Managing Customer Experience: Understanding Needs, Preferences, and Engagement

Unit 2: Managing
Customer Experience
1

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART-A...........................................................................................................................................3
Value and importance of understanding needs, wants and preferences of target........................3
Different factors that drive and influence customer’s engagement of target customer group.....4
Broad range of different target customers group needs and expectation in terms of customer’s
engagement..................................................................................................................................5
The way customer’s engagement factors determine customers on boarding strategies..............5
The way company have optimised customers touch points to influence behaviour of customers
.....................................................................................................................................................7
The way digital technology is used to manage customers experienced......................................8
CONCLUSION................................................................................................................................9
PART-B- Covered in PPT...............................................................................................................9
REFERENCES..............................................................................................................................10
2

INTRODUCTION
Customers are most important for organisation as they are individuals that make purchase
of products and services form firm in order to satisfy their respective wants. Companies are
changing their strategies to deliver best experienced to number of customers and enhance their
profitability. Marketing manager of firm is responsible for attracting and retaining maximum
customers within organisation so that it can earn more profitability. This report is study on
managing customers experienced thus cover point such as value and importance of studying
needs, wants and preferences of target customers group. Different factors that drive customers
engagement and evaluation of needs of different target customers groups. At last, the report has
described about customers experienced map and the way several touch point helps in creating
business opportunities.
PART-A
Value and importance of understanding needs, wants and preferences of target
Knowing about customers is key to growth and success of business in external
environment as it helps manager in deciding key strategies or action that could be taken to
influence customers to be part of firm. Clove club is best restaurants in London that has
effectively understand taste and preferences of customers that helps it in adding several dishes in
menu so that they can be made happy and satisfied (Chattell, 2016 ). There are several reason for
value and importance of understanding needs, wants and preferences of target market that are
explained as follows:
Segmentation of people/ Target market: The first and foremost reason of understand needs
and preferences of customers is that company needs to segmented or classified people on the
basis of their relevant taste and preferences. It by understanding their profile and characteristics
is able to classify on basis of age, occupation, income, geographical location and gender basis.
Thus, it helps manager in formulating effective strategies that is suitable for influencing target
market so that Clove club can gain competitive advantages.
Customer’s behaviour and attitude: It is important and valuable for Clove club to understand
customer’s needs because it helps manager in decided appropriate strategies that is helpful in
gaining maximum engagement of customers. Company is able to make effectively use of
3

different advertisement method such as on boarding, post boarding strategies to attract maximum
number of individuals to become crucial part of organisation (Zhang and et.al., 2017).
Customer’s engagement: Organisation by effectively understanding needs of people is able to
find method to fulfil requirements of customers or able to delivery services that are beyond their
expectancy. Thus, it was valuable to understand customer’s requirement for Clove club as it
helps company in maintaining and retaining loyal customers within organisation.
Helps in increasing overall profitability of enterprise: It is another important factor which
stated why company needs to considered customers requirements. Clove club by understanding
needs of each segmented of customers is able to make optimum use of several strategies to make
them happy and satisfied.
Different factors that drive and influence customer’s engagement of target customer
group
There are several factors that drive and influence customer’s engagement like
psychological, personal, social and culture or on boarding strategies that are used by company to
meet customer’s expectancy. It is a strategy that is mainly design to introduce new products or
services to customers so that they can be motivated to select particular organisation as compared
to others (Kunz and et.al., 2017). Different factors that influence behaviour of key individuals of
target market can be explained as follows:
Psychological needs: Each individual have different preferences, needs and wants or attitude,
belief, value and perception so their basic needs or belief motivate them to select specific
company products and services. All this psychological needs influence customers to have
restaurants that provide several products and services as per their taste and preferences.
Personal factor: It include several elements like occupation, age, lifestyles, attitude and
personality of individuals that affect its decision making process which selecting products and
services of particular enterprise (Kim and Baker, 2020). For examples: most of the younger
generation wants to have dinner or launch in restaurants to have fun and enjoyment with their
families or friends.
Social factor: It refers to social group, references, roles and status of individuals in family that
affect on decision making of target customers. Some people are influence to be part of firm that
4