Analyzing Customer Experience Management for Gloria Restaurant

This report provides a comprehensive analysis of customer experience management within the service sector, using Gloria Restaurant as a case study. It begins by defining customer experience and its significance, emphasizing the importance of understanding customer needs, requirements, and preferences. The report then examines factors influencing customer engagement within different target customer groups, including customer behavior, expectations, and communication. A key component is the development of a customer experience map, outlining the customer journey from awareness to advocacy, and highlighting customer touchpoints to identify business opportunities. The report also explores the use of digital technology, specifically customer relationship management (CRM), in managing customer experience. The report concludes by summarizing key findings and recommendations for enhancing customer satisfaction and loyalty.

Managing Customer
Experience
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Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
P1 Explain value and significance of understanding needs requirements and preferences of
customer groups......................................................................................................................3
P2 Explain various factors that influence and drive customer engagement of different target
customer group in service sector............................................................................................4
TASK 2............................................................................................................................................5
P3 Develop customer experience man for service organization............................................5
P4 Discuss customer touchpoints throughout customer experience create business
opportunities...........................................................................................................................7
TASK 3............................................................................................................................................9
P5 Explore how digital technology is employed in managing customer experience in service
sector, involving particular example of customer relationship management.........................9
Conclusion.....................................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Customer experience is defined as an important factor that is essential in order to attain
growth and higher success within the service sector. In addition to this it is basically an overall
strategy to provide quality and on time service to customer with an objective to retain them for
longer time. It is important for an organization that deal in service sector to provide quality and
high experience to customer so that they can remain in competition and attain competitive
advantage (Ieva, 2019). For the present report Gloria restaurant is taken into consideration, it is
an Italian restaurant that is situated in London and is an elevated dining room with reach
interiors. The report will cover the value as well as significance of understanding the
requirements preferences and wants of target customer group within the service sector. In
addition to this there is a discussion about the factors that has effect on customer engagement.
Moreover there is a discussion about customer throughout points throughout the customer
experience that develop business opportunities. In the last there is a discussion about customer
experience strategies within the particular service sector.
Task 1
P1 Explain value and significance of understanding needs requirements and preferences of
customer groups
Target market:
It is defined as the standardised way of potential customer that is being approached by an
organization in order to gain higher growth and success. It is a market which is targeted by the
business in order to achieve higher benefits. It is important for an organization and specially in
service sector to decide the target market so that they can approach the right person with the right
offerings. In target market the various characteristic and demands of customer is matched and on
this basis glorious restaurant has targeted specific customers that is explained below:
Characteristics of target audience;
 Age group: Gloria restaurant offer Italian dish which is more innovative and healthy for
the customers there for the target age group of restaurant is people who belong from the
age group of 20 to 45 years. Here in the restaurant target both quadragenerian people and
youngsters as they are more attractive and consume Italian food.
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 Income group: Gloria restaurant has targeted people who belongs from the income group
of middle to higher so that they can afford Its offerings in an effective manner.
 Geographic location: Gloria restaurant Is situated near the city Which is easy for the
customers to consume its services.
Value and importance of target customer groups:
Customer service: it is significant for an organization to target right customer market so
that they can attract large number of customers to watch it’s services. In relation to Gloria
restaurant, its higher authorities ensured that its customers will consume good services along
with the quality as well. In addition to this, it provide on time delivery of its offerings to
customers which attract them to consume its services in continuous manner (Roy, 2017). This
help company to increase its customer base level and attend high profit as well as growth at the
marketplace.
Fulfill social responsibility: It is responsibilities which place as important role in order
to enhance the brand image and to safeguard the environment as well. In context to Gloria
restaurant it’s managers and short that eco friendly techniques and healthy products is provided
to customers which creates less pollution and increase market productiveness.
Enable company to innovate: It is determined that the companies enable bring some
innovation and unique offerings at market place because of Targeting right customer group. This
help company to attract large number of people towards its offerings that has positive influence
on its sales as well as profit level in an effective manner.
P2 Explain various factors that influence and drive customer engagement of different target
customer group in service sector
Customer engagement is define as procedure which has been included different business
communication in organization and external stakeholders bye various means of media and
communication searches television advertisement newspaper social media and so on. Being and
renowned organization, the restaurant provide high quality and on time service to its customers
and stick on its commitments as well. The factors that has influence cast on customer
engagement is given below in context to the glory a restaurant:
Customer behaviour and attitude: It is analyse that the behaviour of consumers Is
changed according to the situations and the preferences as well. In the service sector the
behaviour of customer is changed as per the market trends and the technology as they prefer to
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consume those products which is trendy and new in market. If it is talking about Gloria
restaurant, it’s provide seasonal food to its customers and also the food that is on their demand
So that they can meet with the attitude as well as behaviour of customers.
Customer expectations: Here in, The employees and managers of glorious restaurant
can understand the expectation of customer by their services in context to the income family
groups and so on. This help company to emphasize on what customer want and engage them for
longer time.
Communication: It is analyse that it is important for the glorious restaurant to clearly
communicate to customers about their requirement so that they can fulfil it and develop a
positive impression in their mind (Dirsehan and Dirsehan, 2020). This help company or
respective restaurant to provide service as per the requirements of customer that help in gaining
trust and loyalty of customers towards the restaurant which is important in order to engage them
for longer time
TASK 2
P3 Develop customer experience man for service organization
Customer journey experience map:
It is defined as a visual representation that is based on the customer prospects which help
in attaining the goals of the organization. This turn also assist respective organization to sense
the motivation of customers by understanding their requirements and touch points as well. In
relation to glory restaurant, customer journey experience assist in outlining the customer
touchpoints which further help in attaining higher sales as well as profit. In addition to this, it
also helping the valuable insight so that higher authorities can emphasize on increasing customer
expectations. It is mainly based on the 2 aspects that is pre sales customer experience and Postal
customer experience which is given below:
Stages of customer journey
 Awareness: Tuesday first stab and here in the Gloria restaurant manager can develop
awareness associated with its offerings in the marketplace. In addition to this it view the
customer points in order to analyse their requirements and preferences that can be
fulfilled in order to engage them for longer time period.
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 Consideration and decision making: herein, the customer analyse what is effective and
best for them as per their requirements in order to take purchase decision of particular
services. In relation to the Gloria restaurant it can use the different offers in order to
attract customers so that they can transform the decision of con customers into the
consumption of services.
 Retention: In this step of customer experience journey, Gloria restaurant can emphasize
on retaining its customer for longer time period. Here in customer can purchase the
services and after that they give their suggestions and viewpoints. It is important for the
glorious restaurant to take follow up and feedback from the customers so that they can
improve it in future and meet with their expectations in an effective and timely manner.
 Advocacy: It is the last step which shows customer are satisfied and happy with the
decision associated to the purchase of Gloria restaurant services it is one of the important
step for the glorious restaurants in order to maintain its performance and profitability
level at marketplace. In addition to this it also help company to enhance its brand image
and attain higher success within the market.
Deconstructing customer journey and building customer narrative to provide strategic
insight
It is very important for the Gloria restaurant to effectively analyse the customer journey by
continuously communicate in them so that customers are retained with the company for longer
time period. In order to reduce the disconnections and destruction restaurant can effectively
focus or emphasize on the requirements of customer that help in raising the number of loyal
customers of restaurant.
Strategies of customer insights
The glory a restaurant can emphasize on increasing its customer inside and for this manager can
develop strategy align with the objectives in an effective manner. Some of the customer inside
strategy is given below in Context to the respective restaurant:
 Marketing: It is one of the effective strategy for customer insight which is followed by
the higher authorities of the glorious restaurant (Keiningham, 2020). Here in the restaurant
can promote its products as well as services at market in an attractive and unique manner
with the help of digital platforms which help company to attract large number of
customers and gain higher profits.
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 Customer interaction: The manager of the Gloria restaurant can create the customer
insight with the help of customer interaction. Herein they communicate and interact with
customers with the help of social media and by providing 24/7 assistance to know their
viewpoints about the company and its offerings. It help in making customers feel valued
and important to consume with services that help in gaining their trust and loyalty
towards the restaurant.
P4 Discuss customer touchpoints throughout customer experience create business opportunities
In relation to the Gloria restaurant, the higher authorities can emphasize on touch points
that help in achieving opportunities associated to higher profits and revenue
Pre purchase During purchase Post purchase
Touchpoints In present scenario the
customer’s can accept
online tools such as
emails websites
messages and so on in
order to collect
information about the
products and services
as it is cost effective
and also save their
time as well.
It is determined that
hair in different
factors such as family
friends and other
printed information
can create the minds
of customer to plan
and consume its
services instead of the
local reference who
provide information
In this, Gloria
restaurant can make
affects to develop the
new services that take
place by getting the
reviews from
Customer. In this
organisation will
bifurcate the roles as
well as responsibilities
2 employees in order
to attend positive
results.
Perception of
customers
For the restaurant it is
important to provide
qualitative services to
customers and develop
connections after the
booking off table
within the restaurant.
Herein, no appropriate
and effective
communication can be
done among the
restaurant and
customer which will
develop dissatisfaction
Add this, the
respective restaurant
can offer or provide
training session to
staff members so that
they can communicate
with customers and
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Herein manager can
help and give clear
instruction to the
customers date help in
providing high
customer experience
to them.
in the minds of
customers to buy its
services.
solve their queries in
an appropriate manner
Opinion for
betterment
Here in the customer
check the overall
reviews associated to
the services of
restaurant prior to the
bookings. In addition
to this the customer
who are well the
services can share
their experience and
viewpoints that further
assist other people in
order to take better
decisions for
consuming services of
restaurant.
It is determined that
herein customers can
sure their viewpoints
and experience with
family colleagues and
friends as well.
Herein the user can
share viewpoints and
experiences with the
closed one who want
to consume the
services of the
particular restaurant.
Above discussion of the Gloria restaurant customer touchpoints are important in order to
communicate and interact With customers in an effective as well as efficient manner some of the
aspects based on the customer touchpoints that develop customer experience are given below
 Websites: Herein the glory restaurant can make use of its official websites in order to
communicate with customers. In addition to this the customers can get information about
restaurants in an appropriate manner. It is important for the glorious restaurant to update
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all the information on its websites as it help in developing an impression in the mind of
customers which is important in order to develop relationship with them in an effective
manner.
 Email: It is determined that the glorious restaurant send mails to its customers in order to
make them update about its new offerings and also providing them information about the
offers they provided (Brun, 2017). This help company to maintain good relationship with
customers and retain them for longer time period which has positive influence on the
profitability and the performance level.
TASK 3
P5 Explore how digital technology is employed in managing customer experience in service
sector, involving particular example of customer relationship management
Customer relationship management
It is defined as the way an organization maintain its relationship with customers or it is
basically an effort made by the companies in order to retain its customers and satisfied them in
an effective manner. It is the combination of business processes strategies which assist to build
long and strong relationship among the business entity and its customers. Moreover customer
relationship management software ensures every stage of communication or interaction with
customers goes systematically and smoothly. There are various types of customer relationship
management system which are as follows:
 Operational CRM: This system assist in automate sales and marketing and the service
procedure. In relation to the Gloria restaurant it can use operational customer relationship
management system for developing higher marketing and awareness for the restaurant.
 Analytical CRM: The major activity of analytical customer relationship management is
data analysis and giving management more insight about the present business status. The
Gloria restaurant can make use of this form of CRM in order to reach customers and
gather data in an appropriate manner.
There are various digital platforms that assist in managing customer experience hours
follows:
 Social media: The respective restaurant can make use of social media platforms such as
Facebook Twitter Instagram and YouTube as it help in reaching large number of
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customers within the short time. This also assist company to enhance its level of sales and
profitability in an effective manner. It is determined that with the help of social media the
company can directly communicate to is customers and resolve their issues rapidly that
help in gaining there trust and developing strong relationship with them.
 Email marketing: Gloria restaurant cents information and messages to its customers
about its new offerings and deals that they are providing in the present time. It assist in
attracting customers and gaining their loyalty as well (Yoon and Lee, 2017). It is
determined that such type of digital platform also help in making customers feel valued
and important after consuming its services due to which they did not think to shift to
another restaurant or consume another services
Conclusion
From the above discussion it has been concluded that it is important for an organization who
deals in service sector to provide hi customers experience so that they can retain and engage
them for longer time period which is one of the essential key in order to gain success at
marketplace. It is important for an organization do focus on fulfilling the requirements and
preferences of customers as it help in developing positive brand image at marketplace and
attracting large number of people towards the company. It is determined that many of the
organization make use of digital platforms such as Facebook Twitter and so on in order to spread
awareness and promoting its brand more effectively and appropriately. With the help of using
advanced technology the restaurant is able to satisfy, managing and attracting customers that
leads to raise in the profitability and market performance as well.
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REFERENCES
Books & Journal
Ieva, M., 2019. MANAGING CUSTOMER EXPERIENCE TO FOSTER CUSTOMER
LOYALTY. Loyalty Management: From Loyalty Programs to Omnichannel Customer
Experiences.
Roy, S.K., and et. al., 2017. Constituents and consequences of smart customer experience in
retailing. Technological Forecasting and Social Change, 124, pp.257-270.
Dirsehan, T. and Dirsehan, M.Ç., 2020. The Melody of Omnichannel Customer Experience
Management (OCCEM). In Managing Customer Experiences in an Omnichannel
World: Melody of Online and Offline Environments in the Customer Journey. Emerald
Publishing Limited.
Keiningham and et. al., 2020. Customer experience driven business model innovation. Journal
of Business Research, 116, pp.431-440.
Secchi, E., Damali, U., McCutcheon, D. and Tax, S.S., 2020. Managing customer performance in
services. The Routledge Handbook of Service Research Insights and Ideas, pp.302-321.
Brun, I., and et. al., 2017. Impact of customer experience on loyalty: a multichannel
examination. The Service Industries Journal, 37(5-6), pp.317-340.
Yoon, S.J. and Lee, H.J., 2017. Does customer experience management pay off? Evidence from
local versus global hotel brands in South Korea. Journal of Hospitality Marketing &
Management, 26(6), pp.585-605.
Shobeiri, S., Mazaheri, E. and Laroche, M., 2018. Creating the right customer experience online:
The influence of culture. Journal of Marketing Communications, 24(3), pp.270-290.
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