Customer Relationship Management System

The given assignment is focused on managing a customer relationship management system in a restaurant. It involves implementing an evolving marketing concept to shape markets and understand customer experience throughout the customer journey. The restaurant has built strong relationships with customers, which has helped retain them. This assignment requires analyzing various studies and articles related to customer experience management, including those from journals like Tourism Management and Journal of Product & Brand Management. It also involves understanding channel quality and social security issues in e-commerce delivery workers in India. The assignment aims to provide a strategic framework for managing customer experience and relationships.

INDUCTION
UNDERSTANDING
CUSTOMERS

Table of Contents
INTRODUCTION...........................................................................................................................1
Digital technology for managing customer experiences.............................................................1
Strength and weakness of customer relationship management systems ....................................2
Designing Menu for the event.....................................................................................................3
Customer service strategies in food industry .............................................................................5
Recommendation.........................................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Digital technology increases the customer satisfaction by save their time, render self
service options, easy and fast communication with service provider, improved reach, better
pricing. Automated purchasing option given by Hazev by using self service Kiosks and app.
Customer can avail its desired food without wasting time in ques. It also enables them to
personalized their food as per their preference. And, customization is one the major element,
contributes in consumer satisfaction. Heavenly match of cloud storage and data ingratiation, help
restaurant to share its buyer's data with all the department so they can make collective efforts to
enhance buyer's burying experience. For instance marketing team shares it's marketing research
data like current trend, taste preference and buying behaviour of people. On the basis of these
data master chef of Hazev makes changes in menu and ingredients. RFID in inventory
management help cafe to keep optimum fresh raw material. Food temperature now maintain by
manager via Bluetooth temperature sensors, which not only keep food ready, also maintain its
taste for long time. Mobile food ordering becomes normal things, because it renders great
flexibility to buyer to order their food form anywhere and anytime. Hazev makes its site and
apps more inactive by using AI chat boots. Apart from order, now consumer can get suggestion
for food, on the basis of given data.
Technology also organisation to keep its expenses, cost and wastage in limitation, Which
eventually contributes in putting the reasonable price. And, price of product has direction
relation with buyer satisfaction. CRM is widely used software in service industry. It not only
save customer data, but it handles the complainants effteuve, send automated mail to customer
about new product and offer, greeting on special occession etc. in short, CRM enhance better
interpersonal relation with buyer and Business, which ultimately can be seen as consumer
loyalty. Seamless communication, Anticipate Problems, lesser hold time and customer
empowerment are advantage, renders by digital technology in food service industry.
Digital technology for managing customer experiences
Organization by adopting the digital technology tools have increased there customer
experiences which may helps the restaurant in increasing their profitability and attracting more
customers towards the restaurant (Lemon and Verhoef, 2016). Hazev in order to provide its
customers with better services with qualified product which helped the restaurant in increasing
the customers base. Hazev is using various technological tools for providing its customer with
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better service quality such as it is using social media sites that consist of Facebook, Instagram etc
which has helps the customer in identifying various information about the restaurant through
different sites. Moreover, The restaurant may also help the customers to order their food via the
online media or different websites.
Also, It has provided the customer with home delivery of the food by ordering their food
through mobile devices has helped in providing the customers with better experience. Moreover,
Hazev in order to improve its customer experience is implementing the latest technology
available in the market to provide the customers with better facilities (Peppers and Rogers,
2016). Furthermore, the restaurant is using Chat-bots for responding to their customers queries
through which it is able to resolve their customers issues quickly and improving their customer
experiences.
The pricing, reputation and different facility of the Hilton hotel attract the customer
toward their hotels to enjoy their facilities. They set the price of the product according to the
different groups for example for families they provide large room with extra bed services and
offer customized food. For couple they offer different services like pool parties, free dinner,
concert etc. Hilton can target the young age group by offering the online food and hotel booking
services because they often use the online services. For the old age group they can offer the
morning yoga session, grooming classes etc. to engage the customer towards the hotel and
increase their interest which help Hilton to increase the profitability and productivity.
The different additional services help the Hilton to differentiate their product from the
competitors and gain competitive advantages in the market. On the basis of the past experience
of the customer they can mold their services such as Hilton can provide the Extra one night stay.
It help them to improve the experience of the customer.
Strength and weakness of customer relationship management systems
Customer relationship management systems assist in continuous interaction with the
customers by using these systems the restaurant is able to identify the taste and preferences of the
customers and maintain a strong relationship with its customers. The following are the types of
customer relationship management systems:
 Operational: This system provide the restaurant with the information about the
customers. The main purpose of this system is to gather the customers details and provide
them service for the long term (Buonincontri and et.al., 2017). It includes sales
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automation, marketing automation and service automation. Operation CRM system assist
the restaurant retaining the customers by providing them with bets quality of service.
 Analytical CRM : This system analyses the customer data to improve various activities
of the organization (Merrilees, 2016). The main purpose of this system is to gain
customer information from different sources and gain knowledge about customer
behavior. This system assists the restaurant in developing new marketing strategies,
customer acquisition and retention etc.
 Collaborative CRM : This system provide the customer information to other department
such as marketing, technical etc. It shares the information with to other department for
improving the customers experience by providing them service according to their
demands.
Strength of CRM systems
 Operational CRM assist the restaurant in increasing the interaction with the customers
which helps the restaurant in providing better quality services to customers.
 Analytical system helps in providing better customer experience by addressing their
needs more effectively and efficiently ( Venkatesan, 2017).
 CRM system assist in increasing their customer loyalty and satisfaction.
Weakness of customer relationship management system
 These systems require effective management to explore the services of the Hotel industry
but ultimately it increases the cost of the goods and services.
 It requires more IT resources which are not easily available and require high
maintenance.
 It increases the cost of the restaurant which ultimately reduces the profitability of the
Hotel.
Designing Menu for the event
In accordance with organising the event there will be requirement of making adequate
analysis over the requirement of resources in such tasks. Hazev has been engaged in delivering
the best food and beverages services among the students and staffs of various organisations.
Thus, the main motive is for delivering the best quality food with concerning health advantages
to individuals (Hazev a la carte menu, 2019). On the basis of creating a menu following the
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reason of organising the event there have been use of various special dishes of the restaurant
which were being appreciated and served by them to the public.
Particulars
Soups
Cost
(in £)
Kirmizi Mercimek Corbasi
(Red lentil soup) 6.45
Domates Corbasi
(Homemade chilli tomato soup with dried mint, topped with crispy croutons) 6.45
Mantar Corbasi
(Cream of Mushroom soup) 6.45
Tavuk Corbasi
(Chicken and Coriander soup with mushroom, tomato, onion and lemongrass) 7.45
Cold starters
Humus
(pureed chickpeas with tahini, garlic and lemon) 6.25
Kozleme Salatasi
(Grilled aubergines and grilled red sweet peppers mixed with chopped tomatoes, onion
and parsley with herbs and spices) 6.25
Bademli peynir ezmesi
(goat's cheese spread with almonds, coriander, parsley, tomato paste, olive oil, garlic and
crushed chillies) 7.3
Patlican Salatasi
(Grilled aubergine puree with tahini, olive oil, yogurt and garlic) 6.25
Hot starters
Karides Tava
(Skewers of fried king prawns served with garlic sauce) 6.25
Kasarli Mantar 6.25
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(Mushroom cooked with tomato, onion, red and green peppers with kashar cheese)
Humus kavurma
(humus topped with sautéed lamb, walnut and paprika) 7.3
Patlican-biber kizartma
(fried aubergines and peppers, served with fresh tomato sauce and yogurt) 7.3
Grills
Tavuklu Kofte
(Skewers of minced chicken marinated in garlic and herbs) 14.15
Pirasali Kofte
(Minced lamb kofte, served on a bed of pan fried leeks) 14.65
Karisik Izgara
(a mixed grill of chicken cubes, lamb cubes and kofte) 16.75
Kuzu shish
(skewers of marinated lamb cubes) 15.7
Vegetarian dishes
Kuru domatesli kabak
(sautéed courgettes, sun-dried tomatoes, leek, chickpeas, onions and garlic, served with
yogurt) 13.6
Barbuya yahnisi
(sautéed kidney beans, potatoes, carrots, onions and garlic, cooked with tomato sauce
and olive oil) 13.6
Turlu
(Mixed vegetable stew of potatoes carrots, celery, mushrooms, aubergines, courgettes,
peppers and tomatoes, served with couscous) 13.6
Vegetarian moussaka
(layers of aubergine, mushroom, courgette and potato smothered in a tomato and parsley
sauce, topped with béchamel and cheese) 15.2
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Customer service strategies in food industry
These strategies are used by any organisation to induce customer loyalty and increase the
customer satisfaction. Although, Hazev already using the best buyer oriented strategy but it can
improve more by adopting the following polices, which are given below:
Empathy listening:
Employee should listen to customer not only by ears, there should be empathetical
listening as well (Homburg, Jozić and Kuehnl, 2017). Anticipation of need and taking proactive
actions always gives satisfactory pleasure to people
customer experience oriented training:
Staff working in hospitality industry has to deal direct with customer, so their training
also should aim to Clint satisfaction (Yates, 2017). Employee should know each and every detail
about product as well as they should good at, interpersonal relation, conflict management, soft
communication skill.
Personalization:
Hazev should more focus on customisation and personalization of product and service
because Clint will feel satisfy inly when their need and requirement get matched with value of
money.
Recommendation
The digital technology help the Hilton hotel to improve the customer relation buy
exploring the services via online. It also help to engage more costumer toward the hotel but they
can also use their references and some events to attract the customer toward the Hotel services.
As per evaluating the event on which it has been analysed by the professionals of Hazev
to have effective increment in the consumer experience services (Nasreen and Purohit, 2018).
Thus, there are various loopholes in the event organised by the business such as late delivery of
food and beverages among the consumers. taking late orders as well as sometimes the quality of
food was not good as it was not well cooked. Moreover, on the basis of such complaints there
will be drafting of valid recommendations such as:
 Staff must be well trained and developed towards their job roles and duties
 The quality of food must be tasted before serving on the plates.
 There must be quick response to consumers by taking their order and in serving them.
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It help them to improve their customer relationship and expand business in global market
which ultimately help to increase the profit and market share.
CONCLUSION
From the above study it has concluded that digital technology has helped the restaurant in
increasing their customer experience by providing them with better facilities such as online
ordering, chat-bots for resolving queries etc. Moreover, it has helped the restaurant by
implementing the customer relationship management system the restaurant has build the strong
relationship with its customers that has helped in retaining the customers with restaurant.
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REFERENCES
Books and Journals
Buonincontri, P. and et.al., 2017. Managing the experience co-creation process in tourism
destinations: Empirical findings from Naples. Tourism Management. 62. pp.264-277.
Gallagher, M., 2018. Exposure to Dihydroxyacetone in Sunless Tanning Products:
Understanding the Risks. Journal of the Dermatology Nurses' Association. 10(1). pp.11-
17.
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.
Jayabalan, R., 2018. INDUCTION OF MORAL WISDOM AND ITS RECENT
DEVELOPMENT IN PEDAGOGICAL STRATEGIES. PEOPLE: International Journal
of Social Sciences. 4(2).
Kindström, D., Ottosson, M. and Carlborg, P., 2018. Unraveling firm-level activities for shaping
markets. Industrial Marketing Management. 68. pp.36-45.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
Merrilees, B., 2016. Interactive brand experience pathways to customer-brand engagement and
value co-creation. Journal of Product & Brand Management. 25(5). pp.402-408.
Najmi, A. and Ahmed, W., 2018. Assessing channel quality to measure customers’ outcome in
online purchasing. International Journal of Electronic Customer Relationship
Management. 11(2). pp.179-201.
Nasreen, A. and Purohit, S. K., 2018. Working conditions and social security issues of e-
commerce delivery workers in India: Understanding from Marxian
perspectives. International Journal of Social Science and Economic Research. 3(3).
pp.1049-1067.
O'Connell, D., 2018. The tower and the square: Understanding hierarchies and networks for
improved organisational governance. Governance Directions. 70(4). p.191.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Venkatesan, R., 2017. Executing on a customer engagement strategy.
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Yates, J., 2017, March. Managing service quality in a software defined network. In Optical Fiber
Communication Conference (pp. M2H-4). Optical Society of America.
Online
Hazev a la carte menu. 2019. [Online]. Available through :< https://www.hazev.com/our-
menus/hazev-restaurant-menus/hazev-restaurant-a-la-carte-menu/ >.
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