Comprehensive Analysis: Managing Customer Experience at JRC Restaurant

This report provides a comprehensive analysis of customer experience management at JRC Restaurant, a global buffet chain. The report begins by defining customer experience and its importance in building customer loyalty and competitive advantage. It then examines JRC's target customer segments, including business customers, college students, and health-conscious individuals, detailing their specific needs, wants, and preferences. The report further explores strategies for customer engagement, such as gathering customer feedback, providing excellent service, and understanding customer needs. It delves into customer experience mapping, highlighting the use of emails, staff interactions, restaurant management, review sites, and the website to enhance customer experience. Customer touchpoints, including the website and in-restaurant experiences, are also discussed. The report emphasizes the role of CRM systems and digital technologies, such as POS software, in improving efficiency and customer satisfaction. Finally, it outlines customer service strategies, including building relationships and delivering excellent services, essential for achieving a competitive edge in the industry.

Managing Customer
Experience

INTRODUCTION
Customer experience refers to the phrase help to evaluate or describe the relationship of
customers has with company and its products. In this, it is important for CRM to effectively
understand the customer experience as it support company in improving their performance level
at market place. Mainly, the experience is reflects how the customers feel towards the company
and its offerings. With the help of positive customer experience, company cam improve their
loyalty as it contributes in making overall performance of firm is more competitive (Alexander,
2013). Current report is focused on JRC, is a global buffet restaurant operate their business in
over the world with the aim of providing positive customers experience. The main purpose of
this restaurant is to improve their customers base so that they can enhance their growth level and
also attain success at market place. Report is discussed about need and expectation of market
segment and along with factors that influence engagement of target customers. Along with this,
digital technologies is also support in creating customers relationship management is also
discussed in this report.
TASK 1
P1
It is crucial for company to target their customers to provide their services. In this, firm
divide market on the basis of target customers as it can be effective in improving their positive
experience. Thus, company is also responsible for understanding need and wants of the
customers in order to improve their loyalty towards the offering of business. Mainly, customers
needs, wants and their preferences are interrelated as it is based on their income level,
demographic factors and social culture aspects. All these are directly affect the customers
experience and their buying behaviour towards the products and services as well. In market
place, every customers have their different taste and need. Due to this, JRC Global buffet is
responsible for understanding their actual taste and preferences towards the products. By this,
they can easily create positive customers experience and at the same time also make them
satisfied (Ariffin and Maghzi, 2012). This will directly contributes in enhancing the overall
performance and make competitive image of company at market place. In this regards, there are
some elements of target customers which is divided by JRC to provide them best services:
Target customers along with their needs, wants and preferences:
1

Business class customers: These type of customers wants Wi-Fi services, meeting
rooms, proper space for dinner and so on. All these type of needs are required by business people
who visit restaurant for their official purpose (Blázquez, 2014). As it help in improving their
positive experience towards the company and its services as well.
College going students: Company also focus on youngest people in which they target
college going people who always wants to eat food, drinks and spent their time. In this, they
always ask for Wi-Fi connection, space to doing their work or enjoying parties. With the help of
this they can easily satisfy their needs and wants in order to improve their positive experience.
Health conscious customers: These type of customers always prefer to eat healthy food
like fruits, vegetable and healthy dishes. In this, JRC provide them services as per their needs in
order to make them satisfied. With the assistance of this company improve their customer base
and competitive image as well.
P2
In competitive market place, every business organisation wants to improve customers
experience by providing them best quality products as per their needs and wants. This can be
effective for company in sustaining at market place for log duration of time frame. In this
regards, improving customers experience is effective for company through which they can make
them loyal towards the company and tits services. This will contributes in managing customers
relationship that support in establishing positive and competitive image of restaurant at market
place. In context of JRC restaurant, manager focus on engaging customers by giving better
services according to their requirement that support them in gaining loyalty of guest. In context
of this, there are some effective ways that used by company to engaging more sand more
customers towards the brand. As it positively impact on restaurant and its also develop its
competitive image. These ways are as follows:
Take regular feedback from customers: It is an important way by which manager of
JRC restaurant can improve customers base. By taking continuous feedbacks, company can
easily encourage customers engagement towards its offerings (Harris and Daunt, 2013). With the
help of this, restaurant can provide satisfaction that help in making them loyal and also retain for
long period of time. With the help of feedback, restaurant can understand the customer
experience that help them in improving the overall process of providing services.
2

Give positive and excellent experience to customers: It is crucial for business to
provide best services to their guest in order to improve customers experience about company and
its offerings as well. It also may support in engaging guest and make them loyal. In this context,
manager of JRC restaurant give excellent experience to its target customers that leads to increase
high customers engagement within the company (Garg, Rahman and Qureshi, 2014). With the
assistance of this, restaurant can easily increase their positive brand image.
Effectively understand about customers needs: Every people has different needs and
wants in which restaurant is responsible for having knowledge about the same. This will help in
developing positive relationship with large number of customers. By understanding about
customers needs, manager of JRC restaurant serve their services accordingly and at the same
time also improve their experience.
TAK 2
P3
Customer experience map is one of the important procedure of laying out strategically
and at the same time also mapping customers experience towards the company and its services as
well. Mainly, it is consider as an effective point of interaction that help in proving the positive
experience to customers. Along with this, it also evaluate the new and potential customers which
engage with company and its services as well. It is starts with planning activities, then comes to
shopping, booking, pre travel, post tour. All these steps are effective in inviting large number of
customers towards company and its services. This will support in improving their positive
experience through which JRC restaurant can established their competitive and positive
performance at market place. In context of this, JRC also use different ways and alternatives for
developing positive experience of customers in market place. All these are discussed below:
 E-mails: It is one of the important way for creating customers experience map in which
JRC restaurant includes information related to customers feedback, coupons, discounts
and many more. These are contributes in providing positive experience and also
influence them by providing them seasonal discounts, festivals offer (Goodman, 2019).
This can be improve the customers base of restaurant and established their competitive
image.
3

 Staff members: In restaurant, behaviour of staff members should be good and polite
with customers so that they can easily keep them loyal and satisfied. If staff members of
JRC show their positive attitude towards the customers while providing them services.
For this, company also provide effective training and development activities in order to
make them able to communicate with their guest (Gyung Kim and Mattila, 2013). Along
with this, company also ensure that staff members are positively behave towards the
customers in order to make them loyal towards the company and its services as well.
 Management of restaurant: Proper management is crucial for JRC as it help in
influencing customers to visit the place and also consume the same as per their needs and
wants. In this, skilled and graduate workforce is important that support in managing all
the important aspects such as back office, administration, reception and many more.
 Review sites: This type of option is also plat a crucial role as it support in developing
customers experience. In this, customers give ratings on the basis of restaurant services
after visiting and consuming its services. In context of JRC, company has good
reputation in market that support in inviting customers with the aim of making them
loyal and satisfied.
 Website: It is an effective way by which company easily provide positive experience to
customers as it includes all the necessary information about the JRC and its services also.
In this, regards, company also develop their website in which they provide information
about their location, services, guest experience and so on. All these are help customers in
taking right decision and make them more satisfied. With the assistance of this, people
can easily attracted towards its offerings.
P4
Customer touchpoints refers to the interaction between customers and business as well.
Mainly it affect the decision making of guest and make them loyal towards the brand. In this
regards, there are different touchpoints within the company are as follows:
 Website of restaurant: This phase is related with initial stage in which customers can
check menu over their website before visiting restaurant (Harmeling and et. al., 2017). As
it help them taking accurate decision towards the company and its services. With the help
of this touch point, company can easily engage customers and retain them for long period
of time.
4

 At Restaurant premise: In this touchpoint, manager of JRC provide training programs to
employees in which they understand to handle their customers (Sharpley, 2012). Along
with this, employees also provide friendly environment so that customers feel more
comfortable while visiting restaurant. This will contributes in engaging guest with
company and its services. It may directly contributes in enhancing the positive brand
image at market place.
TASK 3
P5
Managing customers experience is crucial for company because it help in developing the
brand image of company more competitive. In this, CRM system is refers to the effective
approach by which restaurant can communicate with their customers and also tries to provide
them better satisfaction. Along with this, digital technology is play a significant role as it refers
to the electronic systems that used to gather or analyse customers taste, their buying behaviour
and so son to improve company performance (Homburg, Jozić and Kuehnl, 2017). In context of
JRC restaurant, they use POS software Toast POS to make appropriate improvement in
employees efficiency level and provide better customers experience. This will reduce extra cost
of company through which restaurant will established their competitive and famous brand image.
Mainly, this type of software also manager the menu that focus on handling its pricing and also
available for online and offline customers. With the help of this software, company easily
provide positive experience to its target customers and make them loyal towards its offerings.
This will directly contributes in increasing overall sales of JRC restaurant and also influence or
encourage customers towards its offerings.
TASK 4
P6
It business organisation, customers play a crucial role as it help in generating profitability
level and at the same time also develop positive brand image at market place. In this regards,
customer service strategy is also includes as an important part of company which focus on
satisfying customers by proving them high quality of products to guest in order to meet their
needs (Komunda and Osarenkhoe, 2012). For accomplishing competitive image, company needs
to implement all the strategies for improving their services. By this, restaurant can provide them
5

better satisfaction and also make them loyal towards its offerings. All the strategies can be
understood by following points:
Building relationship: This type of customers service strategy is essential as it includes
chat, call backs, feedback from customers which support in providing better experience. In this,
restaurant take feedback from their guest after providing them services that support in analysing
their actual requirement and experience as well (Pearson, 2016). It help in building or managing
relation with guest. With the help of this, JRC improve their brand image and invite more and
more people.
Deliver excellent services: By providing best quality products to customers, company
easily make them satisfied. It support in generating profitability level and at the same time also
build goodwill of company at market place. In context of JRC, company focus on customers
experience and also believe in serving excellent quality services to its guest (Pont, 2014). This
will aid in developing positive and competitive image of company at market place.
Deliver on your promises: It is important for company to fulfil their promises that asked
with customers. As customers are always attracted towards the quality products and also willing
to pay more money. In this context, JRC fulfil their promises and provide high quality values to
its customers. This will assist in creating as well as developing brand value and at the same time
also increase their goodwill as well.
Training workers: Providing training is important for company as it help in making
employees able to communicate with their customers and also share all the necessary
information in order to make them aware (Torres, Fu and Lehto, 2014). With the assistance of
this they can easily provide higher satisfaction. At the time of providing training, manager of
JRC give guidance about how to behave with customers, how to communicate and how to handle
their queries towards the company and its offerings. It may assist in improving positive
experience of customers and also retain them within the restaurant.
Resolve customers queries: It is significant for company to solve customers issues and
queries as per priority basis because guest are the important asset for JRC restaurant in
improving their performance (Peppers and Rogers, 2016). This type of process can be done
through live chat, e-mails, feedback and many more activities on which company communicate
with their customers and provide them loyalty programs. It may support in increasing
competitive image of company at market place through which customers get easily attracted.
6

P7
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: JRC Global buffet
Date of visit: 2nd January, 2020
Ambience and First Impressions:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
I entered in JRC Global buffet
restaurant, I feel happy
because of good music.
Space was not enough and
consumers wait outside.
I will make the space big so
that the customers need to be
wait outside.
Signage, Tariff Boards, Labelling, etc.:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
The restaurant convey to
consumers regarding available
product through tariff boards.
The products are not priced
clearly.
I will mention the cost of each
product clearly.
Prices:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Price of products is affordable. They did not give receipt and
high service charge.
I will give value for consumers
in return of money.
Range of Products:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
7

JRC Global buffet provides
good facility for sitting.
There was not too much
choice.
I will give the many choices to
customers and make changes
according to their
requirements.
Staff:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
The staff was trained. In JRC Global buffet, there
was not enough staff according
to requirements.
I will hire the staff on the basis
of restaurant requirement.
Time:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Service was provided quickly. There was self service, which
is not better.
I will recruit more staff to
neglect self service.
Supplementary Items:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
JRC Global buffet provides the
Condiment as supplementary
item.
It does not provide any
complimentary item like
sweet.
I will offer sweet after food as
complementary.
Payment:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
JRC Global buffet accepted Restaurant does not accept I will accept the credit cards
8

payment through cash and
debit card.
credit card. and online transactions.
CONCLUSION
As per above mentioned report it has been concluded that, customers experience is
consider as an important procedure for business organisation in which firm is responsible for
providing best quality of products and services in order to improve company company and
customers loyalty as well. For attaining the same, understanding need, wants and preference of
target customer is also crucial through which firm can improve their satisfaction level and at the
same time also improve their experience as well. Along with this, it also includes different
channels such as websites, emails, staff members, proper management of restaurant and many
more. These are the effective way by which company easily invite more and more customers
towards its services. Therefore, digital technology is also consider as an crucial activity by which
firm manage relationship with customers and at the same time also make them satisfied towards
its services. This will assist in developing positive and competitive brand image of company at
market place.
9

REFERENCES
Books and journals
Alexander, K., 2013. Facilities management: theory and practice. Routledge.
Ariffin, A. A. M. and Maghzi, A., 2012. A preliminary study on customer expectations of hotel
hospitality: Influences of personal and hotel factors. International Journal of Hospitality
Management. 31(1). pp.191-198.
Blázquez, M., 2014. Fashion shopping in multichannel retail: The role of technology in
enhancing the customer experience. International Journal of Electronic Commerce.
18(4). pp.97-116.
C. Harris, L. and Daunt, K., 2013. Managing customer misbehavior: challenges and strategies.
Journal of Services Marketing. 27(4). pp.281-293.
Garg, R., Rahman, Z. and Qureshi, M. N., 2014. Measuring customer experience in banks: scale
development and validation. Journal of Modelling in Management. 9(1). pp.87-117.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Gyung Kim, M. and S. Mattila, A., 2013. Does a surprise strategy need words? The effect of
explanations for a surprise strategy on customer delight and expectations. Journal of
Services Marketing. 27(5). pp.361-370.
Harmeling, C. M. and et. al 2017. Toward a theory of customer engagement marketing. Journal
of the Academy of Marketing Science. 45(3). pp.312-335.
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.
Komunda, M. and Osarenkhoe, A., 2012. Remedy or cure for service failure? Effects of service
recovery on customer satisfaction and loyalty. Business Process Management Journal.
18(1). pp.82-103.
Pearson, S., 2016. Building brands directly: creating business value from customer
relationships. Springer.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Pont, L., 2014. Hospitality Management. Iuniverse.
10

Sharpley, R., 2012. Rural tourism and the challenge of tourism diversification: the case of
Cyprus. Tourism management. 23(3). pp.233-244.
Torres, E. N., Fu, X. and Lehto, X., 2014. Examining key drivers of customer delight in a hotel
experience: A cross-cultural perspective. International Journal of Hospitality
Management. 36. pp.255-262.
Wilson, A. and et. al., 2016. Services marketing: Integrating customer focus across the firm.
Yang, Y., Liu, X. and Li, J., 2015. How customer experience affects the customer-based brand
equity for tourism destinations. Journal of Travel & Tourism Marketing. 32(sup1).
pp.S97-S113.
11