Managing the Customer Experience in the Service Sector
Verified
Added on  2023/01/05
|13
|4622
|57
AI Summary
This report examines how digital technology is employed in the management of customer experience along with specific examples. It also includes customer service strategies in context of the service sector.
Contribute Materials
Your contribution can guide someone’s learning journey. Share your
documents today.
Managing the Customer Experience
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Table of Contents INTRODUCTION..............................................................................................................3 LO 3: Impacts of digital technology in customer relationship management......................3 P5 How digital technology is employed in managing the customer experience within the service sector. Provide specific examples of customer relationship management (CRM) systems..........................................................................................................3 LO 4: Customer Experience Management........................................................................7 P6 Customer service strategies in a specific service sector context........................7 P7 How customer service strategies create and develop the customer experience in a way that meets the needs of the customer and required business standards....10 Reflection.........................................................................................................................11 CONCLUSION.................................................................................................................12 REFERENCES................................................................................................................13
INTRODUCTION Customer experience can be referred to as the result of the interaction between an hotel as well as the customers. Managing the customer experience is important for hotels because it helps in boosting the revenue as well as sales. A good customer experience management can help in improving the customer loyalty through interactions that are memorable for the customers(BEKA and ADEBAYO, 2020). Hotel chosen for this report is Rosewood, which is one of the finest hotels in London, United Kingdom. It is an international luxury hotel that offers a variety of services to its guests. The report examineshowdigitaltechnologyisemployedinthemanagementofcustomer experience along with specific examples. It also includes customer service strategies in context of the service sector. Lastly, there is also an explanation of how customer service strategies create and develop the experience of customers in such a way that their needs as well as required business standards are met. LO3:Impactsofdigitaltechnologyincustomerrelationship management P5 How digital technology is employed in managing the customer experience within the service sector. Provide specific examples of customer relationship management (CRM) systems The hospitality industry comprises of various fields like accommodation, travel, transportation,lodging,eventplanning,foodanddrinkserviceetc.Organisations operatingwithintheindustrymainlyfocusonensuringthatthecustomersgeta memorable experience. Rosewood London is hotel that offers various luxury services to its guests to make sure that they are satisfied(Bruhn and Schnebelen, 2017). There are various ways that can help hospitality hotels in managing the experience of their customers. Technology has advanced over the years and is estimated to grow even further. This has made it easier for the customers to research about different options, enhance their learning about different hospitality brands and make purchases from the comfort of their homes. In order to manage the customer experience, Rosewood Hotel has significantly invested in technology so as to provide a personalised experience.
For instance, the hotel has installed digital check-in systems wherein the guests' names are displayed on the welcome desk as soon as they check-in. Guests nowadays prefer services that are personalised according to their needs and preferences. In order tomanagethecustomers'experiencewithinthehospitalityindustry,hotelsare implementing automated check-ins and check-outs in order to save time. Another way of doing so can include chatbots, that allow interaction with the customers via a chat. This can help the hotel management in understanding the needs as well as preferences of the customers in depth(Gallarza and et.al., 2017). Besides this, the chatbots can assist the guests in scheduling room cleaning, asking for a late check-out etc. Digital technology has become an important component for hotels and can help them in managing the overall experience of customers. Rosewood hotel also offers the facility of contactless payments to its guests. This helps in providing a good experience to the customers as they can easily make their payments easily even if they do not have wallets. A good chatbot can assist the customers with their queries and any concerns about their stay at the hotel. There are many hospitality hotels that offer the facility of mobile check-in to their guests. This means that the customers have a greater flexibility when it comes to checking in. CRM or Customer Relationship Management systems can be referred to as a type of technology that is used in order to manage the interactions with the customers as well as potential customers(Igielski, 2017). They are useful in building customer relationships as well as streamlining the various business processes so that there can be an increase in the overall sales and an improvement in the customer service. As a result, the organisation is able to retain its employees for a longer period of time. Rosewood hotel combines the guest data as well as marketing in order to have a single view of the guests. Types of CRM Systems Operational –It is a type of CRM system that allows companies to take care of their customers in an effective manner. Operational CRM Systems assist organizations in conducting different organizational processes smoothly such as sales, marketing and service.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
Analytical –Analytical CRM system is another types of CRM system wherein the data is collected by an organization about their interactions with the customers. The primary goal of the organization when using analytical CRM system is to increase the overall satisfaction level among customers as well as the overall retention rate of customers. Collaborative–CollaborativeCRMSystemsinvolvetheintegrationofthe customer interaction data of an organization. The data is shred in order to enhance the loyalty of customers so as to increase overall profitability as well as revenue generation. Features of CRM Systems TherearedifferentfeaturesofCRMsystems,forexample,theyhelpin addressing the needs of the customers and helping the hospitality organizations to identify the changes in the same. By responding to the needs of the customers in an effective manner, the organisations are able to gain their loyalty as well as trust. Not onlythis,thelevelofsatisfactionamongthecustomersisincreasedandthey recommend the organization to their family as well as friends. As a result, the company is able to retain their existing employees for a longer period of time as well as attract new customers in great numbers. Besides this, the marketing automation of the CRM system ensures that of the brand communications are personalised for each guest. There are many benefits of implementing customer relationship management system within the hotel. Rosewood has implemented the same within its workplace and as a result of this, it is able to retain the past information about the customers. This can be related to their interaction and purchase history and thus, can help in making effective decisions to provide faster and better service to the customers. A Customer Relationship Management system can also help hotels in collecting customer data which can further be used to identify trends as well as insights about the guests. Since Rosewood has implemented CRM systems in its workplace, one of its major concerns is to secure the data. It can be said that the Customer Relationship Management System helps an organization in understanding the needs of the customers and making sure that they receive a seamless experience at the hotel during their stay. As a result, they would recommend their friends as well as family members to visit Rosewood, London. Also, if
the satisfaction levels of customers will be high, there will be less complaints and hence the hotel will be able to continue its operations in an effective manner. With effective useofvarioussocialmediaplatformssuchasFacebook,InstagramandTwitter, Rosewood Hotel, London will be able to create awareness about its products and services to the customers. For example, by posting regular updates about any offers or discounts, the customers will remain updated. With the different comments posted by the customers, the hotel will be able to keep them engaged. The digital content on the Internet can have a significant impact over the operations of the hotel such as there will be an improvement in the overall level of engagement with the customers. Not only this, the hotel is able to serve its customers in a more efficient way. Technologycanhaveasignificantimpactonthecustomerrelationship management because it helps in improving the experience of customers and increasing overall sales. It can be said that the integration of technology plays a vital role in mostly all aspects of the hospitality industry(Ikonen, 2017). This is because the communication between the customers as well as the hotel improves and it becomes easier for the companytocommunicatewiththem.IoTorInternetofThingsisanotherdigital technology that is being increasingly used to collect data and interact over the internet. The rooms at Rosewood hotel are equipped with IoT and the occupancy sensors that arealsoinstalledwithintheroomshelpinalertingthehousekeepingdepartment regarding when a particular room is to be cleaned. Similarly, the hotel also has smart luggage carts that are capable of sharing precise location at any given point of time. Use of different Social Media platforms used in Hospitality Four different social media platforms that are used in hospitality and how they raise awareness of products and services are explained below - Email Marketing –It can be defined as the process of sending commercial mails, mainly to a group of people. Therefore, each mail sent to a particular group of people can be referred to as email marketing(Zhang and et.al., 2018). With the help of this strategy, the marketers are able to raise awareness about their products and services in an effective manner as well as focus on their target audience. Pay Per Click Marketing –PPC or Pay Per Click is a form of advertising wherein advertisers collect costs whenever users click on their ads. They are directed to
the website and thus, this creates an opportunity for the customers to explore the products and services offered by the company. Social Media Marketing –The use of different social media platforms such as Facebook, Twitter and Instagram to market products and services by an organizations is referred to as social media marketing(Pareek and Rao, 2015). It helps in creating awareness because most people today have access to smartphones and internet. Display Advertising –Display advertising is another form of advertising that conveys a message to the customers. This is usually done through videos, texts, photographs and animations. The target audience gets an opportunity to learn more about the brand as well as the products that are offered by them. How digital content, speed and consistency impacts on business Digital content, consistency as well as speed can have a significant impact on the overalloperationsofabusiness.Withthelevelofusageofdatainthe companies, digital content is one of the greatest opportunities for businesses to increase their revenue. Themarketersofdifferentbusinessesareabletogenerateleadsthrough different digital modes and therefore, increase their overall sales to gain a competitive advantage in the market. Digital content offers a wider as well as quicker reach among people because many people are online and they get to see the advertisements. LO 4:Customer Experience Management P6 Customer service strategies in a specific service sector context A customer service strategy can can be referred to as a thorough plan that an hotel use in order to handle customer interactions. It lets you provide a consistent customer experience for the guests(Kendrick, 2015). Customers who are loyal to the hotel are likely to spend more and also, refer their family and friend about the same. Customer service plays a very important role within the hospitality industry because if the customers are happy, they will be loyal to the company. Customers have a lot of expectations when it comes to hospitality organisations, they expect a customer service
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
that is personalised according to their individual needs and preferences. The different customer service strategies in context of the hospitality industry are explained below – Addressing market needs –This is an important stage of customer experience strategy because when the market needs are addressed effectively, the customers will be attracted to experience staying at the hotel. This can be done by offering solutions to existing problems in the market, building a culture that is centred on customer needs or conducting surveys. Adopting these strategies will allow the hotel in addressing the needs of the market in a more effective manner and thus, gain a competitive advantage over competitors. Experience mapping and touch point analysis –experience mapping is a techniquethatcanbeusedbythemanagementofthehoteltounderstandthe experience of customers with their products as well as services. This has helped rosewood Hotel in understanding what is important for its customers and hence, they can tailor their services accordingly. The primary goal of touch point analysis is to drive customer value and hence, the management of the hotel will understand how they can improve the customer touch points effectively in order to increase overall profitability. Surveys their guest:The company focuses on the surveys of the guests. People like sharing their opinions.There are various methods that can be used by the respective hotel in order to collect data from the customers. These can include sending automatic follow-up emails once the clients book their rooms. Instead of this, the customers should be asked about their experience when they checkout.They try incorporatingspecificquestionsintothecheckoutexperience.Forexample,the expectations of customers before checking into the hotel. The company rates on the basis of scale 1-10. Then, it is analysed if the company has to improve any particular thing about the hotel customer service. So, this type of survey helps the hotel to improve their customer service. Differentiate from competitors –Another strategy which the company can use is differentiating itself from the competitors. The hotel should focus on providing a unique staying experience(Miller, Hauer and Werner, 2015). Apart from this, the hotel can also implement high speed Wi-Fi in lounges in order to provide the guests an option of making their payments online, in case they run out of cash. Any messages or
concerns that are brought up by the guests should be answered in the first few hours. Apartfromthis,effectivecommunicationisanotherthingwhichthehotelshould promote at its workplace. Address feedbacks quickly –Talking about hotel management, the managers should promote team building within the various departments of the company. This will help in improving the overall performance of the hotel and also, the employees will be aware as to whom they have to report to. The hotel can also use social media as an effective platform to listen and address the concerns of the customers(Moncrief, Marshall and Rudd, 2015). The customer service will be able to offer quick response to the guests. Social service is an area that can be focussed on in order to ensure that the customers are happy. Quality Service –The hotel should focus more on ensuring that the guests receive the best quality service during their stay. This is important because it will help in changing the perception of the customers towards the hotel and its services. As a result, they will recommend the hotel to their family and friends. Therefore, the management of the hotel should focus on enhancing the customers’ experience at the hotel by offering them high quality services, during as well as after their stay. Keeping the followers up to date -Rosewood usually bring updates on it social media pages. Whether the resort is posting any video of pool party occurring that second, or pictures of an event that came about on the motel, fans are continually in the understand about what is going on there. They continually maintain branding, product providing and specials, blogs, webinars on social media(Papakostas and Culpepper, 2015). This creates interest and excitement from guests who're simply starting to research their journey to London, and also offers them beneficial information for folks who are currently staying on the inn. Also, the resort has an interactive app linked to the social media pages, allowing visitors to get the information they need every time and anyplace they may be. Therefore, these are some customers service strategies that can be implemented within the hospitality industry in order to maximise the engagement among customers. Good customer service is considered to be one of the key strategies for success within any business. In order to increase overall profitability as well as goodwill within the
industry, hotels within the hospitality industry should primarily focus on providing the best possible service to the customers. Thus, this not only helps in creating a good and memorable experience for the customers, but also contributes to the overall profitability ofthecompany.Asaresult,thehotelgainsacompetitiveadvantageagainst competitors along with an improvement in performance. P7 How customer service strategies create and develop the customer experience in a way that meets the needs of the customer and required business standards Customer service strategies play an important role with the hospitality industry in creating and developing effective customer experience. This is because they help in creating an effective experience for the customers so that their needs are met. Hotels operatingwithin the hospitality industry have to develop strategies in such a way that the guests are happy as well as satisfied with the service that they receive(Pareek and Rao,2015).Customerservicestrategieshelpthemanagementofanhotelto understand the needs as well as preferences of the customers in an effective way and thus, developing plans so that the same can be fulfilled. Service strategies that are well though of help in developing an emotional connection with the customers. For example, the management of Rosewood Hotel, London take into account the various aspects while developing customer service strategies. Since the respective hotel is a luxury hospitality hotel, there are certain business standards that it is required to adhere to. This is important because it has helped the hotel in building a strong brand name within the industry. Customers service strategies should be developed by taking into account various factors like assessing the needs of thecustomers,hiringtherightemployees,settingeffectivegoalsforthesame, rewarding and recognizing good service etc. Effective customer service is one that involvesrespectconcernandattentivenessfromthehotelmanagement'sside (Stickdorn and et.al., 2018). This is because if the management of the hotel will not focus on the needs as well as preferences of the customers, they will not be able to satisfy their needs. Customers relish a personalized experience that is based on their personal needs as well as preferences. If the customers of the respective hotel will be satisfied, they will be interested in making a booking with that hotel again.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
SurveyisonecustomerservicestrategythatcanhelpRosewoodhotelin developing effective customer experience. This is because by conducting survey, the management of the hotel will be able to understand the needs and preferences of their guests in an effective manner. As a result, the customer service provided will be more personalized. This is one of the most commonly used strategies because different customers have different preferences. Similarly, differentiationis another customer service strategy that allows the customers to differentiate between two brands.So now hotel follows many customer service strategies(Zhang and et.al., 2018). They help the customers in many ways. As the hotel when differentiate from the competitors, it helps the customers inexperiencing various facilities like Wi-Fi enable lounges, and making payments through online sources without having cash. Then most importantly customer finds amazing environment in the hotel in terms of rooms and bathrooms facilities. Next in restaurant and cocktail bars, they finds so lovely with amazing staff. Then when it comes to solving issues or problems related questions, the customer feels secure of beinglistens to his problem. Because the hotelquickly respond to the customer's complaints. And this helps the customers in solving their issues related to services provided by the hotel. It also has a website in which customer writes his experiences and their reviews, whether it good or bad. Hence, this helps the hotel to improve itself if customer is facing any problem regarding the hotel services. As this is luxury hotel, so the customer also experience amazing luxury lifestyle. As being a luxury hotel, the customer who visit there are also high income level people. They also recommend to their relatives about the hotel. This increase the hotels overall profits. The hotel focusses more on the quality rather than on the pricing. Because customer satisfaction is more important than the product price. Reflection My overall experience during this module has been very enriching as well as learning. I got anopportunity toexpand my existingknowledgeof managingthe customer experience as well as develop new skills. During the module, I have also contributed my effective written as well as verbal communication skills as we were expected to deliver a presentation on the module as well. I have learnt that there are manystrategiesthatcanbeadoptedorarebeingcurrentlyadoptedbythe
organizations operating in the hospitality industry in order to make sure that they are able to fulfil the needs of their customers in an effective manner. It is known that social media has gained a lot of popularity among businesses in the recent years. Therefore, I understoodhow hospitality organizations can use social mediaplatforms such as InstagramandFacebookcreativelytoprovideaseamlessexperiencetotheir customers.Notonlythis,Ialsogotachancetoexplorethedifferentcustomer managementstrategiesthathelpinenhancingthelevelofengagementwiththe customers. We divided the tasks among the team members and each of us was expected to complete the assigned task. I was responsible for collecting information relevant to our topic for the presentation. I believe my performance during the presentation as well as in the module was good. This is because the tutor appreciated my efforts and told me that I have a good understanding of the topic. Not only this, the tutor also gave me feedback saying that I had good communication as well as presentation skills. The module made me learn the value as well as importance of understanding the needs, preferences as well as wants of the target customers within the hospitality industry. This is because customers form an extremely important place within hotel services. I got an opportunity to work as part of a team and learn working together. Not only this, teamwork also helped me in acquiring new skills and learn different things from different team members. Therefore, I can say that my overall experience during the module was very enriching and it will be useful for my future career development as well. CONCLUSION From the above report, it can be concluded that customer experience plays an important role for hotels operating within the hospitality industry. There are many ways in which hotels can manage the customers experience and this can include increasing the good experience as well as meeting the needs of the customers. This helps in gaining the loyalty as well as trust of the customers and the company goodwill is also increased. Apart from this, effective customer service strategies can help in improving the customers' experience. Different customer service strategies include differentiating the products as well as responding to the customers' feedbacks. Chatbots is another strategy that can be implemented to improve the overall experience of guests in a hotel.
REFERENCES Books & Journals BEKA, R. andADEBAYO, A. D., 2020.Hospitality design andbrand experience. Managing Hospitality Experiences, p.159. Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an instrumental to a customer-centric perspective.European Journal of Marketing. Gallarza, M. G. and et.al., 2017. A multidimensional service-value scale based on Holbrook’s typology of customer value.Journal of Service Management. Igielski, M., 2017. Assumptions to the model of managing knowledge workers in modern hotels.Management.21(1). pp.133-147. Ikonen, H. M., 2017. Passionately yours: Managing emotional and spatial boundaries in lifestyle-based hospitality businesses.Hospitality & Society.7(3). pp.263-280. Kendrick, T., 2015.Identifying and managing project risk: essential tools for failure- proofing your project. Amacom. Miller, R. W., Hauer, R. J. and Werner, L. P., 2015.Urban forestry: planning and managing urban greenspaces. Waveland press. Moncrief, W. C., Marshall, G. W. and Rudd, J. M., 2015. Social media and related technology:Drivers ofchangeinmanagingthecontemporary sales force. Business Horizons.58(1). pp.45-55. Papakostas, G. I. and Culpepper, L., 2015. Understanding and managing cognition in the depressed patient.The Journal of clinical psychiatry.76(4). pp.418-425. Pareek, U. and Rao, T. V., 2015.Designing and managing human resource systems. Oxford and IBH publishing. Stickdorn, M. and et.al., 2018.This is service design doing: applying service design thinking in the real world. " O'Reilly Media, Inc.". Zhang, T. and et.al., 2018. Engaging customers in value co-creation or co-destruction online.Journal of Services Marketing.