Managing the 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