Report on Customer Experience Management at Sultan Restaurant, London

This report provides a comprehensive analysis of customer experience management at Sultan Restaurant, focusing on operations in London. It begins by examining the significance of understanding customer needs, wants, and preferences, differentiating these based on demographics and socio-cultural factors. The report then explores how various factors influence customer engagement across different target groups, including business people, gym trainers, and students, highlighting specific needs like internet access, healthy food options, and group seating. A customer experience map is presented, detailing touchpoints like the website and in-restaurant services. The role of customer touchpoints, such as print media, web, and mobile, is discussed, along with strategies to develop these touchpoints effectively. Furthermore, the report emphasizes the use of digital technology and CRM systems in managing customer experience, providing examples of CRM applications like OPERA software. The analysis concludes by underscoring the importance of building positive customer experiences through effective strategies, ultimately driving business success and growth.

Managing the Customer
Experience

INTRODUCTION
Customer experience is the aspect that represents the value they derived from the use of
services and products of an organisation. Positive experience depicts higher amount of value.
The management of this experience has positive contribution behind the success of any
organisation in market along with attraction of new potential customers. To improve this
experience required to focus over three aspects such as touch-points, customer journey and
environment (Customer Service, 2018). The current report is based upon Sultan restaurant. This
restaurant has their main operations in London and provides different kind of cuisines.
This report covers about the significance of knowing needs & wants, various factors that
influence on customer engagement of various target groups of customer, formulation of
consumer experience map as well as contribution of different touchpoints of customer
throughout the customer experience in creation of an enterprise opportunities. Also, covers about
the use of CRM systems in building customer experience and different customer service
strategies along with their contribution in developing customer experience.
TASK 1
P1
It is the duty of an organisation to divide the market on the basis of different attributes.
The common one used generally to bifurcate the market is consumer. This is the reason that
organisations are required to analyse the needs, wants and preferences of consumers for the
purpose of providing better experience and attainment of organisational objectives. This will
have huge assistance in ascertainment of strategic decisions for the personnels of an organisation
which they have to adhere for completion of their own individual task (Bilgihan, Kandampully
and Zhang, 2016). The needs, wants and preferences of consumers are directly based upon their
willingness, requirement and ability. These factors are based upon the determinants like
demographics, income and socio-cultural. Study of these three determinants help in
determination of needs and wants of consumers along with the integration of factors like
willingness, requirement and ability to procure the same. This improves the marketing activities
along with that aid in reduction of problems associated with this aspect. It helps the management
of an organisation regarding the bifurcation of goods and services on the basis of their capability
to fulfil the need or want of consumers to derive out maximum output from the performance of
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business functions. This clary depicts that each and every consumer visit to Sultan restaurant has
different requirement and need on the basis of their their associated conditions, features and
characteristics. So, to meet out their needs and wants, management of Sultan restaurant is
required to understand or study the above mentioned determinants and providence of products
and services accordingly (Bolton and et. al., 2018). The benefit of the same is ascertained in the
form of creating good customer experience along with satisfaction of their different demands.
Information about the different group of targeted consumers along with their needs, wants and
preferences are presented below:
Target Consumer Preference, need and Want
Business Person Internet facility
Mobile charging ports
Separate meeting rooms
Private place to sit
Gym Trainer  Nutrients informations on menu
 Green vegetables and fruits
 Dishes contains healthy constraints
Student  Free Wi-Fi
 Separate space to enjoy or for gaming
 Convenient place to sit in group
The above table depicts the requirements and wants of the 3 different kind of consumers
that often visit to restaurants for having their food and spend time with family and friends. These
three different target consumers identified are business person, gym trainer and student. All these
have their own different associated features and characteristics that stimulate their needs and
wants. Business person has lots work to complete. Sometimes, on urgency basis they have to
attend online meetings (Cottrell, 2015). This would be the reason that they have need of internet
facility, meeting room and charging ports that help in performance of their functions without any
hindrances. Gym trainers are conscious about their health and always want to consume the food
which is healthy in nature. This would be the reason that they have the need about information of
nutrients along with dishes so they can choose best one. Also, they want that separate availability
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of green vegetables and fruit that add healthy constraints in their food. Students are busy with
their studies and when they came out in restaurant for food with family and friends then having
the aim about enjoyment. This would be the reason that they want separate place to sit in group
along with space for playing games. These are some needs and wants of different target
consumers. If, Sultan restaurant focus over providence of these along with their justification then
able to build separate image in market.
P2
It is important for all the organisations that they ensure high customer experience in
current competitive market to sustain competitive position within the market. Increment in the
experiences of customer has positive contribution in the growth of an organisation through
formulation of long lasting relationships and their loyalty towards their services. Positive
experiences of customer aid in building high customer engagement. It is known as the preference
of consumer to grab the service and product of same organisation irrespective to their
competitors present in market (Frow, and et. al., 2015). Sultan restaurant has operations in
London where competition is high so, needed to focus over providence of better experience to
their customers as this will direct relation with customer engagement. The different number of
factors that drive and influence customer engagement of different target consumer groups upon
which management has to focus are elaborated below:
Proper understanding of needs: Understanding of the needs of different consumers and
providence of services accordingly helps to deliver high value experience. This not only saves
the time of consumer but creates the image that restaurant has proper knowledge about their
tastes and preferences. This creates loyalty among them that resultants into their high
engagement with restaurant offerings for long period of time.
Regular feedbacks: Attainment of regular feedbacks from the consumers help to bring
improvement in offerings according to the new trends along with bring improvement in previous
services. The positive impact of this have over their experience that resultants into creation of
long term engagement or addition with services of restaurant (Goodman, 2019).
P3
Customer experience map includes identification of experience of customer at each touch
point for determination of the value they attained from each point and in overall nature. In
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context to Sultan restaurant, customer experience map is presented below through use of
different touch points:
Website: It is the platform that includes the information about the different offerings of
an organisation along with the services and products. The experience of consumers over this
touch point is quite good as all the information regarding different type of dishes is easily
available.
At Restaurant: This includes services at restaurant premises. The experience gained by
the consumers is average because separate spot is not present for gaming otherwise all other
facilities are provided regarding internet and convenient sitting options. The impact of this is
ascertained by student majorly as their need will not be fulfilled (Homburg, Jozić and Kuehnl,
2017).
TASK 2
P4
Customer touchpoint introduces as a point of brand for customer contact fro beginning to
end. Customer touchpoint is a direct interaction which includes an individual perception
regarding the brand, service, product and business. This type of interaction take at different place
and times such as offline and online. Along with this, there are certain ways or strategies for
developing customer touchpoint within Sultan restaurant such as print media, web, mobile and
many other effective services. There are certain components via which customer can easily come
in contact with specific brand or company. These components are mainly related with the before,
during and after purchase of service. Under before purchase social media, advertisement and
word of mouth is best way for attracting large number of customers. In during purchase, website,
phone system and staff or sales team plays an important role which turn to help an organisation
in creating of effective touchpoint of customers. In case of after purchase thank you card, follows
up and, service and support team play an importance role in increasing customer experience
towards Sultan restaurant. These will help an organisation development of customer touchpoint
effectively (Lemon and Verhoef, 2016).
Sultan restaurant develop a better experience among customers by giving touchpoints
such as before, during and after of tour. For example: while customer book a table at Sultan
restaurant, they review rating from other customers, check website and online, and if they
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analyse everything is better then do booking. After this process, visitor visit such place and get
experience which can be good or bad. In order to increase better experience of customer towards
Sultan restaurant, different facilities have to provided by hotel manager such as Wi-Fi, healthy
food, on-time delivery of food and many other. These services help an organisation by creating
positive experience of customers towards the service, product or brand. In order to get customer
experience towards service, Sultan restaurant take feedback from the customers as well as also
give cap facility, thank you card and many other benefits. In this way, Sultan restaurant develop
positive experience of customer that develop better opportunities for business success and
growth. Along with this script is an effective way for identifying customer touchpoint towards
business service (Merrilees, 2016).
Here, is script or conversation between waiter and client
Waiter: Good evening sir.
Client: Good evening.
Waiter: Sir, how can I assist you?
Client: I want menu card for food ordering.
Waiter: Here is the menu card.
Client: I want chicken curry full and soft drink.
Waiter: Please wait for a minute will serve your order.
Client: How much should I pay?
Waiter: Only $30 sir.
Waiter: Thank you so much sir
Client: Thank you.
Above mentioned conversation help Sultan restaurant in identification of customer
touchpoint and experience towards our services. As guest is more happy with food and services
given by Sultan restaurant. This will support hotel in developing its strong goodwill and also
assist them by increasing profit (Mondal and et. al., 2015).
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TASK 3
P5
Digital technology within service industry plays an essential role by managing customer
experience. As it will help them by analysing customer experience towards business services by
taking feedback on website and many other online systems. Customer relationship management
introduces as an effective approach that use by business manager to develop interaction between
the potential and actual customers (Wilson and et. al., 2016). CRM system complies information
from different number of communication channels including social media, telephone, live chat,
email, website etc. With the use of customer relationship management system, Sultan restaurant
can easily understand regarding their customers and serve in most effective to fulfil their needs
and wants.
With the use of digital technology, customer can easily know about the Sultan restaurant
and its product and services quality. Sultan restaurant use digital media for increasing awareness
among customers about their services or brand (Peppers and Rogers, 2016). Along with this,
CRM system is more effective for hotel as it will help them in building of positive image in
customer's mind and also assist them by increasing its sustainability and profitability. There are
certain examples of CRM system within Sultan restaurant are as follows:
1) What was the company name that are making the presentation?
Ans: Sultan restaurant is the name of the company which will help in creation of more
customers.
2) What was the name of the person who made the presentation?
Ans: Juliato thulium is the name of person that made such presentation on Sultan restaurant.
3) What is the name of the software programme that they demonstrated?
Ans: The name of the software program is OPERA which is demonstrated by Juliato thulium.
4) What are the core components of their programme?
Ans: Open table, book a table, Housekeeping, LateRooms.com, Bookings.com, Reservations,
EPOP system are introduces key elements of OPERA software program.
5) Name the some of their actual clients
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Ans: Hilton hotel, Macro Pierre White Restaurants are some current customers of Sultan
restaurant.
6) How does an organisation see these programmes for developing in the future?
Ans: There are certain ways that see by hotel for developing OPERA program in future such as
integration with customers, increased functionality etc.
These questions and answers reflect CRM system in effective manner. This will support
Sultan hotel in gaining positive experience of customers (Pont, 2014). Along with this, strong,
healthy, positive and good relationship help an organisation in maximisation of customer base
and also retention of them for longer period. Sultan restaurant has an effective CRM system for
running their business activities in successful manner, attaining sustainability, profit and growth.
TASK 4
P6
Customer service strategy introduces as an essential part of business plan as it will
support them to interact with their customers successfully. There are different number of
important strategies that is use by Sultan restaurant for customer services which will be described
as below:
Training to the employees in customer empathy: This is an essential strategy that is used
by Sultan restaurant. With the help of this strategy, hotel give training to their staff members to
listen problems of their guests and visitors and help them. This strategy will help hotel by
increasing customer numbers and also retaining them for long time (Srivastava and Kaul, 2016).
Building relationship for customer services: In order create better experience of
customer towards services and products provided by Sultan restaurant, different components
have been used by hotel manager such as call backs, software, live chart etc. in this feedback
from the customer side is more important for hotel as it will help them in building of strong
relationship with the customers. This strategy help company in making its positive brand image
in customer's mind as well as in marketplace also.
Providing better quality product and services to the customers: This is an another
strategy that must be used by Sultan restaurant as it will help them in creating of strong image in
marketplace. Sultan restaurant apply this strategy for customers in order to give them better and
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excellent quality in their goods and services. Customers should be more able to ask as well as
call for any inquiry or assist required to them (Tung, Chen and Schuckert, 2017).
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P7
Below mention is customer service strategies which utilise for creating as well as
developing customer experience in way which meet needs and required business standards :-
Customer Audit Trail, Critical Observations:
Name of hospitality sector company visited: Sultan Restaurant
Date and time of visit: 1st January 2020
Ambience and First Impressions:
Things which determined by
me were optimistic or great?
Things which ascertained by
me were pessimistic or bad?
What modification will made
by me if it was my business?
At the time when in entered in
restaurant I feel pleasant
environment with soft music
and positive surroundings.
Size of restaurant area was not
sufficient for people. This
result in creating negative
impact.
If it was my business I will
extend restaurant area which
make my guest feeling
comfortable.
Signage, Tariff Boards, Labelling, etc.:
Things which determined by
me were optimistic or great?
Things which ascertained by
me were pessimistic or bad?
What modification will made
by me if it was my business?
In Sultan restaurant there was
proper or good system of fire
exist as well as entry.
It has been observed my me
that, there was no proper tariff
boards in Sultan Restaurant
for providing price of food
items.
If Sultan restaurant will be
mine then, I will provide
proper availability of tariff. So
that customer know about
exact prices of food items.
Prices:
Things which determined by
me were optimistic or great?
Things which ascertained by
me were pessimistic or bad?
What modification will made
by me if it was my business?
Price of Food items was not
much high because they are
It has been feel by me that
service charge which Sultan
Modification made by me will
be related to low service

providing proper services and
complementary salad with it.
Restaurant offering is very
high which is not positive
point.
charge form guest. Because it
will make them happy and help
in becoming loyal for
respective restaurant.
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Staff:
Things which determined by
me were optimistic or great?
Things which ascertained by
me were pessimistic or bad?
What modification will made
by me if it was my business?
Staff members behaviour was
good as well as they are polite
in nature.
Because of some unskilled
employees Sultan restaurant
face some in serving their
customers within effective
manner.
Modification made by me will
be related to hiring skilled staff
members because it will assist
in serving customers within
effectual manners. Along with
this I will provide training
session for improving
themselves.
CONCLUSION
After going through entire discussion it has been summarised that, it is essential for
hospitality organisation to provide good experience to customers for gaining better outcomes.
Moreover, it is important for Sultan Restaurant to understand need, want, taste and preferences
of customers because it will help them in making satisfy. In addition to this, customer will get
better experience with the assistance of several channels like website, emails, text messages,
staff, management and many more. Along with this, digital technology play essential role in
grabbing attention for numerous customers. There are some customer service strategies which
company have to implement within their working like better products, solving queries which
creates loyalty for business as well as enhancing goodwill.
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REFERENCES
Books and Journals
Bilgihan, A., Kandampully, J. and Zhang, T., 2016. Towards a unified customer experience in
online shopping environments: Antecedents and outcomes. International Journal of
Quality and Service Sciences. 8(1). pp.102-119.
Bolton, R.N., and et. al., 2018. Customer experience challenges: bringing together digital,
physical and social realms. Journal of Service Management. 29(5). pp.776-808.
Cottrell, S., 2015. Skills for success: Personal development and employability. Macmillan
International Higher Education.
Frow, P., and et. al., 2015. Managing co‐creation design: A strategic approach to
innovation. British Journal of Management. 26(3). pp.463-483.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
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.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing. 80(6). pp.69-96.
Merrilees, B., 2016. Interactive brand experience pathways to customer-brand engagement and
value co-creation. Journal of Product & Brand Management. 25(5). pp.402-408.
Mondal, S.C., Ghosh, S. and Nair, M.K., Wipro Ltd, 2015. System and method for intelligent
troubleshooting of in-service customer experience issues in communication networks.
U.S. Patent 9,026,851.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Pont, L., 2014. Hospitality Management. Iuniverse.
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.
Tung, V.W.S., Chen, P.J. and Schuckert, M., 2017. Managing customer citizenship behaviour:
The moderating roles of employee responsiveness and organizational
reassurance. Tourism management. 59. pp.23-35.
Wilson, A., and et. al., 2016. Services marketing: Integrating customer focus across the firm.
Online
Customer Service. 2018. [Online]. Available through:
<https://www.investopedia.com/terms/c/customer-service.asp>.
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