INTRODUCTION
Managing customer experience involves overseeing customer interactions through both physical and digital touchpoints to deliver a personalized experience that enhances brand image, boosts customer loyalty, and increases revenue. For a business organization, it is essential to effectively track and organize customer interactions to create a strong and memorable customer experience, which also helps distinguish the company from its competitors. In this context, Tandoor Chop House (TCH) in London, known for its blend of classic British chop house and North Indian communal eatery (Tandoor Chop House, 2019), serves as a prime example. This report delves into the requirements and expectations of customers that drive engagement, highlights the customer experience map that a company should consider to capitalize on opportunities, and examines the role of digital technologies in managing customer experience both effectively and efficiently.
TASK 1
P1 Define the value and importance of understanding the needs, wants and preference of target market.
To operate business activities and functions in line with customer expectations, it is crucial for a restaurant to stay attuned to emerging market trends and fluctuations that arise from customers' abilities, willingness, and desires. These factors are heavily influenced by income levels, demographic factors, and socio-cultural aspects. By assessing these customer factors, a restaurant can more accurately forecast sales and manage its operations to meet customer demands, leading to increased attraction to the restaurant's facilities and services (Baker, 2016). In the context of Tandoor Chop House restaurant, such assessments are instrumental in identifying customer tastes, preferences, and perceptions, enabling the restaurant to offer goods and services that result in high customer satisfaction. Additionally, incorporating tools like do my math homework can streamline various analytical tasks, allowing the restaurant to focus on crafting strategies that better meet the needs and demands of its target market. These advantages include understanding customer behavior, predicting trends, and enhancing overall customer experience.
- Organisational efforts for the assessment of customers demand and expectations towards the products and services that depends on their taste, preferences as well as income level which will assist them in accomplishing the high profits along with the customer satisfaction.
- This helps restaurant in ascertaining the appropriate placing and promotional strategies where they should provide their services with what kind of promotional tool in order to achieve high attention and interest of target customers (Cetin and Walls, 2016).
- It is also assist the restaurant in evaluating the consumers behaviour and attributes so that they can able to facilitates foods and services as per their demand and get huge amount of profitability.
P2 Explore the several factors which drive and influence the customer engagement.
Customer engagement defined as a emotional relations between restaurant and their guests. If a business organisation have extremely engages customer then they will support more like promoting brand image, high purchases as well as being loyal. To get a success in activities better quality of customer experience is required for the customer engagement strategy (Harmeling, 2017). Several elements are presents that have high impact on customer experience within the Tandoor Chop House restaurant such as: Accessibility that shows the easily availability of goods and services, Personalised which is associated to facilitates individualise services for each customers to increase their satisfaction, Navigation that are used to provide restaurant location accessibility without any problem, Convenience which shows the restaurant facilities in order to take guests and reach out at their destination. In addition, technologies has great impacts on the customer engagement as restaurant facilitate information towards the offers, coupons, vouchers, discount as well as packages that are given through text messages, email as well as so on.
Role of customers on boarding strategies in order to retain loyal guests
- Easy sign-up: It is related to the initial contact of customers along with the restaurant that needs to be simple through which customers can reserve their tables.
- Add social media links: This will create more awareness related to the Tandoor Chop House restaurant services and facilities.
- Reward loyal customers: It is associated with the several benefits that requires to be paid to regular customers or those who coming more than one time as in order to engaged more with Tandoor Chop House restaurant.
- Create an efficient billing system: It can be easy by making online payment facility such as debit and credit cards as well as online payments (Jaakkola, 2015).
Evaluation of the broad range of needs and expectations of target customers
Analysis of customers needs and expectations is required to do by all organisations that can be done through reviewing their feedbacks and questions. This will assist Tandoor Chop House restaurant to perform all activities in accordance of customers requirements that will impacts positively on the customer engagement.
Needs and expectations of different customers:
|
Target customers |
Requirements and expectations |
|
Teenagers |
They requires the source of entertainment like bars, pubs, theatre, attraction as well as events that they can experience by visiting the restaurant (Khan, Garg and Rahman, 2015). |
|
Professional |
These kind of customers require meeting room with projector, high speed broad band connection, refreshments during meeting, separate room for group discussion with lights and attributes. |
|
Families |
Free area for spending valuable time with family, family friendly theatres etc. |
TASK 2
P3 Create a customer experience map for a service sector organisation.
Customer experience map refers to the representation of customer journey that assist a business organisation to enhance the individual experience. This aids in determining the specific products and services of a particular brand should use in future or not (Lemon and Verhoef, 2016). Within the context of Tandoor Chop House restaurant. They puts high efforts to admit overall scenario related to customer demands and expectations and prepare appropriate plan in accordance with it. In addition, they give high emphasised on facilitating effective training and development programmes to their workers in order to increase the customer experience.
|
Pre visit |
During visit |
Post visit |
|
|
Touchpoints |
During this stage, customers will make sure the services effectiveness of restaurant by gathering and knowing all information by using advertisement as well as websites. |
After knowing about the services and ascertain informations customers select the restaurant and can get the management guidance of a particular restaurant that will makes high efforts for making their restaurant journey better by facilitating a wide range of services. |
It happens after rendering the services of restaurant that enables them to provide review and feedbacks towards the restaurant and its services. |
|
Thinking and feeling |
In this, customers decide to make a booking after knowing the reviews and ratings after that compared it with others restaurants on the basis of their prices, services as well as facilities. |
Different features will experienced by the customers during visit such as managers behaviour, facilities and services delivering, environment or infrastructure of restaurant that can act both Positive as well as negative feelings among visitors. |
During this stage, customers get after visiting services where they able to gained a valuable experience and value for their money services that facilitates a satisfied experience. |
|
Ideas for improvement |
Restaurant requires to easily booking from company's websites, speedy online payment facility as well as deliver better services to their guest. |
In this appropriate training must be provided to the staff members in order to fulfil the adverse demand of their guests (Pizam, Shapoval and Ellis, 2016). |
It requires to supply consumers with complementary gifts so that they gain best experienced ever. |
P4 Explain how touch points create such opportunities throughout the customer experience.
The touch point of customers refers to the several phases while a customer make interaction along with the restaurant in order to analyse the services. It also defined as a customer journey that begins with the pre availing services, during visit and after rendering services. For this, a company emphasised on using digital media technique to make connections with several customers or guests.
- Social media: this is essential tool that can be used by Tandoor Chop House restaurant to snatch high range of customers interest and attraction. This channel includes Facebook, Twitter etc. that will enables a restaurant to update current information about the workplace that includes images, reviews, activities or events etc.
- Websites: It facilitates the detail understanding and description towards the Tandoor Chop House restaurant. For instance: customers can acquire inclusive informations towards the restaurant's likes, reviews, services of guests who has used all those things previously (Shea, 2016).
- Review sites: Before selecting a restaurant customers gone through many social sites to know the detailed information about Tandoor Chop House restaurant. It is necessary for the management of this restaurant to facilitates better services in order to get effective and positive reviews by the customers that helps to attract large number of customers.
TASK 3
P5 Define how digital technology is employed in managing the customer experience.
Digital technology refers to devices, tools, and systems that operate electronically and are used for creating, storing, and processing data. Examples of digital technologies include mobile phones, online games, social media networking, and multimedia (Tseng, 2016). To build effective relationships with its target market, Tandoor Chop House restaurant employs various tools such as Opera and ECRM hospitality software, which help in gathering customer information and providing quick responses. Additionally, utilizing a plagiarism checker tool ensures that all content and communications maintain originality and integrity, further enhancing the restaurant's digital strategy.
Importance of digital technologies in developing a customer relationship:
- Easy to understand: Through the appropriate digital technologies Tandoor Chop House restaurant can gives clear information to their target customers that will enable them to encourage the large number of customers as well as create effective relationships with them.
- Clear view about their customers: By developing existing technologies Tandoor Chop House restaurant can analyse customers purchasing behaviour, taste, preferences, demand etc. so that it helps in future planning in an ordinary and effective manner.
- Record customer data: Use of digital technology in restaurant have a high importance as it assists them to collect and record customers informations that contains previous records and data that provides a clear understanding towards the likes, dislikes as well as many elements of customers.
Customer relationship management system
It considered as a effective tool that are in used by the manager of Tandoor Chop House restaurant in order to manage the effective relationships with their customers as well as will keep aware themselves towards the customers requirements that are helps in operating and managing business activities as per their expectations that will produce a profitable results along with better customer's relationship (Wirtz and Jerger, 2016).
Types of CRM system
- Operational: It is associated with the front office activities that is responsible for interacting with their customers towards the assessment of their needs and expectations by using effective channels such as mobile, fax as well as email.
- Analytical: It assists with the many departments such as marketing, sales as well as customer services in order to serve customers in a better way by facilitating appropriate information. As it is reliable to collect data through touchpoints towards the customers purchasing behaviour, profitability customers as well as target markets.
- Collaborative: It shows a collaboration along with customers, partners as well as suppliers to improve customer experience as well as profitability. It is utilised in order to enhance the service quality in order to satisfy the customers needs and expectations.
Characteristics of CRM system
- Customer satisfaction: It is a crucial aspect of customers that reflects the satisfaction level of customers towards the restaurant services so that they can understand plans as well as strategies directions as they are going in a correct way or not.
- Customer conflicts: It considered as a customer dissatisfaction towards the restaurant services which might happen due to the misunderstanding that requires to be solved within a specified period of time.
TASK 4
P6 Illustrate customer service strategies in a service sector.
Customers plays a significant role in all business organisation of hospitality industry as it helps in enhancing the growth as well as success of the restaurants. Tandoor Chop House restaurant gives more focus on facilitating satisfactory services to their customer's so that they can gain high competitive advantages. It requires to formulate appropriate strategies and practices that can gives attractive and satisfactory services to guests. Some stages are needs to be followed by Tandoor Chop House restaurant to make effective strategies.
- Assessing the market needs: It is defined as evaluation of the needs and wants of customers in hospitality industry as it influenced strategies of customer services. There are many elements are includes such as: Urgency that describe how services of restaurant are effectively rendering to their customers for gain their satisfaction. Cost of customer acquisition will assist businesses in deciding restaurant's expenses that they have spend on promotional as well as advertisement to gain a large base of customers. Market size refers to the impacts of strategies related to customer services such as a restaurant thinks to cover global market as it requires online presence as the many people are easily access on this regarding their services and facilities. Uniqueness of products and services assist restaurant in taking a competitive edge within the market. Market speed refer to the time period for implementing the strategies to provide high satisfaction as well as increase profits also.
- Experience mapping: It is related to the customers perceptiveness that will help restaurant's in ascertaining the touch points, opportunities as well as formulate effective strategies to make some innovative alterations. Within the context of Tandoor Chop House, restaurant must know about the target markets and interview best customer's to understand the thinking as well as opinions of customers towards the services. In addition, consideration of customers improvement and need must be made easily and quickly as it minimise the conflicts as well as facilitates better experience to guests. All touch points are required to examine by the restaurant to make appropriate alterations in existing strategies (Calder, Isaac and Malthouse, 2016).
- Touch point analysis: It refers to the set of channels that are used for customer interactions in a restaurant that might be make or destroy the company's image as it helps them in analysing the views of guest related to the experience as well as provides opportunities to enhance experience. As it reflects the pre visit that arise when a customer gone through from the websites before booking a restaurant by viewing reviews and feedbacks. During stay, services are facilitated to the customers that will become their touch point. After stay, online and effective billing system and thanks giving consideration is a touchpoint.
There are the explanation of some strategies for customer service management that can be adopted by Tandoor Chop House restaurant to enhance the relationships with customers:
- Create a customer service vision: To attract a large number of customers attention and interest an organisation must require a clear vision as well as mission to provide a better quality of services or some value added services to guest. Foe example: This will assist the Tandoor Chop House restaurant to accomplish goals and objectives such as by facilitating quality services to their guest who are visiting restaurant.
- Access the customers need: By examining the customers expectations a business organisation will be capable to treat customers accordingly that will give huge benefits. For example: Restaurant use touch points that will provide detailed information towards the customer expectations so that they can facilitated appropriate strategies by adopting required alterations.
- Recruit right candidate: Employees are crucial for facilitating services to the customer as it is necessary for Tandoor Chop House restaurant to hire talented and skilled persons to facilitates impressive services and resolve all issues appropriately. For example: staff have better interpersonal skill and experience that can give appropriate personalisation services that results in high customer satisfaction.
- Attend to negative reviews: By examining all negative aspects and reviews many problems can be destroyed from its roots. For example: Tandoor Chop House restaurant use social media to know negative feedbacks that are given by customers and implement and brings required changes to get high growth and success.
P7 Demonstrate how customer service strategies create and develop customer experience.
Effective strategies attract large customers and influenced their decisions as it helps in retaining their interest and attention. The main purpose of this is to engage more consumers through applying digital tools and systems. Tandoor Chop House restaurant conducting appropriate market research to analyse the customers needs and expectations so that they can perform their business activities as per their requirements (Harmeling, 2017). This helps in formulating effective decisions and satisfy the customers needs. It is essential for restaurant to make its content and information according to the changes that should facilitate services and facilities to clients according to the market trends. All these helps Tandoor Chop House restaurant in order to achieve positive brand value as well as profitability.
Recommendations
- Tandoor Chop House restaurant does not only focused on collecting feedbacks but also facilitates some constructive changes. This will help in remaining a good as well as strong brand position in the market.
- Latest technologies required to considered in an organisation for providing a better quality of services within a specified period of time.
- Tandoor Chop House restaurant require to facilitate appropriate customer care services to their clients in order to handle their grievances as well as issues. This will shows a clear picture to the guest of restaurant.
CONCLUSION
It has been concluded from the above report that managing a customer experience is essential within the hospitality industry to get high customer satisfaction and profits. The success of business depends on maintaining effective relationships with guest and facilitated appropriate strategies. In addition, the restaurant management require to implement drastic strategies to enhance the customer experience at every touch points so as to develop and maintain effective relationship with their customer's as well ad get huge recognition and profits.
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