Managing Customer Experience

Managing Customer
Experience

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explanation of values and importance of understanding needs, wants and preferences of
target customer groups for a service sector industry..............................................................1
P2 Different factors that drive and influence customer engagement of different target
customer groups within a service sector organisation............................................................2
TASK 2............................................................................................................................................3
P3 Creation of customer experience map for selected service sector organisation................3
P4 Discussion of customer touch- points throughout customer experience which creates
business opportunities for selected service sector organisation.............................................4
TASK 3............................................................................................................................................6
P5 Examination of digital technology which is employed of management of customer
experience within service sector, providing specific examples of customer relationship
management (CRM) systems.................................................................................................6
TASK 4............................................................................................................................................7
P6) Illustration of customer service strategies in specific service sector context..................7
P7) Demonstration of customer service strategies created and developed customer experience
in many ways to meet needs of customer and business standards.........................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience is basically impression of customers on the brand as a whole with
all aspects of the journey of either buying the goods company providers or services which are
served to customers in personal. A good customer experience involves making customer journey
map, establishment of positive connection with customers and most importantly actions on
feedbacks given by them (Ailawadi and Farris, 2017). The company selected for this report is
Pret a Manager which is an international sandwich shop franchise chain which is based in
London, United Kingdom and popularly known as Pret. The enterprise currently has
approximately 450 shops nearly in 9 countries. The report consists of needs and expectations of
market segment, customer experience map created for business opportunities and optimise
customer touch points for service industry. It also focuses on investigation of impacts of digital
technology in customer relationship management.
TASK 1
P1 Explanation of values and importance of understanding needs, wants and preferences of target
customer groups for a service sector industry.
For managing customer experience in company; the needs, wants and preferences are the
foremost priority for managers and owners. For this identification of customer profiles and
characteristics of target audience is necessary through market segmentation. Need of customer
can be defined as something which is necessary for healthy living of life. It is requirement of
safety, stability and healthy life while the wants are desires, which or aspiration customers have
in their life's. In other words cravings, demand or desire which is followed by infinitive is
counted as wants of customers (Bateman and 2017). Apart from needs and wants of people Pert
also focuses on preferences of target audience that are certain characteristics of consumers
desires of having goods or services. This things level ups happiness, degree of satisfaction, utility
of products and so on. The needs, wants and preferences all these are known as customer profiles
and these have certain importance and values by which organisation can segment its market.
Customer profiling is collection of information about the customers wants for selling
products or serving the services of company and then combining these people together by
different categories. This concept is more than general target market of Pert because it takes time
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for understanding the customers. The groups in which company divides its consumers are as
follows:
 Demographics- For this group company considers age, gender, education, occupation,
marital status of targeted customers.
 Geographic- With this division of customers, Pret gets to know from where the audience
is more attracted it can be country, region, city, state or mile radius sometimes. This
grouping is suitable with the customers are close the restaurant (Beltagui, Candi, and
Riedel, 2016).
 Psycho-graphics- This grouping of customers is done on bases of shared interests,
lifestyle choices and people with similar mindsets.
 Behaviours- For company it is very important to understand the present and future acts
of customers. This grouping of people is done with consideration of actions like: Why?
When? How often? What? Influences behaviour of people.
P2 Different factors that drive and influence customer engagement of different target customer
groups within a service sector organisation.
Segmentation of market involves the process of categorizing market in different goods
based on some homogeneous factors, such as their behaviour, lifestyle, buying pattern, attitude,
etc. Understanding attitude and behaviour of customers plays a vital role in increasing brand
loyalty of company. In context to Pret a Manger it can be noticed that firm has identified that
customers' need is of having natural and fresh food hence, organization advertised that it uses
natural ingredients in sandwiches and food is prepared on the day in which it is purchased.
Through this strategy firm targeted health conscious customers (Bilgihan, 2016). Business
claims to use paperboard instead of plastic for packaging product. This strategy clearly indicates
that firm studied increasing environment- friendly attitude of people and hence used this strategy
to increase brand value among them. Entity also states that it donates all the left out food in
charity. It is build as a go-to restaurant to target youngsters and professionals.
All these strategy are focused on increasing brand loyalty and trust on organization.
Which in turn leads to increment in scope and profitability of business. Base of this effective
strategic planning is studying and understanding behaviour and attitude of customer segments
which plays a very important role in achieving organization goals and increasing brand value.
There are different factors that influence engagement of customers in business. These are -
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