Managing Customer Experience

This document discusses customer service strategies in managing customer experience. It covers various CEM strategies such as understanding customer behaviors, scoring business leads, automated communication, seeking customer feedback, strengthening the customer service team, using CRM platforms, and leveraging multiple channels. It also explores how these strategies meet the needs of businesses, including increasing brand equity, awareness, customer satisfaction, turnover, and revenue.

Unit 2: Managing Customer
Experience

TABLE OF CONTENTS
LO 4.................................................................................................................................................3
P6 Customer service strategies....................................................................................................3
P7 Ways in which customer service strategies meets the needs of business...............................3
REFERENCES................................................................................................................................5

LO 4
P6 Customer service strategies
Customer experience management consists of the processes that companies utilise for
tracking, overseeing and organising all interactions that occur between customers and the
company in the entire lifecycle of the customers. Good customer experiences can help in
boosting the revenue of the company and enhance customer loyalty through memorable
interactions and enhancing experiences of the customers (Hudson and Hudson, 2017. ). The
various CEM strategies that can be applied in the hospitality industry are:
 Understanding the customer behaviours through customer profiles by assessment of
types, characteristics, needs and expectations through market segmentation and targeting.
 Scoring business leads through various software for directing the most profitable leads
and aiming at conversions.
 Automated communication to streamline the experience of customers.
 Seeking the feedback from customers to understand their pain points and experiences.
 Strengthening the customer service team and training them to possess skills of empathy,
patience, have good communication skills, and knowledge regarding everything in the
Restaurant.
 Using CRM platforms and systems that help in providing insights of the customer needs,
improves interaction and customer engagement, improving customer satisfaction.
 Leveraging multiple channels like mobile devices, social media, self-service so that
customers can switch to multiple channels to get constant service quality according to
their needs (Rossmann, Wilke and Stei, 2017).
P7 Ways in which customer service strategies meets the needs of business
The business needs of the restaurant can be satisfied by using customer service strategies
like CRM systems and application of touchpoints to consumer experience strategies. Customer
touchpoints are the interactions that also include encounters of no physical interactions which
may change the ways in which consumers believe and feel regarding the products and services
offered by Flat Iron restaurant’s business, food items, service, and brand. It is necessary that the
restaurant understands the customer touchpoints at every customer experience stage. The stages
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of the customer experience strategy are assessment of market needs, drawing out customer
experience journey, identification and design the brand experience and structuring all the touch
points for easy measurement and evaluation. All the CEM strategies can help business in gaining
a depth of market understanding and consumer behavior and they can utilize it to alter their
service structure, enhance the experiences of the customers and gain quality feedback. The
ultimate business needs that will be countered are increasing the gaps in the operational
processes of the business by implementation of CRM systems which will smoothen the entire
service process. This will ultimately help the restaurant in increasing its brand equity and
awareness, increasing the number of visitors, establishing its presence on social media, improve
customer satisfaction, gain higher turnover and revenue, increase their profit margin, reduce the
costs, increasing the retention rate of consumers and increasing the customer lifetime value (Ilias
and Shamsudin, 2020).
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REFERENCES
Books and Journals
Hudson, S. and Hudson, L., 2017. Customer service in tourism and hospitality. Goodfellow
Publishers Ltd.
Ilias, S. and Shamsudin, M.F., 2020. Customer Satisfaction and Business Growth. Journal of
Undergraduate Social Science and Technology, 2(2).
Rossmann, A., Wilke, T. and Stei, G., 2017, January. Usage of social media systems in customer
service strategies. In Proceedings of the 50th Hawaii International Conference on System
Sciences.
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