Managing Customer Experience

MANAGING CUSTOMER
EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Importance of understanding the needs and wants of target customer group..............................1
Factors driving and influencing customer engagement...............................................................2
Customer Experience Map influencing behaviour, responses and actions of customers............4
Digital technology in managing the customer experience...........................................................6
Advantages and Disadvantages of Customer Relationship management Software.....................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience could be defined a perception of the customer at both conscious and
sub conscious level depending on the relations build by the interactions wit brand during its
entire customer cycle. Practice to design and react over customer interactions for meeting and
exceeding the customer expectations thereby increasing customer satisfaction, advocacy and
loyalty. Customer management is very broad term it is not limited to just selling of products or
services. Companies are required to know from where there customers are buying and what they
are buying. For giving them the best experience companies have to know what are their tastes
and preferences. Customer management is becoming a very trendy and important concept for
organisation of every industry (Buonincontri and et.al., 2017). Companies arr required to serve
the needs of each customer for building its brand image. Way of communication and responding
to their feedbacks are all counted in customer experience. This report will give an understanding
about needs and preferences of customer and its importance, factor that drive the customer
experience. It will cover the how digital technology can be used in managing the customer
experience.
Importance of understanding the needs and wants of target customer group.
It is important for companies to know their customers as only that can help company to
get a better lead in the business. Every company wants to give their customer best experience
and for that its is necessary to understand the customers and their tastes and preferences. This
will help in building strong customer relation ships. Before understanding the customer
businesses are required to decide what customer group the are going to target. Than they can
focus on customers on the basis of products they are planning to serve.
Organisation are required to know why the product of their company would be purchased
by the customers. How often customers are going to use that product or service. Purpose behind
purchasing the product and the place from where the product could reach customer easily. All
these questions are important to know the customer so that their needs and preferences could be
satisfied at the best (Chan, Barnes and Fukukawa, 2016).
Counter Culture should assess the needs and demands of their customers and also what
are their tastes and preferences. These should be identified considering the target customer group
and the regions they are serving. Being a restaurant this will help in knowing which is the best
preferred food and dishes of the region or the people are much more towards different tastes. By
1

knowing it will be able to provide the servings that are most demanded or by creating own
serving mix. It the restaurant is focusing over families it have to design and mange its internal
operations according or if they are planning for youngsters. Knowing the customers will help
them in delivering the right product and services at time, and it would not be required to
spending over experiments to know their interests. This will be saving both time and money of
the restaurant. London- centric will be able to customize its operations for creating loyalty and
bringing repetitive business. Customer interactions will enable restaurants to create better
opportunities for providing positive experiences (Connolly, 2019). This does not ends to
knowing the customers about their tastes and preferences, it is also essential to know the
suggestions for adding to their experiences. They should take after service feedback from
customers and their likes and dislikes in the restaurant.
Factors driving and influencing customer engagement
Only the products or service could not drive customers. There are number of factor that
drive the customer experiences. Businesses are required to consider these factors for proper
performance so that they can drive customers towards the restaurant by managing these driving
factors. These are some of the factors influencing customer experience.
Accessibility
This factor does not sound strong but have important standing. Customers are most likely
to visit places that are accessible to them. Customer must be able to visit the restaurant without
any barriers or frictions. Restaurant should be accessible over mapping and they should create
awareness in people about its existences. This is an influencing factors customers move towards
places which are their in minds and are aware.
Physical Environment
Studies have shown that location of the restaurants, sensory stimulations, visual
representations are the factors that also influence the customers. Customer behaviour is
influenced and modified by the designs and ambience provided by them. Environment of the
restaurant are to be designed according to the customer groups they are planning to serve. It is
essential for restaurant to ensure that they provide the best ambience and environment to its
customers so that they are not moving towards other restaurants (De Keyser and et.al., 2015).
Physical environment is the important aspect of restaurant therefore they are required to research
2