Managing Customer Experience in Hospitality Industry

Unit 2: Managing
Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 Provide an explanation of the value and importance of understanding the
needs, wants and preferences of target customer groups............................................................1
P2 Explanation of different factors that drive and influence
customer engagement..................................................................................................................2
Task 2...............................................................................................................................................3
P3 Create a customer experience map for a specific hospitality organisation.............................3
P4 Discuss customer touch-points at every stage of the customer experience;
provide detail on how these create business opportunities within hospitality
organisations...............................................................................................................................4
Task 3...............................................................................................................................................5
P5 Examine how digital
technology is employed in
managing the customer
experience within the service
sector, providing specific
examples of customer
relationship management
(CRM) systems...........................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCE...................................................................................................................................8

INTRODUCTION
Customer experience is defined as way of knowing how they are reacting towards a
particular products and services which can help to attain the higher productivity and profitability.
Customers are important for each business enterprises as it contribute in organisational sales and
productivity by purchasing the products and services (Goodman, 2019). To understand about
customer experience Chez Bruce has been selected that largest size restaurant in London,
England. This was opened in Febraury, 1995 by Bruce Poole and their business partner Nigel
Platts Nartin. The management of hotel understand customer's needs and deliver them best
experience which helps to increase the organisational productivity and profitability. This report
covers explanation of needs and expectations of market segment for service industry, customer
experience map to create business opportunities and impacts of digital technology in customer
relationship management that supports to operate a business.
Task 1
P1 Provide an explanation of the value and importance of understanding the
needs, wants and preferences of target customer groups
In hospitality industry, customer experience is the main activity which is required to
make feel good and attain the higher productivity. If customers have positive experience then it
become easy to increase the sales and brand image. Target market refers as a group of potential
customers to whom organisation wants to sale their products and services. It is the part of total
market where number of customers are demanding particular product and services which helps to
attain the higher value and importance of organization. In context to Chez Bruce, target
customers are youngesters who wants to spend their time and having desire to get better taste and
quality of foods (Shukla and Pattnaik, 2019).
The targeted customers and their values along with needs and prefernce are as defined:
Types of targeted customers Needs Values and preference
Business Person Quick services, peace fully
environment for meeting and
Wi-Fi facility
Meeting rooms and charging
points and telephones, menu in
three languages
College students Better taste of food, coffee and Wi-Fi, rocking place and
1