Managing the Customer Experience in Hospitality Sector

MANAGING THE
CUSTOMER EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
P1 Explanation of value and importance of understanding the needs, wants and preferences of
target customer groups for a restaurant in hospitality sector.......................................................1
P2 Exploration of different factors that drive and influence customer engagement of different
target customer groups within Frankie & Benny's restaurant......................................................2
LO2..................................................................................................................................................4
P3 Customer Experience Map.....................................................................................................4
P4 How the customer touch-points throughout the customer experience create business
opportunities for Frankie & Benny's............................................................................................7
LO3..................................................................................................................................................8
P5 Ways in which digital technology is employed in managing the customer experience within
restaurants. With examples of customer relationship management (CRM) systems..................8
LO4..................................................................................................................................................8
P6 Customer service strategies in Frankie and Benny’s..............................................................8
P7 How customer service strategies create and develop the customer experience in a way that
meets the needs of the customer and required business standards............................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Management of customer experience is a process of collecting information that can be
used to track needs and requirement of customers, by tracking interaction of customers with
organization. It is one of the most important part of an organization that can directly help then in
retaining their current customers, enhance their loyalty towards brand and can eventually help in
increasing overall sales and revenue of organization (Kandampully, Zhang and Jaakkola, 2018).
In hospitality industry it is one of the most important and vital process because their main service
is to serve customers and provide high quality service to them. This report will lay emphasis
upon explanation of value and importance of understanding the needs, wants and preferences of
target customer group, exploration of different factors that drive and influence customer
engagement of different target customer, creation of customer experience map, explanation of
ways in which customer touch-points throughout the customer experience create business
opportunities, ways in which digital technology is employed in managing the customer
experience within the service sector, and customer service strategies. Restaurant chosen for this
report is Frankie & Benny's restaurant. This restaurant was founded in 1995 whose main
headquarter is in London. It is an Italian- American themed restaurant with 236 outlets
nationwide.
LO 1
P1 Explanation of value and importance of understanding the needs, wants and preferences of
target customer groups for a restaurant in hospitality sector
Customers are one of the most important part of an organization and it is important or
each and every organization to focus upon understanding of needs, wants, demands, and
preferences of customers in order sustain within the market in which they operate. Understanding
of needs and wants of customers helps restaurants to understand products and services that are
required to be offered by restaurant to customers so that a greater number of customers can be
attracted (Ahani and et. al., 2019). This will further help them to enhance customer engagement
and knowing customers’ needs wants, desire can help in formulating effective business strategies
as per the preferences of customers. For restaurants it is important to understand needs, wants
and preferences of target customer groups so that products and services are offered to customers
that are preferred by them. This directly helps them in developing healthy relationship between
customers and restaurant. For a top restaurant like Frankie & Benny's restaurant it is extremely
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important and valuable for them to understand their customer’s needs, wants and preferences as
it helps them in attracting more number of customers, enhance their overall sales for increasing
profitability and revenue (Camilleri, 2018)(Busalim and Ghabban, 2021). Not only this if
Frankie & Benny's restaurant wants to expand their business then they need to develop high
brand reputation so that success of new expanded business can be ensured. In order to understand
appropriate needs, wants and preferences of customers then it is important for them to
understand their target customers in an appropriate manner. Such as target customers of Frankie
& Benny's restaurant main target customers are customers with high disposable income who
prefer to have high quality food rather than cheap food ad people who love Italian and American
Food.
P2 Exploration of different factors that drive and influence customer engagement of different
target customer groups within Frankie & Benny's restaurant
There are many different kinds of factors or drivers that can directly influence customer
engagement of customers. In order to achieve long terms goals of restaurant it is important for
Frankie & Benny's to understand factors and drivers that can directly influences engagement of
different kinds of customers. Or example below poster clearly helps in understanding factors that
affect engagement of high class customers as such kind of customers prefer: unique food on
menu, amazing food quality, minimum service time and stunning interior of restaurant.
Above example clearly explains that there are many different kinds of factors that can
influence customer engagement of different types of target customer groups. Some of the main
factors and drivers that influence experience of customers of target customer group of Frankie &
Benny's restaurant, are as follows:
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