Detailed Report on Managing Customer Experience at Angus Steakhouse

This report provides a comprehensive analysis of customer experience management, focusing on the Angus Steakhouse, a restaurant chain in London. The report begins by emphasizing the importance of understanding the wants, needs, and preferences of target customer groups, highlighting the significance of market segmentation and customer characteristics. It then delves into the factors influencing customer engagement, including buying behaviors and emotional drivers, and explores strategies for fostering customer engagement through various opportunities. The report also includes a customer experience map for Angus Steakhouse, outlining the customer journey from awareness to advocacy, and discusses strategies for gaining customer insights. Finally, it explores the role of digital technology, specifically customer relationship management systems, in enhancing customer experience within the service sector. The report covers topics like customer behavior, customer engagement strategies, customer journey mapping, and digital technology applications in the service sector, with a specific focus on Angus Steakhouse.

Managing customer
experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK1.............................................................................................................................................1
P1. Describe importance and value of understanding wants, needs and preference of target
customer groups..........................................................................................................................1
P2. Describe various different factors which influence and drive customer engagement of
distinct customer group...............................................................................................................2
TASK2.............................................................................................................................................5
P3. Make customer experience map for service sector company...............................................5
P4. Discuss touchpoint of customer by customer experience which creates opportunities for
business.......................................................................................................................................7
TASK3.............................................................................................................................................8
P5. Describe how digital technology is employed in managing customer experience in service
sector, by specific example of customer relationship systems....................................................8
TASK4.............................................................................................................................................9
Covered in PPT...........................................................................................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience management is define as a management of customer interactions by
digital and physical touchpoint by ensuring for delivering personalised experience which helps in
driving increase in revenues and customer loyalty. It is always used by business which mainly
form practices which helps in developing effectual deigning and reacting rate. In this customer
attraction rate is increase and also assist for meet the market expectation and requirement on time
basis (Bueno and et. al., 2019). It maintains higher customer satisfaction, trust, faith, advocacy,
believe and loyalty which helps in attracting customers in perfect manner. It basically used for
planning, organising, monitoring and controlling various department and their working by which
there is outcome which is optimised in specific time period.
In this report, it is mainly based on Angus Steakhouse, this is restaurant chain of
steakhouses which is located in central London. There are almost 35 outlets which mainly offers
breed of beef cattle.
The report includes expectation and needs of marketplace, customer experience map
which helps in creating opportunity for business and also optimise customer touch point with
direct impact of technology in terms of Customer relationship management.
MAIN BODY
TASK1
P1. Describe importance and value of understanding wants, needs and preference of target
customer groups
Target market:
It is define as standardised form of potential customers which is demanded by
organisation so that services and goods are offered in well manner. In this market it is generally
targeted by company which helps in attainment of benefits in higher terms (Zaki and Neely,
2019).
Customer characteristics and profile of target customer by market segmentation.
It is define as a term in which customers are described on basis of proper matching in
terms of business which mainly offered services and products. In this there are many demand and
characteristic of business and customer is matched in terms of Angus Steakhouse which have
targeted marketplace and their segmentation which is discussed below:
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Characteristics of Target customers: Age group: Angus Steakhouse, offers chop house grills that are basically in terms of
steak which are innovative and also warm in terms of health. Restaurant mainly targets
age group of 20-60 years old individuals. So mainly they are targeting both
quadragenarian and youngsters candidates as they are mostly attracted towards steak
food. Income group: Restaurant target individuals who have higher income group and also for
moderate income group of people. Occupation: Respective restaurant have target group which have better occupation and
also involves business person, professionals as well as aged candidates (Nobar and
Rostamzadeh, 2018).
 Geographic locations: Angus Steakhouse is located at street of London, England, UK.
By this it become easy for organisation to attract targeted audience. Restaurant offers
discount to their regular customer which helps in increasing profitability for business.
Importance and value of target audience groups
Targeted customer group have various range of values and importance which are
discussed below with relation Angus Steakhouse: Fulfilling social responsibilities: It is a responsibility of every manager which have to
care the environment which is inducing without not harm environment as well as
individuals. In context of Angus Steakhouse, management ensures as considering
various environment friendly tools & techniques which are producing less pollution and
also increases the market productivity.
 Customer service: It is important prospect in which large amount of audience are
attracted which provide better profit and also increase higher sales which is achieved on
continuous basis. Angus Steakhouse and their management have to ensure as they are
offering better services and also maintains quality. Furthermore, there must be timely
innovation which is induced which helps for satisfy more customers at particular time
period (Helmy and et. al., 2020).
P2. Describe various different factors which influence and drive customer engagement of distinct
customer group
Customer Behaviour and Attitudes
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Behaviour of customer is changes as according to their suitability, preferences and taste
which helps in promoting favouritism. This mainly includes changes in sustained amount and
modifications at marketplace actions. In terms of market segmentation of Angus Steakhouse,
customer behaviour and their attitude which is discussed below: Habitual Buying Behaviour: This is a behaviour which mainly shows some habits of
customer which is related to food as this is consider under favouritism factor. As in this
customer guests have same preferences and taste and they are selective for their food. So
in terms of respective restaurant they are targeted special audience by offering qualitative
and best food to them which mainly assisting in increasing value, loyalty and brand
image of organisation (Wu, Lee and Liao, 2018).
 Complex buying behaviour: This is define as a behaviour of customer in which they
have various preference which are according to their desires & needs which have to be
grabbed by market segment in terms of random basis. It is also depend on better
involvement of market segment as they are offering many different discount and benefits
which help in grab attention of all marketplace. In terms of Angus Steakhouse, they
mainly use support of digital technologies which helps to connect potential customer base
for company.
Collection of emotions which mainly drive and destroy value engagement factors
The customer engagement is a continuous process in which organisation have to ensure
as customers are always connected with firms and their operations. Angus Steakhouse make sure
as there is adequate number of strategies which is induced in business which helps in enhancing
success and growth on continuous time period. By this there is better emotions in which there is
development of positive brand image and many factors which are discussed below:
 Opportunities for engaging customer: Angus Steakhouse provide various opportunities
which increase customer satisfaction in repetitive time period. It also considers support of
collection of data & information which helps business for inducing better changes as per
expectations within market. Furthermore, restaurant also provide various different
services which helps in sustaining opportunities and also processed by support of
effective and clear interaction. It is basically advances rate of opportunities which have
results in profitable factors (Secchi and et. al., 2020).
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In context for making effective communication which is more personalised that generally
reflects profitable results for organisation and also helps in attainment of goals in effective and
efficient manner. So for this they are targeting recommended collection or Clusters which helps
in maintaining loyalty and trust.
On boarding and post boarding strategies for customer engagement
 Manager of customer experience of Angus Steakhouse mainly emphasise on those
customers which are generally family groups and adults by providing them quality
services such as servicing them fresh steak, entertainment area for children which helps
in influencing customers for their restaurant. This mainly get engaging people with
company in effective and efficient manner (Rajaobelina, 2018).
 Respective restaurant mainly attracts adult candidates which are mainly active for
looking spending in their relaxing time with their family and friends. For attracting
customers in large terms restaurant offers various facilities such as classic ambience,
child free environment, soft music as by best quality of food services. In this they mainly
target all class people as they want to spend some free time which are in memorable one.
They mainly also develops base of loyal customers.
Factors which drive and influences customer engagement:
It is very important for influence customer of distinct target group individual so that
Angus Steakhouse attains high growth and success. There are some factors which influence
customer engagement are discussed below: Clear communication: In respective restaurant, managers have to clearly define rules,
discounts, offerings, code of conduct which are useful for their guests which helps in
attracting and retaining which is for long period of time.
 Understanding expectation of customers: In this manager of Angus Steakhouse have to
understanding expectation of people in society which is target the high income people,
family groups and so on. As customer always want comfort zone as by taking services
from restaurants. Manager have mainly focus on offering quality services and food which
helps in highly engaging customers in their restaurant (Schallehn and et. al., 2019).
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TASK2
P3. Make customer experience map for service sector company
Customer journey experience map:
It is define as a visual representation which is based on prospect of customer which helps
in attainment of goals and objectives of organisation. Customer journey map is also helps firm
for sensing motivation of customers as by understanding their pain points and needs. In terms of
Angus Steakhouse, this map helps in understanding and outlining touchpoints of their customers
which helps in gaining sales and profit of organisation. With help of this, there is a valuable
insights which helps manager for focusing for increase attraction of customer (Hussein and et.
al., 2018). This is basically based on two aspect pre and post sale customer experience service
which are discussed below:
Stages of customer journey
 Awareness: This is first step in which manager of Angus Steakhouse have to create
awareness which is related to their services and products which offers to their customers.
With customer point of view in this they have to analyse their wants and needs which
helps in purchasing accordingly. Consideration and decision making: In this step, customer examine what is best for
them and for this they have to make their decisions for purchasing. In terms of respective
restaurant, manager use various discounts and offers for attracting customers which helps
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in taking buying decision which is in favour of them and this also attain sales and profit
volume of organisation. Retention: In this stage, company have to focus on retaining customers. In this step
customer analyse and use service of restaurants and after this they provide feedback to
hotel. From this, there is decision which is retention of their customer in firm. So for this
manager have to take certain follow ups of customers which helps in gaining reviews
about their restaurants and also if there is changes this can be done in accordance way.
So from overall there is increase in sales of firm.
 Advocacy: This is consider as last stage of Customer journey map which shows
customers as they are happy with taking their decisions which is mainly related to
purchase of services of Angus Steakhouse. By this, these customers are loyal and retain
for restaurant for long time period (Lee and et. al., 2018).
Deconstructing customer journey and build customer narrative for offer strategic insights
It is very important for Angus Steakhouse to examine customer journey which is timely
communicating with them so that customers are always engage with organisation for long time
period. This is generally used for deconstruction and disconnection in their restaurant which
mainly effectively focus on requirements and needs which helps in developing loyal customer
base.
Strategies of Customer Insights
Angus Steakhouse mainly focuses for increase the customer insights so for this manager
have to focus on developing some strategies which helps in attaining objectives and also boost
success of organisation. There are some strategies of customer insights in terms of Angus
Steakhouse which are discussed below: Customer interaction: Manager of Angus Steakhouse have to develop customer insights
which is use by interacting with customers. So in this they are basically interact with their
audience by use of social media for understanding their views in regards to company
which helps in generating customer loyalty.
 Marketing: This is considered as best strategy for customer insights which is followed by
manager of Angus Steakhouse. In this they are generally promote their products and
services in market segment which are unique. This can be done by using digital tools &
techniques which helps in attracting customers for their customers.
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P4. Discuss touchpoint of customer by customer experience which creates opportunities for
business
Pre Purchase During Purchase Post Purchase
Touchpoints In current customers
mainly adopts online
tools like text
messages, e-mails,
websites and so on
Which helps in
gathering information
about services and
goods this is due to as
they are cost effective
and also offers
appropriate knowledge
in small time period.
For every restaurant it
is very important to
provide them
qualitative services to
their customers and
also maintains
connections with them
as after booked of
table in restaurant. So
for this manager have
to offer and assist clear
guidelines to their
guests which helps as
by offering them
experience which are
outstanding experience
to them.
In this segment,
customers are
checking reviews
which is related to
products and services
of restaurant before
they are considering
booking. In this
mainly customers are
availing services of
company which shares
their viewpoints and
also experience so that
peoples take decision
on time.
Perception of
customers
In this customers are
not attracting by local
referral which offers
relevant information.
In this there is various
factors which are
family, friends,
printing data which
mainly develops mind
of buyers for planning
In this there is no
effective
communication which
is done among
restaurant and their
customers which helps
in creating
dissatisfaction in mind
of their guests which is
basically in relation to
In this segment
customers share their
experiences with their
friends, family,
colleagues and many
more.
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services of company. buying services
(Sorrentino, 2020).
Opinion for
betterment
In this Angus
Steakhouse try for
designing new services
for attracting new
customers and also
getting new ideas from
customers. So for this
manager have to
divide roles and
responsibilities which
helps in positive result
for company.
In this hotel have to
offer training sessions
to their staff members
which helps in
attending in effective
manner. It is very
important for
communicate in
effective manner for
gaining loyalty and
also retaining for long
time which are
handling all their
problems.
In this users shares
their opinions and
perception with their
friends, family which
are related to services
of customers.
TASK3
P5. Describe how digital technology is employed in managing customer experience in service
sector, by specific example of customer relationship systems.
Customer Relationship Management:
It is refers to combination of software, processes and business strategies which helps in
building long term relationship among their customers and companies. In addition, this is a
software which helps in ensures every step of interaction with their buyers which helps in
smoothness in efficient manner which increase the overall profitability. There are various types
of CRM systems: Analytical CRM: The main function of this system is for analysis data and also offers
management which is much better in regard to their current status of business. Angus
Steakhouse restaurant use analytical CRM which helps in better reach for their customer
with collecting data of customers (AthuluruTlrumala and Attuluru, Ytrre Inc, 2019).
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 Operational CRM: From this system it helps in marketing and automates sales and also
service processes. In terms of respective restaurant, they use operational CRM, which
helps in generating higher marketing for their company.
There are various digital platform which helps in managing customer experience EMAIL MARKETING & SMS: Angus Steakhouse started sending mails and customised
messages to their customer with motive of update their customers about deals and offers
as currently they are serving in their restaurant. This helps company for attracting their
loyalty of customers which is towards restaurant and also enhancement of profitability.
 Social media: Respective restaurant use social media platforms which helps in better
customer experience. Managers mainly use social media platforms such as Twitter,
YouTube, Facebook which helps in gaining customer loyalty and also make long term
relationship with their guests (Pandey and Mookerjee, 2018).
TASK4
Covered in PPT
CONCLUSION
From above report it has been concluded as organisation develops and grow with help of
managing customer experience. It is very essential for company for engaging loyal customers. In
this there are various aspects which are involve as touchpoints like websites, emails and so on,
which helps in understanding needs and wants of customers in effective manner and also offers
quality services to their customers. In addition, there is also use of advanced technology which
helps restaurants for managing and satisfy customers which helps in maintaining high class
reputation of organisation.
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REFERENCES
Books and Journals
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review. The Service Industries Journal.39(11-12). pp.779-798.
Helmy, Y.M. and et. al., 2020. A conceptual ontological framework for managing the social
business process to enhance customer experience. Knowledge and Process
Management. 27(4).pp.262-271.
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Mediating role of hotel image and perceived value. Journal of Quality Assurance in
Hospitality & Tourism. 19(4). pp.442-459.
Lee, L.W. and et. al., 2018. Managing customer relationships in the emerging markets–guanxi as
a driver of Chinese customer loyalty. Journal of business research.86. pp.356-365.
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experience and customer loyalty on brand power: empirical evidence from hotel
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an exploratory study. Journal of Indian Business Research.
Rajaobelina, L., 2018. The impact of customer experience on relationship quality with travel
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service systems-based review. Journal of Cleaner Production. 210. pp.929-944.
Secchi, E. and et. al., 2020. Managing customer performance in services. The Routledge
Handbook of Service Research Insights and Ideas, pp.302-321.
Sorrentino, A., 2020. Defining, Measuring and Managing Consumer Experiences. Routledge.
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interactions? Measuring and improving customer experience in interactions with travel
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