Customer Experience Management: Hungry Jack’s.

Running Head: CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
Customer Experience Management: Hungry Jack’s
Name of the Student:
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CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S1
Executive Summary
The study provides a clear idea about the customer experience management of the Hungry Jack’s.
The study consists of primary as well as secondary data along with the customer experience
management and application of the new plan. In the study, it can also be notice that the customer
segmentation along with the feedback and voice of the customers done properly to know the market
standing of the company. Lastly, the study focus on customer experience map as well as the
alignment diagram along with the diagram to implement the plan in the business. This will help the
organization to grow in the market and earn huge profit in the near future.

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Table of Contents
Introduction..........................................................................................................................................3
Primary Research.................................................................................................................................3
Secondary Data....................................................................................................................................4
Customer experience management......................................................................................................5
Customer segmentation........................................................................................................................6
Voice of the Customer and Feedback..................................................................................................7
Customer Experience Map and Alignment Diagram...........................................................................8
Conclusion...........................................................................................................................................9
References..........................................................................................................................................10
Appendices.........................................................................................................................................13

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Introduction
The study is about the customer experience management of the Hungry Jack’s. This is a
chain restaurant which is been establish in Australia. The company specialises in making burgers,
as this is the franchise company of the Burger King Corporation. Jack Cowin owns the company
and it is the Hungry Jack’s who own all the sub-license in Australia (Burns, Cook & Mavoa, 2013).
The company possess stores around 400 location in Australia. Hungry Jack’s is consider being the
second largest burger chain in the world after the parent company Burger King.
In the year 1971, Burger King with the success in the Australian soil first open the
company, which was name as Hungry Jack’s. The company was establish on the Perth, which was
situate in Western Australia. In the recent time, the company is locate all around the Australia. The
change in the name done as the owners want to reposition themselves as a fast food chain in the
Australian soil and with the name of the Burger King; it was not possible for them to achieve that
in the market (Wellard et al., 2015). Therefore, the company came up with the alternative name
after the name of the owner Jack Cowin.
Primary Research
The data, which is been collect in the process, is through the surveys. The survey help the
organization to understand the level of satisfaction that they are receiving as well as their
perception towards the brand. The organization have develop the survey questionnaire in such a
way that it enables the organization the market demand so that supply can be made accordingly
(Hewson & Stewart, 2014). The response of 10 active respondents have been record who are within
the age group of 18-35 years of age. The respondents belong to the socio-economic strata A, B+, B
as well as C+ who provide response on the experience they have gained while purchasing stuff
from the company and satisfaction they have receive in the process. This will automatically help
the researcher to understand whether the customers have receive proper service or not and this can

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be obtain from the responses received from the online form that have been distribute to the
respondents.
Primary data are view as the important part to know about the customer satisfaction to know
about the service and customer satisfaction received from the services. The data are qualitative in
nature as it discuss about the personal experience of the customers. To understand the customers
perception or thinking about the company primary survey is important and need to be conduct
accordingly (McDaniel & Gates, 2013).
The primary data enables the customers to express their feeling towards the c0ompany
without even disclosing their identity, which give them a sense of relief and accurate data can be
receive from the customers end. The data will help the Hungry Jack’s to grow in the market by
improving their services, so that they can attract huge number of customers.
Secondary Data
The secondary data is consider the process of summarization of the data, which is
implement by the researchers to improve the company environment along with the services. There
are various different types of collecting data from the market namely article review, reviewing
website, business report, social media along with the related journals as well as articles (Choy,
2014).
In the case of Hungry Jack’s the secondary data, which is collected, is from reviews, which
are gather from the social media. The social media is the platform where the customers give
reviews freely so it is important to look in it so that the company can improve the services to attract
more number of customers (Mazzotti et al., 2016). The others ways of generating data is through
business report and so on. It is important and essential for the Hungry Jack’s to know where they
are been position in the market, so that they can earn more profit from the market. For this, the
company need to know their standing in the market.

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In the end, it is also important for the company to review the newspaper. This will provide a
clear idea about the organization standing in the mass, which will automatically help the
organization to grow in the market. The secondary data is also consider as important as the primary
data as it helps the organization to know the viewpoint of the customers. Therefore, it is somewhat
important for the company as well.
Customer experience management
The customer experience management enables Hungry Jack to assess the control of the
company over the customers and the interaction with the customers (Homburg, Jozić & Kuehnl,
2017). The prime reason for customer experience management is to increase the interaction with
the customers and develop customer loyalty.
Benefits of customer experience management
 The following are some of the benefits of customer experience management:
 The rise in the revenue of the company
 Increase the loyalty of the customers towards the brand.
 Interaction with the customers helps in the development or changes required in the product
(Breitschopf, Held & Resch, 2016).
 Interaction with the customers also helps in creating brand awareness.
Method of customer experience management
There are various methods of customer experience management; however, Hungry Jack
uses the simplest method. Feedbacks are one of the ways with which the company easily acquires
the customers' experience with the company (Kayali & Ahmed, 2013). The company also arranges
a survey to understand the satisfaction level of the customers, which helps Hungry Jack understand
the market.