Managing the Customer Experience

This document discusses the value and importance of understanding the wants, needs, and preferences of target customers in the service sector industry. It explores different factors that influence customer engagement and how digital technology manages customer experience. The case study focuses on Sultan Sarai restaurant in London.

Managing the
Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Value and importance of understanding wants, needs and preferences of target customers
group within service sector industry...........................................................................................1
P2 Different factors that influence customers engagement to target customers group within an
organisation.................................................................................................................................3
TASK 2............................................................................................................................................5
P3 Customers experience map....................................................................................................5
P4 Customers touch points to develop business opportunities for a particular firm...................7
TASK 3............................................................................................................................................7
P5 How digital employed technology manage customers experience within service sector......7
TASK 4............................................................................................................................................8
P6 Customer service strategies in context with an organisation.................................................8
P7 How customers service strategies can formulate customers experience to meet needs and
wants of the customers in relation with business standard.........................................................8
CONCLUSION..............................................................................................................................11
REFERENCE.................................................................................................................................12

INTRODUCTION
Customer's experience refers to the all over management activities which is generally
organised and managed by the person or place in order to give better experience to customers
towards business enterprises. It very helpful for firms to understand various concepts of needs
and demand of customers in an appropriate manner. On the basis of this they can satisfied their
needs and wants in an effectively. Therefore, the main purpose of this assignment is to interact
with various people to maintain customers loyalty in a perfect way. Present assignment is based
on Sultan Sarai restaurant which is situated in London and provide its services across the globe.
Moreover, discussion will be based on significance of customers needs as well as several factors
that mainly influence customers engagement in order to target potential customers. At last,
customers map in context with Sultan Sarai restaurant will get covered.
TASK 1
P1 Value and importance of understanding wants, needs and preferences of target customers
group within service sector industry.
In present scenario, each and every type of organisation had dream to become more
successful firm in the future by satisfying customers needs and wants. Therefore, most of the
firms are focusing on developing unique strategies and policies in order to gain huge profits by
giving huge satisfaction to customers. In context with Sultan Sarai Restaurant, they are dealing
with different types of food items in order to satisfy their overall customers demand in a perfect
manner. In order to give numerous facilities to customers manager of this restaurant should
conduct market research before making policies for increasing number of customers and profits
with high sales in a perfect way. By doing all these assorted things they can achieve their
targeted customers and able to make good image of their restaurant in front of market.
Main target of Sultan Sarai Restaurant, its wants and preferences
In order to understand appropriate wants and needs of their customers respective
restaurant always target 16 to 25 age of people, this is because they can give better feedback and
able to offer more better services to its customers in an effective manner. After targeting specific
age group they can get know about exact preferences of customers and then they gives their
services for all type of group members. On the other side, for better convenience respective
Sultan Sarai restaurant generally target demographic sectors for selling better products and
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services in a proper way. By having proper evaluation of customers needs and preferences they
can develop better image of their restaurant and able to increase huge sales with high revenue
among meets customers desires and wants perfectly.
Customer engagement
It refers to the systematic approach which is very helpful for firm to maintain their
overall business functions in relation with understating stakeholders by giving them various
services. By having good communications and interactions with lots of people within the firm
manager of respective restaurant is able to meet customers goals and preferences towards this
restaurant. In short if manager of respective firm will also engaged in customers then he can
measure overall demand and preferences of them and able to connect with them by having online
and offline channels in a perfect manner.
Causes to understand wants, demand and preference of targeted group
It is very essential to understand various needs and demand of customers at every level
within the marketplace. In order to maximise large number of buyers firms are needed to have
proper concept of customers preferences. Herein, manager of firm is responsible to conduct
marketing research on customers preferences in an effective way. With the help of this they can
minimise reasons of wastage and maximise entire productivity of firm. Additionally, by having
such kind of knowledge about needs and wants of people restive firm can provide different
services and able to achieve their targeted goals and objectives in a perfect way.
Causing factors
Herein, service manager of Sultan Sarai restaurant usually determine various needs,
wants and preferences of targeted people that directly influence overall engagement of
customers, those are:
Privacy concern: This factor always considered as a customers engagement like Sultan
Sarai mainly prefer demand of consumers first and make huge services and goods for them. With
the help of this they can build strong relationship with customers and increase profits and
productivity of firm.
Social factors: It shows so many changes in peoples life style like fashion, living
standard and their engagement within various activities towards organisation. According to this
respective restaurant is able to concentrates on their customers choice by which they provide
goods and able to enhance profits.
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Technological factors: This is the another factor in which respective restaurant formed
so many new techniques in order to deliver huge services within the short time duration. With
the help of applying new technologies they can increase its sales and revenue in a perfect way.
P2 Different factors that influence customers engagement to target customers group within an
organisation.
Customers engagement shows various types of elements and activities by which
organisation can easily understand customers needs and desires appropriately. In context with
Sultan Sarai restaurant, manager of this restaurant generally focus on various factors that can get
influence through customers engagement, those are listed below:
Accessibility: It is very much essential for the business firm and organisation in order to
give appropriate access to people so that they find appropriate goods and services in a perfect
way without facing any issues. In context with Sultan Sarai restaurant as they deals in hospitality
organisation so there are various goods and services for customers through online channels as
well.
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Deliverable: In this factor respective restaurant always target those customers in order to
give better products and services to them in an effective manner. It will helps them to increase
their rand identity and able to deliver fast appropriate goods and services.
Convenience: This is the other factor which directly influence customers because on the
basis of this people can purchase online food and maximise customers satisfaction effectively.
With the help of this they can easily target so many customers and able to know their overall
demand and preferences in a perfect way.
Customer''s review on entire boarding strategies:
Sultan Sarai restaurant has some boarding strategies which directly influence customers
engagement, those are mentioned below:
Make an cost-efficient billing system: This is the main factor which influence
customers segment in which respective restaurant understand overall needs and desires of
customers as it gives bill in a average price to attract numerous customers.
Trigger Emails: This strategy is mainly used by Sultan Sarai restaurant, in this they
always have welcome emails together with huge information about appropriate goods and
services for their customers so that, it increase their brand value and make them productive as
well.
Several customer groups and their expectations
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Illustration 1: Teenagers, 2019
Family: Within the world there are assorted people who always have different needs and
demand every time in order to accomplish their needs as well as family needs. Herein, manage of
Sultan Sarai Restaurant mainly concentrates on families needs which helps them to enhance
productivity and profits of firms in a proper way.
Teenagers: By targeting people like teenagers, manager of respective organisation able
to fulfil their needs and wants by giving them numerous varieties of food products at affordable
price.
Women: In this factor respective restaurant also target women most as they have better
knowledge about taste and choice so that they can increase brand value and make them effective.
TASK 2
P3 Customers experience map.
It refers to the various sorts of structure which is very helpful in order to get accurate
answer in regards with customers satisfaction. Along with this, it is a tool which is generally
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used by so many firms in order to measure customers needs and wants towards appropriate
goods and services. In relation with Sultan Sarai restaurant they are offering so many services to
its customers by giving them better experience. So herein, manager of respective firm choose to
make customers map through giving them experiences and applying unique tools and techniques,
those are mentioned below:
Customers map in relation with Sultan Sarai Restaurant
According to this customers can get knowledge of various forms like table booking,
various arrangements like timings, food items and so on. All these are given below in detail:
Reaching restaurant During entering in any hotel and restaurants customers
always meets with different people at that place and also
wait for few minutes to check the availability of space. For
this few restaurants give welcome drinks to their
customers to increase their satisfaction towards business.
Food orders Within the customer services sector, staff members of any
type of restaurant and hotels always gives better food in a
different way. For example: Sultan Sarai gives and offers
assorted varieties of food and services to their entire
customers and make overall map experience better in an
effective manner.
Specific services in meals Sometimes customers reserved a table as per their special
reason so that they also demand about decorating table,
effective sounds and so on. So herein, manager of Sultan
Sarai restaurant is responsible to arrange unique dinner
table and fulfil every-demand of their customers in an
effective manner.
Invoice cost This is the another facility in which customers always
enjoys various sorts of meals and dinner facilities wherein,
respective restaurant provide same as per customers choice
so that they can enjoy in a proper way.
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All of the above services always offered by Sultan Sarai restaurant in order evaluate
customers experience in a proper manner. Therefore, it includes so many various tools and
services, those are mentioned below:
Review sites: It is more essential and effective tool which directly influence consumers
mind set in order to make good decision towards taking effective goods and services. So the
people who are really interested within the respective restaurant they can take this benefit and
able to select so many offers effectively.
Hotel management: This is also essential which is very helpful for industries in order to
maintain their quality of items in a perfect way. In context with Sultan Sarai restaurant, manager
of this organisation mainly hire and recruit talented candidates so that they can maintain their
overall services in a perfect manner.
Website: It is considered as a basic tool which is mainly used by huge organisations in
order to develop awareness towards goods and services to their customers effectively. In regards
with Sultan Sarai restaurant they provided huge information on their own websites which
directly influence overall customers' mind set in positive manner.
P4 Customers touch points to develop business opportunities for a particular firm.
Customer's touchpoints can be defined as the brand's points that are linked with customer
contact from the prospect to end consumer. Customer's consider various business opportunities
which are related with organisation such as rating and review of product, to provide their
products on online as well as offline stores. In context of restaurant business business
touchpoints refers to develop points such as communication, service speed, quality of foods are
some of the major points which must be monitor by the Sultan Sarai Restaurant are as follow:
Appropriate customer needs- This is mandatory for the organisation to deal with all
points that enhances business performance as per the interaction between the customer's needs
and the goals of organisation. Sultan Sarai Restaurant needs to be managed essential factors like
quality of goods as it enhances to complete their work in effective manner. So better as well as
appropriate results are achieved by the management. On other side, it is difficult for employee's
to manage customer's interaction in proper way. Moreover, it is related with purchase of
organisational products that is related with purchase decisions.
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Meaningful conversion of words- In an organisation large number of discussion are
managed and developed that are beyond the control of management. This refers it is complex to
analysis all touch-points of organisation because of their low policies and interactions. Like
manager of Sultan Sarai needs to manage all work as per the challenges which reduces the
performance of organisation. It defines most of the organisational work must match with
improving results of organisational policies. Like they promote their products on daily basis
through social media tools that increases performance of organisation on daily basis. This results
better work is done by management that enhances sale of goods.
Endearing to organisation commitments - Customer's are the most essential part for the
organisation which enhances business performance through generating bonds with user and
customer's experience through delighting essential benefits to generate positive benefits that is
related with business performance. It is beneficial to make their desirability as per the needs of
management. In the context of Sultan Sarai restaurant it is beneficial to make effective results
that is used to make better customer's interaction. This results the shape of organisation is gained
by influencing employee's for longer period. In order to promote all techniques Sultan Sarai
Restaurant consider their work through interacting with stakeholders for longer period.
TASK 3
P5 How digital employed technology manage customers experience within service sector.
According to the present scenario, firms are more concerned about latest techniques and
services by which they can affect customers in a positive way. Whereas, digital technology
impact on all over the people who are living in this world, this is because it is helpful to
understand so many demand and needs of customers in a perfect way. Along with this customers
relationship get influenced from digital technology with the help of this they can get many new
services and techniques within the Sultan Sarai restaurant, they always used Customer
Relationship Management in so many ways by which they can improve customers experience in
an appropriate manner, there are few levels those are given below:
Hear more about customers: Customer relationship management is generally used to
change customers experience in a better way. For example this can be said that if customer will
press the key on email which is given by Sultan Sarai restaurant then they can get to know that
customers is interested in their overall goods and services effectively. By having good CRM,
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manager of this business can make various assorted goods and services to satisfying their needs
and wants on time. Along with this as they used digital technology which bring more
improvements within customers choice and increase business sales and revenue in a proper
manner.
Live in touch with customer: If business follows effective CRM system then they can
make better relations with different types of people within and outside the firm. In order keep in
touch with customers they always used SMS, Email sorts of services so they can get to know
about overall desires of customers in an effective manner. For example: if respective restaurant
provide all information on their websites then customers can wish for anything and give them
better services appropriately.
TASK 4
P6 Customer service strategies in context with an organisation
Customers service strategies refers to the planning an ideas which is generally made by
managers of firm in order to attract numerous customers, by which they can achieve their goals
and objectives in a perfect way. By having this type of strategy Sultan Sarai restaurant can
maintain overall profits an productivity at marketplace. Along with there are assorted customer's
strategies, those are mentioned below:
Resolve customer problems on starting base: According to this strategy, manager and
employees are always responsible to solve each and every issue of customers so that they can
give better satisfaction to them effectively. On the basis of this both manager and employees
feels comfortable and then customer also give effective feedback which helps business through
increasing their growth in a proper manner.
P7 How customers service strategies can formulate customers experience to meet needs and
wants of the customers in relation with business standard.
For this, Sultan Sarai restaurant described so many strategies in order to formulated better
customers experience in a proper way.
Consumer Audit Track and observations
Name of hospitality industry: Sultan Sarai Restaurant
Time and Date of visit 15th June 2019
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Basis What are unique
things?
Name that work which
really needs further
changes
Name that improvements
if it will my enterprise
Atmosphere
belief
The inside work and
particular planning for
music to attract
customers.
Lack of workers and
outside designs of
restaurant is not so good.
If It will be mu business
then I can make a proper
structure and I hired
talented workforce to
fulfil overall needs and
wants of customers in an
effective manner.
Cost Prices should be based
on customers demand
for more demand in
market.
In the case of home
delivery they should
maintain its cost.
If it will be my business
then I will offer numerous
food items with average
cost in order to increase
customers satisfaction
appropriately.
Extent of
goods and
service
Respective firm
should offers
numerous goods and
facilities like WI-FI,
table booking in
advance and so on.
It is based on consumers
demand to increase firms
value and profit.
In order to maintain this, I
will apply new tools and
technologies for introduce
new goods and services to
satisfy people.
Payment Sultan Sarai restaurant
should have cards
facilities by which they
can reduce cost issues.
In this there is no accurate
payment receipt that
develop conflicts within
customers.
I will make appropriate
payment mode like debit
card, online payment and
so on.
Auxiliary
items
According to this,
management of
respective restaurant
should make there
It is not offering extra
discount on items that
mainly develops issues for
I will offer complementary
meals like French fries
with coke which will
influence customers in
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service better by
having those items
which are in trend.
people. positive manner.
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CONCLUSION
In the last by monitoring all the above report it is analysed that the needs and expectation
of customer's are depend on industry basis. So it is mandatory for the organisation to perform
their work in effective manner due to which better work is done in the management. Factors of
the organisation are changed according to target persons which is used to enhances high
performance of company for a particular market. Their are various task are performed by
management which is beneficial to generate an effective customer map that leads the firms
towards the achievement of goals. In the with touch-points of customer's such as appropriate and
meaningful leads management to increase their work performance through utilising digital
technologies in effective manner.
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REFERENCE
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McColl-Kennedy, J. R., and et.al., 2015. Fresh perspectives on customer experience. Journal of
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Online
Customer touchpoint. 2019. [Online] Available through:
<https://www.surveymonkey.com/mp/identify-customer-touchpoints/>
Customer Onboard strategies. 2019. [Online] Available through:
<https://www.bluleadz.com/blog/8-strategies-to-better-onboard-your-customer>
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