Enhance Customer Experience- Duck & Rice

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:

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 consumers.

Value time: Now-a-days, time is precious for all the people. Duck & Rice restaurant should provide quick service means serve the food in shortest time which can make happy to customers and more and more customers attract towards their restaurant. They can also provide reservation facilities to their customers in holidays so they already know about the demands of customers and maintain their service facility in quick time.

All these factors should adopt by Duck & Rice restaurant for influencing and attracting the customers towards their restaurant.

TASK 2

P3. Customer experience map

Customer experience map is an activity of discovering that how new users and potential consumers feel for products and restaurants in hospitality industry. There are such elements in which customers can give feedback and their experience to the Duck & Rice restaurant and this restaurant also provide information to their customers in regarding their services and products such as mentioned below:

Restaurant management: Restaurant management include those people who control the all activities of restaurant and maintain them. Managers of Duck & Rice restaurants responsible for retain their customers by providing the good quality foods at reasonable price. If customers are satisfied with them then, their customer experience level is increased(Garg, Rahman and Qureshi, 2014) .

Website: This is an activity of attendant web pages considering complacent of web server, multimedia, domain name etc. Website can be accessible through an open net of internet protocol like internet and consistent resource protocol, private local network, that find the site. Websites can be of various kind like personal website, corporate website for a business, authorities websites etc. Websites are exercise for rendering especial information and news. Duck & Rice restaurant also rendering their own website for providing the information to their users. Consumers provide their experience of good and services on this site which is rendered by this restaurants.

Text message: Text message is a process of receiving and sending message by composing it. In this an individual send message to another individual and also receive from the same. Customers of Duck and Rice restaurant use this feature to give feedback them in both positive and negative manner and restaurant also provide information regarding special offers etc. to their customers by text message through phone.

Restaurant environment: Duck & Rice restaurant should have good environment in which customer can feel better and provide good feedback to them.

Telephone: Telephone is a device designed for the concurrent transmission and response of the human voice. The telephone is easy to operate, inexpensive and offers immediate personal communication. Customers of Duck & Rice also can share their experience via telephone to direct management of the restaurant(Homburg, Jozić, and Kuehnl, 2017).

E-mails: It is method of sharing the message via using electronic device such as laptop, mobile phone etc. Duck & Rice restaurant use this feature to take feedback from their customers. Customer also share their experience via E-mails.

Restaurant staff: It is necessary to Duck & Rice restaurant to have well-mannered staffs and workers in their restaurant who serve their customers in good way and make them happy. This improve the customers experience towards restaurant.

P4. Customer touch-point:

A business can interact with the consumers at many places and levels. These connections are required for a business to carry out their branding and marketing strategies and established their brand value. Consumer touch-points evaluation is essential for Duck & Rice restaurant to succeed as they are constitutional part for any action to take place. Customer touch points defines the element of interaction of the customer and brand. These interactions comes at several time and places. Brands lean to tap each point a consumer visit to achieve almost impressions and to complete strategical marketing goals(Yang, Liu and Li, 2015).

Components of customer touch-point:

There are several common customer touch-points which are mentioned below:

Social media: Duck & Rice restaurant touch customers through using social media in this they create customer touch-point via advertising of their restaurant by making their restaurant pages. In this, customers can see information about restaurant and get connected with them(Klaus, 2014) .

Advertising: In this Duck & Rice restaurant create advertising of their restaurant on TV, radio, newspapers, magazine etc. for send the information about their restaurant to the customers.

Community events: In this, when any community events are organised where many people are come to join event then, Duck & Rice restaurant can promote their restaurant in front of people and influence them.

Customer services: Duck & Rice restaurant can reach at customer touch-point by providing them better and effective services in their restaurant and influence them. So, customers convey about their services to other people and attract them towards this restaurant.

Customer assistant smiles at the customer:

Customer assistant is those who take and serve payment from consumers for purchasing the drinks and foods and greet with them. Here is small conversation between customer and counter assistant which are as under:

Customer assistant: Hello sir how may I help you?

Customer: I want you to help me with the selection of best non veg starter your restaurant serves.

Customer assistant: Black pepper mock chicken is the one you can try

Customer – Get me the same

Customer assistant – Ok sir thank you for your order.

All the above conversations show the communication between customer and counter assistant. Customer assistant should behave in polite manner so consumers can easily convey their problems and issues and assistant can solve them(Torres, Fu, and Lehto, 2014) . Are you pursuing your career in MBA? If yes, then our MBA Assignment Help UK is the best and affordable option for you to opt.

TASK 3

P5. Digital technology for managing customer experience:

Digital technology is used binary code for information. This enables huge quantity of information to be closed on little storage device which can be easily transported and preserved. Digital technology changed how individuals work, learn and communicate.

Customer relationship management defines to technologies, strategies and practices that business use to analysis and manage the consumer’s data and interaction throughout the life cycle of customers with the aim of improving driving growth of sales, helps in consumers retention and relationships of customer services. Systems of CRM of Duck & Rice restaurant compile the consumer’s data across various channels in which involve the telephone, direct mail, live chat, social media, personal websites, marketing materials etc. This system also provide the consumer-facing faculty elaborate information on consumers' purchase history, personal information, buying concerns and preferences(Lee and Kang, 2012) .

The Questions:

1. what the name of the organisation on which PPT was made?

Ans. Duck and Rice.

2.who made the PPT and what was name of this person?

Ans. Thomas Kim.

3.what was the name of software programme?

Ans. OPERA.

4.What was the key sections of their programme?

Ans. Links with: bookings.com, reservations, laterooms.com, housekeeping etc.

5.Name of their current consumers?

Ans: Hilton international, Travelodge.

6.How long have they been in company?

Ans: Late 1970s (OPERA).

7.How does the organisation view these programmes developing in the future?

Ans: Identifying trends, increased functionality etc.

P6. Customer service strategy:

An effective consumer service strategy is important to the development of the business. The strategy describe the standards of services and care which offers to the consumers and sets the parameters for meeting these standards(Lemon, and Verhoef, 2016). A customer service strategy plays an essential role in establishing the satisfaction of consumers in Duck & Rice and supporting the restaurant to retain loyal consumers and maximise the levels of business. There are some customer service strategy which are as follows:

Train workers in customer empathy: Consumers interactions are functional ones as well as emotional exchanges. So, Duck & Rice restaurant should provide to their staffs the tools to share a happy consumer's enthusiasm or decline the customer's frustration. When workers of this restaurant listen properly their customers then, customer satisfaction is increase.

Resolve the customers problems and issues: If managers and employees of this restaurant solve their customers issues and problems effectively and work on them then, customers truly satisfied with them. This customer service strategy is very useful this restaurant.

Deliver on promises: Duck & Rice restaurant should make complete their promises which is given to the customers. This strategy leads the customers' trust towards restaurant.

So, all these service strategy can increase the brand name of the restaurant. Maintaining well mannered staffs are very essential to the restaurant because they are the main part who deal with the customers. Customers provide their feedbacks to the restaurant in both positive and negative manner. So, this restaurant can improve their service quality and give their best to satisfying the customers(Peppers and Rogers, 2016)).

TASK 4

P7. Develop the customer experience

Customer Audit Trail, Critical Observations:

Name of hospitality business visited:	Duck & Rice restaurant, London
Time and date and of visit:	29th November, 2018

First Impressions and Ambience:

Things that I observed that were positive, or good ?	Things that I observed that were negative, or bad?	What would I change if this was my business?
Interior designs was awesome.	Very loud music which irritates.	There is need of soft music. I prefer to play soft and stress relief music.

Tariff Boards, Signage, Labelling, etc.:

Things that I observed that were positive, or good ?	Things that I observed that were negative, or bad?	What would I change if this was my business?
Properly provided the sign of green and red colour of vegetarian and non vegetarian foods(Shah, Kumar and Kim, 2014) .	Not hanging the boards of fire, danger, do not touch etc.	I prefer to provide proper sign board in which customer can easily understand.

Prices:

Things that I observed that were positive, or good ?	Things that I observed that were negative, or bad?	What would I change if this was my business?
Bar and disc facility is good and at reasonable price.	Some special foods and drinks are expensive.	I provide foods at affordable cost in which customers can taste all the types of foods.

Products range:

Things that I observed that were positive, or good ?	Things that I observed that were negative, or bad?	What would I change if this was my business?
They provided many options in vegetarian food.	Not providing the options in non- vegetarian foods.	I provide also many option in non- vegetarian foods. Because in present days non- vegetarian consumers are increase.

Staff:

Things that I observed that were positive, or good ?	Things that I observed that were negative, or bad?	What would I change if this was my business?
Many staffs members are here. For all table each worker is present.	There behaviour are not so good. Some times they was rude(Spiess and et. al., 2014) .	I'm provide well mannered staffs who treat employees in polite and friendly manner.

Time:

Things that I observed that were positive, or good ?	Things that I observed that were negative, or bad?	What would I change if this was my business?
Online delivery is very fast.	Take too much time in serving foods.	I'm recruit more chef who made food fast.

Supplementary Items:

Things that I observed that were positive, or good ?	Things that I observed that were negative, or bad?	What would I change if this was my business?
Bathrooms and sinks are clean and hygienic .	Wi-Fi, charging points are not available.	I'm provide best Wi-Fi network to the customers.

Payment:

Things that I observed that were positive, or good ?	Things that I observed that were negative, or bad?	What would I change if this was my business?
Online payment and cash payment is available.	Credit payment is not available so problems are arises.	I'm provide more and more of payments.

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CONCLUSION:

From the above given report it has been concluded that managing customer experience is very important. If customers are satisfied effectively then they give positive experience to the restaurant. It very essential to understand all needs, wants and desire of the consumers and fulfil them because customers are the main component of the business. Environment of restaurant should be effective because first impression is always last impression. Customer experience map are created in many terms via E-mail, text messages etc. in which customer can share their experience to restaurant. Customer touch-point is the main aspect in which which can be increase by satisfying them effectively which increase the brand name of the restaurant. For satisfied the customers in effective manner then customer service strategy is the best way.