Managing Customer Experience: A Case Study of AMT Cafe's Strategies

This report examines AMT Cafe's customer service strategy, focusing on how they manage customer experience to achieve business goals. It explores the importance of understanding consumer needs and preferences, highlighting AMT Cafe's approach to providing fair trade coffee and organic products. The report delves into the strategies employed by AMT Cafe, including touchpoint analysis, employee training, and the use of digital technology to enhance customer interactions. It discusses the various stages of customer experience strategy, such as assessing marketing needs and experience mapping. Furthermore, the report analyzes how customer service strategies contribute to creating and developing customer experience, ultimately improving business standards. The conclusion emphasizes the significance of managing customer relations in the service sector and how AMT Cafe successfully implements strategies to satisfy customers and foster loyalty through pre- and post-service initiatives and digital integration.

Managing Customer
Experience

Table of Contents
Introduction................................................................................................................................3
Task 4.........................................................................................................................................3
P6 Customer service strategy for selected organisation.........................................................3
P7 ways in which customer service strategy helps to create and develop customer
experience to improve business standards.............................................................................4
Conclusion..................................................................................................................................5
References..................................................................................................................................6

Introduction
Every organisations need to make sure that they are successfully managing their
customer in order to achieve all their goals and objectives. Consumers and customers are the
reason for which organisations are existing in the market. Way better in which organisation
understand their consumer they can successfully satisfy them and make sure that all their
needs and requirements are met. The report is based upon wheels on which the customer
behaviour and customer relationship is managed by a famous cafe which was set up by three
brothers in 1992. AMT Cafe is a chain of espresso bars serving Italian style coffee in UK.
This is the first cafe in UK which is providing fair trade coffee and all the milk products
which are organic. They are specially designing each drink to specifications of their
individual consumer (Kumar and et. al., 2019). They are also offering the consumer with
trademark flavoured steamers, different breakfast item for consumers as well as various sweet
treats. They also have their kiosks set up at a number of different stations. It is necessary for
the organisation to identify the needs of customers and serve them accordingly. The
discussion of the report also include various ways in which customers can be engaged within
the cafe. Along with this experience map of customer is created including all the necessary
touch points to influence consumers using digital technology. Ways in which digital
technology improves consumer experience are also mentioned in the report.
Task 4
P6 Customer service strategy for selected organisation
Customer experience management strategies
Different organisations are following various strategies so that they can successfully
improve the consumer experience and satisfy their consumer in the process. It is required by
organisation to make sure that they are fulfilling all the wants and needs of the consumer in
order to sustain in the business environment for a longer period of time and also provide
competition in the market. The consumers are also making sure that the organisation is
developing according to their changing needs and preferences. For an organisation to attain
loyal consumers it is necessary to deal with their requirements from time to time. Strategies
of organisation are helping them to achieve all their goals and objectives along with
satisfying their consumer (Goodman, 2019).It is often seen that employees in an organisation

are one of the major asset which will help the business to satisfy the consumer. In AMT cafe
there are various services provided to consumers by the employs which helps in creating
loyal consumers and also stay in the competitive environment. Below mentioned are different
strategies which are used by Cafe so that they can satisfy their consumer and also enhance
customer expectations from time to time.
The use of touch point analysis
Touch point is a model which is used in order to attract consumer and interact with
them at different stages. It is often seen that there are a number of stages in a restaurant or a
cafe where employees can interact with consumers (Ho, Tojib and Tsarenko, 2020). It is
required that every stage is utilised to make sure that consumers are made loyal towards the
organisation. A MT Cafe is working throughout United Kingdom in order to make sure that
they are satisfying the consumer and also providing them with services of good quality. They
are using it in order to make sure that consumers are visiting their cafe again and again.
The policies which are used by the cafe in order to attain feedbacks from consumers are also
of great use. They are making sure that their employees are enough trained in order to meet
the consumer requirement. They majorly focus upon enhancing pre-and post-services so that
the consumers are satisfied a different touch points.
Stages of customer experience strategy: This include of different stages which are
used by AMT cafe in order to make sure that their enhancing the experience of consumers in
cafe.
Assessing marketing needs: This includes different wants and needs of consumers which are
changing rapidly. It is required by Cafe to make sure that they are generating market research
and market leads which helps them to identify these needs of consumer. AMT Cafe is making
different innovations through which they can successfully fulfil the needs of their consumer.
Experience of mapping: It is required by organisation in service sector to map their
consumer experience throughout different stages. They can understand the problem which is
faced by consumer and also ways in which they can fix the problems (Kelloway and Myers,
2019). AMT Cafe is successfully providing support to the consumer at different stages of
experience so that they can fulfil all the requirement.
P7 ways in which customer service strategy helps to create and develop customer experience
to improve business standards
Consumer experience can be the perception of consumers towards the services which
is provided by certain organisations which also enhance their brand value. It refers to the

vision and feeling of consumer while they are consuming the products provided by Cafe. It is
required by organisation to make sure that they are bringing a good consumer experience and
also conveying their Moto to the consumer through their products. The consumer experience
when enhanced also helped in successfully promoting brands of the organisation. When
taking AMT Cafe into context it is often seen that they are making a number of different
strategies that is helping them to enhance their goodwill in the market. Different touch points
are used in a business which is successfully managing the mind-set of customers towards the
products and services provided by the organisation (Kasemsap, 2017). It is also seen that
touch points are helping organisation to provide their services has different events in which
consumers so most of the interest. This is a great way in which AMT cafe can successfully
enhance their consumer base as well. It is necessary for them to stay in competition and make
sure that they consumers are increasing day to day. In this way the cafe is also developing
various services which are provided by them to meet the changing needs and requirements of
consumer. They are also understanding the consumer life stage a different aspects and
bringing required changes in the business.
Conclusion
The above report helps to conclude that it is required by organisations in service sector to
manage their consumer relations so that they can meet all their goals and objectives. The
quality of which service and products are provided by the organisations are influencing
consumer successfully. AMT Cafe is a famous cafe in United Kingdom which is creating
various strategies through which they can successfully satisfy the consumer and enhance their
service providing. The strategies they are providing are based upon pre-and post-services to
the consumer which is designed throughout different stages of customer touch points
successfully. They are also using digitalisation in order to make sure that they can
successfully manage their relationship with consumer and satisfy them to create more loyal
consumers.

References
Books and Journals
Kumar, V. and et. al., 2019. Customer engagement in service. Journal of the Academy of
Marketing Science, 47(1), pp.138-160.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to
increase positive word of mouth, build loyalty, and maximize profits. Amacom.
Kelloway, E.K. and Myers, V., 2019. Leading the service-profit chain: how leaders’
behaviors can affect customer experience. In Examining the Role of Well-being in
the Marketing Discipline. Emerald Publishing Limited.
Kasemsap, K., 2017. Mastering customer service, customer experience, and customer
orientation in the hospitality and tourism industry. In Handbook of research on
holistic optimization techniques in the hospitality, tourism, and travel
industry (pp. 115-140). IGI Global.
Ho, T.H., Tojib, D. and Tsarenko, Y., 2020. Human staff vs. service robot vs. fellow
customer: Does it matter who helps your customer following a service failure
incident?. International Journal of Hospitality Management, 87, p.102501.