Burger King: Customer Experience Management Report and Analysis

This report analyzes Burger King's customer experience management. It begins by exploring the importance of understanding customer needs, wants, and preferences across different market segments, including teenagers, families, couples, business professionals, and senior citizens. The report then examines customer experience maps, highlighting facilities, website interactions, and staff behavior. It details various customer touchpoints before, during, and after purchase, such as social media, reviews, website interactions, and post-purchase support. The study further investigates the impact of digital technology and Customer Relationship Management (CRM) systems, like online ordering and feedback mechanisms, on customer engagement and retention. The report concludes by emphasizing the importance of these elements in creating business opportunities and optimizing customer interactions for positive outcomes.

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

which produces variety of products for their consumers in an effective and efficient manner. The
respective organisation has to analyse their consumer in best possible way for providing them
with proper products, services and facilities in order to gain positive outcomes. Burger King has
focused five major range of customers who possess several need and demand in order to
available products as well as services. Some of the factors that drive and influence customer
engagement are as follows:
Teenagers- The factors to be considered while serving teenagers in terms of affordable
price, light as well as loud music system, proper location, high quality products and service and
many more (Homburg, Jozić and Kuehnl, 2017). They assist business in increasing market share
and profits.
Family- In this family should be provided with various facilities such as safe and comfort
sitting place, good location to spend time with family, friend and relatives. They does not prefer
loud music as they come with more number of people. Also they prefer good service according
to value of money which they have paid for available products and services.
Couples- There are various factors which are considered by couples while going to any
restaurant or place such as: romantic, safe and attractive place, privacy setting arrangement for
couples and so on (Hwang and Seo, 2016).
Business Class- These people requires factors like strong connectivity, place for
conducting meeting, conference, check in/out facilities and so on.
Old Age People- These category of people should be provided with high quality of
services such as: timely medical services, arrangement for travelling any places, food safety,
facilities for wheel chairs for old category people and so on.
Therefore, the above are several factors which influence as well as drive customer
engagement of several target customer groups within service industry. Burger King should
provide all facilities to different category of consumers in appropriate manner.
TASK 2
P3
Customer experience map is defined as phases which focus on describing various
activities as well as step from which consumer has to go through when they are interacting in
order to buy goods and services (Kranzbühler and et. al., 2018). This is important for business to

maintain, develop and focus on all stages in appropriate manner in order to get good customer
experience so that they will be satisfied and happy. It also helps in identifying various
opportunities which assist in attaining goal and objectives of business for positive outcomes.
Burger King has developed customer experience map for plans, policies and strategies that are
given below:
Facilities and Services- Customers are attracted by high quality services, facilities and
products provided by organisation in appropriate manner (Lemon and Verhoef, 2016). It is
essential for business to focus on providing and fulfilling need and demand of consumers in
effective and efficient way. In context of Burger King, they have targeted all category of
consumers and provide facilities and services in terms of setting place, comfort level and so on.
Website- This play an effective role in attracting large number of consumers. Whenever
customers make plan for visiting place firstly they go through attractive website of organisation.
If they found positive review at website then they make plan accordingly. The organisation has
to maintain website by updating on regular basis through providing of information related with
their activities and operations in an effective as well as efficient manner. Burger King has
appropriate website that contain information about business, their products, services and so on in
an effective and efficient manner for positive results. It also helps in gaining customer
experience map for business.
Staff Behaviour- This is the most important aspect which is noticed by customers while
visiting any place (McColl-Kennedy and et. al., 2015). It is the obligation of organisation to hire
skilled and capable employees and provide them with activity on regular basis so that they can
deal with consumers and serve them in better manner. In context of Burger King, they develop
and trained their employees whenever they hired them and keeps on providing training and
development programmes for positive outcomes.
Apart from these above factors, other aspect noticed by consumers whenever they visit
respective organisation are location, environment, price of products and so on. It is very
important to enhance customer experience regarding business so that they will avail services and
products of that particular organisation. This will be possible by providing high quality services
as well as products to consumers in an effective and efficient manner.

P4
Customer touchpoints are outlined as brand points of consumer contact that is from start
to end. It is also referred as time potential consumer in connection with brand that is before,
during and after they have purchase something from business. The evidence of touchpoints is
regarded as basic step towards creation of customer journey map and making user satisfied and
happy. For example, if visitors or guest find business online or advertisements then they go
through their reviews and ratings, visiting website, shopping at retail store, contacting customer
service and so on. Customer touchpoints helps in attracting large number of consumers and
engaging them for generating opportunities to gain more profits. It also leads in identifying need,
want, expectation in an effective as well as efficient manner (How to identify your customer
touchpoints, 2020). Some of the customer touchpoints are described below:
Before Purchase- There are various customer touchpoints before purchasing any
products or availing services at marketplace (Merrilees, 2016). This consider social media, rating
& reviews, testimonials, word of mouth, community involvement, advertising, marketing, public
relations. In context of Burger King, if they want to visit this place they review their rating and
make plan accordingly.
During Purchase- In this stage, customer actually visit place or avail service or buy
products. The different components included during purchase are office, website, catalogue,
promotions, staff or sales team, point of sale, phone system and so on. It is very important for
Burger King to consider such points while providing services to consumers in an effective
manner. If these aspects are good then they will create business opportunities and leads to
achieve high profit margins.
After Purchase- It is defined as last stage in which services are provided after purchase
of goods and services in effective manner (Peppers and Rogers, 2016). This includes billing,
transactional emails, marketing emails, online help centre, follow ups, thank you cards, service &
support team and others. For example, Burger King has to provide gifts and discount vouchers to
their royal and regular customer so that they get attached to business which helps in rising profits
and gains of firms appropriately.
Therefore, the above client touchpoints helps in creating experience and enhance business
opportunities for respective organisation for attainment of business goal and objectives in an
effective and efficient manner. This also helps in increasing brand value and goodwill.

TASK 3
P5
Customer Relationship Management (CRM) is defined as digital technology that is
applied by company for maintaining effective relationship with their consumers in an appropriate
manner (Ponsignon, Klaus and Maull, 2015). The adoption of good CRM system leads to
achieve business objectives as well as goal that contribute towards high market shares,
profitability ratio, goodwill and so on. Different types of activities helps in developing
relationship with consumers like communication, taking feedback, providing discounts and so
on. It is very important for Burger King to conduct their business activities and operations in best
possible manner for positive outcomes. With the help of digital technology, consumers of Burger
King can place online order, check their delivery time, provide suggestions, feedback and so on.
This helps in interacting with consumers in proper way as well as timely. Digital technology
assist respective organisation to retain and acquire their customers with help of email, social
media and others. This also helps in maintaining relationship with their consumers and attracting
them towards organisation. CRM system is used by each and every business in order to survive
and sustain at marketplace for positive outcomes. As each and every aspects carry pros and cons,
so customer relationship management also has advantage as well as disadvantages that directly
or indirectly impact business activities and operations of organisation. The advantages and
disadvantages occurred through CRM system by Burger King are described below:
Advantages
This includes following:
 CRM system assist Burger King in maintaining relationship with their consumers in best
possible manner in terms of raising sales and profit margins.
 This help respective organisation to communicate with their clients and customers by
taking feedbacks, suggestions, review and so on.
Disadvantages
This includes following:
 As CRM system is very expensive in nature which cannot be afford by all company to
adopt in their organisation for maintaining relationship with their customers or clients in
effectual manner.

 The adoption of such system in business leads to rise in budget as it cannot be used by all
which requires proper training and development programmes.
Therefore, in this way, digital technology is employed in managing customer experience
within service sector. CRM is used to maintain relationship with customers, staff, clients and so
on in an effective and efficient manner.
TASK 4
P6
In an organisation customer service is regarded as important aspect for attracting more
consumers in appropriate way (Roy and et. al., 2017). This also assist in attainment of business
goal as well as objectives in long term run. It is essential to develop proper customer service
strategies for providing satisfaction to them. For knowing about customer, it is necessary to
conduct market analysis in terms of need, preferences and wants of people. As each and every
business has their own customer service strategies that helps in attracting and retaining
consumers for long period of time. Some of the customer service strategies developed by Burger
King are described below:
Conducting Training and Development to Staffs- It is very important for business to
arrange training as well as development session to staffs in order to deliver high quality products
and services to users in effectual manner for providing them satisfaction. Burger King is large
organisation running their food chain operations in various places. They evaluate their staffs and
employees and identify lack areas and accordingly conduct training and development program
for them in best possible manner. This also depends on requirements of staff for attainment of
positive outcomes.
Providing Services and Facilities As Per Customers- This is important for business in
developing goods, services and facilities as per demand, need and preference of consumers
(Srivastava and Kaul, 2016). As customers are attracted towards those business which
manufacture products and service as per their need and demand. Burger King is providing food
as per requirements of their consumers in best possible manner so that they remain loyal and
satisfied. This helps in attracting large number of consumers towards business.
Resolving Issues and Problems of Customers- It is very important for organisation to
make proper plan and strategies in order to attract large number of consumers. This will assist in

retaining as well as satisfying users for long time period through which business gain high profit
margins. The respective organisation conduct training and development programs for their
employees so that they can resolve issues and problems of their consumers in proper manner
which helps in providing satisfaction to them.
P7
Customer Audit Trail and Critical Observations
Name of hospitality business visited: Burger King
Date and time of visit: 2nd January, 2020
The different customer service strategies which was created and developed customer
experience in order to meet need and demand of users and business standards are described
below:
Ambience and First Impressions- I observed musical instruments when I entered into
premises which was very impressive as well as sweet. The things that was not good is bad
lighting that irritated me (Tandon, Gupta and Tripathi, 2016).
Signage, Tariff Boards, Labelling- The signage, tariff and labelling was good as they
convey products which are available to them in best possible manner for positive results. Each
and every products were priced in best manner to make clear to consumers regarding goods and
services.
Prices- The price was reasonable for products and level was right for respective
organisation as it focus on providing high quality goods and services. They were affordable and
receipt was properly maintained by including taxes on it and actual prices.
Range of Products- Burger King has range of different products as consumer has an
option to chose out of many goods. There was too many choices and it was easily affordable by
consumers. No, I did not find any missing items in opinions. The respective organisation sell
more burger as compared to other which is famous.
Staff- The size of every outlet is different as I found right number of working staff in it.
Each and every employees were in proper uniform, friendliness with proper welcoming,
cheerful, alert nature. Each of them were aware of their roles and responsibilities as management

guided them in proper manner. I have interactions with them in terms of service and product as
they were positive.
Time- The served time of Burger King is fast as customers has to stand in queue for their
numbers. Also they are using technology where number of consumers are displayed in screen
during their turn.
Supplementary Items- The supplementary items were provided in terms of napkins,
condiments and cutley and so on for their customers.
Payment- They uses both online as well as offline payment system such as cash,
acceptance of credit card, debit cards and so on.
CONCLUSION
From the mentioned report, it has summarised that customer experience is regarded as
important for hospitality industry in order to provide them happy and satisfied with provided
goods and services according to their preference and tastes. This helps in attaining long term
sustainability through providing quality services, ambience, pricing and so on. Digital
technology helps in maintaining relationship with customers, clients and solve problems and
queries in an effective and efficient manner. The various types of customer service strategies
includes facilities according to clients, solving customer issues, training and development to staff
in order to attract large number of consumers in appropriate manner. This helps in achievement
of business goal and objectives in proper way.

REFERENCES
Books and Journals
Buonincontri, P. and et. al., 2017. Managing the experience co-creation process in tourism
destinations: Empirical findings from Naples. Tourism Management. 62. pp.264-277.
De Keyser, A. and et. al., 2015. A framework for understanding and managing the customer
experience. Marketing Science Institute working paper series. 15(121). pp.1-48.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Gopalakrishna, S., Malthouse, E. C. and Lawrence, J. M., 2019. Managing customer engagement
at trade shows. Industrial Marketing Management. 81. pp.99-114.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Hwang, J. and Seo, S., 2016. A critical review of research on customer experience management:
Theoretical, methodological and cultural perspectives. International Journal of
Contemporary Hospitality Management. 28(10). pp.2218-2246.
Kranzbühler, A. M. and et. al., 2018. The multilevel nature of customer experience research: an
integrative review and research agenda. International Journal of Management Reviews.
20(2). pp.433-456.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing. 80(6). pp.69-96.
McColl-Kennedy, J. R. and et. al., 2015. Fresh perspectives on customer experience. Journal of
Services Marketing. 29(6/7). pp.430-435.
Merrilees, B., 2016. Interactive brand experience pathways to customer-brand engagement and
value co-creation. Journal of Product & Brand Management. 25(5). pp.402-408.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Ponsignon, F., Klaus, P. and Maull, R. S., 2015. Experience co-creation in financial services: an
empirical exploration. Journal of Service Management. 26(2). pp.295-320.
Roy, S. K. and et. al., 2017. Constituents and consequences of smart customer experience in
retailing. Technological Forecasting and Social Change. 124. pp.257-270.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–loyalty–
consumer spend. Journal of Retailing and Consumer Services. 31. pp.277-286.
Tandon, A., Gupta, A. and Tripathi, V., 2016. Managing shopping experience through mall
attractiveness dimensions: An experience of Indian metro cities. Asia Pacific Journal of
Marketing and Logistics. 28(4). pp.634-649.
Online
How to identify your customer touchpoints. 2020. [Online]. Available through:
<https://www.surveymonkey.com/mp/identify-customer-touchpoints/>.

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