Managing the Customer Experience

This assignment discusses the value of understanding customer needs, factors that drive customer engagement, creating a customer experience map, and the use of digital technology in managing customer experience. It also examines customer service strategies in the service sector.

Managing the
Customer
Experience

INTRODUCTION
Customer refers to the people and individual who are ready o pay the goods and services
which have value and are manufactured by a company so that customers can take advantages of
them and fulfil their needs. It is important to maintain their believe and trust of the target
audiences on the products and services of the company by manufacturing quality products as per
customers needs and demands. So that when they use the products and service, they have a good
experience (Baker, 2016). It is essential for the company because by providing quality product,
the firm can manage their trust and experience. This assignment is based on Pizza Hut which is
an American restaurant chain and international franchise. This firm was established in 1958 by
Dan and Frank Carney in Wichita. It was operating its business globally by 18,431 restaurants by
offering its different services to its potential customers. This report will discuss about the needs a
d expectation of market segments and explore the customer experience map to generate business
growth options. Further, will explain about the impacts of digital technology in customer
relationship management and application of different customer experience management within a
service sector business to increase customer engagement.
TASK 1
P1. Value and importance of understanding the needs, wants and preferences of largest customer
groups
Customer plays an essential role in the restaurant organisations. They are not only play crucial
roles in hospitality sector but also in different industries and help in running and operating the
business of the companies in effective and appropriate manner. With the assistance of target
audiences, it is easy to know about the taste, preferences, needs, demands and wants of the
people so that organisation produce that kind of product and able to attract and get attention of
them, so that they can retain them till long time. Concentrating on consumer's desires and
demands will also assist the firm to build a better or long term relation with the customers. There
are several demographics on the basis of them products and services are manufactured and reach
in the clients according to their gender, age, income, occupation and others (Bilgihan, 2016). The

description of some essential consumer segments and their necessities has been defined as
follows:
Types of customers Different type of consumer's need
School children Waiters wearing,
dinner jackets and
bowties etc.
Fun food Crayons and colouring
books.
Holiday maker Local food Entertainment Pool side services
Business person Meeting Rooms,
changing facilities.
Menu in different
languages, mobile,
charging point
Nutritious and healthy
food.
According to the preceding defined content, administrator of Pizza Hut can get information
about the customer’s wants and demands. By considering these three segments of school
children, holiday maker and business persons (Chauhan and Manhas, 2017). In the need of
school children, colouring books will provide to them so that they can enjoy the meal as per
their need and want.
In order to it, holiday maker can be essential; customer for Pizza Hut by offering them
pool side service because when people are go to spend their holiday at another location then
they have need these kind of services so to filling this need holiday maker offer them these
kind of services. Business persons are health conscious and this makes for them to consider
about their diet which should be nutritious. So fulfilling these kinds of needs of customers,
the firm can make effective relation with them and retain them till long time period.
P2. Different factors that drive and influence customer engagement of different target audiences
groups
Customer engagement indicates to the activity of making interaction outside stakeholders of
the organisation and restaurant. Customer engagement is essential because it work as a
connection among two sections. Different factors are required for the intellection during the
time of making interaction with target audiences and affecting them in correct way so that
they can relate with the organisation long time (De Keyser and et. al, 2015). The explanation

of some essential components which are crucial to keep customer engagement for Pizza Hut
are defined as:
Ambiance- It indicates to the outer side of the restaurant like interiors, designs, place etc. It
is crucial for pizza Hut because good interiors like paint, lights, music, structure, place and
others are help in attracting customers and create a positive impact in the mind of the
potential clients (Goodman, 2019). This help in making good relation with the customer and
they retain with the organisation long term.
Pricing strategies- It is another essential factor which help in making effective relation with
the target audiences. Before purchasing goods and services, customer collect information
about the pricing policies of the company. In Pizza Hut, the management of the company do
not charge high price fro its customers.
Services offered- The respective firm offers their potential consumers with different
products and services which are able to fulfil the needs of the customers. The products
which are offered by respective company are beverages, appetizers, desserts, pasta and
different types of pizza which provide gratification to consumers demands.
Quality of food and services- It is an another crucial factor engage customers with the
company. In Pizza Hut, the production department of the company use high quality
ingredients in its products. For example, in its veg-pizza, they use fresh vegetables and its
chicken-pizza, they use fresh ingredients. It help in making its target customers in real
clients and providing satisfaction to their needs and wants.
P3. Create a customer experience map
It indicates to the procedure with the assistance of which intellection is illustrious the
conceptualization of target audiences in context of products and services of a company for
which they are related. There are various phase which can be considered by the company
within this activity. This process can be implemented by the management of Pizza Hut in
knowing about the customer desires and preferences so that company can offer achieve
success and growth. The origins with the help of them, the firm can make evaluation of the
products and services are websites, review sites, e-m,ail and restaurant atmosphere etc.
which assist in identifying and effecting on the potential clients demeanour for any
affiliated goods and service. The description of sources are as below:

Websites- It is essential and effective option for the organisations like Pizza Hut where a
company can make development in the brand image in the market (Homburg, Jozić and
Kuehnl, 2017). This source can be used by the company as promotional tool and with the
help of it the administration can provide information about its products, services by sharing
their images so that customer easily aware with the products and come to restaurant to check
the taste. With help of this origin, the firm can take their feedback regrading the product if
there will need of improvement they can get suggestion regarding it form their clients.
Review sites- the influence of these kinds of sites are also essential because it help in
providing information to the company about the customers. When target audience make
their visits to the restaurant, they share their experience on the site of the company so that
customer may also take their decision on the basis of reviews. In Pizza Hut, the positive
review bout the products and services of the company help in improving the brand image of
the company.
Restaurant management- There are several kind of actions and acts which are executed by
the company in different sectors (Lehtiranta, 2015). The administrators of the organisation
are played various roles which assist in improving the brand image of the company. In Pizza
Hut, there are different growth activities like cooking, selling, buying and serving etc. are
perform by the workforce of the company which help in fulfilling customer needs.
Restaurant environment- the internal atmosphere of the company affects the customers in
different ways. In it, target audiences make interaction with the employees who are working
in the company and offering services to consumers. In Pizza Hut, light, music and other are
attract customers in favourable manner. Apart from it, the services which are provided by
the workforce are also effective and create a positive image in customer mind. So they like
to spend their time this place and want to take the benefits of the services and products of it
again and again.
P4. Discuss how the customer touch points throughout the customer experiences create business
opportunities
Touch point indicates to the some particular points where target audiences make judgement
of execution of the individual. In current era, there are various applications with the
assistance of which a company make aggregation or reviews of potential clients so that
services can be made as per the needs and demands of them (Lemon and Verhoef, 2016). It

is a manner with the assistance of it interaction can be make among employees, consumers,
brand, goods and services etc.
According to target audiences perceptive, it is affiliated to taking services from those
companies which is having good feedback of their potential clients. So it make curial for
Pizza Hut to work on their service and form required improvement within by monitoring
customer taste & preferences (Mondal, Ghosh and Nair, 2015). If the company make
development in its services then it attract number of customer and they take the advantages
of them and provide favourable reviews which help in building good brand image in the
marketplace. Fro instant, by considering the role of waiter in the company like who make
interaction with different people within a day. So the script of the communication among
customer and waiter of Pizza Hut are defined as beneath:
Employee: Good evening Sir.
Customer: Good evening.
Employee: Please tell me what you want to have now, sir?
Customer: I want one Ultimate Lover’s Pizza stiffed crust with Aquafina Bottle.
Employee: Please wait, sir. It will be serve you soon.
Customer: Sure, Please take your time.
(After 12 minutes)
Employee: Here is your order Sir.
Customer: Thank you. What’s the price of it?
Employee: Only £19 Sir.
Customer: Okay. Here it is.
Employee: Thank You. Have a wonderful day, Visit Again Sir.
TASK 3
P5. Examination how digital technology is employed in managing the customer experience
within the service sector
In current era, Digital technology is if great importance in a company with the assistance of
which consumer satisfaction and their experience is improved. Internet is included under
digital technologies, so with the assistance of this kind of firm can offer its services to its
potential clients and make improvement in its brand image (Paulišić, Tanković and

Hrvatin, 2017). In Pizza Hut, with the help of digital technology, the management of the
company can make its availability to its numerous customers of different nations. By
delivering services with it, the firm can make increment and maximization in customer
base. Digital technology are essential because due to use of the administration of the firm
aware with the needs and demands of the customers and offer goods and services as per
their requirement and taste & preferences or provide them a good customer experiences
through its different products (Peppers and Rogers, 2016). There are several ways through
which digitalisation make in customer experiences, some of them are mentioned as below:
Internet of things- With the assistance of this device, it is potential to the organisations
that they can make good relations with their potential clients. In which different kind of
applications, devices are involved which are help in providing the information about
organisation, products and others through advertisements to its clients and maintain god
relations with them in digital or real world.
Big data Analytics- It is another way to make development in customer experience. In it,
the company offer its data and information regarding the products, services and others to
its target audiences who has personalised offers and account (Wilson and et. al., 2017).
With the assistance of it, they can get information about company, its products, services
and others or make improvement in their experience and retain with the firm.
Chabot- It is a new way which helps in making improvement in customer experience. It
offer its facilities just like a supporter and directing the consumer by offering support by
message, voice, mobile application, website and other devices. With help of them customer
can get information regarding products and service and make improvement in their
experiences.
The respective company is operating its business in Hospitality industry and highly
concentrate on building or maintaining good relations with their consumers in context of assure
their success and development. The ways through which Pizza Hut assist in improving and
developing the customer experience is described as beneath:
The company can develop or use software to maintain the effective records regarding their
data and information about the customers, taking feedback and reviews on regular basis like email
(PIAGGIO and Newnham, 2019).

 Personalised services can be provided by the company to its consumers like delivery of
the products to its regular consumers.
 Greeting and presents can also send to them with the assistance of this software.
So, following are the some ways which can beneficial to the company to maintain effective
relations with the potential consumers to each company.
TASK 4
P6. Illustrate customer service strategies in a particular service sector
In Hospitability sector, consumers are the important resource at marketplace that help in
operating the business of a company in the market so that it can concentrate on
development in their services and getting attention of consumer in different manners. It is
the way through which company assure about its development and sustainability by
making profit margins and revenues (Sotiriadis and Gursoy, 2016). Better services of the
firm assist in maintain long time relation with consumers so that long term relationship can
be maintained with them. If the customers will with the company till log period then it help
making a good brand image in consumer mind and they also show their loyalty by
retaining with it. Regarding its some plan of actions are defined as under:
Reward loyal consumers- he respective company can also rewarded it consumer’s who is
the permanent and regular customer of it. It will assist in making in target audiences in real clines
when they are rewarded by the organisation. In addition to it, good services of the firm will be
appreciated by the consumers towards others individuals. This will be help in promoting the
company and can be a word of mouth promotion of the firm which is more effective in other
kind of marketing.
Delivery of promises- For instant, in term of quality, a company makes promises affiliated
to so many aspects to their consumers. So t is crucial to the company to satisfy it with he
purpose of maintaining the customers believe and trust in them.
Attention to clients- It is crucial for Pizza Hut to obtain into deliberation on the words of
their visitors that they want and have need so that they can offered with only those things
about which they are asking. So it is essential for customer satisfaction that the firm
provide them better services which are essential to them.

In this manner, It will be easy for the organisations to make developments in the
fulfilment level of their clients and for the betterment and growth of the company as well
(Weinstein, 2016).
P7. Demonstrate how customer service strategies create and develop a customer experience in a
way that meets the needs of the customers
Customer Audit Trail and Critical Observations
Name of the hospitality business visited: Pizza Hut
Date and time to visit 16th November 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?
Providing good area for
hosting parties specially kids.
The interiors and designs were
attractive..
Improvement will be made in
wall decorative.
Signage, Tariff Boards, 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?
Packaging which Non Separation in dishes made
customers confused.
Differentiate catalogue of
serving dishes.
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?
A few foodstuffs were Elevated price stimulating In case of changes, price will

valuable as well as reasonable
in cost also.
from clientele. be lower to some level in
contrast to other.
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?
Accessibility of differentiate
foodstuff.
Ghastly taste of French food
items.
French Chef will be borrowed.
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?
Workers were supportive and
obliging.
Cause of fewer workforces,
stoppage in work occurs.
Workforce will be rented in
suitable way.
CONCLUSION
As per preceding defined information, it can be analysed that customers are an essential
source of the company because they help in business expansion, increasing sales, enhancing
productivity and maximizing the profitability of the company. It is also important for the
company that by offering quality products and services they can retain their potential
customer and manage their experiences. By analysing their needs, they can offer the
products as per their requirements and engage them with firm. Customer experience map is
essential because it help in providing the information about consumer’s need which help in
providing information about customer touch point and enable in creating business
opportunities. Digital technologies are crucial to manage customer experiences and meet the
needs of them and required business standards.
REFERENCES
Books & Journals

Baker, M. A., 2016. Managing customer experiences in hotel chains. The Routledge handbook of
hotel chain management. pp.240-250.
Bilgihan, A., 2016. Gen Y customer loyalty in online shopping: An integrated model of trust,
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Chauhan, V. and Manhas, D., 2017. Dimensional Analysis of Customer Experience in the Civil
Aviation Sector. In Hospitality Marketing and Consumer Behavior (pp. 75-101). Apple
Academic Press.
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.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
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.
Lehtiranta, L., 2015. Managing end-user experience in office fit-out projects. Procedia
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customer journey. Journal of marketing. 80(6). pp.69-96.
Mondal, S. C., Ghosh, S. and Nair, M. K., Wipro Ltd, 2015. System and method for intelligent
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U.S. Patent 9,026,851.
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PIAGGIO, N. B. and Newnham, L.M., NICE Ltd, 2019. Customer journey management. U.S.
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(Baker, 2016)(Bilgihan, 2016)(Chauhan and Manhas, 2017)(De Keyser and et. al, 2015)
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Verhoef, 2016)(Mondal, Ghosh and Nair, 2015)(Paulišić, Tanković and Hrvatin, 2017)
(Peppers and Rogers, 2016)(PIAGGIO and Newnham, 2019)(Sotiriadis and Gursoy,
2016)(Weinstein, 2016)(Wilson and et. al., 2017)