Managing Customer Experience: A Report on Barnsley House Hotel

This report provides an in-depth analysis of customer experience management at Barnsley House Hotel, a luxury establishment in the Cotswolds. It examines the digital technologies employed, including cloud storage, artificial intelligence, IOT, virtual tours, and multi-channel accessibility, and their role in enhancing customer service and satisfaction. The report also explores how these technologies contribute to customer acquisition and retention, including the use of online advertising, social media, and customer feedback mechanisms. Furthermore, it evaluates the advantages and limitations of Customer Relationship Management (CRM) systems, such as centralized data management and personalized services, as well as potential drawbacks like data security risks and high operational costs. The conclusion emphasizes the crucial role of technology in the hotel's success and the importance of focusing on customer experience to build long-term relationships. The report references various academic sources and includes illustrations to support its findings.

MANAGING THE CUSTOMER
EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PART A...........................................................................................................................................1
P5 Digital technology used by Barnsley House to manage its client experience...................1
M3 technology changed approach to acquire and retain clients.............................................3
D3 Advantages and limitation of CRM.................................................................................4
CONCLUSION................................................................................................................................5
REFERENCE...................................................................................................................................7

INTRODUCTION
Customer experience is the product of an interaction between an organization and a
customer over the duration of their relationship.. . It is different from customer service as
customer service are render mostly after sale. But customer experience is proactive action in
which organization try to establish its business process, resource, policy and structure which
enable smooth and best buying experience. This Present report describes digital technology used
in Barnsley House Hotel of United Kingdom. Barnsley House is luxury hotel situated in
Cotswold village. Hotel's USP is that, it designs it's each room uniquely. Report also covers, the
advantages and limitation of technology in service sector. Further the introduction of Hotel's
customer relationship management software.
PART A
P5 Digital technology used by Barnsley House to manage its client experience
Digital technology means use of electrical medium to store, manage and process the data.
It is collection and combination of electronic equipment which embedded with smart feature.
These computers based gadgets are able to take decision by their own as they have capacity to
recognize the patter and take action and decision on the basis of this. Nowadays technology play
an important role in business success because customer uses technology from beginning to end
of purchasing process(Lemon and Verhoef, 2016). It not only help customers, even it provides
support to business to perform its activities with more accuracy and seamlessly.
Barnsley House know the influence of automation in customer relation management
(CRM), so it adopts all the latest and required electronic mechanics in hotel. Customer relation
management include different arrangement and practices to give better service to people. There
are so many CRM technique sin which hotel uses technology which are as follows:
Hotel use its customer data to improve service and resolution of compliant. So, Hotel
shares its customer data with all department by using cloud storage and integrated information
system software. It is a virtual cloud which contain the important data in encrypted mode. Hotel's
production Department use this knowledge to design service(Homburg, Jozić and Kuehnl, 2017).
Hotel also have artificial intelligence in rooms like room's temperature and light follow day cycle
(day to night). Artificial intelligence is very beneficial and attractive feature for customer. IOT
(Internet of Things) render real time solution and personalized services. Like when Clint rises up
in morning in winter, geyser automatically starts to give warm water. IOT boost productivity,
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minimize human errors also customer receive highly personalized service. Barnsley House also
give option of virtual tours. In this technology clients are able to virtually visit the Hotel premise
and room. Technology allow customer to feel real life experience of service before acquiring the
service also buyer can give alternation suggestion according to their choice. It helps them to
make fast decision, save time and money which can occurred due wrong decision. Multi channel
accessibility is become possible by digital technology like now customer can interact with hotel
by phone, email, website, video calling and catboats. Clients now can directly and indirectly
book their room form travelling agent website and self online booking. Clients can make its
purchasing process at any time(McColl-Kennedy and et.al., 2015). User satisfaction in service
industry depend on timely service, value to money, speedy complain handling, customization of
service, accessibility, flexibility which are also a prat of Barnsley House Hotel's customer
strategies. NFC technology is a communication technology which uses high short range
frequency to exchange data between two devices. It is used in Hotel rooms key, payment
machines and digital signage.
Apart from all these Hotel uses different platform on which guest can give their feedback
and suggestion. Hotel also put all its packages, pricing and service information on different sites,
booking reservation platform(Rust and Kannan, 2016). Customer now have access to all the
required information from anywhere and anytime as well as it enhances their trust on brand.
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Illustration 1: contribution of Digital technology in hotel industry
(Sources: Trending Digital Technologies to Elevate Hotel Guest Experience,2018)

Hotel also develop its mobile app, which is very much user interface friendly. This app ensure
accessibility element of marketing mix of hotel. Staff also qualify with different software which
help it to design the latest service according to trend or as per the need of particular guest.
Customer relation management is widely used software in service sector because this
industry is highly depended on customer relation(Wan and Law, 2017). Barnsley House taken
care of its clients security with the help of cloud-hosted video surveillance, sensor embedded fire
safety detector, IOT less fire sprinkler system etc. self check in check out and hotel Kiosk is now
in treading because guest now less interested in communication with staff for small things, as
they want fast movement. To achieve this expectation hotel even install face recognition sensor
at the entrance of hotel.
M3 technology changed approach to acquire and retain clients.
Acquiring customer means turn a potential customer into existing buyer. Digital
technology help to make new customer. Technology removed the geographical obstacle of
purchasing and marketing function. Now, hotel can target global market. Virtual tour helps
Potential customer to acquiring service. Hotel put its advertisement on relevant website like for
business class room it uses corporate website and for group tour, educational website are been
use for promotion(Wang and et.al., 2016). This help in inform customer on time. Part from
domestic buyer, international guest also book their room from their host country, Because hotel
render online booking facility. Technology also help in marketing team to attract new customer
by enable them to use online advertising option like use you tube for story telling, social media
to share testimonials, referrals on travelling websites.
Customer retention policy aimed to increase customer loyalty by enhancing customer
satisfaction. Hotel ask its guest to give feedback on company's website, phone and by mail so
that they can be address. When a business show concern to customer, they also feel valued which
boost customer loyalty(Bilgihan and et.al., 2016). CRM, cloud system and other digital gaztes
provide customer data. This data is used to make customer oriented and customisation of product
and service. Technology empowers the guest. Mobile order and online payment also comes
under a effective retention policy.
Earlier higher authorities indirectly receive information form stakeholder but now
collaborator render essential knowledge direct to business. For instance prior marketing team
only gave information about their choices, preference and expectation with hotel rooms. But now
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these people share their idea and expectation on social sites. Hotel uses these knowledges to
develop the room decoration and service options(Laudon and Laudon, 2016).
D3 Advantages and limitation of CRM
A business strategy, practice and software which is focused on maintain healthy relation
between an organisation and its customer, is called customer relation management. CRM
software help Barnsley House to acquiring, maintains and retain healthy relation with its service
buyers. Customer Data from different sources and channel are being collected by it. This data is
related to past buying record, queries, complaints, which help organisation to develop its
marketing mix(Taylor and et.al., 2015). For instance Barnsley House now increases it product
line as it now have business rooms, group tour, twin and suit room because its guest share their
required specification for room.
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Illustration 2: advantages of CRM
(Sources: CRM Development, 2015)

Advantage of CRM
 It facilitates to keep all customer data at one place which smooth client's history tracking
process.
 Centralised data help higher authorities and manager to make customer relation policies.
 Automated email and greeting sms's in occasion encourage the long term buyer seller
relationship, Because of personal bond Barnsley House earned goodwill, trust, referral
and trust of its Clint(Soltani and Navimipour, 2016)
 CRM also enable hotel to make personalized service based upon past purchasing of
buyer.
 It also generated automated report, which is used by different departments.
 Render the best customer support assistance and follow up to guest.
Disadvantage of CRM
 Data theft and loss risk.
 Huge operating cost of software.
 Special training requirement to operate software
 Process is hugely deepened of internet, in case of slow done internet, organisation may
face difficulty in manage day to day activities in absence of manual data(Ennew, Binks
and Chiplin, 2015).
CONCLUSION
From the above study it has been concluded that technology contributes in Barnsley
House success like it enhances the hotel's have capacity to attract its customer by the aiming their
requirements. In service industry word of mouth marketing play a crucial role because this sector
only have intelligible service, not tangible product. In such position customer, Hotel tries to
attract its customer by initiating facility by taking empathic approach. Technology is a critical
element which determine the organisation success because now customer use more online
purchasing toll in place of traditional buying practice. Every firm should more focus on customer
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experience than customer service because reacting action always have cost, time and wastage
associate with it.
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REFERENCE
Books and journals
Bilgihan, A and et.al., 2016. Hotel guest preferences of in-room technology amenities. Journal of
Hospitality and Tourism Technology. 7(2). pp.118-134.
Ennew, C. T., Binks, M. R. and Chiplin, B., 2015. Customer satisfaction and customer retention:
An examination of small businesses and their banks in the UK. In Proceedings of the 1994
Academy of Marketing Science (AMS) Annual Conference (pp. 188-192). Springer, Cham.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Laudon, K. C. and Laudon, J.P., 2016. Management information system. Pearson Education
India.
Lemon, K. N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
McColl-Kennedy, J. R and et.al., 2015. Fresh perspectives on customer experience. Journal of
Services Marketing. 29(6/7). pp.430-435.
Rust, R. T. and Kannan, P. K., 2016. The era of e-service. In E-service: New directions in theory
and practice (pp. 15-34). Routledge.
Soltani, Z. and Navimipour, N. J., 2016. Customer relationship management mechanisms: A
systematic review of the state of the art literature and recommendations for future research.
Computers in Human Behavior. 61. pp.667-688.
Taylor, J and et.al., 2015. Customer relationship management system and method. U.S. Patent
8,972,876.
Wan, S. and Law, R., 2017. Leveraging online reviews in the hotel industry. In Analytics in
smart tourism design (pp. 235-252). Springer, Cham.
Wang, D and et.al., 2016. Assessing hotel-related smartphone apps using online reviews. Journal
of Hospitality Marketing & Management. 25(3). pp.291-313.
Online
CRM Development. 2015. [Online]. Available through< http://www.webbooza.com/crm-
software/>.
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Trending Digital Technologies to Elevate Hotel Guest Experience. 2018. [Online]. Available
through<https://hexaware.com/blogs/5-trending-digital-technologies-to-elevate-hotel-
guest-experience >.
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