Managing Customer Experience

This document discusses the values and importance of needs, wants, and preferences of target customer groups in the service sector industry. It explores different factors that drive and influence customer engagement and provides insights on creating a customer experience map for a selected service sector company. Additionally, it investigates how digital technology is employed for managing customer experience within the service sector.

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Discussion of values and importance of needs, wants and preferences of target customer
groups for service sector industry................................................................................................1
P2 Research of different factors that drive and influence customer engagement of different
target customer groups within service sector company...............................................................2
TASK 2............................................................................................................................................3
P3 Creation of customer experience map for selected service sector company..........................3
Customer journey experience map is process of creating customer journey map, a visual story
of customer connection with image. These activities help organizations to put themselves in
perspective of their customers and analyse their business from the view point of the customer.
It allows learning about basic customer hotspot and how to improve their business. Initially,
the convincing customer touch point is explained, for example a social channel, site, deals,
collaboration with storefront groups and deals. At these different points, customer’s journey
experience map is created. The following factors can be used by Leon to define the customer
experience:...................................................................................................................................3
P4 Discussion of the customer touch-points within the customer experience that creates
business opportunities for selected service sector company........................................................4
TASK 3............................................................................................................................................6
P5 Investigation on how digital technology is employed for managing customer experience
within service sector which provides specific examples of customer relationship management
(CRM) systems............................................................................................................................6
TASK 4............................................................................................................................................7
Covered in PPT............................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Customer experience management can be defined as concept of describing how one
company takes control to interact with its individual clients of organisation. Customer experience
is more extensive part for every company as it understands how buyers feel and what thoughts
they have every single time they have interaction with business (Altug, Aydinliyim and Jain,
2018). The enterprise selected for this project report is Leon restaurant which is a fast food chain
which is based in London, United Kingdom. The chain serves in 61 locations which are located
in UK, Ireland, Netherlands, Norway, Spain, US. In this report the topic which is discussed
includes values and importance of needs, wants and preferences of the target audience, different
factors that influences customer engagement. In addition to this, customer experience map,
customer touch points and digital technology employed for managing customer experience are
also discussed.
TASK 1
P1 Discussion of values and importance of needs, wants and preferences of target customer
groups for service sector industry.
The end customers for which company produces the products and sells it to them is the
target market of company. In involves break down of entire market into various divisions and
accordingly formulating marketing strategies for each division by which Leon can increase its
market share. There are times that company modifies the products to attract particular segment of
customer base. That is why it is important for organisations to focus on the values of needs,
wants and preferences of targeted clients and buyers.
Needs of an individual are basic requirements like food, clothing, shelter, water and
safety. It is believed that humans cannot survive without fulfilling such needs, as this shows the
status of deprivation of a person (Barlatier and Mention, 2020). The chosen company has
identified the need of food and accordingly serves them. The marketer of organisation has point
of view that repetitive sales are irrespective to wants and status of people. Unlike needs, wants
are not the basic requirements or the essentials for human survival, but with the rise of need
human tastes and preferences stimulates and this arises wants for such things or products. Wants
are not the permanent discussion of a person, it changes and the change depends on the influence
of time, people and location. The consciousness and unconsciousness of people for their needs
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can be classified as preferences of customers. With this discussion of needs, wants and
preferences, the following are some characteristics of the target audience through market
segmentation:
Location- This segmentation is done on the basis of targeting group of people from
different places. It is important to companies to know where the customers will be targeted so
that it can accordingly invest in promotional activities (Chen and Chiu, 2018).
Demographics- This segment is one of classic segmentation tool for company. The key
demographics which can be used for defining target audience can be age, gender, family income,
etc would be included.
Socio-Cultural profile- It is little deeper concept of demographics of the targeted
audience, but this segment involves aspects like economic class, educational level and languages
and profession of people.
P2 Research of different factors that drive and influence customer engagement of different target
customer groups within service sector company.
Consumer Behaviour is overview of individual customers, associations, use and
organization of their thoughts to meet needs and desires. It can be defined as the activities of an
individual at the shopping centres or shops and their fundamental thought processes in their
activities. The marketers and advertisers of Leon understand things which drive customers to
visit the restaurants by which it can have ability to decide which food dishes are more liked and
which one are obsolete. The attitudes of different market segments which are focused by Leon to
build brand loyalty and trust are as follows:
Students- This segment is targeted by company for influencing mindset of people and
engages with as many as people it can. As Leon provides tasty fast food and quality services to
its targeted customers so that it can meet their requirements. Such segment needs entertainment
and funny atmosphere to be comfortable in doing gossips and entertainment for their enjoyment.
So if all these things are not t be met then it would result dissatisfaction among customers which
would affect restaurant in terms of sales and revenue as well.
Young People- This segment is target for Leon as these people need fresh and stress free
environment for taking their food conveniently. That is the reason they won’t laugh much during
their visits. Leon ensures that they are getting right environment which young people require for
attracting them with other people also. Such customers prefer having low calories and low fat
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foods as they do not have time to exercise and burn excess calories. However Leon needs to
provide peaceful and friendly environment to them for satisfying desires by providing quality
based services to them.
Professionals- This target segment has customers who visit the restaurants for their
business purposes and meetings. They focus on peaceful and clean environment for their
working requirements. Leon provides separate meeting rooms and high speed internet
connectivity for doing such business works and meetings effectively till the food is prepared.
The quality services and foods also influence their mindset in spending more time in restaurant
(Keay and Robinson, 2017). For this purpose Leon maintains quality of its food and services by
with it provides better facilities to its potential and targeted clients to ensure they visit again.
With the help of these factors, Leon also focuses on taking feedbacks and opinions from
its customers regarding services and their quality. This would improve the level of their products
and services which will more enhance customer’s experience.
TASK 2
P3 Creation of customer experience map for selected service sector company.
Customer journey experience map is process of creating customer journey map, a visual
story of customer connection with image. These activities help organizations to put themselves in
perspective of their customers and analyse their business from the view point of the customer. It
allows learning about basic customer hotspot and how to improve their business. Initially, the
convincing customer touch point is explained, for example a social channel, site, deals,
collaboration with storefront groups and deals. At these different points, customer’s journey
experience map is created. The following factors can be used by Leon to define the customer
experience:
Website- It is the first thing that customer notices. Its design and content should be
developed and high quality according to the mindset of customer. Leon related updates, news,
articles, tweets and menu should be optimized and developed by an experienced and skilled
developer. And also some food photos should be clicked by professional to attract customers.
These points are must to convert visitors into a customer (Oyner and Korelina, 2016).
Review sites- People often take a look on service provider rating after visiting their
websites. After pulling them to the service provider’s website they check the reviews. Leon
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offers enhanced quality food products. Leon adopted new strategies to obtain the positive view
point the existing customers, which would help to attract new customers.
Restaurant environment- In the hospitality industry, to eat with their family and friends
customers is often looking for healthy and calm environment. By providing such an environment
to restaurant, Leon maintains healthy relationship with customers by forgiving them a message to
revisit.
Telephone- Customers receive information often from the service provider about the
services provided such as location, products, prices, etc., the state of mind of individuals.
Restaurant Staff- Services are taken as a vital service provided by hotel industry staff.
Employees are called backbone of the organization and are responsible for the impact of reputed
image on the minds of customers. Leon trains their employees according to serve customers with
reliable and efficient services.
To deconstruct a piece of writing or some work of art is to see it carefully and examining
its ideas and language to expose its contradictions and its hidden meanings. It is important for
brands to understand every stage of the customer journey, see each interaction, across every
platform and channel, to ensure a seamless brand experience and remove disconnects. Before the
purchase, company need to encourage, inspire customers to interact and part with their cash.
With help of new technology and media, company develops a community and a sense of
common values paves the way to the transactional stage (Seymann, 2020). The relationship
among a consumer and company extends way further than the functional, with brands investing
heavily in customer loyalty and maintenance in the post-purchase stage, adapting their offer to
narrow the belief gap.
P4 Discussion of the customer touch-points within the customer experience that creates business
opportunities for selected service sector company.
Different touch points with the experience map of Leon can be discussed as follows by
indentifying critical moments of organisation by pre, during and post customer experience:
Each and every customers service interaction is different from one another. Circumstances
gathering around conversation may vary significantly. The width and culture of the Leon
Company have specific policies and steps according to the variable, many a tents of customers
holds positivity across the interaction between company and customer.
Pre customer experience
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 Stay current on training and professional development opportunities- The upmost
important step is to interact with the Leon company customers which completes trait
course and take benefits of developmental opportunities. A new product brings issues of
customers in light. Learning before hand is helpful in avoiding unwanted situations with
customers.
 Put yourself in a positive mindset- People generally don't connect to this department
when they are fully satisfied with their own experience. Which means there are slight
chances that customer have some negative feelings when it’s time to contact the Leon
company. This may led to mild annoyance to anger.
During customer experience
 Personalize the experience- The advantages of personalizing the observation for
customers via their relationship with Leon Company are vital to ignore. It works in
marketing and customer’s service. To apply to this personalization method to service
interaction, putting them in order of simpler to complex.
 Listen without assumptions- After spending a good tome in solving customer’s problems
makes is feeling like hearing the same calls over and over. While many of the customers
are going to connect Leon Company coming with similar problems, the mindset is that it
leads company to predict that company understand customers problems and how
company feel about it (Thyne and Hede, 2016). Beside this Leon company listen to the
problems carefully and help the customers accordingly.
After customer experience
 Initiate actions with other department- Considering the authority and responsibility one
customer have in immediate interaction. Customer is the one who is aware that steps need
to be taken in order to deliver on the service promise and company's ability to execute on
the activities is heavily dependent on the customers. With ending the conversation
customer should be the one to be informed your colleagues of what they are needy for.
 Input detailed notes into your CRM- At some of the point employees at the organization
are likely going to come in contact with customer again. The points recorded are the key
point for Leon company to gain an different level of service. The longer company waits
to record customers note in the CRM system, the more difficult the details will become in
companies memory.
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TASK 3
P5 Investigation on how digital technology is employed for managing customer experience
within service sector which provides specific examples of customer relationship
management (CRM) systems.
With the increase in the technology and trends companies tend to use such updates as this
things helps them in completing with other companies. For this purpose, combination of
practices, strategies and technologies are used by Leon for managing the interactions with
customers. This is known as the customer relationship management by which customer life cycle
can be analysed and the goals can be improved for customer service relationships to assist
customer retention and grow sales. The different types of CRM systems which can be used by
organisation for managing customer relationships are as follows:
 Operational CRM- With this type of CRM system company can support front-office
business processes which involve direct interaction with its customers via any
communication channel like telephone, fax or email. The information of interactions with
customers of Leon may include requirements, preferences, needs, etc which can be stored
in history of that person that can be retrieved by staff members whenever required.
 Analytical CRM- This type of CRM system can enable to analyse customer data which
is generated by operational application, understand behaviour of different people and
derive their valued to organisation (Gaurav and Shainesh, 2017). This help company in
approaching customers with full information and proposals to satisfy their needs.
Apart from these CRM systems Leon can effectively use the social media CRM. It is also one
system integrates social media channels as it is increasing used along with the traditional
channels as it helps in interaction with businesses via preferred channels. There are various
social media platforms which organization can use to increase its market presence that is to
aware its potential customers about its range of products and services.
Facebook- It is one of the most popular social media platforms where large number of
people is active on daily bases. The company can use this platform for its promotional activities
that is can run its marketing campaigns here. With the help of visual content they can attract and
engage large number of customers.
Instagram- It is second most used social media platform where majorly youth is active.
So if company is targeting the youth it will be the best place to attract and engage them. The
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company with the help of product images and video content can inform its potential customer
about its new collection and the ongoing discount and sale factors. With the help of these
platforms they can attract large number of customers within less cost and expenses.
Snapchat- This social media platform is in trend these days where organizations with the
help of visual and engaging content can inform its customers about its products and services.
These are few social platforms which organization can use to make its customer aware
and informed about its new collection and other offers. This is most simple way to reach to wide
range of customers within minimum expenses.
TASK 4
Covered in PPT
CONCLUSION
From this project report it can be included that managing customer experience involves
many strategies which can be effectively managed by company for creating best place for
people. The foremost step every company considers it having knowledge of people’s needs,
wants and preferences. For this propose market segmentation is done by companies which
involves Location, Demographics, Socio- Cultural profile of the target market. In addition to this
customer experience map is created for planning the roadmap through which organisation can
reach people and satisfy their desires. Apart from this few CRM systems like operational,
analytical crm can be implemented by organisations.
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REFERENCES
Books and Journals
Altug, M. S., Aydinliyim, T. and Jain, A., 2018. Managing Opportunistic Consumer Returns in
Retail Operations. Baruch College Zicklin School of Business Research Paper, (2018-
10). p.03.
Barlatier, P. J. and Mention, A. L. eds., 2020. Managing Digital Open Innovation (Vol. 5).
World Scientific.
Chen, Y. K. and Chiu, F. R., 2018. Managing service performance based on multidimensional
and categorical satisfaction data. International Journal of Services Operations and
Informatics. 9(1). pp.1-14.
Gaurav, R. and Shainesh, G., 2017. The changing face of customer centricity. In The Palgrave
Handbook of Managing Continuous Business Transformation (pp. 175-187). Palgrave
Macmillan, London.
Keay, M. and Robinson, D., 2017. Managing Electricity Decarbonisation: learning from
experience–the cases of the UK and Spain.
Oyner, O. and Korelina, A., 2016. The influence of customer engagement in value co-creation on
customer satisfaction. Worldwide Hospitality and Tourism Themes.
Seymann, M. R., 2020. Managing the new bank technology: an executive blueprint for the
future. Routledge.
Thyne, M. and Hede, A. M., 2016. Approaches to managing co-production for the co-creation of
value in a museum setting: when authenticity matters. Journal of Marketing
Management. 32(15-16). pp.1478-1493.
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