Analysis of Customer Experience Management in Unit 2 Report

This report provides a comprehensive analysis of customer experience management, focusing on the importance of understanding customer needs, wants, and preferences. It examines factors that drive customer engagement, including psychological, personal, social, and cultural influences, and explores how businesses like the Clove Club restaurant can tailor strategies to different customer groups (teenagers, businessmen, families). The report details customer onboarding strategies, such as knowing customers and employees, asking questions, and establishing long-term relationships. Furthermore, it presents a detailed customer experience map, outlining key touchpoints (awareness, consideration, decision, conversation, and retention) and how companies can optimize these interactions through channels like websites, review sites, and email to influence customer behavior and foster loyalty. The report emphasizes the use of digital technology and customer journey mapping to enhance the overall customer experience.

Unit 2: Managing
Customer Experience
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
PART-A...........................................................................................................................................3
Value and importance of understanding needs, wants and preferences of target........................3
Different factors that drive and influence customer’s engagement of target customer group.....4
Broad range of different target customers group needs and expectation in terms of customer’s
engagement..................................................................................................................................5
The way customer’s engagement factors determine customers on boarding strategies..............5
The way company have optimised customers touch points to influence behaviour of customers
.....................................................................................................................................................7
The way digital technology is used to manage customers experienced......................................8
CONCLUSION................................................................................................................................9
PART-B- Covered in PPT...............................................................................................................9
REFERENCES..............................................................................................................................10
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INTRODUCTION
Customers are most important for organisation as they are individuals that make purchase
of products and services form firm in order to satisfy their respective wants. Companies are
changing their strategies to deliver best experienced to number of customers and enhance their
profitability. Marketing manager of firm is responsible for attracting and retaining maximum
customers within organisation so that it can earn more profitability. This report is study on
managing customers experienced thus cover point such as value and importance of studying
needs, wants and preferences of target customers group. Different factors that drive customers
engagement and evaluation of needs of different target customers groups. At last, the report has
described about customers experienced map and the way several touch point helps in creating
business opportunities.
PART-A
Value and importance of understanding needs, wants and preferences of target
Knowing about customers is key to growth and success of business in external
environment as it helps manager in deciding key strategies or action that could be taken to
influence customers to be part of firm. Clove club is best restaurants in London that has
effectively understand taste and preferences of customers that helps it in adding several dishes in
menu so that they can be made happy and satisfied (Chattell, 2016 ). There are several reason for
value and importance of understanding needs, wants and preferences of target market that are
explained as follows:
Segmentation of people/ Target market: The first and foremost reason of understand needs
and preferences of customers is that company needs to segmented or classified people on the
basis of their relevant taste and preferences. It by understanding their profile and characteristics
is able to classify on basis of age, occupation, income, geographical location and gender basis.
Thus, it helps manager in formulating effective strategies that is suitable for influencing target
market so that Clove club can gain competitive advantages.
Customer’s behaviour and attitude: It is important and valuable for Clove club to understand
customer’s needs because it helps manager in decided appropriate strategies that is helpful in
gaining maximum engagement of customers. Company is able to make effectively use of
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different advertisement method such as on boarding, post boarding strategies to attract maximum
number of individuals to become crucial part of organisation (Zhang and et.al., 2017).
Customer’s engagement: Organisation by effectively understanding needs of people is able to
find method to fulfil requirements of customers or able to delivery services that are beyond their
expectancy. Thus, it was valuable to understand customer’s requirement for Clove club as it
helps company in maintaining and retaining loyal customers within organisation.
Helps in increasing overall profitability of enterprise: It is another important factor which
stated why company needs to considered customers requirements. Clove club by understanding
needs of each segmented of customers is able to make optimum use of several strategies to make
them happy and satisfied.
Different factors that drive and influence customer’s engagement of target customer
group
There are several factors that drive and influence customer’s engagement like
psychological, personal, social and culture or on boarding strategies that are used by company to
meet customer’s expectancy. It is a strategy that is mainly design to introduce new products or
services to customers so that they can be motivated to select particular organisation as compared
to others (Kunz and et.al., 2017). Different factors that influence behaviour of key individuals of
target market can be explained as follows:
Psychological needs: Each individual have different preferences, needs and wants or attitude,
belief, value and perception so their basic needs or belief motivate them to select specific
company products and services. All this psychological needs influence customers to have
restaurants that provide several products and services as per their taste and preferences.
Personal factor: It include several elements like occupation, age, lifestyles, attitude and
personality of individuals that affect its decision making process which selecting products and
services of particular enterprise (Kim and Baker, 2020). For examples: most of the younger
generation wants to have dinner or launch in restaurants to have fun and enjoyment with their
families or friends.
Social factor: It refers to social group, references, roles and status of individuals in family that
affect on decision making of target customers. Some people are influence to be part of firm that
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has been referred by their friend or social group thus it helps in generating maximum sales and
profitability of organisation.
Culture factor: Different individuals have different culture, tradition and values so they while
deciding particular restaurants oversee that it is as per their culture or value or not. Like Clove
club has followed British culture by providing products and services that people may mostly like
to have in order to satisfy their respective wants.
Broad range of different target customers group needs and expectation in terms of
customer’s engagement
Teenagers: There are large number of teenagers or younger generation that likes to eat dinners at
restaurant that offer yummy, tasty and delicious food item to customers. Therefore, Clove club
by adding and maintain tasty food items is able to satisfy needs of customers beyond their
expectancy thus it drive customers engagement (Botha and et.al., 2016). Genuine welcoming,
better services and personalised experienced provided by Clove club has helped in making
teenagers satisfied and happy.
Businessman: These are individuals that come to restaurant in order to have a place where they
can have fun or meeting, seminar and function. So, Clove club in order to drive maximum
customers engagement have tried to provided pleasant environment and tasty food so that they
can be become loyal customers of organisation. Company by effective listening and
understanding problem of customers is able to take quick action and fulfil requirements of people
in best possible way.
Families: There are families coming to Clove club to have their dinners and enjoyment so it have
make use of special offers, loyalty schemes in order to influence their decision making.
Providing discount to families or offers such as 12% off to customers that come in group of
more than 6 individuals has helped in enhancing overall sales and profitability of firm (Şanlıöz-
Özgen and Kozak, 2020).
Therefore, it can be stated that enterprise by making use of different strategies as per
different customers is able to maximise profitability and market share of firm.
The way customer’s engagement factors determine customers on boarding strategies
Five successful strategies related to on boarding that are used by Clove club to
maximised customers experience are ensure smooth sales handoff, effectively knowing
customers wants, uncovering challenges, establish long term goals and asking questions.
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Therefore the way Clove club have made use of five on boarding strategies to make customers
more happy and satisfied can be illustrated as follows:
Knowing customers and employees: Clove club manager have work on understanding needs
and preference of its employees as well as customers so that best possible method can be used to
satisfy their respective wants.
Ask questions: There are several questions asked or feedback taken by manager of Clove club in
order to know about taste, preferences or problem of customers so that right strategies can be
used to satisfy their respective needs (Özbük, Ünal and Oktay, 2020).
Establish long term relationship: Clove club in order to build long term relationship with
customers have tried to find several best alternative that could be helpful in meeting customers
expectancy.
Detailed Customers experienced map and actions taken at each customers touch point to create
business opportunities
Customer’s journey map helps marketing manager of enterprise to effectively outline
story of experienced of customers or its interaction with organisation that has helped in building
and retaining long term relationship with end user. Or each touch point where customer and
company have interaction whether online or offline. There are several stage used by manager of
Clove club to optimised customers journey mapping which can be illustrated as follows:
Awareness: It is first stage that makes aware customers that it has unsatisfied wants so it needs
to find several alternative methods that can be used to fulfill them in best manner. Now a days
most of the people wants to have hygiene, organic and tasty food for their better health and
fitness. Thus, it influence customers to take steps towards finding method that can be used to
fulfil their desire so they make use of social media or ask to their relative and friend in order to
get best options. Like Clove club restaurant have make use of both online and offline channel to
generate awareness among customers about company products and services (Kuehnl, Jozic and
Homburg, 2019). It has also make use of Tv advertisement, bill boards and promotion offers to
aware customers about its menu, attractive or low price that can helps in resolving their problem
or satisfy their wants. Therefore, there are various methods or techniques used by manager to
inform customers about existing products and services of company.
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Consideration and decision: It is second stage of customer’s journey in which they actually
take decision to select products and services of specific firm in order to satisfy their respective
wants. So, Clove club have tried to separate itself from other competitors by delivering taste,
more qualitative and better food products and range of personalised services with an motivate to
retained customers satisfaction (Ascarza and et.al., 2018). Company have make use of digital
platform to provide more better experienced to customers thus it helped customers to opted it
rather than other competitors in market for satisfaction of their respective needs.
Conversation and retention: It is last stage of customer journey and mapping in which guest
have taken decision or book order of food products to fulfil its requirements. So, it is stage at
which customers has become part of organisation therefore Clove club has tried to retained them
by resolving their problem, providing services or products that they mostly like. Thus it has
helped company in retaining maximum number of loyal customers within organisation. Email
and SMS are used to connect with customers even after they have been provided several
products and services. Therefore it leads to establishment of long term relationship between
customers and company.
The way company have optimised customers touch points to influence behaviour of
customers
There are several touch points at which customers interact with company that influence
them to become part of organisations. Like website, email, telephone call, employees, restaurant
environment and review sites so the way Clove club have make best use of touch point or
optimised customers touch point can be explained as follows:
Website: Now a days, most of the people spend their lot of time surfing on internet to play
games or gathered relevant information about hotel or any others. So, clove club in order to
enhance customers touch point have post several image, videos of food, facilities and services
offered by company that helps customers in taking accurate decision to purchase so that their
wants can be fulfilled (Merrilees, 2016).
Review Site: Customers while taking any particular decision also considered review sites in
order to understand previous experienced of customers. There are positive feedbacks comment or
experienced of previous customers on official website of Clove club which have motivated new
individuals to prefer it as compared to others.
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Email: Clove club regularly send email to its customers in order to make them aware about
existing products and services, promotion offer launched by company. So, company by making
use of email is able to build long term relationship with customers thus motivated further to
choose it only for fulfilment of their desire.
Restaurant environment: It can be stated that environment of Clove club is quite pleasant and
attractive as all things are kept neat and cleaned. Customers are provided quick services so that
motivated individuals to have its services in order to fulfil their requirements.
Thus, in this way different touch point of company has helped in creating opportunities to
adding more and more customers within organisation for achievement of common goals.
The way digital technology is used to manage customers experienced
Digital technologies are electronic devices such as computer, mobile phones etc that are
used by company to manage different customers so that company can enjoy maximum
profitability and market share (Kuehnl, Jozic and Homburg, 2019). The way Clove club have
may best use of digital technology to manage diverse range of customers that are living in
society can be illustrated below such as:
 Clove club through different social media platform like Facebook, Twitter and instragram
is able to generate awareness among customers about existing price, offers and services
of company. Thus they can easily evaluated services of it with other restaurants thereby
take correct decision to make have its services in order to satisfy their needs.
 Company have made use of Customers relationship management system to manage
divers range of customers so that end objectives can be achieved. It is software that helps
Clove club manager in managing interaction with existing and potential customers so that
company is able to deliver best services to key individuals that are living in society.
Therefore several advantages and disadvantages of using customers relationship
management system are as follows:
Advantages of customer relationship management system
Better customer service: Customer data collected from the Sale of products and services help in
identifying the taste and preference. This makes sales transaction easier for the company in order
to obtain the revenue from the market. As repeated sell and permanent customer are being
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registered in the software of company which result in increasing the sale of products and services
and also helps in maintaining the quality.
Lower overall daily cost: It is easy to maintain the record of customer’s services on the CRM
system as it doesn't require any file paper or list to be maintained in a proper manner (Bueno and
et.al., 2019). All the data is collected at safer side and easy to handle as it is being stored on the
software which can be is really handled by anyone in the workplace.
Disadvantages of customer relationship management system
Training: Companies running on large scale need to train more large number of employees at
the same time in order to obtain the positive result in the workplace. Experts are needed to be
hired by the company to share their knowledge and skills the Polish of the employees who are
using this customer relationship management system (Hwang and Seo, 2016).
Security issues: Organisations need to take timely backup of the data of CRM system in order
to complete the tasks effectively and efficiently. Safeguards tools of the software are also being
used by the company to get data easily in the business process.
CONCLUSION
It can be concluded form above report that customers are essential for growth and
success of organisation so manager needs to invest its time and energy to find best strategies that
could help in fulfilling their desire. Clove club by making use of different method, techniques
and digital media is able to enhance customer’s satisfaction and loyalty. Therefore, it can be
concluded from above analysis that Clove club through emphasising on delivering seamless and
unique is able to gain competitive advantages in external environment.
PART-B- Covered in PPT
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REFERENCES
Books and journals
Ascarza, E and et.al., 2018. In pursuit of enhanced customer retention management: Review, key
issues, and future directions. Customer Needs and Solutions, 5(1-2), pp.65-81.
Botha, E and et.al., 2016. The Handbook of Managing and Marketing Tourism Experiences.
Bueno, E.V and et.al., 2019. Measuring customer experience in service: A systematic
review. The Service Industries Journal, 39(11-12). pp.779-798.
Chattell, A., 2016. Managing for the Future. Springer.
Hwang, J. and Seo, S., 2016. A critical review of research on customer experience
management. International Journal of Contemporary Hospitality Management.
Kim, K. and Baker, M.A., 2020. Managing service failure and recoveries. The Routledge
Handbook of Tourism Experience Management and Marketing.
Kuehnl, C., Jozic, D. and Homburg, C., 2019. Effective customer journey design: consumers’
conception, measurement, and consequences. Journal of the Academy of Marketing
Science, 47(3). pp.551-568.
Kunz, W and et.al., 2017. Customer engagement in a big data world. Journal of Services
Marketing.
Merrilees, B., 2016. Interactive brand experience pathways to customer-brand engagement and
value co-creation. Journal of Product & Brand Management.
Özbük, R .M. Y., Ünal, D. A. and Oktay, B., 2020. Consumer Behavior in Omnichannel
Retailing. Managing Customer Experiences in an Omnichannel World: Melody of Online
and Offline Environments in the Customer Journey.
Şanlıöz-Özgen, H. K. and Kozak, M., 2020. Managing brand experience and reputation in the
hotel business. The Routledge Handbook of Tourism Experience Management and
Marketing.
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Zhang, M and et.al., 2017. Understanding relationships among customer experience,
engagement, and word-of-mouth intention on online brand communities. Internet
Research.
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