How Digital Technologies Enhance Consumer Experience in Hospitality Industry

Individual Report

Table of Contents
INTRODUCTION......................................................................................................................3
TASK..........................................................................................................................................3
P5 How digital technologies enhance consumer experience: ...............................................3
M3 Evaluation of digital technologies in CRM.....................................................................6
D3 Advantages and disadvantages of CRM system: .............................................................7
LO 4............................................................................................................................................7
P6Effective customer service strategies of Rosewood hotel London....................................7
P7 Customer service management strategies a business should use to improve customer
engagement:..........................................................................................................................10
M3 Customer service strategies of Rosewood Hotel London: ............................................10
D3 Customer experience management in Rosewood Hotel London...................................11
CONCLUSION.........................................................................................................................11
REFERENCES .........................................................................................................................12

INTRODUCTION
Digital technology is becoming important part of business world, digital technology can
help in improve communication, collaboration, access to analytical data and social networking
as well as staff and customer experience. In the context of respected hospitality industry,
digital marketing plays important role, hospitality industry works on core principle of serving
others and to nature their customers (Abrol and et. al., 2017). These industries heavily focus
on creating relationship and experience with customers. However, digital technologies help
hospitality businesses to reduce cost, enhance operational efficiency, and improve service and
customer experience. In the context of respected organisation, Rosewood Hotel London,
Rosewood London is one of the capital's finest hotel, it was opened in 2000 and managed by
Marriott international under its Renaissance hotel brand (Alper and Goggin., 2017). The scope
of report includes information about various digital technologies, consumer relationship
management techniques, customer service strategies and how digital techniques help business
of hospitality of respected hotel Rosewood London.
TASK
P5 How digital technologies enhance consumer experience:
Digital technology is only media predictive intelligence resource exclusively dedicated
helping both hotels and restaurant business operations. Hospitality is an especially
competitive business industry, as an increasing number of hotels in minds of customers. Thus,
digital technologies, process and service can help to fuel high level of customer experience
needed in hotel industries.
Types of consumer relationship management system:
 Operational: The main role of operational CRM is to generate leads and convert them
into contacts whiten CRM. In a business of Hotel Rosewood London, it can help
organisation in offering products and provides way of communication with customers
(Shaikh and et. al., 2020).
 Analytical: data analysis is main system of CRM, it provides management with better
insight with regards to current business status (Andrews, Nicoletti and Timiliotis,
2018). Hospitality business of Rosewood London can the provided information to
support and improve consumer relationship.

 Collaborative: this type of CRM system shares customer information between
different business departments (Mallik, 2020). Hospitality business can use it for
connecting and collecting information about their regular customers.
Thus according to the above mentioned analysis it has been identified that digital technologies
have significant capabilities to influence mindset of customers as it creates standards of
excellence through which business organisation can take advantage of virtual reality, big data,
cloud computing, live video connectivity and intelligent chat box connectivity to connect with
their customers. With help of these technologies company can assure leading positioning in
respective industrial segment. Furthermore, it has been evaluated that digital technology has
capability to attract attention of customers. With the use of artificial intelligence hotel can
significantly enhance the experience of consumers. Along with this internet of things (IoT) is
an effective measure through which business can take use of multiple connections in order to
influence consumer. In addition to this programmatic advising is a superior targeting method
through which hotel can attract customers in an effective manner and can achieve their target
or attract customers in cost effective and time effective manner.
Features of consumer relationship management:
 Customer needs: To know about consumers needs and wants is very essential
for any organisation, likes and dislikes, choices, and preferences of consumer is
important to know. Rosewood London Hotel, can interview a customer about their
likes and dislikes so that the actual needs can ascertained and prioritize. They also
can ask consumers to fill feedback form (Ducros and Euzéby, 2020).
 Customer resonances: it is a reaction by the organization to the queries and
activities of customers. Hospitality organisation should deal with these queries
intelligently, they should understand these queries and then working out to provide
the best solution of it (Yuan-Yuan, 2020).
 Customer retention: it is a capacity that organisation has to keep its customers
engage with its product and services (Barbosa Neves and et. al., 2019). Hotel
Rosewood London can use reward programs to encourage customers by giving them
discount, exclusive access, or special offers.
 Customer loyalty: the goal of establishing customer loyalty to transform a
company's onetime customer into regular customer. Rosewood London should know
about their customer’s needs and wants to full fill it. If the customer is getting
satisfaction from the services of hotel they could be become their regular customer
(Garibaldi and Sfodera, 2020).