Unit 2 Managing the Customer Experienc
Introduction
The aim of this unit is to provide students with background knowledge and understanding of how hospitality businesses manage the customer experience from the initial needs analysis through to after-sales follow-up. Reflecting modern business practices, the assignment tasks do not rely solely on written and presentational activities. They are therefore reflective of the blended learning that students have undertaken during their time at Nelson College London.
During the unit, students will have learned to map the journey that a customer makes through a hospitality business, identifying crucial touch points and recognising how these touch points can be managed to optimise the customer’s experience.
Students will also have considered how technology is changing the way customers interact with hospitality businesses and how digital initiatives should complement existing customer journeys whilst recognising that online and offline consumers are distinctly different.
This assignment will allow students to demonstrate this knowledge, to show that they know how to provide customer service both within businesses and services, and online contexts, to meet required standards. Students will be able to use this knowledge in the workplace to ensure exemplary customer service within their organisation.
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Assignment – Part One (LO1) – Comparative Analysis of Two Hospitality Organisations in UK |
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Submission Format and Guidance |
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The submission of LO1 will be in the form of a Comparative Analysis of the service experience two hospitality organisations of your choice in the UK. This task will be undertaken individually. The comparative analysis would incorporate only LO1 section of your assignment and will be submitted together with the report for LO2, LO3 & LO4. Your lecturer will provide additional detail and guidance on this. The analysis should be written in a concise, formal business style using line spacing of 1.5 and the Arial font, sized to 12. You are required to make use of headings, paragraphs, subsections, and illustrations where appropriate. Your sources must be referenced using the Harvard Referencing System. |
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Assignment – Part Two (LO2, LO3, & LO4) (Report) |
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Submission Format and Guidance |
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The submission of LO2, LO3, and LO4 will be in the form of a Report. This task will be undertaken individually. The report must include research undertaken, tables, graphs, sub-headings where possible, and good structure. Your lecturer will provide guidance during class. The report must be written using appropriate format, sub-headings, sub-sections, 1.5 line spacing, Arial font, sized 12. Sources used in your report must be referenced using the Harvard Referencing System. The recommended word limit for your report is 2,500 – 3,000 words, however, exceeding the limit will not result in a penalty. The comparative analysis and report should be submitted as a single document; this should be uploaded to the Assignment tab of the VLE. |
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Unit Learning Outcome |
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LO1 Explain the needs and expectations of market segments for the service industry |
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Scenario and Activity (LO1) |
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The hospitality industry in the United Kingdom is represented by the country`s hotels, pubs, restaurants, tourism companies, and tourist attractions. The market size of the United Kingdom`s fast food and takeaway industry stood at £22 billion in 2023. The industry`s market size has fluctuated over the last decade, growing tentatively until 2020 before falling in 2021. Since then, the growth has been steady and was forecast to increase by a further £400 million in 2024. (Watson et al 2024; Statista, 2024). As a customer service manager of one of the UK most well-known hospitality companies, your job description states that your role requires you to see that the needs of all customers are met, indeed exceeded considering the competitive business climate, and the exceeding high customer service expectations from customers. You have decided that your first task is to ensure that the customer service teams across the restaurants chain understand the different needs and expectations of different customer types might be. On the basis of the scenario, undertake a comparative analysis of two hospitality companies of your choice in the UK in reference to learning outcome one. In your comparative analysis, you should:
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Unit Learning Outcomes: |
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LO2 Explore the customer experience map to create business opportunities and optimise customer touchpoints LO3 Investigate the impacts of digital technology in customer relationship management LO4 Apply effective customer experience management within a service sector business to maximise customer engagement |
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Scenario and Activity: (LO2, LO3 & LO4 – Report) |
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With the evolving customer experience in the current business climate, many, if not all the restaurants are now utilising digital technology, social media and touchpoints to attract customers. Select one of the hospitality companies used earlier and write a report which will explore the impact of the customer experience map, digital technology, and effective customer experience management within the sector. In your report, you should:
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Submission Instructions:
Appendix A: Plagiarism and Collusion
Students are referred to the College’s policy of Plagiarism and Collusion, as detailed during interview and induction and as included in the Students’ Handbook. Students are reminded that persistent offences in this area will result in the student’s termination
Any act of plagiarism and/or collusion will be seriously dealt with according to the regulations. In this context the definition and scope of plagiarism are presented below:
“Using the work of others without acknowledging the source of the information or inspiration. Even if the words are changed or sentences are put in different order, the result is still plagiarism”. (Cortell, 2003) .Collusion is the submission of work/assignments produced in collaboration with another student or students. Where one person shares his/her work with others who submit part or all of it as their own work, then the incidence of collusion is established. Collusion does not apply to group work, but only amongst members of the same group – two separate groups, using the same content, or partial content, will count as collusion.
Appendix B: Harvard Referencing System
Any information that is not yours needs to be referenced or else turns to be plagiarism.
The authors and publication information cited within the main body of your work must be listed in the reference list. For example:
Bell, J. (1999) ‘Doing your research Project’. (3rd Ed) Buckingham: Open University Press.
According to Bell (1999), as you write up your research you will use a citation to indicate in your text the source of a piece of information.
Detailed guidance on the Harvard Referencing System (HRS) is available on the Virtual Learning Environment (VLE). The Harvard System of Citation requires you to acknowledge certain information, which is mainly the surname and year of publication within the text.
Recommended resources
Textbooks and Journals
Watson, A., Perrigot, R. and Dada, O., 2024. The effects of green brand image on brand loyalty: The case of mainstream fast food brands. Business Strategy and the Environment, 33(2), pp.806-819.
BARROWS, W., POWERS, T. and REYNOLDS, D. (2021) Introduction to Management in the Hospitality Industry. 10th ed. Chichester: John Wiley and Sons.
BUTTLE, F. (2020) Customer Relationship Management: Concepts and Technologies. 3rd ed. Oxford: Routledge.
GOODMAN, J. (2015) Strategic Customer Service: Managing the Customer Experience to Increase Positive Word of Mouth, Build Loyalty, and Maximize Profits. Maidenhead: Amacom.
GRONROOS, C. (2015) Service Management and Marketing: Managing the Service Profit Logic. 4th ed. Chichester: John Wiley and Sons.
Explain the value and importance of understanding the needs, wants, and preferences of target customer groups for a service sector.
https://www.statista.com/statistics/1282676/fast-food-and-takeaway-industry-market-size-uk/
Websites:
- www.cca-global.com
- CCA Global Research, publications (General Reference)
- www.mckinsey.com
- McKinsey and Company: The expanding role of design in creating an end-to-end customer experience (Article)
- www.opentext.com
- Global Customer Service EBook (General Reference)
Example Answer
LO1 Explain the needs and expectations of market segments for the service industry
Explain the value and importance of understanding the needs, wants, and preferences of target customer groups for a service sector.
Introduction
The hospitality sector in the United Kingdom is evolving fast, with businesses under constant pressure to deliver unforgettable customer experiences. As competition gets tougher and customer expectations rise, understanding what different types of customers truly want is no longer optional—it`s essential. This analysis compares how McDonald’s UK and Nando’s UK approach the needs, wants, and expectations of their unique customer groups, and how that shapes their engagement strategies and customer onboarding processes.
1. The Value of Understanding Customer Needs, Wants, and Preferences
Knowing your customers is like having a secret recipe—it helps you serve exactly what they crave. In the hospitality space, especially fast food and casual dining, understanding customer needs means recognising what brings people through the door and what makes them come back.
- McDonald’s UK focuses on speed, value for money, and convenience. Their main customer group includes young adults, families with children, and busy professionals who want quick, affordable meals.
- Nando’s UK, on the other hand, appeals more to social diners—typically younger people and students who value flavour, casual vibes, and group-friendly spaces.
For both, understanding customer preferences helps them fine-tune everything from menu design to mobile app features. It`s what allows McDonald’s to introduce plant-based options and Nando’s to offer loyalty points and meal customisation.
2. Factors Driving Customer Engagement
Engagement today goes way beyond smiling staff and clean tables. It’s all about connection, convenience, and consistency.
- At McDonald’s, digital convenience is king. Their app offers exclusive deals, click-and-collect, and delivery tracking. Customers feel involved through interactive features like custom orders and reward points.
- Nando’s builds loyalty through experience. Their PERi-PERi spice levels allow personalisation, while quirky decor and relaxed service appeal to the social experience seekers.
Influencers, lifestyle trends, and even social values like sustainability also play a part. For example, both brands have made big moves towards greener packaging and ethical sourcing to align with environmentally conscious customers.