Burger King: Customer Experience, Needs and Service Strategies

This report analyzes the customer experience within the context of Burger King, a global fast-food restaurant. It begins by emphasizing the importance of understanding customer needs, wants, and preferences, particularly for targeted demographics such as children, college students, and teenagers. The report details how Burger King tailors its offerings to meet the specific needs of these groups, for example, fun food for children and Wi-Fi for students. The report then discusses customer experience mapping, identifying key touchpoints like websites, telephone communications, restaurant environment, and staff interactions. The report also highlights the role of digital technology, including customer relationship management (CRM) and the use of digital tools to enhance customer engagement. Finally, the report examines customer service strategies employed by Burger King, emphasizing the importance of staff training, effective communication, and creating a positive customer journey. The report concludes with a discussion on the significance of customer service in driving business opportunities and fostering customer loyalty.

Managing customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Value and importance of understanding the needs, wants and preferences of target
customer groups......................................................................................................................1
P2 Different factors that drive and influence customer engagement of different target
customer groups......................................................................................................................3
TASK 2............................................................................................................................................6
P3 Customer experience map.................................................................................................6
P4 Customer touch-points throughout the customer experience create business opportunities. 7
TASK 4............................................................................................................................................8
P6 Customer Service Strategies..............................................................................................8
P7 Customer service strategies create and develop the customer experience.......................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
.........................................................................................................................................................1

INTRODUCTION
Customer experience plays an essential role in the growth of every industry. It is
considered as important tool by which hospitality industry can improve their sustainability at
market place. Present report is based on Burger King which is an American fast food restaurant
which is providing its services at global level. It includes description about importance of needs
and wants of targeted customers. It further elaborates about customer experience map and
customers touch point which helps in improving business opportunities. Along with this, the
report declares about customer service strategies in hospitality industry. It also explains that how
these described customer service strategies helps organisation in developing better customers
experience in order to meet needs and wants of customers.
TASK 1
P1 Value and importance of understanding the needs, wants and preferences of target customer
groups
Customer are considered as the most important part of every organization which
contributes in its growth. It is important for the organisation to firstly analyse needs and demand
of customer so that they can be fulfilled properly in effective manner (Yang, Liu and Li, 2015).
An improved customer experience will be helpful for organisation in developing its brand image
at market place along with this it also contributes in retaining customers for long duration of
time. Burger KING is a fast food restaurant who is mainly targeting children and youngsters as
its customers. Therefore, the company is mainly focusing on influencing its targeted customer
by fulfilling their need and demand. For this, manager of the company have conducted an
analysis in order to identify its special customer and their needs and demand which are described
as below:
Customers Needs and Wants
Primary School Children  Fun Food
 quality Food
 Crayons and Colouring
College Students  WIFI
 Grab and go coffee and FoodFood that

makes the remember
2

Teenager  Milkshakes and soda
 Loud pop music
 Quality Food
According to the above mentioned chart it has been observed that among the all above
mentioned targeted customer zone every stated customer has its one specific need which is
needed by them in every condition. Here, first customer type which is targeted by the Burger
King is Primary school children. This targeted customers segment requires fun food at its first
need because of their age group. They mainly give preference to those restaurants where they can
enjoy at eating time too (Torres, Fu and Lehto, 2014). For this, Burger King has adopted
different strategy of giving free gifts with food in order to grab school children. On the other
hand, college students needed WIFI as it is first need because they prefers to roam outside with
their friends. So, if they prefer restaurant where WIFI facility is available. If they gets WIFI in
the fooding area that is food, they feels satisfy as the can check their email, videos and other
work with internet only at time of their external visit. Another selected group of Burger King is
Teenagers, this targeted group give preference to milk shake and Soda in the restaurant facility
as they visit restaurant for less period of time. The main reason identified for this need is that
teenager group is basically indulged in the studies more. This does not avail them vacant time for
enjoyment so whenever they gets time to go out then they go in the restaurant and prefers for
milkshakes and soda as it available to them in less period of time.
3

P2 Different factors that drive and influence customer engagement of different target customer
groups
1. Primary school children
4

2. College Students
5

3. Teenagers
6

TASK 2
P3 Customer experience map
Customer experience mapping refers to the process of identifying that how many
customers of the company feels connected to the products and services which are offered by
organisation. Growth is considered as an ultimate goal of every organisation (Spiess and et. al.,
2014). This can be done effectively by understanding actual status of customers that whether
they are satisfied or not. In context to hospitality sector, it can be said that customer experience
mapping will be beneficial for the overall industry as through this organisation can connect to
customers. In relation to Burger King, its manager is working on mapping customer experience
at regular basis in order to identify that at which extent they they feels connected (Shah, Kumar
and Kim, 2014). For customer experience mapping, manager of Burger have finalised certain
tools and techniques with helps them in conveying message of company to the customer. Some
of the best suitable tools which are used by burger King are described as below:
Website: Website is the best suitable way through which organisation shares pictures of
products and services of company. It also shares past experiences of the visitors who have been
connected to the company at regular basis. In relation to Burger King, the company avails its all
necessary information on its websites which helps its customer to get aware about the product
and services which are offered by the organisation. It can be said that it is mandatory for
organisation to post only true information on its website as many of the customers trust the at
most.
Telephone: It is the medium of communication with which organisation prefers to
communicate with its customers. In relation to Burger King, the restaurant also connects with its
customers through telephone. Because, many of customers prefers to firstly call to the visiting
place before going out for eating. For improving customer experience, Burger king should
appoint good communicator who can communicate to its customer in effective manner with
polite speaking skill.
Restaurant management: It is important for an organisation to give appropriate training
to staff so that they perform their job responsibility in effective manner. For this, management
team of Burger King hires well qualified employees who are capable of performing their job
responsibilities properly. These hired employees also gets further training from their line
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manager. As a result, it helps in improving their working pattern which contributes in providing
effective services to the customer. This also helps in enhancing customer experiences.
Restaurant environment: Environment of restaurant is required to pleasant and soothing
which gives better working experience to the customers (Komunda and Osarenkhoe, 2012). For
this, management team of Burger King is especially focuses on creating warm environment for
the customer where customer feels comfortable and can also enjoy their visit at restaurant.
Effective restaurant environment contributes in enhancing customer experiences.
Review sites: It refers to the comments and rating which are given by customer for
sharing experience after using the services of the company. With the changing time, maximum of
the customer prefers to initially check review of place where they are planning to go for outing.
In relation to Burger King, the company owns good rating and effective comments which reflects
effectiveness of the products and services offered by the company (Gyung Kim and S. Mattila,
2013). It also influences other customers to its services when they checks rating on the sites.
Restaurant staff: Effective pattern of treating customer also contributes in enhancing
customer experience. In relation to Burger King, the company train its staff effectively which
helps in modifying the behaviour of workers while dealing with customers. This enhances
footfall of the restaurant as its prefers to use the services of the same restaurant again and again.
Email: Emails are used by organisation in order to communicate with its customers
effectively. Now a days, organisation collects information of the customer at the visit to the
restaurant. This information includes different mobile number, email id etc. In context to Burger
King, management team of restaurant uses Email for sharing latest offers, discounts and other
essential information to the customers.
As per the above stated tools and technology
P4 Customer touch-points throughout the customer experience create business opportunities
Customer touchpoints refers to the business jargon which are used by organisation to
exchange its information with the customers. This interaction influences customer and also
enhances level of opportunity for organisation too. In context to Burger King, it can be said that
this restaurant is using better customer touch point in order to improve its relation with the
customer. As a result, with the help of this burger king is now eligible of using best suitable
customer touchpoint which helps in enhancing their relationship with the customers (Garg,
Rahman and Qureshi, 2014). As per the given case scenario, it has been observed that “Waiter
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makes an eye contact with the customer” states that eye count can be also consider as the
customer touch point as it helps company in building a positive relationship with customer. It has
been observed that it is the responsibility of the company to train its staff effectively so that they
can provide better service to the customers in order to enhance their experience. Staff of Burger
is effectively trained in communication field. This training not only teaches them to use soft
speaking skill but it also includes teaching of using appropriate gestures including eye contact.
Below mentioned is the script which reflects conversation between employee and customer of
Burger King.
Employee: Good afternoon, sir.
Customer: Good afternoon.
Employee: Sir, Do you need anything?
Customer: I want Chicken Burger and a Coke.
Employee: Wait a moment, sir. I am serving your order.
Customer: How much pound I have to pay
Employee: Only £10, Sir
Customer: Here is your amount.
Employee: Thank you, Sir
Customer: Thank you
TASK 3
P5 Digital technology is employed in managing the customer
Digital technology plays an essential role in enhancing customers experience as it helps in
managing demand of customers. It can be said that by using updated technology organisation can
easily fulfil demand of customers effectively. It has been analysed that digital technology helps in
improving communication between hospitality sector and customers which ultimately helps
organisation in understanding actual demand of the customer so that it could be fulfilled according
to it only (Spiess and et. al., 2014). In relation to Black and White, the company belongs to
hospitality sector. This organisation is mainly focusing on Customer relationship management. For
this, the organisation have conducted an workshop for its employees in order to make them
understand about the importance of Customer relation management its importance in enhancement
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of customers experience. This workshop includes brief discussion about customer relationship
management and some question. Both of them are described as below:
Customer relationship management refers to an approach with the help of which
organisation manages its interaction with targeted customers as well as potential customers. This
approach mainly focuses on retaining customers for longer period of time. So that they can
increase customer sustainability for the company at longer duration of time. CRM approach is
directly connected to hospitality sector as with usage of this organisation can easily communicate
to its customers which helps them in satisfying need of the customers (Torres, Fu and Lehto,
2014). It also contributes in understanding actual needs and requirement of the customer on the
basis of which company can improve its existing services accordingly. As a result, it will support
in satisfying customers with effective services. Along with this, some important questions have
been discussed with the customer which are described as below:
1. Name of the company making the presentation
Black and White
2. Name of the person who made the presentation
Julian Hook
3. Name of the software programme that they demonstrated
Opera
4. Key elements of their programme
In this program mainly open table, book rooms from different websites, book table, EPOS
system, reservation systems, Housekeeping etc.
5. Some of their current customers
Current customers for black and White are Hilton International, Travelodge, Marco Pierre White
Restaurants etc.
6. How long have they been in business
B & M have entered into the business in 2014 and the software about which they have
demonstrated in workshop has been there from 1970s.
7. Company see these programmes developing in the future
Black and White focuses on integrating with its guest in future. Along with this, company can also
identify certain new trends which have started in hospitality industry like availing tea in afternoon
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