A Comprehensive Report on Hungry Jack's Customer Experience Management

This report offers a comprehensive analysis of Hungry Jack's customer experience management. It begins with an executive summary outlining the key areas of focus, including primary and secondary research methodologies used to understand customer satisfaction and brand perception. The report delves into customer segmentation, identifying target demographics and their preferences. It examines the voice of the customer and feedback mechanisms employed by Hungry Jack's to gauge customer satisfaction and identifies opportunities for improvement. The analysis further extends to customer experience maps and alignment diagrams, which visually represent the customer journey and highlight areas for strategic alignment. The report highlights the benefits of customer experience management, such as increased revenue and customer loyalty, while also acknowledging challenges and opportunities for improvement. Ultimately, the report provides valuable insights into Hungry Jack's strategies for enhancing customer relationships and achieving business growth.

Running Head: CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
Customer Experience Management: Hungry Jack’s
Name of the Student:
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1CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
Executive Summary
The study provides a clear idea about the customer experience management of the Hungry Jack’s.
The study consists of primary as well as secondary data along with the customer experience
management and application of the new plan. In the study, it can also be notice that the customer
segmentation along with the feedback and voice of the customers done properly to know the market
standing of the company. Lastly, the study focus on customer experience map as well as the
alignment diagram along with the diagram to implement the plan in the business. This will help the
organization to grow in the market and earn huge profit in the near future.

2CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
Table of Contents
Introduction..........................................................................................................................................3
Primary Research.................................................................................................................................3
Secondary Data....................................................................................................................................4
Customer experience management......................................................................................................5
Customer segmentation........................................................................................................................6
Voice of the Customer and Feedback..................................................................................................7
Customer Experience Map and Alignment Diagram...........................................................................8
Conclusion...........................................................................................................................................9
References..........................................................................................................................................10
Appendices.........................................................................................................................................13

3CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
Introduction
The study is about the customer experience management of the Hungry Jack’s. This is a
chain restaurant which is been establish in Australia. The company specialises in making burgers,
as this is the franchise company of the Burger King Corporation. Jack Cowin owns the company
and it is the Hungry Jack’s who own all the sub-license in Australia (Burns, Cook & Mavoa, 2013).
The company possess stores around 400 location in Australia. Hungry Jack’s is consider being the
second largest burger chain in the world after the parent company Burger King.
In the year 1971, Burger King with the success in the Australian soil first open the
company, which was name as Hungry Jack’s. The company was establish on the Perth, which was
situate in Western Australia. In the recent time, the company is locate all around the Australia. The
change in the name done as the owners want to reposition themselves as a fast food chain in the
Australian soil and with the name of the Burger King; it was not possible for them to achieve that
in the market (Wellard et al., 2015). Therefore, the company came up with the alternative name
after the name of the owner Jack Cowin.
Primary Research
The data, which is been collect in the process, is through the surveys. The survey help the
organization to understand the level of satisfaction that they are receiving as well as their
perception towards the brand. The organization have develop the survey questionnaire in such a
way that it enables the organization the market demand so that supply can be made accordingly
(Hewson & Stewart, 2014). The response of 10 active respondents have been record who are within
the age group of 18-35 years of age. The respondents belong to the socio-economic strata A, B+, B
as well as C+ who provide response on the experience they have gained while purchasing stuff
from the company and satisfaction they have receive in the process. This will automatically help
the researcher to understand whether the customers have receive proper service or not and this can

4CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
be obtain from the responses received from the online form that have been distribute to the
respondents.
Primary data are view as the important part to know about the customer satisfaction to know
about the service and customer satisfaction received from the services. The data are qualitative in
nature as it discuss about the personal experience of the customers. To understand the customers
perception or thinking about the company primary survey is important and need to be conduct
accordingly (McDaniel & Gates, 2013).
The primary data enables the customers to express their feeling towards the c0ompany
without even disclosing their identity, which give them a sense of relief and accurate data can be
receive from the customers end. The data will help the Hungry Jack’s to grow in the market by
improving their services, so that they can attract huge number of customers.
Secondary Data
The secondary data is consider the process of summarization of the data, which is
implement by the researchers to improve the company environment along with the services. There
are various different types of collecting data from the market namely article review, reviewing
website, business report, social media along with the related journals as well as articles (Choy,
2014).
In the case of Hungry Jack’s the secondary data, which is collected, is from reviews, which
are gather from the social media. The social media is the platform where the customers give
reviews freely so it is important to look in it so that the company can improve the services to attract
more number of customers (Mazzotti et al., 2016). The others ways of generating data is through
business report and so on. It is important and essential for the Hungry Jack’s to know where they
are been position in the market, so that they can earn more profit from the market. For this, the
company need to know their standing in the market.

5CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
In the end, it is also important for the company to review the newspaper. This will provide a
clear idea about the organization standing in the mass, which will automatically help the
organization to grow in the market. The secondary data is also consider as important as the primary
data as it helps the organization to know the viewpoint of the customers. Therefore, it is somewhat
important for the company as well.
Customer experience management
The customer experience management enables Hungry Jack to assess the control of the
company over the customers and the interaction with the customers (Homburg, Jozić & Kuehnl,
2017). The prime reason for customer experience management is to increase the interaction with
the customers and develop customer loyalty.
Benefits of customer experience management
 The following are some of the benefits of customer experience management:
 The rise in the revenue of the company
 Increase the loyalty of the customers towards the brand.
 Interaction with the customers helps in the development or changes required in the product
(Breitschopf, Held & Resch, 2016).
 Interaction with the customers also helps in creating brand awareness.
Method of customer experience management
There are various methods of customer experience management; however, Hungry Jack
uses the simplest method. Feedbacks are one of the ways with which the company easily acquires
the customers' experience with the company (Kayali & Ahmed, 2013). The company also arranges
a survey to understand the satisfaction level of the customers, which helps Hungry Jack understand
the market.

6CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
Challenges
There are various challenges that Hungry Jack faces in serving the customer. There are a
regular feedbacks obtained from the customers so it becomes very important to maintain the
product quality and frequent change in the product will have a change in the revenue of the
company. Moreover, every person has a different point of view and the survey differs from person
to person (Hewson & Stewart, 2014). Thus, any changes in the product or service can only be
initiate after the majority votes in the survey.
Opportunities
Hungry Jack has the opportunity to upgrade the business model and improve the service. As
there is regular, feedback obtained from the customers there is a scope of improvement (Breese,
Jenner, Serra & Thorp, 2015). This helps the company expand its business and establish stability in
the market.
Customer segmentation
Customer segmentation is the process of segmentation of the target group based on
demography, geography, behavioural and psychological factors (Hjort, Lantz, Ericsson & Gattorna,
2013). It helps the company to generate more profit from the market. Hungry Jack focuses on
establishing its stores based on age, gender, lifestyle, marital status, and location. As the products
that Hungry Jack produces are mostly fast food, it needs to set its store in areas where the
population is young or below the age of 35. People above the age of 35 become more health-
conscious and do not avail of foods that Hungry Jack provides. The geography also plays an
important aspect in setting up the business. Setting up a store in any rural area will not help in the
sales of the company. Hence, location is a crucial aspect of the company (Khodakarami & Chan,

7CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
2014). The products that Hungry Jack produces is mostly unhealthy, people those who are health
conscious will not opt for the products. Areas with health-conscious people will not prefer Hungry
Jack. Hence, it is important to look into the psychological as well as behavioural factors of the area.
Voice of the Customer and Feedback
This is the process, which help the company to record the feedback of the customers. The
main target is to know the needs as well as wants of the customers along with the fulfilling the
expectation, understanding and improving the product (Lam & Mayer, 2014). It is important for the
Hungry Jack is to know the customers feeling regarding the services that is been provided to them.
This will help the organization to improve in the market as well as help them to grab the market
share by attracting more number of customers. The customer’s satisfaction level can also be
improve so that the company can attract more number of customers. The company need to look into
the retention of the customers as well along with attracting new customers. From the survey which
is been conducted, it can be notice that 50% rated the service of the Hungry Jack’s three stars, 20%
rated it four and 20% rated it five. Therefore, Hungry Jack’s will adopt the new strategy, which will
help them to increase their service quality, and more percentage of customers will provide five
stars. The company need to focus on the interaction level as only 30% rated it five star so the
company need to appoint efficient employees who can interact with the customers. The company
also need to focus on the quality of the products they are providing to the customers, so that they
can earn huge sum of money as a profit from the market.

8CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
Fig 1: Voice of the Customer
(Source: Created by Author)
Customer Experience Map and Alignment Diagram
The customer experience map is develop to aim every channel, possibility, variable to reach
the customer purchase the product. It is a systematic way to understand the experience of the
customers. The map is an overview of the customers' reviews of the company. This gives the
company a clear explanation of the areas where there is a requirement of development. It is the
ultimate help for the company to improve to attract more customers and increase the profit.
The customer experience map gives Hungry Jack an overview of the areas that need to
improve according to the customers. This helps in the improvement of the company’s service,
product quality and product launching (Peltola, Vainio & Nieminen, 2015). The map encourages an
increase in the revenue of the company by increasing the profit, flow of customers as well as the
market. The alignment diagram that is the map or diagram can be obtain for understanding the
value of both the sides (Lloyd, 2018). It gives a clear understanding that there can be the use of
innovations or technologies in improving the working of an organization. There is frequent

9CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
interaction with the customers, where the customers share their reviews that help the company
develop and provide better service to the customers.
Individual
Interaction
Organization
Fig 2: Alignment Diagram
(Source: Created by the researcher)
Conclusion
It can be conclude, that Hungry Jack’s collect feedback regarding the services they have
provided to them which will automatically help them to sustain as well as grow in the market. The
study help the company to come across the knowledge of customer’s satisfaction level that have
been receive in the process. The customers with the word of mouth do the promotion of the
company if they receive a good quality of services from the company.
Customer experience management will enable the organization to grow in the market and
earn huge sum of money from the market. This will also help the organization to evaluate their
position in the market so that they overcome the drawbacks and can become successful in the
market.
In the end, it can said that organization need to evaluate the services they are providing to
the customers. The evaluated score help the organization to improve in the customer experience
management. This will help the organization to grow as well as sustain in the market to become
better brand in the market.

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References
Breese, R., Jenner, S., Serra, C. E. M., & Thorp, J. (2015). Benefits management: Lost or found in
translation. International Journal of Project Management, 33(7), 1438-1451. DOI:
https://doi.org/10.1016/j.ijproman.2015.06.004
Breitschopf, B., Held, A., & Resch, G. (2016). A concept to assess the costs and benefits of
renewable energy use and distributional effects among actors: The example of
Germany. Energy & Environment, 27(1), 55-81. DOI:
https://doi.org/10.1177/0958305X16638572
Burns, C., Cook, K., & Mavoa, H. (2013). Role of expendable income and price in food choice by
low income families. Appetite, 71, 209-217. DOI:
https://doi.org/10.1016/j.appet.2013.08.018
Choy, L. T. (2014). The strengths and weaknesses of research methodology: Comparison and
complimentary between qualitative and quantitative approaches. IOSR Journal of
Humanities and Social Science, 19(4), 99-104. Retrieved from:
https://s3.amazonaws.com/academia.edu.documents/37208325/N0194399104.pdf?
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Hewson, C., & Stewart, D. W. (2014). Internet research methods. Wiley StatsRef: Statistics
reference online, 1-6. DOI: https://doi.org/10.1002/9781118445112.stat06720.pub2

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Hewson, C., & Stewart, D. W. (2014). Internet research methods. Wiley StatsRef: Statistics
reference online, 1-6. DOI: https://doi.org/10.1002/9781118445112.stat06720.pub2
Hjort, K., Lantz, B., Ericsson, D., & Gattorna, J. (2013). Customer segmentation based on buying
and returning behaviour. International Journal of Physical Distribution & Logistics
Management, 43(10), 852-865. DOI: https://doi.org/10.1108/IJPDLM-02-2013-0020
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. DOI: https://doi.org/10.1007/s11747-015-0460-7
Kayali, O., & Ahmed, M. S. (2013). Assessment of high volume replacement fly ash concrete–
Concept of performance index. Construction and Building Materials, 39, 71-76. DOI:
https://doi.org/10.1016/j.conbuildmat.2012.05.009
Khodakarami, F., & Chan, Y. E. (2014). Exploring the role of customer relationship management
(CRM) systems in customer knowledge creation. Information & Management, 51(1), 27-42.
DOI: https://doi.org/10.1016/j.im.2013.09.001
Lam, C. F., & Mayer, D. M. (2014). When do employees speak up for their customers? A model of
voice in a customer service context. Personnel Psychology, 67(3), 637-666. DOI:
https://doi.org/10.1111/peps.12050
Lloyd, P. B. (2018, June). Diagrammatic Maps of the New York Subway: An Historical
Perspective. In International Conference on Theory and Application of Diagrams (pp. 219-
227). Springer, Cham. DOI: https://doi.org/10.1007/978-3-319-91376-6_22
Mazzotti, V. L., Rowe, D. A., Sinclair, J., Poppen, M., Woods, W. E., & Shearer, M. L. (2016).
Predictors of post-school success: A systematic review of NLTS2 secondary
analyses. Career Development and Transition for Exceptional Individuals, 39(4), 196-215.
DOI: https://doi.org/10.1177/2165143415588047

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McDaniel, C., & Gates, R. (2013). Marketing research. Singapore. Retrieved from:
https://doc1.bibliothek.li/aca/FLMF037627.pdf
Peltola, S., Vainio, H., & Nieminen, M. (2015, August). Key factors in developing omnichannel
customer experience with finnish retailers. In International Conference on HCI in
Business (pp. 335-346). Springer, Cham. DOI: https://doi.org/10.1007/978-3-319-20895-
4_31
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health, 39(6), 546-549. DOI: https://doi.org/10.1111/1753-6405.12428

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Appendices
Questionnaire
Customer Feedback
Customer Experience Management
1.Gender *
Male
Female
Others
2.Age *
18-25
26-30
31-35
3.Your location? *
Urban
Semi-urban
Rural
4.Rate the service *
Worst [0 1 2 3 4 5] Best
5.Rate the satisfaction obtains from the service *
Worst [0 1 2 3 4 5] Best

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6.Rate the interaction level with the concern people *
Worst [0 1 2 3 4 5] Best
7.Would you like to purchase food products from Hungry Jack’s in the future? *
Yes
No
May be
8.Rate the quality of the product *
Worst [0 1 2 3 4 5] Best
9.How often you purchase products from Hungry Jack’s? *
Everyday
Every week
Every month
Once in every 3 months
Once in every 6 months
Once in a year
10.Would you refer to your friends and family to buy products from Hungry Jack’s? *
Yes
No
Maybe

15CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
Responses
Interpretation: Out of 10 respondents, there are 50% of the respondents are female, 30% of the
respondents are male and 20% of the respondents are from others category.
Interpretation: Out of 10 respondents, there are 40% of the respondents who are between the age
group of 26-30 years, 20% of the respondents are between the age group of 31-35 years and
remaining 40% of the respondents are between the age group of 18-25 years.

16CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
Interpretation: Out of 10 respondents, 30% of the respondents are from urban area, 30% are from
the semi-urban area and 40% are from the rural area.
Interpretation: Out of 10 respondents, 0% rated the service 0, 0% rated it 1, 10% rated it 2, 50%
rated it 3, 20% rated it 4 and 20% rated it 5.

17CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
Interpretation: Out of 10 respondents, 0% rated the satisfaction level 0, 10% rated it 1, 0% rated it
2, 30% rated it 3, 40% rated it 4 and 20% rated it 5.
Interpretation: Out of 10 respondents, 20% rated the interaction level with the concern person 0,
0% rated it 1, 0% rated it 2, 30% rated it 3, 20% rated it 4 and 30% rated it 5.

18CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
Interpretation: Out of 10 respondents, 50% said yes they would be purchasing food products from
Hungry Jack’s in the future, 20% said no they will not and 30% said might be.
Interpretation: Out of 10 respondents, 10% rated it as 1, 0% rated it as 2, 10% rated it as 3, 60%
rated it as 4 and 20% rated it as 5.

19CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
Interpretation: Out of 10 respondents, 0% purchase products from Hungry Jack’s once in every 6
months, 10% once in every 3 months, 10% on an everyday basis, 10% once in a year, 30% every
month and 40% every week.
Interpretation: Out of 10 respondents, 50% said yes they will refer their friends and family to buy
products from Subway, 20% said no they won’t refer and 30% said may be they will.

20CUSTOMER EXPERIENCE MANAGEMENT: HUNGRY JACK’S
Review Screenshot