Recognising and Serving the Individual

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