Customer Experience Management: Comparing Restaurant Experiences

This report, focusing on customer experience management (CEM), analyzes two contrasting restaurant experiences. The author uses proto-persona diagrams to illustrate personal experiences at two restaurants, Restaurant A and Restaurant B. The report identifies significant pain points in Restaurant A, such as poor food quality, miscommunication among staff, and billing issues, highlighting the lack of CEM implementation. In contrast, Restaurant B is praised for its warm welcome, attentive staff, and delicious food, demonstrating effective CEM practices. The report compares and contrasts these experiences, emphasizing the impact of CEM on customer satisfaction and loyalty, and concludes with recommendations for improving customer service in the restaurant industry. The analysis references several academic sources to support its findings.

Running head: CUSTOMER EXPERIENCE MANAGEMENT
Customer Experience Management
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Introduction......................................................................................................................................2
Proto-persona diagram to illustrate yourself relative to the component with poor experience.......2
Identification of 2 most significant pain points during the entire process and applying at least 2
key CEM concepts at the time of discussing why the experience was poor...................................3
Proto-persona diagram to illustrate yourself relative to the component with positive experience..4
Identification of 2 most significant pain points (positive) during the entire process and applying
at least 2 key CEM concepts at the time of discussing why the experience was positive...............4
Comparing and contrasting the two experiences to explain why one experience is better than the
other.................................................................................................................................................5
Conclusion.......................................................................................................................................6
References and Bibliography...........................................................................................................7

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Introduction
The study deals with explaining the concept of Customer Experience Management by
citing real-life experiences (Zolkiewski et al., 2017). Here, I would like to take two services
where once I was happy with the services provided by Restaurant A and not at all satisfied with
other services that provided by Restaurant B. I am taking two Restaurant A and B that I visited
during last weekend (Restaurant A- First weekend, Restaurant B – Second weekend) with my
family and friends to spend quality time and have nice food. This study properly explain both the
experiences that I gained by visiting two restaurants with the help of Proto-persona diagram. In
this diagram, each quadrant signifies attributes or concern to make the situation understand in
better form.
Proto-persona diagram to illustrate yourself relative to the component with poor
experience

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Identification of 2 most significant pain points during the entire process and applying at
least 2 key CEM concepts at the time of discussing why the experience was poor
The two significant pain points are already highlighted by me in the diagram where I
faced problem when I visited Restaurant A. I would like to highlight the entire process in detail
where in each step, there was mismanagement and miscommunication within the staff members
and restaurant manager that made me feel uneasy at the end. I ordered pasta for myself and found
that it was not cooked properly. I immediately asked to change it as it was awful in taste and
served in dirty plates as well. I called the manager of that restaurant and I found that he showed
no interest to listen to my complaint and started arguing with me. This was not the end, while
paying the bill; I was harassed by the person who was sitting at the bill counter. They had taken
extra charges for same dish all over again. I ordered single pasta for myself and they deducted
money of 2 pastas. On telling the fact, they were not showing any interest to listen to me.
Overall, the experience with Restaurant A was too bad and I will never recommend any friends,
family and relatives to visit this place. I have even decided to write negative feedback in the
websites that will make other customer aware that they serve bad service that is acceptable as we
are paying lot of money for the service.
This restaurant needs to adopt CEM concept so that they understand the needs as well as
expectations of the customers (Verleye, 2014). After implementing CRM concepts, the restaurant
should make an effort to maintain lasting customer relationships by adopting various
complimentary approaches. The other way is to capture and distribute that service what customer
actually expects from a restaurant. These CRM applications will benefit Restaurant A when they
will start making an effort to get information from the customer and then serve them better by
working upon the negative feedback (Raju & Walavalkar, 2017).

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Proto-persona diagram to illustrate yourself relative to the component with positive
experience
Identification of 2 most significant pain points (positive) during the entire process and
applying at least 2 key CEM concepts at the time of discussing why the experience was
positive
The two positive pain points that I was happy about when in visited Restaurant B was the
person who welcomed me when I was about to open the door. The greeting was so warm and
friendly that I was impressed in the initial process before checking the food and menu also. The
staff members were so energetic and showed interest to help me out with the selection part as I
visited that restaurant for the first time and had no idea which is their specialty. The staff
member had proper understanding with the menu and the ingredients. He made sure if I had any
allergic to specific ingredient and made the recommendations according to that. I was impressed
by his communication skill where he properly dealt with entire menu selection part in ease
manner by giving sufficient time to us. After that, coming to the food part, it was awesome in

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taste and served in such as nice way. I was so happy with the overall experience at Restaurant B
that will recommend all my friends, family and relatives to visit once and get the best service
possible. I even want to write positive comments and feedback about this restaurant as they have
made me happy with each single process.
This restaurant had adopted Customer Experience Management seriously where they had
conducted research on what are the expectations of the customers when they visit a particular
restaurant (Peppers & Rogers, 2016). They had even recruited staff members and trained them
well how to deal with the customers. These things had made me happy and satisfied with the
service provided by Restaurant B.
Comparing and contrasting the two experiences to explain why one experience is better
than the other
I would like to compare between two experiences in consecutive week where one service
had made me happy and other one sad. My thought process as a customer is to get the best
service available as I am paying a price for it. Bad service will automatically spoil my mood. In
the first weekend of the ongoing month, I visited Restaurant A where I had bad experience. I
visited that place with my family. The next weekend, I visited Restaurant B where I had positive
experience. I visited that place with my family. As I am very much happy with the service
provided by Restaurant B, I would definitely take my family to that place and spend quality time
with them by eating delicious food items.

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Conclusion
At the end of the study, I would like to concluded by saying the fact that restaurant
should make sure that their customers are happy and satisfied after availing services from them.
One bad experience can hamper the productivity and profitability of the restaurant on large scale.
It is important to be careful at the time of recruiting staff members and train them according to
what customer expect by applying Customer Experience Management.

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References and Bibliography
Arkadan, F., Macdonald, E. K., & Wilson, H. N. (2017). Customer Experience Management
Practices: A Systematic Literature Review. In Creating Marketing Magic and Innovative
Future Marketing Trends (pp. 1361-1361). Springer, Cham.
Grønholdt, L., Martensen, A., Jørgensen, S. & Jensen, P., (2015). Customer experience
management and business performance. International Journal of Quality and Service
Sciences, 7(1), pp.90-106.
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
McColl-Kennedy, J.R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z.J., Perks, H. &
Friman, M., (2015). Fresh perspectives on customer experience. Journal of Services
Marketing, 29(6/7), pp.430-435.
Peppers, D. & Rogers, M., (2016). Managing Customer Experience and Relationships: A
Strategic Framework. John Wiley & Sons.
Raju, J.K. & Walavalkar, D., (2017). Customer Experience Management-the Mantra for
Success. Ushus-Journal of Business Management, 5(1), pp.1-8.
Verleye, K., (2014). Designing service interfaces for customer engagement in the creation of
value. In Customer experience management: Enhancing experience and value through
service management (pp. 73-97). Kendal Hunt Publisher.

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Zolkiewski, J., Zolkiewski, J., Story, V., Story, V., Burton, J., Burton, J., Chan, P., Chan, P.,
Gomes, A., Gomes, A. & Hunter-Jones, P., (2017). Strategic B2B customer experience
management: the importance of outcomes-based measures. Journal of Services
Marketing, 31(2), pp.172-184.