Managing the Customer Experience

Managing the
Customer
Experience
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Contents
INTRODUCTION...........................................................................................................................2
TASK 1...........................................................................................................................................3
P1 Explain the value and importance of understanding the needs, wants and preferences of
target customer groups for a service sector industry...................................................................3
P2 Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation.......................................................4
TASK 2...........................................................................................................................................6
P3 Create a customer experience map for a selected service sector organisation.......................6
P4 Discuss how the customer touch-points throughout the customer experience create business
opportunities for a selected service sector organisation..............................................................7
TASK 3...........................................................................................................................................8
P5 Examine how digital technology is employed in managing the customer experience within
the service sector, providing specific examples of customer relationship management (CRM)
systems.........................................................................................................................................8
TASK 4...........................................................................................................................................9
P6 Illustrate customer service strategies in a specific service sector context..............................9
P7 Demonstrate how customer service strategies create and develop the customer experience
in a way that meets the needs of the customer and required business standards.......................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
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INTRODUCTION
Customer experience is very much important for an organisation to develop or build
effective kind of strategies and tactics in order to remain competitive. Customer experience is
the close relationship in between the customer and firm, in which firm put one of their best
efforts to persuade the experiences of them in proper manner. Best consumer experiences give
loyalty to employees and proved beneficial for organisation in order to gain competitive
advantage in positive manner. This report is based on the Hong Kong Buffet London which is an
expensive, set price traditional chinese Buffet to provide one of best food services to the
consumers. This report is based on the value and importance of needs, wants and preferences of
target customer group and different factors that drive and influence customer engagement by
targeting different consumers groups. Further it includes the customer experience map and their
touch points to gain potential opportunities in respective service sector. In addition to evaluate
the role of digital technology employed in consumer experiences by setting customer relationship
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management system. At last it includes the various strategies to give one of best consumer
experiences and role of strategies in creating and developing the customer experiences.
TASK 1
P1 Explain the value and importance of understanding the needs, wants and preferences of target
customer groups for a service sector industry
Customers in an organization play a crucial and necessary part in an organization which can
either result in the growth or decline of the business (Batat, 2019. ). Therefore it becomes
necessary of any organization to have a complete understanding of what their customers' needs
and wants are and what kind of products do they prefer which not only helps in attracting new
customers but also maintaining a long-term relationship with them. This helps in developing an
effective stra tegy so that the products are manufactured in an effective manner. With respect to
Hong Kong Buffet London which is an expensive traditional Chinese Buffet brand operating in
the UK targetted towards youngsters and ones who prefer having innovative products. In order to
allure them, surveys should be conducted and then analysed in order to understand them in a
better way.
Prospective Customers Needs,wants and preferences
Young Adults
Inexpensive, pleasing location,
adventurous, snacks and free surprises
incorporated, tuneful evenings etc.
Families
Worth money and time, simple yet classic
surroundings, easy route, valet parking
etc.
Business/ Premium Class
Luxury services, digital check-ins and
check-outs, silent surroundings for
meetings, variety of cuisines offered,
quality and taste of food etc.
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