Managing Customer Experience

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