Managing Customer Experience: Galetos Restaurant Analysis Report

This report analyzes the customer experience at Galetos Restaurant, a UK-based hospitality business. It begins by discussing the importance of understanding customer needs, wants, and preferences, and how these factors influence customer engagement. The report then presents a customer experience map, outlining key touchpoints and opportunities for business growth. It further explores the impact of digital technology on customer relationship management, including the use of CRM systems. Customer service strategies employed by Galetos are also examined, along with their impact on customer experience and business standards. The report covers cultural, social, and psychological factors influencing customer behavior, and provides actionable insights for improving customer satisfaction and loyalty. The report provides a comprehensive overview of customer experience management in the hospitality sector, focusing on the case of Galetos Restaurant.

Recognizing and Serving the Individual
Hospitality Management
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Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Discuss about the value and importance to the needs, wants and preferences of target
customer groups for Galetos restaurant.......................................................................................3
P2 Describe about the different factors that drive and influence customer engagement of
different target customer groups within Galeto restaurant..........................................................4
LO2..................................................................................................................................................5
P3 Create a customer experience map for a Galetos restaurant...................................................5
P4 analyse that how the customer touch-points throughout the customer experience create
business opportunities for Galetos restaurant..............................................................................6
LO 3.................................................................................................................................................7
P 5 Ways in which digital technology is employed in managing the customer experience
within the Hospitality sector........................................................................................................7
P6 Customer service strategies....................................................................................................8
P7 Impact of customer service strategies on customer experience and business standards........9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Customer experience management is one of the most important factors to be focused on
and considered in hospitality industry. As revenue, sales, profit etc. of organizations in this
industry completely depends upon their customers. Customer experience management is a kind
of practise in which interaction with customer is done in order to meet their expectations so that
their satisfaction level is met and their loyalty towards the organization can be increased
(Nykamp, 2019). Customer experience works as a key differentiator for every business which
can work as a factor to achieve competitive advantage. This assignment is based on a hospitality
industry organization Galetos Restaurant in Romford, London. It is a UK based restaurant which
was founded in 2015. This assignment will lay emphasis on importance of understanding the
needs, wants and preferences of target customer groups for Galetos restaurant of hospitality
industry, different factors that drive and influence customer engagement of Customers, customer
experience map, ways in which customer touch-points throughout the customer experience create
business opportunities for a business, impacts of digital technology in customer relationship
management, customer service strategies for Galetos restaurant and customer service strategies
create and develop the customer experience.
LO1
P1 Discuss about the value and importance to the needs, wants and preferences of target
customer groups for Galetos restaurant.
It is important to know about targeting the customer through specific demand and
preferences within marketplace. Galetos restaurant is mainly used the marketing approach to
facilitate exchange of good and services. Therefore, it will deliver the maximum values to
potential customers. For business development, it is an essential for identifying preference of
customer because the demand has changed on the basis of latest trends (Ahmed, Maati and Al
Mohajir, 2015). It helps to get more lead in business which are likely to give them better services
sometimes, it may be turned into the strong customer relationship and generate new sales
through positive recommendation services. Currently, customer demand nothing less than
seamless experience across digital and traditional points. Galetos enterprises need to be prompt
for server better services by using different platform. In terms of wants, preferences and need to
target customer group which influencing through services where they always try to visit again in
same place.
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 It is useful for Galeto restaurant to target the group of customers and provide services
according to the demand. In this way, it directly impacts on the production and sales
because customers are fully satisfied with services. They are trying to revisit the place
for taking services. This will help for maintaining a good relationship between
management and client. Therefore, Galeto restaurant easily increasing their productivity
and profitability in marketplace (Rosenbaum, Otalora and Ramírez, 2017).
 Galeto restaurant is mainly used various type of channels, tool and method which help
for identifying demand of customer. In this way, it is increasing opportunities to look at
what client want and ask them. This type of process is systematically handling the
business operation and function.
 The importance of customer satisfaction should never be rejected while consider
especially at the time of planning, marketing and positioning. Many customers are likely
interacting with posts on social media
P2 Describe about the different factors that drive and influence customer engagement of different
target customer groups within Galeto restaurant
In Galeto restaurant, Customer buying behavior is a type of process that can be determined
through involvement of people towards product and service. It also considered various type of
factors which may influence the individual and group of consumers. There are common factors
drive to influence customer engagement of different targeted consumers.
 Cultural Factor: It is also important factor that come to understand behaviour and
attitude of customers. Generally, culture is a part of society and also important cause of
personal wants, preferences. It always influences the buying behaviour of client varies
from nation to nation (Shaon and Rahman, 2015). It also analyzing the groups, regions
and event countries. For instances, targeted group of people will be influenced by friends,
family and cultural environment that will teach them preferences and values.
 Social culture: It is mainly defined the group of targeted people based on the lifestyles,
interest and behaviour. Each one has different social classes which important for Galeto
restaurant to identify their demands and then provide services according to them. Lower
class people will be focused on the price while upper class people will be concerned
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about the quality, features, innovation and benefits. It including various groups which
described to influence other people in terms of purchase decision.
 Psychological Factor: This factor affecting on the purchase decision that includes
motivation, attitudes, perception, belief and learning which often influence consumer
people. Galeto firm need to know that peoples have an involvement towards business
which are taken services for restaurant. The factor can be influencing targeted customer
in terms of learning, attitude, perception and motivation (Nykamp, 2019).
LO2
P3 Create a customer experience map for a Galetos restaurant
A customer journey map is based on the visual representation of every experience of
consumer. It helps for identifying customer experience with Brand from engaged with potential
customer. It useful for long term relationship. Galeto restraint will develop a customer journey
mapping which easily identify the need and requirement of client perspectives. In this way, it
gains more common touch point that can improve overall client experience (Wali and Wright,
2016).
Customer experience Map
Stages Activities Action Undertaken by
customers
Business opportunities
Research Identify customer
need, preference
and wants
Get an idea about different
sites and compare between
two products (Shaon and
Rahman, 2015).
 Understand
behaviour of
customers.
 Address client to
be satisfied with
services.
 Create long terms
relationships.
Awareness Digital channels Identifying the most
suitable or authentic place
to eat.
 Influence client
towards products
and services.
 Use branded
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packaging
Analyzing and
finding
Online tool or
platform
Having a great experience
through better facilities and
services.
 Increasing the
demand in market
through innovative
idea, thoughts.
Writing review show interest in
both positive and
negative
Express their opinion  Take benefits and
advantage through
online
advertisement.
Coming back Checking loyalty of
customers.
Relive or again the
experience.
Target group of customers
on the basis of loyalty
towards restaurant which
help for increasing profit
rate (Shaon and Rahman,
2015).
Table: 1
P4 analyse that how the customer touch-points throughout the customer experience create
business opportunities for Galetos restaurant.
Customer touch point is a type of interaction that might be understand requirement of
customer and how they feel about particular item, brand and services. In Galeto restaurant,
touchpoint occurs in different stages which define buyer journey from customer accessing
information about particular item through online media (Shaon and Rahman, 2015). However, in
digital world it becoming long lasting concept for Galeto restaurant to increase productivity and
profitability in marketplace. There are suitable customers touch point analysis through
experience while creating business opportunities for growth and development.
 Keep the promises: Galeto restaurant interact with the customer and promise to them
regarding better services and products. It will give an accurate information on website
which help for people to search all records in proper manner. The restaurant needs to
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aware about the issues at the time of sales conversation where sorts all promises and
delivered best item.
 Delighting the consumers: It is directly related to the expectation of client where they
are going to surprise with the services of Galeto restaurant because they are mainly used
an effective strategy for applying in marketing to launch a new item. It always focused on
the improvement to target group of consumers. It will help for restaurant to increase
demand in global market because many clients is to know about an effective services
which always inspired and motivated (Lipiäinen, 2015).
 Discovery: it is about the customer that how to judge Galeto restaurant on the basis of
website, social media accounts and other type of online reviews. It offering a good
impression in front of potential client and make sure that includes proper information
about service or product such as item price, menu, hour of operation and address. It will
create a good impression where customer attract to the visual representation.
LO 3
P 5 Ways in which digital technology is employed in managing the customer experience within
the Hospitality sector
CRM can be defined as an approach which is used by organizations to manage their
interaction with their customers and for this company focuses on customer’s history with the
organization so that they can improve their relationship with their customers. CRM also helps the
organizations to enhance their overall sales as well as customer base. Digital technology impacts
customer relationship management in many ways. Advancement in digital technology is also
bringing improvements or changes in ways in which customer experience is managed. With the
help of digital technology ways in which experience of customers is managed is changing
(Lipiäinen, 2015). Today organizations like Galetos are using various kinds of software’s that
helps in improving customer relationship management. These software’s not only help in
increasing sales and marketing of their products and services but also helps in providing
customer support facility and technical support facility to their customers. With the hep of digital
technology capturing of customer data and analysis of their data has become much easier. If
customers are facing any kind of issues or problems then it can easily be handled and not only
this using advance technology Restaurants can identify their customers expectations and
requirements in a much easier manner in order to be fulfilled. Using CRM system restaurants can
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also prioritize their customers needs and requirements that are required to be fulfilled as a first
priority.
Some of the examples of CRM systems are:
 salesforce CRM which is used for salesforce automation, sales analytics etc.
 Inbound CRM which is used for inbound marketing in order to pull customers in.
 Sales CRM which is used as a sales tool for selling.
 Social CRM which is used to manage organizations conversation controlled by customers on
social media.
 Fully integrated CRM like freshsales which is used to unify marketing, sales and support
tools in one platform.
P6 Customer service strategies
Galetos restaurant use a variety of service strategies for making its customer experience
memorable and excellent. The ambience of restaurant is quite beautiful and peaceful so that
customers can enjoy their time and food. The surrounding is decorated by eye pleasing
decoration which mesmerises the customers. However there is lack of tariff boards or signage
which creates issue for the customers who arrived first time in the restaurant (Daugherty,
Bolumole and Grawe, 2019). Thus organisation can make their customer experience more
comfortable by using labelling of products and other signage. To satisfy the needs of various
customers Galetos provides a wide range of food and beverages products. For assuring the
quality of products the restaurant prepare the food in front of customers. This strategy makes
customers satisfactory about product quality and ingredient.
However pricing strategies seems quite high to some customers. Thus for enhancing the
profitability organisation can include products ranging from both low to high prices (McColl-
Kennedy and et.al., 2015). The pricing strategy is shared in effective way so that customers can
make suitable choice accordingly. This aspect make it very easy for the guests of Galetos
restaurant. The staff members of organisation is highly skilled and polite which creates a very
positive impression on the guests (Kaoud, 2017). It gives customers a feeling of superiority and
they feel quite good. Since most of the customers are in hurry they expect the quick delivery of
services.
Galetos ensure that they deliver food and services in minimum preparation duration. The
supplementary such as condiments, cutlery are very easy to find for the guest. In order to make
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the guest experience more easy and effective organisation also respond towards digital
technologies and gives flexibility to its customers to adopt various methods of payment such as
cash, cared or online payment. This kind of flexible and advanced strategies makes customers
comfortable and relaxed and thus helps in improving their experience.
P7 Impact of customer service strategies on customer experience and business standards
The service strategies used by Galetos have positive impact on enhancing the experience
of customers. It also helps organisation to meet all necessary business standards required for
hospitality services. For example the restaurant provides the price detail of every product to its
customers so that customers have right to choose themselves without any pressure from the
service providers (Nili, Barros and Tate, 2019). It is the responsibility of hospitality
organisations to ensure that their employees and guests are provided safe environment and
services. Galetos restaurant prepares the fresh food in front of the guest so that food safety and
quality standards can be meet. This kind of strategies are very helpful in building trust and
customer loyalty. It is the duty of organisation to provide services as per the needs of customers.
Thus the organisation has well trained and highly skilled staff members so that they can
identify and understand the needs of their guests and can improve the services accordingly. The
well-maintained interior motivates customers to visit the restaurant again and again. This
strategy is also helpful in gaining attention of the visitors (Yang and et.al., 2016). The
organisation pay great emphasis on demands and feedbacks of customers. It gives a valuable
experience to customers as their needs are satisfied. The strategy is also profitable from business
perspective as it plays a vital role in creating a unique identity and brand value for the Galetos
restaurant.
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CONCLUSION
It can be concluded from the report that success of service industry cannot be retained
without customer engagement in the services. Thus, it is vital for the service providing
organisation to adopt effective customer service strategies. It has been analysed from the study
that for capturing target market organisations must analyse the customer preferences and driving
factors influencing those preferences.
The service providers can use customer experience map to analyse and optimise the touch
points of their target customers. The analysis is valuable as it results in creating and exploring
new business opportunities. Further it can also be concluded from the study that for enhancing
the customer experience and engagement hospitality service providers can also use digital
technologies which is also mandatory for gaining competitive advantage.
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REFERENCES
Book and Journals
Ahmed, B.S., Maati, M.L.B. and Al Mohajir, B., 2015. Improve intelligence of E-CRM
applications and customer behavior in online shopping. International Journal of Business
Intelligence Research (IJBIR). 6(1). pp.1-10.
Daugherty, P.J., Bolumole, Y. and Grawe, S.J., 2019. The new age of customer impatience: an
agenda for reawakening logistics customer service research. International Journal of
Physical Distribution & Logistics Management. 49(1). pp.4-32.
Kaoud, M., 2017. Investigation of customer knowledge management: A case study
research. International Journal of Service Science, Management, Engineering, and
Technology (IJSSMET). 8(2) pp.12-22.
Lipiäinen, H.S.M., 2015. CRM in the digital age: implementation of CRM in three contemporary
B2B firms. Journal of Systems and Information Technology. 17(1). pp.2-19.
McColl-Kennedy, J.R. and et.al., 2015. Fresh perspectives on customer experience. Journal of
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Nili, A., Barros, A. and Tate, M., 2019. The public sector can teach us a lot about digitizing
customer service. MIT Sloan Management Review. 60(2). pp.84-87.
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Relationship Management. American Management Association.
Rosenbaum, M.S., Otalora, M.L. and Ramírez, G.C., 2017. How to create a realistic customer
journey map. Business Horizons. 60(1). pp.143-150.
Shaon, S.K.I. and Rahman, H., 2015. A theoretical review of CRM effects on customer
satisfaction and loyalty. Central European Business Review. 4(1). p.23.
Wali, A.F. and Wright, L.T., 2016. Customer relationship management and service quality:
Influences in higher education. Journal of Customer Behaviour. 15(1). pp.67-79.
Yang, E. and et.al., 2016. Customer Service Management & Hofstede's Cultural Dimensions In
Australia, Brazil, China, Germany, Japan, Norway, And The Usa. In Allied Academies
International Conference. Academy of Organizational Culture, Communications and
Conflict. Proceedings (Vol. 21, No. 1, p. 62). Jordan Whitney Enterprises, Inc.
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