Impact of Digital Technology in Customer Relationship Management

Running head: INDUCTION - UNDERSTANDING CUSTOMERS
Induction - Understanding Customers

INDUCTION - UNDERSTANDING CUSTOMERS 2
Table of Contents
Introduction.................................................................................................................................................3
LO3 Investigate the impact of digital technology in customer relationship management Hilton hotel, UK 3
D4 Evaluate the delivery of customer service strategies and communication, justifying and making valid
recommendations for improvement for developing a quality customer experience.....................................6
Conclusion...................................................................................................................................................8
References...................................................................................................................................................9

INDUCTION - UNDERSTANDING CUSTOMERS 3
Introduction
This report presents the impact of digital technology in customer relationship management in a
Hilton hotel, UK. It also discusses effective customer experience management within a service
sector business to maximize the customer engagement.
LO3 Investigate the impact of digital technology in customer relationship management
Hilton hotel, UK
Digital technology plays important role in customer relationship management. It is assessed that
the Hilton hotel can use the internet communication channels and technologies as it would help
to enhance the customer relationship management and customer experience management
initiatives. A key goal of digital CRM is to facilitate a company with a clear picture of habit and
preference of customers. It can also personalize and automated the messaging easier in Hilton
hotel (Chaffey, 2015). The CRM is related to the internet of things where computer processor
would be competent to send and receive the information. The customer might be competent to
send the automated message to their suppliers and request delivery. Digital technology plays a
significant role in customer success management strategy (Gürhan-Canli, Hayran, and Sarial-
Abi, 2016).
Moreover, marketing emphasizes on developing transparency, enlightening potential customers,
and transforming prospect. A depth comprehension of buyer needs, pain points, behavior, and
sentiments may support the marketer in truly personalized communication across all mediums.
By using digital technology, Hilton hotel can capture the customer feedback and data (Kumar
and Reinartz, 2018). This can be done via segmenting customers, multiple channels, implement
into customer experience and share that information within the business. In addition, Hilton hotel
can regularly monitor the customer information and catching purchaser insight. Digital