Customer Experience Management Strategies for Pret the Manager: Report

This report provides a comprehensive analysis of customer experience management strategies, focusing on Pret the Manager within the hospitality industry. It begins by emphasizing the importance of understanding customer needs, wants, and preferences across various target groups, including business professionals, teenagers, and primary school children. The report then delves into the factors driving consumer engagement, such as effective communication, customer-centric goals, and personalized onboarding strategies like welcome emails. A customer experience map is developed, outlining touchpoints like websites, review sites, text messages, emails, paper mail, telephone interactions, restaurant environment, staff interactions, and restaurant management. The significance of customer touchpoints in creating business opportunities for Pret the Manager is also examined. Finally, the report discusses the role of digital technology and customer service strategies in enhancing consumer experience and provides recommendations for improving service delivery. The report highlights the importance of creating a positive and engaging customer experience to foster brand loyalty and gain a competitive advantage.

MANAGING CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
P1. Value and importance of understanding the needs, wants and preferences of target
customer group in hospitality industry........................................................................................1
P2. Different factors that drives consumer engagement in Pret the manager.............................2
P3. Customer experience map for Pret the manager...................................................................3
P4. Importance of customer touch-points in creating various opportunities for Pret the
manager.......................................................................................................................................5
P5. Importance of digital technology in managing the consumer experience within Pret the
manager.......................................................................................................................................6
P6. Customer services strategies in hospitality organisation......................................................7
P7. Role of Customer service strategies in developing consumer experience and
recommendation for improving quality of delivery....................................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience is defined as the perception of consumers in both conscious and sub
conscious state. They are being well managed by the hospitality industry and the management is
been done with the help of consumer interaction. It helps company in creating brand loyalty of
customer’s (Peppers and Rogers,2016). Report discusses about understanding the value and
importance of needs, wants and target group for hospitality industry. Assignment highlights the
factors that drive and influence the consumer engagement. Pret a manager is international multi
cuisine restaurants dealing in various dishes. It also lays emphasis on the touch-point throughout
the customer experience which create business opportunities. Study illustrates the consumer
segment strategy in hospitality organisation. Further, report also describes about the importance
of customer segment strategy which is necessary for creating consumer experience in order to
meet the needs and demands of customer.
MAIN BODY
P1. Value and importance of understanding the needs, wants and preferences of target customer
group in hospitality industry
It is very important for Pret the managers to understand the needs and preferences of
various target consumers, in order to gain competitive advantage and to have increase their brand
loyalty.
Business person In order to attract
these type of person, it
essential for Pret the
managers to do
market research about
analysing the needs,
demands and
preferences of
business person.
From the survey
conducted, it has been
analysed that these
type of person wants
uninterrupted Wi-Fi
facilities. This can be
because of to perform
business task in the
restaurant as per their
convenience
(Homburg, Jozić and
Kuehnl, 2017). Also,
facilities like this will
It has also been
revealed that these
type of person also
needs amenities like
having a meeting
room to perform
their business
activities over there.
They demand for
mobile charging
points which is
close to bed
provided to them.
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attract them more
towards the hospitality
organisation
This is very
important as the
business person can
do their work on
phone while seating
on bed. Also, these
persons want
executive class
room, in which they
can efficiently
perform task been
assign to them. Pret
the manager should
also be involved in
providing an
environment which
is peaceful.
Teenagers Pret the manager will
be able to attract
teenagers when they
are engaged in
providing services
according to their
needs and choice.
After doing the
survey, it has been
analysed that the
teenagers prefer to
have loud and hip hop
so that they can enjoy
and chill out with their
friends. They also
prefer to have
milkshakes and soda
while visiting the
hospitality
organisation. Also,
teenagers have a
demand of having free
Wi-fi services,
so that they can
check in on various
social media
channels and post
their picture over
Facebook or
Instagram. They
want food supplied
by the Pret the
manager, to be low
prices and of good
quality. Mostly in
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music playing in the
room or at pool side.
order to please
teenagers'
hospitality
organisation must
get engaged in
serving fast food of
their choice.
Primary school
children
Hospitality
organisation like Pret
the manager need to
have proper
knowledge about the
taste and preference of
primary school
children in order to
attract them. They
have demand for play
room where they can
enjoy and make
memories.
Also, primary school
children have a need
that the food served by
waiters should not be
spicier and must be
healthy in nature.
They want swings and
other playing
materials to enjoy.
Pret the manager
providing this can
attract more school
children, which will
increase their profit
or revenue.
P2. Different factors that drives consumer engagement in Pret the manager
In order to derive consumer engagement Pret the manager hotel and resorts can make use
of different on boarding strategies. On boarding means improving the relation between the guest
and customer experience. It is mainly done to hire and retain the new and qualified employee
and to make consumer loyalty The tactics include:
Communication: The one of the most important on boarding strategy is to stay in
communication with the targeted consumers. This will help them in knowing about the needs and
demands of various type of consumers. They can engage in interaction with them through social
media channels or online website. Pret the manager can also take feedback of their product and
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services via platforms like Facebook, Instagram. This will support organisation in solving the
issues faced by customers(Peppers and Rogers,2016). It will help them in enhancing the
consumer loyalty towards them . Also, effective communication will build a friendly relationship
between company and customers. It will help in attracting many new consumers and also assist
Pret the manager in retaining them.
Create consumer centric goals: In order to increase consumer engagement towards
product and services offered by Pret the manager, they need to create objectives and goals which
are customer centred. Consumer must be their main focus. All the goods and services should be
designed by Pret the manager according to the choices and preferences by customers. Various
target consumers demand varied products and all must be adhered by hospitality organisation in
order to gain customer satisfaction. For example Through survey it has been analysed by the
company that old people has a need and demand of telephone services so that they can easily
communicate with the waters. So company must be engaged in creating goals which are specific,
measurable and realistic(Homburg, Jozić and Kuehnl, 2017). It will also support Pret the
manager in gaining competitive advantages and will enhance their growth and potential. Vision
and mission should be clearly set up by the firm so that it will be easy for them to achieve.
Welcome emails and greetings: In order to attract more consumers, Pret the manager can
make use of these type of strategies like sending emails to the all type of people who are going to
visit company or stay in it. This will lay a positive impact on the mind of customers and will
attract them towards hospitality organisation. By these strategies Pret the managers can also
attract more new consumers that supports them in gaining competitive advantage. Waiters and
hotel staff should also welcome customers by greeting them which creates a mesmerising
experience for individuals or groups who are travelling.
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P3. Customer experience map for Pret the manager
Customer experience map is the process of discovering that how new consumer feels
while getting engaged towards the product and service offered by the Pret the manager. The map
will be formed by the following elements that includes:
Element Response
Website Pret the manager will be engaged in creating website in order
to know about the consumer experience related to the food,
accommodation and many other services provided by them.
It will help them in knowing the drawbacks of the product
and by this they can enhance quality of service. This will also
build a relationship between them.
Review sites Hospitality organisation like Pret the manager will also
develop review site for the customer, so that they can share
their experience and rate them on the basis of goods and
services over there. This will help company in attracting new
customers.
Text messages These type of activities will allow Pret the manager to make
customers aware about the various offers created by them. It
can be related to discount or any other events organised by
the company. These text messages will help company to stay
connected with various type of consumers.
E-mails Pret the manager will also get engage in sending emails to
their clients. This is one of the most important on boarding
strategy. It can be used for greeting purpose in order to lay a
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positive impact on the mind of customers. Emails will help
customer in getting more engage in company.
Paper mail This method used by Pret the manager can help them in
gaining the personal attention of the targeted consumers. It
will be beneficial for hospitality organisation as the mail is
low cost in nature (McColl-Kennedy and et.al., 2015). It will
help company in making customer’s aware about the product
and services offered by them
Telephone Using these services by Pret the manager can help them in
communicating with the consumers directly. Company can
get to know about the needs and demands of customers over
phone and also can solve issues with them over telephonic
conversation.
Restaurant environment Pret the manager must be engaged in making the restaurant
environment peaceful and enjoyable in order to attract more
consumers. The environment must be comfortable and the
interior must be attractive. It needs to be relaxing and calm.
Restaurant staff Pret the manager must recruit well qualified staff with
effective communication abilities so that they can easily the
needs and demands of consumers. Staff must be able to solve
the issues faced by the customers.
Restaurant management The restaurant of the Pret the manager hotel must be properly
managed with the right person on the right job. This will help
company in reducing the chaos and also they would be better
able to understand the customer’s needs, wants, taste and
preference.
P4. Importance of customer touch-points in creating various opportunities for Pret the manager
The consumer touch-points influences their buying behaviour and it is very important for
Pret the manager to have proper understanding about the touch-points of customer's. These
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