The Impact of Digital Technology on the Customer Experience Management

INDUCTION-
UNDERSTANDING
CUSTOMER PART 2

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 3.................................................................................................................................................1
P5. Impact of digital technology in managing consumer experience.........................................1
L O 4................................................................................................................................................2
P6. Customer service strategies...................................................................................................2
P7. Development of customers experience by customer strategies............................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
The success of any industry is based on the successful consumer based that build by
effectively understanding the potential consumers and managing their experience. It is the
process of oversee and organise each interaction between guest and industry. The present study
aims to evaluate impact of digital technology in consumer relationship management in Marriott
Hotel. Along with it, the study will cover various strategies developed and implemented by the
hotel to meet the consumer's need and wants.
LO 3
P5. Impact of digital technology in managing consumer experience
Service sector especially Marriott International Hotel aims to deliver satisfactory
experience to their potential consumers through digitalisation that helped industry in;
 Increasing loyalty of guests
 Enhancing consumer engagement
 Provide an advanced understanding of demand and needs of customers
Marriott Hotel effectively utilise the platform of digital technology to leverage the
experience of consumers (Kandampully, Zhang and Bilgihan, 2015). The digital e-commerce
plan of Marriott Hotel uses various tools such as; CRM, BPM, Mobility, etc. These tools enable
the company to track the need and demand of consumers and provide updates on daily basis
regarding packages, holiday rooms and other leisure services. The website of Marriott Hotel also
provide an effective platform of converting the services in digitalisation that provide proper
information regarding services and products as well as resolve consumer's issue on the very
quick basis. Apart from it, there are some software also implemented in the hotel such as CRM
system including, SOFT, INTELLIGENCE, INET to strengthen consumer relationship and
manage the experience.
Moreover, the consumer relationship is being manage by Marriott Hotel through their
Personal engagement strategy that enables the industry to have an in-depth understanding that
what makes consumers more attached to the hotel and can enhance the engagement between
consumer and Marriott Hotel (Customer Relationship Management, 2018).
1

L O 4
P6. Customer service strategies
There are different strategies that can be applied by the management of the Marriott
hotel, in order to attract them more and to satisfy their needs, wants and expectations.
Personalization strategy — This personalized strategy include to the delivery of the
customised facilities to the users and customers of the Marriott. In the hospitality industry,
emails and messages can be referred as personalize marketing, in which emails and SMS are
being sent to the target customers to promote new services by the Marriott hotel. This marketing
helps the customers to solve their problem to find hotel having the best service at nominal price.
Smart rooms - As with the emerging trend of the technology, hotel rooms also get smart
with having the internet and voice recognition technology in it (Kim, Vogt and Knutson, 2015).
This consists the lights and TV of the rooms is controlled the command of the customer voice.
This improves the customer experience by offering this kind of the smart facility in their rooms.
Internet of Things — This internet of things referred to the connectivity of the internet
in the Hotel this connectivity allows the different devices of hotel to communicate and interact
wit each other. For example, electronic key cards for the rooms this give the high security and
best experience to the guest of Marriott.
On-Boarding strategies- This is the foremost strategy that should drive the experience
of consumers as the on-boarding strategies makes the first expression on the guests that come in
the hotel. In this strategy, hotel can provide welcome drink, welcome the guest with warm smile,
provide personal services, etc. that help in driving the consumer experience.
P7. Development of customers experience by customer strategies
As there are many strategies that can be applied by the Marriott hotel to give the best
experience to their target group. These strategies also help the customers to meet their need and
also increase the required business standard. Such as:
 Personalised services by the Marriott helps the customers to get engage in the new hotel
services. By sending mails and message to the target customers, customers feel that they
take care of the customers and as according to them they make change their strategies and
prices. This b help to develop the best experience and standard of the hotel by attracting
more customer through their services (Kuo, Chen and Tseng, 2017).
2

 As the Marriott target the young age group and business group, these are always aligned
with the technological change and also expect same from the Hotel. By providing the
smart rooms with having the voice control lights, TV and other electronic devices gives
the best experience to their customers. This also helps the hotel to meet its business
standard by providing best updated services to customers as compared to its competitors.
 Internet of things also helps the hotels to give the best services and experience to their
customers. As emerging use of the internet and other devices, customers also expect to
have internet connection and other devices, so that they can communicate with the staff
of Marriott any time to share their problem (Moro and Rita, 2018). Like some customers
want security, then electronic key card, helps them to provide full safety and security to
their customers. This develops the best experience of target group and directly helps to
meet the business standard of the hotel in the hospitality market.
 On-boarding strategies will make the guest feel more comfortable and drive their
experience in the hotel that is beneficial for the company to gain their loyalty.
CONCLUSION
From the present study it has been summarised that technology is an essential part of
Marriott Hotel and digital technology help the industry to improve their functions and operations.
It also enabled them to build a strong consumer base. Various strategies has been developed by
the hotel that appeared effective in order to develop and create consumer experience.
3

REFERENCES
Books and Journals
Kandampully, J., Zhang, T. and Bilgihan, A., 2015. Customer loyalty: a review and future
directions with a special focus on the hospitality industry. International Journal of
Contemporary Hospitality Management. 27(3). pp.379-414.
Kim, M., Vogt, C. A. and Knutson, B. J., 2015. Relationships among customer satisfaction,
delight, and loyalty in the hospitality industry. Journal of Hospitality & Tourism
Research. 39(2). pp.170-197.
Kuo, C. M., Chen, L. C. and Tseng, C. Y., 2017. Investigating an innovative service with
hospitality robots. International Journal of Contemporary Hospitality
Management. 29(5). pp.1305-1321.
Moro, S. and Rita, P., 2018. Brand strategies in social media in hospitality and
tourism. International Journal of Contemporary Hospitality Management. 30(1). pp.343-
364.
Online
Customer Relationship Management. 2018. [Online]. Available Through:
<https://www.aptean.com/blog/definition-of-a-crm-system>.
4