Digital Technology and CRM's Impact on Customer Experience at Hazev

This report examines customer experience management within the context of the hospitality industry, specifically using the UK-based Hazev restaurant as a case study. It explores the crucial role of digital technology in shaping customer interactions and the application of Customer Relationship Management (CRM) systems to enhance customer engagement. The report delves into how digital advancements, such as social selling and online platforms, transform customer interactions and improve service delivery. It further analyzes the advantages and disadvantages of CRM systems, including data consolidation, sales process acceleration, and improved communication, while also addressing potential drawbacks such as data security concerns and high implementation costs. The conclusion emphasizes the importance of positive customer experiences for maintaining a strong market position and highlights the value of digital technology and CRM in boosting customer satisfaction and driving revenue growth.

Managing the
customer experience

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Role of digital technology in managing customer's experience along with merits and demerits
of CRM systems.....................................................................................................................1
CONCLUSION................................................................................................................................3
REFERENCES ...............................................................................................................................4
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INTRODUCTION
Customer experience is defined as the product of interaction among customers and
companies during their relationship. This assignment is based on Hazev restaurant which is a UK
based restaurant operating in hospitality sector. This organisation is headquartered in London,
England and offers standardised Anatolian and Mediterranean dining experience to their
customers. This report includes effect of digital technology in managing customer relation and
customer relationship management to enhance client's engagement.
MAIN BODY
Role of digital technology in managing customer's experience along with merits and demerits of
CRM systems
Digital advancement is forcing hospitality industry to transform their business models to
gain competitive advantage in business world. This change is driven in accordance with the
needs and demands of customers. To connect with customers in a more desired
manner,restaurants like Hazev needs to embrace digital technology to provide an unique
customer experience. Digital technology considerably changes the manner in which an
organisation interact with customers. These digital transformations allow firms to create a highly
engaged customers.
 For sales and operational team in Hazev restaurant, digital technology replaces cold
calling with social selling. As customers are already active on internet and social
media,restaurant management needs to opt way to promote themselves via social means
rather than waiting for clients to contact them first (Best, 2012).
 Manager in Hazev can achieve enhanced customer experience by sharing important
content ofrestaurant on different websites and hiring an online expertise to resolve issues
of customers. This will enhance the comfortableness of customers in sharing their
preferences and issues. This will results in their enhanced experience.
Customer relationship management:
It is a term associated with technologies, practices and strategies adopted by an
organisation to analyse and manage customers information & interaction through client's life
cycle. The main objective behind it is to improve client's service relationship. Data and
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information of Hazev's customers is gathered so that their complainants and queries can be
solved efficiently.
Role of CRM and digital technology in enhancing customer experience:
 During check-in and check-outs, opinions and feedbacks of customers are collected with
the help of internet and official applications, this helps managers of Hazev in
acknowledging the desires and preferences of customers in an appropriate manner due to
which their stay in restaurant become more comfortable.
 Social manager in Hazev is given responsibility to use different tools and software such
as Opera which allows to book a table, specify required services, make reservations etc.
this all aspects helps Hazev, in increasing their customer base by enhancing their
comfortableness during their stay (Wirtz and et. al., 2013).
Advantage and disadvantages of CRM
Customer relationship management system posses some advantages and disadvantages in
context with business operations or activities. In context with Hazev, strengths and weaknesses
of CRM are stated below:
Advantages:
 It allows a business firm to consolidate the data and information of customers so that
deep insights can be given to satisfy their needs and demands.
 CRM will benefit Hazev in speeding up their sales conversion procedure of a business.
 CRM is going to help Hazev in communicating with employees working at
geographically remote locations so that business activities can be performed in
collaboration.
Disadvantages:
 Due to over dependence and reliance on customer relationship management system, staff
members at Hazev can became lazy in acknowledging the needs of customers. This will
reduce the experience of customers while using services of company.
 As CRM leads to data centralisation at a single place, threat related with data security and
protection can increase.
 Implementation and maintenance of CRM systems requires high investment. This can
increases the expenditure cost at Hazev in a considerable manner due to which overall
budget of company may suffer.
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CONCLUSION
From the above mentioned report, it has been concluded that to increase customer base
and revenues, it is important for organisations to manage experiences of customers in a proper
manner. Positive experience will allow companies to sustain a firm position in market. In this
context, using digital technology and CRM systems at workplace helps in improving the
satisfaction level of customers towards services of a firm.
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REFERENCES
Books & Journals
Best, R., 2012. Market-based management. Pearson Higher Ed.
Brodie, R. J. and et. al., 2013. Consumer engagement in a virtual brand community: An
exploratory analysis. Journal of business research. 66(1). pp.105-114.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Wirtz, J. and et. al., 2013. Managing brands and customer engagement in online brand
communities. Journal of service Management. 24(3). pp.223-244.
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