Managing Customer Experience

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: