Managing the Customer Experience

Managing
the
Customer Experience
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 3............................................................................................................................................3
P5 Explain how digital technology is employed in managing the customer experience within
service sector providing specific example of customer relationship management systems.......3
TASK 4............................................................................................................................................4
P6 Illustrate Customer service strategies in a specific service sector.........................................4
P7 Demonstrate how customer service strategies create and develop the customer experience
in a way that meet the need of customer and required business standards.................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
Customers experience is denote as CX which is considered as process of interaction
among an organisation and customers over a specific duration of their relationship. An effective
customer experience is to determined as experience of an individual related to specific products
and services which match the expectation of customers (Bolton and et. al., 2018). Organisation
selected for this report is Holiday Inn which is American brand hotel operating at international
level. It is founded by Kemmons Wilson in year 1952 and its head office is situated at Denham,
United Kingdom. Topics included in this report are impact of digital technology in customer
relationship management as well as it will also include effective management of customers
experience in service sector business to increase customers engagement.
TASK 3
P5 Explain how digital technology is employed in managing the customer experience within
service sector providing specific example of customer relationship management systems
Digital technology is determined as electronic technique or tool, device, resource and
procedure which are generally used by almost every company in order to generate, store as well
as process data, information or statistics. There are several examples of digital technology like
social media, online applications, online games, multimedia and many others. In today's time
almost every company are adopting digital media as that will help them in conducting
management of customers relationship or customer relationship management (CRM). Customer
relationship management is considered as use of digital platform for managing relationship along
with potential customers in effective as well as successful manner (Chahal and Dutta, 2015).
Along with this, customers relationship management system also help companies in attaining
their desire goal as well as target in successful manner as it help in contributing to huge market
shares, profitability, enhancement of goodwill, brand value and so on.
In addition to this it will also help in conducting several practices such as taking
feedbacks and suggestions, do interaction with customers, developing discount related decision,
adopting kaizan and many more. In context of Holiday Inn, through digital technology they able
to adopt as well as maintain effective customers relationship management that help them in
attaining their predetermined goal. There are several digital technology which respective
company may adopt for CRM such as social media, website management, application, email etc.
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