Managing the Customer Experience

Managing the Customer
Experience

INTRODUCTION
Customer experience is the aspect that represents the value they derived from the use of
services and products of an organisation. Positive experience depicts higher amount of value.
The management of this experience has positive contribution behind the success of any
organisation in market along with attraction of new potential customers. To improve this
experience required to focus over three aspects such as touch-points, customer journey and
environment (Customer Service, 2018). The current report is based upon Sultan restaurant. This
restaurant has their main operations in London and provides different kind of cuisines.
This report covers about the significance of knowing needs & wants, various factors that
influence on customer engagement of various target groups of customer, formulation of
consumer experience map as well as contribution of different touchpoints of customer
throughout the customer experience in creation of an enterprise opportunities. Also, covers about
the use of CRM systems in building customer experience and different customer service
strategies along with their contribution in developing customer experience.
TASK 1
P1
It is the duty of an organisation to divide the market on the basis of different attributes.
The common one used generally to bifurcate the market is consumer. This is the reason that
organisations are required to analyse the needs, wants and preferences of consumers for the
purpose of providing better experience and attainment of organisational objectives. This will
have huge assistance in ascertainment of strategic decisions for the personnels of an organisation
which they have to adhere for completion of their own individual task (Bilgihan, Kandampully
and Zhang, 2016). The needs, wants and preferences of consumers are directly based upon their
willingness, requirement and ability. These factors are based upon the determinants like
demographics, income and socio-cultural. Study of these three determinants help in
determination of needs and wants of consumers along with the integration of factors like
willingness, requirement and ability to procure the same. This improves the marketing activities
along with that aid in reduction of problems associated with this aspect. It helps the management
of an organisation regarding the bifurcation of goods and services on the basis of their capability
to fulfil the need or want of consumers to derive out maximum output from the performance of
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