Managing Customer Experience

This report analyzes the importance of customer experience management in the hospitality industry, using Burger King as a case study. It explores the value of understanding customer needs and wants, customer experience mapping, digital technology's role in customer management, and customer service strategies. The report also includes a customer audit trail and analysis of Burger King's 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 COVERED IN POSTER...................................................................................................2
TASK 2............................................................................................................................................2
P3 Customer experience mapping..........................................................................................2
P4 Creation of business opportunities by customer touch-points throughout customer
experience...............................................................................................................................4
TASK 3............................................................................................................................................5
P5 Digital technology is employed in managing the customer.............................................5
TASK 4............................................................................................................................................7
P6 Customer Service Strategies..............................................................................................7
P7 Customer service strategies create and develop the customer experience.......................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience management can be referred to as the process of planning and
managing the overall experience of customer in relation to the product or service being delivered
by company. It can be said that it is the technique by which hospitality organisation strive to
deliver the promise that they made to customers about the service being delivered by entity
(Shah, Kumar and Kim, 2014). Customer experience plays an important role in ascertaining the
sustainability of enterprise in long run. The present report is based upon Burger King, a fast food
chain headquartered in United States and having its outlets across different parts of the world.
This report explores the value of understanding needs and wants of target customer segments.
Also, it discusses about various factors that drive customer engagement along with customers
service strategies in hospitality organisation. Lastly, the importance of these strategies in
enhancing customer experience is comprehended.
TASK 1
P1 Value and importance of understanding the needs, wants and preferences of target customer
groups
For any business entity that functions in a society, the most important aspect is the
customers for which it provides products and services. It is essential that entity operates in a
manner that best serves the requirements of people. Also, for any business to become successful
in long run and to gain widespread acceptability from public, it is necessary that the needs, wants
and preference of customers are determined. Ascertaining and analysing these needs helps the
organisation in determining the strategies through which needs and preferences of customers can
be met so that customers have a wonderful experience with company (Customer Needs, Wants,
and Demands & Strategic Decision Making, 2018). Ensuring enhanced customer experience
assists the company in building and maintaining a positive corporate image in market (Yang, Liu
and Li, 2015). In this relation, Burger King is a fast food giant that basically targets young
children and millennials to enhance its revenue and develop its global reputation of meeting the
customer demands well. This company is substantially targeting these consumer groups by
determining their needs and wants and fulfilling them in a timely manner. For this, manager of
Burger King carries out an analysis to determine its target customer segments along with their
needs and wants, done below:-
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Customer Group Need Want Preference
Primary School
Children
Fun Food Crayons and colouring
books available
Smaller portions
College Students Wi-Fi Space to work Milkshakes and Soda
Teenagers Grab & Go coffee and
food
Mobile telephone
charging points
Fast food
From the above analysis, it can be observed that different customer groups have diverse
set of needs, wants and preferences. As ascertained by manager of Burger King, their three main
target customer groups are primary school children, college students and teenagers. The first
group is primary school children who need and want entertainment along with food. As they are
young, so they prefer to have smaller portions of food so that they can eat properly. Second
customer group is college students who want Wi-Fi facility in the outlet so that they they can
work along with having food simultaneously (Shah, Kumar and Kim, 2014). They prefer
milkshakes and soda as they want some refreshments while working so that they can work
peacefully. Last customer segment is teenagers who just visit the restaurant for grabbing coffee
and food. They prefer fast food over healthy and diet conscious meals and as they have a lot of
important mails and other important work that is carried out over mobile phone so they also want
charging points in outlets.
P2 COVERED IN POSTER
TASK 2
P3 Customer experience mapping
Customer experience mapping is a process through which engagement of potential
customers of company with the products and services being offered by enterprise is tracked. It is
technique by which business entity ascertains the manner in which customers get connected with
the commodities and services rendered by company. This factor affects the company in long
duration of time as this determines satisfaction gained by customers while consuming the goods
provided by organisation. High satisfaction from customers reflects that people largely connect
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with company and its beliefs (Torres, Fu and Lehto, 2014). This helps the company to ensure its
sustainability and growth which is an important goal of any busies organisation. In hospitality
industry, the major aim of entities is to make sure that customers have a favourable experience
while utilising the services provided by company. Burger King is an enterprise which has its
outlets present across various parts of the world. Thus, to maintain its global image in industry,
management highly assumes the importance of mapping customer experiences. This is done by
way of a number of tools and techniques which helps in interacting with customers and
communicating them the message of enterprise. Manager of Burger King makes use of various
tools described below:-
Website: It is one of the most important tool of conveying the message of company to
customers. Websites present this information with the help of pictures and creative visuals. In
case of Burger King, company has provided all the necessary information about its products and
services (Gyung Kim and S. Mattila, 2013). Also, Burger King's website shows the latest food
offers that are uniformly prevailing in all outlets globally. It is required by management to ensure
that data and offers provided by company on website is significant and accurate and do not
contain any misleading advertisement against public interest.
Review Sites: These are the websites which contains ratings and comments given by
individuals about businesses, commodities, business persons or services. Review sites make use
of Web 2.0 tools and techniques to collect information and reviews of various users of site. Also,
they may use the services of professional writers to give ratings and comments to businesses as
per their own accord. In modern times, customers_D2_1545026967 have become increasingly
aware and understand the importance of checking the reviews about the place and products first
before visiting there. Burger King possess good ratings and positive feedbacks from customers
which implies the quality quotient of products and services of company is good and meet the
demands of customers.
Text Messages and Emails: This is an effective tool by which business entities can
directly get in touch with customers and convey the values, products and services being offered
by company. Nowadays, restaurants gather personal details of customers at the time of entry and
use these details later to communicate with customers (Komunda and Osarenkhoe, 2012). Top
management of Burger King uses email id and text messages as a tool to convey information
about latest food offers and discounts available at outlets globally._D2_1545026967
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Telephone: It is an effective medium of communication used by businesses nowadays to
communicate with people and influence them to visit there. Burger King has a person appointed
for interacting with any person who calls at the restaurant to collect any vital information about
the outlet or food offers. This person talks in a formal yet influential manner to persuade
customers to visit Burger King.
Restaurant Environment: Businesses try to locate the establishments at such places
where customers get good surroundings and can enjoy their experience at restaurant feasibly.
Likewise, Burger King ensures that the ambience of all outlets of restaurants are located in a
manner that people enjoy the environment around along with food (Spiess and et. al., 2014).
Restaurant Staff: Hospitality organisations focus largely upon creating an overall
desirable experience for customers. Burger King invests a huge amount on training and
development of staff so that they can handle the customers in an effective and efficient manner.
Also, management provides guidance in relation to handling of customer grievances.
Restaurant management: It is imperative for business enterprises to ensure that the
management of all activities performed by company daily is done in an effective manner. For
this, Burger King strictly takes measures so as to make sure that staff works in a desirable
manner along with timely completion of goals.
P4 Creation of business opportunities by customer touch-points throughout customer experience
Customer touch-points are the ways used by business entities to initiate communication
with customers so as to convey necessary information to people. By way of building
communication with people, business organisations strive to persuade customers and their
thinking in an effective manner. This helps in developing a positive image about company in
minds of customers and ensuring that business sustains in marketplace for long duration of time.
Burger King is able to employ many types of customer touch-points to influence people to the
point that they purchase the products being offered by entity (Yang, Liu and Li, 2015). Company
invests a huge sum for providing training to employees in relation to ways of serving customers
or handling their grievances. Waiters of Burger King communicate in a formal and effective
language not involving any offensive words and also maintain proper eye contact with
customers. Also, the training and welfare programmes equips employees with the skill to use
body movements, gestures and postures to build a positive relationship with people. Following is
the script of conversation between the customer and employee of Burger King:-
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Employee: Good Evening Sir.
Customer: Good Evening.
Employee: How may I help you, Sir?
Customer: I want 2 Bacon Double Cheese burgers and one Joe Decaf Coffee
Employee: Your order is taken sir. Please wait for a moment, you will get your order in 2
minutes.
Customer: How much is it for?
Employee: Only £35, Sir
Customer: Here it is.
Employee: Thank you, Sir. Anything else you want?
Customer: No, thank you.
TASK 3
P5 Digital technology is employed in managing the customer
In today's modern world, everyday there are changes in technology and advancements.
These need to be taken care well by business organisations so as to stay ahead of its competitors.
Digital technology aids an enterprise in building effective communication with them so as to
analyse their needs, requirements and preferences, Also, it can be said that by being aware of the
recent up-gradation in technology and making use of such methods which relate to the latest
trends and techniques, businesses aim at serving its customers well and fulfilling all their needs
and demands. Black and White is a famous hospitality organisation which highly emphasizes
upon maintaining healthy relationship with customers (Bilgihan, Kandampully and Zhang,
2016). To make the employees understand the need of customer relationship management,
company has arranged a workshop. This workshop is organised with a view to equip the staff
with information about the ways in which customer relationship management leads to
enhancement of experiences of customers.
Customer relationship management can be referred to as an approach by which business
entities come in touch with customers and communicate the values, beliefs, products and services
to them. This technique mainly emphasizes upon maintaining the sustainability of business and
ensuring the retention of customers for a long duration of time (Ariffin and Maghzi, 2012).
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Hospitality sector is basically concerned with ascertaining the needs and preferences of customers
and operating in a manner that best serves their demands. Also, they focus on functioning in a way
that is acceptable by wide range of people and can bring improvements in service quotients, if it
seems necessary. This process helps in ensuring that customers gain maximum satisfaction from
services provided by entity. Furthermore, some questions have been discussed with the customers,
given below:-
1. What was the name of the company making the presentation?
Black and White
2. What was the name of the person who made the presentation?
Julian Hook
3. What is the name of the software programme that they demonstrated?
OPERA
4. What are the key elements of their programme?
This programme mainly consist of table booking, reservation systems, EPOS system,
housekeeping, open table etc.
5. Name some of their current customers.
Some of the current customers for Black and White are Travelodge, Marco Pierre White
Restaurant, Hilton International and more such hospitality organisations.
6. How long have they been in business?
Black and White was incorporated in 2014 and the software which has been discussed in
the workshop is in action since 1970s.
7. How does the Company see these programmes developing in the future?
In future prospect, Black and White is emphasizing upon increasing communication with
its guests. Besides this, company can also determine the latest trends and techniques being used by
completive business organisations in hospitality industry (C. Harris and Daunt, 2013). With these
programmes, they focus upon ta,king regular feedbacks from customers so as to serve them in an
effective and efficient manner in future and sustain in market for long run.
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TASK 4
P6 Customer Service Strategies
Customer services strategy can be basically referred to as the plan utilised by business
organisations to meet the needs and requirements of customers effectively (Garg, Rahman and
Qureshi, 2014). This strategy substantially focuses on keeping the customers satisfied and happy
so as to retain them for a long duration of time. It assists a business in operating in such a
manner that ensures that customers do not shift to substitutes and stay loyal to customers. In this
relation, Burger King makes use of various strategies so as to persuade customers to stay
connected and loyal to business in long run. These are discussed below:-
Resolution of customer issues or grievances: In this strategy, business entity focuses
upon equipping employees with such skills and attributes that helps them in dealing with
customers in an effective and efficient manner. Herein, if any customer faces any issue in
relation to services being offered by Burger King, food offers promised by company on website
and discounts, customers can raise their query or issue in front of restaurant management. Where
staff of Burger King ascertains any such issue or problem faced by people, they investigate the
causes of such problem and then develop effective solutions to aid the customers (Alexander,
2013). This helps the entity in making its customers happy by satisfying their needs and
resolving their issues. As a result of this, businesses can ensure that people stay loyal towards
enterprise for longer run and business can run in marketplace without any legal intervention.
Provision of training to employees: This is another strategy used by company in which
top management recognises the need of understanding the importance of human resource for
achievement of organisational goals and objectives. Burger King invests a huge sum on
providing training to employees of organisation so that they are aware about the way in which
they have to interact with customers and build healthy relationship with them (Blázquez, 2014).
Also entity organises workshops to demonstrate to employees practically in relation to how to
react to customer queries and issues. This helps the staff in communicating in a formal and
effective manner so that customers stay satisfied with organisation and thus, ensuring
sustainability of enterprise in marketplace for long period of time.
P7 Customer service strategies create and develop the customer experience
Customer Audit Trail, Critical Observations:
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Name of hospitality business visited: Burger King
Date and time of visit: 15 December, 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?
The internal colour and theme
was attractive and eye
pleasing.
There were limited tables and
chairs so many persons were
waiting outside in a queue.
There would be enough space,
chairs and tables so that all the
customers can have a seta and
do not have to wait in living
area.
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?
The colour scheme used in the
sign of company is captivating
and easily attracts people.
Customers were facing
problems related to tariff and
were not able to determine
prices of products.
There will be proper
maintenance of tariff so as to
ensure least problems to
customers.
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 pricing scheme was
satisfactory in relation to
quality of food items.
The prices of food items
provided at outlet were quite
high.
I would ensure that customers
are charged appropriately and
commodities are affordable.
Range of Products:
Things that I observed that Things that I observed that What would I change if this
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were positive, or good? were negative, or bad? was my business?
Free Wi-Fi facility and
effective seating arrangement
with tables and chairs for
customers
In the corners, there were
pieces of tissue papers and
wrappers thrown.
It will be ensured that
restaurant is clean throughout
and proper hygiene is
maintained at all times.
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 staff was jovial and
communicated in a formal
manner.
In case customer faced any
query, employee reacted in an
impatient manner.
Proper training is given to
employees so that they can
handle customer queries and
grievances in an effective
manner.
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?
The food items are provided to
customers in a timely manner
not later than 5-10 minutes.
The facility of self service at
Burger King makes it difficult
for customers to take orders.
I will make the waiters provide
customer orders directly to
table.
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 members of Burger
King aim towards efficiency
and effectiveness in their
products and services.
Burger King never gives any
extra benefits to its customers.
I would like to serve my
customers with welcome
drinks.
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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?
Burger King 's payment mode
is very feasible.
Cash on delivery is not an
option for online deliveries in
Burger King.
Cash on delivery is a good
option to begin with to attract
more customers.
CONCLUSION
As per the above mentioned report, it can be concluded that customer experiences play key
role in ascertaining the performance of any business entity. Also, it has been analysed that top
management of hospitality organisation need to continuously ascertain the needs and requirements
of people so as to be able to serve them in a better manner. Also, it has been observed that
businesses uses various tools and techniques to map customer experiences like telephone, text
messages, email, restaurant environment, review sites etc. This is done with an aim to enhance the
quality quotient of services for future. Furthermore, it is assessed that entities focus upon customer
touch-points to build effective communication with them. Also, it can be said that organisations use
various strategies to resolve issues and enhance level of customer services being provided.
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REFERENCES
Books and Journals
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online shopping environments: Antecedents and outcomes. International Journal of
Quality and Service Sciences. 8(1). pp.102-119.
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C. Harris, L. and Daunt, K., 2013. Managing customer misbehavior: challenges and strategies.
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Online
Customer Needs, Wants, and Demands & Strategic Decision Making. 2018. [Online]. Available
Through:<https://myventurepad.com/customer-needs-wants-demands-strategic-
decision-making/>.
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