Managing Customer Experience in the Service Industry

This report explores the value and importance of understanding customer needs and preferences in the service industry. It discusses different factors that drive customer engagement and create business opportunities. It also examines the use of digital technology in managing customer experiences. The case study focuses on 14 Hills restaurant in London.

Unit 2: Managing Customer
Experience

TABLE OF CONTENTS
INTRODUCTION......................................................................................................................3
LO1............................................................................................................................................3
P1 Value and importance of needs and preferences of target group in service industry.......3
P2 Different factors that drive and influence customer’s engagement and different target
customers group of firm.........................................................................................................4
M1 Critical review of customer’s engagement factors and its effect on customers on
boarding strategies.................................................................................................................5
D1 Evaluation of broad range of different target customers needs........................................5
LO2............................................................................................................................................5
P3 Customers experienced map journey................................................................................5
M2 Customers experienced map and examination of each activities at each touch point that
create business opportunities..................................................................................................7
D2 The way Hill -14 have optimised customer touch point to enhance customers
experienced............................................................................................................................7
P4 The customer touch points as experience to create business opportunities......................7
LO3............................................................................................................................................8
P5 Use of digital technology in managing customer experiences, for specific customer
relationship management systems (CRM).............................................................................8
M3 Digital technology employed in enhancing customers experiences to effectively
acquire and retain customers..................................................................................................9
D3 Disadvantages and advantages of CRM...........................................................................9
LO4 IN PPT...............................................................................................................................9
REFERENCES.........................................................................................................................10

INTRODUCTION
Managing the customers experience has become an important part for ensuring that
business will grow and survive in the long run. This concept is applicable to mostly all types
of businesses which is dependent upon the customers. Providing customers with the high
level of experience results into easy retention and increase in eth customer loyalty. The same
concept is applicable to the restaurant business as what matters for such businesses is high
quality customer experience otherwise, it will not able to survive in this competing market. Fr
this report, 14 Hills restaurant is taken which is based in London. This restaurant is situated at
the heart of eth London city and is considered as the all day dinning destination providing all
types of meals along with bar. This report provides an insight into the various needs and
expectations of the market in this industry along with creating a customer experience map for
determining the opportunities and optimising the customer touch points. It also covers
analysing the influence of digital technology on the customer relationship.
LO1
P1 Value and importance of needs and preferences of target group in service industry
Hospitality industry is a very wide and broad industry inclined and focused towards
enhancing the relationship with the customers with each and every service provided. It is very
crucial and of significant importance to every company belonging to the service industry in
respect to understanding the needs, requirements and expectations of the targeted group of
customers for providing better services.
Therefore, several reasons that states importance of understanding customers wants,
needs and preferences of different target customers of 14 Hill are as follows:
 Target market: Marketer after having relevant information regarding taste,
preferences and attitude of target customers can easily make choice to select or target
particular group of individuals for increasing sales volume and profitability of firm.
Such as Marketer of 14 hill by knowing that most of younger generation like to have
tasty and delicious meal or party at restaurants is able to set strategies to target them
so that overall objectives of firm can be attained (Jain, 2019).
 Customer’s behaviour and attitude: It is also important as it helps marketer to
easily understand things that motivates particular group of individuals to be part of
specific organisation rather than other. Thus, 14 Hill managers by knowing behaviour
of specific group is able to introduce additional facilities or varieties in meals so that
maximum number of individuals are ready to select it for fulfilment of their needs.

 Maximise sales and profit: Another reason it is important for Hill 14 is that it helps
in enhancing sales volume and profitability of organisation. As company is able to
easily attract large number of individuals within limited time frame and cost by
providing products that meet their expectancy level.
 It helps in framing strategic decision: On the basis of data gathered related to taste,
preferences and choice of individuals manager can easily decided effective strategies
that could yield better outcome. Hill 14 manager by knowing increasing lover of
coffee have planned to add new ingredients so that more customers are motivated to
have varieties of products for fulfilment of their needs (Ora, A.,2019).
P2 Different factors that drive and influence customer’s engagement and different target
customers group of firm
Customers are crucial for organisation as they help in generating more sales and
revenue by making purchase of different products and services. It can be stated that there
are numerous factors that drive customer’s engagement within firm like psychological,
personal, social and cultural. The way several factors have affected three different
segments of customers i.e., business man, younger generation and people that stay near
to restaurants are explained below:
Psychological needs: It includes interest, preferences, belief and attitudes of individuals
that motivate it to have particular product or services in order to satisfy its requirements.
Thus, level of interest is major factors that motivate or drive individual’s engagement in
the organisation. Large numbers of people in UK are interest to have dinner or their meal
at destination restaurants for fun and leisure so it has contributed in enhancing sales of
firm. Such as businessman are always interested to have standard and luxury place to
have dinner or meals for conducting meeting, seminar or get together (Huynh, 2020).
They belong to high income group thus Hill 14 is one of the best suitable restaurants for
them. On other hand, younger generation needs to have place where they can have
varieties of food, bars for enjoying their leisure time.
Personal factor: Each individual belong to different segment of group or have different
lifestyles pattern, disposable income, number of family member and personality. So, all
this factors also influenced customers engagement thus people that belong to rich and
medium income group are motivated to have visit at Hill 14 for satisfaction of their
needs. Younger generation, business man and people that stay near hotel that have high

income or high standard are motivated are influence to select it to have dinner or lunch
due to personal factor or better lifestyles.
Social and culture factor: Consumer while taking accurate decision considers view
point of references group, relative or friends so that they can get right products at right
time. At the same time different individuals belong to different culture so they like to
intake particular products or services rather than others (García, 2019). Hill 14 offer
qualitative products and services thus social friend and relatives of younger generation or
business man suggest to visit restaurant to have tasty meal along with bar.
M1 Critical review of customer’s engagement factors and its effect on customers on boarding
strategies
From the above analysis it can be critically stated that several factors have negative
and positively impact on customer’s engagement or attracting maximum number of
individuals within organisation. Some people need to have lonely place or destination where
they can have personalised services whereas other like to have tasty and delicious food. So,
Hill 14 has offered luxury services and taste food with bar that has helped in effective
satisfaction of customer requirements (Bieler and Maas, 2019). Company offers products at
higher rates thus people that are highly concerned about prices or personal factors affect their
decision does not select Hill 14 for fulfilling their needs.
D1 Evaluation of broad range of different target customers needs
It can be evaluated that different customers have different needs and expectation such
as some wants smoothes food and vegetables, excellent and personalise services, less price of
products, menu in different languages, hygiene or more organic, low calories meals, quick
services or value for money. Hill 14 has tried to meet needs and expectation of several by
understanding their behaviour, attitude and preferences.
LO2
P3 Customers experienced map journey
Customers map journey can be stated as several touch points at which customers
interact with company so it can be either offline or online. It is long process that includes all
the stage starting from customers get knowledge about specific products or services till it is
retained within firm (Learn Customer Journey Mapping… in 7 Bookmarks, 2017). In another
terms, it is experienced of particular customers regarding specific brand and services so
customers map journey of Hill 14 is illustrated below:

Awareness: Most of the people get aware about Hill 14 through search engines, official
website of company and several advertisements it made to attract customers. It have post
image, videos on several social site like Facebook, Instragram and twitter at the same time
use offline method such as personal selling, billboards and mouth publicity so these are major
sources for which customers get aware.
Consideration and decision: Hill 14 manager have put all its efforts to understand and meet
customers expectancy so that they are motivate to select it than other competitors in market.
Company by offering tasty, healthy and delicious food, better and quick services with
numerous facilities have win hearts of number of individuals. Thus, people are influenced to
take decision to select hill 14 for having food or drinks.
Conversation and retention: People after evaluating different alternative options in terms
of prices and quality offered are ready to make accurate decision to choose particular firm.
Now – a days, people easily compare price, quality and varieties or value of products offered
by company with other competitors with online medium thus take final step to taste different
special food, bear of Hill 14 restaurants (ANITHA, 2019). Management in order to retained
customers have add promotional offers, take feedback, send regular emails thus try to build
strong relationship so that they are further motivated to select Hill 14.
Figure 1: Customers journey map
(Source: Learn Customer Journey Mapping… in 7 Bookmarks, 2017)

M2 Customers experienced map and examination of each activities at each touch point that
create business opportunities
From the above analysis it can be understood that several activities that are conducted
by company at each customers touch point so that it can contribute in creating new
opportunities for business. Such as Hill14 have make use of both offline and online channel
to inform customers, detailed related to services offered by company are uploaded, while
customers are eating food it have ensured quality of services and taste they prefer (D’Souza,
Taghian and Brouwer, 2019). At last, have offered after sales services such as regular emails,
text about recent offers so they are influenced to use it in future circumstances.
D2 The way Hill -14 have optimised customer touch point to enhance customers experienced
So, it can be illustrated that company have effective taken several steps and actions at each
customers touch point so that they can become loyal customers of organisation. Like it have
make use of digital method to connect with number of people, offer valuable information in
its website so that they can take correct decision, ensure qualitative delivery of food products
and services and finally have taken feedback for customers to resolve problems and enhance
long term relationship for growth of firm. Thus, in this way Hill 14 have make best use of
customers touch points to provide seamless experienced to customers.
P4 The customer touch points as experience to create business opportunities
14 Hills Restaurant by analysing various aspects of customer touch points for brand
promotion scenarios by innovative digital marketing paradigms where new competitive
digital strategies can be worked on. The customer touch points such as contacts, products
preferences within digital platforms and new functional demands of operational
excellence have been widely active for growing large customers advanced services and
wider profits in revenues. The customer touch points such as visiting company profiles
and websites are important parameters for large functional innovation demands and to
pertain focus on keen scenarios of larger worked on customers services. The competitive
business goals in raising efficiency paradigms within new functional food and service
industry have high scope for gaining new quest horizons, where supervision for new
large business opportunities have been actively building scope for new functional
synergy. 14 hills restaurant shall be able to competitively draw new diversification of
business domains and larger quest horizons for new worked on demands, competent
skills such as effective business opportunities through which higher profits can be earned

in future domains. It can be also analysed that customers touch points factors are also
interrelated with new horizons of Omni Channel marketing and working towards new
production scenarios through which stringent innovation is actively worked on (Garcia-
Garcia, Stone and Rahimifard, 2019).
Customer touch points have stringent demands among working operations, to
productively explore large goal actively and also leverage focus towards new horizons for
determining new quest to grow widely on new levels.
LO3
P5 Use of digital technology in managing customer experiences, for specific customer
relationship management systems (CRM)
Digital technology holds high scope within new business enhanced functional
opportunities and also for gaining customers experiences functional information, where
innovative advanced new competitive skills hold scope and also for surfacing high end
specific customers preferences. 14 hills cafe will be able to retain high end goodwill by
using customer relationships management within digital technology domains and also for
new functional working innovation for larger domains expertise. Customers in today’s
globalised fast moving world often look to experiences where they can not only
experience best food and beverage services, also leverage focus towards new end large
efficiency for digital services. Customer relationship management systems is one of the
most widely growing innovative approach which allows company business to manage,
analyse its functional interactions and also focus on varied potential target customers for
larger enhanced working performance objectives (Irtyshcheva and et.al 2020).
14 hills cafe through CRM will be able to provide new advanced competitive
strategies for prospecting customers varying demands, interact with varied target customers
and also fundamentally grow on diversified parameters. It enables business to manage
relationships on digital platforms where it actively enables business to grow on varied
paradigms and also functionally work for targeting wider customers horizons. There is large
functional demands within food services industry for enhanced customers experiences for
larger informative goals, operative decisions for new scale innovation and also to actively
head towards diversity. Digital technology has not only created wider pace among functional
horizons, where larger scope segments have new scope and also to yield focus towards
gaining productive demands on larger functional arenas of competitive growth.

M3 Digital technology employed in enhancing customers experiences to effectively acquire
and retain customers
The digital technology has been employed at 14 hills cafe to be widely one of the
most enhaced working platform for employing enhanced working customers experiences
, for effective retaining of goodwill and also to productively work on diversity grounds.
It can be understood that digital technology has widely become one of the main
parameter for growth functional opportunities to enhance new functional scope for
growth on varied paradigms, excercise innovation and also to promote with new
functional diversity aspects. It has practically opened up various diversity grounds for
competitive excellence and new scale productive growth within wide customers
horizons.
D3 Disadvantages and advantages of CRM
The advanatges of using CRM can be analaysed with the fact that 14 hills will be abe
to potentailly gain wide psoitive shift in working prfercnes , fucntional smarter working
innovative stanadards and also to practically grow with divresification on social media
handles. While comapny will be able to gain funtional smarter working steps by
implmenting CRM, the doisadvantages can be analysed with the fact that it s highly
costly for cafe to open up high digital aspects of working on promotioanl scenarios.
With the high leveel of investments there shall be also wider training and development
invetsment planned to fucntion on new scenarios among customers active exploration of
perferences (Lee, Sung and Jeon,2019).
LO4 IN PPT
CONCLUSION
From the above the report it can be concluded that there are various factors that
impact on customer decision making that have to be considered by organisation while
planning accurate strategies for better outcome. Customer’s journey map is also important as
it helps in identify the time at which company interact with customers and the way
relationship can further build. At last it can be concluded from above analysis, that digital
media have contributed in delivering qualitative experienced to end users.

REFERENCES
Book and journals
ANITHA, N., 2019. INFLUENCE OF LIFESTYLE ON CONSUMER DECISION
MAKING. RETAILING: TRENDS IN THE NEW MILLENNIUM, p.323.
Bieler, M. and Maas, P., 2019. Beyond Nudging–Rethinking the Empowerment of Consumer
Decision-Making. ACR North American Advances.
D’Souza, C., Taghian, M. and Brouwer, A. R., 2019. Ecolabels information and consumer
self-confidence in decision making: a strategic imperative. Journal of Strategic
Marketing, pp.1-17.
García, M. N., 2019. CONSUMER DECISION MAKING.
Garcia-Garcia, G., Stone, J. and Rahimifard, S., 2019. Opportunities for waste valorisation in
the food industry–A case study with four UK food manufacturers. Journal of
Cleaner Production, 211, pp.1339-1356.
Huynh, V., 2020. The Role of Social Media Influencers in the Consumer Decision-making
Process.
Irtyshcheva, I., and et.al 2020. Business process management in the food industry under the
conditions of economic transformations. Management Science Letters, 10(14),
pp.3243-3252.
Jain, M., 2019. A study on consumer behavior-decision making under high and low
involvement situations. IJRAR-International Journal of Research and
Analytical Reviews, 6(1).
Lee, S.W., Sung, H.J. and Jeon, H.M., 2019. Determinants of continuous intention on food
delivery apps: extending UTAUT2 with information
quality. Sustainability, 11(11), p.3141.
Ora, A., 2019. DIGITAL MARKETING AND ITS EFFECTS ON CONSUMER DECISION
MAKING. In Book of Proceedings (p. 15).
Online
Learn Customer Journey Mapping… in 7 Bookmarks, 2017, [Online]. Available Through:
https://medium.com/@azviss4/customer-journey-mapping-in-7-bookmarks-
d116da67a0c2.