Customer Experience Management for Grilld

This report discusses the customer experience management strategy for Grilld, an Australian fast food company. It includes two customer segments, customer experience strategy, customer experience map, and CEM strategy for better service.

Running Head: CUSTOMER EXPERIENCE MANAGEMENT
Grilld
Customer experience management
Report
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CUSTOMER EXPERIENCE MANAGEMENT 1
Introduction
Grill`d is an Australian native company which came in to existence in 2004. The founder of this
company is Simon Crowe and has located its headquarters in Hawthorn, Melbourne. Currently
the company is operating in Australia with 125 restaurants and is in the process of forming a
special place in the market (Grill`d, 2018). The company belongs to fast food industry and is in
the service of offering burgers to their customers. With the help of survey carried out it can be
said the company have ample opportunity for their growth and expansion and at the same time
the company is also facing lot of challenges related to varieties as well as nutritious quality of the
products.
Two customer segments for Grill`d
As per survey the main two segments on which the company must keep their focus are adult and
youngsters. Both these segment are fond of eating fast food along and are in need of place where
they can share their gossips (Hwang, Choi, Lee & Park, 2012). For youngsters Grill`d will
provide them a place to eat along with a place where they can enjoy the surrounding
environment. While for Adult Grill`d will not only provide them a place where they can get
supplementary for their daily meal and it also act as a place for informal meeting along with
network forming for their career (Liu & Jang, 2009). Youths are important because they are large
in number and adult are also important because they are form the subset of the same youth
population.
Youngsters
Name:
Youngsters (Male/ Female)
Background:
Students
Behaviour:
Ready to spent more money on
fast foods in order to enjoy the
different taste.
Demographic:
Age: 16 – 22 years
Middle class

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Adult
Customer experience strategy
From the primary and secondary data it can be said that the voice of customer are mainly
focusing on two aspects. One is need of bringing varieties in their product and other is need of
nutritious product (Klaus & Maklan, 2013). In order to satisfy both these demands of their
potential customers, the Grill`d must form a strategy which will ensure the great customer
satisfaction related to their demand. The company must introduce two customer experience
strategy, one will be product diversification and other will be new product development.
Product diversification
In this strategy the company will introduce diversity in their product which is burger by
introducing new varieties in their burger like Bacon burger, Pug burger, Green-chile burger with
fried eggs, Minetta burger, Cheddar and onion smashed burger etc which will help in
overcoming the demand of different taste from the customer side (Maklan & Klaus, 2011).
Earlier the company was providing only one product and as per study present world always need
some change after little time because people will start getting bored by this same taste and this
can provide opportunity to the rival company to move Gill`d customer towards their side.
Name:
Adult (Male/ Female)
Background:
Student, working professionals,
athletes
Behaviour:
Ready to spent money for
healthy diet which can act as a
option to their daily meal.
Demographic
Adult (Male/ Female)

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New product development
In present world the need of being health has actually become the latest trend and also has
attained great heights. This is one of the most important opportunity by which the Grill`d can be
able to turn the customer tables on their side by introducing nutritious products (Grewal, Levy &
Kumar, 2009). Here the company will consult a Diet consultant which can provide the necessary
suggestion related to this NPD. This kind of strategy will not only help the Gilld`s to satisfy on
of the demand of their customers but it will also help the company to create a unique image in
the minds of the society in which it is operation related to health care. This act will also help the
company to convert some good percentage of the population of the city in to their potential
customers by sending the message of healthy diet offering.
Customer experience Map aligned with business value proportion
Customer experience map is basically the process in which customer goes through numbers of
encounters while purchasing the Grill`d product. This process is mad of almost four stages:
Inquiry, comparison, purchase and installation.
These four stages also decide the business value proportion of any organization because they are
totally aligned with the business operation of any company.
Inquiry Comparison Purchase Installation
Create
Value
Customer
experience
map
Value Proportion

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In first stage which is inquiry the potential tries to gain as much information it can gather for
their use in order to take purchase decision. Here the Grill`d can creat an illusion in the minds of
the inquiring person that we are the right choice by using social media as one of the most
important tools for their marketing (Wiedmann, Hennigs & Siebels, 2009). This tool will also
help the company to increase their target area with the help of its fast and cost efficient
advantage. In second stage the person tries to compare the company with the available options.
Here the Grill`d can make use of technology like SEO which will help the company to maintain
their position among first three list of the Google search. In third stage the company can make
use of user friendly sites where the customer will be able to enjoy the ordering service and in
final stage the person physically experience the product so the company will provide the high
quality standards which are beyond the expectation of the customer. In this will the customer
experience mapping will automatically create a business value proportion for the two segments.
CEM strategy for better service
CEM strategy is totally based on the customer centric who means it will include the customer
demand, wants, desire and business decision related to the operation of the company (Fatma,
2014). With the help of customer maps the company will be able to properly explore the possible
encounters faced by the customer from which Grill`d will be able to bring some necessary
change in their business operation. From survey it has been highlighted that the customer are
satisfied with the service but are in need of varieties in product along with nutritious (Nasution
et. al., 2014). Hence Grill`d will focus on these aspect to bring satisfaction in the customers and
for any business the most important part is having strong customer base.

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Conclusion
Presently we are living in a dynamic world which is full of uncertain changes, so it is not easy to
make assumption related to the customer preference related to taste. Hence if the Grill`d has to
maintain their position in this dynamic business world, they have to keep innovating new
products in their business line and also should maintain health food environment in the fast food
business. The company must not only provide the fast service but must also consider the high
quality customer experience in their operation in order to better understand the service encounter
faced by the customer during their service offering. This will help the company to create a
unique image in the minds of the potential customer by working on the healthy diet for the
society in which the company is operating.

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References
Fatma, S. (2014). Antecedents and consequences of customer experience management-a
literature review and research agenda. International Journal of Business and
Commerce, 3(6), 32-49.
Grewal, D., Levy, M., & Kumar, V. (2009). Customer experience management in retailing: An
organizing framework. Journal of retailing, 85(1), 1-14.
Grill`d (2018). About us [online]. Retrieved from: https://www.grilld.com.au/about
Hwang, J., Choi, Y. G., Lee, J., & Park, J. (2012). Customer segmentation based on dining
preferences in full-service restaurants. Journal of foodservice business research, 15(3),
226-246.
Johnston, R., & Kong, X. (2011). The customer experience: a road-map for
improvement. Managing Service Quality: An International Journal, 21(1), 5-24.
Klaus, P. P., & Maklan, S. (2013). Towards a better measure of customer
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Liu, Y., & Jang, S. S. (2009). Perceptions of Chinese restaurants in the US: what affects
customer satisfaction and behavioral intentions? International Journal of Hospitality
Management, 28(3), 338-348.
Maklan, S., & Klaus, P. (2011). Customer experience: are we measuring the right
things? International Journal of Market Research, 53(6), 771-772.
Nasution, R. A., Sembada, A. Y., Miliani, L., Resti, N. D., & Prawono, D. A. (2014). The
customer experience framework as baseline for strategy and implementation in services
marketing. Procedia-Social and Behavioral Sciences, 148, 254-261.
Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value‐based segmentation of luxury
consumption behavior. Psychology & Marketing, 26(7), 625-651.

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