INTRODUCTION
Managing customer experience is the process of reacting and designing to consumer’s interactions to exceed and meet expectations of consumers and hence, maximise the consumers loyalty, advocacy and satisfaction. To maintain the consumer experience a hospitality industry requires to develop a consumer-centric plan that cover all interactions. For creating effective and best client experience they should be understanding their consumers, create with them emotional connections, develop the customer vision, capture consumer’s feedback etc. In this report chosen restaurant is Duck & Rice who deals in hospitality industry(Bilgihan, Kandampully and Zhang, 2016). This restaurant is situated in London, UK. This report is inclusive of value and importance of user’s needs, wants, and preferences and different factors that drive and influence the customers. They create the consumer experience map and how consumers touch-point throughout the customer experience create business opportunities. In this also include that how digital technology is employed in managing the consumer experience. At last include customer service strategies and how user service strategy creates and develop the consumer experience in a manner that meet the demands and needs of the consumers.
TASK 1
P1. Value and importance of understandings the needs, wants and preference of target groups:
Understanding and knowing consumers wants is the centre of all successful business. Each company wants a reason for its consumers to purchase not from their challengers but from them. When Duck and Rice restaurant more know about their consumers then more effective their marketing efforts and sales will be. They can learn an effective deal about their consumers by convey and asking them that why they are purchasing and not purchasing, what they want to in future, and what others taste and desire they have. These all are the main things which should know Duck & Rice restaurant.
Wants, needs, taste, preferences are the main aspects of the market and these aspects help them to talk effective decision for satisfying the consumer’s needs. This restaurant must know about all the aspects to determining the target market. Consumers demands and needs are inter linked with each other and leads as per their ability and requirements(Blázquez, 2014). Duck & Rice set a parameter and do process step-by-step for target the customers and know about that how develop consumer profile. In hospitality industry, managers of this restaurants must know about their consumers demand for increase their restaurants value such demands:
- To increase revenues and sales volume.
- To promotion of the product and services.
- To know target segmentation and consumers.
- To know consumer's ability to purchase the products.
- To predict sales in a target market.
There are various types of needs of different customers which are mentioned below:
| Different customers | 1st need | 2nd need | 3rd need |
| College students | Space to work. | Wi-Fi. | Comfortable sofas to sit on. |
| Pop star | Healthy drink | Live music. | Luxurious foods. |
| Teenagers | Low budget food. | Loud pop music | Fast food. |
College students: Students are those who learn and doing their education from any college and institutions. So it is important that proper space of work is available, WI-Fi connection etc. are available for them in Duck & Rice restaurant.
Pop star: Pop star is a famous performer and singer of pop music. So, Duck & rice ensure that proper music facility is provided to them and availability of luxurious foods.
Teenagers: A teenager is a person and teen who are under the age of thirteen to fifteen years. So staff of this restaurants should be providing low budget foods and proper loud music for them(Cetin and Dincer, 2014).
P2. Different factors that drive and influence customer engagement:
It is important to any business to attract their customers towards them in which they provide customer satisfaction. Duck & Rice restaurant should make strategies and process to influence their customers towards their restaurant and target the new customers and market. There are some factors in which this restaurant can influence and attract customers that are as follows:
Best pricing strategy: Duck & Rice adopt effective pricing strategy in which they charge normal and affordable price of goods from their customers. They also provide customised pricing strategy for some customers whose demands are special, for them they charge high prices. So, all this can influence the customers.
Good quality food items: This restaurant provide good and best quality food items to their customers. They only serve fresh food items which influence the customers towards their restaurant. Because customers are health conscious now-a-days and they don't take risk for their health. So, its an advantage for Duck & Rice restaurant because consumers wants to eat only fresh and healthy foods.
Well mannered and informed staff: It is necessary to restaurants to have well mannered staffs and workers in their restaurant who are serve their customers in good way and make them happy. Duck & Rice restaurant should have good mannered workers who know about all the information regarding foods and their restaurant and have a good manners to treat the customers and make them happy(Fatma, 2014). This factor mainly influence the customers towards them.
Diversity in menu: Diversity menu means many variety of food items in which customers choose many foods for eating. Duck & Rice restaurant give many option in their food items such as pizza, French fries, Chowmein, burger, salads, full plate of daily foods, ice-cream, non-veg, soft drinks etc. They also provide special Foods such as Italian food, Chinese food, Indian foods etc. which attract the large numbers of
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