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Define the value and importance of understanding the needs, wants and preference of
target market................................................................................................................................3
P2 Explore the several factors which drive and influence the customer engagement................4
TASK 2............................................................................................................................................5
P3 Create a customer experience map for a service sector organisation....................................5
P4 Explain how touch points create such opportunities throughout the customer experience.. .7
TASK 3............................................................................................................................................7
P5 Define how digital technology is employed in managing the customer experience..............7
TASK 4............................................................................................................................................9
P6 Illustrate customer service strategies in a service sector.......................................................9
P7 Demonstrate how customer service strategies create and develop customer experience....11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Managing a customer experience define as a management of customers communication
through the help of physical as well as digital touchpoints in order to give personalisation
experience to the consumers that will drive a strong and better brand image, increase customers
loyalty and revenue. A business organisation requires to track and organise the customer
interactions in an effective as well as efficient manner that facilitates a strengthen experience of
customers as well as helps in differentiate themselves from their rivals. For this assignment TCH
(Tandoor Chop House) restaurant of London is chosen which supply a combination of classic
British chop house and north Indian communal eatery (Tandoor chop house, 2019). Under this
report discuss about the customers requirements and expectations that influence customer
engagement. It also shows customer experience map that require to be considered by a company
to get an advantage of opportunities as well as the impact of digital technologies in managing the
experience of customers effectively and efficiently.
TASK 1
P1 Define the value and importance of understanding the needs, wants and preference of target
market.
To operate a business activities and functions according to the expectations of customers
it is significant for a restaurant to access on the emerging fluctuations and trends of market or
customers that are arising due to the ability, willingness as well as desires. These factors are
totally depends on their income level, demographic factor and socio-cultural aspect. The
assessment of customers factors are benefited for a restaurant to forecast sales as well as
managing activities as per their requirements which results in high attractions of guests towards
the restaurant facilities and services (Baker, 2016). Within the context of Tandoor Chop House
restaurant, this kind of assessment assist in identifying the customers taste, preferences as well as
perception that will enable them to provide the goods and services that gives high customer
satisfaction. Some of the advantages are considered by restaurant that can be taken by them for
analyse the needs and demands of target market. These are considered as follows:
 Organisational efforts for the assessment of customers demand and expectations towards
the products and services that depends on their taste, preferences as well as income level

which will assist them in accomplishing the high profits along with the customer
satisfaction.
 This helps restaurant in ascertaining the appropriate placing and promotional strategies
where they should provide their services with what kind of promotional tool in order to
achieve high attention and interest of target customers (Cetin and Walls, 2016).
 It is also assist the restaurant in evaluating the consumers behaviour and attributes so that
they can able to facilitates foods and services as per their demand and get huge amount of
profitability.
P2 Explore the several factors which drive and influence the customer engagement.
Customer engagement defined as a emotional relations between restaurant and their guests. If a
business organisation have extremely engages customer then they will support more like
promoting brand image, high purchases as well as being loyal. To get a success in activities
better quality of customer experience is required for the customer engagement strategy
(Harmeling, 2017). Several elements are presents that have high impact on customer experience
within the Tandoor Chop House restaurant such as: Accessibility that shows the easily
availability of goods and services, Personalised which is associated to facilitates individualise
services for each customers to increase their satisfaction, Navigation that are used to provide
restaurant location accessibility without any problem, Convenience which shows the restaurant
facilities in order to take guests and reach out at their destination. In addition, technologies has
great impacts on the customer engagement as restaurant facilitate information towards the offers,
coupons, vouchers, discount as well as packages that are given through text messages, email as
well as so on.
Role of customers on boarding strategies in order to retain loyal guests: Easy sign-up: It is related to the initial contact of customers along with the restaurant that
needs to be simple through which customers can reserve their tables. Add social media links: It will create more awareness related to the Tandoor Chop House
restaurant services as well as facilities. Reward loyal customers: It is associated with the several benefits that requires to be paid
to regular customers or those who coming more than one time as in order to engaged
more with Tandoor Chop House restaurant.

 Create an efficient billing system: It can be easy by making online payment facility such
as debit and credit cards as well as online payments (Jaakkola, 2015).
Evaluation of broad range of needs and expectations of target customers:
Analysis of customers needs and expectations is required to do by all organisations that
can be done through reviewing their feedbacks and questions. This will assist Tandoor Chop
House restaurant to perform all activities in accordance of customers requirements that will
impacts positively on the customer engagement.
Needs and expectations of different customers:
Target customers Requirements and expectations
Teenagers They requires the source of entertainment like bars, pubs, theatre, attraction
as well as events that they can experience by visiting the restaurant (Khan,
Garg and Rahman, 2015).
Professional These kind of customers require meeting room with projector, high speed
broad band connection, refreshments during meeting, separate room for
group discussion with lights and attributes.
Families Free area for spending valuable time with family, family friendly theatres
etc.
TASK 2
P3 Create a customer experience map for a service sector organisation.
Customer experience map refers to the representation of customer journey that assist a
business organisation to enhance the individual experience. This aids in determining the specific
products and services of a particular brand should use in future or not (Lemon and Verhoef,
2016). Within the context of Tandoor Chop House restaurant. They puts high efforts to admit
overall scenario that is related to the demands and expectations of customer and prepare
appropriate plan in accordance with it. In addition, they give high emphasised on facilitating
effective training and development programmes to their workers in order to increase the
customer experience.
Pre visit During visit Post visit

Touchpoints During this stage,
customers will make sure
the services effectiveness
of restaurant by gathering
and knowing all
information by using
advertisement as well as
websites.
After knowing about the
services and ascertain
informations customers
select the restaurant and
can get the management
guidance of a particular
restaurant that will makes
high efforts for making
their restaurant journey
better by facilitating a
wide range of services.
It happens after
rendering the services of
restaurant that enables
them to provide review
and feedbacks towards
the restaurant and its
services.
Thinking and
feeling
In this, customers decide
to make a booking after
knowing the reviews and
ratings after that
compared it with others
restaurants on the basis of
their prices, services as
well as facilities.
Different features will
experienced by the
customers during visit
such as managers
behaviour, facilities and
services delivering,
environment or
infrastructure of restaurant
that can act both Positive
as well as negative
feelings among visitors.
During this stage,
customers get after
visiting services where
they able to gained a
valuable experience and
value for their money
services that facilitates a
satisfied experience.
Ideas for
improvement
Restaurant requires to
easily booking from
company's websites,
speedy online payment
facility as well as deliver
better services to their
guest.
In this appropriate training
must be provided to the
staff members in order to
fulfil the adverse demand
of their guests (Pizam,
Shapoval and Ellis, 2016).
It requires to supply
consumers with
complementary gifts so
that they gain best
experienced ever.

P4 Explain how touch points create such opportunities throughout the customer experience.
The touch point of customers refers to the several phases while a customer make
interaction along with the restaurant in order to analyse the services. It also defined as a customer
journey that begins with the pre availing services, during visit and after rendering services. For
this, a company emphasised on using digital media technique to make connections with several
customers or guests. Social media: this is essential tool that can be used by Tandoor Chop House restaurant to
snatch high range of customers interest and attraction. This channel includes Facebook,
Twitter etc. that will enables a restaurant to update current information about the
workplace that includes images, reviews, activities or events etc. Websites: It facilitates the detail understanding and description towards the Tandoor
Chop House restaurant. For instance: customers can acquire inclusive informations
towards the restaurant's likes, reviews, services of guests who has used all those things
previously (Shea, 2016).
 Review sites: Before selecting a restaurant customers gone through many social sites to
know the detailed information about Tandoor Chop House restaurant. It is necessary for
the management of this restaurant to facilitates better services in order to get effective
and positive reviews by the customers that helps to attract large number of customers.
TASK 3
P5 Define how digital technology is employed in managing the customer experience.
Digital technology refers to those devices, tools and systems that are operates through
electronic that used in creating, storing as well as processing of data. Several examples of digital
technologies are mobile phones, online games, social media networking as well as multimedia
(Tseng, 2016). To make effective relationship with target market Tandoor Chop House restaurant
use many tools such as Opera, ECRM hospitality software that will help in gathering the
customers information as well as revert quickly answers.
Importance of digital technologies in developing a customer relationship: Easy to understand: Through the appropriate digital technologies Tandoor Chop House
restaurant can gives clear information to their target customers that will enable them to

encourage the large number of customers as well as create effective relationships with
them. Clear view about their customers: By developing existing technologies Tandoor Chop
House restaurant can analyse customers purchasing behaviour, taste, preferences, demand
etc. so that it helps in future planning in an ordinary and effective manner.
 Record customer data: Use of digital technology in restaurant have a high importance as
it assists them to collect and record customers informations that contains previous records
and data that provides a clear understanding towards the likes, dislikes as well as many
elements of customers.
Customer relationship management system:
It considered as a effective tool that are in used by the manager of Tandoor Chop House
restaurant in order to manage the effective relationships with their customers as well as will keep
aware themselves towards the customers requirements that are helps in operating and managing
business activities as per their expectations that will produce a profitable results along with better
customer's relationship (Wirtz and Jerger, 2016).
Types of CRM system: Operational: It is associated with the front office activities that is responsible for
interacting with their customers towards the assessment of their needs and expectations
by using effective channels such as mobile, fax as well as email. Analytical: It assists with the many departments such as marketing, sales as well as
customer services in order to serve customers in a better way by facilitating appropriate
information. As it is reliable to collect data through touchpoints towards the customers
purchasing behaviour, profitability customers as well as target markets.
 Collaborative: It shows a collaboration along with customers, partners as well as
suppliers to improve customer experience as well as profitability. It is utilised in order to
enhance the service quality in order to satisfy the customers needs and expectations.
Characteristics of CRM system: Customer satisfaction: It is a crucial aspect of customers that reflects the satisfaction
level of customers towards the restaurant services so that they can understand plans as
well as strategies directions as they are going in a correct way or not.

 Customer conflicts: It considered as a customer dissatisfaction towards the restaurant
services which might happen due to the misunderstanding that requires to be solved
within a specified period of time.
TASK 4
P6 Illustrate customer service strategies in a service sector.
Customers plays a significant role in all business organisation of hospitality industry as it
helps in enhancing the growth as well as success of the restaurants. Tandoor Chop House
restaurant gives more focus on facilitating satisfactory services to their customer's so that they
can gain high competitive advantages. It requires to formulate appropriate strategies and
practices that can gives attractive and satisfactory services to guests. Some stages are needs to be
followed by Tandoor Chop House restaurant to make effective strategies. Assessing the market needs: It is defined as evaluation of the needs and wants of
customers in hospitality industry as it influenced strategies of customer services. There
are many elements are includes such as: Urgency that describe how services of restaurant
are effectively rendering to their customers for gain their satisfaction. Cost of customer
acquisition will assist businesses in deciding restaurant's expenses that they have spend
on promotional as well as advertisement to gain a large base of customers. Market size
refers to the impacts of strategies related to customer services such as a restaurant thinks
to cover global market as it requires online presence as the many people are easily access
on this regarding their services and facilities. Uniqueness of products and services assist
restaurant in taking a competitive edge within the market. Market speed refer to the time
period for implementing the strategies to provide high satisfaction as well as increase
profits also. Experience mapping: It is related to the customers perceptiveness that will help
restaurant's in ascertaining the touch points, opportunities as well as formulate effective
strategies to make some innovative alterations. Within the context of Tandoor Chop
House, restaurant must know about the target markets and interview best customer's to
understand the thinking as well as opinions of customers towards the services. In
addition, consideration of customers improvement and need must be made easily and
quickly as it minimise the conflicts as well as facilitates better experience to guests. All

touch points are required to examine by the restaurant to make appropriate alterations in
existing strategies (Calder, Isaac and Malthouse, 2016).
 Touch point analysis: It refers to the set of channels that are used for customer
interactions in a restaurant that might be make or destroy the company's image as it helps
them in analysing the views of guest related to the experience as well as provides
opportunities to enhance experience. As it reflects the pre visit that arise when a
customer gone through from the websites before booking a restaurant by viewing reviews
and feedbacks. During stay, services are facilitated to the customers that will become
their touch point. After stay, online and effective billing system and thanks giving
consideration is a touchpoint.
There are the explanation of some strategies for customer service management that can be
adopted by Tandoor Chop House restaurant to enhance the relationships with customers: Create a customer service vision: To attract a large number of customers attention and
interest an organisation must require a clear vision as well as mission to provide a better
quality of services or some value added services to guest. Foe example: This will assist
the Tandoor Chop House restaurant to accomplish goals and objectives such as by
facilitating quality services to their guest who are visiting restaurant. Access the customers need: By examining the customers expectations a business
organisation will be capable to treat customers accordingly that will give huge benefits.
For example: Restaurant use touch points that will provide detailed information towards
the customer expectations so that they can facilitated appropriate strategies by adopting
required alterations. Recruit right candidate: Employees are crucial for facilitating services to the customer as
it is necessary for Tandoor Chop House restaurant to hire talented and skilled persons to
facilitates impressive services and resolve all issues appropriately. For example: staff
have better interpersonal skill and experience that can give appropriate personalisation
services that results in high customer satisfaction.
 Attend to negative reviews: By examining all negative aspects and reviews many
problems can be destroyed from its roots. For example: Tandoor Chop House restaurant
use social media to know negative feedbacks that are given by customers and implement
and brings required changes to get high growth and success.

P7 Demonstrate how customer service strategies create and develop customer experience.
Effective strategies attract large customers and influenced their decisions as it helps in
retaining their interest and attention. The main purpose of this is to engage more consumers
through applying digital tools and systems. Tandoor Chop House restaurant conducting
appropriate market research to analyse the customers needs and expectations so that they can
perform their business activities as per their requirements (Harmeling, 2017). This helps in
formulating effective decisions and satisfy the customers needs. It is essential for restaurant to
make its content and information according to the changes that should facilitate services and
facilities to clients according to the market trends. All these helps Tandoor Chop House
restaurant in order to achieve positive brand value as well as profitability.
Recommendations:
 Tandoor Chop House restaurant does not only focused on collecting feedbacks but also
facilitates some constructive changes. This will help in remaining a good as well as
strong brand position in the market.
 Latest technologies required to considered in an organisation for providing a better
quality of services within a specified period of time.
 Tandoor Chop House restaurant require to facilitate appropriate customer care services to
their clients in order to handle their grievances as well as issues. This will shows a clear
picture to the guest of restaurant.
CONCLUSION
It has been concluded from the above report that managing a customer experience is
essential within the hospitality industry to get high customer satisfaction and profits. The success
of business depends on maintaining effective relationships with guest and facilitated appropriate
strategies. In addition, the restaurant management require to implement drastic strategies to
enhance the customer experience at every touch points so as to develop and maintain effective
relationship with their customer's as well ad get huge recognition and profits.

REFERENCES
Books & Journals
Baker, M. A., 2016. Managing customer experiences in hotel chains. The Routledge handbook of
hotel chain management, pp.240-250.
Cetin, G. and Walls, A., 2016. Understanding the customer experiences from the perspective of
guests and hotel managers: Empirical findings from luxury hotels in Istanbul, Turkey.
Journal of Hospitality Marketing & Management. 25(4). pp.395-424.
Harmeling, C. M., and et.al., 2017. Toward a theory of customer engagement marketing. Journal
of the Academy of Marketing Science. 45(3). pp.312-335.
Jaakkola, E., and et.al., 2015. The co-creation experience from the customer perspective: its
measurement and determinants. Journal of Service Management.
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.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing. 80(6). pp.69-96.
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Shea, G. K. I., 2016. A phenomenological examination of susceptibility to cyber deception
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Calder, B. J., Isaac, M. S. and Malthouse, E. C., 2016. How to capture consumer experiences: A
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across qualitatively different experiences. Journal of Advertising Research. 56(1).
pp.39-52.
Harmeling, C. M., and et.al., 2017. Toward a theory of customer engagement marketing. Journal
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Online
Tandoor chop house. 2019. [Online] Available through:
<https://tandoorchophouse.com/>