Managing the Customer Experience Introduction Introduction 1 MAIN BODY1 P5

MANAGING THE
CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P5. Impact of Digital technology in managing customer experience and relationship to Ritz
Hotel London..............................................................................................................................1
P6. Illustrating customer service strategies.................................................................................3
P7. Development of consumer experience through customer service strategies........................5
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Success of an organisation is based on effective and strong consumer base that can build
up by successfully manage the experience of potential customer. The term customer experience
management refers to the activity and actions taken by the industry in order to fulfil their
satisfaction level that enhance the experience of guests with the company. The present study is
based on Ritz Hotel, is a five star, luxurious hotel located in London. The hotel opened in
England on 24th May 1906. This report is going to provide an understanding of impact of digital
technology that assist Ritz Hotel to manage customer relationship. Along with it, an application
of effective consumer experience management within the service sector business will be analyse
that aims to maximise guest engagement. For that purpose, the study will illustrate customer
service strategies and will demonstrate how these strategies develop and create customer
experience.
MAIN BODY
P5. Impact of Digital technology in managing customer experience and relationship to Ritz Hotel
London
Digital technology changes the way hotel operates that enable the company to meet
satisfaction of consumer as well as enhance their engagement with the brand.
CRM system
CRM system refers a technology that helps any type of organization to organize and
automate every facet of their customer interaction. The Ritz Hotel London is one of the best
known hotels. It also uses this system and in its system it includes customer services, marketing
and sales.
Types of CRM system: There are several CRM systems that can help the hotel and company in
increasing customers experience. Some types of CRM system are described as below:
 Operational: This system of The Ritz Hotel London concentrates on software
application. It brings all details of customers together such as purchase history, contact
information etc.
 Analytical: This type of system is good for the future in order to get and come up with
better and increasing sales. This system will look into customers' data from an analytical
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