Managing Customer Experience: Understanding Consumer Needs and Influencing Behavior

This report discusses the importance of understanding consumer needs and preferences, factors influencing consumer engagement, and optimizing consumer touch points to influence behavior. It also explores the use of digital technology in managing CRM and evaluates the benefits and drawbacks of CRM systems.

UNIT 2 MANAGING
CUSTOMER EXPERIENCE

Table of Contents
Table of Contents.............................................................................................................................2
INTRODUCTION...........................................................................................................................3
PART 1............................................................................................................................................3
Value and importance of understanding need, want and preference of target consumer group. 3
Exploration of different types of factors which drives and influences consumer engagement. .4
Reviewing customer engagement factors determining the on- boarding strategies....................4
Evaluation of different target consumer groups and their needs and expectation......................5
Creating consumer experience map............................................................................................5
Discussing the consumer touch point..........................................................................................6
Optimising every consumer touch point in order to influence the behaviour of consumer........6
Digital technology in managing CRM........................................................................................7
Critical evaluation of benefits and drawback of the CRM systems............................................7
PART 2............................................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Managing the consumer is the most important thing for the company as if the consumer
will not be managed then this will affect the profitability of the company. The major reason for
this is that the consumers are the most important thing and the whole of the business works on
the basis of the satisfaction of the consumers (Peppers and Rogers, 2016). The present report is
based on The French House is a dining room and restaurant located at the Dean Street Soho in
London. The present report will discuss the importance of understanding the need and want of
the target consumer along with factors which influences the consumer engagement. Further the
discussion will list out the customer journey map and the analysis of the consumer touch- point
in order to create the business opportunities. In addition to this digital technology will be
discussed and how these are used for CRM will be analysed.
PART 1
Value and importance of understanding need, want and preference of target consumer group
For the business to get successful the most essential thing is that the company need to
analyse the need and preferences of the consumers to a great extent. The major reason for this is
that when the company does not involve the current need and practices within the business and
its strategy then this will assist company in developing the better strategies in attracting the
different consumer groups. The major importance for the French House is as follows-
Increasing consumer engagement- this is the major reason for the having importance of
analysing and understanding of the consumer needs. This is majorly because of the reason that
when the consumer needs are analysed then this assist hotel in knowing what the consumer is
requiring. Thus, this help the company in understanding what the person is requiring and this
will result in increase in interest of the consumers.
Diverting consumer attitude and behaviour- this is another major importance as the
French House comes to know about the behaviour which the consumer has towards the
restaurant and the services of the restaurant. Thus, this can only be possible because of the
understanding of the need and demand and preferences of the consumers (Baker, 2016).
Segmentation and target consumer- this is also an important reason for The French House
to conduct the understanding of the target consumers. This is particularly because of the reason

that when the company will analyse the need then only they will come to know that what will be
the major target for the company and how they will attract them.
Exploration of different types of factors which drives and influences consumer engagement
There are many different types of factors and drivers which stimulate or motivate the
people or the consumer in order to have the service or the product (Lemon and Verhoef, 2016).
All these factors motivate the consumer to have the product and services as this will satisfy the
need and demand of the consumers. Thus, for this the major factors which must be kept in mind
by The French House are as follows-
 Personal factors- these are the factors which motivates the person to go to the place and
consume the product and services of the French House. This is particularly because of the
reason that these are the factors which involves the personal thinking and the beliefs of
the person.
 Social factor- these are also some of the factor which motivates or drives the person to go
to the place and consume the food and services. This involves the views of different
people who have already experienced the food and services of the French House.
 Cultural factor- this involves the trends in the culture and the values which are involved
in the culture of the society. All these factors also motivate the consumer to go to the
place and have the food and this either motivates or drives the intention of the consumer
to go to French House.
Reviewing customer engagement factors determining the on- boarding strategies
With respect to the above different types of consumer engagement strategies it is clear
that the use of consumer need analysis and understanding the requirement of the business it is
essential for the French house in order to manage and attract the consumer towards the company.
Thus, for this it is very important for The French House in order to make the use of the major
five on- boarding strategy which are as follows-
Ask questions- this is the major strategy of engaging consumer as if the company will
continuously ask questions to the consumer then they will come to know about the major
requirement or the changes which the company has to adapt and which the company is facing
issues (Shukla and Pattnaik, 2019).

Uncover challenges- this is another major on- boarding strategy through which The
French House will be able to manage the uncover the challenges which the company is facing in
order to manage the work of the company and to meet the needs of the consumers.
Knowing your consumer- this is also an important strategy for the company in order to
engage the consumers. This is majorly because of the reason that when the company will know
the consumer then only the company will be in position to cater to the needs of the consumers
(Goodman, 2019).
Establish long term goals- this is also an important on- boarding strategy as this will
provide an idea that how the company has to plan the deals of the company in order to gain a
long term success for the company.
Ensure smooth sales handoff- this is also an important strategy in managing on- boarding
and this will assist the company in increasing the sales of the company. This is particularly
because of the reason that when the sales of the company will be effective then this will motivate
the consumers to come to the place and this will attract and increase the sales of the company.
Evaluation of different target consumer groups and their needs and expectation
With the analysis of the above discussion it is clear that the consumer and their need
analysis is very important. This is particularly because of the reason that when the company will
not target any specific consumer group then this will not provide for a specific idea to the
company that on which group they have to focus. Thus, for this the major group of consumer for
the French House are as follows-
Young people- this is the major group or target as the young people are more attracted
towards the fast food culture and this attracts the majority of the young people.
Businessmen- this is another major type of group which is the major target for the French
House in order to increase the sales of the company. the major reason for this is that the
businesses have to organize for the meeting and for this they can have access to the French
House.
Creating consumer experience map
The customer journey map is a type of visual representation of the different process
which the consumer or he potential consumer are attracted in order to attain the goal of the
company (Hedonists, 2020). This consumer journey assists the company in indentifying the
requirement of the consumer and tries to provide the consumer what they are requiring of the

company. Thus, the major steps which the French House makes in order to make the consumer
journey map involves the following stages-
 The first stage of consumer experience map is to set the target for the consumer and this will
provide a good idea about which group to majorly focus on the need of the consumers.
 In the second stage the company will create a buyer persona that is the details of the
consumer that what is their requirement and need from the business.
 In the next stage the company will identify the differ types of motivation which will attract
the consumer in order to get the product and services of the company.
 Further in the next stage the company will list out the major touch points which will attract
the consumers in entering the restaurant and catering to the need of the consumers.
 In the end the company will provide the product and services of the company to the
consumer in the same manner as intended by the consumers.
Discussing the consumer touch point
The consumer touch points are defined as the point of the company or the features related
with the brand which directly attracts the consumer in order from start till finish. Thus, for this
reason it is very important for The French House to analyse the touch points which will
immensely attract the consumer with a single time and this will result in increase in the income
and sales of the hotel to a great extent. The major touch point for The French House is the
ambiance or the environment of the hotel. The major reason for this is that if the environment of
the hotel will not be good then this will have a direct impact over the working and operations of
the company (Bueno and et,al., 2019). The major reason for this is that if the environment of the
company will not be good then this will have an impact over the need of the consumers. In
addition to this another major touch point for the French House in attracting the consumer is the
quality of the goods and services being provided to the consumers. This is majorly because of the
reason that if the quality of the goods and services will not be good then this will have a negative
impact over the working of the company.
Optimising every consumer touch point in order to influence the behaviour of consumer
For the effective attraction of the consumer for the hotel the most essential thing is to
have an effective usage of the customer journey map (Situmorang, Rini and Muda, 2017). This is
majorly because of the reason that when the company will make the use of the customer journey
map then this will attract a majority of the consumer and this in turn will increase the sales and

revenue of the company (McColl-Kennedy and et.al., 2019). In addition to this, these different
types of touch points assist the company in attracting and diverting the mind and thinking of the
company in favour of the company and this will make the consumer feel happy when they come
to the hotel and all their need will be satisfied.
Digital technology in managing CRM
The CRM that is Customer Relationship Management is a concept which focuses majorly
on the management and maintenance of the good and effective relation with the consumers. This
is very important for the hotel French House in order to manage the work in effective and
efficient manner. Thus, for this there are also different types of technologies which are assistive
by the French House in order to manage the good and effective relation with the consumers.
These technologies are as follows-
 Social networking- this is the most common and effective technology which is being used in
the management of good relation with the consumers. Under this the company tries to
communicate with the consumer with help of the social media and other platforms and try to
motivate and attract the consumers to come to the place.
 Speech application- this is another major type of technology which is being sued by the
French house in order to manage the good relation with the consumers. Under this
technology the company tries to connect with the consumer and provide the different types
of services to the consumers.
 E-mails- this is also an important technology which assist the French House in order to
manage and maintain good relation with the endless consumers. This is majorly because of
the reason that when the company effectively and timely drop mail to the consumers then
this will assist the consumer in remembering the offers which are being provided by the
company.
Critical evaluation of benefits and drawback of the CRM systems
Further from the above discussion it is clear that the use of the different types of CRM
system is very assistive for the company in order to manage and attract the consumer towards the
product and services of company (Dirsehan, ed., 2020). Thus, for this the use of technology in
CRM is very helpful and important. Thus, this involves both some of the advantages and some
disadvantages which the company faces because of the use of the technology in the CRM

system. The major benefit and drawbacks enjoyed by the company the French House is
discussed in the following points connected below-
Advantages
 The major benefit of using the CRM system by the French House is that this integrates
each and everything relating to the consumer at a single place. Thus, this assists the
company to have all the records of the consumer at a single place.
 Another major benefit of using the CRM system is that when the company makes the use
of effective CRM system then this assist company to have access to the remote data as
well. Thus, because of this the company has a record data of so much past consumer and
this assist company in many times (8 advantages and disadvantages of using customer
relationship management software, 2019).
Drawbacks
 On the other side the major drawback of using the CRM system is that this is a costly
method as a lot of money or the cost is being involved in the set up and sunning of the
CRM software and other system.
 In addition to this another major types of drawback of the use of CRM software and
system is that this also requires a lot of training to be provided to the employees who are
working over the system. This is majorly because of the reason that this involves a lot of
different types of technical process and terms and this involves a lot of issues and training
for the employees.
PART 2
Incorporated in PPT
CONCLUSION
In the end it is concluded that the consumer is an integral part of the company and
without this the company cannot survive and cannot have any profitability. Thus, for this the
most essential thing is to keep the consumer of the company happy and satisfied. From the above
study it was clear that the use of CRM software and system is important like the social
networking and other in order to stay connected with the consumer. Further it was also analysed
the use of customer journey map is also very essential and the touch points like environment and
others.

REFERENCES
Books and Journals
Baker, M.A., 2016. Managing customer experiences in hotel chains. The Routledge handbook of
hotel chain management, pp.240-250.
Bueno, E.V., and et,al., 2019. Measuring customer experience in service: A systematic review.
The Service Industries Journal, 39(11-12), pp.779-798.
Dirsehan, T. ed., 2020. Managing Customer Experiences in an Omnichannel World: Melody of
Online and Offline Environments in the Customer Journey. Emerald Group Publishing.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Hedonists, I., 2020. Managing Customer Experiences in an Omnichannel World: Melody of
Online and Offline Environments in the Customer Journey. optimization, 213, p.223.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), pp.69-96.
McColl-Kennedy, J.R., and et.al., 2019. Gaining customer experience insights that matter.
Journal of Service Research, 22(1), pp.8-26.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Shukla, M.K. and Pattnaik, P.N., 2019. Managing customer relations in a modern business
environment: Towards an ecosystem-based sustainable CRM model. Journal of
Relationship Marketing, 18(1), pp.17-33.
Situmorang, S.H., Rini, E.S. and Muda, I., 2017. Customer experience, net emotional value and
net promoter score on muslim middle class women in medan. International Journal of
Economic Research, 14(20), pp.269-283.
Online
8 advantages and disadvantages of using customer relationship management software. 2019.
[Online]. Available through: < https://infinigeek.com/8-advantages-disadvantages-
using-customer-relationship-management-software/>