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The Impact of Digital Technology on the Customer Experience Management

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Added on  2021-02-20

The Impact of Digital Technology on the Customer Experience Management

   Added on 2021-02-20

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INDUCTION-UNDERSTANDINGCUSTOMER PART 2
The Impact of Digital Technology on the Customer Experience Management_1
Table of ContentsINTRODUCTION...........................................................................................................................1LO 3.................................................................................................................................................1P5. Impact of digital technology in managing consumer experience.........................................1L O 4................................................................................................................................................2P6. Customer service strategies...................................................................................................2P7. Development of customers experience by customer strategies............................................2CONCLUSION................................................................................................................................3REFERENCES................................................................................................................................4
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INTRODUCTIONThe success of any industry is based on the successful consumer based that build byeffectively understanding the potential consumers and managing their experience. It is theprocess of oversee and organise each interaction between guest and industry. The present studyaims to evaluate impact of digital technology in consumer relationship management in MarriottHotel. Along with it, the study will cover various strategies developed and implemented by thehotel to meet the consumer's need and wants.LO 3P5. Impact of digital technology in managing consumer experienceService sector especially Marriott International Hotel aims to deliver satisfactoryexperience to their potential consumers through digitalisation that helped industry in;Increasing loyalty of guestsEnhancing consumer engagementProvide an advanced understanding of demand and needs of customersMarriott Hotel effectively utilise the platform of digital technology to leverage theexperience of consumers (Kandampully, Zhang and Bilgihan, 2015). The digital e-commerceplan of Marriott Hotel uses various tools such as; CRM, BPM, Mobility, etc. These tools enablethe company to track the need and demand of consumers and provide updates on daily basisregarding packages, holiday rooms and other leisure services. The website of Marriott Hotel alsoprovide an effective platform of converting the services in digitalisation that provide properinformation regarding services and products as well as resolve consumer's issue on the veryquick basis. Apart from it, there are some software also implemented in the hotel such as CRMsystem including, SOFT, INTELLIGENCE, INET to strengthen consumer relationship andmanage the experience.Moreover, the consumer relationship is being manage by Marriott Hotel through theirPersonal engagement strategy that enables the industry to have an in-depth understanding thatwhat makes consumers more attached to the hotel and can enhance the engagement betweenconsumer and Marriott Hotel (Customer Relationship Management, 2018).1
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