Customer Experience Management: Ritz London

   

Added on  2021-02-19

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MANAGING CUSTOMER EXPERIENCE
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Table of ContentsINTRODUCTION ..........................................................................................................................1TASK 3............................................................................................................................................1P5 Digital technology employed in managing customer experience in service sector, providingexample of CRM systems.......................................................................................................1TASK 4............................................................................................................................................6P6 Define customer service strategies in a specific service sector context............................6P7Explain how customer service strategies develop customer experience to meet businessstandards and customer needs................................................................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
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INTRODUCTION Customer experience is defined as the product of interaction in a business firm andcustomers over the time period of their relationship. Experience of customers is created with thehelp of three aspects which are the brand touchpoints, environment in which customer residesand the journey of customers (Al-Ahmad and Mohammad, 2012). Good customer experience isachieved when expectations of consumers are fulfilled by company in a proper manner. Thisassignment is based on The Ritz London which is a Britain based five star hotel, situated inLondon, England. Hotel denotes a symbol of prestige, luxury and high society. This report willcover how digital technology is employed in managing the experience of customers in servicesector. Examples related with CRM are stated. Beside this, customer service strategies arediscussed and role of these strategies in meeting the business standards and needs of customers isdiscussed. TASK 3P5 Digital technology employed in managing customer experience in service sector, providingexample of CRM systemsCustomer relationship management stands is a technology which is used by businessorganisations in managing the interactions with their potential and existing customers. Anefficient CRM systems benefits a company in building customer relationship along withstreamline procedures so that high sales, enhanced customer service and profit margins can beachieved. In context with hospitality businesses CRM is referred to the customer relationshipmanagement system which is an effective tool to manage sales management, contactmanagement, workflow procedures and productivity in a desired manner (Aliyas, Shishebori andRamazani, 2016). CRM systems: This system benefits in managing the data and information of customers. Itsupports in delivering actionable insights, integrating with social media, sales management andfacilitating team communication. There are some cloud based CRMs which provides completemobility so that customers can be served desirably. Mainly there are three kinds of CRM systemswhich are discussed below: Operational CRM: This system streamlines business procedures which involvesmarketing automation, sales automation and service automation. The Ritz London can1
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use this kind of CRM system to attain high leads and converting them in contacts,capturing all needed information of customers and providing services throughoutconsumer life-cycle. Sales automation: It benefits an organisation in automating their sales process. It willallow The Ritz London in setting a standard so that new customer base can be achieved whilemanaging existing customers desirably. Marketing Automation: This system will benefits The Ritz London in finding bestmanner to offer services and products to their existing or potential customers. In this context,campaign management is useful. Analytical CRM: This system benefits top management, sales, marketing and otherdepartments in determining the best method to serve their customer base. For thesemanagement systems, data analysis is the main function. It will benefits The Ritz Londonin analysing data of customers, collected from different touch points. This will allowthem to acknowledge their current status in marketplace. Collaborative CRM: It is also known as strategic CRM which allows a business firm toshare information and data of customers among different departments like technical,sales, marketing, support team. For example, feedback given from support team in TheRitz London to market department will benefits in approaching targeted customers as pertheir needs. This system will allow every department in The Ritz London to work in aunited manner (BERHE, 2017). There are different features of CRM systems. These features benefits in sustaining a strongrelation between organisations and customers. Some features of CRM systems in context withThe Ritz London are discussed below: Customer needs: It is difficult for an organisation to predict the demands and needs ofcustomers. Hence, it is vital for The Ritz London to interview a consumer regarding theirlikes and dislikes. In this way, actual needs of customers can be prioritized and satisfiedin a proper way by using CRM processes like marketing automation, service automationetc. Customers response: It is the reaction of business firm towards the activities, grievancesand queries of customer. Handling these queries through CRM is beneficial as smallmisunderstanding among customers and organisation can reduce the image of concerned2
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