Managing Customer Experience

Managing Customer
Experience
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1

P1. Value and importance of understanding needs, wants and preferences of target customers
................................................................................................................................................1
P2. Different factors that drive and influence customer engagement of various target customer
groups.....................................................................................................................................2
P3. Create a customer experience map for a selected service sector organisation.................3
P4. Create business opportunities through customer touch-points for a chosen organisation6
P5. Examine the contribution of digital technology in managing the customer experience. .7
P6. Customer service strategies for Sushi Salsa.....................................................................8
P7. Demonstration of customer service strategies in creating customer experience..............8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience management (CEM) is a practice to understand the needs and
demands for making plans in order to manage the experience of customers (Bilgihan,
Kandampully and Zhang, 2016). It is a key factor in providing huge satisfaction to the buyers
and every organisation including the one engaged in hospitality industry take this into strategies
and policies. It is significant in helping an entity to gain profit and stability in the business. This
report is about Sushi Salsa Camden which is headquartered London, United Kingdom. It is a
Japanese Restaurant providing the authentic taste to different locations. This assignment covers
understanding of the needs, wants and preferences , different factors that influence customer
engagement, creation of customer experience map, business opportunities from this and
contribution of digital technology in managing the customer experiences.
MAIN BODY
P1. Value and importance of understanding needs, wants and preferences of target customers
Business organisations consider customer as the most valuable asset to whom goods and
services are sold in order to make profit. The decision to produce a particular product or service
is based on demands, needs and requirements the individuals an organisation is targeting. It
should be the main goal and objective to fulfil them. This is done to being recognised by large
number of people so that good brand image can be built. Entities should conduct analysis for
determining needs and demands of customers with a view to provide them good experience
(Bolton and et. al., 2018). It is useful in establishing and maintaining a positive image in the
market as customers get influenced with the name of the entity among its competitors. In the
context of Sushi Salsa Camden restaurant, the target customers are millennials and adults who
wish to have the traditional taste of Japan in London. The restaurant focus on meeting the
requirements and demands of target customer groups in order to increase revenue and profit.
Furthermore, strategies are developed to create a recognition that can sustain for a long time. It
takes into consideration the current demands and make foods which can satisfy their
requirements. The management of Sushi Salsa Camden has conducted an analysis for identifying
target customer together with their needs and wants which is as follows:
Target Customer Need Want Preference
1