Managing the Customer Experience

MANAGING THE
CUSTOMER EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Mention importance of acknowledging preference, wants and needs of customers in
respect with service industry.......................................................................................................1
P2 Mention varied kind of factors which impacts engagement of clients on various target
customer groups within service sector........................................................................................2
TASK 2............................................................................................................................................3
P3 Formulate a consumer experience map for the chosen organisation.....................................3
P4 Mention how touch points for consumers via customer experience helps in building
opportunities for selected service industry .................................................................................5
TASK 3............................................................................................................................................5
P5 Describe how the digital technology helps in management of customer experience in
service industry involving specific examples of CRM systems .................................................5
TASK 4............................................................................................................................................6
P6 Mention about consumer service strategies in relation with selected service organisation...6
P7 Define the way by which customer service strategies can develop customer experience to
fulfil the demands of business and customers ............................................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience is stated as a term which denotes the comfortableness of customers
while using a service or product. If experience of customers while using a service or product is
good, this assures that an organisation is performing their work in efficient manner. High
experience of customers helps a firm in earning competitive advantage against customers (Ahn,
Back and Barišić, 2019). This report is carried out by considering McDonald's which is a USA
based fast food organisation, established in 1940. This restaurant is headquartered in California,
US and operates their work in global context. This report will mention about the need to identify
the requirements, preference and wants of consumers while using a service. Also, factors which
impacts engagement of clients will be discussed. Also, customer experience map will be
prepared and touch points will be established to serve customers properly. Role of digital
technology, CRMs and customer service strategy is discussed. At last, role of service strategies
in enhancing consumer experience is discussed briefly.
TASK 1
P1 Mention importance of acknowledging preference, wants and needs of customers in respect
with service industry
With advancing technology, requirements and needs of people varies often. Due to which
is became difficult for a company to work without carrying out changes in their organisational
activities. In order to achieve high targets and revenues, a company is needed to satisfy clients in
effective way. Hence, it can be said that to gain expected outcomes in business, a company is
required to acknowledge the needs, wants and preference of customers in proper manner. In
context with McDonald's, workers are required to provide quality service to their clients
according to their need (Bravo, Martinez and Pina, 2019). Customers do not like to compromise
with good quality or health. Hence, McDonald's is needed to offer healthy meals to their
customers by maintaining appropriate quality standards. If customers will not be satisfied, they
will shift their preference towards products of other organisation. In case of McDonald's, below
are mentioned some benefits of identifying wants, requirements and expectations of clients:
 Acknowledging the purchasing practices and behaviours of customers is easier by
identifying their preferable or taste. By this, McDonald's can achieve high revenues and
sales due to which attaining competitive advantage over rivals will became easier.
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