Customer Experience Management : Assignment
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Added on 2020-12-30
Customer Experience Management : Assignment
Added on 2020-12-30
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MANAGING THECUSTOMER EXPERIENCE
Table of ContentsINTRODUCTION...........................................................................................................................3P5 In what ways digital technology is employed in customer experience management............3Advantages and Disadvantages of CRM.....................................................................................5P6 Customer service strategies....................................................................................................5P7 Customer service strategies and customer experience...........................................................6Effective customer experience management...............................................................................7CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
INTRODUCTIONIt is important for organisations across the world to make use of appropriate technologyin order to achieve set growth and developing customer loyalty. The below report identifiesimpacts of digital technology in customer relationship management. The chosen organisation isPark Plaza Riverbank hotel. The services of the hotel are exceptional to its customers as per theirfeedback including business travellers, couples, families etc. The report is going to identify inwhat manner digital technology is employed in order to manage the customer experience. Itexplains the customer service strategies used in the hotel and demonstrates in what way thesestrategies are used to maintain the customer relationship and standards. P5 In what ways digital technology is employed in customer experience managementCustomer relationship software is an approach that is used by the Hotel Park PlazaRiverbank in order to manage the interaction with its potential and current customers. It helps inanalysing, understanding and assisting customers in order to improve the relationship and takecustomer satisfaction to the next level. It focuses on the retention of the customers and ultimatelydrives the growth of the sales. Below mentioned are the different types of customer relationshipmanagement systems: Operational: The hotel makes use of the information which is fed in the CRM system tounderstand and evaluate what its customers’ requirements and needs are. The access tothis information helps to enhance their experience. It also provides Park Plaza Riverbanksupport for sales, marketing, service cost and strategies. It helps the hotel with theopportunity of improving and enhancing the customer satisfaction and maintain thequality of service. Analytical: It provides the organisation with a customer data and information oncustomers interactions in order to increase customer retention rate. All the informationrelated to the customers is stored in the Customer Relationship Management system andthe hotel can predict the trends and suggest products of interest to their customer database. The marketing department of the hotel can identify what are the current likes anddisliked of its consumers. These likes and dislikes includes food preferences, theirlifestyle preferences, their needs in accommodation and the activities which they like toperform while staying in the hotel. This helps the hotels' marketing department to create
required promotion strategies accordingly and ensure growth and development. It alsohelps the hotel in targeting the right consumer groups.Collaborative: This system is extremely important for the hotel internally. Helping thedifferent departments to communicate and access important information for theircustomers. All this information is collected during any interaction employees ormanagement have with customers. This system helps a lot in improving the quality ofservice and increasing customer satisfaction. By sharing this information, the hotelensures consistency, personalised service, recognition and shows care towards customers.It also can work as being inspired by customers' recommendation on a product or servicethey have experienced elsewhere. Examples of systems used in hotels are – Opera,Micros, Fidelio, etc.Park Plaza Riverbank needs to keep up with technology trends as nowadays things havechanged enormously. For example, the channels used to connect people are multiplying with fastpace. The website of the hotel and the social media channels can be linked to back-end systems.Those systems can analyse data and give new insights about customers and provide with aneffective way of managing the touch point with customers. CRM helps the hotel to maintain therelationship and retain their customers. It also gives the ability to understand the information andhave access to whenever needed. Keep informed – the more the hotel knows, the better servicewill be provided to the customers with positive experience that pays off. This is why it is veryimportant that every interaction is recorded, and the data is available across all departments.Another very important part is by having access to the same data allows the employees toprovide the same high level of service. It is about contact management and keeping up to datewith clients and organisations. Email marketing is a tool used to keep the customer data base informed instantly foractivities, promotions or new products and services.Pay per click marketing – search engine helping the brand. Using special keywordspeople are interested in will result in the offers of the hotel appearing first or the brand comes onthe first page of searching.Social media marketing when used properly gives the ability to the hotel to connect withdifferent people. This way the passing of information for products and services becomesavailable not only to existing customers but to potentially new as well.
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