Customer Experience Management Report: Zeret Kitchen, London, Analysis

This report examines customer experience management within the context of Zeret Kitchen, a traditional Ethiopian restaurant in London. The report begins by emphasizing the importance of understanding customer needs through market segmentation, focusing on demographic and income-based targeting. It then explores factors influencing customer engagement, such as loyalty programs, announcements, feedback mechanisms, and customer relationship management. The report uses a customer experience map to identify pre- and post-sale opportunities. The report then analyzes customer touchpoints, highlighting their role in building brand loyalty and advocacy. Finally, it discusses the significance of digital technology, particularly CRM systems, in enhancing customer experience management, covering operational, analytical, and collaborative CRM systems, along with other digital tools like social media. The report concludes by underscoring the importance of customer experience management in fostering customer relationships and driving business success.

MANAGING
CUSTOMER
EXPEREINCE

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1: Value and importance of understanding the needs, wants of target customer in a specific
service sector ...............................................................................................................................1
P2: Different factor that influence customer engagement of different customer group.............2
TASK 2:...........................................................................................................................................3
P3: Customer experience map to create business opportunity in a specific service sector ........3
P4: Analysis of customer touch point in experience to an organization......................................4
TASK 3............................................................................................................................................5
P5: Significance of digital technology in customer experience management in reference to
customer relationship management systems: ..............................................................................5
CONCLUSION ...............................................................................................................................5
REFERENCES ...............................................................................................................................7

INTRODUCTION
Customer experience management is is the method through which company track
customer interactions. The experience is generated by physical or digital touch which result is
increase the brand loyalty and also increase the sales. It shows initiate or the innovation by the
company in the journey of customer (Cui and Wu, 2016). In the organization each department
built their own interaction with consumer form their own. Apart from these the main goal of this
management is brand loyalty, advocacy and positive word mouth. Zeret kitchen is a restaurant
chain in London which serve traditional Ethiopian food. All the food here is delicious and the
dining room is decorated with colourful placemats and simple white walls. It has attentive staff
and the atmosphere here is also relaxed. This report cover need and expectations of market
segment, customer experience map to create business opportunities and impact of digital
technology in customer relationship management.
TASK 1
P1: Value and importance of understanding the needs, wants of target customer in a specific
service sector
Segmentation indicates dividing market into small segments based on their attitude,
requirement and perception. It can be done on mainly four basis- demographic, geographic,
psycho-graphic, and behavioural. Segmentation in the restaurant is very important because it is
based on the services they offer.
 On demographic basis- Zeret kitchen has segmented its market on demographic basis.
As age, income, profession these are main focus areas of company while segmenting its
target market. They offer the product or service at affordable price as compared to its
competitors (Drotskie and Okanga, 2016).
For the restaurant, it is important to decide the right technique made for targeting and
segmentation of customer by understanding the want, desires and preferences. Target customer
will influence every decision of the manager. Targeting is necessary for every service industry
for increasing the revenue and also attracting the new client and make them regular. It is based
on the income of the consumer. Target criteria for business is discussed below:
 On income basis- Zeret kitchen is mainly focus on the targeting of customer on their
income basis, they offer all types of meals from low to high so every customer is able to
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pay in this industry which result is increasing the sales, and also increasing in the
consumer.
P2: Different factor that influence customer engagement of different customer group
Customer engagement- it is a process of interaction of the customer with their brand.
Company which has high level engaged customer it is very good for them because they buy
more, promote more and show more loyalty. it determines which interaction is hurting and which
increase engagement. In Zeret kitchen this is very important in following ways-
 Loyalty program- in this they make customer loyal for their brand by providing
voucher, discount coupon and a free item for them to keep them coming back
(Halvorsrud, Kvale and Følstad, 2016).
 Announcement- this is done through proper marketing, or through social media. In
Zaret kitchen they also do announcement when they made new dish and when they
celebrating their silver jubilee.
 Feedback- it refers to take the view of the customers in regard to their product or service.
In Zaret kitchen they also take feedback from customer through comment cards, feedback
forms so they can improve the taste of their product if it is bad.
 Customer relationship management - It provide the relationship with customer in
respect to their behaviour, purchasing pattern in the report. Through this technique
consumer is able to discount the coupon in any branch of the company which is open at
various place. In Zaret kichen there is database of the customer is also maintaining to
know the behaviour of consumer.
 Make all communication clear- In the organization all the communication is clear
between customer and staff member so there is no miscommunication occur. In Zeret
kitchen the communication between waiters and customer is clear which mean they have
trained staff which provide satisfaction to consumer (Journée and Weber, 2017).
 Value customer- In the organization the main goal is to value the customer because they
get profit from them only. In Zeret kitchen consumer value is the main vision of the
company.
 Channel communication- In the organization channel communication is very important
for transfer of the information. In Zeret kitchen various channel is there for transfer the
important information which is update on website.
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 Social media- Social media play an important role in customer engagement to attract
online. In Zeret kitchen it plays an important role because consumer can order food
through various application on internet.
TASK 2:
P3: Customer experience map to create business opportunity in a specific service sector
For a restaurant, customer experience map is very important because in this, the journey
of the consumer is defining, which create business opportunity. It is framework which increase
satisfaction, loyalty and greater profits. In Zeret kitchen, it is very useful because in this industry
client experience journey is very important to judge the services of organization by using graphs,
pictures. In the entity experience it divided into two parts pre- sale or post- sale. They can assess
the pre -sale through following steps-
 Awareness- It means customer should be aware of the product that organization offer.
At this stage they are not ready to make purchase but they looking into option which are
available. The main goal is to make aware their products to public. In Zeret kitchen they
aware the consumer through social media post, blogs, statistical report (Kennedy, 2019).
 Consideration- After the awareness the next step is consideration means customer
evaluate their option. they take a closure look to the product, they see the content,
comparison charts for better clarification. In Zeret kitchen, it is useful for consumer in
preparation of options they are considered.
 Decision- At this stage the customer is ready to take decision regarding the purchase.
This step is closer to change the prospective consumer into paying consumer. In the Zeret
kitchen, buyers can made decision for purchasing their product by compare the price and
quality with their competitor (Santoso, 2019).
 Retention- It is the process through which company stop consumer from leaving and
help them to improve their relationship and increase the loyal customers. It starts with
interaction and continues throughout their entire relation. In Zeret kitchen, buyers make
retention with organization if they like their product or service or they are fully satisfied
with the company.
 Advocacy- It a type of form in which company focus on that thing which is best for the
consumer. Through this organization is able to solve the issues of customers in a best
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possible manner. It convert the voice of buyer into actions for improving the experience
(Kumar, 2018)
P4: Analysis of customer touch point in experience to an organization
Customers experience is their response or perception about services provided by an
organization. It is vital for organizations to be customer-centric in this competitive global era.
Business can only retain their customers for longer run if they provide excellent experience and
satisfaction to them. Hence, customer satisfaction techniques, such as, FAN acronym, customer
touch points quick resolution to queries, training staff about requirement of customer satisfaction
should be adopted by Zeret Kitchen to improve their customer experience. It is strongly
correlated with customer’s loyalty. It will strengthen preference and value of brand among
people. Customer touchpoints are point of contact of customers with firm. It includes bill
payments, website, delivery etc. Memorable good customer interaction through these touch
points leads to spread of positive word of mouth which increases brand image. With such
measures profitability of firm increases because if customers are satisfied and they had great
experience with restaurant they will prefer to visit it again. Brand advocacy increases through
good customer experience. It further creates opportunities for an organization to expand scope of
its business. Using analytical approach for collecting information, analysing and interpreting
customer experience can help firm in growing. As, key improvement areas can be identified with
these measures can entity can focus on its improvisation to enhance efficiency of firm. For
example, by analysing customer experiences and problems faced by them if firm identified that
waiting time of customers for receiving their order is high. Than organization can find ways for
reducing waiting timing and hence improving their experience. Zeret Kitchen can engage,
empower, and delight its customers with effective customer experience management. By
analysing customer needs in restaurant through surveys for the purpose of effective management,
firm can discover different requirements of customers, such as, need for providing separate
section for vegan food lovers, requirement of kid’s section, etc. It increases value of entity and
provides opportunities for business growth. (Turkia, 2016)
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TASK 3
P5: Significance of digital technology in customer experience management in reference to
customer relationship management systems:
Customer Relationship Management is improvised to a great extend with technological
integration. Utilization of digital tools has automated and organized the way of managing
relationship with customers. Prior to advancement of digital era it was a complex task. But
Customer Relationship Management (CRM) system has simplified it and made it more efficient
and easy to use. CRM system is a platform where business keeps the record of their customer's
information and interactions which enables firm to analyse and improvise their relationship with
customers. It can be categorized in mainly three types, that is, operational, analytical and
collaborative. Application of these systems for customer relationship management of Zeret
Kitchen is evaluated further. Sales, marketing and service automation is included in operational
CRM system. Its purpose is to generate and convert leads and provide them better services to
retain them in long run. Aim of maintaining analytical system is to determine most effective way
of serving customers. It includes data analysis which help firm to identify type of food,
environment, or theme in restaurant which is most liked by customers. Overall, it helps in
gaining better insight about customer's perspective which helps firm in quality improvisation and
better relationship management. Collaborative or strategic CRM system empowers firm to share
interpreted information about customers with sales, marketing, technical and support department
of business. It enables business in creating effective campaign strategies, better quality
management and understanding more about preference of customers. With this approach all
departments work toward same goal of providing better experience to customers which enhances
relationship with customers. Even use of other digital technologies such as social media
platforms, website of company etc. enables firm to share offers and discount with customers, and
share experiences of other customers which increase customer engagement and provide business
ways to interact with customers. (Ramkissoon and Mavondo, 2016)
CONCLUSION
From the above report it can be conclude that, managing customer experience is the key
to maintain the customer relationship. This includes understanding the needs, preferences and
wants of target consumer through segmentation and targeting the market. There are different
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factors which drive customer engagement to target different customer group. There is also
customer experience map for the selected sector. Enhancing customer experience through
customer touch-point helps in creating business opportunities. The digital technology is useful in
maintaining the customer experience by the use of customer relationship management. Customer
service strategy is an effective tool for this purpose.
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REFERENCES
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