a) Explore customer differentiation in service delivery and identify customer’s critical touchpoints that influence an organisation’s customer experience strategy
b) Research a customer problem and develop an appropriate customer experience
c) Develop and communicate a customer experience strategy
d) Analyse and apply tools to monitor and evaluate a customer experience strategy
This assessment task is designed for you to apply your knowledge and understanding of the key concepts that shape the customer experience. You are required to conceptualize customers interacting with a product or service across several touch points such as in-store, website, mobile, social media and e-mail.
You are to take the role of consultant for your selected organisation and prepare a report to persuade the management staff to adopt a better approach to managing their costumers’ experience(s).
Tis assessment involves the following activities:
- Identify the research objective to improve customer experience for selected organisation.
- Conduct research on your selected organisation, i.e. its industry and its target customers, through primary and secondary research.
- Plan and design your primary research, an online survey.
- Consider how you will recruit your interviewees and conduct the survey accordingly (You will need to have at least 10 completed customer surveys).
- Conduct your secondary research, particularly in available social media reviews of your selected organisation and relevant resources (i.e. academic journal articles, book chapters, business reports, organisation’s website).
- Document your secondary research observations by saving screen shots of social media reviews (at least 3) and keeping a reference list of the resources consulted (to be included in your reference list).
- Apply CEM concepts to identify the challenges and opportunities for achieving a customer experience that is in line with the organisation’s strategic objectives.
- Describe and discuss your primary research method: its planning, design and implementation.
- Describe your secondary research method.
- Summarise the results of your research.
- Apply CEM concepts to identify the main service experience problem of the product or service of your organisation.
The aim of the report is to conduct the customer experience management of the selected organisation. The organisation that has been selected for analysing the customer experience is Grill’d, an Australian local company that offers burgers to their customers. The company came into existence in the year 2004 with the headquarters in Hawthorn, Melbourne and was founded by Simon Crowe. According to the last data, the company has 125 restaurants of Grill’d company in Australia which has made the brand popular in the market (Grill’d, 2018).
- The objective of the research is to identify the problems faced by the customers and to develop an appropriate customer experience.
- The objective is to understand the challenges and opportunities.
- The objective is to communicate customer experience strategy by applying the tools which are required to monitor and evaluate the customer experience.
In this method of research, the interviewees were recruited and the survey was conducted accordingly. In this Survey on the Grill’d company questionnaire related to the customer service have been included. This customer service leads to the customer satisfaction for Grill’d. Along with this, this has been found that the company is targeting different customers at the time. The data has been collected from the interviewees is attached in Appendix 1.Literature review
According to the Homburg, Jozi? & Kuehnl, 2017, customer experience strategy is the sum of every interaction that the customer has with a business which at the time of purchase or after the purchase of the product. Grill’d company ensure that they are able to offer the delight customer experience to their customers which is possible when they offer the quick and effective service to their customers. Agreeing to this Roy Morgan, 2018, stated that the customers of the Grill’d remained very or fairly satisfied with the services offered by the Grill’d to their customers in the market. This includes the quality of the product, the convenience to make the purchase of a product, the taste of the product with the value-added services. This reflects that the fast food industry is the growing industry due to which the Grill’d company is able to meet customer experience effectively.Research planning
The research planning includes the planning for conducting a survey which includes the questionnaire related to the company that helps in evaluating the customer service offered by the company.Research design
The research design that has been selected by the researcher to accomplish the research objectives is quantitative (Mackey and Gass, 2015). The quantitative research design includes statistics related to the customer experience with the Grill’d company.Research implications
The primary research implications have been done by conducting the online survey which includes a minimum of the 10 interviewees who participated in the research which was conducted. (Refer to Appendix 1)Secondary research method
The secondary research method has been done to analyse the experience of the customers with the Grill’d company. This method helps in achieving the research objective which includes the problems which are faced by the company. The secondary research method that has been adopted which include data collection through articles, annual report, journals, newspaper, websites, and many others (Mackey and Gass, 2015). The reason due to which the research is conducted is to get the reliable and appropriate information. Along with this, the secondary data is shared from the literature review related to the customer’s experience.
In the primary research, this has been found that most of the customers are satisfied with the quality that is offered by the company. Along with this, the customer who visits the place likes to sit and consume the product because they like the ambience of the Grill’d a restaurant. This has been found that most of the people are happy with the services that are offered by the company. In the secondary research, different researchers have shared their opinion on services that are offered to them by the company. The customer service includes quick delivery of products, quality products, effective ambience and friendly staff that helps in enhancing the experience of the customers.
This has been found that some of the customers are facing the challenges that the products that are offered by Grill’d are limited due to which they avoid visiting. This offers an opportunity for the company as they can offer more nutritional products in the market. This has been found that there is a shift in the preference of the customers as they want to consume healthy products which reflect that there should be more options.
Grill’d is able to offer the quick service and with effective product quality. Though, the company is facing the challenge of a shift in the needs of the customers. This shows that the company need to apply the theory of customer centricity. The theory of customer centricity includes customer needs, wants and expectation of the business decisions that lead to the function of the organisation (Lemon & Verhoef, 2016). Grill’d need to understand the need of the nutritional food for which they need to add the same in their menu. This theory of CEM will reduce the challenge and offer the way to grab the opportunity.
In the research, this has been found that customers believe that Grill’d offer quick service to their customers. These services are considered as faster than the other competitors present in the market which is clear from the screenshot that has been attached. This also supports the views of Roy Morgan, 2018 discussed above in literature review. In addition, the primary research reflects there are a challenge and opportunities for the company due to the change in the demand and needs of the customers. The customers are shifting towards nutritional food options which will help the customer to get the variety with a healthy diet. Agreeing to the Roy Morgan, 2018, Grill’d company is effectively in offering the delight customer experience to the customers.
In the end, it can be concluded that the primary and secondary research reflects that the company is effective in offering the delight experience to their customers. In the primary research, the survey has been conducted which help in understanding that the needs of the customers are fulfilled or not. On the other hand, the secondary research observation reflects that restaurant is effective at quick service. Further, the application of the theory of customer-centric will help the Grill’d company in covering the challenges and grabbing the opportunities. The challenges which are faced by the company are the changes in the shift of needs and demand of the customer. Along with this, considering the needs they can add the nutritional product which will allow earning more revenue.
Grill’d. (2018). Grill’d. Retrieved from: https://www.grilld.com.au
Homburg, C., Jozi?, D., & Kuehnl, C. (2017). Customer experience management: toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401.
KPMG. (2018). 2018 Customer Experience Excellence Report. Retrieved from: https://home.kpmg.com/content/dam/kpmg/au/pdf/2018/customer-experience-excellence-report-2018-au-summary.pdf
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
Mackey, A. and Gass, S.M. (2015). Second language research: Methodology and design. New York: Routledge.
Roy Morgan. (2018). Grill’d customers are Australia's most satisfied. Retrieved from: https://www.roymorgan.com/findings/7335-its-official-grilld-customers-are-the-most-satisfied-201709211522
Roy Morgan. (2018). McDonald’s, KFC & Subway most visited Aussie restaurants. Retrieved from: https://www.roymorgan.com/findings/7599-australian-eating-habits-eating-in-out-march-2018-201805290253
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