Hungry Jacks Customer Experience: Analysis and Improvement Strategies

This case study analyzes the customer experience at Hungry Jacks, the second-largest burger chain in Australia. It identifies critical touchpoints like speed, taste, and ambiance, and highlights customer problems such as limited product purchases and declining customer retention. The solution proposes introducing freebies, improving packaging, and adapting new display tactics. The customer experience enhancement strategy suggests developing a "Quick Serve" menu, fostering hygiene, and creating a more amicable ambiance. Tools to measure the impact include a consistent rating system, interpersonal surveys, and a social media forum. The conclusion emphasizes the need for Hungry Jacks to adapt to changing customer interaction methods, increase feedback collection, and use this data to improve both tangible and intangible service aspects. This case study is a valuable resource for students studying marketing and customer experience management.

Hungry Jacks Customer
Experience Management
Exercise
Name of the Student
Other Credentials

Introduction
Hungry Jacks is the second-largest Burger Chain in Australia with a commendable
presence of more than 400 outlets across the country, the practices followed in this
outlet serves as a culture for the rest of the industry. They are a trendsetter by all the
possible standards, the emerging trends in the " Fast Food Industry' are focusing equally
on to the intangible aspects of the services associated with the customer experience
(Lam et al,2015).

Critical Touch points
To quantify the customer experience associated with the "Hungry Jacks" we can divide it into three heads.
 Speed: Customers spending times in the queues and the delivery time after the placement of an order are
crucial.
 Taste: Regular addition of new varieties in terms of taste and spice is critical because the customer wants to
try different tastes.
 Ambiance: Addition of 70's soothing music, a change in the behavior of the interior of the staff are critical
factors to create an amicable ambiance.

Customer’s Problem and
Appropriate Solution
The findings of a consumer research survey give us an idea that 50 percent of the respondents are not keen on purchasing food products other than a
burger from the store. The company also failed in retaining its customer base because 30 percent of the customers are not frequent in purchasing the
main product which is a burger and the other products (Khodakarami et al,2015).
 Introduction of freebies can be started to introduce the customers with a wide product range of the company
 Packaging of the goods can be reworked following the need of the customers
 New display tactics can be adapted to convert every store into a potential "point of purchase.

Customer Experience Enhancement
Strategy
Following changes can be made in the existing structure of services to enhance the customer
experience strategy
 Development of a “Quick Serve” menu with more variants and “Express delivery counters.”
 Development of a culture of hygiene and smiling faces of the waiters and other staffers.
 Development of an amicable ambiance with soft entertainment like “Music and Clowns.”

Tools to Measure the impact of “
Customer Experience Strategy
 Introduction of a consistent Rating system based on "Likert's scale"
 Interpersonal surveys with customers by a dedicated team
 Development of a social media forum where customers can react.

Conclusion
Hungry Jacks needs a revamp in its store, it indeed carries a great legacy of the past as the
guiding factor; however, freshness is required where a new generation can strike a chord
with it. The means of interacting with your customers have become versatile and
quantifiable. The company can increase the penetration of the feedback collection
machinery and utilize this data in introducing regular amendments in the tangible and
intangible aspects of the services to improve customer's experience.

References
 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. (Online),
Retrieved from, DOI: https://doi.org/10.1016/j.im.2013.09.001, Accessed 28-8-19
 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. (Online), Retrieved
from ,DOI: https://doi.org/10.1111/peps.12050, Accessed 28-08-19