Customer Experience Management: Cosmo Restaurant Report and Analysis

This report provides a comprehensive analysis of customer experience management, specifically focusing on Cosmo Restaurant. It begins with an introduction to the importance of customer experience in the hospitality sector, emphasizing its role in achieving organizational goals and maintaining market sustainability. The report then delves into Task 1, which explores the value of understanding customer needs, wants, and preferences, with a focus on different target customer groups such as teenagers, college students, and health-conscious individuals. It also examines factors that drive customer engagement, including brand loyalty and the use of technology. Task 2 focuses on developing a customer experience map to analyze customer perceptions and identify areas for improvement. The report also discusses the significance of customer touchpoints, such as websites and email, in creating business opportunities. The conclusion highlights the importance of customer feedback and satisfaction in building a strong brand reputation. The report references various books and journals to support its findings and recommendations.

Managing the
customer experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Value and significance of understanding wants, needs & preferences of target customer
groups.....................................................................................................................................3
P2 Different factors that drive and influence customer engagement of various target customer
groups.....................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Develop a customer experience map.................................................................................5
P4 Customer touch-points throughout the customer experience create business opportunities. 6
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................8

INTRODUCTION
Customer experience is one of the most important concept as it helps organisation
accomplish their target within the specific time period. It is necessary to understand that in
hospitality sector experience of customers plays the crucial role because it directly helps to
maintain sustainability within the market. The chosen organisation for this respective project is
Cosmo restaurant so that project can be understood in detail (Al-Ahmad and Mohammad, 2012).
The restaurant is located in UK where as it has 19 buffet chain. Various topics will be discussed
within this file where importance of needs, requirement & wants of the customers will play the
crucial role. Even customers map will be prepared for the better experience of a company and
even it will give more opportunity to attain the goals. At the end, customers services strategy will
also play the crucial role in the process of development.
TASK 1
P1 Value and significance of understanding wants, needs & preferences of target customer
groups.
In any of the market, it is necessary to understand that customers are the one who buys
the product and services of a company which allows organisation to accomplish their goals. If
any of the company wants to perform better within the market, then it is necessary for them to
understand that their marketers must try to determine all of the requirement of customer so that
their demand can be fulfilled. This will allow company to earn profit (BERHE, 2017). In context
of COSMO restaurant, it is one of the restaurant which provides the services and goods in the
market as per the requirement of customers. The main target of a company is food lovers,
students as well as teenagers who like to spend their time within the restaurant. By looking at
this, restaurant is going to conduct a detail study which is mentioned below:
Customers requirements as well as wants
Teenagers and College going students  Focus upon Junk Food
 Free Wi-Fi facilities
Health conscious  Organic food products
 Hygienic and safe food
 Low calorie products and food items

Food lovers  Delivering food where facilities of
music is included
 Different option available in food
products
As per the prepared chart, it can be clearly seen that wants and demand of customer
differs from person to person. The first target of COSMO restaurant is students of college and
teenagers. This types of customers have the concept that they like fun while having any of the
food where they even wants the food of high quality. Also, they want various broadband services
which can allow them to access the Wi-Fi facilities. It is one of the way through which customers
can be attracted towards the restaurant. The second category is all about health conscious
customers who mainly like the food which is healthy for their diet. They wants that hygienic
factors must be included which will allow them to keep healthy. And the third one is food lovers
where customers like to have the food products which are totally different from other restaurant.
By looking at the demands of customers, the management of COSMO restaurant have planned
where they provides the food to their customers as per their requirements so that goals can be
accomplished.
P2 Different factors that drive and influence customer engagement of various target customer
groups.
In simple words, customers engagement can be explained as the relationship which is
developed between customers and an organisation. Here, organisation try to provide the services
as per the requirement so that better services can be provided which also allows to accomplish
the goals. In addition company also uses various technologies in it such as online food facilities
as well as offline food facilities too. It clearly explains that advancement in technologies help the
business organisation to change way to doing promotion in the market (Bruce and Love, 2018).
Teenagers/College students: It consists of people who belong to age group between 18-
23 years. The need of all these age groups is different and their taste is also different. In Cosmo
restaurant this food giant is offering different taste. Music system and Wi-Fi facility is also
offered to their customers so that their customer loyalty can be enhanced.
Health conscious: In present context customers have a preference and they are having a
liking for healthy food which has no calorie content. For such segment of customers Cosmo

restaurant has stared various variety of salads, juices in their menu which is helping them to
attract these type of customers. This will lead to increase in share of customers who are also
willing to have hygiene food (Hill and Alexander, 2017).
Brand Loyalty: Customers must be loyal if all of their demands and expectations are
being fulfilled and the services which are provided to them are also appropriate. In Cosmo
restaurant they are dealing into those services which are The customers remain loyal if there
needs is fulfilled and services provided to them is appropriate. In context to Cosmo restaurant,
they provide food as per customers needs and taste in order to gain customer for longer time.
This will lead to rise in the level of sales as well as profits of the restaurant.
TASK 2
P3 Develop a customer experience map.
This is a tool which is used for analysing the way a customer is feeling about their
products and services being offered. This is essential for every company to understand their
perception of their customers so that various improvements can also be done based on customer
requirements (Harmeling and et. al., 2017). The management of Cosmo has been using some of
the tools which can help them in interacting and spreading of their message with their customers
and these are :
Pre Tour During Tour Post Tour
Touchpoints Customers are
developing a online
preference for
searching of
information and after
that using such
information according
to their requirement.
It is important that
qualitative services
are provided to
customers after
they have
confirmed
bookings. The tour
guide assists and
provides direction
to their travellers so
that they can have a
valuable experience
Customer review
and their
comments play a
very important
part in making the
companies
understand what is
the satisfaction
level of their
customers and
how do they feel
after they have

(Goodman, 2019). taken these
services.
Customer perception At this point
customers didn't had
any type of local
referrals who can
provide them
guidance or
knowledge in a proper
way. Different
suggestion lead to
creation of chaos and
lot if confusion in
customers minds
(Cook, 2017).
Travellers or
customers remain
unsatisfied if there
is no interaction
which is taking
place with local
residents.
At this point,
travellers are
sharing their
information with
their friends,
colleagues and
family members.
.
P4 Customer touch-points throughout the customer experience create business opportunities.
Customer touch points are those which take place when a customer is having first time
interaction with a company and is availing their goods & services. Below are some techniques
which manager of Cosmo restaurant uses:
Website: Website is a communication channel which is helping companies so that they
are able to share their formation and images of their products. In Cosmo marketing manager
shares their information so that they can make their target customers aware of their products and
services.

Email: E-mail is a very effective took which is also used for sharing of information
(Gingiss, 2017). In Cosmo manager is uses email as a medium to share information with regards
to their offerings vouchers, services, discounts etc.
CONCLUSION
According to the report customer experience can be analysed with the help of their
feedback. A positive feedback helps a company in creating a strong goodwill in the market.
Management team of every company has to understand requirements if their customers and then
increase the level of satisfaction of their customers to enhance their customer loyalty.

REFERENCES
Books and Journals
Al-Ahmad, W. and Mohammad, B., 2012. Can a single security framework address information
security risks adequately. International Journal of Digital Information and Wireless
Communications. 2(3). pp.222-230.
BERHE, D., 2017.The effects of service quality dimensions on customer satisfaction: the case of
nib insurance sc (doctoral dissertation, st. Mary's University).
Bruce, A. and Love, S., 2018. Speak for a Living: The Insider's Guide to Building a Speaking
Career. American Society for Traini
Cook, S., 2017. Measuring customer service effectiveness. Routledge.
Gingiss, D., 2017. Winning at social customer care: How top brands create engaging
experiences on social media. CreateSpace Independent Publishing Platform.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Harmeling, C. M., and et.al., 2017. Toward a theory of customer engagement marketing. Journal
of the Academy of Marketing Science. 45(3). pp.312-335.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.