Managing the Customer Experience in the Service Sector

Managing the
Customer Experience

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
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. 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.
LO 3: Impacts of digital technology in customer relationship
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, event planning, food and drink service etc. Organisations
operating within the industry mainly focus on ensuring that the customers get a
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
to manage the customers' experience within the hospitality industry, hotels are
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.