Managing Customer Experience

This report discusses the importance of understanding the wants and needs of target customer groups and factors that influence customer engagement. It also explores the use of digital technology in managing customer experience. The case study focuses on Townsend, a restaurant business in the UK's food and beverage industry.

Unit 2: Managing Customer
Experience

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Importance and value of understanding the wants and needs of target customer groups......3
P2 Factors that influences decision of customers........................................................................4
LO2..................................................................................................................................................5
P3 Customer experience map......................................................................................................5
P4 Customer touch-points throughout the customer experience create business opportunities. .7
LO3..................................................................................................................................................7
P5 Involvement of digital technology in managing customer experience...................................7
LO4..................................................................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Management of customer experience is very mandatory task to a company in market
place for gaining huge competitive advantage in market place. Day to day competition in each
industry is continuously increasing, in which there is upper management within each venture
have to make plan for improving its customer experience. Basically, most people or customers in
market place like to consume products from those ventures which has provided excellent
experience and satisfaction to people in market place (Polo and Sese, 2016). This report
discusses customer experience aspect of Townsend. Basically, Townsend is highly reputed
restaurant business in the UK’s food and beverage industry, currently situated in Shadwell,
London, UK. This restaurant provides wide range of food and beverage items to customers. The
report discusses importance of understanding needs and preferences of target customer groups
with factors that influence engagement of customers. Some other factors and aspects also have
been discussed in this report which are completely related to customer experience.
LO1
P1 Importance and value of understanding the wants and needs of target customer groups
There are upper management of existing service organisation have to take a proper step
towards properly understanding the needs and wants of target customer groups in market place.
Basically, many times of people lives in market place with different mindset and mentality, in
which they have different needs and wants as well. In this situation, existing management of
Townsend restaurant need develop its products and services according to customer needs and
requirements. However, products which has offered by restaurant are comes under the prime
needs and wants of customers. For example; currently food, clothes and air etc. are prime needs
of customers, in which many customers visit in this restaurant for fulfilling their needs of food
and beverage.
Generally, when organisation will be fully understood the actual needs and wants of
target customer groups in market place then it can simply develop its food and beverage items
accordingly (Nadeak and Tricahyono, 2020). For example; currently most customers in market
place likes eat healthy food items, then this need of target customers will influence to existing

management of Townsend for preparing only healthy food. On the other side, after corona virus
(Covid 19) pandemic, most customers or people in market place has chosen such restaurants
where existing management has followed all guidelines of the government. For example;
recently government of the United Kingdom has announced that only such food and beverage
outlets will be allowed to run their business operations in market place which has properly
planed for dealing with the infection of corona virus.
Currently many customers visit in Townsend restaurant, because present management of
this business is completely ready for dealing with the corona virus pandemic. For example; upper
management is here provided sanitizer facility to it’s all customers and employees. On the other
side, it uses corona kit and electronic thermometer also for checking temperature of customers in
its restaurant area. Nowadays, quality food is another major requirement or need of customers in
market place. In this situation, upper management of company need to produce only quality
products and services to customer. By taking this step, the restaurant will enable to make a loyal
customer base also in market place, because quality products never negatively affect to health
aspects of company (Bateman, Ulusoy and Keillor, 2017). Currently this is very necessary task
to business for deeply understanding needs and wants of target customer groups, because after
taking this step, it can simply develop customer friendly food and beverage items.
P2 Factors that influences and drives customer engagement of various target customer groups
Nowadays there are lots of factors present in the market that can highly influence or drive
to engagement of customers within the service industry of the United Kingdom. In this situation,
top-level management of Townsend also has required to identify as well as analyse overall
factors to effectively target various customers within market according to their engagement and
decision-making. After analysing overall factors, present management of restaurant will simply
know the real demands, requirements and wants of customers or people. There are few key
factors has been mentioned below which has highly affected to engagement of customers in the
service industry.
Quality: This factor highly has affected to engagement of customers. Generally, when the food
& beverage business has offered quality items to customers or people, then this feature of
business has influenced to people for making plan for buying items of food and beverage only
through that business (Kemp and et.al., 2020). In this situation, top-level management at

Townsend need to maintain an effective quality of own various products & services for
positively driving decision-making and engagement of customers.
Economic factor: This is another key in market which has highly affected engagement of
customers in service industry of the UK. This is very meaningful aspect that, not all people come
from the same income background. For example; few people within market place comes from
high income group, few comes medium group and rest few comes from low income of group. In
this situation, economic as well as income factor mostly drive or influence to different customers
within service industry when they have planned to purchase some product. On the basis of
influence of this economic factor, top-level management at Townsend need for making costs of
its food & beverage products very favourable and cheap to all people.
Market trends: Nowadays the healthy dieting concept is effectively trending within service
industry, in which this factor will be influenced to customers to take decision for buying only
healthy beverage & food items within market (Kerns, 2020). This factor can be affect to present
restaurant business as well to develop or prepare only healthy items of beverage and food.
Evaluation
These all are some key factors that highly drives and influences to customer engagement
of various customer groups under the service sector organisation. In this situation, upper
management of Townsend need to take steps towards identifying and analysing those all factors
which can affects to decision making as well engagement of customers. Customer engagement
factors completely determines on-boarding strategies to various target groups of customers in
market place. This is the main reason that, existing management at restaurant need to consider
these all on-boarding strategies for making food and beverage items favourable to customer
groups.
LO2
P3 Customer experience map
The development and creation of customer experience map is very important to upper
management of Townsend restaurant, because after mapping customers in market place, this

business will simply attract many customers in the service industry of the United Kingdom.
There are some productive ways has been mentioned below to business which can contribute in
the creation of customer experience map.
Set Goals: This is the first step to the management of restaurant for creating an effective
customer experience map. In this situation, existing management of restaurant need to set the
goals and objectives behind creating this map. For example; currently the main goal of
Townsend is to provide an excellent experience to customer by providing excellent food and
beverage services (Maechler, Neher and Park, 2016).
Conduct persona research: The management at this service business need to conduct the person
research as well in order to create customer experience map. Basically, this personal research
will enable to business for knowing of behaviours, attitude and interests of customers to provide
better products and services.
The management of business need to conduct the customer decision-making journey
model as well. This is very necessary to restaurant for making its products and services which a
simply influence to customers for taking decisions towards buying only Townsend’s products
and services. An effective model of customer journey has been discussed below to restaurant in
order to improve its levels of customer services.
Customer journey model
According this model, a customer always faces a journey of decision-making before
taking the final decision of company. After analysing this journey, Townsend restaurant can
simply deal with those factors which affects to decision-making of customers. At the end, the
business enable to positively influence to decision-making journey of customers in market after
following the concept of this model.

Figure 1. The consumer decision journey
Source: Quarterly. M. 2009
P4 Customer touch-points throughout the customer experience create business opportunities
This is the very logical thing to the business in market place that, customer tough-points
throughout the customer experience always creates great business opportunities in market place.
Basically, this factor is also completely depending on the customers’ actual needs and wants in
service industry of the United Kingdom. For example; a customer always like to visit in that
restaurant which has provided it an excellent experience in the last visit. In this situation, upper
management of Townsend restaurant has highly required to provide the best experience and
satisfaction to a business in market place (Appelo, 2016). Currently each business is trying to
find out appropriate business opportunities in service industry. For example; currently many of
people gives higher priority to those restaurants in market place which has maintained proper
precautions of corona virus. In this situation, this touch-point of customer has provided business
opportunity to Townsend restaurant for gaining large customer by properly maintaining all
precautions of corona virus pandemic. The management at restaurant should always follow the
opportunities of business in market place for generating excellent revenue per year.
LO3
P5 Involvement of digital technology in managing customer experience
Digital technology is about the utilisation of the information technology tools in
providing the best level of customer experience. Digital technology tool is the fast way to
interact with the customers. This is a one step process to interact with the potential customers
associated with the business. Digital technology provides software’s that can support the

organisation to interact with the customers over a regular basis. Following are the points project
the involvement of the digital technology in managing customer experience.
Fast way to communicate with customers
Digital technology tools are the fast way to interact with the potential customers. Digital
technology has supported the organisations to interact with the potential customers very easily
and conveniently. Digital mediums have allowed the customers and business organisation to
communicate with each other just with few steps even by staying anywhere in the world.
Digitize end to end customer experience
Digital technology and medium could improve the connectivity between organisation and
end to end customers associated with the Townsend Organisation. Digitization could reduce the
total consumption of time in communicating with the end to end customers (Helmy and et.al.,
2019). Townsend Restaurant now gets to easily communicate with the end customers in respect
to the products and services of the restaurant. This could support the sales of the organisation.
Digitize products and services as part of the value ecosystem
Digitize products and services as part of the value ecosystem is also entertained through
digital technology involvement in the customer experience. This could support the Townsend
Restaurant in offering products and services associated with the restaurant to end customers
easily. It could allow the customers to books the products and enjoy the services offer by the
restaurant easily. IIt could restrict the differences between restaurant operations and the end to
end customers.
Create trust mechanise
Digital involvement in customer experience could also improve the trust factor between
restaurant management and customers. This could play a role of bridge which somehow could
enhance the overall value and beliefs between organisation and customers. Trust is an important
element associated with the growth and success of the business (Castro and Custodio, 2016).
Creating trust is among the key advantages digital technology could serve to the organisation in
order to create the customers relationship with the Townsend Restaurant.

Sources enhanced
Digital technology could potentially improve the sources for the organisation to establish
the proper relationship between restaurant and customers. This is become the key source to
interact with the potential level of customers and the end customers of the company. Trust is an
important parameter that allows the organisation to establish the long term loyal customers that
would always use the services offer by restaurant.
The above mentioned points projected the involvement of digital technology in various
ways in order to manage the customer’s relationship.
LO4
Covered in PPT.
CONCLUSION
This report projected different areas associated with the customer relationship in respect
to the organisation. Customers requirements is directly associated with the quality of service
organisation is catering to the customers. Prices is also associated with the part of the customers’
expectations from the business organisation. Factors such as level of service quality, values of
customers organisation serves and different other elements that potentially influence the
customers engagement in respect to the business. Different customers touch points such as prior
period, post period of consuming the services of the restaurant and different other customer
touch points also projected in this project.

REFERENCES
Books & Journals
Appelo, J., 2016. Managing for Happiness: Games, Tools, and Practices to Motivate Any Team.
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Bateman, P. J., Ulusoy, E. and Keillor, B. D., 2017. Managing quality and customer trust in the
e-retailing servicescape. International Journal of Electronic Marketing and
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Castro, M. D. B. and Custodio, E. B., 2016. Managing customer reservations of BulSU hostel
through the development of Online Information and Reservation System. Journal of
Advances in Information Technology Vol. 7(3).
Helmy, Y. M. and et.al., 2019. A conceptual ontological framework for managing the social
business process to enhance customer experience. Knowledge and Process
Management. 50. P.1256.
Kemp, E., and et.al., 2020. I heard it through the grapevine: managing and engaging customers
on the web. Journal of Marketing Theory and Practice. pp.1-16.
Kerns, C. D., 2020. Managing Organizational Culture: A Practice-Oriented
Framework. International Leadership Journal. 12(1).
Maechler, N., Neher, K. and Park, R., 2016. From touchpoints to journeys: Seeing the world as
customers do. Retrieved March. 18. p.2017.
Nadeak, L. and Tricahyono, D., 2020, February. Identifying factors that influence interest using
credit scoring by implementing customer journey mapping. In Understanding Digital
Industry: Proceedings of the Conference on Managing Digital Industry, Technology
and Entrepreneurship (CoMDITE 2019), July 10-11, 2019, Bandung, Indonesia. (p.
154). Routledge.
Polo, Y. and Sese, F. J., 2016. Does the nature of the interaction matter? Understanding customer
channel choice for purchases and communications. Journal of service research. 19(3).
pp.276-290.
Online
Quarterly. M. 2009. The consumer decision journey. [Online]. Available Through: <
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-
consumer-decision-journey#>.