Managing Customer Experience at Roast Restaurant: A Unit 2 Report

This report delves into the critical aspects of customer experience management within the service sector, specifically focusing on Roast Restaurant, a British restaurant in the UK. The report explores the importance of understanding customer preferences, needs, and wants, emphasizing market segmentation and its impact on strategic decision-making. It analyzes factors driving customer engagement across different target groups, such as business persons and youth, and discusses the creation of customer experience maps within the hospitality industry. Furthermore, the report examines customer touchpoints, their role in shaping customer interactions, and the opportunities they present for enhancing customer experience. The analysis includes an overview of digital technologies employed to manage customer experience, highlighting their advantages and disadvantages. The report concludes with an assessment of customer relationship management (CRM) systems, including operational and analytical CRM, and their impact on the restaurant's operations and customer satisfaction.

Unit 2 - Managing
Customer Experience

Table of Contents
INTRODUCTION.................................................................................................................................3
TASK 1.................................................................................................................................................3
P1 Justify importance and value of understanding preferences, wants and needs of target customer 3
P2 Analyse various factors which drive and influence customer engagement of various target group
customers...........................................................................................................................................4
TASK 2.................................................................................................................................................5
P3 Discuss Creation of customer experience map within hospitality industry...................................5
TASK 3.................................................................................................................................................5
P4 Discussion on creation of opportunities throughout customer experience within service sector...5
P5 Analysis of digital technology which is employed to manage customer experience.....................7
CONCLUSION.....................................................................................................................................8
REFERENCES......................................................................................................................................9
Books & Journal:...............................................................................................................................9

INTRODUCTION
In service sector it is important to focus on customer needs and demands so that goes
as well as the objectives of enterprise are achieved in proper manner. Managing customer
experience is a critical process which is time consuming as well as a deeper level of market
analysis and information to manage customers within a changing market (Betzing, 2018).
Roast restaurant, an iconic borrow market and British restaurant headquartered in United
Kingdom. The restaurant focuses on modern classic British dishes and former flaural hall
atop of borough market with City views. Main purpose of this report is to understand the
importance of customer experience in hospitality and service industry. This report comprises
of importance and value of wants and needs of target customers, factors affecting customer
engagement, customer experience map in service sector, concept of customer touch points,
analysis of digital technology to manage customer experience, customer service strategies
and of customer service strategies and development of experience.
TASK 1
P1 Justify importance and value of understanding preferences, wants and needs of target
customer
With the rise of competition in hospitality industry it has become important to
understand the needs as well as wants of target customers so that strategies are implemented
effectively and decision making is carried out properly. In context of selected restaurant
which is Roast restaurant they carry out a deep market analysis on the basis of which it is
easy for them to understand preferences wants and needs of their target customers (Castro,
2016).
Basically they target market is psychographic market in which they focuses on
income group people, social, believes, religion, culture, attitude, interest, lifestyle and other
factors. It is essential to focus on market segmentation so that resources are used accordingly.
Manager of the restaurant make ensure that everything is being carried out after proper
considerations of differences and wants of customers so that they again and again come to the
place.
Customer Group Needs Wants Preferences
Business persons Official meeting
rooms with healthy
environment.
Availability of socket
and Wi-Fi facilities.
Soothing ambience and
good food.
Families Gaming zone for kids,
swimming pool and
spacious rooms.
Wide varieties of food
and enhanced quality.
Relaxing facilities such
as meditation sessions,
massage centre, visit to

native places, etc.
Youth Well-equipped rooms
with spacious
infrastructure.
Wi-Fi facilities,
swimming pool and
lounge area.
Disc and bar area for
party.
Reason for understanding needs/preferences-
 Main reason for understanding needs and wants of target customers that it helps
enterprise to carry on their food and beverages by properly focusing on wants of
target market such as business persons and youth who mostly have changeable needs.
 Another reason for focusing on needs and wants of target market is at it increases
profitability as well as productivity of entity at larger scale as because risk and errors
are reduced at wider range.
After a brief analysis of above matter, it has been stated that it is essential for given
restaurant to examine the importance of differences want and needs of the segmented market
so that they are able to access business opportunity and gain competitive advantage at larger
level. Moreover, it is duty of manager to ensure that wants and needs are being fulfilled at
priority level (Goworek, 2016).
P2 Analyse various factors which drive and influence customer engagement of various target
group customers.
Customer engagement is defined as a process through which customer interacts with
the brand in emotional way. It is an important process which is needed to be adopted by every
enterprise to engage customer to their brand for longer period of time. In relevance of
selected restaurant, it is necessary for them to increase the customer engagement so that
goodwill of restaurant increases at wider scale.
Business person needs soothing and peaceful environment for carrying out their work
in appropriate way. Management of chosen restaurant must emphasise on this factor so that
they can create influence on customer's engagement and provide them with suitable
environment where they can carry out their work without any kind of interruption or
disturbance (Kim, 2016).
By identifying above factors, organisation can take feedback and reviews from
customers so that they can gain knowledge about what modifications can be made in future
so that their target customers will visit again and by this they may be able to attract more
number of customers. It is necessary to examine factors impacting upon customer
engagement so that it is easy to make decisions and attract more customers for business
expansion.
In context of youth, they require loud music, fancy music and infrastructure. They
need to be focused as they have a deep impact on customer engagement and also affect
overall organisational structure.

Therefore, from the above specified paragraph it has been seen that factors which
influence the engagement are essential to be focused and examine properly so that for the
processes are carried out in most appropriate way.
TASK 2
P3 Discuss Creation of customer experience map within hospitality industry.
Customer experience is an important part of service sector as because it reflects the
customer’s journey about encountering the brand or information related to same. It is
necessary to map customer experience so that initial and end point of customers reaching to
enterprise are being determined appropriately. It is essential to develop and create a customer
experience map so that it is easier for both organisation as well as and uses to achieve their
objectives and gain reliable information towards each other. In relevance of selected
restaurant they also focus on creation of customer experience map on the basis of which they
are able to keep engaged customers to their brand. So, different types of stages are involved
in this journey of customer service map which is for the discussion below-
Websites- It is a first aspect which is being focused when developing customer
express map as in this prospects what targeting to visit restaurant mostly visit it to the website
with purpose of gaining reliable information and data and additional details on the basis of
which they select most appropriate restaurant which can fulfil their needs and demands. In
context of given restaurant, they have user friendly website which is run on both smart
devices as well less laptops and customer can easily access to it (Lin, 2017).
Landline- It is next step within the journey of custom express map in which after
visiting to a website of a restaurant customers contacts to the restaurant and calls on landline
numbers hotel phone to enquire more additional information about their services location and
other amenities provided by them to their guests.
Environment- It is one of the most crucial element which is to be focused as in this
customers look around the location of a restaurant whether it is easy to access and convenient
so that problem does not arise in further stages (Lipkin,2016).
So, it has been exam into that customer experience map is necessary to be carried out
so that it is beneficial for both foundation and customers to achieve their objectives during
process. Also it has been stated that by paying attention to above stated map stages it is easier
for given enterprise to fulfil their goals, vision and mission with timely period.
TASK 3
P4 Discussion on creation of opportunities throughout customer experience within service
sector
Customer touch points are defined as process of customers from initial stage to ending
stage during interaction to the brand. Main business enterprises have been using effective

strategies within their management structure to pay focus on these touch points so that it is
easy for them to target potential customers and increase their profitability. Customer touch
points has a deep impact on structure of hospitality industry as because they help in
understanding customer behaviour as well as providing them with better experience and it
also needs to improving sales target as well less customer loyalty at larger scale. There are
various types of customer touch points which are focused by selected restaurant and are
discussed below-
Promotion- It is most effective and commonly encountered customer touch point in
which marketing communication such as events campaigns and advertisements are being
used and many people participate as well as collect information (Ngangi, 2019).
Website- It is another customer touch point in which business organisation website
and comes into process of communication. In context of selected enterprise, they mostly
provide their information on their website which is helpful for customer’s experience.
Benefits as opportunity to within service sector-
 Customer touch points are beneficial for service sector and which can be used as a
creation of a person teases because they help enterprise to make strategies and gain a
deep consumer insights.
 Another benefit of developing and focusing on custom attachment is that through
these processes it helps in improving feedbacks and weak areas of business which can
be used as a competitive benefit.
 Furthermore, the selected entity assures that customer touch points are tracked and
updated time to time so that it is easy to handle and manage customer experience at
larger scale.
Types of CRM systems-
Operational CRM system- It is a system which gives complete view of interaction
of each customer within company. It is sales CRM system which is used for sales &
marketing automation by which time can be saved and no contacts or tasks may fall through
cracks can be made sure by managers of company. With the application of this system the
contact management can be benefited by Pert. As this software keeps track of leads there is
no need that managers keep them in their minds. Furthermore, operational CRM
automatically manages the lead score and calculate the profitability that lead to nurture the
automation or personal touch (Oyner, 2016).
Analytical CRM system- With this CRM gathers, organizes and analysis the data of
customer and sales data to help in PERT to make better business decisions. The data can
involve the average deal cycle, monthly recurring revenues and other information that has
been collected by company
Therefore, after analysing the importance of customer touch points it has been
evaluated that it is important to be aware about everything about targeted and potential
customers so that this is decision making processes are carried out in most efficient way.

P5 Analysis of digital technology which is employed to manage customer experience
In service and hospitality industry, use of technology and internet has become
important as without which it is difficult for them to carry on their business activities and
operations at global level. In reference of Roast restaurant, they use technology and various
applications and system such as payment methods, online feedbacks, Wi-Fi system, and
many more. Through proper using of digital technology, it has become important for them to
access to large amount of resources and customers at rapid scale. It has been also seen that by
using digital technology they are able to manage customer experience in better way as
because they collect and gather reliable information as well as data of customers through
using social media tools such as Facebook, Yahoo, Instagram, online games and many more
(Rather, 2019).
It is also seen that using of digital technology at larger level has impacted negatively
upon financial resources and structure of roast restaurant as have to invest more in technology
& less in physical resources which directly affects their business operations.
Advantages of using digital technology-
 Main benefit of using digital technologies that it help in gaining consumer insights
and data attribute scale which is helpful for business operations and other activities.
 Another advantage of adopting digital technology in service sector is that it helps in
implementation of strategies and delivering of better experience to customers with
more new ideas.
Disadvantage of digital technology-
 It is a cost expensive process of using digital technology as because it took a large
amount of investment and time which can negatively impact business structure.
 Due to changing technology trends in the market, it is difficult for employees to
understand these new and tricky software’s as well as tools and also they require
proper training and development programs to use these technologies effectively.
 Another disadvantage of this digitalization is that it might leads to increase in
competitive rivalry from other information technology companies which can
dominance the market of roast restaurant.
So, it has been specified that using of technology require high level of skills knowledge
and talented employees (Simon, 2018). Moreover, when using it effectively it can also help
in managing customer experience and increasing productivity of an enterprise at larger scale.
It is important for manager to ensure that appropriate market analysis is carried out so that
better experience is being faced by customers who are visiting restaurant. So, it has been
evaluated that it is necessary for business to provide better experience to their target market
and customer so that sustainability of an enterprise increases for longer period of time.

CONCLUSION
After a brief analysis of above report it has been stated that it is important for service
sector to focus on their customers and manage their experience so that positive outcomes are
achieved within the business. Also this report gives brief information about how experience
of a customer can be managed within our service industry. So, discussions have been made
about needs and wants of customer’s, factors affecting customer engagement, customer
experience map, customer touch point’s, digital technology, strategies and how those
strategies can be used for development of customer experience. It is also seen that by
properly caring on market research it is easy to understand and identify the target market as
well as potential customers for business and which leads to better way of managing
experience.

REFERENCES
Books & Journal:
Betzing, 2018. Design principles for co-creating digital customer experience in high street
retail. Proceedings of the Multikonferenz Wirtschaftsinformatik, MKWI,18.
Castro, 2016. Managing customer reservations of BulSU hostel through the development of
Online Information and Reservation System. Journal of Advances in Information
Technology Vol,7(3).
Goworek, 2016. Emotionally engaging customers in the digital age: the case study of
“Burberry love”. Journal of Fashion Marketing and Management.
Kim, 2016. The effects of three customer-to-customer interaction quality types on customer
experience quality and citizenship behavior in mass service settings. Journal of
Services Marketing.
Lin, 2017. Customers’ perception of the authenticity of a Cantonese restaurant. Journal of
China Tourism Research,13(2), pp.211-230.
Lipkin,2016. Customer experience formation in today’s service landscape. Journal of Service
Management.
Ngangi, 2019. Customer Acceptance Analysis of Customer Relationship Management
(CRM) Systems in Automotive Company using Technology Acceptance Model
(TAM) 2. Indonesian Journal of Information Systems,1(2), pp.133-146.
Oyner, 2016. The influence of customer engagement in value co-creation on customer
satisfaction. Worldwide Hospitality and Tourism Themes.
Rather, 2019. Dimensionality and consequences of customer engagement: a social exchange
perspective. Vision,23(3), pp.255-266.
Simon, 2018. Does brand-consumer social sharing matter? A relational framework of
customer engagement to brand-hosted social media. Journal of Business Research,85,
pp.175-184.
Vlachokyriakos, 2016, May. Digital civics: Citizen empowerment with and through
technology. In Proceedings of the 2016 CHI conference extended abstracts on human
factors in computing systems(pp. 1096-1099).
Zajačko, 2019. CRM systems–from theory to practice. Innovations,7(3), pp.97-100.