Managing the Customer Experience

This document discusses the values and importance of understanding customer needs, wants, and preferences in Burger King. It explores factors affecting customer engagement and the use of digital technology in managing customer experiences. The document also includes a customer experience map and strategies for customer service in Burger King.

Managing the
Customer Experience

Table of Contents
INTRODUCTION..........................................................................................................................3
TASK 1............................................................................................................................................4
P1 Explain the values and importance of understanding need, wants or preferences of
customers in Burger King.......................................................................................................4
P2 Factors effecting upon customer engagement of different targeted customers.................4
TASK 2............................................................................................................................................5
P3 Customer experience map.................................................................................................5
P4 Description of customer touch points creating opportunities for Burger King throughout
customer experience...............................................................................................................7
TASK 3............................................................................................................................................7
P5 Use of digital technology in managing customer experiences along with specific examples
within Burger King.................................................................................................................7
TASK 4............................................................................................................................................8
P6 Customer service strategies in Burger King......................................................................8
P7 Development of customer service strategies along with customer experience...............10
CONCLUSION............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Customer experience defined as a management of customers dealings through which the
help of digital as well as physical aspects that facilitates customised personalisation experience
that will lead good and positive brand value, customers loyalty as well as increase profits also.
To focused on customer experience, an organisation need to pathway, supervises and arrange
customers experience effectively as it helps to compare a business with other market player. In
this report Burger King London is taken for clearly understanding the concept which is a chain of
hamburger fast food restaurant. Under this report discuss about the customers requirement and
expectations and many factors that impacts on customer experience. In addition, show a
customer experience map that requires to be measured by a restaurant for the purpose of getting
opportunities advantages as well as shows the impacts of digital technology in order to manage
customer experience in a positive as well as effective manner.
TASK 1
P1 Explain the values and importance of understanding need, wants or preferences of customers
in Burger King.
All businesses are required to operates their business activities as per the customers
demand and needs that is very important to evaluate on the customer’s emerging requirements,
expectations and demand all these are arising through their ability, desires as well as willingness
that are totally depends on their demographics, income level and cultural aspects. There is a
specific criteria of customer needs that benefited in order to predict sales as well as all
organisational functions in order to attract and encourage large number of customers and
satisfied them by facilitating top class service experience of restaurants (McColl-Kennedy,
2017). Within the context of Burger King restaurant, company focused on ascertaining the
customers taste, preferences as well as perceptions that will enables them to provide that type of
food which will give higher satisfaction to their customers. There are some advantages or
benefits to the company while can be taken into an account while they serve foods and services
after analysing the customers needs and expectations. Some of these are considered as follows:
 As Burger king efforts more towards the identification of customer’s requirements and
expectations for products and services which they want that are related and changes
according to income level. This will assist in improving the organisational profits in order

to sale high amount of goods as well as it also provides high customer satisfaction (Kim,
2015).
 This will also helpful and benefited for Burger King in order to formulate appropriate
strategies that are related tp place and price like where a company market their products
and services at what prices as it is attractive as compared to its competitors as well as it
needs promotional strategy in order to attract more customers and their interests.
 Identification of customer’s expectations and requirement also helpful to the Burger King
restaurant as it can facilitates that kind of foods and beverages that are needed by them in
order to earn high profits and sales.
P2 Factors effecting upon customer engagement of different targeted customers.
Customer engagements defined as an emotional interaction between customers and
business organisations as it gives more better results to the company (Chathoth, 2016). If
customers are highly engaged in business activities then it will increase the purchase as well as
demonstrate strong loyalty towards specific restaurants. To gain a successful activity of a
restaurants there is the requirement of high quality of consumers experience that is highly needed
in maintaining and implementing customer engagement strategy. Within the context of Burger
King, there are several factors that impacts on the customer experience such as: availability of
foods and beverages, navigation in order to access restaurant location, personalised experience
by giving individualise services to every guest, convenience while take out them and reach out to
their destination etc. In addition, except all these factors technology has also impacted on
customer engagement as it will requires to supply information’s towards the discount facility,
offer, coupons and so on that requires a platform like emails, text messages as well as many
others (Bjelajac, 2016).
Role of customers on strategies to stay retain loyal customers:
 Add links of social media: This will help in facilitates more awareness towards the
company’s products, services as well as facilities (Shea, 2016).
 Easy sign up: It is related to the initial or the first time contact of users with Burger King
that is require easy in order to that customers easily reserve their table.
 Create efficient billing systems: It can be more effective as they use online payment,
debit cards as well as credit cards.
Analysis of various customer’s needs and expectations:

Burger King needs to evaluate the dynamic requirements of their customers by taking proper
feedback from them as well as asking questions to them this will leads in positive customer
engagement (Maier and Prusty, 2016).
Needs as well as Expectations of different range of customers: Families: It includes family friendly theatres, arts as well as open space for spending
leisure time with family members. Teenagers: They requires entertainment facilities like pub, bars, theatres etc. as they can
experience restaurants visiting. Professionals: They needs projector room for meeting, high speed Wi-Fi facility,
refreshments, satisfactory lights as well as GD room with round table.
TASK 2
P3 Customer experience map.
This shows the customers actual journey that assist to an organisation in order to enhance
individual’s experience as this will required to ascertain that the demand of product and services
in future (Pravdic, 2013). In the context of Burger king restaurant, they put more efforts to
understand and analyse whole scenario related to the customer’s expectations, requirements and
demands in order to develop a plan accordingly. In addition, restaurants emphasised on
facilitating appropriate training and development programmes to their workers for increasing the
customer experience while serving them effectively.
1. Touchpoints:
 Pre visit: In this, customers will ensure the effectiveness of services of specific
restaurant by gathering appropriate information’s by using websites as well as
advertisements.
 During visit: After gathering all information’s and select one restaurant that will
take some guidelines and knowledge towards the management policies of
restaurant that puts high efforts in order to make their journey best by facilitating
effective services (Harmeling, 2017).
 Post Visit: This is related to the after taking restaurants services that will enables
them in order to give feedbacks and reviews towards their experience.
2. Thinking and feeling:

 Pre visit: In this, customers decide to bring a booking through their feedbacks
and reviews in order to analyse the prices and services with other restaurants.
 During visit: In this many elements are experienced by customers like service
delivery, manager behaviour, restaurant ambience etc. that can shows positive as
well as negative feelings among users.
 Post Visit: It involves the after taking services mainly as in this stage they have
gained some value against they pay for avail services that gave guest satisfied and
valuable experience.
3. Ideas for improvement:
 Pre visit: In this, Burger King restaurants require to make simple while a
customer want to book by using websites, doing online payments as well as
deliver appropriate services to their guests.
 During visit: It focused on providing some training sessions so that they can
easily fulfil the customers dynamic requirements.
 Post Visit: It requires to facilitates customers with some complementary gifts as
they meet the valuable and best experienced ever.
P4 Description of customer touch points creating opportunities for Burger King throughout
customer experience
As customer touchpoint involves all that stages when guest make effective interaction
with Burger King restaurant in order to identify and analyse the services which are offered by
them (Carlson, 2016). It also defines as a journey of customers that begins with the time before
availing services, during time and post experience as the company using digital media as a
technology in order to communicate with their users. These are as follows:
 Websites: The detailed knowledge towards the Burger King restaurant can be updated on
its websites as related to services, price, facilities, customer reviews, offers, discounts and
so on.
 Social media: It is a most important tool that can be used by Birger King restaurant to
attract large customers attention as well as interests which includes Facebook, Instagram
etc. that will enable to update information’s regarding reviews, activities as well as
images (Bruce and Love, 2018).

 Review sites: Before booking a restaurant, a customer gone through several social sites
like Tripadvisor, Yelp etc. that helps them in order to get restaurants information’s which
is more beneficial for Burger King to provide effective services to their customers as to
attract more customers towards positive reviews.
TASK 3
P5 Use of digital technology in managing customer experiences along with specific examples
within Burger King
Electronic system like digital technology is useful for collecting, sorting as well as
processing on the data’s and information’s. a great example of digital world of technologies are
mobile phones, social media, online games as well as multimedia etc. To develop a positive
relationship with their customers a Burger king restaurant using several tools like Opera software
as well as ECRM software as all these are helpful in generating customers data.
Importance of digital technology in managing customer experience:
 Easy to understand: Through the help of digital technology Burger king can facilitates
clear data and information to their customers that will enables them in order to attract
large customer base as well as develop better customer relationships (Tseng, 2016).
 Clear view about their customers: By implementing changes in technologies of Burger
king can analyse customers buying behaviour, taste, preferences, rends etc. that are
required to plan a future in an effective manner. Record customers data: digital technologies have a huge importance in restaurants as it
will enables them in gathering and recording customers information’s that includes past
records and discuss customer’s likes, locations as well as dislikes and many other
elements.
CRM System:
It refers to the customer relationship management as it is an effective concept that are
used to manage as well as enhance the customers relationships (Marbach, Lages and Nunan,
2016). This is very helpful for Burger king restaurant as it will provide awareness towards the
customers demand as well as formulate activities according to them in building the strong
relationships.
Characteristics of CRM:

 Customer needs: Customer relationship approach is used by Burger King in order to
identify the customers expectations, needs as well as demand as this will helps in
prioritise their activities according to them (Lemon and Verhoef, 2016).
 Consumer satisfaction: It is defining as an important aspect that reflects the level of
satisfaction from Burger king services so as they clearly understand about the plans and
procedures that are moves in a right path or not.
 Customer complaints: It refers to the customers dissatisfaction from these services which
they availed in Burger king restaurant. This will might be occurred due to
misunderstanding that requires to be solved in a specific time duration.
Types of CRM: Operational: It refers to the front office activities that are useful for making customer
interaction towards the needs and wants of them in order to using several mediums such
as fax, email and texts. Analytical: This is related to the several departments as marketing, sales as well as
customer service in order to serve better to their customers by facilitating appropriate
information or data’s. It has touch points related to the customer’s buying behaviour,
profitability as well as target market.
 Collaborative: It is related to the collaboration with partners, customers as well as
suppliers to enhance customer experience as well as profits that are used in increasing
service quality to fulfil the customers needs and wants.
TASK 4
P6 Customer service strategies in Burger King
Customers plays an important role for every business organisation as it facilitates the
success and growth of an organisation which are depends on them. It is essential for a hospitality
and service industry like Burger King restaurant in order to provide more emphasise on
customers satisfaction by supplying services and achieve highly competitive advantages in the
marketplace. For this propose a manager of the restaurant needs to formulate some kind of
strategies and policies to facilitates impressive strategies to their guests. Within the context of
Burger King there are some steps that are considered as follows:
 Assigning the market needs: It define as an valuation of market requirements in a
specific hospitality industry as it has impacted on several strategies that are formulated

for customer services (Khan, Garg and Rahman, 2015). Urgency is considered as the
effectiveness of services that are rendering by customers to gain more satisfaction.
Market Size also impacts on the service strategies of guest as restaurants thinks to cover
global markets then it required huge online presence in order to provide easy access to
their international customers. Cost of customers acquisition helps businesses in
ascertaining the all expenditures which they have to spend on promotional strategies that
are required to acquire large number of customers. The uniqueness of products as well
as services assist restaurants in taking competitive advantages in the dynamic market.
Market speed defines as a setting of time limits in order to formulate and implement all
strategies to provide high satisfaction and leads huge profitability also at a same time. Experience mapping: It is based on the customers perceptiveness as it helps restaurants
in analysing the opportunities that enhance innovation changes. It must understand
target market and interview best customers in order to understand about their opinions
towards Burger King’s services. Focused on customer needs and improved it quickly
in terms of minimising the conflicts and facilitates better experience. Touch point must be
analysed by restaurant in order to facilitates effective as well as appropriate modifications
in businesses.
 Touch point analysis: It refer to the customers interaction channels that might possess
results in either build or destroy the company’s image (Homburg, Jozić and Kuehnl,
2017). This will assist an organisation to analyse the guest views related to their
experience as well as gives several opportunities in order to enhance the customer
experience. Pre purchase occurs when a customer gone through the websites before
booking a restaurant in terms of ratings and reviews. During stay includes that services
which are rendered by customers will become their touchpoints. At last, after stay
includes billing as well as complementary gifts become as touchpoints.
There are some of the customer experience strategy that can be utilised by Burger King in
order to develop better customer relationships that are as follows:
 Create a customer service vision: To gain a high attention of customers a restaurant must
required a clear vision as well as mission in terms of quality services. For example:
Burger King have clear vision that will assist in achieving their objectives by providing
quality services to their guests.

 Assess customer needs: Burger king can use touch points in order to take detailed
information’s about their customer’s expectations as well as implement effective strategic
changes.
 Hire right employees: Skilled employees have higher skills in terms of interpersonal
communication that gives high range of customers satisfaction and helpful for resolving
all issues of Burger King restaurant.
P7 Development of customer service strategies along with customer experience
For retaining the customers attention as well as interest Burger King restaurant give high focused
on formulating and implementing strategies in order to influenced customers decisions and
choices (Srivastava and Kaul, 2016). The main purpose behind this is to increase employee
engagement by using appropriate techniques like digital networking. In addition, conducting
appropriate market research Burger King restaurant can analyse the customer’s expectations and
demand so that they can performed all operations smoothly and as per the market requirements.
Customer experience strategies are important for managing the entire activities in order to
determine the customers demand and expectations as well as make effective decisions to satisfy
them accordingly. Research and development strategy are very helpful as it allows businesses to
collect detail and depth knowledge about their users in order to take competitive advantages as
well as increase profitability by considering their valuable feedbacks (Calder, Isaac and
Malthouse, 2016). Also, it is required to make updated contents that means they should facilitate
all services as well as facilities that fulfil the needs and trends of present marketplace. This will
help in increasing profitability and develop positive image in the market as well.
Recommendations:
 Burger King requires to facilitates customer care services in order to resolve their
quarries and handle grievances which shows a clear understanding to the customers.
 Burger King should make use of latest technologies to supply better quality of services
within the customer’s quality time periods.
 As Burger King gives less focused-on feedbacks but they should be emphasised more on
it in order to implement constructive strategies for leading in the competitive market
positions.

CONCLUSION
It has been concluded from the above assignment as management of customer experience
is needed in hospitality industry to get high satisfaction of customers which will results in high
profitability. Hospitality industry succeed when they provide better services as well as develop
better relations with guest that provides high range of satisfaction. In addition, most of the
restaurants needs to formulate some drastic strategies so they can increase the customer
experience at before, during and after time of touch points. This will help to make valuable
customers relations as well as get high recognition in the market with a huge amount of profits.

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