Detailed Report on Managing Customer Experience in the Service Sector

This report comprehensively examines customer experience management within the service sector, using The Ivy restaurant as a case study. It begins by explaining the importance of understanding customer needs, wants, and preferences, and then explores various factors that drive customer en...Read More

Managing Customer
Experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1. Explain the values and importance of needs, wants and preferences of the target customer
group in service industry.............................................................................................................3
P2. Explore the different factors that drive and influence customer engagement of different
target customer groups in service sector organisation...............................................................4
TASK 2............................................................................................................................................5
P3. Create a customer experience map for a service sector organisation...................................5
P4. Discuss how the customer touch-point throughout the customer experience create the
business opportunities for a restaurant........................................................................................7
TASK 3............................................................................................................................................8
P5. Examine how digital technology is employed in managing the customer experience with
in the service sector.....................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience management is the process of identifying, reaching to customer and
meeting their expectations. The motive this practice is to satisfy the customer and bring loyalty
towards their brand(Shobeiri, Mazaheri and Laroche, 2018). This will helps in retention of the
targeted customer in their organisation. It is the process of attracting the large group of customer
and this will leads to increase the market share and the profitability of the company. The lvy is
the chosen restaurant for their report. It is the popular restaurant by the people of media and art.
This restaurant is situated in West Street, near Cambridge Circus in London. It is opened in
1917. This report will cover the importance of analysing the needs, wants and preferences of
the target customer and explain the different factors that influence the customer engagement of
different target group. Furthermore, It also explains that how digital technology have managed
the customer experience.
TASK 1
P1. Explain the values and importance of needs, wants and preferences of the target customer
group in service industry.
Target market: It the particular group of consumer for which products and services is
being made(Secchi, and et .al., 2020). It focuses on that group only and made product according
to their needs and wants. It will help the organisation to be particular with their aim and type of
customer.
The primary objective of every organisation is to retain the customer by meeting their
needs and wants and satisfy them. Customer are the one for whom the product and services is
manufacture and with knowing the facts that company is all aware about the need and preference
of the target customer. It can earn maximum revenue and expand their market size. It will help
the organisation to sustain in the market for a longer period of time.
There are various types of customer and everyone have heir different need and wants. It
is analysed that, the segmentation of the customer will done on the basis of age, gender,
geographical location, education and occupation. This will help in easy targeting of the customer
on above mentioned basis. For any organisation, It is important to have the targeted customer to
manufacture the products according to their requirement.

To build the customer loyalty in the organisation, It is necessary to build the strong
relationship with the potential customer with that only company can get their loyal customer.
These customer will do the promotion of the product and services, that leads to get the large
group of customer in the organisation(Moliner-Tena, Monferrer-Tirado and Estrada-Guillén,
2019). The lvy is the popular restaurant and for managing the customer experience in their
organisation, It should provide the best services that meet the requirement of the guest and it will
loyal to the brand and also do word of mouth to attract the large group of people. By knowing the
needs and wants of the customer, the company will help in getting the good customer base and
gain the maximum revenue from the available resources.
P2. Explore the different factors that drive and influence customer engagement of different target
customer groups in service sector organisation.
Customer engagement is the interaction between the customer and the company. It is the process
which is chosen by the customer and offered by the company. It is said that the more customer
will engage to their brand, It will help in growth of the company in the long term.
Communication can be done through print media, social media and television advertisement. The
lvy restaurant is attracting the large group of people in the market and providing quality services
to ensure better customer experience. There are various factors which influence the customer
engagement in The lvy restaurant are as follows:
 Corporate Personnel:This is the targeted group of people who are working in the
corporate sector and Company offers the delicious food and beverage and also concern
with the quality of services. It ensure the best service to be given to their clients for better
costumer engagement with good experience (Keiningham,and et .al., 2020).
 Disables people: It is important to have the engagement of these people in the
organisation and for that, It is necessary to take care of their safety to minimise the
misshapen and inconvenience to the disabled person. The lvy can provide the wheel chair
and elevators must be near the entrance of the restaurant. This will bring good customer
base and leads the organisation to generate more revenue.
 Families: These are the most important target group, which help in the enhancement of
the companies resources by effective usage that leads to generate higher revenue. The
main motive of these group is to get the entertainment, It is the activity that give
enjoyment to the guest with different types of cuisine and offer pretty decor to their

targeted customer (Trischler, Zehrer, and Westman, 2018). Another factor is planning
the short trip in heritages place, wildlife centuries and biological parks.
There are various factors that influence the customer engagement in bad manner as as
follows:
 Poor quality of food and beverage offer to their targeted customer due to lack of
resources in the restaurant may be create a bad impact on influencing the customer
engagement in bad manner.
 Bad booking facilities in their business will leads to create the bad impact on customer
engagement and managing the customer satisfaction.
TASK 2
P3. Create a customer experience map for a service sector organisation.
A customer experience map is the combination of all the touch point of customer and it
focuses on overall health of a business. The lvy restaurant also mapping the customer experience
by doing various research and this is as follows:
MAP ACTIVITIES
Research and Plan The first stage of Customer Experience Map is
associated with the execution of research by
customer about the desirable travel location
and post that, development of full fledged
planning in relation to the holiday. In the
regards of research and plan the different kind
of facilities and assistance provided by
organisation which involves physical offices,
website and online application at different
location and the agents are ready to give them
the personalised services.
These various available options helps the
diversified groups of consumers. For instance,

corporates are always in hurry as they have
their tight schedule. Using the mobile
application gives easy access to the consumers
along with some special personalised services
like instant payment which improve their
experience with a company.
Booking
Thomas Cook gives easy and comfortable way
of booking to its customer which is quick and
accessible by using the application and the
website which are user friendly. Also, through
its websites and applications, customers have
easy access to search the package which is best
best suitable for them and help them in making
bookings through the online payment method.
Entailment of Customer Services
This stage consists of correspondence which
occurs between staff and consumers of the
Thomas Cook on-board. It ensures that
sufficient training is given to the employees so
that they can give such services which gives
pleasant experience to the customers. Also the
company have other services on its application
and website which gives convenience and
assistance to the customers. assistance and
convenience to customers.
Check out and Future Customer Engagement This is the last stage of customer experience
mapping process which involves procedures
like feedback forms. Also this is done after the
check out of the customer from the premises
like discounts and coupons. The customers can

communicate with company through social
media to provide their feedback.
P4. Discuss how the customer touch-point throughout the customer experience create the
business opportunities for a restaurant.
Customer touchpoints is any time a potential customer comes in the contact with the
brand that may be in during purchase and may be in after purchase of some items. These kinds of
touchpoint my be linked to different provision of facilities or commodities(Venkatesan and et .al
2018). these touch point are explained in the context of The lvy are as follows:
 Company's website: When guest is planning to visit any restaurant, The lvy ensure the
easy accessibility of each information on the website so that customer can explore the
whole restaurant on the web, get to know the various services and amenities offered by
the restaurant and the extra services provided by the organisation to entertain the guest
and meeting their expectation that will leads to generate higher revenue and profit.
 Mobile application: This is the another touch point which could be used by the
organisation to connect with the customers. This is the user friendly and extensively used
by the generations(Caboni, 2020). It will help in easy booking from the each corner of
the world in just one click. Company can upload all the important announcement or
offers to the customer and from there the targeted customer will reach to the website and
get the required information that will help in easy function of organisation as well the
easy approach of the customer.
 At restaurant premises:Restaurant should focuses on providing the best services to their
guest and ensure the easy accessibility of various services and the meal of the guest
should be reach to the customer with quick services and this will leads to maintain good
relationship with the customer. The menu must be already there on the table at the time of
guest arrival that initiate quick ordering of food. There will be a food&beverage
attendant, If the guest is asking for any food item or other requirement that should be full
filled by the guest.

TASK 3
P5. Examine how digital technology is employed in managing the customer experience with in
the service sector.
Customer relationship management refers to the combination of various practices,
strategies and the advance technologies that the firm use for their business operations. The
motive of this strategies is to improve the customer experience and this will leads to attract the
target customer and generate higher sales(Goodman, 2019).
In context to lvy restaurant, Customer relationship management is manages by the
software through which restaurant do the booking of the seat and take order of the guest and
control all the operation in the premises and help in smooth functioning of the business and leads
to earn maximum revenue.
CONCLUSION
From the report presented above, the need to consider the trends of the customers and the
need to satisfies there wants ahas been present. The customer experience can only get improved
through analysing the market in which the customer needs and wants are analysed and examined.
Through these examination the restaurant The LVY can bring the necessary changes in their
products and services which they have to offer. The report also provides the customer map in
which the points where the customer interacts with the restaurant has been mentioned. These
customer meeting points may include the marketing activities like digital marketing, word of
mouth in which the customers gets the interaction through their peer groups, families and
relatives. The restaurant has used various digital marketing activities and method through which
they can improve the customer interaction or mapping. Apart from this the technology has
played a major role in effective performance of the restaurant. Through the advanced
technologies the restaurant would be able to save and store all the important information and
data. Through these information the restaurant can make the necessary decisions which proves
good for the operations of restaurant only. The technology will help in performing the work with
ease and it ensures the full accountability.

REFERENCES
Books and Journals
Ali, and et .al., 2018. Make it delightful: Customers' experience, satisfaction and loyalty in
Malaysian theme parks. Journal of destination marketing & management. 7. pp.1-11.
Caboni, F., 2020. Managing the Customer Experience within the Town Centre Retail.
In Managing Customer Experiences in an Omnichannel World: Melody of Online and
Offline Environments in the Customer Journey. Emerald Publishing Limited.
Dou, and et .al., 2019. Outcomes of entrepreneurship education in China: A customer experience
management perspective. Journal of Business Research, 103. pp.338-347.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Keiningham,and et .al., 2020. Customer experience driven business model innovation. Journal of
Business Research. 116. pp.431-440.
Moliner-Tena, M.A., Monferrer-Tirado, D. and Estrada-Guillén, M., 2019. Customer
engagement, non-transactional behaviors and experience in services. International
Journal of Bank Marketing.
Pandey, S. and Chawla, D., 2018. Online customer experience (OCE) in clothing e-
retail. International Journal of Retail & Distribution Management.
Secchi, E., and et .al., 2020. Managing customer performance in services. The Routledge
Handbook of Service Research Insights and Ideas, pp.302-321.
Shobeiri, S., Mazaheri, E. and Laroche, M., 2018. Creating the right customer experience online:
The influence of culture. Journal of Marketing Communications, 24(3), pp.270-290.
Trischler, J., Zehrer, A. and Westman, J., 2018. A designerly way of analyzing the customer
experience. Journal of Services Marketing.
Venkatesan, and et .al 2018. Measuring and managing customer engagement value through the
customer journey. In Customer engagement marketing (pp. 53-74). Palgrave Macmillan,
Cham.