INTRODUCTION
For an organisation it is essential to manage the customers in such a way that they become satisfied and feel joyful as a result their experience can be better. People have different desires and needs so it is necessary for the corporation to fulfil their wants as per the requirement. In this report chosen restaurant is Gymkhana and it is established in Landon. The objective of organisation is to manage the consumer experience by satisfying the needs of people. It discusses the following topics which are: various factors that drive & influence customer engagement, expectations and needs of market segments, the impact of digital technology, consumer experience map to create business opportunities. Apart from this report talks about effective customer experience management in the hospitality industry.
TASK 1
P 1. Value and importance of understanding the preference, needs and wants of target customers group
To analyse the desire and needs of people is difficult for an organisation because all persons have its own demand as per their taste and food habits. For a hospitality industry it is not an easy task to identify the desires of all consumers who visits in hotel and restaurant. Gymkhana can analyse the needs of customers with the help market segmentation and on the basis of it organisation can fulfil the wants of persons. It can provide the services to consumers as per their likes and dislikes (Wong, 2013). Gymkhana provides various services as per the needs and preference of people so consumers like to come in their premises. It targets various types of consumers such as business persons, gym inspector, disabled customers and hospital patients.
Questionnaire:
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Type of customer |
Different types of customer needs |
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Holidaymaker |
Pool services and transport facilities, |
Changing and nappy facilities, |
Meal at beaside and proper place to take food |
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Business person |
Separate room for business class persons, comgortable seat |
Proper space to pass between table, Charging point for phone |
Quality food and Wi- Fi facility |
|
Hospital patients guest |
Provide clean room for rest |
Purified water and Healthy food |
Proper information about calorie on menu. |
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Soft music |
Charging point for cell mobile |
Beautiful view from window |
|
Gymkhana targets consumers and always try to satisfy them by providing quality foods and better facilities as per their needs.
Holiday maker: Gymkhana provides the foods and other services to consumers as per the needs and demands and makes the services faster so that delivery can be reducing. It includes transport facilities, quality food, pool facility, nappy and cell phone charging facility etc. So it helps to develops faith and make strong relationship.
Business persons: Gymkhana provides better and quality services to its business class persons. It focused to satisfy the wants of consumers by providing excellent services to them and try to fulfil the needs of consumers. It provides facilities like : Wi- Fi facility, separate room facility, poolside services etc.
Hospital patient guest: Gymkhana always try to provide the services on the basis consumers demand and expectations. It focuses to fulfil the needs of persons who comes from varios cities from medical treatment. It gives facilities like: healthy and nutrision food, charging point facility and soft music (Peppers and Rogers, 2016).
TASK 2
P 3 Consumer experience map for a selected service organization
There are various things which can be used by Gymkhana to maximize its reach to the consumer and which are based on experience map.
Website: All companies have their personal websites which provides the information about organisation to consumers. Gymkhana has its own website which gives useful information about lactation, price, variety of products and other facilities. Customers can assess this and get the information which is essential for them. It also update its website so that new things can be communicate to the persons. It keeps many photos with it so people can through this and which insist them to visit the organisation once.
Telephone: It is useful for effective communication with the consumers. Gymkhana can provide relevant information to persons who make call to them and ask about some useful information which is essential for them to know. At the website of organisation it mention phone number so that customers can directly contact to restaurant and get relevant information according to their wants and desire.
Review sites: Gymkhana can get benefited from the review site because its consumers gives good comments on the basis of their experience. These sited can be use by an organisation so that persons can know the opinion of persons who have already got experience with the restaurant (Review sites. 2018). By looking these sites people is able to understand about the organisation and its products or services so on the basis of this they decide that they should visit to the restaurant or not.
Restaurant environment: It is essential for a company to develop healthy and cooperative environment which feel the person more positive and good. Gymkhana can make its environment better so that persons feel relax when they visit restaurant with their family members and friends. As a result more number of customers prefer to visit the organisation and it will improve the brand image and profits of Gymkhana.
Text message: Now a day’s most of the organisations are using text so that they can remain with touch to the consumers. Gymkhana is using text message to inform the customers about their new products or services, discount and special offers. It is an effective tool which is used by restaurant for its promotion and advertisement. Through it consumers can know the current trend of organisation (Lemon and Verhoef, 2016).
Restaurant staff: To get success it is important for an organisation to have best employees so that it can meet the demands of persons. Gymkhana has efficient staffs who can deliver the services as per the needs, demand and expectations of people.
E – Mail: It is used by organisation to communicate its message to the consumers so that they can know about the products, services, offers of company. Gymkhana is also using E- mail to inform to its customers so that they can know more about the restaurant.
Restaurant management: Restaurant management can be improve when all staffs will as per the roles and duties which is assign by the organisation. Gymkhana can enhance its management by delegates the task as per the skills of staffs (Kietzmann and Canhoto, 2013).
Paper mail: Gymkhana can use paper mail to convey its message to the consumers so that people can know about the products and services of organisation.
P4 Customer touch point throughout the customer experience create business opportunities
The customer touch point is refers to the point where customer and business interact each other and exchange information, make transaction and provide services. In today’s world there are various mediums in order to make analysis of business; these are online websites, e-mails, and social media. As these are platform where customers and business interact with each other and fulfil needs. Touch point is way to attract customers so that product and services of company can be sold to them. It involves before or after the buying of something from industry. The Gymkhana restaurant provide facilities before, during and after rendering services of restaurant.
These are services which Gymkhana can used in order to make touch point with people and then convert those people into their potential customers. The restaurant can use this kind of services in order to make touch point with customers. These touch points vary according to nature of business. As knowing about touch point is only half the battle. To improve customer satisfaction, one need to ensure that each touch point should leads to a good customer experience and meet their customer expectations. To know about touch points Gymkhana can set up feedback survey system at each major touch point or can set up customer experience management software also (Homburg and Kuehnl, 2017). The before purchase touch point can be used by Gymkhana are social media advertisement, during purchase restaurant can use its catalog or presentation of restaurant and after purchase is restaurant should take feedback regarding their services and food.
Direction Stage: This involves various stages which are evaluated as under:
Waiter makes eye: - contact with customers:
The eye contact is very important for every individual in order to deal with their visitors and customers. This shows the better interpersonal skills of waiter of Gymkhana and show professionalism among waiters of restaurant. An eye contact with customers is also helpful for waiter of Gymkhana in order to enhance their communication skills and boost their confidence (Florez-Lopez and Ramon-Jeronimo, 2012).To attract customers, waiters can deliver the services in very less time, it will be an aid for Gymkhana restaurant. Greeting and small talks by waiters plays an important role to create better image of organization. So here under by waiter can have conversation with their guest is discussed as under:
Waiter: Good Afternoon, Madam
Consumer: Good Afternoon
Waiter: What can I do for you madam?
Consumer: Do you serve Indian food ?
Waiter: Yes madam, we are specialist at Indian food
Consumer: Can I have chicken tikka masala?
Waiter: Yes of course, wait I am serving it
Consumer: How much money I am supposed to pay?
Waiter: 35 GBP
Consumers: Ok. The food was nice.
Waiter: Thanks Madam, Visit again.
The small conversation which takes place between consumer and waiter helps to improve overall experience of customers. As the small greeting and gratitude from waiter is very helpful in providing healthy and better environment of restaurant customers. And overall it is helpful in growth of restaurant.
TASK 3
P 5. Digital technology is employed in managing the customer experience within the service sector
Now a days it is important for an organisation to use digital technology so that efficiency can be enhanced and business operations can be performed smoothly (Dong and Siu, 2013).Gymkhana can use digital technology so its service delivery system can be fast. Restaurant can use virtual reality and artificial intelligence which can enhanced the experience of persons.
Answer of the questions are as given below:
- Black & White hospitality makes the presentation.
- Julian hook made the presentation.
- OPERA is a software programme.
- Key elements of their programme is link with: EPOS system, open table; book a table; etc, late room, reservation, housekeeping etc used by nearly all major four and five star hotels.
- Macro Pierre White Restaurant, Travelodge, Hilton International, IHG (Intercontinental Hotel Group) are the current consumers of organisation.
- They have doing business from 1970s (OPERA), 2014 (Black & White Hospitality).
- Organisation see these programmes developing in future on the basis of: new market entrants for example, Zonal EPOS system, increased functionality, further integration with guests, identify trends for example, afternoon tea is the new “ Lunch”, better analysis of feedback.
TASK 4
P 6.Illustarte consumer service strategies in context to specific services sector
It is essential for a hospitality industry to provide better consumer services to the people and its helps to maintain consumers engagement because huge number of persons will attract towards the organisation. Fast and effective services improves the brand image of business which bring success for company because it engage its guest and customers in business. Due to the healthy competition it is necessary for a corporation to deliver valuable services to the people so that their demand and needs can be fulfil. Gymkhana provides quality foods to its consumers and manager of restaurant makes effective strategies which brings better customer service (Dong and Siu, 2013). It helps to provide good experience to person which improves the consumers relationship with organisation. Strategies which can be used by organisation are as described below:
Deliver your promise: To provides the products on time is the responsibility of organisation and it should be deliver as per the specific time period. Gymkhana can provides goods and services at stipulated time duration so that it can match with the requirements of consumers. As a result customer feel satisfy and it improves the goodwill of restaurant.
Reward loyal consumers: Gymkhana provides royalty rewards to customers so that their experience can be enhanced with the organisation because of quality services. It provides various rewards to its regular consumers which includes combo offers, special offer, discount etc. It motivates the customers to visit the restaurant and take benefits of loyalty rewards. It makes the healthy bond with people. Students also ask for online assignment help from experts.
P 7. Consumer service strategies create and develop the customer experience
- Customer Audit Trail, Critical Observations
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Name of hospitality business |
Gymkhana Restaurant, London |
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Time & date of visit |
23rd of November 2018 |
First and ambience impression:
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Which things I find attractive or impressive? |
Which things were not good or up to the level of restaurant? |
What changes would I make if it would be my business? |
|
As the interior of restaurant which made first impression on me. Apart from this location is quite nice. |
They can make some improvement in their structure as it was not accordingly and it was unorganized also so they can keep it well organized. |
If it would my business than I would firstly make it well organized and would provide better sitting for customers. And I would use the theme concept for everyday in order to attract more customers. |
Tariff Board, Labelling and Signage etc.
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Which things I find attractive or impressive? |
Which things were not good or up to the level of restaurant? |
What changes would I make if it would be my business? |
|
Signage such as fire exit, no entry way. |
As there were no tariff board or any other large size board which displays the price and rates of all products of restaurant at one glance (Benhamza Nsairi, 2012). |
If it would be my business I would use tariff board and large size display which shows the prices of product to customers. And one can easily check out prices at one glance. |
Price:
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Which things I find attractive or impressive? |
Which things were not good or up to the level of restaurant? |
What changes would I make if it would be my business? |
|
Prices of food items are affordable for every customer so one can render services of restaurant. |
Some food prices are high according to their taste and delivery. (Clatworthy, 2012). |
I would focus on maintain affordable prices and good quality food to customers. |
Product range:
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Which things I find attractive or impressive? |
Which things were not good or up to the level of restaurant? |
What changes would I make if it would be my business? |
|
It has broader product range, one would have to visit many time in order to have all range of products. |
There is problem of cleanliness and number dustbin were not enough. |
I would focus on neat and clean atmosphere and will keep enough number of dustbin so consumer will through wastage in dustbin only.s |
Staff:
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Which things I find attractive or impressive? |
Which things were not good or up to the level of restaurant? |
What changes would I make if it would be my business? |
|
Staffs are good and provide quality and on time services to customers. |
As due to some lack of training staffs are not able to perform their task effectively and efficiently. |
I would employ some skilled and semi skilled staffs and will provide them training so that they can perform their duties and provide the services to customers.. |
Time:
|
Which things I find attractive or impressive? |
Which things were not good or up to the level of restaurant? |
What changes would I make if it would be my business? |
|
This is an imperassive thing that they do not delay in providing services to their customers. They provide it on time. |
Some services like table cleaning and setting up table for customers take time (Bagdare and Jain, 2013). |
I would try to employ more staff so that services can be delivered more promptly to customers.. |
Supplementary items:
|
Which things I find attractive or impressive? |
Which things were not good or up to the level of restaurant? |
What changes would I make if it would be my business? |
|
As managers were guiding their employee to deliver better and on time services to customers. |
It does not have any complimentary items for its customers. |
As I would provide the some complimentary drinks in order to make them feel refreshed. |
Payment:
|
Which things I find attractive or impressive? |
Which things were not good or up to the level of restaurant? |
What changes would I make if it would be my business? |
|
As restaurant accept the cashless payment so one does not need to carry more cash with itself in order to make payments. |
As they do not have proper digital payment methods so it needs improvements. |
I will accepts payments through both modes such as offline and online (Peppers and Rogers, 2016). |
CONCLUSION
From the above report, it has been concluded that managing the consumer experience is important for an organisation so that it enables to satisfy the needs of persons. Gymkhana provides quality products as per the desire of customers which improve the goodwill of it. Efficiency can be enhanced by using digital technology. Strong relationship can be develops by deliver best services to the persons and fulfil their wants.
Students also like to read: How Customer Experience is Important? - D&D London Restaurant
REFERENCES
Books and Journals
“Phil” Klaus, P. and Maklan, S., 2012. EXQ: a multiple-item scale for assessing service experience. Journal of Service Management. 23(1). pp.5-33.
Bagdare, S. and Jain, R., 2013. Measuring retail customer experience. International Journal of Retail & Distribution Management. 41(10). pp.790-804.
Benhamza Nsairi, Z., 2012. Managing browsing experience in retail stores through perceived value: implications for retailers. International Journal of Retail & Distribution Management. 40(9). pp.676-698.
Harris, L. and Daunt, K., 2013. Managing customer misbehavior: challenges and strategies. Journal of Services Marketing. 27(4). pp.281-293.
Clatworthy, S., 2012. Bridging the gap between brand strategy and customer experience. Managing Service Quality: An International Journal. 22(2). pp.108-127.
Dong, P. and Siu, N.Y.M., 2013. Servicescape elements, customer predispositions and service experience: The case of theme park visitors. Tourism Management. 36. pp.541-551.
Florez-Lopez, R. and Ramon-Jeronimo, J.M., 2012. Managing logistics customer service under uncertainty: An integrative fuzzy Kano framework. Information Sciences. 202. pp.41-57.
Homburg, C., Joziġ, 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.
Kietzmann, J. and Canhoto, A., 2013. Bittersweet! Understanding and managing electronic word of mouth. Journal of Public Affairs. 13(2). pp.146-159.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the customer journey. Journal of Marketing. 80(6). pp.69-96.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic framework. John Wiley & Sons.
Wong, I. A., 2013. Exploring customer equity and the role of service experience in the casino service encounter. International Journal of Hospitality Management. 32. pp.91-101.
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