Managing Customer Experience

This document discusses the value and importance of the service industry, factors influencing customers, customer experience map, and customer touchpoints. It also explores the impact of digital technology on the service industry.

MANAGING CUSTOMER EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 value and importance of service industry..............................................................................3
P2 Factors influencing the customer for service industry..........................................................4
TASK 2............................................................................................................................................5
P3 Customer Experience Map.....................................................................................................5
P4 Customer touchpoint for selecting services..........................................................................6
TASK 3............................................................................................................................................7
P5 Digital technology impact on service industry......................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Customer experience is said to be the impression in the eyes of your customer which is
due to experienced by them during consuming any product or services. It gives the view for your
brand that how they see your brand which consequently gives impact on your business.
Hospitality industry is generally associated with the service industry which generally implies the
hotel industry, travel industry and many more. Here, The Fat Duck restaurant is taken as a
service industry in which importance, influencing factors, customer experience map, customer
touch point and effect of digital technology is going to discuss.
TASK 1
P1 value and importance of service industry
The Fat Duck is the one of the top restaurants in the Landon which provide its services as
a service industry. It is a dining restaurant which was inaugurated in 16 august 1995. Initially, it
it serves food similar as French bistro but soon it gets a good reputation in the market. Now in
this modern era there is too much value of the service industry and everyone of the customer
prefer the best services. Providing services to the customer is the way to show them how they are
important and make them feel that they can have a better lifestyle than before had. Service
industry is a wide area which vary as the international corporations such industry as airlines,
telecommunication, hotels and insurance etc. in small business like beauty parlours, laundries
and restaurants etc (Chang 2016). It provides different benefits to the country and country people
which includes the share in GDP, helps in industrialisation, helpful in removing the regional
imbalances, growth of market can also be seen, high quality life and increase productivity can
also be observed due to service industry. Here, this restaurant The Fat Duck also contributes in
these. Restaurant have the target customer which are major the family and friends. It also focuses
on the travellers which are one of the most important customer. Due to having the restaurant in
Landon and having a good service delivery ability they are having good customer who came
there from far. They have male and female both as a customer which both are valuable for this
restaurant. They are generally focusing on the mid range customer having age 25-45 years. They
are the one who can be regular customer due to ability travelling and having better earnings
motivate them to spent more. Generally this age group are the professional and having either a
job or their own business. This restaurant is having different staff who are well behaved and

having a good communication skills. Due to having its location on the prime area customer are
influenced easily for going there which generally attracts their customer (Kang and et. al., 2017).
P2 Factors influencing the customer for service industry
For any service industry to run properly for longer period of time, they need to have some
of the best factors which can attract their customer to avail their services on regular basis of time.
For this they need to maintain or update such factors according to changing time and
market(Stocchi and et. al., 2016). Some of the factors are Customer friendly features, quality of
service, technology, attitude and complaint management system etc.
Some of the factors are discussed below -
 Accessibility – It need to be ensure that customer can easily find and access to your
services without any hassle. There should not be any barrier on their preference which is
one of best factor which influences them to get your services. The restaurant should have
easily accessible for all of your customer either by online or offline.
 Navigation – Navigation refers to providing the route or path which can help your
customer to reach out your restaurant and can have their meal and avail your services.
This should be a simple and straightforward method. It may also include the search filters
which can help your customer to easy finding of their preferred product or services.
 Language – A well known language or the same language which is preferred by your
customer gives a drive to your customer for avail your services. Many of the customer
don't make any purchase or consume any service or product when information is not
available in their won language. So always keep in mind that language should be of your
target customer (Priporas and et. al., 2017).
 Promotions and offers – It is one of the most important element which drive and
influences the customer to avail your services and products. This gives them the
opportunity to avail your services at low cost which is one of the best way to make new
customer. People not easily change their preference on high cost so to attract them you
need to give them some special benefits so that they go through your product or services
and have the experience and become your regular customer.
 Customer friendly features – It makes the customer friendly with business which makes
them comfortable and influences them to come again there.

 Quality – Quality matters most to run the business for long period. It alos helps the
business to maintain its brand value and to increases it.
 Pricing – It is most influencing factor for attracting new customer and maintaining your
old customer. The prices should be more enough so that it can't loosing your profit and
not high that your target customer can't afford it.
 Deliver ability – Most of the customer have not so much time for availing the services,.
They want as fast as they can, so restaurant need to keep in mind that they should not
keep their customer in wait for longer period of time.
TASK 2
P3 Customer Experience Map
Customer Experience Map refers to all the touchpoints which a customer have
experienced with your business which is basically after availing your services. Customer
Experience Map is basically a visual form which includes marketing, sales promotion and
branding of your restaurant. The main benefit of having the customer experience map is to
improved sales. It lead to positives in large number which subsequently leads for better revenues
and boost the brand images in eyes of the customer (Mandal and et. al., 2020).
There are 5 stages for customer experience mapping
1. Awareness- This is the first stage which is pre-sale in nature. It is the stage where you
aware your customer and the key points for which they came to your restaurant to avail
your services. It is the discovery stage for your customer where they got attracted towards
your restaurant via advertisement, promotions which help them in collecting information.
2. Consideration- It is also the pre-sale in nature. It is the stage where your customer
consider your restaurant with considering the quality of the product with including the
prices as per your services. Here, brand awareness plays an important role. It helps in
They usually consider the well known brand which they are familiar with.
3. Purchase decision- It is post-sale in nature. It comes after the consideration, where
decision is taken to avail the product or services. Here, after deciding to avail the service
they go for avail it. This can also said as the immediate action.
4. Retention- To make new customer is easier rather than retaining the old one. They will
not be retained when they are not supported sufficiently. Retention of customer shows the

brand value and also shows good quality service (Elias and et. al., 2018). The Fat Duck
works on the retention of customer where they need to satisfy them by full-filling what
they are looking for in their restaurant.
5. Advocacy- After all the phases or stages are used properly. Then you are able to make
good customers (Terziev and et. al., 2018). A happy customer is always spreading good
word of mouth in the market which is a big advantage for making new customer and
subsequently help in growing the business. They self influence others to avail service
from your restaurant.
P4 Customer touchpoint for selecting services
There are some touchpoints which help the customer to find the better options for
consuming any product or services. These touchpoint can said to be decision making point for
customers. Some of the main touchpoint are described below.
 Website- Before purchasing customer go to different websites which are related with
their requirements. It is the platform where all of the information about your business is
given which help in built the confidence related with your business.
 Social media channel- In this time social media has a biggest impact on the customer.
Most of the people are influenced by the social media. Social media have the effect on
each type of customer and they are easily reachable to them. Proper use of social media
can influence the customer to go for your restaurant and to consume your services.
 Traditional Advertising like print, TV- It is not too much in demand for advertising but
due to continuing seeing the print and TV ads creates a mindset to use that service.
Templates are generally used to distributed with the newspaper or putting it into the
magazines etc. can help in attracting the customer (Cunha 2019).
 Customer feedback- It is one of the most effective touchpoint which influences the
customer to avail the services. Here, the restaurant need to have the good reviews on the
social media and sites. Which shows a positivity for your restaurant. Many people makes
their purchase by views the reviews of other for their particular choice of product or
services. This influence them either to purchase or not.
 Company events- It is a strategy for awareness and to advertise your business or brand.
The restaurant by using this technique can easily increase their customer. Time to time
events can help to remember about your brand and services and can also help in showing

any new update related to your service. Which can have a new information for your
customer.
 Customer relationship- Good relationship with the customer can help in the retention of
the customer and also this can help in making some loyal new customer. It also gives the
customer to built some good attitude towards the brand. Here, The Fat Duck restaurant
should always make a good relationship with their customer for long understanding their
need and to satisfy them by full filling their requirements.
TASK 3
P5 Digital technology impact on service industry
This is the era of technology where everything and everyone is adopting and getting
addicted of it. Digital technology is playing a big role in the development of country as well as
development in the business (Felicetti and et. al., 2017). It has reached a degree of maturity where
they allows to use across the world. New technology require some vocational education and
training. They also change the aspect and perspective for looking to any business or service
sector. In context to the service sector, the restaurant need to take the higher benefits by using the
digital technology. It makes the customer easier to reach to your site. This can be helpful in
increasing the brand value and also helpful in extending the business. Digital technology is a
broad term which can't be totally explained in some words. So basically they are used in any
service sector to make them and their customer managing. It helps in the maintaining the
customer relation management (CRM). Customer relationship management
Advantage of CRM
 Sharing data in real time- this is required for fast and real time response in context of
information. This can be helpful for The Fat Duck restaurant in taking the orders and
preparing it on the quick basis (Bukhari and et. al., 2016).
 Automating data filling- This is one of the feature in CRM which help in filling the form
again and again with the same information and data. It help the customer in filling and to
avoid from getting irritate by always filling the same information every time.
CONCLUSION
From the above study, it is analysed that n the present time providing high customer
experience is important in order to sustain in market and to earn higher profits as well. In

addition to this, it is crucial for a business entity to focus on analysing the requirements and
preferences of customer along with the market trends so that they can satisfy and meet with the
expectations of customer. It is analysed that bringing innovation and using of new technology in
order to provide service assist in attracting large number of customers towards brand that directly
leads to raise in sales and profitability level of respective organisation. Moreover, there are
various customer service strategies used by companies in order to provide them high customer
experience that is understanding customer needs, taking feedback to make improvements and
many more. In the last, it is analysed that customer touch points enables a company to gain
opportunities at marketplace and strengthen its performance and brand image at marketplace.

REFERENCES
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