Report: Customer Experience Management in the Hospitality Sector

This report delves into the realm of customer experience management within the hospitality industry, with a specific focus on the case study of Hazev restaurant. The report explores the impact of digital technology on Customer Relationship Management (CRM), highlighting the use of software services, online food delivery, chatbox services, and online transaction services. It examines both the strengths and weaknesses of CRM implementation. Furthermore, the report analyzes various customer service strategies employed by Hazev, including setting realistic expectations, staff training, providing consistent products, feedback services, and appointing a customer care champion. The demonstration of these strategies on customer experience and business standards are discussed. The report concludes with recommendations for enhancing customer experience and retaining customers, emphasizing the importance of CRM implementation, staff incentives, and investigation technology. The report provides a comprehensive overview of strategies and their effectiveness in the hospitality sector, aiming to improve customer satisfaction and loyalty.

MANAGING THE
CUSTOMER
EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
LO3..................................................................................................................................................4
P5 Impact of digital technology in CRM.....................................................................................4
LO4..................................................................................................................................................5
P6 Customer service strategies....................................................................................................5
P7 demonstration of strategies on customer experience, business standards ............................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
Hospitality management refers the study of hospitality industry. The main goal of
hospitality management is to manage hospitality in hotel so that number of customers gets values
of their money. On other hand customer experience management mention the practice of
modifying and reacting to customer action and meets their objectives, take customers in trust by
giving values of their money . Hazev restaurant is one of the London's best Turkish restaurant, in
which offers exciting tastes of traditional, chargrilled meats etc.
MAIN BODY
LO3
P5 Impact of digital technology in CRM
Digital technology plays vital role to elevate customers experience in hospitality industry.
For example organization, restaurants offers software services to each customer where they can
share their experience regarding their food services and hospitality services (Goodman, 2019).
On other hand it becomes easy for customers to tell about their good experience or complaints
regarding food services and other services. Digital technology such as-
SOFTWARE SERVICE: Hazev restaurant offers software services to customers where
customer can reserve their dining for family purpose or private, so that customer doesn't have to
waste their time to wait and all. Thus, restaurant maintains their well-being.
ONLINE FOOD DELIVERY SERVICE: restaurant also offers online food delivery services
to customers. While customer gets beneficial impact because they can get food directly to home
without inconvenience to go and buy foods from restaurant (Homburg, Jozić and Kuehnl, 2017).
Thus, it becomes easy for each type of customer's for example academic students and other type
customers. Thus, kind service enhance customers experiences. Beside of this restaurant offers
tracking services and mobile contact services to customers where they can direct track food
service location and an contact to service man for finding location.
CHATBOX SERVICE: it is also plays important role to improve customers experience
regarding services where they can complaint regarding product and their services. While
restaurant gives response on their complains and resolve them so that customers gets satisfaction

regarding product and services (Peppers and Rogers, 2016). Beside of these customers can
cancel their food during inconvenience.
ONLINE TRANSACTION SERVICES: Hazev offers online transaction services to customers
where they can pay online rather to paying by cash. Restaurant offers discount during first
transaction which excites customers (Melero, Sese and Verhoef, 2016). This services helps
customers to payment by digital media.
These software help customers to take advantage of service sector while restaurant gets
beneficial impact to retain number of employees in restaurant.
Customer relationship management
it is digital technology which uses by businesses or restaurant for gathering, storing and
managing information about the guest. Beside of this system includes various information of
customers such as buying behaviour, contact number, birthdays and Dietrich restriction. Through
the information system manages their relationship with customers in service sector.
STERENGTH:
CRM helps restaurant to enhance customers experience by managing various operations
such customers' information and their buying behaviours (Kandampully, Zhang and Jaakkola,
2018). CRM helps to introduce various strategies which helps customers to retain customers in
service sector. Management listen customers complaint regarding food and price and resolves
them. Above digital services are managed by CRM in service sector. Thus, it helps to retain
customer customers and enhance trust of them on restaurant regarding their services.
WEAKNESS:
CRM is expensive which is the biggest challenge for hotel or restaurant industry because
CRM requires large number of software to gather, storing and manage information relevant to
customers. It is not possible to afford for service sector. Another drawback is that CRM requires
high leadership to manage each project of CRM which is not possible for restaurant. That why
system requires expertise to operates various operation well-formed.
LO4
P6 Customer service strategies
Customer services strategies supports restaurant to improve customers services so that
they get value of their money and gets satisfy from restaurant services. There are various
strategies which Hazev restaurant adapts for improving customer services. Strategies are-

Set legit expectation: it is most important strategy to improve customers loyalty regarding
restaurant, Where Hazev restaurant offers only those services which is actually available in
restaurant rather to keep fake promises regarding dish. Thus, restaurant gains trust of customers
and retain them by meeting their objectives.
Trains staff: Restaurant offers training facilities to waiter and server where makes them
understand how to perform at workplace and how to offers services to customers so that
customers gets values of their money (Merrilees, 2016). In training sessions makes understand
to waiter and server some time customers need privacy, in that state waiter doesn't bother
customers to moving here and there. While staff gets golden opportunity to sharp their skills
which they can apply at workplace during offing services customers.
Provide consistent products: Hazev is turkey restaurant which offers Turkish or traditional
foods to customers. Beside of this restaurant keeps variety of foods so that they can meet each
type of customers objectives and can offer according to their orders. The main goal of their
restaurant to cover each type of customers such as academic students and other customers in
restaurant. On the basis of customers Hazev offers different type of foods on different price so
that each type of customers can afford food service in restaurant.
Feedback services: to improve customers experience in restaurant, offers software services to
customers where they can share their experience regarding products and waiter services in
restaurant (.Bustamante and Rubio, 2017). If customers doesn't happy from waiter services or
food services, in that state they can give feedback to restaurant by social media. If they have
complaint from waiter or food service as result restaurant resolves their issues. Thus, restaurant
maintains their relationship with customers. Hazev offers feedback note services for customers
where they can give rating restaurant for services.
Appoints customer care champion: to improve customer services Hazev appoints champion
who plays vital role to introduces customer service strategies in restaurant. Champion gives
contribution in restaurant operation where identifies need of staff and customers and on the basis
of needs implements strategies within restaurant so that positive outcomes comes in restaurant.
Champion also supports restaurant to retain number of talented staff at workplace so that
restaurant enables to take competitive advantage in global market.

P7 demonstration of strategies on customer experience, business standards
 To give the training staffing is more effective strategy because it improves customer
performance at workplace which supports staff to offers their services in well-formed so
that customers gets values of their money. Whatever services offers by staff in restaurant
improves customers experience and customers becomes assure regarding restaurant
services. Improvement in performance helps restaurant to retain customers prolong time
and taking competitive advantage in global market. Beside of this such kind training
sessions keeps excited to staff in restaurant.
 Product strategy is also beneficial strategy for restaurant because it attracts customers to
buying food services of restaurant. Through the strategy restaurant enables to offer
variety of products for each type of customers and maintains quality of products. Vast
variety of food along with various taste enhance customer experience, and they like to
visit again in restaurant. While restaurant gets positive impact they sell services and
elevates economical scale in restaurant.
 Legit strategy also plays integral part in restaurant because staff provides those services
which is actually available in restaurant rather to create delusion regarding dish and other
services. On other hand customer gets loyalty regarding restaurant services. On the basis
of loyalty customers like to visit in restaurant. While restaurant enables to gain customers
trust and enhances their purchasing behaviour. This strategy supports restaurant to
establish good relationship with customers.
 Taking feedback also improving strategy in restaurant because it helps to identify
customers demands and their expectation regarding food services and other services.
While customers gets chance to share their experience about restaurant services which is
provided in restaurant to them. Customer can advice also for improving customers food
services and staff services (Halvorsrud, Kvale and Følstad, 2016). While restaurant gets
chance to improve restaurant facilities so that they can meet customers objectives.
 Customer care champion strategy helps restaurant to keeps position in global market and
helps to lead customers satisfaction by meeting their objectives. Champion introduces
various strategies in restaurant so that both staff and customers well-being is maintained.
Thus, it helps to elevate customers experience in restaurant and retains customer. it

reduces high turnover of staff at workplace and retains talented staff who supports to
achieve restaurant objectives.
Recommendation
 If restaurant implements customer relationship management(CRM) and maintains well-
formed as resulted can improve customers experience in restaurant and can retain
customers for long time.
 If restaurant offers incentives and reward schemes for staff in restaurant, can improve
staff performance and helps to retain them within restaurant.
 If restaurant takes helps of investigation technology in restaurant as result can improve
convenience for customers. Second it can help to resolve customers issues quickly.
CONCLUSION
In this report can be concluded about hospitality management which is important to
improve customer experience. This report has been concluded about customer relationship
management where explained its positive outcomes and negative outcomes. This report has been
concluded strategies for improving customers experience in business market.

REFERENCES
Books and Journals
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science. 45(3). pp.377-401.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Melero, I., Sese, F.J. and Verhoef, P.C., 2016. Recasting the customer experience in today’s
omni-channel environment. Universia Business Review, (50), pp.18-37.
Kandampully, J., Zhang, T. and Jaakkola, E., 2018. Customer experience management in
hospitality: A literature synthesis, new understanding and research agenda. International
Journal of Contemporary Hospitality Management. 30(1). pp.21-56.
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.
Bustamante, J.C. and Rubio, N., 2017. Measuring customer experience in physical retail
environments. Journal of Service Management. 28(5). pp.884-913.
Halvorsrud, R., Kvale, K. and Følstad, A., 2016. Improving service quality through customer
journey analysis. Journal of service theory and practice. 26(6). pp.840-867.