Recognising and Serving the Individual

This report discusses the importance of understanding the wants, needs, and preferences of target consumers in the hospitality industry, with a focus on Leon restaurant. It explores the factors that influence and drive customer engagement, evaluates the needs of different consumer groups, and analyzes the consumer experience map. The report also discusses the optimization of customer touchpoints and the use of digital technology in enhancing customer experience. Additionally, it examines the advantages and disadvantages of CRM systems.

RECOGNISING AND
SERVING THE
INDIVIDUAL

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
Activity 1.........................................................................................................................................3
Importance and value of understanding wants, need and preferences of target consumers........3
Different factors that influence and drive customers engagement..............................................3
Review different consumer engagement factors and its effect on clients on boarding strategies
.....................................................................................................................................................4
Evaluation of wider range of different target consumers groups needs......................................5
Consumer experience map for Leon restaurant...........................................................................5
Consumer touch-points create opportunities for Leon restaurant................................................6
Creation of detailed customer experience map which helps in examining the actions
undertaken by customers.............................................................................................................6
Analysing how can company optimize touch points of customers in order to enhance the
experience of customers..............................................................................................................7
Focusing on digital technology and analysing how it is useful in customer experience.............7
Digital technologies are employed in respect of improving or managing the client experience.7
CRM system disadvantage and advantage..................................................................................8
Activity 2.........................................................................................................................................8
Covered in PPT............................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Managing consumers experience is the main function or activity of hospitality industry,
they apply different activities and designed practices to interact with consumers for determining
their needs that helps to manage the experience of people (Homburg, Ehm and Artz, 2015). The
present report is based on Leon restaurant based in United Kingdom, serve its fast food supply
chain effectively. It explains the importance and value of understanding preferences, needs and
wants of target consumers groups for service sector industry, various factors that drive and
affects consumers engagement of different target audience groups and also define the consumer
experience map. This study justifies consumers touch-points throughout people experience create
business opportunities and ways digital technology is employed in managing customer
experience within sector with the example of CRM systems. Furthermore, it clarifies consumer
service strategy in food sector and ways to develop and create these strategies in way that meets
needs of clients.
Activity 1
Importance and value of understanding wants, need and preferences of target consumers
In market customer’s needs, preferences and wants will change time to time according to
trends. Leon restaurant is based on UK, they target customers group by considering their age,
lifestyle, income, culture and education which is beneficial business while serving fast food
service to people (Zhang and Vásquez, 2014). Food sector is chosen for this purpose in which
Leon restaurant operate since for so long. In order to retain clients for longer, it is very essential
for this sector to understand the needs and wants of consumer better, because it helps this sector
to develop their effective marketing strategies accordingly. With the help of understanding target
audience needs and other things company will grow more and more, they are able to provide
services or products according to them. Food service sector within hospitality industry will face
many issues due to not providing service and offer food accordant to client’s needs, so to reduce
this problem understanding of target clients group is vital.
Different factors that influence and drive customers engagement
Consumer engagement is the term defined as business communication or interaction
connection between hospitality firms and external stakeholder through varied channels of
correspondence. This kind of connection will influence or impact on overall experience of clients
which take place offline and online.

Technology factor is one of the factors that affects and drive consumers engagement towards
food sector the most, with the help technology such as digital media and social media business
will interact with its target market effectively, they are able to provide useful information about
services and products to clients through communication channels (Osterwalder and et.al., 2014).
Social media play vital role in consumer engagement as it helps to drive potential people towards
business which is quite beneficial for growth and success of hospitality firms.
Different target consumer groups within hospitality firm-
The first group of targets consume is based on predefined geographic level include
differences in values, states, regions and nations. According to this, companies in hospitality
sector target people who belong to different nations and cities.
Second group is target based on gender, family size and education which is one of the
most essential target consumer unit.
The third target group of consumers is chosen based on considering their lifestyles and
attitudes towards purchasing goods and services.
Organizations drive these target group of people towards them through using all
communication channels appropriately.
Cleaning and hygiene are another factor that influence and drive consumer engagement
within firms of hospitality industry, because when clients measure the proper cleaning and
hygienic environment around place where they eat food they will attract more and more.
Review different consumer engagement factors and its effect on clients on boarding strategies
Digital media and clean & hygienic factors are beneficial for food sector as it helps to
work effectively and attract people for buying food items. Through digital media and its tools
companies will gain consumer attention, they cater all info that work to drive target market
towards products (Rani, 2014). Along with this, by keeping dining areas clean and hygienic food
sector retain potential clients with them for longer.
Consumer on boarding strategies include setting goals, get whole success group onboard,
collecting data regarding status of consumers, measure business outcomes and check in with
clients. All these strategies will be affected by above mentioned factors in positive manner, Leon
restaurant target consumer groups based on age, life style and education and apply strategies on
them to grab their attentions.

Evaluation of wider range of different target consumers groups needs
Demographic group-
These group of customers considered based on age, income and size of family, they need
good products with better services.
Geographic group-
Leon restaurant is located at many places they also target group of consumers based on
geographic segmentation, in which potential clients are related to local, regional and
international marketplace. They need valuable products with affordable price that is quite
impressive and helps to retain them.
Lifestyle group-
These group of consumers like to spend their time where they improve skills and
knowledge. They need different things and unique features in place that attract them more
towards purchasing.
Expectation in term of consumer engagement for Leon restaurant-
Lifestyle based target market- Their expectations in term of client’s engagement for
Leon restaurant is quite different they expect some creativity in food that helps to engage all
customer with firm. Demographic target customer group- their demand and expectation for
restaurant in term of consumer engagement is to delivery fast food service without compromise
in quality.
Consumer experience map for Leon restaurant
Goals-
People before visiting in Leon restaurant they take decision which type of food they
prefer to eat (Kang, Tang and Fiore, 2014). They create goal and aim; it is the first stage of
consumer experience map where they take decision.
Customers actions-
After deciding what would like to eat, people take action and try to collect information
about Leon restaurant by using online and offline services.
Touchpoints and channels-
Leon restaurant page and company personal application is the touch point of customer
where they collect any data about business and also book seat.
Customer thoughts-

After collecting all information, people take decision for buying goods and final decision
is made after gathering data with the help of using different channels.
Overall experience and feeling-
The feeling and experience of whole journey satisfy clients and provide basic info.
Consumer touch-points create opportunities for Leon restaurant
Touch points at every stage of consumer experience create the best opportunities for
Leon restaurant that helps to engage client for longer period. In each touch points they provide
appropriate info to people that they want with additional details that helps to take customer
decision in affective manner. When they visit online and offline source of restaurant, they will
see picture and rating about business services through other consumers which is beneficial for
growth and increase profit rather than before.
Creation of detailed customer experience map which helps in examining the actions undertaken
by customers.
Step 1: Setting clear set of goals.
The Leon restaurant tends to focus on creating the goals in order to target particular set of
customers (Kandampully, Zhang and Jaakkola, 2018). The company must focus on knowing the
demographics and psycho graphics of the customers.
Step 2: Setting clear phase of customer journey.
The customer journey phase of the Leon restaurant is to be aware of the particular
restaurant. The customer focus on seeing rating of the particular restaurant and then if the
reviews are good then the customer comes to the particular restaurant. The next step is that it
orders food and consume food. The customer pays the check and leave the restaurant. The next
phase is customer gives feedback about the food and services offered by the Leon restaurant and
return bask to the restaurant.
Step 3: Touching customer touch points
The possible customer touch points for Leon restaurant are internet, word of mouth,
advertisement, company website, friends and family members, social networks, email, etc.
Step 4: Determining problems and finding solution.
The Leon restaurant focuses on effectively identifying the problems and tyake necessary
action to resolve issue.
Step 5: Reconstructing and resolving.

The Leon restaurant must focus on reconstructing the issues faced by the customers by
finding gaps and taking necessary action to improve customer experience.
Analysing how can company optimize touch points of customers in order to enhance the
experience of customers.
The Leon restaurant must focus on effectively identifying the goals of the customers.
Every company must understand the need, preference, want and attitude of the target customers
before launching particular products and services into the market (Wilson and et.al., 2016). The
major task associated with the business is that the Leon restaurant must focus on building strong
relationship with the customers. Moving from vision to the specific action plan helps in
improving customer engagement. Tailoring communication means and setting beneficial
relationship based on insight helps in enhancing the experience of customers (Kandampully,
Zhang and Jaakkola, 2018). Targeting on the development of the product by keeping in mind
customer need and preference helps in enhancing customer experience.
Focusing on digital technology and analysing how it is useful in customer experience.
Digital technology are considered to effective tools, system and devices which helps in
catering attention of the customers which in turn results in higher sustainable growth and
development. This helps in improving productivity and enhancing customer experience (Hwang
and Seo, 2016). Digital technology helps in reaching out to the target customers through various
social media platforms, websites and helps in better communication with the customers.
Digital technologies are employed in respect of improving or managing the client experience
Digital technologies are active in respect of cultivating or managing experience of people
in respect of resolving the issue in better ways. As customer mainly demand faster services and if
they are raising any queries, the judgment is to be undertaken in speedy way. As mots of the
customer prefer to use the digital platform to order the food online. Thus, in such manner their
interest is to be maintained in respect of delivering the food on timely bases and take reviews
from them once they avail such food (McCollum and Findlay, 2018). By this aspects, they had to
appoint the skilled person to handle such task in better way so that they can build the strong
relationship with them and also attract their interest for longer term growth. Leon restaurant can
also manage the relationship with customer through undertaking the activities relating to carrying
the customer relationship management. They can use the digital platform through reaching the
large customer and promoting their products. This helps them to increase the sales in restaurant

and also retain the customer towards the service for longer way.
CRM system disadvantage and advantage
Customer relationship management is mainly adapted by business in respect of building
the strong relationship with customer. Thus, the advantages which is examined in Leon
restaurant through adapting the CRM activities is relating to getting adequate information to the
business regarding the customer and their priority regarding choosing the particular products. As
they target the customer and also avail the services which they are promoting thus, in such
manner they can gather relevant information regarding their taste and preference on particular
products (Hughes, Anund and Falkmer, 2015). The disadvantages which is examined through
this aspect is relevant to time-consuming and also costly to manage the overall integrity of the
restaurant. As to reach to large customer base they had to take time to gather information, thus in
such aspects skilled person is appointed or accurate training is needs to attaining at that post.
Activity 2
Covered in PPT
CONCLUSION
From above, it has been concluded that understanding consumer needs, preferences and
wants is very important for Leon success. Social media and other factors play vial role as they
help to attract target customer group effectively. Furthermore, touchpoint in every stage of
consumer experience map provide many benefits to business as it helps to satisfy consumers
through providing essential information.

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