Recognising and Serving the Individual

This report discusses the value and importance of understanding the needs, wants and preferences of target customer groups in the service sector industry. It explores the factors that drive and influence customer engagement and provides a customer experience map for a selected service sector organisation. It also examines how digital technology is employed in managing the customer experience.

Recognising and Serving
the Individual

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1: Explain the value and importance of understanding the needs, wants and preferences of
target customer groups for a service sector industry...................................................................3
P2 Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation.......................................................4
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..........8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience management refer to optimising the interaction by the business on
the basis of customer's perspective that help to foster loyalty for long duration. Most of the
company create consumer behaviour as a base and uses customer centric strategy in order to
encompasses interaction and maintain long term experience (Al-Ahmad and Mohammad, 2012).
For the better understanding of report The River cafe restaurant has been selected which is
specialised in prepared Italian cuisine within London. On the basis of scenario being customer
care manager, the need of different customers are identified and met within the restaurant groups.
This report cover topics like explanation of the needs and expectation within the service industry.
Create the customer experience map to optimise the business opportunity and customer touch
points. Further, investigate the impact of digital technology on the customer relationship
management.
TASK 1
P1: Explain the value and importance of understanding the needs, wants and preferences of
target customer groups for a service sector industry
Understanding the need, want as well as preferences of customer is the prime concern of
the successful business as on the basis of requirement it can tailor the offering to client. This can
help the firm either to launch new product or modify existing product by adding the additional
feature to shape the offering. Market segmentation is again the effective way that help to
categorise the mass market on the basis of income, purchasing power, preferences as well as
interest area. In context to River Cafe the manager as well as internal staff direct interact with
customer regarding their experience and constructive feedback so tsahata they can always
approach the company with desirable offerings. Such customer centric strategy help the
restaurant to gain additional revenue due to the word of mouth publicity. Based on this the
company appeal the interest of existing customer as well as potential market in order to gaiana
core competencies over other (Aliyas, Shishebori and Ramazani, 2016). Hence, there are
different advantage associated by delivering the valuable product as well as services to the
customer which are demonstrated below:
 If the River Cafe understand the changing requirement of their guest then this can
help them to gain the renowned image. Also the customer amongst other restaurant or

substitute will prefer to take the services from particular restaurant. This will finally assist
the company to get the comprehensive advantage due to which they can flourish their
business effectively.
 Along with that the company can too depend upon digital media to go through the
customer response. This method highlight the ineffective areas of business which they
can improve. Herein, The River Cafe have the online customer support service that
handle customer query and analyse their preferences. So basically the company maintain
hygiene and offer clean services to the customer in order to appeal their interest
effectively. Further, this assist the firm to remain the market leader in terms of delivering
supreme level of services.
Therefore, it is vital to remain connected with customer so that the company can deliver
them the product which customer need or derive their expectation (BERHE, 2017). Also based
on this the River Cafe can customise the experiences of customer for the Italian restaurant to
create the loyalty as well as repeat business. Thus, simply by exceeding the lengthy of customer
interactions the firm can exploit the opportunity and direct function for the effectiveness of
consumer.
P2 Explore the different factors that drive and influence customer engagement of different target
customer groups within a service sector organisation
Customer engagement represent the connection of the business with the new and existing
customers on the basis of frequency of interaction, past experience as well as response of
customer via retail outlet or online business (Bruce and Love, 2018). The ultimately choice to
choose the particular brand or one brand over other exclusively remain in the hands of customer
but the business representative can just compel them by sharing all the detail attributes or
features of the services. Advertisement technique and publicity can help the customer to
distinguish among the different substitute available in the market in order to make viable choice.
Herein, The River Cafe rely on both online and offline sources to attract the customer and
maintain ECRM (Electronic Customer Relationship Mnagment). Based on this technique the
company come to know which cuisine is prefered by different customer so that they can further
target specific gender or age group via customised advertisement. These messages are broadcast
with the help of social media, text messages or by email marketing.

Hence, there are different type of target market whose preferences vary from one to
another (Guido, 2017). So it is the responsibility of the business to target that specific group
accordingly in order to sustain the interest of different group.
Various type of
customer
Different
needs of customer
Family member Quick services Wide options on menu Nutritious food
Middle and older
age
Along with description
add photos of different
cuisines
Nutritious food and
purified water
Full service area
Business person Proper ambiance and
sitting area with low
waiting time
Availability of buffet
services
Wi-Fi facility and
electronic gadget
charging sockets
This tabular presentation demonstrate the need and preferences of different target
customer group within the River Cafe. The internal staff are trained in such a manner they
maintain the balance between people of different age group and satisfy their need effectively.
Family member: The family member consist of different type of people who have
different age group but come together in the restaurant and avail services in order to spend
quality time with each other. So it is the responsibility of the internal staff to take care of the
needs of each and every individual by providing them quick services, wide food options that
satisfy the taste and requirement of different age group. Along with that the guest does not prefer
the waiting for long hours to get the food delivered at their tables (Harmeling, and et.al., 2017).
So innovative and specialised knowledge can help the staff to cater the customer response
effectively. Moreover, as customers are becoming health conscious so the River Cafe need to
focus on the nutritious value that is offered by company.
Middle and older age adult group traveller: In comparison to the family member or
youth they less likely to visit the restaurant. But there are certain needs which can definitely
attract this age group like smooth services, pleasant interior as well as placing the order on the
table of guest. In terms of the River Cafe, can design the menu in such a manner that the specific
age group can come to know about the healthy food items being served by company. Along with

that by adding desirable images of the food items can help the target customer to make the
preferable choice.
Business person: It include the group of professional people that come together and
leverage the fine dining where they can have conduct either formal and informal conversation.
Thus, to address the need of business person the River Cafe need to offer the wide space,
comfortable sitting arrangements and the suitable ambiance. Along with that the facility of Wi-Fi
is the additional feature that can possibly attract the business people to conduct the meeting.
Further, availability of buffet facility can help the come to cater the different demand within
stipulated period of time. Thus it is cost and time effective practice that is prefreed by wide range
of customers.
TASK 2
P3: Create a customer experience map for a selected service sector organisation
Customer experience map can be said to customer journey that develops experiences within an
individual. It helps entities to track customer engagement with the products that they offer. With
the map, new users or new clients are converted into potential customers through engaging them
by delivering commodities or services that they expect. In context to The River Cafe, managers
have mission to provide their customers a comfortable experience when they enters into premises
and uses the services (Jain, 2017). The map plays crucial function in building together with
maintaining image of the entity in the competitive world.
Customer experience map helps The River Cafe to create diverse opportunities for the
business concern. It includes following procedures:
Discover addition to explore: Customers discovers about the entity and explore
information thorough various sources. In context to The River Cafe, customers identify what are
the key points of the cafe in terms of infrastructure, food items and services through official
websites and social media apps. They also explores what additional things are offered by the
Cafe to satisfy demands that customers have.
Compare together with evaluation: When information are explored by customers then
they are compared with other entities performing similar workings. Customers compare offered
services and quality of food for reaching particular decision in relevance with cafe they should
prefer according to their needs.

Book services: Soon customers reaches on final decision they book their services through
the mediums provided by organisations. The River Cafe makes booking through modes of online
together with offline bookings. In offline bookings, customers visits premises of cafe and
through online bookings, bookings are made through apps.
Arrival at Cafe: Herein, customers arrives The River Cafe to experience the food,
ambience and infrastructure.
Enjoys services: The customers after arriving at Cafe enjoys all the services that were
promised duration bookings. They eats food, click pics and play games. Here, the staff and
management team behaves in very decent and standardised manner that resolves queries of
customers (Kumar and Reinartz, 2016).
Check outs: After enjoying services, customers exists from The River Cafe.
Post visit: Herein, Customers provides feedbacks about the offered services and food
quality that helps administrators to make future strategies or plans.
P4 Discuss how the customer touch-points throughout the customer experience create business
opportunities for a selected service sector organisation
Customer touchpoint refers to the brand's points that customer come in contact such as by
visiting the website or retail store of company and by identifying different rating posted by
experienced customer. These things helps the company to become familiar with the company as
well as its offering. It demonstrated the journey of consumer at the time of pre or post availing
the services of company. Hence, there are different platform that act as a touch point and
connect with the customer for long duration. The explanation of different platform that can be
used by the River Cafe is explained below:
Website: With the increase dependency and reliability on internet the River Cafe has
prepared its innovative website. This space is effectively used by the company to share all vital
details regarding company as well as its offerings (Pandža Bajs, 2012). Additionally, it act as a
business opportunity to demonstrate the detail description that help the customer to gain all the
essential information like varieties selected company is offering, opening time, closing time as
well as the reponses of customers. Along with that as the company share its contact details so the
potential customer can directly contact the representative of restaurant so that their query gets
resolved appropriately. Thus, it even help the customer to make the better comparison on the
different alternatives available in the market.

Review sites: Although the customer can directly share their either positive or negative
response in the website of company (Shea, 2016). But there are certain review sites such as Yelp
which is exclusively designed for the convenience of customer like they can explore wide
opinion within specific duration. So the River cafe consider these sites as a business opportunity
because even they explore the opinion of people and try to make essential amendments to retain
long term customer experience.
Social media: This is the widely visited platform whose engagement rate is very high. So
usage of this tool to promote the offering of company act as a business opportunity to build
positive experience of customer. For instance, the River Cafe can use Facebook to showcase the
advertisement of company to the targetted audience. It update the information on the basis of text
or short video clip to attract the audience and maintain long term customer relationship.
Email marketing: This is one of the most common touch point that is access by various
companies to generate the brand loyalty if customer. It also comprises of the back links that take
the user direct to the website and appeal them to take the action (Pravdic, 2013). Herein, the
River Cafe shore all the details of the customer and approach them to enhance the customer
experience. Hence, it promote the two way communication where even the customer can update
their responses.
Hence, these touchpoints for customer helps the company to reach out the potential
customer and build their soothing experience for the adequate functioning of business.
TASK 3
P5: Examine how digital technology is employed in managing the customer experience
Digital technology is now a days used by all managers of enterprises in order to enhance
business image and profitability. The River Cafe performs workings in hospitality sector in
which distinct relationship management systems are used to gain trust of customers and retaining
them for longer duration. Some of the CRM systems that are employed at chosen business are as
follows:
ECRM hospitality software: The abbreviation is for electronic customer relationship
management software that includes crucial functions of CRM (Reynolds, 2013). It manages all
types of relationships among entity and customer through using information technology modes.
Administrators of The River cafe uses the system so that they can integrate internal resources

that organisation has with external marketing strategies so that properly understanding along
with meet needs of customers (TSEGAYE, 2017). With this, long term relationships are properly
managed and organisations remain connected with customers sitting at distant places.
SAP CRM System: Another system that deals with managing customers and handling
their issues effectively and efficiently. It helps business concerns to accomplish their goals as
well as allows to execute customer relationship tasks in improved manner. At The River cafe, the
system is preferred for executing customised business plans and processes associated with
managing relationships. Further, the system allows in achieving satisfaction of not only
customers but that of workforce too by meeting their expectations for work or service.
Microsoft Dynamics CRM system: It was developed by Microsoft and is based on
server client applications. It assist large web services interfaces. It enables firms to smartly
market products, sell effectively and care everywhere. It also delivers effective solutions that
improves service engagements, marketing and sales that results in driving business performance
effectively. With the help of such system, the marketing team of The River Cafe searches
potential customers together with tracks activities of existing ones. Further, they automates
workings by managing sales as well as operations (Wirtz and Jerger, 2016). The system also
assist in ensuring that all the activities are executed without any interruptions that results in
growth addition to expansion of business activities.
CONCLUSION
From the report it can be concluded that customers are the important for any organisation
that helps to grow the business organisation effectively. Customers get different types of
products and services by analysing their needs and wants. An organisation should offer various
services to customers in restaurant such as good structure, better quality of food, proper attention
and taste of them which attracts people and helps to increase the number of customers. A
company should focus on people that helps to share the experience and increase popularity.
Consumer service strategies are helpful to influence people and increase the productivity and
profitability that states sustainable growth of organisation.

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