Managing Customer Experience

This document discusses the value and importance of understanding the needs, wants, and preferences of target customers in managing customer experience. It also explores different factors that drive and influence customer engagement, creating a customer experience map for a service sector organization, and how customer touch-points throughout the experience create business opportunities. Additionally, it examines how digital technology is employed in managing customer experience through customer relationship management (CRM) systems and illustrates customer service strategies in a service sector context.

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Value and importance of understanding needs, wants and preferences of target customer4
P2 Different factors that drive and influence customer engagement of different target
customer.................................................................................................................................5
TASK 2............................................................................................................................................6
P3 Create a customer experience map for service sector organisation..................................6
P4 Discuss how customer touch-points throughout experience create business opportunities8
TASK 3............................................................................................................................................9
P5 Examine how digital technology is employed in managing customer experience through
customer relationship management (CRM) systems..............................................................9
TASK 4..........................................................................................................................................10
P6 Illustrate customer service strategies in service sector context.......................................10
P7 Demonstrate how customer service strategies create and develop the customer experience
in a way that meets the needs of the customer and required business standards..................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Customer experience is defined as product of interaction among customer and
organisation over time period of relationship (Baker, 2016). This interaction is composed of
three parts such as journey of customer, touchpoints and environment experienced by them. It is
essential to manager customer experience in order to increase brand loyalty and enhance profits
and sales. The organisation given for assignment is Rodizio Rico buffet restaurant which is based
in London, United Kingdom. It provide high quality food to customer in order to fulfil their
requirements. The report highlights about value and importance of understanding needs, wants
and preferences of target consumers and factors that influence customer engagement. Customer
experience map and touch-points of customers are discussed in report. It also cover customer
relationship management and their strategies.
TASK 1
P1 Value and importance of understanding needs, wants and preferences of target customer
It is very essential for company to divide market as per their target segment so that they
can provide them products and services in effective and efficient manner (Bilgihan,
Kandampully and Zhang, 2016). This is significant to understand need, want and preferences of
their consumers which helps in making strategic decisions for users. All these needs, wants and
preference are connected to each other that arise due to demand, willingness, ability,
requirements of people which depends on income, demographics and socio-cultural aspects.
These terms assist in management of marketing and deals with the issues while selling goods and
services. There are large number of products which are categorised on basis of preference, need
and wants of customers. Each and every people living in society has their own need and demand
and accordingly products should be provided to them in appropriate manner. Here, need means
something which is essential for individual to live healthy life, want is defined as desire to
possess something and preference means liking of one things over another. If respective
restaurants can identify these three terms on basis of consumers then they can provide high
quality products and services to them in effectual manner. The value and importance of
understanding needs, wants and preferences of target customer are as follows:
Target Customer Need, Want and Preference

Business People  Wi-Fi
 Mobile telephone charging points
 Meeting rooms
Holidaymaker  Entertainment
 Poolside service
 Waiters wearing dinner jackets and bowties
Hospital Patients  Nutritious food
 Meals brought to the bedside
 Nappy changing facilities
Gym Instructor  Calories information printed on the menu
 Fruit and vegetable smoothies
 healthy dishes
From the above table, it can be concluded that need, want and preference of every target
customer such as business people, holidaymaker, hospital patients and gym instructor is different
from one another (Cambra-Fierro, Melero and Sese, 2015). Business people need Wi-Fi more to
conduct business activities and operations, holidaymaker has requirement of poolside service and
entertainment. Similarly, hospital patients has requirements of nutritious food which is highly
required to make them well soon and gym instructor prefer to have healthy dishes, fruit,
vegetable smoothies and so on. The respective restaurant has to understand and value need, want
and preference of their target customers in effective manner so that they can provide them high
quality services and products for survival.
P2 Different factors that drive and influence customer engagement of different target customer
Customer engagement is defined as business communication interaction among
organisation and customer with help of channels of correspondence (C and Daunt, 2013). The
connection can be customer experience, reaction, effect, interaction that is done through online
and offline mode. The different factors that drive and influence customer engagement of various
target customer at Rodizio Rico restaurant are described below:

Deliverable- In this factor, Rodizio Rico restaurant has to provide high quality products
and fast services to customers. This assist in increasing loyalty of customer and brand image at
marketplace. It can easily influence their target customer for buying of goods.
Accessibility- This is the factor in which consumers can access and get goods and
services without any difficulties. If Rodizio Rico restaurant make easy accessible of products to
their customers then they will purchase it from same organisation. The respective organisation is
operating business in different parts of world to provide services to people.
Convenience- This is the factors which helps in influencing and driving customer
engagement of particular people (Jüttner and et. al., 2013). In this component, easy convenience
should be provided in terms of online, payment options to increase number of customers. The
respective organisation has an opportunity to provide convenience to people in effective and
efficient manner.
Review of Customer on Boarding Strategies
The on boarding strategies that influence Rodizio Rico restaurant are as follows:
Effective Billing System- Rodizio Rico restaurant should provide effective billing
system where they can pay through credit, debit and cash on delivery. It assist in influencing
customer engagement to make them feel better.
Trigger Emails- Rodizio Rico restaurant apply such strategy in order to send welcome
emails when their users shares their email address which assist in getting information about new
goods and services.
TASK 2
P3 Create a customer experience map for service sector organisation
Customer experience map is defined as the structure which helps in getting answer to
questions in appropriate manner to satisfy customers in effectual manner (Khodakarami and
Chan, 2014). This type of tool is applied by company for proper measurement of customer
experience towards goods and services. Rodizio Rico is renowned restaurant which focus on
providing various kinds of service to measure better consumer experience. There are various
tools and methods which are used by respective restaurant in order to map customer experience.
They are described below:
Customer Journey Map

In Rodizio Rico restaurant, consumer has booked their table and get inquiry of place,
things, timing and so on which is described with help of given table.
Arrival at Restaurant Whenever customer visit any hotel or restaurant firstly they meet
receptionist and executive where they have to wait for few
minutes until they check availability of tables. After that table is
provided along with welcome drink.
Ordering of Starter and
Food
In this journey, menu is provided to customer to order starter
first and then food. In context of Rodizio Rico restaurant, it offer
various types of starter and food services to customers to provide
them better experience.
Special Service in Dinner There are many customers who book table for special purpose
when they put their requirements such as soft music, drinks,
decoration, flowers and so on. The respective restaurant deals in
such services and arrange special dinner for their users as per
their requirements.
Payment of Bill After having their meals, respective restaurants provide facility
to customer to make payment through use of credit card, debit
card, application and so on.
Therefore, the above services are given by Rodizio Rico restaurants to their customers to
measure their experience. There are various tools that can be used to provide best services like:
Review Site- When customer makes an plan to visit any hotel or restaurants then they go
through review site which can help them to make better decision (Kim, Lim and Brymer, 2015).
For example, if customer wants to know about service of Rodizio Rico restaurants then they go
through their review site and according select services.
Website- This is also the tools through which customer knows more about restaurants
and its existing as well as new services (Mukerjee, 2012). The respective restaurant provide all
relevant information on their website in order to attract users. The online chat facility is available
where any customer can ask questions and get instant reply for their query.

Hotel Management- It is the tool which is used by hotel and service industry to maintain
proper management of hotel. Rodizio Rico restaurant has hired skilled and capable employee in
order to manage their restaurant in effective and efficient manner.
P4 Discuss how customer touch-points throughout experience create business opportunities
Customer touchpoints is defined as brand points which helps in contact of customer from
initial to finish stage in effective manner (Peppers and Rogers, 2016). It is the time period when
user comes in contact with brand before, during and after they have purchased something from
market or organisation. The identification of touch-points is considered as first step towards
developing customer journey map and providing them satisfaction in appropriate manner. This
create relationship between customer and management. The organisation focus on providing
unique and attractive services that are different from others in order to attract users which leads
to growth and success at marketplace. Rodizio Rico restaurant focus on creating good customer
touch-point in order to attract users and create business opportunity and success (How to identify
your customer touchpoints, 2019). The different touchpoints are as follows:
The respective restaurant provide various kind of services that are mentioned above
which helps in influencing consumers and improve their touchpoints to attract them. Some of
them are described below:
Staff and Sales Team- It is the responsibility of Rodizio Rico restaurant staff team to
understand their user need and demand and communicate them properly in order to attract and

influence them for growing business success and opportunities (Peric, 2015). The sales team of
respective restaurant assist in influencing their customers to provide them high quality services.
Thank You Cards- It is the type of services which is provided to customer after they
have purchase products (Prentice, 2013). In case of Rodizio Rico restaurant, they offer thank you
cards to their guests and customers so that they get influence towards organisation and avail
services for next time too.
Social Media- It is defined as service which is made before purchase of products and
services. Rodizio Rico restaurant update their information at social media in order to influence
users, response positively which helps in attracting them. There are many business which has
create growth opportunity through help of social media.
Online Help Centre- It is the service which is provided after purchase of products. In
case of Rodizio Rico restaurant, they have online help centre where dissatisfied customers can
get more information which helps in influencing their behaviour in order to increase
opportunities for business.
TASK 3
P5 Examine how digital technology is employed in managing customer experience through
customer relationship management (CRM) systems
Digital technology is defined as electronic and application equipments that are used to get
data and information in numeric form. This is presented through two numeric strings in form of 0
and 1 characters. It consists of communication satellites, personal computers and high television.
Customer Relationship Management (CRM) is defined as approach which helps in
managing organisation interaction with their current as well as potential customers (Shukla and
Pattnaik, 2019). CRM system focus on using data analysis in order to know about customer
history with help of computer for improving business relationship to enhance sales, growth and
success. The data are compiled from different communication channel like telephone, emails,
social media, website, live chat, marketing materials and so on. With the assist of CRM system,
business can identify their target users and serve them in best possible manner to meet their need
and demand.
In current time period, enterprise are more focused towards new technology which aid in
influencing their consumers in effective and efficient manner. The digital technology is used by

respective organisation to know need and demand of customers and fulfils it accordingly.
Customer relationship management under digital technology is regarded as essential tool that is
applied by Rodizio Rico restaurant to get better customer experience. The respective
organisation has used various ways in CRM system which assist in maintaining customer
experience that are described below:
Learning more about customer- The CRM system is mainly used in order to improve
and enhance customer experience (Tandon, Gupta and Tripathi, 2016). It is very important for
Rodizio Rico restaurant to know more about their customer so that they can provide products and
services accordingly to fulfils their requirements. For instance, when user clicked link at email of
Rodizio Rico restaurant then they are interested in buying particular products. Here, service
manager of respective restaurants help their customer to provide products and services which
suits them. Thus, this system is required in business for improving customer experience in order
to create profits and success.
Keeping in touch with customer- The effective CRM system has proper marketing
automation functions which assist in maintaining experience of customer with help of emails,
SMS, mails and so on. Rodizio Rico restaurant uses digital technology in order to gain
experience of users through contacting them by SMS and emails on regular basis. For instance,
Rodizio Rico restaurant possess data and information of all visited customers which aid in giving
best wishes to them and provide information about food, free drinks, discounts to influence them
for better results.
TASK 4
P6 Illustrate customer service strategies in service sector context
Customer service strategy is defined as important part of business plan (Verleye, Gemmel
and Rangarajan, 2014). This strategy is made for providing services to their users in effective
and efficient manner. It is the responsibility of service industry to use strategy and plan for
customers in order to make them happy and satisfied so that they get attached to organisation and
avail services. The strategies are formulated by organisation according to their requirement, size
and structure. The customer service strategies formulated by Rodizio Rico restaurant are
described below:

Providing Excellent Product to Customer- It is the responsibility of business to provide
high quality products and services to users. This assist in enhancing goodwill and profits of
organisation. Rodizio Rico restaurant has to apply such strategy to render high quality products
and services. Here, customers should be provided an opportunity regarding their queries through
call or message so that they can make decisions.
Resolving Customer Issues- With help of customers, organisation is able to earn
maximum gain and profits so their issues and problems should be resolved on priority basis
(Verma and et. al., 2012). It can be done through calls, message, live chat, feedback form. It
leads to enhance loyalty and trust towards organisation.
Building Relationship for Customer Service- In order to create better experience,
relationship should be maintained through emails, live chat, call backs for their customers. The
respective restaurant can use feedback form after service providing so that trust and loyalty can
be built. Therefore, respective strategy assist in building strong and positive relationship with
brand and business.
Training Employees- The service industry should conduct training and development for
their employees so that they can provide better services to them (Khodakarami and Chan, 2014).
Interaction with consumers leads to emotional exchanges that provide users to share their
enthusiasm and reduce frustration. Rodizio Rico restaurant conduct training on regular basis so
that they can listen problems of their users and guests in order to help them in appropriate
manner.
P7 Demonstrate how customer service strategies create and develop the customer experience in a
way that meets the needs of the customer and required business standards
Rodizio Rico restaurant has developed customer service strategy for building customer
experience in order to improve profitability and productivity. It is described as below:
Consumer Audit Trail, Critical Observations
Name of Hospitality Business Visited Rodizio Rico Restaurant
Date and Time of Visit 1st November, 2019
Basis What are attractive
things?
Name the service
which is not good and
Name the changes if
it will required in my

need further
improvements
business
Ambience and First
Impressions
When I entered at
restaurant, I felt most
attractive things is that
music and sound
system was very good.
The size is small
which is not sufficient
for more users.
If it was my own
business then I will
increase size to
provide customer with
comfort.
Signage, Tariff
Boards, Labelling
It has good entry and
exit of fire.
Restaurant does not
have proper menu for
different dishes which
should be improved.
I would improve menu
card so that customers
can know about
various dishes and
their prices.
Prices The restaurant charge
high prices for dishes
and offering high
quality food.
It charge high service
price which is negative
point for business.
I would charge low
service charge in order
to make customer
happy and satisfied.
Range of Products It provides Wi-Fi,
gaming facility for
children and so on.
It has small entrance
which leads customers
to stand in queue for
long time period.
I would resolve on
solving queue problem
so that customers does
not feel discomfort.
Staff The respective
restaurant has skilled
and talented staff who
has polite and good
nature.
There are few
unskilled and less
experience staff who
delivered low quality
services to customers.
I would focus on
hiring skilled and
talented employee to
work in service
industry so that they
can deliver high
quality services to
customers.
Time Order made and It has self service I would hire extra staff

delivery time is very
less.
where customer has to
bring their order to
table by themselves.
in order to serve food
to customers in
effective and efficient
manner.
Supplementary Items It provide welcome
drink and one starter
as complementary
item.
It only provide drink
not sweet to
customers.
I would provide
options for
complementary items
so that users can chose
accordingly.
Payment It accept payment
through cash, debit
and credit.
During home delivery,
it only accept online
payment.
I would provide both
cash on delivery and
online payment during
home delivery of
products and services.
CONCLUSION
The presented report summarised that service industry should focus on providing better
experience to customers in order to achieve goal and objectives of business. It is very essential
for respective organisation to understand need, want and preference of their target customers to
render them high quality products and services. The experience of customer can be better with
help of different channel like emails, website and so on. Service industry has to use digital
technology in order to attract huge number of consumer by creating customer relationship
management for guests. In order to create loyalty, goodwill, brand image, customer service
strategies should be applied in terms of solving queries and better products.

REFERENCES
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Online
How to identify your customer touchpoints. 2019. [Online]. Available through:
<https://www.surveymonkey.com/mp/identify-customer-touchpoints/>.