Managing the Customer Experience: Strategies for Business Growth

Unit 2 - Managing the
Customer Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 ...........................................................................................................................................3
P2 ...........................................................................................................................................4
TASK 2............................................................................................................................................5
P3 ...........................................................................................................................................5
P4 ...........................................................................................................................................6
TASK 3............................................................................................................................................7
P5 ...........................................................................................................................................7
TASK 4............................................................................................................................................9
P6 ...........................................................................................................................................9
P7 .........................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Customer experience is interaction takes place amongst customer and organisation over
duration of relationship about the product or services they rendered to buyers(Buonincontri and
et. al., 2017). Here, consumers has to respond in direct as well as indirect way with company.
This plays crucial role in growing and development of business in appropriate manner. It is very
important to maintain relationship with consumers so that business can survive and sustain at
marketplace. The organisation given for project work is Burger King which was founded in 1953
at Florida, United States. It is multinational chain of fast food restaurants dealing in chicken,
French Fries, desserts, salads, breakfast, soft drink and others. The main aim of report is to
discuss about need and expectations of market segments and customer experience map to create
business opportunities and optimising touch points. Also it covers impact of digital technology in
customer relationship and experience management for maximising their engagement.
TASK 1
P1
It is very important for organisation to understand their consumers needs, wants and
preferences in an effective and efficient manner (De Keyser and et. al., 2015). As consumer
plays vital role in growing and developing business along with diminishing it. With proper
analysis they can attract buyers and engage them with business for longer period in effectual
manner. The analysis helps in developing proper strategy in order to provide high quality
products as well as services. In context of Burger King operating their business at global level to
provide consumers with high quality food services in best manner. They have targeted all
category of consumers as all types of people loves to eat variety of foods. If respective
organisation perform proper market analysis then they can know about their consumers and
according serve them. This helps in gaining attention of consumers along with rise in profits and
gain for positive outcomes. According to target market, products and services should be
manufactured in appropriate manner. Some of the importance of understanding needs, wants and
preferences of target customer groups of Burger King are mentioned below:
Potential guests Needs, Wants and Preferences

Teenagers Reasonable price, music, entertainment activities, good location, high
quality meal and so on.
Family High quality service along with value for time as well as money, comfort
and safe environments, good place for sitting and spending time with
family.
Couples Safe environment, privacy place, romantic and attractive location and
many more.
Business Class High Wi-Fi connectivity, proper check in/out, business meeting, safe
environment, parking, video conferencing and others.
Old Age People Proper medical facilities, arrangement for proper travelling facilities,
wheel chairs, food safety and many more.
From the mentioned table, it has summarised that each and every target consumers of
Burger King has various need, want, preference (Goodman, 2019). This lead manager of
respective organisation in developing proper strategies as well as policies for attracting
consumers in effectual manner. Here, various types of potential guests has been discussed having
their own needs, want and preferences. Teenagers want affordable price products, musical
environments and so on. Family prefer comfort place for setting, high quality services and
couples want privacy, romantic and attractive location. Similarly, business class prefer Wi-Fi
connectivity, proper check in/out and old age want medical facilities. Therefore, in this way,
potential consumers has their own needs, want and taste for buying good and service.
Organisation has to develop packages, strategies and facilities as per consumer which will help
in attracting large number of end users.
P2
As organisation is focusing on various category of consumers which lead them to develop
proper strategies, plan, policies as per their requirements in terms of need, want and preference in
effectual way (Gopalakrishna, Malthouse and Lawrence, 2019). This happens as each and every
customers has their own need, demand and prefer services. Burger King is large food chain