Managing the Customer Experience

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