Managing Customer Experience: A Case Study of Heddon Street Kitchen

This report examines the customer experience at Heddon Street Kitchen, a London-based restaurant. It begins by exploring the wants and needs of diverse market segments and how these influence buyer engagement. The report then maps the customer journey, identifying key touchpoints and business opportunities. It emphasizes the importance of digital technology in managing customer experience, including its impact on reach, payment flexibility, and overall customer satisfaction. The report provides a detailed analysis of customer engagement strategies, including communication, social media, and amenities. The report also discusses the role of touchpoints such as discovery, restaurant ambiance, menu design, and service in shaping customer perceptions and driving sales. Overall, the report provides a comprehensive overview of how Heddon Street Kitchen can enhance its customer experience to drive business success. The report concludes with a summary of the key findings and recommendations for the restaurant.

Recognising and Serving
the Individual

Contents
Contents.........................................................................................................................................2
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1. Wants and hopes of dissimilar market divisions......................................................3
P2. Several features that drive and influence buyer engagement of diverse target
customer cluster...................................................................................................................4
LO2..................................................................................................................................................5
P3. Customer experience map..........................................................................................5
P4. How touch points create business opportunities.....................................................7
LO3..................................................................................................................................................9
P5. Importance of digital technology in managing customer experience...................9
LO4................................................................................................................................................10
Covered in PPT..................................................................................................................10
REFERENCES............................................................................................................................11

INTRODUCTION
Customer experience is one of the most important factor that should be considered
while designing the product and services. It is because it delivering positive and good
experience help in maintaining customer engagement which has direct favourable
impact on the performance of business. Therefore, it shows that management of same
has to be done in a way effective manner (Norwich, 2014) . Heddon Street Kitchen is
known brand in London which is known for delivering the quality services to its
customers. It provides different services which includes dining indoor an outside, has
various option in menu, arrangements for the disabled people etc. The following report
will discuss the various requirements for the referred to food place to maintain at their
place so that it is able to give its customer best experience. There are a range of
influencing factors and each one of them are elaborated in depth in this work.
LO1
P1. Wants and hopes of dissimilar market divisions
Heddon Street Kitchen is dealing in the restaurant business in which there is tough
and close competition. Every organisation in this field are in race of delivering the most
effective service so that maximum revenues are generated. In order to give maximum
satisfaction to the different customers it is first important that their needs and
expectations are identified as then it can be used as a base of making the business
plans. For same the company first needs to target its audience so that it is determined
that who all needs to be considered while designing the menu and other related
services. division of market is a process of dividing the whole customers into different
groups having similar expectations The importance of segmentation is that through this
practice it becomes easy to understand what is in trend and has maximum capacity to
attract the customers (Morgan, 2016). Following points will further discuss the need to
understand the distinct customer need and wants:
Help in reaching to right approach of business – There are a number of ways
through which layout and designing of the restaurants can be done. People are now
very particular with the ambience and like spending on place from where they can get

maximum level of good experience. Once their requirements are identified products are
services are made available to them which further lead to longitivity of the business.
Every person has different need – Restaurants are visited by different type of
people which include business men, young people, families etc (Karpen, Gemser, G.
and Calabretta, 2017). Each one of them has their own expectations like the business
people expects place to have god internet connectivity whereas the families visiting the
restaurants demand some arrangements for children so that they can enjoy their own
time. This way by understanding the demands in advance will help in making all these
facilities available and hence satisfactory experience will be given to the visitors.
P2. Several features that drive and influence buyer engagement of diverse target
customer cluster
Customer engagement is a continuous process through which close connections
with the service users are developed with an objective of raising total sales. Buyers are
provided with most desirable product which help in raising the connection with them
which further add worth to the overall experience of the customer. Heddon Street
Kitchen by adopting different ways can develop good relations with the users and hence
they will be loyal to the brand. Ways through which customer engagement can be
influenced are as follows:
Communication and connection – By maintaining the regular touch with those
who are visiting the restaurant through mgs or emails company can raise the
relationships with the customers. They can wish them on their birthdays and
anniversaries and can also give offers on special days to regular visitors. this develop a
personal bond among the two parties involved and also directly reflects on total
revenues.
Social media – This is one of the most popular platform through which
connections with the target customers are maintained and developed. Through this the
special deals or changes made are communicated to the public which help in keeping
the market updated (Hokkanen and et. al., 2016). Also it facilitates communication with
the customers as through chat option they can resolve their quarry if any.
Amenities – As discussed above the restaurant is visited by different customers
and when each one of them get the services as desired by them then they develop

personal interest and can become a regular visitor of Heddon Street Kitchen. For this it
is crucial that the company give weightage to the expectations of every client as it will
develop the engagement with them and also this way they will further promote the brand
in the market.
LO2
P3. Customer experience map
Customer mapping is a very important concept as it assists the marketers to know
what sort of experience is gained by the service users as a result of their visit to Heddon
Street Kitchen. Through the mapping it is analysed that how the visitor of brand
experienced at different levels (Haskelberg and et. al., 2016). Collecting data under this
is done from social platforms, views on official sites, feedbacks etc.
Stages Mode of
informati
on
Evaluation
of options
Reservat
ion of
table
Pre- order
services
Post-sale
services
and
channels
Customer
engagement
Custo
mer act
The
visitors
get to
know
about the
brand
name
either
from the
social
media or
from their
friend/fami
ly who
There are
a range of
different
alternatives
which are
present
with the
customer
and they
do the
compariso
n in all and
then select
one
In order
to avoid
non
availabilit
y of able
visitors
do prior
booking
through
online
portals.
Getting the
menu and
helping the
customer in
selecting the
right food for
them after
knowing the
preferences.
Getting the
bill and
refreshment
s.
It is done
through taking
the feedbacks
from the
customer on
paper or
digitally.

had
already
visited the
place.
restaurant
that offers
maximum
desirable
facilities.
Touch
points
Social
platforms,
Parties or
random
meetings
Internet
Views from
the
surroundin
gs
Telephoni
c
conversat
ion with
restauran
t
executive
or
bookings
from the
social
sites
Waiters
allotted to
each table will
guide or self-
choice of
customer
Restaurant
staff
Feedback diary
or through text
messages.
Improv
ement
options
By
improving
the
services
of the firm
and
maintainin
g good
taste in
the
products
can help
in better
Heddon
Street
Kitchen
can work
on their
digital
marketing
and by
raising the
popularity
on web
sites it can
become
The
online
booking
portals
should be
kept
active so
that no
booking
is missed
by the
firm.
Staff should
be provided
with complete
knowledge of
food that is
served by the
firm so they do
not sound
blank if any
customer need
help in placing
the order.
Proper
manageme
nt must be
done in a
way that the
billing time
is reduced.
Letting
people wait
for long to
get the bill
affects the
customer
The feedback
form should be
kept simple and
must have
quality
questions which
can help in
making the
improvements in
operations.

popularity
of the
restaurant
popular.
Illustration 1: Customer Journey Model
P4. How touch points create business opportunities
On broader concept there are a range of definitions for the word touch points. On
common grounds it is interaction with the customer not physically but in all the other
terms. These points have the capacity of influencing the experience of the service user
and also alter the image of brand and hence influence the sales too (Hall, Prayag and

Amore, 2017). In context of Heddon Street Kitchen the different touch points are as
follows:
Discovery – It includes the different ways through which the customer gets to
know about the brand name. For same the service users have a range of options like
word of mouth, websites, social media accounts etc (Davis and Williams, 2015).
Therefore, it is important that they do not find it difficult to search brand on net and also
designing of official page should be such that it can attract the customers. In order to do
so Heddon Street Kitchen marketing team must focus on keeping the web page
updated and attractive as this is a major source of creating sales. it can also influence
people from far of places to visit.
The face of your restaurant – It is the physical impression which a person gets
on passing by the restaurant or immediately when they visit the place. It has to be
attractive and different which has capacity to capture the eye of person crossing same.
It is because according to the present trends customers gives equal weightage to the
ambience with food. Clicking pictures is also one major motive behind choosing the
place having good attractions. Therefore, the selected business must have visibility
along with good parking space and comfortable sitting area.
The menu – This is one of the most common touch point and need to be
considered by all the restaurants weather big or small. People do not appreciate much
complicated menus as it leads to difficulty in making choice. Presentation of the menu
should be clear and must be clean as it is a medium through which the restaurants
interact with their visitors. Also the pricing is again a much of influencing factor in
bringing back to the visitor and therefore price fixing must be done after analysing all the
factors.
Service and support team – It include those who interact with the customer in
personal or through social media. In case of some query by the visitor they
communicate with this team and expect satisfaction in return (Blaber, Jone and Willis,
2015). In case of selected organisation, it should keep the trained staff so that whatever
problem that is faced by the clients are resolved on time and hence this way better
brand image is established and overall sales are improved by using the effective
employee engagement techniques.

LO3
P5. Importance of digital technology in managing customer experience
In the present world the trends of using the digital platforms has increased to great
extent that everyone before making any of their buying decision do the comparison with
the help of digital information that is available about all the brands on net. In order to
understand importance of digital technology in managing customer experience consider
the following points:
Improve the reach of the business – To create communication without internet
has a very limited scope. It is because resources are in limit and cannot be spread
everywhere. Therefore, if promotion of the restaurant is done through personal
interactions than very small area will be covered and engagement of customer at the
scale will not be possible.
Flexibility of payment – Paying bills through digital mode is found to be each and
customers prefer it over carrying cash with hem (Bergman, Burdett and Greenberg,
2014). Digital technology facilitates this through giving range of options like credit card,
debit card, online transfers and other payment applications.

Figure 1Importance of digital technology
The above infographic shows how digital technology is helping the restaurant
business in different ways and leading to employee engagement.
LO4
Covered in PPT
CONCLUSION
From the above report this has been summarised that customer is an important
asset of the company and it is important it is managed in most appropriate manner. in
order to keep him/her happy and satisfied this is important that delivery of quality
service is done. To do so different touchpoints were recognised like the websites, menu
etc. which has great role in influencing the buyer to visit the brand and experience it.

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