You are working as an independent consultant of business and marketing and recently received the contract from restaurant or hotel of choice in LONDON. Following the decline in rate of consumer satisfaction and popular survey, restaurants or hotel would you advise CEO on consumer experience management for improving the experiment and satisfaction
Market segmentation definition and exploration of chosen hotel and restaurant use of individual features for aim of market segmentation.
Explain the significance of understanding wants, needs and preferences of target audience of chosen hotel.
Examining how the chosen restaurant may use behaviours of consumers and attitudes of various segments of markets for building trust and loyalty.
Review of various factors which drive and influence engagement of consumers of various target groups for hotel.
Evaluation of the range of target groups of consumer’s expectations and needs in context of engagement of consumers in chosen hotel.
Define consumer experience map.
Create the detailed consumer experience map which charts journey of consumer and examine the activities and action taken at each touch point for creation of opportunities of business.
Discussion and analysis of how the chosen hotel may use each touch point (which was identified in 8 point for influencing the behaviour, actions and responses for enhancing consumer experience.
On the basis of above scenario investigates impact of digital technology on management of consumer relationship. Explore how effective consumer experience management can maximize the consumer engagement.
Definition of the customer relationships management
3. Examine how digital technology is used in management of customer experience in chosen restaurant/hotel, giving examples of (CRM) systems
4. Critically evaluate the pros and cons of CRM systems used in chosen restaurant/hotel for acquisition and consumer retention.
5. Illustration of the customer service strategies in the chosen restaurant/hotel
6. Explain how customer service strategies in chosen restaurant/hotel may create and develop customer experience in the way which meets needs of consumer and needed business standards
7. Evaluate the delivery of customer service strategies and communication in chosen restaurant/hotel, by justifying and making recommendations for the improvement in developing the quality customer experience.
LO1 Explain the requirements and market segments expectations for service sector
LO2 Explore consumer experience map for creating the opportunities of business and use consumer touch point
LO3 Investigate impacts of digital technology in management of consumer relationship
LO4 Application of effective consumer experience management in the service sector for maximizing consumer engagement
P1 Explain value and significance of wants, needs and consumer preferences for service sector
P2 Exploration of the various factors which influence the consumer engagement of various consumer’s groups in the service sector
P3 Creation of the consumer experience map for service sector firm
P4 Discussion of how consumer touch points in overall experience creates opportunities for business
P5 Examination of how digital technology is used for managing the experience of consumer by providing specific CRM systems examples
P6 Illustration of consumer service strategies in service sector
P7 Demonstration of how the consumer service strategies develop consumer experience for meeting needs of consumers and business standards
M1 Review of how consumer engagement factors determining the strategies of consumer on boarding for various target groups in the service sector firm
M2 Creation of the detailed map of consumer experience which charts model of consumer journey and examine the actions and tasks taken at touch points for creating opportunities of business for service sector firm
M3 Evaluating how digital technology can be used for management of consumer experience in the dynamic CRM systems for effectively acquiring and retaining consumers
M4 Review application of strategies of customer service of service sector firm and make recommendations