Managing Customer Experience

Managing Customer
Experience

INTRODUCTION
Customer experience refers to the phrase help to evaluate or describe the relationship of
customers has with company and its products. In this, it is important for CRM to effectively
understand the customer experience as it support company in improving their performance level
at market place. Mainly, the experience is reflects how the customers feel towards the company
and its offerings. With the help of positive customer experience, company cam improve their
loyalty as it contributes in making overall performance of firm is more competitive (Alexander,
2013). Current report is focused on JRC, is a global buffet restaurant operate their business in
over the world with the aim of providing positive customers experience. The main purpose of
this restaurant is to improve their customers base so that they can enhance their growth level and
also attain success at market place. Report is discussed about need and expectation of market
segment and along with factors that influence engagement of target customers. Along with this,
digital technologies is also support in creating customers relationship management is also
discussed in this report.
TASK 1
P1
It is crucial for company to target their customers to provide their services. In this, firm
divide market on the basis of target customers as it can be effective in improving their positive
experience. Thus, company is also responsible for understanding need and wants of the
customers in order to improve their loyalty towards the offering of business. Mainly, customers
needs, wants and their preferences are interrelated as it is based on their income level,
demographic factors and social culture aspects. All these are directly affect the customers
experience and their buying behaviour towards the products and services as well. In market
place, every customers have their different taste and need. Due to this, JRC Global buffet is
responsible for understanding their actual taste and preferences towards the products. By this,
they can easily create positive customers experience and at the same time also make them
satisfied (Ariffin and Maghzi, 2012). This will directly contributes in enhancing the overall
performance and make competitive image of company at market place. In this regards, there are
some elements of target customers which is divided by JRC to provide them best services:
Target customers along with their needs, wants and preferences:
1

Business class customers: These type of customers wants Wi-Fi services, meeting
rooms, proper space for dinner and so on. All these type of needs are required by business people
who visit restaurant for their official purpose (Blázquez, 2014). As it help in improving their
positive experience towards the company and its services as well.
College going students: Company also focus on youngest people in which they target
college going people who always wants to eat food, drinks and spent their time. In this, they
always ask for Wi-Fi connection, space to doing their work or enjoying parties. With the help of
this they can easily satisfy their needs and wants in order to improve their positive experience.
Health conscious customers: These type of customers always prefer to eat healthy food
like fruits, vegetable and healthy dishes. In this, JRC provide them services as per their needs in
order to make them satisfied. With the assistance of this company improve their customer base
and competitive image as well.
P2
In competitive market place, every business organisation wants to improve customers
experience by providing them best quality products as per their needs and wants. This can be
effective for company in sustaining at market place for log duration of time frame. In this
regards, improving customers experience is effective for company through which they can make
them loyal towards the company and tits services. This will contributes in managing customers
relationship that support in establishing positive and competitive image of restaurant at market
place. In context of JRC restaurant, manager focus on engaging customers by giving better
services according to their requirement that support them in gaining loyalty of guest. In context
of this, there are some effective ways that used by company to engaging more sand more
customers towards the brand. As it positively impact on restaurant and its also develop its
competitive image. These ways are as follows:
Take regular feedback from customers: It is an important way by which manager of
JRC restaurant can improve customers base. By taking continuous feedbacks, company can
easily encourage customers engagement towards its offerings (Harris and Daunt, 2013). With the
help of this, restaurant can provide satisfaction that help in making them loyal and also retain for
long period of time. With the help of feedback, restaurant can understand the customer
experience that help them in improving the overall process of providing services.
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