Utilizing Digital Technology for Managing Customer Experience

This document examines how digital technology is utilized for managing customer experience within the service sector. It discusses the role of customer relationship management and the benefits of using digital technology. The document also provides insights from the perspective of TUI, a company that uses RightNow technologies CRM package for managing customer relationships.

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The term customer experience management can
be defined as a procedure or a set of process that
undertakes effective devising plans for driving
better consumer results that offers list of
consumption offerings. The existing project
contains an effective analysis of customer
experience management from perspective of TUI.
Customer relationship management refers to procedure that
is used by the organisation for managing their interaction
with potential and current customers. According to existing
market conditions, globalisation impact on all industries
and organisation. So this result digitalisation is an
important aspect that is increasing its customer base
through making communication easier and more
accessible.
Examine how digital technology is utilised for managing customer experience within a
service sector
INTRODUCTION Customer relationship management Role of Digital Technology to manage
customer experience
Digital technology has a major impact in management such as
to collect and transfer data easily among all departments.
Marketing department manage and consider that all work which is
performed by team are utilise to approach large number of
customers. It is also beneficial for understanding consumer
behaviour and needs of customers. This also determine that
customers are also constantly active on social sites so with
generating customer review of organisation services it is identified
that management generates positive perception among customers
about TUI services. It works as a positive point for organisation to
use digital technology for managing customer experience with use
of digital technology. From the perspective of TUI, customer
relationship management is managed by use of different software,
that is RightNow technologies CRM package. It is one of the recent
acquired system for management or organisation that is developed
through using technology aspect such as automation, in which firm
develop agenda to manage all business in an appropriate way. It
aids management to manage positive and appropriate relationship
with consumer with investing minimum amount in technology. It
also helps in identifying potential number of customer because with
minimum amount new customers are also focused and approached
through use technology available in CRM package. The main
function of this software is to utilise and identify number of
complaints as well as enquiry that helps organisation for solving
problems through saving lot of money. It directly help customers to
engage and communicate with employees through interacting with
executive that solve problems with utilise of online medium. This
also enhance convenience and scope for management to engage
more customers in organisation through influencing and enhancing
customer experience with use of information software and
technology such as right now and CRM.
Mondal, S.C., Ghosh, S. and Nair, M.K., Wipro Ltd,
2015. System and method for intelligent troubleshooting of
in-service customer experience issues in communication
networks. U.S. Patent 9,026,851.
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.
References