Customer Relationship Management and Experience

This report provides an analysis of customer relationship management (CRM) and its importance in gaining customer loyalty. It explores different aspects of CRM, including advantages and disadvantages, and discusses the role of customer service strategy (CSS) in creating a positive customer experience. The study highlights the significance of CRM and CSS in making customers loyal to a brand and increasing profitability.

EXPLORING HOW TO
MANAGE THE
CUSTOMER
EXPERIENCE

ASSIGNMENT 1.............................................................................................................................4
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Introduction to company.........................................................................................................1
Description on market segmentation and its characteristics...................................................1
3. Explanation on importance of understanding the needs and wants of customer of the target
customer group.......................................................................................................................2
4. Description on the consumer behaviours and attitudes of differ market segments to build
brand loyalty and trust............................................................................................................3
5. The factor that helps to drive and influence the customer engagement of different target
groups.....................................................................................................................................3
6. Define range of differ target customer groups and their need and expectation in terms of
engagement.............................................................................................................................3
7. Description on customer experience map...........................................................................3
8. Description on details customer experience to create business opportunity......................4
9. Discussion and analyse to influence the behaviour, response and action of its customers.4
CONCLUSION................................................................................................................................4
ASSIGNMENT 2 ............................................................................................................................6
1. Introduction .......................................................................................................................7
2. Description of customer relationship management. ..........................................................7
3. Description on how digital technology in managing the customer experience with the
selected restaurant..................................................................................................................7
4) Advantages and disadvantage of CRM system for retaining customer.............................8
5) Explaining customer service strategies in Hilton Hotel and Resort...................................9
6) Evaluation of how customer service strategies create and develop the customer experience 9
7) Evaluation of delivery of customer service strategies and communication and justifying
recommendation to the industry for improvement in developing customer experience......10
8. Conclusion of the report...................................................................................................11
REFERENCES..............................................................................................................................12

ASSIGNMENT 1

INTRODUCTION
Customer management is process that works as to track, oversee and organize every
interaction between the customer and organization through customer life-cycle (Bolton and et.al.,
2018). By managing it, there can be possibility in terms to boost revenue with increment in sales
from the existing customers and new sales from word of mouth. With help of improving the
customer loyalty by the valued and memorable customer interaction there can be possibility in
term to there is possibility to enhance customer satisfaction, loyalty and advocacy. The present
report is based on hotel industry as Hilton on Park Lane, it is situated in London, United
Kingdom. Furthermore, report will cover the following things as market segmentation,
understanding the needs, wants and preference of target customer groups and customer
experience group.
TASK
Introduction to company
The Hotel Hilton is situated in London at park lane and it provides the greater services to
customers. With the help of providing better accommodation facilities the all firm is getting
global leading image (Choo and Tan, 2017). It is the American multinational hospitality
company and it works as to manages and franchises brand portfolio of hotel and resorts. This
firm provides better accommodation facilities to its customers and profitability of the firm tends
to enhanced.
Description on market segmentation and its characteristics.
Market segmentation can be defined as process that works as to dividing the market into
the groups or segments that is based on differed characteristics. With the help of better market
segmentation there can be possibility in term to personalize the marketing segments in the better
mode. In addition to this, it can be said that market segmentation also reduce the risk of the
unsuccessful and ineffective marketing campaign (Khan and Rahman, 2017). This kind of
segmentation allows to target the customers so that there can be possibility of the growth to the
enterprise. Thus, it has been defined in following manner as are-
1. Geographic segmentation- Geographic segmentation creates the better target for the
customer groups and it is based on the boundaries of geographic needs as it is based on
the needs, preference and interest and this all depends over the climates and Geo-
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graphical regions of customers (Männistö, 2017). This is the term that is helpful in terms
to determine the sell and advertise and there is possibilities to have expansion in the
business activities.
2. Demographic segmentation- Thus, this kind of segmentation sorts with the help of
factors as age, education, income, family, size, race and gender ( Marchesani Piccoli and
Lui, 2017). It is one of the most common forms of segmentation and this all based on the
demographic factors. Hilton hotel divide market on the basis of demography. Its target
customers includes high income people. In this, the income and price of the hotel services
plays the major role in term to influencing the behavior of the customer in the greater
context. In this, customer will decide that how much he has power in term to spent on it
so that all things can be done in better mode.
3. Psycho-graphic segmentation- This is the segmentation that also works as to have
division of markets as per values, opinion, and interest of the customer. Thus, it is totally
dependent over the choice of the customers. The Hilton can be to have enhancement in
sunniness activities with the help of providing positive services to the customers.
3. Explanation on importance of understanding the needs and wants of customer of the target
customer group.
The identification of target market aid to firm in terms to develop effective marketing
communication strategies. The target market is helpful in terms to sharing the small need and
characteristics that firm hopes to serve. Thus, it must be defined in following presented manner
as-
Importance of understanding the need, wants and preference of the target customer groups-
 Identification of customer groups- It is essential to understand the needs of customers
and the services that must be delivered to them in the better mode. By knowing the
demand of the customer it will be easy to provide better products and services as per
their demands.
 Helps in successful brand development- Under this, to improve the quality of brand it is
essential to consider the needs of the clients. By providing quality services and better
product to customers, the firm is able to successfully developed the brand in market.
 Promotes customer loyalty- There are number of firm that works as to valuing the
customers by providing them better quality products (Tung, Chen and Schuckert, 2017).
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The customer will remain royal to the firm if their demand and expectation are fulfilled
by Hilton.
4. Description on the consumer behaviours and attitudes of differ market segments to build brand
loyalty and trust.
The market segmentation will be helpful in order to target the specific customer groups
so that the need and demand of the customer can be fulfilled. Thus, segmentation help to
identify the customer and their choice and preference can be analyzed in better mode. Thus,
market segmentation is the goals of the firm to develop the different marketing activities in the
better mode.
5. The factor that helps to drive and influence the customer engagement of different target
groups.
There are number of factor that work as to directly or indirectly affect the decision of the
customers and it has been defined below:
 The brand name of the entity always attract the customer to visit the place for once.
 The better quality of product leads to gain the competitive advantage in market ( Khan
and Rahman, 2017).
 Hilton should provide better services at the affordable price so that it can be possible to
build and enhance the trust of the customers.
6. Define range of differ target customer groups and their need and expectation in terms of
engagement.
The customer satisfaction reflects the expectation and experiences that customer has with
the product and services. It is helpful in order to reflect both past and current product evaluation
and user experience. Information can be collected with the help of things as advertisement, sales
person, friends and associates etc. in this term, it can be said that the customer hold both kind of
performance expectation for attributes, features and benefits of product and services (Yoon and
Lee, 2017 ). For example: Business class people wants wi-fi facilities, meeting rooms etc. for
conducting meetings in proper way.
7. Description on customer experience map.
Customer experience map is the process that work as to visually and strategically laying
out and mapping the all customer experience and interaction as per the brand of the enterprise
( Choo and Tan, 2017). This is the map that provide online assistance to the customers and it
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also based on gaining the overall pictures of the customer interaction so that all things can be
conducted in better mode. Thus, it can be said that customer is the kind of visual representation
of the entire customer journey.
8. Description on details customer experience to create business opportunity.
The better experience of the customers from the Hilton will help the hotel to develop the
more business opportunity. The effective services will always leads to enhance the profitability
and productivity to the enterprise (4 Technologies Driving The Future Of Customer Experience,
2018.). Thus, Hilton should provide quality services within the affordable cost so that brand
image of the entity can be sustained in market for the longer period. Furthermore, customer
experience is kind of interaction that that happens between the customer and organization
throughout their business relationships. In this, it can be said that customer experience is the one
expect of the entire customer experience in the market.
9. Discussion and analyse to influence the behaviour, response and action of its customers.
The behavior of consumer towards the enterprise plays the essential role in order to
predict the future growth of firm. Thus, there are number of the selection process that helps to
underlined various factors as tendencies, attitudes and priories of people etc. In addition to this,
it can be said that the advertisement plays the essential role in order to influence the purchasing
decision of the customer, with help of it firm can able to gain competitive advantage (Bolton and
et.al., 2018). The behavior of the consumer can also be influenced with number of the shades as
likes, dislikes, priorities and values so that it can be understood and analyzed in the prioritize
manner.
CONCLUSION
Based on the above report it can be concluded that customer experience is the term that
plays the essential role in order to perform the each thing in the better mode. This report is based
on the business activities of the hotel Hilton. In this report, the various things has been covered
as customer experience map, details of things that influence the customer behavior and the
different target group has helped in terms to manage the experience of the customer in market.
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ASSIGNMENT 2
1. Introduction
The customer experience management is the term that is defined as the practice of
designing and reacting to customers in order to have better expectation to meet or exceed the
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customer expectation (Bolton and et.al., 2018). This is one of the better strategy that works as to
process the change in the technical advancement so that there is possibility to bring advancement
in technical advancement. This is the term that is helpful in order to enhance the customer
satisfaction, advocacy and loyalty.
2. Description of customer relationship management.
The term customer relationship management refer as to strategies, practices and
technologies that firm use to manage and analyse the customer interaction and data throughout
the customer life-cycle. This is the effective term that works as to bring improvement in the
customer service relationship and assisting in the retention of buyers so that high growth of the
sales can be derived (Choo and Tan, 2017). This is the term that works as to track the customer
interaction and to have better mode to automate the certain business function that leads and
attract and obtain the new customer in the markets. This is the system that is also inclusive of
the techniques that can work as to create the geographic marketing campaigns and this all
interacting with the customer in better mode.
3. Description on how digital technology in managing the customer experience with the selected
restaurant.
With the use of smart techniques there can be possibilities in order to lead the recognition
that can influence the customer by knowing their preference in market. In addition to this, it can
be said that the customer interaction is the better tool that helps to advance the providing the
better products and services. This kind of things will be helpful in order to bring the competitive
advantage in the market. By technical advancement it is possible to take the regular feedback
from the customer and it is better in order to capture the feedback from the customers. The
technical advancement helps to foster the growth of the enterprise (Khan and Rahman, 2017). In
addition to this, the main advantage of the technical advancement is to gain the competitive
advantage in the market. In this term, it can be said that by meeting expectation of customers and
to attract with the highly talented employees there must be implementation of digital
advancement. With the advent of technological advancement, it will be easy to mapping the
journey of customer and this term is helpful in relation to enhance organizational flexibility and
efficiency. In addition to this, technological advancement is very crucial in hospitality industry
the digital innovation uses to attract the customers. In addition to this, technology driven helps to
connect to check ins at hotels. Thus, it can be said that emerging hotel technology trends are
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automating and simplifying the day to day activities of the enterprise. Furthermore, the cloud
technology, artificial intelligence and big data assists to enhance the guest experience with the
help of technical advancement and and this also put direct impact over hotel revenue (Männistö,
2017).
4) Advantages and disadvantage of CRM system for retaining customer
The purpose of CRM is it help business use human resource and technology to gain
insight into the behavior and value of customers.
Advantages
 CRM system provide better customer services that are exactly what your customer want.
It help Hilton hotel to fulfill the customer need and retain the customer.
 New customer can be discovered by the CRM technology.
 It simplifies the sales and marketing process, which directly and efficiently affect on
consumer ( Marchesani Piccoli and Lui, 2017).
 CRM system help the industry to build long term relationship with the consumer, it can
be small but meaningful functions, such as sending birthday wishes to their consumer.
Disadvantages
 The psychology of being tracked with the implementation of CRM can sometimes make
consumer feel worst.
 Depend only on CRM can make Hilton in trouble in some situation where record is loss
of information data.
 It feels difficult to integrated with other management system.
5) Explaining customer service strategies in Hilton Hotel and Resort
The success or failure of the business depends on services in hospitality industry. Only by
slashing prices and offering promotions hotel can attract customer once, but it will make profits
only when the industry will be able to attract customer again and again towards it. This can be
accomplish only by proving excellent customer service (Rajaobelina, 2018). Hilton deliver
consistently higher level of customer service. Successful execution of this strategy will depend
on how well the staff and employees of Hilton Hotel provide quality services to their guests. The
strategy focuses on how the hotel handles the customer as well as proper training of employees.
The various principles of customer service starts from making first impression in front of
customer. The Hilton hotel and resort focus on different customer service strategy:
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 Speed and accuracy of service- Hotel focuses on providing reliable and accurate services
to the guests. According to the strategy accuracy of service is important, hotel have broad
knowledge about what are the requirements of the customer.
 Building customer service policies- The strategy develop and implement different
policies which proves and ensure the customer that their needs are being meet, to ensure
that staff in the organization are working well towards the same target (Tung, Chen and
Schuckert, 2017). Policies of the hotel are flexible and reflect on the basis of need of
clients.
 Teamwork/ Effective communication- Customer service not only work at one level in
Hotel Hilton it is through out the restaurant, room quality, in-room services,
communication between hotel and guests.
 Customer Treatment- The strategy focus on meeting consumer needs by quality service.
Hotel train their staff and bring innovation in their services to meet the consumer want.
Staff pays personal attention on the overall customer service.
6) Evaluation of how customer service strategies create and develop the customer experience
Superior customer service is lifeblood for any hospitality industry. The customer service
strategy develop the experience of guests. Customer service strategy (CSS) understands customer
profile and their preferences and work in the particular area to meet what customer want in their
services. Customer service strategy develop consumer focused orientation trough out the
organization. It help in increase satisfaction among existing customer ( Khan and Rahman,
2017). The strategy measure all aspects of customer experience including customer motivation,
booking process, channel experience, service quality. Effective communication provide a great
experience to the consumer by getting knowledge of exactly what type of services consumer
want.
Policies of customer services make guests feel valuable in the hotel and ensure them that
their needs will surely be fulfilled by the hotel which develops the consumer loyalty towards the
hotel. According to the strategy, if the hotel provide accuracy and reliable services to their
consumer preferences, it will enhance their experience (Yoon and Lee, 2017 ). Effective
implementation of strategy can build loyalty, increase customer experience, meet their
expectations and requirements and delighted guest give positive online reviews and feed backs.
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7) Evaluation of delivery of customer service strategies and communication and justifying
recommendation to the industry for improvement in developing customer experience
The effective delivery of CSS and communication have particular phase, which are:
 Phase 1. Analysis & preparation- The first step of delivering the CSS is concern with the
analysis of the situation first. It starts with defining the baseline situation by revise
process and by making an outline diagram. After that information should be collected on
the industry standards. The organization gather client information and understand
customer profile and their preferences.
 Phase 2. Design & development- In the second phase strategy is developed by determine
the relevant segments and define the areas of improvement & strategies (Bolton and
et.al., 2018). Define new processes and objectives of the industry and identify
organization capacity/competency to meet customer need.
 Phase 3. Pilot test- Third stage is concerned with the test tools used for the testing
strategy's consistency. It include establishment of operational requirement, finalize
budget, adjust strategy, etc.
 Phase 4. Roll out and transfer- After all the stages the strategy is delivered in the system
of organization to enhance consumer experience. With that evaluation also started of the
outcome of the CSS (Choo and Tan, 2017).
Recommendation
Industry should map the CSS process and take a pilot test before implement it in the
organization. All the aspects of the customer experience should be measure. It is suggested to the
hotel to analyze an insight about what experience most affect customers' overall relationship with
the industry. With this it is also recommended to identifies the gaps where customer expectation
are not met and develop a customer experience strategy and communicate it to employee to
develop the customer experience (Rajaobelina, 2018).
8. Conclusion of the report
Based on the above report it is analyses that customer relationship management is
essential for any industry to gain customer and their loyalty towards the organization. In this
report different things had been considered as customer relationship management and their
advantages and disadvantages to gain customer and Customer Service Strategy also analyzed
which help in to create and develop customer experience. The study gave a detailed knowledge
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about the importance of CRM and CSS in the organization. From the above study it can be
concluded that customer relationship management supports business in making people loyal
towards brand/. By this way they become frequent buyer of the firm that helps in increasing
profitability of firm to great extent.
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REFERENCES
Book & Journal
Bolton, R.N and et.al., 2018. Customer experience challenges: bringing together digital, physical
and social realms. Journal of Service Management. 29(5). pp.776-808.
Choo, P.W. and Tan, C.L., 2017. Factors Influencing Poor Experience Quality in 2-To-5-Star
Hotels: A Content Analysis of Guest Reviews on Trip Advisor. Global Business and
Management Research. 9(4s). pp.409-425.
Khan, I. and Rahman, Z., 2017. Brand experience anatomy in hotels: an interpretive structural
modeling approach. Cornell Hospitality Quarterly. 58(2). pp.165-178.
Männistö, 2017. Designing and Managing Omni-Channel Customer Experience: Case Study on
Customer Behavior in the Context of Inflight Retailing.
Marchesani, D., Piccoli, G. and Lui, T.W., 2017. The Impact of IT-Enabled Customer
Experience Management on Service Perceptions and Performance. In Information and
Communication Technologies in Tourism 2017. Springer, Cham.
Rajaobelina, L., 2018. The Impact of Customer Experience on Relationship Quality with Travel
Agencies in a Multichannel Environment. Journal of Travel Research. 57(2). pp.206-217.
Tung, V.W.S., Chen, P.J. and Schuckert, M., 2017. Managing customer citizenship behaviour:
The moderating roles of employee responsiveness and organizational reassurance. Tourism
Management. 59. pp.23-35.
Yoon, S.J. and Lee, H.J., 2017. Does customer experience management pay off? Evidence from
local versus global hotel brands in South Korea. Journal of Hospitality Marketing &
Management. 26(6). pp.585-605.
Online
4 Technologies Driving The Future Of Customer Experience. 2018. [online]Available
through:<https://www.forbes.com/sites/danielnewman/2018/04/25/4-technologies-driving-
the-future-of-customer-experience/#693877043089>.
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