Customer Experience Strategies for Bincho Restaurant in London

This report provides a comprehensive analysis of customer experience within the context of Bincho Restaurant, a London-based Japanese restaurant. The report begins by emphasizing the importance of understanding customer needs, wants, and preferences in the service sector, highlighting segmentation strategies and their significance. It then explores the forces driving consumer engagement, including factors like ambiance, pricing, service offerings, and food quality. A key element is the examination of a customer experience map, outlining various touchpoints like restaurant environment, websites, and staff interactions. The report further investigates the impact of digital applications, such as big data analytics and the Internet of Things, on enhancing customer experience, alongside the use of CRM. Finally, it discusses consumer service tactics within the hospitality sector, focusing on strategies like delivering promises and rewarding loyal customers to build brand awareness and customer relationships. The report underscores the critical role of customer satisfaction and engagement in the success of the restaurant.

Managing Customer
Experience

INTRODUCTION
Client experience is the interaction between an organisation or a customer by which they
can discuss about a specific product. By having this experience of conversation customers can
get satisfied and able to set their mind in order to purchase goods and services from the firm. In
this assignment Bincho restaurant has been selected which is one of the best London based
Japanese restaurant was formed in the year of 2007 by David Miney (Bharwani and Jauhari,
2017). It is headquartered in London UK. This restaurant cooks different types of Japanese food
like skewers and dense coals etc. Further discussion will be based on demand and expectations of
market section for service business and customers experience map. After this it will study the
impact of digital application in client relationship administration Lastly, client experience
administration within service industry will get covered.
TASK 1
P1. Study the value and necessity of understanding the wants, needs and preferences of target
consumer groups for service sector industry.
At present scenario customers plays very important role within restaurants as well as
business firms. They always beneficial for an organisation as they give effective feedback to firm
and make them attractive in front of others. On the basis of customers, respective restaurant can
easily determine their needs, wants, tastes and preferences, in order to change their services
respectively. It helps them to build strong relationship with customers for long duration at
marketplace (Chathoth and et. al., 2016). Along with this there are several demographics by
which they can easily segmented their customers on the behalf of age, income, gender and so on.
There are few significance for customer's segment along with their needs are explained below:
Variety of
customer
Various sort of customer needs
Gym Instructor Chocolate flavoured
protein printed on
menu
Good for health Best protein
Hospital patients Light food Fast services Nutrition food
Disabled Food filled with extra Nutritious food Good services
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customer Calories
printed on the menu
According to the above mentioned information manager of Bincho restaurant can easily
known about customer's choice, tastes and preferences. As per the above segmented category of
people this restaurant can easily provide food as per their choice and it helps them to make good
relations with them. Therefore, segmentation by various category helps this restaurant to make
efficient and attractive services for their overall customers.
For instance, this is very essential to consider every category of customers for the
betterment of future (Peppers and Rogers, 2016). By having this tool and strategy they can
determine various needs of people and able to bring new innovative ideas which will attract the
large number of consumers. Through giving lots of different services to customers they can give
better feedback to the organisation/restaurant. With the help of this consumers can get better
experience and able to make good relations with restaurant, so that firm can sustain in market for
long duration.
P2. Various forces that influence and drive consumer engagement of various target consumer
groups in the service sector.
Consumer engagement refers to as process of interacting with any firm for particular
goods and services. This engagement is much essential for each and every kind of business
whether the food industry or any business industry. With the help of this firms can differentiate
customer's several demand on their own perspective. It shows that customer engaged in firm and
able to give its choice or preferences to the firm (Srivastava and Kaul, 2016). In context with
Bincho restaurant manager always considered their customer's choice first and make food
accordingly, so that they can stay in the market for long time. There are some essential factors,
those are necessary for balancing customer engagement within Bincho restaurant are given
below:
Ambience: It is based on overall design and interior of any hotel or restaurant as well as
different places. In reference with Bincho restaurant, it is essential to make unique and attractive
interior with lots of colourful lights, paints, designs and so on (Gruber and et. al., 2015). It will
highly satisfy customer's needs and wants and positively influence them.
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Pricing Strategies: Which strategy followed by Bincho restaurant is very attractive as
they put few cost on their products and provide better quality of foods. They also gives discount
offers on some product to satisfy customer's requirements on time. With the help of effective
pricing strategies they can easily attract huge consumers.
Services Offered: There are different types of services which is offered by Bincho
restaurant to satisfying customers needs (Carlson and et. al., 2016). Those services are includes
in fine dining, Wi-Fi facilities, Bar, customer support and many more. By having these services
customers can get huge satisfaction and able to increase firm's profit as well as productivity.
Quality of Food and Services: In open market place following restaurant always render
better quality of goods and services to their consumers. Along with this they also considered
customer's choice first and prepare food accordingly. On the basis of this they can make huge
potential customers that makes them attractive and valuable in marketplace.
TASK 2
P3. Focus on client Experience Map for chosen service sector.
It refers to the particular process by which firms render best quality of goods and services
to consumers and then they experienced. There are several types of stages by which Bincho
restaurant can considered first customer's perception and choice. It will helps them to increase
overall growth of restaurant together with productivity (Kim, 2015). For betterment of future
respective restaurant should evaluate appropriate needs and wants of customers by observing
their reviews from social sites and online web results. With the help of they can make better
forms for good experience to customers. There are few sources which are provided as below:
Restaurant Environment: It refers to the internal environment of restaurant which
influence customer's needs and wants positively. As restaurant always attract consumers mindset
as well as their behaviour, nature and so on. By having positive culture in restaurant customers
gain better experience and increase business profit as well as productivity.
Websites: These are the most attractive part in restaurant or any organisation for
customers. In context with Bincho restaurant they are giving this facility to their customers so
that they can easily check overall reviews and able to choose so many things. This thing make
people happy and increase brand identity efficiently.
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Restaurant Staff: Staff members plays an important, this is because they are the only
one who knows exactly needs and demand of customers. In reference with Bincho restaurant
their staff members always listen to their customer's first and serves food accordingly. Along
with this, they behave positively which influence customers in a positive manner. By having this
type of culture in restaurant customers gain better experience and give excellent feedback to
restaurant (Bjelajac and et. al., 2016).
Therefore, respective firm should conduct different types of research, post purchase and
pre purchase forms. With the help of these sort of services firm can make better impression in
front of customers and they get good experience from the food industry.
P4. Explanation of consumer touch point to discover enterprise opportunities for customers in
chosen firm.
Touch point can be defined as the way in which customers can easily interact with
business or business firm, whether it person to person as well as through websites. When
consumers comes in contact to any business entity or touchpoints then they have opportunities to
differentiate their prior perceptions and form of an opinion. According to Bincho restaurant, it is
necessary to analyse overall demand or preference of customers. By having overall analysation
from customers mind set respective business should improvised some new things in order to
make their business attractive. It will increase customers satisfaction and confidence as well
towards firm (Maier and Prusty, 2016). For example: By observing the appropriate role of waiter
within an organisation like Bincho restaurant who always make strong relationship or contacts
with customers at present days. So the conversation in between customer and employee,
explained under:
Employee: Good evening sir.
Customer: Good evening.
Employee: Sir please tell me what you want to eat today?
Customer: I just want one French fries with clod-rink.
Employee: Sir please wait your order will be ready in 10 minutes.
Customer: Sure, You can take time.
(After 10 minutes)
Employee: Sir your order is ready.
Customer: Thank you. May I know the bill amount?
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Employee: Only £50 sir.
Customer: Okay. Take it
Employee: Thank you so much sir. Have a good day and visit again sir.
From the above conversation it has been observed that employees from Bincho restaurant
are very well good in nature. They also behave positive with customer. It influence customer's
mind set in a positive way and make them happy. These sort of touchpoint always increase
opportunities for business and make them attractive at marketplace.
TASK 3
P5. How digital application is engaged in consumer experience with particular examples.
In competitive world, Digital technology playing important role in each and every
organisation in order to satisfying customers needs and wants (Lanier and Hampton, 2016).
Whereas, internet comes under digital technology as it provide different forms to customers by
which they can read and listen anything anywhere. In reference with Bincho restaurant, digital
technology and internet connection helps them to achieve their goals effectively. By having
digital technology in restaurant they can satisfied their customer's wants and needs as well as
gives them better experience. There are few ways of digitalisation that supports and improve
customer's experience, given below:
Big data analytics: According to this approach respective firm concerns about
appropriate data from internet by which they can provide better experience to customers by
giving them discount offers on food. It helps them to sustain long period of time at marketplace.
Internet of things: It is very helpful tool it helps every organisation to keep their
performance well in front of customers. With the help of this firms can achieve their appropriate
goals by providing digital and real-world activities to people (McColl-Kennedy and et. al.,
2017).
Therefore, these approaches make every business and food industry better within the
hospitality sector. Some another ways CRM are here which helps organisation to support
customer experience, mentioned below:
 Digital techniques help firms to keep their every record save in appropriate file so that
they can considered all feedbacks from customers.
 Food industry can also sent gifts to customer's on special festive seasons.
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TASK 4
P6. Consumer service tactics within the service sector.
Within the hospitality sector, customers are most critical element in the organisation
which makes industry unique and better within an marketplace (Gopalakrishna, Malthouse and
Lawrence, 2017). For this business firms also focuses on customers demand and needs and try to
give them better results properly. Therefore, this is the only ways by which firms can develop
awareness in consumer's mind towards brand. In reference with Bincho restaurant it is essential
to build relationship over the years with consumers to bind them with the firm over the yaers.
With the help of this they can achieve desired goals and able to build good image at marketplace.
There are few strategies, those are explained below:
Delivery of Promises: For example quality is the best way to make organisation
attractive at marketplace. Therefore, it is very essential to fulfil organisation's needs and goals
appropriately.
Reward Loyal Customers: This is organised by Bincho restaurant for their customers by
which they can increase confidence towards brands. For developing better image in market this
restaurant always gives gift for their potential customers so that they show their interest. It helps
organisation to meet different opportunities from market and able to perform their different
activities at different levels (Ma and et. al., 2016).
By having these sort of strategies respective organisation always develop best relation
with customers which make them attractive in front of other marketers and they meet various
challenges for the betterment of growth of an organisation. Therefore, these strategies are
necessary to increase customers satisfaction towards firm.
P7. Formulation of customer service strategies with client experience.
Client Audit Trail and Critical Observations
Name of hospitality enterprise visited: Bincho
Time and Date of visit: 17th October 2019
Status and 1st Impression
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Things which I determined
which were optimistic, or
good?
Things which I noticed that
were favourable or
unfavourable?
What would I alternates if my
business run like this?
Decorated walls and attractive
theme were very good.
Overall designs and interior
were more charismatic.
Alteration will be on wall
paintings.
Assemblage, Tariff Boards, Labelling, etc.:
Things which I noticed that
which optimistic or product?
Things which I analysed that
were favourable or
unfavourable?
What would I alternates if my
enterprise run like this?
There are lots of pictures
which attracts the large
number of client.
Separation is not there in
dishes so that create conflicts.
Separations on list of menu.
Prices:
Things which I observed that
were optimistic or product?
Things which I noticed that
were favourable or
unfavourable?
What would I alternates if my
enterprise run like this?
Few food items are much
costly.
Huge amount charged in Bar. Should use low pricing
strategies for other services.
Scope of Good:
Things that I identified that
were optimistic or product?
Things which I discovered
that were favourable or
unfavourable?
What would I alternates if my
enterprise run like this?
Availability several variety of
foods.
Very bad taste of Italian food. Should hire Italian Chef.
Employee:
Things which I ascertained
that were optimistic or good?
Things that I discovered that
were favourable or
What would I alternates if my
business run like this?
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unfavourable?
Staff members was very
supportive and polite.
As per the few workers work
delayed.
More works should be hired
for betterment of future.
CONCLUSION
From the above it can be summarized that consumer satisfaction is very necessary for
every hospitality industry sector. With the help of this firms can achieve their predetermined
goals as they always considered customer's choice first. By having huge customers they can
sustain for long time at marketplace and able to face any kind of competition effectively.
Selected restaurant in hospitality sector mainly supply best quality of food and services to
consumers by which they can take better experience and make good relationship with restaurant
and persons. It helps both customers and restaurant to achieve goals and objectives. Therefore,
customers experience is very significant to make organisation attractive.
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REFERENCES
Books and Journals
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memorable customer experiences in the hospitality industry. In Hospitality Marketing
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Gruber, M. and et. al., 2015. Managing by design.
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framework. John Wiley & Sons.
Chathoth, P. K. and et. al., 2016. Co-creation and higher order customer engagement in
hospitality and tourism services: A critical review. International Journal of
Contemporary Hospitality Management. 28(2). pp.222-245.
Bjelajac, C. and et. al., 2016. System and method for managing customer feedback. U.S. Patent
Application 14/448,888.
Kim, J., 2015. Sustainability in social brand communities: influences on customer
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McColl-Kennedy, J. R. and et. al., 2017. How do you feel today? Managing patient emotions
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Maier, T. A. and Prusty, S., 2016. Managing customer retention in private clubs using churn
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