Managing the Customer Experience

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
1