Unit 2: Customer Experience Management Report - Dockland Academy

This report explores the management of customer experiences within the context of a restaurant, focusing on the application of digital technology and customer relationship management (CRM) systems. It examines how digital tools enhance customer interactions, improve service delivery, and gather valuable feedback. The report evaluates the advantages and disadvantages of CRM systems, assessing their impact on customer satisfaction and operational efficiency. Furthermore, it outlines effective customer service strategies, including feedback mechanisms, employee training, and the use of social media for promotion. The report also analyzes the importance of communication and the delivery of quality services. Finally, it provides recommendations for improving customer service, emphasizing the need for employee training, technology adoption, and responsiveness to customer feedback, ultimately aiming to enhance customer loyalty and business profitability. The report is based on a scenario involving Dockland Academy and its partner restaurant, Hazev, and the planning of an international food event.

MANAGING CUSTOMER
EXPERIENCES

Table of Contents
MANAGING CUSTOMER EXPERIENCES.............................................................................1
INTRODUCTION.......................................................................................................................3
LO3..............................................................................................................................................4
P5 Examine use of digital technology in managing the customer experience in the
restaurants and also include the customer relationship management systems........................4
M3 Evaluate the digital technologies used in managing the customer experiences ..............5
D3 Critically evaluate the advantages and disadvantages of CRM systems used in service
sector.......................................................................................................................................5
LO4..............................................................................................................................................6
P6 Illustrate the customer service strategies in service sector................................................6
P7 Demonstrate customer service strategies and develop the customer experiences.............7
M4 Review the application and provide the recommendation for improving the customer
service ....................................................................................................................................8
D4 Evaluate the delivery of customer service strategies and communication and provide the
recommendations....................................................................................................................8
CONCLUSION............................................................................................................................8
REFERENCES............................................................................................................................9

INTRODUCTION
Dock land academy is the academy which want to arrange the event for the students
and customers. Academy has given the event to the restaurant Hazev and the employee of
Hazev is to run in the planning and promotion of the event on the large scale. The report will
include the digital technology used in the customer relation management and the strategies
used by the restaurant to fulfil the need of customers. The customers service strategies and in
what ways it will satisfy the need of customer is also discussed in report. Report would
provide the knowledge to students regarding the digital technology used in the restaurants to
satisfy need of customers.
LO3
P5 Examine use of digital technology in managing the customer experience in the restaurants
and also include the customer relationship management systems.
Digital technology is used by restaurants to mange the service and satisfy customers.
Technology can improve the Customer experiences while visiting the restaurant because they
will be provided with the innovative ideas which will attract customers. CRM systems are
used by restaurants to improve customer relations.
Digital technology will help the restaurants to keep customers upto data. These will
provide awareness among the customers which are planning to visit the restaurant. Restaurants
will use technology to provide the detail to customers regarding the offers and discounts which
are given by restaurants. These would not need the major investment because this software is
available easily and it would require only some employees to manage activity. Restaurant
would use the low cost tools and focus on the improving the customer relation in restaurant
(Goodman, J., 2019).
Customers will visit the restaurant for event but customers would fee free to give the
feedback and reviews regarding the services. These will be made easy for customers by the
way of digital technology. Customers would rate application and also provide the feedback
and reviews regarding the services and food which was delivered to them. Customer would
also give them specific comments for dishes which will be consumed by them.
Communication is important and specially between customers and business. So restaurant
must use the electronic communication for sharing the feedback and reviews (Tung Chen and
Schuckert 2017).

Effective delivery of services and products which is delivered by restaurants.
Nowadays restaurants are using the digital technology in which customers will order the food
from home, and they would be delivered with the products at home. These would help the
restaurants to use the services and deliver the right products on right time and also at right
place. Restaurant would be promoted and marketing of restaurants would be done by the way
of digital technology.
Use of digital technology will reduce the cost of restaurant on the staff and process of
preparing the food. Employees work would be done by technology and only some employees
would be recruited by restaurant to handle the technology. These will improve customer
relation because some employees would only concentrate on work and these would not
increase the conflicts among the employees. Due to use of technology customers would be
provided with the low cost on products and these will satisfy customers. Customer relationship
systems will improve the customer relation with the restaurant. Communication is must for
maintaining any type if relations and so the digital technology has made the communication
effective.
M3 Evaluate the digital technologies used in managing the customer experiences
Restaurants will use the digital technology for improving the customers experiences in
restaurant. It will use the customer relationship management systems which will provide the
online services to customers and make the communication effective. So it will provide the low
cost CRM and so it would make the cost low and it will have the image of restaurant which
will provide service at low cost. These will have effect on the customers experiences and these
will lend up good impression of restaurant in front of customers (Silver 2018).
D3 Critically evaluate the advantages and disadvantages of CRM systems used in service
sector.
There are various advantages of customer relationship management systems because it
will have the impact on the customer experiences. CRM will provide the better customers
service and these would make customer satisfied. There are certain disadvantages of system
like cost of CRM is quit high as compared to the other systems. Poor communication among
employees will create misunderstanding among employees. There is lack of leadership in the
result if the CRM is active. These will have the result lack of leadership among the employees
which are working in restaurant.

LO4
P6 Illustrate the customer service strategies in service sector
Customer service strategies will include the various strategies which are used by
customers. Customers need to give the feedback and reviews regarding the services which
have been delivered to customers.
Feedback and reviews can be negative and positive but these are provided by
customers as per the work of the employees. It would include the need of customers and
experience of customers. In some case customers have been facing the problems in the
restaurant, and they would provide the feedback regarding the work of the restaurant.
Customers will not face problems all the time, but they would need to give the positive
reviews regarding the restaurant and these will be given by the way of reviews (Nandini and
Kumar 2019).
Strengthen the team which is delivering the services to customers because these
services would have the impact of customer experiences on the large scale. Employees
behavior towards the company will have the impact on the customers. On these basis
customers will give the feedback and reviews. So team of employees would be promoted and
motivated to work in the effective way.
Restaurant will use the CRM platforms which will have the impact on the customer
experiences because it will provide the online services to customers and also the services
available by the restaurant are able at every time. Rise in the technology is also increasing the
expectation of customers towards restaurant. Social media is used by restaurant for promotion
of the event on the large scale. Social media is the big platform for the promotion of the events
and it will include the service like the low cost on the CRM activities (Liu 2019).
Leverage multi channel services because many of customers in UK are adults and
these will have the effect on the brand value of company. Mobile services are good and it will
ensure that the customer service is quite good and it will support the expectations of the
customers in the social media it will include the social media websites and also self-service in
restaurants is done in restaurant. In the self-service it will have the effect on customer
experiences while taking the services.
The employees are the pillars of restaurant and so the work of the restaurant is done by
the effective working of the restaurant. Employees will be provided with the proper training

and also the work of employees will be motivated to work in the effective way. Employees
which are communicating with the people will deliver the services to customer. The rewards
will be given to employees which are working with customers in effective way. Rewards are
given to employees and it is given to employees in the form of bonus and promotion of
employee.
P7 Demonstrate customer service strategies and develop the customer experiences
Customer will provide the service strategies will develop the customers experiences in
the effective way. It will have the effect on the brand and the objectives of restaurant.
Customer service is the best to show the customers about the brand and the image of
restaurant. It will also show about the working in the correct way. Customers will only see the
rating and visit the place but the rating for restaurant are right or not it would be evaluated by
the way of the services which are been delivered to customers in the restaurant premises
(LaTour Carbone and Goan 2016).
Effective customer service will make customers feel happy, and they would be able to
perform the work in the effective way. Employees are listening to the customers and
employees must have certain skills which will have good impact on the customers. Employees
are happy with work, but they would be able to fulfil the need of employees for working in the
effective way. Customers always prefer the quality services and thee quality services will be
given by the employees. Employees are provided with the proper training for attracting the
customer towards restaurant.
Once the customers are satisfied with the services they will refer the restaurant to other
ones. Friends and families and co-workers would visit the restaurant and also they would
enjoy the services. These all would visit the restaurant and it will increase the customers on
the large scale. In the case of customers are happy they will have to increase the brand value
and also the promotion and advertising of restaurant would be done.
Good customers services would encourage customers and it will encourage customers,
and they would remain loyal towards the restaurant. Customers will prefer visiting the
restaurant if they are not facing any problems in services while visiting the restaurant
(Kandampully Zhang and Jaakkola 2018). Loyalty of customers is must and it would have the
increase the sales and increase the productivity as well. Loyalty would in crease the customers
and so the profits would be increased in the automatic way.

Once the customers are satisfied they are willing to pay more to the restaurant, and
they would be able to offer more cost and visit restaurant. These would increase the profits
and also build the strong customers which will have the impact on the customers. Customers
only need better services and quality services and so the customers would provide the feed
back to the restaurant which are providing the services.
M4 Review the application and provide the recommendation for improving the customer
service
Customer services will be improved by providing the training to employees.
Employees need to have effective communication skills in the event and so the restaurant will
provide the effective services to customers. Communication skills and flexibility among the
employees in the event is tested and then appreciated as well. Employees need to have time
management and communication skill which will provide the effective services to customers.
Restaurant must take the feedback and reviews of customers which will help restaurant to
identify the need of customer. Restaurant must try to use the latest technology for increasing
the sales and productivity (Hwang and Seo 2016).
D4 Evaluate the delivery of customer service strategies and communication and provide the
recommendations
Customer service strategies will have the effect on customer experiences in restaurant.
So the restaurant must try to use the strategies for attracting customers and also work on the
weakness of restaurant. It will also provide the effective services by the use of mobiles in
delivering the services and using the social media for working in the effective way. The
standards given by government for protecting customers is must and it needs to be followed by
restaurant. These strategies will make customers loyal and perform the action in the suitable
way. These will improve the image of restaurant in front of customers (Dion and Arnould
2016).
CONCLUSION
From the above it would be concluded that the events organized by restaurant would be
successful in the case of effective working. These would make the event successful and work
in the restaurant would use the latest strategies for working in the effective way. CRM would
be used by restaurant for providing the effective services to customers. These services will
result in increase in the company profits and company image at the large scale. It would use

the latest strategies for attracting the customer and managing the work in the effective way. So
these all factors will have the effect on the customer experiences. Company will also use the
latest technology and management the Customer relationship management in company.

REFERENCES
Books and journals
Dion, D. and Arnould, E., 2016. Persona-fied brands: managing branded persons through
persona. Journal of Marketing Management. 32(1-2). pp.121-148.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Hwang, J. and Seo, S., 2016. A critical review of research on customer experience
management: Theoretical, methodological and cultural perspectives. International
Journal of Contemporary Hospitality Management. 28(10). pp.2218-2246.
Kandampully, J., Zhang, T. and Jaakkola, E., 2018. Customer experience management in
hospitality: A literature synthesis, new understanding and research agenda.
International Journal of Contemporary Hospitality Management. 30(1). pp.21-56.
LaTour, K.A., Carbone, L.P. and Goan, S., 2016. Managing hospitality experiences: Las
Vegas style. In Memorable Customer Experiences (pp. 197-214). Routledge.
Liu, L., 2019. How would cultural differences affect customer experience in Chinese
restaurants in Finland?.
Nandini, A.S. and Kumar, R.G., 2019. Green Kitchen Family Restaurant: Managing the New
Age Customer. South Asian Journal of Business and Management Cases. 8(2).
pp.155-166.
Silver, A., 2018. System and method for managing restaurant customer data elements. U.S.
Patent 9.911.164.
Tung, V.W.S., Chen, P.J. and Schuckert, M., 2017. Managing customer citizenship behaviour:
The moderating roles of employee responsiveness and organizational reassurance.
Tourism management. 59. pp.23-35.