Customer Experience Management: Strategies, Technologies, and CRM

This report provides a comprehensive overview of customer experience management, focusing on the application of digital technologies and CRM systems within the service sector, particularly in the hotel industry. It explores the advantages and disadvantages of CRM, emphasizing its role in customer retention and the importance of customer service strategies. The report examines how digital tools enhance customer interactions, streamline processes, and improve overall service delivery. It also analyzes the customer service strategies employed by businesses like Hazev, emphasizing the importance of promptness, exceptional service, and building layered relationships to foster customer loyalty and positive experiences. The study concludes by highlighting the significance of effective communication and a customer-centric approach in achieving sustained business success and brand image.

Managing the Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
P5 Digital technology is employed in managing the customer experience................................3
M3 Digital technologies employed in managing customer experience within service sector are
changing CRM system to effectively required and retain customers.........................................4
D3 Advantage and disadvantage of CRM ..................................................................................4
P6 Presenting the customer service strategy in Havez...............................................................5
P7 Describing how customer service strategy develop better customer experience...................5
M4...............................................................................................................................................6
D4................................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Managing customer experience is the process which is used by organisations to
interaction between organisation and employees. It is an important part of an organisation to
make customer experience better. Organisations make it better to take feedback from the
customers and friendly behaving with them. This file considers Milestone hotel and resident,
which is a five star hotel of UK. This file will consider use of digital technology in managing
customers experience, advantages and disadvantage of CRM in customer retention. Further
information about customer service strategies in service sector and its applications(McFarlane,
Giannikas and Lu, 2016).
MAIN BODY
P5 Digital technology is employed in managing the customer experience
Customer experience defined as the quality of all of a consumer's encounters with a
company's products, services, and brand. Researching a product online, using a mobile app to
find a store's nearest location, searching for tech support information on a smartphone, these are
all digital customer experiences(Ding and Tseng, 2015).
There is a big role of technology in making customer experience better. Nowadays the term e
commerce which is used for online business transaction, is very famous thing. People like to do
online shopping with all the facilities. It makes better customer experience because it saves the
time of people as well as money.
Customer relationship management is an approach to manage the interaction of company
with the customers. It analysis the history of customers and use it to improve the business and
relationship with customers. Nowadays organisations focus on making customer relationship
rather than product quality because if the relations is good than its enough for sale the product or
services.
For example Milestone hotel and residence provide entertainment service to its
customers. It id the five star hotel chain of UK and it is compulsory to take care of customers
demand for it. It provides entertainment such as bars and disco pubs, different type of activities
or games etc. They provide all the things to customers for make their experience better.
Other service which provide by Milestone hotel and residence is travelling services. The hotel
bears all travelling expenses of the customers, whenever they want to go the hotel is ready to

help them. It also provides travelling service to its customer when they leaving the hotel. They
help their customers to leave at the designation such as airport. IT is the second thing which from
customers get attracted. Customers provide feedback on social media and it is helpful for
goodwill of the organisation(Khan, Garg, and Rahman, 2015).
M3 Digital technologies employed in managing customer experience within service sector are
changing CRM system to effectively required and retain customers
Customer retention is an important aspect of the organisation. For customer retention the
Milestone hotel and residence used social media application to stay in touch with the
customers. It is the source which can help the organisation as well as organisation. Other source
is search engine optimising, with the help of it organisation provide the best things to the
customers just to understand the demand of them. It helps to the customers because through use
of internet the customers can take all the information about the hotel chain and it can help then
for better experience.
D3 Advantage and disadvantage of CRM
Advantages of CRM
 It helps to customer retaining.
 It allows the hotel industry to customize products according to the target audience.
 It builds better customer support system which help to make reputation(Tien and Cheng,
2017).
Disadvantages of CRM
 The company does not have control of the data, and if the remote CRM system has an
outage, the company is unable to retrieve records.
 The psychology of being tracked, with the enforcement of CRM software even the team
will have concerns about the possibility of being hacked.

P6 Presenting the customer service strategy in Havez
 There are many customer service strategy that helps to meet out the demands of their
customers and Hazev may also uses this strategy to sustain its brand image in market
such as:
 Being Prompt: It means that rushing but it doesn't mean to taking care of their
customers. Because it has been analysed that customers feel awkward when they have to
wait for their meals, therefore, Hazev's manager an employees has to be prompt regarding
their customer services. Even the owner has to keep encourage their employees to offer
prompt services by keep the list of their customer needs.
 Being Exceptional: It is the another strategy which also help a Hazev such that
customers always feel happy when they get the best customer service with decent food.
Therefore, it is quite necessary for the restaurant to keep practice such type of customer
service to make their customers feels special (Good customers service in Restaurant,
2018). Providing special attention to their customers will also help to make their
customers feel special.
 Forming Layered relationship: It is one of the top and best customers services which is
adopted by different restaurant. It is the technique in which, when the customers returns,
the server can refresh their memory and personalized their experience (Menguc and et.al.,
2017). Therefore, this strategy make their customers feel increases the level of comfort
so that they will enjoy their presence in the hotel.
 Treat like a family and friendliness manner: The staff who work in the company
should be friendly and have enough knowledge to treat their customers in better way.
Treat the people like a family will help them to make more comfortable and happy. The
restaurant owner of Hazev should also not strive to avoid bad services but they have to
encourage some exceptional services in order to make their customers feel friendly and
family environment.
P7 Describing how customer service strategy develop better customer experience
 It has been cleared that a better customer services creates positive impact upon the
customers mind and they will definitely come again to enjoy the services. Providing
better customer experience is the foremost requirement of every restaurant. Therefore,
Hazev is also uses different customer strategy in order to provide better customers

experience. Such as, in order to make the event successful, it organizes different menu
cards in order to meet out the demands of their customers (Cook, 2017). Apart from this,
it also hires the best chef who make the dishes more delicious and preparing some dishes
as well as drinks to serve the customers, beside this, Hazev also recruit those employees
who have better communication skills so that they will easily serve the food to their
customers.
Restaurant should also use different customers services such as being prompt and
available their employees when the customers needs the food. The interior of the event should be
organized in such a way that the customers feel homely environment and the presentation of the
food and drinks should be organized in well manner so that it must be appreciated by each and
every person (Bolton, 2019). Overall, the environment of the event should be friendly that form a
layering relationship. In this way, the better customer strategy will easily meet out the demands
of their customers.
M4
If Hazev which is a small restaurant uses prompt and better services to their customers then it
will help a business to sustain its image in market by providing better customer experience. In
the similar way, it also has to provide better food quality services to their customers by make
them comfortable and it is to be recommended to the firm to uses fast services to their customers
as per their demand.
D4
In order to improve the developing a good quality customer experience, it is
recommended to the Hazev to uses the best communication skills in order to present their
employees in front of the customers because presenting a good services through effective
communication will help to make comfortable their customers in an event.

CONCLUSION
From the above study it has been summarised that managing customer experience was an
important part of hotel industry and through use of CRM it could be possible. CRM helped the
organisation in customer retention with providing better experience to the customers. Customer
services strategies which is used to develop the organisation.

REFERENCES
Books and Journals
Bolton, R. N., 2019. Service timing: Designing and executing service in a dynamic environment.
In Handbook of Service Science, Volume II (pp. 13-33). Springer, Cham.
Cook, S., 2017. Measuring customer service effectiveness. Routledge.
Menguc, B. and et.al., 2017. The role of climate: implications for service employee engagement
and customer service performance. Journal of the Academy of Marketing Science.45(3).
pp.428-451.
McFarlane, D., Giannikas, V. and Lu, W., 2016. Intelligent logistics: Involving the
customer. Computers in Industry.81. pp.105-115.
Ding, C.G. and Tseng, T.H., 2015. On the relationships among brand experience, hedonic
emotions, and brand equity. European Journal of Marketing.49(7/8). pp.994-1015.
Khan, I., Garg, R.J. and Rahman, Z., 2015. Customer service experience in hotel operations: An
empirical analysis. Procedia-Social and Behavioral Sciences.189. pp.266-274.
Tien, W.P. and Cheng, C.C., 2017. Managing online creativity for improving innovation
performance. Internet Research.27(3). pp.670-690.
Online
Good customers service in Restaurant. 2018. [Online]. Available
through:<https://smallbusiness.chron.com/examples-good-service-restaurant-industry-
38058.html>