Managing Customer Experience in a Service Sector Organization

This document discusses the importance of understanding customer needs and preferences in a service sector industry, explores factors that drive customer engagement, provides a customer experience map for a selected service sector organization, and examines the use of digital technology in managing customer experience.

Managing customer
exprience

Table of Contents
INTRODUCTION...........................................................................................................................3
P1Explain the value and importance of understanding the needs, wants and preferences of
target customer groups for a service sector industry...................................................................4
P2 Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation......................................................5
TASK 2 ...........................................................................................................................................6
P3 Create a customer experience map for a selected service sector organisation......................6
P4 Discuss how the customer touch-points throughout the customer experience create
business opportunities for a selected service sector organisation...............................................7
TASK 3............................................................................................................................................8
P5 Examine how digital technology is employed in managing the customer experience within
the service sector, providing specific examples of customer relationship management.............8
P6 Illustrate customer service strategies in a specific service sector context.............................9
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......................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience is one of the most important for the organisation to sustain for the
longer period of time. This are the kind of the experiences which are perceive by the company.
In other words, customers experiences are important as they help to retain the customers for the
longer time period ( Laitinen 2019). It is essential to ensure the positive customer experience so
consumer can build the brand the brand loyalty and affinity. This report is based on Rodízio
Preto restaurants which headquarter is based on London. In this report is important to understand
the needs and wants of the consumers in order to understand the service sector industry. Along
with this, it is essential to drive the customers engagement programme to improve the service
sector organisation. Beside this, it is important for the company to map in order to provide better
services to the customers. Al last this report covers the different aspect of the consumer strategies
which help firm to deliver better quality services to the consumers.
P1Explain the value and importance of understanding the needs, wants and preferences of target
customer groups for a service sector industry
The customers choice and preference plays an vital role in successful organisation. As
nowadays consumer is consider as the king so firm try every possible techniques to provide
better services to the consumers. So it essential for the company to indulge in proper research
and development programmes for understanding the market and provide them better services for
consumers. The improved customer experience help in improving the current positioning as well
as brand image in the minds of the customers. For the restaurant like Rodízio Preto it is
essential for the company to maintain the proper hygiene as well as quality of the food for
improving the customer's experience. This depend upon the individual taste and preference as
they have different taste and choice. The experiences differ from person to person as they have
different thinking and backgrounds. In the case of Rodízio Preto restaurant it is essential for the
management to have effective staff and provide them training for better services to consumer. ere
is the table describe about some type of customers and their need, want and preference:
Type of customer Different types of customer needs
Disabled customer Menu in Brail so it
become easy for them
to understand.
There must be slooping
stairs for the disabled
person.
Access ramps in the
hotel

Business person Meeting rooms with
proper facilities.
Wi-Fi and cabins for
discussions.
Mobile telephone
charging port
College students Space to work Wi-Fi and cafeteria Comfortable and large
space to sit on and with a
board.
There are some steps which needs and wants to be identified for the better services for the
consumers:
Identifying the target: For every organisation it is essential to identify the target
audience as it help in firm to offer product and services to the customers. For the company like
Rodízio Preto the marketing team should identify the target so they can offer better services to
the customers. This also help restaurant to make effective strategies in order to manage the
customer experience.
Building trust and credibility: For the service sector using the right tone and offer the
quality services are the key factor in buliding the trust and credibility in the minds of the
customers. For the organisation like Rodízio Preto restaurant managers should make sure each
and every customers is satisfied with the services and also take feedbacks and makes changes to
improving the quality of the product. For every organisation building credibility and trust are
important for future success and growth.
P2 Explore the different factors that drive and influence customer engagement of different target
customer groups within a service sector organisation
For identifying the customer engagement and their factors it is essential to build long
lasting relationship in the context of customer's. This can be known as the connection between
the brand and customers. The highly engaged customers are turned out to be loyal and they buy
more, promote more. Providing high quality customer experience is essential elements for
customers engagement strategy. In the context of Rodízio Preto this is essential for the company
to maintain the quality in food as well offer different dishes to the customers as it help in
providing better customers experience for the customer's. Here are some steps which help in
influencing the customers engagement programmes which are explained down below:

Families: They play an vital role in assisting the customer's engagement they have
different choices and preference. Here the restaurant must track and provide better services such
as baby feeding rooms, child parks and large take away which help in convenience for the user to
have eat spend quality time with their families.
Business people: This kind of customers are very busy and need proper network for
doing business for their clients. Hence this is essential for the restaurant to offer fast and timely
services which help to attract the customers. In this case Rodízio Preto restaurant can provide
Wi-Fi and meeting rooms for business people which help in providing better customers
experience .
Personalize customer engagement: Personalization play an vital role in customer's
engagement as it help in assisting the firm to make healthy relationship with the customers. For
the restaurant like Rodízio Preto manager have the responsibility to get personalize engagement
with the customer's and it can be in any form such as auto generated birthday mails, and taking
feedback for the better services.
Exchange rewards with actions: People become more happy when they get certain
rewards. So rewarding the customers is essential as it help spreading positive feedback in the
market as it leads towards expansion and growth in coming future. Rodízio Preto manager can
provide various rewards such as special offer, discounts and coupons which help restaurant to
make better customer's engagement.
Create opportunities for direct communication: Whenever the customer have chance
to directly communicate with the organisation it help in making effective bond with the
company. The ease of communication between the buyer and the seller is essential as they help
in understanding the needs and wants of the customers. So in the case marketing team has to
imply the techniques which allow the firm to communicate with the end users in a well define
manner.
TASK 2
P3 Create a customer experience map for a selected service sector organisation
Customer experience maps are known as the method to allow the business to visually
represent the complex customer interaction and solve them in a well define manner. In other
words it process of discovering the potential customers or new feel as they engage highly with

the quality of the services provided by the restaurant. This is essential for the company like
Rodízio Preto to implement the mapping tool which help the firm to make better polices for
managing the better customers experiences. Beside this mapping tool help in providing the plan
and reduce the risk of uncertainty present in the market (Abicht 2019). In order to map the target
customer's the restaurant use to follow certain steps which are explained down below:
Define the purpose: It is essential for the company to define the purpose as well as
personas which provide in depth understanding of the customers regarding their choice and
preference and how they interact with the users. For the restaurant like Rodízio Preto it is
essential to identify the customer type offer the product as per the requirement as it help in
improving the customers experience.
Identify the customers phases: Experience mapping is mainly organised by the
customers stages and each stage try to represent the goal of the company. In the case of Rodízio
Preto restaurant management have to figure our each and every step which help them know
about the persona and make changes. Such as some customers needs private area for spending
time so restaurant must provide accommodations in order to provide better services to the
customers.
Conduct research: While research is consider as the essential elements in mapping the
customers experience because it help in analysing the changing demand of the customers and
make sure that all the requirement are fulfilled by the company in order to provide better services
to the consumers. For the restaurant like Rodízio Preto restaurant it is essential to analyse the
changing demand of the customers and also take feedbacks to work upon the touchpoints for
better outcomes.
Check out and future engagement: For the company like Rodízio Preto restaurant it is
essential to have proper billing and checkout system as it provide convenience to the customers
and help in providing better services. Along with this, it help in making healthy relations with
the customers for longer period of time.
P4 Discuss how the customer touch-points throughout the customer experience create business
opportunities for a selected service sector organisation
Customers touch points are the brand points of the customers contact and from the
beginning to the final purchase. They are know as the critical interaction within the customers
journey of availing services which define the key movement in the process. The customer touch

points are often create the business opportunities as they help in understanding the customer's
current situation and figure out the needs and wants in order to offer better services to the
customers. So Rodízio Preto restaurant can take use touch-points for gaining competitive
advantages in the market. There are some touch-points method which is used by travelodge
restaurant which are explained down below:
The menu: When it come to the restaurant the menu is consider as the face of the
company. Therefore it become important for the company to present the offering in such a
manner which create a positive impression on the minds of the customers (Moradi and Groth
2019). For the restaurant like Rodízio Preto staff must make sure the menu is proper and price
are clearly mentioned as it describe the appropriate value for the customers.
Service recovery: The typical customer's service is cliché that customers is always right.
So in this case the management should be efficient to manage and control all the business
operation and activities in a well define manner so that grievances can be reduced. The manager
of Rodízio Preto restaurant must make sure that all the services and activities are provides to the
customers effectively so that satisfactory services can be provided to end users.
Payment and exit: The payment and exit should be convenient as it is essential for the
company to make easy for the client to offer simple and smooth of doing payment. In the case of
Rodízio Preto restaurant it is the prime responsibility for the manager to implement technology
for payment such as card online payment as it help in offering better quality services to be
offered. There must be a host at the door steps for the warm welcome and goodbye as it assist in
providing better services to visitors.
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
Customer's relationship management is the prime approach to manage the organisation
interactions with the current and potential customer's. As this can be monitored by the help of
data analyses which help businesses entity to understand the buying behaviour of the customers.
It is realted to the method through which restaurant can develop long-lasting relationship with
the customers . This method also help in creating brand image as well as goodwill in the market.
Now with the help of technology CRM have become more effective and organisation can take
actual time data which help in figure out the needs and offer them services to meet the

satisfaction level. Here are some steps which Rodízio Preto restaurant must put emphasis on
explain in detail manner down below:
 digital technology plays an vital role in every aspect of the business world.
Communication between the firm and end users have become easier. In the context of
Rodízio Preto restaurant the staff must launch new software for booking tables and other
activities.
 Restaurant can use various application which help in keeping the track of the menu and
also help in delivering timely services to the customers. It also help in managing the price
of the competitors as this help firm to gain advantages in the minds of the customers.
 The restaurant must have effectively and eye catching website which help where
customer's can have better services to the consumers. There must be proper feedback
system and with the help of email which help in assisting the customers in a better
manner.
This has been analyses that effective use of digital technology help in restaurant to
manage the customer's experience effectively. Hence this also reduce the risk of risk uncertainty
and help in providing competitive advantages from the rivals. There are some kinds of software
are used by the Rodízio Preto restaurant.
Touch Bistro: This is the type of software which is used by most of the restaurant as it
help organisation to manage and control the activities present in the market. This software help
in managing the orders as well as booking of the for the customer's on the prior basis.
POS software: For the restaurant like Rodízio Preto it the use of software is important
as it provide all the function of the restaurant on the phone or tablet. This software has the menu
management features which provide detail information regarding the menu pricing, customizing
for both online and offline clients
P6 Illustrate customer service strategies in a specific service sector context
Customer's service strategies are important for the service sector as it help organisation to
provide future plan and blueprint which help growth and expansion. So it become essential for
the company restaurant like Rodízio Preto to develop the customers strategies in a well define
manner so that organisation can indulge in providing better services to the consumers. Here are
some steps which are used by organisation to make services strategies are explained in detail
manner.

Offer free Wi-Fi: Never underestimate the power of the internet as they have its
importance nowadays. The restaurant like Rodízio Preto management must provide free internet
to the consumer as most of the visitors have habit of watching their phones while eating. Hence
this help to attract more and more customer's towards the restaurant.
Rewarding loyal customers: The is consider as the prime strategies to attract more and
more customers towards themselves. Hence Rodízio Preto marketing team should rewards the
customers as they provide businesses to the company. They can provide discount and free meals
as reward gesture to customers. This method help restaurant to have create a sense of loyalty in
the minds of visitors.
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
This is essential for the company to have proper customer's strategies for creating as well
as managing the customer's experiences. Hence this help in providing restaurant to have quality
service as it leads towards brand building and profit maximization. Along with this it necessary
to facilitates the visitors with the proper services because it create a bond between the managers
and customers for the longer time durations. In the context of Rodízio Preto management must
ensure that all the quality measures are up to the mark as it help in providing the better
customers satisfaction in the future. . Here are some points which are used to by the organisation
to meet the customer satisfaction level.
 The customer's strategies are useful in the growth of the business as it define the standard
and care about the customer's (Moradi and Groth 2019). So it is essential for the
restaurant like Rodízio Preto to have better services because it leads towards the
satisfaction of the customers and also help in retaining the loyal customers for the longer
time duration.
 There must be establishment in the minds of the customers and this can be developed by
taking feedback from the customer's who visit the restaurant. In the context of Rodízio
Preto manager should carry out the intense research in order to understand the changing
behaviour of the consumers and offer them best high quality product and services.
 The important factor of customer's strategies as use to describe the actual position of the
customer whether they are satisfied or not. For the restaurant like Rodízio Preto the

management to build an incentive and reward system in the customer's service strategies
and also publicised their achievement by offering them rewards.
 Include the technology strategy along with the people strategies as it help in capturing the
larger customer's base in the limited time frame. Hence it provide customer support as a
loyal customers for the longer time.
CONCLUSION
It has been cleared from the above discusses report that it is essential for the company to
manage the customer experience because it help in developing the brand image as well as help in
expanding business at larger scale. There are different types of customer's strategies which are
used for offering the better quality services to the customers. Along with this organisation have
to evaluate the various factor which help in influencing the customer engagement programme so
that customer experience can be improved. Hence, it is important for the company to provide
better experience to the consumer with the help of digital technology.

REFERENCES
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technologies and risk and reliability analysis. International Journal of Hydrogen Energy.
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technologies to create learning urban public space.(Case study: Central part of Tehran,
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GuangXi Yihealth Tea Company.
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Assignments and Psychosocial Mentoring. Management International Review, 59(5),
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Silalahi, S.M.A., 2019. Pengaruh Kualitas Produk dan Customer Experience Terhadap
Keputusan Pembelianulang Minyak Karo CV Mejuah-Juah di Kecamatan Medan Baru
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