Burger King: Strategies for Managing Customer Experience (Marketing)

This report provides an in-depth analysis of Burger King's customer experience management. It begins by emphasizing the importance of understanding consumer preferences, demands, and needs, particularly targeting children, college students, and teenagers. The report details multiple elements that influence consumer engagement, including the use of websites, restaurant environments, review sites, staff interactions, and email communication. A consumer experience map is presented, outlining touchpoints like website interactions, restaurant ambiance, and staff interactions. The report also explores the application of digital technology to manage consumers, highlighting customer relationship management strategies. Finally, it discusses consumer service plans of action and schemes designed to enhance customer experience, offering valuable insights into Burger King's approach to customer satisfaction and brand building within the fast food industry.

Managing the
Customer Experience

INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1Importance of understanding preferences, demands and needs of target consumers ............4
P2 Multiple elements that influence consumer engagement of diverse form of target customer
group............................................................................................................................................1
TASK 2............................................................................................................................................4
P3 Consumer experience map......................................................................................................4
Website: .........................................................................................................................................4
P4 Customer touch-points all through consumer experience that develop opportunities for
business .......................................................................................................................................6
TASK 3............................................................................................................................................7
P5 Digital technology to manage consumer ..............................................................................7
TASK 4............................................................................................................................................8
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P6 Consumer Service Plan of action............................................................................................8
P7 Consumer service scheme as to develop experience of customers .......................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14
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INTRODUCTION
sConsumer experience is most crucial element for an organisation to survive and grow in
any industry. This is most important tool within hospitality industry, as consumer experience
holds a power to effectively increase organisation brand image and profitability within
marketplace. Present report has been conducted on Burger king (Alexander, K., 2013). It is one
of the largest fast food restaurants that offer their services worldwide. In this report formative
discussion has been made on importance of consumer need and want. Further report includes
consumer experience map as well as touch point by undertaking of which organisation can
improve their business opportunities. In addition with this consumer service strategy is also
being explained in this report with the help of which organisation can further able to fulfil
expectations and demands of consumers in a well defined manner.
TASK 1
P1Importance of understanding preferences, demands and needs of target consumers
Consumers are termed as a most crucial element for an organisation that effectively
contributes in organisation growth. It is essential for entity to effectively determine the needs as
well as demand as to satisfy them accordingly. With increase in customer experience
organisation can develop their brand image with the Marketplace and can also retain their
consumer for long time duration. Burger King operates their function as a fast food restaurant
and mainly target youngster and children’s as their main customers. They completely emphasize
on influencing their great customers by satisfying their needs in best effective manner.
Organisation manager undertake evaluation as to identify the special customers along with their
needs.
Customers Needs and Wants
Primary School Children  Amusing Food
 Prime Food
 Wax crayon and Colouring
College Students  WIFI
 Grab and go food as well as coffee
Teenager  Soda and Milkshakes
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 Blasting pop music
 Superior Food
According to the given graph, this is being evaluated that as per the targeted consumer groups of
company there is a sole need that they required in any condition. First consumer that has been
targeted by company came primary school children, this customer range need Fun Food because
of their age group. In addition with this they mainly prefer restaurants where they can enjoy at
eating time. In order to fulfil their demands and satisfy them Burger King provide free gift with
food as to grab attention of school children. While other target customer of Burger King Need
internet facility. For this organisation offer free Wi-Fi facility in order to attract their attention (
Bilgihan, Kandampully and Zhang, 2016). In addition with this, Burger King Offer milkshake
and soda to youngster target, as in this student have less time period to spend in restaurant due to
their study schedule. Thus, they have less time for enjoyment and mainly prefer for Soda and
milk shake that can consume within lesser time period.
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P2 Multiple elements that influence consumer engagement of diverse form of target customer
group
1. Primary school children
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2. College Students
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3. Teenagers
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TASK 2
P3 Consumer experience map
Consumer experience map is defined as a procedure with the help of that consumer
engagement within company can be tracked in best effective manner. This technique benefit
organisation to connect with their customers related to commodities and services that have been
rendered by them. With the help of this organisation ensure that customers are satisfied with
organisation offering, as if a customer is highly satisfy then company have larger opportunity to
increase their organisational profitability. It further ensures entities sustainability within
Marketplace of hospitality industry. Main aim for which organisation undertake mind map is to
ensure that customers are satisfied with the services and products. Burger King offer their
services through different outlets across the world thus, in order to maintain company Global
image, management of company understand effective importance of mapping customer
experience (Garg, Rahman and Qureshi, 2014.). Organisation undertakes different types of tool
as well as techniques in order to interact with their customers and communicate with them on
regular periodical manner. Mentioned below there are different techniques which is undertaken
by manager:
Website:
It is most effective tool through which organisation convey necessary in required message of
organisation to large base of customers. Websites include information along with creative
visualisation as well as pictures. In relation with Burger King Company offer required
information related to the products and services that have been offered by organisation to
customers. In addition to this company also showcase their latest offering to customers. In this
management effectively ensure that all the data and information that has been provided to
website is accurate and reliable and there is no misleading advertisement in order to ensure
Public Interest.
Restaurant management:
It is essential for an organisation to offer regular and adequate training to employees in
order to effectively increase the job performance. In this Burger King management ensure that
they hire potential and skilled employees those who can perform their job by undertaking their
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responsibilities in well defined manner. In addition with this organisation also provide training to
this stuff as to improve their working pattern in order to increase customer experience.
Restaurant environment:
It is essential for restaurant to offer pleasant and soothing environment to customers as to
enhance their experience. In this Burger King management team ensure that restaurant have
warm and present environment where they make customers feel comfortable at their every visit
in restaurant. It has been identified that restaurant environment effectively contributes towards
higher consumer experience.
Review sites:
Review sites are website that contains comments and ratings that are given by individual
related to business services, commodities, business person in different review sites. There is a
use of web 2.0 techniques as well as tools in order to allocate reviews and information from
different uses of site (Torres and Lehto, 2014). In addition with this company can also undertake
the tool as to use professional writers to give rating and comment to business according to their
own need. In modern scenario customers are tend towards technologies and they are aware about
everything. They check the review of product and services before making a purchase. It is
essential for management of burger going to ensure that the review site have positive as well as a
good ratings and feedback from consumers. For this company is required to offer qualitative
products to their customers.
Restaurant staff:
It is essential for organisation to treat their customers in best effective manner as to make
enhancement in consumer experience. In context with Burger King, organisation provide regular
training to this staff with the help of which they modify the behaviour of every worker and make
them learn to effectively deal with customers. With the help of this company ensure higher
customer satisfaction.
Email:
Emails are undertaken by organisation as to communicate with their customers. In today’s
modern world company allocate information of the customers during their visit at restaurant. In
this information related to consumer email id, mobile number etc is been included. In relation
with burger king, management team of restaurant take use of customer email in order to share
discount offer and products of company as to aware customers on regular basis.
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P4 Customer touch-points all through consumer experience that develop opportunities for
business
Consumer touch point is termed as a business jargon that can be undertaken by an
organisation in order to exchange the information’s with consumers. With the help of these
information’s company can ensure effective influence of customers that can further help them to
gain more opportunity. In relation with Burger King, it has been identified that restaurant is
undertaking best effective form of consumer touch point as to make effective improvement in
their relationship with customers. This aid burger king to increase their profitability in
significant manner and can further enhance their relationship with consumers. According to the
scenario, this has been identified that waiters within Burger King make eye contact with their
consumers, as it is also considered within a consumer touch point with the help of which
individual can influence others. With the help of this touch point person can form significant
relationship with others. Thus, with the help of this factor of consumer touch point Burger King
ensure towards framing positive form of relationship with their customers. This has been
identified that company is required to offer continuous training to their staff in order to increase
experience of customers. It has been identified that burger king ensure that there is proper
training programs that are given to their employees. With the help of this company not only look
towards teaching them to take utilisation of their of speaking skill but also make them learn to
use gestures such as eye contact in order to frame positive relationship with customers.
Mentioned below there is a script given that states conversation among employee in a customer
of Burger King:
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Employee: Good Evening Sir.
Customer: Good Evening.
Employee: How may I help you, Sir?
Customer: I want 2 Bacon Double Cheese burgers and one Joe Decaf Coffee
Employee: Your order is taken sir. Please wait for a moment, you will get your order in 2
minutes.
TASK 3
P5 Digital technology to manage consumer
Technology is changing in fast effective manner, that makes organisations to adapt
advancements in technology on continuous manner in order to gain more competitive advantages
against their competitors. Digital technology effectively aid organisation to maintain regular
communication with their customers on regular manner and can further identify their
requirements in well effective manner. Thus, it is essential for companies to have adequate
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