Managing Customer Experience

This document discusses the value and importance of understanding customer needs, wants, and preferences in managing customer experience. It explores different factors that drive and influence customer engagement and provides insights on developing a customer experience map. Additionally, it highlights the role of digital technology in managing the customer.

Managing customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Value and importance of understanding the needs, wants & preferences of target customer
groups..........................................................................................................................................1
P2 Different factors that drive and influence customer engagement of various target customer
groups..........................................................................................................................................2
TASK 2............................................................................................................................................3
P3 Develop a customer experience map.....................................................................................3
P4 Customer touch-points throughout the customer experience create business opportunities. 5
TASK 3............................................................................................................................................7
P5 Digital technology is employed in managing the customer. ................................................7
TASK 4............................................................................................................................................8
P6 Customer Service Strategies..................................................................................................8
P7 Customer service strategies create and develop the customer experience............................9
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
In the growth as well as success of a company or industry, customer experience plays
very important role. It is considered as an essential tool which is used by hospitality sector in
order to enhance the overall sustainability as well as profitability of the company at market place.
In the present report Cosmo restaurant is chosen as the base company which is located at United
Kingdom which have 19 buffet chain (Al-Ahmad and Mohammad, 2012). They have its branch
in the Valley Leisure Park, Croydon. It is the restaurant which includes live cooking station in it
where consumers can experience live or fresh cooked food. It is the report which includes a
detail description about the significance of requirements, needs as well as wants of their targeted
customers. Apart from this, it will further discuss about consumer experience map which assist
in enhancing the business performance. In addition to this, it is the report which describes how
customer service strategies help in developing better customer experience so that they can meet
the requirements and needs of customers.
TASK 1
P1 Value and importance of understanding the needs, wants & preferences of target customer
groups.
Customer is the king of the market so it is important for every marketer to know its target
audience needs, wants, taste and preferences. These three elements are interrelated and develop
on the basis of willingness, ability and requirements of the customer. To maximize the
profitability, sales or for the promotion of the product, marketers should understand the
requirements of their customers. After this they provide a good customer experience that
contributes companies in developing their brand image in the market. COSMO restaurant is a
buffet restaurant located in United kingdom. Its target customer's is teenagers/college students,
Health conscious people and food lovers (BERHE, 2017). It influence its customers by fulfilling
their needs, wants and demands. The manager of the Cosmo restaurant conducted a study to
identify its customers needs and demand which are discussed below:
Customers Needs and Wants
Teenagers/College students  Fun Food
 quality Food

 Wi-Fi
Health conscious  Fitness freak
 hygienic food
 low calorie food
Food lovers  Food with music
 variety of foods
 customization in food
By observing the above chart it has been identified that every customer has its different
specific need which is consume by them in every condition. The first type that is targeted by
Cosmo restaurant is teenagers or college students. They prefer those restaurant where they will
enjoy food with fun, college students needed Wi-Fi as they prefer to roam outside with their
friends If they gets WIFI in the restaurant area, they feels satisfy and can check their email,
videos and other work with internet at time of their external visit also (Bruce and Love, 2018).
Cosmo restaurant provide Wi-Fi to their customer's so they feel satisfied and convenient ton to
seat there and can enjoy the food too. Another selected group by Cosmo restaurant is health
conscious people who is fitness freak and want proper hygienic food, Cosmo restaurant provides
live video of food while it is being prepared so that their customers can see the cleanliness that
they maintain in food that will be served to them. Health conscious people always wants low
calorie food, Cosmo restaurant serves different kinds of salads and healthy drinks in their menu
to its customers. Market segmentation plays very essential role within a restaurant industry. For
instance, in the case of Cosmo restaurant, it has been said that segmentation is based on the type
of customers where demographic segmentation is included. If a restaurant is established within a
community in which ample number of retirees stay, requires low cost services within moderate
price. There must be another segment where people who love music, live bands can go and spend
their time. Therefore, it has been said that segmentation is based on type of customers in the
present context. Food lovers prefer those places to eat where there taste meets, Cosmo restaurant
offers customization in food as per the taste and choice of the customer (Cook, 2017). The
ambience and the music of restaurant attracts the customer's to seat there and enjoy variety of
food that has being served in less period of time as compare to other restaurants.

P2 Different factors that drive and influence customer engagement of various target customer
groups.
Engagement of customer basically denotes to a connection between stakeholders of
company. Who are interested in the business activities. Based on experience of customers
companies try to frame their overall strategies. Companies try to satisfy their customers so that
they are not able to switch to any other brand. Differentiation in the products can be used as a
strategy by customers so that they are able to build a brand image in their customers mind.
There are platforms which companies use to attract customers to buy their products, which
includes offline mode and also online websites of company. Companies nowadays are using
ECRM techniques to maintain relations with their customers. This terms is used to denote
electronic customer relation management, which can help in managing of the data related to
customers (Gingiss, 2017). Such type of data is used from time to time approaching them
whenever they are planning any new product or new innovation. With the advent ODF digital
media the way companies promote their product have completely changed , various promotional
techniques companies use.
Teenagers/College students: It includes all those individuals which are of age group
between 18-23. It has been said that each and every individual have their own requirements
which need to be fulfilled by the managers of Cosmo restaurant so that they can retain them for a
long period of time. Therefore, they must provide unique and fusions food items to their
customers, along with attractive music system and free Wi-Fi facilities.
Health conscious: It is the element which includes those individuals which are health
conscious and prefer low caloric food items. It is essential for the management team of Cosmo
restaurant to provide food products according to their requirements and needs. Along with this,
they provide live cooking station within their restaurant so that customers feel satisfied about the
raw material used by organisation in order to prepare hygiene food products (Goodman, 2019).
Brand Loyalty: It is the another element where people remain loyal to the brand for a
longer period of time if there needs and wants will be satisfied. In references to Cosmo
restaurant, it has been said that managers need to provide services to their customers according to
their needs and desires so that they will be able to retain them for a longer period of time. This as
a result assist the company in attracting large number of customers towards them as well as in
retaining their potential customers for a longer period of time.

Food lovers: At last chosen element is food lover which mainly belongs to the category
who love different and unique food items. Therefore, it is essential for the managers of Cosmo
restaurant, that they provide a unique place to their customers so that they can attract large
number of customers towards their organisation (Harmeling and et.al., 2017).
TASK 2
P3 Develop a customer experience map.
It has been identified that customer experience mapping is a process used by organisation
in order to identify how customers of the company feel connected towards the products and
services refers to the process of identifying that how many customers of the company feels
connected to the products and services which are offered by organisation. In addition to this,
growth of the company is considered as one of the most essential goal of an organisation. In the
present context of hospitality sector, it has been said that customer experience mapping is one of
the most beneficial element for the overall industry. In relation to the Cosmo restaurant, its
management team start working on mapping an effective customer experience on a regular basis.
In order to develop a customer experience mapping, management team of the company finalised
some tools with the help of which they can communicate their message to customer (Hill and
Alexander, 2017).
Pre Tour During Tour Post Tour
Touchpoints It has been said that
customers seeks each
and every detailed
information with the
help of online portals
as this will allow
them in order to have
easy access to needed
detail related to
booking as well as
other necessary
After completing
all the selection and
booking activities,
it is needed to
provide quality
services to their
customers. Tour
guide effectively
help all the
travellers with
valuable experience
By reviewing past
experiences of
customers,
individuals
develop their
opinion and then
refer to particular
company. Along
with that people
can post feedback
on the website of

benefits. at the time of their
journey.
company as well
as review sites
such as Yelp. This
further help new
customer to take
wise decision
Customer perception At this stage users do
not have any kind of
access to any local
referral those who can
guide them in best
effective manner. In
addition with this lack
of recommendation
and printing also lead
towards creating
sense of confusion
among customers
mind that further
affect their decision
making skill.
It has been
determined that
travellers might feel
unsatisfied due to
gap in
communication
with local residents.
By coming to this
stage, customers
feel effectively
delightful as they
share their trip
experience with
others.
Ideas for improvement Organisation can
provide checklist to
their employees in
order to increase
efficiency of their
operations. In addition
with this, organisation
can also discuss every
essential faculties
It has been
determined that, it
is important to
provide effective
tour guidance to
tour guide as to
increase efficiency
of their
communication
In this customers
have access to
share album with
others.

with their customers
in order to gain more
competitive
advancements.
skills, persuading
and listening skills.
In addition with this
they are also
required to have
proper idea and
knowledge about
local community
and language.
P4 Customer touch-points throughout the customer experience create business opportunities.
It is said that customer touchpoint includes that phase when consumers come in the
contact and became familiar with the organisation along with its products and services. In
general words, it is considered as the journey of a consumer which is mainly begins before
availing services, at the time of services as well as after using services. Hence, it includes all the
use of various digital media which assist in connecting customers at the time period (Kumar and
Reinartz, 2016). Some of the most effective and best suitable techniques and tools used by
Cosmo restaurant are as follows:
Website: It has been said that website is one of the best and effective method with the
help of which company share images and other information related to their products. Along with
this, it also shares visitors past experiences who all are connected with the organisation on a
continuous basis. In context of Cosmo restaurant, company share all their required informations
on their official websites which as a result assist their customers in order to enhance their
knowledge about specific goods offered by them. It is also very essential for the company to
share all the true and effective information on their websites.
Email: In context of emails it has been said that organisations used this process in order
to communicate all the informations with customers in an effective manner. In today's world,
company use this method in order to collect all the information from those customers who visit
their restaurant on a daily basis (Pandža Bajs, 2012). All these information consist of various
email id's contact numbers, and many more. In the present context of Cosmo restaurant,

managers of the company use Email tool in order to share their offers, vouchers, discounts and
many more to their customers.
Restaurant management: It is very essential for the top management authority of the
company to provide training sessions to their staff members on a regular basis so that they can
perform their task in an effective manner. For this, managers of Cosmo restaurant hire highly
qualified candidates within their organisation who is liable to perform their job role in proper and
effective manner (Pravdic, 2013). All these staff members further provide training sessions to
enhance their skills and knowledge. It will assist in rising up their working pattern which leads to
provide services to their customers in an effective manner.
Telephone: It is define as a communication medium with the help of which organisation
mainly communicate with their customers in an effective manner. In the present context of
Cosmo restaurant, managers of the company connect with their customers via telephone. Reason
behind this is that large number of customers prefer calling the venue before visiting the place. In
order to improve the experience of customer, Cosmo restaurant should hire effective
communicator who can effectively communicate to their customers.
TASK 3
P5 Digital technology is employed in managing the customer.
In this day and age, Digital Technology is critical in an association with the assistance of
which consumer loyalty and their experience is improved. As web is counted under computerized
advancements, so with the help of this medium an organisation could give good quality services to
their clients and make estimation of their image (Rangkuti, 2017). With the assistance of Internet
and other Digital Technology, it will be possible for Cosmo restaurant to build their span and access
to clients in order to distinguish the necessities and requests of their clients so as to furnish them
with a decent encounter from the administrations of the organization. So as to improve client
experience, there are a few different ways of digitalisation that supports improvement in client
experience:
 Chatbot: coming up next is another route with the assistance of which improvement in
client experience is made. It fills in as an associate which spotlights on offering help and
direction to their clients by giving them support, through message, voice, site, versatile

application or through some other gadget. This aides in improving consumer loyalty and
encounters (Seddon, 2019).
 Big Data Analytics: In this methodology, the thought is identified with request that clients
share their related information and different things with the assistance of which the
association may give the important customized offers and limits. This likewise helps in
furnishing with great client experience and holding them in association for an extensive
stretch of time.
 Internet of Things: With the assistance of this apparatus, it is feasible for the organizations
to improve association with their clients so organizations could keep up appropriate
association with their clients, for example, in the middle of computerized and certifiable
exercises(Wilson and et. al., 2016).
This company is making their operations in Hospitality Industry and is for the most
importance points so as to keep viable relations with their clients so as to guarantee their appropriate
development and achievement. The ways by which CRM enables association in making
improvement in by and large client to experience is been given as under:
 This product will help in keeping up proper records of their clients too their information so
clients normal input could be accepted, for example, with the assistance of messages and
making an incentive for them.
 Gifts and welcome cards could also be sent to clients with the help of this product.
 Moreover, customized services could likewise be given to their clients, for example, free
home conveyance to ordinary clients of the association.
So these are a portion of the ways that aides in keeping up appropriate relationships with their
clients and with organisation as well.
TASK 4
P6 Customer Service Strategies.
It is define as a strategy, plan or a policy which is adopted by each and every organisation in
order to attain their predefine objectives and goals in an effective manner and within given time
frame(Al-Ahmad and Mohammad, 2012). Their main aim is not to become a successful enterprise
at the competitive market but to satisfy their customers which makes them loyal and assist them in
order to retain them for a long period of time. Along with this, it will also influence their customer
in such a manner that they will not shift to other product or services similar to the offerings of

company. In the context of present organisation which is Cosmo restaurant, managers of the
company adopt various policies and strategies which assist in influencing their consumers so that
they can remain loyal towards the organisation. Some of the most essential strategies are as follows:
Educate their staff members so that they can make their customers happy: It is the
type of strategy which gives priority to a particular person within the company in order to
communicate effectively with their customers who regularly visit to their restaurant. The work of
this individual is that they make all the customers comfortable with the services offered by
organisation (BERHE, 2017). In the present context of Cosmo restaurant, they adopt this strategy
as it assist in attracting large number of consumers. Therefore, as a result it will increase the
experience of customer in an effective and positive manner.
Resolve client issue in primary phase: According to this strategy, managers of the
company mainly focuses on resolving issues and problem faced by customers in initial phase. It
will assist in maintaining positive image of the company in front of customers which directly
enhance the growth rate of the organisation. In the present context of Cosmo restaurant,
managers mainly focusing on developing effective communication within the company so that
they create positive environment(Guido, 2017). With the help of this, they might identify the
present condtition which is arise within the restaurant. If their issues resolved by the staff
members within given time frame they feel special and remain loyal towards the organisation.
Train their staff members in customer empathy: It has been identified that
relationship between employees and consumers are advised as a crucial element for the firm as
there is exchange of emotions. Therefore, it is required by the management team of Cosmo
restaurant to provide training sessions to their employees in order to reduce tension and
frustration level of their customers. This as a result make customers attached towards the
restaurant and its employee's.
P7 Customer service strategies create and develop the customer experience.
Organisation create various strategies which assist in order to compel & persuade the
functions which might affect the decision of customers (Bruce and Love, 2018). Major aim or
purpose behind developing such strategies is to engage customers or their guests with the help of
digital tools. With the assistance of conducting a market research, Cosmo restaurant determine the
needs and requirement of customers as well as take effective decisions in order to perform their
business functions in an effective manner. It is very essential for the organisation to identify their

needs and demands of customers as well as find effective method in order to satisfy them by
providing them goods accordingly. Apart from this, after providing goods and services at the market
area, it is necessary to take feedback from them on a regular basis. Therefore all these activities
assist firm in order to upgrade their changing requirements and develop strong customer base
(Cook, 2017).
Recommendation
 It is very necessary for the management team of the organisation that they must provide
customer care services to resolve any kind of issues and query faced by customers in an
effective manner. This as a result satisfy the requirements of clients and they remain
loyal.
 Along with this, it is required to upgrade the technologies according to the current market
situations which will assist in delivering high quality goods and services to their
customers within given time frame.
 It is required by the management team of Cosmo restaurant that they should take feedback
from their customers and then modify their strategies and policies in an effective manner
(BERHE, 2017). In addition to this, if company receive positive feedback from their
customers it is required to upgrade their services so that they can retain their customers for a
long period of time.
CONCLUSION
With the assistance of above stated report, it has clearly been identified that customer
experiences is an essential element which assist in growing and enhancing the success of
hospitality sector at the competitive marketplace. It is very essential for the managers and top
management team of the company to examine needs, demands and requirements of customers so
that they can satisfy their demands in an effective manner. With the help of this, organisation
will be able to enhance their goodwill and reputation at the market area. It has also been said
that, as a customer experience tool top management team authority use telephone, email and
many other sources. On the other hand, organisation adopt customer touch point which will assist
in enhancing the experience of customers. As a result, it will arise in the growth opportunities of
an organisation at the competitive marketplace.

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