Customer Experience Management in Retail

The assignment delves into the multifaceted concept of customer experience management. It examines a range of academic articles that shed light on key factors influencing customer experience, particularly within the retail sector. The focus encompasses technology's role in enhancing the customer journey, the relationship between customer experience and loyalty, and practical strategies for managing customer experience effectively.

Managing The
Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1.Value and importance of understanding the needs, wants and preferences of target
customer groups:.........................................................................................................................1
P2. Different factors that drive and influence customer engagement of different target
customer groups:.........................................................................................................................3
TASK 2............................................................................................................................................4
P3. Customer experience map:....................................................................................................4
P4. How the customer touch points throughout the customer experience create business
opportunities:...............................................................................................................................5
TASK 3............................................................................................................................................6
P5. How digital technology is employed in managing the customer experience:.....................6
TASK 4............................................................................................................................................7
P6. Customer service strategies:.................................................................................................7
P7. Create customer service strategies and develop the customer experience:...........................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumers are those who purchase the goods and services in the market, through online
and many more. They are the persons which support an organisation to increase and improve its
profit and sales value. Restaurant is an area where food is served and prepared for the different
types of consumers. Now-a-days, there is more range of restaurant because persons like to go out
and consume delicious foods and fast food. In respect to keep long run existence in this industry,
it is necessary to perform as per the demand and preference of consumers. There is several
variation in needs of customers. So, it is duty of manager to focused on changes.
In this report chosen organisation is Sweetings restaurant which was established in 1889
by John S. Sweetings. It is situated in London, United Kingdom. It deals in hospitality sector. In
this report include importance and values of understanding the wants, needs and preferences of
targeted consumers groups and Different factors that drive and influence customer engagement of
different target customer groups(Bilgihan, Kandampully and Zhang, 2016). In this consist
customer experience map which was identified by company's websites, restaurant management,
restaurant environment, e-mails and how the customer touch points throughout the customer
experience create business opportunities. In this also include that how digital technology is
employed in managing the customer experience. At last include, customer service strategies and
also create customer service strategies and develop the customer experience.
TASK 1
P1.Value and importance of understanding the needs, wants and preferences of target customer
groups:
Wants, needs and preferences are three important component which is support a lot for
taking strategic decision. Service provider should know about the demands, needs and preference of
consumers in respect to determining for effective positioning and targets markets. Consumers
wants, and needs are arises and interrelated on the basis ability, willingness, requirements and all
these based on the demographic aspects, income levels, requirements and socio-culture aspects.
Sweeteings restaurant of London city should know about their different types of customers needs
and wants as per their preferences(Blázquez, 2014). In hospitality industry, managers of restaurant
should know about customers needs and wants because of
 Take the important decision and implementation.
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 To know the target market and target consumers.
 To increase the profits and sales.
 To promote the services with suitable advertisements.
 To know the impact of socio-culture aspects, income levels and demographic on the
purchasing behaviour of customers.
There the three different types of the customers and their different needs which are as follows:
Types of customers First need Second need Third need
Business person Wi-Fi, luxurious
foods.
Telephone and mobile
charging points,
poolside services.
Meetings rooms,
comfortable sofa to sit
on.
Disabled customer Access ramp next to
front steps, low
calories meals.
Intimate atmosphere,
Wi-Fi.
Sufficient space to
pass between tables,
menus written in brail.
Gym instructor Calorie information
printed on the menu,
healthy dishes.
Vegetables and fruit
smoothies menu, menu
in three or four
languages.
A nice view from
window, nappy
changing facility.
Therefore, different customers' needs based on the different preferences which are
mentioned above.
Business person:
This types of customer's main need is Wi-Fi because they run all their system on online base
and there is need of internet which is provided by WI-Fi.
Disabled customer:
In this, disabled customer is unable to work properly like walking, talking etc. because they
have disease which unable them to doing normal work. So, there main need is sufficient space to
pass between tables(Cetin and Dincer, 2014).
Gym instructor:
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Gym instructor maintain itself by doing gym and exercise and eat food which provide them
to calories. So, here are their main need is calorie information printed on the menu. They need to eat
that food item in which they gain more and more calorie.
P2. Different factors that drive and influence customer engagement of different target customer
groups:
In Hospitality sector, Sweetings provide many facilities according to their customers
preferences(Fatma, 2014) . Different customers have different needs and preferences which should
be fulfil by this restaurant in effective manner. Many factors which influence the customers which
are as under:
Good quality food items: Sweetings restaurant has good quality products and food items in
which customers attract towards this restaurant. They provide fresh vegetables and fruits, fresh fast
foods, and healthy drinks and ice creams which attract the customers because today's consumers
are very health conscious and they don't' take chance to eat inferior foods. So, they prefer this
restaurant to eat best quality food items.
Diversity in menu: Sweetings provide variety of menu means they provide many
diversified food items to their customers like Spanish foot products, Italian, Chinese foods, in
which include Chow Mien, Italian pizza, French fries etc. and also provide fruits, vegetables in
form of salad, different flavours of ice cream, soft drinks, burgers. They also have variety of
vegetarian and non vegetarian items such as fish, chicken, beefs etc. which attract the large number
of customers towards the restaurant.
A nice atmosphere: Customers attract towards Sweetings restaurant because they maintain
a nice and best atmosphere in their restaurant which attract the customers in more and more
quantity. They offers a safe, clean and well organized environment(Garg, Rahman and Qureshi,
2014) . They very concentrate on hygienic such as clean all the tables and chairs, floors, kitchen
where food items is made, doors and windows etc. and provide friendly environment to their
customers like well manner staffs, waiters and other management related to the restaurant who
treated their customers in very polite manners.
Pricing strategy: Sweetings restaurant charge reasonable price from their customers which
attract them towards restaurant. They provide food products at normal rate to every customers.
Only some foods like Italian, Spanish and Chinese foods are available at high price because their
raw matériels items are expensive.
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Best ambience: Sweetings restaurant provide effective ambience such as great interior
design, toppings of foods items, manner of serving the dishes etc. all are attract the consumers
towards this restaurants because charismatic designs always pull the customers towards restaurant
and make them feel happy.
Thus, all these factors influence the customers in the service sector as Sweetings restaurant
provide all these effective components to their customers for attracting them towards their
restaurant.
TASK 2
P3. Customer experience map:
There are different elements in which customers are give feedbacks to the restaurant
according to their experience(Homburg, Jozić and Kuehnl, 2017). Here are such points which is
used by customers:
Websites: This is a grouping of related web pages considering content of multimedia,
domain name, web server etc. Website can be reachable through a public network of internet
protocol like private local network, internet and uniform resource protocol that determines the site.
Websites can many types such as corporate website for a business, personal website, government
websites etc. Websites are use for providing particular information and news. Sweetings restaurant
also provide their own site for sharing the information to their customers. Customers can give their
experience of services on this websites which is provided by this restaurants.
Text message: Texting is an activity of sending and composing electronic message via
mobile device, laptops etc. in which include numeric and alphabetic characters. It send message and
information by one people to another people or association. Customers use this component as share
their experience in both positive and negative aspect to the Sweetings restaurant.
E-mails: E-mails is a technique of exchanging information among people via electronics
device. Email method are based on the forward and store model. In this, Sweetings restaurant create
their particular e-mail id for sharing the information regarding restaurant with their customers.
Review sites: Review sites are plays a important role in the consumers life cycle and it is a
effective manner to to keep in touch with old consumers to form a loyal consumers base. Sweetings
restaurants use this site for get feedbacks from their consumers(Klaus, 2014). Customers experience
is not just about credibility but its also helps in creating standout their product pages.
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Telephone: Telephone is a telecommunication device in which two or more persons are
convey with each other when they are far apart. In this, customers can complain via this device to
the staffs of Sweetings restaurant(Yang, Liu and Li, 2015).
Restaurant Environment: If Sweetings restaurant has good atmosphere then customers is
satisfied and they have great experience towards restaurant and give good feedback.
Restaurant management: Restaurant management should be best means managers maintain
their works and decision and control all the activities of the restaurant by satisfying the consumers
needs in good manner. If they don't manage quality of foods then customers have bad experience
towards this restaurant(Lee and Kang, 2012) .
Restaurant staff: Sweetings staffs are well mannered and have good and polite behaviours
which influence the customers in good manner then customers have good experience about this
restaurant and want to come again and again.
P4. How the customer touch points throughout the customer experience create business
opportunities:
Touch-point is define as an strong Brand's point of consumer contract, from beginning to
finishing. There are several points on that consumers evaluate performance of restaurant. Now a
days here are various online applications which shows, rating, dishes, ambience, reviews etc. of
venue, so develop more consumer base. Managers of Sweetings Restaurant perform to improve
total performance that finally supports to achieve best image in society Touchpoint is business slang
for encounter where business and consumers engage to handle transaction, provide services and
exchange information. They are purposeful when the concern understands them as a entire
inventory and as person opportunities to better the consumers experience.
Touch point also defines to views which grow in compliance with use services from
restaurant. Persons choose to use services if reviews are effective and this review provide positive
effect after using services. Therefore, managers of Sweetings Restaurant should emphasize to
provide best services. It is necessary for maintaining business operations and gain customer base
because oral communication is most inexpensive promotional method but very effective. These
days, customers desires full return of their wealth. They spend wealth after proper investigation.
Therefore, managers of Sweetings should focus on rendering good services. So, this is applicable
for achieving goals. There should be marketing of goods and services supply by administrator of
Sweetings Restaurant. In this some levels are include that are mentioned at below:
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Stage direction: It involves different phases which are determined as under:
Waiter makes eye-contact with the customers: Waiter is an individual who deals with
consumers to takings orders, rendering services and examine their wants. Waiter should keep in link
with consumers, so customer can interpret, that waiter is giving times and attention to catch it.
Waiter should be happy and pleasant while dealing with consumers(Torres and Lehto, 2014) . This
provide positive strength to consumers which satisfied them.
Waiter: Good evening, Madam.
Consumer: Very good evening.
Waiter: What you want to take ma’am?
Consumer: I want to eat snacks, bring me salads.
Waiter: Hold a minute, madam. I am serving it.
Consumer: How much money I have to give.
Waiter Only 40 it.
Waiter: Thank you so much madam.
Consumer: Thank you.
Above communication shows discussion between consumers and waiter. There is various
demand of consumers so if waiter act with their consumers, then they can analyse the demand.
Consumer desire polite response from staff so consumers can share their issues and problems in
case of any(Lemon and Verhoef, 2016) . Waiter personally link with consumers, so they can apply
modification in relevant and effective manner.
TASK 3
P5. How digital technology is employed in managing the customer experience:
Questions:
1. What is the name of the organisation on which developing the presentation?
Ans: Sweetings restaurant.
2. What is the name of an individual who create the presentation?
Ans: Devin gates.
3. What is the name of software programme that they demonstrated?
Ans: Opera
4. What are key components of their programme?
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Ans: Links with, Book a table, open table etc. LateRooms.com and Bookings.com etc.
Housekeeping and reservations etc. EPOS system.
5. Name of their few present consumers?
Ans: Travelodge, Hilton International.
6. How long have they been in company?
Ans: Late 1970s (OPERA)
7. How does the company see these programmes developing in the future:
Ans: Increased functionality, effective analysis of feedback.
TASK 4
P6. Customer service strategies:
Effective managers support to workers to interpret the value of the consumers experience.
Consumers in hospitality industry are main element, satisfaction of consumers can increase to
business downward and upward. It is necessary to create alteration in goods and services as per
the service requirement and demand. This satisfied the consumers and they choose to utilise
services. Up to the and Instant mark services supports to keep good and long term social relation
with consumers. For instant: if a consumer satisfied, then he choose services from Sweetings
Restaurant again(Peppers and Rogers, 2016) . This is relevant and effective for accomplishing
strong brand image. Consumer experience is the main essential factors to be include in service
industry. Some strategies are mentioned below:
Reward loyal consumers: In Sweetings Restaurant, there are many consumers which
come on daily basis they come and also bring their known persons and new friends. Therefore,
there should be availability of reward systems for giving to consumers because they support in
rising sales and brand image of Sweetings restaurant. If restaurant provide them rewards then
consumers attract from reward and try hard to bring along with more and more consumers.
Deliver on your promises: There are several promises which is connected to the quality
of services, goods and services. etc. Therefore, these should be fulfilled by them in effective
manner(Shah, Kumar and Kim, 2014) . This supports in rendering satisfaction to the consumers
and their loyalty is improve towards Sweetings restaurant . Simply, only advertisement can't
attract consumers.
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Be attentive to guest's needs: Sweetings restaurant can enhance and enlarge their
business by satisfying the wants and needs of consumers. In respect to raise consumer base,
firstly satisfied the consumers and provide them better and effective services. Employees should
ready to do what is needed by consumers.
P7. Create customer service strategies and develop the customer experience:
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: Sweetings restaurants, London
Time and date and of visit: 28th November, 2018
First Impressions and Ambience:
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?
Soft sound mostly attracts the
consumers.
Colour combination of walls
and furniture are not effective.
There is necessity of light
colours for furniture with
match to wall.
Tariff Boards, Signage, Labelling, etc.:
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?
Do not touching, Fire exist,
danger, etc. gesture boards are
located at several places.
Confusion between non
vegetarian and vegetarian
foods.
In this, I'm provide proper sign
of red and green colour.
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?
Some foods are pocket
friendly with custom
characteristic.
Bar facilities are very
expensive.
As name show bar facility. So,
I provide various brands of
drinks, so user can use service
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as per their income.
Products range:
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?
They provides various
varieties of dishes of food.
Chinese dishes are not tasty. I choose to Chinese cook who
make delicious dishes.
Staff:
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?
Staffs were humble and polite. There are few workers which
take time in food serving.
I'm provide and recruit more
skilled force.
Time:
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?
Services are deliver in specific
time.
Daily call is done to order
more foods.
I'm provide a person for daily
visit for assembling orders
after specific time period.
Supplementary Items:
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?
Supplement services like Wi-
Fi, charging point are
good(Spiess and et. al., 2014) .
Internet speed is slow. This
impact the working way of
business persons.
I'm provide good speed
internet by choosing best
option of network.
Payment:
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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?
cash and credit cards are the
way of payment.
Sometimes issue arises in
payment mode of restaurant.
So, this leads the waiting time
of customers.
I'm provide better option of
payment.
CONCLUSION
From the above given report, it has been concluded that customers is main aspect of any
business because they increase and improve the profit and sales volume of the business. Needs
and demands are different from customer to customer. Managers should be satisfying the needs
and wants of consumers in which they can give better response to the restaurants. Customers
experiences are very important for an organisation to know their business's strengths and
weaknesses. Effective strategy are must for an restaurant for which workers provide the better
and improved services to the consumers.
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REFERENCES
Books and Journals:
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.
Blázquez, M., 2014. Fashion shopping in multichannel retail: The role of technology in
enhancing the customer experience. International Journal of Electronic Commerce.
18(4). pp.97-116.
Cetin, G. and Dincer, F. I., 2014. Influence of customer experience on loyalty and word-of-
mouth in hospitality operations. Anatolia. 25(2). pp.181-194.
Fatma, S., 2014. Antecedents and consequences of customer experience management-a literature
review and research agenda. International Journal of Business and Commerce. 3(6).
pp.32-49.
Garg, R., Rahman, Z. and Qureshi, M. N., 2014. Measuring customer experience in banks: scale
development and validation. Journal of Modelling in Management. 9(1). pp.87-117.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Klaus, P., 2014. Measuring customer experience: How to develop and execute the most
profitable customer experience strategies. Springer.
Lee, H. J. and Kang, M. S., 2012. THE EFFECT OF BRAND EXPERIENCE ON BRAND
RELATIONSHIP QUALITY. Academy of Marketing Studies Journal. 16(1).
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
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customer journey. Journal of Marketing. 80(6). pp.69-96.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Shah, D., Kumar, V. and Kim, K. H., 2014. Managing customer profits: The power of habits.
Journal of Marketing Research. 51(6). pp.726-741.
Spiess, J., and et. al., 2014. Using big data to improve customer experience and business
performance. Bell labs technical journal. 18(4). pp.3-17.
Torres, E. N., Fu, X. and Lehto, X., 2014. Examining key drivers of customer delight in a hotel
experience: A cross-cultural perspective. International Journal of Hospitality
Management. 36. pp.255-262.
Yang, Y., Liu, X. and Li, J., 2015. How customer experience affects the customer-based brand
equity for tourism destinations. Journal of Travel & Tourism Marketing. 32(sup1).
pp.S97-S113.
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