Analyzing Customer Experience Management at Hilton Hotels: A Report

This report delves into the impact of digital technology on customer relationship management (CRM) within Hilton Hotels, examining how technology has reshaped customer interactions and buying behaviors. It explores the application of effective customer experience management in the service sector to enhance customer engagement. The report analyzes the core areas where Hilton has observed technological impacts, including customer buying behavior, communication between consumers and hotels, and data collection. It evaluates the delivery of customer service communication and strategies, discussing the importance of hiring skilled employees, building smart systems, empowering employees, and maintaining a consumer database. The report provides recommendations for improving customer service quality, such as enhanced employee training, efficient system management, and alignment with organizational standards. The conclusion summarizes the report's findings, emphasizing the influence of digital technology on CRM and offering insights into improving customer service within Hilton Hotels. The report provides a comprehensive overview of customer service management and the role of digital technology in the hospitality industry.

MANAGING THE
CUSTOMER EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
LO3: The impact of digital technology in customer relationship management..........................1
LO4 (D4): Evaluation of the delivery of customer service communication and strategies. ......3
Recommendation to improve a quality customer service.......................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
In this age of technology, it has been observed that technology has changed the way
organisations today interact and deal with their customers. The below report investigates the
impact of digital technology in customer relationship management within the context of Hilton
Hotels. It also tends to apply effective customer experience management within the service
sector business to increase the customer engagement. At last, the report concludes with
explaining the findings and evaluations.
LO3: The impact of digital technology in customer relationship management
Customer relationship management or CRM is the business practice that fosters and
manages the relationship with customers from a variety of platforms, technologies and practices.
Hilton hotels uses the Customer Relationship Management software to utilize the tools to
automate, organize, make more efficient and improve marketing, sales, technical and customer
support.
Technology has changed and impacted the customer relationship management in a
variety of ways. Although, its objectives have remained consistent even after these changes.
These objective include acquiring more customers, increase profitability, build customer loyalty
and retain customers(Dees, 2017). Below mentioned are the core areas where Hilton hotel have
observed the technological impact on customer relationship management:
 Customer buying behaviour: Technology has changed the buying behaviours of
consumers worldwide. These behaviours are changed because of the rising usage of
social media and internet engagement in consumers worldwide. People today make use of
internet to do a variety of activities such as shopping, entertainment, market research etc.
All these things have made their attitudes and behaviours change while making choices
related to their buying habits. Hilton hotel have seen that customers today are making
their reservations online rather than doing it on phone, fax etc. This has made the
organisation to invest more on making their website better(Laudon and Traver, 2016).
Along with it, the hotel today is providing a good amount of information online to its
customer about the services provided by it. This has allowed Hilton hotels to improve
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their customer experience as a well as increase organisational profitability as well. The
hotel also tends to do better promotion on social media to increase their market
availability and to gain good CRM web traffic analytics.
 Communication between consumers and hotels: Social media has allowed customers
from all over the world to demand quick feedbacks on their problems from Hilton hotels.
These customers are used to receive Customer Relationship Management level of
services today. This had made the organisation to deliver the best service to their
consumers and stand apart from their competitors in order to be the best. Hilton hotels
have seen to be delivering rapid responses to any of their customer queries from their
Customer Relationship Management system, along with the help of internet(Burns,
2016). This in order has made the organisation reach to a variety of new consumer
markets and increase their profitability.
 Data collection: The usage of Social Media and Internet has allowed Hilton hotels to
understand its customer preferences and their likes and dislikes. Consumers today reveal
a number of preferences, feedback signals, locations and other personal informations.
Customer Relationship Management of Hilton hotel consolidates this information in
order to profile a customer that is three dimensional, along with their predictable buying
patterns. It helps the organisation to understand their customers well and clear. They can
attract these customers in order to gain profits from them and make sure that they choose
Hilton hotels over their competitors. Along with it, it allows the overall hotel chain to
understand the consumer needs and demands and use effective strategies and techniques
to attract an entire consumer market. This technological change has made Hilton hotels
better and receptive towards their consumers. Also, the hotel with the help of this
approach uses effective promotion or advertising to gain new markets and consumers
across the globe and increase profitability along.
The above explore points effectively explain how digital technology is impacting Customer
Relationship Management in Hilton Hotel. It also explains the value Customer Relationship
Management and its importance in the overall hospitality industry.
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LO4 (D4): Evaluation of the delivery of customer service communication and strategies.
It is important for Hilton hotel to deliver the best customer services with the usage of the
best strategies and communication. It ensures that the guests are satisfied and the organisation is
making the right use of its systems and services. Below mentioned are the used strategies by
Hilton Hotel in order to provide their consumers with best services.
 Hiring the best: The organisation tries to hire the best employees which hold the
necessary required skills and education to improve the finest customer service delivery.
Although, it has been seen that hiring the best skilled employees is not enough to gain a
good customer service delivery(Maula and Murray, 2017). It is essential that these
employees make sure that they are working as per the hotels standards and services.
Otherwise, there's no advantage of the best skills and employees.
 Building Smart Systems: Hilton hotel builds smart system within the organisation that
makes the hotel gain better standards and create a responsive working environment. This
ensures a better customer service communication. In order to create smart systems the
hotel has developed abilities like a three knock pattern while knocking before any guest
room door, one click service provision for the guests, creating effective management
systems to ensure that the management works properly etc. These smart system ensure
the organisation's efficiency but they need to be managed well in order to create an
impact. If not managed well, these systems can make the organisation suffer from losses
and bad reputation.
 Empowered employees: Empowering employees is one of the major strategy used by
the Hilton hotels to improve their services and communication towards its guests.
Empowering the employees can make sure that the organisation reaches to its core while
delivering the best customer service. It can be seen as an important aspect where the
organisation's employees are motivated towards their assigned tasks and job roles. This
empowerment makes the hotel's customer satisfied as they are provided with better
services. Empowerment is seen to be a good strategy yet it does not provide better results
as the employees also need to be aware of the organisation standards and responsibilities
assigned to them. Otherwise, it is difficult for the organisation to flourish as required.
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 Maintaining a consumer database: A good consumer database allows the organisation
to understand the requirements of their consumers. Hilton hotel manages a good
consumer database which helps the organisation to reach effective consumer service
provision. The database is helpful yet is can create inefficiency if not managed well and
can make the organisation suffer from its profitability and reputation.
 Communicating with consumers: Hilton hotel tries to communicate with its consumers
to understand their expectations from the hotel and the overall premises. This allows the
organisation to maintain a better delivery of customer service. Hilton uses strategies such
as customer feedbacks, asking directly to their customers about their experience etc. This
makes the organisation to directly reach the consumers needs and wants and support them
as well(Inman, 2016). This strategy is effective but communication is not enough as the
organisation has to understand where they lack and has to improve themselves
accordingly as well.
Recommendation to improve a quality customer service
To improve a quality customer service Hilton hotels should ensure that they are not just
hiring the best employees but also providing them with the best training and resources to
improve their customer service. Along with it, the organisation should build smart system with
efficient management backing them to ensure best service. Hilton should also teach their
employees with the organisational standards to their customers from time to time. This can make
their values better and productive. The organisation should also implement those practices in
which it is lacking its consumer satisfaction after communicating with its consumers. These all
practices will ensure a quality customer service to Hilton customers(Mullins, 2017).
CONCLUSION
From the above report it can be identified that in what ways Customer Relationship
Management is impacted by the arrival of digital technology in Hilton hotel. Along with it, the
report briefly evaluates the delivery of customer service strategies and communication within the
organisation. It also provides a recommendation exploring how Hilton hotels should improve a
quality customer service.
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REFERENCES
Books and Journals
Burns, P., 2016. Entrepreneurship and small business. Palgrave Macmillan Limited.
Dees, J. G., 2017. 1 The Meaning of Social Entrepreneurship. In Case Studies in Social
Entrepreneurship and Sustainability(pp. 34-42). Routledge.
Inman, K., 2016. Women's resources in business start-up: A study of black and white women
entrepreneurs. Routledge.
Jansen, W., 2017. New business models for the knowledge economy. Routledge.
Laudon, K. C. and Traver, C. G., 2016. E-commerce: business, technology, society.
Maula, M. and Murray, G., 2017. Corporate venture capital and the creation of US public
companies: The impact of sources of venture capital on the performance of portfolio
companies. Creating value: Winners in the new business environment.pp.161-183.
Mullins, J., 2017. The New Business Road Test: What entrepreneurs and investors should do
before launching a lean start-up. Pearson UK.
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