Managing the Customer Experience

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.