Unit 2: Managing Customer Experience

UNIT 2
MANAGING
CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1 Explain value and importance of understanding needs, wants and preferences of target
customer groups .........................................................................................................................1
P2 Explore different factors that drive and influence customer engagement of different target
customer groups..........................................................................................................................2
LO2 .................................................................................................................................................4
P3 Create customer experience map for service sector organisation..........................................4
P4 Discuss customer touchpoints throughout customer experience create business
opportunities................................................................................................................................6
LO3 .................................................................................................................................................8
P5 How digital technology is employed in managing customer experience including specific
examples of customer relationship management system............................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Consumer experience management is management of customer interaction through each
physical and digital touchpoint in order to deliver personalize experience that derive brand
loyalty and increase organization's revenues. Consumer experience management heavily rely on
voice of consumer programs that quantify customer sentiment about their experience with the
company. In the context of respected restaurant organization The Globe restaurant, the
restaurant is one the most exciting contemporary luxury hotels in London. Globe organization
highly concerned about managing consumer experience, with great service and better quality of
food of their hotel business. Below is the detail examination of how manger of The Globe is
working on improving consumer experience and motivating employees to work effectively and
efficiently(Peppers and Rogers, 2016).
LO1
P1 Explain value and importance of understanding needs, wants and preferences of target
customer groups
Target market
It references to group of potential consumer to whom company wants to sell its product
and services. Target market is one part of total market for goods and services(Goodman, 2019).
Defining customer profile and characteristics of target audience through market
segmentation
It references to a description of consumer, or a set of consumer based on a characteristics
that they have in common. In the context of hotel organisation The Globe, below is the
characteristics of target audience, which hotel choose for their market segmentation.
Characteristics of target audience:
1. Age group: In terms of respected organisation, The Globe can target consumer age
group of 18 – 30 , in this group of customers they target youth like university
graduates, newly married, college students, and business professionals.
2. Income group: high income professions could target by the Globe organisation,
because of high standers and high maintenance of hotel. It could be not affordable for
low income group of people.
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3. Occupation: respected hotel targets groups by their occupation, they target group of
professionals, students, business groups etc. these occupation groups are easy target for
restaurant.
4. Geographic locations: respected hotel organisation also target customers located out
of the city. They attracts customers by offering special discount offers for these
customers(Homburg, Jozić and Kuehnl, 2017).
Value and importance of Target customer groups
There are several importance of target customer groups in context of The Globe
Restaurant that can be shown below:
 Customer service- This is beneficial for restaurant to retain and attracts the target
customer groups so that high profits can be gained out. In case of The Global Restaurant,
manager can assures that they offers the best quality services to the customers by timely
reviewing them so that people are satisfied with the restaurant services and attracts
towards it so that it helps in enhancing the profits.
 Fulfils social responsibility- In current environment customers are very aware about the
environment safety and prefer the products that does not harm environment. In Context
of The Globe Restaurant manager can focus on adopting the use of eco-friendly
products and packaging of foods and drinks that will safe the environment and this will
helps in targeting the customers and attracting them to the high extent(Zhang and et. al.,
2017).
P2 Explore different factors that drive and influence customer engagement of different target
customer groups
Customer Behaviour and attitudes
It references to the feeling of favourableness and unfavourable that an individual has for
particular company or organisation and consumer behaviour is the study of actions of consumer
at market place and underlying motives for those actions. Below is the study of understanding
behaviours and attitudes of customer in market segmentation of The Globe restaurant.
Understanding behaviours and attitudes of customers in several market segments to
develop brand loyalty
 Complex buying behaviour: this type of behaviour encouraged when consumers are
buying expensive products. They highly involved in purchase process and consumers'
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research before going for product or service. To attract these customers restaurant could
use effective level of adverting so customer can understand the position of The Globe
restaurant in food market.
 Habitual buying behaviour: These are characterized by the fact that the consumer has
very little involvement in the product and brand category. They usually buy the product
with same test and preference. Thus, The Globe restaurant could target these customers
by giving them best service and better quality of food, so they can develop brand loyalty
into these customer groups(Koetz, 2019).
Cluster of emotions that drive and destroy value engagement factors
Customer engagement refers to encouraging customers by interacting and sharing the
experiences to the organisation. This represents the engagement strategy that can foster the
growth and create brand loyalty. In this emotions of the customers can affect more on the
company image in positive and negative way. In case of The Globe restaurant, cluster of
emotions majorly affect the customer engagement determinants in several factors that will
create opportunities and threats. Some factors can be shown below:
 Opportunities for customer engagement- In context of The Globe Restaurant, the
major opportunity for customer engagement is the happier customers as they are
denoted as a Advocacy cluster. In this company can do survey about the customers
experience so that they offers the services related to welcoming and offering food and
drinks according to it. It will represents as an effective opportunity. This restaurant can
capture the opportunity by making effective communication more personalised that
reflects the profitable results to the company and helps in accomplishing their revenues
goals. In this they targets the recommended clusters so that their trust and loyalty can
be maintained(Ieva, 2019).
 On boarding and post-boarding strategies for customer engagement
◦ Customer experience manager of The Globe Restaurant, majorly emphasis on those
customers that are based on adults and family groups by offerings the quality
services like serving the modern French fare inspired foods, club facility,
entertainments areas for the children that can influence the customers towards the
restaurants. This helps in engaging the people with the organisation in effective and
efficient way.
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◦ The Globe Restaurant majorly attracts the adults people who are active in looking for
spending their relaxing time with friends and family for sometime. To attracts the
customers in large base restaurant can provides the varieties of offers like child free
environment, classic ambience with soft music an best quality food. In this they
target all class people who want to spend their free time in memorable one. This also
developing the base of loyal customers(Hwang and Seo, 2016).
 Factors that drive and influence customer engagement- It is very essential to
influence the customers of different target groups people so that The Globe Restaurant
can achieve high success. Some factors that influence customer engagement are shown
below:
◦ Understand the expectation of customers- In this manager of The Globe
Restaurant can understand the expectation of people in society that the restaurant can
target that are family groups, high income level people etc. In this customers want
the comfort at the time of taking services in restaurant. The restaurant can focus on
providing that so that customers are highly engaged with the company.
◦ Clear communication- Within The Globe Restaurant manager can clearly defines
the offers, rules and code of conduct that are useful for the customers so that they
will attracts towards it and retain with for long time period.
LO2
P3 Create customer experience map for service sector organisation
Customer journey experience map
It refers to a visual representation based on customer prospects that helps in achieving
the goals of the company. This term also helps the organisation to sense the motivation of
customers by understanding their needs and pain points. In context of The Globe Restaurant,
customer journey experience helps in outlining the touchpoints of customers that helps in
gaining profits and sales. This helps in getting the valuable insights so that manager can focus
on enhancing customer attraction. It is based on two aspect pre sale customer experience service
and post sale customer service that can shown below:
Stages of customer journey
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 Awareness- It is the first step in which manager of The Globe Restaurant can create
awareness related to their products and services that they offers to the customers. And
by the customer point of view in this can analyse their needs and wants so that they can
purchase according to that.
 Consideration and decision making- In this customers can examine what is best for
them and according to that they make their purchase decisions. In context of The Globe
Restaurant manager can use the several offers attracts the customers so that they take
their buying decision in favour of restaurant that will enhance the profit and sales
volume of company(Roy and et. al., 2017).
 Retention- In this stage of customer experience journey, company can focus on
retaining the customers. In this customers can buy the service of restaurant and after that
they give their view point. This will decide the retention of the customers within the
firm. In this manager can take follow-ups of the customers so that there reviews about
the restaurant can be gaining and changes can be done according to it. This will helps in
enhancing the sales of organisation.
 Advocacy- It is the last stage that shows customers are happy with their decision related
to purchase of The Globe Restaurant services. And these customers are retain and loyal
for the restaurant to long term.
Deconstructing customer journey and building customer narrative to offer strategic
insights
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It is very essential for The Globe Restaurant to effectively examine the customer journey
by timely communicating them so that consumers are engaged with the organisations for a long
period of time. To eliminates the disconnection and deconstruction restaurant can effectively
focus on needs and requirements of customers so that loyal customer base is to be developd.
Strategies of customer insights
The Globe restaurant can focus on enhancing the customers insights for this manager can
focus on developing strategies so that objectives can be attained on time and this also boosting
the success of firm. Some customer insights strategies in context of The Globe Restaurant can
be shown below:
 Marketing- It is one of the best customer insight strategy that is followed by manager of
The Globe Restaurant. In this they can promote their services and products in the market
as in a unique way by using digital techniques so that more customers are attracted
towards it(Ali and et. al., 2018).
 Customer interaction- Manager of The Globe restaurant can develops the customer
insights by using customer interaction. In this they interact with their customer by using
social media to understand their views regarding the company so that they are loyal
towards the company.
P4 Discuss customer touchpoints throughout customer experience create business opportunities
In context of The Globe Restaurant, manager can focus on touchpoints so that they can
capture major opportunities related to profits and revenues.
Pre purchase During purchase Post purchase
Touchpoints In current scenario
customers can adopts
the online tools such
as websites, text
message, e-mail etc.
for gather the
information related
to good and services
because it is cost
For restaurants it is
very essential to offers
the qualitative services
to the customers and
maintain the
connections with them
after booking the table
at restaurant. In this
manager can assist and
In this customers can
check the reviews
related to services of
restaurant before
booking it. In this
consumers who can
avail the services of
firm can share their
viewpoints and
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effective and also
gives the appropriate
knowledge in a small
period of time.
provide clear
guidelines to the
customers and so that
they offers the
outstanding
experience to them.
experience that helps
the other people at the
time of taking
decisions.
Perception of
customers
In this customers
cannot attracts with
local referral that
provide information.
In this several factors
that are family, friends
and other printing data
can develops the
minds of customers to
plan for consuming
company services.
In this no effective
communication can be
done between
restaurant and
customers that will
creates the
dissatisfaction in
customers mind
related to buying
services.
In this customers can
share their experiences
with their family,
friends, colleagues and
so on.
Opinion for
betterment
In this The Globe
restaurant can tries to
design the new
services for their
customers by getting
the ideas from
customers views. In
this firm will bifurcate
the responsibilities
and roles so that
positive outcomes can
be come out.
In this restaurant can
offers the training
session to employees
so that they attend in
an effective way. It is
very significant to
communicate
effectively to the
customers for gaining
high loyal base and
retaining for long time
by handling all their
issues.
In this users can share
their perception and
opinion with their
close one related to
company services that
they receive.
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With in The Globe restaurant customer touchpoints are very effective for interacting
with customers in effective and efficient way. There are some aspects through based on
customer touchpoints which boost customers experience can shown below:
 Websites- In this The Globe Restaurant can make their official website to interact with
customers. In this people get data and information regarding restaurant in effective way.
In this manager can timley update their data so that customers get up to date knowledge
this will develops customer relationship within competitive advantage.
 E-mail- It is an effective term in which company and customers can communicate
effectively. In case of The Globe restaurant, manager prefer to emailing their customers
for timely update them regarding the services and good, offers, discounts and many
more. This helps in attracting the high base of customers and profit margin of the
restaurant(Shin, Perdue and Pandelaere, 2020).
LO3
P5 How digital technology is employed in managing customer experience including specific
examples of customer relationship management system
Customer relationship management
It references the combination of business strategies, software and process that helps to
build long lasting relationship between companies and their customers. Furthermore, this
software ensures every step of interaction with customer goes smoothly efficiently in order to
increase overall profit. There are different types of CRM system:
 Operational CRM: This system helps in automates sales and marketing as well as
service processes. In the terms of respected The Globe Restaurant, restaurant can use
operational CRM for generating higher marketing for their organisation.
 Analytical CRM: The main function of this CRM is data analysis and provide
management much better insight with regard to current business status. The Globe
restaurant can use this type of CRM for better reach to their customer by collecting
customer data(Roy and et. al., 2017).
There are several digital platform that helps in managing customer experience
 Social media: The Globe restaurant is using many social media platforms for better
customer experience. They are using social platforms like Facebook, Tweeter, and
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YouTube for gaining customer loyalty making long term relationship with their
customers.
 SMS or EMAIL MARKETING: The Globe Restaurant sends customised commercial
massages and mails to their customers for updating customers about offers and deal
currently they are serving in their restaurant. It could help in attracting their customers
loyalty towards the restaurant and increase it's profitability.
CONCLUSION
From the above report it is concluded that business enterprise may develops and grow
with the help of best customer experience. It is very significant for company to engage the loyal
customers. In this several aspects can be included as a touchpoints such as emails, websites etc.
to effectively understand the need of customers and offers the quality service experience to
them. In this using the advanced technologies helps the restaurants to satisfy and managing the
customers so that high class reputation can be maintained.
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REFERENCES
Books and Journals
Ali, F. and et. al., 2018. Make it delightful: Customers' experience, satisfaction and loyalty in
Malaysian theme parks. Journal of destination marketing & management. 7. pp.1-11.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Hwang, J. and Seo, S., 2016. A critical review of research on customer experience
management. International Journal of Contemporary Hospitality Management.
Ieva, M., 2019. MANAGING CUSTOMER EXPERIENCE TO FOSTER CUSTOMER
LOYALTY. Loyalty Management: From Loyalty Programs to Omnichannel Customer
Experiences.
Koetz, C., 2019. Managing the customer experience: a beauty retailer deploys all
tactics. Journal of Business Strategy.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A
strategic framework. John Wiley & Sons.
Roy, S.K. and et. al., 2017. Constituents and consequences of smart customer experience in
retailing. Technological Forecasting and Social Change. 124. pp.257-270.
Shin, H., Perdue, R.R. and Pandelaere, M., 2020. Managing customer reviews for value co-
creation: An empowerment theory perspective. Journal of Travel Research. 59(5).
pp.792-810.
Zhang, M. and et. al., 2017. Understanding relationships among customer experience,
engagement, and word-of-mouth intention on online brand communities. Internet
Research.
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