Recognising and Serving the Individual

This report discusses the value and importance of understanding customer needs, wants, and preferences in the restaurant industry. It explores different factors that drive and influence customer engagement. It also examines how digital technology is employed in managing customer experience. Additionally, it provides customer service strategies for enhancing customer experience.

Recognising and Serving
the Individual.

INTRODUCTION
In business world, the procedure that is related with developing a systematic relationship
between customer and companies product so that respective customer have a foremost
experience (Blázquez, 2014). Customer wants to get the best for the value of money they spend,
thus they keeps on changing the product offered by company that highly satisfied their needs and
wants. In this project. In this report, The Fat Duck, Berkshire restaurant have been selected
which is located in Bray, Berkshire, England that was founded by chef Heston Blumenthal.
There are around 42 staff working to gives best services to customer so that customer feel the
best experience.
The report discuss, needs and expectation of market segment, CEM to support business
opportunity, impact of digital technology and implement of effective customer experience in a
business sector.
TASK 1
P1 Value and importance of understanding the needs, wants and preferences of target customer.
In every business customer are consider to be the main element for gaining success as
more and more number of satisfied customer company have there will be huge profit in that
period. Consumer make demand of different product according to their needs, requirement taste
which enables company to produce the appropriate services of goods to fulfil these requirement.
It is the main responsibility of manager of company to focus on customer demand so that long
term profitability can be maintained (Dion and Borraz, 2017). Some of the crucial consumer
segments are discussed below:
Type of customer Different types of customer needs
Handicapped client Descriptive Menu Enough space between
restaurant table
Access ramps
Hospital patients Hygienic and clean
food items
Fast and secure delivery Nutritious food
Health conscious Herbal and nutritious
food product
Nutritious food Pool side services
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From the above table it observed that needs of different customer can be easily analysed
by the manager of The Fat Duck and appropriate food products are prepared to gain customer
interest. By considering the different customer section manager make the customer to gain the
best experience as fulfilling of need with desired features make them highly satisfied. Moreover
manager have skill to analyse the previous years sales data and make effective survey by asking
relevant question to current customer base in order to get the in depth understanding of needs of
different buyers. In order to ascertain the perfect needs of customer manager of The Fat Duck
makes effective marketing strategies such as arranging of feedback board outside the restaurant,
providing after visit message etc. Therefore, it is stated that understanding consumer preferences,
taste and delivering them with most valuable services and goods can help in building effective
relation between restaurant and client. This directly increase the sales of
P2 Different factors that drive and influence customer engagement
Consumer interaction relates to the link between internal consumers and company across
different networks of communication (Garg, Rahman and Qureshi, 2014). The Fat Duck
encourages customer by providing their services on a regular basis and help them to improve
experiences. It brings comfort for those visiting the restaurant. There are multiple factors
discussed below that is needed to be followed by restaurant that help in increasing the customer
engagement:
Ambience: It is related with inner structure of restaurant which make customer feel
special such as decorative walls, tables, luxury lighting, Wi-Fi facilities are consider to be most
important variable to be regarded in order to ensure customer interest. To make customer more
attracted towards within restaurant manager arrange musical concert, additional buffet offer,
extra discount. They also make plan for promoting various services of restaurant which help in
increasing the family visitors that directly increase the profit margin.
Services offered: The focus The Fat Duck success is to give the best comfort services to
all customer at reasonable prices. Manager mainly concerned about safety and protection of
customer as this is the major factors which should be adopted by restaurant in order to minimize
any discomfort concerning the visitors. It must be maintained by implementing services such as
lift, restaurant wheelchair, fire extinguisher, mobile charging point which makes customer
attracted towards restaurant.
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Food & Services with best Quality: The reliability of food goods and services offered to
consumers must have a standard that make customer highly satisfied (Goodman, 2019). Manger
of The Fat Duck should focused on constantly improving the quality of nutrition goods and
services. This help in increasing the number of customer within a specific period, thus maximum
satisfied customer can provide feedback to new customer.
TASK 2
P3 Customer experience map
The map of customer experience is a collective way of allowing firms to portray the
complicated encounters between customers. The maps of experience show the biggest difficulty
and allow companies to look for innovative ways to ensure better product and products quality
for customers. At the other side, touch-point is a manner for consumers to communicate with
company through the use of the application, mobile app and several other form of social media.
This is an engagement that could change the perception consumers feel about goods, service and
brand. The Fat Duck restaurant customer engagement map is discussed below:
Map Activities
Homework discovery In this case, once consumers ask for the particular product in market,
the organization get information from different sources. Then
company are aware about consumer and they make attempt to contact
them in order to provide quality products and services according to
their requirement (Gopalakrishna, Malthouse and Lawrence, 2017).
Research Specific research is consider to be the most important things that
offers company information about consumers about their priorities
and flavour. In the scope of research the help provided by the
company includes of online applications, blogs, etc. at different
locations that are able to provide customized services. Through
conducting an investigation, consumer can know about quality of that
product, durability etc. from the application.
Choose Consumer can pick one stronger option after gathering evidence that
can address the needs and priorities with highest level (Harmeling and
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et. al 2017). This map was made up of different options commercially
available in same market. The analysis is focused on a variety of
factors, such as cost, value and other considerations that are essential
for customers.
Pre- purchase Consumers eventually intend to make a purchasing decision at this
point. Both evidence are tested by the customer and the optimistic
result was also reached based on the impact of marketing strategies.
Each details are assessed by customer so that they can make a valid
purchase decision.
Post- purchase This is the last step is relates to the evaluation of whether or not the
products have been more useful to the consumer. When items are
successful and exceed customer requirements, it will help to boost the
particular brand's client base. Negative feedback affect the company's
declining sales.
P4 Customer touch-points throughout the customer experience
In business world, customer touch-point are described as the main window that ease
communication between them and company (Homburg, Jozić and Kuehnl, 2017). This is
consider to be the main way that support in making appropriate exchange of information among
clients and producer of service provider.
From the consumer point of view, it has to do with getting products from those
companies that have good customer feedback. It makes it necessary for The Fat Duck restaurant
to function properly on their facilities and strengthen them as per customer's likes and dislikes.
Moreover with better services of restaurant customer give better reviews to new clients searching
for best restaurant in the city. Such as a waiter in respective restaurant is responsible to make a
conversation with number of customer in a day. The following script is discussed below:
Staff: Good Morning Ma'am.
Customer: Good Morning.
Employee: What would you like to have today, May I take your order?
Customer: I just need a Chicken roll and an ice tea.
Employee: Ok! You have to wait for 5 minutes as preparation of chicken burger take some time.
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Customer: Yes, I can wait for my order.
(After 5 minutes)
Employee: Here is your order kindly cross check it.
Customer: Perfect I ordered the same Thank you. Can you proceed me with the bill?
Employee: It is £25, you like to make online payment or cash.
Customer: It OK I have cash.
Employee: Nice of having you, Thanks for coming please visit Again Ma'am.
TASK 3
P5 Digital technology is employed in managing the customer experience
Digital Technology have a major importance in modern times for an enterprise as it aid to
contribute in improving the product quality and services resulting in enriching customer
experience (Kraak and Holmqvist, 2017). With the support of google and several other modern
digital technology, The Fat Duck restaurant would be able to improve its presence and exposure
large number of customers by understanding their actual and various requirements and
expectations. This directly support to provide customer with a great experience from the
company's products and services. In order to increase customer experience some of the basic
ways related with digitalisation are discussed below that help in increasing restaurant image:
 Chatbot: This is consider to be the current means of improving customer satisfaction
with the aid of which. It operates as an assistant that concentrates on offering customer
guidance and support like giving important message, voice chats, website advertisement,
mobile app and other promotional devices. This mainly help customer to get the detail
information about different product and services The Fat Duck restaurant offers for a day.
 Big Data Analytics: It is connected to the evaluation of asking people to discuss their
related experience and other elements in the context of The Fat Duck restaurant. With the
assistance of that the manager can make plans to develop and provide the appropriate highly
customized deals and desirable rebates to satisfy customer (Lanier and Hampton, 2016).
This also enables to provide great customer experience and maintain them for a significant
period of time in the organization.
The Fat Duck restaurant performs its activities in Hospitality Industry & focuses primarily
on establishing positive customer relationships to guarantee their appropriate growth and expansion
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in future. Some of the common CRM ways that aid in developing respective customer experience
such as:
 Rewards and additional benefits are provided to customer.
 This software will support to keep their consumers' suitable accounts and specific data
which help in giving regular feedback, like by using e-mails that create value for business.
TASK 4
P6 Customer services strategies
In the restaurant sector, consumers are recognized as key stakeholders, that allows for
companies working in this industry to concentrate on constant improvement in their programs in
order to retain as many customers as possible (Ma and et. al., 2016). Lengthy-term client
relationships help to make client relationships as well as achieve good brand identity in customer
brains. Few of strategies are discussed below which may increase the customer experience:
Extra benefits to loyal customers: The loyalty of customers is the key secret of
maintaining the brand image for several years. The Fat Duck restaurant should keep tracking the
customers who take food and services on frequently basis because it shows the loyalty of
customers. The list of such valuable and loyal customers must be prepared. It can arrange a
special an event on date of establishment of restaurant and celebrate the day with its valuable
customers by distributing prizes and providing benefits. These kind of actions not only build a
happy or satisfied customer or buyer relation but also create a bond like a family. But
considering the facts quality of services is required to maintain and it should not be
compromised.
Attention to Guests: A sustainable customer looks towards quality of food and services
with hygienic ambiance structure in hospitality or restaurant sector. An organisation must keep
both the side in consideration to attract customer as internally like The Fat Duck restaurant must
keep the atmosphere of property clean and hygienic and externally like a creative tag line subject
to restaurant or any attractive symbolic sign on signboard. It is recognised that the services which
remain close to customer preferences or fit to customer requirements need not to invest on
external sources (Pearson, 2016).
Delivery of Promises: Lag in period of processing the order and serving food is common
challenge seen in hospitality industry. In such kind of situation, The Fat Duck restaurant should
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keep a standard delivery time for customers like in festive season 15-20 minutes or in normal
days 10-15 minutes.
P7) Development of Customer Service Strategies Along with Customer Experience
Customer Audit Trail and Critical Observations
Name of hospitality business visited: The Fat Duck restaurant
Date and time of visit: 14th November 2019
Atmosphere and initial outlook:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
The lighting and well-designed
architecture of restaurant.
There is only a single
washroom available for Men
and women.
Firstly, improve the entrance
structure which look like a
normal entry gate and second
is the sitting arrangement.
Signage, Tariff Boards, Labelling, etc.:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Sign boards and holding are
quite attractive. All the
required safety equipment’s
like fire extinguisher and Soils
are placed at decided place
with instructions.
The menu card is little
confusing.
Modify the menu card as
categorise the dishes and meals
on the basis of time.
Prices:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Reasonable pricing strategy is
adhered.
Ice creams and other sweets
are costly. Customers have to
pay extra than retail price of
products (Srivastava and Kaul,
The additional cost structure
and add some innovative items
in sweets and shakes.
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2016).
Range of Products:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Accessibility of almost all kind
of food stuffs at reasonable
price.
None Introduce different continental
foods like European and
Spanish Cuisine.
Staff:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Friendly and well trained staff Less number of staff Enhance the skilled and well
trained staff strength
CONCLUSION
In the end of report it has been stated that satisfying customer is the main element of
hotel industry so that The Fat Duck restaurant provide useful services and goods as per customer
needs and requirement. It is observed that with Ambience services offered and best quality food
& Services help in maintaining large number customer base. With the support of CRM software
restaurant is able to provide number of ways that help to maintain loyal customer base.
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REFERENCERS
Books and Journals:
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