Answer:
Introduction
The study deals with explaining the concept of Customer Experience Management by citing real-life experiences (Zolkiewski et al., 2017). Here, I would like to take two services where once I was happy with the services provided by Restaurant A and not at all satisfied with other services that provided by Restaurant B. I am taking two Restaurant A and B that I visited during last weekend (Restaurant A- First weekend, Restaurant B – Second weekend) with my family and friends to spend quality time and have nice food. This study properly explain both the experiences that I gained by visiting two restaurants with the help of Proto-persona diagram. In this diagram, each quadrant signifies attributes or concern to make the situation understand in better form.
Proto-persona diagram to illustrate yourself relative to the component with poor experience
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Identification of 2 most significant pain points
The two significant pain points are already highlighted by me in the diagram where I faced problem when I visited Restaurant A. I would like to highlight the entire process in detail where in each step, there was mismanagement and miscommunication within the staff members and restaurant manager that made me feel uneasy at the end. I ordered pasta for myself and found that it was not cooked properly. I immediately asked to change it as it was awful in taste and served in dirty plates as well. I called the manager of that restaurant and I found that he showed no interest to listen to my complaint and started arguing with me. This was not the end, while paying the bill; I was harassed by the person who was sitting at the bill counter. They had taken extra charges for same dish all over again. I ordered single pasta for myself and they deducted money of 2 pastas. On telling the fact, they were not showing any interest to listen to me. Overall, the experience with Restaurant A was too bad and I will never recommend any friends, family and relatives to visit this place. I have even decided to write negative feedback in the websites that will make other customer aware that they serve bad service that is acceptable as we are paying lot of money for the service.
This restaurant needs to adopt CEM concept so that they understand the needs as well as expectations of the customers (Verleye, 2014). After implementing CRM concepts, the restaurant should make an effort to maintain lasting customer relationships by adopting various complimentary approaches. The other way is to capture and distribute that service what customer actually expects from a restaurant. These CRM applications will benefit Restaurant A when they will start making an effort to get information from the customer and then serve them better by working upon the negative feedback (Raju & Walavalkar, 2017).
Proto-persona diagram to illustrate yourself relative to the component with positive experience
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CEM concepts at the time of discussing
The two positive pain points that I was happy about when in visited Restaurant B was the person who welcomed me when I was about to open the door. The greeting was so warm and friendly that I was impressed in the initial process before checking the food and menu also. The staff members were so energetic and showed interest to help me out with the selection part as I visited that restaurant for the first time and had no idea which is their specialty. The staff member had proper understanding with the menu and the ingredients. He made sure if I had any allergic to specific ingredient and made the recommendations according to that. I was impressed by his communication skill where he properly dealt with entire menu selection part in ease manner by giving sufficient time to us. After that, coming to the food part, it was awesome in taste and served in such as nice way. I was so happy with the overall experience at Restaurant B that will recommend all my friends, family and relatives to visit once and get the best service possible. I even want to write positive comments and feedback about this restaurant as they have made me happy with each single process.
This restaurant had adopted Customer Experience Management seriously where they had conducted research on what are the expectations of the customers when they visit a particular restaurant (Peppers & Rogers, 2016). They had even recruited staff members and trained them well how to deal with the customers. These things had made me happy and satisfied with the service provided by Restaurant B.
Comparing and contrasting the two experiences
I would like to compare between two experiences in consecutive week where one service had made me happy and other one sad. My thought process as a customer is to get the best service available as I am paying a price for it. Bad service will automatically spoil my mood. In the first weekend of the ongoing month, I visited Restaurant A where I had bad experience. I visited that place with my family. The next weekend, I visited Restaurant B where I had positive experience. I visited that place with my family. As I am very much happy with the service provided by Restaurant B, I would definitely take my family to that place and spend quality time with them by eating delicious food items.
Conclusion
At the end of the study, I would like to concluded by saying the fact that restaurant should make sure that their customers are happy and satisfied after availing services from them. One bad experience can hamper the productivity and profitability of the restaurant on large scale. It is important to be careful at the time of recruiting staff members and train them according to what customer expect by applying Customer Experience Management.
References
Arkadan, F., Macdonald, E. K., & Wilson, H. N. (2017). Customer Experience Management Practices: A Systematic Literature Review. In Creating Marketing Magic and Innovative Future Marketing Trends (pp. 1361-1361). Springer, Cham.
Grønholdt, L., Martensen, A., Jørgensen, S. & Jensen, P., (2015). Customer experience management and business performance. International Journal of Quality and Service Sciences, 7(1), pp.90-106.
Homburg, C., Jozi?, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401.
McColl-Kennedy, J.R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z.J., Perks, H. & Friman, M., (2015). Fresh perspectives on customer experience. Journal of Services Marketing, 29(6/7), pp.430-435.
Peppers, D. & Rogers, M., (2016). Managing Customer Experience and Relationships: A Strategic Framework. John Wiley & Sons.
Raju, J.K. & Walavalkar, D., (2017). Customer Experience Management-the Mantra for Success. Ushus-Journal of Business Management, 5(1), pp.1-8.
Verleye, K., (2014). Designing service interfaces for customer engagement in the creation of value. In Customer experience management: Enhancing experience and value through service management (pp. 73-97). Kendal Hunt Publisher.
Zolkiewski, J., Zolkiewski, J., Story, V., Story, V., Burton, J., Burton, J., Chan, P., Chan, P., Gomes, A., Gomes, A. & Hunter-Jones, P., (2017). Strategic B2B customer experience management: the importance of outcomes-based measures. Journal of Services Marketing, 31(2), pp.172-184.
