Managing the Customer Experience

This report covers the impact of digital technology on customer relationship management of CAFÉ ROYAL and strategies for managing the customer experience. It discusses the changing CRM systems, customer service strategies, and the creation and development of customer experience that meets customer needs and business standards.

B09569
Managing the Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
P5. Impact of digital technology on customer relationship management of CAFÉ ROYAL:......4
M3. Changing CRM systems to effectively acquire and retain customers for Café Royal:..........5
P6. Customer service strategies for Hotel Café Royal:...................................................................7
P7. Demonstration of creation and development of customer experience which meets customer
needs and business standards:..........................................................................................................8
M4. Application of customer service strategies by Hotel Café Royal in creating customer
experience:.....................................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
This report covers the needs and expectations of market segments for the hotel industry. In task 1
business opportunities created through customer experience map and customer touch points is
also optimized. First task consists of scenario; as a guest relationship executive techniques of
coordinate and manage communication between guests and the hotel to ensure seamless
operation and to continuously assess guest satisfaction to maintain and improve service and
product quality to the highest standards is done.
Task 2 covers advantages and disadvantages of CRM systems used in the industry for the
acquisition and retention of customers is evaluated; explanation of customer service strategies
and communication employed in the hotel Café Royal and their impact on business while
demonstrating how they create and develop the customer experience that meets the needs of the
customer and required business standards has been done.

TASK B
P5. Impact of digital technology on customer relationship management
of CAFÉ ROYAL:
CRM: Also known by customer relationship management a powerful tool to interact with
customers and taking their valuable feedback to serve them with better services. At
beginning; customer data was maintained in logbooks and use to do customer surveys and
focus groups. But new technologies have changed the whole scenario. In this emerging
world; organizations has shifted from product centric to customer centric which has
changed the selling standard product and services to customizable products and services.
Company expose to large customers become giant and showing huge turnover (Boella and
Goss-Turner, 2019). Today world become digital and lots of digital technology booms the
economy; and effect old CRM system. Many IT company’s has endorsed latest CRM
software which has the function and way of approach. Due to technology evaluation; direct
impact on CRM can be seen; some of the digital impacts seen in the CRM of CAFÉ
ROYAL are discussed below:
 Customer buying behavior: Customer in the past use to buy by physically
approach to particular shop and buy items after checking the quality and
appearance through physical touch and trial. But with the introduction of E-
commerce; trend has totally changed because those customers having only few
moments left; avoid to spent their valuable time in travelling to mall or shop for
purchases of small items. Now they prefer order the product online; this attitude
of customers has given big opportunity to small business to grab market with
limited capacity. Also hiring a small team for promotions through online has
reduced huge cost of company; spent on marketing department. Café Royal also
changed its old CRM tools; now this five star hotel started active on social media
like facebook, instagram and youtube. Customers give their feedbacks on this
social media and also comment on Café Royal’s blog which help hotel in
modifying their services according to needs.

 Communication between companies and consumers: Before latest
technology; Café Royal use to communicate with customer only through
telephone, emails and physically. But with the help of digital technologies; hotel
gets more door open for communication with its customers. The use of social
media allows clients to interact directly with grievance team or senior HR of
hotel in case of any complaints or suggestion. This new technology has filled the
gap between customer and hotel through make easy communication. Twitter
allows customers directly interact with CEO of Hotel Café Royal.
 Collection of Data: In the past operators of Hotel use to collect data of
customers in logbook and old outdated computer systems. Now; the digitally
enhanced software helps company in maintain not only the record of customer
name or phone number but their preferences, location, feedback and other
personal information which is consolidated by CRM to form a three-dimensional
customer model (Kristensson, and et.al., 2016).
M3. Changing CRM systems to effectively acquire and retain customers
for Café Royal:
Café Royal is using outdated CRM system which gives less outcomes; hotel’s competitor
able to respond to customer’s feedback more quickly; now it’s compulsory for this Five
Star hotel to implement new CRM system to match the pace of its rivalry hotels. Some of
the latest systems which are recommended for Hotel Café Royal are discussed below:
 Google analytics: This tool is helpful in tracking the buying behavior of consumer
through graph presented by analytics tool of google. This tool work mainly by
recording the pattern of customers using google search engine. It also provides
time, hours and money spent information of various customers on different
products and services. It tracks where the large traffic moving to, and will help
hotel to make attractive strategy which can change this traffic towards hotel website
(Kreft, 2019).

 Database programming: This software will help Hotel Café Royal in shortlisting
frequent buyers according to preferable services; these clients can later approach by
hotel through email marketing, pop up messages and telecaller (Gronroos, 2016).
 Automated CRM: With the introduction of this software; hotel can avoid extra
cost spent on feedback person, frontline staff and feedback recorder; because this
software will work 24*7 hours; it will not only take customers valuable feedback
but thanks the customer for using hotel’s service and do anniversary and birthday
wishes and make customer feel like a part of Café Royal’s family. This software
works on artificial intelligence; it doesn’t require any manual commands; all actions
are set within it by IIT operators. It also consolidates different data’s like per day
sales, clients traffic during a day, number of clients arriving on pick day and types
of services asked by customers. This collective data helps hotel managers in
implementing any new changes which can enhance customer traffic or retain
customers.
 SaaS CRM: Software as a service (SaaS) is popular software makes cloud hosting
cheaper and protective for hotel industry. Hotel get technical support from service
provider of SaaS; it helps in recording old data’s and in single operating system and
avail when required; this software also provides end to end service to hotel’s
customers through tracking their past preferences related to service requested by
them. If customer enquired something and get it on his next visit will make him
loyal towards Café Royal.
 Mobile CRM: Latest techniques are not limited to only desktop and laptops; this
new CRM systems will help Hotel’s customer to engage simply through installing
Hotel Café Royal’s application; where it can enjoy latest offers, easy room and
table booking, enquiry, instant solution and so on. This software will also assist
Hotel by providing real-time access to customer’s footprints across social networks.
As social media has shifted CRM strategies from buy and sale relationship to
interactive relationship. Delivering targeted service is like boon for customers;
overall converting loyal customers into hotel’s brand ambassadors to endorse Hotel
Café Royal are the main objective of new CRM systems.

P6. Customer service strategies for Hotel Café Royal:
Customer experience management: Client experience management (CEM or CXM) consist
lots of procedures used to follow client communications all through the client venture.
CEM permits associations to pick up understanding into these client connections and
advance each touch point to drive devotion and improve client lifetime esteem (Chibili,
2019).
The best client experience the executives programming empowers endeavors to give
client driven encounters over all client cooperation’s at scale, while advancing activities,
control, and consistence of the related undertaking data and procedures.
Some of the strategies which can improve customer experience are discussed below:
1. Customer satisfaction and engagement measurement: Hotel needs to adopt
measurement tool for customer satisfaction from services and hospitality (Mensah,
2019). This can done through real time feedback on social media like twitter and
facebook; managers can also do smart phone surveys to know what actually
customer thinks about Hotel Café Royal.
2. Trained, motivate and start tip culture to encourage employees provide better
service: Employees are the only person having direct contact with customers and
employees are not only a worker but tag mark of hotel; any bad service from their
side can ruin the image of hotel. Thus it’s important that staff is fully motivated
towards providing better service to clients (Sampson, 2018).
3. Differentiate Hotel Café Royal from other luxurious hotels: To separate hotel
from the opposition, it is necessary to think in exceptional service experience terms.
From Wi-Fi-empowered anteroom parlors to off-site undertakings, to eateries
joining neighborhood cooking styles and produce – inns that separate their
contributions are ready to catch a more prominent piece of the pie.
4. Know the preference of customers: It is necessary to know what customers really
want before serving them; client’s tastes, preferences and income segment are
necessary to short list all customers which has to be targeted. This particular
information’s about market segment will help in knowing latest trends and culture
about customers (Baran and Galka, 2016).

5. Integrate operations processes into hotel’s customer marketing strategies: The
present buyers are expecting ever-more noteworthy degrees of speed and
effectiveness. All things considered, consider consolidating hotels tasks forms into
showcasing methodologies, for example, self-serve stands that spare time at
registration or web based booking frameworks that permit clients to carefully see
and select their rooms.
6. Achieve customer satisfaction through brand loyalty, identity, values and
relationships: To construct steadfastness, hotel’s contributions must be lined up
with their visitors' basic beliefs and convictions. For instance, 65% of twenty to
thirty year olds trust it's significant that their cash goes towards improving the
world a spot, a discovering which has significant ramifications for inns taking into
account this quickest developing travel advertise section (Rajola, 2019).
7. Quickly solve problems and turn complainers into brand ambassadors: As
more clients go to online life channels to voice their grumblings, inns must offer
quick, polite and straightforward reactions over all channels. By learning the craft
of incredible social help, you have the ability to transform troubled clients into
Hotel Café Royal’s kind brand ambassadors.
8. Personalizing hotel’s service to meet clients’ preference: If hotel wants its
clients to remember the service; it’s necessary to offer the individual touch that will
stand out in individuals' brains. Front desk have to welcome visitors by their name,
offering customized proposals and getting visitors benefits well beyond the norm
will assist you with leaving an enduring impression (Payne and Frow, 2013).
9. Creating an environment that exceeds the expectations of client: If a customer
receives hotel services which he never expects; then it will convert him into brand
loyal customer; also he will add new customers into loyalty client’s lists of hotel.
P7. Demonstration of creation and development of customer experience
which meets customer needs and business standards:
Both customer service and experiences are going together; for instance customer lefts hotel
having good experience, if receives a better service from staff. Only good products and

facilities are not enough to bring back the customer; but a better service is also required for
contributing towards customer retention. Business standards could be different from
customer needs, like for example; Hotel Café Royal has make a standard that it doesn’t
allow to book meeting lounge for less than 10 people; but a client came to front desk and
ask to arrange meeting for 8 people. As per policy; he is not allowed to take that service
but any disappointment from received from this hotel will force him to take customer
experience from its rival. Thus it is the customer strategies which meet customer needs and
business standards. Some of the customer service strategies help Hotel Café Royal in
meeting its customer needs and Hotel standards are discussed below:
 Customer Feedback: Customer experiences are reflected in their valuable
feedbacks; it is necessary for the hotel to understand client’s needs experiences and
emotions to get positive feedback. Let’s take above case; where a client is looking
for meeting room for 8 people but not getting this service due to out of hotels
policies. At the same time if manager provides him service; it will create a valuable
feedback and add client into brand loyal customer (Warren, 2008).
 Strengthen Hotel’s customer service team: Improving your client support starts
with building a solid client support group. Here's the manner by which you can
reinforce your administration execution. Contract and Train Professionals with the
Right Skills will make up for the absence of a talented workforce - when you enlist
individuals for your client care group, you should search for people with the correct
abilities. With trained and experienced team; the task of meeting customer needs
and business standards will become easy; because finally it is the staff which
handles customers, handling clients situations smartly and politely creates the
customer experience according business standards,
 Organizing training sessions: Through proper training on various aspects will
increase customer experience of Hotel Café Royal:
 Empathy and Patience: Client assistance needs to manage various
kinds of clients: Some might be irritating or befuddled, while others
may have a ton of inquiries. A client care delegate needs to manage
every one of them quietly and expertly.

 Good communication abilities: The individuals employ by hotel must
be sure and have brilliant relational abilities. They ought to have the
option to pass on what they mean in a positive manner, and they ought
to endeavor to never end discussions such that leaves a client
disappointed.
 Complete information about hotel policies and clients background:
Guarantee that client assistance agents have total information on your
item, administrations, and evaluating plans. In the event that they aren't
certain of something, it's ideal to state, that client will be served by him
within a minute and apologize for the delay instead to give erroneous
data.
 Use of performance indicators to check the outcome of Hotel’s customer
service representatives: The final touch to whole strategy depends on key
performance indicator of customer service representative; the rating given by
clients will indicate the performance of representative; it will also tell how well he
manage to handle customer’s grievances and needs.
M4. Application of customer service strategies by Hotel Café Royal in
creating customer experience:
Hotel Café Royal is a luxurious leading five star hotel; it has applied effective strategies to
improve customer experiences but still it requires some changes to improve this strategy
for better client experience.
Strategies applied by Hotel are as follows:
 Customer satisfaction and engagement measurement
 Trained, motivate and start tip culture to encourage employees provide better
service
 Achieve customer satisfaction through brand loyalty, identity, values and
relationships
 Quickly solve problems and turn complainers into brand ambassadors
 Creating an environment that exceeds the expectations of client

 Personalizing hotel’s service to meet clients’ preference
 Integrate operations processes into hotel’s customer marketing strategies
 Differentiate Hotel Café Royal from other luxurious hotels
Most of the strategies work well for the hotel; but there are still some strategies which
need to be modified to get good results.
Recommendations;
 Personalize: Besides latest systems, different approaches to give an interesting
visitor experience could be to leave a little invite blessing in each room, offer free
refreshments in the hall, and engage your staff to offer predominant support. For
example, on the off chance that you have a couple that is praising their
commemoration at your lodging; consider leaving a container of champagne or
chocolate secured strawberries for them upon appearance. It's a little motion that
they will doubtlessly recall and appreciate.
 Attend with post booking information: Build up an association with the visitor at
the earliest opportunity with a subsequent email. This will permit you to establish
the pace for the visitor's remain and assist you with social event important data
about them before they even advance foot on your property. Offer straightforward
however insightful administrations, for example, additional cushions or supper
reservations. This is an extraordinary method to manufacture increasingly finish
visitor profiles, demonstrate your duty to client assistance, and even fortify your
image guarantee and notoriety.

CONCLUSION
On the basis of project report it can be concluded that through CRM Hotel has build up
an association with the visitor at the earliest opportunity with a subsequent email. This
will permit you to establish the pace for the visitor's remain and assist you with social
event important data about them before they even advance foot on your property. Offer
straightforward however insightful administrations, for example, additional cushions or
supper reservations. This is an extraordinary method to manufacture increasingly finish
visitor profiles, demonstrate your duty to client assistance, and even fortify your image
guarantee and notoriety.

REFERENCES
Book and Journal
Boella, M.J. and Goss-Turner, S., 2019. Human resource management in the hospitality industry: A guide to best
practice. Routledge.
Chibili, M., 2019. Basic management accounting for the hospitality industry. Routledge.
Mensah, I., 2019. Environmental Management Concepts and Practices for the Hospitality Industry. Cambridge
Scholars Publishing.
Sampson, E., 2018. Hospitality Management: An Introduction. Scientific e-Resources.
Baran, R.J. and Galka, R.J., 2016. Customer Relationship Management: the foundation of contemporary marketing
strategy. Taylor & Francis.
Rajola, F., 2019. Customer Relationship Management in the Financial Industry Organizational Processes and
Technology Innovation. Springer-Verlag.
Payne, A. and Frow, P., 2013. Strategic customer management: Integrating relationship marketing and CRM.
Cambridge University Press.
Warren, K., 2008. Strategic management dynamics. John Wiley & Sons.
Gronroos, C., 2016. Service Management and Marketing: Managing the Service Profit Logic. Wiley.
Kreft, J. ed., 2019. Myth in modern media management and marketing. IGI Global.
Kristensson, P., Parasuraman, A., McColl-Kennedy, J.R., Edvardsson, B. and Colurcio, M., 2016. Linking service
design to value creation and service research. Journal of Service Management, 27(1), pp.21-29.