Managing the Customer Experience

Customer experience which include perception of customers is a key differentiator for a hospitality's business which makes them better than its competitors. To enhance costumer's experiences and satisfaction, use of Customers experiences management is made which provide a collection of techniques and process for an organisation which can be used to track, oversee and properly organise transaction between a consumer and organisation (Baker, 2016). For this assignment chosen organisation is TANDOOR CHOP HOUSE Restaurant of London, UK (Tandoor chop house, 2019.). This restaurant provide a combination of north Indian communal eatery and a classic British chop house. In this report needs and expectation of target market segment for a service indutsry is included this. Beside this, a customer experience map is also included to understand the business opportunities and optimise customer touch points. Along with this impacts of digital technology in customer relationship management is also form a part of this assignment. At last an effective customer experience management within a service sector is also included.

Managing the
Customer Experience

INTRODUCTION
Customer experience which include perception of customers is a key differentiator for a
hospitality's business which makes them better than its competitors. To enhance costumer's
experiences and satisfaction, use of Customers experiences management is made which provide
a collection of techniques and process for an organisation which can be used to track, oversee
and properly organise transaction between a consumer and organisation (Baker, 2016). For this
assignment chosen organisation is TANDOOR CHOP HOUSE Restaurant of London, UK
(Tandoor chop house, 2019.). This restaurant provide a combination of north Indian communal
eatery and a classic British chop house. In this report needs and expectation of target market
segment for a service indutsry is included this. Beside this, a customer experience map is also
included to understand the business opportunities and optimise customer touch points. Along
with this impacts of digital technology in customer relationship management is also form a part
of this assignment. At last an effective customer experience management within a service sector
is also included.
LO 1
P1) Value and importance of understanding the needs, wants and preferences of target customer
groups
In service sector the most important thing that makes difference between two
organisations is the level of the satisfaction and experience it provide to its customers. Thus, all
organisations aim at providing better experience and satisfaction to its customers so that better
relation can be establish with consumers for a longer time period. It is necessary for an
organisations to understand the needs, wants and preferences of target customers group so that
best possible strategies and policies can be formed to attract more customers. The mangers of
Tandoor chop house restaurant makes continuous efforts to understand the needs, wants and
preference of its target group to keeps a phase and balance between current market trends which
is necessary to remain successful in the hospitality sector (Bruce and Love, 2018). The needs and
preference of customers are highly dynamic and keeps on changing as these are directly
depended on requirement, income levels and socio culture aspects of customers. Thus,
understanding needs and preference of customers is important for Tandoor chop house

restaurant, so that selection of most favourable menu and services can be made to target a desired
audience.
The other importance and benefits of understanding needs, wants and preference of
customers for Tandoor chop house restaurant are as follows:
More competitive strength- It is important to understand needs and wants of customers
for Tandoor chop house restaurant, as it provide better competitive strength through attracting
and targeting more customers. Fulfilment of customers needs and wants provide them higher
level of satisfaction thus, it strengthen brand preference through providing differentiated
experiences (Cetin and Walls, 2016).
Enhance productivity and profitability- Understanding of needs and preference of
customers also facilitates Tandoor chop house restaurant, to make modification in its strategy as
per the wants and desire of customers thus, better items in menu and other services can be
offered to attract and target large number of customers. Thus, understanding of needs and
preferences of customers are important in boosting revenue and profitability for Tandoor chop
house restaurant through attracting new customers which also enhance its productivity.
Develop loyalty in customer- An understating about needs, wants and preference of
target customers ensures better services and facilities for customer as per their desire and
requirements. Thus, it is important for Tandoor chop house restaurant to understand the needs
and wants of its customer as it improve customers loyalty through providing better and more
memorable and valued customer interaction.
P2) Different factors that drive and influence customers engagement
Customer engagement basically represent the business communication and emotional
connection between a costumers and organisation. A properly engaged customers ensure better
sales and profitability through demonstrating customers loyalty and enhancing consumer
experience. The various factors that drive and influence customer engagement in Tandoor chop
house restaurant are described below:
Accessibility and Navigation- These factor is related with easy availability of product
and services of an organisations. The Tandoor chop house restaurant is located at most easily
accessible area of London thus, provide easy reach to its customers (Harmeling, and et.al., 2017).
Use of online food orders can also be made Tandoor chop house restaurant for providing more
convenience and better reach to its target customers. Esay assesibilt makes itvesay for customers

to make regular visit in Tandoor chop house restaurant thus, build better interaction and
customer engagement.
Convenience- This factor shows that how conveniently and smooth operations are
conducted in an organisations. In Tandoor chop house restaurant proper care is taken for
convenience and well being of customers to enhance their experience. Easy and less time
consuming billing process, proper entrance and exit ways, etc. are the example of effective and
smooth operation of Tandoor chop house restaurant. Beside this a newly introduced wood
panelling and other enriched interior of restaurant provide a best experience and convenience to
customers which is also building better customer engagement.
Deliverable- This factor is related with time taken in delivery process of a product or
services. In Tandoor chop house restaurant, staff and other customer attendants ensure that
orders are taken properly and food and other items should be served without taking mush time
(Homburg, Jozić and Kuehnl, 2017). That is the most factor that enhance customer engagement
as fast and effective services provided best experience to customers and also create a good image
and long lasting impact on minds of customers of Tandoor chop house restaurant.
Apart from these other factors and strategies that can be used by Tandoor chop house
restaurant for establishing better customers engagement are:
 Effective use of social media and other promotional tools for properly communicating
with customers and stakeholders. A online website is also provide a good interface to
interact with customers and lead to better relations.
 Timely modifications and changes in menu and other strategies as per needs and desire
of customers is also useful for Tandoor chop house restaurant in creating loyalty and
reflecting commitment towards customer which also lead to consumer engagement
(Jaakkola, and et.al., 2015).
 Rewards and other discount package for regular customers is also an effective strategy
for maintaining long lasting and effective relationship with customers.
Evaluation of range of target customer's needs and expectation
For any organisations it is necessary to properly evaluate the needs and expectations of
target customers so that best efforts can be put to fulfil these wants which lead to better relation
and bonding with customers. Following table is providing information about target audience and
their needs and expectation of Tandoor chop house restaurant:

Target Audience Needs and expectations
Families The main expectation of families from a
restaurant is providing a decent place with
healthy environment where they can spend
their leisure time with their family and close
relatives. A good quality food with timely
service at reasonable prices are some other
exceptions of a family from Tandoor chop
house restaurant.
Teenagers Teenagers are mainly attracted by interiors and
ambience of an restaurant which must included
beautiful lighting and music system (Khan,
Garg and Rahman, 2015). Apart from this tasty
snacks and crispy food and other beverages are
also expected by an Teenagers from Tandoor
chop house restaurant.
Businessmen and other professionals The main expectations of a business man and
other professional include availability of Wi-Fi
network, peaceful meeting rooms or
conference room, timely refreshments during
meeting, etc.
LO 2
P3) Customer experience map
Customer experience map is a tool that visually identifies and organize every step that is
encounter by a customer during their interaction with an organisation. Customer experience map

represent the complete journey of customers from staring to end which provide a base for
Tandoor chop house restaurant to enhance experience of its customers (Lemon and Verhoef,
2016). Following customer experience map is prepared by Tandoor chop house restaurant to
evaluate the expectations of its customers and to make and implement the best ides for
improvement in various touchpoints (Tandoor Chop House, London: restaurant review, 2019).
Pre Visit During Visit Post Visit
Touchpoints This touchpoints included in
pre visit factor that are
evaluated by customers and are
related with booking of table.
Here customers make
comparison between different
restaurants and facilitates
provided by them to select a
best one (Marbach, Lages and
Nunan, 2016). Tandoor chop
house restaurant provide all
relevant information about its
facilities and services through
its website so that a large
number of customers can be
attracted.
After making comparison
and selecting a suitable
restaurant customers
makes visit or reach the
place or locations.
Tandoor chop house
restaurant is situated at a
easy assessable location of
London, thus can be
approached by customers
easily. Facilities, food
quality, timely services,
interior and atmosphere of
restaurant, billing system
are the touchpoints
included in this factor of
customer experience map.
This touchpoint
include the overall
experiences and
satisfaction of
customer after the
visit. Feedback
and review about
the experience of
services and
facilities are
included in this
touch point.
Thinking and
feeling
Under this phase of customer
experience map evaluation
about thinking and feeling of
customers is made. After
analysis of relevant
information about Tandoor
During the visit, best
experience is provided to
employees. A grand
welcome is made
attendants through
offering a comfortable
This stage
resp[rest the
attidude of
customers towrsda
the servuces
icrued by them in

chop house restaurant and
making comparison about its
prices and facility, mostly
customers are attracted with its
service quality and other
facilities. After that customers
thinks of making bokking for a
table in Tandoor chop house
restaurant for which proper
online booking site is
provided. Booking can also be
made with phone call.
place to sit with a simple
and positive body posture
(Pizam, Shapoval and
Ellis, 2016). The
ambience and other
facilities which include
tasty food, easy billing
system and on time
services provide a enrich
experience to customers
which creates a positive
thinking and image
Tandoor chop house
restaurant in mind of its
customers.
Tandoor chop
house restaurant.
The enrsihed
services provided
by this restaurnt
cree a sence of
laulty nad
commitment in
customers thus,
help in creating
log lasting boning.
Proper platforms
are provided by
Tandoor chop
house restaurant
where customers
can provided their
feedback and
review about the
their experience
and satisfaction
level.
Ideas for
improvement
Tandoor chop house restaurant
should provide more
interactive online website so
that maximum information
about food and other services
can be provided to attract more
customers. It should also focus
on effective online booking
and safe online payment
Tandoor chop house
restaurant should provide
timely training to its staff
and chef so that better
food and other services
can be provided to
customers.
Some
complementary
drinks and other
gifts or discount
can be offered by
Tandoor chop
house restaurant to
create better image
and long lasting

systems (Shea, 2016). impact on its
customers. Proper
analysis of review
and feedback
should also done
and replies can
also made.
P4) Costumer touchpoints through out the customer experience creates business opportunities
The customers touchpoints include all those factors and strategies that are experienced by
a customers while making their trip to a hospitality organisations. These factors and touchpoints
creates opportunity for organisations as modification can be made in these factors for enhancing
customer experience and grabbing better business opportunities (Shin, 2015). Tandoor chop
house restaurant is focusing on digital media for making improvement in its touchpoints so that
better customer experiences can be provided to create business opportunities.
Websites: Use of better and more customer friendly website should be made by Tandoor
chop house restaurant so that better description and information can be transferred to customers
regarding services and facilities offered by it. This helps in attracting more customers and also
increase the reach of Tandoor chop house restaurant thus, creates more business opportunities.
Social media: The scope and uses of social media is increasing in business environment
thus, Tandoor chop house restaurant can also make use of social media to develop better relation
and bonding with its customers. Use of Facebook, Instagram, twitter, and other social media sites
provide a better way to convey information about new food item added in menu and also create
better awareness about an organisation. This will garb attention of more target customers thus,
offer better opportunities for Tandoor chop house restaurant.
Review sites: This provide a platform to customers to share their view and experience
about the services availed by them. This makes customers fell more connected and establish a
better bonding. Analysis and evaluation of these reviews provided suitable recommendation for
improvement in menu, food itemns and other services which yield better customer satisfaction
and thus, create more opportunities for Tandoor chop house restaurant.

LO 3
P5) Use of digital technology in managing customer experience
Digital technology is basically related with use of electronic tools, systems, devices and
resources that can be used by an organisation to generate, store or process data. Tandoor chop
house restaurant is making use of different software like ECRM hospitality software and Opera
Software for effectively storing data of its customers. The benefits of using digital technology for
Tandoor chop house restaurant are as follows:
Information storage- Digital technology provide a easy way to Tandoor chop house
restaurant to timely record data about its customers and also facilitates maintenance of proper
records for future considerations (Tseng, 2016). This records provide information about like and
dislike of costumer so better services can be provided to them on the basis of their last
experience.
Fast communication speed- Today all work is done through making use of internet.
Digital technology provide faster broadband services to Tandoor chop house restaurant which
enables it to transfer large amounts of information across the web almost instantaneously also
makes it possible to stream video and audio in real time, send large data files, and access data
from virtually anywhere in the world. Thus, provide better and speedy communication facility to
Tandoor chop house restaurant.
CRM system:
A Customer Relationship Management (CRM) system helps an organisation in properly
managing customer data. It provide support in sales management, delivers actionable insights,
integrates with social media and facilitates team communication (Wirtz and Jerger, 2016). Use of
CRM system is made by Tandoor chop house restaurant which yield following advantages and
disadvantages for this organisation:
Advantages of CRM system
 Provide a stronger connection and deeper relationship with customers through keeping
records about their expectations and desires.
 CRM increase team collaboration in Tandoor chop house restaurant through establishing
better channels of communication between team members and staff.

 Implementation of CRM has also improved efficiency of Tandoor chop house restaurant
in serving its clients as it provide better base for recording customer interaction and thus,
provide knowledge about previously discussed and need expectations of customers.
Disadvantage of CRM system
 One of the biggest drawback of CRM system is high implementation cost thus, it has
increased the cost of Tandoor chop house restaurant.
 Security and data protection issues are also created in Tandoor chop house restaurant
because of centralised data which is also a drawback of CRM system.
LO 4
P6) Customer service strategies
It is necessary for Tandoor chop house restaurant to provide emphasis on providing
better customer services to its consumer to enhance their experience. It can be only possible
through developing and implementing suitable strategies (Yakhlef, 2015). For forming and
developing an effective strategy it is necessary for Tandoor chop house restaurant to conduct
proper market research so that the needs and wants of customers can be understood. Proper
Experience mapping should as be conducted by Tandoor chop house restaurant to have a deep
understand about perceptive of customers. Some of the customer services strategies that can be
adopted by Tandoor chop house restaurant are explained below:
Hiring right employees
For providing enriched experience to customers Tandoor chop house restaurant should
hire properly skilled and creative employees so that better services can be made. Timely training
and development should also provided to staff to sharpen their skills and creativity which also
yield higher satisfaction to customers (Baker, 2016).
Encourage customer interaction
Tandoor chop house restaurant should make modification in its strategies and polices to
meet potential improvements and for providing better facilities and services to its customers. It
can include addition of some new food items and introduction of any new service or facility like
complimentary welcome drinks, etc.
Ask for Feedback

Tandoor chop house restaurant should implement a new strategy of providing an
opportunity to its customer for giving feedback through making a brief stops at their tables.
Specific questions can be asked from customers regarding their services and aspects of their
experience. Utilisation of customer suggestion should also made by Tandoor chop house
restaurant for offering better services in future (Bruce and Love, 2018).
P7) Demonstration of customers service strategy to create and develop customer experiences
To enhance the customer experience and to provide better services modification are made
by Tandoor chop house restaurant in its strategies. These changes are made on the basis of
market research and experience mapping which provided an understanding about needs, wants
and preferences of customers. Thus, the strategies adopted by Tandoor chop house restaurant are
properly in line with desires and expectations of customers. Hiring of right employees ensures
effectiveness in services offered and also lead to timely procurement and fulfilment of services.
Regular training of staff and other team members of Tandoor chop house restaurant ensures that
the skills and talents of workforce are properly updated according the expectation and desires of
customers thus, create better customer experience (Cetin and Walls, 2016). Encourage customer
interaction also ensures better customer experience through establishing better relation and
bonding between Tandoor chop house restaurant and its customers. Asking for feedback is also a
efficient way of gathering suggestion from customers through which improvements can be made
in services and facilities provided and also create a scene of personal attachment in customers
thus, develop and provide better customers experiences.
Recommendation for Tandoor chop house restaurant
 Better use if digital technology and CRM system is recommended to Tandoor chop
house restaurant so that proper recording of customer experiences and data can be made
so that better customer centric experience can be made in future.
 Currently Tandoor chop house restaurant is only asking for feedback, but is
recommended that it should properly make utilisation of customer suggestion to improve
its service and facilities to provided better customer experience.

CONCLUSION
From this assignment it can be concluded that, managing customer experience yield
better customers satisfaction and provide better experience to consumers which ultimately
enhance productivity and profitability of organisations. Use of customer experiences map is
made by organisations to analysis the touch points of customer experience so that improvement
can be made in business operation and services to provided better satisfaction. Use of digital
technology is useful in storing and recording data of customers and also yield fast
communication channels. Many strategies are also adopted by organisation to enhance customers
experience like asking for feedback, hiring talented employees, etc.