MARKETING COMMUNICATION DIGEST

KFC, yes, the one you know, has closed down hundreds of its outlets in the UK. And it is for no other reason than – don’t wait for it – chicken! Rather, and more accurately, the outlets are being shut down for the shortage of chicken, an integral item of the chicken-based offerings. This is unlike the reasons for having lately closed down some outlets in Nigeria. The UK problem only arose because KFC switched its Delivery Contract over to DHL, who’s had some teething problems delivering fresh chicken to all of the 900 KFC outlets; with some of the remainder outlets now having to close down, operate reduced hours or limited menu, more because KFC says “it would not compromise on quality”. On the lighter side, should we then resort to a name change to save the business? How about Kentucky Fried All? Or Kentucky Possibly Chicken? Or even Kentucky May-Not-Have Chicken? Or do we just say Kentucky Fried Choice, if only to keep the renowned KFC acronym. More seriously,...

Customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction includes a customer's attraction, awareness, discovery, cultivation, advocacy and purchase and use of a service. It is measured by the individual's experience during all points of contact against the individual's expectations. ‘The customer experience has emerged as the single most important aspect in achieving success for companies in all industries.’ Customer experience is created by the contribution of not only the customers’ values but also the company providing the experience. The importance of a great customer experience will be the catalyst for building a strong partnership moving forward. ‘Over 80% of buyers will  pay more for a better customer experience, but only 1% of customers feel that vendors consistently meet their expectations.’ According to Fast Company , the six disciplines for gr...