Managing the Customer Experience (Unit 2)Task B

Managing the customer
experience (Unit 2) Task B

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK B...........................................................................................................................................1
Examine how digital technology is employed in managing the customer experience...........1
Illustrate customer service strategies in a specific service sector context..............................5
Demonstrate how customer service strategies create and develop the customer experience.7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
The managing of customer experience is basically dependent on collection and
processing that is used by company to track, organise and oversee suitable interaction with the
marketplace and as throughout the customer lifecycle. It is an important aspect with this brand
preference is strengthening by differentiating the experience so that loyal customer base is
developed that valued to memorable customer interactions (Zaki and Neely, 2019). The report
below is based on central park hotel that provide 24 hour front desk provide all the popular
facilities such as free Wi-Fi, restaurant, room service, non smoking rooms, bar and many others
as well. The report below comprises of impact of digital technology in customer relationship
management and customer service strategies along with effective CSR management strategies
business use.
MAIN BODY
TASK B
Examine how digital technology is employed in managing the customer experience
Customer relationship management is a process that is used by business to make
organised and administered interactions with the customers so that it streamline towards
profitability improvement and development of loyal customer base. The CRM system is referred
to the strategies, tools and technique that is used to develop acquire and retain customers for
longer period of time. There are different types of customer relationship management system and
that is as explained below as:
Operational: It is a system that is centralised with effectual support so that sales,
marketing and customer service maintain lead towards sharing of appropriate interface in
between employee and customers (Foltean, Trif and Tuleu, 2019). It assists the company to make
connection with employees and prospective customers that directly streamline towards effectual
offering. For instance, website, data aggression, calls centres etc.
Analytical: It usually denotes the systematic analysis of collated customer data so that
properties and information of customer is derived from both online and offline platform. It
consists of data warehouse that is used to collect, prepare and integrate customer data so that
valuable outcome is attained in timely constrained.
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Collaborative: It is an approach that is used to develop strong customer interaction data
that is synchronised and integrated so that customer satisfaction and its loyalty get maximised in
terms of gaining higher profit and revenue. It offers better platform to Central park hotel to up-
sell its products as by increasing customer retention rate.
The CRM offer adequate solution to Central park hotel through which organised and
appropriate sale is boost by which customer attentiveness and maintenance of loyalty is
processed in favourable manner (McColl-Kennedy and et. al., 2019). There are different feature
of CRM and few are as explained below as:
Customer Service: It is a process that is used to deliver suitable information and service
as in regard to advance product and service. It is also be related to the quality of service that is
provided by Central park hotel to its customers. It is used to acquire and retain most of potential
customers so that sales and revenue generation is advanced.
Customer Satisfaction: It is measured in process of identify need and demand of
customers as it is most essential aspect in today’s era to achieve long term success over business
working. For this new strategies are implied over regular basis so that customer satisfaction and
its attentiveness both developed in successful manner.
Customer Needs: It is a responsibility of organisation to fulfil the need of customers and
for that Central park hotel assures to take feedback of customers and make respective changes
within business so that working proficiency is adjusted in regular manner.
Customer retention: It is a strategic process with this business gets worked to retain and
attract its existing customers as with this diverse range of changes is implemented to maintain
loyal customer base (Souri and et. al., 2019). It has positive impact over the attainment of growth
and sustainability as working standards and its possibility both get advanced in productive mode.
Importance of Digital technology for building customer relationship:
To record the essential customer information- Digital technology exists at all places
which are related with organisation and customers. From the perspective central park hotel
management this is identified that it supports to improve CRM factors. For these digital tools
such as cloud storage and Google drive stores all information which is related with visitor or
buyer and it helps management to understand there spending patterns (Roopchund, 2019). This
helps management to understand the products which match with their likes and budget and it
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happens because already essential or important information related with visitor likes and demand
is understand by use of digital technology tools.
Formulation of detailed picture related with buyer habits- Central park hotel use the
technology for streamline about all those process and factors which is used to understand the
buyer purchasing habits and pattern. Like, visitor visit different places and the rooms offered that
are large in size so meetings, interview or any other formal process is completed in an organised
manner. Moreover, now a day’s customers seek or view hotels review from social sites.
Similarly, central park hotel use technology to generate and develop detailed picture so services
or products are offered according to their habits.
Customer-based marketing strategy- Digital technology and its popularity exists
among all over the world and it governs that most of the individuals are active on digital
platforms. So central park hotel also induce the customer based marketing strategy because this
helps to attract customers with new forms. In Simple terms, technology innovation of digital
technology methods supports to deliver all programmes in an easy-manner (Nguyen, Jaber and
Simkin, 2020). This helps to generate better communication systems through allowing customers
to interact with them and it considered that longer results are obtained as marketing method
promote products with more efficiency because it relates with customers values.
Identify of new prospects to improve the sales- In order to build better customer
relations digital technology perform an important role because it save times of customers for
search about products. This determines that most of the important and detailed information is
already stated on the website and social platforms. So this helps central park hotel for target the
new customers by engage itself on those entire digital platform where customers search about
hospitality related services. Example- A digital marketing team of respective association chat
with prospects to solve their query with motive of convert them into potential leads.
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The social media platform assist the business to advance its working proficiency with this
possibility to advance and enlarge sales generation is controlled in favoured mode. In this
different platforms are used by Central park hotel with this availability to attain higher market
awareness with offered products and services is induced with perfection. In this adequate
communication is processed with support of different platform that is as explained below as:
Email marketing- the social media marketing provides the really interesting marketing
opportunities by the help of engaging their guest. This step is useful to memorise the customer
journey that will include the inspiration, reservation and pre-arrivals check in and check out of
the entire journey of hotel (Brun and Karaosman, 2019). This will be helpful to nurture the future
guest and keep helpful guide every customer about specific hotel. This provides the power to
increase productivity and efficiency of hospitality industry.
Pay per click marketing – The pay per click marketing is generally useful for the
hoteliers in order to increase traffic on the website. This is particularly used by the customer for
online travel booking. This is an easy as well as most crucial time when the hotel ads need to be
present in order to win the booking competition and can easily get the rivalry.
Social media marketing- It is a marketing that is useful for gaining the attention and
exposure of brand of the hotel industry through the use of various social media website. In
addition the networks is sometimes will includes the valuable components for the promotion of
hotel, as for example customer reviews and provides the capabilities to invite the potential users
of social media by influencing with the various advertisements of social media by using
Facebook , Instagram, tweeter etc.
Display marketing- The display marketing is generally used for the higher consumer
engagement that contains the specific advertisement image rich and incorporate video that
includes the attractive elements; this is the appropriate combination of website blogs as well as
other hospitality special websites (Dewnarain, Ramkissoon and Mavondo, 2019). This contains
several benefits to re- market and re-targets customers across the various sites.
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The digital content, speed and consistency impact over Central park hotel as with this
ability of business to maintain instant communication with perfection is processed in systematic
manner. It is as furthermore explained below as:
Generate lead: The digital competency assist the business to advance its working access
so that possibility to perceived long term goals and objective in favoured mode is developed in
progressive manner. In this the hospitality organisation assures to take prescribed actions so that
possibility to perceive attentive outcome is attained in timely constrained.
Boost sale: The revenue and profit generation is dependent over the working prospect as
with this possibility to advance market reach is also get enhanced in parallel (Sota, Chaudhry
and Srivastava, 2020). In support of digital media and its support Central park hotel uses its own
website and get along with other businesses as well through which probability to connect with
higher attentiveness is developed in progressive way.
Word of mouth: It is a marketing basis that is processed by both customers and company
as by informing others about the different offered services and goods by an organisation. As it is
used to surpass favoured information within marketplace so that ability to attract and attain
higher competitive advancement is developed with adequateness.
Illustrate customer service strategies in a specific service sector context
Assessing the market needs
Urgency: Urgency gets rid of your customers' guarantee that the identical room can be to
be had on the identical price once they experience prepared to book. It purposefully performs on
the concern of lacking out in the event that they wait. OTAs together with Booking.com and
Expedia have already got the advantage
Market Size: The Central Park Hotel is placed in London's South Central Park . This high-priced
London retreat gives personally embellished visitor rooms and suites (Goodman, 2019). in part
prepared and majorly unorganized caters to ~1.eight Billion home tourists and 9-9.five Million
overseas tourists. About 55% of prepared motels in India belong to 3-big name or better
categories.
Cost of consumer acquisition: the value of consumer acquisition in hospitality is a
median of 15 percentage to twenty-five percentage of visitor-paid sales How precise product and
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service: Central Park is complete of attractions, from inexperienced meadows to sprawling
waters, gardens and precise bridges, tune and overall performance centers, instructional facilities,
classical structure and more. Its scenic splendour boasts herbal inexperienced landscapes and
vistas as a long way as the attention can see.
Speed of market: Central Park London Hotel is capable of growth Average Daily Rate,
bookings, and sales with the assist of Site Minder’s Channel Manager
Experience Mapping
Business must recognize their goal marketplace group: A inn's goal marketplace is the
unique subset of all inn clients that a specific assets attempts to get enterprise from. This may be
enterprise vacationers for a inn close to an airport or convention center, and households on
holiday for inn
It’s important to interview best customer group, so that hotel can understand their needs
and expectations for better improvements in their products and services.
Capture customer consideration, this is based on the two stages, one is where customer decide to
take particular service and product and second one is customer evaluate that service (Witell and
et. al, 2020).
Detail of every touch point, in current scenario the key touch points are social media for
promoting brand, types of service and products, and customers satisfaction.
Touch points
Pre purchase: In this all marketing activities of hotel are involve that are attract to the
customers.
During the stay: In this all the services and products are involve which are provided to the
customers by hotel.
After stay: In this all activities that are perform by hotel such as survey and feedbacks
after customer taking all services.
The customer service management strategies is used to create a better working
environment under which possibility to attract more of customers with effectiveness is developed
in timely constrained. Central park hotel uses this to improvise its customer engagement and that
is as briefly explained below as:
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Creation of customer service vision: It is a strategy with this possibility to perceived
higher competitive advancement is controlled as management create sustained vision that is
completely dependent over grabbing market attention.
Assess the customer need: It is a fundamental basis with this management worked on to
acknowledge the need of customers and then make supportive changes and modification as per
requirement.
Train of service skills: It is a skill that is provided by pertaining training and
development as with this employee get learned about to behave properly with the customer so
that a gentle care is reflected (Bueno and et. al., 2019).
Take care of employees: These are the backbone of company and it is requirement that
basic need of employee must be take care for that management assure to provide reward, benefits
and other facilities to make their life easy and comfort.
Focus of employee engagement: The collective workforce is a motive behind
achievement of standardised objective and with this possibility to achieve long term goals with
perfection is proceed.
Gain feedback from customers: It assists the Central park hotel and its management to
make favourable changes within working and it is completely dependent over requirement and
need of customers.
Demonstrate how customer service strategies create and develop the customer experience
The customer service strategies are basically processed to make adjusted outcome that is
in favoured for the growth and development of business. There are different supportive of
service strategies with this ability of management to meet need and requirement of customers is
takes place on regularity.
There are few recommendations for the improvement of developing a qualitative basis as
for customer experience as it used to meet certain need of customers on regular basis and it is as
briefly explained below as:
 Central park hotel believe that it is not essential that all the visitors or customer like the
offered services thus to make it in balanced platform management takes the feedback. If
it is not taken than customer get processed mouth of word in which negative marketing is
developed and it’s addressed the reduction of cost and profit of business (Yang, Diao and
Kang, 2020).
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 Moreover the Central park hotel and its management assure that employees are always
being the basic prospect of business thus it is required that company get retain and
attract its potential employees as for longer period of time so that their talent and skilled
workers get worked in better way. For instance, if company is not able to provide
services or to fulfil the expectation of employee thus they get leaved the business under
which it is hard of management to perceived its daily task with perfection that has direct
result over negative resemblance of company image in competitive marketplace.
 It is required that Central park hotel created clear vision in resemblance of customers so
that all the strategies and initiative are taken as per according to achieve attractiveness of
customers. For instance, if it doesn’t process that it is not easy for business to make
possible changes in respect of gaining possible attention in competitive marketplace. In
addition, need of customers is also be required to fulfil by Central park hotel as it is a
basic aspect as with this only customer is converted into potential consumer and also
turn into strong customer base. If customer need is not satisfied than it is not possible
for business to gain higher competitive advancement as there are a lot of business present
in marketplace and have worked strongly to advance market presence.
 There are different services with this Central park hotel assure to make productive
amount of changes within the working consequences with this systematic change and
modification is pertained in successful basis. There are numerous strategies and
initiatives are applied within an organisation so those productive amounts of changes are
altered in respect of gaining profitable and sustainable outcome for the longer period of
instance. The customer satisfaction and business standards is processed and programmed
on the basis of favourable changes with this prominent changes and alteration is
addressed in suitable manner.
 The Central park hotel must have followed certain organizational structure that make
easier flow of services with the business that is basically comprised of effectual
contribution in between the employee and customers. In this working competency of the
Central park hotel is developed in progressive manner as through which productive
amount of changes is altered in balanced manner with this working possibility and ability
to make productive advancement also processed with perfection.
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 The management developed supportive strategy so as to make perfect interaction so that
flow of information and probability to convey certain data is processed in progressive
manner. It induced direct and sustained impact over the profit generates and reduction of
risk credibility is processed in timely constrained.
CONCLUSION
It has been concluded from the above report that managing customer experience is the
fundamental basis that is controlled by an organisation as per in favoured to taking sustained
benefits so that a large amount of profit is attained in systematic manner. In addition, the
customer relationship management assist the business to take favoured actions during within
probability to conceive sustained outcome is developed. The organisation also make adequate
support of digital technology with this possibility to enhance market reach and profitability both
developed successfully. Furthermore, accurate support of strategy also assist the business to
make advance improvement as per requirement so that capability to achieve prominent outcome
is increases in sustained mode.
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REFERENCES
Books and Journals
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strategies. Business Process Management Journal.
Bueno, E.V. and et. al., 2019. Measuring customer experience in service: A systematic
review. The Service Industries Journal, 39(11-12), pp.779-798.
Dewnarain, S., Ramkissoon, H. and Mavondo, F., 2019. Social customer relationship
management: An integrated conceptual framework. Journal of Hospitality Marketing &
Management, 28(2), pp.172-188.
Foltean, F.S., Trif, S.M. and Tuleu, D.L., 2019. Customer relationship management capabilities
and social media technology use: Consequences on firm performance. Journal of
Business Research, 104, pp.563-575.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
McColl-Kennedy, J.R. and et. al., 2019. Gaining customer experience insights that
matter. Journal of Service Research, 22(1), pp.8-26.
N'Goala, G., Pez-Pérard, V. and Prim-Allaz, I. eds., 2019. Augmented Customer Strategy: CRM
in the Digital Age. John Wiley & Sons.
Nguyen, B., Jaber, F. and Simkin, L., 2020. A systematic review of the dark side of CRM: the
need for a new research agenda. Journal of Strategic Marketing, pp.1-19.
Roopchund, R., 2019. Exploring Social CRM for development of SMEs in Mauritius. Journal of
Enterprising Culture, 27(01), pp.93-109.
Sota, S., Chaudhry, H. and Srivastava, M.K., 2020. Customer relationship management research
in hospitality industry: a review and classification. Journal of Hospitality Marketing &
Management, 29(1), pp.39-64.
Souri, A. and et. al., 2019. Formal modeling and verification of a service composition approach
in the social customer relationship management system. Information Technology &
People.
Witell, L. and et. al, 2020. Characterizing customer experience management in business
markets. Journal of Business Research, 116, pp.420-430.
Yang, Z., Diao, Z. and Kang, J., 2020. Customer management in Internet-based platform firms:
review and future research directions. Marketing Intelligence & Planning.
Zaki, M. and Neely, A., 2019. Customer experience analytics: dynamic customer-centric model.
In Handbook of Service Science, Volume II (pp. 207-233). Springer, Cham.
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