Benefits of Digital Technology in Customer Experience

The provided report explores the advantages of digital technology in improving customer experience and relationship building. It highlights the importance of digital technology, loyalty systems, and managing customer experiences as customer service strategies. The report emphasizes that digital technology can increase customer experience and build relationships by focusing on different systems such as operational, analytical, and collaborative CRM. It also mentions the need to create a happier environment, encourage engagement, and take customer feedback to meet their needs. The report concludes that digital technology is beneficial for increasing customer experience and building relationships with customers.

Managing the Customer
Experience

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
Romson Restaurant and Dockland Academy. This report will explain impact of digital
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
the customer wants and requirements. Through it, know about customer personally and
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
managing customer experience (Blázquez, 2014).Digital technologies helps to understand
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
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 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. In order to that, digital
technology aids to manage the customer experience and build relationship with them.
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
promoting and planning international food event for their students and staff. This help to increase
loyalty and experience of customer towards this event.
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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.
Customer service strategies develop customer experience
Garden Romson Restaurant and Dockland Academy can follow various customer
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 to Garden 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
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.
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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 by Garden Romson Restaurant.
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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 multichannel retail: The role of technology in
enhancing the customer experience. International Journal of Electronic
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. and et.al., 2014. Revenue and profit implications of industrial service
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/>.
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