Managing the Customer Experience

This document discusses the significance of managing the customer experience and the role of digital technology in improving it. It explores effective customer experience management strategies and highlights the importance of customer service in creating and developing a positive customer experience. The document also emphasizes the need for customer service strategies to enhance the overall customer experience.

Managing the customer
experience

Table of Contents
EMPLOYING DIGITAL TECHNOLOGY IN IMPROVING CUSTOMER EXPERIENCE.......3
EFFECTIVE CUSTOMER EXPERIENCE MANAGEMENT......................................................4
CUSTOMER SERVICE STRATEGIES CREATE AND DEVELOP THE CUSTOMER
EXPERIENCE.................................................................................................................................6
REFERENCES................................................................................................................................1

INTRODUCTION
Digital technology is regarding the onset of criteria that will deal with the circumstances which
will enhance the flow of policies that will derive the digital business. Customer experiences are
said to be many. One may not be able to deal with the entities that are a part of the customer
approach unless they are oriented properly. The digital technology that is incorporated in the
workspace would make it easier for the customers to approach and for the organisation it would
be the gratifying one. The report highlights the aspect of every components in this regard.
EMPLOYING DIGITAL TECHNOLOGY IN IMPROVING CUSTOMER
EXPERIENCE
Digital technology has been playing a significant role in improving the business and customer
experience. It improves the way in which consumers interact with organisation. Thus for gaining
superior competitive positioning it is vital that integration of digital technology must be widely
employed and monitored for long term benefits. One of such application is customer relationship
management (CRM) software. With this digital tool cafe Royal hotel is able to manage and track
its customer information and data via a centralised system. It helps cafe to build good and
improved relationship with its consumers. With expansion of global chains of restaurants it has
been essential for the hospitality service providers to ensure that its customers are able to
outreach the organisation with great ease. Without use of digital technology it will not be
possible for the customers to interact easily with the organisation. For instance, with the use of
digital technology people are not able to visit the cafe website at any instant of time. They can
even place orders online and can directly submit their reviews to management.
It helps in better decision making and improved customer service. Hospitality services are facing
fierce competition with digital technology. If Royal hotel will not upgrade its services then it
may lag behind the emerging competitors. One of the key advantage of using CRM is that it is
not only helpful in encouraging quick communication with the customers but also integrate
automation in predicting and analysing the customer behaviour and purchasing decision. For
example with the analysis of frequent choices and preferences of consumers hotel can
recommend additional services and marketing strategies. It acts as motivation factor for
consumers to make more frequent purchasing. The use CRM to make consumer related decisions
reduces the delay in service delivery and improves collaboration (Cruz-Jesus, Pinheiro and

Oliveira, 2019). Thus, organisation can improve its quality of services and competition
positioning while at the same side customers are also satisfied by quick response and availability
of vast range of options as per their choice. With the help of advanced digitalised CRM systems
organisations are also able to mine customer data for providing more personalised services to
consumers. The remote access of data and integration of all essential customer information also
enhances conversion rates and lowers the daily expenditure.
However it cannot be denied that despite great technical assistance digital technologies CRM
system also suffers from significant issue of security. The cyberattacks and data breaching
threats are the primary and key issues for hospitality organisations to control because negligence
to it can risk the personal information of customers as well as sensitive organisational data. It can
have legal implications as well as adverse customer response. Thus, with the great use of
integrating digital technology in providing personalised customers services hotel must also train
its staff members so that safe and efficient use of digital technology can be promoted. It scaleup
the customer experience and helps them to retain for long term.
EFFECTIVE CUSTOMER EXPERIENCE MANAGEMENT
Customer Management is referred to be one of the most crucial step that is to be taken care about
by all organisations that are dealing with Hospitality Management. Customers are known to be
prioritised by many organisations and this is because the more the customer the more is its profit
(Opute, 2020). One may not be able to justify the opportunities that are related to customer
service because it depends upon the type of organisational environment that the organisation is
dealing with. There are different customer service experiences and the management will have to
strive ahead in order to maintain two such that they can maintain a good pace with regard to
them. some of the features that will fall under giving good Customer Service Management
components are as follows:
Customer relationship: relationship is said to be one of the most prominent feature while moving
ahead with Hospitality Management. It is not until the employees of the organisation are
thoroughly interacted with all the customers that approach reorganization on a regular basis that
they can safeguard their customers. One may not be able to avail the opportunities with regard to
customers if the employees of the organisation are not getting interacted with the customers.
interaction plays a major role in order to build relationship. This is also known to be the
descriptive kind of customer experience where the satisfaction of the customer will only depend

upon the services that are being provided by the management. In order to provide different
customer choices it is first necessary that the background of customer will have to be known.
The background of the customer can only be known when the employees of the organisation are
on a subtle basis getting interacted with their customers (Nwulu and Nwokah, 2018). Although
there are certain impact that are being faced by their customers and few may not be able to avail
them unless one of the employee is in charge of them. In order to encounter the feedback that is
associated with negativity with regard to the organisation the company is more towards
maintaining a perfect relationship with their customers by offering them customer support which
is essential to quickly monitor the circumstances. Customer satisfaction is derived to be one of
the prominent feature and that which can be relied upon. this can only be taken care about while
the employees are getting trained in a best possible manner and that is what is being followed by
the organisation.
Trust: building trust is one of the most managerial aspect of every Hospitality Management.
Trust is something that can be only and shared by all the probabilities that are being carried
forward to their customers. customers visit the organisation from various countries and they can
only rely upon the offers that are being offered by the organisation if and only if they are unique
and can be guaranteed. This trust strategy can be improved by placing faithful employees in the
organisation that can be trusted upon reliable basis. Customers will have a good experience with
people in the organisation when they offer their customers with the most out of their policies.
Upon this basis the management will have to reward its employees every now and then such that
there can be a trust that is built in employees as well as the customers (Zainuddin, 2020).
Change and innovation: change is one of the effective factor that is to be taken care about by
every organisation because without change people will not be able to get habituated to the fact
that the organisation is moving ahead where the development processes. Change is a variant
which will have to be taken care about while dealing with the prospects of innovation. It is not
until when the management will foster the change policies like that of amending new policies
and implementations while dealing with the customers on an approach towards offers and other
probabilities that customers will get attracted to the organisation. Change is necessary to be
incorporated because there are different set of people from varied cultures and that will have to
be suitable for every kind. To inhibit the policies of change the organisation will first have to
evaluate customer expectations and their satisfactory measures (Afshar and et.al, 2019). When

the organisation is working towards achieving the needs of their customers then it is almost
friendly towards its customers and can gain profitability in less time. Change and Technology
innovation can be of varied formats. The change policies can be the ones that are being reflected
upon the services that are being offered to its customers. Hospitality Management is full of
services and when the customer feels the need of having a good satisfactory results by the
organisations facilities with regard to shelter and food than most probably it will be the one that
is shining in the region where it is operating.
Services: definite set of services will have to be portrayed by Hospitality Management industries
and organisations. Services are defined by the amount of customer satisfaction and that can only
be the major priority of different customers that are visiting the organisation on a daily basis for
a monthly basis. Services will include that of the shelter as well as the food facilities that are
being provided to customers which have been prefer to stay in the organisation. While providing
services the organisation will have to get settled for things that are one of the basic needs. In
other words it is one of the most important factor that will have to be considered when dealing
with things which are necessary to be oriented (Marsico, 2018, July). Services are being
considered by many and in case of lacking in providing the set of services there will not be a
good customer approach. This with regard to the company is a considerable approach towards
the fact of maintaining customer relation and services.
CUSTOMER SERVICE STRATEGIES CREATE AND DEVELOP THE
CUSTOMER EXPERIENCE
The service offered to customers by the organisation will be embarked by different measures and
they can also serve to be one of those bounce back mechanism in maintaining the profitable
standard for the organisation (Cook, 2017). This is considered to be one of the dramatic
approaches by the organisation where they will have to come up with the strategies that are
resilient in order to accept the fact that the ideas that are incorporated in the organisation are
necessary to be evolved as the strategies that will convince customers according to the will of the
organisational policies and their by satisfying the needs of customers. The unpredictable
environment that is created by the organisation will have to be portrayed in the minds of
customers such that they prefer the organisation over others. The concept of adopting policies
which are continually resilience is said to be one of the means that is incorporated by the
organisation such that The E-Commerce regulations can therefore be gratified. The hotel

management industry is considered to be one of the worst sector where customers are prioritised
and services are provided on a varied basis. There is a power in maintaining a good customer
service because the business model will be portrayed indefinite opportunities that are created for
the organisation to evolve as one of the dynamic approach in the hospitality industry (Hashem
and et.al, 2020). The future of the organisation is embarked by the means that are derived by
strategies which are incorporated by the organisation such that the customers can keep an
account of how far they have attained good amount of service by being attached to the
organisation. The customer service strategy is reflected upon the means of providing them the
immunity that are required to co-operate with the onset of criteria that is being followed by
customers and the work with which they have visited the organisation. The core criteria or the
element of a good business strategy will be reflected upon how far the organisation cafe Royal
hotel is treating its customers and providing them a good service which is oriented with proper
feedback.
A feedback is necessary because the customer Expectations and choices can only be portrayed by
the ways that are being described in feedback (Benkenstein and et.al, 2017). Organisations every
now and then we'll have to empower their employees because customer service will be portrayed
in achieving objectives and the targets of the organisation within no time. The biggest objective
in maintaining a good strategy is to follow genuine understanding and that will lead to proactive
means. What is the organisation get involved in to training sessions where the employees of the
organisation are provided with the definite principles and the customer interactions are taught
where they will have to portray the same once they are approaching customers. To improve the
business resilience a smooth going environment is necessary in the organisation because it is the
atmosphere and environment that will stick with customers after they leave the organisation. In
creating this the company can win over many customers and within a short period of time it can
also gain a good reputation (Lee and Lee, 2020). The organisation functions in such a way that
they will have to be focused upon how far they can evaluate the mechanism that are necessary
for maintaining a good prospect within customer approach. Customer service strategy is
necessary in order to invasion and to cope up with the analytical part of maintaining a good
growth prospect. There is a way in order to improve the method in which they meet customer
needs. The business standards are depicted by offer the organisation is maintaining its strategies
to fulfil the needs of customers. For this there is a special chapter in the organisation where

people that are present in the organisation are more towards working for the objectives in
satisfying the needs of customers. With the major aim of satisfaction the organisation is moving
ahead to meet all its expectations. Customer experience plays a major role and the different
reviews that are oriented with the organisation and are only evaluated by however the
experiences of the customers are determining its organisation. There is a lot of competition in the
market with regard to every industry.
Customer service plays a major role and the one that is oriented with receiving the queries of
customers are said to be the ones that are crucial in handling the customer service management.
To be one of the competitor and the most competitive atmosphere of the marketing race it is
necessary to imbibe all the set of practices that are necessary to cope up with the practical
approach to take to customers. The dramatic approaches that are being followed by many
organisations will last for a long run because customers are more habituated towards the fact that
they provide good amenities whenever required (Wu and et.al, 2020). Considering the scenario
of present world where pandemic is said to be ruling the entire world the services that are being
provided by the organisation will have to be in a more satisfactory approach such that people will
prefer the organisation over many. The reviews of customers play a major role in determining the
success of the organisation cafe Royal hotel. All the strategies that are mentioned well portrayed
the means and the mechanism that are being offered by the organisation and customer
relationship is said to be one of the prominent one. It is necessary to understand the background
of the organisation by the reviews that are generated by customers and that is said to be one of
the basic means which is followed by many people all around. For this to be incorporated and
will have to be maintained it is necessary to cope up with the expectations which is one of the
major pillar of support for the organisation. By maintaining customer service the organisation
cafe Royal hotel is striving hard to fulfil the aspects and its objectives in a more vigorous
manner. Profits as well as the office that are been selected by the organisation to be provided to
its customers will entirely portray its success over a long run.
CONCLUSION
The report concludes upon explaining how digital technology has been playing a significant role
in improving the business and customer experience. It improves the way in which consumers
interact with organisation. Thus for gaining superior competitive positioning it is vital that

integration of digital technology must be widely employed and monitored for long term benefits.
It acts as motivation factor for consumers to make more frequent purchasing. However it cannot
be denied that despite great technical assistance digital technologies CRM system also suffers
from significant issue of security. The report also explains The unpredictable environment that is
created by the organisation will have to be portrayed in the minds of customers such that they
prefer the organisation over others. The concept of adopting policies which are continually
resilience is said to be one of the means that is incorporated by the organisation such that The E-
Commerce regulations can therefore be gratified.

REFERENCES
Books and journals
Afshar and et.al, 2019. Customer care service management is moving forward to achieve
sustainable customer retention in every industry. Does it play a role to increase brand
rentention. International Journal of Management. 8(2). pp.88-97.
Benkenstein and et.al, 2017. Topics for service management research–a European perspective.
Journal of Service Management Research. 1(1). pp.4-21.
Cook, 2017. Measuring customer service effectiveness. Routledge.
Cruz-Jesus and et.al, 2019. Understanding CRM adoption stages: empirical analysis building on
the TOE framework. Computers in Industry. 109. pp.1-13.
Hashem and et.al, 2020. Customer-focused service management as an approach of enhancing
service culture among fast-food chains. Management Science Letters. 10(9). pp.2001-2010.
Lee and Lee, 2020. “Untact”: a new customer service strategy in the digital age. Service
Business. 14(1). pp.1-22.
Marsico, 2018, July. Enriching intent-based SDN to ease customer service management in
transport networks. In Photonic Networks and Devices (pp. NeW2F-2). Optical Society of
America.
Nwulu and Nwokah, 2018. Customer service management and marketing performance of food
and beverage manufacturing Firms in Nigeria. International Journal of Social Sciences and
Management Research. 4(8). pp.79-89.
Opute, 2020. Teamwork and customer service. In Customer Service Management in Africa (pp.
177-190). Productivity Press.
Wu and et.al, 2020. Exploring service quality combining Kano model and importance-
performance analysis-customer satisfaction of luxury housing service management.
International Journal of Services, Economics and Management. 11(1). pp.71-95.
Zainuddin, 2020. The role of halalan-toyyi ban supply chain practices as significant predictors
towards excellent customer service management. Advances in Business Research
International Journal. 6(1). pp.1-10.
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