Managing Customer Experience in a Specific Service Sector

MANAGING
CUSTOMER
EXPEREINCE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Value and importance of understanding the needs, wants of target customer in a specific
service sector ...............................................................................................................................1
P2: Different factor that influence customer engagement of different customer group.............2
TASK 2:...........................................................................................................................................3
P3: Customer experience map to create business opportunity in a specific service sector ........3
P4: Analysis of customer touch point in experience to an organization......................................4
TASK 3............................................................................................................................................5
P5: Significance of digital technology in customer experience management in reference to
customer relationship management systems: ..............................................................................5
CONCLUSION ...............................................................................................................................5
REFERENCES ...............................................................................................................................7

INTRODUCTION
Customer experience management is is the method through which company track
customer interactions. The experience is generated by physical or digital touch which result is
increase the brand loyalty and also increase the sales. It shows initiate or the innovation by the
company in the journey of customer (Cui and Wu, 2016). In the organization each department
built their own interaction with consumer form their own. Apart from these the main goal of this
management is brand loyalty, advocacy and positive word mouth. Zeret kitchen is a restaurant
chain in London which serve traditional Ethiopian food. All the food here is delicious and the
dining room is decorated with colourful placemats and simple white walls. It has attentive staff
and the atmosphere here is also relaxed. This report cover need and expectations of market
segment, customer experience map to create business opportunities and impact of digital
technology in customer relationship management.
TASK 1
P1: Value and importance of understanding the needs, wants of target customer in a specific
service sector
Segmentation indicates dividing market into small segments based on their attitude,
requirement and perception. It can be done on mainly four basis- demographic, geographic,
psycho-graphic, and behavioural. Segmentation in the restaurant is very important because it is
based on the services they offer.
 On demographic basis- Zeret kitchen has segmented its market on demographic basis.
As age, income, profession these are main focus areas of company while segmenting its
target market. They offer the product or service at affordable price as compared to its
competitors (Drotskie and Okanga, 2016).
For the restaurant, it is important to decide the right technique made for targeting and
segmentation of customer by understanding the want, desires and preferences. Target customer
will influence every decision of the manager. Targeting is necessary for every service industry
for increasing the revenue and also attracting the new client and make them regular. It is based
on the income of the consumer. Target criteria for business is discussed below:
 On income basis- Zeret kitchen is mainly focus on the targeting of customer on their
income basis, they offer all types of meals from low to high so every customer is able to
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