Managing Customer Experience - McDonald

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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