Evaluating Customer Experience: Digital Technology and CRM Report

This report delves into the critical role of customer relationship management (CRM) in enhancing customer experiences, particularly within the context of digital technology. It explores the effective use of digital tools and strategies to manage customer interactions, analyzing the impact of social media, online platforms, and payment systems on customer satisfaction and business revenue. The report evaluates different types of CRM systems, including operational, analytical, and collaborative approaches, highlighting their respective strengths and weaknesses. Furthermore, it provides an assessment of customer service strategies, including menu recommendations for events at Hazev restaurant, and offers insights for improvement based on customer feedback and market analysis. The conclusion emphasizes the importance of customer-centric approaches and the effective use of digital technology for sustainable business growth.

Understanding Customers

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Evaluating the ways digital technology can be employed in managing the customer
experience...................................................................................................................................1
2. Evaluating the customer relationship management systems...................................................2
3. Appropriate customer service strategies and menu for the events in Hazev restaurant..........2
4. Evaluating the events and recommendation for improvement................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Customer is the foremost important for the success of any type of business. Customer
relationship management is the process which helps in managing the company's interaction with
prospective customers and current customers. The present report will help in understanding the
effectiveness of digital technology in managing customer experience. Customer relationship
management will be discuss. Further, the effectiveness of the event for managing the customer
experience and proper recommendation is included.
1. Evaluating the ways digital technology can be employed in managing the customer
experience.
With the change in the digital age, the demands of customer is also changing. In such
competitive business age, customers have several other alternatives which makes the retention of
customer a major challenge for the business. Transforming the business area of The French
Table restaurant will result in change of business operations and the value they deliver to their
customers (What a Great Digital Customer Experience Actually Looks Like , 2019). It can be
said that, digital technology is very effective that will help The French Table restaurant in
increasing customer experience but it also helps the restaurants to increase its revenue. Customer
experience is the quality that a customer encounter with the restaurant's food, services and the
brand. Ways through which digital technology will help in managing customer experience are:
 Actively involvement of The French Table restaurant on social media will help the
customer to know about the changes in restaurant. It is an effective way to connect to the
customer.
 Through social media and websites, customer can give their feedbacks and suggestion
regarding the service and taste of the food. It helps in building relationship with the
customers.
 Through digital technology, restaurant are able to reduce their and customers times they
can book their table online, it ease the mode of payment through online payment (Linoff
and Berry, 2011).
 Digital marketing gave a platform to The French Table which enable to promote its
restaurants and can attract and interact with the customers.
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2. Evaluating the customer relationship management systems.
The practices, strategies and different technologies that company uses in order to manage
and analyse the customer interactions and their data throughout the customer life cycle is known
customer relationship management. The main purpose or goal of the CRM is to improve the
customer service relationship which assist in customer retention to company and helps in sales
growth. It is the set of software application which helps a company in order to determine the
need and preferences of their customers by managing, organising, tracking and storing all the
customer interaction with the organisation.
CRM system is important as it assist in providing the information which can help in
increasing business goals of the organisation. There are different types of CRM system available
for the business, they are very helpful but also have some drawbacks also. The different types of
CRM system and software are as follows:
Operational: This system helps in managing the day to day marketing, sales and customer
service operations. Contacts, call centres, data aggregation system are few examples of
operational CRM (Kumar and Reinartz, 2018). It is very effective system for the company that
has a high customer turnover and high service cost.
Analytical: It is a system of CRM which helps in making it easier for the company in order to
manage the process to retain the customers and keep record and track their details. This system
helps in providing a solution for the companies that has to collect large number of data of
customers. The analytical CRM system fas three basic functions customer acquisition, customer
retention and managing data of customers.
Collaborative: This system of CRM is designed in order to improve the customer experience
within the company (Ernst and et.al., 2011) . Collaborative CRM helps companies to companies
to track and share customer data with everyone from vendors to suppliers to tech support and
marketing managers, making this information available will help in making the relationship
strong and also helps in building strong customer relationship.
3. Appropriate customer service strategies and menu for the events in Hazev restaurant.
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Beverages
Derby Dry Mocktail...... 20.00£
Espresso Coffee....... 15.00£
Cold Coffee........ 20.00£
Starters
Italian Pasta..... 155.00£
Mexican Pasta.... 195.00£
Chicken Tikka.... 245.00£
Main Course
Indian...... 350.00£
Thai....... 295.00£
Chinese..... 250.00£
In order to promote the events, making customer service strategy is very essential which
will assist in provide better customer experience. In order to provide customer experience
applying proper customer service strategy is important. It can be said that during the time of
events, restaurants should treat the customer the way that they will get the best experience.
Customers with best experience in the restaurants will help in promoting the restaurants
(Nguyen and Mutum, 2012) . The best customer service strategy that helps in increasing the
customer experience in Hazev Restaurant:
 Understanding customers need and concern should be the first priority of the restaurant.
The management should develop a clear vision and strategy of the restaurant which assist
in making the standard that keeps the customer satisfaction on top.
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 In order to increase the customer service, it is foremost essential to train and motivate the
staffs to work and provide service and care to customers. The management should
motivate their employees monetary and non-monetary ways.
 The restaurant should hire and train the right employees who are effective enough to
communicate to the customer. They should be capable of understanding the needs and
problems of customers and respond them in order to satisfy them.
4. Evaluating the events and recommendation for improvement.
As per the food event buy Hazev restaurants, it can be said that the food offered in the
menu and their price is not appropriate. As per the feedback get by the customers, it can be said
that the customer service is very effective. The restaurant should make changes in their menu and
make the price according to the customers demands (Goddard and et.al., 2012). It is very
essential for maximizing the customer experience and promotion of restaurant.
Moreover, it can be recommended to the Hazev restaurants that, it should make proper
changes to its menu dishes and drink as per the feedbacks from the customers. The restaurants
should make more effective strategies to enhance the customer experiences like using social
media and websites to connect to the customers.
CONCLUSION
By the above report, it can be concluded that customer relationship management is very
important for a company to increase the customer experience. It can be analysed from the report
that digital technology is very effective in increasing the customer experience. The report has
concluded a promotional event by preparing a menu for the customer and included strategies and
recommendation for improvement.
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REFERENCES
Books and Journals
Ernst, H. and et.al., 2011. Customer relationship management and company performance—the
mediating role of new product performance. Journal of the academy of marketing
science. 39(2). pp.290-306.
Goddard, M. G. J. and et.al., 2012. Customer relationship management: a global perspective.
Gower Publishing, Ltd..
Kumar, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy, and
tools. Springer.
Linoff, G. S. and Berry, M. J., 2011. Data mining techniques: for marketing, sales, and customer
relationship management. John Wiley & Sons.
Nguyen, B. and Mutum, D. S., 2012. A review of customer relationship management: successes,
advances, pitfalls and futures. Business Process Management Journal. 18(3). pp.400-419.
ONLINE
What a Great Digital Customer Experience Actually Looks Like . 2019 [Online] Available
through:<https://hbr.org/2015/11/what-a-great-digital-customer-experience-actually-looks-
like>.
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