Recognising and Serving Individual: Customer Experience Report

This report delves into the intricacies of customer experience management within the service sector, using The Ledbury restaurant as a case study. It begins by emphasizing the importance of understanding customer needs, wants, and preferences, and explores the factors that drive customer engagement. The report then creates a customer experience map, highlighting touch points and business opportunities. It further examines the role of digital technology, including CRM systems and social media, in managing customer experience. Finally, it illustrates customer service strategies to meet customer needs and business standards. The report provides a comprehensive overview of how businesses can enhance customer satisfaction, loyalty, and advocacy through effective customer experience management, concluding with key insights and recommendations for the service sector.

Recognising and Serving
indivdual

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain value and importance of understanding needs, wants and preferences of target
customer groups for service sector company..............................................................................1
P2 Explore different factors that drive and influence customer engagement of different target
customer groups with in a service sector organisation...............................................................2
TASK 2............................................................................................................................................3
P3 Create a customer experience map for a selected service sector organisation.......................3
P4 Discuss how customer touch points throughout customer experience create business
opportunities for a selected service sector organisation..............................................................4
TASK 3............................................................................................................................................5
P5 Examine how digital technology is employed in managing customer experience within
service sector, providing specific examples of customer relationship management (CRM)
systems........................................................................................................................................5
TASK 4............................................................................................................................................6
P6 Illustrate customer service strategies in a specific service sector context.............................6
P7 Demonstrates how customer service strategies create and develop customer experience in a
way that meets needs of customer and required business standards...........................................7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Customer experience management is said to be a practice of designing and reacting to
customer interactions to fulfil or exceed customer expectations that leads to increase in customer
satisfaction, advocacy and loyalty(Khan and Idris, 2019) . It generally tells about knowing more
than where customer shop and what is to purchase. It basically helps in strengthening brand
preference by various differentiated experiences(McGarr and O’Gallchóir,2020). Managing
customer experience helps company to improve customer loyalty by valuing and making
memorable customer interactions. This report is based on managing customer experience in
recognising and serving individual in The Ledbury, which is a restaurant opened in 2005 in
London carries chef Brett Graham's innovative cooking, along with fine wines in modern sitting.
This report includes needs and expectations of markets segments, customer service map to create
business opportunities, impact of digital technology in customer relationship management,
effective customer experience management in a service sector business to maximise customer
engagement along with its conclusion.
MAIN BODY
TASK 1
P1 Explain value and importance of understanding needs, wants and preferences of target
customer groups for service sector company.
Identification of value, needs, wants and preferences of target customer helps companies
to develop effective marketing communication strategies. Targetting customer's markets is
defined a a set of individuals by sharing and demanding their needs and wants that company
focus to fulfil that effectively in order gain customer satisfaction (Etheridge, 2018). As knowing
customer better is referred as a key to provide them good and effective service that leads in
having strong customer relationships and new sales by having positive word of mouth
recommendations. In terms of The Ledbury, value and importance of knowing and understanding
customer's needs, wants and preferences are as follows: Managing Expectations: Knowing and understanding needs, wants and preferences of
customer helps companies to manage expectations of customers. As if company knows
what customer is demanding so according to that companies designs its products and
services in order to serve expectations of customers. In terms of The Ledbury, values,
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needs and wants helps restaurant helps them to design their ambience and prepare food
items according customer's taste and preferences in order to generate customer
satisfaction. Focussing on potential: As basically companies do not have much time and resources to
reach to every target markets with a product message. By determining target market it
allows target marketers to focus on to purchase most likely product to produce. In terms
of The Ledbury, values, needs and preferences of target customers helps restaurant to
focus on building its potential as by limiting populations funnels research and budgets to
customers helps in gaining with large profit potential for restaurant.
 Cost effective strategies: As once company id targetting it generally becomes easy to
make and take decisions on media allocations (Vasileiou and Furnell, 2018) . It is
essential for every company to make and design cost effective strategies in order to serve
right target customers in markets. In terms of The Ledbury, identification of target
customer helps restaurant is serving right segments of customer with their food and
ambience that leads to get higher return on investment by taking use target market plan.
P2 Explore different factors that drive and influence customer engagement of different
target customer groups with in a service sector organisation.
There are various aspects which drives and influence customer engagement that helps in
having benefits and gaining competitive advantage for companies that helps in dealing with its
competitors effectively. In terms of The Ledbury, various factors that influence customer
engagement in targets customer group are as follows: Privacy concerns: As recent times there are various marketers which understands
customers by analysing and determining their online behaviour. They generally keeps a
look on what customer is surfing on. As by using this surfing data marketers and
businesses helps them to determine needs and demands of customers that drives to have
customer engagement. In terms of The Ledbury, restaurant could use various online
portals and websites that customer surfs and according to that customer engagement is
taken off. Technology issues: There is also a barriers that arises in adopting automation for
customer engagement. As using this combination of inaccurate information and
automated customer service that could potentially cause a difficult mistake and which
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could lead to provide harm and for that companies could use various automation
incrementally(Kis and Windisch, 2018). In terms of The Ledbury, restaurant should
implement various automated technology elements that helps them in gaining and
generating more customer engagement.
 Using social media as an engagement tool: There are various social media that could be
used in performing operations and generating customer engagement. By using various
social media sites like Facebook, Twitter and other social media tools that helps in
promoting operations of companies. In terms of The Ledbury, restaurant could use
various social media platforms to create and have customer engagement. As mostly now
customers are generally preferring social media and by taking social media as a source of
customer engagement it will provide benefit for company to promote about restaurant's
services and products which they are offering.
TASK 2
P3 Create a customer experience map for a selected service sector organisation.
Customer experience map refers to a collaborative method of allowing businesses to
represent visually represent difficult customer experience interactions. Customer experience
maps helps in highlighting possible and touch points that helps in enabling their businesses to
search for new opportunities to ensure best present customer experience by providing their
products and services. In terms of The Ledbury, customer experience map of restaurant is
designed as follows: Visualizing data: At this stage of customer experience map it focuses on having and
providing functions rather than designing and preparing (Burke, Collett and McNeill,
2018). This stage shows that how businesses organise and represent their data and
information in front of customers that helps in building customer experience. In terms of
The Ledbury, restaurant uses this stage in creating its customer experience map by
providing and presenting their products and services in front of customers to build a
better customer interconnection and providing them a better customer experience. Assessment of data: As by using customer interviews it helps businesses that gives a eye
opening experiences to present how customers view their touch points. Touch points
should be included in customer experience map. As customers are likely to provided with
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support an quality. In terms of The Ledbury, restaurant is using this stages of assessing
data in their operations by providing support to customers and giving them quality
services to create a better experience towards their restaurant.
 Using data: This stage of customer experience map includes giving those creating it to
have and generate potential and efficient improvements. This process of visualising as
where businesses interacts with its customers that represents a clear picture. In terms of
The Ledbury, restaurant is using process of using data and information of customers and
according to that changes and enhancements ate made according customer's choices and
wants so that they are able to sustain in market in long run as well as providing better
customer experience.
P4 Discuss how customer touch points throughout customer experience create business
opportunities for a selected service sector organisation.
Customer touch points are referred to various points and factors where companies
interacts with customers from start to end(Kandampully, Zhang and Jaakkola, 2018). There are
various customer's touch points that could be used by businesses in order to provide them a
better customer experience and with that customer satisfaction towards them could be increased.
In terms of The Ledbury, restaurant is using these touch points in their business operations to
provide and generate better customer 's experience that are as follows: Social media: This mode of channel could be included as a touch point in providing
better customer experience. As using of social media is using mostly as it is in customer
acquisition. As is a cost effective way of reaching a large segments of customers of target
audience. Social media is now considering as an effective way of promoting businesses.
In terms of The Ledbury, company is using mode of social media in order to promote
about their provided products and services. Using this technique it helps restaurant to
promote about their services and building customer's experience. Online advertisements: As most of customers are now moving towards online portals
and using digital mode. Using mode of providing online advertisements helps businesses
to promotes about their products and services by connecting to customers. In terms of
The Ledbury, restaurant is using mode of online advertisement to promote their products
and connect to customers in order to build better customer relationship management and
to provide them good customer experience.
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 Products catalogs: This touch point for generating customer experience is used by
companies of service sector to provide them with better and effective portfolio to
customers in order to build a brand image in minds of customers. As it shows and shapes
image of businesses in minds of customers(Goodman, 2019). In terms of The Ledbury,
restaurant is using this touch points by providing them a better and effective product
portfolio and catalog that helps them to get informed by provided products and services
which could lead to build better customer experience and maintain customer relationship
management.
TASK 3
P5 Examine how digital technology is employed in managing customer experience within
service sector, providing specific examples of customer relationship management
(CRM) systems
For carrying business practices effectively it is necessary to take use of various digital
technologies in order to experience success. As taking use of digital technologies, it helps
businesses to carry their operations and activities effectively and providing a better customer
experience that result in building customer relationship management as well as gaining
competitive advantage fir company. In terms of The Ledbury, restaurant could digital
technologies that helps in managing and providing better customer experience and building
customer relationship management are as follows: Chatbots: It generally refers to a latest revolution in carrying business landscape. By
taking use of artificial intelligence powered chatbots, helps businesses in having better
equipped method to handle and deal with customer service functions (Smit and Melissen,
2018). There are various virtual assistants that fulfils customer's demand of providing fast
and instant service support from a business. In terms of The Ledbury, restaurant is using
digital technology of chatbots through which they are able to provide a proper guidance
and customer support in relation to any customer issues. Restaurant is using mode of
chatbots which helps them in building customer relationship and providing them a better
customer experience. Big data analytics: As according to a survey it has been analysed that most of customers
are genuinely willing to share their personal data with companies which promises to
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share and send personalised discounts and offers. With this it becomes easy to
increasingly important for them to determine information and data and could use it for
delivering a better experience to customers (Roy, 2018). In terms of The Ledbury,
restaurant is using big data analytics technology to provide better experience to customers
by providing leading discounts and offers of restaurant in their dishes to build customer
relationship.
 Artificial intelligence: It has basically taken as a business landscape by having storm,
owing to various potential benefits for having business growth. By implementing
artificial intelligence in operations of businesses businesses could process automation and
could strike up conversation which are important to individuals. In terms of The
Ledbury , restaurant is using artificial intelligence in their tasks and operations to provide
customer experience and provide better quality of products and services.
TASK 4
P6 Illustrate customer service strategies in a specific service sector context.
Customer service strategy is a thorough plan and process to deal customer interactions.
Customer service strategy lets businesses to provide a consistent customer experience throughout
customer journey. As improved and enhanced customer experience could lead to more loyal
customers. In terms of The Ledbury, restaurant's customer service strategies are as follows: Seeking Customer Feedback: As to provide better and excellent customer service, it is
necessary to provide and fulfils needs and wants of customers. Businesses needs to
ensures that they provide customers multiple ways to share their feedback. In terms of
The Ledbury, restaurant is using this strategy of having feedback from their valuable
customers so that according to customer's feedback and wants required changes and
wants could be fulfil by them in order to gain customer satisfaction towards them.
 Strengthening customer service team: Improving businesses customer service helps in
building a customer service team(Zaki and Neely, 2019). By hiring and providing
training by professionals helps in building better customer service team to deal and
resolve queries of customer in order to provide them a better customer support. In terms
of The Ledbury, restaurant is keeping its focus on building a better customer service
team to provide support and service about their provided provided services and products.
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They keeps their focus on providing training with professionals in order to provide
quality food items and services.
P7 Demonstrates how customer service strategies create and develop customer experience
in a way that meets needs of customer and required business standards.
Customer service strategies helps businesses to create and develop customer experience
towards businesses as helps businesses to fulfil and needs and wants of customer in order to
generate customer satisfaction that helps in building a better customer experience. In terms of
The Ledbury, various customer service strategies that helps in developing and creating customer
experience that leads to meet and fulfil needs and requirements of customers as well as
businesses that are as follows: Creating a clear customer experience vision: It is necessary to provide them and having
a clear customer experience vision(Caboni, 2020). Customer experience strategy is used
to have a clear customer focused vision which it could communicate with businesses. In
terms of The Ledbury, restaurant is focusing on creating and developing a clear vision
which helps customers to communicate wit them in order to resolve any query and want
any support. These strategies helps restaurant to provide a better customer experience and
fulfil their needs and wants.
 Creating an emotional connection with customers: By creating and developing an
emotional connection with customers helps businesses to grow more as when customer is
emotionally attached with businesses it lead to generate customer satisfaction and growth
of business. In terms of The Ledbury, restaurant is focusing building and creating an
emotional attachment by providing them support and service that will help in having
business growth.
CONCLUSION
From above report it has been concluded that customer experience management is
essential which is to be carried by each business. It deals with recognising and serving
individuals is important to generate customer satisfaction in order to gain competitive advantage
and ensure long survival of company. This report explains about various aspects, needs and
expectations of market segments along with its customer experience map that creates and
develop various business opportunities. There is a impact of digital technology which is carried
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in customer relationship management. There is a brief explanation about effectiveness of
customer experience management that leads to increase in customer engagement.
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REFERENCES
Books and Journals
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Routledge.
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Managing Customer Experiences in an Omnichannel World: Melody of Online and
Offline Environments in the Customer Journey. Emerald Publishing Limited.
Etheridge, D. ed., 2018. The education of dual sensory impaired children: Recognising and
developing ability (Vol. 17). Routledge.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Khan, M.L. and Idris, I.K., 2019. Recognise misinformation and verify before sharing: a
reasoned action and information literacy perspective. Behaviour & Information
Technology .38 (12). pp.1194-1212.
Kis, V. and Windisch, H.C., 2018. Making skills transparent: Recognising vocational skills
acquired through workbased learning.
McGarr, O. and O’Gallchóir, C., 2020. The futile quest for honesty in reflective writing:
recognising self-criticism as a form of self-enhancement. Teaching in Higher Education
.25(7). pp.902-908.
Roy, S., 2018. Effects of customer experience across service types, customer types and time.
Journal of Services Marketing.
Smit, B. and Melissen, F., 2018. Sustainable customer experience design: Co-creating
experiences in events, tourism and hospitality. Routledge.
Vasileiou, I. and Furnell, S., 2018, January. Personalising Security Education: Factors
Influencing Individual Awareness and Compliance. In International Conference on
Information Systems Security and Privacy (pp. 189-200). Springer, Cham.
Zaki, M. and Neely, A., 2019. Customer experience analytics: dynamic customer-centric model.
In Handbook of Service Science, Volume II (pp. 207-233). Springer, Cham.
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