Managing the Customer Experience

This document discusses the value and importance of understanding customer needs and wants in managing the customer experience. It explores factors that drive customer engagement, customer experience mapping, customer touchpoints, and the use of digital technology for customer experience and CRM. The document also provides insights into customer service strategies and creating a customer service strategy to enhance the customer experience.

Managing the
Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................4
Task 1...............................................................................................................................................4
P1 Value and importance of understanding the need and wants of targeted customers..............4
P2 Factors that drive customer engagement of different target customer group ........................6
Task 2...............................................................................................................................................9
P3 Customer experience map.......................................................................................................9
P4 Customer touchpoint.............................................................................................................11
Task 3.............................................................................................................................................12
P5 Use of digital technology for customer experience and CRM.............................................12
Task 4.............................................................................................................................................13
P6 Customer service strategies..................................................................................................13
P7 Customer service strategy create and develop the customer experience..............................14
CONCLUSION..............................................................................................................................16
REFERENCE.................................................................................................................................17

INTRODUCTION
Customer management refers as those activities which are used to attract them
and making profits. All businesses are depend of their customers which helps to
increase the productivity and profitability. Every business concern should analysis the
needs of people and provide that kind of products and services that can satisfy the
customers (Situmorang, Rini and Muda, 2017). This is a continuous process which is used by
business organisation to maintain the good relations with customers and earn
revenues. For better understanding about customer experience and management KFC
has been taken that that is American fast food restaurant. It is world's largest restaurant
chain after McDonald's. This was founded by Colonel Harland Sanders who was an

entrepreneurs, began t selling fried chicken from roadside restaurants. This provides
different types of facilities and good experience to customers which helps to maintain
the profitability. This report covers different topics such as value and importance of
needs, wants and preference of customers, different factors that drive and influence
customer engagement, different customer engagement factors, customer experience
map and touch points which helps to manage the all activities.
Task 1
P1 Value and importance of understanding the need and wants of targeted customers
Customer refers as a person who buys goods and services by paying amounts
for the purpose of consume is consider as customer. Businesses are depend on
customers which helps to run a business successfully. The main dream of business is to
earn highest profits by selling the number of products and services (Jain, Aagja and
Bagdare, 2017). So every organisation focuses on needs and wants of people then
develop products accordingly. For instance, the management KFC focuses on needs
and wants of customers and provides services according which helps to get the good
experience. Good food and beverages are provided by manager as per their wants
which leads to high profitability. This is multinational organisation that serves American
fast food at national and international level which helps to increase the brand image.
This targets all ages people who are interested to get hotel services.
Target of KFC, its needs wants and preferences
KFC, is a multinational restaurant which offers different types of products such as
Fried Chicken, Sandwiches, Wraps, Salads, Desserts, Breakfast, Krushers (Milkshakes)
which customer wants (Hussein, Hapsari and Yulianti, 2018). The main aim of business
organisation is to increase the number of customer and get good feedback from
customers. This gives preference to all ages people but mainly focus on young people
who are interested to get such products. Management of such organisation targets
behavioural and demographic sectors which helps to increase the sale by targeting.
This helps to increase the brand image of organisation.
Reason to understand the needs, wants and preference of target group

To managing the customers and knowing needs and wants of them is important
because it helps to get more leads and more business as customers feel happy and
give their positive feedback (Duran and Uray, 2018). This creates strong customer
relationships and new sales through positive word of mouth recommendation. By
knowing the needs of customers business industry an save their cost and time as they
only provides wanted products and services. Such as managers of KFC keep records of
customers and also maintain the personal details which helps to provide further more
which helps to create a good image in customer's mind.
Customer engagement
This means a business communication which is used to connect external
stakeholders with organisation (Kim and et. al., 2016). Customer engagement refers as
those activities which get engage customers in to different activities. For engaging the
customers, managers need to develop the emotional connections, build a community or
forum need to use a technology for the purpose of introducing attractive services which
retain customers continuously. There are various method which can be used to engage
the customers such as interaction, reaction, good response and customer experience
which helps to meet with objectives. Such as KFC provides online and offline facility to
customers which helps to attain the business goals.
Influencing factors
There are many factors which are used by KFC influences the customer engagement
such as:
Technological factors: This factor is used to influence the people by adopting
new technology that helps to introduce new services which attracts the customers more.
Such company was facing the problems due to which customers were selecting the
other brand. With the help of new technology manager has decided to launch new and
attractive products in short period which increases sales (Ukko, Saunila and Rantala,
2016).
Social factors: This refers as changing in lifestyle, fashion, taste and culture
which can influences the customer engagement. For example, initially KFC did not
provide healthy food that creates problems for organisation. It was providing unhealthy
food such as extra crispy combo meal contains as much as 15 g of Trans fat which was

more than a person ingest in a week. To concern this point, management has decided
to focus on customer's needs and provide food products accordingly. This helps to
increase the productivity and profitability of company.
Privacy concern: Every customers wants that their information should be
private, not to discuss with others. The management of KFC restaurant provides privacy
services to customers which helps to create a trust among people and retain them long
period (So and et. al., 2016).
P2 Factors that drive customer engagement of different target customer group
Customer engagement is the emotional connection between brand and a
customers. A customer who are highly engaged with one brand, buys more, promote
more and demonstrate more loyalty which helps to create a good image of brand. In
context to KFC, different factors are involved by management which influences the
customer target engagement:
The influencing factors are defined as:
Accessibility: This factor states that every organisation ensures that customers
are able to find and access the product of their organisation efficiently. Customer should
not not have any problems or barriers while reaching at there. In context to KFC, is a

well known brand that offers variety of food to customers and also provide online facility
which helps customers to assess easily (ur Rehman and Kausar, 2016).
Convenience: This is consider as important element of positive customer
experience that influences customer engagement in order to make decisions about what
to buy and which services they should use. In context to KFC, is a well known
restaurant provides decision convenience, access convenience, transaction
convenience which helps customers to shop product faster and make payment instantly
which influences positively. Moreover, customer get information by using online facility
which attracts more (Le Dinh and et. al., 2018).
Deliverable: This is another factor which influences customer engagement such
as customers wants fast and easy delivery of food which is provided by KFC that
attracts customers positively. It helps to increase the customer loyalty and market share
of selected company by delivering the food easily (Jang, Baek and Choo, 2018).
A review of customer on boarding strategies
In hospital industry there are different boarding strategies which can influences
customers engagement such as:
Trigger Emails: This strategy is used to attracts many people at one time by
selling them mails. This is a kind of messages which are used to influence people
towards itself and increases sale of business organisation. The marketing management
of KFC uses this factor which highly influenced people to buy the products (Customer
Onboard strategies, 2019).
Create an efficient billing system: This means every organisation should focus
on billing system in which customers wants proper prices and billing in order to attracts
customers. This helps to increase the number of customers by providing efficient billing
system that make feel good to customers (Stokvik and et. al., 2016).
Reward Loyal Customers: This mean an organisation should reward their loyal
customers who are getting products and services from one organisation. The
management of KFC offers loyalty programmes for referrals which helps to retain the
customers for long period.
Different types of customer groups , their needs and expectation

Teenagers: This involves people who are between the age group of 12 to 20
consider as teenagers, their needs and wants are different. So, it is important for
business organisation to focus on needs of teenagers and provide products accordingly
in taste and prices (Muls, Klimova and Andreyev, 2018).
Illustration 1: Teenagers, 2019
Source: Teenagers
Women: This means females who have different needs and expectations which
are important for business organisation to follows them. KFC's management focuses on
this group also which helps to connect them for long period (Nilsson, 2017).
Family: This is another group of customer engagement that has different
expectation such as good quality of food, reasonable cost, proper infrastructure, good
interior and exterior work that helps to retain the customers for long period and increase
profitability.

Task 2
P3 Customer experience map
Customer experience map is a tool that applied by the organisation to collect
answer of the questions from the customers to provide effective services. According to
this framework organisation measure the reviews from the customer regarding to
provided products as well as services. KFC is fast food restaurant that provides several
types of services to satisfied of customers. The manager of selected company map
applying different types of tools & techniques
Customer journey map of KFC
In the KFC people arrive to eat food and many times book the table and told for
the specific arrangements, timing etc.
Arrival restaurant To book the table in the restaurant customer meet the
receptionist and ask for the book table after that meet
with the executives for table booking. If there are any
availability so they take advance and book the table for
the specific day.
Starters and food ordering In the customer service sector, employees provide the
menu where present all the items for starter in veg as
well non veg. KFC provides food items in packaging
that take away from the place.
Special service in dinner On the special demand book the table and consist of
different arrangements like music, decorating table etc.
KFC also offers special items which is provided on the
particular day.
Bill payment Many time customer face the problem regarding to boll
payment so restaurant provide different types of
payment option such as Cash, credit card, debit card &
UPI in the KFC that satisfy them easily.

After providing all the special services KFC measure the customer experience
map when getting feedback from them. There are discussing the tools to provide best
services such as:
 Websites: To search out the information about the restaurant most of the
customer visit on the website where see reviews after that decided to go in the
restaurant. KFC maintain their site on daily basis and provide all the information
in detailed manner.
 Hotel management: This tool utilised by the restaurant in order to arrange good
hotel management services. In KFC manager hire to experience people who
have knowledge of the restaurant industry and keep better management. For this
they are providing the training on time to time as per the changes in the menu &
services.
 Reviews sites: It is most effective tool that supports in the changes in the mind
of the customers as per the reason of purchasing products & services. Like
customers are interested to understand about the customer services of the KFC.
P4 Customer touchpoint
In business market, there are different brand which customers uses in order to
get products and services. Customer touchpoint is consider as brand point that are used
to connect the management and customers effectively. Organisation should provide
attractive services that can attracts customers in order to increase the sales. The main
object of business organisation is to increase the sale of business industry and profits
also. In context to KFC, the customer touch point is collected by management by
providing attractive services which is a business opportunities for business organisation
(Razalli and Hasnan, 2017). Some touch points are as determined:

Illustration 2: Customer touchpoint, 2019
Source: Customer touchpoint, 2019
KFC provides different types foods and services that are defined above which
influences customers by improving touch point. Some touch point are defined as:
Rosewood hotel provides different types of services which are discussed above that
influences customers and improve touch point in order to influence customers.
Following are the discussed as below:
Before purchase:
Social media: This means people get information for any products and brand
through social media. To select the best one products and services customer uses
social media such as Facebook, twitter, you tube, Instagram etc. New offers,
informations, new products and services information are provided by KFC on social
media that helps to attracts people and increase production (Customer touchpoint,
2019).
During purchase:
Staff and sales team: This means a business organisation should provide
during the purchase services such as good staff and sales team that can provide
information to customers about products. Staff should give information about product
and their benefits to customers which helps to make the purchase decisions. Such as
KFC provides this services in which staff of such organisation helps customers to select
the best food which creates opportunity for business (Dziadkiewicz, 2017).
After purchase:

Online help centre: Sometime customers have queries after getting product and
services which are important to solve. KFC is providing online help centre services to
customers is they are not satisfied with their products and provide suggestions which
keep in touch the customers effectively. This influences the behaviour of customers
positively and maximize the profitability.
Task 3
P5 Use of digital technology for customer experience and CRM
Consumer relationship management is a combination of practices, strategies and
technologies that are used by large number of business organisations. CRM is one of
the most effective technique that is used to manage and analysis customer interactions
and data throughout the consumer cycle (Karodia, 2018). In the era of completion
maintaining good consumer relationship is important for consumer retention and
deriving sales. KFY organisation is highly focused on digital technology in the process
of enhancing consumer relation management. Methods that are adopted by KFC
organisation to maintain CRM are as follows-
Keep record of consumers: As KFC is one of the organisation whose main
focus is on digitation in the process of managing good consumer relations. Keeping all
the records of consumers and sending them information through mails and SMS will
help in generating good relationship. For example- providing special discounts to
consumers on their birthdays will attracts more and more consumers.
Enhancing consumer interaction: Consumer interaction enhances good
relationship among business organisation and their set target group. KFC can used a
digital feedback system and when consumer will fill that feedback that extra points will
be provided to them which will be redeemable in future. When consumers feedback is
recorded by KFC then they will be served in better manner in future and this will
enhance the CRM quality of KFC.
Task 4
P6 Customer service strategies
Consumer service strategy is defined as the standards of care and service that
provides consumers a set of requirements essential for meeting business standards. In

the present time consumers are becoming more and more demanding and all the
demands needs to be accomplished with perfection. Consumer satisfaction is the key to
success and in order to stay ahead in the competition business organisation needs to
maintain effective consumer service strategies. In the process of enhancing consumer
experience some of the strategies applied in KFC are as follows-
Optimizing Agent Training: KFC organisation needs to invest in training of
agents who are representing their organisation. This will help to ensure that agents are
empowered and prepared to meet consumer needs. When agents are trained well in
that case expectation of consumers will be assessed in well established manner
(Ashkanasy, Zerbe and Hartel, 2016).
Choose the right tools: In the process of establishing more and more satisfied
consumer group selecting the right tools are very important. For example which
software will be used to record consumer feedback. How the process for resolving
consumer problems will be addressed.
Establish KIP's: In the process of improving consumer satisfaction level a list of
key performance indicator will be prepared. These KIP's will provide the tools for
measuring consumer service efforts. When KIP's are established in that case issues
that needs to be resolved at priority will be established as per planning.
Make Data driven decision: When strategies are developed for enhancing
consumer experience then in that case data that is important for decision making will be
considered. When data that is already available with KFC is used in the process of
establishing strategies then level of satisfaction for consumers can be improved.
Consumer analysis report is one of the most important tool that serves as one of the
most important tool in the process of consumer satisfaction.
Optimizing quality assurance: This practice in the organisation helps to ensure
that quality service will be provided to consumers. Enhancing quality of service
increases overall efficiency of the organisation and also reduces wasteful spending of
KFC. As consumers in present time face a big issue that to gain quality services amount
of expense need to be done more.
Offer Omni-channel Support: Providing well established channels that are used
by consumers to reach KFC is one of the effective strategy used by business so the

consumers prefer a particular business. Establishing more and more channels will leads
to generate good consumer service strategies for KFC/ through this method issues of
the consumers will be resolved on time and more satisfied consumers will be received.
P7 Customer service strategy create and develop the customer experience
Consumer service strategy that is established by KFC organisation in order to
enhance consumer experience is defined as follows-
Audit Trial for Critical Observation
Name of the Organisation Kentucky Fried Chicken (KFC)
Date and Time 20th November, 2019
Basis Some attractive
Services offered by
KFC ?
Services that
requires further
improvement
Changes that will
be implemented if
it is personal
business
Ambiance of the
Outlets
Interior of the
organisation
complements the
whole process used
for providing
services to targeted
consumers.
Some outlets are
established in
minimum space and
that becomes
inconvenient for may
consumers.
When this would
have been my
business then in that
case I would
defiantly introduce
more and more
technological
improvement to
establish ambiance.
Money Value Products that are
provided by KFC are
quite affordable and
consumers are
satisfied as products
provided possess
value for money.
Some new range of
chicken is expensive
and charges for
home delivery needs
to be minimised.
When I will become
owner of such
organisation then I
will more focus on
satisfying
consumers with
quality products at

affordable range.
Number of services
provided
In KFC premises
sitting facility
arrangements with
WI-FI services is
provided.
As technological
developments are
made in the
organisation and
requirement for
more facilities can
be enhanced.
My preference will
be to provide all the
improved services to
consumers so that
level of satisfaction
can be improved.
Mode of Payment
offered
Consumers are
offered with cash
and card payment
facility.
Online payment
system sometimes
losses connectivity
and minimises mode
of payments.
Developing of
payment apps and
online payment
facility quality will be
improved.
Quality of services Employees in the
organisation are
skilled and possess
experience to deal
with number of
consumers.
Non availability of
required number of
staff members leads
to delay in the
process of service
providing.
Serving with more
skilled employees
and managing all the
staff members in
efficient manner will
provide better
services to large
number of consumer
group.
CONCLUSION
From the above report it can be concluded that customer managing experience is
important for business organisation which helps to create the good brand image. Every
business organisation should focus on customer's needs and wants which are different
person by person. Therefore, organisation need to consider all needs and expectations
of their customers and provide products accordingly. Customer touchpoint is a

connection point between customer and a brand which helps to create the business
opportunities by providing good experience.

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