Customer Experience Strategy and Analysis: Moor Hall Restaurant Report

This report provides a comprehensive analysis of customer experience management, focusing on the Moor Hall restaurant. It begins by explaining the significance of understanding customer requirements and preferences, highlighting the value of tailoring services to meet specific needs. The report then delves into the factors that drive customer engagement in the service industry, such as competitive pricing, compelling offers, and accessibility. A customer experience map is developed, outlining the stages of awareness, consideration, decision, retention, and advocacy. The report also discusses how customer touchpoints, including emails and the restaurant environment, create opportunities for the organization to enhance customer satisfaction and loyalty. Finally, it examines the role of digital technology, including CRM systems, in managing customer experience effectively. The report emphasizes the importance of customer-centric strategies for achieving business success and sustained customer relationships.

Managing customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
P1 Explain the value & significance of understanding requirements and preferences of target
customer group for respective organisation................................................................................3
P2 Analysis of various factors that drive & influence customer engagement of target customer
group in a service industry..........................................................................................................4
TASK 2............................................................................................................................................5
P3 Develop a customer experience map for the chosen restaurant.............................................5
P4 Discussion of how customer touch-points by the customer experience develop
opportunities for the respective organisation..............................................................................7
TASK 3............................................................................................................................................8
P5 Analyse how digital technology is employed in managing customer experience in service
industry along with the example of CRM systems.....................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience is defined as h holistic perception and experience of a customer
towards the brand and organisation as well. IN addition to this, it is the result of interaction that a
customer has with the company from searching to receiving the goods as well as services. It is
stated that customer experience is the key aspect to meet with the expectations of customer
(Zhang, 2017). Along with this, it also develop an opportunity to business entity to gain customer
loyalty and retain them for longer time period. In the present report, Moor Hall restaurant is
taken into consideration. It is a British-fine dining restaurant that offer luxurious services to the
customer. The restaurant is located in Aughton, United Kingdom. The report will cover the
significance of understanding customer requirements along with the factors that drive customer
engagement. In addition to this , customer experience map is develop & analysis of customer
touch-points by customer experience develop opportunities & use of digital technology in
customer relationship management will be described. Furthermore, customers service strategy of
respective restaurant is analysed that is used to develop customer experience & fulfilling
requirement of target audiences.
TASK 1
P1 Explain the value & significance of understanding requirements and preferences of target
customer group for respective organisation
Customer experience is the wider term that consist of three main factors that is wants,
meeds & preferences of customer. In the service customer, the main objective is to provide
quality and on-time service to customers in order to engage the and retain them for longer time
period. Customer needs are mainly the common and basic feature that make customer to buy
particular product and services. Customer preference are inclination, likes, dislikes, expectation
and their motivation that drive their purchasing decision.
Target market is basically a group of prospective customers to whom company what to
sell its goods and services as well. In addition to this, it consist of particular consumers for that
firm is offering services and making efforts to retain them (Venkatesan, Petersen and Guissoni,
2018). In relation to Moor Hall restaurant, its target customers are people who belong from high
class and prefer to consumer luxurious services. Along with this, it also target people who prefer
to stay in natural environment along with the entertainment and quality food. The restaurant is

targeting customer by analysing the needs as well as requirements of customer and aims to attain
them in stipulated time period.
The value as well as importance of understanding customer expectations for Moor Hall
restaurant are as follows: Enable firm to innovate- It is analysed that identifying the requirements and preference
of customer help respective organisation to bring innovation in its services that attract
large number of people towards the restaurant. In addition to this, it arise an opportunity
to attain competitive advantage at marketplace by bringing innovation and satisfying
customers in an effective manner (Srivastava and Kaul, 2016). Moreover, this will also
assist in developing a unique image and enhancing market performance of the restaurant.
 Offer higher power over customer satisfactions- The customer decision behaviour to
buy particular services is depend on three factors that is needs, requirement and
preferences as well. Therefore, knowing about their requirement and fulfilling them aid in
converting customer towards a loyal customer. It is important for the Moor Hall
restaurant to focus on analysing the market trends and customer requirements that is
changed on the continuous basis. It is analysed that Moor Hall restaurant provide services
as per customer requirements and ensure that they will get on time service in restaurant.
This assist in satisfying customer and retaining them for longer time period which in turn
impact on performance and profitability of respective restaurant.
From the above discussion, it is analysed that customer wants and preferences plays an important
role for an organisation as it assist in sustaining in market for longer time period and develop
brand image in an effective manner. Moreover, it also assist in enhancing customer base level of
restaurant that leads to increase in profitability as well as revenue level of an organisation.
P2 Analysis of various factors that drive & influence customer engagement of target customer
group in a service industry
There are many factors which influence as well as drive customer service engagement of
target customer group, which is mentioned below in relation to the Moor Hall restaurant:
Competitive price: It is consider as one of the major factor that directly impact on the
customer decision-making towards purchasing services or not. In addition to this, it is important
for an organisation to set price of its offerings by analysing its competitor price so that best price
is given to its customer which help in attracting and retaining them for longer time period (Smit,

and Melissen, 2018). In relation to Moor Hall restaurant, it offer price of its food product and
services low as compare to its major competitors that satisfy customers in a proper manner and
make them clear to consume its services in future.
Compelling offers: Being in a service sector, Moor Hall restaurant can make use of
compelling offers that is provided in off season which attract more number of people towards
brand. In addition to this, respective restaurant also has loyalty schemes by which customer can
earn points and spent it on the next service. This will help in engaging customer for longer time
period and enhance market performance as well.
Accessibility: It is determine that if customers are easily find the information of
restaurant and accessible to its services then they will surely opt for consuming services of
particular restaurant. With reference to Moor Hall restaurant, it has its own website and also has
page on social media applications by which people can get information about its food and
services easily. In addition to this, it has customer service team that provide 24*7 assistance in
order to resolve customer queries in a proper manner (Shukla and Pattnaik, 2019). This assist
Moor Hall restaurant to gain trust of customers and enhance its performance as well.
Along with this, there are mainly two strategies for customer engagement that is
discussed below:
On boarding strategies: This strategy states that first impression is the last impression
that matters for the restaurant in order to engage its customer for longer time period. It is
important for Moor Hall restaurant to make a well-organised entry and exit of customer as it
attract them and develop a mind set towards the brand due to which they prefer to consume
repeat service of the restaurant.
Post-boarding strategies: This strategy is associated with the after consumption of
services by the customers that is important in order to know whether customer are satisfied or
want some improvements in the services. It is analysed that Moor Hall restaurant take feedback
from customer at the time of exit in order know about their satisfaction level. It help restaurant to
make customers feel valued and important in restaurant that develop positive mind set and raise
number of loyal customers of respective organisation.

TASK 2
P3 Develop a customer experience map for the chosen restaurant
Customer experience map is basically the procedure that involve all touchpoints which
buyers have in an organisation by both virtual and physical mean. In addition to this, it is a
blueprint of activities that assist marketers in developing an effective outline in the form by
which they can serve customers (Sharma, 2016). Moreover, it is a process by which customers
go through at the time of purchasing goods as well as services. In relation to this, the stages of
customer experience map that is divided into five steps is discussed below: Awareness- It is the first stage that is used to inform as well as address customer's about
the solution of the issues they face & how an organisation will be taking further steps to
resolve it in a proper manner. With reference to Moor Hall restaurant, it can conduct
market research & also point out the issues faced by them by giving effective offerings. Consideration- Another stage of customer journey map is consideration and herein buyer
or potential buyer is informed about the options provided in order to solve their issues. In
relation to Moor Hall restaurant, it will offering various factors that address the needs &
problems of customer and meet with their expectations by providing quality and on-time
service to customers. Decision- At this stage, customer take the decision to buy particular goods and service
which satisfy their requirements in an effective manner. It is important for Moor Hall
restaurant to provide best offers and quality to customers so that they take decision in
their favour. In addition to this, it is one of the significant stage as the future decision to
purchase is depend on it. Retention- It take place after the purchase decision and is based on how an organisation
put efforts in order to retain customers. It is significant for Moor Hall restaurant at this
stage to focus on developing effective relationship with customers and make them feel
valued and important by consuming its services (Peppers and Rogers, 2016). It will help
in gaining the trust of customers and engage them for longer time-period.
 Advocacy- It is the final stage of customer journey map and is associated with further
marketing and promotions by the help of positive word of mouth. It is determined that in
the service sector, mouth publicity is one of the major aspect to attract large number of
people. In context to Moor Hall restaurant, it take feedback from its customers in order to

know their view point and reviews towards its services which the help in promoting the
brand at marketplace.
P4 Discussion of how customer touch-points by the customer experience develop opportunities
for the respective organisation
Customer touchpoints is defined as the common points of a brand by which a customer
and business entity comes in contact and interact with each other. In addition to this, customer
touch points can be created at anytime in the whole purchase journey which is before, during and
after the purchase of goods and services as well. Moreover, these are the building blocks that aid
an organisation to gain opportunities for increasing productivity and profitability as well. The
touch points of Moor Hall restaurant which can develop opportunities at the time of customer
experience journey is discussed below: Emails- It is basically a tool that is used by organisations in order to communicate and
inform customers in a formal manner (Ng, Sweeney and Plewa, 2019). In addition to
this, it is a way of keeping customers notified and aware that is the first stage of customer
journey. With the help of this touch point, Moor Hall restaurant can sent promotional
offers to customers and also consider their problems that is resolved timely and
effectively. Restaurant environment- One of the most important touch-point that assist in attracting
large number of people to consume its services. It is significant for restaurant to have a
unique and attractive ambience which make customers feel obliged and satisfied. The
ambience of Moor Hall restaurant is unique and also it has 16 rooms that has suitable
services where customers can enjoy and spent their time as well. This develop an
opportunity for respective restaurant to gain loyalty of customers and enhance its
performance in an appropriate manner.
 Restaurant staff- Another customer touch point is staff members which provide services
to them. It is determined that Moor Hall restaurant first provide training and development
session to its staff so that they can provide satisfactory and quality service to customers.
It help staff members to resolve the issues of customer and served them timely which
impact positively on the mind-set of customers towards the brand. Moreover, this will
also assist in remaining competitive at marketplace and earn higher profits as well.

TASK 3
P5 Analyse how digital technology is employed in managing customer experience in service
industry along with the example of CRM systems
Customer relationship management (CRM) is basically the combination of strategies,
activities as well as technologies which is used by company in order to analyse customer
interactions & manage data throughout the customer life cycle. One of the main objective of
customer relationship management is to help a company in developing long term and effective
relationship with customer. The various sources as well as system of customer relationship
management adopted by Moor Hall restaurant is given below: Social Media- It is an effective CRM tool that is used by Moor Hall restaurant in order to
develop effective relationship with customer. This tool help in communicating with the
customers and promoting their brand in an effective manner which in turn aid in raising
the customer base level of company. This also help in gathering feedback from customers
about the brand and reverting them which develop a string connection with the
customers. Websites- Another Customer relationship management system that is used by respective
restaurant is its official website that consist of all the information about the services and
offerings provided by Moor Hall restaurant. In addition to this, it also allow customers to
raise queries and issues faced by then that is solved by managers of restaurant rapidly and
effectively as well.
 Emails- It is analysed that Moor Hall restaurant make use of Email as a CRM tool so that
they can develop and maintain good relationship with its customer (Lipkin, 2016) Koetz,
2019). E-mail help in giving information to customer about its offerings and make them
update in a formal manner. In addition to this, they send feedback form to customers via
Email which make customers feel valued and important by consuming services from the
respective restaurant.
CONCLUSION
From the above discussion, it has been concluded that customer experience plays an
important role as it directly impact on the profitability and market performance of an
organisation. In addition to this, it is significant for service sector to analyse the needs and

preferences of customer so that they can fulfil it which leads to customer satisfaction and
retention as well. There are various factors that drives customer engagement that is accessibility,
price, onboard strategy and many more. It is determined that in the present time period
technology plays an important role in the service industry as it assist in reaching large number of
customer and in raising customer base level of a business entity. It is important to develop an
effective customer service strategy such as understanding requirements, taking feedback, using
CRM system and so on. All this will assist an organisation to sustain in market for longer time
and performance as well as profitability in an effective manner.

REFERENCES
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