Customer Experience Management in the Food Industry: A Hazev Report

This report provides a comprehensive analysis of customer experience management within the context of Hazev, a dining service provider. It examines the use of digital technologies, specifically Customer Relationship Management (CRM) systems, to enhance customer satisfaction and improve business performance, particularly during events like those hosted with Dockyards Academy. The report delves into various CRM tools and their applications, including operational, analytical, and strategic CRM, highlighting their advantages and disadvantages. Furthermore, it explores customer service strategies employed in the food and beverage industry, such as valuing employees and customers, soliciting feedback, and promptly resolving customer issues. The report emphasizes how these strategies contribute to creating a positive customer experience, fostering customer loyalty, and driving business success. It also provides recommendations for improvement, including analyzing customer needs, enhancing communication, and regularly reassessing operations to maintain high levels of customer satisfaction.

Managing the Customer Experience

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
LO3..................................................................................................................................................1
P5 How digital technologies are used to manage the customer experience using various CRM
system tools..................................................................................................................................1
M3 How digital technologies are used for customer experience and changing CRM system to
retain customers...........................................................................................................................2
D3 Advantages and disadvantages of CRM for customer retention............................................3
LO4..................................................................................................................................................4
P6 Customer service strategies in food beverage industry..........................................................4
P7 How customer service strategies create and develop customer's experience.........................5
M4 Application of customer service strategies for creating customer experience and giving
proper recommendations of improvement...................................................................................6
D4 Delivery of customer service strategies with proper recommendations improving customer
experience....................................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES ...............................................................................................................................8

INTRODUCTION
Maintaining of customer experience within an enterprise is very important for an
organisation as it helps in improving overall functionality. With the advancement of technology,
different businesses are using digital tools and equipment’s for encouraging and sustaining the
customer satisfaction. Basically, the Customer Relationship Management (CRM) tools are been
selected for this purpose. It supports the growth of the firm and help in identifying the needs and
requirements of customers for maintaining good relationships. For the present report, Hazev has
been chosen which offers dinning services to the customers. The present report will provide
deeper insight about the manner in which digital technologies used by Hazev for managing
customer experience when partnering with academy event. Besides this, it will also shed light on
how customer services strategies help in meeting requirements of target market effectually.
MAIN BODY
LO3
P5 How digital technologies are used to manage the customer experience using various CRM
system tools
For an organisation like Hazev, maintaining the suitable customer satisfaction level is an
utmost priority during the food event by Dockyards Academy. It assists the organisation to have
a good profitability and improving performance of organisation which enhances overall
relationship with buyers. For this purpose, Customer relationship management (CRM) systems is
used which helps the organisation to meet their customer's needs and demands using integrated
CRM system (Kusinit, 2018). There are various types of CRM systems that are taken in
consideration by a firm to improve the quality of services and products offered to guest and
manage customer satisfaction level within organisation during the food event. The
implementation of digital technology employed within the firm help in managing customer
satisfaction level and improve their experience towards a firm. Some major implications of
digital tools and technologies are:
 This will help in assessing the issues that are been faced by customers and take proper
solutions to mitigate them.
 Different digital tools like CRM systems can be used by the firm which will help in
proper accessing of communication with customers.
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 The assessing of different tools and techniques will help in improving restaurants
relationship with their guests.
Looking at the dining facilities provided by firm, Integrated CRM system is used by firm
that aids an organisation to track down its orders, manage customer complaints and provide
suitable support or resolution to a customer. Various digital CRM tools like Data analytics and
cloud computing can be incorporated within the integrated restaurant CRM system, which will
improve the quality of services and thus, help the organisation to enhance performance of firm
during the food event. Examples of some good CRM systems are: HubSpot CRM, Salesforce
Essentials, Zoho, CRM etc. which can be used by a restaurant.
M3 How digital technologies are used for customer experience and changing CRM system to
retain customers
Different types of digital tools and techniques like emails, telephonic communication and
social media platform can be used along with CRM can be taken within the firm which will
improve quality of services and thus will lead the suitable changes within various CRM systems
to retain customers.
Some major digital tools that can be undertaken by the firm to improve the quality of operations
are:
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 Emails: This will help the selected restaurant to create a communication channel with its
customers. This will help an organisation manage the needs of its customers and thus
helps the integrated CRM of Hazev to manage the mails received and sent to guests of the
food event.
 Telephonic communication: This will improve the overall performance of the
organisation and thus will lead the organisation to handle queries or doubts of their
customers. Hazev can opt to incorporate call making service in its CRM system to
manage customer experience.
 Social media platforms: this is the most widely used digital tool that can help the
organisation to improve the quality of food services, maintaining the standards and
identify the food trends during the event for moulding its CRM system to meet needs of
their customers.
D3 Advantages and disadvantages of CRM for customer retention
Some of major CRM system tools with their advantage and disadvantage are as follows:
Operational CRM:
Advantage:
 It saves times and resources related to distribution of food-based products to customers at
restaurant.
 The data is distributed on different levels in segments providing more chances of lead
generation.
Disadvantage:
 As the customer data can be accessed on any stage by anyone, it creates the issues related
to confidentiality and data security.
Analytical CRM:
Advantage:
 It improves the firm's interaction with their customer on digital level, improving firm's
sustainability.
 It guides the restaurant to undertake suitable optimization measures to improve customer
satisfaction and improve relationship.
Disadvantage:
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 It requires regular updates and maintenance that will help in improving the quality of
services offered by a firm.
 The forecast made by the CRM system are not quite reliable and requires suitable
feasibility study.
Strategic CRM:
Advantage:
 It helps the organisation to develop suitable strategies that will improve restaurants
performance and improves customer contentment level for selected firm.
Disadvantage:
 It is difficult to maintain and requires high skills and expertise to operate which can
prove out to be costly for a restaurant.
Some well-known of CRM systems tools are HubSpot CRM, Salesforce Essentials,
Zoho, CRM etc. which can be used by a business enterprise.
LO4
P6 Customer service strategies in food beverage industry
As Hazev is helping its partner firm Docklands Academy, London is organisation a
food event for its students and staff. Various promotional materials are distributed that will
help the participants of guests to get a good and more elaborative idea about the customer's
perception and thus, will improve the quality of services that are been provided to the
students and staff within the organisation. Some major strategies and measures which will
improve the firm's performance are as follows:
 Valuing the employees and customers: Hazev is required to look after proper
assessment of customers or guests during the event to improve their value for a firm.
It will assist the food and beverage enterprise to identify requirements of their guests
to provide them with proper services and food-based products (Dakhare and et.al.,
2018). This will help the firm in improving effectiveness of business operations.
 Ask for the reviews: The restaurant ask its customers to provide their valuable
reviews or feedback. The assessment of these reviews using CRM system tools or
other measures will guide selected food and beverage sector firm to work upon their
services in order to sustain better customer satisfaction level. Apart from this,
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positive reviews by clients will reinstate the firm as a good choice for other
customers.
 Resolve customer issues at a time:
 Improving employees skills:
All these strategies will help the firm to improve the performance of business
operations and will guide the organisation to enhance their performance and hence will lead
the organisation in gaining a sustainable customer's satisfaction level ( Rowley, 2016). As in
a service-based sector like food and beverage industry, customer retention and sustaining is
a major concern, Selected restaurant enterprise, Fazev is required to see through
management of business operations and lead selected enterprise to improve quality of
operations to execute the food event with much more efficiency.
P7 How customer service strategies create and develop customer's experience
The various customer strategies that are discussed above will help in creating a positive
environment that will help Hazev and Dockland's Academy to maintain the quality of products
and services which will improve the services and customer's experience. The different strategies
that are been taken in context will contribute to create a good interaction channel by providing
their guests with a proper communication platform (Lee, Lanting and Rojdamrongratana, 2017).
Developing a customer friendly atmosphere and valuing their feedbacks or reviews will
encourage a firm to improve the quality and effectiveness of their products and services which
will increase the customer satisfaction level. It will encourage management of organisation to
develop a strategy or framework that will help the firm to improve their performance. Providing
knowledge to employee will help in meeting needs of consumer at event because when eating
food items consumer are curious about the ingredients and benefits of new food items. However,
this strategy will help in interaction and will boost customer experience over food services of
restaurant.
Identifying their customers’ needs or requirements for developing proper products and
services. It will prove out to be beneficial for improving their market presence and enhancing
their level of meeting customers’ requirements. The utilisations of different CRM systems and
digital tools can also enhance their chances of improved performance to a greater level. It
enhances the quality of food services which be provided by firm. (Ali, Amin and Cobanoglu,
2016). Some major business standards like improved customer satisfaction, enhance productivity
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and high food product quality will be achieved using this CRM tools and digital technologies
like emails and social media that will help in developing positive customer experience during the
food event.
M4 Application of customer service strategies for creating customer experience and giving
proper recommendations of improvement
 Valuing the customers: This will help the firm to create a good bonding with their
customers and fulfilling their needs.
 Giving a good ambiance: this will help the firm to improve loyalty of guests
towards Hazev and thus, increase customer experience positively.
 Ask for the reviews: Giving suitable reviews will help the firm to identify their
scope of improvement to retain customers (Zhao, Wallis and Singh, 2015).
D4 Delivery of customer service strategies with proper recommendations improving customer
experience
 Valuing customers of firm: Considering clients opinion will help the firm to
improving qualities of operations to a greater level.
 Provide good ambiance: this will lead the organisation to have satisfied and loyal
customers.
 Taking feedbacks: It helps the firm to deliver high quality of services and improve
their product quality.
Some recommendatory measures like analysing guests needs or requirements,
improving communication with customer and regularly reassessing their operations which
will help Hazev to have high customer satisfaction level. These recommendations like
analysing guests needs or requirements, improving customer communication and regularly
reassessing their operations.
CONCLUSION
On the basis of assessment carried out above, it can be said that maintaining a customer's
satisfaction level is very important as it helps in carrying out business related functionalities of
firm. The utilization of different types of CRM tools and techniques which are been taken in
consideration by the firm will enhance the quality and effectiveness of an organisation which
will improve the quality of services and thus, lead an organisation to regain and sustain its
customer satisfaction level. Besides this, various strategies of customer services and how they
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create and develop good customer experience is been evaluated to meet needs and requirements
of customers and business standards.
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REFERENCES
Books and Journals
Ali, F., Amin, M. and Cobanoglu, C., 2016. An integrated model of service experience,
emotions, satisfaction, and price acceptance: an empirical analysis in the Chinese
hospitality industry. Journal of Hospitality Marketing & Management. 25(4). pp.449-
475.
Dakhare, B. and et.al., 2018. CRM Application For Analysing the Sales Using Data Mining
Techniques and Business Intelligence. International Journal of Engineering
Science. 16138.
Lee, K.W., Lanting, M.C.L. and Rojdamrongratana, M., 2017. Managing customer life cycle
through knowledge management capability: a contextual role of information
technology. Total Quality Management & Business Excellence. 28(13-14). pp.1559-
1583.
Rowley, J., 2016. Information marketing. Routledge.
Zhao, F., Wallis, J. and Singh, M., 2015. E-government development and the digital economy: a
reciprocal relationship. Internet Research. 25(5). pp.734-766.
Zhu, Y.F. and et.al., 2015. A Design of CRM System for Mineral Trade Platform. In Applied
Mechanics and Materials (Vol. 701, pp. 1286-1289). Trans Tech Publications.
Online
Matteson, L., 2013. The Three Types of CRM Systems. [Online]. Available through: <
https://www.drivingsales.com/lawry-matteson/blog/20130327-the-three-types-crm-
systems->
Kusinitz, S., 2018. Why Your Restaurant Needs An Integrated Guest CRM System. [Online].
Available through: <https://pos.toasttab.com/blog/integrated-crm-systems-for-
restaurants>
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