Introduction of Tim Hortons Fast food restaurant company

            Customer Experience Management (CXM) is a key strategy that supports an organization to grow their businesses. Customer Experience Management (CXM) proactively initiates contacts, solves problems, delivers contents, and understands the wants and needs of the customer. CXM is basically an advanced strategy of CRM (Cormack). Customer Experience Management (CXM) is crucial to the profitability and success of the business. Present work is related to the CXM of Tim Horton restaurant. Present work will elaborate on the current customers of restaurant, current and anticipated needs and a new CXM model.      

Company Overview of Tim Hortons Fast food restaurant company

           Tim Hortons is a subsidiary of Wendy’s International Restaurant Brand. Tim Hortons was introduced by Tim Hortons and Ron Joyce in 1964. As a fast food restaurant, Tim Hortons offers several kinds of products such as coffee, donuts, beverages, wraps, apple pie, and sandwiches. According to the information provided by the company, Tim Hortons has a total of 4846 restaurants and cafes all over the world. Currently, Tim Hortons operates in 14 countries including Bahrain, Philippines, United Kingdom (UK), United Arab Emirates (UAE), Canada, United States (US), Oman, Kuwait, Spain, Qatar, Mexico, Ireland, China, and Saudi Arabia.  

         Tim Hortons was a hockey player. He initiated this business in Canada with the collaboration of Ron Joyce. Even now Tim Hortons business in Canada is given more attention as compared to other countries. Tim Horton's current headquarter is in Canada. Tim Hortons provide special offers to the targeted market of Canada to remain competitive in the market. Moreover, CRM strategies are also supportive of the sustainable growth of Tim Hortons in Canada.  

Existing CXM model (strategies and tactics) of Tim Hortons Fast food restaurant company

           Customer Experience Management model is the next category in the Customer Relationship management evolution.  Customer Experience Management (CXM) model is consist of advanced practices that makes an organization capable to deliver best customer experiences to their customers with the purpose to build customer equity and loyalty in the targeted market (Theglobeandmail.com). Tim Hortons is following CXM model to grow their restaurant in the market of Canada. Tim Hortons invest time in understanding distinctions within each segment, culture, and key customer requirements. Tim Hortons perceive that create consistently valuable customer experience they must have an understanding of the requirement of market and customers.  For realistic growth plan, they highly invest in quality. Tim Hortons strategy is to provide the best quality food with the best service delivery to ensure the best customer experiences.

Who are the Customers of Tim Hortons Fast food restaurant company?

            Current customers of Tim Hortons are all age people living in Canada (for their restaurant in Canada). The company selected its targeted audience on the basis of demographic and geographic segmentation. Key demographic characteristics of its customers are as all age male and female with average monthly income. Tim Hortons also sells coffee and junk food, therefore, most of their customers are young age customers.       

need of Tim Hortons Fast food restaurant Customer’s (current and anticipated needs)

            Food is the basic need of human being. In Canada, people prefer to busy baked and cooked food for their breakfast, launch, and dinner because of their busy schedule. A number of restaurants and cafes are working in Canada to provide several kinds of food items to fulfill the basic need of customers. Considering the large variety available to the customer we can say that customer’s demand and requirements are increased. Tim Hortons customer now not only need food but they also seek for the best quality and taste in affordable prices. Tim Hortons successfully anticipated their needs regarding quality and taste. Somehow, still, there are some customer's needs that are required to be anticipated by the restaurant. Tim Hortons needs to pay more focus on the anticipation of these need for best customer experiences and relationship with the restaurant.   

 Customer feedback of Tim Hortons Fast food restaurant company

            Company collects information from social media platform and customer surveys about the perceived values and opinion of their targeted customers regarding their experience at Tim Hortons. After analyzing these feedbacks, they select the most frequent and commonly suggestions presented in the feedback to make changes in their current customer services. Moreover, Tim Hortons has a working customer complaint service to collect complaints from the customers as feedback of provided services. Tim Hortons takes these complaints positively to bring changes and make their services customer oriented (Hutchinson, Singh and Walker). 

 Relationships with Customers of Tim Hortons Fast food restaurant company

           Tim Hortons is building a relationship with targeted customers through the use of social media platforms. Tim Hortons has social media pages on Facebook and Twitter followed by their prospective and loyal customers. The total number of followers on Twitter and Facebook are as (in order) 649k (twitter) and 3104475 (Facebook). Tim Hortons marketing team post engaging and interactive content on social media pages to communicate and interact with their customers. Interactive and engaging social media pages are key sources for customer relationship building.      

Changing Customers’ needs of Tim Hortons Fast food restaurant company?

           Customer's needs never remain static. In fact, with the passage of time customer's need to get changes. In order to keep up current products and services in accordance with the changing customer needs Tim Horton always introduce innovative products and services. New tastes and food items with high quality ingredients provide best customer experiences and secure current customers from switching to the competitor products. 

Recommended CXM model (strategies and tactics) of Tim Hortons Fast food restaurant company

After analyzing the current Customer Experience Management (CXM) strategies and tactics adopted by the Tim Hortons a new recommended Customer Experience Management (CXM) model is presented here that will definitely bring improvement in the customer relationship management and customer experiences management. Tim Hortons needs to follow up on the presented below strategies and tactics to ensure positive results:

1.      CXM outside of dining room: CXM should not be limited to dining halls only. In fact, the restaurant should increase interaction with the customers by developing a professional relationship with them. The restaurant marketing team should keep updating their customers with new offers, special deals, menu changes, and loyalty programs for the increase in engagement (Hutchinson, Singh and Walker).    

2.      Pay attention to customer engagement: restaurant administration should directly interact with the customers. Getting feedback by using scorecards or service survey cards can work to collect customer responses. Bringing changes in the light of feedback will definitely come up with the best outcomes.    

3.      Make every interaction important: Giving enjoyable and memorable customer experiences can cultivate strong customer relationship with Tim Hortons.  

4.     Listen to what your customers say: listening to customers' requests and feedback are really important in CXM and CRM. Tim Hortons should communicate with targeted customers and pay emphasis on feedback for appropriate CXM.   

Implications of investing in a revised CXM model of Tim Hortons Fast food restaurant company

        There are some positive and negative implications of investing in a revised CXM model. These implications are presented below as positive and negative implications:

        Positive Implications: Revised CXM model will ensure customer equity and loyalty. We all know to target a new customer always cost more than retaining a current customer. In the case of poor customer experiences, the customer will switch to the competitor's product thus the company will not only face a decrease in profit and but also increase in cost for targeting new customers. Moreover, new CXM model will proactively initiate contact, address customer's needs, solve problems, and deliver content.  

Negative Implications: Implementing a new CXM model will require time and more efforts that are the key negative implications of the revised CXM model.  

Benefits of adopting a CXM model of Tim Hortons Fast food restaurant company

        The key benefits of adopting a CXM model are presented in this section. CXM ensure positive differentiation in the targeted market.  CXM enhance customer satisfaction, customer experience, and loyalty. Increased customer centricity and customer focus through the management of customer experience results in an increase in sales (Skywavesolutions.com).   

Success measurement of revised CXM model of Tim Hortons Fast food restaurant company

           Two strategies are selected for the measurement of success supported by the revised CXM model. Firstly, we will measure changes occurred in the sale of Tim Horton after the implementation of the revised CXM model. Increase in sales growth will definitely indicate the success of CXM model for Time Horton. Secondly, we will measure the success of the revised CXM model by collecting information from the customers. We will use balance scorecards and conduct a survey online at social media platform about customer experiences. Thus we will compare this feedback with the previous feedbacks. High customer satisfaction and engagement will indicate the success of the revised CXM model.       

Conclusion on Tim Hortons Fast food restaurant company

          The whole discussion concludes that Tim Hortons is fast food restaurant working in 14 countries around the world. Tim Hortons branches in Canada offer beverages, coffees, and other bakery related products to their customers. Having a focus on long term profitability and sustainability in the competitive market Tim Hortons invest in customer relationship management (CRM) and Customer experiences management (CXM). CXM model has some limitations that need to be addressed by the company. Revised customer experience management model encourages the administration to pay more attention to customer interaction, feedback, and needs for positive results and increase in profitability.