Customer Relationship Management and Customer Experience: A Report

This report provides a comprehensive analysis of customer experience management at Andy Greek Taverna, a London-based restaurant specializing in Greek cuisine. It examines the role of digital technology and Customer Relationship Management (CRM) systems in understanding and enhancing customer interactions, from initial needs assessment to post-sale engagement. The report scrutinizes the application of various CRM systems, including operational, analytical, and collaborative approaches, and how these systems support customer knowledge acquisition and service improvement. It also delves into specific client service tactics employed by Andy Greek Taverna, evaluating how these strategies generate customer insights and align with business objectives. Furthermore, the report explores the impact of digital content and marketing strategies, such as email marketing, pay-per-click advertising, and social media, on customer engagement and brand awareness. The report concludes with recommendations for enhancing customer experience and retention, emphasizing the importance of customer feedback and continuous improvement within the hospitality sector. The report highlights the importance of digital technology, CRM systems and customer service strategies in the hospitality industry.

Managing customer
experience
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Table of Contents
INTRODUCTION...........................................................................................................................3
Part 2................................................................................................................................................3
Task 3...............................................................................................................................................3
Scrutinise in what way digital technology is engaged in dealing the client knowledge in the
service segment given the exact instances of CRM systems......................................................3
Assess in what way digital technologies active in dealing the client experience Andy Greek
taverna and how varying CRM systems to successfully obtain and recall clients......................6
Task 4...............................................................................................................................................6
Client service tactics in Andy Taverna restaurant.......................................................................6
How client amenity approaches generate and grow the client knowledge in a way that
encounters the needs of the client and mandatory commercial values.......................................8
Presentation of client service plans of a exact service subdivision group in making the
customer experience....................................................................................................................8
Recommendations for improvement...........................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
In a service industry like hospitality division, client gratification or satisfaction is
thoughtful as the strength of service economy as this is only a mechanism through which client
would re-take their customer experience act as the publicity through word of mouth about service
offering.. Consequently, a restaurant should acquire knowledgeable in what way customer
experience can be managed for advantaging more economical lead over its rivals and for WOM
advertising. Andy Greek tavern restaurant which is London based restaurant that provide Greek
cuisine. Andy's Greek taverna were also renowned and famous for its first-class client
facility/service to come across buyer immunities because they are exhausting every characteristic
to be competent to strong customer experience (Rahimian, 2020). Technological aspect has
tremendously affected the customer relationship management in order to manage customer
experience to advantage word of mouth. Consequently, the subsequent report is instant in what
way Andy's Greek tavern carry- off the buyer experience from preliminary need examination
over to advanced sales supplement. Technology have vantage piles of chance as well as danger
to a service sector like restaurant. Pursuing report also acmes the allegation of digital technology
in customer relationship management. CRM practices are result of growing digital technology
which help in managing customer database for more customer engagement. Rather than this
aspect CRM was developed and created safeguard the brand value because when a business
interact with sound system they receive more customer engagement and better customer
experience management goals are being achieved successfully. Hence, this would be not wrong
to state that for managing customer experience and customer relationship, Andy Greek Taverna
are now engaging with many digital technology. However creating a superior customer
experience seems to well one of the focal point of the every service sector and same thing
applying to the Andy Greek Taverna
Part 2
Task 3
P5. Scrutinise in what way digital technology is engaged in dealing the client knowledge in the
service segment given the exact instances of CRM systems
Digital technology is regarded as to be the effective technology for managing the customer
experience in a service industry such as Andy Greek Tavern. Present service sector are
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pointing on the digital technology in order to create deeper impact on a client experience
surrounded by the service sector like restaurant, (Sharma and et. al., 2020). This is for in a
restaurant, it is all around customer service for the reason that guest would re-take the
service if the following service exceed the customer need and perception.
The three type of customer relationship system used by Andy Greek Tavern are as
following-
 Operational CRM – \
These CRM system provides support for past business processes that include direct
contact with customers through any communication channel, such as phone, fax, email,
etc. Details of all customer communications, including their needs, preferences,
discussion topics, etc. It is stored in customer contact history and can be accessed by
the staff of the organization whenever needed.
 Analytical- CRM
Analytical CRM system allows Andy Greek Tavern to analyse customer data
generated by active CRM applications, understand customer behavior, and determine
their actual value to the organization (Kura, and et.al. 2020)
This helps to communicate with customers with relevant information and suggestions
that meet their needs.
 Collaboration CRM-
Collaboration CRM system facility ways interaction with the with customers, and,
therefore, improves sales and customer engagement across all marketing channels.
The main purpose of corporate customer relationship management systems is to
improve the quality of services provided to customers, thereby increasing customer
loyalty.
Moreover, Digital technology is very vital in customer relationship management as
customer demands and wants are increasing day by day and in order to fulfil the growing
demands Andy Greek Taverna requires to offer an exceptional piece of customer experience.
Therefore following are the same features of the CSR system used by the Andy Greek Tavern
which are as follows-
 Customer need- An operational system can be helpful with digital technology to get inside
about the customer need and want and then relevant message can be tailored that meet
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customer need and preference. CRM facility Andy Greek Taverna to get more information
about the customer need so that accurate customer service strategies can be formulate for
them. Customer satisfaction- CRM system employing with the digital technology are more
capable application to maximise the customer satisfaction this is because business already
know about the customer need so that they can tailored the relevant marketing message for
those customer. Moreover, CRM system act as the link between the party and customer for
managing the customer relationship which can ultimate give better customer satisfaction
when prospectus use their services.
 Customer loyalty- When business have true sense of their customer and they constantly on
online and offline media made better customer communication this ultimately offer lay
customer to the business.
 Customer service- CRM system mainly meant for the customer service because these
system have the operational, analytical and collaborative system which help the
management to give the better customer service by having the accurate customer data on the
right time to access customer feedback and complaints.
 Customer complaints- Complaint management system is the part of CRM system digital
technology which is a solution product designed for Andy Greek Tavern for solving
customer issues and complaints for better customer experience management.
 Customer Retention- The foremost objective of the CRM system is to improve customer
retention because it is the secondary objective of the Andy Greek Taverna after their
primary objective i.e. customer attraction.
Reason for using digital technology in building customer relationship important for Andy
Greek Taverna CRM system which Andy Greek Taverna were using can be used to record the
customer’s product like and distaste and more about the spending way this can aids in
understanding the customer behaviour in the customer decision mapping journey. CRM system creates a portrayal for a management to understand the customer need and
the buying pattern and the preference and this would help in delivering a great and
remarkable customer service experience to the guests.
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 Through great CRM system with employing digital technology management of Andy
Greek Taverna can tailor message for their targeted and promising prospectus.
 Moreover, CRM collaborative system allow them to send relevant marketing message
which were tailored by using digital media and Andy Greek Taverna can offer
customised offer to the guests.
 CRM system implementation can be consider to be as the customer based marketing
strategy of the management which is introduced for managing the customer experience
and increase the revenue of the business though increasing customer satisfaction by
analysing the customer need in analytical customer system (Kenyon, Robinson and
Musgrave, 2020).
 A firm which is employing digital technology in their CRM system would create a highly
involved customer community this is because modern customers/ prospectus are using
numerous smart and digital technology where they are sharing their all experience on
digital communication media in a form of comments, like, review, share and tweet.
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 Moreover, CRM system facility Andy Greek Taverna to target new segment and enhance
the company profitability and sales revenue.
Digital media social media platform used by the Andy Greek Taverna as a communication
technology for customer engagement and brand awareness-
 E-mail marketing- Email listing which is collected on the various touchpoints can be
used for the email marketing in which relevant, engaging and tailored message would
sent to the customer on regular basis. These message sometime cover the spam or junk
folder of the customer but surely one day could tiger the customer mind to have look over
the service and try for the once. Pay per click marketing- This is type of earning in which user earn by the per click of
their plugin. Search engine adverstinging is type of pay per click marketing tool. Affiliate marketing- In affiliate marketing, Andy Greek Taverna appoints an affiliate
marketer who will do marketing job for them in charge of commission. Social media marketing- Social media marketing is booming digital marketing tool
which help business to reach billions just by single content post. This is one of cheapest
communication media with more user engagement and brand awareness feature.
The role of digital content and its impact on the business of Andy Greek Taverna Digital content can boost the sales of the Andy Greek Taverna because it is engaging and
tailored as per the prospectus need and want. Most affordable method of reaching a wider audience- Digital media content are the
most affordable tool to reach the wider audience because it is the Omni- communication
channel which maximum number of customer used too (Larson, Jaworski, and Larson,
2021). Word of mouth- In service industry most of the business are running for word of mouth
publicity and digital content is regarded as the voice of the company which shows
company objective and mission that help them to earn word of mouth.
M1. Assess in what way digital technologies active in dealing the client experience Andy Greek
taverna and how varying CRM systems to successfully obtain and recall clients
However, there is no doubt to list that digital technology has dived deep for managing the
customer experience in order to deepen and improve the customer service and profitability of the
business. Andy Greek Taverna has installed lots of nomenclature in their CRM system for both
marketing and retention of the customer. Retention of the customer is more important for the
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company in respect to the attracting the new one. Modern application of digital technology has
monotheism the CRM effectively which offer customer retention in a greater extent (De Luca,
Pegan and Vianelli, 2020). When Andy Greek Taverna installed digital technology in their CRM
system they are approaching to gain insight which they have accumulated from the various
touchpoints. The upgraded CRM system with cloud based technology would store and record the
key customer data about the good and bad customer experience and from which Andy Taverna
can improve the experience by a way of finding the best possible solution so that next time it can
prevent such bad experience and issue by the customers. Feedback act as the both treat and
opportunities for the company, Andy Taverna restaurant has installed the feature of imposing
feedback. The recorded feedback would be analysed and can be introduced in the working
culture in order to better understand the customer value.
Task 4
P6. Client service tactics in Andy Taverna restaurant
Customers are considered as the focal point in hospitality or a service sector and
delivering customer service that exceed customer expectations is the main aim and duty of Andy
Greek Taverna. To achieve this minestrone company need to think and form customer service
strategies for leveraging extraordinary and appealing customer service for greater customer
experience (Emmanuelli, 2020). Moreover, before establishing customer strategies for the
company first they need to access and examine the effective customer management which can be
established by –
 Accessing the market need- In this section, Andy Greek Taverna looking to access the
market size which they are looking to targeting along with the degree of urgency in these
market. Also company need to predict the cost of the customer acquisition and determine
the way that demonstrate their service unique in compassion to others.
 Experience mapping- In experience mapping, Andy Greek Taverna should understand
their target customer market group and capture the customer consideration.
 Touch point analysis – There need to examine the touchpoints on pre-purchase, during
purchase and after purchase in order to demonstrate the effectiveness of each touchpoints.
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Subsequently there are the some client service approaches castoff by the Andy Greek
Taverna for developing customer service plan of action for customer high engagement in order to
attract the desired marketing and customer service goals which are as follows-
 Create a customer service vision-
In this section, Andy Greek tavern set the customer service goals and the vision
which they need to put to get the expected results.
 Determine the customer need-
It is important to get insight about the customer and their journey in the buying
process which can help in understanding the empathy of customers which would also
offer various ways to resolve customers issue and shortcomings inconveniencing way.
Andy Greek taverna can achieve these strategic goal by welcoming reviews from the
customers and take notice of them. Hire the right employees and train them on service skills-
Customer support representative are the first person who would deliver customer
service on behalf of the Andy’s great taverna restaurant, so for effective and improving
customer service great taverna need to improve their customer service manpower by
recruiting and training the employee with proper knowledge of the customer service
(Hive, 2020). The new employee must be tell about the importance of passions and
empathy which important skill is found in effective customer support executive.
 Build a long term consistency between the offline and online communication
 Surprise the customer with gift and reward the loyal customers
 Focus and take care of the employees because they are the important link between the
business and customers. Gain feedback from the customers-
A business who undertake and sick feedback from the customer can deliver excellent
customer service by implementing those feedback into the work culture. Moreover in a
service sector word of mouth leads a vital role therefore it is more important for Andy Greek
taverna restaurant to obtain feedback (Hive, 2020). When business implement those feedback
into their operation they can work on negative feedback so that no problem would be faced
by customer in future service
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P7. How client amenity approaches generate and grow the client knowledge in a way that
encounters the needs of the client and mandatory commercial values
However in order to deliver more excellent customer service the restaurant need to include
customer engagement and retention policy end there customer service strategies. However a
good customer service strategies and management would likely to have deeper impact on the
customer relationship.
First impression and ambience
Positive things which were
found in customer
Negative things which were
seeing in touchpoints by
customer
Suitable changes Andy Greek
Taverna must make on
The foremost positive side of
this is the interior of the
restaurant which is cosy and
eye-catching because many
customer take photograph
there and upload on their
respective social media
handling.
There was no representative
available on the front desk
many time which most time
demotivate the customers
Seeking customer feedback is
more important, they should
hire responsible customer
service representative at this
desk.
Simplified payment system
Positive things which were
found in customer
Negative things which were
seeing in touchpoints by
customer
Suitable changes Andy Greek
Taverna must make on
There was online payment
both on the offline and online
touch point of the restaurant
There was no suitable
machine for contact less
payment.
Modern customer want hassle
free service which is the focal
point and the customer
service strategies for
machine. In Coronavirus
crisis company can introduce
contactless delivery by
accepting the payment
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through online mobile
payment or from the wireless
system (Kuppelwieser and
Klaus, 2021).
Queue management system
Positive things which were
found in customer
Negative things which were
seeing in touchpoints by
customer
Suitable changes Andy Greek
Taverna must make on
There was no long queue
which made customer thing
that the services are worthy
There was so long waiting
time and the website of the
company is too much slow
and long loading time.
For managing the queue in
restaurant outlet token system
can be issued by using CRM
software
Online and offline communication with the customers
Positive things which were
found in customer
Negative things which were
seeing in touchpoints by
customer
Suitable changes Andy Greek
Taverna must make on
Customer found that there is
effective commination made
by the restaurant both online
and offline which made it
easier for them make suitable
feedback and complaint
The support staff is less
skilled and incompetent and
are less polite at the offline
point such as front desk and
at the gate door.
Andy Greek Tavern can hire
new employee for these
touchpoints and can train
them essential service skills.
M4. Presentation of client service plans of a exact service subdivision group in making the
customer experience
Application of great customer service are as follows-
 Touchpoints- Customer touchpoints are the places for interaction point where customer
comes in contact or established in traction with the business (Kuuru and et.al., 2020).
These touchpoints can be the customer service executive the brand message which is
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comes from various touchpoints like social media digital media website email billboards
and other promotional devices and channels
 Interaction -The man element in the customer service strategies is to create interaction or
a communication process bet win prospectus and the restaurant. Interaction can be in
form of communication with a guest and the customer support executive or the outlet.
 Engagement- Customer service strategies are foam 2 and customer engagement therefore
the important aspect in the customer service is engagement and this is based on the
quality of interaction post off engagement can be formed in Bank of product service
signing up to free trial am signing up to attend seminar (Larson, Jaworski and Larson,
2021)..
 Customer satisfaction- Customer satisfaction autumn as backbone of a service sector
therefore while developing customer service strategies the man focus or goal is to achieve
customer satisfy by formulating customer service plan of action.
Recommendations for improvement
 Build customer relationship offline- Proposed customer service is based on establishing
customer relation why using digital technology therefore other than the online and is
Guetta wanna should also focus on building customer relationship offline by just adding a
human touch in there customer service.
 Offering better customer service- Andy Greek taverna can offer better customer service
by continuously improvising the customer service through undertaking the customer
feedback an implementing those on their workplace policy (Lin, Gursoy and Zhang,
2020).
 Developed an omni channel strategy -It has been found that to get more insight about the
customer interaction and that behavior the customer buying journey Andy Greek taverna
must focus on Omni channel strategy which include various multiple channel for
business leads customer support and marketing.
CONCLUSION
Therefore, from the dynamics of above carried out study it has been found that managing
customer experience, customer relationship and customer service are the core term in a service
sector that are interrelated to each other. Digital technology has impart tremendous impact on the
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customer relationship management by enhancing the customer relationship management
practices. On the other hand it has been found that service sector formulate customer service
strategies in order to manage customer experience and deliver better customer service for
customer retention and customer engagement.
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REFERENCES
Books and Journals
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Qualitative Research on the US Market. In Handbook of Research on Retailing
Techniques for Optimal Consumer Engagement and Experiences (pp. 257-283). IGI
Global.
Emmanuelli, C., 2020. Elevating customer experience excellence in the next normal.
Hirvi, M., 2020. Managing digital customer experience in the graphic paper buying journey.
Kenyon, A., Robinson, P. and Musgrave, J. eds., 2020. Managing Hospitality Experiences.
CABI.
Kuppelwieser, V.G. and Klaus, P., 2021. Measuring customer experience quality: The EXQ
scale revisited. Journal of Business Research, 126, pp.624-633.
Kuuru, T.K., and et.al., 2020. Emotions in Customer Experience. In Society as an Interaction
Space (pp. 247-274). Springer.
Larson, J., Jaworski, B.J. and Larson, J., 2021. Managing your most loyal customer
relationships. Business Horizons, 64(1), pp.141-147.
Lin, H., Gursoy, D. and Zhang, M., 2020. Impact of customer-to-customer interactions on overall
service experience: A social servicescape perspective. International Journal of
Hospitality Management, 87, p.102376.
Rahimian, O., 2020, May. Managing Your Digital Transformation. In Offshore Technology
Conference. Offshore Technology Conference.
Sharma, P., and et. al., 2020. Customer engagement and relationships in multi-actor service
ecosystems.
Vieira, V.A., and et. al., 2020. The impact of intuition and deliberation on acquisition-retention
ambidexterity and sales performance: comparing the Dual-Process and Uni-Process
Models. Journal of Personal Selling & Sales Management, pp.1-14.
You, Y. and Joshi, A.M., 2020. The Impact of User-Generated Content and Traditional Media on
Customer Acquisition and Retention. Journal of Advertising, 49(3), pp.213-233.
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