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 and drives customer engagement of various target customer groups4
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. Increased level of market
competition also opposes the management to take the best level of business decision-making.
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 will also discuss importance of understanding needs and
preferences of target customer groups which further comprises factors create impact over
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