Managing the Customer Experience

This document discusses the value and importance of understanding customer needs in the service sector. It explores factors that drive customer engagement and create business opportunities. It also examines how digital technology is used in managing the customer experience and illustrates customer service strategies in a specific service sector context.

Managing the
Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the value and importance of understanding the needs, wants and
preferences of target customer groups for a service sector industry..........................1
P2 Explore the different factors that drive and influence customer engagement of
different target customer groups within a service sector organisation........................2
TASK 2............................................................................................................................................3
P3 Create a customer experience map for a selected service sector organisation..3
P4 Discuss how the customer touch-points throughout the customer experience
create business opportunities for a selected service sector organisation..................4
TASK 3............................................................................................................................................5
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......................................................................5
TASK 4............................................................................................................................................6
P6 Illustrate customer service strategies in a specific service sector context...........6
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...............................................................................................................................8
CONCLUSION.............................................................................................................................10
REFERENCES............................................................................................................................11

INTRODUCTION
Managing customer experiences is considered as the process which includes
designing plans for organising as well as managing the overall experiences driven
through clients as an outcomes of organisational offerings consumptions. Consumer
experiences is defined as methods with the assistance of which communication among
products as well as clients of business is develop effectively (Gruber and et. al., 2015). As
per the scenario, the chosen company is Restaurant story which is a British food
restaurant that have ever evolving tasting menu of seasonal dishes. Its headquarters is
in London, UK. This reports covers values and significance of understanding targeted
customer’s requirements, wants and preference, several factors which drive and
influence customer involvement of different target consumer’s groups, development of
client’s experience map and customer touch points forms business opportunities.
Moreover, how digital technology is employed in managing the customer experience
and illustrate consumer services strategies are also explained. Apart from this. how
customer service strategies create and develop the customer experience are also
discussed in this report.
TASK 1
P1 Explain the value and importance of understanding the needs, wants and
preferences of target customer groups for a service sector industry
Within whole firm, consumers play a crucial role as they can develop as they may
develop its business and diminish it. Therefore, this is important for them to get
knowledge about consumer’s requirements as well as preferences that ids them to grab
the attention of clients and involve them for longer period. For instance, it can perform
market analysis as well as assessment for knowing and understanding client’s needs
and taste for formulating strategy in order to make products and provide services (De
Keyser and et. al.., 2015). In context of Restaurants story, it is a hospitality firm which is
performing its business across UK. Targeted clients of respective organisation are
individual’s choices and tastes of all groups. In relation to grab the attention of
consumers effectively and efficiently the respective firm perform analysis as well as
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known them in effectual way, so Restaurant story potential consumer’s requirements
and demands are discussed below:
Potential consumers Wants, preferences and requirements
Teenagers Attractive interior, reasonable price, musical nights
and many others
Couples Good atmosphere, privacy, romantic areas and so on.
Business class Fast check in and out procedures, calm and
protective atmosphere, Leisure services, facilities like
protector, video conferencing and others.
Family Weekend dinner, value of time and money, effective
atmosphere and many more.
As per the above provided analysis, this has been analysed that all potential
guests of Restaurant Story have several requirements, preference and wants. Because
of this respective organisation manager has to formulate policies as well as strategies
consequently for attracting clients effectually. For example: Teenagers wish to visit in
that restaurant that facilitate them services at reasonable price. Whereas business class
individuals interested to goes at a place where they get appropriate connectivity so that
they can able to complete their meeting and all in efficient way. Moreover, they also
required safe as well as calm atmospheres for their business get together but teenagers
require enjoyable surroundings that involves music, dinner and others (Fatma, 2014).
Therefore, this is crucial for Restaurant Story to make strategies and facilities as per the
preferences and choices of their potential consumers. It will assist them to grab the
attention of more visitors effectually and appropriately for longer time.
P2 Explore the different factors that drive and influence customer engagement of
different target customer groups within a service sector organisation
In case organisation concentrate upon diverse range of clients then this is crucial
for them to formulate plans as well as strategies consequently so that they can able to
accomplish its preferences, requirements and wants effectively (McColl-Kennedy and et. al.,
2017). It is because several potential consumers of firm need various facilities and
services. In context of Restaurant Story, they are concentrating upon 5 major range of
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guests who demands several facilities as well as services for getting involved, few
factors are discussed below:
 Teenagers: Facilities needed through these types of guest are attractive
interior, musical nights, reasonable prices, interesting events and many
more.
 Family: This type of consumes needs several facilities and services that is
so much value for time and money, comfortable and safety atmosphere and
many more.
 Business Class: These type of guest needs several kinds of facilities as well
as services like fast check in or out, safe and calm atmosphere so that
meeting and video conferencing services.
 Couples: They needs several factors for getting engaged into respective
organisation services are romantic area, privacy and many more.
TASK 2
P3 Create a customer experience map for a selected service sector organisation
Consumes experience map is defined as the stages that explains regarding
activities from which a consumer goes through when it communicates with organisation
in order to purchase products or services. This is crucial for firm maintaining as well as
developing overall procedures appropriately so that experiences of guest will effectual
and satisfied (McColl-Kennedy and et. al.., 2017). Due to this, Restaurant Story can able to
find opportunities which assist in accomplishing objectives as well as expanding
business. in context of Restaurant Story, its manager formulates an ideas regarding
consumers experience map so that it can able make plans as well as strategies
consequently, that is discussed below:
Websites: When consumer want to buy anything, they will visit to various
websites so this is crucial for them to formulate eye catching websites which will grab
the attention appropriately. Moreover, they should have to manger website through
upgrading that with whole essential information regarding Restaurant Story and its
practices. In context of respective organisation, they formulate proper website that
includes whole crucial information and they upgrade important data regularly.
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Employee behaviour: This is the crucial part that grab the attention of consumes
when it visits to any firm. So, this is vital for organisation for developing as well as
training its staff so that they catch the eye of its consumer effectually. In relation to
Restaurant Story, they facilitate training to its staff when they recruit them so that they
get knowledge regarding how to grab the attention of visitors for satisfying its
requirements and expectation in appropriate manner.
Facilities and services: Consumers also get attracted with facilities and services
facilitated through organisation (Peric, 2015). Therefore, this is essential for them to
facilitate effective services as well as facilities that accomplish consumer’s requirements
appropriately. In context of Restaurant Story, they facilitate effectual facilities and
services as per the menus and others that can accomplish guest requirements at
reasonable price.
Restaurant management: There are several activities that are organised within
firm either they are belongs to hospitality industry or another one. The organisation’s
manager are appointed into various roles as well as accountabilities that assists them in
increasing brand image. Moreover, there are several activities that are obeyed into firm
and assures regarding their effective growth and sustainability like sales, cooking and
many others. Therefore, concentrating more upon developing service quality of
Restaurant Story, this will be only possible for facilitating guests with best experiences
to its guests.
Also, there are few another factors that a guest notice when they visit to
Restaurant Story like services price, areas, atmosphere and so on. Therefore,
respective organisation considers whole factor as well as manager effectually for
attracting and retaining guests for longer period.
P4 Discuss how the customer touch-points throughout the customer experience create
business opportunities for a selected service sector organisation
Consumer touch point is defined as the business jargon that is adapted through
organisation for communicating information with consumers effectively and efficiently.
Through this they become more competent for attracting visitors as well as involve them
for long time which develop an opportunity for them (Cambra-Fierro, Melero and Sese,
2015).In context of Restaurant story, which is performing its business in hospitality
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industry as well as this is crucial for them to adapt touchpoint of consumers so that it
can able to grab the attention of more guest and develop their services in effectual
manner. By this, respective restaurant can attract large number as guest want to visit at
those areas in which they obtain desirable treatment. Through better consumer’s
touchpoint respective organisation able to find desires, requirements as well as wants in
effectual way. For this Restaurant story also trained its staff in order to communicate
with guest in appropriate manner for developing relationship with consumes through
knowing its touchpoints. Example is explained below in a form of conversation script
among guest and Restaurant story employees while they are booking hall for party on
call.
Staff: Hi, this is Restaurant story, how I can assist you?
Guest: Hi, I want to book a hall for birthday party?
Staff: Okay sir, but for which date?
Guest: On 13 December, 2019.
Staff: Okay sir, I am confirming your booking of hall for birthday party on 13 Dec,
Guest: Yes.
Staff: Thank you sir and also visit to our restaurant for giving us rest of the detail
like how much guest are coming, decorations and others.
Guest: Okay.
Staff: Thank you sir and have a nice day.
TASK 3
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
Consumer relationship management is considered as the digital technology that is
adapted through organisation for developing better relation with consumer. Through
appropriate CRM a firm cam competent to accomplish their targets as well as goals
effectively and efficiently as this leads them towards higher profit, goodwill as well as
market shares. There are several activities by which a company can able to create
effective relation with consumers like appropriate communication, asking them for
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feedback and suggestion, facilitate offers and discounts and many others (Balaji, 2014). In
context of Restaurant story, that performs their business at hospitality industry as well
as this is crucial for them for performing their activities and functions in appropriate and
proper way. So, through digital technology guest can able to book hall through online as
per their convenient dates, facilitate reviews and suggestion etc. in addition to this,
guest of Restaurant story also able to interact with them appropriately and timely.
Through digital technology respective restaurant can able to attract as well as retain
guest like through digital technologies such as social media, e-mail and others they may
able to inform guest regarding service, facilities, discounts, offers and many more in
appropriate and proper manner. Moreover, by this they can also able to grab the
attention of various visitors and maintain relationship with them.
As all this thing have some benefits as well as drawbacks, consumer’s relationship
management also has both that directly or indirectly impact Restaurant story
performance as well as work. Few benefits as well as drawback that is faced through
respective organisation are discussed below:
Benefits:
 Assists Restaurant story to maximise the relation with consumers in effective
way that leads towards more profitability.
 Through this, Restaurant story can interact with their guest in effectual
manner that aids them to take reviews, suggestion as well as feedbacks.
Drawbacks:
 This is very much expensive because of this it is not possible for all the firm
to adapt it for maintaining relationship.
 Moreover, in case Restaurant story adapt CRM then they required to
facilitate training to employees that enhance its budget.
TASK 4
P6 Illustrate customer service strategies in a specific service sector context
Within each and every company, consumer’s services is crucial as through this
they can able to grab the attention of guest effectually as well as appropriately.
Moreover, it will also aid in accomplishing objectives in efficient way through grabbing
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the attention of visitors as well as involving them for the longer duration (He and et. al..,
2016). So this is vital for company to formulate strategies of effectual consumer services
for satisfying them. For this, manager of Restaurant story has to perform analysis so
that they get knowledge regarding their requirements and preferences. Moreover, all
organisation has their own effectual strategies related to consumer’s services that aids
them to grab the attention as well as retain guests. Therefore, Restaurant story
consumer services strategies are discussed below:
Facilitating training and development to employees: This is crucial for firm to
facilitates training and development to employees in order to deliver appropriate
services to guest for satisfying them effectually and appropriately (Fernandes and Neves,
2014). In context to Restaurant story, they perform employee’s assessment for knowing
that in which area staff are lacking behind thereafter manager will formulate or conduct
training and development programmes. By which they may able to attend guest in
appropriate and proper way. So, the training as well as development sessions will be
organised in Restaurant story as per the staff requirements.
Solve problems of guest: This is vital for firm to formulate strategies as well as
plans in effectual manner so that they can ale to grab the attention of consumers in
effective as well as efficient way. Moreover, it will aid them to retain as well as satisfy
consumers for longer duration through which organisation can able to obtain
profitability. In respect of Restaurant story, they facilitate training to its staff so that they
can provide better service and solve problems of their guest this will leads them towards
enhancement of consumer’s satisfaction because of which they want to visits again and
again for longer periods.
Facilitates facilities as well as services as per the consumers: This is crucial
for firm to formulate products, services as well as facilities as per the requirements,
preferences and demands of consumers (Ibojo, 2015). It is because they get attracted
towards company that facilitates products as well as services as per their wants. In
context of Restaurant story, they mostly develop its menu and all based on the needs of
their guests. In addition to this, they also do upgradation in that as per the guest
demands. By this they can able to grab the attention of huge number of visitors for
longer period.
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Reward loyal consumers: The Restaurant Story can facilitate rewards to its
consumers who visit its restaurants regularly. It will also aid in making potential clients
to be into real one as they are rewarded through them. In addition to this, effective
services will be appreciated through guests in front of another individual, it is also a kind
of promotion that is considered as word of mouth which is more effectual in comparison
to others types of marketing (Bilgihan, Kandampully and Zhang, 2016).
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
Consumer audit Trail, Critical observation:
Name of hospitality business visited: Restaurant Story
Date and time of visit: 5th NOV, 2019
Ambience and First Impressions:
Things that I observed
that were positive, or
good ?
Things that I observed
that were negative, or
bad?
What would I change if
this was my business?
Consumer services as well
as atmosphere is satisfied
and attractive too.
Some mismanagement is
there that leads towards
inappropriate services
(Buonincontri and et. al., 2017).
I will facilitate effective
training to them so the
employees of Restaurant
Story can able to render
better services in
appropriate way
Signage, Tariff Boards, Labelling, etc.:
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Things that I observed
that were positive, or
good ?
Things that I observed
that were negative, or
bad?
What would I change if
this was my business?
In Restaurant story,
symbols placed are very
much eye catching as from
images It was clear that
what they are actually
symbolising like danger, fire
and so on.
Menus are so much
complicated not clear what
exactly the dishes are.
I will formulate the menus
with understandable dishes
name and prices.
Prices:
Things that I observed
that were positive, or
good ?
Things that I observed
that were negative, or
bad?
What would I change if
this was my business?
Few items in menus are so
much cost effective and
economical in cost as well.
Its external events
assistances is very much
expensive.
I will low the price of
external events assistance
so that if anyone want to
organise their parties
outside they can.
Range of Products:
Things that I observed
that were positive, or
good ?
Things that I observed
that were negative, or
bad?
What would I change if
this was my business?
Distinguish food items are
available.
Chinese food items are not
very much tasty.
I will recruit professional
Chinese chef.
Staff:
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Things that I observed
that were positive, or
good ?
Things that I observed
that were negative, or
bad?
What would I change if
this was my business?
Their I observed that staff
are so much cooperative
and helpful.
They do not have so much
staff in their restaurant so
there is delay in service.
So, If this was my business
them I will recruit more
proficient chef on effective
way.
CONCLUSION
As per the above report, it has been concluded that managing customer
experiences is crucial for engaging consumers for long time. This is adjudicatory to
examine significance as well as value of getting knowledge regarding consumer groups
wants, choices, requirements. Moreover, expanding several factors in influencing and
driving client’s involvement. Also, organisation considers whole factor as well as
manager effectually for attracting and retaining guests for longer period. However,
development of customer experience map and performing analysis of touch points
permits firm to obtain ample number of opportunities end-to-end consumer
experiencing. In addition to this, applying digital technologies as well as strategies of
clients services allows firm to effectively as well as efficiently deliver its better and fast
services to clients.
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REFERENCES
Books and Journals
Gruber, M. and et. al., 2015. Managing by design.
De Keyser, A and et. al.., 2015. A framework for understanding and managing the
customer experience. Marketing Science Institute working paper series. 15(121).
pp.1-48.
Fatma, S., 2014. Antecedents and consequences of customer experience
management-a literature review and research agenda. International Journal of
Business and Commerce, 3(6).
McColl-Kennedy, J. R and et. al.., 2017. How do you feel today? Managing patient
emotions during health care experiences to enhance well-being. Journal of
Business Research. 79. pp.247-259.
Peric, M., 2015. Managing sports experiences in the context of tourism. UTMS Journal
of Economics. 6(1). pp.85-97.
Cambra-Fierro, J., Melero, I. and Sese, F. J., 2015. Managing complaints to improve
customer profitability. Journal of Retailing. 91(1). pp.109-124.
Balaji, M. S., 2014. Managing customer citizenship behavior: A relationship
perspective. Journal of Strategic Marketing. 22(3). pp.222-239.
He, W. and et. al.., 2016. Actionable social media competitive analytics for
understanding customer experiences. Journal of Computer Information
Systems. 56(2). pp.145-155.
Fernandes, T. and Neves, S., 2014. The role of servicescape as a driver of customer
value in experience-centric service organizations: the Dragon Football Stadium
case. Journal of Strategic Marketing. 22(6). pp.548-560.
Ibojo, B. O., 2015. Impact of Customer Satisfaction on Customer Retention: A Case
Study of a Reputable Bank in Oyo, Oyo State. Nigeria. International Journal of
Managerial Studies and Research (IJMSR). 3(2). pp.42-53.
Bilgihan, A., Kandampully, J. and Zhang, T., 2016. Towards a unified customer
experience in online shopping environments: Antecedents and
outcomes. International Journal of Quality and Service Sciences. 8(1). pp.102-119.
Buonincontri, P. and et. al., 2017. Managing the experience co-creation process in
tourism destinations: Empirical findings from Naples. Tourism Management. 62.
pp.264-277.
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