MKT 323 Customer Experience Management

Organization Selected : Harvester restaurant
Brief :

Unit learning outcome

LO1 Explain the needs and expectations of market segments for the service industry.

LO2 Explore the customer experience map in order to create business opportunities & optimise customer touch points.

Brief and Guidance


You are working as an independent business and marketing consultant & have received a consultancy contract from the restaurant or a hotel of your choice. Following a decline in customer satisfaction rate in the current and popular survey, the restaurants would like to advise the CEO on customer experience management in order to improve customer experience & customer satisfaction.

What you are required to do: select a restaurant or a hotel that operates in London. The assignment needs you to work independently to get a report. There are the following points which must be covered in this:

  • An introduction of the report
  • Define of the market segmentation and explore the selected company and use its characteristics for the purpose of market segmentation.
  • Explanation of the importance of understanding the needs, wants and preferences of target customer groups of chosen hotel.
  • Examination of how your selected hotel can use customer behaviour and attitudes of different market segments to build brand loyalty and trust.
  • Review the various factors which drive and influence customer engagement of various target customer groups within the chosen restaurants.
  • Evaluation a broad range of various target customers group's needs and expectations in terms of customer engagement of chosen restaurants.
  • Explain the customer experience map.
  • Creation of detailed customer experience map which charts the customer journey model and examination of tasks and actions which could taken as the customer touch point to create business opportunities of your selected restaurants.
  • Analyse how your selected hotel can optimise each of the customer touch points in order to influence the behaviour, responses and actions of the customers to enhance customer experience.
  • Conclusion of the report.



The submission is in the form of a report. This should be written in a concise, formal business style using single spacing.

Unit Learning Outcomes

LO3 Investigate the impact of digital technology in customer relationship management.

LO4 Use effective customer experience management within a service sector business in order to enhance customer engagement.

Brief and Guidance


Based on the same scenario used in assignment 1, analyse the impact of digital technology in customer relationship management. You also need to analyse how effective customer experience management can maximise customer engagement.

This report will include the following:

  • Introduction of the report
  • Definition of customer relationships management
  • Examination of how digital technology is employed in managing the customer experience within your selected hotel, with the help of example of CRM systems.
  • Evaluate the benefits and drawbacks of CRM used in chosen hotel for acquiring and retaining customers.
  • Illustration of customer service strategies in chosen hotel.
  • Explain how customer service strategies in the hotel can create and develop a customer experience in a way which meets the needs of the customer and needed business standards.
  • Evaluate of delivery of customer services strategies & communication in he given restaurants, justifying and making valid recommendations for further improvement to have quality customer experience.
  • Conclusion of the report
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