Managing the Customer Experience

This report discusses the importance of understanding preferences, demands and needs of target consumers in managing the customer experience. It also includes a consumer experience map and customer touch-points that develop opportunities for business.

Managing the
Customer Experience

INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1Importance of understanding preferences, demands and needs of target consumers ............4
P2 Multiple elements that influence consumer engagement of diverse form of target customer
group............................................................................................................................................1
TASK 2............................................................................................................................................4
P3 Consumer experience map......................................................................................................4
Website: .........................................................................................................................................4
P4 Customer touch-points all through consumer experience that develop opportunities for
business .......................................................................................................................................6
TASK 3............................................................................................................................................7
P5 Digital technology to manage consumer ..............................................................................7
TASK 4............................................................................................................................................8
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P6 Consumer Service Plan of action............................................................................................8
P7 Consumer service scheme as to develop experience of customers .......................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
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INTRODUCTION
sConsumer experience is most crucial element for an organisation to survive and grow in
any industry. This is most important tool within hospitality industry, as consumer experience
holds a power to effectively increase organisation brand image and profitability within
marketplace. Present report has been conducted on Burger king (Alexander, K., 2013). It is one
of the largest fast food restaurants that offer their services worldwide. In this report formative
discussion has been made on importance of consumer need and want. Further report includes
consumer experience map as well as touch point by undertaking of which organisation can
improve their business opportunities. In addition with this consumer service strategy is also
being explained in this report with the help of which organisation can further able to fulfil
expectations and demands of consumers in a well defined manner.
TASK 1
P1Importance of understanding preferences, demands and needs of target consumers
Consumers are termed as a most crucial element for an organisation that effectively
contributes in organisation growth. It is essential for entity to effectively determine the needs as
well as demand as to satisfy them accordingly. With increase in customer experience
organisation can develop their brand image with the Marketplace and can also retain their
consumer for long time duration. Burger King operates their function as a fast food restaurant
and mainly target youngster and children’s as their main customers. They completely emphasize
on influencing their great customers by satisfying their needs in best effective manner.
Organisation manager undertake evaluation as to identify the special customers along with their
needs.
Customers Needs and Wants
Primary School Children  Amusing Food
 Prime Food
 Wax crayon and Colouring
College Students  WIFI
 Grab and go food as well as coffee
Teenager  Soda and Milkshakes
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 Blasting pop music
 Superior Food
According to the given graph, this is being evaluated that as per the targeted consumer groups of
company there is a sole need that they required in any condition. First consumer that has been
targeted by company came primary school children, this customer range need Fun Food because
of their age group. In addition with this they mainly prefer restaurants where they can enjoy at
eating time. In order to fulfil their demands and satisfy them Burger King provide free gift with
food as to grab attention of school children. While other target customer of Burger King Need
internet facility. For this organisation offer free Wi-Fi facility in order to attract their attention (
Bilgihan, Kandampully and Zhang, 2016). In addition with this, Burger King Offer milkshake
and soda to youngster target, as in this student have less time period to spend in restaurant due to
their study schedule. Thus, they have less time for enjoyment and mainly prefer for Soda and
milk shake that can consume within lesser time period.
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P2 Multiple elements that influence consumer engagement of diverse form of target customer
group
1. Primary school children
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2. College Students
2

3. Teenagers
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TASK 2
P3 Consumer experience map
Consumer experience map is defined as a procedure with the help of that consumer
engagement within company can be tracked in best effective manner. This technique benefit
organisation to connect with their customers related to commodities and services that have been
rendered by them. With the help of this organisation ensure that customers are satisfied with
organisation offering, as if a customer is highly satisfy then company have larger opportunity to
increase their organisational profitability. It further ensures entities sustainability within
Marketplace of hospitality industry. Main aim for which organisation undertake mind map is to
ensure that customers are satisfied with the services and products. Burger King offer their
services through different outlets across the world thus, in order to maintain company Global
image, management of company understand effective importance of mapping customer
experience (Garg, Rahman and Qureshi, 2014.). Organisation undertakes different types of tool
as well as techniques in order to interact with their customers and communicate with them on
regular periodical manner. Mentioned below there are different techniques which is undertaken
by manager:
Website:
It is most effective tool through which organisation convey necessary in required message of
organisation to large base of customers. Websites include information along with creative
visualisation as well as pictures. In relation with Burger King Company offer required
information related to the products and services that have been offered by organisation to
customers. In addition to this company also showcase their latest offering to customers. In this
management effectively ensure that all the data and information that has been provided to
website is accurate and reliable and there is no misleading advertisement in order to ensure
Public Interest.
Restaurant management:
It is essential for an organisation to offer regular and adequate training to employees in
order to effectively increase the job performance. In this Burger King management ensure that
they hire potential and skilled employees those who can perform their job by undertaking their
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responsibilities in well defined manner. In addition with this organisation also provide training to
this stuff as to improve their working pattern in order to increase customer experience.
Restaurant environment:
It is essential for restaurant to offer pleasant and soothing environment to customers as to
enhance their experience. In this Burger King management team ensure that restaurant have
warm and present environment where they make customers feel comfortable at their every visit
in restaurant. It has been identified that restaurant environment effectively contributes towards
higher consumer experience.
Review sites:
Review sites are website that contains comments and ratings that are given by individual
related to business services, commodities, business person in different review sites. There is a
use of web 2.0 techniques as well as tools in order to allocate reviews and information from
different uses of site (Torres and Lehto, 2014). In addition with this company can also undertake
the tool as to use professional writers to give rating and comment to business according to their
own need. In modern scenario customers are tend towards technologies and they are aware about
everything. They check the review of product and services before making a purchase. It is
essential for management of burger going to ensure that the review site have positive as well as a
good ratings and feedback from consumers. For this company is required to offer qualitative
products to their customers.
Restaurant staff:
It is essential for organisation to treat their customers in best effective manner as to make
enhancement in consumer experience. In context with Burger King, organisation provide regular
training to this staff with the help of which they modify the behaviour of every worker and make
them learn to effectively deal with customers. With the help of this company ensure higher
customer satisfaction.
Email:
Emails are undertaken by organisation as to communicate with their customers. In today’s
modern world company allocate information of the customers during their visit at restaurant. In
this information related to consumer email id, mobile number etc is been included. In relation
with burger king, management team of restaurant take use of customer email in order to share
discount offer and products of company as to aware customers on regular basis.
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P4 Customer touch-points all through consumer experience that develop opportunities for
business
Consumer touch point is termed as a business jargon that can be undertaken by an
organisation in order to exchange the information’s with consumers. With the help of these
information’s company can ensure effective influence of customers that can further help them to
gain more opportunity. In relation with Burger King, it has been identified that restaurant is
undertaking best effective form of consumer touch point as to make effective improvement in
their relationship with customers. This aid burger king to increase their profitability in
significant manner and can further enhance their relationship with consumers. According to the
scenario, this has been identified that waiters within Burger King make eye contact with their
consumers, as it is also considered within a consumer touch point with the help of which
individual can influence others. With the help of this touch point person can form significant
relationship with others. Thus, with the help of this factor of consumer touch point Burger King
ensure towards framing positive form of relationship with their customers. This has been
identified that company is required to offer continuous training to their staff in order to increase
experience of customers. It has been identified that burger king ensure that there is proper
training programs that are given to their employees. With the help of this company not only look
towards teaching them to take utilisation of their of speaking skill but also make them learn to
use gestures such as eye contact in order to frame positive relationship with customers.
Mentioned below there is a script given that states conversation among employee in a customer
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.
TASK 3
P5 Digital technology to manage consumer
Technology is changing in fast effective manner, that makes organisations to adapt
advancements in technology on continuous manner in order to gain more competitive advantages
against their competitors. Digital technology effectively aid organisation to maintain regular
communication with their customers on regular manner and can further identify their
requirements in well effective manner. Thus, it is essential for companies to have adequate
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knowledge related to every up gradation in technology and can implement the same within
organisational structure. Black and white is one of the famous hospitality organisation that
mainly emphasize on effective maintenance of healthy relationship with consumers. It has been
identified that they have proper understanding of consumer relationship. Management of
organisation arranged a workshop. The main aim of this workshop is to equip organisational staff
about the importance of consumer relationship management and how it can lead towards more
consumer satisfaction:
Customer relationship management can be defined as an effective approach, which aid a
business organisation in meeting its specific goals in regards to targeting the customers through
offering them with products and services based on their requirements. Basically, this could be
considered as particularly an approach which aid in engaging customers with the products and
services offered by companies. With the help of this, an organisation like Black and White could
easily gain number of benefits, which can be anything from effective communication, building
long term relationships, understanding the nature of needs and requirements of customers and so
on. Failure into taking in use of this approach, would lead Black and White to deal with number of
issues. In present context, number of questions which can be asked to customers by managers and
representatives of black and white are presented underneath:
 Company which has built the presentation?
Black and White
 Person’s name who has developed presentation ?
Julian Hook
 What was the name of particular software, which was specifically demonstrated ?
Opera
 What were the key elements has been considered within the programme ?
The software which has been utilised, was consists with book rooms, open table, services in
regards to booking the tables, reservations and many more.
 Which can be considered as the potential customers or the current target consumers ?
In present context, the number of customer of Black and White is Marco Pierre White Restaurants,
Travelodge, Hilton International, and so on.
 From how long the company is doing business and made it as a successful business
organisation ?
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If it is talked about black and white the organisation is performing its operations from 2014 and if
it is talked about the software that the company is using was built in the year of 1970.
 Based on the perceptions, is organisation looking forward to bring modifications within
their software or to change it in near future ?
Basically, integration is said to be important thing to do for a business organisation in
upcoming future it can easily be said that company wood required to make modifications in their
software or to change it looking at the dependency of the updates and competition.
TASK 4
P6 Consumer Service Plan of action
Customer service strategy termed as a policy and a plan that are undertaken by each and
every organisation as to accomplish their objectives and goals in well defined manner in order to
ensure your satisfaction of customer. Main aim that has been hold by consumer service strategy
is to provide immense level of satisfaction to customers and retain them for long duration of time
while ensuring their loyalty. This strategy also benefits company to hold customers with
organizational product and services and retain them as to restrain them to shift their perception
towards competitors. In context with Burger King it has been identified that restaurant undertake
different type of strategy in order to effectively influence customers and retain them for long
time. Mentioned below some of these strategies are define:
Empower staff to make customers happy:
With the help of the strategy organisation offer power to some of the employees as to to
have direct communication with customers those who visit restaurant on a regular basis.
Organisation is required to ensure that the selected individuals only operate the functions as to
please customers in a comfortable way and take care of their demands and needs. In context with
Burger King with the help of the strategy they can attract large number of customers and enhance
their experience best effective manner.
Resolve customer issue in initial phase:
Within this strategy it is essential for organisation to resolve issues and problems of customers
on regular basis. With the help of this company can able to place a positive image over
customers that significantly contributed towards overall growth of Organisation. In context with
Burger King Management of restaurant effectively focus to enhance their internal
communication process among staff and customers. With the help of this they can able to
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effectively identify the real issue and problems of customers and can further overcome them in
best effective manner as to read main them for long duration of time ( Harris and Daunt, 2013).
Train employee in customer empathy:
It has been identified that relationship among employees and consumers are termed as an
exchange of emotion. It is an initial process thus it is essential for organisation to provide proper
training to the employees in order to enhance their skills as to reduce frustration of customers at
Burger King to improve consumer experiences and further insurance high growth.
P7 Consumer service scheme as to develop experience of customers
Ambience and First Impressions:
The whole music system and
ambience is pleasant in nature
of the restaurant.
Number of seats available
within the restaurant are not
particularly enough.
Expansion of the sitting area
would help organisation to
sustain for a longer period of
time.
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No service charge is applied
by the restaurant.
Billing process was not that
effective enough as number of
customers for dealing with the
charges that has been applied
by Burger King.
Transparency would help
customers in getting the
knowledge in regards to tariff
that has been applied.
Prices for the food offered is
high from other restaurants.
Software that has been utilised
for billing sometimes shows
the service charges.
Offers to the customers with
best quality food items with
nominal charges.
Range of Products:
free Wi-Fi and parking
facilities are provided by the
company.
Sometimes, dirt can be seen on
the table.
Would have asked the cleaning
department to take proper care
of the place and hygienic as
well.
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Staff
Effective behaviour of staff
with customers leads to build
up a positive environment.
Untrained and new to staff
main create negative
environment due to conflicts
arising situation with
customers.
hiring much more experienced
and skilled staff would directly
lead the company to engage
customers with the products
and services offered by Burger
King.
Time:
Delivering time of the food
items was effective which
made number of customers
loyal with the services
provided by company.
Self service, can be considered
as one of the inefficient
program of the company.
I would have employed,
number of skilled individuals,
so that to deliver the best
service in the restaurant.
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Supplementary Items:
Quick Service is said to be one
of the thing, which is strong
point of Burger king.
Less complementary services
are provided by Burger King.
Welcoming drinks will be
offered by me within the
restaurant.
Payment:
Cashless transactions can
easily be done within the
Burger King.
Company only accepts
payment through online when
it comes to home delivery.
Accepting the cash payments
to keep the customers loyal
with the services offered.
CONCLUSION
According to the given report it is being concluded that customer experience is most
important element which is required to be consider by an organisation while performing their
operations as by fulfilling needs and demands of customer an organisation can significantly able
to gain more competitive advantage against their competitors. In addition with this organisation
is required to effectively satisfy needs and demands of customers while identify them in best
effective manner. This can be effectively done by companies by undertaking advantage of
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different types of strategies. In this organisation can undertake use of restaurant environment,
email, review sites to effectively undertake customer experience mapping tool. Further there are
many touch points that can be considered by organisation as to improve customer experience and
confirm the gain long-term advancements.
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REFERENCES
Books and 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.
Bilgihan, A., Kandampully, J. and Zhang, T., 2016. Towards a unified customer experience in
online shopping environments: Antecedents and outcomes. International Journal of
Quality and Service Sciences. 8(1). pp.102-119.
Blázquez, M., 2014. Fashion shopping in multichannel retail: The role of technology in
enhancing the customer experience. International Journal of Electronic Commerce.
18(4). pp.97-116.
C. Harris, L. and Daunt, K., 2013. Managing customer misbehavior: challenges and strategies.
Journal of Services Marketing. 27(4). pp.281-293.
Cetin, G. and Dincer, F. I., 2014. Influence of customer experience on loyalty and word-of-
mouth in hospitality operations. Anatolia. 25(2). pp.181-194.
Garg, R., Rahman, Z. and Qureshi, M. N., 2014. Measuring customer experience in banks: scale
development and validation. Journal of Modelling in Management. 9(1). pp.87-117.
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.
Shah, D., Kumar, V. and Kim, K. H., 2014. Managing customer profits: The power of habits.
Journal of Marketing Research. 51(6). pp.726-741.
Spiess, J., and et. al., 2014. Using big data to improve customer experience and business
performance. Bell labs technical journal. 18(4). pp.3-17.
Torres, E. N., Fu, X. and Lehto, X., 2014. Examining key drivers of customer delight in a hotel
experience: A cross-cultural perspective. International Journal of Hospitality
Management. 36. pp.255-262.
Yang, Y., Liu, X. and Li, J., 2015. How customer experience affects the customer-based brand
equity for tourism destinations. Journal of Travel & Tourism Marketing. 32(sup1).
pp.S97-S113.
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