Managing the Customer Experience

MANAGING THE
CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P 1 Value and Importance of Target Customer Groups...............................................................1
P 2 factors Influencing Customer Engagement...........................................................................2
LO 2.................................................................................................................................................3
P 3 Customer Experience Map....................................................................................................3
P 4 Touch-points of Customers to Increase Efficiency...............................................................6
LO 3.................................................................................................................................................8
P 5 Employment of Digital Technology For Customer Experience............................................8
LO 4.................................................................................................................................................9
P 6 Customer Service Strategies..................................................................................................9
P 7 Customer's Service Strategies in Achieving Customer's Needs and Business Standards.. .10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Customer experience is the value which customer gain after consuming
particular products and services in exchange for currency. This will help the customers
to gain the value physical, mentally which will help them to get satisfied. Analysing
customers experience is very essential in hospitality industry as it help them to
understand customers behaviour to formulate effective marketing strategies to attract
them and increase the sales. Customer experience analysis help business organization
to increase the satisfaction level which however turns into customer loyalty effectively.
Customer experience management is adopted in hospitality industry as business
organization are customer oriented and need to fulfil the needs and wants of the
customers to increase their experience and motivate them to use the products and
services. This will also help the business organization to determine all the touch points
with the customers and improve the quality of products and services. This report have
brief information about The Ledbury restaurant and it is also very popular in committing
with the quality they serve to customers. Restaurant was established in 2005 in London,
UK. Restaurant have to analyse the customer experience mapping to gain better
knowledge and increase the quality if their services and food.
LO 1
P 1 Value and Importance of Target Customer Groups
Customers is the king of the market and to maintain the satisfaction level of
customers business needs to identify wants and needs of the customers. This will help
organization to increase customer loyalty and increase sales of the businesses. The
Ledbury restaurant also have to analyse the needs and wants to identify the quality of
food and services to be provided and the low prices and high quality.
The Ledbury Restaurant also have analysed feelings and emotions of customers
to develop deep understanding about them and also make them connect to the taste of
restaurant effectively. However, value of customers is identified with the behaviours like
attitude, beliefs, culture, traditional values which will help customer to make decisions
and increase the satisfaction by opting effective needs and wants according to
willingness to pay.
1

Needs and wants are very important for customers as it helps the to increase the
willingness to pay for services and food. Ledbury also have adopted the meeds and
wants of customers as their primary decision-making process to formulate foods
according to customers customization to make them more satisfied and this will also
increase the value for money which thy have spent on the food and services which
customers have received. Restaurant also Included value oriented tools to attract
customers and provide them better services. Price value is very essential aspects of
customers as they measure the quality of food and services with price charged with it.
As it is calculated as perceived value equals to perceived benefits divided by cost for
the products. This means the value of customers will increase with increase in the
benefits provided by restaurant with the lower prices.
Social needs and often ignored and it also needs to be identified by customers.
Customers usually don't realize their wants and need ans which also deceases the
value of customers. Evaluating wants and needs of customers with the social needs will
also help customers to increase the quality of lifestyle and make them increase the
decision-making process. Needs and wants of the customers also help Ledbury to
identify effective marketing strategies to attract them and provide them with better
quality of services. Needs and wants of customers also help to examine the market to
determine the demand and also decrease he cost by increasing economies of scales of
production and providing low prices of products and services in particular region.
P 2 factors Influencing Customer Engagement
Ledbury have to analyse factors which increase and decrease the customer
engagement as it will decrease the sales of business and decrease profitability as well.
Factors which are affecting business will help to make effective strategic plan for future
growth and make effective changes in the organization to attract more customers to
business (De Keyser and et.al., 2015). Customer engagement will also help restaurant
to develop the culture within the business organization to increase the efficiency of
employees and provide them with better skills and knowledge to deal with customers
and fulfil their wants and needs effectively. Due to increase in hygienic factors
customers are more attracted to be mote health conscious and avoid food which will
2

decrease the health. Restaurant have to change the menu and also use organic
vegetables to increase the customers by targeting on this customer segment.
Technology is one of the major factor which influenced customers to
restaurants. Due to high technological advancements it helps restaurant to increase
quality of services and provide better ambiance. Technology also attracts customers to
restaurants as it decreases errors and provides maximum quality.
Communication also help the customer to understand all the features and vision
of restaurant which will also increase value and also become loyal to business. Effective
communication is very essential in the organization otherwise customers will not
understand and it will also decrease their satisfaction. Customer have rights to be
explained if not fulfilled it can also arise many legal complication for Ledbury restaurant,
After Sales Services is important as customers ned to be asked if the food is
good or not and what issues they faced in food. This will help customers to increase
value towards restaurant as they care for their advice and it will also help restaurant to
increase information and increase the quality of food and services to provide better
satisfaction and attract more customers.
Employees also need to be educated and have better knowledge to handle all
customer which will also help customers to provide better satisfaction. Employees also
need to have skills to identify behaviours of customers to provide better quality of goods
which will help restaurant to increase its goodwill in market and attract more customers.
Effective employees will also help restaurant to make effective strategies and manage
all the operations to increase the productivity and decrease the time of waiting for each
customer this will help restaurant to make more customers.
LO 2
P 3 Customer Experience Map
Stages Research booking Arrival Waiting Departure Follow up
3

Thinking The
customers
in this
stage need
to analyse
the options
available in
the market
which are
very
effective in
providing
food.
Customers
also think
that what
will be cost
and which
is closer.
In this
stage the
customer
have
questions
that is the
booking
requires in
this
restaurant
and if it
can be
canceled
or
reschedule
the
booking.
Does the
restaurant
have
proper
parking
space, is it
convenient
to go by
car. How
much
waiting will
be there.
Is
restaurant
have
proper
sitting
arrangeme
nt for
waiting
(Goodman,
2019).
Customer
need to
analyse the
billing
criteria and
what are
the
additional
charges.
The
attendant
should
drop the
customers
to way out
and also
bring the
car out of
parking.
Identifyin
g
needs
In this
stage
customers
will
identify the
food which
they want
to have
according
to their
feeling.
They will
Customers
need to
identify
that the
restaurant
is having
booking
options
and will
they allow
them to if
they are
Customers
also have
questions if
they are
late will
they keep
their
bookings.
Is it the
same place
as
described
Does
waiting
room have
entertainm
ent to pass
the time.
The food
was good
and
ambience
was
excellent.
Customers
will provide
tip to
waiters for
better
services.
4

identify
their needs
and
willingness
to spend.
unannounc
ed in the
restaurant.
to them.
Customer
experienc
e
Customers
need to
evaluate all
the options
and have
found the
best
restaurant
which
provide the
best
customer
experience
.
Customers
will also
determines
the reviews
which the
ex
customers
have which
will provide
better
understand
ing in
In this
question
arises by
the
customers
are that is
there
phone
booking, or
online
booking.
The
services
which are
provided
by the
restaurant
will help
customers
to decide
to book.
Does
restaurant
have
welcome
offers for
new
customers,
are there
good
employees
to attend
the
customers.
Have good
sitting area
and
provides
better
services
while
waiting.
Restaurant
need to
have
effective
offers to
attract
customers
after
checkout.
Wll there
be any
offeres
after on my
mail.
5

decision-
making.
opportunit
ies
In this
stage
customers
will do
research
that
restaurant
has online
food
delivery
services or
not, is
having
good view
or not and
the
ambience
should also
be good.
Customers
will identify
that repeat
customers
also need
to book or
will have
some
privileges.
(Peppers
and
Rogers,
2016)
Restaurant
should
provide
map to
give
direction to
customers
to find
restaurant.
Customers
are
provided
with the
tokens and
screen to
see the
status of
their
waiting.
Restaurant
to provide
better rate
compariso
n of
competitor
s to
increase
customer
value and
experience
.
Customers
also have
to be more
open and
create a
better
quality
relations
with
employees
.
P 4 Touch-points of Customers to Increase Efficiency
Ledbury restaurant analysed customers touch points to understand the behaviour
of the customers and provide them with better opportunity (Jain, Aagja and Bagdare,
2017). This will also help business organization to improve quality of food and services
to raise satisfaction level of customers. Customer touch points are the interactions
points of the customers during the customer journey from selection of restaurant to
departure.
6

Research
Ledbury need to examine the customer experience mapping to identify which is
the touchpoints of the customers. Restaurant have to increase the efficiency of
marketing and promoting the quality and services in the market. This will help Ledbury
to attract customers at research stage and increase the sales of the business. Increase
in goodwill will also help customers to choose Ledbury to satisfy themselves.
Booking
Ledbury have the opportunity to develop on call bookings and online bookings
which will; help customers to reduce their time to visit restaurant in order to book the
table. This will also help customers to increase experience and provide with better sales
of restaurant. Ledbury nee to examine behaviour of customers at the time of booking
which will help the to identify the factors which attracted them to restaurant. By that
information Ledbury can also improve technology like automated voice for bookings
which will decrease cost of employment and training them (Wilson and et.al., 2016).
Arrival
At this stage Ledbury need to increase the information system of parking space
which can be shown on the mobile phone of customers, this will help customers to park
their cars safely. Restaurant also need to adopt kiosk panel for customers which have
already booked table which does not keep them waiting and attract them to the
restaurant. Directions of Restaurant will also help customers to find the location of
restaurant to decrease the time to find the directions.
Waiting
Ledbury need to improve the waiting area for customers in order to make them
comfortable. First-come first-serve system should be adopted which will decrease
waiting time and increase customer experience with better satisfaction. Entertainment
facilities will also help customers to increase comfortability.
Departure
Restaurant should accept all types of payment at the time of billing and
restaurant also should provide offers and discounts for the next visit. This will help to
attract customers and increase profit margins. Valet should be appointed to bring the
car out of parking.
7

After Sales
Ledbury need to provide information about all the latest offers and opportunities
which existing customers can avail. This will also help to attract more customers and
make them loyal to restaurant. Employees of restaurant need to have better skills and
knowledge to increase customer relationship (Keiningham and et.al., 2017).
LO 3
P 5 Employment of Digital Technology For Customer Experience
Ledbury identified the importance of digital technology in operating business and
increasing customer's experience. Restaurant also need to evaluate internal and
external factors which are responsible to support digital technology. As technology is
increasing in hospitality industry and due to increase in technology cost is decreasing
with increase in profit margins. Due to increased use of internet in the market it is very
helpful for the restaurant to market them at the internet platform. Technology adaptation
also increases the opportunities to increase the growth of business strategies and
maintain the quality food and services (Ding and Tseng, 2015).
Digital technology advancements will also ensure quality of employees and it will also
provide better future prospects to increase the food quality and increase goodwill of
restaurant.
Marketing
Digital technology will help business organization to increase performance and
attract more customers. With the help of digital technology it will be very easy to collect
and store all the personal data which can be used to target single customers according
to their preferences, tastes, attitude, cultural values (Yakhlef, 2015). This will help
Restaurant to develop effective strategies to attract customers which have the similar
behaviour. This will also help restaurant to formulate segment which are very effective
in targetting the customers and increasing their experiences (McLean and Wilson,
2016).
Operations
With the help of digital technology restaurant can analyse the market demand of
the food which is in trends at present (Bharwani and Jauhari, 2017). This will help
8

restaurant to produce according to the demand of customers. Online questionnaires and
feedbacks at the time of billing will automatically collect all the information and store
them in the server. This will be used in making operation of restaurant more feasible
and cost-efficient. Trained and skilled employees will also help to decrease cost and
attract more customers. Customer experience will be increased by producing food and
services according the wants and needs of customers.
LO 4
P 6 Customer Service Strategies
Ledbury need to identity some effective customer services strategies as that will
increase satisfaction of customers.
Product Training
Restaurant need to train employees so that they can increase their knowledge
about all the services which are related to products (Edelman and Singer, 2015). As this
will also help employees to provide effective services to customers and maintain their
satisfaction level. Trained employees also have better interpersonal skills to increase
the services of customers.
Effective Ambiance
Ledbury also need to design restaurant effectively with proper sitting and lighting.
This will also help customers to relax and enjoy the ambiance of restaurant.
Infrastructure also pays a very important role in increasing customer value and
achieving efficiency of restaurant. Ledbury need to adopt electronic menu which will
decrease time of ordering and the food will be served faster to customers. This will also
help customers to improve their satisfaction according to their value of money paid.
First Contact Resolution of issues
Ledbury need to determine the issues faced by customer and solve them at first
touch point so journey of customers is not affected and increases the customers
experiences. This will help restaurant to develop better information about customers
and increase strategic planning in business organization. First contact resolution need
to be done with regular analysis of customer service quality which will also facilitate to
maintain the performance of the business (Halvorsrud, Kvale and Følstad, 2016).
9

Fulfilling Promises
Traits of successful and ethical business organization is that they are very
effective in fulfilling their promised to their customers and maintaining the quality of
products and services. Ledbury also need to determine the efficiencies of restaurant
before making any promises to customers. The Restaurant also need to successfully
deliver services and food as promised in marketing campaign which will help Ledbury to
gain goodwill and better customer satisfaction and trust.
Interpersonal Approaches
Employees of restaurant also need to provide better relationship to their
customers which they can relate and also indulge tin communication which interest the
customer benefits. This will also help customer to benefit with the employees and also
help them to understand with their behaviour and attitude to create better services
setting to increase experience of customers. This approach will also help customers to
be loyal to restaurant which will help the restaurant to receive many suggestions to
improve services.
P 7 Customer's Service Strategies in Achieving Customer's Needs and Business
Standards
Ledbury also need to identify strategies which are effective to increase
customers satisfaction and also improve operations and performance of restaurant.
Feedback Approaches
This approach helps restaurant to develop theories based on information given
by customers and this will in return help customers to attain their needs and wants
effectively (De Keyser, 2015). Feedback is the process of understanding customer
experience and expectations to identify the gaps and fulfilling them with effective
strategies. Issues, problems, will be recorded in this approach by which it will help
management to understand their flaw and resolve it effectively.
Recruiting effective Team
Skilled and knowledgeable employees will increase satisfaction level of
customers and this will also help Restaurant to increase services quality with effective
team of employees. Restaurant which have effective team of employees also have
10

advantage to increase their product prices in order to attract quality customers and
improve the standard of restaurant. Employees who are very effective in motivating
employees and also have to provide them with effective team of employees to formulate
effective strategies.
Using Customer Relationship Software
Ledbury also need to analyse some effective software which are compatible with
restaurant operations and in management of customer services (Gabova and Mainela,
2016). Software help managers to develop detailed information about customers to
increase sales and create meals which are accepted by maximum customer base.
Customers relations will also be improved with software adaptation. This will terminate
any overlapping of work and deceases cost of operation in the restaurant. With the
software it becomes easy for managers to identify services which are promised by them
this also increases trust and provide more satisfaction to customers.
Focusing of Alternatives for services
Mobile phones, Social media, self services are some types of segments which
should have different strategies to increase customer's satisfaction and also maintain
the standards of restaurant (Sørensen and Jensen, 2015).
CONCLUSION
This report concludes customers service experience of Ledbury Restaurant
which is part of hospitality industry. There were many factors which influenced decision
of customers in choosing restaurant in the market. Customers experience mapping also
helped Ledbury to develop effective strategies and to increase satisfaction level of
customers. Software and digital technology helped service industry to increase
customers experiences and provide them with effective quality of food and services.
11

REFERENCES
Books and Journals
Bharwani, S. and Jauhari, V., 2017. An exploratory study of competencies required to
cocreate memorable customer experiences in the hospitality industry. In
Hospitality Marketing and Consumer Behavior (pp. 159-185). 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.
De Keyser, A., 2015. Understanding and managing the customer experience (Doctoral
dissertation, Ghent University).
Ding, C.G. and Tseng, T.H., 2015. On the relationships among brand experience,
hedonic emotions, and brand equity. European Journal of Marketing. 49(7/8).
pp.994-1015.
Edelman, D.C. and Singer, M., 2015. Competing on customer journeys. Harvard
Business Review. 93(11). pp.88-100.
Gabova, M. and Mainela, T., 2016. Managing the customer satisfaction of tourists in an
experience economy. International Business Management.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to
increase positive word of mouth, build loyalty, and maximize profits. Amacom.
Halvorsrud, R., Kvale, K. and Følstad, A., 2016. Improving service quality through
customer journey analysis. Journal of service theory and practice. 26(6).
pp.840-867.
Jain, R., Aagja, J. and Bagdare, S., 2017. Customer experience–a review and research
agenda. Journal of Service Theory and Practice. 27(3). pp.642-662.
Keiningham, T and et.al., 2017. The interplay of customer experience and commitment.
Journal of Services marketing. 31(2). pp.148-160.
McLean, G. and Wilson, A., 2016. Evolving the online customer experience… is there a
role for online customer support?. Computers in Human Behavior. 60. pp.602-
610.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A
strategic framework. John Wiley & Sons.
Sørensen, F. and Jensen, J.F., 2015. Value creation and knowledge development in
tourism experience encounters. Tourism Management. 46. pp.336-346.
Wilson, A and et.al., 2016. Services marketing: Integrating customer focus across the
firm.
Yakhlef, A., 2015. Customer experience within retail environments: An embodied,
spatial approach. Marketing Theory. 15(4). pp.545-564.
12