Managing Customer Experience: Digital Technology and CRM Systems

This report delves into the management of customer experience within the service sector, focusing on the application of digital technologies and customer relationship management (CRM) systems. Using Hazev restaurant as a case study, the report explores how these technologies are employed to enhance customer interactions and satisfaction. It examines the integration of digital tools, such as social media and data-driven marketing, to understand and meet customer expectations. Furthermore, the report analyzes various customer service strategies, including employee training, CRM platform utilization, and the development of customer empathy, to create and cultivate positive customer experiences. The analysis covers how these strategies contribute to improved customer loyalty, increased referrals, and overall business growth. The report concludes by reviewing the effectiveness of these customer service strategies, emphasizing the importance of product knowledge, customer interaction, and infrastructure support in delivering exceptional service and driving customer satisfaction within the competitive landscape of the service sector.

Managing the Customer
Experience

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 3.................................................................................................................................................1
How digital technology employed in managing customer experience within the service sector
with providing specific example of customer relationship management systems......................1
How digital technologies employed in managing customer experience with CRM system.......2
LO 4.................................................................................................................................................2
Customer service strategies ........................................................................................................2
How customer service strategies create and develop customer experience................................3
Review application of customer service strategies.....................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Customer experience defined as customers perceptions in conscious and subconscious
manner. As a result, relationship with brand resulting from interaction in customer life cycle
(Kumar, Bezawada and Kannan, 2016). Present study based on Hazev which is one of the largest
restaurant of London. For gaining insight knowledge of the present study, it covers digital
technology that employed in managing customer experience in service sector. Furthermore, it
demonstrates how customer service strategies create and develop customer experience.
LO 3
How digital technology employed in managing customer experience within the service sector
with providing specific example of customer relationship management systems
Digital technology in Hilton to change their business and adapt new market reality. In
this aspect, integration of technology in all areas of the business develop to make fundamental
changes. Therefore, it assists to operate functions and deliver to their customer is important
consideration. It transformed for consumer habits with mobile devices, machine, automation and
much more. It increases several opportunities to assess customer experience (Srivastava, M. and
Kaul, 2016). In order to manage customer experience, in the chosen business firstly, interaction
with customers requires. As a result, it includes following aspects:
 B2B sales teams need to replace social selling. As a result, customers already active with
social media and it helps to make relationship to educate them. Sharing relevant content
and expertise assists to solve problems with CRM.
 Within the marketing teams, digital firstly reduce spend on offline marketing activities.
For instance, direct mail, TV ads, etc. With the help of data driven marketing strategy,
Hilton use different strategies such as social media, email, website to track information,
etc.
 In customer service teams, digital firstly need to being reactive so that it assists to attract
several customers. Wide range of channels seek to take support with social media,
reviews sites, forums and communities (Kumar, Bezawada and Kannan, 2016).
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How digital technologies employed in managing customer experience with CRM system
There are several ways to employed digital technologies which offers opportunity in
Hilton to understand and deliver expectations for customer experience. Following ways consider
managing customer experience with CRM system: Flexible IT environment: With the help of right technology, it can be stated that Hilton
need to implement with cloud technology that develop significant advantages with digital
transformation (McColl-Kennedy, Gustafsson and Friman, 2015). With easily connecting
cloud application, customer databases record all touch points with creating 360 degree
view of customer. Hence, it provides better, more improved customer experience. Personalised customer experiences: In today's time, buyers demand to treat each
individual in unique manner. Therefore, they are easily known personal preferences of
customers (Lund, 2019). Furthermore, recognise by customer names and recommend
products based on past purchases is the best part for the enterprise in Hilton.
 Multi-channel experience: With CRM system, the chosen business can analyse and
study for customer related data that based on previous interaction in company. As a
result, it increases good understanding of customers to evaluate general requests and
support with enquires.
LO 4
Customer service strategies
Customer service strategy defines standard of care and services that are offered to set
requirements and meeting with these standards. In Hazev, it plays very important role to build
customer satisfaction, helping to retain loyal customer and increases level of repeat enterprise.
Following are different service strategies improve customer performances: Give excellent product knowledge to employees: Each person of the company must take
support of customers to answered promptly. This is because, saving customers assists to
go long way to make them happy (Weinstein, 2016). In this regard, products and service
knowledge could be develop successfully to increase positive results. Train employees in customer empathy: When staff members make customers happy,
customer satisfaction continuously increases for better customer empathy. Customer
interaction determines as emotional exchange to give tools to share happy enthusiasm for
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diminish frustration (Reason, Løvlie and Flu, 2015). As a result, it can be stated that all
employees must be train in customer empathy. Strengthen your customer service team: With the help of strengthen customer service
within the team, it can be stated that improvement begins to build strong team. In this
regard, effectiveness continuously develop that ascertained for accomplish targets and
goals (Kumar, Bezawada and Kannan, 2016). In this way, Hazev need to increase their
employees efficiency which assists to develop more significant advantages.
 Use CRM platforms: Moreover, CRM platforms is one of the another aspect that assists
to develop significant advantages at workplace of Hazev. Within the organisation, it is
essential to streamlined self and increase knowledge to understand customer perceive to
implement fewer efforts. In order to increase customer satisfaction, it is essential to
resolve customer issues with ascertain customer development (McColl-Kennedy,
Gustafsson and Friman, 2015).
How customer service strategies create and develop customer experience
In order to develop significant advantages, customer service strategies develop
experience in positive way to deal with desired level of results. Increasing customer experience
helps to take several advantages and expansion to make proper records that are available on
multiple devices. This development considers several benefits with increase customer
experience. CRM support service has a primary role that blends with marketing, sales, support
and retention efforts. With the help of excellent knowledge of products, real time access can
expedite to handle issues and reduce total amount of time spent for each customer (Srivastava,
M. and Kaul, 2016). In Hazev, following aspects helps to develop customer service strategies in
developing customer experience: Make improvements with bottom line: With the help of introducing CRM platform, real
results produce which helps to make improvements to the bottom line. Therefore, it
tracks records for development of sales force with customer experience. Identify and categories leads: Furthermore, CRM system can also assist to identify and
add new leads quick and easy manner. It categories accurately with focusing on sales that
can prioritise opportunities for nurturing and prime with the best quality (Homburg, Jozić
and Kuehnl, 2017). Hazev complete, accurate and centrally held information about clients
and prospects to focus on attention and energy for right candidates.
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 Increase referrals from existing customers: In order to understand customer better, up
selling opportunities can be includes to give chance of win for new business. From
existing customers, better visibility assists to make more happy customers so that it
develop more experience in the chosen business (Nema and Joshi, 2016). Customer spend
more amount that assists to increase customer experience in Hazev.
 Offer better customer support: Moreover, offer better customer support also increase
customer experience that take personalised support to provide high quality of services. In
this regard, agents can quickly take more products that offered to get record with every
interaction (Lemon and Verhoef, 2016). In this way, it can be stated that marketing and
customer services will be successfully develop in the chosen business with customer
service strategy in Hazev.
Review application of customer service strategies
In order to review application of customer service strategies, it can be stated that
excellent product and service knowledge must be develop among several employees to get
desired level of results. With this regard, customers will get long way to make happy in Hazev. It
increases more efforts for promising customers with outstanding services which impact on
customer satisfaction. Furthermore, customer interaction are emotional exchange to train
employees with customer empathy. Build infrastructure support to provide great services with
more efforts (Peppers and Rogers, 2016).
CONCLUSION
From the above report, it can be concluded that in hotel industry customer experience
helps to run several functions and operations that increases positive results. Moreover, digital
technology employed to manage customer experience within Hilton hotel. At last, different
customer service strategies explained with develop experience in positive way.
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REFERENCES
Books and Journals
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.
Kumar, A., Bezawada, R. and Kannan, P.K., 2016. From social to sale: The effects of firm-
generated content in social media on customer behavior. Journal of Marketing. 80(1).
pp.7-25.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
McColl-Kennedy, J.R., Gustafsson, A. and Friman, M., 2015. Fresh perspectives on customer
experience. Journal of Services Marketing. 29(6/7). pp.430-435.
Nema, G. and Joshi, A., 2016. Managing Customer Relationships through Customer interaction
management. International Journal of Research in Finance and Marketing. 6(4). pp.74-
82.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Reason, B., Løvlie, L. and Flu, M.B., 2015. Service design for business: A practical guide to
optimizing the customer experience. John Wiley & Sons.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–loyalty–
consumer spend. Journal of Retailing and Consumer Services. 31. pp.277-286.
Weinstein, A., 2016. Superior customer value: Strategies for winning and retaining customers.
CRC Press.
Online
Lund, J., 2019. How Digital Transformation is Driving Customer Experience. [Online] Available
through: <https://www.superoffice.com/blog/digital-transformation/>.
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