9.3 Week 2 Creating the Customer Experience

9.3

Arby's: Creating the Customer Experience

Student Guide Review

Case Theme: Creating the Customer Experience

Students will:

- identify the principles of customer service and analyze the relationships between

customer experience, customer service, loyalty, and profit

- learn of instruments used

to gauge and improve customer experience.

Case Competency: Cultural Agility

• ability to assess situations and environmental norms to identify opportunities/threats and determine savvy strategies to address conditions.

• intentionally read context clues and identify stakeholder perspectives to develop or adapt techniques that foster positive relationships and drive optimal performance.

Key Vocabulary You Will Need to Know

Brand Image

• The impression of a product held by real or potential

  consumers.

Corporate Culture

The beliefs and behaviors that determine how a company’s employees and management interact and handle outside business transactions. Usually develops over time organically.

Multiple Choice

Another one of your key vocabulary terms is body language.

What is body language?

• a way of communicating with words

• A way of communicating without spoken language using posture, facial expression, head motions, gestures, and eye

  contact.

Open Ended

Another one of your vocabulary terms is customer experience? Describe one of your horrible customer experiences. Be prepared to share out with your classmates if asked.

Customer Loyalty

• Customers continuing to believe that the business’ product or

  service is their best option.

Market Research

Gathering information on competitors and customers

Case Business Tool

• Customer Surveys

• Surveys are a great way to collect

  information from a variety of people that answer the same question.

• tool to understand customer opportunities and threats

Who is Arby's?

Has anyone been? If so, what did you think?

About Arby's

Poll

QSR's are quick service restaurants such as McDonalds, Burger King, Wendy's and Starbucks. What's your favorite QSR?

• Other

Multiple Choice

Based on the image, what do you know about Arby's Target Customers?

• A. 51% are male and caucasian

• B. The average age of an Arby's customer is 52.

• Both A and B

Case Challenge Question

What changes or updates should Arby’s make to their customer experience to get young adults (ages 13-17) to buy more of their products and become loyal customers?

Student Challenge Deliverable

As part of the customer experience team, create a 3 - 5 minute presentation outlining the customer experience changes or updates that Arby's should make to attract 13-to-17 year olds as loyal customers.

Before we break, complete the planning document.

Click on link in chat

With your group you will create a survey

The Survey

The secret to creating a good survey is to know what data you’re looking to collect.  Are you looking to collect information about the lobby? The drive-thru? The dining area? The menu? What specifically do you want to know about this specific area? 

Arby’s has provided a list of 7 questions to get your survey started, but what will make your answers unique among your classmates? Your own questions! 

Creating your group survey

• Use your 3-5 questions to dig deeper into learning about a specific area or topic. 

• Keep it simple.  

• Make sure your questions are direct.

• Use effective survey question types to get the best answer possible. 

• Avoid leading or biased questions. 

• Test your survey before releasing it. 

• What did your results tell you?

Arby's survey questions

You must have a total of 10 but you don't have to use all of these suggested questions.

Join your group in a break out room to create your group survey