Analyzing Customer Experience Management Strategies at Burger King

This report examines the customer experience management strategies of Burger King, a global food chain. It begins by identifying the value of understanding customer needs and wants across different demographics, including teenagers, families, and business professionals. The report then explores factors driving customer engagement, such as understanding customer needs and responding to feedback. Customer experience mapping is discussed, focusing on touchpoints like websites and restaurants. The use of digital technology, including CRM systems, is analyzed. The report concludes with an examination of customer service strategies and how they contribute to creating a positive customer experience. The report emphasizes the importance of tailoring services to meet specific customer needs and preferences to enhance brand loyalty and drive business objectives.

Managing the
customer experience

Table of Contents
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................3
TASK 1......................................................................................................................................3
P1 identification of value and importance of determining different kind of needs and wants
in order to target customers....................................................................................................3
P2 Exploring and defining different factors which are related to driving and influencing
customer engagement.............................................................................................................4
Task 2.........................................................................................................................................5
P3Customer experience mapping...........................................................................................5
P4 Role of customer touch point in order to create the customer experience by creating
business opportunity...............................................................................................................6
TASK 3......................................................................................................................................7
P5 Identification of use of digital technology in order to managing customer experience by
providing specific example of customer relationship management system...........................7
TASK 4......................................................................................................................................8
P6 customer service strategy..................................................................................................8
P7 various customer services strategies in order to create and develop customer experience.
................................................................................................................................................9
CONCLUSION........................................................................................................................10
REFERENCES.........................................................................................................................11
Books and journals...............................................................................................................11

INTRODUCTION
Managing customer experience is important aspect for every organisation as it helps
in deriving the value of services and products which are offered by the organisation to the
customer (Goodman, 2019). Is an appropriate system which is used by the organisation as it
help in improving the positive experience which is directly related to driving the high value
of the production services within the market where organisation is trading. The current report
is based on study of burger king. Food chain operator with his former its function at global
level. Under the current report it covered discussion about the value and importance of
various understanding in relation to the needs and requirements of the customer with the
market where the organisation is working. There is also a discussion about influence of
engagement customer in order to meet the target customer groups and perform the function in
an appropriate manner. There is also a discussion about appropriate customer experience map
which will contribute to the different customer touch points in Accordance with the current
requirement.
MAIN BODY
TASK 1
P1 identification of value and importance of determining different kind of needs and wants in
order to target customers
It is important for every organisation to identify its basic customers as well as
performance function in order to improve its functioning within the industry where it is
operating. It is also analysed that there are number of roles which has to play by the
organisation in order to improve the needs wants and preference of target customer group and
engage them in the process of achieving business objectives (Koetz, 2019). It is identified
that there are various kind of factors which are related to the performance of organisation as
well as customer behaviour within the market where it is trading. It is also identified that
there are various functions which has to be performed by the organisation in order to improve
its strategy and attract the customer within the market where it is trading. It is also identified
that by providing the quality products and services the organisations such as burger king can
operate in an appropriate way as well as improve its functioning but better in the high quality
products and improving its original system. It is also identified that in order to meet the
requirements of target customer organisation has to use different kind of system which will
help in managing the functions of different individual as well as providing the appropriate
system so that they can enjoy the bill provided by the organisation. This is a helpful system in
getting the attraction of the customer within the market as well as raising the profitability of
the organisation in a positive manner. In order to target the customer within the market
organisation can use to divide them in an appropriate manner and achieve its objective
accordingly. There are different kinds of system which can be adopted by burger king in
order to improve its profitability. Some of these are discussed below:

Teenagers: Teenagers prime customer of burger king as they provide organisation, a
large base of base of customer which can be used by the organisation in order to sell its
products and services and improve its profitability. In order to fulfil the need want and
preference of teenagers organisation can use reasonable prices music entertainment activities
appropriate locations high-quality wheel and various other functions which will satisfy the
requirements according to their age and help the organisation in improving its profitability
and revenue in order to serve the customers (Jain, Aagja and Bagdare, 2017).
Family group: Family group also included in the potential customer of burger king
which act as an important part of organisation. There are number of family groups which visit
restaurant within a week which helps the organisation in increasing its revenue as well as
maintaining an appropriate strength of customer. In order to meet the needs wants and
preference of customers organisation required to provide high quality services which are
helpful in order to provide the app create time as well as money comfort and safe
environment to the family group so that they can spend their time with their family and can
improve organisation
Business class: Business class customer also act as an important part of organisation
function which include number of customers as individuals who perform in relation to the
organisation and help the form in achieving its objectives. In order to fulfil the needs and
requirements of business class customer burger king require various kind of facilities which
are high Wi-Fi connectivity, proper check and checkout system, business meetings, safe
working environment, parking facilities, video conferencing facilities and many others
(Peppers and Rogers, 2016).
All these facilities are required in order to fulfil their requirements of business class
customers. In order to meet the requirements of customer as well as lead The Organisation in
an appropriate manner it is required by the firm to use appropriate policies which will help in
attracting the customer in an effective manner and using this system to achieve the better
results. In context of this there are various kinds of potential customers within the market
which can be used by the organisation in order to meet the requirements at performing the
function in an appropriate way. It is also identified that there are various individuals and
teenagers who one to products at affordable prices with sub entertainment sources so that
they can easily enjoy their student life as well as use the products and services of the
organisation (Kim and Choi, 2016). It is expected from burger king the day can use this
system in order to provide the better services to the teenage group so that it can attract the
large number of teenagers which will help Organisation in increasing its sales as well as
provide better opportunity to the organisation for expansion. It is also identified that there are
various family groups which are attracted toward the organisation in order to enjoy their
vacation day or their weekends. In order to maintain the system organisation can use these
groups to improve its services by providing them adequate system and fulfilling their needs
and requirements.

P2 Exploring and defining different factors which are related to driving and influencing
customer engagement
This is essential for every organisation to improve its functioning as well as ensure the
high quality customer in order to matching the performance of organisation according to the
targeted standards. And experience which has to be followed by the company in order to
provide positive contribution regarding the growth of organisation as well as improving its
functioning according to the requirements (Mohd-Ramly and Omar, 2017). In order to meet
the relationships as well as maintaining brand loyalty this week it essential for the firm
improve the customer attention at the customer toward the organisation in an appropriate
way. There are a number of customers as well as priority to the organisation which help it
organisation to beat the customer requirements as well as influencing the customer
engagement process. There are different kind of factors which are directly related to the
increment at driving the influence of customer engagement with the organisation and are
helpful to the firm in order to meet the requirements and managing the customer some of
these are discussed below:
Proper understanding of needs: This is essential for organisation to understand the
needs and requirements of the customer and provide the services according to the
requirements. There is also a discussion about various functions which will help the firm in
providing evidence as well as understanding the current requirements. It is identified that
identification of customer requirement is essential for the organisation in order to meet their
objectives and perform the function in an appropriate way. Understanding the needs and
requirement of customer within the market and taking appropriate action is essential in order
to fulfil the requirements and managing the function accordingly. This is also related to
creating the brand loyalty which help the restaurant in improving its function and increasing
the customer engagement within the process (Lipkin, 2016).
Responding to the feedbacks: providing adequate response to the feedback of
customer is also essential part of the organisation and functioning which provide knowledge
to the manager in order to improve its function and achieve better results. It is identified that
by providing regular feedback to the compliance of organisation a firm can easily manage
their experience and helps them in getting maximum output from the side of organisation.
This makes it essential for the firm to use the resources and achieve business objectives in an
appropriate manner. This is also useful in providing a system with support better management
and improves organisational functioning.
It can be evaluated from the above mentioned information that there are various
functions which has to be performed in order to meet the requirements and achieve the
business objectives. Perform functions in an appropriate manner.
Task 2
P3Customer experience mapping
Customer experience mapping is that part of organisational functioning which is
directly related to identification of experience and order to meet the requirements of customer

and touch points which help in determining the values which can be attained by the
organisation in order to meet the requirements of customer. In order to meet the requirements
of customer the burger king use appropriate customer mapping which is discussed below:
Website: Website is of major platform which is used by the organisation in order to
map the customer as well as attract them toward the organisation products and services. This
is an appropriate system which is used by burger king in order to fulfil the needs and
requirements of customer and manage the function in an appropriate way (Zaki and Neely,
2019). This is related to providing appropriate experience to different individuals were
working within the organisation and provide them information about all those working which
can be used to achieve the business objectives. There are a number of functions which are
used by the organisation in order to manage its system where organisation provides
information about the products and services on their website to attract the customer towards
the products and services.
Restaurant: Organisation also provides appropriate services at the restaurant
premises. This is an apple system which is used by the organisation in order to provide the
experience to the customer by enabling them with different services. In context of this burger
king used to provide an attractive premises which consists of designer interior and different
system which can be used in order to meet the requirements of the customer. This is also
convenient to the customer for achieving better results by using the services. This impact on
using the system and performing working in appropriate manner so that the needs can be
fulfilled appropriately.
P4 Role of customer touch point in order to create the customer experience by creating
business opportunity.
It is identified that customer touch points are the important part of of customer
journey within the organisation. Customer touch point can be elaborated as a brand points
which are used by the organisation in order to contact the customer to begin the process of
customer journey within organisation. It includes the entire potential customer as well as
contact of brand which are helpful to the organisation in purchasing something from the
business. In order to fulfil the needs and requirement and identifying the key touch points
organisation required different kind of steps which are related to creating the customer
journey map and using this system to attract the customer (Hwang and Seo, 2016). For
example if organisation want to increase the visitors at the workplace and restaurant it need to
put different kind of advertisements which are related to the review and rating by the visitors.
These touch points are helpful to the organisation in attracting large number of customer and
using them to a in order to engage appropriate process of generating opportunities and
gaining profitability. It is also identified that organisation need various kind of system which
help in improving the effectiveness and performing the function in an effective manner.
There are number of points which can be considered as a customer touch point some of these
are discussed below:
Before purchase: This can be defined as those customer touch points which are
related to the products and services offered by organisation as well as decision before

purchasing the products and services by the customer at the marketplace. Which are related to
social media rating and review astrology word-of-mouth community involvement marketing
public relations advertising and many others full stop in context of burger king if organisation
is going to increase the count of customer as well as visitor at the place that it has to use an
appropriate marketing plan and rating system which help the customer in improving their
satisfaction level as well as provide large number of customer based organisation to meet the
objectives (Srivastava and Kaul, 2016).
During purchase: It includes those customer touch points which are related to the
system which are used by the organisation at the time of sale of products and services.
Include different type of components which are directly related to the point sale system such
as store or office website catalogues promotion star for sale team point of sale system phone
system and many other full stop all these are essential part which has to be used by the
organisation in order to manage the function can improve the functioning according to the
requirements. In context of burger king, it is considered as an organisation which is providing
number of services to the customer and using the services according to the needs and
requirements. Also analyse that there are a number of business opportunities which can be
used by the organisation in order to lead the business and improving the profit margins (Ieva,
2019).
After purchase: after purchase is a last key customer touch point which has to be
used by the organisation in order to meet the requirements and performing the system in an
appropriate way. This is identified that there are various functions and stages which has to be
used by the organisation and will promote the functioning according to the needs and
requirements for a stock this also include appropriate system such as transactional emails
marketing emails on health centre follow up thank you cards and various other which used to
manage the functions and perform activities according to needs and requirements. In context
of burger king it is analysed that it is using different strategies which are helpful to the
organisation and improving its function and attracting number of customer for raising the
profitability.
It can be analysed from the above mentioned information that there are various key
touch points in relation to the customers which can be used by the organisation and the strong
to attract the customer to add the products and services offered by it. This is also analysed
that this business goals and objectives can be achieved according to the requirements of the
organisation and will help in performing the function in association with the needs and
requirements. In order to meet the objectives organisation needed appropriate system which
will follow basic requirements and promote the functioning appropriately (Kautish and
Sharma, 2019).

TASK 3
P5 Identification of use of digital technology in order to managing customer experience by
providing specific example of customer relationship management system
Customer management relationship system can be defined as a combination of
different practices strategies and technology which is used by the organisation in order to
manage and analyse the customer interaction and using the data to manage customer
lifecycle. The common goal of this system is to improve the customer services relationships
and managing the organisation in order to retain the customer for increasing the sales and
employing appropriate growth. CRM system includes various channels point of contacts
between customers which are helpful in improving its services and performing the function in
an appropriate way. In context of customer relationship management, burger king is using
appropriate system which is helpful to the organisation in improving its profitability and
achieving better results (Bharwani and Mathews, 2016). Identify the customer relationship
management is used to perform the function according to the needs and requirement and
managing them in an appropriate way. In context of the current business scenario it is
identified that digital marketing and technology is helpful to the organisation in maintaining
the roles and responsibility under the concept of CMR where there are various kind of digital
technology which are used by the organisation to manage these function.
Marketing automation: in the current business environment there are different kind
of tools which are helpful to the organisation in automating the function of marketing as well
as increasing the capabilities of organisation to enhance the marketing effort and improve the
life cycle by generating appropriate system. For example burger king is using sales
prospective which help the organisation in managing automatic system for standing the mail
which related to marketing content and help in increasing the sales by providing new
experience and information about the products to the customer (Kawaf and Tagg, 2017).
Sales force automation: sales for automation is also a tool which is used by the
organisation in order to track the customer interaction and using a automated system which
help the firm in managing the functions in relation to the cell cycle. it is also identified that
there are various steps which has to be followed in order to obtain the new customer and
building the customer loyalty within the market where the organisation is trading.
These are some system which can be used by the organisation in order to achieve
better results and performing the function according to the requirement by combining the
digital technology with the effort of customer relationship management. it is identified that
there are a number of systems which can be used by the organisation as a customer
management system which improve the functioning and achieve the goals in an appropriate
time. This is also identified that it will boost the profitability level and motivates the
employee according to the requirements so that organisation can maintain appropriate system
and perform the function accordingly (Aichner and Gruber, 2017).

TASK 4
P6 customer service strategy
Customer service strategy can be defined as an action plan which is used by the
organisation in order to manage the function as well as achieve the organisational objectives
in an appropriate manner. It is identified from the above mentioned information that there are
different numbers of strategies which can be used by the burger king in order to improve its
function and achieve the objectives in an appropriate manner. Some of these strategies are
discussed below:
Training to employees: Providing training to the employees in order to produce the
products and service is effective strategy which can be adopted by the burger king in order to
meet the requirements of current trends and fulfilling its objectives in an appropriate manner.
It is identified that providing effective training to the staff member will help the organisation
in listing various problems and using them in order to provide better service to the guest and
visited of restaurant. It is also identified that by providing training organisation can increase
the productivity (Merrilees, 2016).
Building better relationships: Establishing appropriate relations is an system which
can be used by the organisation and order to improve its function and manage them according
to the needs and requirements. It is also identified that there are various functions and
components which are used by burger king to build better relations and manage the customer
services in an appropriate manner. It is also identified that this will help the organisation and
improving customer satisfaction and provides appropriate level of understanding so that
organisation can manage the relations and achieve better results in an appropriate time.
Improving the quality of products and services to the customer: This can also act
as a step which can be used by the organisation in order to improve the product quality and
service. This is because it has the organisation in improving the services by storing them in
an appropriate way so that organisation can adopt the strategies which will fulfil the
requirements. Its function and achieve better results (Merrilees, 2016).
It can be evaluated from the above mentioned information that there is various kind of
system which can be used by the organisation as customer Service management strategies.
These strategies are useful to the firm in order to maintain the function and achieve better
results according to the needs and requirements. This is also useful to maintain a service
environment which will promote functions according to the current objectives and manage
them in order to bring better productivity and attracting the customer towards the burger king.
P7 various customer services strategies in order to create and develop customer experience.
It is analysed that there are number of customer service strategies which can be used
by the organisation operating within the hospitality and service industry to improve the
customer experience and enhance the productivity of organisation. It is well known fact that
by using an appropriate system organisation can enhance the productivity as well as improve
the function of organisation according to the needs and requirement of current business
environment. This is also identified that there are various business functions which has to be

used in order to enhance the productivity and manage the function in an appropriate way.
According to the current business environment, there are various functions which include
number of roles and responsibilities which are observed by the manager as well as performed
according to the requirement of current business scenario. Some of these factors which are
used by burger king which are helpful in managing customer services according to the
requirement of customer are discussed below.
Help in building loyal customer base: it is identified that by the use of appropriate
strategies in order to provide the customer services organisation can easily promote the
functions related to the customers within the market. This is helpful to the organisation in
managing the function as well as promoting them according to the requirements so that we
can achieve better results and maintain the functions in an appropriate way. This will boost
the customer experience and help in reducing appropriate system which provide support to
the customer base and bring better results (Dominique and Patterson, 2019).
Customer audit trial and critical observation
Name of organisation: burger king
Visiting date: 31st December 2020
Various identifications
Ambience and first impression: as help in improving customer experience.
Signature tariff board labelling: Organisation also using appropriate signage tariff
and label boats which are helpful to the firm in conveying its product as well as provide them
appropriate information about various products and services offered by the firm to the
customers for their construction
These are some findings which are associated with the burger king and helpful in
managing the customer experience in order to promote the organisational functions and
achieving the objectives in an appropriate manner regarding the burger king working
experience.
CONCLUSION
It can be concluded from the above mentioned information that there are various
functions which has to be performed by the organisation and order to managing the customer
experience and using this experience according to the needs and requirement of organisation.
It is also identify the various functions which have to be performed by the manager in order
to achieve the business objectives and performing them according to the appropriate system.
It is also identified that there are various functions which has to be used by the firm and are
essential to manage in order to achieve the better results. There are different kind of customer
management system which can be used by the manager in order to provide better results and
performing the function according to the customer relations so that organisation can achieve
the desired results by performing appropriate system and managing the relations between

customer and organisation. Evaluated the market it can implement its products and services
and achieve the business results by gathering the information from number of sources and
using it according to the needs and requirements.

REFERENCES
Books and journals
Goodman, J., 2019. Strategic customer service: Managing the customer experience to
increase positive word of mouth, build loyalty, and maximize profits. Amacom.
Koetz, C., 2019. Managing the customer experience: a beauty retailer deploys all
tactics. Journal of Business Strategy.
Jain, R., Aagja, J. and Bagdare, S., 2017. Customer experience–a review and research
agenda. Journal of Service Theory and Practice.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A
strategic framework. John Wiley & Sons.
Kim, H.S. and Choi, B., 2016. The effects of three customer-to-customer interaction quality
types on customer experience quality and citizenship behavior in mass service
settings. Journal of Services Marketing.
Mohd-Ramly, S. and Omar, N.A., 2017. Exploring the influence of store attributes on
customer experience and customer engagement. International Journal of Retail &
Distribution Management.
Lipkin, M., 2016. Customer experience formation in today’s service landscape. Journal of
Service Management.
Zaki, M. and Neely, A., 2019. Customer experience analytics: dynamic customer-centric
model. In Handbook of Service Science, Volume II (pp. 207-233). Springer, Cham.
Hwang, J. and Seo, S., 2016. A critical review of research on customer experience
management. International Journal of Contemporary Hospitality Management.
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.
Ieva, M., 2019. MANAGING CUSTOMER EXPERIENCE TO FOSTER CUSTOMER
LOYALTY. Loyalty Management: From Loyalty Programs to Omnichannel
Customer Experiences.
Kautish, P. and Sharma, R., 2019. Managing online product assortment and order fulfillment
for superior e-tailing service experience. Asia Pacific Journal of Marketing and
Logistics.
Bharwani, S. and Mathews, D., 2016. Customer service innovations in the Indian hospitality
industry. Worldwide Hospitality and Tourism Themes.
Kawaf, F. and Tagg, S., 2017. The construction of online shopping experience: A repertory
grid approach. Computers in Human Behavior, 72, pp.222-232.
Aichner, T. and Gruber, B., 2017. Managing customer touchpoints and customer satisfaction
in b2b mass customization: A case study. International journal of industrial
engineering and management, 8(3), pp.131-140.

Merrilees, B., 2016. Interactive brand experience pathways to customer-brand engagement
and value co-creation. Journal of Product & Brand Management.
Merrilees, B., 2016. Interactive brand experience pathways to customer-brand engagement
and value co-creation. Journal of Product & Brand Management.
Dominique, B. and Patterson, N., 2019. Exploring and managing the impact of cyber security
on customer experience in cloud hosted software services. COJ electronics &
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