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Introduction

Customer Experience Management refers to the process undertaken by companies to organise and monitor interactions between the customers and the firm throughout customer life cycle. The main agenda of Customer Experience Management is to foster loyalty of customers and optimize their interactions. Customer-centric strategies are applied by the firms to manage customer experiences. The following assignment is based on The Wolseley, a restaurant situated in London, United Kingdom. It was established in 2003 and is considered one of London's most profitable restaurants. The assignment includes the explanation of needs and expectations of market segments in service industry and exploration of customer experience map to create business opportunities. It also includes effective customer experience management within the service sector business to maximise customer engagement.

TASK 1

P1. Explanation of the value and importance of understanding the needs, wants and preferences of target customer groups

For any service sector organisation, in order to sustain its position in such highly competitive market, must consider the wants, needs and preferences of the customers in order enhance the experience of these customers. Below are the needs of the customers who arrive at The Wolseley:

Questionnaire:

Types of customers 

Different types of customer needs

Holidaymaker

 

 Mobile, Telephone charging points 

Menu in three or more different languages

Wi-Fi

Disabled Customer

Menus written in braille

Sufficient space to pass between tables

Easy to Eat Food

Business Purpose

Wi-Fi

Attractive interiors

Private section of restaurants

As denoted in the questionnaire above, it is determined that various customers coming at The Woleseley have different needs. However, it is very important for the restaurant to ensure menus written in braille for blind customers. This is important as it would provide ease to the customers in choosing the type of food they wish to eat. It would also provide ease to the waiters in explaining them the ingredients and methods of preparing those dishes.

In addition to this, menus must be available in three or more languages for holidaymakers to accurately pick dishes which they wish to have. Customers of different nationalities prefer restaurants having menus in their national languages. This could be a wide advantage for The Woleseley.

Businesspersons must get a private section in the restaurants to conduct their formal lunch or dinner meetings. Such privacy would allow them to freely express their opinions on the issues they wish to discuss with each other. Moreover, such private sections would reduce unnecessary disturbance of other customers and could completely focus on their respected matters.

TASK 2

P2. Different factors that drive and influence customer engagement of different target customer groups

Restaurants need effective customer engagement practices to retain and expand its customer base. This is important in order to enhance profitability of the joint and to gain a competitive edge in the market. The business of restaurants heavily depends on their effective customer engagement. Restaurants must focus implementing those factors that could attract more customers towards the outlet.

There are different factors that drive and influence customer engagement of different target customer groups in The Woleseley which are discussed below:

  • Reputation of the restaurant: Reputation plays a very big role in establishing effective customer engagement for the firm. This is because people tend to trust restaurants which are renowned and well-accepted by the local people. The biggest factor that could develop customer engagement towards The Woleseley is the reputation of the firm. The restaurant is considered one of the finest restaurants in London and customers are well acknowledged about its status.
  • Quality of food: Another factor for customer engagement is the quality of food served by the organisation. No customer wants to step in a restaurant where poor quality of food is served. This is the biggest factor in developing customer engagement with the restaurant. The Woleseley, in order to  engage more customers in London, must continue to provide good quality food which fits the taste preferences of the general public.
  • Ambience: Customers prefer restaurants that have amazing ambience and it influences the behaviour of customers to a great extent. Good ambience attract consumers and effective and comfortable dining settings, appropriate lighting, favourable music and pleasant smell tend to increase the level of satisfaction of the customers with the firm. The Woleseley must focus on developing ambience that is favourable for its customers and according to their preferences in order to develop customer engagement with the firm.
  • Customer Service: The competence and capability of management of restaurant is effectively denoted by its customer service. Effective customer service, spontaneous assistance, proper attention and service speed help in building good customer relationships. Improving customer service would drive loyal as well as potential customers towards the restaurant. Customer service at The Woleseley must be effective enough to influence customers towards coming to the restaurant.

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