Managing Customer Experience

This document discusses the value of understanding customer needs and preferences in the service sector industry, explores factors that drive customer engagement, creates a customer experience map for a selected service sector organization, and examines the use of digital technology in managing the customer experience. It also discusses customer service strategies in a specific service sector context.

Managing Customer Experience

Table of Contents
Introduction................................................................................................................................3
P1 The value and importance of understanding the wants needs and preferences of
potential customer groups for a service sector industry.........................................................3
P2 Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation.................................................4
Task 2.........................................................................................................................................6
P3 Create a customer experience map for a selected service sector organisation..................6
P4 Discuss how the customer touch-points throughout the customer experience create
business opportunities for a selected service sector organisation..........................................6
Task 3.........................................................................................................................................7
P5 Examine how digital technology is employed in managing the customer experience
within the service sector.........................................................................................................7
Task 4.........................................................................................................................................8
P6 Customer service strategies in a specific service sector context.......................................8
P7 Ways in which customer service strategies create and develop the customer experience
in a way that meets the needs of the customer and required business standards...................9
Conclusion................................................................................................................................10
References................................................................................................................................11

Introduction
For an organisation to be successful it is an important task to manage its customers.
The customers are the reason for existence in every organisation. The better a company
understands the needs and wants of customers and satisfy them so as be successful. The
company should plan activities so that the customers feel engaged and visit regularly. The
report is about managing the behaviour of customers in relation to Hard Rock Cafe which is a
famous cafe established in 1971 and has its headquarters in London, England (Dirsehan ed.,
2020). The cafe is famous for providing a safe and hygienic food and satisfying the customers
with the quality services. In relation to cafes it is important to regularly research and identify
the likes and dislikes of the target customers and then serve them with that. The report is
about identifying the needs and wants of customers and serving them according to them is
beneficial for the organisation. There is discussion about various factors that engage the
custo0mers to visit the organisations regularly. A customer experience map is also created in
relation to Hard Rock cafe. There are many touch points that influence the customers and the
use of digital technology and how it has improved the consumer’s experience.
TASK 1
P1 The value and importance of understanding the wants needs and preferences of potential
customer groups for a service sector industry
Every customer has different needs and wants and the environment is so dynamic to
compete in this environment a business needs to understand the customers. It is a important
for a business to analyse the market and target the potential customers by serving them with
their needs and wants. Identify the demand in the market and try to fulfil that demand as that
is required for success of businesses. There are many players in the same industry so as to
gain the competitive advantage the organisation should do research and identify current
trends. The cafes have to make strategies to attract more customers and catering their needs
better that the competitors, as it will help them to achieve the goals and objectives on time. In
relation to Hard Rock cafe the managers try to identify the needs and wants of customers and
serve them accordingly that makes the cafe successful. While understanding the needs and
wants the hard Rock cafe also focuses on the serving good quality food to its customers and
provide them healthy environments that attracts them. In today's time every customer is
conscious about the health and prefers to go at places where they are respected and the care
about hygiene is taken properly. To attract more customers the cafe provides themes and

regularly make changes according to festivals and occasions that have help them to establish
an image in the market (Raman, Suki and Chinniah, 2020). They keep a check by analysing
the taste and preferences of customers that help them to understand that which product is
beneficial for them and which of the product needs changes and improvements that are
beneficial for customers as well as the cafe.
By the above discussion it can be said that Hard rock cafe is understanding the needs
and wants of their customers and that is benefiting the cafe in following ways:
Helps in innovation: To understand the needs and wants o0f the customers it is importan5t to
make regular research about the trend and market. This also helps the business in innovating
the product that is not going goods and also they can develop the product that needs changes.
To compete in this market it is important to innovate regularly. In relation to Hard Rock Cafe
they check regular updates and take feedback from the customers who help them to0 update
their product and regularly make innovations that attract more customers and serve them
better that improves the loyalty towards the cafe. Regular innovation also helps the cafe to
build a positive image in the mind of customers.
Customer satisfaction: The business operates to satisfy the needs and wants of customers. To
satisfy these customers they should be provided with the products and services that they
prefer. The organisation that has loyal custo0mers norm ally is more successful. In relation to
Hard Rock Cafe they provide quality services to its customers that are the main reason
because of which the customers are satisfied. Also the qualities of food they offer attract the
customers. More the level of satisfaction among customers better they promote the brand and
promote relatives, families and increase the reach and consumer base.
P2 Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation
Customer engagement refers to emotional attachment of consumers towards the
brand. Engaging a customer is making a customer loyal to words the organisation which is a
difficult task for the organisation those who are working in hospitality industry. Hard Rock
cafe is regularly focusing on various events through which they can attract customers towards
them (Lipkin, 2016). Providing customers visit and quality food along with excellent
ambience is a great way to earn loyal customers. The engaged customers are continuously
visiting the cafe which will help in increasing the customer satisfaction also. It is necessary
that restaurant is globally present for all the consumers and enhancing its brand value. Below
mentioned are some of the influences which help in customer engagement towards the Café:

Students: Students are mostly attracted towards such Cafe due to good ambience. It is often
seen that after spending time in college students are hoping to spend their time in a good
ambience along with their friends and family. The students group are spending money on
food and beverages by the cafe in order to successfully take their services. Hard Rock Cafe is
taking this advantage in making sure that their attracting the target students towards the
events which will help in increasing the success of the cafe.
Corporate personals: The corporate personals now prefer to have meeting outside the
offices. Hard Rock Cafe is providing a good ambience to these corporate personals who can
sit and have meetings in their cafe. They are also providing good services to these personnel
so that they continue visiting to the cafe with their corporate suppliers or consumers that is
also helping the organisation to enhance its popularity.
Family: There are a number of families who are preferring to visit restaurants with their
family and friends. The Hard Rock Cafe is successfully providing services to these families
in order to make sure that they are visiting the cafe again and again (Hwang and Seo, 2016).
The services provided by Cafe are also successfully enhancing customer satisfaction and
making sure that the families can have a good time in their cafe.
However there are a number of different other factors which are having negative
impact on customer engagement and are required to be ignored continuously in order to
make sure that customer engagement can be increased:
Failure is in management: It is often seen that due to failure in management a number of
customers return dissatisfied. Hard Rock Cafe make sure that they are successfully executing
all the plants in order to make sure that their consumers never go back dissatisfied. It is
necessary that they are managing every activity in the restaurant in order to satisfy
consumers.
Degrading quality of food and beverages: The major reason why customers are attracted
towards the cafe is because of their good food and beverages. Degrading the quality of food
is often resulting in losing of customers for the cafe. Hard Rock Cafe need to make sure that
they are successfully engaging customers with good food and beverages.
The above mentioned factors are those factors which are to be avoided by restaurant
in order to make sure that they are smoothly working. It is necessary that organisation is the
avoiding all the circumstances to attract more and more customers towards them.

Task 2
P3 Create a customer experience map for a selected service sector organisation
The customer experience map is a framework which helps in identifying the major
needs of customers and ways in which organisation can go through different stages to fulfil
those needs. It is necessary to focus on consumer experience within this map. The restaurant
is successfully serving customer experience using the steps as follows:
Request: This is the first stage through which the company is successfully identifying ways
to attract various consumers. There are a number of different methods through which
consumers can be attracted such as using social media platforms to advertise the cafe. Hard
Rock Cafe is present globally and is making sure that they are communicating all their offers
and discounts to their consumers in order to attract them.
Analyse: The next step is identifying various products and services to be offered which will
help in attracting consumers (Srivastava and Kaul, 2016). Hard Rock Cafe successfully
providing products and services which are better than their competitors in order to make sure
that they can provide better services to their consumers and serve them well.
Buy: This is the third stage where organisation is letting the consumers order for their food in
the cafe. It is a necessary stage in which the requirements of consumers are gathered by Hard
Rock Cafe.
Gather: This is the fourth stage where Hard Rock Cafe is successfully letting the clients
make their decision and they are gathering all the raw materials which are required to fulfil
these requirements of consumer. It is also necessary that they are selecting best ways to fulfil
the requirements of consumer.
Eat: It is the final stage where the consumers are eating the food and beverages which is
provided by the cafe. Hard Rock Cafe is providing a good ambience where consumers can eat
and also great quality of food and beverages.
With the help of the above customer experience map Hard Rock Cafe is successfully
providing the customer with satisfaction fulfilling all the required stages.
P4 Discuss how the customer touch-points throughout the customer experience create
business opportunities for a selected service sector organisation
Touch point refers to various links between a business and their consumers. These are
various points through which the organisation is making communication to their consumers.
This is often taking place pre-purchase and post purchase. It is necessary that organisation is

successfully emphasising on understanding various preferences of the consumers in order to
take better use of consumer touch points. It is the manner in which organisation is grabbing
opportunities to fulfil requirements of their consumers. Some of the touch points for Hard
Rock Cafe are mentioned below:
Social media: Social media and digital media platforms are the best way to create a consumer
touch points in today’s Eire. It is often seen that there are a number of consumers who are
using different social media platforms such as Instagram, Facebook, Twitter and so on (Carù
and Cuadrado-García, 2020). Hard Rock Cafe is turning digital and making sure that they are
present on every social media website. Through this they are successfully communicating
with their consumers and also addressing all their feedbacks which is a consumer touch
points for the organisation.
Communication with clients: It is necessary that the employees in the cafe have successfully
communicating with the clients when they are visiting the cafe. It is necessary that
communication with clients is made in order to successfully understand their state of mind. It
is a great way through which positive feedbacks can also be gathered by consumer. The
communication between employees and the customers in cafe will help in generating a good
image of Cafe in mind of consumers.
Online advertising: There are a number of different online platforms through which cafe can
successfully advertise their products and services. In order to attract more consumers Hard
Rock Cafe can improvise their online portal and continuously post images and information of
different events of it. Various discounts and offers on the cafe can also be placed on their
online advertisement in order to make sure that consumers are aware of it.
These are various touch points which can be used by Hard Rock Cafe in order to
make sure that they are successfully interacting with their consumers. It is a great way to
enhance brand value of the organisation and create a long-lasting effect on the minds of
consumers.
Task 3
P5 Examine how digital technology is employed in managing the customer experience within
the service sector
Customer relationship management refers to a process through which the organisation
is maintaining good relationship with their consumers in order to make them satisfied. A

good consumer relationship management will always help a business to make sure that they
are successfully retaining their loyal consumers and also enhancing their consumer base.
Implementation of digital technology has successfully improved customer relationship
management as most of the consumers are now using digital media platforms (Roy and et. al.,
2017). Hard Rock Cafe is focusing on customer relationship management in order to make
sure that they are serving their customers better and in a faster way. Customer relationship
management is also helping the organisation to retain consumers for a long period of time
and make sure that they are providing competitive advantage to the organisation.
Customer Relationship Management Package: Proper use of technology has successfully
improved the customer relationship management for Hard Rock Cafe. They are spending
their money on different technologies in order to make sure that they are updated and are
effectively communicating with all their customers. Introduction of various digital media
techniques have made delivery faster and smoother providing convenience to both the
employees in the organisation along with the consumers.
Task 4
P6 Customer service strategies in a specific service sector context
Customer experience management strategies
Organisations are following the number of different strategies in order to make sure
that they are improving consumer experience and satisfying the consumer successfully. It is
necessary for the organisation to make sure that they are successfully fulfilling all the needs
and wants of consumers in order to sustain in the business for a long period of time. The
consumers are also making sure that stakeholders are happy and the organisation is fulfilling
all the requirements of the consumers. The loyal consumers are major reason for success of a
number of organisations. Strategies of an organisation are successfully helping business to
achieve all its goals and objectives. Achieving goals also helps in motivating the employs in
the organisation to work better and satisfy consumers. When taking Hard Rock Cafe into
context there are a number of different services which are provided by them successfully. We
are successfully fulfilling the requirements of the loyal consumers so that they do not switch
to any other of its competitors (Secchi and et. al., 2020). Below mentioned are some of the
strategies which are used by Hard Rock Cafe in order to make sure that they are managing
customer satisfaction and enhancing customer experience in their organisation:
The use of touch point analysis

Touch point refers to various models get consumer as interacting with the
organisation successfully. There are a number of areas which are to be managed by the
business in order to enhance brand value of the restaurant. In the more the customer is
satisfied it will help in gaining more profits for the organisation successfully. Hard Rock Cafe
is working globally allowed to make sure that all its consumers are satisfied and they are
providing better services along with good quality of food and beverages to them. This is
helping them make sure that consumers are re-visiting again and again.
The feedback policies that have been strategized by the Café are successfully helping
them to build training and development stages for their employees. It is a great way through
which employees can be served successfully. It is also helping organisation in fulfilling the
requirements of consumers. They are focusing on enhancing pre and post services in order to
help employees satisfy consumers through all the levels consumer touch points..
Stages of customer experience strategy: Career stages of customer experience which are to
be followed by Hard Rock Cafe in order to enhance the experience of consumers in the cafe:
Assessing market needs: The requirement of want and needs for the consumer a dynamic and
changing from time to time (Shin, Perdue and Pandelaere, 2020). It is necessary that cafe is
gaining leads from the consumers through market research. Hard Rock Cafe is continuously
innovating various services provided by it through the market research they have carried
upon.
Experience of mapping: It is necessary to make sure that organisation is mapping the
consumer experience through different stages. There are also some of the problems that are
faced by consumers. Hard Rock Café is mapping consumer experience stages in order to
fulfil all the needs and solve the problems faced by consumers.
P7 Ways in which customer service strategies create and develop the customer experience in
a way that meets the needs of the customer and required business standards
Consumer experience refers to the perception of consumers towards the services
provided by organisation and their brand value. It is the feeling and vision of consumers
towards the cafe. It is necessary to develop good consumer experience in order to make sure
that the motive of organisation is successfully conveyed to the consumers. The more
consumers experiences the more it helps in promoting the brand. When taking Hard Rock
Cafe into context it is often seen that they are making different strategies which are helping
them to satisfy consumer and increase their brand image successfully (Keiningham and et. al.,
2020). The touch point strategy is also helping to improve the image in consumers mind

along with attracting with them while providing the service. Touch point strategy is also
helping organisation to make sure that they are continuously organising a number of different
events which will provide them with the benefit to enhance their customer base. The facility
of feedback that is provided to the consumers is also helping Hard Rock Café to identify
various areas to develop and enhance their services. They successfully understand all the
different stages of consumer life in order to make sure that they are serving their consumers
better.
Conclusion
With the help of the above report it can be successfully concluded that it is necessary
to manage customer relations so that organisation can successfully fulfil all their goals and
objectives. It is often seen that quality services in hospitality industry is helping organisations
to fulfil requirements of consumer. Hard Rock Cafe is a famous cafe in London which is
creating a number of different strategies to satisfy their consumers. The strategies are
working on pre-and post-services to their consumers in order to make sure that all the stages
of customer touch points are successfully handled by them. They have also adopted
digitalisation so that they can manage consumer relationship and serve their customers better.
All these strategies are used by organisation to make sure that customers are satisfied and
loyal.

References
Books and Journals
Dirsehan, T. ed., 2020. Managing Customer Experiences in an Omnichannel World: Melody
of Online and Offline Environments in the Customer Journey. Emerald Group
Publishing.
Raman, S., Suki, N.M. and Chinniah, S., 2020. Managing Service Trade-Off for Better
Customer Experience. In Handbook of Research on Technology Applications for
Effective Customer Engagement (pp. 289-301). IGI Global.
Lipkin, M., 2016. Customer experience formation in today’s service landscape. Journal of
Service Management.
Hwang, J. and Seo, S., 2016. A critical review of research on customer experience
management. International Journal of Contemporary Hospitality Management.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–
loyalty–consumer spend. Journal of Retailing and Consumer Services, 31, pp.277-
286.
Carù, A. and Cuadrado-García, M., 2020. Understanding the arts customer: The mistake of
overlooking customer experience. In Managing the Cultural Business (pp. 213-243).
Routledge.
Roy, S.K. and et. al., 2017. Constituents and consequences of smart customer experience in
retailing. Technological Forecasting and Social Change, 124, pp.257-270.
Secchi, E. and et. al., 2020. Managing customer performance in services. The Routledge
Handbook of Service Research Insights and Ideas, pp.302-321.
Shin, H., Perdue, R.R. and Pandelaere, M., 2020. Managing customer reviews for value co-
creation: An empowerment theory perspective. Journal of Travel Research, 59(5),
pp.792-810.
Keiningham, T. and et. al., 2020. Customer experience driven business model
innovation. Journal of Business Research, 116, pp.431-440.