Implementing Digital Technology for Customer Experience Management

This report examines customer experience management, focusing on strategies and the use of digital technology, specifically CRM, within Hotel Hazev, a London-based cafe. The report investigates how digital tools can be employed to enhance customer relations and analyzes effective customer service strategies that can be implemented to meet consumer needs and expectations, particularly in the context of an upcoming international food event organized by Docklands Academy. The study emphasizes the importance of quality assurance, staff training, adaptability, employee empowerment, responsiveness to concerns, and infrastructure development. Recommendations are provided to improve customer experience, build loyalty, and engagement. The conclusion highlights the significance of managing customer experience through various strategies and digital technologies like CRM, offering insights into building lasting customer relationships. References to relevant books and journals are also provided.

MANAGING THE
CUSTOMER EXPERIENCE

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
P5. Digital technology is employed in managing customer experience.................................1
LO 4.................................................................................................................................................2
P6. Customer service strategies..............................................................................................2
P7. How customer service strategies can create and develop customer experience that meet
consumer's need......................................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Managing consumer experience is important for every organisation to understand what
their potential and target consumer's need and expectations and to know opportunities that can
enhance customer experience. Hotel Hazev is one of the modern and classic cafe established in
London and is collaboration of Tas and Haz groups. Organisation is going to participate in
international food event organised by Docklands Academy. This study will investigate how
digital technology can employ in customer relation management and it will also analyse that
what customer service strategy can be implemented by the academy. Afterwards the study will
end up with some recommendation to the organisation to improve the quality of customer
experience.
MAIN BODY
P5. Digital technology is employed in managing customer experience
Hotel Hazev can adopt digital technology efficiently to leverage consumer experience. It
is seems as more effective form of managing customer experience through digitalisation (Cook,
2017). Digital technologies can help the hotel to meet consumer need through digital channels or
software such. Hotel Hazev can use CRM system in their organisation to manage its customer
experience effectively.
Customer relationship management system help hotel to develop effective strategies for
manage their interaction, relationship and enable them to manage customer experience
effectively (What is CRM, 2018). CRM is useful for both new and existing customers and
improve their experience.
Hotel can employ CRM software that help in to track information of potential consumers
and categorised and collect data of taste and preferences of different customers. This software
boost customer satisfaction, foster guests loyalty by encouraging them to keep returning to the
restaurant, it provides hotel competitive advantage and most important build everlasting relation
with the customer (De Keyser and et.al., 2015).
 It collects all the necessary data of customer and gather their information about what
consumer like, their taste and preferences that help the hotel to serve services effectively
and with relevant information that help to meet consumer's satisfaction.
 CRM system able to create consistent experience and improve overall customer
experience as it is enables the hotel to resolve the concerns and issues very quickly and in
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an appropriate manner that enhance customer experience and hotel able to manage its
customer experience.
LO 4
P6. Customer service strategies
The core function of Hotel Hazev is to providing excellent service to its customers.
Therefore, industry should need to make effort and pay attention to its strategies that help the
hotel to meeting and exceeding customer's expectations (Homburg, Jozić and Kuehnl, 2017). A
customer service strategy plays and essential role in building customer loyalty and satisfaction
towards business. Following are the strategies they should employ:
 Quality Assurance- Hotel should provide quality food and service to its consumer. It is
important to ensure that consumers get quality food and service in the upcoming event.
Excellent customer service should be priority of the hotel and they need to fulfil customer
service demand.
 Train staff- Hotel should train its staff from welcoming to fulfilling services with a smile
and it is also important to project themselves very adequately and warmth towards
consumers. Organisation should train all the staff who deal with consumer services, it not
only increase customer loyalty but also increase brand image. They also include
willingness to learn how to provide effective customer service.
 Adaptability- Every consumer is different in their behaviour and their needs vary
(Kumar and Reinartz, 2018). It is important for organisation to understand what exactly
consumer demanding and providing them suitable service according to their preferences.
 Empower employees- Hotel is responsible for empower their employees to make
customer happy. Instead of focusing on productivity and speed, industry should give the
power to their employees to make each consumer feel valued on their own.
 Respond to concern- It is very essential to enhance customer engagement and improve
their behaviour towards the hotel. Hazev should respond to consumer's concern and try to
resolve that as quick as possible. Hotel make sure that the person who handles issues and
queries of consumer take full responsibility and resolve customer concern immediately.
 Build infrastructure- Hotel should build infrastructure that support greater customer
service (Lemon and Verhoef, 2016). Infrastructure include; streamlined self-help,
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website, calls, etc. Industry can build this infrastructure and also can track what consumer
are looking for that help them to satisfy consumer needs.
Hotel can improve customer service and experience by using these strategies in the
upcoming food event as well as in their restaurant. But it is also important to re-evaluate
consumer service policies time to time and update as per the consumer preference. Overall, it is
essential to handle customer issue effectively and hotel need to do their best to ensure that
consumers are satisfied (Peppers and Rogers, 2016).
P7. How customer service strategies can create and develop customer experience that meet
consumer's need
By utilizing these customers service strategies' hotel can improve customer experience
and can enhance customer engagement and it will also help them to meet consumer's need.
Trained staff can able to treat consumer with warmth and in adequate manner with a
smile. It is a requirement of every hospitality business standard and help the hotel to meet its
consumer expectations and enhance their experience.
Adaptability will help to understand what consumer's need, wants and preferences and
hotel provide them services that they exactly want or demanded. It makes them feel valuable and
their needs can fulfilled effectively that increase their experience and enhance their engagement
(Taylor and et.al., 2015). Adaptability is required to maintain business standards and hotel can
able to adopt various services according to consumer behaviour.
Building infrastructure will help in developing various channels that can be use by
consumer to communicate with the hotel and they are able to track consumer taste, current
trends, etc. and it will help company to satisfy its customer that develop their experience.
Good customer service means industry having thorough knowledge of its products and
being able to help its customer to make the best choice and it is important to develop customer
experience to build everlasting relation with them.
D4
It is essential to ensure that customer service team of hotel access right resources to provide
quality services. Customer service representative of Hotel Hazev should have good
communication skills. They should be able to convey in positive way to consumers and they
should not end the conversation at a point that leaves customer dissatisfied (Foroudi and et.al.,
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2016). Following are some more recommendation that hotel can use for improving quality
customer experience.
 The host or hostess of hotel can improve customer experience by greeting guest when
they enter in through the front door with good eye contact and make effort to be efficient
and polite.
 Manager of Hotel can touch each table and ask guests about their experience and can
offer help in any way.
 Servers should attentive and friendly.
 Customer experience can be developed by collecting quality feedback of guests and work
on negative feedback (Hassan and et.al., 2015).
CONCLUSION
From the above study it was concluded that consumer's are essential part of an
organisation and it is important to manage their experience. The study had discussed that there
are various strategies that can be used by Hotel Hazev to meet consumer's need and fulfil their
expectations. The strategies can help the industry to build long-lasting relation with its consumer.
Digital technologies such as CRM system seems as an effective tool that hotel can use to manage
its consumers experience. Lastly some recommendations was given to the hotel that also can be
used to enhance customer experience and build customer loyalty and engagement.
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REFERENCES
Books and Journals
Cook, S., 2017. Measuring customer service effectiveness. Routledge.
De Keyser and et.al., 2015. A framework for understanding and managing the customer
experience. Marketing Science Institute working paper series. pp.15-121.
Foroudi, P. and et.al., 2016. Influence of innovation capability and customer experience on
reputation and loyalty. Journal of Business Research. 69(11). pp.4882-4889.
Hassan, R.S. and et.al., 2015. Effect of customer relationship management on customer
satisfaction. Procedia economics and finance. 23. pp.563-567.
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, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy, and
tools. Springer.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Taylor, J. and et.al., 2015. Customer relationship management system and method. U.S. Patent
8,972,876.
Online
What is CRM?. 2018. [Online]. Available Through:
<https://www.salesforce.com/blog/2013/01/what-is-crm-your-business-nerve-center.html>
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