Customer Experience Management: Strategies and Technologies Report

This report delves into the realm of customer experience management, focusing on how digital technology and customer service strategies shape the customer journey. It examines the role of technology, such as customer relationship management (CRM) systems, in enhancing customer interactions and satisfaction. The report also explores various customer service strategies, including staff training, infrastructure development, data-driven decision-making, multi-channel support, and fulfilling promises, and how these strategies contribute to a positive and lasting customer experience. The analysis includes practical examples relevant to Docklands Academy, highlighting the importance of customer feedback, a strong customer service team, and competitor analysis in achieving business objectives and fostering customer loyalty. Ultimately, the report underscores the significance of customer experience as a key driver of business success.

Managing the Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
LO 3.................................................................................................................................................3
P5 Employment of digital technology in managing the customer experience with specific
examples of customer relationship management systems......................................................3
LO 4.................................................................................................................................................4
P6 Customer service strategies...............................................................................................4
P7 How customer service strategies create and develop the customer experience in order to
meet the needs of the customer and required business standards...........................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Customer experience is one of the most important opportunities for businesses as
providing customers with a good experience leads to their satisfaction with the brand. Docklands
Academy offers various courses and aims at providing high quality education for people in the
fields of work and business (Bolton and et. al., 2018). The report evaluates how digital
technology is employed in managing the customers’ experience, the various strategies for
customer service and their contribution in creating a lasting customer experience in order to fulfil
their needs.
MAIN BODY
LO 3
P5 Employment of digital technology in managing the customer experience with specific
examples of customer relationship management systems
Recent advancements in technology has changed the way in which a business interacts
with its customers and provides them with an according experience as and when needed.
Customer satisfaction and customer experience are counted among the leading factors that
influence organisations’ decision to implement a strategy for digital transformation and the
organisations that implement such strategy have customers who are highly engaged. Technology
has transformed the habits of customers in getting what they want exactly at the moment when
they need it with a drastic shift in what they expect from brands. Besides being motivated to
achieve the goals and objectives, the organisations should also work towards providing their
customers with a long-lasting experience to gain their loyalty and satisfy their needs.
Docklands Academy will deliver an international event of food for students as well as the
staff through its partner restaurant Hazev. The company can make use of various technologies
like Augmented Reality and Virtual Reality to promote and plan the event (Goodman, 2019).
They can offer a digital menu to the customers that may increase their curiosity towards the
event and thus the company will be able to attract a lot of customers. The employment of
technology in managing the customer experience is described below –
 Customer facing tablets on table tops – The company can level up its order placing
game at the event by placing tablets on the tops of tables through which customers can
place orders for the food items they wish to have and pay securely through the same. The

tablets will display the menu and will thus enable customers to place orders easily. Also,
if the customers dig in more in the menu, they’ll discover various offers and discounts.
There will also be various kinds of games and other sources to keep the guests
entertained during the event.
 Wi-Fi – Providing free wi-fi to the customers during the event can significantly level up
the experience of the customers during the event as most of them use smart phones (Jain,
Aagja and Bagdare, 2017). But if the connection is bad, it can lead to a decline in the
interest of the people for the event which will also reduce their chances of coming back to
any such event in the future.
 Personalized customer experiences – Customers today are attracted if they receive
personalized and unique experiences. Thus, the respective company should install
systems that understand the customers’ choices of food and recommends food items
based on the same. This will lead to customers being happy and would also consider
visiting events of similar kind in the future. Also, the company will be able to provide
them with a long lasting and happy experience and also developing long term relationship
with them.
LO 4
P6 Customer service strategies
Customer service strategies describe the standards of care and service that organisations
offer to their customers and thus set requirements in order to meet those standards. These
strategies play an essential part towards building satisfaction among customers and thus help in
retaining them. Customers today demand noting less than perfection and in order to stay in the
race and gain a competitive advantage, organisations are formulating and adopting effective
strategies of customer service. In context to Docklands Academy, the customer service strategies
that it can adopt are explained below –
 Training the staff – The company must significantly invest in training its employees as
they form the face of the organisation (Kim and Choi, 2016). It must ensure that the
workforce is equipped and completely prepared in meeting the needs and expectations of
the guests during the event. Customers want to be treated in a diligent manner and thus
the workforce should be trained in the respective manner. The staff should have a

thorough understanding of the needs and requirements of the customers. Also, they must
possess all the knowledge relating to the food dishes and drinks.
 Infrastructure that caters to a great customer service – The company should set up
infrastructure for the event in such a manner that supports a great customer service.
Various food stalls can be set up in order to make the process of roaming around,
ordering food and collecting it for the customers easier. The place can be decorated using
various props that are appealing and attractive for the customers.
 Data- driven decisions – The respective company can make use of metrics, analytics and
other systems that help it in developing strong conclusions which will in turn help it drive
results pertaining to the expectations and needs of the customers (7 Winning Customer
Service Strategies. 2020). Through this, the company will be able to deliver fresh and
innovative experience to its customers in order to gain their loyalty.
 Providing multi-channel support – The company should opt for the strategy of
providing support to its customers by opting different kinds of channels during the event.
This will enable the guests to reach out for help at any time during the event and also
raise concerns and provide feedback. Support can be provided through channels like
emails, phones, text messages, social media etc.
 Deliver promises – Since the respective company has finally decided to conduct an
event. Thus, it should make sure that it is able to deliver all the promises made to the
guests failing which the customers will lose their loyalty towards the brand and will not
be satisfied with what is presented to them. This will enable the company to deliver high
class experience to the customers and also attract more potential guests which be
beneficial in the long run.
P7 How customer service strategies create and develop the customer experience in order to meet
the needs of the customer and required business standards
Customer service strategies assist organisations in creating as well as developing
experience for the customers and meeting their needs (Lemon and Verhoef, 2016). Also,
customers are considered to be at the heart of any business and should also be at the priority of
any business. If the customers of any organisation are satisfied, they assist it in gaining a
competitive advantage against competitors and also remain competitive in the dynamic business
environment. If the customer experience matches the required business standards, the customers

are more like to become loyal towards the organisation. Thus, the respective organisation should
also focus on opting customer service strategies that help it to deliver a lasting experience for its
customers and the ways it can do so are described below –
 Customer Feedback – To provide excellent service to its customers, the company must
first understand their needs and then offer products that fulfil the same. For this to
happen, it should provide various ways to its customers so that can share their feedbacks
and provide suggestions (Merrilees, 2016). This will help the company in getting an
understanding of their previous experiences with it and will also make them feel valued
and important.
 Strengthening the customer service team – Customer experience can be enhanced only
when the company has a strong customer service team that primarily focuses on
delivering quality service while assisting the guests or the customers. This can be done by
hiring the right candidates who are qualified and possess the right skills. They must be
provided the right training so that their skills get more enhanced and polished. Also, the
performance of the employees should be monitored by a senior and regular feedbacks
should be provided.
 Analysing the competitors’ performance – The respective organisation should analyse
the performance of its competitors and should thus align its goals and objectives
accordingly by using various tools. Once this is done, the company will have a fair
understanding of the areas it needs improvement in (Peppers and Rogers, 2016). This can
be used to create strategic goals and bridge the gap. All of this can be of help when the
company creates goals and objectives that are strategic during implementation of a
customer experience strategy.
CONCLUSION
From the above report, it can be concluded that Customer experience forms an essential
part among the important opportunities for businesses as a good customer experience speaks for
the organisation and helps it gain their loyalty. Also, advancements in technology today have
changed the way in which businesses interact with their customers. Organisations should adopt
various strategies to enhance the service they provide to their customers. These strategies can
include considering the feedbacks of the customers, analysing the performance of competitors,
strengthening the existing customer service etc.

REFERENCES
Books & Journals
Bolton, R. N. and et. al., 2018. Customer experience challenges: bringing together digital,
physical and social realms. Journal of Service Management. 29(5). pp.776-808.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Jain, R., Aagja, J. and Bagdare, S., 2017. Customer experience–a review and research agenda.
Journal of Service Theory and Practice. 27(3). pp.642-662.
Kim, H. S. and Choi, B., 2016. The effects of three customer-to-customer interaction quality
types on customer experience quality and citizenship behavior in mass service settings.
Journal of Services Marketing. 30(4). pp.384-397.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
customer journey. Journal of marketing. 80(6). pp.69-96.
Merrilees, B., 2016. Interactive brand experience pathways to customer-brand engagement and
value co-creation. Journal of Product & Brand Management. 25(5). pp.402-408.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Wilson, A. and et. al., 2016. Services marketing: Integrating customer focus across the firm.
Online
7 Winning Customer Service Strategies. 2020. [Online]. Available through:
<https://www.talkdesk.com/resources/infographics/7-winning-customer-service-
strategies/>.