Managing the Customer Experience

This report discusses the importance of understanding customer needs, wants, and preferences in managing the customer experience. It explores factors influencing customer engagement, creating a customer experience map, and the role of digital technology in managing customer relationships. The report focuses on the case of Amrutha Lounge, a popular vegan restaurant in London, UK.

Managing the
Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
P1 Discuss the importance & value of understanding needs, wants and preferences of target
customers................................................................................................................................3
P2 Explain the different factors which influence customers engagement of target group.....4
M1 Review how customers engagement determine customers on- boarding strategies for
different target customers.......................................................................................................5
TASK 2............................................................................................................................................5
P3 Create a map of customer experience related to selected business...................................5
P4 Explain how touch- points throughout customers experience create business opportunities.
................................................................................................................................................6
M2 Create a detailed customer experienced map...................................................................7
TASK 3............................................................................................................................................8
P5 Explain how digital technology is help in managing customers experience and Example of
how digital technology helps in customers relationship management..................................8
M3 Evaluate how digital technologies employed in managing customer experience ...........8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customers experience management refers to a practice of customers interactions with the
help of physical & digital touchpoints. This practice helps management in increasing brand
loyalty and revenue for company. Customers interaction helps company to understand different
taste and preferences of customers. After understanding customers expectation its easy for
company to satisfy needs and wants of customers. For this report Amrutha Lounge is taking into
consideration. Arvin Suntaramoophy & Shyam Kotecha are founders of this restraurant
established in Earlsfield, London in UK. Both are childhood friends and start their business with
one food truck in 2014. They provide 100% vegan food with high quality at a reasonable price.
Now a days it become the most popular restaurant of united Kingdom. This report includes
various importance and values of understanding needs, wants and preferences of target
customers. Other than this it includes different factors which influence customers engagement,
business opportunities created from customers experience, map of customer experience. Further
it includes advantage & disadvantage of customer relationship management.
P1 Discuss the importance & value of understanding needs, wants and preferences of target
customers.
For success and growth of business its very important to understand needs, wants and
preferences of their customers. Needs refers to the basic requirement of a person which is
essential for being alive. While wants of a customers means they purchase only that product
which they want. Preferences refers to selection of one product or service as compare to other
(Kandampully, Zhang and Jaakkola, 2018). So if a company wants to achieve higher profit its
important to understand all these factors. Customers satisfaction and growth of business are
directly related to each other. Customers are very important for any business or organisation. In
context of selected firm, understanding needs and wants provide different benefits which are
discuss below:
 Customers retention- In context of Amrutha Lounge, understanding needs, wants and
preferences of customers help business to retain their customers for a long period of time.
After conducting research on taste and preferences of customers Arvin & Shyam
analysed that most of the people in London are prefer vegan food. In terms of this
selected business provide good quality vegan food to their target customers.

 Increase brand loyalty- In context of selected firm, understanding needs and wants of
their target customers help business to provide a product and service which satisfied them
most. Selected business provide best quality food and services as compare to its
competitors which increase customers loyalty. Higher loyalty of customers towards
selected business products also increase reputation and brand image of company (Bolton
and et. al., 2018).
 Increase revenue- Understanding needs, wants and preferences of customers in a better
way help company to provide a product or service which satisfy them most. In context of
selected firm it provide tasty food at a affordable price increase their customers
satisfaction level. Higher customer satisfaction means higher revenue for business.
P2 Explain the different factors which influence customers engagement of target group.
Customers engagement refers to the interaction between customers and company with the
help of various online & offline channels (Goodman, 2019). It helps company to understand
needs and wants of customers and increase their loyalty towards their products. In context of
selected business, different factors which influence target customers engagement are mention
below:
 In relevance of selected business it use digital application for interacting with their
customers. While customers thinks that their personal information was not safe on digital
platform. In terms of this Arvin & Shyam use different strategies and software to keeps
all personal information of their target customers safe. They try to gain their customers
trust so that they freely interact with their customers (Maklan, Antonetti and Whitty,
2017).
 Now a days customers face many problems and have different quarries related to any
product and service. These quarries influence customers engagement in a negative way.
In context of selected business, they timely resolve all quarries of customers through
online and offline mode. They regularly take feedbacks from customers which assist in
improving their product & services. Selected business mostly use online channel and
applications for taking feedback and timely answer their customers quarries. It helps in
better customer engagement.
 Most important factor which influence customers engagement is related to technology.
Many customers face technical problems at the time of order food from any hotel

because of this they switch to another restaurant. It will reduce customers loyalty
towards any restaurant. In context of selected firm, they use efficient technology and
applications which attract more and more customers towards it. This will increase loyalty
of customers and revenue for firm. This will create better relation between customers
and business which help in better customers engagement (Maklan, Antonetti and
Whitty, 2017).
M1 Review how customers engagement determine customers on- boarding strategies for
different target customers.
From above discussion it can be analysed that various available factor such as technology
issue, privacy concern, Unanswered questions and so on can impact upon on-boarding strategies
in a negative way. If customers face problem at the time of placing order through their websites
they can sift to another restaurant. On-boarding strategies helps selected business in creating a
good brand image and spread information about business over a large area. For achieving trust of
customers and avoiding problems related to misuse selected business needs to keep data safe. If
selected business wants to maintain their relationship with its customers then they need to answer
all queries of customers. Amrutha Lounge can use online platform for effectively managing
customers engagement activities.
TASK 2
P3 Create a map of customer experience related to selected business.
Customers experience map refers to a process which helps business in identifying how
their potential and new customers are feel when they engage with their products & services
(Koetz, 2019). It helps organisation in achieving more opportunities after analysing customers
experience. In context of Amrutha Lounge, they make a effective map of customers experience
by following eight steps of customers experience. Which are describe below:
 Set clear goal- In context of selected business, first of all they set a fair and clear goal for
effectively perform all activities and achieve goal.
 Define goals & profile persona- In this step selected business receive feedback from
their customers with the help of using different technique such as testing, questionnaire
and so on. Its an important step which help business to reach their actual customers
(Witell and et. al., 2020).

 Highlight target customers- In this step of customer expectation map, selected
restaurant require to understand needs and wants of their customers for satisfying them in
a better way. They provide good quality of products to their target customers for
achieving higher customers satisfaction.
 List of touch points- In this step business make a list of all important point which helps
in operating different business activities and reach to more and more customers. For this
they use effective social media channel.
 Identify components- This stage includes three different elements such as current state,
day in life, service blueprint and so on. Current state refers to the thoughts, actions and
experience of customers while communicating with restaurant. Day in life means
analysing customers experience in various activities in which they regularly participate.
Blueprint refers to the future plan of business which they wants to achieve.
 Determine resources- In context of selected business they use those resources which
helps them in archiving higher customer satisfaction (Zolkiewski and et. al., 2017).
 Take consumer experience- In this step of customer experience map, selected business
require to analysis that how many times their target customers check their website and
applications. This will help company in analysing their popularity in market.
 Controlling- Last step of customers experience map require to check the outcome and
take effective action if actual outcome is not match with standard plan.
P4 Explain how touch- points throughout customers experience create business opportunities.
Touch-points refers to a time when a potential customer or customer and a business brand
are come in contact before, during and after they purchase something.
 Website- Now a days it is the most common touch point which is used by customers to
reach any restaurant. In context of selected firm, they design a effective website which
attract more and more customers and create a good impression in the mind of customers.
 Social media- According to current life of people every one is connected to social media.
For customers it is most popular platform which helps customers to easily find different
restaurant available at various locations. In context of Amrutha Lounge it helps in
expanding their market area and create different opportunities for business.

 Live chat- Selected business use this application for better intersection with their
customers and provide quick solution for their quarries. It helps business to know their
customers more (Keiningham and et. al., 2017).
 Events- Amrutha Lounge timely organise different events which create awareness for
their business. It is an most effective technique used by business to create awareness
about their food and services. Which help business in enhancing their sales &
profitability.
 Online advertisement- Now a days before taking any final decision they search on
internet related to restaurant and its services. Internet is the biggest platform from where
customers can easily get information which they require. It helps selected firm to interact
with potential customers and target different age group customers.
 Customers review- Now a days before buying any product or service customers check
past review and rating given by other customers. Review and ratings of customers show
their experience and satisfaction level. In context of selected business its good customers
review help in creating more opportunities for it. It attract more and more customers
towards their restaurant and increase their revenue.
M2 Create a detailed customer experienced map
 First step is to define a clear and fair goal which business wants to achieve. In context of
selected firm its goal is to achieve higher customers satisfaction by reducing complaints
and provide good quality products.
 After that business needs to gather all relevant information related to their customers with
the help of research and survey on their taste and preferences.
 In this step business needs to identify different touch-points which a customer used for
interacting with business (Smit and Melissen, 2018).
 After that business needs to make a map of journey of their customers which require a
attractive and clear formate.
 Next step is valid outcome, in which selected business needs to validate map with high
accuracy. It will helps business in analysing how its map reflects the reality of customers.
 Last step is to update this map regularly and add or remove touch-points if required.

TASK 3
P5 Explain how digital technology is help in managing customers experience and Example of
how digital technology helps in customers relationship management.
Now a days digital technology play an essential role in effectively managing experience
of customers. In context of selected business they use different sources which help in managing
their customers experience. These sources are search engine, social media, their own application
and software and so on. Amrutha Lounge provide all relevant information related to their
restaurant on their various digital applications and websites. Selected business adopt digital
technology because it covers a large area which increases market segment for business. It helps
business to fulfil needs and demand of different customers available at different locations.
Selected business mostly use Uber Eats for delivering their food or services to customers. They
also provide various discount and offers for attracting their customers towards their restaurant.
Digital technology helps selected business in managing customers relationship. Digital
technology helps business in retaining their employees for a long period of time. Customers
relationship management refers to the combination of practices, strategies and different
technology used by a company for managing customers data and interaction with company. For
managing customers relationship restaurant use different digital technology. For examples, they
use social media websites and their own applications for interacting with customers. Selected
Restaurant online provide all information to their customers such as information related to food,
services, menu, location, different offer for customers and so on. This will create a good
relationship between customers and business (Bueno and et. al., 2019).
M3 Evaluate how digital technologies employed in managing customer experience
After above discussion it can be evaluated that digital technology play an important role
in managing customers experience. Selected restaurant provide high quality food at a reasonable
price with different attractive offers on their websites and application. Amrutha Lounge mostly
use their own application and websites for reach large number of customers. Customers can
easily search all relevant information related to business on their websites. In context of selected
business, they design a attractive website which attracts more and more customers towards their
business. It will increase sales and generate revenue for business. If they want to expand their
market area then they need to introduce more variety of food and use effective strategies.

CONCLUSION
From above discussion on this report it can be concluded that for growth and success of
any organisation its important to manage customers experience. If a company want to achieve
higher profit than its important to satisfying needs and wants of their customers. Long term
survival of an organisation is depends on customers experience and satisfaction level. Now a
days taste and preferences of people are rapidly changes so its important for business to meet
their needs and requirements for enhancing revenue and growth of business. Customers
engagement is very important for business for analysing experience and expectation towards
business. For customers engagement business can use different technologies and application such
as digital media, different applications and so on. All these technologies and application helps
business to reach large number of customers and attract more and more people towards their
business.

REFERENCES
Books & Journals
Bolton, R. N. and et. al., 2018. Customer experience challenges: bringing together digital,
physical and social realms. Journal of Service Management.
Bueno, E. V. and et. al., 2019. Measuring customer experience in service: A systematic
review. The Service Industries Journal. 39(11-12). pp.779-798.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Kandampully, J., Zhang, T. C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Keiningham, T. and et. al., 2017. The interplay of customer experience and commitment. Journal
of Services Marketing.
Koetz, C., 2019. Managing the customer experience: a beauty retailer deploys all tactics. Journal
of Business Strategy.
Maklan, S., Antonetti, P. and Whitty, S., 2017. A better way to manage customer experience:
Lessons from the Royal Bank of Scotland. California Management Review. 59(2).
pp.92-115.
Smit, B. and Melissen, F., 2018. Sustainable customer experience design: Co-creating
experiences in events, tourism and hospitality. Routledge.
Witell, L. and et. al., 2020. Characterizing customer experience management in business
markets. Journal of Business Research. 116. pp.420-430.
Zolkiewski, J. and et. al., 2017. Strategic B2B customer experience management: the importance
of outcomes-based measures. Journal of Services Marketing.