MKT2046: Customer Management Plan for Greggs Plc Service

This report delivers a comprehensive customer management plan for Greggs plc, addressing the current service model and required changes to enhance customer experience. It highlights the existing service scape, outlines a detailed customer management plan involving vision and goal setting, target customer definition, customer journey mapping, and process establishment. A service blueprint is presented to visualize service delivery, and a service recovery plan is detailed to address customer dissatisfaction effectively. The report also emphasizes the use of Customer Satisfaction (CSAT) score as a key performance indicator (KPI) and explores various approaches to build and strengthen customer loyalty, crucial for Greggs to maintain its competitive edge in the market. This document is available on Desklib, where students can find similar assignments and study resources.

MANAGING THE
CUSTOMER EXPERIENCE

EXECUTIVE SUMMARY
This report was aimed to prepare a constructive customer management plan by
highlighting existing service model of the Greggs plc and changes it requires in it. A service
recovery plan and blueprint was mentioned shading light on the customer loyalty. Also, customer
satisfaction score was taken as the key performance indicator for the company.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
1. CURRENT SERVICE SCAPE AND CHANGES REQUIRED.............................................4
2. CUSTOMER MANAGEMENT PLAN .................................................................................4
3. SERVICE BLUEPRINT:.........................................................................................................6
4. SERVICE RECOVERY PLAN:..............................................................................................7
5. CUSTOMER SERVICE KPI MATRIX.................................................................................7
6. APPROACHES TO BUILD CUSTOMER LOYALTY.........................................................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................1

INTRODUCTION
This report of managing the customers experience will comprehensively illustrate the
Gregg plc. Gregg is UK based bakery chain started in 1939, having 2000 outlets in the country.
The product line consist of bakes, sandwiches, sausage rolls and sweet items. Customer
Management Plan keeping the current fall in customer score in mind. Also, a service recovery
plan will be created in detail for the retention of the customers rather than attracting the
customers. The report will emphasize the excellent customer service and care which is vital to
Greggs (Miah, 2020).
MAIN BODY
1. CURRENT SERVICE SCAPE AND CHANGES REQUIRED.
Service scape is the dynamic model which explains the behaviour of clients and customer
in the service environment. The area where customers and business meets. When a customer
buys a product or services it's the surroundings that motivates or de motivates him to do so.
Gregg's physical design and artefact of stores is extensive towards the customers. This promotes
two types of customer behaviour, approach and avoidance (Figueiredo, Larsen and Bean, 2021).
Approach behaviour includes all the positive reactions relating to the consumerism and
avoidance is just opposite, not wishing to explore, stay or buy. Firstly the lighting is very soft
and light which makes customer comfortable shopping. Even the decoration of the store is really
nice with Gregg written in blue colour with yellow logo, and having enough space to
accommodate shopping more customer at a time, yet Gregg needs to look after providing more
sitting space like chairs for older shoppers, this is a customer centric approach. The baking smell
or aroma of Gregg store is really soothing, as soon as customer enters the store this smell makes
them feel good which increases the time they spend at the store. To improve the service scape of
the Gregg's a subtle play of music in the store, availability of magazines and books at the store
and providing feedback box at the store can make the service scape more efficient.
2. CUSTOMER MANAGEMENT PLAN
A customer management plan helps to improve customer service and retention through a
combination of different processes, technology and actions. It involves many aspects like
customer services, after sales services, service scape etc. let's discuss a detailed customer
management plan for Gregg's.

Step 1: define vision and goals of CRM plan: Setting goals and visions is the first thing to do
in the process of making CRM plan. Considering the core areas need to be looked upon in
Gregg's, the goals are, the retention of customer and improvement of consumer services.
Looking at the UK customer satisfaction index it can be noticed that Gregg's score has fallen by
0.4, therefore a plan focused on improving the overall customer experience need to be formed
(Rosenbaum and et.al., 2020).
Step 2: define target customers along with buyer personas: In this step company needs to
identify the target market and develop ideal customer as detailed as possible. Gregg's target
market is “everyone”, which means they focus on extending the services to each individual. Yet
there are customers with different persona's like preference, demography etc. therefore it is
important to know who is buying and why they are choosing the Gregg. This helps company
know it's buyers closely to serve them better and improve the service structure. This can be
achieved by feedbacks, direct interviewing customers, sales team putting customer surveys etc.
Step 3: defining the customer journey: Starting from the beginning understand the journey of
the consumer, knowing where they discovered Gregg from, which team was the first one to
contact the customer, how can such communication be improved, looking at the consumer's
persona, what should be the perfect way to get those customers on board and to retain them
longer, what are challenges faced by the customers at Greggs etc.
Step 4: Establishing process for overall customer experience: Till this step the areas that need
improvement have found out, now analysing and auditing internal structure to know the
availability of the resources to provide 360 degree experience to the customers. Analyse pre
sales, how well workers at Gregg, understands the customer needs and expectations, how can the
sales process be automated to develop efficiency, developing personal communication & after
sales service.
Step 5: studying the market and knowing the Greggs' positioning: It is a great approach to
know the competitors and their strategy in the market while developing CRM plan for the
company. Knowing where the company stands in the market, what makes Greggs different from
others, opportunities exist etc. Greggs' market image is very strong and their may not be major
point of difference from competitors but their lies a great opportunity to acquire the market
share.

Step 6: knowing products and services: In order to improve the experience of the customers at
Greggs, it is important to know the products of the company and it's positioning, this will
develop reasons for customers to choose Greggs over competitors. Understand the requirements
and provide training to the staff, if necessary.
Step 7: CRM software: Investing in a CRM software will help company put forward a great
database of customers, this can be a very conclusive step in serving customers better and
deriving customer satisfaction (Gupta and Ramachandran, 2021). This also helps track customers
touch points and their interactions with the company.
Step 8: setting KPIs for each team: Performance of each such step should be measured in the
organization in order to know the progress. Targets should be set, including customer
satisfaction, customer retention, low churn rate, high profits etc. it makes easy for workers to
achieve the targets and calculate the progress.
3. SERVICE BLUEPRINT:
It provides a detailed picture of how service and related experience is delivered across the
customers groups. It is a diagram which visualizes the relationship among different service
elements like props (physical evidence), people and processes that are connected to the
touchpoints in the customer journey (Khan and et.al., 2020).
Physical
evidence
Greggs parking,
employee dresses,
products on display,
lighting, music
Product
info, offers
and
discounts
cashiers Product
information
stations
Chairs, magazines
and feedback
*
Customer
action
Arrive at Greggs Wait in line Place
orders
Make
payment
Leave or stay at
Greggs*
Onstage
visible
contact
employee
action
Greet and
take orders
Take
orders
Process
payments
Giving further
product
information
Backstage
invisible
Keep
inventory in

contact
employee
action
check
Support
processes
Order
system
Point of
sales
system
Payment
portals
In above blueprint of Greggs * represents the fail points of service.
4. SERVICE RECOVERY PLAN:
It is the process used to revive or recover the dissatisfied or lost customers by identifying
and solving the problems. The recovery plan includes four major steps such as apologize, review,
fix and document. For Greggs, the blueprint explained various failure points like absence of
feedback boxes, seating capacity, such service failures can be meet by first apologizing to the
customers for the inconvenience caused to them, next directly asking or communicating with
them and knowing their expectations from the stores like having better chairs or seating capacity
feedback or suggestion boxes etc.
Next is to fixing the problem by providing the services up to their expectations like
putting feedback boxes, more chairs etc., now for the recognition of the efforts of the customers
and for retaining them, provide some comfort services like discount to people who had to wait
for longer than 10 minutes etc., keep up with the new adapted processes or services (Arora and
Narula, 2018). Further whenever the complaints received by the staff members be it offline or
online, make sure to address each one with utmost attention and have a solution oriented
approach towards the same. This is the procedure followed by the organizations to deliver a good
recovery plan.
5. CUSTOMER SERVICE KPI MATRIX
KPI stands for key performance indicators, it is important of every organization to
measure whether the business is going in right or wrong direction. It is not just about profits,
revenues and sales which indicates performance rather there are many improved approaches
which derives the business performance of the organization. One of the most important aspect of
key performance indicator is customer satisfaction, it is said that when the customers of the
business are satisfied, the business thrives (Rangriz and Bayrami, 2019I)Target market of Greggs

includes customers from various age groups and demographies, therefore it needs to project the
same product to different customer according to their expectations and satisfactions.
The most important and suitable KPI matrix for Greggs is CSAT, it stands for customer
satisfaction score. It is extremely straightforward method of measuring the customer satisfaction.
It measures sentiments towards the products or services delivered. Greggs can implement this
KPI MATRIX to know the customer experience, at the end of selling a product they can ask
question like, on the scale of 0 to 5, how satisfied they are with their purchase or services and
how likely they will recommand the products to other people. Once customers answer this
question, analyse each answers on the basis of their ratings, try to have interactions with people
who gave low scores and try to know what made them score low. This is the most critical way to
know the root cause or problem and the responsible teams can work towards the same. Greggs
can establish these set of questions when customer leaves the online or offline store (zogo and
Jayawardhena, 2018).
6. APPROACHES TO BUILD CUSTOMER LOYALTY
Greggs is one of the oldest retailers in the UK providing exceptional products and
services to the customer, over the years it has built a huge customer loyalty but over the years
there are so many new businesses have come to market which provides substitute products to the
customers. Therefore, stiffening the competition in the market and in order to thrive in such
competition, Gregg needs further customer loyalty (Donnelly, Gee and Silva, 2020). As a loyal
customer will repeat its transactions with the brand even if little inconvenience is caused they
will not go to the substitute product at discounted rates. There are 6 important ways to build
strong customer loyalty for the Greggs.
Staying in touch with the consumers through various channels, team at Greggs
should keep the existing and potential customers informed about the upcoming or new products.
Informing customers with the help of various channels like messages, social accounts about
upcoming discount, offers, coupons etc. Also, keeping the customers aware about change in
business approaches of Greggs and values such as climate friendly, sustainable approaches
adapted by the company (Peinkofer and et.al., 2022).
Show customer that company knows them, by maintaining database of the customers
company can know about their taste, preference, demographies, lifestyle, buying habits etc. and

this can be used to project products in a better way on the customer. This approach can give a
personalized touch to their experience with the company.
Focused customer feedback, company can take feedback of customers via survey,
customer satisfaction score, interviews etc. and these feedbacks should be studied in detail to
know their expectations and working towards the same can make customers see the company's
efforts and will bring the loyalty towards the business.
Showing appreciation through loyalty program, such loyalty programs may not
delivery huge rewards but it will assure customers some savings and can strengthen customers
relationship with business. Such programs improves visibility of the businesses and the efforts
they are putting for customers (Ryu, Lim and Kim, 2020).
Staying relevant and measuring numbers, a business must keep itself up to date with
the market or industry trends and things happening globally, such measures can also bring
customers loyalty. Number of the key scores of company which should be improved as
customers seeks the solution of the problems they have faced, this is the way to retention of the
customers.
CONCLUSION
The above report illustrated “how to manage customer experience” keeping Greggs as the
organization of the report. It included service scape of the company and modifications required,
further a detailed customer management plan and service blueprint has been discussed. A service
recovery plan highlighting fixing of issues and a detailed customer loyalty process has been
structured.

REFERENCES
Books and journals
Arora, P. and Narula, S., 2018. Linkages between service quality, customer satisfaction and
customer loyalty: A literature review. IUP Journal of Marketing Management. 17(4).
p.30.
Donnelly, S., Gee, L. and Silva, E. S., 2020. UK mid-market department stores: Is fashion
product assortment one key to regaining competitive advantage?. Journal of Retailing
and Consumer Services. 54. p.102043.
Figueiredo, B., Larsen, H. P. and Bean, J., 2021. The cosmopolitan servicescape. Journal of
Retailing. 97(2). pp.267-287.
Gupta, S. and Ramachandran, D., 2021. Emerging market retail: transitioning from a product-
centric to a customer-centric approach. Journal of Retailing. 97(4). pp.597-620.
Izogo, E. E. and Jayawardhena, C., 2018. Online shopping experience in an emerging e-retailing
market. Journal of Research in Interactive Marketing.
Khan, I. and et.al., 2020. Customer experience and commitment in retailing: Does customer age
matter?. Journal of Retailing and Consumer Services. 57. p.102219.
Miah, S., 2020. Fundamental analysis of Greggs Plc (Doctoral dissertation).
Peinkofer, S. T. and et.al., 2022. Retail" Save the Sale" tactics: Consumer perceptions of in‐store
logistics service recovery. Journal of Business Logistics. 43(2). pp.238-264.
Rangriz, H. and Bayrami Shahrivar, Z., 2019. The impact of E-CRM on customer loyalty using
data mining techniques. BI Management Studies. 7(27). pp.175-205.
Rosenbaum, M. S. and et.al., 2020. Therapeutic servicescapes: restorative and relational
resources in service settings. Journal of Retailing and Consumer Services. 55. p.102078.
Ryu, D. H., Lim, C. and Kim, K. J., 2020. Development of a service blueprint for the online-to-
offline integration in service. Journal of Retailing and Consumer Services. 54.
p.101944.
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