Managing the Customer Experience - Assignment

   

Added on  2021-01-01

7 Pages1750 Words77 Views
MANAGING THECUSTOMER EXPERIENCE
Managing the Customer Experience - Assignment_1
Table of ContentsINTRODUCTION...........................................................................................................................1LO3: The impact of digital technology in customer relationship management..........................1LO4 (D4): Evaluation of the delivery of customer service communication and strategies. ......3Recommendation to improve a quality customer service.......................................................4CONCLUSION................................................................................................................................4REFERENCES................................................................................................................................5
Managing the Customer Experience - Assignment_2
INTRODUCTIONIn this age of technology, it has been observed that technology has changed the wayorganisations today interact and deal with their customers. The below report investigates theimpact of digital technology in customer relationship management within the context of HiltonHotels. It also tends to apply effective customer experience management within the servicesector business to increase the customer engagement. At last, the report concludes withexplaining the findings and evaluations. LO3: The impact of digital technology in customer relationship managementCustomer relationship management or CRM is the business practice that fosters andmanages the relationship with customers from a variety of platforms, technologies and practices.Hilton hotels uses the Customer Relationship Management software to utilize the tools toautomate, organize, make more efficient and improve marketing, sales, technical and customersupport. Technology has changed and impacted the customer relationship management in avariety of ways. Although, its objectives have remained consistent even after these changes.These objective include acquiring more customers, increase profitability, build customer loyaltyand retain customers(Dees, 2017). Below mentioned are the core areas where Hilton hotel haveobserved the technological impact on customer relationship management: Customer buying behaviour: Technology has changed the buying behaviours ofconsumers worldwide. These behaviours are changed because of the rising usage ofsocial media and internet engagement in consumers worldwide. People today make use ofinternet to do a variety of activities such as shopping, entertainment, market research etc.All these things have made their attitudes and behaviours change while making choicesrelated to their buying habits. Hilton hotel have seen that customers today are makingtheir reservations online rather than doing it on phone, fax etc. This has made theorganisation to invest more on making their website better(Laudon and Traver, 2016).Along with it, the hotel today is providing a good amount of information online to itscustomer about the services provided by it. This has allowed Hilton hotels to improve1
Managing the Customer Experience - Assignment_3

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