Managing Customer Experience

This report examines the customer experience management strategies employed by Hazev Restaurant, a UK-based eatery. It analyzes the role of digital technology, including CRM systems, in enhancing customer interactions. The report also evaluates the effectiveness of customer service strategies and provides recommendations for improvement.

MANAGING CUSTOMER
EXPERIENCE

Table of Contents
MAIN BODY ...........................................................................................................3
P5 Digital technology for managing customer experience in Hazev restaurant .........................3
P6 Customer service strategies ....................................................................................................6
P7 Evaluation of the event and recommendation ........................................................................7
CONCLUSION ........................................................................................................7
REFERENCES..........................................................................................................9

INTRODUCTION
Managing customer experience is required in order to retain the customer in business for long
run. In the present assignment, Hazev restaurant will be consider which is a restaurant based in UK. It
provides food services to customers. In this study, it will provide understanding of the digital technology
which is employed in the organization for managing the customer experience. It will include the strength
and weakness of the customer relationship management system. Moreover, it will include the customer
service strategies which assist in improving the customer experience.
MAIN BODY
P5 Digital technology for managing customer experience in Hazev restaurant
Digital technology refers to using the internet and the technological tools for improving
the customer service and managing their experience with the restaurant. The digital
transformation assists in proving the customer with convenient services. The digital
transformation is basically the process in which the organization becomes digitally advanced
through which they are able to manage their customer experience. The Hazev restaurant is using
websites, chatbots, social media sites, etc. for managing the customer experience. Moreover, they
are using the customer relationship management system which assist in maintaining good
relation with the customers (Peppers and Rogers, 2016). The website created by Hazev restaurant
help them in providing information to the customer through their website regarding the dishes
and the prices with the pictures of the dishes to attract them towards the restaurant.
The restaurant is providing their customers with high quality food products which help in
managing their customer experience and retain them in business for the long run. The social
media sites consist of Instagram and Facebook through which the restaurant is able to maintain
close connection with the customer and can promote their products and services which assist in
attracting the customers and managing good customer experience. Chat-bots is the another
technology which is used for solving the queries of the customer regarding any services and food
products provided by the restaurant (Goodman, 2019). The customer relationship management

system is used by Hazev restaurant to identify the taste and preference of the customer and their
behavior to manage their experience at the restaurant by fulfilling their need and demands
Strength and weakness of customer relationship management systems
Customer relationship management system is used by organization for collecting and
gathering the data relating to the targeted customers to manage the customer and data throughout
the customer lifecycle. It is the system which help the organization to communicate with the
customers properly (Lemon and Verhoef, 2016). It assists in meeting the customers’ demands to
improve their experience with the organization for enhancing the sales and profitability of the
firm. The following are the different customer relationship management system:
 Operational CRM : The main purpose of operational CRM is to generate leads and
convert them in contacts and identify the required details to provide the customers with
services through the customer lifecycle. It includes service automation by providing
customers with high quality services and building strong relationship with customers.
Strength
 It helps in gathering the details of the customers to provide services for the customer
lifecycle.
 It provides sales automation to the organization.
 Operational CRM help in building strong relation with the customers.
Weakness:
 It is a time consuming process for gathering the detail of customers.
 It increases the cost of organization for implementing the CRM system.
 The information of the customers can be hacked.
Analytical CRM : It helps the top management , marketing and sales and support personnel’s to
identify the best way to serve customers. It gathers Customers information from different
channels and analyze the data in a structured way (Ng, Sweeney and Plewa, 2018). The main
function of this CRM system is to analyses the data gather from different sources to identify the

ways through which the organization can improve their customers experience by servicing in
best way possible.
Strength :
 It help in analyzing the customer data which can assist in providing the best way to serve
the customers.
 Better customer experience by fulfilling their needs more effectively and efficiently.
 It increases customer loyalty and satisfaction level.
Weakness:
 It requires understanding of market and customer information which take times.
 It is possible the information gathered is wrong due to which the firm will not able to
provide better services as per the customer requirement.
 It is costly.
Collaborative CRM: It is the system designed to share the customer information with the
different department such as technical team, marketing team etc. For example, feedback
from support team, will help the marketing team of Hazev to provide the customers with the
products as per the feedback provided.
Strength:
 It improves the customer interaction across channels.
 Reduces service cost by using the online collaborations.
 It assists in bringing customers and business process together to achieve the
maximum customer satisfaction.
Weakness :
 It is possible the customer data is insecure as the information is provided to
different department.
 It takes time to understand the customer behavior.
 It is a time consuming process.
Menu by Hazev restaurant for the Event
MENU
DISHES
SOUP
Kirmizi Merchimek Corbasi
Price(£)
5.25

Mantar Corbasi
COLD STARTER
Humus
Tarama Salata
MAIN COURSE
Turlu
Incik
VEGETARIAN DISHES
Kuru domastesli kabak
Manatar
Coban Kavurma
COFFEE
Filter Coffee
Espresso
Cappuccino
DESSERT
Baklava
Chocolate Cake
6.25
5.25
3.00
20.25
23.25
21.25
13.60
15.20
2.21
3.15
2.65
4.58
4.56
?????
P6 Customer service strategies
The customer service strategies are those which help organization in providing the good
quality services to its customers. It is the set of standards of care and services which are being
offered to customers. It assists in building customer satisfaction and assist in retaining customers
(Homburg, Jozić and Kuehnl, 2017). The Hazev restaurant in order to improve their services and
provide satisfaction to the customer is required to use the customer service strategies which will
assist in improving their service quality.. With the help of taking feedback from the customer
regarding the services offered by the restaurant it is able to improve their services which will
assist in improving and managing the customer experience with the restaurant and will retain
them in business for the long run. Moreover, it is required to empower the employees to make
them happy. The Hazev restaurant by guiding the employees to provide the customers with better
services are able to enhance the brand image of the restaurant which will help in attracting more

customer towards the restaurant (Manhas and Chauhan, 2017). Customer service can be improve
by identifying the taste and preferences of the customers which will aid in modifying the services
as per their need to improve the customer services of the organization. Moreover, by improving
the communication skills the restaurant is able to enhance their customer services and can
provide understanding and knowledge to the customers and their services (Buonincontri and
et.al.,2017). The hazev restaurant can use the strategies such as seeking for feedback, training the
staff members, resolving customer issues, building an infrastructure that support the customer
service etc. Restaurant by using this strategy will improve their customer’s services and will
increase the profitability and provide the great customer experience which will assist in retaining
them for the long run in business.
P7 Evaluation of the event and recommendation
The event that took place in the London which is the international food event for students
and staff through its partner restaurant Hazev was successful. The promotion of the event was
made through the help of social media sites which will assist in attracting the more customers
towards the event. Moreover, there were various dishes which were provided by the Hazev
restaurant for improving the customer experiences and they were also taken the feedback of the
customer regarding the services and food provided to them to improve their experience at the
event. The recommendation to the restaurant for improving the customer service will help them
in taking steps for improvement. The Hazev restaurant can reduce the prices from the menu
which will increase the customer experience and will attract more customer towards the
restaurant. The event was successful (Srivastava and Kaul, 2016). Hazev restaurant by providing
the various facilities to its customers can provide satisfaction to the customer which will assist in
attracting more customers toward the restaurant. The event was successful as it provided
facilities as per the requirement of the customers to make the food event successful and provide
the customers with different dishes and desserts.
CONCLUSION
From the above assignment it has concluded about managing the customer experience by
providing the services as per the requirement of the customers and using the digital technology to enhance
the customer experience. It has shown that the customer relationship management system assists in
building good relationship with the customers. Moreover, it has provided with different customer
relationship management system such as operational, analytical and collaborative customer relationship

management. It has included information about the various customer service strategies which will assist
in improving the customer service of the organization. Moreover, it is recommended to the restaurant that
it should reduce the price of the food products which will assist in attracting more customers towards the
restaurant.

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.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
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.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing. 80(6). pp.69-96.
Manhas, D. and Chauhan, V., 2017. Dimensional Analysis of Customer Experience in the Civil
Aviation Sector. In Hospitality Marketing and Consumer Behavior (pp. 75-101). Apple
Academic Press.
Ng, S.C., Sweeney, J.C. and Plewa, C., 2018. Managing Customer Resource Endowments and
Deficiencies for Value Cocreation: Complex Relational Services. Journal of Service
Research. p.1094670518812195.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–loyalty–
consumer spend. Journal of Retailing and Consumer Services. 31. pp.277-286.