Managing Customer Experience in Hospitality and Service Industry

Unit 2 - Managing
Customer Experience

Table of Contents
INTRODUCTION.................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Justify importance and value of understanding preferences, wants and needs of target customer 3
P2 Analyse various factors which drive and influence customer engagement of various target group
customers...........................................................................................................................................4
TASK 2.................................................................................................................................................5
P3 Discuss Creation of customer experience map within hospitality industry...................................5
TASK 3.................................................................................................................................................5
P4 Discussion on creation of opportunities throughout customer experience within service sector...5
P5 Analysis of digital technology which is employed to manage customer experience.....................7
CONCLUSION.....................................................................................................................................8
REFERENCES......................................................................................................................................9
Books & Journal:...............................................................................................................................9

INTRODUCTION
In service sector it is important to focus on customer needs and demands so that goes
as well as the objectives of enterprise are achieved in proper manner. Managing customer
experience is a critical process which is time consuming as well as a deeper level of market
analysis and information to manage customers within a changing market (Betzing, 2018).
Roast restaurant, an iconic borrow market and British restaurant headquartered in United
Kingdom. The restaurant focuses on modern classic British dishes and former flaural hall
atop of borough market with City views. Main purpose of this report is to understand the
importance of customer experience in hospitality and service industry. This report comprises
of importance and value of wants and needs of target customers, factors affecting customer
engagement, customer experience map in service sector, concept of customer touch points,
analysis of digital technology to manage customer experience, customer service strategies
and of customer service strategies and development of experience.
TASK 1
P1 Justify importance and value of understanding preferences, wants and needs of target
customer
With the rise of competition in hospitality industry it has become important to
understand the needs as well as wants of target customers so that strategies are implemented
effectively and decision making is carried out properly. In context of selected restaurant
which is Roast restaurant they carry out a deep market analysis on the basis of which it is
easy for them to understand preferences wants and needs of their target customers (Castro,
2016).
Basically they target market is psychographic market in which they focuses on
income group people, social, believes, religion, culture, attitude, interest, lifestyle and other
factors. It is essential to focus on market segmentation so that resources are used accordingly.
Manager of the restaurant make ensure that everything is being carried out after proper
considerations of differences and wants of customers so that they again and again come to the
place.
Customer Group Needs Wants Preferences
Business persons Official meeting
rooms with healthy
environment.
Availability of socket
and Wi-Fi facilities.
Soothing ambience and
good food.
Families Gaming zone for kids,
swimming pool and
spacious rooms.
Wide varieties of food
and enhanced quality.
Relaxing facilities such
as meditation sessions,
massage centre, visit to