Managing Customer Experience in the Service Sector

Unit 2 - Managing
Customer Experience

Table of Contents
INTRODUCTION ...............................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Examine importance of understanding needs & wants of target audience ................................3
P2 Discuss several kinds of factors that drive & affect customer engagement of different target
customer groups ..............................................................................................................................5
TASK 2 ................................................................................................................................................6
P3 Develop a customer experience map for a service sector...........................................................6
P4 Explain customer touch points throughout customer experience create business opportunities
.........................................................................................................................................................7
TASK 3.................................................................................................................................................8
P5 Critically analyse how digital technology is employed in managing customer experience
within service sector & give examples CRM systems....................................................................8
CONCLUSION..................................................................................................................................10
REFERENCES...................................................................................................................................11
Books & Journal:...........................................................................................................................11

INTRODUCTION
In hospitality sector, market has been changing with rapid scale & competition rivalry is
also increasing. It has become important to focus on business and market so that goals are
accomplished appropriately. (Bergson-Shilcock, 2017). Main aim of this report is to understand the
importance of customer within a business sector. Bancone, a London based restaurant
headquartered in U.K. This Italian restaurant is famous for its pasta dishes, smooth espreso, &
wines. It is basically located William 4 Street London. This report comprises of value &
importance of target customer groups, different factors influencing customer engagement, customer
experience map for service sector, customer touchpoints, use of digital technology & CRM systems,
customer service strategies and use of customer service strategies to develop customer experience.
TASK 1
P1 Examine importance of understanding needs & wants of target audience
In perspective of service sector, it is important to focus on market segment & their needs so
that strategies are implemented accordingly. It is essential to focus on target market so that it is easy
to make decisions. Moreover, it is seen that these are to be adopted in appropriate way. So, in
context of Bancone restaurant their target market is psycho graphic market.
Psycho-graphic market- It is a type of market segmentation in which it includes values,
beliefs, interest, lifestyle, etc. In relevance of chosen restaurant they focuses on this market
segment as they provide pasta dishes with wide range of alternative options. For example- they also
targets gender based individual when segmenting market. Through targetting to this segment,
chosen restaurant is able to improve their decisions making process effectively (George, 2018).
Target audience of this segment is beneficial as because it comprises of different individual
with different characteristics. So, when focusing on these help in developing of products &
services in segmented market appropriately.

Importance of needs & wants of target group is discussed below-
 Build strategies-Through properly understanding needs & wants of target market it is easy
for restaurant to prepare dishes & provide services in effective manner. In relevance of
selected restaurant it assist them in adopting of most beneficial strategy which they used in
their business (Islam, 2019).
 Help in engaging with customers- It is another reason of importance of understanding
needs as well as wants as it help restaurants to keep engaged with customers easily. In
context of Bancone, they keep have information about changing demand of target market
which assist them in making decisions.
 Higher productivity- When target markets needs & wants are identified & understood, it
leads to delivering of higher productivity as it help in using of resources & stategies
appropriately by focusing on actual needs of segmented market.
Targetted customers Needs & wants
Business class Business class customers are have different needs/ wants.
For example- they need WI-Fi, peaceful place, charging