Managing Customer Experience in the Service Industry

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.