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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