Report on Managing Customer Experience in Service Sector

This report examines customer experience management within the service sector, using Sketch restaurant as a case study. It explores the significance of understanding customer needs, wants, and preferences, and analyzes the factors that drive customer engagement. The report details the creation of a customer experience map, highlighting key touchpoints and business opportunities. Furthermore, it investigates the use of digital technology in managing customer experience, providing specific examples. The report covers various aspects of customer interaction, from initial awareness to post-purchase engagement, and discusses strategies for enhancing customer satisfaction and loyalty. The report concludes with a summary of key findings and recommendations for improving customer experience in the service industry.

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Task 1...............................................................................................................................................1
P1. Explain the value and importance of understanding the needs, wants and preference of
target customer group for service industry. ...............................................................................1
P2. Explore the different factors that drive and influence customer engagement of different
target customer groups within service sector. ..........................................................................3
Task 2...............................................................................................................................................5
P3. Create a customer experience map for selected service sector. ...........................................5
P4. Discuss how customer touch points throughout the customer experience create business
opportunities for selects service sector organisation...................................................................6
Task 3...............................................................................................................................................7
P5. Examine digital technology is employed in managing the customer experience within
services sector provides specific examples:................................................................................7
CONCLUSION................................................................................................................................8
REFERNCES...................................................................................................................................9
Books and Journals..........................................................................................................................9

INTRODUCTION
A Customer experience is defines about impression to customer aspect where company
used to offer similar service to every people and also makes sure about food must deliver in
secure manner along with reliability (Bilgihan, Kandampully and Zhang., 2016). As in following
report basis, the organisation is taken Sketch which is a restaurant in 9 Conduit Street Mayfair,
London, England which is nearly opened at 2003. The restaurant is owned by Mourad Mazouz.
In report, the topics are covering value and importance of understanding about needs, wants and
preference of target customer groups of services sector industry. Different factor that derives to
customer factor which influence customer engagement, create customer experience map towards
selected service (Bolton and et. al, 2018).
MAIN BODY
Task 1.
P1. Explain the value and importance of customer needs and wants.
Target Market: It is collective group of customer within business services which having
presence in market environment that aims in business to creating efforts as well as resources.
Similarly, for Sketch restaurant their target market to local streets of London because they
provides low range of food items.
Customer profile is a type of customer towards document that highlight about pain
points, interest, purchasing pattern and demographic characteristics which emphasis of
company's related customer traits and preferences (Bustamante and Rubio, 2017). There are four
major steps of customer profile through which Sketch restaurant approach and design proper
profile of customer in followings:
 Identify best customer: It is first step that needs to analyse people who having huge
obsession and attraction for product and services.
 Focus on their attributes: In second steps, it derives about customer which targeted
must notified their traits and specification. These elements plays important role as
Sketch restaurant would easily determines its customer likes and dislikes that helps to
retain to long time. To selects customer features by selecting on the basis of age,
gender, race, ethnicity and religion of ideal customer.
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 Enhance better survey: To better investigate about potential customer business like
Sketch restaurant need to effective survey which support to provides information
related number of customer their age, gender, culture adaptation in terms of vegan and
non-vegan, income etc.
 Fill customer template: As per top customer attained, it covered overall attributes and
consume overall overview of business which helps to design customer profile
(Deshwal, 2016.). As Sketch restaurant can perform duty to identifies name, age,
location, proper details about individual psycohgraphic and social economic group,
feedback by customer column and type of communication.
Market Segmentation: According to this process it segregate a target market into small part
with more defines in categories. To segment customer and audiences into group that share same
traits like as demographic, interest, needs or location (Homburg, Jozić and Kuehnl., 2017). The
target market of Sketch is divided into different moderate group on the basis of various traits of
customer specification.
By entitled about characteristics of target audience in the perspective of Sketch restaurant
perspective: Gender: It describes about customer base characteristics which reflects towards gender as
in other perspective to misleading. To target customer by Sketch restaurant is not that
necessary because their services is prefer gender equality. As well as restaurant services
to deliverables towards males and females that helps to building healthy relationship. Age: The age factor determines on the basis of product quality and its traits, where this
directly shares information of individual customer psychological attributes that defines
about needs of customer through age aspects (Hwang and Seo, 2016). For example:
Sketch restaurant must identifies their target customer age on basis of their like and
dislikes of people who are visiting as in family, youngesters, old age people etc.
 Income level: This one of most important factor where particular organisation can decide
their product quality and cost on the basis of target customer income factor. For Example
Sketch restaurant can approach target customer income to must matching with service
quality or individual one having buying affordability.
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P2. Explore the different factors that drive and influence customer engagement.
As the customer behaviours and attitudes of individual customer through significant
markets segment because for service sector organisation like Sketch Restaurant would consider
their services alignment as well as enhancing of proper quality in terms of food and beverages
services (Keiningham and et. al., 2017). By providing customer different engagement activities
like complementary and feedback services that attract customer in better way.
Four Cluster of emotions
 Self Awareness: As Sketch restaurant need to examine about individual target customer's
emotional state along with their emotional traits of preferences.
 Social Awareness: To assess the organisational awareness towards external environment
trending that helps to acquire or adopt that particular trend in competitive marketplace.
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Illustration 1: Four Cluster of emotion Intelligence, 2018
Source: Four Cluster of emotion Intelligence, 2018

 Self Control: This emphasis about to fulfilled customer trust, adaptability along with
drive and motivation of target customer.
 Social skills: By making motivate to consumer through provides better services as well
as building relationship with customer for long term aspects.
Customer Engagement: This practise of engagement is depicts about influence or encouraging
to customer by interacting and share their experiences that creates business brand (Kim, and
Choi., 2016). Similarly, Sketch Restaurant also make customer motivate along provide better
service assurity to provide quality services.
In following there are two major opportunities of customer engagement.
 Priority towards Customer Experience: By providing better service quality to
customer it increase positive experience. In perspective of Sketch Restaurant, this
strategy supports to facilitates better understanding of customer preferences in terms of
product and service allows customer satisfaction as well as experiences.
 Sassy on Social Media: This is one of effective platform where brand enhance off leash
(Koetz, 2019). By consider digital platform to promote as usually Sketch restaurant
promotes their product and service branding.
Customer On boarding:
This term describes the process which is assort and pursue to start journey to become a
better customer beyond. It emphasis of variety interaction and engagement relate with brand as
well formed to implement customer experience which influence on going relationship within
individual customer. In situation of Sketch Restaurant in following On boarding strategies are
elaborates such as :
 Setting goals: It important to focuses on creating goals which having expectation on
success driven as well as measure to performance indicator to highlight objectives.
 To approach team board in success: To consider all team member who are entitled
for on boarding in task success. Apart from it new staffs must know about to provide
new customer service.
 Build Right adoption of program: It is must to design optimum plan for business
aspects that helps to implement creative specification in product (Mohd-Ramly and
Omar, 2017). By offering valuable information that helps to build relationship with
customer for long term.
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 Measure result: After reaching on board period then manager seek to measure results
of initiative that implement in objective defines that helps to maintain quality to across
engagement.
As there is different factor which defines to influence customer through providing unique or
creative type of services, comparisons of significant offers, competing prices within competitors
and better accessibility of resources. These all aspect and others can highly influence or motivate
Sketch Restaurant to attract customer in positive aspects.
Task 2.
P3. Create a customer experience map for selected service sector.
Customer Experience Map: According to refers about touchpoints and technique that
enhance to companies for visualize the path way consumer takes from first exposure towards
brand company after final purchasing of product and services. Meanwhile, it also involves post
purchasing experience as well (Roy and et. al., 2017). Similarly, to consider customer experience
mapping in Sketch Restaurant as it provides optimum information related with service quality
which reviewed by customer experience on the basis of satisfaction level.
Stages of Customer journey in consideration of Sketch Restaurant :
Awareness: In this stage, through awareness a individual customer as buyer know about
product and services requirement. The majority of people approach search about their needs
through Google Search Engine Optimisation to collect valuable information related towards
needs and services. In perspective of Sketch Restaurant they have to provide overall information
about their restaurant's services through websites and other digital sources (Shi and et. al., 2020).
Through which customer can access and scrutinize service relatable information from them.
Consideration: After step of awareness it defines about goals and challenges are
systematic focuses towards on it, this practise of consideration is refers about buyer's point of
view evaluation through different method that enhance to available. As Sketch Restaurant need
to determines the basic customer expectation from particular services which helps by providing
better decision making to customer.
Decision: This is last stage where customer or buyer have to make their final decision to
approaching needs and wants to categorised solution. The role of Sketch restaurant is to making
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convince the customer to buy their services with ensure about researching document data and
vendor reviews.
In following, there is comparisons between understanding of customer experience:
Basic Before Service During Service After post Service
Action As this customer
suggestions are high
concerned by Sketch
restaurant to fulfil their
satisfaction level .Before
Servicing in Restaurant is
providing greetness,
complementary services as
well as attract customer
where they utilise their
services
At the time of service in
Sketch restaurant facilitate
different kind of food and
beverages on the basis of
different food items
options in menu (Smit.
and Melissen., 2018). This
initiates to generate more
customer experience
better with organisation
customer based
experience better
outcomes attainment.
After provide service to
customer where Sketch
Restaurant enhance to
provide different aspect
of services towards their
clients. It involves after
offering combo meal
services with extra
discounts.
Opinion The opinion is generates
through customer by
analyse reviewing of
product and services
through websites.
Physical appearances in
service of delivering food
and beverages along with
how staffs of Sketch
restaurant is behaving
with customer.
This also enhance on the
basis of customer
experience through
generating feedback
which driven only after
service experience.
Touch Point Through promotion,
checking review on online
platform on the basis of
their cities.
Better and healthy
infrastructure helps to
provides them services.
To provides feedback in
terms of quality,
services, behaviour in
effective manner.
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P4. Discuss how customer touch points towards customer view points.
Customer Touchpoint can be refers as contract between business or customer through E-
mail, call centre or websites etc. It also defines about interrelation of potential customer or
having involvement. The touch points cam be measure in Sketch Restaurant to making them
retain (Srivastava and Kaul., 2016). The touch points is referring gestures or certain aspect which
enhance different feels to clients about company. Through digital transformation, touchpoints
about companies have increased by following key building which increase customer experience: Effective Websites: Through the helps of technology development Sketch Restaurant
having authorised attractive online websites that allows to attract customer for checking
services. As customer touchpoints, they visits to company websites and explore the
services to gathered more information. Souvenirs: It is also another part of touchpoints for the customer, this is friendly
hospitality gesture that performed by Sketch Restaurant staffs and manager. The factor
of Sovenier is facilitate a small gift presentation to customer to make their experience
memorable.
 Greeting: By attain good greeting also act towards touch point for customer perspective
from company side. As Sketch Restaurant provides special greet their clients to give
flowers, happiness card and complementary services that create positive impression
within the respect to their clients. Furthermore, company enhance to allot customer a
feedback form where customer shares experiences and team of Sketch restaurant respect
their customer suggestions.
Task 3.
P5. Examine digital technology is employed in managing the customer experience within
services sector provides specific examples:
Customer Relationship Management (CRM)
According to this concept it refers as systematic tools and techniques which every
company involves as well as Sketch Restaurant utilised. Eventually, they are currently assorting
CRM practise to building relationship and interaction among users, consumer, employees,
colleagues along with better and effective suppliers. By facilitate towards good path towards
managing the internal and external relationship interaction between manager and customer.
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Customer Relationship Management system provides a platform to company where they majorly
collects valuable data to effective practise. Better customer support: The factor of customer relationship management system
supports to company which helps to their customer through better technology services.
Customers of Sketch Restaurant are expect to personalized support from their company
within 24 hours (Tung, Chen and Schuckert, 2017). CRM system of practise is having
good within fast technology in digital platform to increase the quality services for clients.
 Improve product and services: Customer relationship management system helps to
company for collect wide range of data information through various sources. This
practise only possible when development of technology which helps the company is
accessing information that relates with customer experience. In perspective of Sketch
Restaurant to better understand of weakness as per areas of development.
CONCLUSION
From above report of Managing customer experience has discussed in details about
customer profile and characteristics towards targets audience through target market
segmentation. To divided individual characteristic of individual customer such as age, gender,
income and occupation along with education ethnicity. Behaviour and attitudes are play
important role in different market segment of service sector and four factor of customer
engagement. Customer journey experience map different stages of that support better understand
of customer interact, Through touch points of customer enhance the presentation of service
promotion in online and greeting towards customer.
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REFERNCES
Books and Journals
Bilgihan, A., Kandampully, J. and Zhang, T.C., 2016. Towards a unified customer experience in
online shopping environments. International Journal of Quality and Service Sciences.
Bolton and et. al, 2018. Customer experience challenges: bringing together digital, physical and
social realms. Journal of Service Management.
Bustamante, J.C. and Rubio, N., 2017. Measuring customer experience in physical retail
environments. Journal of Service Management.
Deshwal, P., 2016. Customer experience quality and demographic variables (age, gender,
education level, and family income) in retail stores. International Journal of Retail &
Distribution Management.
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.
Hwang, J. and Seo, S., 2016. A critical review of research on customer experience
management. International Journal of Contemporary Hospitality Management.
Keiningham and et. al., 2017. The interplay of customer experience and commitment. Journal of
Services Marketing.
Kim, H.S. and Choi, B., 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.
Koetz, C., 2019. Managing the customer experience: a beauty retailer deploys all tactics. Journal
of Business Strategy.
Mohd-Ramly, S. and Omar, N.A., 2017. Exploring the influence of store attributes on customer
experience and customer engagement. International Journal of Retail & Distribution
Management.
Tung, V.W.S., Chen, P.J. and Schuckert, M., 2017. Managing customer citizenship behaviour:
The moderating roles of employee responsiveness and organizational
reassurance. Tourism Management. 59. pp.23-35.
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