Report: Customer Experience Management and Digital Technology at Core

This report provides an in-depth analysis of customer experience management at Core by Clare Smyth restaurant. It begins by highlighting the importance of understanding customer needs, wants, and preferences in the service sector, emphasizing how Core utilizes market research and innovation to satisfy its clientele. The report then explores the factors that drive and influence customer engagement, including family visits, corporate clientele, and student patronage, while also addressing potential negative impacts like food quality and management issues. A customer experience map for Core is presented, outlining stages from request to eating. The report further examines touchpoints such as social media and online advertising, detailing how these channels create opportunities to enhance customer experience. Finally, the report investigates the role of digital technology, including CRM systems, in improving customer service and relationships within the restaurant setting, illustrating how digital tools enhance service delivery and customer interaction.

Managing Customer
Experience

INTRODUCTION
Existence and growth of every business is completely depends upon its customers and the
main objective of every organisation is make their customers happy. And how the customer will
perceive the brand is completely depend upon managing of experience of the customer by the
organisation. To manage the customer experience company should plan to increase customer
engagement and customer's loyalty towards the organisation (Goodman, 2019). This report
discuss about the Core by Clare Smyth restaurant and its management of experience to the
customers. It is opened in August 2017, in London, England. Since then the organisation
received two awards. The core restaurant also receive the service award by National Restaurant
Awards. The restaurant provides good services and takes care of health and hygiene of the
people which build trust and image in the mind of their customers and helps in attracting new
customers also. This report contains that how important it is to understand the needs and wants
of the customers and how new customers can be attracted by various ways. And ways of using
digital technology to improve the customer experience.
TASK 1
P01 The value an importance of understanding the needs wants and preferences of target
customer groups for a service sector industry
With the rapid change in the today's trend, customer's needs and wants also changes. To
achieve success in any business, organisation should understand and serve them according to the
needs and wants of the customer. If talked about the restaurant business the taste and service
should be up to mark to satisfy the customers. Even a mini mistake can make the customer
dissatisfy. It is mandatory for the company to identify the group of customer they wants to target
and are they potential customers. To survive and gain advantage it is mandatory to understand
the customer and trends in the market for which organisation can do research that will help in
achieving targets and satisfying customers. To manage the customer experience Core by Clare
Smyth keeps researching on the market needs and new trends. As they are new company so they
are already keeps themselves up to date and according to the likes of customers. Also restaurant
keep focus on the dishes which are not in demand of customer and try to improve them (Witell
and et. Al., 2020). Hence it is clear that to run business successfully understanding needs of

customer is essential. The benefits which Core by Clare Smyth gets from understanding
customer needs are given below: Helps in innovation: Innovation is a key to be successful in restaurant business. If they
keep serving same products, the organisation will definitely leave behind other
competitors. In restaurant business, the serving technique of a product also needs to be
unique and innovative. In respect of Core, they also provide innovation to their customers
so attract more and more customers and also do market research regarding what is in
recent trend to introduce it in the restaurant. Their innovative and tasty dishes with good
service helps them to achieve the success they get till now (Koetz, 2019).
 Customer satisfaction: Customer satisfaction is the only thing to manage customer
experience which is the main task of any organisation and to satisfy them company needs
to serve them products and services according to their likes and dislikes. If the customers
of the restaurant are satisfied then it will help the restaurant in many way like by referring
the restaurant to other customers, repetitive their visits and will be comfort5able in
spending money there. In respect of Core by Clare Smyth restaurant they win a service
award from National Restaurant Awards which proves that they provide good services
and product to their customers and satisfy their needs and wants. That is why only they
have their loyal customers and achieve this success in this short period of time only
(McColl-Kennedy and et. Al., 2019).
P2 Explore the different factors that drive and influence customer engagement of different target
customer groups within a service sector organisation
By providing quality services and products top the customers makes customer loyal
towards the organisation and loyal customer shows customer engagement. It is not an easy task
but when customer is engaged in the organisation, it shows emotional attachment of customer
with the brand. Core organise various events and offers discounts to attract customer to visit in
the restaurant and when customer visit they provide quality food and a fine dine experiencer with
good ambience and service which helps to engage the customer in the restaurant. The engaged
customer visit their on repetitive basis and creates a brand of the restaurant in the market
(Gilboa, Seger-Guttmann and Mimran, 2019). And customers likes to visit the places which have
good brand name and is well known. The factors which influence the engagement in Core
restaurant are as follows:

 Families: Restaurant is a place people like to visit it with their families and if restaurant
is able to cater the needs of the families then it will be promoted by them to their relatives
and friends. Core is a fine dine with excellent services and the environment provided by
them is quite and calm which is liked by families and revisit there. Also they suggest the
same to their friends and relatives. Corporate Personnel: The people who works in corporate sector or companies visit
restaurants for their meetings with clients or to please their dealers. Core provides the
environment for the business meetings and also please there clients with their excellent
services. The calm and peaceful environment of their fine dine helps them to conduct
their meetings in a good manner. And they revisit the restaurant for further meetings and
the restaurant gets their loyal corporate clients (Shukla and Pattnaik, 2019).
 Students:- Students like to visit with their friends, spent time and eat varieties. This
group spends more on eating and good for profitability of restaurant. The events and
discounts by Core attract this group to target more students to the restaurants and increase
their loyalty towards the restaurant which helps them in achieving their success.
Also, it has also been found that there are a range of factors which may carry negative impact on
employee engagement and it is also necessary for a restaurant to consider these factors in order
to avoid any sort of issues while engaging the customers and some of these are presented
underneath: Inappropriate Food and Beverage Quality: Over the years, offering hygienic food and
quality based food are said to be the major concern that a restaurant should carry because
in present time most of the customers looks forward to eat in a healthy or safe
environment. Therefore, it can easily be said that it is the responsibility of the restaurant
that is core by Clare Smyth restaurant to establish a good name in the market where it is
necessary for them to consider themselves as a hygienic restaurant because then only
customers main visit the restaurant and eat quality food without any sort of concerns
(Zaki and Neely, 2019).
 Improper management: In order to become a successful restaurant, it is must for upper
level management to take right decisions in correct time so that improper management do
not takes place. In context to Core by Clare Smyth restaurant, this particular quality food
offering restaurant would required to plan every single project in a rightful manner and

then executed after considering an effective research on particulars goal or objective.
Then only this restaurant may become able to serve the best and suitable quality based
food two customers.
In order to perform all the operations in a smooth way it is must for this restaurant to
avoid these factors which are specifically being mentioned above and also it is must for them to
to take proper decisions as per the requirements because then only Core by Clare Smyth
restaurant may become able to sustain in the market for a longer period of time (Caboni, 2020).
TASK 2
P3 Customer experience map for Core by Clare Smyth restaurant
Customer Experience Map can be considered as a crucial tool that helps in identifying
different range of requirements of consumers which may help a restaurant to visualise the overall
experiences of customers considering different stages of their lives. Considering this particular
map it can easily be said that a restaurant effectively consider the different range of likes and
dislikes that a customer carries and relation with the services of food offered (Helmy and et. Al.,
2020). In relation with core by Clare Smyth restaurant customer experience map is presented
underneath:
Request: Core by Clare Smyth restaurant is said to be a crucial and organised restaurant which
develops marketing campaigns in order to reach to the customers at international level which
help them in improving their customer base and also impacts positively on engagement as well.
Analyse: The following stage of customer experience map is to examine that the items and
administrations offered by the restaurants are sufficient and furthermore contrasting them or not
(Keiningham and et. Al., 2020). In relation with Core by Clare Smyth restaurants it is already
having a decent image and goodwill which helps them in serving the clients better than most of
its competitors in the market.
Buy: In this stage various systems are utilized to allow the clients to purchase. This is the third
stage all the while..
Gather: It is said to be the phase for customers as this is considered to be the hour of dynamic
where customers need to pick among the accessible offers and select the best one that fulfil their
requirements and needs as well.

Eat: This is considered to be the last stage where the process is to eat in which client visits the
eatery and benefits the offer and the cycle gets finish as well (Shi and et. Al., 2020).
P4 Touch points creating opportunities
Touch points are a sort of connection among business and its clients. These are the
focuses when clients interact with brand. It could be at the hour of procurement or when buy.
This can be verbally just as in composed way when client come to think about the restaurants.
There are different touchpoints that are improves to get the chances of improving client
experience and those are as per the following: Social Media: Pretty much every individual uses online media now a days and invest the
majority of their energy on these long range informal communication destinations. This
has additionally become a stage for organizations to advance their item and contact more
individuals through this stage. As the clients get pulled in by promotions at online media.
As the world is turning advanced Core by Clare Smyth Restaurants has settled itself via
social media media and advance their restaurant there additionally to pull in more clients
and fabricate a positive goodwill based restaurants in the brain of individuals. This
methodology will assist with expanding the income and benefit of the Core by Clare
Smyth Restaurants (Moliner-Tena, Monferrer-Tirado and Estrada-Guillén, 2019). Online Advertising: The banners of most of restaurants look forward to to create an
effective image in front of the customers. It has also been analysed that the effective the
banner is more opportunities can be seen of client to visit the restaurants. They assemble
early introduction about the restaurants through its banners. In context of Core by Clare
Smyth Restaurants, it utilises this mode and online campaigns as well which helps in in
delivering high range of advantages to the restaurant in relation with the client
experiences.
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
In Core by Clare Smyth restaurant the CRM has increments because of this
computerized innovation, clients are served better and significantly quicker. As client

relationship the executives included collaboration with clients and understanding what they need
thereafter giving them same. Serving the clients as indicated by patterns of the market is
additionally a fundamental work that is should be done to assemble relationship with them. Clare
Smyth restaurants utilizes Right Now Technologies' for this reason. Client Relationship
Management: The utilization of innovation has improved the intensity of CRM and made it
simple to manage the clients (Bravo, Martinez and Pina, 2019). Clare Smyth Restaurants take
into consideration through cash on innovation as they are refreshed and now utilize advanced
approaches to deal with their clients in proficient and viable manner. Generally the presentation
of advanced strategies have made the cycle less difficult and quicker at the same time.
TASK 4
P6: How customer service strategies helps in specific service sector
Customer experience management strategies:
Company needs to follow several strategies in terms of enhancing customer experience add also
satisfy the requirements and preferences of their customers. For this it is important to fulfil the
requirements and wants of customers in terms of operating for the longer period of time in the
market. In regard of this customers are the main stakeholders of company and it is the
responsibility of managers to keep them happy satisfied. These loyal customers are the primary
reason behind the success in growth of company. In relation with this the Strategies and
objectives which are developed need to be achievable. Accomplish these objectives effective
motivation in an organisation is required to work and offer better services to their customers. In
relation with core by Clare Smyth restaurant they are well known and popular in terms of
offering qualitative services to their customers as due to this their customers do not switch
towards the other restaurant and stay loyal for them. In relation with this derive period started
days which are used by respective restaurant in order to manage customer experience.
The use of touch point analysis:
Touch points are considered as those points in which customers significantly interact in
the company. It affects the suitable areas which are considered and guarding the brand name in
the market that put positive impact on the mind-set of customers regarding the image of
company. Besides this suitable customer tends to serve more towards the benefit of company full
stop and relation with core by Clare Smyth restaurant has well known and good image in market

and also has International presence in terms of attracting their customers and offering suitable
quality of food that leads to improve the chances for repetitive visit of clients. The prominent
policy of feedback is useful for core by Clare Smyth restaurant in terms of understanding their
customers and develop policies considering the personal terms among the staff and customers by
enhancing the chances for loyalty. It represents the post and pre purchase services which are
offered by them and also leads to attract maximum number of customers in the organisation.
Therefore, the touch points are helpful to accomplish prominent objectives (Kuppelwieser and
Klaus, 2020).
Strategies for customer experience strategy: The suitable stages are followed by respective
restaurant in terms of enhancing customer experience which are discussed as below
 Assessing market needs: It effectively represent the wants and requirements of customers
which are dynamic in nature and also change in terms of giving tough competition in
market. For this it is important to assess what is going on and how to take prominent lead
in the market. For this offering their customers according to their requirements and
preferences is the prominent way to enhance their customer experience towards
restaurant. therefore, core by Clare Smyth restaurant make suitable research in terms of
developing new product in the market and bringing innovation by analysing the
requirement it in the market which is helpful to gain competitive position in the market
area.
 Experience mapping: It is also essential to map the customer experience where is useful
for the stages of customers that goes by the questions like what problems they face and
what times they were happy and satisfied. In relation with core by Clare Smyth restaurant
they also tend to keep map of their customers and focus in terms of serving better
services.
P7: How customer service strategies create and develop the customer experience
Effective customer experience depicts the viewpoint and perception of customers towards the
brand image. It represents that what they feel and what type of opinion customer has for the
company. It is effective to develop prominent customer experience and effect that what they
convey regarding the company. It represents that better the customer experience then more the
customers will promote for the brand including various promotional and advertisement tools like
word-of-mouth. In relation with core by Clare Smyth restaurant returns to make suitable

strategies with art effective for restaurant in order to improve and enhance the satisfaction level
of customers full stop therefore by undertaking the touch point strategy is useful to enhance the
image within the perspective and mind of customers regarding the effective interaction among
the staff members of the student and people who visit the place (Gopalakrishna, Malthouse and
Lawrence, 2019). Because of the event the restaurant has the gathering of large number of
individuals and it is beneficial for them to attract maximum number of customers and make them
part of company. It represents the facility of feedback which is helpful in order to enhance the
prominent areas in which they are lacking and need to improve. Along with this another strategy
which is used by core by Clare Smyth the stride is customer mapping which is useful for them to
understand the prominent status of the life of customers and the requirements of serving in better
manner.
CONCLUSION
With the help of above mentioned report, it can easily be said that managing the overall
customer relationships is not that much easy task to perform by a restaurant or any other
hospitality organisation. In order to do so it is needed to offer quality products of food to
customers even the organisation would require to consider their requirements as well because
they also change from time to time. Also, it is summarised that Core by Clare Smyth restaurant
would require to use many strategies to fulfil its clients through considering market pattern to
serve them with what they need. It is similarly imperative to serve all the objectives but with
improvement in digitalisation it has gotten more proficient to deal with the associations with
clients and keep up the faithful consumers for a longer period of time. Additionally, client
mapping that tells about different phases of clients and how they have encountered them, which
helps in taking right decision in correct time.

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