Managing Customer Experience in Service Industry

Unit 2: Managing
Customer Experience
Part 1
Table of Contents

INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 The value and importance of underpinning the needs, wants and preferences of target
customers for a service sector industry..................................................................................3
P2) Explain factors that influence the engagement of target customer groups in service
industry...................................................................................................................................4
LO2..................................................................................................................................................5
P3) Develop Customer experience map in respect of service sector organisation.................5
P4) Elaborate the way in which business opportunities are create by customers touch points
during customer experience process in selected service sector company..............................6
LO3..................................................................................................................................................7
P5 Discuss how digital technologies are being utilised in order to mange consumers
experiences in service industry with example of customer relationship management system.7
CONCLUSION................................................................................................................................8
REFERENCE...................................................................................................................................9

INTRODUCTION
Customer experience is some thing which affect the purchasing and sealing process of the
goods and services (McColl-Kennedy,and et.al., 2019). It involves the customers point of view
for the product, services of organisation that how they take it and are they satisfied by service or
they want more improvement. Its a long process from the starring of the purchase to the end of
purchasing, how they get treated, they liked it or not. And for the success of the business
company have to monitor it and then analyse the mistakes for the improvement. Clove Club is
one of the best British restaurant, established in London in 2013. this report is considering the
values of customers needs and preference analysis, that how it impact the profit of the company.
Along with the study of customers experience management strategies.
LO1
P1 The value and importance of underpinning the needs, wants and preferences of target
customers for a service sector industry.
Consumers are the most important element of the business because they effect the
success of the company, they are the source from whom company can make profit. Customers
satisfaction on the basis of their requirement, demands and preferences is important function of
the organisation. Through which industry get the return of their investment along with the profit
margin. In the present emerging market there are the higher competition for product sealing,
marketing, with the aid of multiple marketing strategies. so that's why it become very crucial to
make some unique strategies such as customer personalized services. Clove Club is using the
different theory's, tools, and management frameworks for making the profitable business
strategies. They segment their business by targeting the different groups of peoples such as
families, couples, business class customers. Almost every type of service sector industry's have
to focus on the customers needs and preference in order to sustain in the competitive market
along with the earning of higher market-shears.
Enhance brand image: The market research of the customers needs, demand and the
fulfilment of all those factors with the related services is important. (Kim, and et.al., 2016.)
Because if company provide all the required services along with right pricing, good quality then
it helps enhance the brand image by customers, as they do mouth promotion and prefer the