Customer Experience and Service Strategies: Unit 2 Report Analysis

This report, focusing on Unit 2 of a customer experience management module, examines strategies to enhance customer satisfaction within the hospitality industry. It begins by defining customer service strategies and emphasizing the importance of employee empowerment, efficient issue resolution, and customer empathy. The report then analyzes the customer experience at Burger King, evaluating factors like ambiance, service, and efficiency, and provides recommendations for improvement. The report also references the Clove Club and suggests strategies to improve customer service, including staff training and the use of technology. The goal is to create a positive customer experience. The report concludes by highlighting the significance of consumer service strategy for business sustainability and profitability.

Unit 2: Managing
Customer
Experience
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Unit 2: Managing Customer Experience...........................................................................1
LO 4.................................................................................................................................................3
P6 Customer Service Strategies...............................................................................................3
P7 Customer service strategies create and develop the customer experience...........................4
REFERENCES................................................................................................................................7
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LO 4
P6 Customer Service Strategies
Consumer service strategy is defined as a plan, policy or measure by which organisation
can fulfil their underlying objectives and goals in best effective manner. In order to assure high
consumer satisfaction it is essential for an organisation to undertake advantage of various form of
consumer service strategy in order to provide high satisfactory facilities to consumer. It enhances
entity sustainability in respective industrial segment (Keiningham and et. al., 2020). By taking
advantage of consumer service strategy entity can make consumers satisfied from their services.
It allows entity to ensure high profitable advantages, mentioned below there are some certain
form of strategies through which Clove club can increase satisfaction of consumers towards
company.
Empower staff to make customers happy:
Employees are most important element for any organisation especially in hospitality
industry they play a major role as they directly connected to consumers. It has been identified
that it is essential to Clove club to enhance and encourage staff toward high performance
(Nadeak and Tricahyono, 2020). With the help of this they can treat customers with the best
services on regular basis. By offering high training and development courses to employee Clove
club can make sure that consumers in the restaurant get treated in a comfortable and efficient
manner, it enhances brand value of restaurant in respective industrial segment.
Resolve customer issue in initial phase:
This is most important strategy in which organisation is required to make sure that
consumer issues get resolved in initial phases. It has been identified that Clove club emphasizes
on consumer experience. Thus, it is essential for entity to determine actual problem or issue that
consumer is facing in initial stage and undertake effective strategies and measures to overcome
them. Along with this entity is also required to have internal communication with consumers and
staff, as with the help of this entry can provide high customer experience along with this with the
help of with the help of having 24/7 assistance restaurant can assure high consumer experience.
Train employee in customer empathy:
According to the analysis it has been underlined that relationship between consumer and
employees are defined as a change of emotions (Li, and Zhang, 2020). This is the initial stage in
which organisation is required to make sure that the employees are highly trained experienced
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and have efficient communication skills. Along with this entity is also required to provide
different courses to employees such as, anger Management this will allow employees to serve
customers in an effective manner.
P7 Customer service strategies create and develop the customer experience
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: Burger King Restaurant
Date and time of visit: November 20, 2020
Ambience and First Impressions:
Restaurant is having soothing
and enchanting atmosphere.
Not enough sitting facilities is
being provided to customers.
Expand sitting area in order to
serve more number of
customers.
Signage, Tariff Boards, Labelling, etc.:
Restaurant provide customers
with the facility of no service
charge.
Restaurant is having
ineffective billing process that
lead towards delay.
With help of strong billing
process and transparency allow
organisation provides
maximum satisfaction to
consumers.
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Prices:
Affordable price range
comparatively to other
competitors.
Old software and Technology
is being implemented that lead
to further delay in services
Install high tech technology in
order to serve customers in an
effective manner.
Range of Products:
Restaurant provides free
parking and Wi-Fi facilities.
Dirt can be seen on dining
table.
Assure proper and regular
cleaning with proper
sanitization in order to make it
unique atmosphere.
Staff:
Polite behaviour of employees
was consumer with towards
providing positive atmosphere.
New staff members provide
untrained facilities to
customers that lead towards
developing negative image and
sometime arises conflict in
front of customers.
By hiring more skilled and
talented employees and
provide them training to serve
customers.
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Time:
Clove Club have a quick
delivery time through which
customers can effectively
satisfied with the service is
provided by restaurant.
Self service in restaurant can
however tend to be ineffective
system of restaurant.
By improving number of
talented and skilled individual
customers can be provided
with efficient services.
Supplementary Items:
Restaurant provides quick
service which is one of the
most effective things that I
have observed in Clove club.
Restaurant offer less
complementary services
comparatively to other
competitors.
In order to influence consumer
attention welcome drinks can
be provided in restaurant.
Payment:
In Clove club cashless
transactions can be done by
different platforms.
In context with home delivery
company only accept online
payment.
Accept cash payments in home
delivery system in order to so
large base of consumers.
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REFERENCES
Books and Journals
Keiningham, T and et. al., 2020. Customer experience driven business model
innovation. Journal of Business Research, 116, pp.431-440.
Li, H., Xie, K.L. and Zhang, Z., 2020. The effects of consumer experience and disconfirmation
on the timing of online review: Field evidence from the restaurant business. International
Journal of Hospitality Management, 84, p.102344.
Luoma, H., 2020. Guidelines for technology industry chatbot content development.
Castagna, F., Centobelli, P., Cerchione, R., Esposito, E., Oropallo, E. and Passaro, R., 2020.
Customer Knowledge Management in SMEs Facing Digital
Transformation. Sustainability, 12(9), p.3899.
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