Managing Customer Experience

This report analyzes the importance of managing customer experience in the fast food industry, using McDonald's as a case study. It examines the value of understanding customer needs and preferences, analyzes factors influencing customer engagement, and maps the customer journey. The report also discusses the role of digital technology and customer service strategies in creating a positive customer experience.

Managing Customer
Experience

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Value and importance of understanding the needs, wants and preferences of target
customer groups......................................................................................................................1
P2 Different factors that drive and influence customer engagement of different target
customer groups......................................................................................................................2
TASK 2............................................................................................................................................4
P3 Customer experience map.................................................................................................4
P4 Customer touch-points throughout the customer experience create business opportunities. 6
TASK 3............................................................................................................................................7
P5 Digital technology is employed in managing the customer experience...........................7
TASK 4............................................................................................................................................8
P6 Customer Service Strategies..............................................................................................8
P7 Customer service strategies create and develop the customer experience.......................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Customer experience is collection of process that an organisation uses to oversee,
organise and also track communication among firm and consumers throughout consumer life
cycle. Its main aim is to optimise the interactions from perspective of consumers as well as
enhance their loyalty. In order to manage better consumer experience, firm requires to develop
better customer- centric strategy that helps in encompasses all kinds of interactions (Alexander,
2013). This present report is based on McDonald restaurant. It provides the fast food services to
consumers and it is specialised in selling burgers. Under this mention report will be discussion
about importance and value of wants, preferences and needs of target consumer’s groups for
service industry. Consumers touch- points throughout experience of consumer develop better
business opportunities will be mention in this.
TASK 1
P1 Value and importance of understanding the needs, wants and preferences of target customer
groups
Customers are the main part of the organisation and it is a responsibility of firm to
understand their needs and demands in a proper manner and also satisfy them. Before produce, it
is necessary for firm to understand wants and needs of consumers and also try to fulfil them. The
main focus of the McDonald company is on fulfilling demands of consumers by providing the
healthy food products to consumers in an effective manner. It is essential of an organisation to
understand target market as well as needs of customers in order to promote products which are
promoted by McDonald restaurant and it will be helpful in take the better strategic decisions.
Consumers needs are the things which they need, expects and wants in service or goods (Ariffin
and Maghzi, 2012). In context to this, customer’s segmentation can be made after identifying
their demands, needs and expectations in target market. It will be helpful in better product
development as well as execution.
In regards to provide the better consumer experience, it is important for McDonald
restaurant to determine or understand needs, preferences and wants of consumers through
conducting research. After analysing demands and needs of consumers, restaurant can segment
market group to divide the different customer’s groups on the basis of their preferences,
beatitudes and behaviours. If firm will provide better quality of services to people, then it will be
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helpful in develop the positive relationship among the organisation and consumers. It will be
helpful in develop the positive impact on operations and activities of company. For determine or
understand the needs and wants of consumers, firm prepare questionnaire of different kinds of
customers with their various needs. By knowing the needs and wants of consumers, restaurant
can satisfy them in an effective manner (C. Harris and Daunt, 2013). The different types of
consumers and their needs are mention below as above:
Customer Type Needs, Wants and Preferences
Business person  Wi-Fi!
 Mobile telephone charging points
 Meeting rooms
Holidaymaker  Local food
 Happy changing facilities
 Terrible customer service
Teenagers  Quality food
 Loud pop music
 Luxurious food
These are the different types of consumers and their needs are different from the each
other. In context to Business person, the most important need and preference is mobile telephone
charging points because without the mobile phones they can not communicate with the other
person about the business (Gyung Kim and S. Mattila, 2013). Mobile and telephone are the
important source of communication in business. On the other hand, in case of holidaymaker,
most necessary thing is changing facilities. They travel from one place to another place for
experience new things and also like the changing environment. In context to teenagers, quality
food is most necessary because they like the different taste and also various kinds of food items.
P2 Different factors that drive and influence customer engagement of different target customer
groups
Customer engagement refers to business communication connection among company and
external stakeholders by different correspondence channels. It can be interaction, reaction,
consumer experience or effect that can be taken place offline and online. The customer
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engagement is connection among the brand and consumers. More engaged consumers purchase
more, promote and demonstrate loyalty (Komunda and Osarenkhoe, 2012). The customer
engagement strategy of McDonald restaurant is to offer high quality of consumer experience.
Customer satisfaction is a main element to engage different consumers towards the
restaurant. If the consumers are satisfied from services and products then it is helpful in engage
them towards services of firm. McDonald engage consumers through online and offline sources
in order to attract new consumers and retain existing. With the help of using different social
media tools such as Facebook, Instagram, McDonald restaurant connect with large number of
consumers and also provide information about the new services to them.
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Illustration 1: Teenagers

TASK 2
P3 Customer experience map
It is process for visually and strategically taking out or mapping interactions and
experiences of customer for particular brand. It includes all points starting from point of contact
to last stage of interaction. It is also called customer journey mapping which is most favourite
tool used by all companies for taking feedback of consumer for particular products or brands. It
helps in creating new ideas, solving issues and others (Peppers and Rogers, 2016). McDonald's
also use this approach for improvement of products and services through various ways which is
described below:
Website
When customer want to eat outside they searches different website. All the relevant
information should be provided in website so that consumer can take quick decision for visiting
that venue. McDonald's has also its own website for the user. It should contain very warm and
welcoming messages.
Telephone
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Illustration 3: Holiday maker

This is the most easy way to take response of consumers. McDonald's take number of all
visitors who visit their restaurant and take their feedback through phone calls. Also they convey
message for coupons and discounts to attract customers.
Review Sites
It plays an important role for the customer. Before visiting any good places they review
sites and rating and accordingly make plan. They good rating attracts more consumers and
increase goodwill of that venues. McDonald's rating is high because of service and product.
Restaurant Environment
The restaurant environment should be very pleasant and cool for the visitors. The good
surround attracts large number of customer (Pynnönen, Hallikas and Ritala, 2012). So company
need to take feedback regarding ambience and improve accordingly if required.
Text Messages
The visited customer frequently receive message through text. It includes coupon ,
vouchers, discounts message. It also help in company's goodwill and image at market. It shows
care of corporation towards their customers.
Restaurant Staff
It means every restaurant should have polite nature and good staff for working. The
behaviour of their worker influence to visit place by customers. McDonald's possess high quality
and good team for attracting large number of consumers.
E-Mails
Through e-mails also company provide information to others. It can related with
feedback form filling, coupons, discounts. In today's scenario most of business prefer this
experience map.
Restaurant Management
It means managing restaurant through profession. The associates, graduate, bachelor, are
offered to do management of restaurant. These people have various responsibilities such as
administration, back & front office management. There should be proper manager for such
industry. It also plays effective role for experience of consumer (Schmitz and Ganesan, 2014).
Paper Mail
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In this consumer experience map, the messages are mailed through paper. McDonald's
also use this journey to provide all relevant information’s to individual. It is the easiest way of
taking feedback and correcting it if necessary.
P4 Customer touch-points throughout the customer experience create business opportunities
Touchpoint can be explained as a way in which customer can be communicate with
business whether it can be through website, application, person- to- person etc. When customers
will be in contact with touchpoints then it provides them better opportunity to compare their
priorities of business and also develop opinion.
For an example- Customer may be analyse business through online ads, ratings, by
seeing reviews etc. These all are the main touchpoints of the business.
By seeing all the touch points, consumers see that they will come in contact of company
or not. In context to determine the consumer’s touchpoint, McDonald restaurant offers facilities
before, during and after buy (Tolpa, 2012). Before the purchase of food items, McDonald
restaurant provides all information regarding services, process and food items by word- of-
mouth, social media, text marketing etc. At the time of purchasing, consumers can search all
information on website of firm, phone, store etc. After the sales, McDonald restaurant give the
facilities concerned with billing, online help centres, emails and many others. The touch- point of
consumers is concerned with up selling, acknowledging and encouraging return of consumers.
Under this, some of the stages are included mention below:
“Waiter makes eye-contact with the customer” - Under this, it is necessary that waiter should try
to eye contact with consumers because it helps in enhance their experience in a better manner.
Waiter should try to make the consumers feel more comfortable that helps in attract the
customers towards services of restaurant.
Waiter: Good afternoon, sir.
Customer: Good afternoon.
Waiter: Sir, Do you need anything?
Customer: I want to take meal, bring me Chicken Burger, French Fries, Coke.
Waiter: Wait a moment, sir. I am serving your order.
Customer: How much pound I have to pay.
Waiter: Only £10, Sir.
Waiter: Thank you, Sir.
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Customer: Thank you.
It is a proper conversation between Waiter and Customers that is necessary and this
conversation explain the experience of customer in Restaurant. From the services and food items
of McDonald's restaurant, consumer is happy and also its experience is also good. Better quality
of services and hygienic food items are helpful in enhancing development and productivity of
firm with in set period of time.
TASK 3
P5 Digital technology is employed in managing the customer experience
Digital technology plays an important role in this modern era. The firms use digitalisation
to connect with large number of people as well as communicate with them in a better manner. It
helps in develop the new value in models of business, consumer experience and internal
capabilities that help in support its operations. By using the digital technology, McDonald's
provides all details to consumers about the services and products so that they can aware about it.
It is helpful in provide the competitive advantage to it. It helps in provide the better experience to
consumer because through this they take the quick services.
Customer relationship management refers to an approach to manage interaction of
company with existing as well as potential consumers. It uses the analysis of data about history
of consumers with firm in order to make improvement the relationships with consumers specially
focus on retention of consumers as well as enhancing sales and growth.
There is a workshop conducted by company and different questions are included related
to this mention below:
1. Name of the company making the presentation
McDonald restaurant is making presentation.
2. Name of the person who made the presentation
Julian Hook is a person that made presentation
3. Name of the software programme that they demonstrated
Opera is a software programme that firm can be demonstrated
4. Key elements of their programme
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The main key elements which should be necessary in this programme are open table,
book table, book rooms from different websites, reservation systems, EPOS system,
Housekeeping etc.
5. Some of their current customers
The name of the current consumers are IHG (Intercontinental hotel Group), Travelodge,
Hilton International.
6. How long have they been in business
From year 1955.
7. Company see these programmes developing in the future
The McDonald's company see the developing in future so that it can enhance its growth
as well as development activities in future.
TASK 4
P6 Customer Service Strategies
It is defined as a most significant part of an organisation plan. It means those strategies
which make customer happy and satisfied. Here service industry should apply all those plans and
strategies for consumers. McDonald's uses following strategies which are described below:
Giving employee excellent product
The company should provide products and services to customer. It helps in gaining
profits and creating goodwill of firm ( Wong and Dioko, 2013). Here, McDonald's tries their best
to provide excellent goods to their user. Even the consumers should be able to call and ask an
enquiry required to them.
Building relationship for customer service
It is the duty and responsibility of firm to listen problems of users and accordingly
provide service. It creates loyalty towards organisation. McDonald's build healthy relationship
with consumer by providing service to them and fulfilling need and demand.
Resolve customer issues
The issues and problems of customer should be solved at first priority. This can be solved
through calls, live chat at website, feedback form. The customer service representation or
executive is present in every company for matter solving.
Deliver on your promise
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The timely delivery of food and quality product creates customer trust for corporation.
They should be delivered for what they have paid. The consumer don't like fake promises.
McDonald's always do real delivery promises with their customers.
P7 Customer service strategies create and develop the customer experience
Customer Audit Trail, Critical Observations:
Name of hospitality business visited: McDonald's Restaurant
Date and time of visit: 15th November, 2018
Ambience and First Impressions:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
I observed music and sound
system very good.
The space was limited where
many customer have to wait
outside.
I would provide more space so
that consumer don't have to
wait outside.
Signage, Tariff Boards, Labelling, etc.:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Fire exit and on entry way. Proper tariff was not available
in McDonald's for consumer to
know about prices.
I prefer availability of tariff
everywhere so problem could
not arises.
Prices:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
The price of burger is
economic.
The services charge is very
high which is not valuable as
price paid.
I would provide value for
money to customers.
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Range of Products:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
McDonald's restaurant
provides Wi-Fi facility, good
chairs for setting.
Sometimes, due to more
customer entrance makes
restaurant dirty.
I should focus more on
cleaning restaurant by
employing more staff for
cleaning.
Staff:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
The behaviour of staff is good
with customers.
There are some unskilled staff
who does not deliver good
services.
I will hire skilled staff to
provide quality services to
consumers and provide
training to unskilled to
improve themselves.
Time:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
Service is delivered in timely
and quick basis.
As there is self service at
McDonald's which is not good.
I will improve this by hiring
more staff at restaurant to
avoid self service concept.
Supplementary Items:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
The staff at McDonald's
provide quick services to their
McDonald's don't provide
complimentary or sweet to
I will provide sweet or
welcome drink to customer for
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customer and meeting their
needs and wants.
visitors. refreshing.
Payment:
Things that I observed that
were positive, or good?
Things that I observed that
were negative, or bad?
What would I change if this
was my business?
McDonald's accept credit cards
and cash.
McDonald's does not accept
online payment for home
delivery.
I will provide online payment
facility for home delivery.
CONCLUSION
It has been concluded from above mention report that it is necessary to provide the better
consumer experience to consumers so that they can be retain for long period of time. McDonald
provide the fast food items on the basis of needs and preferences of consumers in a better
manner. Under this mention report will be discuss about importance and value of needs,
preferences and wants of the target consumer groups. There has been discuss about the consumer
service strategies in the service industry.
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REFERENCES
Books & Journals
Alexander, K., 2013. Facilities management: theory and practice. Routledge.
Ariffin, A.A.M. and Maghzi, A., 2012. A preliminary study on customer expectations of hotel
hospitality: Influences of personal and hotel factors. International Journal of Hospitality
Management. 31(1). pp.191-198.
C. Harris, L. and Daunt, K., 2013. Managing customer misbehavior: challenges and strategies.
Journal of Services Marketing. 27(4). pp.281-293.
Gyung Kim, M. and S. Mattila, A., 2013. Does a surprise strategy need words? The effect of
explanations for a surprise strategy on customer delight and expectations. Journal of
Services Marketing. 27(5). pp.361-370.
Komunda, M. and Osarenkhoe, A., 2012. Remedy or cure for service failure? Effects of service
recovery on customer satisfaction and loyalty. Business Process Management Journal.
18(1). pp.82-103.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Pynnönen, M., Hallikas, J. and Ritala, P., 2012. Managing customer-driven business model
innovation. International Journal of Innovation Management. 16(04). p.1250022.
Schmitz, C. and Ganesan, S., 2014. Managing customer and organizational complexity in sales
organizations. Journal of Marketing. 78(6). pp.59-77.
Tolpa, E., 2012. Measuring customer expectations of service quality: case airline industry.
Wilson, A. and et. al., 2012. Services marketing: Integrating customer focus across the firm (No.
2nd Eu). McGraw Hill.
Wong, I.A. and Dioko, L.D.A., 2013. Understanding the mediated moderating role of customer
expectations in the customer satisfaction model: The case of casinos. Tourism
Management. 36. pp.188-199.
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