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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