Managing the customer experience

Managing the
customer experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Role of digital technology in managing customer's experience along with merits and demerits
of CRM systems.....................................................................................................................1
CONCLUSION................................................................................................................................3
REFERENCES ...............................................................................................................................4
.........................................................................................................................................................4

INTRODUCTION
Customer experience is defined as the product of interaction among customers and
companies during their relationship. This assignment is based on Hazev restaurant which is a UK
based restaurant operating in hospitality sector. This organisation is headquartered in London,
England and offers standardised Anatolian and Mediterranean dining experience to their
customers. This report includes effect of digital technology in managing customer relation and
customer relationship management to enhance client's engagement.
MAIN BODY
Role of digital technology in managing customer's experience along with merits and demerits of
CRM systems
Digital advancement is forcing hospitality industry to transform their business models to
gain competitive advantage in business world. This change is driven in accordance with the
needs and demands of customers. To connect with customers in a more desired
manner,restaurants like Hazev needs to embrace digital technology to provide an unique
customer experience. Digital technology considerably changes the manner in which an
organisation interact with customers. These digital transformations allow firms to create a highly
engaged customers.
 For sales and operational team in Hazev restaurant, digital technology replaces cold
calling with social selling. As customers are already active on internet and social
media,restaurant management needs to opt way to promote themselves via social means
rather than waiting for clients to contact them first (Best, 2012).
 Manager in Hazev can achieve enhanced customer experience by sharing important
content ofrestaurant on different websites and hiring an online expertise to resolve issues
of customers. This will enhance the comfortableness of customers in sharing their
preferences and issues. This will results in their enhanced experience.
Customer relationship management:
It is a term associated with technologies, practices and strategies adopted by an
organisation to analyse and manage customers information & interaction through client's life
cycle. The main objective behind it is to improve client's service relationship. Data and
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