Effective Customer Experience Management in Service Businesses

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Managing the customer experience
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Table of Contents
Introduction......................................................................................................................................3
LO4 Apply effective customer experience management within a service sector business to
maximize customer engagement......................................................................................................3
Conclusion.......................................................................................................................................5
Reference list...................................................................................................................................6
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Introduction
The main objective of this report is to evaluate the customer service strategies used by
organisations operating in service sector. This study will suggest recommendations for
improving the quality of customer experience.
LO4 Apply effective customer experience management within a service sector
business to maximize customer engagement
Evaluation of customer experience management
Along with modernization, organisations have implemented digital technology in its purview and
the main motive behind using these technologies is to increase the customer satisfactions.
Organisation operating in hotel sector have a direct interactions with customers thus for them
utilizing digital technology is not luxury rather necessary one. Now almost all organisations have
implemented Customer Relationship Management Systems (CRM) in their functions to provide
better services to its customers, at the same time increase the market share, build a brand image,
and maintain that image. Organisations have designed several strategies by utilizing the digital
technology in their strategies some of the strategies that most of the organisations implement are:
Online booking thought organisations website : Customers nowadays prefer to book by using
online mode since this kind of booking involves less time and at the same time it enable the
customer to book according to their preferences at anywhere and anytime. Thus, online booking
mode enhances the customer experience.
Organisations adopted several CRM systems to address the needs of the customers. In hotel
sector CRM, systems are very necessary since this not only enhance the customer experience but
also foster cooperative work environment within the organisation. Different organisations use
different kinds of CRM systems and the implementation mainly depends upon the requirements
of the organisation (Frow et al., 2015.)
Organizations have launched their mobile applications to provide the customers premium
services. By utilizing this mobile applications customers can directly book hotels, add on their
orders, make special arrangements according to their needs and many more. Thus mobile
application of the organisation helps to increase the customer satisfactions (Homburg, Jozić, and
Kuehnl, 2017).
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Robots usage within the organisational purview also helps to enhance the customer experience.
With advancement of technology now it is easy to carry out complex task and this is possible
only by utilizing technology in a proper manner, robots is one such example of utilizing
technology. Usage of robots helps the organisation to touch the customer satisfaction points and
thus increase the volume of customers in the organisation and foster growth.
Recommendations for better customer experience
Along with the above strategies, organisations must implement some more strategies because
enhancing customer experience is not an easy task. Different customers need different things and
it is not possible to address all customers. However, implementation of different strategies
according to the needs of the customers helps to enhance the experience of the customers. Some
of the suggestion that organisations may follow to enhance customer experience are:
Organisations can add a Chatbot on the website of the organisation. This implementation of
chatbot will help the customer to address their queries and guide them to the right path. Thus,
this process can create better customer experience. Chat bots can help the organisations to
provide more personalized customer services. These chat bots are capable of processing data and
histories of the customers in an effective manner.
Organisations can give loyalty rewards to customers who install their mobile application.
Customers can avail these loyalty rewards in the form of offers and discounts.
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Conclusion
The organisations must adapt right kind of technology to foster development within the
organisational structure. Otherwise the rationale of implementing technology will not be reached.
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Reference list
Frow, P., Payne, A., Wilkinson, I. and Young, L., 2015. CRM and customer management:
Identifying and confronting dark side behaviours. The Dark Side of CRM: Customers,
Relationships and Management, pp.21-38.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing Science,
45(3), pp.377-401.
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