Managing the Customer Experience in the Services Sector

This assignment discusses the importance of managing customer experience in the services sector, with a focus on the impact of digital technology. It explores strategies for customer service and how customers develop service strategies and experiences. The case study is based on The Ritz Hotel in the UK.

Unit 2: Managing the
Customer Experience
LO3,LO4

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 3............................................................................................................................................1
P5. Employed digital technology within managing customer's experience into the services
sector...........................................................................................................................................1
TASK 4............................................................................................................................................2
P6. Strategies of customer's service within particular service sector..........................................2
P7. How customers develop service strategies and experience to meet needs and demand of
customer towards business standard...........................................................................................2
CONCLUSION................................................................................................................................5
REFERENCE...................................................................................................................................6

INTRODUCTION
Managing the customer's experience is the process of managerial activities which are
controlled and managed by an individual to giving great experience to consumers among
business organisations. Therefore, it is necessary for firm to manage their customer's experience
first by which they can achieve their goals and make those strategy that can easily satisfy needs
and demand of consumers. This assignment is based on The Ritz Hotel which is one of the best 5
star hotel in UK. Further discussion will be based on impact of digital technology in customer's
relationship management (Wirtz and Jerger, 2016). At last, effective customer's experience
management within business will get covered.
TASK 3
P5. Employed digital technology within managing customer's experience into the services sector.
Within the current period of time, there are lots of organisations and businesses who are
dealing with so many services and goods to satisfy needs of consumer and gain huge profit at
marketplace. Together with digital technology also have good and bad impact on firm along with
customer who are staying in this world. Digital technology plays significant role within every
industry to make their all over functions attract in front of its competitors. In context with Ritz
hotel London they have 111 rooms in their hotel premises and gives huge facilities to its
customer's. Following good technologies and techniques in the work respective industry is able
to manage good experience of customers. There are various ways which is followed by Ritz to
bring huge improvement in their functions, those are as follows:
Live in touch with customer:
For gaining better output within technological world, firms are needed to have strong
relationship with their customers via CRM system. Further this stem will help this hotel to
achieve their targeted goals through applying several kinds of technology in their work (Matzler
and et.al., 2015). This directly influence image of this hotel and encourage them towards
achieving targeted goals.
Hear more about customers:
When Ritz hotel is able to hear several queries of their customers than they can easily
manage customer's experience in a perfect way. For example: If Ritz hotel is providing best
techniques and always able to hear that issues than they can easily contact with their potential
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customers. It will formulate good relationship between firm and customers. It will help firm to
beat competition at high level.
From the above mentioned information this can be said that it is necessary for firm to use
several kinds of technology within managing customer's experience in order to achieve targeted
goals and objectives in a perfect manner. It will helps them to beat competition every time and
develop more opportunities in marketplace.
TASK 4
P6. Strategies of customer's service within particular service sector.
Customers service strategy is the part of planning for something new by which people
can make their customer's happy and able to attract large group of people towards industry. It is
necessary for firm to design different types of unique ideas to achieve targeted objectives and
goals. In reference with Ritz hotel London, this can be said that they have different kinds of
strategical thoughts by which they always implement on those strategies by which they can give
unique services to its customer (Jaakkola and et.al., 2015). Moreover, it will help them to achieve
huge profits at marketplace. There is one strategy followed by Ritz hotel, which is mentioned
below:
Resolve customer problems on starting base: To gain effective and attractive image at
marketplace, it is necessary for firm to always cope up with employees in order to target large
number of people and group. It is possible when Ritz hotel will reflect on this resolve customer
issue strategy, it directly influence customer's towards this respective hotel by which they are
able to give their valuable feed to them along with they can easily sought out any query within
firm's manager. As they have authority to put any question and here, this hotel is responsible to
resolve overall issues of consumers within initial stages. Moreover, it is main helpful aspect for
firm to achieve their targeted goal and make firm attractive in fornt of their customers so that
they can feel happy or always maintain overall functions and operation of an organisation.
P7. How customers develop service strategies and experience to meet needs and demand of
customer towards business standard.
Herein, so many strategies which has been developed by The Ritz Hotel in order to
manage entire experience of customer's, which is going to be discussed below:
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User Audit Track and Observations
Name of hospitality industry: The Ritz Hotel
Time and Date of visit 4th January 2020
Basis What could be the
unique belongings?
Name that activity which
is needed to change?
Name that modifications
if it would be my firm?
Ambiance
calm
Internal work and huge
facilities for customers
that attract most.
Sometimes they are not
able to have effective
workers so that it can
impact negatively on firm.
If it would be my business
than I will develop several
kind of organisational
structure in order to
attract customers in an
appropriate manner.
Price Cost should flexible so
that people can easily
buy their services.
They should bring some
other aspect like home
deliver by which most of
candidates can get its food.
According to my business
I would be able to provide
different types of
discounts on few goods
and services with low cost
strategical ideas.
Level of
goods and
service
Ritz Hotel London
having so many digital
techniques in their
room services such as
sensor of lights, free
WI-FI and so on.
Herein, respective hotel
should increase their more
demand and growth at
marketplace for betterment
of future (Harmeling and
et.al., 2017).
For maintaining overall
goods and services I
always able to use unique
technologies and tools in
order to make my
products attractive.
Payment For more betterment
within Ritz hotel
manager should use
online money transfer
They should generate
appropriate payment
receipts so that they can
make their payment is
I will use online payment
mode which is very to get
access and do not take too
much time.

technique so that
people can be satisfied.
more easy.

Subsidiary
items
Within this, respected
hotel is needed to have
unique services every
time as it 5 star hotel
so that they can
provide those
techniques which are
going in trend.
They should change their
discount criteria towards
potential customers and
they should behave same
with every people
(Jaakkola, Helkkula and
Aarikka-Stenroos, 2015).
In order to increase my
goods and services
uniqueness, I will use to
sale complementary meals
which influence the large
number of customers.
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CONCLUSION
According to the above specified information this can be said that, digital technology is
rapidly increasing day to day that directly influence overall needs and wants of customer's at
marketplace. For this, herein firms are required to bring upgrade system in their business
operation so that they can give latest techniques to customers and able to fulfil their needs and
wants appropriately. Additionally, with the help of making so many strategies for customers
hotel industries are able to develop good relation with customer's by satisfying their needs and
wants in a perfect mode.
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REFERENCE
Book and Journal
Harmeling, C. M., and et.al., 2017. Toward a theory of customer engagement marketing. Journal
of the Academy of Marketing Science. 45(3). pp.312-335.
Jaakkola, E., Helkkula, A. and Aarikka-Stenroos, L., 2015. Service experience co-creation:
conceptualization, implications, and future research directions. Journal of Service
Management. 26(2). pp.182-205.
Jaakkola, E., and et.al., 2015. The co-creation experience from the customer perspective: its
measurement and determinants. Journal of Service Management.
Matzler, K., and et.al., 2015. Switching experience, customer satisfaction, and switching costs in
the ICT industry. Journal of Service Management. 26(1). pp.117-136.
Wirtz, J. and Jerger, C., 2016. Managing service employees: Literature review, expert opinions,
and research directions. The Service Industries Journal. 36(15-16). pp.757-788.
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