Customer Experience Management Strategies

This assignment provides a comprehensive analysis of customer experience management strategies used by Hazev restaurant. The report discusses various customer-centric approaches such as service quality, creating a happier environment, focusing on customer needs, and encouraging engagement to improve customer experience and increase business standards in the service sector.

MANAGING THE
CUSTOMERS EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 3.................................................................................................................................................1
P5 Digital technology impact in managing consumer experience..............................................1
LO 4.................................................................................................................................................2
P6 Customer service strategies....................................................................................................2
P7 Customer service strategies develop customer experience ...................................................4
CONCLUSION ...............................................................................................................................5
REFERENCES ...............................................................................................................................6

INTRODUCTION
Customers play their important role in business success and growth and make it more
successful. Organization need to manage consumer experience that define their perceptions. This
report Hazev restaurant has been chosen for assessment (Peppers and Rogers, 2016). It is located
in Docklands Canary Wharf in London that offers exciting tastes of traditional Anatolian cuisine.
The present report explain the impact of digital technology in consumer relationship
management. Furthermore, it also clarified effective consumer experience management in
restaurant business to increased their engagement with customer. It will also illustrate customer
service strategies create and develop customer experience for required standard of the service
sector.
LO 3
P5 Digital technology impact in managing consumer experience
Digital technology include all electronic technology or equipment that stores, generate
and process data of information in term of two levels: non-positive and positive. It is very
beneficial tool that plan and promote business products and services in marketplace that attract
people toward their facilities. Thus, Hazev using digital technology for promoting their food
dishes and services of business to customers. This technique change their business functions and
structures and adapt new market strategies (Homburg, Jozić and Kuehnl, 2017). Digital
technology help to understand customers needs that they want at exact moment as per their
needs. Organization uses this process for completing demands of consumer that enhances their
experience effectively. Most of Restaurants and hotels use digital technology that give advantage
of making products according to perceptive and make buying easier as well as faster and safer
online.
Through using new technologies' organization manage their consumer experience which
influence business growth and profitability. Hazev restaurant managing consumer good
experiences by using digital technology that help to understand their requirement in services and
food items. Good and effective services also enhance consumer experience more than now that
run business perfectly (Klaus, 2014). By knowing people needs organization give facilities and
offer food items according that build reputation of firm.
Customers relationship management is a plan for managing company's interaction and
relationships with consumers and potential customer. This system help Hazev to stay connected
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to service user's, processes and amend profitability. Digital technology aid to optimize CRM and
make organization facility more efficient, reliable and cost effective. Customer relationship
management example:
 Operational CRM
 Analytical CRM
 Collaborative CRM
Strength of customer relationship management systems
CRM system offer business with many strategic benefit that increase their profitability
and success. It has the ability to add individual touch to existent relationships betwixt customers
and business organization. Through customer relationship management system organization treat
each consumer personally rather than group, by maintain a depository on each consumer's
profiles (Kumar and Reinartz,2018). CRM also increase client revenues it is much effective way
to improve organization business reputation in marketplace. Reporting is one the best features of
customer relationship management system that generate report in bigeminal views like tables,
charts and graphs.
Weaknesses of customer relationship management systems
Through using CRM system organization does not control data and it gets more difficult
if remote customers' relationship management system has breakdown in that situation firm is
unable to retrieve records. This system need to be continuously update which is much costly and
also require continuous maintenance that consume a lot of time. Thus, to apply this system in
organization required more trained and professional employees in team that also need training
for using this system that is much expensive for small company. Loss record is the major
problem of CRM that highly impact on customer experiences and organization financial budget.
LO 4
P6 Customer service strategies
Consumer service strategy explain the standards of facility and care that organization
offer clients and set needs and requirement for meeting those modular. CCS play effective role in
building consumer satisfaction, help company ton retain loyal clients and raise levels of repeat
business. Thus, for increasing business profit and raise standards level Hazev restaurant use
customer service strategies that help to beat business competition. Docklands Academy and
Hazev restaurant both are planning and promoting international food event for students and staff.
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Therefore, they are adopting various strategies to customer services and their experience (Chen,
Zhu and Zhou, 2015).
Customer service strategies
 Using digital techniques: Many people are turning to digital world that give more and
more facilities to customer like voice activated assistants that help them in everyday
tasks. Hazev restaurant use different types of technologies that develop business more
and more over years and get become a huge company with infinite opportunities. With
the help of digital technology they implement new ideas about consumer services (Kumar
and Reinartz, 2018). Hazev manage their management system properly which is very
important for their business growth and success. By using this tool they offer a vast
variety of facilities and functions form organization reservations to billings, serving and
more that allow their staff to concentrate on interacting with new clients instead of doing
all time consuming task. Thus, all the effort help Hazev to understand people needs and
complete their requirements on appropriate time.
 Use mobile and apps web pages: Modern generation use mobile and webpages for
managing customer experience in Hazev restaurant. Company make sure that create
webpage that are easily used, chock full of useful information by customers (The Best
Customer Experience Strategy: 5 Simple Tools for Hotels, 2018). Firm needs to invest in
an app for managing customer experience because they determine views, feedback and
comments towards company
 Promoting Event: First of all, it is necessary to promote the event on social media for
increasing customer experience and expectation. This helps to build customer
relationship and meet their needs and wants. With the help of it, firm easy to serve
customers during the event. Social media is path to give information about event from
customer that directly aid to raise experience of customer.
 Menu Planning: It is necessary to plan for menu effectively which can help to increase
customer experience by Docklands Academy and Hazev restaurant. This assists in
planning of international food event in their restaurant (Hill and Alexander, 2017). They
make sure that planning of menu according to customer needs and preferences that help
to manage customer service. This directly aid in successful international event.
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 Utilization of materials: It is needed to use high quality material for preparing some
dishes and drinks for serving customers. Docklands Academy and Hazev restaurant make
sure quality by take care of health and safety to customers. With this, increase customer
experience and expectation by firm.
 Service Quality: Docklands Academy and Hazev restaurant need to ensure that
providing the high quality and standardised services to manage event and customer
experience (Homburg, Jozić and Kuehnl, 2017).With this, firm meth their needs and
build customer relationship during the event. This assist to successful international food
event.
P7 Customer service strategies develop customer experience
Docklands Academy and Hazev restaurant follow different customer service strategies
for creating and develop customer experience and meet consumer needs. For develop customer
experience, both are planning and promoting food events in the restaurant. This help to require
and increase business standards. These strategies are such as following:
Service Quality: It is necessary to meet needs and experience to customer for service
organization. Therefore, Hazev restaurant make effort to provide the better quality service such
as free Wi-Fi, foods and beverage and so on. to customer according to consumer needs and
wants. With this, increase standard of business in service sector.
Happier Environment: Hazev restaurant needs to spend money to create friendly
environment of their workplace. It includes interior design of restaurant, comfortable, providing
free Wi-Fi service and so on (Klaus, 2014). The main element in making special experience of
customer and meet the customer needs. This help to improve standard of business and increase
profits.
Focus on Customer Need: Hazev restaurant require to be focused on customer need and
wants. If they are provided high quality service according to their needs, so that it help to
increase customer experience. Therefore, those customers are always preferred their restaurant
that help to increase standard of business in front of customer as well as service sector.
Encourage Engagement: It is necessary to encourage engagement for creating and
developing the customer experience (Kumar and Reinartz, 2018). Therefore, Hazev restaurant
needs to build engagement by involving customer in different events and games. With this
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customer feel happy and comfortable in their restaurant. This also aid to increase experience of
consumer and raise the business standard in service sector.
CONCLUSION
This report has summarised that digital technology is beneficial for managing customer
experience and customer relationship within the restaurant. It can be concluded that different
customer strategies used to plan and promote international food events that help to improve
performance of business in service sector. Furthermore, report has completed that various
customer services strategies are beneficial for increasing and developing customer experience,
meet customer needs and improve business standards in service sector. It can be discussed that
digital technology used in relation to customer relationship management (CRM) that includes
strength and weakness of CRM in the organization.
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REFERENCES
Books and Journals
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Klaus, P., 2014. Measuring customer experience: How to develop and execute the most
profitable customer experience strategies. Springer.
Kumar, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy, and
tools. Springer.
Chen, Z., Zhu, J. and Zhou, M., 2015. How does a servant leader fuel the service fire? A
multilevel model of servant leadership, individual self identity, group competition climate,
and customer service performance. Journal of Applied Psychology. 100(2). p.511.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.
Online
The Best Customer Experience Strategy: 5 Simple Tools for Hotels. 2018. [ONLINE]. Available
through. : <https://www.socialtables.com/blog/hospitality-technology/customer-strategy/>.
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