Customer Experience Analysis: Vodafone vs. KFC Product Report

This report provides a comparative analysis of two distinct product experiences, focusing on customer interactions with Vodafone and KFC. The author, a bank manager, details a positive experience at a Vodafone store where a staff member provided attentive service, offered tailored product recommendations, and facilitated an informed purchase decision. This positive experience highlights Vodafone's effective customer experience management (CEM). Conversely, the report contrasts this with a negative experience at a KFC outlet, characterized by long wait times, rude staff behavior, and unsatisfactory food quality. The author identifies these issues as critical failures in CEM, leading to customer dissatisfaction. The report concludes by emphasizing the importance of responsible and professional customer service, offering the latest products, and assisting customers in making informed choices to achieve customer satisfaction and drive revenue for service providers.

Running head: TWO PRODUCT EXPIRIENCES
Two Product Expiriences
Name of the Student:
Name of the University:
Author Note:

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Positive customer experience yields customer satisfaction and loyalty to business
organisations, which pave way to their market success. This necessitates the multinational
companies, especially the service provider companies to take into account the customer
perspective while designing their products to generate customer satisfaction and earn
customer loyalty. However, not all service providers create positive customer experiences
while others succeed in providing superior services to the consumers and creating good
experiences in their mind (Agnihotri et al., 2016). A service providing company, which
provided good customer experienced to me, was Vodafone while a company, which created a
bad impression in my mind due to its low quality services, was KFC. I approach Vodafone
stores for service related enquiry and call up their excellent customer care services
department. The service experience I have with the British multinational telecommunication
company Vodafone was positive. I entered an outlet of the American multinational giant KFC
and did not receive expected services from the staff. The food quality was not up to the mark
and the staffs were not cooperative. The experience I had with KFC was bad and I did not
experience positive service experience (Peppers & Rogers, 2016).

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Behaviour:
Belongs to the middle class society
Buys KFC products every week
Demographics:
Manager at a multinational bank
40 years old
Lives in London
Married, 1 son
Needs and Goals
To buy high quality fast food products
To become more successful
Grow professionally
Figure 1. Proto-persona diagram showing negative customer experience
(Source: Author)
I, as pointed out in the proto-persona diagram above, am a manager at a multinational
bank and seek to achieve professional growth. My age is forty years; I am married and have a
son. I enjoy having different types of fast food especially from international fast food outlets
like KFC. It was here, at a certain outlet of KFC that I faced a poor customer service
experience (O. Pappas et al. 2014).
I approached an outlet of KFC to buy some latest fast food items by the international
fast food manufacturer and received a very painful experience. I entered the store and asked
the attendant to give a menu card. The attendant kept me waiting for half an hour and then
informed me that they did not have the recent menu card. I ordered food items from the menu
card he showed and had to wait for a long time once again. Then he served me the food item I
had ordered but it was cold. When I inquired the reason for serving cold food items, he spoke

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to me very rudely (Orel and Kara 2014). I must point out that the long waiting time and the
rude behaviour of the waiter were the two ‘pain’ points, which I experienced at KFC. I must
point that the staff of the KFC outlet exhibited poor customer experience management
(CEM). First, they do not offer customers the latest KFC products and second, they do not
satisfy queries of customers, which once again point out to their failure, create positive
customer experience (Mithas, Krishnan and Fornell 2013).
Behaviour:
Belongs to the middle class society
Have been using several Vodafone products
Demographics:
Manager at a multinational bank
40 years old
Lives in London
Married, 1 son
Needs and Goals
To buy high quality fast food products
To become more successful
Grow professionally
Figure 2. Proto-persona digram showing positive customer experiences
(Source: Author)
I am a branch manager and hence need to participate in conference calls over both the
phone and skype through internet. Hence, I need to use a connection, which would allow me
to connect to my office and colleagues even from home. I use Vodafone connection and
approach Vodafone stores to know about the latest offers of the British multinational
telecommunication company. I always have positive customer service experience at their
store as pointed out by the proto persona diagram above.

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It was when I was promoted as the branch manager and felt the need to communicate
with my colleagues on continuous basis to take in conferences. I approached a Vodafone
store to enquire about their latest data and talk time combination packages. A staff greeted
me, made me sit and offered me a glass of water. He then patiently heard about my required
and suggested me several plans suitable to my huge data and call needs. He informed me the
charges and advantages of the different product packages. This information allowed me to
judge between different packages and choose the most appropriate package suiting my needs
(Wu, 2013). I can point out that the greeting and the patient behaviour of the staff were the
two positive pain points. His skill of providing me with complete and accurate data about the
different Vodafone packages and his tactful and patient allowing me to choose from the
various packages without interfering were the two positive customer experience management
skills he exhibited. It was a positive experience because the staff instead of forcing me to buy
Vodafone packages presented all the different packages suiting my need to large data and talk
time allowances. He did not intervene in my purchase decision and allowed me to buy
package suited to my requirement (Klaus and Maklan, 2013).
The experience of gaining services at the Vodafone store was a positive experience
compared to the service I received at the KFC outlet. The Vodafone staff informed me about
various products suited to my needs and that helped me to choose the most appropriate
internet package suited to my need. The KFC experience was negative because the staff kept
me waiting, treated me rudely and served cold food items. This lack of responsible behaviour
towards me as a customer made KFC experience a negative experience (Luo and Homburg,
2013).
I can conclude that service providers and their staff members should try to achieve
positive customer experience management. They should treat customers in a responsible and
professional manner. They should create positive ‘pain’ by offering the latest products to the

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customers and assist them to choose from these products. They must seek to achieve
customer satisfaction and generate more revenue for the multinational companies they serve.

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References:
Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social media: Influencing
customer satisfaction in B2B sales. Industrial Marketing Management, 53, 172-180.
Klaus, P. and Maklan, S., 2013. Towards a better measure of customer experience.
Luo, X. and Homburg, C., 2013, May. Neglected outcomes of customer satisfaction.
American Marketing Association.
Mithas, S., Krishnan, M.S. and Fornell, C., 2013, May. Why do customer relationship
management applications affect customer satisfaction?. American Marketing
Association.
O. Pappas, I., G. Pateli, A., N. Giannakos, M. and Chrissikopoulos, V., 2014. Moderating
effects of online shopping experience on customer satisfaction and repurchase
intentions. International Journal of Retail & Distribution Management, 42(3),
pp.187-204.
Orel, F.D. and Kara, A., 2014. Supermarket self-checkout service quality, customer
satisfaction, and loyalty: Empirical evidence from an emerging market. Journal of
Retailing and Consumer Services, 21(2), pp.118-129.
Peppers, D., & Rogers, M. (2016). Managing Customer Experience and Relationships: A
Strategic Framework. John Wiley & Sons.
Wu, L., 2013. The antecedents of customer satisfaction and its link to complaint intentions in
online shopping: An integration of justice, technology, and trust. International
Journal of Information Management, 33(1), pp.166-176.

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