Managing Customer Experience

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.