BIZ104 Customer Experience Management

Running head: CUSTOMER EXPERIENCE MANAGEMENT 1
Customer Experience Strategy: Analysis
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CUSTOMER EXPERIENCE MANAGEMENT 2
Table of Contents
Introduction......................................................................................................................................3
KFC..................................................................................................................................................3
Research Outcome...........................................................................................................................3
Voice of the Customer and customer feedback...............................................................................4
Business value propositions for targeted segments.........................................................................5
CEM strategy to retain KFC’s customers........................................................................................7
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

CUSTOMER EXPERIENCE MANAGEMENT 3
Introduction
The world has become fast paced where everything seems to be rushing and every aspect
of life is industrialized. The revolution in fast food industry is also no exception as people
demand food which is easily available and are constantly looking for innovation in food. The
food industry has evolved in a way that has kept changing with the changing demands of
customers and being responsive their tastes and preferences. The global food industry generates a
revenue of over 570 billion US dollars (Franchise Help, 2018). The customers focus mostly on
variance in food, its price and most importantly quality of food. Although, restaurants aim at
providing highly processed food, the consistency in maintaining the quality matters the most.
Therefore, a research has been conducted to identify the changing dynamics of fast food industry
and customer experience at KFC franchises.
KFC
KFC is the abbreviation for Kentucky Fried Chicken founded by Colonel Harland
Sanders in the year 1952. Currently, KFC is one of the most famous and successful fast food
restaurant chain across the globe. The major product of KFC is chicken alongside delicious
wraps, salads, burgers and sandwiches. The inspiration behind this successful food chain was
Harland Sanders’ great idea of making people happy by serving excellent food and outstanding
customer service (Kentucky Fried Chicken, 2018). KFC has its branches in more than 118
countries in the world. The main markets of KFC are Europe, Asia, North America, South
America and some parts of Africa. KFC uses aggressive marketing techniques to remain a
dominant player in the fast food industry. KFC maintains its customer service by providing
highest standards of professional and personal integrity at all times (Success Story, 2018). But in
recent times, KFC franchisees are facing trouble due to financial instability of the franchisees
and inconsistency in food quality. The reason behind lowering customer satisfaction is unethical
practices by some franchises. From the research it has been found that KFC lacks in customer
management skills which leads to a bad image in the minds of customers (Taylor, 2016).
Research Outcome
Customer experience management (CEM) refers to a process that optimizes interactions
with the customers and maintain customer loyalty. In order to manage customer experience,