Managing the Customer Experience

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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