Customer Experience Strategies in the Service Sector: A Report

This report provides a comprehensive analysis of customer experience management within the service sector, using the Clove Club restaurant as a case study. It begins by emphasizing the importance of understanding customer needs, wants, and preferences, and how these factors impact a company's profitability and brand image. The report then explores factors influencing customer engagement, differentiating between different customer segments like couples, business clients, and families, and how Clove Club tailors its services to meet their specific needs. A customer experience map is developed to illustrate the customer journey, from website interaction to feedback, highlighting how touchpoints create business opportunities. Finally, the report discusses the utilization of digital technologies, including Customer Relationship Management (CRM) systems, to enhance customer experiences and maintain a strong brand presence in the market. The report concludes by summarizing the key findings and recommendations for improving customer experience in the service industry.

Unit 2: Managing
Customer Experience
Part 1
Table of Contents

INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 The value and importance of underpinning the needs, wants and preferences of target
customers for a service sector industry..................................................................................3
P2) Explain factors that influence the engagement of target customer groups in service
industry...................................................................................................................................4
LO2..................................................................................................................................................5
P3) Develop Customer experience map in respect of service sector organisation.................5
P4) Elaborate the way in which business opportunities are create by customers touch points
during customer experience process in selected service sector company..............................6
LO3..................................................................................................................................................7
P5 Discuss how digital technologies are being utilised in order to mange consumers
experiences in service industry with example of customer relationship management system.7
CONCLUSION................................................................................................................................8
REFERENCE...................................................................................................................................9

INTRODUCTION
Customer experience is some thing which affect the purchasing and sealing process of the
goods and services (McColl-Kennedy,and et.al., 2019). It involves the customers point of view
for the product, services of organisation that how they take it and are they satisfied by service or
they want more improvement. Its a long process from the starring of the purchase to the end of
purchasing, how they get treated, they liked it or not. And for the success of the business
company have to monitor it and then analyse the mistakes for the improvement. Clove Club is
one of the best British restaurant, established in London in 2013. this report is considering the
values of customers needs and preference analysis, that how it impact the profit of the company.
Along with the study of customers experience management strategies.
LO1
P1 The value and importance of underpinning the needs, wants and preferences of target
customers for a service sector industry.
Consumers are the most important element of the business because they effect the
success of the company, they are the source from whom company can make profit. Customers
satisfaction on the basis of their requirement, demands and preferences is important function of
the organisation. Through which industry get the return of their investment along with the profit
margin. In the present emerging market there are the higher competition for product sealing,
marketing, with the aid of multiple marketing strategies. so that's why it become very crucial to
make some unique strategies such as customer personalized services. Clove Club is using the
different theory's, tools, and management frameworks for making the profitable business
strategies. They segment their business by targeting the different groups of peoples such as
families, couples, business class customers. Almost every type of service sector industry's have
to focus on the customers needs and preference in order to sustain in the competitive market
along with the earning of higher market-shears.
Enhance brand image: The market research of the customers needs, demand and the
fulfilment of all those factors with the related services is important. (Kim, and et.al., 2016.)
Because if company provide all the required services along with right pricing, good quality then
it helps enhance the brand image by customers, as they do mouth promotion and prefer the

company for long time purchasing. Managers of Clove Club take proper feedback , along with
market research to understand customers needs and then providing it with best quality.
Increase market share: By giving the value to customer demand organisation can
increase their market share, their market requirement, profit. Because if company provide the all
the essential products to the customers at affordable price with best serving techniques. It attracts
the customers, increase the market value along with the profit. Which aid to increase the market-
shears in comparison to the competitors.
Customers Satisfaction: If company gives the value to their customers demand and
helps them out with the right and personalised services. Then this aid to satisfy the customers
and customer's satisfaction lead towards the success. Managers of Clove Club do the research
and bring on of the best technologies for their operational system along with the effective
strategies to satisfy their customers with best products and services.
P2) Explain factors that influence the engagement of target customer groups in service industry.
Customers engagement means, attracting the customers towards the brand services and
make them buy those services. There are multiple factors which influences the customer
engagement towards the brand, such as the customer's awareness about the facilities, customer
relationship, customers requirements for personalised services is the most influencing factors.
So organisation have to plan for personalised service on the basis of their reviews, feedback and
promote those services, with aid of different marketing techniques such as social media, digital
marketing, news paper adds, magazine etc. Clove Club mangers are using the best business
strategies to provide the service, which highly interact the customers towards their brand and
make them permanent customers. Their are some factors explain below which mange by the
Clove Club to engage numbers of customers for their services.
Couples- They can be profitable target customers if they will get all of their personally
required services. Clove Club is targeting the couples, by provide variety of personalised
services, such as private and customized place, music system, peaceful and romantic
environment,along with the best quality products. And for more profitable result organisation
have to continuously update their service on the basis of Morden trends.
Business Class- This is another target of Clove Club where they should focus on the
satisfaction of business class customer's through, by providing all the necessary facilities of
business meeting such as conference room with the projector and peaceful environment

(Dirsehan, and et.al., 2020). It is important mange other customers separate from this department
in order to provide comfor to both group of customers.
Families- Clove Club should take proper care of customers like families, who comes to
spend some memorable time with each other. Their main requirement is good place with best
quality product at relevant price. So for that company have to mange the effective menu of ,
breakfast, lunch and dinner along with the safe and healthy environment.
LO2
P3) Develop Customer experience map in respect of service sector organisation
Customer experience map is the technique or process which aid to monitor and evaluate
the compete journey of the buyers . In order to understand the behaviour and experience of
consumers from the first step of service purchasing to the final step of completing the
purchasing process. And by the use of these collected information, organisation can take the right
step to make the strong customer relationship. Clove Club implement this techniques in their
management system, in order to design the attractive and influence business plan. To make more
number of customers for their brand, the brief discussion is given below.
Website- As per the customer's experience map, it become easy to understand the
purchasing activities of customer's by monitoring the online orders, that what they search more,
and they prefer basically. So that's why company have to mange the effective website on the
basis of customers requirements and smooth functioning, so that any one can use it easily go
with it. Clove Club maintain their website effective and easy to access, with all detailed
information of food and drinks variety, images, price and so on, which helps the company to get
higher doers.
Feedback and suggestions- This is another approach of Customer's experience map ,
according to which company can take, customers feedbacks and improvement suggestions in
order to provide them service by meeting their all requirements. Clove Club manger take the
suggestions of customers and use it for further improve servicing.
Environment of restaurant- Organisation can use this factor to understand customers
comfort needs. As it highly effects the customers mind, it is necessary to provide well
organized, safe, clean serving area and environment to customers (Lemon, and et.al., 2016.) .

Clove Club provide the hygienic and safe environment along with the serving of products with
the help of trained employees.
P4) Elaborate the way in which business opportunities are create by customers touch points
during customer experience process in selected service sector company
Customer touch points are the factors or elements through which company get interacted
with consumers. Organisation can analyse the affectivity of these factors through feedbacks,
rating, comments. And then they can use collected Information to improve the attractiveness of
those elements. These touch point are differentiated in the different level of purchasing process,
from the starting to the end of purchase. Such as the before purchasing, during purchasing and
after purchasing. Its very essential to monitor all the level of purchasing, and make all the
customer touch points interacting, which can satisfy the customers. Organisation should use the
best of post sealing methods in order to influence them to come again and again. brief discussion
is given below.

Before Purchase- Customers before purchasing look for the availability of their desired
product at different company and then look for their reviews, feedbacks, to take final decision.
Clove Club have use these factors as opportunities to understand their preference and make that
factors more attractive in order to increase the customer interest for their products.
During Purchase- After the selection of particular store, service providing company,
customer go their and then look for the facilities they want. Such as in the restaurants they want
the attractive and comfortable serving area, positive staff behaviour, and finally the variety,
quality of the eatables or drinks. Clove Club use this touch points of customer as strength their
organisation by providing all those facility's.
After purchase- After the parches of the service customer can get influence by their
logistic services and greetings activities of organisation and look for the further more offers. So
in the present competition of business, organisation should use this factors as the opportunities,
by serving good, greetings and by providing further offers information through emails, messages,
social media publications and many more (Roos, 2019.) .
LO3
P5 Discuss how digital technologies are being utilised in order to mange consumers experiences
in service industry with example of customer relationship management system.
For managing consumers experiences, there are numerous number of digital technologies
available along with system device which are used to increase the brand value of company at
marketplace. It is vital to maintain and generate important data and information effectively.
Digital technologies includes online applications, social media platforms, search engines
optimizations and so many others techniques. In present time internet is on the top of list for
which companies are mostly prefer to use digital methods in order to create awareness about
product and carry out promotion in the market. Higher consumer experiences refers to a strong
brand image in market and to maintain this is essential for firm. With the help of some
approaches entities can manage it effectively. Consumers relationship management refers to an
activity in which digital techniques are being used in order to analyse the needs and demands of
end users on continuously basis. With the help of CRM technique, enterprises are able to full
full the requirements of end users effectively by offering products or services. Entities of

company will able to accomplish the goal of company as well as will able to enhance the market
shares goodwill and profitability by offerings qualitative services to end users.
Moreover, it also comprises feedbacks, reviews get from consumers to make further
changes and improve the production process or strategies of marketing. With the help of various
strategies and decision company provides discounts offers also to their consumers for grabbing
more customers towards their services. With CRM, management interact with past as well as
current prominent customers in order to say connect with them. By this company will able to
maintain its sustainability at marketplace for longer period of time. In relevance to service
industry it is important to maintain better relationships with guest for gaining competitive edge.
In context of selected firm they adheres various types of digital techniques like social media
marketing, E- mail marketing along with content for influencing customers. With the help of
websites, enterprises updates their changes and provides necessary informations to end users
related to menu, price foods and beverages and so many other relevant informations. By which it
will become easiness to consumers for taking appropriate decision in order to consumes services.
Then potential consumers will able to give honest reviews, feedbacks and testimonials about
services (Koetz., 2019). Additionally CRM offers competitive edge to other restaurants by
increasing better consumers experiences. Even if it is an effective tool, it also holds some
drawbacks also. In context of Clove club, CRM offers entities an opportunity to interact with
guest in best possible way as it offers specific information to enterprise related to consumers
needs, wants and trends. So it become easy for supervisors of clove club to provide desired
services to visitors.
CONCLUSION
From the above consideration it has been concluded that consumers experience and their
satisfaction value is the crucial for organisation which decide the success of hospitality
organisation and their market value. And at peasant there are the huge types of restaurant with
different facilities and specification that's why it is important to monitor the customers
experience and strategies innovation on the basis of customers personal demands. So that
customers that interact towards the company and engage their for buying the services, it is also
necessary to maintain positive and influencing customer relationship in order to analyse the
complete experience of customer and to increase organisation profitability.

REFERENCE
Books & Journal
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framework. John Wiley & Sons.
Kandampully, J. and et.al., 2018. Customer experience management in hospitality. International
Journal of Contemporary Hospitality Management.
Baker, M. A., 2016. Managing customer experiences in hotel chains. The Routledge handbook of
hotel chain management, pp.240-250.
Ieva, M., 2019. MANAGING CUSTOMER EXPERIENCE TO FOSTER CUSTOMER
LOYALTY. Loyalty Management: From Loyalty Programs to Omnichannel Customer
Experiences.
Zolkiewski, J. and et.al., 2017. Strategic B2B customer experience management: the importance
of outcomes-based measures. Journal of Services Marketing.
Kale, S. H., 2019. VICTORS: A New Framework for Managing Customer Experience in
Gaming.
Bolton, R. N. and et.al., 2018. Customer experience challenges: bringing together digital,
physical and social realms. Journal of Service Management.
Shukla, M. K. and et.al., 2019. Managing customer relations in a modern business environment:
Towards an ecosystem-based sustainable CRM model. Journal of Relationship
Marketing, 18(1). pp.17-33.
Koetz, C., 2019. Managing the customer experience: a beauty retailer deploys all tactics. Journal
of Business Strategy.