Managing Customer Experience: Value, Importance, and Factors

Unit 2: Managing
Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO1..................................................................................................................................................3
P1 Explain value and importance of understanding needs, wants and preferences of target
customer groups .........................................................................................................................3
P2 Explore different factors that drive and influence customer engagement of different target
customer groups..........................................................................................................................4
LO2 ................................................................................................................................................6
P3 Create customer experience map for service sector organisation..........................................6
P4 Discuss customer touch points throughout customer experience create business
opportunities................................................................................................................................8
LO3 ...............................................................................................................................................10
P5 How digital technology is employed in managing customer experience including specific
examples of customer relationship management system..........................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The management of consumer experiences is always be used to the business as in form of
practices under which reacting rate and effectual designing is developed. In this rate of
customer's attraction is increases and assist to meet market requirement and expectation as on
timely basis. It brings higher customer satisfaction, advocacy, loyalty, trust, faith and believe by
which long term attraction is attained with perfection (Bolton and et. al., 2018). The following
report is based on Amrutha lounge as it provides classical comfort and better food that promotes
modern arrangement of buffet-style dinner and lunch. The report below is consist of need and
expectation of market segment, customer experience map to create business opportunities and
optimise customer touch point along with impact of digital technology in customer relationship
management.
MAIN BODY
LO1
P1 Explain value and importance of understanding needs, wants and preferences of target
customer groups
Target market
It basically define the standardised form of potential customer's as it is demanded by the
business so that its goods and services is promoted in well manner. It is a market t hat is targeted
by business in order to attain higher benefits.
The customer profile and characteristics of target audience through market segmentation
It is a prospect under which customer's are described on the basis of adequate matching
with the business offered services. In this various characteristic and demand of customer's and
business is matched and on the basis of this Amrutha lounge has targeted special marketplace
and its segmentation that is as explained below as:
Characteristics of target audience:
1. Age group: Amrutha lounge, provide vegan dishes that is more innovative as well as
heart warming as well (Centobelli and Ndou, 2019). Thus lounge has targeted the age
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group of 20-60 years. In this they have target both youngsters and quadragenarian
people as they are more attracted towards vegan food.
2. Income group: Amrutha lounge has targeted the people those having higher paying
system and it is also be affordable to moderate income age group individual as well.
3. Occupation: The lounge has targeted the group who has better occupation and with
this include professionals, business person and aged individual's as well.
4. Geographic locations: Amrutha lounge is located near by city and with this it is easy
for business to get attract lot more customer's. For this they have provide different offer
and discount profitability is increases.
Value and importance of Target customer groups
The targeted customer group has varied range of importance and values that is defines
below as with related to Amrutha lounge:
 Customer service- It is an essential prospect and under which large amount of
customer's get attracted by which better profit and higher sales is attained with
continuous period of time (Goodman, 2019). Amrutha lounge and its management make
sure that they have delivered better services as while maintaining quality as well. In
addition timely innovation is induced that used to satisfied more of customer's in certain
period of time.
 Fulfils social responsibility- It is a responsibilities that is played by business under
which environmental care is protected that induce without paying harm to surround and
an individual as well. In relation to Amrutha lounge, its management make sure that
environment friendly techniques has been used that produces less pollution and enhance
market productiveness.
P2 Explore different factors that drive and influence customer engagement of different target
customer groups
Customer Behaviour and attitudes
The behaviour of customer's is changes as per their suitability, taste and preferences
under which favouritism is promoted. In this sustained amount of changes and modifications is
considered that is underlying with the marketplace actions (Gopalakrishna, Malthouse and
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