Customer Experience Management Report: Riverview Bistro Analysis

This report provides a comprehensive analysis of customer experience management, focusing on the case study of Riverview Bistro, a leading restaurant chain in London, United Kingdom. The report begins by emphasizing the importance of understanding customer needs, wants, and preferences, identifying target customer groups such as business people, college students, and gym instructors. It explores various factors influencing customer engagement and creates a customer experience map, detailing touchpoints like websites, review sites, text messages, emails, and telephone interactions. Furthermore, the report examines how digital technology, including chatbots and AI, is employed to enhance customer experience and discusses customer service strategies, including pre-service interactions, to foster customer relationships and satisfaction. The analysis highlights the significance of customer touchpoints in creating business opportunities and concludes by emphasizing the importance of integrating digital technology and effective customer service strategies for sustained success in the service sector.

Managing customer
experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Value and importance of understanding the needs, wants and preferences of target
customer groups..........................................................................................................................3
TASK 2 ...........................................................................................................................................4
P2 Explore the different factors that drive and influence customer engagement of different
target customer groups................................................................................................................4
TASK 3 ...........................................................................................................................................4
P3 Create a customer experience map for a selected service sector organisation.......................4
P4 Customer touch-points throughout the customer experience create business opportunities. 6
P5 How digital technology is employed in managing the customer experience within the
service sector...............................................................................................................................7
TASK 4 ...........................................................................................................................................8
P6 Illustrate customer service strategies in a specific service sector..........................................8
P7 Demonstrate how customer service strategies create and develop the customer experience 9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Customer's experience is important and pre-requisites for every business. Managing the
right customer is crucial and also considered as the opportunity to raise business and revenue of
the business (Zhang, 2016). This report will be covered on Riverview Bistro which is the leading
restaurant chain in the London, United Kingdom. This report will cover the value and importance
of the understanding the needs, wants and preferences of the target customer in the service
industry and different driver which generally influence the customer engagement of different
target customer groups. This report will also put light on the customer experience map along
with the analysis of customer major touchpoints for their effective customer experience. This
will also discuss how digital technology is engaged in managing the maximum customer
experience in the service industries. This will also discuss about the customer service strategies
and contribution into the customer service role.
TASK 1
P1 Value and importance of understanding the needs, wants and preferences of target customer
groups
In context with Riverview Bistro, it is necessary and important to understand the specific
needs and wants of the different customer groups. Target customers, in sense, college students,
business person and couple on their first date etc. Understanding the value's and importance of
these customers is significant to gain their trust and belief over the services of an organisation. In
hospitality industry, there are different mindset and critical thinking customer's with their needs
specified to be fulfilled from the restaurant. For Riverview Bistro, organisation has decide to
target business people, gym instructor and college students for the service context which is as
follow:
Customer
Group
Need Want Preference
Business people Internet access
Meeting rooms
Newspaper and books
Snacks and beverages
Electric plugs
Hygienic
College students Space to work
tasty and delicious food
Wi-Fi
Comfortable sofas to sit
Poolside services
Pop music

Gym instructor Fresh food and drinks
Change facilities
Exercise equipments
Slow and fresh music
Newspaper and books
Area for alone.
In context with Riverview Bistro, above table has identified the target customer group of
thin restaurant. Apart from the identification, it is necessary to do critical analysis of each and
every customer to understand their choice's of needs and wants from the restaurant services or
facilities.
Business people: Such type of customer's are very professional and focused towards their
work or business. It is an opportunity and chance for Riverview Bistro to satisfy wants and needs
of their business customer by looking at internet connection, electric plug for charging facilities
and meeting space for meeting purpose etc.
College students: This type of customer's are the major base of customer for Riverview
Bistro, because now a days, college and young person are more flow and inclined towards the
places like Bars, café's and restaurant etc. Riverview Bistro should focus equal on these types of
customer along with business person.
Gym instructor: Such customer groups are very strict and careful towards their diet and
eats. In context with Riverview Bistro, it is necessary for this restaurant to ascertain specific need
and wants of their customer such as health books and magazines, Slow and soft music, few
exercise machines and equipments etc.
TASK 2
P2 Explore the different factors that drive and influence customer engagement of different target
customer groups
To be covered in poster
TASK 3
P3 Create a customer experience map for a selected service sector organisation
Customer experience mapping is the strategic process of lying down and accumulate
customer interaction and experience according to the products & services of an organisation. It
actually covers an initial point of contact to the very interaction (Kandampully, 2017). There are
various sources & modes of the communication whether verbal and oral to record and manage

the customer reaction and response at one particular period of time. Customer experience
mapping consists of website, review sites, text messages, E-mails, telephone etc. In context with
Riverview Bistro, there are number of variables which covers under the customer experience
mapping is as follows:
Websites: It is considered as most convenient and useful location to locate the person at
the possible period of time. Websites is helpful and essential in putting huge amount of data
along with the suitable information to attract and receive response from the customer regarding
any organisation. In context with Riverview Bistro, websites is useful to input the various
information such as food menu, outlets picture, contact number, information regarding time and
duration, reviews and feedback etc. In reference to services, it is helpful in catching and
recording the customer review and feedbacks for the future services improvement and changes.
Review sites: Such kind of structure is helpful to record the positive and negative about
anything. These types of sites or e-places are useful for the service organisation to assemble and
record their customer experience and response for future service satisfaction and service
improvements. In context with Riverview Bistro, this restaurant have their own review sites
where customer can easily put their reviews and opinion for evaluating products and services for
the further service improvements and changes.
Text messages: This is regarded as most convenient mode of communication where
customer can get response from an organisation and also customer can reply back to solve their
queries and issues regarding products, offer, feedback, review etc. In context with Riverview
Bistro, restaurant sends the offers, discount and other attractive coupons to their customer and
also customer use it to solve their queries regarding the restaurant time and convenience etc.
E-mail: Now a days, Electronic mails are considered as most professional mode of
communication, where one person can send huge and bulk along with the attached file at most
convenient time and duration. In context with Riverview Bistro, Restaurant uses it to send
feedback links, survey forms and review process to their customer for catching and recording
experience and satisfaction.
Telephone: This mode of communication has been used from decades and still people
consider it as most useful and convenient to talk and translate with others. In context with
Riverview Bistro, restaurant use to record and catch their customer's post-service evaluation and

experience using the telephone. They have their own helpline number on which customer can
call and ask their queries and issue to get resolved in the most suitable period of time.
Restaurant environment: Environment of the Riverview Bistro is well-equipped with
positive vibes and glowing culture to enhance people's choice and selection towards them. It has
proven the good opportunity and chance for restaurant to encourage the customer motivation to
more engage with the organisation service.
Restaurant staff: Staff of the Riverview Bistro is very interactive and well-equipped with
communication skills, knowledge and information regarding their own organisation. The
manager of this restaurant has advised their staff member's to inform their existing customer
about their future products and also know the improvement I the taste and preference of them.
Restaurant management: The workforce of the Riverview Bistro generally use to ask
customer's feedback and experience after the dinner, also discuss about the dishes or any kind of
improvement in products & services and review as well as advice for an operational and service
management for generating the maximum profitability and customer acquisition.
In context with Riverview Bistro, it is advisable that this restaurant must keep their focus
on using the websites, text messages and telephone on the larger basis, because majority of the
customer are engaged on these platforms. Also, this customer experience mapping has been
explained appropriately and effectively to understand and analyse the customer satisfaction level.
P4 Customer touch-points throughout the customer experience create business opportunities
Customer touchpoints is refers to as jargon which is basically used by every organisation
to transform the knowledge and information with the customers. Touch-points also means the
level of impression to be created to motivate and attracted towards ourself. In context with
Riverview Bistro, this restaurant needs to create and enhance their positive response in the mind
of the customer by several ways (Bilgihan, 2015). They can create the touch-point by
acknowledging and giving respect to them when they entered into the restaurant. In the current
time, Riverview Bistro is very much capable to use customer touch-points. Touch-points will
help Riverview bistro to create the positive image of their restaurant along with their service
prediction in mind of the customers and enabling the maximum relationship with the customer.
This concept involves the customer touch-points before, during and after the service delivery.
But, in many case, it has been noticed that customers generally make the positive interaction and
touch-points & positive image about the restaurant before the service delivery, when they being

acknowledged by their waiter or door person of the restaurant. This will be better explained by
the help of ethical and professional conversation between the waiter and customer named
“Mark”. The following conversation regarding the customer-touchpoints is as follows:
Waiter: Welcome sir.
Mark: Thanks a lot
Waiter: Do you want anything sir?
Mark: Yes. I am here for complete dinner with my wife.
Waiter: No issues sir. We are here to deliver you the best taste and experience.
Mark: Great. Please bring some plenty of water for both of us.
Waiter: Sure sir.
After the complete dinner. The another conversation is:
Waiter: Anything sir?
Mark: No Thanks. Food was really delicious and tasty.
Waiter: Your Pleasure sir.
From the above conversation, it is concluded that customer touchpoint always come from
the acknowledgement and greeting the customer's. It has to be carried on for attracting and
retaining the customer relationship to the restaurant. Riverview Bistro should take it seriously
and positive to create the restaurant image for the longer period of time. This organisation is the
customer touchpoint at their advance level to get customer response in most effective manner.
There major focus lies on getting the customer attention through greeting and acknowledging
them when they are entering into premises of the restaurants.
P5 How digital technology is employed in managing the customer experience within the service
sector
Digital technology has become trend and scenario for the development of the customer
experience and satisfaction. It has generated the potential of the customer to interact and
maintain the relationship with an organisation to get satisfied by their products and services. It
has been analysed that digitalisation also helps in making communication skills for better and
suitable (Maghzi, 2012). In context with Riverview Bistro, it is necessary for this organisation to
implement the involvement and usage of digital technology in the customer service and also their
optimum satisfaction. In context with Riverview Bistro, there are various technological trends

and assessment which would help customer to interact with the restaurant to experience their far
most services. The relevant discussion is as follow:
Chatbot: This is considered as the latest revolution in the business time now a days. With
the use of Artificial Intelligence powered chatbots, business are easily reaching to their customer
along with customer service functions. It includes voice, message, SMS or websites. It will be
helpful for Riverview Bistro to make their customer ask any kind of queries and problems. \
Artificial intelligence: The AI technology has led the business scope at the greater storm
level, by owing the potential advantage of the business growth. With the at-most help of AI
technology, business entities has pumped up their automation and reached the prospective
customer's on the right time and at the right place. In context with River view Bistro, AI system
will attract the maximum customer using the mobile application, device, software and also other
hardware. It will also help the organisation to raise their customer experience at the fullest.
Virtual reality: it is considered as the technological breakthrough which mean that
customer experiences are more inclined more towards the profitability of the business. This kind
of technological power has ability to alter the customer experience in the most appropriate and
proper manner. In context with Riverview Bistro, virtual reality would help this restaurant to
capture the attention, moral and interest of the customers. This will provide the kind of
simulation will provide the methods and techniques through which maximum customer can
experience the services and products of the Riverview Bistro. When talking over the matter of
CRM, it is defined as an approach to manage the company interaction level with their current
and potential customer.
For example: In context with Riverview Bistro, organisation has adopted the strategy
and planning to enhance relation with their customers effectively by implementing the post
service evaluation by taking feedbacks through oral & verbal mode, provide effective and good
quality service, doing daily basis research on the customer's taste and preference about the
particular dishes or product. They have adopted technique to involves instant feedback strategies
to get evaluate self service

TASK 4
P6 Illustrate customer service strategies in a specific service sector
Customer service strategy plays an important role in developing the plan and policies in
order to target maximum customer experience and deliver the satisfaction. The main objective of
this strategy is not only profit generation, but also the customer acquisition and deliver of proper
and full customer services (Alexander, 2013). In context with Riverview Bistro, there are various
steps in this customer service strategies which is as follows:
Staff potential to attract the customer happy: This strategy gives freedom and right to an
employee to use their knowledge and information to attract maximum customer attention
towards the restaurant products & services. In context with Riverview Bistro, this strategies
would help restaurant to get more and more info of the customers at the appropriate and possible
time and duration.
Resolve customer issue: In context with Riverview Bistro, it is necessary and important
to solve the customer issue on the spot and in the right time is the major challenge. Quick and
instant customer service would help this organisation to attain the maximum and suitable
feedback and opinion of the customer to improve and alter their products and services.
Train the manpower to be loyal: Customer loyalty is one of the most difficult task to
attempt. This is why because, it is generally connected to customer perception and belief. In
context with Riverview Bistro, this strategy will help this restaurant to gain more customer trust
and effective perception towards their dinning and food services. It is also necessary to be loyal
with the business to raise customer and business sustainability.
P7 Demonstrate how customer service strategies create and develop the customer experience
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: Riverview Bistro
Date and time of visit: 15, December, 2018
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 name of the Riverview
Bistro was written on the
broad and also with the correct
text size.
The menu of Riverview Bistro
was not classified and high-
priced as per the availability of
an item. Special dishes was
written on the board, not on
the menu
If I was there, I would put
more focus on the visaulity and
appearance of the signage.
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?
The initial of the restaurant
was good and attractive. I was
acknowledged by the manager
and key person of the
restaurant while I was entering
The decorum and sound of the
music was high and irritating.
Also the behaviour of
manpower was not appropriate
in accordance with the culture
I would give major preference
to the training and
development of an employee
or staff.
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?
Staff was good and well-
mannered. They were
acknowledging the customer.
Waiter was very irritating and
have lack of required skills.
I would be training and
development to them and
motivation on how to interact
with the customer.

CONCLUSION
From the above report, it is concluded that managing customer experience is requirement
for every organisation to attract the customer at the higher potential level. It has played an
important role in satisfy the people needs and wants at an affordable and relevant prices. It is
important to understand the needs and wants of the customer such as young person, college
students and business person. Lastly, it is also concluded that using the technology and Artificial
intelligence has given major priority to the customer satisfaction and experience.

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Online
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