Managing Customer Experience Part 2

This document discusses customer experience management strategies and their role in specific service sectors. It explores the stages of customer experience strategy and how it creates and develops the overall customer experience. The case study focuses on the customer experience strategy of Ledbury restaurant.

Managing Customer
Experience
part 2

Table of Contents
INTRODUCTION...........................................................................................................................3
LO4..................................................................................................................................................3
REFERENCES ...............................................................................................................................5

INTRODUCTION
Customer experience management is a process that is a summary of interaction with
customer that is taking place before and post sales. It is a strategy that is defined according to
actionable plans, the present report is based on discussion of customer experience strategy of
Led-bury restaurant (Hwang and Seo, 2016). Organisation is concern with managing of customer
experience so that there can be further improvement of weak areas of a organisation. Presently
there is detailed experience of customer services strategies of Ledbury
LO4
P6: How customer service strategies helps in specific service sector
Customer experience management strategies:
It is a process of defining and documenting the organisation approach to improve the
customer experience so that there can be meeting of business objectives. These strategies are
used for reaching to the goal of customer experience management. CEM strategy is based on
making choices of customers. In this strategy there has to be design of a effective customer
experience strategy so that there can be making of choices based on the resources allocation and
focus on values (Çakiroğlu. and Çengel, , 2020).
It is a management tool that is used for tracking and organizing of interactions os that there can
be business focus according to customer needs.
Goal of CEM: It is to foster customer loyalty. For ths purpose of managing customer experience
ther has to be creation of a strategy that encompasses all types of interactions.
There are four critical steps that are part of CEM:
 Understand of the customers
 Creation of a customer journey map'
 Developing of a emotional connection
 capturing of customer feedback in order to track the overall customer satisfaction level.
 Stages of customer experience strategy:

 Assessment of market requirements: In led-bury there are some of the questions that are
answered in this step by use of PEST analysis, SWOT analysis, use of facts, figures ,
analysing the expected markets share, profitability and revenue ratio.
 Experience mapping: It is a step in which there is analysis of the experience of customers
by using of four stapes that are awareness of customers, convincing them, developing
commitment and final support for the customers (AthuluruTlrumala and Attuluru, Ytrre
Inc, 2019).
P7: How customer service strategies create and develop the customer experience
The main objective of a customer experience strategy is to focus on different stages that include
management of customers by use of direct marketing approaches where the marketing channel
partners are used and the system is developed through third party websites.
Another step is testing in which there is sales appointment trial registration where there is
involvement of sales team, customer services and channel partners (Seligman, 2018). The system
is the internet searching social media and privacy policy is also taken into consideration.
The next stage is buy where the transaction product delivery is taking place in Led-bury there is
involvement of sales clerk, logistic team who are the main channel partners where the system is
company's websites, learning system and social media tools that are used with the application of
privacy policy and there is end user license agreement.. Next step is support that is product
support that is developed by technical support customer services training team with channel
partners (Sainiand Singh, 2019). This steps are followed by Led-bury management department
in order to focus on effective customer services management.

CONCLUSION
From the above mentioned different aspects it can be concluded that there is requirement
to ensure timely satisfaction of customer that is main aim of every hospitality organisation, for
this they have to follow a particular procedure in order to analyse the relevant neds and wants of
customers so that there can be development of future customer management strategies according
to their requirements.

REFERENCES
Books and Journals
Hwang, J. and Seo, S., 2016. A critical review of research on customer experience
management. International Journal of Contemporary Hospitality Management.
AthuluruTlrumala, G. and Attuluru, A.R., Ytrre Inc, 2019. Real-time customer experience
management systems and methods. U.S. Patent 10,325,102.
Seligman, J., 2018. Customer Experience Management-The Experiential Journey. Lulu. Com.
Saini, S. and Singh, J., 2019. Cultivating emotional branding through customer experience
management: From the holistic experience perspective. In Brand culture and identity:
Concepts, methodologies, tools, and applications (pp. 1346-1361). IGI Global.
Çakiroğlu, K.I. and Çengel, Ö., 2020. Customer Experience Management in Omnichannel
Retailing. In Managing Customer Experiences in an Omnichannel World: Melody of
Online and Offline Environments in the Customer Journey. Emerald Publishing Limited.