Comprehensive Analysis of Customer Experience in Hospitality: Unit 2

This report analyzes customer experience management within the hospitality industry, using St. John Cafe as a case study. It emphasizes the value of understanding customer needs, wants, and preferences, highlighting factors that drive customer engagement and influence innovation in onbo...Read More

Unit 2: Managing Customer
Experience

TABLE OF CONTENT
INTRODUCTION.................................................................................................................................4
PART A.................................................................................................................................................4
Value and importance of understanding needs, wants and preferences of target customers group
within hospitality industry.................................................................................................................4
Factors that drive and influence customer engagement.....................................................................5
Target customer groups needs analysis..............................................................................................6
Customers engagement factors determining innovation within on boarding strategies......................6
Customers touch points within hospitality industry and creation of business opportunities..............7
Consumer experience map.................................................................................................................8
Employment of digital technology for managing customers experiences providing customer
relationship management...................................................................................................................9
Advantages of developing customers experience management.........................................................9
Customer relation management.......................................................................................................10
CONCLUSION...................................................................................................................................11
REFRENCES......................................................................................................................................12

INTRODUCTION
Managing customers experiences can be understood to be widely essential for
bringing larger working growth among business horizons within dynamic competitive
hospitality industry, for leveraging higher efficacy goals and to be productive for bringing on
new level goal advancement. ST. John is one of the top most cafe within London, having
wide range of products and services providing customers with best quality ambiance. The
report will be analysing needs and expectations of market segments for service industry,
customer experience map for business opportunities and optimising customer touch points.
Further the study will be analyzing customer experience map for creating larger business
within the usage of digital technology for customer relationship management.
PART A
Value and importance of understanding needs, wants and preferences of target customers
group within hospitality industry
The value and importance of understanding needs and preferences of target
customers within hospitality industry can be understood to be highly essential for bringing on
effective performance horizons within competitive paradigms and to bring on larger scale
efficacy scenarios. St. John by analysing value towards growing importance of varied needs,
preferences and working parameters for up scaling target customers demands will be able to
enrich higher efficacy targets and goodwill horizons widely. Below are some of the factors
which in detail bring forward value and importance of understanding target customers
preferences within hospitality industry (Timmins, 2020).
 Customer’s engagement and attitude analysis: St. John will be able to attain higher
specific customers engagement factors by analysing targets customers food
preferences widely and developing higher work growth efficacy among operations for
larger goal advancement. By analysing detailed preferences of various customers and
working on social media presentation there is wide shift of larger developed working
efficacy aspects, to bring on new quality growth and also functionally operate larger
developed new competitive metrics. The dynamic competitive hospitality industry has
been facing varied changes and new trends coming among food services where
customers preferences are highly diverse. By keeping focus on target customers,

quality of food choices and ambiance within cafe can be variably enhanced by
bringing on best working strategies with diversity.
 Rise in profitability and goodwill horizons: St. John by keeping focus on wants and
preferences of target customers will be able to competitively bring rise within
profitability goals and within goodwill horizons, for enhanced working targets. This
parameter also holds primitive scope for bringing on informative growth among
profitability goals, goodwill metrics and for bringing on informative larger scenarios
for promoting larger efficacy aspects widely. By keeping up focus on analyzing
needs, varying dynamic needs of customers market there will be larger vision
developed as per competitive goals for reaching higher profitability horizons (Sigala.,
Rahimi. and Thelwall, 2019).
Factors that drive and influence customer engagement
There are various factors that drive and influence customers engagements among
company working horizons for bringing on new vision oriented growth and new efficacy
among larger informative goals productively. Within the hospitality industry where food
services are widely growing customers engagement plays larger informative role for bringing
on new long term changes, also for implementing customers preferred strategies.
 Understanding customers expectations and building relationships: St. John cafe by
focusing on analysing customers expectations, building relationships with customers
based on preferences and larger diverse strategic services it will be able to engage
customers within cafe for longer scale. It is driving factor influencing customers
engagement widely for bringing on best optimised food and beverages quality
standards, potentially diversely focus on leveraging new working efficacy metrics.
The customers goodwill horizon plays strong diverse role for keeping up stronger
morale among employees and to be potentially targeting widely on best digital
platforms, for promotion.
 Valuing feedbacks: The St. John cafe shall analyse various feedbacks and working
aspects of quality growth parameters target new metrics of functional scope segments
can be enhanced, also it drives customers engagements widely for gaining larger
informative efficacy aspects. This factor can be analysed as highly essential for
bringing on new scale active growth on new horizons of varied domains within food
services in cafe, also largely work on innovations in future business segments
(Truong, Dang-Pham,. and Nkhoma, 2020).

 Productive usage of communication channels: New digital productive
communication channels must be analysed for productive diversity among working
horizons where there are varied competitive horizons framing high scope segments.
The communication channels are widely essential for bringing on new growth
efficacy where St. John cafe aims to be informative and upscale larger scenarios for
keeping up with consumers interactive functional segments widely
Target customer groups needs analysis
Targeting customers groups within business scenarios are widely essential for
framing higher business efficacy , to attain higher goal development domains which
profoundly brings on new functional larger determinants for gaining stronger productive
market reach. The group needs analysis among consumers enable business to evocatively
develop stronger presence within informative pace and also to form stronger developed
scenarios .
 Teenage: ST. John aim to focus on targeting teenagers as one of the main customer
target group where there is specific aspect based on gaining informative diversion
among working growth avenues, for larger scale efficacy developed on for higher
framed goodwill and varied consumer targets. This will enable business to be
potentially active on new domains of larger pace scenarios for developing keen
strength, among consumers and also to informatively build up pace within
competitive horizons.
 Coffee lovers: ST. Johns aim to further focus on coffee lovers groups of customers
within business scenarios for gaining higher working developed efficacy parameters
and also to pertain stronger metrics among higher avenues to be evolved on new
aspects of higher pace scenarios. Target group customer needs analysis bring before
stringent innovation among varied new competitive pace scenarios and also for larger
goal innovation on stronger domains (Chawla, Kowalska-Pyzalska. and Silveira,
2019).
Customers engagement factors determining innovation within on boarding strategies
Below are the customer engagement factors determining innovation within on board
strategies having high role of importance for developing stronger vision determinant growth
on working horizons for playing stronger new metrics role to evolve on new domains impact

fully. ST. JOHNS cafe has to develop stronger working on board strategies for keeping up
new larger vision at frame and also to productively leverage new scope metrics effectively.
 Ask questions: ST. Johns management must be highly polite among consumers while
booking their stay within hotel where they will be able to be strongly interactive,
diverse and also in inculcate stronger domains of competitive efficacy.
 Establish long term relationship: This factor plays larger role of importance for
establishing long term customers relationship among customers which will pertain
stronger focused working metrics and also leverage new productive growth on longer
time run.
Customers touch points within hospitality industry and creation of business opportunities
The customers touch points within hospitality industry is widely essential for
productive interaction among consumers, potential buyers and business opportunities
within cafes for creation of business opportunities. St. John will be able to enhance its
customers touch points actively by of focusing on interaction with customers based on
informative business opportunities widely, below are the customer touch points
(Dasgupta,. and Grover, 2019).
 Websites: ST. John cafe by working on websites within cafes services will be able to
promotes services of food services and hospitality among varied paradigms on which
it will productively develop larger informative diversity for longer scale efficacy. The
websites bring out detailed knowledge on various parameters of cafe working
scenarios, ambience scenarios and also for framing higher work growth efficacy for
larger business opportunities within competitive industry aspects.
 Reviewing food sites: This is also one of the most socially reclaimed domains where
customers can be interacted with, widely focus on leveraging higher work growth
efficacy by bringing on latest dynamic new avenues and also focus on engaging
within varied preferences within digital marketing. This customers touch point is
widely essential for revenue growth in business opportunities where there are larger
goals developed among competitive horizons, for keeping up new targets worked on.
 E mails: The emails enable interactive work parameters among employees where
businesses aspects have high scope for targeting larger new informative sources of
revenue growth and bringing on best communication metrics actively for leveraging
larger diversity paradigms. The emails also are highly essential as customer touch
points where St. John will be able to productively bring on technical growth

development and larger working scenarios for keen domains development (Gupta,
2020).
Consumer experience map
The customer experience map is tool which enables visually identifies for organizing
larger visually identifies and organizes varied identification goals with detailed description
and developing larger vision oriented goals competitively. St. John will be able to enrich
higher position among competitive domains within customers experience map by bringing on
informative goals diversely and to be competent among higher goals productively. Customers
journey map can be understood as follows:
 Awareness: At the first step of customers experience map there is large focus on
bringing new keen growth among competitive goals within industry aspects for
developing informative parameters for bringing on gaps completion between channels
and departments widely. At the first step of consumer awareness scenarios ST. John
will be able to strategically form stronger advanced customers specific functional
standards widely and also form larger technical diversity within longer business run
(Martínez-Pérez, Elche and García-Villaverde, 2019).
 Consideration and decision: This step of consumer journey map will be based on
considerations, identification and prioritizing best working strategies within working
domains for higher scale efficacy goals. ST. John by being active towards customers
journey map efficacy scenarios will enable business to be diversely competent ,
highly advanced within working goals effectively for framing competitive horizons.
This step needs strategic vision within investments and also for bringing on
informative goal diversity for development on longer scale efficacy horizons. It can
be also analysed that customer journey map will be further focusing to bring on
effective development of various new trends, competitive within hospitality industry
and also for bringing on larger goal innovation actively.
 Conversation and retention: This is another and last step of consumer journey map
where ST. John will be focusing on conversation and retention of new visionary work
efficacy goals productively, competently bringing on larger vision oriented domains
target development actively. The retention aspects have larger pace for keeping up
new scale growth domains active towards development to pertain higher functional
pace within new working aspects for gaining higher profound goals of raised goodwill
and revenue targets .

Employment of digital technology for managing customers experiences providing customer
relationship management
The digital technology plays wide essential role for bringing on informative growth
and operational diversity within customers experiences widely and be focused widely to
evolve on new scenarios, for developing customers relationships management impact fully.
Digital technology has taken strong shape among working horizons and metrics for
developed market efficacy metrics within hospitality industry where metrics of larger vision
oriented efficacy is taking stronger shape for developed customer’s relationships
management.
 By using digital technology St. John will be able to pertain larger focus on keeping
customers diversity within target horizons for larger goals productively, be competent
and widely focused on new leveraged marketing within digital platforms. This can be
also analysed by bringing larger focus on using social media, such as Facebook,
youtube for promotions among people. And later it can be also analysed that digital
technology has opened up various doors for enhancing customer’s relations
management widely (Mousa. and Ayoubi, 2019).
 Customers relationship management plays high role for bringing on informative larger
pace among working scenarios within business development and competitive aspects
on which larger experiences develop stronger working goal diversity within upscale
marketing targets. The usage of digital technology for marketing and managing
customers experiences has strongly developed larger efficacy scenarios widely,
commercially also bring on active domains and larger working target which will
deliver ST. John higher goodwill and revenue profitability widely.
Advantages of developing customers experience management
The customers experience management productively focus on domains of integrate,
improve and involve for bringing on keen growth aspects among larger horizons and also
productively focus larger new growth operations within delivering best targets widely.
 Enhancing customers buying experiences: The customers buying experiences
are widely enhanced when focusing on customers experience management goals,
where serving best quality food services and ambiance in cafe, ST. John will be
able to yield larger force of innovation. This factor also in detail brings wider
competitive goal diversity for keeping up new working horizons shift among new

domains of larger up scaled metrics it will enable business management to be
diversely build on within larger goals impact fully. This factor also in detail
brings forward larger new effective goal innovation for enhanced customers
experiences management, on longer scale scenarios for larger paced domains of
working efficacy and to technically bring on informative growth.
 Higher brand experiences: The customers experience management also focus
widely on enhancing brand value and informatively focusing on brand value
development within longer run which also promotes higher ups scale parameters
widely. ST. John will be able to reach on varied aspects of competitive brand
value by impact fully developing higher goals widely within revenue targets,
goodwill enhancement for developing stronger pace within industry. Stronger
usage of social media and new digital parameters within hospitality domains will
quickly give stronger push to brand value among larger target customers reach, for
enhanced larger pace and also for bringing on new developed scenarios impact
fully (Narayanan. and Rajaratnam, 2019).
Customer relation management
The customer services strategies can be widely developed by implementing CRM
software system which performs various aspects of larger working horizons shift among
customers market domains. It collects customer’s data from multiple market sources and
applications, stores and centralized locations where it brings on higher working operational
efficacy within the purchase journey metrics. CRM software implementation widely focuses
on tracking prospectus and customers within their purchase journey for bringing on
informative growth goals, larger working diversity and also upscale goodwill efficacy within
longer run.
 Advantages of CRM: ST. John will be able to develop best working and marketing
scenarios for keeping up best marketing among customers actively strong , focus on
larger technical informative aspects of new scale marketing business domains. CRM
enables business to be competently wide within new scope scenarios for leveraging
higher goals productively and also develop longer scale parameters impact fully
within new competitive industry arenas.
 Disadvantages of CRM: The disadvantages on other hand of implementing CRM is
based on fact that it is costly and largely diverse where strategic vision is demanded
among working horizons for bringing on informative goals actively. Also CRM

requires larger functional scale efficacy to be optimum on the dynamic shifting
market scenarios impact fully, which if not implemented strategically may impact
revenue goals in negative form.
CONCLUSION
The report has concluded various aspects for need and expectations of market
segments within service industry of hospitality where ST. Johns will be able to productively
develop higher profits and goodwill for keeping up keen governing horizons actively. The
study has also concluded various factors within customer journey map for creating business
opportunities and touch points widely to enhance higher objectives to optimise larger metrics.
ST. John by making use of different digital media strategies will be able to enhance
customer’s satisfaction and loyalty. Therefore, it can be concluded from above analysis that
ST. JHONS club through emphasising on delivering digital and unique is able to gain
competitive advantages in external environment (Segovia-Pérez, Figueroa-Domecq and
Muñoz-Mazón, 2019).

REFRENCES
Books and journals
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