BIZ104 Customer Experience Strategy: A Grill'd Restaurant Report

This report conducts a customer experience management analysis of Grill'd, an Australian burger restaurant chain. It identifies customer problems and opportunities through primary research (surveys) and secondary research (literature review, observations). The research indicates that customers are generally satisfied with the quick service and product quality but highlights a shift in customer preferences towards healthier options. The report suggests applying the theory of customer centricity to address this challenge and enhance customer experience by incorporating more nutritional options into the menu. The analysis concludes that while Grill'd effectively delivers a positive customer experience, adapting to evolving customer needs is crucial for continued success. Desklib provides access to similar solved assignments and past papers for students.

Customer Experience Management
Grill’d
1 0 / 2 6 / 2 0 1 8

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Contents
Introduction......................................................................................................................................2
Research objectives.....................................................................................................................2
Primary research..............................................................................................................................3
Survey..........................................................................................................................................3
Secondary research..........................................................................................................................3
Literature review..........................................................................................................................3
Secondary research observations by saving screenshots.............................................................3
Primary research method.................................................................................................................5
Research planning........................................................................................................................5
Research design...........................................................................................................................5
Research implications..................................................................................................................6
Secondary research method.............................................................................................................6
Summarizing the results..................................................................................................................6
CEM concepts..................................................................................................................................7
Findings...........................................................................................................................................7
Conclusion.......................................................................................................................................8
References........................................................................................................................................9
Appendix........................................................................................................................................10
Appendix 1.................................................................................................................................10

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Introduction
The aim of the report is to conduct the customer experience management of the selected
organisation. The organisation that has been selected for analysing the customer experience is
Grill’d, an Australian local company that offers burgers to their customers. The company came
into existence in the year 2004 with the headquarters in Hawthorn, Melbourne and was founded
by Simon Crowe. According to the last data, the company has 125 restaurants of Grill’d
company in Australia which has made the brand popular in the market (Grill’d, 2018).
Research objectives
 The objective of the research is to identify the problems faced by the customers and to
develop an appropriate customer experience.
 The objective is to understand the challenges and opportunities.
 The objective is to communicate customer experience strategy by applying the tools
which are required to monitor and evaluate the customer experience.

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Primary research
Survey
In this method of research, the interviewees were recruited and the survey was conducted
accordingly. In this Survey on the Grill’d company questionnaire related to the customer service
have been included. This customer service leads to the customer satisfaction for Grill’d. Along
with this, this has been found that the company is targeting different customers at the time. The
data has been collected from the interviewees is attached in Appendix 1.
Secondary research
Literature review
According to the Homburg, Jozić & Kuehnl, 2017, customer experience strategy is the sum of
every interaction that the customer has with a business which at the time of purchase or after the
purchase of the product. Grill’d company ensure that they are able to offer the delight customer
experience to their customers which is possible when they offer the quick and effective service to
their customers. Agreeing to this Roy Morgan, 2018, stated that the customers of the Grill’d
remained very or fairly satisfied with the services offered by the Grill’d to their customers in the
market. This includes the quality of the product, the convenience to make the purchase of a
product, the taste of the product with the value-added services. This reflects that the fast food
industry is the growing industry due to which the Grill’d company is able to meet customer
experience effectively.

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Secondary research observations by saving screenshots
Grill’d customers are Australia's most satisfied
(Source: Roy Morgan, 2018)
2018 Customer Experience Excellence Report
Top 50 CX brands in Australia
’
(Source: KPMG, 2018)

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Customers visited Aussie restaurants
(Source: Roy Morgan, 2018)
Primary research method
Research planning
The research planning includes the planning for conducting a survey which includes the
questionnaire related to the company that helps in evaluating the customer service offered by the
company.
Research design
The research design that has been selected by the researcher to accomplish the research
objectives is quantitative (Mackey and Gass, 2015). The quantitative research design includes
statistics related to the customer experience with the Grill’d company.

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Research implications
The primary research implications have been done by conducting the online survey which
includes a minimum of the 10 interviewees who participated in the research which was
conducted. (Refer to Appendix 1)
Secondary research method
The secondary research method has been done to analyse the experience of the customers with
the Grill’d company. This method helps in achieving the research objective which includes the
problems which are faced by the company. The secondary research method that has been
adopted which include data collection through articles, annual report, journals, newspaper,
websites, and many others (Mackey and Gass, 2015). The reason due to which the research is
conducted is to get the reliable and appropriate information. Along with this, the secondary data
is shared from the literature review related to the customer’s experience.
Summarizing the results
In the primary research, this has been found that most of the customers are satisfied with the
quality that is offered by the company. Along with this, the customer who visits the place likes to
sit and consume the product because they like the ambience of the Grill’d a restaurant. This has
been found that most of the people are happy with the services that are offered by the company.
In the secondary research, different researchers have shared their opinion on services that are
offered to them by the company. The customer service includes quick delivery of products,
quality products, effective ambience and friendly staff that helps in enhancing the experience of
the customers.

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This has been found that some of the customers are facing the challenges that the products that
are offered by Grill’d are limited due to which they avoid visiting. This offers an opportunity for
the company as they can offer more nutritional products in the market. This has been found that
there is a shift in the preference of the customers as they want to consume healthy products
which reflect that there should be more options.
CEM concepts
Grill’d is able to offer the quick service and with effective product quality. Though, the company
is facing the challenge of a shift in the needs of the customers. This shows that the company need
to apply the theory of customer centricity. The theory of customer centricity includes customer
needs, wants and expectation of the business decisions that lead to the function of the
organisation (Lemon & Verhoef, 2016). Grill’d need to understand the need of the nutritional
food for which they need to add the same in their menu. This theory of CEM will reduce the
challenge and offer the way to grab the opportunity.
Findings
In the research, this has been found that customers believe that Grill’d offer quick service to their
customers. These services are considered as faster than the other competitors present in the
market which is clear from the screenshot that has been attached. This also supports the views of
Roy Morgan, 2018 discussed above in literature review. In addition, the primary research reflects
there are a challenge and opportunities for the company due to the change in the demand and
needs of the customers. The customers are shifting towards nutritional food options which will
help the customer to get the variety with a healthy diet. Agreeing to the Roy Morgan, 2018,
Grill’d company is effectively in offering the delight customer experience to the customers.

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Conclusion
In the end, it can be concluded that the primary and secondary research reflects that the company
is effective in offering the delight experience to their customers. In the primary research, the
survey has been conducted which help in understanding that the needs of the customers are
fulfilled or not. On the other hand, the secondary research observation reflects that restaurant is
effective at quick service. Further, the application of the theory of customer-centric will help the
Grill’d company in covering the challenges and grabbing the opportunities. The challenges
which are faced by the company are the changes in the shift of needs and demand of the
customer. Along with this, considering the needs they can add the nutritional product which will
allow earning more revenue.

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References
Grill’d. (2018). Grill’d. Retrieved from: https://www.grilld.com.au
Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), 377-401.
KPMG. (2018). 2018 Customer Experience Excellence Report. Retrieved from:
https://home.kpmg.com/content/dam/kpmg/au/pdf/2018/customer-experience-excellence-
report-2018-au-summary.pdf
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96.
Mackey, A. and Gass, S.M. (2015). Second language research: Methodology and design.
New York: Routledge.
Roy Morgan. (2018). Grill’d customers are Australia's most satisfied. Retrieved from:
http://www.roymorgan.com/findings/7335-its-official-grilld-customers-are-the-most-
satisfied-201709211522
Roy Morgan. (2018). McDonald’s, KFC & Subway most visited Aussie restaurants.
Retrieved from: http://www.roymorgan.com/findings/7599-australian-eating-habits-
eating-in-out-march-2018-201805290253

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Appendix
Appendix 1
Online survey responses