Analysing Customer Experience Management in Aviary Restaurant

This report provides an analysis of customer experience management within the service sector, using Aviary Restaurant as a case study. It emphasizes the importance of understanding customer needs, wants, and preferences for targeted customer groups, exploring factors that drive customer engagement, and mapping the customer experience journey. The report identifies key touchpoints for creating opportunities and examines the role of digital technology, specifically Customer Relationship Management (CRM) systems, in enhancing customer experience. It discusses how Aviary Restaurant utilizes strategies to build a loyal customer base by offering quality service, a pleasant atmosphere, and breathtaking views, focusing on innovation, customer satisfaction, and effective management to attract and retain customers from families, corporate personnel, and students. The report also highlights the importance of addressing potential negative influences, such as inadequate food quality or poor management, to maintain a positive customer experience and ensure the restaurant's success. Desklib offers a variety of study tools and resources, including solved assignments and past papers, to support students in their academic endeavors.

Managing Customer
Experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the value and importance of understanding the needs, wants and preferences of
target customer groups for a service sector industry..................................................................3
P2 Explore the different factors that drive and influence customer engagement of different
target customer groups within a service sector organisation......................................................4
P3 Customer experience map for Aviary Restaurant.................................................................5
P4 Touch points creating opportunities......................................................................................6
P5 Examine how digital technology is employed in managing the customer experience within
the service sector, providing specific examples of customer relationship management (CRM)
systems........................................................................................................................................7
CONCLUSION ..............................................................................................................................8
REFERENCES................................................................................................................................9
Books and Journals.....................................................................................................................9

INTRODUCTION
Customer experience is an essential part for growth of every organisation. This is the
perception of customers about the brand. A good customer experience is reason for success of
the organisation (Shaw and Hamilton, 2016). In relation to Aviary restaurant they provide
quality service to keep the customer's satisfied and they make use of strategies for getting a loyal
customer base. Aviary restaurant has a beautiful interior and a good atmosphere that is loved by
customers and the restaurant is famous for its breathtaking view and people enjoy to sit and eat
there. The report talks about the importance of serving customers according to their needs and
wants. Also how customers can be engaged by using different factors and the use of digital
technology in managing the customer experience.
TASK 1
P1 Explain the value and importance of understanding the needs, wants and preferences of target
customer groups for a service sector industry
Customers have their needs and wants and that need to be fulfilled. Due to diversity of
taste and preference of customers a proper analysis to satisfy their demands is done by Aviary
restaurant. They try to identify the current trends in the society and then provide the customers
with all they want which is the reason for customer satisfaction and being engaged in the
restaurant. To convenience the customer to prefer the brand one needs to satisfy the customers.
To take right strategic decisions while maximizing the profit and sales of the organisation it is
essential to understand what the target group of the restaurant is demanding off.
Additionally, understanding the customers needs and wants and serving them
accordingly helps to satisfy them. The customers Aviary restaurant belong to premium class and
have a effective lifestyle. The value and importance of knowing the expectations of customers
are mentioned below: Enable company to innovate: Innovating is a key for growing any business, and to
innovate it is essential to know the current trends in the market and then to apply them
according to needs of customers (Yohn, 2016). In relation Aviary restaurant the team
focuses on analysing the current trends and grabbing the opportunities as and when they
arise. They always serve customers by offering new things and improving existing ways.

Basically it is important to know and understand the market to innovate wherever
required which will lead to better customer satisfaction.
 Provide suitable power over customer satisfaction: The purchase decision of customer
depends on the product the company offers in relation to what the customer expect.
Better a company will fulfil expectations more is the customer satisfied. Aviary
restaurant serve the customer according to the trend in the market and by analysing their
needs and wants. Having a knowledge of needs and wants of customers enable them to
take powerful decisions in favour of the customers and for successful achievement of the
organisational goals.
P2 Explore the different factors that drive and influence customer engagement of different target
customer groups within a service sector organisation
Customer engagement is a kind of emotional attachment that a customer builds over time
with the brand. A highly engaged customer buy more and also promotes more. The customer is
loyal towards the organisation. To increase the customer engagement in Aviary restaurant there
are interactions with customers, their feedback is valued a personal touch is given to customers
this improves the interest of customers in the restaurant. There are various factors that influences
the engagement level of customers. The factors used by Aviary restaurant are as follows: Families: The target group that mainly come in Aviary restaurant are families. The
families should be provided with environment and sitting arrangement that they feel
comfortable and enjoy eating. The factor to engage them is entertainment, the music
should be according to age, their likes etc. So that the families feel engaged in restaurant
and enjoy dining in there.
 Corporate Personnel: This include the people who work in corporates . Normally they
came with groups for outing purpose (Smit and Melissen, 2018). To engage them Aviary
restaurant provide them with the arrangement they feel comfortable in and take care that
they are getting all facilities. Wifi connects is also a factor to engage these types of
customers.
 Students: Normally students visit restaurants with friend to eat and enjoy. If this target
group likes the place and get engaged then it is profitable for the organisation. In Aviary
restaurant the view is so beautiful which is liked by students and they like to sit there and

spent quality time. They can plan parties there and other get together which engage them
and is good for the restaurant.
But these are some factors that can influence the customer engagement adversely and should be
taken care off: Inappropriate Food and Beverage Quality: If the quality of food served is not up to the
mark this is a negative sing on part of restaurant. As the main part of them is serving
customer with quality food and if this is compromised, customers will not come back and
this will lead to loss of the restaurant(Klink, Zhang and Athaide, 2020) . In Aviary
restaurant the main focus in on providing quality food so this will not be the case.
 Improper management: It is important to manage everything for success on every
organisation and to attract customers. People like the place that is properly managed. In
Aviary restaurant they try to manage everything so that the customer don't have to wait
or waste the time. A good management is key to success foe every organisation and if
that is not taken care of the organisation can face losses.
For proper engagement of customers it is essential to know the trends and serve them
according to what they like and prefer. It is important to provide the environment that attracts
them and they feel engaged at that place.
P3 Customer experience map for Aviary Restaurant
Customer experience map is a tool to visualise the experience of customers at various
stages of life. This helps to know what the customer like and what are there dislikes. The
organisation comes to know about the disappointments of the clients and can focus on
improvising them (Rosenbaum, Otalora and Ramírez, 2017). Underneath is the customer
experience map of Aviary Restaurant:
Request: This is the fist point from where the examination began it may be from google or other
software. It is essential to identify the source from which the customer would be attracted
towards the product or service the company is offering(Homburg, Jozić, D and Kuehnl, 2017).
Aviary Restaurant bunch administrators ought to guarantee that all the offers and discounts
given by them are in reach of customers and they are able to avail the benefit of those offers.
Analyse: The second period is when the client analyse what Aviary restaurant is offering and
what others are offering in the same industry and compare them by checking the correlation

between them (Rajaobelina, L., Brun, I., Tep, S. P. and Arcand, M., 2018) . Aviary restaurant
use various methods to compare and ensure that they are best among them.
Buy: It is the third stage in which the clients have to buy. At this point the data provided by
client is used to increase the sales different methodologies are used.
Gather: All the discount coupons and other offers are collected and the best among them is
taken out. There are chance of anxiety and stress in mind of clients at this stage.
Eat: This is the final stage where customer visits the Aviary restaurant and avail the offers and
discounts to overlook the customers.
P4 Touch points creating opportunities
Touch Points
Touch points acts as the common link between businesses and its customers during their
journey of operations. These significantly impacts the customer perception regarding the brand
of Aviary Restaurant. By utilising these points efficiently the businesses can capitalize the
business opportunities (Shi, S., Wang, Y., Chen, X. and Zhang, Q., 2020). Customers touch
points are their journey map towards the brand of the restaurant. In relation with Aviary
Restaurant, they examine all the touch points and focuses on making business opportunity
through customers satisfaction are explained below: Social Media: Aviary restaurant use this method as an effective tool to acquire the
customers for their brand. Social media helps in reaching a large portion of target
audience which will create a direct contact between the restaurant and the customer. This
can be useful for the promotion of the product, building effective customer relationships,
and also helps in enhancement of brand effectiveness (Srivastava, M. and Kaul, D.,
2016) . This is an cost effective approach which will reduce the operation cost of the
restaurant and will increase the overall revenue of the restaurant. Communication with Clients: Aviary Restaurant tries to maintain a direct link with its
customers by creating a path of conversation for obtaining their reviews. This will be
helpful for restaurant in getting the feedback from the customers regarding the food and
offerings of the restaurants. This will be helpful in connecting with potential clients and
utilising the administration efforts. There are also certain customer support channels
which are used by the Aviary Restaurant to maintain strong customer base.

 Customer On-boarding: It is most commonly used touch point for the services of the
restaurants. Many customers abandons the products in a short period of time because
either they get board from the product or they are not satisfied with its offerings. That's
why they shift the from the product (Clauzel, A., Guichard, N. and Riché, C., 2019). It is
necessary to inform the customers about the effectiveness of service and for that on-
boarding programs will be useful. Aviary Restaurant always try to connect with its
customer and offer effective service catalogue to them to maintain brand and customer
loyalty. Online Advertising: It is an strong and an effective tool which is widely used by the
restaurants for its customers. Restaurant banners is a key to create the first perception of
the restaurant in the minds of the customers. It is an effective way of increasing customer
traffic for their restaurant. The aim of Aviary Restaurant is to build effective impact of
their restaurant's advertisement on the customers which will help in the increase of sales
and revenue.
 Direct Mail: It is a tool which is used when the customer have availed the service of the
restaurant. Aviary Restaurant attempts to encourage the customers through direct mail to
make frequents visits at their restaurants. Through direct mail, the restaurant try to
inform the customer about the new offerings over a period of time. It requires
experienced personnel to create an effective mail to connect with the client and
understand their requirements to make future improvements(Pennington, A., 2016).
Hence, these our the touch points which are utilised by the Aviary restaurant in dealing
with their customers and meeting their expectations from their brand. These touch points helps
in creating the brand awareness and builds an interaction with the customers journey.
P5 Examine how digital technology is employed in managing the customer experience within
the service sector, providing specific examples of customer relationship management
(CRM) systems
Customer Relationship Management is defined as a process of managing the interactions of past,
existing as well as potential customers. CRM helps to increase the relations with customers to
increase the sales and profitability of the organisation as well as to increase to customer
satisfaction level. Digital technology is making everything easier and faster and now the
interaction between the customers and organisation. In Aviary restaurant the digital technology

has played a important role by managing the customer experience better and fulfilling their
expectations.
In relation to Aviary restaurant the software used by them in which Right Now Technologies'
CRM Package. They are using various technology for managing the relationship with
customer's without investing more amount in technology(Rodríguez, Paredes and Yi, 2016). The
software make it easy to deal with the complaints. These are helpful for improving the customer
satisfaction by use of these software and achieve the competencies for the organisation.
CONCLUSION
From the above report it can be concluded that customer satisfaction is a vital part of every
organisation and which helps to increase the loyalty of customers. In Aviary restaurant they
make strategies to improve the satisfaction level among the customers and they provide quality
food for which the customer repeats its visit. For increasing the satisfaction of customers it is
important to know the current trends in the market and serve the customer according to those
trends and innovating the ideas to serve the customers. The Aviary restaurant always identify
there target groups and keep them engaged along with they use digital technology as customer
relationship management for the success of organisation and getting loyal customer base who are
satisfied by their services.

REFERENCES
Books and Journals
Clauzel, A., Guichard, N. and Riché, C., 2019. Dining alone or together? The effect of group
size on the service customer experience. Journal of Retailing and Consumer
Services .47. pp.222-228.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science .45(3). pp.377-401.
Klink, R. R., Zhang, J. Q. and Athaide, G. A., 2020. Designing a customer experience
management course. Journal of Marketing Education .42(2). pp.157-169.
Pennington, A., 2016. The Customer Experience Book: How to design, measure and improve
customer experience in your business. Pearson UK.
Rajaobelina, et. al., 2018. Towards a better understanding of mobile banking: the impact of
customer experience on trust and commitment. Journal of financial services
marketing, 23(3-4), pp.141-152.
Rodríguez, M., Paredes, F. and Yi, G., 2016. Towards Future Customer Experience: Trends and
Innovation in Retail. Форсайт, 10(3 (eng)).
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.
Shaw, C. and Hamilton, R., 2016. The intuitive customer: 7 imperatives for moving your
customer experience to the next level. Springer.
Shi, S., Wang, Y., Chen, X. and Zhang, Q., 2020. Conceptualization of omnichannel customer
experience and its impact on shopping intention: A mixed-method
approach. International Journal of Information Management .50. pp.325-336.
Smit, B. and Melissen, F., 2018. Sustainable customer experience design: Co-creating
experiences in events, tourism and hospitality. Routledge.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–loyalty–
consumer spend. Journal of Retailing and Consumer Services, 31, pp.277-286.
Yohn, D. L., 2016. Design your employee experience as thoughtfully as you design your
customer experience. Harvard Business Review, 6.