Unit 2: Managing Customer Experience Report - Hospitality Example

This report provides a comprehensive analysis of customer experience management within the hospitality sector, using Chez Bruce restaurant as a case study. It begins by explaining the importance of understanding customer needs, wants, and preferences, and then explores the factors that drive and influence customer engagement. A customer experience map is created to illustrate the customer journey, highlighting touchpoints and their impact on business opportunities. The report further examines how digital technology, including Customer Relationship Management (CRM) systems, is employed to enhance customer experience. The report covers various aspects of customer engagement, customer touchpoints, and the integration of digital technology to improve customer relations and business outcomes. The report aims to provide valuable insights into how organizations can effectively manage and improve customer experiences within the hospitality industry.

Unit 2: Managing
Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1...............................................................................................................................................1
P1 Provide an explanation of the value and importance of understanding the
needs, wants and preferences of target customer groups............................................................1
P2 Explanation of different factors that drive and influence
customer engagement..................................................................................................................2
Task 2...............................................................................................................................................3
P3 Create a customer experience map for a specific hospitality organisation.............................3
P4 Discuss customer touch-points at every stage of the customer experience;
provide detail on how these create business opportunities within hospitality
organisations...............................................................................................................................4
Task 3...............................................................................................................................................5
P5 Examine how digital
technology is employed in
managing the customer
experience within the service
sector, providing specific
examples of customer
relationship management
(CRM) systems...........................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCE...................................................................................................................................8

INTRODUCTION
Customer experience is defined as way of knowing how they are reacting towards a
particular products and services which can help to attain the higher productivity and profitability.
Customers are important for each business enterprises as it contribute in organisational sales and
productivity by purchasing the products and services (Goodman, 2019). To understand about
customer experience Chez Bruce has been selected that largest size restaurant in London,
England. This was opened in Febraury, 1995 by Bruce Poole and their business partner Nigel
Platts Nartin. The management of hotel understand customer's needs and deliver them best
experience which helps to increase the organisational productivity and profitability. This report
covers explanation of needs and expectations of market segment for service industry, customer
experience map to create business opportunities and impacts of digital technology in customer
relationship management that supports to operate a business.
Task 1
P1 Provide an explanation of the value and importance of understanding the
needs, wants and preferences of target customer groups
In hospitality industry, customer experience is the main activity which is required to
make feel good and attain the higher productivity. If customers have positive experience then it
become easy to increase the sales and brand image. Target market refers as a group of potential
customers to whom organisation wants to sale their products and services. It is the part of total
market where number of customers are demanding particular product and services which helps to
attain the higher value and importance of organization. In context to Chez Bruce, target
customers are youngesters who wants to spend their time and having desire to get better taste and
quality of foods (Shukla and Pattnaik, 2019).
The targeted customers and their values along with needs and prefernce are as defined:
Types of targeted customers Needs Values and preference
Business Person Quick services, peace fully
environment for meeting and
Wi-Fi facility
Meeting rooms and charging
points and telephones, menu in
three languages
College students Better taste of food, coffee and Wi-Fi, rocking place and
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time to spend with their
friends.
others facilities like nice view
from window, local food menu
Gym Instructor Fruits& vegetable smoothies,
excellent customer service,
low calorie meals
Healthy dishes, Quick services
etc. that create the good value
of restaurants.
Teenagers Crayons and colouring books,
Easy to eat food,
Good value for money, fun
food, meal served at pool side
Therefore, Chez Bruce is understanding the needs of their customers and provide them
products and servics accordingly which helps to create value, develop a business by satisfying
customers.
P2 Explanation of different factors that drive and influence
customer engagement
Customer engagement is defined as process of engaging customers with brand by
maintaining emotional connection. If organisation is providing better better quality of products
then they receive the positive experience and manages the all activities effectively. In context to
Chez Bruce, there are different targeted customers groups such as business person, teenagers,
college student and gym instructor that cover factors which influences customer engagement that
are as defined:
Understanding customer needs and expectations: This is important factor that is
required to consider in running a business. The management of Chez Bruce understand the
needs of target customers such as business concern, college student etc then provide kind of
services which increases performance (Smit and Melissen, 2018).
Value the customers: Customers feel good if organization is able to create the good
value of customers. In Chez Bruce, managers welcomes, care of, and provide the safety to
customers that helps to increase the value and maintain higher performance.
Provide excellent customer service: This is another factor that provides the higher
satisfaction to customers in Chez Bruce by making comfortable to customers, confident, feeling
stimulated and relaxed that makes delight the people and encourage them to buy again services
(Vakulenko, and et.al., 2019).
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Get customer feedback: If customers have obtained the products and services then it is
important for organization to get the feedback and bring improvements which can help to attain
the large customers. In Chez Bruce, management get positive feedback from customers which
helps to increase the brand value and image in challenging environment.
Thereforem these are involving factors that influences the customer engagement which
should be used by organisation for the purpose of attracting and engaging large number of
customers in organisational process that helps to attain the business goals.
Task 2
P3 Create a customer experience map for a specific hospitality organisation
Customer Experience Map: This is a tool which uses by organisation to giving the
answers to customers at all questions. This map visually identifies and organise every encounter
customers that helps to to improve the brand image and productivity. The management of Chez
Bruce restaurant creates a customer experience map that are as defined:
Therefore, the management of Chez Bruce covers three stages in customer experince
map such as Before, During and After that are as expalined:
Customer Phase Before During After
Customer Journey Finding a best
restaurant, visiting
websites and booking
the table
Reaching in
restaurant, seating,
waiting for staff
To see the menu and
environment
Customer needs Herein, customers
identify their needs
and wants which they
wants to eat.
Menus and items are
ordered by customers
while identifying
needs.
Receive the food and
beverages which
customers have
ordered and helps to
fill the needs.
Emotional curve In this stage customers
are feeling hungry and
wants to get food
(Gauthier, and et.al.,
In this, customers are
stimulus to eat the
food and taken enjoy
This stage uses to
share feedback after
obtaining food and
beverages which they
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2020). have placed order.
Potential
opportunities
This attracts the
number of customers
by offering variety of
food and services.
The customers make
decision to buy again
food and services as
they share the positive
feedback.
The value and
business opportunities
of organisation
increases as it deliver
better quality of food
and services.
P4 Discuss customer touch-points at every stage of the customer experience;
provide detail on how these create business opportunities within hospitality
organisations
Customer touchpints are defined as activities that shows interaction between business and
customers that occurs during customer's journey. The customer touch points are mainly recorded
on customer journey map that helps organization to increase the sales and profitability by
running a business effectively (Chen, and et.al., 2018).
Management: To influencing the number of customers and attarcting them to buy further
it is important touchpoint that should be consider by management by managing all activities,
orders and functions effectively. In context to, Chez Bruce restaurant management is
responsible to organise and arrange the all functions which can help to increase the number of
customers by making them feel good.
Websites: This is first stage of creating customer experinece map which uses by
organisation to attracts the number of customers by providing information. The management of
chosen restaurant updates their websites day by day which searches by customers to find a good
place to eat, Moreover, they uses warm and welcoming words that make happy to people.
Restaurant environment: This is also important in creating the customer map which
uses by Chez Bruce restaurant by providing good and peacefully environment that delivered
better experience and management (Følstad, and Kvale, 2018).
Retaurant staff: Services are the most important part of hospitality industry that are
provided by employees to their customers. In context to Chez Bruce, different services and
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quality of food are provided by management that increases better experience and higher
profitabiltiy in challenging environment.
E- mails: This can be defined as another way which uses by organisation to create the
good customer experience by providing messages to its customers that helps to maintain the
higher productivity. The management of Chez Bruce uses E-mails to influence the number of
people and encourage them to buy the products and services (Roy, Sreejesh and Bhatia, 2019).
Telephone: The customer touchpoints also involves telephone which uses by
management to provide the information and messages to customers that can help to increase the
sales by increasing booking numbers. In context to Chez Bruce restaurant, management uses
telephone to provide the informations regarding restaurant services and offers which are
prevailing that attarcts larger number of customers and maintain the higher profitability.
Therefore, these all touchpoints are using by Chez Bruce restaurant that influneces
targetd customer groups and provide them better quality of products and services that helps to
increase the organisational performance and productivity. These touchpoints are developing the
business opportunities for chosen restaurant which can help to increase the customers, services
also improve the brand loyalty by delivering better services.
Task 3
P5 Examine how digital
technology is employed in
managing the customer
experience within the service
sector, providing specific
examples of customer
relationship management
(CRM) systems
Customer relationship management is the process of engaging customers and maintaining
the good relationship by infleuncing number of customers and provide the better quality of
products and services. This is important for management to analysis the needs of their customers
and provide them products accordingly which supports to build the brand image and attain the
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higher profitability. The customer relationship management activity uses by chosen organisation
for the purpose of attaining the higher performance and profitability in the changing environment
and by providing information and encourage them to buy the products and services again
(Moliner, Monferrer-Tirado and Estrada-Guillén, 2018).
Digital technology is the defined process and force in changing environment which uses
by management in order to operate the activities and run a business effectively. This make easy
all workings and performance in challenging environment by delivering better quality of
products and services. In developing the customer experience, digital technology is the
integration of new technology and innovation in all areas of business that results in fundamental
changes and deliver the good customer value. In context to Chez Bruce restaurant,
management bring the uses of digital technology for developing good customer experience and
maintain the higher performance. The uses of digital technology in customer relationship
management and customer experience are as defined:
In B2B sales: This means to change the selling process from cold calling in social
selling. As environment is changing so people are busy and active in social media that is good
platform to recah the customers. The marketing management of Chez Bruce, uses digital
technology that helps to conacts with customers faster instead of waiting for the customers. This
helps to build a relationship and educate them which supports to deliver better customer
experience (Uses of digital technology in customer engagement and experience, 2020).
Account based marketing and email marketing strategies: By using the digital
technology and transformation an organisation can reduce their spending on offline marketing
like as billboards, direct mails and TV,ads which helps to targets the poential customers and
attain the business goals. The account based and email marketing uses by Chez Bruce, that can
help to attracts the larger number of customers and attain the business objectives by increasing
customer experience (Baker and Kim, 2018).
Bring innovation: For running a business and maintain customer relationship
management management is required to being the new technololgy and innovation that helps to
deliver better experience and services to people. In context to Chez Bruce, management uses
new technology in infographic, webdesigning and emailing and sharing the feedback which
influences number of customers and maintain the higher customer experience (Weill and et.al.,
2019).
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Therefore, from the above it has analysed that digital technology is imporant for business
entities which helps to bring the new technology in products and services then attracts customers
to attain the good performance. By using new technology Chez Bruce uses infographic,
advertisement on social media, e-mails, and upselling which helps to increase the sales and
performance in challenging environment and attain the profitability.
CONCLUSION
From the above report it can be concluded that in current environment there are different
target customer groups are available who have different needs and preference that should be
consider by management and make efforts to provide. Customer experience map is the roadmap
for developing the business opportunities by providing different types of products and services.
The customer journey involves different ways of reaching the targeted customers and attain the
higher profitability. Moreover, digital technology is uses to make easy all workings in business
industries which helps to attaracts the large number of customers by providing satisfaction.
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REFERENCE
Books and Journal
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Smit, B. and Melissen, F., 2018. Sustainable customer experience design: Co-creating
experiences in events, tourism and hospitality. Routledge.
Shukla, M. K. and Pattnaik, P. N., 2019. Managing customer relations in a modern business
environment: Towards an ecosystem-based sustainable CRM model. Journal of
Relationship Marketing. 18(1). pp.17-33.
Vakulenko, Y., and et.al., 2019. Service innovation in e-commerce last mile delivery: Mapping
the e-customer journey. Journal of Business Research. 101. pp.461-468.
Gauthier, F., and et.al., 2020, June. Trade-offs in managing risk and technical debt in industrial
research labs: an experience report. In Proceedings of the 3rd International Conference
on Technical Debt (pp. 98-102).
Chen, T., and et.al., 2018. User experience sharing. European Journal of Marketing.
Følstad, A. and Kvale, K., 2018. Customer journeys: a systematic literature review. Journal of
Service Theory and Practice.
Roy, S., Sreejesh, S. and Bhatia, S., 2019. Service quality versus service experience: An
empirical examination of the consequential effects in B2B services. Industrial
Marketing Management. 82. pp.52-69.
Moliner, M. Á., Monferrer-Tirado, D. and Estrada-Guillén, M., 2018. Consequences of customer
engagement and customer self-brand connection. Journal of Services Marketing.
Baker, M. A. and Kim, K., 2018. Other customer service failures: emotions, impacts, and
attributions. Journal of Hospitality & Tourism Research. 42(7). pp.1067-1085.
Weill, P., and et.al., 2019. It pays to have a digitally savvy board. MIT Sloan Management
Review. 60(3). pp.41-45.
Online
Uses of digital technology in customer engagement and experience. 2020. Avalilable through:
<https://www.superoffice.com/blog/digital-transformation/>
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