Report on Customer Experience Management at Riverbank Park Plaza

This report analyzes customer experience management within the context of the Riverbank Park Plaza Hotel, focusing on the role of digital technology and customer service strategies. The report begins with an introduction to the importance of customer experience and then delves into the specific digital technologies employed by the hotel, such as online booking and Wi-Fi, and their impact on customer satisfaction. It then examines Customer Relationship Management (CRM) systems and their benefits. The report further explores effective customer service strategies, including experience mapping, touchpoint analysis, and various tactics for enhancing customer engagement, such as measuring satisfaction, employee training, differentiation, and understanding the customer base. The report concludes with a discussion of problem-solving strategies in the hospitality industry. Overall, the report provides a comprehensive overview of how the Riverbank Park Plaza Hotel can enhance its customer experience and drive customer loyalty.

Managing the customer
experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 2............................................................................................................................................1
P5. Evaluation .................................................................................................................................1
P6. Customer service strategies.......................................................................................................3
P7. Demonstration of customer service strategies creates and develop customer experiences.......6
CONCLUSION................................................................................................................................7
REFRENCES...................................................................................................................................9

INTRODUCTION
In present world, customer experience is very important which is the collection of various
processes of an industry which usage to lead and organize every interaction between a customer
and the organisation throughout the customer life cycle. In order to manage customer experience,
an organisation needs to develop a customer-centric strategy that covers all the interactions. For
making a good customer experience a company have to focuses on customers needs and
requirement in a effective way (Carnall, 2018). There are are few steps to creating a successful
customer experience strategy like company has to understand their customer that helps in
developing a customer strategy for better understanding of the consumer needs. This present
report is based on, Riverbank Park Plaza is hotel which is located in London with best services
for their customers. It will continue by the digital technology is employed in managing the
customer experience within the service sector with the example of Customer relationship
management. Along with this it will examine the customer service strategies in the context of
service sector. Lastly this report will analyse about customer satisfaction and requirement.
TASK 2
P5. Evaluation
Digital technology plays a vital role in every human life. It allows people to gathered lot
of information about data. In the present world, literacy of digital technology can be analyzed by
“the ability to use digital technology, tools of communication or lot of network to access,
integrate, manage and measure or develop the information in order to maintain the functions of
knowledge in a current time”. Digital technologies helps in order to gain better understanding of
needs through delivering affordable services to engage people or group of people with the
internet sources in a effective way (Chathoth and et. al., 2016).
Evaluation of digital technology within the Riverbank park plaza hotel in order to manage
customer experience:
In the context of Riverbank park plaza hotel, it provides better services to its customers in
order to maintain customers satisfaction. This hotel offers various digital technology, which are
given below:
Online booking facilities: This digital technology is offered by Riverbank park plaza
hotel through the various mobile applications, websites and social media customer can get more

information that satisfied in a effective manner. Along with this, it enhance the productivity of
hotel in a appropriate way.
Wi-Fi: According to this digital technology, customers are free to contact with the wi-fi
facility which is offered by the hotel. It is a very good option for customers because through this
technology customer can collect lot of information in a easiest way (Doherty, Horne and
Wootton, 2014). This hotel implement wi-fi facility in attractive way for gaining the customer
satisfaction at higher level.
Therefore, these digital technologies are very important for every firm in order to
increase customer satisfaction as well as customers loyalty towards the firm. In regards with
Riverbank park plaza hotel, as it provides various digital technologies like wi-fi or online
booking facilities which maximse the customer satisfaction from the various factors like:
Social connectivity- It is very easy to keep in touch with friends, family and employees
for customers in hotel, according to this customer can communicate with each other by using
words, video, audio and exchange other media (Flint and Woodruff, 2014). Therefore, it helps in
build the customer satisfaction towards this hotel.
Learning Opportunities- With the access of internet customer can easily communicate
with their friend and family members and gain the world's knowledge in a effective way. For
example if any customer of this hotel want to learn something so that consumers can easily gain
the knowledge by internet easily.
Information storage- Digital technologies gives huge amount of media, like photos,
music, videos and contact information around on small device like mobile phone. Therefore it
increase the customer satisfaction at higher level.
Transportation- It is the extent on digital technology. According to this this importance
of digital technology customer can easily book their online tickets through many trains, flights
and buses which is fully automated system that takes less time and not much cost effective.
Through the different option digital technology is employed in managing the customer
satisfaction in a effective way. Because in today's world every human wants to stay happy in
hotels without any issues (Goodman, 2019). That's why if Riverbank park plaza hotel fulfill
their customers daily needs and want then they can get highly motivated in a effective manner
with the brand value of hotel. So that this condition will manage the best customer experience
from this hotel.

Customer Relationship Management (CRM): It is the combination of various
strategies, practices and technologies that firms used to identified customer interactions in a
perfect way. In relation with the Riverbank park plaza hotel, it provides lot of technologies or
functions to its customers which includes in the internet, live chat, marketing materials and so
on. This CRM system can also provide the detailed information on customer's information and
their purchase history etc. this system is very much helpful for customers as well as industries
(Gruber and et. al., 2015). On the other hand, CRM is the very helpful approach for every
industry or business that comes with new ideas in the industry in order to maintain the customer
satisfaction. It is the broad concept of various tools and activities which analyses the customer
needs and wants. This approach encompasses the methodologies, capabilities and different
technologies that supports a managing customers relationship. CRM is a technology that allows
business or hotel industry to automate, manage every aspect of customer interaction. Their
examples are includes in sales, marketing, and customer services.
Through the CRM approach Riverbank park plaza hotel provide best services to their
customer and accomplish their needs and want timely in order to generate customers loyalty
towards their hotel services and give 24 hours services which is highly motivated approach for
their customers.
P6.effective customer strategies that in a hospitality industry.
In the current business world there are various business strategies which are to be used by the
organisations for effective customer experiences. Customer experience is certainly the most
significant area of focus for any organization, seeing as a well executed customer experience
strategy can help enhance customer satisfaction, decreases confusion and maximizes the
profitability. The combination of all interactions between a customer and an organization can be
collectively termed as the organization’s customer experience. It is comprehensive of the process
of discovery, initiation, purchase, service and advocacy. There are various strategies which are
required to be operated by the riverbank plaza so that they can enhance the customer experiences
in their businesses.

The strategies which will used by the river bank plaza hotel will help the company to
analyze the market needs which comprises of various customer needs that are required to be
fulfilled because customer satisfaction is the core of every business and is important for its
existence in the current competitive world (Smith and et. al., 2015).
Apart from this, being in a hospitality industry the organization will put great emphasis
on experience mapping. An experience map is a depiction of the customers experience in their
different interactions with the company. The representation can take the form of a series of sticky
notes, a flow diagram, or a special mapping software program. It renders impending into the
journey a customer takes before, during and after a sale. By obtaining feedback on customer’s
experience, the riverbank plaza can evaluate and modify the quality of service they receive at
each stage of the journey. Furthermore, the results of experience mapping can be used by the
company to develop training or improvement programs which will help to maximize the
customer satisfaction.
The experience mapping also uses storytelling and visuals to exemplify the relationship a
customer has with a business over a period of time. The story is being told from the perspective
of customer, which renders the insight into the total experience of the customer. It helps the
company in better understanding and addressing the customer needs and drawback points while
experiencing the product or services offered by the company.
Touch point is the situation or any point where customer and business organisation
exchanges the information, renders services or manages targets. This is a very crucial step in the
business from where the organisation can begin to think from the perspective of the customers
and makes all necessary improvements and developments that will enhances the experience of
the customers. The approach is easy and relies on using proven process analysis techniques to
consider the business through the eyes of the customers. Although the process is straightforward,
executing it well is far more complex. It requires listening to the customers despite receiving
feedback that might challenge internal beliefs and then aligning the organization around changes
which will improvise the customer experience.

The customer touch point analyses in the river bank plaza because overseeing customer
experience is a fragmentary and evolutionary process that takes time and cross functional
alignment if it is to deliver significant results. As customers needs and expectations change over
time, the way company knows them and meet them must evolve in accordance with those shifts.
In the hotel industry, it is not just the core customer services like pricing, quality and
delivery that matter but also the friendly approach, the rapid problem solving and the flexibility
in options that make a big difference. It is this extended customer service that gives a company
an edge over others as it maximises the customer’s perceived value towards its services.. So
therefore, riverbank plaza will use enormous customer service strategies in its organisation to
improve customer engagement and they are discussed below:
 Measurement of customer satisfaction and involvement: This is one of the most important
service strategies which are currently being used by the organisations. For this purpose,
riverbank plaza will make effective use of technology to analyse feedback and
experiences of the customers on their official websites or on social media with the help of
Smartphone surveys as it helps the company in knowing about their brand and perception
of the customer towards the company.
 Training and motivation: It is one of the most important strategies because in present
business scenario customers expect the extra ordinary services. This is extensively
possible only when the employees of the river bank plaza hotel are trained and motivated
to accomplish the business objectives. For this, the company must provide regular
incentives to its employee, train them about the manner in which they are required to
behave with the customers, etc. This is necessary because when employees will be
educated and trained then they will be aware of their job and work with full zeal and
confidence in the hotel so that customer will remain satisfied (Verleye, Gemmel and
Rangarajan, 2014).
 Providing differentiation: As hospitality industry is highly competitive and so river bank
will need to work more on developing innovative and unique products so that customers
can differentiate between the services offered by the competitors. So for this purpose,
from Wi-Fi enabled lobby lounges to off-site adventures, to restaurants incorporating
local cuisines, etc. River bank plaza hotel will differentiate their offerings to detain a
greater market share.

 Understanding the customer base: Present travel market is miscellaneous, which
encompasses everything from baby boomers to socially mind millennial to wealthy
leisure travellers. So it is important to understand the target market customers and their
emotional and sentimental experiences which will help the hotel to produce customised
and better products according to the needs of the customers.
 Problem solving strategies: As hotel industry has wide activities and customer may
experience problem or difficulty in the organisation or premises (Ulaga and Loveland,
2014). For instance, they may not be happy with the swimming pool water so the
organisation will quickly work on it to solve their issue and provides them better services
so that they return back. Apart from this, the customer may be more concerned about the
hygiene and so the organisation will also stresses on maintain healthy and hygiene food
which will be free from contamination.
 Personalisation: This is again one of the most important strategy because customer
always expects customisation in its offerings and hotel must focus on this, for instance,
the customer want extra bed in room so the hotel must be able to provide this service to
the customer. They may want spa facility but not swimming pool facility or they may
want dinner in the room rather than in food zone area of the hotel, etc. Therefore, the
organisation must be fully able to accomplish these customisation and personalisation
according to the needs of the customers.
P7. Demonstrate how customer service strategies create and develop the customer experience.
Customer service has always been a prerequisite to success in the hotel industry, but in this
social media era where everyone acts as a publisher, there is additional marketing value to being
remarkable. Customer experience is an integral part of the customer relation management and it
is important because the customer who has experience a favourable experience with the hotel
will definitely return back and stay loyal (Schmitz and Ganesan, 2014). Customer experiences
and customer services are two different and separate aspects which can be understood with the
example. Like, if customer books a vacation on the phone and the person with whom the
interaction done is friendly and helpful will be treated as good customer service. Yet, if the
tickets reach your destination early and the hotel upgrades the room, it will also be regarded as a
good customer experience.

Whenever customer visits the hotel, then the organisation will always focus on taking the
feedback. But suppose if the company does not ask about the experience of the customer then the
customer may not feel attentive. This will create negative impression in minds of the customers
and must be managed with due care because customer satisfaction is most important in every
business organisation. So it is highly essential to take their feedback, it will help the company in
knowing the areas which were not able to serve the customer well and will provide necessary
training to the people (Peppers and Rogers, 2016).
. This can be done by taking filling feedback form but in current business world the
organisation uses mobile phone or tablets to take customer feedback.
For providing effective service to the customer it is very crucial to have highly trained
and skilled workforce. In the hotel industry, customers of different countries visit who may face
various problems like different types of food, language issues, communication problems, etc. So
the company will need to provide adequate training to their employees so that staff can solve the
customer problems as soon as possible and prevents developing negative feeling in them.
Personalisation is very important in the organisation. For instance, if the hotel lacks to
understand the customer needs and restricts the personalisation in their services than it will create
a poor image in the minds of the customers.
CONCLUSION
From the above report it has been concluded that customers are the most important
ingredient in every business industry. The report has depicted the importance of customer
relationship management because it helps in managing customer experiences and identifies their
needs. The satisfied customer is treated as an asset for an organisation because they will not only
promote the company but will also return to the organisation. There are various technologies
which enhance the relationship between the customer and organisation and maintains harmony in
their relations like social media, company official websites, etc. Furthermore, the organisation
devises various strategies which will be advantageous for the customer that helps in maintaining
healthy relations with the customers.

REFRENCES
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