Managing Customer Experience

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Task 1...............................................................................................................................................1
P1. Explain the value and importance of understanding the needs, wants and preference of
target customer group for service industry. ...............................................................................1
P2. Explore the different factors that drive and influence customer engagement of different
target customer groups within service sector. ..........................................................................3
Task 2...............................................................................................................................................5
P3. Create a customer experience map for selected service sector. ...........................................5
P4. Discuss how customer touch points throughout the customer experience create business
opportunities for selects service sector organisation...................................................................6
Task 3...............................................................................................................................................7
P5. Examine digital technology is employed in managing the customer experience within
services sector provides specific examples:................................................................................7
CONCLUSION................................................................................................................................8
REFERNCES...................................................................................................................................9
Books and Journals..........................................................................................................................9

INTRODUCTION
A Customer experience is defines about impression to customer aspect where company
used to offer similar service to every people and also makes sure about food must deliver in
secure manner along with reliability (Bilgihan, Kandampully and Zhang., 2016). As in following
report basis, the organisation is taken Sketch which is a restaurant in 9 Conduit Street Mayfair,
London, England which is nearly opened at 2003. The restaurant is owned by Mourad Mazouz.
In report, the topics are covering value and importance of understanding about needs, wants and
preference of target customer groups of services sector industry. Different factor that derives to
customer factor which influence customer engagement, create customer experience map towards
selected service (Bolton and et. al, 2018).
MAIN BODY
Task 1.
P1. Explain the value and importance of customer needs and wants.
Target Market: It is collective group of customer within business services which having
presence in market environment that aims in business to creating efforts as well as resources.
Similarly, for Sketch restaurant their target market to local streets of London because they
provides low range of food items.
Customer profile is a type of customer towards document that highlight about pain
points, interest, purchasing pattern and demographic characteristics which emphasis of
company's related customer traits and preferences (Bustamante and Rubio, 2017). There are four
major steps of customer profile through which Sketch restaurant approach and design proper
profile of customer in followings:
 Identify best customer: It is first step that needs to analyse people who having huge
obsession and attraction for product and services.
 Focus on their attributes: In second steps, it derives about customer which targeted
must notified their traits and specification. These elements plays important role as
Sketch restaurant would easily determines its customer likes and dislikes that helps to
retain to long time. To selects customer features by selecting on the basis of age,
gender, race, ethnicity and religion of ideal customer.
1