Managing the Customer Experience

Managing
the Customer Experience
Higher National Diploma in
HOSPITALITY
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
P1 Explain the value and importance of understanding the needs, wants and preferences of
target customer groups for a service sector industry..............................................................2
P2 Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation..................................................3
P4 Discuss how the customer touch-points throughout the customer experience create
business opportunities for a selected service sector organisation..........................................5
TASK 3............................................................................................................................................6
P5 Examine how digital technology is employed in managing the customer experience within
the service sector, providing specific examples of customer relationship management (CRM)
systems...................................................................................................................................6
TASK 4 ...........................................................................................................................................7
Covered in PPT. .....................................................................................................................7
CONCLUSION:...............................................................................................................................7
REFERENCES:...............................................................................................................................9

INTRODUCTION
Management of consumer experiences is referred to as the methods consist of
devise plans for managing as well as arranging the overall experience that is driven
through clients as an outcome of consumption of the firm's offerings. Moreover, it is
considered as a procedure with the aids of which communication among business
consumers is formulated efficaciously (Åkesson, Edvardsson and Tronvoll, 2014).
For this report, the undertaken firm is JRC Global Buffet London, which is
established in the year 2003, having headquarters in the UK. This report covers the
significance as well as the value of knowing targeted customer groups, types of
equipment, various factors which drive and influence clients involvement, consumer
experiences map, customer touch-points, how digital technology is employed in
managing the customer experience and customer service strategies. Apart from this,
customer service strategies create and develop the customer experience in a way that
meets the needs of the customer and required business standards are also described in
this report.
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TASK 1
P1 Explain the value and importance of understanding the needs, wants and
preferences of target customer groups for a service sector industry
For a company, the client plays a vital role as it can develop entities and also
diminish that. Therefore, this is a crucial for firm to get knowledge about the tastes and
preferences of guests that aids them to grab the attention of clients and to involve them
for a longer duration. For this, they can perform market analysis as well as evaluation so
that it can be able to understand and get knowledge regarding guest taste, choices,
preferences and so on for creating a strategy to develop goods and services
efficaciously (Bilgihan, Kandampully and Zhang, 2016).
In relation to JRC Global Buffet, this is a hospitality firm that runs its restaurant
on an international level. Targeted clients of the selected firm belong to different age
group for attracting their attention and perform analysis to understand them properly.
The requirements and preferences of potential consumers of JRC Global Buffet are
described below:
Potential guests Requirements, tastes and preferences
Teenagers Attractive places, reasonable rates, musical nights,
entertainments and others.
Family Positive surroundings, value for time and money as well and
so on.
Couples Calm and romantics areas, privacy etc.
Business-class Quiet and calm atmosphere, video conferencing facilities,
internet, connectivity, professional facilities and many more.
From the above table, this can be analysed that each potential guest of JRC
Global Buffet has several requirements, tastes and preferences. Because of which their
manager can formulate strategies as per its client's needs and wants for attracting the
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