Analyzing and Improving Customer Experience: A Restaurant Report

This report, focusing on Chaudhry's Buffet Restaurant, delves into the critical aspects of managing customer experience within the service sector. It begins by exploring the importance of understanding customer needs and wants through feedback and reviews, emphasizing the impact of food and service quality, price, and dining environment on customer engagement. The report then creates a customer service map to analyze employee performance and customer interactions, highlighting key touchpoints such as physical impressions, parking, greeting, menu design, food quality, and service speed. Furthermore, it examines the role of digital technology and customer relationship management systems in enhancing customer relations, improving sales, and leveraging customer data from social media and feedback channels. The report concludes by discussing customer service strategies to improve customer experience and engagement, providing insights to optimize the restaurant's operations and build stronger customer relationships.

MANAGING THE
CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1- Understanding the needs and wants of target customers......................................................1
P2- Factors that influence customers engagement......................................................................2
LO2..................................................................................................................................................3
P3 - create a customer map for service sector.............................................................................3
P4 - Customer touch points in the service sector........................................................................4
P4 - customer touch points and create business opportunities....................................................5
LO3..................................................................................................................................................5
P5 - Digital technology is managing the customer relationship management...........................5
LO4 .................................................................................................................................................6
P6 - Customer service strategies.................................................................................................6
P7 - Customer service strategies help in the customer experience.............................................8
CONCLUSION................................................................................................................................9
REFERENCES ...............................................................................................................................9

INTRODUCTION
Customer experiences is playing a vital role in restaurants and the service sectors. The
report is stating about the restaurants named chaudhry's buffet restaurant. Restaurant is providing
Thai and Chinese dishes. Assignment consist of understanding the needs and wants of the
customers. Customers in the service sectors wants the service to be nice and with the good
quality of the services. Service sector is concentrating on the customer satisfaction and
assignment includes the factors which have effects on the customer's engagement. Restaurant
also wants to know about the digital technology is having the impact on the service sector of the
industry. Restaurant must understand different wants and needs of the customers. As a customer
care manager in the chaudhry's buffet restaurant, I have to analyze the problems in the customer
service. Restaurant is trying to provide customers satisfaction through implementing the factors
which will provide growth to the business.
LO1
P1- Understanding the needs and wants of target customers
Customer service is the prime motive for the restaurant for growth of business. Chaudhry
buffet restaurant is collecting the needs and wants of the customers through the feedback and
reviews. Restaurant would collect the needs and demands of the customers through the data
provided on the internet and social media websites.
Increase in the sales of the restaurants, through providing offers and discount coupons is
attracting the customers towards the restaurant. Chaudhry buffet restaurant must try to give
services in the discounts and offers. Through understanding the needs and wants of the
customers, restaurant would provide services to them of their choices which would increase the
sales of the restaurant.
Monitor the quality of the services of the restaurants, through understanding the needs
and wants of the customers' restaurant can take reviews and feedbacks and monitor the quality of
food and the services provided to the customers. Chaudhry buffet restaurant is monitoring the
quality of the services provided and trying to improvise the services according to the need of the
customer. Through monitoring the quality of the services provides restaurant would increase the
sales.
Customers engagement is increased through the understanding the needs of the
customers. effective communication between the customers and the staff of the restaurant would
1

increase the sales and good communication would build the friendly relation between the
customers and the restaurants. Chaudhry buffet restaurant is building the relations between the
customers and the restaurants. Relations can also be build by the social media and the
networking sites which will also provide likes and dislikes of the customers (Peltola, Vainio, and
Nieminen 2015).
Chaudhry restaurant is trying to implement the factors on the restaurant which would
provide the change the relations between the customers and the restaurant as well it would also
increase the sales of the restaurant. It is monitoring the quality of the services provided to the
customers in the restaurant which would attract the customers towards the restaurant.
Communication between the customers and the restaurant would provide the needs and wants of
the customers as well needs could also be understood by the feedbacks and reviews provided by
the customers.
P2- Factors that influence customers engagement
Customer engagement is affected by the food quality, service quality, price and dining
environment. Chaudhry buffet restaurant is concentrating on the factors which would change
relations between the customers and restaurants employees.
Food quality is affecting the sales of the restaurant, in negative way as well positive
way.Food quality is fully depended on the type of the food and the taste of the food, food quality
is including the taste of food, presentation of food and freshness of food. If food quality is good
then it entertains the customers and if not customers would not affect the relation of the
customers with the restaurant (Stein, and Ramaseshan, 2016).
Service quality is depended upon the type of food. Service could be fast and slow, as
Chaudhry buffet restaurant is a restaurant which gives Thai, Chinese and Indian dishes, services
of the restaurant must be fast. Services have negative reviews than it would affect the customers
relations, like they would provide negative feedback and negative reviews. Customers would
also do negative publicity which will affect the sales of the restaurant.
Price of the services provided is affecting the customers. Usually prices of the customers
is checked and compared by the customers by the other restaurants. So Chaudhry buffet
restaurant must try to keep low prices as compared to the other restaurants in the market. Prices
are higher than others it would affect the sales of the restaurant. Customers would give negative
2

impact of the restaurant, and as well customers would not visit the restaurant and it would affect
the customer relationship.
Nowadays customers are affected by the dining environment and the infrastructure of
the restaurant. These factors are affecting due to increase in the standard of living. If the dining
environment is not good customers would not enjoy the food and services in the restaurant.
Chaudhry buffet restaurant have to work on the envuiroment for the improving the customer
relation with the restaurant.
These factors are affecting the sales of the restaurant and building the negative image in
front of customers. It would affect the restaurant by affecting the customer engagement within
the service sector. Prices and food quality are affecting the consumers in the negative ways.
Dining environment is also affecting the customer engagement (Sohail, and Jang 2017).
LO2
P3 - create a customer map for service sector
Through creating the customer service map Chaudhry buffet restaurant is trying to
analyze the performance of employees and calculate the services provided.
Activities Channels of
information
Evaluation of
option before
purchase
Purchase Receive Post purchase
Food services Websites
Reviews
Feedback
Customers are
evaluating the
decision by
reviews of the
other
customers.
Decisions
were taken on
the basis of
websites and
the ratings
provided on
Customers
look into the
services and
facilities
which
restaurant is
providing by
the help of
reviews.
Customers
receive the
table and the
food service is
satisfied.
Taste of the
food was good
as compared
to the price of
the food.
After purchase
customers
were not
satisfied with
the quality of
the food.
3

the websites.
Restaurant
services
Social media
Feedback
Reviews
Websites
Customers are
deciding
through the
reviews on the
social media.
Customers are
taking
decisions on
the basis of
publicity of
the restaurant.
Customers are
gaining the
information
regarding the
restaurant with
the help of
feedback and
websites.
Environment
was good at
the restaurant
but the staff
was not active
Services was
satisfied and
the
infrastructure
was good.
Importance of customer service map
Through these customer service mapping one can understand the needs and wants of the
customers. Restaurant would analyze the performance of the services given by the customers and
the services experienced by the customers. Customer experiences different things after
purchasing the services and before purchasing the services, these both experiences are recorded
through the process of customer service mapping. These services provided by the Chaudhry
buffet restaurant want to analyze the services provided by the employees and services received
by the customers. Through the service restaurant would analyze the holes and try to fill those
holes with effective touch points. Through these mapping one would also predict the brand
success and the behavior of the customers (Parasramka and Roy 2018).
P4 - Customer touch points in the service sector
Points through which the customers are attracted towards the restaurant. Chaudhry buffet
restaurant must follow the points and implement it in the restaurant.
Physical impression of the employees is must in the restaurant because the restaurant
must also develop according to the standard of living of the people. it is always said that the first
impression is the last impression, employees of the restaurant must try to impress the customers
in the first time. It would create the positive image in the eyes of the customers. Customers must
4

also be provided with ample of parking space in the parking the vehicles because next time
customers would think because of inconvenience in parking.
Host of the restaurant must be provided with the good welcoming skills and the
cleanliness and maintenance of hygiene is important for the restaurant to attract the customers.
Customers always remember the good behaviour and the clean environment in the restaurant.
Greeting must be done in the way which would change the mood of the customers before
purchasing the services form the restaurant.
Menu of the restaurant must be set according to the likes and dislikes of the customers. It
must contain what they want in the restaurant, prices in the menu must fit the pocket of the
customers so it must be low comparatively to the other restaurant. Food is prime motive for visit
of customers to the restaurant, so the menu must be clean and provided on to the customers as
soon as possible.
Food and drink must be provided to the customer of the restaurant. Taste and quality of
food must match the expectations of the customers. Plates and glasses must be clean and proper
maintenance of hygiene is important in case of food. Services regarding the food must not be so
slow and not so fast because the time need to provide the service must be accurate and according
to the customer.
LO3
P5 - Digital technology is managing the customer relationship management
Customer relationship management system is stating about managing the relations of
the customers with the restaurants. Software is using the data of the customers from the social
media websites and through feedback and reviews provided by the customers in the restaurants.
Data is collected through the communication, telephone, emails and chats. It plays the vital role
in improving the sales and marketing, through which restaurant can improve the relation with
customers.
Some benefits of customer relationship management system.
 It is reducing the cost of the restaurants and helps in analyzing the information of the
customers.
 It creates the business reputation and build the brand image of the restaurant.
 It is increasing the sales of restaurants which is increasing the profitability.
 It is providing the data base of the customers through social media and emails.
5

 It is utilizing the guest experiences in the restaurants which is providing the weakness of
the restaurants.
 It is also providing the statistical data of the customers at one place in the system.
Digital technology is used in the customer's relationship management system in following
ways.
Social media is improving the relation of the customers with the restaurants, through the
people are usually posting their likes and dislikes on the social media. Social media websites like
the Facebook twitters and Instagram is the best way for restaurants to communicate with the
customers. Feedback and reviews are paled on the social media websites and restaurant websites.
Customers relation management is collecting information through digital technology (Pagani and
Pardo 2017).
Website of restaurants are providing full details of the restaurants on the websites as well
offers and discounts are also placed on the websites through which the customers are attracted
towards the restaurant, Chaudhry buffet restaurant is also using digital technology through which
one can easily order the things from the menu provided on the website of the restaurant.
Nowadays customers are ordering food through online mobile applications which is providing
the menu of the restaurant and customer can order the things what they want and it would be
delivered at home. Customer relation management system is using these data from the websites
and gain the details of the customers (Homburg, Jozić and Kuehnl 2017).
LO4
P6 - Customer service strategies
Customer service strategies are used by the Chaudhry buffet restaurant which is trying to
provide better customer services. Customer first, rewards to the efficient employees, hire right
people for right post and try to follow the promises which will improve the customer service
strategies. Services would be improved by implementing the customer service strategies given
below (Lemon and Verhoef 2016).
Putting the customer first is must for the restaurant, is giving the priority to the
customers. Customer needs and wants are given prime importance through which the customers
are enjoying the services provided by the restaurant. Employees of the restaurant are trained how
to influence the customers and build relation with them through the communication. Chaudhry
buffet restaurant is trying to apply this strategy in the restaurant.
6

Rewards must be given to the customers to them who are prime customers and rewards
must also be given to employees of the restaurant which are giving their best to the customers .
Rewards are given to the customers in the ways of offers and discounts. Restaurant is also
providing the awards to the customers like the hall of fame award and cashback offers for the
premium customers. Chaudhry buffet restaurant is giving the rewards to the customers and the
employees as well (Hill, and Brierley 2017).
Hiring and training must be given to the right people and the skilled people which
deserve and which would be proved as an asset for the restaurant. Training must be provided to
those all the employees equally and the training must be on practical basis. Employees are hired
through the process of identifying the skills and the talents which can be useful for the restaurant.
Chuadhry buffet restaurant is hiring and training the candidates with high skill and talent.
Talented candidates are must because restaurant needs innovation as per time. Digital technology
must be known to the candidates.
Restaurant must try to follow the promises given to the customers. Customers of the
restaurant will not hear sorry in any case, if the restaurant has not given the services as promised
customers will take the negative image of the restaurant, and they will never return to the
restaurant. Restaurant promised that customer is the priority for them, but they neglected that,
and they compromised with the quality of food and services which must be provided to the
customers (Henriette, Feki, and Boughzala, 2015).
Chaudhry buffet restaurant is trying to improve the customer services by analyzing the
strategies which would improve the services of the restaurant. Restaurant must follow the
strategy of hiring the efficient and effective employees which would be trained by the restaurant.
Customers are highly influenced by giving rewards to them which are premium customers.
P7 - Customer service strategies help in the customer experience
Customer service strategies is helping the restaurant to improve the customer services and
satisfy the needs and wants of the customers. Customers want the attention in the restaurant, and
they must be provided with the efficient services (Goworek, and et.al., 2016).
Rewards to the customer would encourage customers to visit the restaurant and giving
rewards to those employees which are working efficiently in the restaurant would encourage
them to work better and provide efficient services to the customers, If this strategy is not
followed by the Chaudhry buffet restaurant than it would affect the employees performance and
7

employees performance would affect the sales of the restaurant. It would also affect the behavior
of the regular customers which are the premium customers (Parasramka and Roy 2018).
Chaudhry buffet restaurant must hire and train right people which would entertain and
influence the customers of the restaurant. Employees of the restaurant must be hired on the basis
of the skills, talents and technical ability to be flexible according to the work. Employees are not
skilled and trained they would not influence the customers and would not be able to increase the
sales of the restaurant (Hill, and Alexander, 2017).
Priority of the customers comes first must be the promise of the restaurant to delivers
the best services to the customers according to their needs and wants. Chaudhry buffet restaurant
must keep the priorities of the customers first if not it would also affect the goodwill of the
restaurant. It will also decease the sales of the restaurant as well.
Restaurant has to follow the promises given to the customers, if not it would decrease
the sales of restaurant and also place the negative image in front of the customers. Chaudhry
buffet restaurant must try to follow the promises it must not try to compromise with the services
of food services and must try to implement on the promises.
Chaudhry buffet restaurant must implement these strategies in the restaurant which would
improve the customer services and provide the satisfaction to the customers regarding the
services of the restaurant. Chaudhry buffet restaurant, if it is not implementing the strategies it
would decrease the sales of the restaurant and it would also have negative impact on the
employees and customers as well. So Chaudhry buffet restaurant must adapt these strategies for
improving the customer services (Badwan, and et.al., 2017).
CONCLUSION
Chaudhary buffet restaurant must try to understand the needs and the wants which will
improve the customer service. Restaurant must try to increase the sales and monitor the quality
of the services provided to the customer. Customer engagement is playing a vital role in
improving the customer services of the restaurant. Restaurant needs to implement the strategies
like giving the rewards to the customers in ways of offers and discounts. Special preference must
be given to regular customers. Restaurant needs to create the customers service maps which
would increase the sales of the restaurant. Improving the customer service restaurant must
looking into the customer touch points which would also create the business opportunities for the
restaurant. Customer service management system must be followed by the restaurant which
8

would help restaurant to achieve the data regarding the customers in the way of digital
technology. Social media and websites are playing the important role in providing the details and
feedback regarding the restaurant.
9

REFERENCES
Books and journals
Badwan, and et.al., 2017. Adopting technology for customer relationship management in higher
educational institutions. International Journal of Engineering and Information Systems
(IJEAIS). 1(1). pp.20-28.
Goworek, and et.al., 2016. Emotionally engaging customers in the digital age: the case study of
“Burberry love”. Journal of Fashion Marketing and Management.
Henriette, E., Feki, M. and Boughzala, I., 2015. The shape of digital transformation: a systematic
literature review. MCIS 2015 Proceedings. pp.431-443.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.
Hill, N. and Brierley, J., 2017. How to measure customer satisfaction. Routledge.
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.
10