Customer Experience Strategies and Analysis for Sushi Salsa Camden

This report provides a comprehensive analysis of customer experience management, focusing on the case of Sushi Salsa Camden. It begins by highlighting the importance of understanding customer needs, wants, and preferences, identifying target customer groups (millennials and adults) and their specific requirements. The report then delves into factors driving customer engagement, differentiating strategies for college students and adults. A customer experience map is created to illustrate the customer journey, from initial research and booking to service delivery and post-service engagement. Business opportunities through customer touch-points are explored, including mobile applications and social media. The contribution of digital technology in enhancing customer experience is examined, followed by a discussion of specific customer service strategies for Sushi Salsa. The report concludes with a demonstration of these strategies in action, emphasizing their role in creating a positive customer experience. The report also considers the importance of providing free Wi-Fi, fusion food, fast delivery, and a comfortable environment to different customer groups. This report is contributed by a student to be published on the website Desklib.

Managing Customer
Experience
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1

P1. Value and importance of understanding needs, wants and preferences of target customers
................................................................................................................................................1
P2. Different factors that drive and influence customer engagement of various target customer
groups.....................................................................................................................................2
P3. Create a customer experience map for a selected service sector organisation.................3
P4. Create business opportunities through customer touch-points for a chosen organisation6
P5. Examine the contribution of digital technology in managing the customer experience. .7
P6. Customer service strategies for Sushi Salsa.....................................................................8
P7. Demonstration of customer service strategies in creating customer experience..............8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience management (CEM) is a practice to understand the needs and
demands for making plans in order to manage the experience of customers (Bilgihan,
Kandampully and Zhang, 2016). It is a key factor in providing huge satisfaction to the buyers
and every organisation including the one engaged in hospitality industry take this into strategies
and policies. It is significant in helping an entity to gain profit and stability in the business. This
report is about Sushi Salsa Camden which is headquartered London, United Kingdom. It is a
Japanese Restaurant providing the authentic taste to different locations. This assignment covers
understanding of the needs, wants and preferences , different factors that influence customer
engagement, creation of customer experience map, business opportunities from this and
contribution of digital technology in managing the customer experiences.
MAIN BODY
P1. Value and importance of understanding needs, wants and preferences of target customers
Business organisations consider customer as the most valuable asset to whom goods and
services are sold in order to make profit. The decision to produce a particular product or service
is based on demands, needs and requirements the individuals an organisation is targeting. It
should be the main goal and objective to fulfil them. This is done to being recognised by large
number of people so that good brand image can be built. Entities should conduct analysis for
determining needs and demands of customers with a view to provide them good experience
(Bolton and et. al., 2018). It is useful in establishing and maintaining a positive image in the
market as customers get influenced with the name of the entity among its competitors. In the
context of Sushi Salsa Camden restaurant, the target customers are millennials and adults who
wish to have the traditional taste of Japan in London. The restaurant focus on meeting the
requirements and demands of target customer groups in order to increase revenue and profit.
Furthermore, strategies are developed to create a recognition that can sustain for a long time. It
takes into consideration the current demands and make foods which can satisfy their
requirements. The management of Sushi Salsa Camden has conducted an analysis for identifying
target customer together with their needs and wants which is as follows:
Target Customer Need Want Preference
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College students Free-Wifi Fusion Adequate portions
Adults Large space to sit with
family
Good environment at
restaurant
Fast delivery of food
On analysing the above matter, it can be concluded that every individual has different
types of needs, wants and preferences. Sushi Salsa Camden has divided its customers into two
categories viz. College student who falls in the division of millennials and the other being adults
between the age group of 30 and above. According to the provided analysis, first target group is
college students who are tech savvy due to which there is enhanced need of Free Wi-Fi facility
for the time they are using the services of restaurant (Chahal and Dutta, 2015). These people are
addicted to social media and similar platforms which create a requirement for Sushi Salsa to
provide this facility and make them spend longer time inside the premises. The preference has
been given to foods to be given in adequate portion which is sufficient for one person and there
should be fusion. Any over or under quantity of the meal should be avoided by the restaurant.
The second group being adults, who are more into healthy food containing components which
are made of organic elements. The preference is given to fast delivery service of the food so that
the people do not have to wait for a long time. The want is good environment having all the
amenities which can enhance experience of the customers. This includes cleanliness, hygiene,
proper sitting arrangement, napkins, etc. The need is to have large areas to sit with the family in
a comfortable manner. There should be enough space between two people without any
congestion.
P2. Different factors that drive and influence customer engagement of various target customer
groups
College students- The people in this category are the one studying in high schools. They
are young and tend to have desires which keep changing from time to time. Their demands are
huge which need to be updated according to the trends in the food followed by such millennials.
Some of the factors which may impact engagement of college students is to attract them with
facilities like Wi-Fi, good ambience together with additional things like books, discounts,
product range etc (Cottrell, 2015). Apart from this, the other important factor is the location of
restaurant which should be approachable and near to colleges so that one can go by walk also.
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Millennials always look for fusion or mixing of two or more foods together in order to create a
whole new dish. Creativity and innovation are always appreciated by young generation as they
themselves are. Therefore, Sushi Salsa should take the ideas of its customers in the feedback
form in order to make them have the feeling of belongingness.
Adults- In this category, individuals who have grown up and having the knowledge of
food and other facilities together with huge experiences. They are at better place to judge the
services and food provided by Sushi Salsa. People above the age of 30 years have different
perception towards the services provided by the industries in hospitality industry. They have
huge expectations as compared to any other category. Adult people usually come with their
families also corporate parties etc. are included in this (Frow and et. al., 2015). Therefore, there
is always a requirement for large area to sit together and enjoy the services. In addition to this,
adult people are more into traditional touches and taste in the foods being served by the
restaurant. There should be an element of authenticity to give the experience of Japanese culture
in London. These people look for enhanced experience of the original culture without any
addition or subtraction. Also, there should be enough comfort along with good environment. This
is a vital factor in retaining them for a long time and make them repeat the purchase of services
again and again. In such a situation, the quality should be provided as per their expectations or
above that.
P3. Create a customer experience map for a selected service sector organisation
Customer experience map can be defined as a tool or technique explaining experience of
the customer from their point of view. It is useful in identifying risks involved with a view to
mitigate them. It helps in engaging the customers of an organization with the help of products or
service offered to them. Experience of buyer holds importance in evaluating their satisfaction
through the goods or services (Goodman, 2019). In other words, it is directly related to
satisfaction gained by customers by consuming services or goods. If it is high, then there will be
positive perceptions of buyers. It is beneficial in ensuring sustainability and growth which are
two of main objectives of entities. With regard to hospitality industry, experience is the things
which all the restaurants, hotels etc. aim at providing to its customers. This can be achieved by
maintaining quality and meeting the requirements, needs and demands without any
compromising. Sushi Salsa is a restaurant that is liked by many people and provides its services
in different locations. Therefore, with the help of customer experience map, it can retain the
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current position of its image in the market. Furthermore, there are various techniques by which
customers can be engaged in order to communicate with them for having clarity. The customer
experience map of Sushi Salsa is provided below:
MAP ACTIVITIES
Research and plan Customer experience map starts making plans
on the basis of data extracted from various
sources. This is to understand current demands
of new dishes so as to include them in the
menu. Furthermore, some additional services
such as live music and other entertainment,
Wi-Fi facility, online booking facility, etc. are
also provided which can ease the whole
experience and by using which the services can
be customised. The prime advantage of the
above-mentioned amenities is to attract
different types of customers. For instance,
corporates have busy schedule which makes
them even to book a table by visiting the place
actually. Therefore, online booking facility
helps the customer reserve book their table
with the use of internet. Also, the services can
be personalised on the payment of some
percentage of the amount. This helps in
making the experience better.
Booking Timely booking is something which is always
looked by the service users in order to avoid
extra charges for last minute bookings. For this
purpose, it has a website by which individuals
can see the status of all the bookings and
availability of any vacant table along with the
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price and location within the restaurant. This
helps making them compare to other entities
and choose the one which is the best and
suitable. Furthermore, one gets the option to
make payment online as well as it can be paid
at the time of paying the bills.
Customer services The staff at the restaurant who are responsible
for providing services such as food to the
tables of the customers. This is achieved
through proper training which can help
employees having required knowledge and
techniques to improve the experience of
customers. Furthermore, there should a polite
conversation between the staff and the
customers so that all the queries can be
resolved for make them feel comfortable.
Along with this, there is a support team which
help the customers to assist them in any
inconvenience. Also, one can report online and
put their issues on the place provided for the
same in order to avoid any extra charges or get
refund in case of any wrong delivery.
Check out and future customer engagement The customer experience map marks closure
with this stage which is connected with
activities like feedbacks forms. Furthermore,
the activities in Customer Experience Mapping
continuous to carry after all the actions have
been done. The customers are attracted by
providing them offers such as discounts,
coupons etc. In addition to this, there is a
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Facebook page which can be visited by people
to get connected with the restaurant and give
their important comments on the services
provided by it for helping them to improve the
services so that customer satisfaction can be
increased.
P4. Create business opportunities through customer touch-points for a chosen organisation
Customer touch-points refer to any interaction of the business organisations with the
customers to exchange important data. It is a way of communication which is used by
organisations to persuade the customers and gather information about their choices (Homburg,
Jozić and Kuehnl, 2017). It is useful in influencing the mindset of customers in a positive way so
as to create a strong image. With the use of this, flow of information is done from one place to
another. Sushi Salsa can use customer touch-points to have effective communication with its
users of the services. This can help it providing better idea of the actual scenario. Some of the
touch points for the customers which are used by Sushi Salsa are as follows:
Mobile application- This is the application which is developed by software and used
widely by many organisations. There is no exclusive app for Sushi Salsa restaurant because it is
a small scale entity providing services to huge number of customers. With the use of this touch-
point, transactions can be managed efficiently, facilities related products or services etc. are
included. This can be used by Sushi Salsa in order to gain real time information and make
decision regarding the services. Furthermore, customised services can also be easily provided
with this. It should be loaded with all the features that can reduce the trouble in availing the
services and can contact the restaurant directly.
Website- This customer touch point helps in providing all the necessary information
along with the pictures and reviews of all those customers who have already availed the services
of Sushi Salsa. It should be easily accessible for having conversation with the management team
in order to get all the queries and issues resolved in a prompt manner (Jain, Aagja and Bagdare,
2017). This helps in creating a long Lasting bond between the organization and the consumer.
Furthermore, the replies to the problems of customers should be quick enough. This factor is
highly responsible in providing satisfaction to them. Also, there should be menu, deals or offers
currently available within the restaurant, upcoming events etc. followed by a space for chat with
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the management in order to get their doubts removed. There is no requirement of visiting the
place physically and get all the details. One can access the website by sitting anywhere in the
world with the used of internet. It is easy to use as there is no such rules or restrictions for the
same. It is useful in making them become a loyal customer leading to long time relationship with
them.
In restaurant premises- The touch-point in this category exist in the location entered by
the customers and holds huge significance in influencing their perceptions in a positive direction
(Lemon and Verhoef, 2016). Sushi Salsa should give adequate guidelines to its staff in order to
behave in a formal manner, provide every detail that a customer is looking for, ask for their
orders, and deliver the food as quickly as possible, wear uniform provided by Sushi Salsa etc.
The professionalism attracts people to visit the place again and again and avail their services on a
repetitive mode. Some of the acts such as greeting the guests, assisting them to their table etc.
affect the judgements of people visiting Sushi Salsa restaurant. Also, they should not made to
wait for too long to received or deliver the ordered food. The management should ensure, it has
provided required training and guidance to make the staff behave like that. The food should be of
good quality without making any compromises in using fresh ingredients. After all, taste and
quality are elements which can provide great experience to the customers. Also, Sushi Salsa
should make sure that each of the item mentioned in the menu is available within the restaurant.
This is one of the major customer touch points which can help Sushi Salsa to get more
recognition among the people and be a strong organisation in the hospitality industry and grow
constantly.
P5. Examine the contribution of digital technology in managing the customer experience
Customer Relationship Management can be defined as process which helps an organization
manage the interactions with its current and future customers. Digital technology is useful in
handling, storing and transmitting data from one place to another (Merrilees, 2016). It assist in
determining the information such as behaviour or perceptions of customers in order to make
decisions. In the context of Sushi Salsa restaurant, it uses a software for the management of
customers for helping it to manage them effectively. It has been customised as per the
requirements of Sushi Salsa and made it suitable for a small scale entity so that limited funds are
utilised to get maximum benefits. Some of the features of this software are instant replies to
queries, providing information about deals, personalised services details and many more.
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P6. Customer service strategies for Sushi Salsa
Customer Service strategy are the plans or ways used by organizations for catering the
needs of customers in a smooth and effective manner. The motive of strategies if to provide high
satisfaction to all customers and make them become loyal and permanent one. Sushi Salsa take
the help of the following strategies in retaining the customers for a long time and the same are as
follows:
Training- This strategy is about imparting required knowledge and information to employees for
making them aware of the expectations of Sushi Salsa. It helps in making them behave properly
and have better interactions with whosoever comes in the restaurant. It is a way by which their
skills and capabilities are enhanced making them become better at what they do (Mondal, Ghosh
and Nair Wipro Ltd, 2015). This helps in creating a balance among all the activities of Sushi
Salsa leading to good results and higher satisfaction.
Resolution of issues- This strategy is focused on dealing with the issues of customers in a
prompt and effective manner so that none of the queries get unresolved. It is quite likely for
people to have doubts regarding the services offered by Sushi Salsa therefore, it should be tried
that everyone gets answer of their doubts regarding the services provided by Sushi Salsa.
Furthermore, the queries put by people in the complaint section should be looked frequently in
order to provide required assistance without any delay. This brings the loyalty factor among the
customers.
P7. Demonstration of customer service strategies in creating customer experience
Training of Employees- Sushi Salsa value its employees and know the importance of their
participation in achieving the business goals and objectives. Therefore, it has various sessions of
training and development programs for the growth of the staff. It is helpful in bringing the best
out the people working in the organisation by developing new skills. Hence, new ideas can be
used for providing better experience to customers (Peppers and Rogers, 2016).
Infrastructural Development- Customers only have to update their mobile applications to
acquire better and more appropriate services. Moreover, they perceive ease, convenience and
enhanced service quality in digital services, which the firm could optimally ensure through
developing its infrastructure. Moreover, standards of the firm encourages the company to keep
modifying its internal and external systems as per the changes in market and thus, this strategy
also aligns with the firm's objectives, policies and standards.
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CONCLUSION
As per the above mentioned report, it can be concluded that customer experiences play key role
in ascertaining the performance of any business entity. Also, it has been analysed that top
management of hospitality organisation need to continuously ascertain the needs and requirements
of people so as to be able to serve them in a better manner. Also, it has been observed that
businesses uses various tools and techniques to map customer experiences like telephone, text
messages, email, restaurant environment, review sites etc. This is done with an aim to enhance the
quality quotient of services for future. Furthermore, it is assessed that entities focus upon customer
touch-points to build effective communication with them. Also, it can be said that organisations use
various strategies to resolve issues and enhance level of customer services being provided.
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REFERENCES
Books & Journals:
Bilgihan, A., Kandampully, J. and Zhang, T., 2016. Towards a unified customer experience in
online shopping environments: Antecedents and outcomes. International Journal of
Quality and Service Sciences. 8(1). pp.102-119.
Bolton, R.N., and et. al., 2018. Customer experience challenges: bringing together digital,
physical and social realms. Journal of Service Management. 29(5). pp.776-808.
Chahal, H. and Dutta, K., 2015. Measurement and impact of customer experience in banking
sector. Decision. 42(1). pp.57-70.
Cottrell, S., 2015. Skills for success: Personal development and employability. Macmillan
International Higher Education.
Frow, P., and et. al., 2015. Managing co‐creation design: A strategic approach to
innovation. British Journal of Management. 26(3). pp.463-483.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
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.
Jain, R., Aagja, J. and Bagdare, S., 2017. Customer experience–a review and research
agenda. Journal of Service Theory and Practice. 27(3). pp.642-662.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing. 80(6). pp.69-96.
Merrilees, B., 2016. Interactive brand experience pathways to customer-brand engagement and
value co-creation. Journal of Product & Brand Management. 25(5). pp.402-408.
Mondal, S.C., Ghosh, S. and Nair, M.K., Wipro Ltd, 2015. System and method for intelligent
troubleshooting of in-service customer experience issues in communication networks.
U.S. Patent 9,026,851.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
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