Customer Experience Management in 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