Comprehensive Customer Experience Management Report: Amrutha Lounge

This report provides a detailed analysis of customer experience management strategies, using Amrutha Lounge, a vegan restaurant in London, as a case study. The report begins by defining the value and importance of understanding customer needs, preferences, and wants, highlighting how Amrutha Lounge targets its audience. It then explores various factors influencing customer engagement, including privacy concerns, unanswered questions, and technology issues, and examines how these factors impact customer on-boarding strategies. The report evaluates customer needs based on price, choice, quality, and convenience, and presents a customer experience map, outlining touchpoints at each stage. It also analyzes how digital technologies are employed in managing customer experience and evaluates the benefits and disadvantages of CRM systems. Furthermore, the report discusses customer service strategies, how they shape customer experiences, and provides recommendations for creating an exemplary customer experience. The report concludes with a summary of key findings and recommendations for improving customer service and satisfaction.

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
1:Describe value and importance of needs, preferences and wants of target people..................1
2:Various factors that drive and influence engagement of customer..........................................2
3:Different customer engagement factors and how affect customer on-boarding strategies......2
4:Evaluation of broad range of various targeted customer group's needs...................................3
5:Customer experience map........................................................................................................4
6:Customer touch points at each stage of customer experience..................................................5
7:Detailed customer experience map..........................................................................................5
8:Analyse how it can optimize every of consumer touch points to encourage responses,
actions and behaviour..................................................................................................................6
9:Focussing on digital technologies and how employed in managing consumer experience ....7
10:How digital technologies are assist in CRM system changing to acquire and retaining
customers.....................................................................................................................................7
TASK 2............................................................................................................................................7
1:Customer service strategies......................................................................................................7
2:How consumer strategies create and develop experience of customer....................................8
3:Recommendation on customer service strategies and how these create an exemplar
experience of consumer...............................................................................................................8
4:Valid recommendation for improvement explaining how these might develop a quality
centric experience of customer....................................................................................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer Experience management defines practices of framing and reacting consumer
interactions to full fill their expectations and needs, leading a higher consumer satisfaction,
advocacy and loyalty. It is also customer interaction management via every digital or physical
touch point in terms to deliver experiences those are personalized that drive a loyalty towards
brand and generate maximum revenue. Below report based on Amrutha Lounge, this restaurant
and based in Earlsfield, London in United Kingdom. Arvin Suntaramoophy and Shyam Kotecha
both are brain child school friends in London and intially they started their foo business with
Food truck in 2014 after they shifted towards Restaurant. Their main motive is to offer food
based on 100% Vegan only. They have fair cost policy and best quality of food, Beverages and
services. Below report includes explanation of importance or value of knowing needs or
preferences of targeted group, Different factors that drive and encourage engagement of
customer (Barari and Furrer, 2018) . Various consumer engagement concepts or impact upon
consumer on boarding strategies. Evaluation of broad range of various target customer group,
map of customer experience, consumer touch point at each step of consumer experience, detailed
customer experience map, examine how it can optimize every consumer touch point to influence
behaviour, actions and responses. How digital technologies are amployed in managing
experience of customer and Critical evaluation of benefits and disadvantages of CRM. In part B;
Customer services strategies, customer services strategies make or develop experience of
customer, application of customer services strategies or how they create exemplar consumer
experience and evaluation of delivery of consumer services strategies or communication.
MAIN BODY
TASK 1
1:Describe value and importance of needs, preferences and wants of target people
In terms of Amrutha Lounge, understanding needs and wants of target people is must
for restaurant. Values and importance are; build a awareness about brand and loyalty among
people (Bravo, Martinez and Pina, 2019). It is important to know about their needs and
preferences of target group to create more values in market. Targeting people's needs and wants
assist in expand their market and provide higher customer satisfaction to retain them. Also helps
in providing best quality base food and services at affordable price as compare to competitors.
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This restaurant effectively full fill needs and preferences of targeted group. They mostly target
vegetarian group who are focused about their wants and preferences. In London many people
love to eat vegan food and restaurant meet their wants and taste. Restaurant make vegan food in
different variety with tasty ingredients to provide satisfaction of consumers. For specified
category of food, it is important to target potential audiences who like vegan food (Bueno,
Weber, Bomfim and Kato, 2019). Offer best vegan food with best taste factor enhance their
business day by day in London that is why they shifted from food truck to restaurant.
Understanding target group's needs and wants provide more growth in right direction and build a
good image in market.
2:Various factors that drive and influence engagement of customer
There are different factors that are influence and drive customer engagement;
 People are more concerned about their privacy on digital application and other platforms.
It is important to ensure them about their information and data to keep private and make
some effective strategies and adopt some software to keep data safe of customers. It
assist in better engagement of customer.
 Unanswered questions can impact on customer engagement in negative manner and it is
essential to answer their all questions and quires through offline and online mode both for
build a strong relationship and reach more people. Now days online mode is more
popular among customers and users also prefer online channels and applications to ask or
raise any quires related to business activities.
 Technology issues, some times customers are face technology issues while ordering their
food and beverages. Due to technology issues people switch restaurant and they order
food from other place (Godovykh and Tasci, 2020). To retain them and provide quality
services, restaurant needs effective network and software for own application and other
platforms where they serve their services or foods. Amrutha Lounge have good
application and website with attractive content to to attract more people and meet their
preferences and needs.
3:Different customer engagement factors and how affect customer on-boarding strategies
There are some consumer engagement factors that are impact on boarding strategies in
various terms, explained below as;
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 Technology issue can impact upon on- boarding strategies in negative way because if
customers have issues while using restaurant's website and application than it shows a
negative impact among customers. The chances of breakage of relation between customer
and restaurant will be high on rate. On-boarding strategies assist in providing overview
and spread awareness about restaurant's services and foods (Kandampully and Solnet,
2019). So customers have an idea about what restaurant are serving in food or beverages.
 Privacy concern, It is important to keep data and information of customer private to avoid
any problems related to data misuse. Customers are very concerned about their data so if
there is any problems in this than it will affect restaurant's brand image in negative
manner.
 Unanswered questions, this factor can break the relationship with customers and there is
also valid reason. Answer all quires and questions are enhance brand values and
restaurant can retain existing customers or build a effective relationship with them.
Restaurants can perform these activities through online platforms it become easy for staff
to handle all quires.
4:Evaluation of broad range of various targeted customer group's needs
It includes four factors which are described below as;
 Price: This refers to how much restaurant charge for its services and products.
Consumers wants a affordable price factor with quality for food and services. Less prices
are attract more people and also assist in full filling needs of target group.
 Choice: It is essential, business have wider range of services and food variety to suitable
for different groups of consumers. People have different desires and needs when ordering
their food. For restaurant it is important to offer customer's choice food to retain target
group and enhance customer satisfaction.
 Quality: It relates product and service's standards being offered in restaurant. Consumers
always expect higher level of quality at every cost (Kandampully, Zhang and Jaakkola,
2018). Best quality assist in reach more audience and build a positive image or value in
market.
 Convenience: Customers want convenience or they are often willing to make payment. It
relates to quicker less hassle for consumers. Restaurant needs better skills to convince
customer for their food.
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5:Customer experience map
It defines a collaborative path of allowing organisation to visually represent complex
interactions of customer. It highlights pain points which are possible, enabling organisation to
explore more opportunities to assure best customer experience and their services and food. There
are eight steps in customer experience map creation through this Amrutha Lounge can make a
effective map and understand customers in proper manner.
 Set fair and clear objective for map, company need to set clear goals and objectives to
achieve success and perform task accordingly.
 Define goals and profile persona, in this restaurant need a research to get potential
consumer feedback via user testing and questionnaires. It is important to reach actual
consumers for restaurant's services and food.
 Highlighting target customer personas is essential to understand needs of targeted
consumers and try to serve better services and food to achieve higher rate of customer's
experience in favourable manner.
 Make list of all touch points those are important for operating business and to reach
customers. Such as effective social media channels, digital marketing and etc.
 Identify components, in this there are different elements that are Current state, day in life,
suture state and service blueprint (Klink Zhang and Athaide, 2020). Current state
visualize the thoughts, actions and emotions of consumers currently experience at the
time of communicating with restaurant. Day in life, in this customers experience in
various activities in which they take part on regular basis. Future state and service
blueprint based on present experience in future interaction with business and where
restaurant wants to map out.
 Determine resources, in this it is essential to take resource's inventory that are assist in
improve customer's experience.
 Take consumer experience, in this restaurant need to analyse outcomes and they track
information about how many people are clicking their website and open their application.
 At the end it is important to make necessary changes which are require or as per
outcomes.
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6:Customer touch points at each stage of customer experience
Customer touch point refers to points of brands of consumer contract, from begin to end.
In this customers find business through online adds, and after they see reviews and ratings or
contract restaurant's customer's service (Kuppelwieser and Klaus, 2020). There are different
touch-points and at each step assist in better customer experience and create more opportunities.
 Website: It is most common touch point that is customer use to reach restaurant. Main
motive of designing website is to leave a attractive impression on consumers.
 Social media: It is most popular platform to find any restaurant and reach maximum
people in various locations. It provide more opportunities in market and assist in
expanding business.
 Live chat: It is essential part for interaction process between restaurant and customers. It
provide quick support and sales assistance.
 Events: This is effective path to market a services and foods of restaurant. Participation
in events is best way to build awareness of brand and generate maximum sales.
 Online advertisement: Now days every people use internet to seeking information about
restaurant and their food or services before final decisions. It helps in find potential
audience and target different age groups.
 Customer reviews: Many people are first check customer reviews and rating before visit
restaurant and ordering some thing. Attracting customer reviews provide more
opportunities on digital platforms and reach maximum people.
7:Detailed customer experience map
 First define objectives, this consider what actually want to achieve and it will assist in
deciding which touch-points needed. Amrutha Lounge wants to enhance customer
satisfaction levels through improving food and services procedures (Manhas, 2019). To
reduce complaints about late deliveries and about quality.
 Gathering data or information is must to understand customer;s behaviour, needs and
taste. This activity is done through conducting research and survey in market via offline
mode and online mode.
 Identify customer and touch points, customers are using various touchpoints for
interacting with restaurant (Mbama and Ezepue, 2018). Such as social media, websites,
own application and many other. To know about restaurant's services and food variety.
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 Outline key steps of customer experience, after gathering information is is important to
identify sequence of different events that consumers experience at the time of interacting
with restaurant and make a outlines of experience of consumers.
 Begin Mapping, there are various ways to make map of customer journey that are need a
attractive template and clear formate with steps.
 Validate outcomes, they need to validate map with accurate as possible. It will assist in
how appropriate map reflects reality of consumer experience.
 Examine map, after put down various steps restaurant require analyse issues which are
they facing in mapping customer experience so that they can control on time.
 Treat map as a living documents, it is thought full idea to revisit or update map regularly
and specifically business introduce any important changes by adding and removing
touch-points.
8:Analyse how it can optimize every of consumer touch points to encourage responses, actions
and behaviour
Each touch points assist in encouraging responses, actions and behaviour to increase
customer experience.
 Website is more effective tool now days and restaurant have their own websites with
attractive content and information. This helps in provide better awareness about
restaurant's services and food.
 In current scenario usage of social media is at higher level so through this touch point
restaurant can target different age group potential customers. Because social media have
high reaching rate in different areas.
 Live chat, it is very essential tool to interact with customers and try to provide resolution
about their quires and issues related to restaurant's food and services (Nicholls and
Mohsen, 2019). Through this communication procedure become more easier and quicker.
Customers also get response very quickly, it enhance in consumer experience in
favourable manner.
 Customers reviews and rating matters a lot for customers because now days consumers
first check reviews before visiting or ordering any food or beverage (Nobar and
Rostamzadeh, 2018). To achieve best customer ratings or reviews restaurant need to
serve best quality in vegan food with tasty ingredients.
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9:Focussing on digital technologies and how employed in managing consumer experience
In present scenario digital technology have major role in managing consumer experience
in more effectual and efficient manner. In digital technologies Amrutha Lounge adopt various
kind of digital platforms such as search engine, social media, own website or application and
other applications also. Restaurant manage experience through these different platforms and they
have attracting content with proper information in their own application. Digital channels have
higher reaching rate so restaurant adopt this to meet needs and desires of maximum consumers
and in different locations by providing food and services through online delivery. They mostly
use UBEREATS to deliver food to customers. Restaurant also provide some offers and discounts
to customers to retain consumers.
10:How digital technologies are assist in CRM system changing to acquire and retaining
customers
Digital technology have huge part in acquiring and retaining customers or managing
customer relationship management. Restaurant mostly use social media and own websites to
reach more people and retain them for long term. Restaurant provide best quality in food and
services or they have different category in vegan food with best taste factor. They provide all
images of their food, about services, menu, interior and many other on website and Instagram
handle. So people attract towards them and for restaurant it assist in enhancing sales and increase
brand values in market (Rather, 2020). They offer only vegan food so restaurant need more
effective strategies and target people accordingly.
TASK 2
1:Customer service strategies
There are various consumer service strategies that are explained below as;
 Optimize training of agent, investing in training programs to assure that agents are
empowered and already prepared to meet needs or wants of customers.
 Select right and effective tools in terms of digital channels and service tools to enhance
customer service (mit and Melissen, 2018). Restaurant mostly use live chat and emails to
provide better customer services.
 Improve KPI's, it is important to improve list of key performance indicator to measure
efforts of consumer services.
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 Personalize experience, it is essential to access consumer;s information to provide
personalize services and foods as per their taste and preferences.
 Create data-drive decisions, in this restaurant use metrics or reporting to improve
concrete conclusions which assist in better outcomes.
 Optimize assurance of quality, this practice assist in increasing quality of services, reduce
or avoid any wastage and enhance efficiency.
 Offer omni channels, provide help on those effective channels to reach potential
customers such as email, social media, phone and many more.
2:How consumer strategies create and develop experience of customer
There are different steps to create customer strategies and develop consumer experience
that are explained below as;
 Understand potential customer and create buyer personas, in this includes profile type of
customer and what their motivation factor and many more (Wu and Gao, 2019). Through
this restaurant can provide better services to consumers.
 Analyse business mission, vision and process, this restaurant mission is to expand their
business in more countries, vision is to provide best quality in vegan food as per
customers demands and needs and Procedures is they make every thing from fresh raw
foods to make tasty and healthy food.
 Hire best staff for effective efforts in growth rate of restaurant.
 Designing best website with attracting content to reach and attract more people towards
restaurant.
3:Recommendation on customer service strategies and how these create an exemplar experience
of consumer
Restaurant needs to work on their food category because most of people like non vegan
food and they only offer vegan food. To improve customer services strategies they need to
conduct more market research and survey through this they get to know about people and
understand their needs and wants in more effective manner. Better customer service strategies
assist in provide improved customer experience to retain existing customer and explore more
areas. They can adopt some software about rating system or leave a email about rating food and
service after customers visit.
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4:Valid recommendation for improvement explaining how these might develop a quality centric
experience of customer
Restaurant offer only vegan food they need to expand more in variety so they can target
more and different type of people as per their taste and preferences. Need to invest more in latest
technology to performance business activities related to delivering process and making food to
enhance growth rate. Restaurant require to hire more staff to handle customers and their queries
to provide better customer experience and services. They can import some spices from other
countries to make food more tastier.
CONCLUSION
It is concluded the above report, managing customer experience is most important for
surviving in market and retaining customers by offering best quality of food and services. In
current scenario every people have different taste and preferences so it is essential to meet
customer’s needs and expectations to enhance business growth and expand more. For customer
engagement restaurant use digital technologies such as social media, own application and many
other food application. All are assist in reach more people from different area and expand their
business more. Restaurant based on vegan so they need to offer more variety to reach non
veterinarian people.
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REFERENCES
Books and Journals
Barari, M. and Furrer, O., 2018. The customer experience ecosystem in two cultural
contexts. Journal of Financial Services Marketing, 23(3), pp.234-243.
Bravo, R., Martinez, E. and Pina, J.M., 2019. Effects of service experience on customer
responses to a hotel chain. International Journal of Contemporary Hospitality
Management.
Bueno, E.V., Weber, T.B.B., Bomfim, E.L. and Kato, H.T., 2019. Measuring customer
experience in service: A systematic review. The Service Industries Journal, 39(11-12),
pp.779-798.
Godovykh, M. and Tasci, A.D., 2020. Customer experience in tourism: A review of definitions,
components, and measurements. Tourism Management Perspectives, 35, p.100694.
Kandampully, J. and Solnet, D., 2019. Competitive advantage through service in hospitality and
tourism: a perspective article. Tourism Review.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Klink, R.R., Zhang, J.Q. and Athaide, G.A., 2020. Designing a customer experience management
course. Journal of Marketing Education, 42(2), pp.157-169.
Kuppelwieser, V.G. and Klaus, P., 2020. Measuring customer experience quality: the EXQ scale
revisited. Journal of Business Research.
Manhas, P.S., 2019. Identifying the dimensions of customer experience in hospitality and
tourism industry. South Asian Journal of Marketing & Management Research, 9(12),
pp.30-41.
Mbama, C.I. and Ezepue, P.O., 2018. Digital banking, customer experience and bank financial
performance. International Journal of Bank Marketing.
Nicholls, R. and Mohsen, M.G., 2019. Managing customer-to-customer interaction (CCI)–
insights from the frontline. Journal of Services Marketing.
Nobar, H.B.K. and Rostamzadeh, R., 2018. The impact of customer satisfaction, customer
experience and customer loyalty on brand power: empirical evidence from hotel
industry. Journal of Business Economics and Management, 19(2), pp.417-430.
Rather, R.A., 2020. Customer experience and engagement in tourism destinations: the
experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1),
pp.15-32.
Smit, B. and Melissen, F., 2018. Sustainable customer experience design: Co-creating
experiences in events, tourism and hospitality. Routledge.
Wu, S.H. and Gao, Y., 2019. Understanding emotional customer experience and co-creation
behaviours in luxury hotels. International Journal of Contemporary Hospitality
Management.
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