Customer Experience Management in Hospitality Sector

This document discusses the value of understanding customer wants, needs, and preferences in the hospitality sector. It also explores the factors that drive customer engagement and the development of a customer experience map. Additionally, it examines the use of digital technology in managing customers. The document is relevant to the subject of customer experience management in the hospitality sector.

Planning for Customer
Experience
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Value and significance of understanding wants, needs & preferences of target customer
groups.....................................................................................................................................3
P2 Different factors that drive and influence customer engagement of various target customer
groups.....................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Develop a customer experience map.................................................................................5
P4 Customer touch-points throughout the customer experience create business opportunities. 7
TASK 3............................................................................................................................................8
P5 Digital technology is employed in managing the customer. ...........................................8
TASK 4............................................................................................................................................9
P6 Customer Service Strategies..............................................................................................9
P7 Customer service strategies create and develop the customer experience.....................10
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Customer experience plays very essential role for maintaining the growth and success of
organisation at the competitive marketplace. In order to enhance the profitability along with
maintaining the sustainability of hospitality sector, customer experience plays very essential role.
Cosmo restaurant is the chosen organisation in order to complete the report in an effective
manner (Al-Ahmad and Mohammad, 2012). The present report is located in United Kingdom
along with 19 buffet chain. The chosen restaurant have its branch in the Valley Leisure Park,
Croydon. The restaurant provide live cooking services where customers experience live food
cooking. This is the report which contains detail discussion about various topics, such as
importance of needs, requirements & wants of their customers. Furthermore, it is the report
where consumer experience map is developed with the help of which performance of business
entity will be increased. Apart from this, with the assistance of consumer service strategies,
managers will be able to develop positive brand image of the company.
TASK 1
P1 Value and significance of understanding wants, needs & preferences of target customer
groups.
Customers are the king within the marketplace as they are the one who consumes all the
goods and services. For every marketers, it is essential to identify the needs and requirements of
customers so that positive results will be produced. All these elements are interconnected with
each other which is developed as per the ability, willingness as well as requirements. In order to
increase the sales, profitability and for promoting goods and services at the competitive
marketplace so that large number of customers will be attracted. It is said that COSMO
restaurant is located in UK which is a buffet restaurant provide goods and services at the
marketplace (BERHE, 2017). Targeted customers of the restaurant include food lovers, teenagers
and college students as well as health conscious people. In this context, manager of Cosmo
restaurant are going to conduct a study are as follows:
Customers requirements as well as wants
Teenagers and College going students  Junk food products
 Fun Food

 Fusion food items
 Free Wi-Fi
Health conscious  Fitness freak
 Hygienic and safe food
 Low calorie products and food items
Food lovers  Food with music facilities
 Variety of foods items
 Customization in food
With the help of above mentioned chart it is said that there are various customers within
the marketplace who have different needs and requirements. The first type of customer which is
targeted by the management team of Cosmo restaurant includes teenagers and college going
students. They are the one who prefer restaurants who provide high quality food, place for fun,
music facilities and free Wi-Fi. All these elements attracts large number of customers towards
their restaurant (Bruce and Love, 2018). On the other hand, in case of health conscious
customers, they are the one who wants food items which are low in calories and consider all the
hygiene factors while preparing food items. In this context, managers provide various types of
healthy drinks, salads and many more in their menu. At the end, in case of food lover, they are
the one who loves to eat different type of foods and unique food products. In the present context
of Cosmo restaurant, managers provide customized food products to their customers according to
their demands and requirements.
P2 Different factors that drive and influence customer engagement of various target customer
groups.
Customer engagement is basically the relationship among the customer and the company.
On the basis of customers experience, organisations plan their strategies and give their best to
satisfy its customers so that they cannot prefer any other substitutes. Companies offer different
and unique product to its customers in order to attract customers and build a good position at
marketplace (Cook, 2017). Companies uses both online as well as offline way to connect with
the customers. ECRM technique that is electronic customer relation management is used by

organizations that helps in maintaining strong relations with the consumers. Advancement in
technologies completely change the mode of promotions.
Teenagers/College students: It includes those people who consist in the age group of
18-23 years. The needs of every age group is different and their taste too. In context of Cosmo
restaurant, they offer fusion food to their customers,. In addition to this, music system as well as
Wi-Fi facilities is also given to the customers so that customer can remain loyal with the
company (Gingiss, 2017).
Health conscious: In present customers prefer and like those food which is healthy and
did not any contain calories. So for those people Cosmo restaurant added various salads and
juices in its offering. Also, they make live cooking option so that customers are clear about the
ingredients using in the dishes. This will attract more customers as most of them prefer to eat
hygiene food.
Brand Loyalty: The customers remain loyal if there needs is fulfilled and services
provided to them is appropriate. In context to Cosmo restaurant, they provide food as per
customers needs and taste in order to gain customer for longer time. This will lead to rise in the
level of sales as well as profits of the restaurant.
TASK 2
P3 Develop a customer experience map.
It is a tool that companies uses to analyse how customer feels about the products as well
as services offered to them. As it is essential for every companies to know the perception of their
customers so that improvements can be done on the basis of customer points. The aim of every
business is to develop and grow in the market. In the current report of hospitality sector, it is
considered that customer experience map is essential element for all the industries. With
reference to Cosmo restaurant, the management team could start using mapping on regular
intervals in order to offer effective services to the consumers(Goodman, 2019). The management
team of Cosmo restaurant finalised different tools through which they can interact and spread
message or information to the customers.
Pre Tour During Tour Post Tour
Touchpoints Nowadays, customer
prefer online portals to
It is necessary to
give proper and
Customer review
the comments of

search information
regarding anything , as
it is easy and
convenient to them.
This will save their
time and give
information as per
they
needed(Harmeling and
et.al., 2017).
qualitative services
to the customers
after the bookings
is confirmed. Tour
guide assist and
give direction to the
travellers in order
to give valuable
experience.
customers and
then make opinion
towards the
companies. In
addition to this,
customer also post
feedback of their
experience that
helps new
customers to take
decisions.
Customer perception At this point,
consumers did not
have local referrals
who guide them and
give them knowledge
in a proper manner.
Suggestions and
printing information
create chaos in the
mind of customers
that directly impact
decision making made
by them.
Customers or
travellers are
unsatisfied when no
proper interaction
takes place with the
local residents.
At this point,
travellers share
experience of the
trip with friends,
family, colleagues
and so on.
Ideas for improvement Companies can
improve its services
such as providing
checklist to employees
that clear their role
It is necessary to
give training to tour
guides so that they
can properly
communicate with
At this stage,
customer share
their photos and
experience with
others(Hill and

and increase
effectiveness of
activities
Organisation. In
addition to this,
companies can also
take feedback from
their employees about
its customers in order
to make changes in
service and gain
competitive edge at
market place.
the travellers in
their language and
easily understand
their culture. The
tour guide have
skills such as
listening skills,
persuading skills
and good
communication
skills so that the
mindset if traveller
regarding services
is positive.
Alexander, 2017).
P4 Customer touch-points throughout the customer experience create business opportunities.
Customer touch point takes place when the customer first time interact with the company
relating to its goods as well as services. In addition to this, it is basically a journey of customers
which starts from availing services and ends after customer using that services. These consist of
different digital media channels that helps companies to interact with customers on time. Below
are some of the techniques which is used by the manager of Cosmo restaurant:
Website: website is an effective communication channel that helps companies to share
its information as well as images of products. In addition to this, company can also review the
experience of its customers through website(Kumar and Reinartz, 2016). With reference to
Cosmo restaurant, the marketing manager of a company shares all the essential information on
its website so that customers can aware about its offerings. This will increase the knowledge of
customer about restaurant services which in turns increase the sales of restaurant. It is important
to share effective as well as correct information on websites .
Email: Nowadays, Email is considered as an effective tool to communicate formally and
share information of the organisation. Organisations uses this tool to gather information of those
customer's that had visit restaurants. In context to Cosmo restaurant, the manager uses Email to

share information regarding its services, vouchers, offers, discounts and so on. In addition to this,
the company sent mails to customers on special occasions such as birthdays, Christmas so that
customer feel valued and remain in touch with them.
Restaurant management: In order to effectively perform the task, it is essential for
every company to provide development and training session to the work force so that the
activities of organisation implemented properly as well as effectively (Pandža Bajs, 2012). With
reference to Cosmo restaurant, the manager recruit educated candidates who can carry out the
task in appropriate manner. They give training sessions to all the workers in order to create
awareness and increase their knowledge. This will automatically rising the productivity of the
restaurant which in turns leads to gaining of higher profits.
Telephone: A very common and easiest medium of communication that takes place
between the customers and the organisation. It is cheap as compare to other forms of
communication. Cosmo restaurant connect with its customers through telephone as many
customers prefer calling to do confirmation of their bookings before visiting restaurant. The
manager of Cosmo restaurant restaurant hire an employee who is a good communicator and
handle the queries of customer. This will lead to customer satisfaction which in turns rise the
level of its profitability.
TASK 3
P5 Digital technology is employed in managing the customer.
In the present era of Digitalization, the most vital factor for firm is linked with achieving
loyal customer base in order to improve customer base. The web designing is classified as
computerized advanced So with the assistance of the same firm can offer effective services to all
their client and recognize the image of the firm. Along with this, digital technology as well as
internet helps Cosmo restaurant in order to attract large number of customers towards their
organisation (Pravdic, 2013). Furthermore, managers adopt all these policies in order to examine the
customers’ requirements so that positive relationship will be developed. In order to enhance
experience of customers, there are ample number of methods of digitalisation which assist in
improving the overall experience of clients:
All these technologies and tools assist in enhancing and improving the customer experience
in an effective manner. These digital tools and technologies are as follows:

 Chatbot: The experience of client can be improvement with the help of technology known
as Chatbot. It fills an associate by which guidance is given to their potential client in order to
develop website, pass message, applicant versatile and various other gadgets. This is
beneficial in order to retain loyal customers.
 Big Data Analytics: In this section the thought of client is evaluated according to the
information which are shared by them and with the support the association can offer various
offers to the customers. This is beneficial in order to develop good experience of customers
and retaining them in order to enhance their overall sales and profit index (Rangkuti, 2017).
 Internet of Things: With the help of gadgets it is feasible for business to have good
connection with their potential clients so that firm can develop good association with their
potential clients in order to carry out their activities in predefined manner.
This company is executing their business activities in Hospitality business sector and this is
the most vital factor in order to maintain healthy relations with the customers in order to achieve
growth and success in their business activities. The different pathways by which CRM develops
connection with the clients who are having their activities at larger scale are evaluated below as:
The products will be useful in order to have proper documentation of the data related to
client the output which is normal can be easily accepted Example: There should be good incentive
system designed for all the clients who are involved in the operations.
 Welcome cards and different type of gift vouchers should be offered to client with the help
of the product.
 There should be plans formulated in order to provide customized services to their potential
clients. Example: The ordinary clients of business association should be given home
conveyance facility.
These are the methods which are beneficial in developing healthy relationship with both the
customers and clients (Seddon, 2019).
TASK 4
P6 Customer Service Strategies.
This term is evaluated as policy, plans and strategies which are used by every business
organisation in order to achieve their set business goals and objectives in well-defined manner in
the allotted time duration. The main aim behind this is not to become a successful entrepreneur in
the competitive era but to fulfil need and demand of customers in order to hold them for long time at

work place. Along with this the customers are also influenced by the strategies that they are not
willing to shift to any other company products who are offering them as substitute. In relation with
the current firm known as Cosmo restaurant the management team have adopted different plans and
policies which result in influencing all their potential customers in order to regain loyal clients who
will consume their goods (Wilson and et. al., 2016). The main strategies used by firm are evaluated
below as:
Educate employees in order to achieve happy customers: This strategy is related with
giving importance to a particular individual at work place in order to ensure effective
communication with all the potential clients who are mostly spending time at their restaurant.
The working of staff member is related with make every customer fell comfortable with the
services offered by them. The present case of Cosmo this strategy is beneficial for them in order
to attract large customer base who will enhance their profitability. This result in giving positive
work experience to clients (Bruce and Love, 2018).
Resolve client issue in primary phase: This theory implies that at the initial level
Management team develops plan in order to resolve all the problems which are faced by their
potential customers. This will help in building positive image of firm in front of their potential
clients who will have direct contribution in enhancement of their business growth. In the present
case of Cosmo management team is focused towards ensuring effective communication at work
area in order to develop positive environment. This is beneficial in order to evaluate the present
condition of the restaurant operation within the economy. If the issues faced by customers are
resolved in given time, then they fell their presence special thus they stay loyal near the group.
Train their staff members in customer empathy: Training of staff members in client’s
empathy: It is evaluated that connection between clients and employees are the most vital factor for
business as there is interchange between emotions of both (Wirtz and Jerger, 2016). Thus it is
essential for management team of Cosmo to provide training to all their members of the staff in
order to minimise the level of frustration among the clients. Thus will help in capturing attention of
customers.
P7 Customer service strategies create and develop the customer experience.
Organisational management develop different types of strategies which help in compelling
and persuade the business functions which influences the overall decision making of customers.
Major purpose behind formulating policies and strategies, to engage their guest and customers with

the assistance of various digital tools & techniques. In the present context of Cosmo restaurant,
market research assist in identifying the requirements & needs of consumers and then take decisions
accordingly. With the help of this, managers will be able to develop effective strategies so that
requirements of consumers will be fulfilled (BERHE, 2017). On the other hand, it is also very
essential to take feedbacks from customers on a continuous basis so that there requirements will be
compared with the actual services provided by them. Hence, all such activities help the organisation
in order to upgrade their technologies and requirements so that they can develop strong customer
base.
Recommendation:
 It has been said that it is very necessary to provide customer care services to their
customers in an effective manner so that any kind of issues and problems will be resolved
effectively and within given time frame. This will help in developing positive
relationship with customers and retain them for a long period of time.
 Furthermore, technologies need to be adopted by the management team so that
requirements of customers will be satisfied in an effective manner. By adopting all the
upgraded technologies, managers will be able to provide high quality goods and services.
 At the end it has also been recommended that managers need to take feedbacks and reviews
from their customers on a regular basis so that all the policies as well as strategies will be
developed effectively (Al-Ahmad and Mohammad, 2012).
CONCLUSION
As per the above mentioned report, it has been analysed that customer experiences plays
very essential role in order to increase the growth rate and success of the company at the
competitive marketplace. Before manufacturing goods and services, it is required by the
management team of the company to know the requirements and needs of customers, so that
customers feel satisfied and motivated. With the help of identifying requirements of customers
managers will be able to maintain the brand image at the competitive market. Furthermore, it has
been identified that managers of the company use various tools and technologies as a customer
experience tool. Under this they use telephones, meeting, emails and many more.

REFERENCES
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