This report discusses the impact of digital technology in managing customer experience and different customer service strategies. It focuses on Garden Romson Restaurant and Dockland Academy and their use of digital technology and customer service strategies for planning and promoting an international food event.
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Managing the Customer Experience
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TABLE OF CONTENTS INTRODUCTION...........................................................................................................................1 LO 3.................................................................................................................................................1 Impact of digital technology in managing customer experience............................................1 LO 4.................................................................................................................................................2 Customer service strategies...................................................................................................2 Customer service strategies develop customer experience...................................................3 CONCLUSION...............................................................................................................................4 REFERENCES...............................................................................................................................5
INTRODUCTION Customer Experience is the product of communication between company and consumer over the duration of their relationship (Peppers and Rogers, 2016). Study is based on Garden RomsonRestaurantandDocklandAcademy.Thisreportwillexplainimpactofdigital technology in customer relationship management. It will illustrate different customer service strategies. LO 3 Impact of digital technology in managing customer experience Customer experience is the commodity of interaction between company and consumer over the time period of their relations. This interaction is created of three parts such as customer journey, brand touchpoints the consumer interacts with and environments customer experiences. In order to that, digital technology help to increase customer experience (Lemon and Verhoef, 2016).Today's technology has also advanced to consumer interaction and make faster sales. Digital technologies has innovative better product for home security.Through technology, increase customer service standards and their experience. With digital technology, understand thecustomerwantsandrequirements.Throughit,knowaboutcustomerpersonallyand managing their experience. In this context,Garden Romson Restaurant used digital technology to identify the customer needs. This help to business growth and profitability by managing customer experience in effective manner. This also aids to build customer relationship with restaurant. In order to that Garden Romson Restaurant used digital technologies for promoting international food event for their students and staff with partner Dockland Academy. With this, both are focused on managingcustomerexperience(Blázquez,2014).Digitaltechnologieshelpstounderstand customer needs and requirements. Therefore, they are planning for some dishes and drinks for event. Customer relationship management (CRM) means to practice, approaches and different practical applications that Garden Romson Restaurant utilise to handle and evaluate customer interactions and info throughout customer life cycle. CRM system collects consumer information across different channels or point of contact between firm and consumers. Therefore, there are different example of customer relationship management system such as: Operational CRM 1
Collaborative CRM Analytical CRM. Advantage of CRM: Customer relationship management aids to manage all customer information in one place and enable employees to more productive. It assists to handle growing the database and speeds up the growth procedure. Disadvantage of CRM: Customer relationship management destroy human elements from business equation. It takes time to learn with new system of CRM by employees because, everything change in the workplace (12 Pros and Cons of Customer Relationship Management, 2015). LO 4 Customer service strategies Customer service strategy determines standards of services that provide consumers and fixed the needs for meeting those modular. This strategy plays essential role in building satisfaction of consumer that aids to retain loyalty of consumers (Homburg, Jozić and Kuehnl, 2017).In this context,Garden Romson Restaurant used different customer services strategies for planning and promoting international food event with Dockland Academy for their students and staff. These strategies are such as following: Utilization of digital technology:Today's world, it is necessary to use digital technology as customer service strategy. Therefore, this technique help to understand the customers needs and requirements. However,Dockland Academy and Garden Romson Restaurant use digital technology in terms of social media platforms such as Facebook, Instagram for planning and promoting the international food event for their students and staff.Thus, it is clearly reflect that using advance technologies will help the business to reach large mass of audience in order to raise financial performance. Moreover, this customer service strategy also leads to dentify the customer needs. Loyalty System:Loyalty systems are incorporated marketing strategies by traders to product and services to consumers. In order to that, hospitality sector use these loyalty systems to retain and attract the customer (Kumar and Reinartz, 2018). It involves gifts, discount price, vouchers and so on. Garden Romson Restaurant and Dockland Academy use these systems for 2
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promoting and planning international food event for their students and staff. This help to increase loyalty and experience of customer towards this event. Manage Customer Experience:It is necessary to manage the customer experience by collecting correct all information about the consumers. Therefore, Garden Romson Restaurant and Dockland make efforts to manage customer experience by interact with them on social media platforms because it helps to know about needs and demand of consumers. With this, both are build the relationship with them. Therefore, by using effective customer service to their customer will help to sustain the brand image in market. As currently, company did not uses any effective digital strategies and that is why, company will not satisfy the needs of customers. Moreover, for quoted firm, it must hire the effective training staff that will improve communication within customers. Such that when customer leave premises, say thank you so that it will help to creates positive impact upon the customers. Customer service strategies develop customer experience GardenRomsonRestaurantandDocklandAcademycanfollowvariouscustomer services strategies for creating and developing customer experience. This assists to meet needs of consumers and require business standards. These strategies can be help to plan and promote the international food event. These strategies are such as following: Product and Service Quality:It is need to focus on product and service quality to increase customer experience and build the relation with them. Therefore,Garden Romson Restaurant and Dockland need to be directed on quality of raw material which will be used in making dishes and drinks for successful planning and promoting the international food event. Happier Environment:It is necessary toGarden Romson Restaurant and Dockland for making happier environment for feeling to their students during the event. With this, create and develop experience to their customer (Eggert and et.al., 2014). Therefore, Garden Romson Restaurant spend money to make friendly environment in their workplace. Restaurant focus on environment that involves interior designing, free Wi-Fi services to students and staff. Encourage Engagement:It is needed to encourage engagement with customer then Garden Romson Restaurant create and develop experience to them. Thus, Garden Romson Restaurant and Dockland need to focus on engagement with their students for increasing their 3
experience and build relationship with them. Through this technique, both are easily meet needs to their consumers and increase the business standard as well as image. Customer Feedback:Garden Romson Restaurant needs to take feedback from their consumers. This help to create and develop experience of customer as well as meet their needs (Homburg, Jozić and Kuehnl, 2017). Therefore, they focus on take feedback from them. With this, build the relationship and satisfied with needs. This also aids to increase business standard and image in service sector. Overall, from the above it is cleared that using effective customer service strategies will help to creates positive impact upon customers and also provide better customer experience as well. Such that Garden Ramson may also use online booking system for their VIP customers that will help to provide comfortable journey to their customers throughout a day. Thus, it reflect that using best customer service strategies will lead toprovide better customer experience and as a result, it will also generate better revenue sources too. CONCLUSION This report has summarised that digital technology is beneficial for increasing customer experience and build relationship with them. It involves different systems such as operational, analytical and collaborative CRM. It can be concluded that digital technology, loyalty system and manage customer experience as customer service strategies byGarden Romson Restaurant. 4
REFERENCES Books and Journals Peppers, D. and Rogers, M., 2016.Managing customer experience and relationships: A strategic framework. John Wiley & Sons. Lemon, K. N. and Verhoef, P.C., 2016. Understanding customer experience throughout the customer journey.Journal of Marketing.80(6). pp.69-96. Blázquez, M., 2014. Fashion shopping in multichannelretail: The role of technology in enhancingthecustomerexperience.InternationalJournalofElectronic Commerce.18(4). pp.97-116. Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward implementing an evolving marketing concept.Journal of the Academy of Marketing Science.45(3). pp.377-401. Kumar, V. and Reinartz, W., 2018.Customer relationship management: Concept, strategy, and tools. Springer. Eggert,A.andet.al.,2014.Revenueandprofitimplicationsofindustrialservice strategies.Journal of Service Research.17(1). pp.23-39. Online 12 Pros and Cons of Customer Relationship Management.2015. [ONLINE]. Available through. : <https://brandongaille.com/12-pros-and-cons-of-customer-relationship-management/>. 5