Managing Customer Experience in the Restaurant Industry

This report discusses the value and importance of understanding the needs and wants of targeted customers in the restaurant industry. It explores different factors that drive customer engagement and the use of digital technology for customer experience and CRM. The report is based on Mumbai Delight Restaurant, a popular Indian restaurant in London, United Kingdom.

Unit – 2 Managing
Customer Experience

Contents
INTRODUCTION...........................................................................................................................................3
TASK 1..........................................................................................................................................................3
P1 Value and importance of understanding the need and wants of targeted customers...........................3
P2 Different factors that drive customer engagement of different target customer group........................4
TASK 2..........................................................................................................................................................7
P3 Customer experience map..................................................................................................................7
P4 Customer touch point.........................................................................................................................8
TASK 3..........................................................................................................................................................9
P5 Use of digital technology for customer experience and CRM............................................................9
CONCLUSION.............................................................................................................................................10
REFERENCES..............................................................................................................................................11

INTRODUCTION
Customer experience management is a continual mechanism used by an organisation to
coordinate, monitor and sustain relationships between consumers and business organizations. It
allows to focus on the needs and desires of the consumer and to create a certain kind of service in
order to fulfill them. The key goal is to maximize contact with the consumer's expectations and
to preserve customer satisfaction (Berthon and Pitt, 2018). The report based on the Mumbai
delight restaurant this is established in London, United Kingdom and serves all Indian dishes. In
this report consist of value and importance of needs, wants and preference of targeted customers
in restaurant industry and identify various aspects that impact on the customer engagement of
various target customers. Along with, discuss customer touch points to develop various
opportunities for business. A further report provides a map of customer engagement as well as a
contact point for an organization whose company can enhance its growth opportunities. In
relation to this customer service approach, this report also discusses how the company can
successfully fulfil the needs and expectations of the customer in the best way possible.
TASK 1
P1 Value and importance of understanding the need and wants of targeted customers
Every Restaurant has a goal of managing a restaurant successfully and making more profits
by offering clients with fulfillment. Businesses rely on the expectations and desires of the
consumer and then manufacture goods in order to get more money. Such as Mumbai Delight is
an Indian restaurant that works with consumer products and provides customer experience. The
Mumbai Delight Marking Manager analyses the market and provides that product and services
are available to increase the number of customers. It conducts its company internationally and
targets the age of consumers between 12 and 60 years of age (Bhat, Darzi and Parrey, 2018).
Main target of Mumbai Delight, its needs wants and preference
The primary objective of Mumbai Delight is to understand the needs and desires of various
customers in order to increase their competitiveness by presenting their people with better
service quality and growing their value. It gives priority to people of all ages who are involved in
having food and staying facilities. In other terms, Mumbai Delight targets the demographic

markets in order to market goods and services. The wants and requirements of Mumbai Delight
are to improve the reputation of the brand internationally by fulfilling customer preferences.
Reason to understand the needs, wants and preference of target group
It is crucial for the restaurant to consider the needs and desires of the customer, since it
allows recognizing the needs of each individual and the company in order to maximize the
amount of clients. Restaurant manager should analyze consumer demands but instead create
goods that help minimize waste and improve profitability. In addition, by understanding the
expectations and desires of the target consumer, Mumbai Delight's Customer Service Manager
can gain insight into marketing of related offerings at the same location that allows
accomplishing the aim (Chen and et.al, 2019).
Customer Engagement
This is a systemic instrument that enables to sustain the relationship of business contact
between shareholders and institutions with the aid of a variety of channels. Relation can be made
via contact, response and customer satisfaction in the context of online and traditional, which
aims to achieve the objectives. The Mumbai Delight Customer Service Manager offers customer
data across online and offline environments.
P2 Different factors that drive customer engagement of different target customer group
Customer interaction refers to the various sorts of activities that need to be carried out in
the company in order to retain customers. In Mumbai Delight, the manager looks at the various
kinds of factors that can affect target customer interaction, such as:

The influencing factors are defined as:
Accessibility: it is vital for a company that ensures that consumers are able to obtain and locate
goods and services with no issues. Like Mumbai Delight, it has a range of restaurants that
conduct business different roles at different locations and provides online reservation facilities to
its target client, which helps to reach them easily.
Convenience: This is another aspect that can affect the target consumers by delivering easy-to-
convincing solutions, such as online shopping and payment that continue to gain more
customers. Like Mumbai Delight, the Indian Restaurant offers easy-to-convince facilities to its
target customer in order to acquire details and purchase products.
Deliverable: This variable influences target customers, including such Mumbai Delight, aim of
providing their clients with convenient and simple delivery company that aims to enhance long -
term customer loyalty identity (Farah, Ramadan and Harb, 2019).
A review of customer on boarding strategies
Mumbai Delight has few boarding approaches that can affect customer interaction
described as:

Trigger Emails: Mumbai Delight uses this method to submit an email notification in case
customers send an email account that aims to recognize knowledge regarding new goods /
services.
Build an effective payment system: This affects customer interaction, such as Mumbai Delight
team leader, who understands the needs of the customer and offers a system by which the
consumer can get bills that make people feel great (Kumar, Dash and Malhotra, 2018).
Different categories of consumer groups, their desires and preferences.
Teenagers: The service manager of Mumbai Delight emphasizes on the requirements and desires
of adolescents and provides them with various types of items at reasonable rates.
Family: it includes various types of goods and services that help to fulfil the needs of the family.
The management of Mumbai Delight emphasizes on family obligations that help improve sales
and efficiency.

TASK 2
P3 Customer experience map
Customer experience map is a framework that helps to get answers to the following
questions in an accurate and fulfilling way. This is a metric used by the organisation to assess the
consumer experience with goods and services. Mumbai Delight is a successful restaurant that
offers an array of options by evaluating customer satisfaction (Liu, van de Ven and Zhang,
2019). The manager of the chosen business maps the perception of the consumer by
implementing various methods and techniques, including such:
Customer journey map of Mumbai Delight
In Mumbai Delight, consumers reserve a table and get inquired about these items as table
location, unique layout, positioning, etc. all are displayed via a table:
Arrival restaurant Whenever the customer enters the hotel or restaurant, they
encounter the managers and spend five minutes to confirm
the quality of the seats. Stay for the welcome cocktail that is
provided by the employee.
Starters and food ordering In the customer service business, workers provide starter
menus to consumers and then offer food. Like the Mumbai
Delight Restaurant service manager, they give various types
of starts and food services for its customers and chart their
experiences.
Special service in dinner Some loyal customer booking a specific request tables
wherein they involve music, renovating a table, purchasing a
drink, etc. offered by the service industry. Mumbai Delight
Restaurant also offers any of these products and organizes a
great meal for the customer on request.
Bill payment Customer will get another service after getting food and
dinners in Mumbai Delight where the customer can pay via

money, prepaid debit card.
All services are offered by Mumbai Delight to their consumers in order to evaluate
customer experience map when providing services from them. It contains a range of resources to
provide all the best products, including such:
Website: this is a simple method used by consumers to learn about the restaurant and its
innovative offerings that affect customers. Like Mumbai Delight, they have all the details they
want on their website that attract people. They can also ask questions and get answers via the
websites.
Restaurant management: this method is used by most of the restaurant industry to help sustain
the effective management of the hospitality industry. At Mumbai Delight Restaurant, the
manager provides the hiring of a professional individual and provides them with learning which
aims to maintain effective distribution inside the company (Luzi, 2018).
Site Review: This method is most useful in working to improve the mindset of the people for the
intention of purchasing goods and services. Like buyers who are intrigued to understand about
Mumbai's customer support delight, they search the restaurant reviews and then choose to get the
service from that sector.
P4 Customer touch point
Customer touch point is the consumers’ brand stage that works to create communication
between staff and the consumer. In other words, the company offers some appealing services that
are distinct from some that retain patients and encourage giving them opportunities for growth.
For example, Mumbai Delight establishes a consumer touch point by offering attractive solutions
to help to provide investment opportunities. The subsequent touch point is described as:
Mumbai delight restaurant offers various types of services that are mentioned above, that
impact customers and strengthen the touch point in attempt to affect consumers. The foregoing
was addressed as follows:

Social media: this is before buying a service that is used by the customer when choosing the best
restaurant. Mumbai Delight promotes its details on social media that affects customers, a good
reaction that further impact clients.
Staff and sales team: these facilities are offered by Mumbai Delight consumers as during
purchase of customer services. The staff and management of Mumbai Delight recognize the
expectations of the consumer and interact well, depend on the customer and boost growth
potential. In addition, the Mumbai Delight sales team aims to persuade customers to build
growth potential (Nardelli and Broumels, 2018).
Online Help Center: Mumbai Delight offers an online help centre which is used after purchase
wherein customers who are also not happy and need to get more data can take advantage of this
choice that includes changes and improves market opportunities.
Thank you for the cards: this is even after the purchase of the services offered by the Mumbai
Delight Restaurant in attempting to manipulate clients. This programme targets clients and
reflects on investment opportunities by offering thank you notes.
TASK 3
P5 Use of digital technology for customer experience and CRM
At present, the company is more worried with emerging software that allows reaching
customers. Virtual technology is used to consider the needs of consumers and can easily satisfy
them. Information transformation, such as the customer relationship system, is an important tool
used among Mumbai Delight to obtain customer experience. Mumbai Delight uses various
methods in the CRM framework that help to maximize or sustain the customer satisfaction as
described elsewhere here:
Keep in contact with the consumer: A good CRM system has email marketing solutions that
allow sustain customer satisfaction by mail, SMS and much more. Mumbai Delight's customer
service uses this digital system that allows the customer satisfaction by accessing emails and
SMS on a routine basis. For instance, Mumbai Delight has customer data which helps to provide
wishes and knowledge about discounted meals and drinks in attempting to manipulate consumers
(Ribeiro and Prayag, 2019).

Use business to business selling method: This includes changing the method of sale from cold
calling to social media marketing. As the world shifts, people were too busy and involved in
social media, which is a good forum for consumers to rehabilitate. Mumbai Delight's market
orientation uses information technology which allows consumers to connect faster by instead
searching for clients. This involves establishing a trust and motivates them in order to improve
customer care.
Learn more about customers: The CRM framework is useful for optimizing customer service.
For instance, whenever the consumer clicks a connection in Mumbai Delight's email for a
specific product, it implies that they have been willing to buy that item. With the support of the
CRM system, Mumbai Delight's service manager provides a certain kind of goods / service that
matches them, hence this internet technologies scheme aims to strengthen customer satisfaction
and create income for company (Vakulenko and et.al, 2019).
Accordingly, it has observed from all of the above that digital technology is necessary for
business organizations that help implement the technology to goods or services and then allow
consumers to achieve good results. Through leveraging modern technologies, Mumbai Delight
uses info graphics; social media campaigns, e-mails and cross - selling to help improve revenue
and efficiency in a competitive environment to maintain competitiveness.
CONCLUSION
From the above study, it can be inferred that customer experience is critical to the
organization as it aims to enhance industry by giving high quality services. Economic growth
also depends on the effectiveness that increases business operation. The company needs to
implement digital technologies with a view to enhancing customer service and making strategic
decisions with a view to achieving objectives and goals. Customer care approach aims to address
growing issues and attract consumers in the sector on a long-term basis.

REFERENCES
Books and Journal
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