Managing the Customer Experience

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