Managing the Customer Experience: Digital Technology and Strategies

MANAGING THE CUSTOMER EXPERIENCE UNIT 2

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
LO-3.................................................................................................................................................4
P-5 Examine how digital technology is employed in managing the customer experience within
service sector...............................................................................................................................4
LO-4.................................................................................................................................................7
A- Discussing three points..........................................................................................................7
B- Three customer service management strategies.....................................................................8
P6-Presenting the different customer service strategy that is used by Rosewood......................9
P7- Presenting the customer journey map that helps to meet required business standards......11

................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Managing customer experience is related to the understanding of different types of the strategies
that are made for the people to now the needs and behaviours of them. The chosen firm of the
report is Rosewood which is the international luxury resort and hotel that is suited in around 16
countries with 28 hotels operating. The study will explain the digital technology used by service
sector to manage their customer experience. Along with this it will also evaluate the different
strategy that is used by Rosewood for their customer. It will also give the information about the
customer experience journey map with the summary that helps to meet required business
standards
LO-3
P-5 Examine how digital technology is employed in managing the customer experience within
service sector
Customer relationship management: It is the process of managing the relationship between the
business and customers. It is the most important technique that is used by the business to
increase the customer base (Bolton and et.al, 2018).
Types of customer relationship management are:
Operational: it is the type of centralized system that supports the marketing, sales and customer
service functions inside the company that stores the information on employees and customers on
shared interface (WHAT IS OPERATIONAL CRM?, 2021). This is used by the company to give
benefits to the organization that are focused on enhancing customer satisfaction and loyalty. By
using this operation customer relationship Management Company can use automatic software
that is emails, client on boarding processes, feedback and call backs that will make their