Analysis of Customer Experience for Sultan Restaurant, London, UK

This report analyzes the customer experience at Sultan Restaurant, a Lebanese restaurant in London. It explores customer needs, wants, and preferences, categorizing them by customer groups like families, couples, and business class. The report examines customer engagement factors and the impact of digital technology, including Customer Relationship Management (CRM), on enhancing customer relationships. It also details the customer journey map, outlining touchpoints before, during, and after purchase, emphasizing the importance of online reviews, restaurant environment, and feedback mechanisms. The analysis provides insights into how Sultan Restaurant can optimize its services and leverage digital tools to improve customer satisfaction and achieve its business objectives. The report emphasizes the value of understanding customer expectations and using this knowledge to develop effective strategies and maintain a competitive edge in the market.

Managing
Customer
Experience
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Table of Contents
INTRODUCTION...........................................................................................................................2
TASK 1............................................................................................................................................3
P1 ...........................................................................................................................................3
P2 ...........................................................................................................................................4
TASK 2............................................................................................................................................5
P3 ...........................................................................................................................................5
P4 ...........................................................................................................................................6
TASK 3............................................................................................................................................8
P5 ...........................................................................................................................................8
TASK 4............................................................................................................................................9
P6 ...........................................................................................................................................9
P7 .........................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFRENCES.................................................................................................................................12
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INTRODUCTION
In growing or developing business, experience of a customer or individual plays a major
role because it provide opportunities to sustain business in successful manner. Customer's
experience is considered as relationship among the customer as well as company that take place
while purchasing products or services (Andajani, 2015). Organisation selected for this report is
sultan restaurant which is located at London, United Kingdom. It is opened in year 1986 as well
as it is a first Lebanese restaurant in London. Respective restaurant serve Lebanese cuisine which
are prepared on daily basis. Topics included in report are needs and expectations of customers,
customer experience map in order to understand business opportunities as well as optimising
customers touch point. Moreover this report will also include impact of digital technology in
managing customers relationship as well as it include effective customer experience management
in respective sector.
TASK 1
P1
Target customers is considered as a person or group for which company offer products
and services, they also develop strategies to attract them so that they purchase those offerings.
For a company it is essential to understand need, wants and preferences because that will help
them in developing strategies, products and services according to their targeted customers group
of specific industry. Through this company able to develop offering accordingly that will help
them in retaining potential customers for long time as well as it will also help in targeting
customers effectively. In respect of Sultan restaurant, their targeted customers are location,
national and international customers who visited to London, United Kingdom. They offer both
delivery as well as catering services to all age group peoples who love authentic taste of
Lebanon. Along with this, it is value as well as important for Sultan restaurant to understand
need, preference and wants of their targeted customer group because:-
 It will help them in know their targeted customers and markets (Customer Needs, Wants,
and Demands & Strategic Decision Making, 2016).
 It will also aid Sultan restaurant in taking strategic decision and in their implementation.
 Help Sultan restaurant in promoting their products with specific and suitable
advertisement.
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 This will also lead to increase in sale, footfall and profit of sultan restaurant.
 It help in Sultan restaurant to understand customer's willingness to purchase their
offerings as well as it will also aid in estimating their buyers (Chahal and Dutta, 2015).
 This will also help Sultan restaurant to predict their sales in a specific target marketplace.
In respect of Sultan restaurant they have numbers of targeted customers and all have
different need, demand and preferences so it respect of that it is essential for their manager to
conduct decision accordingly.
Potential customer's Need, preference and wants
Family Family man want to services that are
value for money. They also prefer safe
and clean environment. They need
good quality food and drinks.
Couple Need, want and preference of couple
are attractive, innovative and romantic
location, safe place, soft music,
privacy available, romantic dinner
facility and so on.
Old age peoples Old age peoples required healthy food
and drinks, special services, peaceful
environment and so on (De Keyser
and et. al., 2015).
Business Class Business peoples want pleasant
location, elegant place, quality food
and drinks, WIFI facilities and so on.
This shows how different targeted customers have different need, preference and wants
for which accordingly Sultan restaurant need to develop strategies so that they can sustain in
marketplace for a long time duration.
P2
Customers engagement is considered as business communication relation among an
organisation and external stakeholder i.e. customers by using different channels of
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correspondence. This connection is defined as interaction, reaction, impact,overall experience of
customer and so on as well as these things can be take at online or offline medium. It is essential
for a company to develop as well as maintain effective customers engagement because through
that they can create emotional connection among customers and brand or company (Hwang and
Seo, 2016).In respect of this it is necessary for a management to understand need, demand and
preferences of its potential customers as they can develop products and services accordingly. In
respect of Sultan restaurant they their targeted customers are divided into four section as well as
their need and demand are also different. Along with this, there are several different factors
which drive as well as influence customer's engagement based on several targeted customers
group, from which some are given below in respect of Sultan restaurant:-
 Family: Factors which influence engagement of family are food and drinks quality,
safety environment, location of restaurant, all course dish include in menu, taste, value of
money and time, parking facilities and many more. So it is necessary for respective hotel
to provide services accordingly which help in attracting family customers.
 Couple: At Sultan restaurant targeted customers who are couple required several services
as that will impact on their engagement such as romantic location, privacy, safe
environment, food quality, soft music availability, facility to customise music and many
more.
 Old age peoples: The respective restaurant also targeted old age people because they
also want to spend time outside and lunch/ dinner at restaurant or cafe. Different factors
in respect to get engagement of old age customers are peaceful location, healthy options
of food, special services like availability of wheel chair, medical facilities and so on
(Kandampully, Zhang and Jaakkola, 2018).
 Business Class: Factors which impact on business class customer's engagement are
internet facility, charging point, peaceful environment, location, fast services, quality
food and drinks and many more.
These are some main factors which drive as well as influence customers engagement at
Sultan restaurant's different targeted customers group in specific industry. So it is essential for
respective restaurant management to provide services and products accordingly as well as they
must also take decision in similar respect.
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TASK 2
P3
Customer experience map is also known as customer journey map, which is a tool or
technique which can help in analysing whole journey of customer from interacting with company
to purchase of products and services. For management of a company it is essential to evaluate
each and every stage of customers experience map because that will help them in decision
making procedure (Keiningham and et. al., 2017). Moreover this will also aid a company in
understand their strength for grabbing opportunities and boasting business. In context of Sultan
restaurant, their management analyse customer experience map in order to develop effective
strategies as well as plan, that customers experience map is given below:-
 Website: A customer always visit to website of restaurant initially when they are looking
for place to eat. So it is essential for Sultan restaurant to provide all necessary
informations at their website including restaurant pictures, food photos, warm and
welcoming words and so on.
 Telephone: After visiting to website, customer will call at Sultan restaurant in order to
get information related to discount, table booking, food, timing and others services.
Customers can identify number of restaurant from website and then conduct
communication for resolving issues.
 Online reviews: Almost every company have their true reviews at sites which have huge
impact on customer's decision making process. So it is essential for Sultan restaurant to
provide quality food and drinks to customers as that will help in satisfying them as well
as it will also help in get good response at website (Kim and Choi, 2016).
 Environment of restaurant: If a person is visit at restaurant or hotel they want an
effective environment where they can enjoy as well as feel safe. In respect of this, Sultan
restaurant need to maintain healthy environment within their restaurant so that they can
deliver quality services to customers. Moreover they also need to train their behaviour so
that staff behave properly as well as serve quality food and drinks.
 Feedback and suggestion: At restaurant it taking feedback and suggestion is necessary
because it attract customers (Lemon and Verhoef, 2016). Through this customers also
think that they are part of hotel and they are getting importance at that place. In respect of
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that Sultan restaurant need to take feedback and suggestions from their customers as that
will also help them in decision making process.
P4
Customer touch-points is defined as brand's points related to customer contact from
starting to finish. This can be analyse through rating, reviews, ads, visiting at website, contact to
customers service and many more. A customer have different touch points at several level such
as before, during and after purchasing of specific products and services. So in respect of this it is
essential for company to develop decision accordingly as that will help them in making
customers happy as well as satisfied (Matsudaira, 2015). Moreover through customers touch
point help a firm in attracting huge numbers of customers as well as it will also aid them in
grabbing opportunities in successful manner. In respect of Sultan restaurant, through analysing
customer touch-points they able to identify need, expectation and wants of customer's, below
different situation which is necessary to consider while analysing customer touch-points are
given:-
 Before purchase: There are several customer touch-points factors which consider before
purchasing any products and services at the marketplace. It will consider social media
rating, reviews, stars, testimonials, advertisement, word of mouth, customer relation and
many more. In respect of Sultan restaurant, if customer want to visit at place they will
check rating as well as reviews of restaurant.
 During purchasing: At this stage customer will visit at specific place in order to
purchase specific product or services. In this there are several components are included
such as restaurant environment, quality of foods and drinks, staff behaviour, innovation
or creativity, price, offers and many more (Peppers and Rogers, 2016). So it is
responsibility of Sultan restaurant to consider all these factors while developing decision
as that will help in attracting customers.
 After purchasing: This will include services that are provided after sales because that
will help in developing as well as maintaining connection will customers for long time
duration (Srivastava and Kaul, 2016). This will include marketing email, feedback and
suggestion, billing and may other. In respect of Sultan restaurant they need to provide
after sales services like taking feedback and suggestion, providing discount and vouchers
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and so on as that will help in developing relationship with potential customers
successfully.
These are the main situations whose customers touch-points need to analyse because that
will help in developing effective decision through that Sultan restaurant can enhance their
business and attaining desire goal successfully.
TASK 3
P5
Digital technology is considered as electronic technique, system, device, resource and
process which generate, store as well as process information and data. Examples of digital
technology will include online applications, online games, social media, multimedia and so on.
Companies adopt digital technology in order to maintain customer experience in successful
manner. This can be done with customer relationship management (CRM) which refers to use of
digital platform in order to maintain relationship with potential users at the best possible manner.
Through CRM system an organisation also able to attain their desire goal as well as objective
because this contributes to high market shares, goodwill enhancement, profitability, brand value
and so on.
Moreover it will also help in taking feedback, conduct interaction among customers,
taking discounting decision and many more which help in attaining positive outcome
successfully (Tung, Chen and Schuckert, 2017). In respect of Sultan restaurant, by adopting
digital technology as through that they can develop as well as maintain effective customer
relationship management through several sources such as social media, email, telephonic,
website management and so on. Along with this application of CRM will also help in gaining
competitive advantage at the marketplace as that enhance experiences of customers effectively.
But customer relationship management have both pros and cons which impact on decision
making procedure of Sultan restaurant management, below advantage and disadvantage of CRM
are given below:-
Advantage
 Through CRM Sultan restaurant able to conduct effective interaction with visitors or
customers by taking their suggestion, reviews and feedback on their service, food, drinks
and facilities (Venkatesan, 2017).
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 Through CRM respective restaurant able to develop as well as maintain effective
relationship through that they can increase their profit margin, growth and footfall.
 CRM also help Sultan restaurant in consolidate customers data or information which help
in maintaining security and privacy.
Disadvantage
 Adaptation of CRM services is expensive for a business unit as well as that will be not
affordable by small companies. In respect of Sultan restaurant implementation of CRM
service will rise their budget.
 Moreover implementation of CRM system will required proper training and development
session so that employees use it in effective manner. In context of Sultan restaurant it will
also increase their budget because they need to provide training to staffs so that they use
system properly.
TASK 4
P6
Customer service plays an essential role in a company because through that they can able
to attract huge numbers of customers for the long time duration in order to attaining their desire
goal or objective. During development of strategies related to customers services firm's
management need to understand preference, requirement and wants of customers. Below some
main customers service strategies which are developed by Sultan restaurant are given:-
 Provide training and development session to staff: Training and develop is essential
when a company adopt new things because through that they able to conduct their work
properly as well as it will also support in attaining desire goal (Wilson and et. al., 2016).
In respect of Sultan restaurant, they need to provide training and development session to
employees so that they provide quality food and drinks to customers as well as it will also
help in fulfilling customer expectations. These training and development programmes
will be based on the need and requirement of employees or in which they are lacking.
 Effectively resolve issues of customers: At an organisation it is necessary to make
customers happy by resolving their issues and fulfilling their expectations. This is so
because it will satisfy as well as retain customers at the long term basis that will increase
their sales and profitability ratio (Zolkiewski and et. al., 2017). In respect of Sultan
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restaurant, they need to train their staff so that they can handle each and every issue
properly as well as it is also necessary for management to always be alert so that they
resolve issues at the initial stage.
 Provide quality services and products: In process of attracting customers products and
services plays a major role because due to that customers get convinced to visit at store
gain and gain. Similarly if Sultan restaurant, by providing quality food, drinks and
services they able to develop as well as maintain effective customers services. Along with
this they also need to offer their food and drinks in innovative manner which help in
attracting customers.
These are main customer service strategies which Sultan restaurant may adopt in order to
attain their desire goal and objectives.
P7
In order to meet business standard it is essential to develop as well as create effective
customer experience and this will be possible through conducting market analysis. There are
several factors which are consider for developing and creating customer service strategies so that
firm will meet need as well as expectation of customers, from which some are given below that
may adopt by Sultan restaurant:-
 Ambience and First Impression- Ambience is initial think which is noticed by an
individual when they visit any place. In this respect it is essential for Sultan restaurant to
make their ambience innovation, creative, charismatic and attractive so that they can
attract customers in huge numbers (Tung, Chen and Schuckert, 2017). Through this type
of ambiance respective restaurant able to develop positive experience among customers.
 Prices- Customer like to buy those products which are valuable for money. So it is
necessary for company to set that price of products and service which can be justified
with its quality and presentation. Similarly, Sultan restaurant may set price of food and
drinks according to their targeted customers in order to enhance their sales and
profitability.
 Range of Products- For making customers experience effective products and services
plays major role because if offering are good then customer(Wilson and et. al., 2016).
Similarities in respect of respective restaurant they offer wide range of Lebanese cuisine
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through that they can attract wide range of customers as well as this will also help in
increasing sales successfully.
These are main factors which Sultan restaurant need to consider in order to develop
customer experience for meeting need of their potential customers as well as requirement of
business.
CONCLUSION
By analysing above discussed point it can be summarised that in hospitality industry
experience of a person plays a major role because it provide opportunities to restaurant or cafe to
run their business in effective manner. In respect of this, it is necessary for restaurant's
managements to develop effective and creative strategies or plans so that they can engage
customers properly as well as it will also help in developing relationship for a long run.
Activities they may adopt are understand need of customers, develop products accordingly,
provide services according to requirement, take feedback or suggestion and many more. Along
with this, in this respect restaurant or cafe may also adopt digital technology because that will
help in developing and maintaining effective relation. This will also help them in decision
making because by digital technology restaurant management can understand need, requirement
and issues of customers as well as it will also help in effective communication.
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