Customer Experience Management Report: Hazev Restaurant Analysis

This report examines customer experience management within the context of Hazev restaurant, a hospitality enterprise. It explores the impact of digital technology on customer relationship management, highlighting how tools like social media and websites facilitate feedback, direct communication, and issue resolution. The report also details customer service strategies essential for success in the hospitality industry, such as paying attention, active listening, and exceeding customer expectations. Furthermore, it emphasizes how these strategies create positive customer experiences, leading to increased customer loyalty, a strong brand image, and ultimately, desired returns for the business. The report concludes by underscoring the importance of customer satisfaction in the hospitality sector and the role of digital technology in fostering healthy customer relationships. References from books and journals are included.

Managing the Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 3............................................................................................................................................1
P5 Impact of digital technology in customer relationship management.....................................1
TASK 4............................................................................................................................................2
P6 Customer service strategies....................................................................................................2
P7 Customer service strategies create and develop the customer experience in a way that
meets the needs of the customer .................................................................................................3
CONCLUSION................................................................................................................................4
REFRENCES...................................................................................................................................5

INTRODUCTION
Hospitality is the wide sector which contribute large amount in the development of
economy by providing employment opportunity and uplifting life of people. Organisation of the
same sector have to manage customer experience for satisfying them. Because such practices
help companies to sustain in the market area for long term (Peppers and Rogers, 2016). Apart
from this, satisfaction of customers is necessary they are the one who can build good or bad
image in the market. Hazev is the partner of Dockland Academy. This report is based on Hazev
restaurant which is hospitality industry enterprise and its location is Discovery Dock West 2
South Quay Square Canary Wharf, London, E14 9RT. Below mention assignment is going to
explain, impact of digital technology in customer relationship management. Along with this,
management of customer service strategy and how these can be created.
TASK 3
P5 Impact of digital technology in customer relationship management
Customer relationship management is related to the strategies, practices as well as
technology utilise by the organisation with the motive of managing as well as analysing customer
interaction (Klaus and Maklan,2013). In simple words it can be said that, customer relationship
management is the art of managing relation with both existing and prospective clients. Along
with this, it include several strategies and techniques which is implementing by Hazev restaurant
for maintaining good or health relation with their guest. Moreover, digital technology have wide
impact in customer relationship management explanation of this are as follows :- Easy feedback taking – With the assistance of digital technology such as social media,
website of company and so on Hazev restaurant can take feedback from their customers
easily. This is very important because through it further requirement can be fulfilled
easily and modification can be made in existing as per the requirement. Hospitality
industry overall based on the satisfaction of their clients or guest which require feedbacks
from them so that changes can be implement as per requirement and result in managing
healthy customer relationship. Create direct communication – Digital technology involve several tools such as
Facebook, twitter, Instagram and so on which help in easy communication with existing
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as well as potential customers (Lemon and Verhoef,2016). Moreover, respective
technology assist Hazev restaurant in maintaining communication or remaining in touch
with guest. Their is requirement of proper communication so that needs and wants can be
identified as well as fulfilled by the same restaurant. Analyse issues and queries – By remaining in touch with customers through digital
technology tools it will be easy to identify issues and queries of guest as well as solving
them. Sometimes customers share their problem on the website of company in the review
box through which employees can analyse it and resolve. So that, satisfaction can be
gained and health relation with customers will be maintained (Wilson and et.al., 2012). In
simple term it can be said that, for Hazev restaurant it is important to solve issues of
customers in better manner so that they can survive in market for long duration.
 Easy to access anywhere – It is not necessary that customers are only from same country
in which Hazev restaurant is located. But they are from several other nations where
communication related to anything is done with the help of digital technology. In simple
term it can said that, respective restaurant can easily access customers from anywhere
with the assistance of digital technology such as Facebook, Instagram, Twitter and so on.
Above mention are the impact of digital technology on the customer relationship
management and with the advancement in such technologies it is easy for the enterprise to
maintain better relation at worldwide level by sitting in their nation.
TASK 4
P6 Customer service strategies
Customer service strategies is important part of any business plan. Since business relies
on satisfaction of the customer, so for achieving this any good organisation have to frame a
strategy that not only drawn in customers (Silver, 2012). Along with this, have to keeps their
guest or customers happy so they will not try any other competitor of Hazev restaurant.
Explanation of customer service strategy within hospitality industry are as follows :- Pay attention – Employees of Hazev restaurant have to pay attention towards their
customers and provide them better services. So that, in future their will be less chances of
complaints as well as by paying proper attention issues can also be prevented. Because in
hospitality industry customers satisfaction play important role due to their ability of
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taking organisation up to its high or low (Homburg, Jozić and Kuehnl, 2017). Along with
this, by providing better services to guest hospitality industry enterprises have chance to
remain in the market for long term. Listen – It is necessary to listen customers so that their needs and wants can be identified.
Because listening is the best way for identifying things because an individual themselves
can explain better about their requirement, taste and preferences compare to any other
research. Execute – It is important that what an organisation had promise have to deliver because it
may direct give negative impact on the image of Hazev restaurant. Execute as per the
promise is important part of customer service strategy. Ask – It is not possible for the employees of respective restaurant to read mind of
customers that what is required to them (Rose and et.al., 2012). They have to ask
question which include their choice, needs, wants, preferences and so on. So that, better
services can be offered to the customers in effective manner.
 Exceed – it is important to give better services beyond the level so that customers always
have good perceptions as well as expectations about them. Thus, respective enterprise
have to provide better services to their guest Because customers satisfaction is necessary
so they will not searcher any of Hazev restaurant competitors.
Above mention are the customer service strategies which is important to be followed by
the same organisation. So that, needs and wants of Hazev restaurant guest can be fulfil in better
manner.
P7 Customer service strategies create and develop the customer experience in a way that meets
the needs of the customer
Customers service strategy framing help Hazev restaurant in developing positive
experience of their guest or client. Because such strategies help in identifying needs, wants,
requirement and perceptions of the customers about their offerings (Bagdare and Jain, 2013). If
all these are determined than it will be easy for employees of respective organisation to provide
better or positive experience. In simple term it can be said that, service strategy must be frame in
better manner so that it will result in positive and help in gaining their satisfaction as well as
build good image in market area. Below mention are some points which help in accomplishing
their guest satisfaction explanation of these are as follows :-
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 Desired returns – With the help of designing better customer service strategy Hazev
restaurant can gain desired returns such as customers satisfaction, good image in the
market area, competitive advantages and so on (Blázquez, 2014). If company pay proper
attention towards their guest then then can easily gain desired returns. Because customers
are the one who can build or destroy image of the organisation in business environment
so it is important to build proper strategy for business. Customer’s loyalty for long duration – Loyalty of the customers is necessary for long
duration because without loyal guest no hospitality organisation can survive in market for
long duration. Apart from this, loyalty of customer can be gained only by framing better
service strategies and making them satisfy. Loyalty of customers can be gained only by
listening to them as well as asking about their needs and wants.
 Building image – By providing better services to guest of respective restaurant they get
satisfied which result in mouth publicity as well as building good image in the market
area. This result in gaining competitive business advantage for the Hazev restaurant that
is necessary because hospitality industry is wide and competitive in nature. Image can be
build when promise made by respective restaurant will be execute and quality services
provided to customers.
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CONCLUSION
From the above assignment it has been concluded that, hospitality is the widest sector and
have large numbers of organisation in it. Satisfaction of customers place important role in
respective sector because they are the one who can build or destroy image of specific
organisation in the market area. Apart from this digital technology is increasing day by day
which help in management of customer relationship as well as build healthy relation within
company and their customers. Moreover, it is important for Hazev restaurant to frame such
customers service strategy through which they will get satisfy and not check other competitors of
respective restaurant.
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REFRENCES
Books and Journal
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Klaus, P. P. and Maklan, S., 2013. Towards a better measure of customer
experience. International Journal of Market Research. 55(2). pp.227-246.
Lemon, K. N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
Wilson, A. and et.al., 2012. Services marketing: Integrating customer focus across the firm (No.
2nd Eu). McGraw Hill.
Silver, A., 2012. System and method for managing restaurant customer data elements. U.S.
Patent 8,224,700.
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.
Rose, S. and et.al., 2012. Online customer experience in e-retailing: an empirical model of
antecedents and outcomes. Journal of Retailing. 88(2). pp.308-322.
Bagdare, S. and Jain, R., 2013. Measuring retail customer experience. International Journal of
Retail & Distribution Management. 41(10). pp.790-804.
Blázquez, M., 2014. Fashion shopping in multichannel retail: The role of technology in
enhancing the customer experience. International Journal of Electronic
Commerce. 18(4). pp.97-116.
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