This report explores how digital technology is used in managing consumer experience in the hospitality sector. It discusses the use of CRM systems, social media, and online consumer experiences. It also explains consumer service strategies and how they contribute to the development and creation of customer experience.
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MANAGING THE CONSUMER EXPERIENCE
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Table of Contents INTRODUCTION...........................................................................................................................3 LO 3.................................................................................................................................................3 Digital technology is employed in managing consumer experience...........................................3 LO 4.................................................................................................................................................4 Consumer service strategies.........................................................................................................4 Consumers service strategies develop and create customer experience......................................5 CONCLUSION................................................................................................................................6 REFERENCES................................................................................................................................8
INTRODUCTION Consumer experience is term used to describe connections people have with companies within specific sector. Businesses try for managing customers experience because it increases the profitability and productivity. When firms manage its clients experience effectively, they can create tangible asset within businesses, it permits them to strengthen brand through variety of differentiated experiences for target people. By managing the experience, companies will increase their sales through positive word of mouth reviews, that contribute in establishing brand image within marketplace. The present report is based on Hospitality sector of UK, they are able to provide range of quality products and services to its guest in effective manner. This study explains how digital technologies is engaged in managing consumer experience, it defines the customer service strategies and justify how they develop as well as create expectation of guest in way that meets business standards and needs of target consumers. LO 3 Digital technology is employed in managing consumer experience Digital technology is electronic tools, devices and set of systems that procedure, generate and store important data. Its purpose is to allow person to work in collaboration towards achievement of objectives and goals. Digital transformation is combining of digital technology into all aspects of business within hospitality sector resulting in fundamental modification in how companies operates and value they provide to its consumers. It forces organizations to change their business structure and adapt to new market reality (Chaffey, Hemphill and Edmundson- Bird, 2019). Digital technology is engaged in managing consumers experience within hospitality industry when firm used consume relationship management systems that connect management directly to its target market effectively. CRM systems- It is one of the best technology that all organizations used for managing interactions and relationships with consumers as well as potential clients. CRM stands for customers relationship management,thistoolhelpswithcontactsalesmanagement,highadministrationand productivity (Joshi, 2018). Different kinds of CRM systems available such as operational, analytical and collaborative, these three help to manage customers relationship efficiently. Operational CRM contribute to the management of clients relationship, this system supports and connect sales, consumer and marketing services function in organizations to cater customer
support. This system is lifeline or tool that connects firms, its team members and target consumers together. The aim of operational CRM is to streamline procedures of businesses to create the best client experience possible. For example, team of marketing department identify who will be on leads lists and how to target people. Social media- Social media is considered in list of digital technologies, that companies in hospitality sector will use to manage consumer experience for longer period. In this industry, companies used different types of social media platforms in order to reach at target market and to raise the awareness of services or products they want to offer, it helps to make good communication between management and its consumers. For example, Facebook is one of the most popular social media tool, by using this approach firms directly promote their goods into target market where they easily manage consumers experience through this. Online consumers experiences- Hospitality businesses will interact and communicate with their potential as well as current consumers via using integrated digital marketing channels, with the help of these sources they are able to engaged in managing consumer experience in systematic manner. For example, most companies within this sector are using display advertising where many individual visit forum, blogs and other websites in which they are interested. Organizations reach out to their potential guests by placing relevant display ads on banners, interactive ads, interstitial ads, video ads and boxes that connect to landing websites, it enhances experience of consumers better than before. From above, discussion it is clearly stated that CRM systems is beneficial for hospitality businesses as they can better customer relationships through this (Quinton and Simkin, 2017). It helps to improve the ability to cross sell and increase team collaboration with their clients where they can understand consumers requirements and expectations towards firms. Along with this, socialmediaandonlineconsumerexperienceisalsobeneficialandusefultoolsthat organizations use to engage in managing experience of their target clients. LO 4 Consumer service strategies It defines the standards of service and care that hospitality businesses will offer to its consumers and sets necessitates for meeting those standards. It plays vital role in building
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consumer satisfaction and also help to retain their loyalty as well, it supports to increase degree of repeat business which is quite beneficial. CEMstandsforconsumerexperiencemanagement,itiscollectionproceduresa hospitality businesses will use to track, organize and oversee each and every interaction between organizations and target market throughout consumer life-cycle. It is next logical step beyond CRM in managing relationships & interactions with people. CEM refer to protocols and policies of firm initiated to improve or enhance overall satisfaction of consumers and brand loyalty to firms to assure repeat business and clients spreading positive feedback about businesses. It requiresthe paradigmshift from traditionalwisdom of negotiatingefficiencyto manage effectiveness. The goal of this strategy is to optimize relationships from consumer perspective & foster people loyalty. In order to manage the experience of target customers, organizations will create CEM strategy that encompasses all interactions because it is essential to achieve goals. It requires firms have 360 degree view of people, with up to date and integrated data on clients accounts. The CEM department within businesses tasked with refining and developing optimal marketing, support and purchasing experience for consumers through its life-cycle, it addresses these initiatives in different ways, including offering target market with personalized buying experience like tailored goods suggestions and marketing info. Touch point analysisis another consumer service strategy that firms within hospitality sector will use to improve how well they meet client segment wants and needs. It helps to uncover powerful consumers insights. It is the best way through which organizations can easily reach out to their target customers offering engagement as it permits firms to be seen by prospective of its consumers in favourable way. Consumers service strategies develop and create customer experience CEM and touch point analysis are the two types of consumers services strategy will use in hospitality sector to enhance the overall experience of clients (Sharples, 2019). By following the stage of customer experience strategies it makes easy to create as well as developed people experience in way that effectively meets the needs of consumers & business standards that is required. Stages of CES-
Assessing market needs- The first stage of consumer experience strategy is identifying needs of market, which is very important in developing good customer experience. When organizations identify the requirements of people they can be able to provide services and products accordingly, it helps to enhance experience of potential clients much better than before. By following this stage, hospitality businesses offer goods according to the expectations of their guests. It works ethically and meets required business standards. Experience mapping- In this stage, it takes on step further, evaluating complete picture of consumer experience with firms. Firms analyse the behaviour of their customers and interact with them across touchpoints & channels, it allows meeting needs of target market and enhance their experience. Identifying and designing brand experience- After passing above stages, the management of companies within hospitality sector will determine and design the experience of business efficiently. With the help of creating brand personality that evokes connections and emotions for consumers, helps to established strong relationship between companies and its target market. They can use different sources to connect with people in way that meets needs and required business standards. Structuring touch points- Management in hospitality firms will structure all touch points properly in order to evaluate and measure the needs of consumers, it helps to meet services according to identify needs that retain people for longer. The above analysis, define that CES helps to develop good consumer experience in way that meet requirement of people and also needed business standards (Huang and Ha, 2018). In order to improve business practices to meets consumer needs, firm are recommended to take feedbacks of potential clients, it makes easy for businesses to know the level of their services and products in mind of target market, which they can improve much better than before if it required. CONCLUSION From above, it has been concluded that digital technologies play significance role in managing customer experience. Social media platforms and Customers relationship management systems allow hospitality businesses to reach target consumers and provide info related to their products. It has been summarized, that digital technologies provide many benefits to individual
company, it makes businesses able to retain potential clients and sustain in market for long period. Furthermore, consumer service strategies contribute to increase sales, enhanced barnd image and customers loyalty. Good consumers service strategy include more sales, repeat people and better cash flow. With the help of using the best strategy, firm in hospitality industry strengthen their businesses and increase productivity. Strategies help to create better consumer experience, management with above strategies effectively meets needs of people.
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REFERENCES Book and Journals Chaffey, D., Hemphill, T. and Edmundson-Bird, D., 2019.Digital business and e-commerce management. Pearson UK. Huang, R. and Ha, S., 2018. OnlinePlatformsas Consumer Service Channels:Retailer Responses, Audience Power, and Relationship Orientations. Joshi, A., 2018. Digital technologies for enhancing customer experience.Sansmaran Research Journal, pp.1-8. Quinton, S. and Simkin, L., 2017. The digital journey: Reflected learnings and emerging challenges.International Journal of Management Reviews.19(4). pp.455-472. Sharples,L.,2019.Researchnote:customerexperiencemanagementincruisepre- consumption.International Journal of Culture, Tourism and Hospitality Research. Thomas,A.,2017.Multivariatehybridpathwaysforcreatingexceptionalcustomer experiences.Business Process Management Journal.23(4). pp.822-829. Tseng, S.M., 2016. Knowledge management capability, customer relationship management, and service quality.Journal of enterprise information management.29(2). pp.202-221. Wallace, C., Trajkovski, J. and Gammo, A., Flamingo Ventures Pty Ltd, 2017.Customer experience personalisation management platform. U.S. Patent Application 15/521. 890.