Customer Experience Management

This assignment delves into the concept of customer experience management (CEM). Students are tasked with analyzing a set of scholarly articles that examine various aspects of CEM, including its evolution as a marketing concept, the impact of social responsibility programs on customer service, and the role of technology in improving customer experience. The analysis should highlight key insights, trends, and research findings related to CEM.

CUSTOMER SERVICE

Table of Contents
INTRODUCTION ..........................................................................................................................1
1. Customer feedback questioner.....................................................................................................1
2. Positive and negative factors received form the customers' feedback forms. .............................2
3. How do you improve the positive factors and correct the negative factors. ...............................4
4. Explaining the action to monitor the new methods in order to check the effectiveness of
customer service...............................................................................................................................6
5. Recommendations for future improvements. ..............................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Customer service is the first priority of hospitality sector. It is very important activity for
the organisation to make sure about the customer requirement related any issue and needs. In
hospitality, customer feedback and their experience play a very important role. This helps to get
customer satisfaction and enhance company image as well. Present report is based on customer
service of Ritz Carlton Hotel Company. It is the most famous hotel chain in America. It has 91
luxury hotels and resorts across 30 countries and territories. Report will discuss on customer
service of the organisation and get customer feedback with help of customer feedback form.
Furthermore, it will provide positive and negative response of the clients which needs to improve
with some solutions.
Purpose of carrying the survey
The main purpose of this survey is to take the overview or the feedback of customers
regarding Ritz Carlton Hotel. Out of 25 customers each customer has their own reviews and
point of view related to the Hotel premises and services. The main purpose of the survey is to get
the customer feedback and take corrective action plan.
1. Customer feedback questioner
Close Ended Question
1. On which occasion do you like to stay in Ritz Carlton?
a. In daily life
b. On a holiday.
c. On a business trip.
d. Other (Please specify): ….........
2. How many times you visit in Ritz Carlton?
a. Once.
b. Twice.
c. More than Twice.
3. How do you like the services of restaurant in Ritz Carlton?
a. Good
b. Excellent
c. Average
4. Do you think that the staff is offering a satisfactory service?
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A. Agree
B. Disagree
C. Strongly agree
D. Strongly disagree
5. Which services do you like other than meal and accommodation?
a. Swimming Pools
b. Pub
c. Telecommuting
d. Other.
Open Ended Questions
6. What do you think about the hotel rooms? Why?
7. Front office staff has offered you the better services. Can you please provide your own opinion
in details?
8. Kindly share your current and previous Experiences with Ritz Carlton ?
9. What is the one thing which Ritz Carlton needs to do to make things better for you?
Theme 1: On which occasion do you like to stay in Ritz Carlton?
Particular Respondent
a. In daily life 5
b. On a holiday. 10
c. On a business trip. 5
d. Other (Please specify): …......... 5
2
a. In daily life
b. On a holiday.
c. On a business trip.
d. Other (Please specify):
….........

Interpretation: on the basis of customer feedback. The overall views of the customers
suggestions are 10 customers suggested that they will come in holidays. Out of others they
suggested that they will come on daily life, 5 members said that they come for a business trip.
Theme 2: How many times you visit in Ritz Carlton?
Particular Respondent
a. Once. 10
b. Twice. 10
c. More than Twice. 5
3
a. Once.
b. Twice.
c. More than Twice.

Interpretation: as per this question most of the response of the customers was good.
They come more than twice because of the best services.
Theme 3: How do you like the services of restaurant in Ritz Carlton?
Particular Respondent
a. Good 10
b. Excellent 5
c. Average 10
Interpretation: In accordance with this question it can be concluded that most of the
customers are very much happy and satisfied with the services.
Theme:4 Do you think that the staff is offering a satisfactory service?
Particular Respondent
A. Agree 5
B. Disagree 5
C. Strongly agree 10
D. Strongly disagree 5
4
a. Good
b. Excellent
c. Average

Interpretation: On the basis of this questioner result will come in negative sence
average customers would suggest that they agree on the staff services.
Theme:5 Which services do you like other than meal and accommodation?
Particular Respondent
a. Swimming Pools 10
b. Pub 5
c. Telecommuting 5
d. Other. 5
5
A. Agree
B. Disagree
C. Strongly agree
D. Strongly disagree
a. Swimming Pools
b. Pub
c. Telecommuting
d. Other.

Interpretation: on the basis of this question most of the customer prefer the pool
services of the hotel and rest of the customer suggest that pub, telecommuting and other services
are good.
Theme: 6 What do you think about the hotel rooms? Why?
As per the customer feedback it can be concluded that customer suggest that hotel rooms
are very much attractive which provides all comforts to them. Moreover, customer are valuable
for the hotel.
Theme: 7 Front office staff has offered you the better services. Can you please provide your own
opinion in details?
As per the customer views they are less satisfied with the services of hotel. And they
suggested that hotel may try try good efforts to provides better services to them.
Theme: 8 Kindly share your current and previous Experiences with Ritz Carlton ?
According with the customers they suggest that hotel needs to enhance the services or
infrastructure of the hotel premises. Moreover, customers suggest that Ritz Carlton needs to
enhance the staff skills and performance level. In order to enhance the effective services.
Theme: 9 What is the one thing which Ritz Carlton needs to do to make things better for you?
As per this question to the customers. They gave their own point view. That are they need
to adopt more front office staff along with that, along with that another suggestions of the
csutomers are that to enhance the transportation facilities of the customers.
Analysis:
According to survey of 25 customers, out of 18% has given commented that hotel
maintaining satisfactory standard. Whereas rest of the members had commented that hotel
services are acceptable. On the basis of questioner customer are partly satisfied with the services
of hotel.
2. Positive and negative factors received form the customers' feedback forms.
Customer feedback is the very important activity for any organisation. Through this, they
get to know about the customer preferences and expectations from the organisation. In
accordance with the customer feedback form of 25 customers which suggest positive and
negative things about the services of Ritz Carlton (Chen, Zhu and Zhou, 2015). Manager of the
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company has responsibility to take customer feedback on regular basis so that they can make
changes according to the needs and wants of the customers. Customer feedback means is the
information given by the client about their own experience with the organisation. This specifies
the satisfaction and dissatisfaction level of customers and their response towards the
organisation. Ritz Carlton is the leading and well-known brand of hospitality industry which
provides luxurious services to the customers and gives them better experience. Moreover, on the
basis of feedback forms of 25 customers, company will get to know about the hotel services or in
which area they need to look upon. Customer opinion is a resource for improving customer
service and improvement areas (Homburg, Jozić and Kuehnl, 2017).
Positive factors
Positive factors of Ritz Carlton give positive impact on the organisation. Out of 25
customers, 90% are very happy and fully satisfied with the services of Ritz Carlton. Customer
given feedback that hotel provides the best services and good response to their clients. Along
with that, the best part of the company is their best communication behaviour with the clients.
Most of the clients are preferred to visit hotel Ritz Carlton with his polite behaviour of their
employees (Khan and Gibbons, 2014). Customer feels comfort and feel like a home when they
visit hotel Ritz Carlton. Moreover, with the help of Mystery shopping hotel identify their own
position in the market. They make customer feedback and provide proper suggestions to hotel
Ritz Carlton (Korschun, Bhattacharya and Swain, 2016). As per the feedback report, it will be
considered that customers of the organisation are fully satisfied with the services of Ritz Carlton
which is more important and necessary for the organisation enhancement. Moreover, another
main good thing of the hotel is luxurious services of accommodation given by hotel Ritz Carlton.
Overall, the main point of the organisation is to give the best services to the clients so that they
give good feedback regarding the organisation. Customers are the source through which
company warn profit margin and revenue for the further expansion. Customer positive feedback
enhances the company brand image and market share of the organisation. It also helps to take
new competitive advantage for the company (Lemon and Verhoef, 201). Customers are fully
satisfied with the services of Ritz Carlton weather it is related to accommodation, transportation,
food meal facilities etc. as per the survey of Mystery shopping overall the feedback good and
effective. Customer share his experience that they would prefer only Ritz Carlton for visits
because they provide their best efforts to their clients and treat like a family member.
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The main services of the hotel are accommodation, transportation and restaurant
facilities. Ritz Carlton applies the best customer services in order to make them feel satisfied and
happy and given them services according to their preferences and choices. Some customers give
suggestions that hotel Ritz Carlton provides luxurious facilities and provide the best
accommodation facility. This positive suggestions of the customers gives new ideas and
enhancement strategies plans to the company. The employees of Ritz Carlton are well skilled and
professional in order to handle the customer issues. Clients also mention the wonderful response
of the hotel staff towards the customer query; this is the reason client of Ritz Carlton revisit in
the hotels. This positive factors helps to motivate employees to take new initiatives and methods
to enhance the more new services (McColl-Kennedy and et.al, 2015).
Negative factors
In accordance with the report of Mystery Shopping, few customers are not happy with the
services of Ritz Carlton at some level of point. Like, few customers thinks that Ritz Carlton
charge high prices from the customers. So that, this reason will stop the customers to take
services of Ritz Carlton. Few clients give feedback that customers are not happy with the
communication channel of Ritz Carlton. Like in online booking, they promise to give the
particular room but at the time of physical appearance, that room was already booked. So that,
commitments of the Ritz Carlton is become wrong. This is the main issue that facing by the
online customers (Musgrove, Ellinger and Ellinger, 2015). As per the view of customers. Ritz
Carlton needs to take action in order to resolve the issue and try to give them the best online
services. Along with that, customer has another main issue regarding the delay or late services of
Ritz Carlton. With the help of customer issues, organisation needs to adopt some corrective
action in order to meet the needs of customers. On the basis of customer responses, company
needs to follow them and make required changes in order to get their good response. Moreover,
another issue of the client which gives negative impact on the organisation is that the
transportation services of the hotel is not that much good satisfied through which clients needs to
face delay issues (Paparoidamis, Chumpitaz and Ford, 2015).
On the basis of above positive and negative responses of customers, Ritz Carlton needs to
fill the gap and give proper satisfaction level to the customers. Overall, on the basis of Mystery
Shopping report, Ritz Carlton needs to improve on some level of point. So that, they enhance the
customer satisfaction and give them best services.
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3. How do you improve the positive factors and correct the negative factors.
Ritz Carlton is the leading and most popular hotel chain. As per the customer feedback
report company measure the positive and negative factors given by the customer feedbacks. In
order to fix the requirement and enhance the existing position company needs to take steps and
methods to enhance the customer satisfaction. There are some methods which is necessary for
the Ritz Carlton to be consider to improve the positive factors and correct negative factors as
well (Shinde and et.al, 2016).
Customer expectations
Customer expectation is the must level of point at which they get fully satisfaction with
the services of organisation. Besides, it is the responsibility of the company to give best services
to full fill that expatiation and needs (Wilson and et.al, 2016). Moreover, Ritz Carlton is the hotel
which provides the best necessary accommodation, transportation services to their guest. Ritz
Carlton applies and give services as per the needs and wants of the customers. Furthermore,
customer are dynamic in nature according to that they need to improve its services as per the
demand of clients. This process or method helps Ritz Carlton to maintain its existing position
and customer satisfaction level. Moreover, company also need to take care about the client
requirement regarding accommodation and transportation facilities.
Deliver On Promise: To maintain the existing positive factors of the Ritz Carlton. They
need to keep the promise of deliver and give best services to the customers (Wong and et.al,
2015). Client always come back to the organisation if they getting good experience with the
organisation. Moreover, for that company needs to adopt fair practises and effective policy of
customer service to maintain the company policy. Such as Ritz Carlton promises is the best
luxurious services, the best product and services, better quality of accommodation and
transportation facilities etc. furthermore, customer feedback survey also very much helpful to
plan new services as per the demand of customers and company can meet the needs of buyers.
Through this process company maintain their promise and customer wants (Yom-Tov and et.al,
2017).
Customer Loyalty: This is the another way to maintain the customer preference and
exist their present loyalty with the company. Satisfied customers are always prefer the same
company or hotel to revisit the place if they get satisfied with the company. This is the positive
way to keep positive factors and take new steps to enhance them in effective manner. It is very
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important for the company to gain the trust of the customers (Zhuang and Babin, 2015). For that,
Ritz Carlton needs to give the best customer service and take care the needs of customer security.
This process helps and motivate customers in order to enhance the customer loyalty. For that,
Ritz Carlton needs to adopt frequent changes and innovation services to attract the customer
attraction. Keep customers loyal by focussing on them at all items. Give them complimentary
gifts for their frequent visits so that they get satisfied and happy with the services of Ritz Carlton.
Adopt the latest technologies: Technological factor helps to enhance the customer
service and maintain the positive factors of customer service. With the help of advanced services
company may having low operating cost and gain positive impacts. Such as Ritz Carlton applies
online services where client can easily book their rooms beforehand as per their wants and needs.
This technique will help Ritz Carlton to retain existing customers and keep maintain the positive
response of the clients (Lemon and Verhoef, 201).
To correct negative factors
Meet the needs of customers: Customer service feedback form is the most important
factor to determine the negative services of the organisation, with the help of negative impacts
organisation needs to measure the facts and try to find out the best corrective action plans in
order to fill the gap between company and customers. As per the feedback form company can
easily identify the customer issues and try to improve on its own services (Musgrove, Ellinger
and Ellinger, 2015). As per the Ritz Carlton customer are not satisfied the services of Ritz
Carlton. So that, company needs to take action against those issue and adopt the best technique.
Trained employees for better customer service: Employees are the individuals who
deals with the customers directly and give them services on the basis of needs and wants. To
remove customer dissatisfaction and enhance company performance. Ritz Carlton customer
service manager needs to acquire trainings and developing sessions for employees so that they
better understand the actual needs of clients and serve them accordingly (Yom-Tov and et.al,
2017). This process helps to take better steps to enhance customer services and full satisfaction
of customers. On the basis of customer service feedback it has been seen, customer facing the
problem of booking online but not getting the same service and rooms availability. This is the
issue occurs in case of miss management of employees. For that, Ritz Carlton needs to take
corrective action and give training to their employees to understand client in proper manner and
avoid mistakes.
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Make website more user friendly: Company needs to make effective changes on their
websites so that, they seek the better response from the customer sides (Zhuang and Babin,
2015). Ritz Carlton update their site with all the latest information and sources in order to get
more client response. Website is designed for easy use so that, customer booked their rooms on
pre basis.
Excellent Employee Behaviour: this is the another way to enhance the customer service
and give them best services. Apart from that, employees plays a very important role, they should
be productive and future oriented in order to fix the company needs. Moreover, due to wrong
behaviour of employees create certain issues in customer service (Yom-Tov and et.al, 2017). For
that, employees attitude must be perfect and good towards the customers. This will help
company to take new opportunities and sales revenue of the company. Moreover, the
performance of the employees is measured by the company that how much they effective and
productive towards the company objectives.
4. Explaining the action to monitor the new methods in order to check the
effectiveness of customer service.
Ritz Carlton is the most popular hotel chain which is known as for its prime services.
There needs to adopt monitoring activities in order to fix the customer needs and wants (Zhuang
and Babin, 2015). In today's competitive market customer preferences has been increasing day
by day. So that, Ritz Carlton needs to monitor the new methods which helps to take new
development plan for the organisation. It helps to enhance the company image and popularity in
the market. This also gives positive attitudes of services (Khan and Gibbons, 2014). In order to
imp[rove the customer service company needs to adopt some action such as given below:
Monitoring calls: Record the calls of customers and listen the way employees deal with
the clients. Through which service manager of Ritz Carlton would take new way to improve
workplace operations. For that, manager needs to make checklist for that and identify the needs
of customers and note down the issues they facing. This can help Ritz Carlton to identify areas
that need to improvement.
Customer Survey: This is the best action through which manager can easily understand
the client issues and requirement to be fulfilled (McColl-Kennedy and et.al, 2015). A simple set
of questions asked by the customers gives several suggestions and improvement area of the
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company which needs to be work upon. This will help to get more effective solutions for the
betterment of the company.
Employees performance: This is the another action through which company can easily
identify the customer service. Like employees' behaviour and their attitude always be polite and
effective towards their customers. This is the effective action which can be enhance by giving the
best training and development services to the employees. Employees must be soft spoken and
well mannered at the treat customer (Musgrove, Ellinger and Ellinger, 2015). In order to ensure
this effector company adopt developments sessions for their employees to enhance the customer
services.
Reviewing written correspondence: All kinds of written respondents letters, emails,
live chats, these all data needs to be review in order to analyse actual customer service weather it
is going properly or not. Employee needs to be done their work in better manner to get good
response from the customer side (McColl-Kennedy and et.al, 2015).
Take customer feedback: this is the most effective way to measure the actual response
of the customers after receiving the services. All the hospitality organisation take feedback from
their existing customers in order to take new improvement activities and the customer positive
and negative feedback. Furthermore, it will consider that customer is the king of the market so in
order to that company needs to take action on the basis of current demand of the customers.
5. Recommendations for future improvements.
On the basis of Ritz Carlton customer service feedback in which out off 25 customers
90% customers happy with the services of Ritz Carlton and some of them thinks that company
fails to give proper services to their customers and having improper communication (Korschun,
Bhattacharya and Swain, 2016). In accordance with the report of Mystery Shopping company
they help company to identify the positive and negative factors which may affect the business
practises. So that, company needs to adopt some strategies in order to enhance the future
objectives and growth some are given below:
Train employees in effective customer service techniques: in order to understand the exact
customer response and needs. Motivate employees to understand the customer in order to give
best services. Ritz Carlton needs to give better training and development skills to enhance the
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productivity of employees. This helps to give better customer services (Musgrove, Ellinger and
Ellinger, 2015).
Observe your wait staff with the customers: Customer service manager needs to monitor the
wait staff weather they behave with the customers perfectly or not.
Adopt new services and offers: to attract more new customers and sales revenue in future
times. Company needs to adopt the latest services and offers for their customers to attract the
customer attraction (Homburg, Jozić and Kuehnl, 2017). Besides, Ritz Carlton also needs to give
prime services to enhancer the customer loyalty. Like they need to give special offers on festive
seasons, for holiday.
Technological expansion: Company needs to apply new changes and new technological
changes to make customer more relax and relax in terms of easy booking. Advanced technology
helps to attract more new customers and give better customer service. This process attracts new
client response and enhance brand value of the company (Shinde and et.al, 2016).
CONCLUSION
From the above report, It can be summarize that Customer service is the first priority of
the organisation. For which company needs do measure changes and adopt the best possible
sources in order to get good feedback from the clients. Present report discussed about the
customer service of Ritz Carlton. Company adopt customer survey report from Mystery
Shopping company in order to measure the customer response in relates of the company. This
discussed the questionnaire of customer service. And provides positive and negative results
given by the clients. On the basis of this, they explained the monitoring action to feel the gap and
future oriented strategies to get good response of customers.
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REFERENCES
Books and Journals
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.
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.
Khan, F. M. and Gibbons, J. P., 2014. Khan's the physics of radiation therapy. Lippincott
Williams & Wilkins.
Korschun, D., Bhattacharya, C. B. and Swain, S. D., 2016. CSR and the frontline context:
How social programs improve customer service. GfK Marketing Intelligence Review. 8(1).
pp.24-29.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout
the customer journey. Journal of Marketing. 80(6). pp.69-96.
McColl-Kennedy, J. R. and et.al, 2015. Fresh perspectives on customer
experience. Journal of Services Marketing. 29(6/7). pp.430-435.
Musgrove, C. C. F., Ellinger, A. E. and Ellinger, A. D., 2015. The Influence of Mental
Models of Customer Service on Employee Engagement. In The Sustainable Global
Marketplace (pp. 143-143). Springer, Cham.
Paparoidamis, N. G., Chumpitaz, R. and Ford, J., 2015. Service quality, customer
satisfaction, value and loyalty an empirical investigation in a service failure context.
In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same… (pp. 173-
173). Springer, Cham.
Shinde, M. and et.al, 2016, October. ENTREPRENEURIAL CUSTOMER SERVICE,
CULTURAL DIFFERENCES, & THE BIG 5 IN GERMANY, ITALY, THE UNITED
KINGDOM, & THE UNITED STATES. In Academy of Entrepreneurship (p. 18).
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Wilson, A., and et.al, 2016. Services marketing: Integrating customer focus across the
firm. McGraw Hill.
Wong, C. W. and et.al, 2015. The role of IT-enabled collaborative decision making in
inter-organizational information integration to improve customer service
performance. International Journal of Production Economics. 159. pp.56-65.
Yom-Tov, G. B., and et.al, 2017. Text-based customer service: Using big-data to connect
customer emotion to service operations.
Zhuang, W. and Babin, B. J., 2015. The Influence of E-Service-Quality on Customer Value
Perception and Satisfaction: The Case of Third-Party Web Sites. In Marketing Dynamism &
Sustainability: Things Change, Things Stay the Same… (pp. 114-117). Springer, Cham.
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