Improving Customer Experience in Coca-Cola: Strategies and Recommendations

This report discusses the importance of customer experience in Coca-Cola and provides strategies and recommendations to enhance it. It covers topics such as customer service, key customers, market overview, and the use of models and theories. The report also suggests ways to improve customer satisfaction and loyalty.

Costumer Experience

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
Overview of Coca-Cola and its market..................................................................................3
Key customer and frequency of products...............................................................................4
Current Customer services and benefits to the customer and organisational culture............4
Identification of different manifestations of customer being carried out by organisation.....5
Use of models and theories to improve customer services....................................................6
Recommendations to improve customer experience..............................................................7
CONCLUSION..........................................................................................................................8
REFERENCES...........................................................................................................................9

INTRODUCTION
In the current business environment customer experience are important for the
organisation to manage the sales of the firm as well as achieve their business objective
(Becker and Jaakkola, 2020). A business to business organisation can also use managing the
customer so that it can use and manage them for a longer period of time. In this current report
chosen organisation is Coca-Cola, it is both business to business and business to customer
organisation where the branch of business to B2B will be focused under the report. In this
report, discussion about the brand and market situation of the Coca-Cola where the key
customer will also be identified and frequently used product will be determined. There is also
a discussion about the attitude of the customer within the market as well as different
statements of the organisation related to customer services which helped company in
achieving these goals and objectives. This report is also consists of models in theories as well
as various recommendations to improve the customer experience within the organisation.
MAIN BODY
Overview of Coca-Cola and its market
Overview
Coca cola is American multinational beverage corporation organisation which
headquartered in Atlanta, Georgia. Coca-Cola is famous for its non-alcoholic beverages and
syrups where company manufacture, design and market all of these products under the brand
name of coca cola. Company cover the global market where it sells its products US, UK, Asia
Arabian countries and many more. The market cover of the coca cola is very vast where it
covers more than 40% of cold drink and beverages market in comparison to its main
competitor Pepsi. Coca-Cola is also known for its customer services and acquisitions where it
acquire minute maid in 1960 and continue to acquire various other brands like thumbs up and
many more since its business operations (Bustamante and Rubio, 2017).
Market
Coca-Cola is the largest non-alcoholic drink brand in Europe where it also operates in
28 countries and three continents. In relation to coca cola company divide its market in three
categories which are discussed below:
Established market: These are those market where the company is currently
operating at profitability level and infrastructure facilities organisation of fully developed
here. These are Austria, Greece, Italy, Northern Ireland and Switzerland (Hwang and Seo,
2016).
Developing markets: Developing markets are those which are continuously
developing and organisation is trying to develop its infrastructure and facilities in these
markets. In relation to Coca-Cola the major developing markets are in the Czech Republic,
Estonia, Hungary and Poland.

Emerging market: Emerging markets are those markets where organisation is going
to launch its product or include that kind of market which is developing continuously. in
relation to Coca-Cola these markets are Northern Macedonian, Romania, Russian federation
and Armenia.
Key customer and frequency of products
Coca-Cola always focus on customer where it try to satisfy the needs and requirement
of customer by regularly updating the products and using research and development. This
also help company in boosting the sales of its products as well as retaining its customer for
longer period of time. Key customer of the organisation can be defined as those customers
who are directly related to the organisation and use to consume beverages of the firm from
longer period of time (Kandampully, Zhang and Jaakkola, 2018). Here tries to attract large
number of customer toward the product. There are different kinds of products like diet coke
which is made for the people who are health conscious. Coca cola, thumps-up and various
other energy drinks which are related to instant energy within an individual. Company also
provide coca cola, thumbs up and LIMCA which is related to the satisfaction of needs of a
customer. Major target area of the organisation is the customer of age group 18 to 60. In
relation to this, there is no limitations of age limit as company also manufacture products
which can be consumed by the individual below the age of 18 and up at the age of 60.

Current Customer services and benefits to the customer and organisational culture
Customers are the core value of The Coca-Cola where all organisations always focus
on building a partnership with its customers so that it can achieve the goals and objectives as
well as it will be valuable and profitable for both customers and organisations. In relation to
business to business function of coca cola the most of the customer of company is from
hypermarket, supermarket petrol stations cinemas hotels restaurants and cafes. Therefore,
organisation sells its product directly to the dealer to further sell their product to customer.
Follow a particular process so that it can manage its customers as well as improve their
customer experience which is discussed below:
Availability: Customer services as well as increasing the business to business
transaction always on availability of the product where it plays the product in easy reach of
customers with bright packaging and right location so that it can manage the customers in an
appropriate way (Lemon and Verhoef, 2016).
Affordability: Coca-Cola always focuses on affordability of its product where it uses
minimum pricing policies so that other business dealers of the organisation can sell the
product easily to the customer.
Acceptability: Acceptance of customer for the product of the organisation is most
important part for every organisation to improve its customer services where coca cola follow
a proper system in business to business transactions. Under this system organisation always
use products which are widely accepted by the market as well as follow proper culture within
the firm so that it can maintain a good relationship with other dealers and buyers for the sell
the product to the customer (Mbama and Ezepue, 2018). Under this system organisation for
low quality control efficient distribution and combination of various other needs of the
customer related to the product so that it can satisfy the needs of customer and help with
other dealers to sell the product of coca cola.
Organisational culture

Coca-Cola is global performing organisation where it always used to formulate its
organisation culture in an appropriate manner so that it can achieve the goals and objectives
as well as manage different functions in an appropriate way. The culture of Coca-Cola
Company is mission driver focus where company use refreshes in mind inspiring optimism
and making different from other companies so that it can easily achieve its goals and
objectives by maintaining each and every individual in an appropriate way. Coca-Cola
always uses motivation within the organisation which helped the firm in achieving its
business objectives as well as managing the work of different individual. This is also helpful
to the organisation in achieving its mission vision and objectives and retaining the talented
employee within the firm (McLean and Wilson, 2016). It follows mission driven culture
always help organisations in identifying new opportunities as well as working towards the
goals and mission of the organisation so that it can achieve them in an appropriate. This also
help organisation in using its resources so that maximum output can be drive out of them.
Identification of different manifestations of customer being carried out by organisation
Coca-Cola is a global performing organisation where company always focus on
improving its customer services by fulfilling their needs and requirement related to the
product offered by the firm in this context manifesting of customer is discussed below:
Customer rating: Always use the customer rating method which is a great way to
identify the behaviour of customers within the market where customer provide the feedback
to the organisation. This will help company in identifying the perspective of customer related
to the products and services offered by the organisation so that it can easily identify their
experience and can manage the knowledge by addressing the issues raised by the customer.
Responding quickly to customer issue: One of the method adopted by coca cola for
improving its customer services is that it was found in a sweet time to the customers issues by
the help of false emails or any other means of communication so that it can reduce the
frustration level of the customer and help them being comfortable with the organisations
product. There are various technologies which include artificial intelligent, automatic updates
and Chat bot (Mohd-Ramly and Omar, 2017).

Provide instant access to information: Current business environment it can be seen
that customers are hungry about the information where they can't keep waiting because of
continuously increasing workload. There are various kinds of dealers in business to business
transaction puja steel all the mobile phones and there is no personal interaction between the
organisation and the dealer. sofa satisfying and needs and requirements of customers and
improving the customer service in business to business transaction follow instant access to
the information system where it use faster communication channels and large number of
support system to various individuals who require different information about the products,
services, prices and other factors of the organisation.
Improve the reputation of customers: In the current business environment is
important to organisation that it retain the customers for longer period of time identify their
behaviour and maintain a customer database for future sales. Coca-Cola always follows the
strategies which helped company in retaining the customer by attracting them to boost the
profitability and growth in the functioning of the organisation of working with the
organisation. In business to business transaction provide various kinds of allied services like
refrigerators and maintenance of these refrigerator dealers for further sale of the products.
Use of models and theories to improve customer services
Customer service theory
It is the model which can be used by the organisation like Coca-Cola to improve the
customer services as well as achieve the maximum competitive advantage by satisfying the
customer and managing their experience within the organisations performance. It is
important for the organisations within business to business transactions that they have to
build loyal customer base which help company in increasing the sales of the product by
reducing the returns and warranty claims. In relation to Coca-Cola Company can also
implement this customer Service management system which helps the organisation in
achieving the maximum satisfaction of the customers and returning them for a longer period
of time. This model involves various steps which are discussed below:
Improving speed: In the current business environment customer need fast services
from the organisation. It is important for the organisation to improve its speed related to
services toward the customer. In relation to Coca-Cola this can be implemented on the
customer services of the organisation where organisation has to provide proper training and
development two different individuals who can resolve the issues of customer in an
appropriate and speedy manner (Peppers and Rogers, 2016).
Bring transparency: Transparency is also important part of customer services
offered by the organisation where organisation has to bring transparency towards the
customer services. This can be used by the organisation where it as to provide information
about the products and services offered by the organisation as well as harmful impact related
to conception of the product. Improve customer services as the customer related to some kind
health disease can ignore the product of the organisation.

Availability and accessibility: In business to business transaction it is important for
the organisation to maintain availability and accessibility of the product to the different
customers for the sale where we can easily still the product of the organisation within the
market. Follow proper structure within the firm which help organisation in maintaining
availability and accessibility of the product it satisfy its customer with different
communication channels (Srivastava and Kaul, 2016).
Friendliness: Improving the customer services within the business to business it is
important for the organisation to maintain a friendly environment and relations with its
customers so that it can easily solve their queries and issues related to products and services
offered by the organisation to them as well as maintain a trust between the dealers of the firm
so that they can perform business activity more effectively.
Simplicity: one of the major pillars of this model is the simplicity within the working
of the organisation so that both employees and customer of the organisation in a business to
business deal can understand the process. This help the organisation received the goals and
objectives where coca cola can use this for identification of factors related to customer
satisfaction (Stein and Ramaseshan, 2016).
Recommendations to improve customer experience
It is important for every organisation to improve its customer experience so that it can
achieve its business objective and perform at fuller utilisation of resources. There are some
recommendations to the management of The Coca-Cola related to the improvement in
customer experience by following some steps which are mentioned below:
 It is recommended to the Coca-Cola that it has to establish a proper training and
development program within the organisation which help the firm in achieving the
goals and objectives related to customer Service management within the firm and
improving the customer experience. This is because trained staff will work in an
appropriate way where they will identify different aspects related to customers as well
as have a great knowledge regarding the queries and issues of the customer and how
to handle them. This will bring satisfaction in the mind of customer as well as help the
customer experience toward the organisation this is because in business to business
transaction it is important to satisfy the customer for establishing a proper relationship
and achieving the goals and objectives of sales.
 It is also recommended to coca cola and management that organisation has to
establish the organisation which will help the customers in identification of products
and services offered by the organisation so that they can acquire the knowledge about
different products and services as well as their benefits. So that complaint and enquiry
can be minimised by using the system. For building the system artificial intelligence
and chatbots can be established by the organisation so that it can easily communicate
with different parties and maintain a proper record and system of these parties.
 It is also recommended to Coca-Cola that it can use information technology and
customer portfolio system within the organisation which will help the organisation in
maintaining the information of regular customers to deal and business to business

transactions where it can identify the capacitor quantity and quality of the customers
as well as future share of customers for formulation of various policies and
procedures.
CONCLUSION
It can be calculated from the above mentioned report there are various factors which
has to be considered by the organisation for improving the customer services as well as
managing the customer satisfaction in organisations business to business transactions. It can
be seen that there are various factors which directly impact on the performance of
organisation related to the customer satisfaction and improving the customer services in a
business environment. For achieving goals and objectives of the organisation and
identification of various factors which can affect the performance of the firm, Coca-Cola has
to use a proper system which will help from home in achieving its objectives related to
customer satisfaction and improve its future services.

REFERENCES
Becker, L. and Jaakkola, E., 2020. Customer experience: fundamental premises and
implications for research. Journal of the Academy of Marketing Science, pp.1-19.
Bustamante, J.C. and Rubio, N., 2017. Measuring customer experience in physical retail
environments. Journal of Service Management.
Hwang, J. and Seo, S., 2016. A critical review of research on customer experience
management. International Journal of Contemporary Hospitality Management.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing, 80(6), pp.69-96.
Mbama, C.I. and Ezepue, P.O., 2018. Digital banking, customer experience and bank
financial performance. International Journal of Bank Marketing.
McLean, G. and Wilson, A., 2016. Evolving the online customer experience… is there a role
for online customer support?. Computers in Human Behavior, 60, pp.602-610.
Mohd-Ramly, S. and Omar, N.A., 2017. Exploring the influence of store attributes on
customer experience and customer engagement. International Journal of Retail &
Distribution Management.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A
strategic framework. John Wiley & Sons.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–loyalty–
consumer spend. Journal of Retailing and Consumer Services, 31, pp.277-286.
Stein, A. and Ramaseshan, B., 2016. Towards the identification of customer experience touch
point elements. Journal of Retailing and Consumer Services, 30, pp.8-19.