Digital Technology in Customer Experience: Hilton & Docklands Academy

This report examines the implementation of digital technology in managing customer experience, focusing on the strategies employed by Hilton Hotel and the Docklands Academy. It highlights the crucial role of digital technology in Customer Relationship Management (CRM) systems, emphasizing how these technologies enhance customer satisfaction through online booking, social media interaction, and data-driven insights. The report analyzes how CRM systems like Salesforce and Zoho can improve customer service, manage customer data, and personalize services to increase profitability. Furthermore, it provides recommendations for the Docklands Academy's international food event, stressing the importance of market research, staff training, and effective use of social media for promotion. The report also underscores the need for careful planning and evaluation using digital tools to ensure event success and optimize customer service, while also addressing potential risks associated with digital tools. The provided references support the analysis with relevant research on CRM and digital technology's impact on customer experience.

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Table of Contents
Implementing digital technology in managing customer experience .............................................1
REFERENCES ...............................................................................................................................3

Implementing digital technology in managing customer experience
The one of the key reason for the huge success of Hilton hotel is its efficiency in
managing its customers and to provide them satisfactory quality services. The digital technology
plays a significant role in the CRM system of Hilton hotel. The customer management strategies
helps organisation to forecast its sales and to manage the customer information as well as
preferences so that quality services can be provided to them (Ajjan, Harrison and Hair, 2018).
These systems are also capable to track the sales record and purchase behaviour of individual
consumer so that necessary improvements can be made to enhance the profitability.
The integration of digital technology such as social media, online booking system and
interaction with customers via digital tools provides a completely new experience to customers.
With this technology customers of Hilton hotel are able to interact with the organisation at any
instant and from any remote location. It helps organisation to make its consumers believe that
organisation always puts its consumers at its first priority. Hilton can use variety of CRM
systems such as salesforce, SugarCRM, Zoho and netsuit. Each of these system has its own
specific features. For instance Zoho CRM can enable organisation to have inbuilt telephony with
the CRM along with the free social media and digital tabs while salesforce CRM provides digital
tools with additional cost. Some CRM such as Zoho, salesforce and netsuit also provide facility
to manage inventory and unlimited data storage so that quality of services provided to consumers
is not compromised (Gimpel, Huber and Sarikaya, 2016).
As per the given context of International food event in case study of Docklands Academy
for making the event successful careful planning is required so that the target audience can be
delivered the high quality services. To make the menu of food more effective academy can
conduct market research that which type of food dishes are preferred by the consumers and
which drinks and dishes are quite famous in various culture. It will help academy to innovate its
menu with better dishes. For making the customer service academy must also ensure that
supporting staff must be trained enough so that they can provide required information and details
of each of the food and beverage.
The feedback from staff members as well as consumers can be greatly helpful for the
academy to enhance its customer service. Docklands academy must ensure that during event if
customers are facing any difficulty then it must be resolved at the priority. For promoting event
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organisation can promote and share every details of event on social media and other digital
platforms.
In order to evaluate the success of the event it is also essential for the academy that the
details and feedbacks of every customers is managed by its CRM so that in future also it can
make use of this data to provide more customized services to people. For evaluation purpose
email marketing, online chatting and feedback reviews can be used by the academy so that it can
analyse that how people are perceiving the event and efficiency of the academy. Thus with the
help of digital technology and CRM customer services can be improved and desired success
goals can be achieved by the organisations (Lipiäinen, 2015). However these must be reviewed
carefully so that its adverse impacts such as negative publicity or cyber threats related to digital
tools can be avoided.
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REFERENCES
Books and Journals
Ajjan, H., Harrison, D.E. and Hair, J.F., 2018, May. Exploring the Role of Technology in
Promoting CRM Capabilities in Direct Selling Marketing Channels: An Abstract.
In Academy of Marketing Science Annual Conference (pp. 463-463). Springer, Cham.
Gimpel, H., Huber, J. and Sarikaya, S., 2016, June. Customer Satisfaction in Digital Service
Encounters: the Role of Media Richness, Social presence, and Cultural Distance.
In ECIS (p. ResearchPaper91).
Lipiäinen, H.S.M., 2015. CRM in the digital age: implementation of CRM in three contemporary
B2B firms.Journal of Systems and Information Technology. 17(1). pp.2-19.
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