Managing the Customer Experience


Customer Experience refers to the process with the help of which interaction in between organisation's products and customers is made good. With the help of this experience, customers makes their mindset whether satisfiable or not regarding the products and services of an organisation (Bharwani and Jauhari, 2017). The company chosen for the completion of this assignment is Global Buffet Restaurants. The company chosen for the completion of this assignment is JRC Global Buffet Watford which was founded in the year 2003 and is headquartered in London. The assignment will start with making its focus on importance of knowing customer wants, exploration of different factors influencing customer engagement, various customer engagement factors. In addition to this, it will also make its focus on the different target customer groups, customer experiences map, customer touch points, detailed customer experience map, influencing customer touch points, use of technology in managing customer experiences. Lastly, the evaluation of the use of digital technologies for managing customer experiences along with critical evaluation of advantages and disadvantages of CRM Systems which are used in service sector businesses for acquiring and retaining customers for long period of time.

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P1) Explanation of Value and Importance of Understanding Needs, Wants and Preferences of Customer Wants in  JRC Global Buffet Watford

Not only in the Restaurant Organisations but also in other organisations as well, customer plays an important role in ensuring proper growth and survival of the company. With the help of customers, it is possible to know about their needs, demands, tastes and preferences so that services could be made according to their suitability and customer could be attracted and retained with the organisation for a long period of time (Gruber and et. al., 2015). Focusing on customer's needs and preferences will also help the company to maintain a long term and good relationship with their customers. There are different demographics on the basis of which services are made available to customers as such on their age, gender, income and many more. The discussion of some of the important customer segments and their demands has been provided as under:

Type of customer

                     Different types of customer needs

Disabled customer

Menu in Brail

Sufficient space to pass between table

Access ramps

Hospital patients

Easy to eat food

Instant services

Nutritious food

Gym Instructor

Calorie information
printed on the menu

Nutritious food

Pool side services

So on the basis of above provided information, managers of JRC Global Buffet Watford could know about the needs and demands of their customers. Considering these three segments, the demand of disabled person, hospital patient, gym instructor. In the needs of disable person, ramp availability is important along with providing Brail menu for those people who are blind so that it could become easy for them to take move in the premises without any issues (Peppers and Rogers, 2016).

In addition to this, importance of considering hospital patients is also essential as good quality food is needed to be provided to them so that it could not impact negatively on their health. Gym instructors are also health conscious and this makes important for them to consider about their diets which should be nutritious. So working along with needs and demands of customers will help the company to provide their customers with the bets possible experiences and engage them with the organisation for a long perio

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