Managing Customer Experience

This report highlights the value and importance of understanding customer needs and wants, factors that drive customer engagement, customer experience map, and effective customer service strategies. It also examines how digital technology is employed in managing the customer experience.

MANAGING CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
value and importance of understanding the needs, wants and preferences of target customer
groups..........................................................................................................................................3
Different factors that drive and influence customer engagement...............................................4
customer engagement factors, determining their effect upon customer on-boarding strategies.4
Evaluation of a broad range of different target customer groups’ needs....................................5
customer experience map............................................................................................................5
Customer touch-points................................................................................................................7
Detailed customer experience map.............................................................................................7
customer touch points to influence customer experience.........................................................10
Examine how Digital Technology is employed in managing the customer experience ..........10
Digital technologies are employed in managing the customer experience...............................11
Advantages and disadvantages of CRM systems .....................................................................11
TASK 2..........................................................................................................................................12
customer service strategies........................................................................................................12
How customer service strategies create and develop the customer experience........................12
Review of the application of given customer service strategies...............................................13
Delivery of customer service strategies....................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
customer experience is the product of an interaction between an organization and a
customer over the duration of their relationship. Burger King is an American multinational
hamburger fast food restaurant founded by James Mclamore and David Edgerton in the year
1954. This report highlights value and importance of understanding the customer need and
wants. After that the report highlights different factor which drive customer engagement. After
that report highlights the customer experience map and relevancy of customer touch point. In the
end the report highlights the effective customer service strategies.
TASK 1
value and importance of understanding the needs, wants and preferences of target customer
groups
Targeting a market, generally means selecting the customer base which can be targetted
by company to sell product of company in the market. All the organization generally used to
look at need, wants and preference of the customer and organization ability to satisfy the same
wants in the market. On the basis of all the consideration organization used to select the targeted
customer base of company (Lemon and Verhoef, 2016). So it is very necessary for Burger King
to ascertain the need and want of customer in market. Some of importance of knowing customer
needs and wants are as follow:
Shaping organizational offering: Knowing needs and wants of targeted customer in the
market, helps Burger king in shaping the different offering of organization in such a way that
organization is able to attract targeted customer more effectively. As by knowing what is require
by customer in market, Burger king used to develop the product which can satisfy the need of
customer in market. Also, at times uses the keywords related to the needs and wants to promote
the same in the market.
Competitive Advantage: As Burger king used to dealt in heavily competitive market, It
sometime get difficult for organization to maintain customer base of a company (Homburg, Jozić
and Kuehnl, 2017). Knowing need and wants of customer eventually help the Burger king in
defending competition offered by different organization by developing the product which is
needed by targeted customer.
Pass on warm message: Knowing need and wants of customer, eventually help the
company in offering different type of choices to the customer to satisfy the same. This used to

pass on good and warm message to the customer that organization used to care about their needs
and wants. This help the company in building good bond with customer and positively impact
goodwill of company.
Values
Satisfying wants of customer: As Burger king used to dealt at global market, the main
objective of company to satisfy the need of customer by developing the good quality of product
to them. This also help the organization in satisfying social value of society, as Burger king is
improving the quality of life of consumer in the market by offering good quality of product to
satisfy their need.
Different factors that drive and influence customer engagement
Customer engagement is a process or a business communication connection between customer
and an organization. Their are many factor which used to drive customer engagement in Burger
king. Some of the factor are as follows:
Communication: It is one of the biggest factor which used to drive customer
engagement in an organization. This factor used to drive the organization to be in touch with the
customer on regular basis (Kandampully, Zhang and Jaakkola, 2018). Burger king generally uses
email and SMS as the tool to be in touch with the different customer in the market. They used to
send different message to keep all the customer updated with different policy and offer of
organization.
Customer feedback: It is the another factor which used to drive customer engagement in
organization, in this factor organization looks to take a feedback of customer about the services
which is offered by them. On the basis of feedback organization used to implement different
changes in their offering. Burger King also used to place a suggestion box at every store so that
every employee can pass on their feedback.
customer engagement factors, determining their effect upon customer on-boarding strategies
Customer onboard related to all the activities which looks at introducing a new customer to
offering of organization. Customer onboard strategy involves step by step tutorial, guidance and
support regarding the same. Customer engagement factor generally used to have a great sort of
impact on the customer on-boarding strategies. Some of impact are as follows:
Understand your customer: This is the first step of customer on-boarding strategy in
which organization used understand the customer and needs & Wants of their in the market.

Build your relationship factor of customer used to play a very crucial role in same. As this factor
used to drive Burger king to be in regular touch with the customer, this eventually help the
company in understanding the customer in better ways (Stein and Ramaseshan, 2016).
Make all communication clear: This is one of the step of customer on-boarding strategy
which clears that, organization should maintain good and clear communication with the customer
so that they feel free to explore their desire. Communication is one of the customer engagement
factor which used to drive the organization to be clear. For example: Burger king used to specify
all the ingredient used to making the burger at their menu displaying screen.
Evaluation of a broad range of different target customer groups’ needs
Burger king generally used to target all group of customer to sell the product of company in
market. Customer in age group of 15 to 40 years are specially targeted by Burger king, the
reason behind same is that this group of customer used to have good demand of fast food
consumption. Driving force for this group of customer are as follows:
Product line: This is biggest factor which used to drive the customer engagement in an
organization. As in the recent it has been seen that the organization which used to offer the good
number of choices to customer is able to maintain or build good customer engagement in
organization (Jain, Aagja and Bagdare, 2017). Burger king also used to offer the good product
line for same reason.
Discount: It is another factor which used to drive customer engagement for this customer
base. As all the customer always try to have a good quality of product at a reasonable price. As a
result Burger king also used to offer festive and seasonable discount to their regular customer.
Burger king also used to target customer of developing nation by expanding their
business in that nation as well. Force which generally used to drive this customer base are as
follows:
Quality of product: This is biggest reason which used to drive customer of this group, as
consumer of developing nation always look to consume a good quality of product to satisfy need
of customer in market.
customer experience map
STAGES EXPERINCE CHART CLIENT INVOLVEMENT

RESEARCH
PREPARATION
VISITS
ENJOYING SERVICE
FEEDBACK
EXIT
Fun
Frustr
ation
Fun
Frustr
ation
Fun
Frustr
ation
Fun
Frust
ration
Fun
Frust
ration
Fun
Frustr
ation

SHARING
Customer touch-points
Research is the stage where all the customer used to look for the different restaurant
which can be used by them to satisfy their needs and wants. All the customer generally loves to
have all the updated information of the organization. Touch point at this stage is the attractive
poster which is designed by organization.
Preparation is the stage where customer decides which restaurant is the best out of all
the option available in front of customer. Touch point at this stage is the benefit which is offer by
all the restaurant as customer used to compare the benefit of more than one restaurant.
Visit is the stage where customer used to visit the restaurant. At this stage the touch point
for the customer is the ambiance and the door service provided by restaurant (Melero, Sese and
Verhoef, 2016).
Enjoying service is the stage where customer used to enjoy the different offering which
is offered by burger king. Touch point at this stage is the quality and taste of the product offered
to the customer.
Feedback is the stage where customer used to provide the feedback about the visit in the
restaurant. Touch point at this stage is the process through which feedback of customer is being
here by the restaurant.
Exit is the stage at which customer used to leave the restaurant after availing the different
services. After sales service are touch point for customer in customer experience stage.
Sharing is the stage where all the customer used to share the pic of their visit at
restaurant on different social media platform. Brand value and goodwill are touch point for
customer at this stage.
Fun
Frust
ration

Detailed customer experience map
STAGES EXPERINCE CHART CLIENT INVOLVEMENT
RESEARCH
 Decide where to go
 Decide what to eat
 Decide how to get their
This stage help the
organization in getting
knowledge about new thing
in market. This used to create
good amount of fun for them.
PREPARATION
 Select restaurant
 Select thing to do
As customer is clear about
what to do.
VISITS
 Check into restaurant
As Burger king used to
develop good restaurant
ambiance it used to create
good fun for customer.
ENJOYING SERVICE
 Enjoy different product of
organization
As organization used to offer
Fun
Frustr
ation
Fun
Frustr
ation
Fun
Frustr
ation
Fun
Frustr
ation

good quality product it used
to create good sort of fun for
customer
FEEDBACK
 Provide overview of visit
Fun at this stage generally
depends on the level of
satisfaction which is enjoyed
by them in organization.
EXIT
 leaves restaurant
Fun at this stage also
generally depends on the
level of satisfaction which is
enjoyed by them in
organization.
SHARING
 upload photos
Due to goodwill of company
all the customer find it joy to
upload different photos of
their visit at Burger King.
Fun
Frust
ration
Fun
Frust
ration
Fun
Frust
ration

customer touch points to influence customer experience
Research: At this stage Burger king has to make sure that they are updating the different
offers and offering of the organization in the market on regular basis so that customer find it easy
to find the information of company.
Preparation: At this stage Burger king has to make sure that they used to offer good sort
of extra service as well to the customer in the market and also offers good product line to
customer to satisfy their need in the market.
Visit: Burger King at this stage has to make sure that they build good ambience at the
store so that the eye of customer can be attracted very successfully.
Service: At this stage the organization has to make sure that they used to offer good
product line to attract the eye of customer toward the different product of company in the
organization (Bilgihan, Kandampully and Zhang, 2016).
Feedback: Burger king has to make sure that they used to hear the feedback of customer
in the market and implicant the same in their offering.
Exit: it is the stage where organization has to make sure that they used to offer good
after sales service to the customer such as customer communication, discount.
Sharing: As Burger king is already having good market value and goodwill, they have to
make sure that they used to maintain the same in future as well.
Examine how Digital Technology is employed in managing the customer experience
Digital technology are electronics tools, systems, devices and resources that generate,
store or process data. This technology is also used by all the organization throughout the world to
carry out different operation of business effectively in an organization. Organization dealing in
service industry also uses different digital technology tool to improve customer service in an
organization. The reason behind the same is that it used to help the organization in improving the
efficiency of different activity of organization (Gilboa, Seger-Guttmann and Mimran, 2019).
Some of the way through which digital technology is used in improving customer experience in
an organization are as follows:

Online ordering of food: Digital technology has helped the organization in offering the
service to the customer in the market, so that they can order food online, no need to visit any
store. This has helped the organization in enhancing the level of comfort and experience of
customer in market.
Customer relationship management: It is another way through which digital
technology has improved customer relationship in an organization. CRM is a technology for
managing company relationship with customer and may be potential customer as well. Burger
king also uses CRM to manage the customer relationship in the market. CRM of Burger King
used to collect all the information regarding the customer and feedback of all the customer. Also
it provides the help of maintaining the relationship with the customer by the way of providing
them online assistance regarding the different query which is faced by them (Schanz and De
Lille, 2017).
Digital technologies are employed in managing the customer experience
Customer relationship management has seen a good sort of changes in recent past, to improve
efficiency of different business activity. This changes has helped the business in retaining and
maintaining the customer relation for the good period of time.
Changes in CRM has helped the business in reducing the amount of time which company
in past used to invest for the purpose of searching acquired customer in an organization. The
reason behind the same is that CRM used to contain each and every bit of information regarding
customer, which has helped the company in improving the efficiency of different activity in an
organization.
Some Changes in CRM of organization has also helped Burger King in Synchronizing
the target customer in better ways. As CRM used to group the different customer together
automatically on the basis of the information collected by the organization.
Advantages and disadvantages of CRM systems
CRM used to bring both negative as well as positive benefit for an organization. As CRM used to
help the company in reducing the cost of company as all the thing which is require to maintain
customer relationship is being done at right time. At the same time it has been also found that
CRM sometime used to increases the chances of duplicacy of work in an organization
(Venkatesan, 2017).

CRM helps the Burger king in increases the access to their competitor information and
targetted customer, which eventually help the company in making greater decision in an
organization. On the other hand it has been also seen in past that usage of CRM without proper
guidance sometime used to create a issue of impacting the efficiency of business activity.
TASK 2
customer service strategies
Burger King uses the variety of customer service strategy to maintain and retain good sort of
customer relationship in the market. Some of the strategy used by burger king are as follows:
On-site customer Service: It is different type of customer service which is offered by
Burger king in their store to maintain and understand the customer in better way in an
organization. Some of the service are providing different suggestion to employee or helping
them with the different solution to the query which is faced by them (Customer Service Startegy.
2017).
Phone customer service: It is type of service in which organization used to provide
different service to employee with the help of the telephonic conversation. Organization
generally used to take order of customer on telephonic. Also customer care of organization used
to hear the different query of customer on phone as well.
Social media customer service: This is another customer service strategy which is used
by organization in which organization used to engage with different sort of customer with the
help of different social media platform.
How customer service strategies create and develop the customer experience
Customer service strategy used to play a very crucial role in satisfying the need of
customer also in an organization. The reason behind the same is that it help the organization in
offering better number of option which can be used by customer to reach the organization. This
eventually help the company in touching more number of customer who are having some sort of
need and wants to satisfy (Hu, 2016).
Another importance which is brought by customer service strategy is that it help the
organization in hearing the concern of company in better way and understanding the real need
and wants of this customer. On the basis of same organization used to develop the product which
can satisfy the need of customer more efficiently.

Using good sort of customer service strategy also help the organization in getting better
knowledge about the need of customer in the market, as with the help of this strategy
organization is able to satisfy query of all the employee in more proficient way. This help the
organization in passing on the positive message to all the customer that the organization also
used to take care about their opinion in their offering.
Review of the application of given customer service strategies
Looking at the customer service strategy which is used by Burger king it has been find
out that, Burger king uses on-site customer service and phone customer service to attract the eye
of customer. As burger king used to provide through knowledge of all the offering of the
organization to customer on their visit to restaurant. Also Burger king used to take the order of
the customer with the help of telephonic conversation with the customer in the market (Bascur,
Rusu and Quiñones, 2018).
Delivery of customer service strategies
Burger king used to deliver the customer service strategy with the help of employees of an
organization. This employees of an organization used to get onboard training regarding the
different way through which this strategy will be implement.
Communication with the customer by the way of different digital media technology or
with the help of feedback provided by them is the another way through which this strategies are
implemented in Burger king.
CONCLUSION
After going through the above report it has been summarized that there are many benefit
of understanding customer need as it used to help the company in building customer base and
product line. After that the report summarized that communication and feedback are few driver
of customer engagement. After that the report summarized customer map and different customer
touch point in it. After that the report summarized that digital technology also used to help the
company in improving customer experience. After that the report summarized that there are
many different type of customer service strategy which is used by Burger king to meet the
different need of customer.

REFERENCES
Books and Journals
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Future Trends and Applications (pp. 117-122). Springer, Cham.
Bilgihan, A., Kandampully, J. and Zhang, T.C., 2016. Towards a unified customer experience in
online shopping environments. International Journal of Quality and Service Sciences.
Gilboa, S., Seger-Guttmann, T. and Mimran, O., 2019. The unique role of relationship marketing
in small businesses’ customer experience. Journal of Retailing and Consumer
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Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Hu, Y., 2016. Seeing industrial services through experience lens-Revealing a customer
experience map to design for an experiential service in B2B context.
Jain, R., Aagja, J. and Bagdare, S., 2017. Customer experience–a review and research
agenda. Journal of Service Theory and Practice.
Kandampully, J., Zhang, T.C. and Jaakkola, E., 2018. Customer experience management in
hospitality. International Journal of Contemporary Hospitality Management.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing. 80(6). pp.69-96.
Melero, I., Sese, F.J. and Verhoef, P.C., 2016. Recasting the customer experience in today’s
omni-channel environment. Universia Business Review, (50), pp.18-37.
Schanz, J. and De Lille, C., 2017. Customer Experience Strategy Turned into Hands‐On Actions
Through a Design Approach. Design Management Journal. 12(1). pp.28-39.
Stein, A. and Ramaseshan, B., 2016. Towards the identification of customer experience touch
point elements. Journal of Retailing and Consumer Services. 30. pp.8-19.
Venkatesan, R., 2017. Executing on a customer engagement strategy.
Customer Service Startegy. 2017 [ONLINE]. Available through
<https://www.talkdesk.com/resources/infographics/7-winning-customer-service-
strategies/>.