Managing the Customer Experience

This report discusses the value and importance of understanding the needs, wants, and preferences of target customer groups in the service sector industry. It explores the different factors that drive and influence customer engagement and how customer touch-points throughout the customer experience create business opportunities. It also examines how digital technology is employed in managing the customer experience, with specific examples of customer relationship management (CRM) systems.

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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attention of potential and existing consumers in a proper way. Such as teenager likes to
visit that location or areas that can render efficacious services at a reasonable cost
(Miquel-Romero, Caplliure-Giner and Adame-Sánchez, 2014) whereas business class
guest want to go at that place where appropriate connectivity is available. Moreover,
they also require a calm atmosphere so that they perform their business meetings in a
professional manner. Apart from this, teenagers like enjoyable atmosphere that involves
music, dance etc. Therefore, this is vital for JRC Global Buffet to formulate their plan of
action and services as per the diverse potential clients. It will help them to attract guest
easilyfor a longer duration.
P2 Explore the different factors that drive and influence customer engagement of
different target customer groups within a service sector organisation
In case firm concentrates upon the various type of customers then this is crucial for
them to make a plan of action as well as strategies consequently so that it can
accomplish its requirements, choices in proper way (De Keyser and et al., 2015). It is so
as several potential clients need various facilities and services. In relation to JRC
Global Buffet, they are concentrating upon five different types of clients that demand
numerous services in order to get involved a few factors are described below:
 Teenagers: The facilities, as well as services needed through these kinds of
clients, are eye-catching location, musical nights, dances, entertainment,
reasonable rates and many more.
 Family: These types of clients need several facilities as well as services like
products that are important valuable for money and time — a healthy
atmosphere, and so on.
 Couples: They need various aspects for getting involved in JRC Global Buffet
services are romantic as well as attractive areas, privacy, safe atmosphere etc.
 Business-class: These types of consumers or clients need several forms of
products as well as services like fast connectivity, video conferring room, quite
atmospheres, and so on.
 Education Level: This type of customers need quite environment, newspapers
and indoor games facilities
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 Income Level: Customers with different level of income have different needs and
preferences e.g. Silver Table service, tasty food etc.
TASK 2 Explore the customer experience map to create business opportunities
and optimises customer touch points opportunities and optimises customer.
P3 Create a customer experience map for a selected service sector organisation
Awareness Research Consideration
The JRC Global Buffet use
social media and others for
creating business
opportunities.
Social media app: This is
current and advanced way
within organisation. Social
media is considered as
interactive computer mediated
technologies which provides
the development as well as
sharing of data, ideas, career
interests and many another
types of expression via virtual
communities and networks.
So, the respective organisation
uses various social media
application such as Facebook,
twitter and others which help
them to to create better
business opportunities. As all
these are utilised by them to
create awareness among
customers so they reach their
For better customer experience
, consumer perform research
with the help of several social
media application which
shows JRC Global Buffet
services, reviews, feedbacks
and many more. So, for
effective business
opportunities the online
reviews is very much
important. As per this
sometime this lie down the
company mostly into
hospitality sector such as JRC
Global Buffet services. This
will benefits them to present
themselves as free
advertisements and there can
be enhance into consumer faith
as it view an experiences of
anyone external to respective
organisation. Moreover, it
have some draw backs for
them as some reviews are
For effective customer
experience, they generally
considered as the companies
websites and reviews. As
Websites are vital for clients
when they buy or take any
products or services for going
into consideration. The JRC
Global Buffet websites is easy
using as this describe about
their business effectually.
Moreover, it also possess
effective image of its
restaurant. This mainly appeal
to emotional sides of clients as
well as have ability to develop
a feeling that may convince
consumer to visit.
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and grab effective experiences. written previously that is also
seen their websites which are
outdated and irrelevant. This
effects their business
negatively.
P4 Discuss how the customer touch-points throughout the customer experience
create business opportunities for a selected service sector organisation
Touchpoint considered as few particular points in which consumers develop
judgements of individuals performance (Klaus, 2013). Nowadays, there are several
applications with the assistance of which company can able to take reviews and
suggestion of its guests so that services can be rendered as per the tastes and
preferences of the person towards potential extend. This is the manner with the
assistance of which interaction among individuals, brands, goods and many more are
modified in context to its goods or services.
As from the viewpoint of guest, this is associated with taking as well as
reviewing services from those firm that is having effective reviews of its clients.
Therefore, it creates significant for a respective organisation to work upon its offered
services as well as make improvements in them as per their potential guest tastes and
preferences (Spiess and et al., 2014). So, with developed services, JRC Global Buffet
will obtain effective reviews as well as developments into their number of consumers.
The worker's contribution to the firm is very much vital as well as plays crucial role to
impress clients in an optimistic manner. Such as viewing the role of waiter into a firm
like JRC Global Buffet who develops contacts with several clients during a single day.
Therefore, conservation among waiter and client’s scripts have been described below:
Waiter: Hello, sir.
Client: Hello.
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Waiter: please tell me, sir, what will you like to have?
Client: I want to have one pancake with hoisin sauce and green tea.
Waiter: Ok sir, your order will be here as soon as possible.
Client: Sure.
(After 5 minutes)
Waiter: Here is your order, sir.
Client: Thank you.
(After some time)
Waiter: Anything more, sir?
Client: No, thank you. My bill, please.
Waiter: here it is.
Client: Thank you.
Waiter: Thank you, sir, and have a nice day.
TASK 3
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
Nowadays, digital technology has greater significance within-firm with the assists
of which guest satisfaction, as well as its experiences, get maximised. As the internet is
considered under digital technology e.g. internet, social media, Email, Twitter and smart
phones, so with the assistance of these means a company can render services to its
clients as well as develop their brand more valuable (Klaus and Maklan, 2013).
Moreover, consumer relationship management considered as the digital technology that
is adopted through firms for creating efficacious relations with clients. Through effectual
customer relationship management, the firm may be competent to achieve its target
appropriately. That leads towards higher profit ratio, goodwill and market shares
Pls discuss the following CRM Systems to complete your answer.
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1. Operational System: This is considered as the term which is utilised within data
warehousing to refers to system which is utilised to procedures regular transactions
of company. It is mostly designed in a way that processing of daily transaction is
done effectually as well as integrity of transactional data is preserved. For example:
JRC Global Buffet can utilise this system to proceeds their day to day transactions
in effective and efficacious manner.
2. Analytical System: This is considered as read only system which stores historical
information upon business metrics like inventory levels as well as sales
performance. For example: JRC Global Buffet can utilise this particular system to
stored the historical data such as their sales performance and so on.
3. Collaborative System: Collaborative system is considered as the one in which
various customers or agents involve into shared activity, generally from remote
areas. Moreover, this is an information system which is utilised to provide effectual
sharing of information, documents, knowledge, files and others among staff as well
as teams within company. For example: JRC Global Buffet can utilised this
particular system of CRM so that they can easily facilitate and share efficacious
data, file and others in effective way.
TASK 4
Covered in PPT.
CONCLUSION:
As per the above report, it has been concluded that customer experiences are
very much valuable for the hospitality company, so this is essential for them to make the
customer satisfied through rendering efficacious quality services as per their tastes and
preferences. Moreover, this has been summarised that they can attain long term
sustainability with the assistance of effective service quality, effective quality services,
ambience pricing and others. Also, with the help of digital technology, the company can
maintain client’s relations as well as experiences. Through this, both organisations, as
well as consumers, may interact with one another for facilitating valuable feedbacks and
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solve problems efficaciously and properly. In addition to this, customer service
strategies such as facilitating facilities as well as services as per the clients, solve
consumers issues, facilitates training and development to employees and many others
which assists them to attract ample number of guest for long period, attaining
consumers satisfaction, entertain clients appropriately and many others that assists
them to attain objective in a efficacious and appropriate manner.
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REFERENCES:
Books and Journals
Åkesson, M., Edvardsson, B. and Tronvoll, B., 2014. The customer experience from a
self-service system perspective. Journal of service management. 25(5). pp.677-
698.
Bilgihan, A., Kandampully, J. and Zhang, T., 2016. Towards a unified customer
experience in online shopping environments: Antecedents and
outcomes. International Journal of Quality and Service Sciences. 8(1). pp.102-
119.
De Keyser, A. and et al., 2015. A framework for understanding and managing the
customer experience. Marketing Science Institute was working paper series. 15,
(121). pp.1-48.
Gruber, M. and et. al., 2015. Managing by design.
Klaus, P., 2013. The case of Amazon. Com: towards a conceptual framework of online
customer service experience (OCSE) using the emerging consensus technique
(ECT). Journal of Services Marketing. 27(6). pp.443-457.
Klaus, P.P. and Maklan, S., 2013. Towards a better measure of customer
experience. International Journal of Market Research. 55(2). pp.227-246.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout
the customer journey. Journal of marketing. 80(6). pp.69-96.
McColl-Kennedy, J. R. and et al., 2015. Fresh perspectives on customer experience.
Journal of Services Marketing. 29(6/7). pp.430-435.
Miquel-Romero, M. J., Caplliure-Giner, E .M. and Adame-Sánchez, C., 2014.
Relationship marketing management: Its importance in private label
extension. Journal of Business Research. 67(5). pp.667-672.
N. Bolton, R. and et al., 2014. Small details that make big differences: a radical
approach to consumption experience as a firm's differentiating strategy. Journal
of Service Management. 25(2). pp.253-274.
Spiess, J. and et al., 2014. Using big data to improve customer experience and
business performance. Bell labs technical journal. 18(4). pp.3-17.
Van Bommel, E., Edelman, D. and Ungerman, K., 2014. Digitizing the consumer
decision journey. McKinsey Quarterly, (June).
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