Customer Relationship Management and Digital Technology Report

This report delves into the realm of Customer Relationship Management (CRM), exploring how businesses, specifically focusing on the restaurant Hazev, leverage digital technologies to enhance customer experience. The report examines the application of technologies like chatbots, big data analytics, artificial intelligence, virtual reality, and the Internet of Things, evaluating their impact on customer acquisition and retention. Furthermore, it critically assesses the advantages and disadvantages of CRM implementation, particularly within the service sector. The report also evaluates customer service strategies, offering recommendations for improving the quality of customer experience by emphasizing skills, feedback, and employee empowerment. The report concludes with a synthesis of these findings, providing a comprehensive understanding of CRM's role in fostering successful customer relationships.

MANAGING THE
CUSTOMER RELATIONSHIP
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 3 ................................................................................................................................................1
P5 Examine digital technology for managing customer experience within enterprise by
providing specific example.........................................................................................................1
M3 Evaluation on term that how technologies employed in managing customer experience to
acquire and retain customers. .....................................................................................................3
M4 Critically evaluation on advantage and disadvantage of CRM used in service sector. .......3
LO 4 ................................................................................................................................................4
D4 Evaluate delivery of customer service strategies and provide recommendation for
improvement in developing quality experience. ........................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Customer relationship management is the strategy that assists firm to stay connected to
customers ad streamline the processes and also works to improve profitability (Zaki and Neely,
2019). The present report will look over the activities of Hazev, it is restaurant engaged in
providing food and beverage.
Furthermore, report will include the following things as use of digital technology to
maintain customer experience and retain them in enterprise. Lastly, the customer service
strategies will be defined to deliver quality experience to customers.
LO 3
P5 Examine digital technology for managing customer experience within enterprise by providing
specific example.
In the digital age the customers are more demanding than ever and modern technical
advancement are transforming nearly even domain in customer experience. Customers are the
most crucial aspect of business enterprise (Raina and et.al., 2019). The technological
advancement assists firm to improve efficiency, productivity and growth perspective by
continuously evolving with use of modern technologies. Thus, restaurant as Hazev have the use
of promising technologies and it also enhance the customer experience journey. These as are-
Chatbots- This is latest revolution in the business landscape. By use of AI powered Chatbots the
firms are better equipped in terms to handle the customer service function. It is kind of virtual
assistants that fulfils demand of customers for getting instant service support from business. With
help of this tool customer queries can be handled efficiently and there can be improvement in
customer satisfaction and experience with business.
Big data analytics- It is tool that works as to transforming the way businesses interact with
customers. This is the technology that helps the firm to understand the problem aspiration and
expectation that aids to have quicker solution (Jaziri, 2019). In addition to this, the nature of
personalisation aids firm to build loyal customer base and also improves profitability for longer
period. For example- In enterprise most of customers sharers personalised data and firm promise
to send personalised offers and discounts. The entity receives the massive data and it becomes
essential for them to analyse this data so that they can able to deliver better experience to end
customers.
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Artificial intelligence- It has taken the business landscape by storm it is helpful for projecting
the growth of enterprise. This is tool that helps to empowering the customers by supporting them
into conversation and improving decision making abilities within enterprise with help of
automation. It helps the human to provide proactive and actionable responses to customer by
improving customer satisfaction.
Illustration 1: Customer Experience
(Source: How these 5 technologies are improving the customer experience
journey, 2018 )
Virtual reality- It is technological advancement that has the capacity to completely alter the
experience of customers. This is tool that engages customers and provides complete sensory
experience that capture the attention, imagination and sense unlike any other technical
advancement present in modern areas (Hua and et.al., 2019). Thus, it motivates customers to
interact in better way with the product. For example- The VR will be introduced the latest range
of beers by setting up VR tasting booths in Tesco stores across UK so it can stimulate consumer
sense and engage it in immersive experience. Thus, Hazev need to introduce so that they can
identify the sense of consumers and improvement can be done at the initial stage.
Internet of things- It is technique that assists firms to lower operational cost and enhance
productivity and expansion and this also provides solutions to engage customers with delightful
experience. Thus, this are tools that has great potential to attract consumers towards product and
service. For example- The business enterprises are adopting Fitbit, it is fitness monitoring device
and real hardware promises and it also has valuable social capital for user. Thus, this are device
monitors that helps the users to track their health and upload the same on the social platforms to
receive appreciation.
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M3 Evaluation on term that how technologies employed in managing customer experience to
acquire and retain customers.
Digital transformation is the integration of technical advancement into all areas of
business. In this, competitive business scenario, customers have several alternatives and
customer retention is crucial component. The use of technical advancement helps firm to easily
satisfy and retain base of customers and it brings improvements the efficiency of the business
(Ngo and et.al., 2019). The consumer interaction is at the forefront of technology and it provides
the better customer experience. Thus, Hazev is taking various initiative ion order to adopt
advanced technical tools so that it can be possible to deliver better experience to customer. The
tools as VR, artificial intelligence, internet of things and big data analytics empowers the
business with the ability to expand service offering to enhance customer experience. Thus,
technological tools has significant impact on the customer experience and it also assistive in
terms to retain them.
M4 Critically evaluation on advantage and disadvantage of CRM used in service sector.
The term customer relationship management aids the firm to keep tyrack of their
customer and comes to market with more efficient ways (Smith, and Offodile, 2019). In both
kind of service secrtor small or large there is crucial to implements CRM practices as it helps to
understand customer in better mode. Therefore, It also works as to enhance sale and to build
brand loyalty. Thus, advantages and disadvantages of using CRM has been defined in following
ways as-
Advantages
 This assists all data of customer at one place and allow customer to be more productive
with help of tracking consumers history and also adds reminders for sales, calls and
meetings.
 It is tool that builds long lasting relationship with customers through small but
meaningful functions such as sending them birthday wishes.
 The one of the more beneficial aspect is that it is helpful to manage growing database and
speed up the growth process.
Disadvantage
 This work as transition from manual to automatic processes and it is one of obstacle that
occurs at time of implementing CRM.
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 By implementing the customer relationship management software team has the
possibility of all confidential data being hacked. However, it can be resolved with right
training and guidance ( Xiao and et.al., 2019).
LO 4
D4 Evaluate delivery of customer service strategies and provide recommendation for
improvement in developing quality experience.
The better customer service is the golder key to any successful business. Thus, good
quality experience to customer can provide by carefully listening to them and identifying the
needs and desires. Thus, common customer service strategies for developing quality experience
has defined in below presented manner as-
Strength customer service skill- It is essential to identify that customer service team has proper
skills to manage the requirement of customers. Thus, he must have following skills as-
 Empathy, patience and consistency.
 Adaptability
 To maintain clear communication
 Work ethic
Solicit feedback from customers- To improve the working, it is essential to take feedback from
customers and take initiative to resolve them so it can helps to enhance sales by brining
improvement in product and service (How these 5 technologies are improving the customer
experience journey, 2018).
Embrace the path of snail- In this digital era, the unexpected arrival of the handwritten note can
work wonder for revitalizing the old business relationship. It can work with the employees and
suppliers as it can be with customers.
Hire for customer service greatness- The HR of Hazev must take initiatives in recruiting the
great team so it can helps to inspire the current customer service representatives. The better team
can aids to bring effective output.
Empower employees to resolve issues- The employees must have skills to make proper
interaction with customers. By help of listening the query of customers it will be easy to get
overcome and humanizing the relationship.
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CONCLUSION
Based on above report it can be concluded that customer relationship management works
as to practice strategies and technologies that firm use to manage and analyse the customer
interaction. The present report was based on business activities of Hazev. Thus, report has
covered the following things as digital technology for managing customer experience, advantage
and disadvantage so that CRM cam be implemented successfully and in last customer service
strategy has been given in order to develop quality experience.
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REFERENCES
Books and Journals
Zaki, M. and Neely, A., 2019. Customer Experience Analytics: Dynamic Customer-Centric
Model. In Handbook of Service Science, Volume II. Springer, Cham.
Raina, S and et.al., 2019. Customer Experience and Its Marketing Outcomes in Financial
Services: A Multivariate Approach. In Understanding the Role of Business Analytics.
Springer, Singapore.
Jaziri, D., 2019. The advent of customer experiential knowledge management approach
(CEKM): The integration of offline & online experiential knowledge. Journal of Business
Research. 94. pp.241-256.
Hua, S and et.al., 2019. Financing and ordering strategies for a supply chain under the option
contract. International Journal of Production Economics, 208, pp.100-121.
Ngo, L.V and et.al., 2019. Effective sense-and-respond strategies: Mediating roles of exploratory
and exploitative innovation. Journal of Business Research. 94. pp.154-161.
Smith, A.D. and Offodile, O.F., 2019. Ethical Dilemmas Associated With Social Network
Advertisements. In Handbook of Research on the Evolution of IT and the Rise of E-
Society. IGI Global.
Xiao, J and et.al., 2019. Managing the e-commerce disruption with IT-based innovations:
Insights from strategic renewal perspectives. Information & Management. 56(1). pp.122-
139.
Online
How these 5 technologies are improving the customer experience journey. 2018. [Online]
Available through:<https://www.information-age.com/5-technologies-improving-
customer-experience-journey-123468957/>.
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