Managing Customer Experience

Managing Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 3............................................................................................................................................3
P5 Examining the impact of digital technology in managing customer experience..............3
TASK 4............................................................................................................................................7
P6 Establishing customer service strategy for service sector organisation............................7
P7 Demonstrating development and creation of customer service strategies for meeting needs
of company and consumers....................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Customer experience is the perceptions of individuals about the organisation, the services
provided and the manner in which they are being treated. Managing customer experience or
perceptions is the most valuable factors which every company needs to consider, it is the top
priority and responsibility of every individual working in organisation (Goodman, 2019). This
report is developed on Hilton Hotel which is a public company and founded in 1919 by Conrad
Hilton. The hospitality organisation serves in vast location around the globe and and it
headquarters are in Virginia, U.S. In this assignment, the impacts digital technology have over
customer experience is investigated, along with developing a understanding about Customer
Relationship Management system (CRM). Moreover, customer touch points are used for
applying an effective Customer Experience Management (CEM) strategy.
TASK 3
P5 Examining the impact of digital technology in managing customer experience
Customer Relationship Management (CRM) system
Customer Relationship Management (CRM) system is a tool, technique, practices or
principles which are adopted by the organisation to communicate and interact with their
customers. Customer Relationship Management system serves to enhance and improve overall
experiences of buyers or potential customers. This system most commonly refers to the
technology and methods entity uses to increase and manage external interactions with people.
Nowadays with changing business practices new emerging technologies and digital forums plays
vital role in making a CRM effective and efficient. Therefore, it is seen that digital technology
has huge influence over managing experiences of consumers.
Feature and Importance of building Customer Relationship for Hilton Hotel:
The features and importance of building customer relationship for Hilton Hotel is very essential
and necessary as it is advantageous for the entity, its long term business revenues and more
importantly for its survival. Hilton Hotel deals in hospitality sector which is aggressively
increasing and becoming competitive. The importance of customer relationship is huge for the
business and growth prospective. Hilton Hotel uses its relationship with the customers for
increasing sales and retaining the customers. The customer relationship allows the company to
also conduct market research and know about the preferences of people so they can serve the

best quality services and products to their potential customers. The customer relationship
management systems allow company to keep all the data secured for longer duration which is
beneficial for them in long run in the business. So, building customer relationship is very
important in hospitality industry for smooth functioning and running of business, for surviving
and growth of the hotel and most important for effectively attaining all objectives and motives of
the organisation with improved and enhanced profit units and goodwill of the Hilton Hotels.
Types of Customer Relationship Management (CRM) system
Most commonly used CRM systems with every entity for managing customer
relationships in an effective manner are explained below (Roy, 2018). These systems are
enabling Hilton Hotel to be most productive and adopt appropriate manner to communicate with
customers. These systems are as follows: Operational CRM system streamlines all procedures and process of business. The main
aim of this CRM system is to develop leads that is attract potential people, change them
into potential buyers, acquire all details about them and accordingly serve them
throughout their customer life-cycle. This CRM system supports Hilton Hotel's front
office department, as they are the face of company, involves direct interactions with
guests. The front office department make use of technology and communicate with
people through telephones, emails, etc. the hotel front office department send the
confirmation to guest of their booking through emails which helps in speedily rendering
all information to the guests also, it enhances the speed of the transactions and reduce
waiting time at the time of check-in and check-out. Another us of technology is done by
front office department, the executives contact the guests through telephones for
confirming their booking and taking confirmation form guests about their visit and their
trip. Operational CRM system is most effective for rendering customers service support
to visitors, resolving their issues and answering to their queries and also enables the hotel
to develop close and healthy relations. Taking continuous feedbacks and rendering quick
solutions to the problems of consumers make them feel important and the foremost
priority of hotel which makes the relationship between guests and hotel stronger and
change customers into loyal customers. Analytical CRM system is the next working, hand in hand with Operational CRM
system. Through this system the data which is gathered by company in at operational