Importance of Digital Technology in Managing Customer Experience in the Service Sector

Rosewood Hotel

Table of Contents
INTRODUCTION................................................................................................................................4
MAIN BODY.......................................................................................................................................4
TASK 3.................................................................................................................................................4
P5 Analyse how digital technology is used in managing the customer experience within service
sector and give examples of CRM..................................................................................................4
M3 Examine how technologies is being used in managing the customer experience within
service sector within service sector are changing CRM system to effectively acquire and retain
customers.........................................................................................................................................5
TASK 4.................................................................................................................................................6
P6 Discuss customer service strategies in a specific service sector...............................................6
P7 Analyse how customer service strategies develop customer experience in a way that fulfil
needs of customer............................................................................................................................7
M4 Analyse application of customer service strategies of service sector........................................8
In service sector, customer service strategies are essential to be implemented and adopted on
basis of which it is easy to change the decisions and retain customers for longer period. By
reviewing application of customer service strategies, it is easy to make changes in better way. In
context of Rosewood Hotel Group, it is necessary for them to be aware about service sector so

that better experience is provided to costumes. With proper use of these strategies, it is easy for
firm to implement an effective decision making.............................................................................8
CONCLUSION....................................................................................................................................9
REFERENCES...................................................................................................................................10
Books & Journal:...........................................................................................................................10

INTRODUCTION
In this contemporary business environment, business sector is changing at rapid scale and
new ways of doing business is being adopted. In hospitality sector, it is critically crucial to focus on
development of business so that goals are accomplished (Oyekunle, 2018). Main aim of this report
is to understand the importance of consumer behaviour and insight. Rosewood Hotel, an
international luxury hotel and resorts headquartered in Hong Kong. It is Hotel Company with 28
hotels in 16 countries. It has many subsidiaries such as Rosewood Sand Hill Hotel, Caneel Bay Inc.
etc. This report consists of impact of digital technology in managing the customer experience,
customer service strategies and customer service strategies and customer experience.
MAIN BODY
TASK 3
P5 Analyse how digital technology is used in managing the customer experience within service
sector and give examples of CRM
Customer relationship management is defined as the process of using various tools and
techniques by the management in order to maintain healthy relationship with their customers, it
includes analysing the needs of the customers and accordingly satisfying them so that relationship
with the potential customers can be enhanced effectively, there are different type of customer
relationship management system like operational, analytical which effectively contributes towards
managing customer relationship, the analytical CRM helps different department to analyse how to
satisfy their customers more efficiently. With increasing use of technology among customers the
large number to businesses are moving towards digital technology in order to satisfy their customer.
The various digital platform are used in order to increase the customer base also to increase the
market size. In case of Rosewood hotel, it is effectively using online digital marketing channels in
order to interact with their potential and targeted customer and satisfy their needs form anywhere at
any time. Rosewood has their own website where they can directly interact with customer. The
hospitality industry is slow in recovering of COVID-19 crisis continues to examine impacts on how
hospitality businesses operate. Hospitality businesses are expected to make substantial changes to
their operations in the pandemic situation business environment with aim of ensure employees’ and
customers’ health and safety, and enhance customers’ willingness to patronize their business
(Oyekunle, 2018).
In addition to this use of various online digital platforms like Facebook, Instagram, Twitter
and LinkedIn among the customer has forced the service sector to move towards these online digital
factors in order to manage the activities of their customer, these forms helps analytical CRM system
to analyse the needs of the customer how it can be satisfied, it also helps in managing customer
experience more effectively. In additional to this effective use of various social media platforms
also allows the operational customer relationship management system of the company to increase
their customer base, convert potential customers into permanent customers and also directly interact
and communicate with them, satisfying their needs and wants. The increasing use of technology is
making companies to use new and advance business models in order to satisfy their customers, as
with this new era the customers taste and preferences are continuously changing, satisfying their
demands are continuously increasing, in such case the use of digital technologies like social media
platforms, use of mobile phone, websites makes it easier for the companies to directly interact with