Analyzing Customer Experience and Engagement: Hide Restaurant Report

This report analyzes the customer experience at Hide Restaurant, a luxury establishment in London. It explores the value of understanding customer needs, wants, and preferences, emphasizing the importance of identifying target customer groups based on income, age, location, and occupation. The report examines factors influencing customer engagement, such as providing excellent experiences and exceeding expectations, and discusses the use of customer experience maps to understand the customer journey. It further investigates how customer touchpoints, including emails, staff interactions, review sites, advertising, and the restaurant environment, create business opportunities. Finally, the report addresses the role of digital technology, including social media and CRM systems, in managing and enhancing the customer experience within the service sector, highlighting how these tools contribute to customer loyalty and satisfaction.

Recognising and
Serving the Individual

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Value and importance of understanding the needs, wants and preferences of target
customer groups..........................................................................................................................3
P2 Different factors that drive and influence customer engagement of different target
customer groups..........................................................................................................................4
TASK 2............................................................................................................................................5
P3 A customer experience map..................................................................................................5
P4 How the customer touch-points throughout the customer experience create business
opportunities'...............................................................................................................................6
TASK 3............................................................................................................................................7
P5 How digital technology is employed in managing the customer experience within the
service sector, providing specific examples of customer relationship management (CRM)
systems........................................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Hospitality management includes the overseeing of the administrative task of the resort or
hotel. It basically involves ensuring that the guests have pleasant experience at the hotel or the
resort. Managing the Customer Experience is a practice of reacting and designing the
interactions of the customers in order to meet their expectations and lead them towards the
customer satisfaction, advocacy and loyalty. This practice basically helps in strengthening the
brand preference through the differentiated experiences and also helps in improving the customer
loyalty through the valued interactions. It is very important to manage the customers in the
hospitality industry (Aali and et.al.,2019). The organisation chosen for this report is Hide, a
luxury high quality restaurant situated in London. This report shall cover the importance of
needs, preference and wants of customer group, factors that drive customer engagement,
customer experience map and how customer touchpoints create business opportunities.
TASK 1
P1 Value and importance of understanding the needs, wants and preferences of target customer
groups.
Target customer, also known as target market is normally a group of customers to which
a company plans to reach through the efforts of marketing. The target customer group is the
group of individuals which are identified for the brand, business, location, product or service.
Understanding and knowing the customer need and wants is very important as it is the
centre of the successful business. By this identification is done, it would be easy for the
companies to persuade the existing and potential customers (Ailawadi and Farris, 2017). The
characteristics of the target audience is described below in context to the Hide Restaurant so that
it can choose its target customers-
 Income group- the high income people are mainly targetted by the big organisations like
Hide Restaurant because they have such quality of food and maintenance of the hotel.
Normally the low income people cannot afford the service of such high standard
organisation.
 Age group- in context of Hide Restaurant, the organisation target the people of age group
18- 40 as they target youth, family and business professional.

 Geographic location- The Hide restaurant target the customers from the city of London
where it is situated by offering them special offers and discounts. Occupation- The Hide Restaurant target the business groups, professionals and many
other in order to offer their service (scarza and et. al., 2018).
Value and importance of target customer group
in context to the Hide Restaurant, the importance and value of the target customer group
is discussed below-
 Customer service- The identification of target customer is very important as it helps in
attracting and retaining that particular section of the society so that high profits can be
gained by the restaurant. The hide restaurant ensures that high quality food is served to
the customers so that they can maintain the loyalty base and bring such services for the
customer which are needed by them. For instance, the restaurant has started the
vegetarian food in order to fulfil their needs and wants.
 Social responsibilities- Nowadays, people have become concerned about the
environment so the organisations must bring on such services which are eco friendly so
that they can attract customers. In context to Hide Restaurant, it can bring eco friendly
means to serve or pack the food for their customers so that an impression is left on the
customers and a loyalty base can be built (Berthon, and Pitt, 2018).
P2 Different factors that drive and influence customer engagement of different target customer
groups.
Customer engagement is the interaction which is done between the customers and the
company in order to strengthen their emotional investment in you. The more is the interaction,
the more is the customer loyalty base (Hänninen,and Paavola, 2020). The Hide Restaurant must
involve in the different strategies so that it can increase the customer engagement.
In order to drive and influence the customer engagement, the Hide restaurant can
undertake the following factors which will help in increasing the customer engagement which is
discussed below- Give them best experience- The ambience and culture of the Hide Restaurant is
environment friendly which helps in giving the best experience to the customers. The
workers of the restaurant provide high quality service to its customer which makes them

feel valued. Apart from food, the restaurant has also focused on training the employees so
that they can have polite interaction with the guest in order to make them feel
comfortable. The restaurant also introduces special offers for the guest in order to take
care of their needs.
 Work beyond their expectation- To make their customers engaged, the Hide Restaurant
works towards the direction of building brand and customer loyalty together. The
customers are eager to know what the restaurant is planning to offer so the Hide
restaurant research on the needs and wants of the customers and provide them services
which are beyond their expectations. For instance, the Hide restaurant different categories
of service providers like ground, above, below which offers the guest to chose anyone
and take the experience of the service (Helo, Gunasekaran and Rymaszewska, 2017).
TASK 2
P3 A customer experience map.
It is also called the journey map which is undertaken by the companies which helps in
organising and identifying the encounters of the customers with the organisation. It outlines the
consumer experience in order to build long relationship. Experience is normally the opinion of
the consumer together with the sentiments which the customer has with the organisation and the
value which it provides based on their journey from the first touch-point ( Kerns, 2019).
The Hide restaurant may create the great experience map for the customers so that an
insight can be given to the restaurant regarding the expectation of the customers . It also helps in
influencing the behaviour of the customers so that it can be useful in order to optimise the
conversion process.
The customer service map involves five stages which helps Hide restaurant to manage the
experience of the customers efficiently. The map is discussed below- Awareness- In this stage, the customer is informed about the consequences they are
facing together with the resolution mechanism so that their queries or problems can be
solved. The Hide restaurant can start this stage by informing the customers about the
issues they are facing with the immediate solution so that they can get the best
experience.

 Consideration- Under this stage, the organisation inform the customers that why they
have a winning edge over their competitors and why should customers prefer the services
of this company. The Hide restaurant under this stage may think beyond their competitors
so that the customers can clearly distinguish between the restaurant and their competitors.
In this, the customers can considers all their options as to which can provide them the
best experience. Decision- In this, the customer after considering all the options, chose the company from
where it has to avail the service. The hide restaurant must work to convince the customers
so that they can make this restaurant their first choice. Retention- In this stage, the guest decide to take the offers of the company and is ready to
retain in the organisation. The Hide restaurant must try to retain their customers by giving
them offers in order to give best experience to them in each visit.
 Advocacy- Under this stage, an action is taken. The Hide restaurant must take the insight
of the needs and demand of the customers and translate these demands into action so that
their experience is improved (Korhonen, 2018).
P4 How the customer touch-points throughout the customer experience create business
opportunities'
Customer touchpoints are normally the brand points of a customer beginning from start to
the end. It basically includes the interactions of the consumer and the company which occurs
during the customer journey. The Hide Restaurant can use the following touchpoints in order to
create the business opportunities which is discussed below- Emails- Through this touch point, the Hide restaurant can take feedbacks from the
customers and can make improvements accordingly. The customers can also share their
problems through this medium so that adequate improvements can be made in the service
and best experience can be given to them (Noell, 2016). Restaurant staff- In this, training is given to the staff so that they can warmly greet and
meet the customers in order to enhance their experience. Through this, the Hide
restaurant can train their workforce to communicate special offers and services to the
customers so that they can have better experience. Review sites- These websites helps in placing the real identity of the organisations by
giving actual and true reviews. The Hide restaurant can use these sites to attract the

potential customers as people in today's time rely on the review of these websites rather
than recommendation from peers or family. Advertisement- This is a promotional tactic which is used by the companies to introduce
or promote their offerings in order to attract potential customers. The Hide restaurant can
use this as touchpoint to communicate its services to the potential customer so that they
can get attracted towards the restaurant.
 Restaurant environment- The environment dictate the services of the restaurant which it
offers. The Hide restaurant can make of its environment so that it can leave an impression
on them. This will help in going beyond the expectation of the customers. The restaurant
will be helped in retaining the existing customers and mouth publicity of these customers
will help in attracting potential customers (Reed, 2017).
TASK 3
P5 How digital technology is employed in managing the customer experience within the service
sector, providing specific examples of customer relationship management (CRM) systems
The digital technology includes the use of online sources which help in managing the
experience of the customers. For instance, marketing through digital platform helps in promoting
the services to the large customers so that they can get to know about the services which the
company is offering and also the offers and discounts can be communicated through this.
The major advantage of the digital technology which can be utilised by The Hide
restaurant involves content and speed consistency so that the content of the restaurant can be
spread to large audience in short span of time (Stubbs, 2019). Through the use of digital
technology, the Hide restaurant can assure the consistent experience to its customers which may
result in customer loyalty, satisfaction and the trust.
The Hide restaurant can use social media platform to communicate their offering so that
they can maintain healthy interaction with th customers. Through sharing photos, videos on
social media platform, customers can be attracted.
The restaurant can use its website for the interaction so that feedbacks can be taken from
them and improvements can be made in order to enhance the customer satisfaction. The use of
digital technology helps in connecting with large audience as people are nowadays more active

on the social media which makes the work of the restaurant easily by communicating their
offerings on single platform.
The Customer relationship management (CRM) is a kind of technology which is used to
store the data of the customers. The company buses this CRM to keep the track of the
interactions which it had done with the customers. It is a kind of software which has automated
function through which the companies can group the contacts and generate reports to send emails
to the customers in an automatic form (Simms and Simms, 2020). Analytical CRM shall help
the Hide restaurant to increase their retention and acquisition of the customers as it manages the
data by tracking the interaction of the customers so that timely improvements can be made.
CONCLUSION
It is concluded from the above report that management of customer experience is very
essential for the companies in order to maintain the loyalty of base. Through identifying the
needs and wants of the customers, the restaurant can enhance the experience of its target group.
By using the customer experience map, the restaurant can take insight of their experience and
work to make improvements as and when needed. Further it is concluded that customer
touchpoints helps in maintaining the interaction with the customers so that better service can be
provided to them. Digital technology helps in connecting with the customers in an easy form as it
offers speed and consistent content which is reached to large audience in short span of time.
CRM also helps the restaurant to maintain customer interactions.

REFERENCES
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Hänninen, M. and Paavola, L., 2020. Managing transformations in retail agglomerations: Case It
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Helo, P., Gunasekaran, A. and Rymaszewska, A., 2017. Designing and managing industrial
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