Report: Managing Customer Experience for Sushi Salsa Restaurant

This report provides a comprehensive analysis of customer experience management, focusing on Sushi Salsa restaurant. It begins by emphasizing the importance of understanding customer needs, wants, and preferences, segmenting the target audience into teenagers, millennials, and adults, and detailing their respective desires. The report explores factors influencing customer engagement across these groups, highlighting the significance of taste, ambiance, and convenience. A customer experience map is created to illustrate the customer journey, and business opportunities are identified through customer touchpoints. Furthermore, the contribution of digital technology in enhancing customer experience is examined, along with a discussion of customer service strategies. The report concludes with an overview of these strategies and their application in creating positive customer experiences.

Managing Customer
Experience

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explain the value and importance of understanding the needs, wants and preferences...1
P2. Explore different factors that drive and influence customer engagement of different target
customer groups......................................................................................................................3
P3. Create a customer experience map for a selected service sector organisation.................4
P4. Create business opportunities through customer touch-points for a chosen organisation7
P5. Examine the contribution of digital technology in managing the customer experience. .8
P6. Customer service strategies for Sushi Salsa.....................................................................8
P7. Demonstration of customer service strategies in creating customer experience..............9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience refers to a collection of all experiences of individuals who buy the
products or services of an organisation. This helps in interacting with the customers in order to
make improvements in the activities with a view to increase their satisfaction and brand loyalty.
An entity can know the experience of buyers through their honest feedbacks (Bilgihan,
Kandampully and Zhang, 2016). Therefore, Customer Experience Management (CEM) is the
activity of designing and refining numerous tasks for making the experience good. In this report,
Sushi Salsa Restaurant has its headquarters in Camden Tower, London, United Kingdom. It is a
small scale restaurant providing Japanese food in the locality of London so that customers can
experience the taste and culture of Japan. Furthermore, the report covers definition of market
segmentation, importance of needs, wants and preferences, utilisation of customer behaviours
and attitudes, review of different factors to drive and influence customer engagement. In addition
to this, customer relationship management its advantages and disadvantages have been explained
together with examination of digital technology, illustration of customer service strategies and
similar things have been included.
TASK 1
P1. Explain the value and importance of understanding the needs, wants and preferences
Every organisation establishes its business to sell goods or services to the customers for
achieving the objective of making profit. Customers are one of the stakeholders who can
influence the working of operations to a great extent. There demands, preferences and wants
should be considered in order to understand them. However, the scope for the same is limited to
those who the restaurant wants to target. If a company understand the requirements of customers
along with their expectations, then the brand image gets stronger which is again a valuable asset
of the entities. These can be identified with the help of analysis so that services can be improved
for making customers' experience better. This is likely to help it retain the position and sustain
for a long time in the marketplace (Bolton and et. al., 2018). With regard to Sushi Salsa
restaurant, the target audience for providing services are young people who are known as
millennials, teenagers and adults. The main motive of the restaurant is to let the customer
experience the taste of Japan without changing the basic nature and authenticity. Also, it wish to
accomplish the targets of higher profit and revenue by using the strategies. Sushi Salsa always
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make sure to increase the satisfaction of customers which leads to good experience and this can
be achieved by preparing foods which are in high demand. An analysis has been conducted by
the manager of Sushi Salsa Restaurant in order to assess the needs and wants of customers. The
same is as follows:
Target customer Need Want Preference
Teenagers Tasty food Gaming zone Small portion of food
Young people Attractive ambience Wi-Fi facility Fusion
Adults Spacious area Live music Fast delivery of food
The above data has been has analysed which provided the conclusion that taste,
preference and need vary person to person. Sushi Salsa has categorised the target audience in
various kinds such as teenagers who belong to the age group of 7-18 years. These people in this
category are in their growing age which has been considered by the restaurant in order to make
healthy food without making any compromise in the taste. However, the food portion has to be
small and limited so that different varieties can be tasted. Together with this, the want of
teenagers is for a gaming zone where they can play while having the food. Next category being
the millennials who above 18 years of age but up to 27 years. They look for attractive places
having interior which are eye-catching so that good pictures can be clicked. In addition to this,
they want free Wi-Fi service facility for the purpose of internet surfing. The preference by
millennials have been given to experiment with the food. Young people like to mix different
foods in order to make a new taste. This is about creativity and innovation which should be there
in service industry in order to provide desired experience. The last category being adults who are
above the age of 27 years. These people have grown up completely therefore, have very limited
choices when its comes to choosing food. They need specious places where large number of
people can sit together without any feeling of congestion. There should be enough space to move
from one place to another without any difficulty. Furthermore, they want live music to enjoy the
food and atmosphere. It should be soothing and peaceful to give a cam effect on their minds in
order to make them feel fresh after hectic schedule at work or business. The preference is fast
delivery of food because of the limited time this target audience has. They are always in rush for
every activity which restrict the time period given in relaxing and similar activities.
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P2. Explore different factors that drive and influence customer engagement of different target
customer groups
Teenagers- These are the individuals who have the tendency to have new foods every
time they visit a restaurant. They have endless desires to have new food on their plate as this is
going to make them visit a particular restaurant on repetitive mode. They are into games which is
a significant factor in attracting them to Sushi Salsa restaurant. It is very easy to tempt these
individuals by offering them with toys and other gift items. They are playful and do not take the
food seriously therefore, Sushi Salsa Restaurant has started to make foods that are healthy as
well as tasty.
Millennials- The young people are the most adventurous kind. These are generally the
students going to university for their higher studies. Their needs, wants and preference tend to
change with the time because of exploring new things and aspects of life. They have the need of
attractive ambience in the premises which should be decorated with items like paintings, books,
indoor games, etc. This is the first thing a person notice after entering into the place also, it is the
beginning of the experience Sushi Salsa can provide to its customers. The need is Wi-Fi facility
so that every individual can use the internet for their enjoyment. Millennials are influenced with
the trends that prevail in the current scenario (Chahal and Dutta, 2015). Therefore, Sushi Salsa
should ensure to provide all the required facilities which can make them spend more time in the
restaurant. Moreover, it should be located at such a location which is easy to find and reach
within no time. It should be near to the place where students as well as tourists gather. One more
element which cannot be missed is the experiment with taste of two different cuisine. It is helpful
in creating a whole new taste which can be liked by large number of young people. It attracts
them as they look for innovation and change in the foods being served by Sushi Salsa.
Adults- These are the people who have reached at a level where much experiment or
fusion is not required. Such individuals are okay with the authentic taste and traditional culture
that can be experienced at Sushi Salsa. Generally, this target audience belong to the age limit of
30 years and above who have had already experienced the services at many different places.
Therefore, they look at the things in a different manner thus, it is imperative for Sushi Salsa to
understand that. This restaurant is engaged in providing the services therefore, it should not make
any mistakes in the case of customers (Cottrell, 2015). People in this category visits in large
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groups such as corporate parties, family gathering, and birthday parties etc. This is the reason
why people find large place to sit and have fun.
P3. Create a customer experience map for a selected service sector organisation
The customer experience mapping can generalized as a tool for and explaining technique
for experience, related to customers point of view. It is very effective in identifying any types of
risk which are involved in general view of mitigating them. It also helps in in gauging all the
customers of organisation with the correct help of products or services directly offered to them.
The general experience of holding such importance is in evaluating levels of satisfaction which
they received through using goods or services. In general word it directly connect to the
satisfaction level gained by customers after consuming search services or goods. If the margin is
increasing or high then there is a great positive perception from the buyers which is beneficial for
the brand and ensuring a level of sustainability plus growth which are actually the main
objectives of organisation (Frow and et. al., 2015). As regarding to the hospitality industry the
one thing which is most important is experience which all other hotels and restaurants are
required to have for giving the perfect aim to customers? This will be attained by maintaining a
correct amount of quality and fulfilling all the requirements plus needs and demands without any
changes or compromising. Sushi salsa, is a restaurant which provide food services in various
different kind of location. Once the customer experience mapping will work correctly it will help
in giving them at correct position or standards in markets compared to their competitors. Also for
the three are many techniques through which customers can be engaged while communicating
the order and giving them correct clarity while that the customers have experience mapping of
sushi salsa in provided below context:
MAP ACTIVITIES
Research and plan The experience mapping of customers has to
be started by making plants which are
generally based on information extracted by
various resources. This can be understood with
the current demands and new test which is
developed in the customers and to complete
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them in the same season time. There are some
additional services also such as giving them a
good environment with live music and any
other entertainment sources such as Wi-Fi
facilities pre booking the seats and many other
perks. This will change the whole experience
of them enjoying the food with other facilities
as well and make a good impression. The
criterion am in this will be to extract several
different types of customers who will be
visiting the place and giving it ratings. At the
time of booking online facilities this will help
the customer in reserving a correct table and
using internet is one such services will be
personalized at time of the payment and a
certain amount of percentage will be deducted
for using the online facility this will help in
making their experience better (Peppers and
Rogers, 2016).
Booking Pre booking custom is famous as well as
booking at the time of using the facility as
extra charges. This facility is providing a good
amount of reduction from the actual price of
place. There is a particular software which is a
general website where any person can visit and
see the status of booking lining and waiting
tables which are available or vacant and as per
the sitting arrangement of restaurants as well.
This also include the current amount of price
and the location on which such tables will be
set. Also there is a good option of pain for the
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whole facility either in advance or later on
through online transaction only.
Customer services The staff of such restaurants are always very
responsible and professional in rendering their
services of giving food and setting tables for
customers. This can be achieved by giving
them proper sessions of training which will
help them getting knowledge about all the
techniques and methods which will help them
improving their way of representing the
restaurants and themselves as well. These
things make them feel more comfortable and
confident while providing services and there is
a proper support team which will help the
customers in assisting them in any kind of
inconvenience faced by them while using the
services. In case of any issues or disputes
which are seen or recorded or faced by
customers they can post on the online portal
and provide issues faced by them and in case
of any e wrong delivery the extra charges and
the refund will be provided to them (Merrilees,
2016).
Check out and future customer engagement Experience of customer experience mapping
there will be a feedback form which is an
optional thing to be filled by customers. Any
such customer experience mapping which was
not as per the requirement shall be asked in this
feedback. Many kinds of discount and offers or
sometimes coupons are also provided in these
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feedback. There is also a Facebook page which
is connected and visited by many people for
researching about restaurant and providing
them good reviews of services which help
them improving the customer satisfaction level.
P4. Create business opportunities through customer touch-points for a chosen organisation
The heading of customer touch points is referring to any kind of interaction of any
business organisation with their customers for getting an important information. The way of
communication is usually started by the organisation for persuade customers and gathering data
about their choice and types of selection. Using search tools it becomes useful for influencing the
mind of customers to think for the brand in a positive way and creating a goodwill (Goodman,
2019). Sushi salsa uses customer touch points to become more effective in communication with
their uses by this service. It also help them giving a good idea of the actual taste and preference
of customers some of the main touch points of customers which are addressed by sushi salsa are
provided below:
Mobile application- search applications which are created through software’s are used
widely by several companies worldwide. Actually there is no such exclusive app created for
sushi salsa restaurant as it is a very small scale service providing brand and do not possess many
numbers of customers. The main purpose of using this touch point is used for managing product
and service related facilities efficiently. Also many customer services are customised so that it’s
an easy convince to reach people also there are better features that will help them in in resolving
their issues and reducing much troubles while receiving the services and will be able to contact
the restaurant directly at any time.
Website- these touch points of customers are providing them a lot of help in gathering
information which also includes reviews and pictures given by customers who have already
taken the services at sushi salsa (Homburg, Jozić and Kuehnl, 2017). It helps in accessing any
kind of information directly through the team of management in case of any issues or queries
arise while using services. This will help in creating a long lasting bond between the customers
and company plus in case of any issues problems can be resolved quickly. Search factor is
always responsible in giving them correct satisfaction and give a good review of offers and deals
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plus the menu which are available at the restaurant and also they are given information about any
upcoming events organised by sushi salsa.
In restaurant premises- this software of touch point is a category existing in the location
entered by customers and have great influence as significance with their correct perception in a
positive direction. This a whales sushi salsa and proper adequate set of guidelines in correcting
or improving their staff members in a good formal manner and giving them every separate detail
which the customer is seeking which includes asking for their orders calmly and rendering the
services of food quickly with correct set of uniform and clean environment.
P5. Examine the contribution of digital technology in managing the customer experience
The relationship of customer management can be identified as a procedure which is helping
organisation to correctly interact and manage their customers. Digital technology is making it
very helpful and useful bye handling all the information and storing it properly plus it also
transfers data from one location to another (Jain, Aagja and Bagdare, 2017). In the perspective of
sushi salsa the use of this software has given a proper reformative management which is help in
managing customers and doing the work effectively. There is a customisation applied in sushi
salsa where they have created a suitable small scale entity where limited funds can be used in
getting higher benefits. Some examples of these features given the software are instant replies to
any questions put up by customers, giving information about offers and deals and customising
services for particular customers.
P6. Customer service strategies for Sushi Salsa
The strategies involved in customer servicing is a way of entering the correct needs of
customers in a very effective and clean manner. The software provides many advantages in
seeking correct data through customers. The main aim of following search method is to render
increased level of satisfaction to all customers and make them permanent or loyal towards them.
There are certain kind of strategies which are used by sushi salsa for retaining customers for a
longer duration and some of them are mentioned below:
Training- this strategies include giving them correct set of knowledge and required information
which will help the staff in reaching to the expectations level of sushi salsa (Lemon and Verhoef,
2016). This give them correct training in simple attributes such as behaving correctly and
interacting with customers or any other staff members. It’s one of the best methods for
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improving their skills. This will help sushi salsa achieve good satisfying results and create
balance within environment
Resolution of issues- this strategy mainly focus on many issues which are related to
customers and their effective manner in which such theories will be resolved. It is a lot possible
for people having issues understanding the services offered by the student and the doubts should
be cleared by the management team of sushi salsa. There is a particular section of providing
complaint which is looked upon frequently in giving the proper assistance without any issues this
also helps in bringing loyalty factor among customers.
P7. Demonstration of customer service strategies in creating customer experience
Training of Employees- the sushi salsa restaurant has always value their employees and given
them correct importance by making them participate in achieving all the objectives and aims of
business. In many criteria’s there is a proper training and development program which is related
to the growth of all members in the organisation which helps in correcting the wrong personality
traits in people and making them well efficient for working in organisation there are many new
ideas which are approached by customers for giving them better experience (Mondal, S.C., and
et. Al., 2015).
Infrastructural Development- there is no search additional development which one has to do
coma customers just have to update their application each time to get a better service and
appropriate knowledge of the place. They need to keep optimal security which is provided by
given quality in the digital services and developed there infrastructure. The scale of standard
which is maintained by the company encourages them to bring new modifications in in external
as well as internal system related to the changes recorded in market this strategy is also
connected towards standards objectives and policies of company.
CONCLUSION
As per summarised context of the report mentioned above it can be concluded that the most
important role in creating a business and entity is customer satisfaction and experience. The just of
the report has given an analysed result where the hospitality Management and proper organisation
are the key aspect which need to be followed for giving better services. Search aims and objectives
are achieved by maintaining a quality e of services plus, any type of customer touch points and
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