Managing Customer Experience

This report focuses on managing customer experience at The French House, a restaurant in London. It discusses the value of understanding customer needs, wants, and preferences, as well as the factors that drive and influence customer engagement. The report also explores the use of digital technology, such as CRM systems, in managing the customer experience. Additionally, it examines customer service strategies and their impact on client satisfaction.

Managing Customer Experience
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Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Explain value and importance of understanding the needs, wants and preferences of target
customer group of “The French House”......................................................................................3
P2 identified the different factors that drive and influence customer engagement of different
target customer groups within “The French House”...................................................................4
LO2..................................................................................................................................................6
P3 Create a customer experience map for “The French House”.................................................6
Table: 1........................................................................................................................................8
P4 Discuss about the customer touch points throughout the customer experience create
business opportunities for “The French House”..........................................................................9
LO3................................................................................................................................................10
P5 Describe that how digital technology employed in managing the customer experience with
“The French House”, providing the example of CRM systems................................................10
LO4................................................................................................................................................13
P6 Discuss about the customer service strategies in “The French House”................................13
P7 How customer service strategies create or develop experience in a way that meet the need
of client and business standards.................................................................................................14
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
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INTRODUCTION
Customer experience management is based on the concept that describe how enterprise takes
control and interact with existing consumers. Typically, each and every group in organization
will build as customer interaction from its own perspectives. This report is mainly focused on
“The French house” that offers a warm welcome to family, friends and other newcomers. In
order to provide the best quality of food, beverage services of existing consumers. This
documentation will discuss about the importance of understanding needs, want and preferences
of customers. It will describe about the various factors that drive or influence customer
engagement. This documentation will discuss about the digital technology employed in
managing and controlling customer experience. Furthermore, this report will identify customer
service strategies that will create more opportunities for restaurant in London.
LO1
P1 Explain value and importance of understanding the needs, wants and preferences of target
customer group of “The French House”
There are different ways to identify the value, importance of needs, and preference of targeted
customer group in “The French House” restaurant.
Target Markets
Market segmentation, audience segmentation is defined as practice of dividing potential
customers into sub groups based on their characteristics and preferences. “The French House”
can use marketing content that help for create or develop an effective cost marketing strategies
(Baker, 2016). The segmentation of target audience on the basis of behavioural, demographic
and psychological ways. These are considered the different categories that applicable within
“The French House” restaurant.
Basically, “The French house” restaurant is mainly targeting Younger than 45 who are
always attracting towards restaurants services. Most of young generation people will spend a lot
of time in “The French House” with their friends, colleagues and so on. In this way, The French
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House restaurant has been targeted the audience of young people whose age below 45 and
include both female and male.
Customer behaviours and attitudes
It is becoming increasingly important to meet the expectations and needs of client
through “The French House” restaurant. The service quality of restaurant should be maintained
by manager and helps enterprise satisfy their potential customers and turn gain their loyalty.
In restaurant, targeted customers have shown positive behaviour, attitudes towards menu
offering and also impact their satisfaction (Becker and Jaakkola, 2020). With reference to quick
service restaurants, A quick meal pace suit the manager as decrease wait time. In this way, it can
easily build customer loyalty or trust towards “The French House” Restaurant. On the other
hand, targeted audience can recognise brand by taking services of restaurant again and again.
Engagement Factors
In “The French House”, customer care manager should consider different engagement
strategies such as create useful content, provide value, Humanize brand image, using social
media platform and personalise interactions. There are considered as important engagement
strategies or factors that help for manager to establish a strong coordination with targeted
audience by “The French House”.
P2 identified the different factors that drive and influence customer engagement of different
target customer groups within “The French House”
Customer engagement is based on the process or method that help for establishing an
emotional connection between target customer and brand. It is highly engaged with clients buy
more, demonstrate with loyalty. This type of process is providing high quality customer
experience, which become important for “The French House” to handle certain needs, demand of
target customer group in marketplace.
On boarding and Post-boarding strategies for customer engagement
On boarding strategy is that involve manager helping other staff members upskill to keep
evolving in their present role and preparing them future restaurant development. Within “The
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French House”, manager should consider onboarding strategies to retain target customers.
Basically, manager can set up appropriate goals after discussion with entire success team.
Afterwards, it would be building the right adopting program which help for improving overall
business activities. This will help for manager to find out the specific demand of client and then
providing service according to them. Onboarding strategy is based on the gathered or collected
data through Research & development.
On the other hand, Postboarding strategy can be implemented by Manager on the basis of
past customer experience. Usually, it can interact or coordinate with client through social media
platform, identifying their experience regarding product as well as services (Goodman, 2019). In
French House, customer care manager is always focused on the demand of target customer and
then make an effective plan to fulfil their expectation level and satisfy with services.
Additionally, there are different factors that drive and influence customer engagement
such as Compelling offers, Competitive price and accessibility.
The French house will attract their target audience with compelling offers, discount,
flexibility and reliability. In this way, it can easily influence potential consumers while building
as strong customer engagement with brand. It is useful for restaurant to create or develop strong
loyalty and trust. In order to increase the demand of restaurant in global marketplace. Moreover,
Restaurant will adopt pricing strategy to reduce cost of particular product or service while
attracting more and more consumers. Competitive price is consider as important factor that drive
or influence customer towards “restaurant”.
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LO2
P3 Create a customer experience map for “The French House”
A customer journey map is based on the visual representation of every interaction that potential
customers encounter with “The French House”. It is illustrated representation of target customer
expectations, experience which reflects on the interaction with restaurant (Ng Sweeney and
Plewa, 2019).
Customer Needs Get ideas
about the
things to do
in Restaurant
Finding the
discount,
offers and
authentic
place to eat
Booking a
reservation on
table (Weber
and
Chatzopoulos,
2019).
Having great
dining
experience
Re-live the
experience
Feeling Excited
Potential
consumer
Invigorated
by research
and
Consumer
stressed out
because he
As looking
forwards to
experience of
Due to
positive
experience,
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has already
paid for the
advance
booking. In
order to save
on
restaurants.
Potential
client willing
to pay for an
authentic
French house
experience
development.
Target
consumer is
a bit
overwhelmed
by options.
Sometimes,
feeling
anxious that
select or
choose
appropriate
price.
was never
booked table
before. It also
concerned
about the
language
because
sometimes, it
is difficult for
understanding
French
language.
client. High
expectations,
considering
both positive
as well as
negative
reviews.
In rare case,
some trouble
identifying in
direction
because of
restaurant
within
streets.
targeted
customers
are willing
to come
back, if
anything
new is added
to menu next
time.
Most important
content
Restaurant
listing,
mentions all
facilities and
services of
restaurant.
Also
considering
target ads on
the internet.
Using
interactive
content that
attracts more
and more
potential
consumers. It
would help
for maintain
authenticity
of
restaurant’s.
Select an
alternative
options to
engage with
manager such
as What Sapp,
online
reservation.
Mobile
application
has been
addressed
display full
information
about the
menus.
Afterwards,
staff
members and
client have
Customer
can share
experience
on restaurant
site.
Furthermore,
restaurant
can update
new
information
and posted
on
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Shown as
better
reviews than
competition.
been
discussed
about the
food,
beverage
facilities.
Facebook.
Giving
discounts for
return
visitors who
have
reviewed
place.
Table: 1
Touch Point
 Restaurant Pamphlet
 Facebook ads
 Speaking with concierge
 Making online reservation
 Map from pamphlet
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P4 Discuss about the customer touch points throughout the customer experience create business
opportunities for “The French House”
A customer touch point is based on the interaction between restaurant and customer. It
includes different interaction before, during and after a client purchases something from “The
French Restaurants”
Basically, a customer touch point happens through personal interactions and other
marketing channels. It may be direct where manger control experience of audience. It could
develop as indirect way to control overall experience of client (Weber and Chatzopoulos, 2019).
Initially, Manager will create as touch point mapping and act of outlining each interaction with
consumer might have with brand. This process is completely looks at each and every steps of
consumer journey, identifying the places where client come in contact with experience of brand.
Identify every customer touch point
When potential consumer visiting “The French House” so that they can different medium
to establish interaction with restaurant, considering all review of other client on the basis of their
experience. It involve website, reviews, on-hold messaging, digital menu board, advertisement
and promotion of services (Weber and Chatzopoulos, 2019). This type of touch point will help
for consumers to identify the best quality of food and beverage services.
Once the French restaurant identify possible target consumer touch point, next step is
working to improve interaction. Manager is focused on the brand experiences and easily
understand specific needs, demand and so on.
Social Media channel: it is one of the most common touch point for customer regarding
experience of restaurant services. This type of platform can be used by both The French house
and their potential consumers. Through this, restaurant’s manager can utilise the better customer
experience while increasing opportunities for business growth and development.
On the other hand, it also useful for client to determine information about the best quality of
food and beverage service. Many clients are influencing with other experience of client and try to
visit in “The French House”.
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LO3
P5 Describe that how digital technology employed in managing the customer experience with
“The French House”, providing the example of CRM systems.
Digital technology is defined as electronic tools, platform, devices and other resources that
generate, store or process data (Pol, Galetzka and Pruyn, 2020). The best example of digital
technology such as Social media, online multimedia channels.
Although digital transformation has potential to impact virtually every aspect of
restaurant business, directly impact on customer experience.
Customer Relationship Management (CSR) System
Customer relationship management is based on modern technology for managing all
enterprise relationship, interaction with potential consumers (Witell and et.al., 2020). The
primary goal of The French House is to establish a strong coordination with other clients. In
order to improve the productivity as well as profitability in global marketplace.
Advantage
 Increase customer revenue
 Enhancing the effective cross and up selling of products
 Building an effective communication
 Maintain loyalty and trust with customers.
Disadvantage
 Lack of leadership
 Poor business culture or environment
Different types of CRM systems:
 Operational CRM: this type of operational CRM system refers to the services that allows
for restaurant to take good care of their potential consumers. Main aspect of operational
CRM provides support for different enterprise processes including service, sales and
marketing (Pol, Galetzka and Pruyn, 2020). In The French House, Manager can use this
CRM system to resolve their issues regarding service price or cost. Moreover, High-tech
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expertise can provide the access to all information or data about existing client.
Operational CRM system will clearly view of needs, preferences and demand of
consumers.
 Analytical CRM: Manager of French house restaurant can use analytical CRM to provide
insights and intelligence to help enterprise operate effectively. When used for marketing
and sales, manager help for analyse data from different sources such as social media and
other online platform or tool.
These are considered the important part of customer relationship management system that
support for gathering preference of customers regarding restaurant services. The French house
will gain more opportunities in context of growth and development.
On-line Customer experiences
Each and every guest experience is unique. Even though a service looks like same to
everyone but overall experience at “The French house”. Basically, this type of restaurant provide
the intangible services which likely each guest will define experience in dissimilar ways (Zaki
and Neely, 2019). Online customer experience is depending on the current service of restaurant.
Customer interaction between different touch point both functionally as well as
emotionally. In order to give better experience of existing consumers. Online customer
experience is key factors in total service brand of “The French House” restaurant.
Manager of The French house interact with current and potential customers through
social media network, website, smart phone applications. These are considered as digital
marketing channels and used by restaurant. In this way, it help for establishing a strong
relationship with consumers. Enterprise can update content on website in order to exchange the
information regarding transaction, payment, sales and directly impact on the restaurant. It help
for increasing overall business profitability.
Social Media
Social media platform have changed the face of French house restaurant in context of
marketing. It is useful for promoting the various food and beverage services to potential
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consumers. The primary use of social media platform to build brand awareness, display ads and
in turn, increase their revenue.
Social media marketing is great way of reaching out the customer with less investment.
Besides, creating a loyalty and trust among target consumers towards The French house.
LO4
P6 Discuss about the customer service strategies in “The French House”
Customer Experience Management (CEM)
Customer experience management is collect of processes or methods a French house uses
to track, oversee and organize every interaction between consumers and organization throughout
the customer lifecycle (Zaki and Neely, 2019). In CEM, customer experience with restaurant
contributes to perception, sales of consumers. It can be examined in both positive as well as
negative manner.
Customer Service strategies
A customer service strategy is defined as plan or procedure to handle customer
interactions. It provide the better consistent client experience throughout journey of client. This
will help for manager to establish loyalty or trust among consumers (Bhattacharya and
Srivastava, 2020). Nowadays, consumers are demanding nothing less than perfections. When
developing an effective as well as cohesive customer strategies and impact on the satisfaction or
engagement with clients.
In additional, there are some commonly used customer service strategy as following:
Seek customer Feedback-
To provide the best quality of customer service, manager need to understand the specific
preference of client, experiences. It ensure that customers multiple way to share their feedback
through email, website and so on. Afterwards, The French House can also establish a compliant
system that enable for clients to arise their issues or problems.
Strengthen customer service team-
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Improving the customer service begin with creating a strong customer service team. In
French house restaurant, Each and every staff members are trained with highly communication
skills to identify the need or requirement of client. Through this skill, manager help for
developing a strong customer service team to resolve issue or queries of existing client.
Use CRM platforms-
In “The French house”, Manager can struggle to establish effective coordination among
different team, which often increase the customer dissatisfaction. To overcome the customer
queries, manager can streamline their workforce processes by using CRM. This will help for
providing useful insight about the customer needs, personalized experience. In order to improve
the interaction, engagement, helping to build long term customer relationships.
P7 How customer service strategies create or develop experience in a way that meet the need of
client and business standards
The purpose of customer experience management strategies are optimizing the interaction from
customer’s perspective and as a result, improve customer loyalty or trust. Basically, consumer
experience may not only include interactions through various traditional channels, marketing
technologies such as social media.
As per analysis touch point such as email, messages, social media platform and other
distributed channel like website. In The French House, manager is always encouraging the
customer experiences and influencing towards brand value or image (Zaki and Neely, 2019).
This can be achieved by touch point analysis, when potential consumers can assume social
media, Facebook and website in order to find accurate information or data about the particular
product as well as services.
Customer service strategies can be developed or create on the basis of customer
experience, identifying the different way to meet expectation or satisfaction level of client in
proper manner. There are different stages of customer experience strategy as following:
Assessing market needs
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A market opportunity assessment is based on the process of synthesising research and
client data to determine opportunities for growth and development in restaurant enterprises. The
French house can formulate actionable strategy to realise particular growth of restaurant. It is
consider as initial stage of customer experience strategy for gathering or collecting a lot of
information regarding positive and negative experience of customers.
Experience mapping
An experience map is based on tool or platform that help for existing consumers
understand their experience related product as well as service. In The French house, manager can
use this stage of customer experience strategy while showing customers think, feel and behave at
each stage of their journey. It is becoming the powerful way to help “restaurant” prioritise what’s
important to their business and customers.
In the French house, manager can use as Customer Journey Mapping that help to record,
plot and analyse the interactions. It is mainly covered every interaction from initial contact to
post sale follow-up.
Identify and designing brand experience
Brand experience design is the way of designing products and features with more brand
conscious approach. It is clearly understanding to integrate with marketing into product
experiences without getting in way of users. In the French House, manager have typically
experience in both building digital items while promoting the customer experience, increasing
overall business profitability as well as productivity in global marketplace.
Structuring touch point to measure or evaluate
The French House often use as customer experience “touch point” when conducting
discussion on the interaction with client. For Example- touch point include website visits, Face to
Face interactions, and contact with customer service representative (Zaki and Neely, 2019).
Through this touch point, manager can use touch points to measure its effectiveness of customer
experience. Make an effective list of every possible interaction between brand and consumers.
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Furthermore, Touch point can impact on the overall business profitability and prevent
them from building a strong relationship with consumers.
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CONCLUSION
From above discussion, it has concluded that Customer experience management plays
important role in organization that help for identifying the specific need or requirements of
existing consumers. In this report, it has summarised about the importance of understanding
needs, want and preferences of customers. It can be identified the various factors that always
supports for influencing the customer engagement. While adopting the modern digital
technology which employed in managing and controlling customer experience. Furthermore, this
report has described about the significance of digital technology that can utilise overall business
operation and functions. However, identifying the most suitable customer service strategies
which help for implementing by The French House” in order to gain more opportunities in
context of growth/ development and competitive advantage.
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REFERENCES
Book and Journals
Baker, M.A., 2016. Managing customer experiences in hotel chains. The Routledge handbook of
hotel chain management. pp.240-250.
Becker, L. and Jaakkola, E., 2020. Customer experience: fundamental premises and implications
for research. Journal of the Academy of Marketing Science. pp.1-19.
Bhattacharya, A. and Srivastava, M., 2020. A Framework of Online Customer Experience: An
Indian Perspective: An Indian Perspective. Global Business Review. 21(3). pp.800-817.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Ng, S.C., Sweeney, J.C. and Plewa, C., 2019. Managing customer resource endowments and
deficiencies for value cocreation: complex relational services. Journal of Service
Research. 22(2). pp.156-172.
Pol, H., Galetzka, M. and Pruyn, A., 2020. New Perspectives on Customer Relationships: How
Relational Models Influence Customer Experience and How They Are Activated. Journal
of relationship marketing. 19(1). pp.29-51.
Weber, M. and Chatzopoulos, C.G., 2019. Digital customer experience: the risk of ignoring the
non-digital experience. Int. J. Ind. Eng. Manag. 10(3). pp.201-210.
Witell, L. and et.al., 2020. Characterizing customer experience management in business
markets. Journal of Business Research. 116. pp.420-430.
Zaki, M. and Neely, A., 2019. Customer experience analytics: dynamic customer-centric model.
In Handbook of Service Science, Volume II (pp. 207-233). Springer, Cham.
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