Managing Customer Experience

Managing Customer
Experience

Table of Contents
INTRODUCTION:..........................................................................................................................4
PART-1............................................................................................................................................5
TASK1.............................................................................................................................................5
P1) Discuss the importance to understand the needs, wants, preferences of customers within
service industry...........................................................................................................................5
P2) Explain factors that influence the engagement of target customer groups in service
industry .......................................................................................................................................6
TASK 2............................................................................................................................................7
P3) Develop Customer experience map in respect of service sector organisation......................7
P4) Elaborate the way in which business opportunities are create by customers touch points
during customer experience process in selected service sector company...................................7
TASK3.............................................................................................................................................8
P5) Discuss how digital technologies are used to manage customers experience in service
industry along with examples of customer relationship management system ...........................8
CONCLUSION..............................................................................................................................10
REFRENCES.................................................................................................................................11

INTRODUCTION:
In success of business entity, customer experience plays a vital role as it helps business
entity to sustain in market in long run. Customer experience refers to the interaction between
company and consumers while busying good and services (Appelo, 2016). Clove Club has been
considered for current report. It is a restaurant base on London that was opened in 2013 and
provides modern British cuisines with creative ambiance. The report comprises value of
understanding the needs and wants of target group. Further, some essential techniques such as
CRM are also discussed in report.
PART-1
TASK1
P1) Discuss the importance to understand the needs, wants, preferences of customers within
service industry
Customers are crucial part of an organization as they are the main source of revenue. To
satisfy consumers, it is essential to meet with their needs as well as preferences by providing
them quality products and services. As per the current trend, it is significant to provide the
products to end users as per their desire in order to get competitive edge. It is analysed that there
is high competition is prevailing within service industry. So, the only way to create a difference
is to satisfy guest by rendering them services as per their requirement (Chattell, 2016). In context
of Clove Club, target segment of company is family, couples as well as business class people
within country. They provide efficient services to meet with the needs of target audience. In
addition, it use psycho graphic segmentation as it provides effective services in affordable price
range. The significance of understanding customers behaviour in reference of selected
organisation is given as under:
Enhance brand image- It is crucial to provide better services to customers so that they
give preference to a particular brand. For this, managers take feedback from consumers and
provide them products and services accordingly in order to satisfy them. Managers of Clove
Club focus to provide better facilities to target segment so that they get attracted towards. Satisfy
consumers not only give preference to the product of company but also recommend it to others
that helps in enhance the presence of entity in market.

Increase market share- Understanding customers behaviour, their needs and wants is
vital for entity in order to inflate sales and profit margin. It helps to attract more number of
consumers within country and give an opportunity to entity to increase in target market. Clove
club takes reviews from client to improve their services and meet with the needs of customers in
an efficient manner. With this, managers are able to enhance their operations at wide level.
Customers Satisfaction- There are ample of new technologies have been evolved within
service industry. Companies provide effective check in and check out facilities to customers with
the help of mobile device. It is essential to satisfy customers and retain them for a longer period
of time. Managers of clove club adopts effective technologies to provide ease to customers. In
addition, they also undertake necessary modification as per the clients specification in order to
satisfy them (Bock, 2016).
P2) Explain factors that influence the engagement of target customer groups in service industry
Customers engagement refers to the way in which they perceive a particular brand.
Connection between the company and its end users is essential to be positive in order to enhance
their engagement. For this, organisations use various promotional tool and stay in touch with
target audience even after sales. It is essential to maintain good and healthy relationship with
customers that will befitted company in long term. In service industry, customer engagement is
more crucial as here people seek for personalized services. There are ample of online as well as
offline ways by which companies can get connected with consumers by taking their feedbacks,
reviews on timely basis. Managers of Clove Club focus to provide an overwhelming experience
to clients so that they satisfied and visit restaurant overtime. Their are targeting different segment
having different requirements. There are certain factor which influence the engagement of
different target groups within company. Some of them are given as under:
Couples- Clove club is targeting couples who wish to get certain services that enhance
their engagement such as privacy, romantic ambiance, soft music, good quality foods, beverages
and many more (Fotiadis and Kozak, 2017). Thus managers need to take care about their needs
and provide services accordingly. An analysis of current market trend is necessary to fulfil the
demand of target group in an efficient manner.
Business Class- They visit the place for formal meetings thus seek for peaceful
environment. As Clove Club is also targeting business class people thus they need to arrange