Managing the Customer Experience

Managing the Customer
Experience

Table of Contents
TASK 1............................................................................................................................................3
P1 Explain the value and importance of understanding the needs, wants and preferences of
customers'....................................................................................................................................3
P2 Factors that drive and influence customers engagement.......................................................4
TASK 2............................................................................................................................................5
P3: Consumer experience map for a selected service organization............................................5
P4 Discuss how the customer touch-points throughout the customer experience create
business opportunities.................................................................................................................7
TASK 3............................................................................................................................................7
P5 Defining the digital technology which is used in managing customers experience. ............7
TASK 4............................................................................................................................................9
P6 Customer service strategies in specific service sector...........................................................9
P7 Create & develop consumer experience in hospitality industry..........................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

\INTRODUCTION
Customer Experience Management refers to the management of customers interaction
with the help of physical and digital touchpoint in terms to provide personalisation experience to
the customers which will drive higher brand image, increase revenue and customers loyalty. In
order to strengthen customers experience it is required for an organisation to track, oversee and
organise all interaction with customers effectively so that they will be able to distinguish
themselves from other competitors. For understanding this concept in a detailed manner, the
selected organisation is KILN restaurant London which is a Thai restaurant. This following
assignment will cover about the expectations and requirements of targets customers and the
factors which have influence the customers engagement. Along with this, it will also describe
customers experience map which needs to considered by organisation in order to take advantage
of opportunities and the impact of digital technology in managing customers experience in better
manner.
TASK 1
P1 Explain the value and importance of understanding the needs, wants and preferences of
customers'
In order to operate all the activities as per the customers demand and needs it is essential
for an organisation to assess the emerging needs, demands and wants of the customers which is
arising due to their willingness, ability and desires which are mainly depend on their income
level, socio-cultural aspects and demographic aspects. The assessment of the customers aspects
also have huge benefit in predictable sales ad operate all the activities according to the customers
so as to attract a range of customers towards services of restaurant. In context of KILN
restaurant, this will help them in ascertaining the preference, perceptions and taste of the
customers which will enables them to offer that kind of food to the customers which will provide
them higher satisfaction (Bharwani and Jauhari, 2017). Here are defining some of the benefits of
the company which can be taken by them from identification of customers' needs and wants.
These are as follow:
 The potential efforts of the organisation for identifying the needs and wants of the
consumers for the products as per their income and taste will help them in achieving
higher profitability by providing higher satisfaction to the customers.

 It also helps the business organisation in ascertaining an effective strategy related to place
like where they should offer their services and which promotion tool they should utilise
in order to attain the higher customers' attention and interest.
 This will also help the company in analysing the taste and behaviour of customers so that
they can provide food and beverages accordingly and get earn higher profitability
(Calder, Isaac and Malthouse, 2016).
P2 Factors that drive and influence customers engagement
Customers engagement refers to the emotional connection between an organisation and
customers. If an organisation have highly engages customers then their customers will promote
more, purchase more and demonstrate more loyalty. In order to get succeed in restaurant
activities the consideration of high quality customers experience factor is required in customers
engagement strategy. Various factors are available which have impact on the customers
experience within KILN restaurant are: Accessibility which define the easy availability of the
products and services, Navigation which refers to the access to the location of the restaurant
without facing any kind of hurdle, Personalised that is related to provide individualise service to
each guests in order to enhance the satisfaction, Convenience that depicts to the facilities of a
restaurant to take out their customers and reach out them to their destination. Along with these,
technology has also great impact on their engagement as it provide them the information about
the discount, offers and other packages which are provided through emails, text messages and
many others (Cetin and Walls, 2016).
Role of customers on boarding strategies to retain loyal customers
Easy sign-up : This refers to the initial contact of the customers with the restaurant
which requires to be more simple so that customers' can easily reserve their tables.
Create an efficient billing system : It can be make effective by using various payment
methods like online payment, credit and debit cards etc.
Add social media links: It will create more awareness towards the restaurant facilities
and services.
Reward loyal customers : it refers to the some benefits which needs to be paid to those
customers who are coming more then one time so as to engage them more with restaurant.
Evaluation of broad range of target customer's needs and expectation