Digital Technologies and Customer Experience at Rosewood Hotel London

This report delves into the integration of digital technologies within the hospitality sector, focusing on their impact on customer experience, CRM systems, and customer service strategies, using the Rosewood Hotel London as a case study. It explores how digital tools enhance communication, operational efficiency, and customer engagement, covering topics like operational, analytical, and collaborative CRM systems, various social media platforms used for marketing, and the advantages and disadvantages of CRM. The report also evaluates effective customer service strategies, assessing market needs, customer costs, and the importance of product uniqueness and market speed. Furthermore, it discusses how digital content and speed consistency boost sales and generate leads, providing valuable insights into leveraging digital tools to build customer relationships, improve customer loyalty and achieve a competitive edge in the hospitality industry.

Individual Report

Table of Contents
INTRODUCTION...........................................................................................................................2
TASK...............................................................................................................................................3
P5 How digital technologies enhance consumer experience: ....................................................3
M3 Evaluation of digital technologies in CRM:.........................................................................6
D3 Advantages and disadvantages of CRM system: .................................................................6
Task 4...............................................................................................................................................6
P6 Effective customer service strategies of Rosewood hotel London........................................6
P7 Customer service management strategies a business should use to improve customer
engagement : 8
M3 Customer service strategies of Rosewood Hotel London : ..................................................9
D3 Customer experience management in Rosewood Hotel London........................................10
CONCLUSION..............................................................................................................................10
REFERNCES ................................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Digital technology is becoming important part of business world, digital technology can
help in improve communication, collaboration, access to analytical data and social networking
as well as staff and customer experience. In the context of respected hospitality industry,
digital marketing plays important role, hospitality industry works on core principle of serving
others and to nature their customers (Abrol and et. al., 2017). These industries heavily focus
on creating relationship and experience with customers. However, digital technologies help
hospitality businesses to reduce cost, enhance operational efficiency, and improve service and
customer experience. In the context of respected organisation, Rosewood Hotel London,
Rosewood London is one of the capital's finest hotel, it was opened in 2000 and managed by
Marriott international under its Renaissance hotel brand (Alper and Goggin., 2017). The scope
of report includes information about various digital technologies, consumer relationship
management techniques, customer service strategies and how digital techniques help business
of hospitality of respected hotel Rosewood London.
TASK
P5 How digital technologies enhance consumer experience:
Digital technology is only media predictive intelligence resource exclusively dedicated
helping both hotels and restaurant business operations. Hospitality is an especially
competitive business industry, as an increasing number of hotels in minds of customers. Thus,
digital technologies, process and service can help to fuel high level of customer experience
needed in hotel industries.
Types of consumer relationship management system:
 Operational: The main role of operational CRM is to generate leads and convert them
into contacts whiten CRM. In a business of Hotel Rosewood London, it can help
organisation in offering products and provides way of communication with customers
(Shaikh and et. al., 2020).
 Analytical: data analysis is main system of CRM, it provides management with better
insight with regards to current business status (Andrews, Nicoletti and Timiliotis,
2018). Hospitality business of Rosewood London can the provided information to
support and improve consumer relationship.

 Collaborative: this type of CRM system shares customer information between
different business departments (Mallik, 2020). Hospitality business can use it for
connecting and collecting information about their regular customers.
Thus according to the above mentioned analysis it has been identified that digital technologies
have significant capabilities to influence mindset of customers as it creates standards of
excellence through which business organisation can take advantage of virtual reality, big data,
cloud computing, live video connectivity and intelligent chat box connectivity to connect with
their customers. With help of these technologies company can assure leading positioning in
respective industrial segment. Furthermore, it has been evaluated that digital technology has
capability to attract attention of customers. With the use of artificial intelligence hotel can
significantly enhance the experience of consumers. Along with this internet of things (IoT) is
an effective measure through which business can take use of multiple connections in order to
influence consumer. In addition to this programmatic advising is a superior targeting method
through which hotel can attract customers in an effective manner and can achieve their target
or attract customers in cost effective and time effective manner.
Features of consumer relationship management:
 Customer needs: To know about consumers needs and wants is very essential for any
organisation, likes and dislikes, choices, and preferences of consumer is important to
know. Rosewood London Hotel, can interview a customer about their likes and
dislikes so that the actual needs can ascertained and prioritize. They also can ask
consumers to fill feedback form (Ducros and Euzéby, 2020).
 Customer resonances: it is a reaction by the organization to the queries and
activities of customers. Hospitality organisation should deal with these queries
intelligently, they should understand these queries and then working out to provide
the best solution of it (Yuan-Yuan, 2020).
 Customer retention: it is a capacity that organisation has to keep its customers
engage with its product and services (Barbosa Neves and et. al., 2019). Hotel
Rosewood London can use reward programs to encourage customers by giving them
discount, exclusive access, or special offers.
 Customer loyalty: the goal of establishing customer loyalty to transform a company's
onetime customer into regular customer. Rosewood London should know about their
customer’s needs and wants to full fill it. If the customer is getting satisfaction from
the services of hotel they could be become their regular customer (Garibaldi and
Sfodera, 2020).

Why digital technologies are important to build customer relationship:
 Consumer relationship management help in record consumer's likes and dislikes,
their spending patterns and their business location: with the help of digital
technologies Rosewood can have specific record of data of customers. They can know
their choices and preferences, for improvement in their current services. This can help
Rosewood's business to build relationship with their customers (Derks, 2020).
 CRM system can help in sending marketing massages and offers which are
customised for customers: this can provide a basic knowledge about organisation's
offers and services to customers. It could help the organisation to save its time and
money, with the help of CRM system marketing of products and services would be
easier for Rosewood hotel.
 CRM helps owners to target new prospects and increase their sales: with the help
of CRM system hotel can reach to their customers globally (Entman and Usher, 2018).
And increase the efficiency of their sales and marketing strategy.
 CRM system is easy to understand and attract new custom: it could be easy for
management to understand the CRM system. Hotel management could use CRM to
adopt new customs that attract customers. Hotel Rosewood London is continuously
change their change their customs for better reach
Different social media platforms use in hospitality business
 Email marketing: in business of hotel Rosewood, email marketing is most useful
platform, they can use email marketing for sending commercial massages to customers
and typically group of people (Pencarelli, 2020).
 Social media marketing: it is use for social media network and websites to market
company's products and services. In a business Rosewood it is very useful to reach out
to the people globally. Hotel businesses take help of social media platforms because of
it is most used platform by local public. For example by taking use of social media
platforms like Facebook, Twitter, Instagram respective hotel can attract attention of
large number of customer base. With the help of this hotel can effectively influence of
customers by positing attractive images, posts, videos and unique services by hotel.
 Display advertising: Hotel Rosewood use display advertising for convey commercial
massages visually using text, logos, animation, videos, photographs (Gay and et. al.,
2016). they use display advertising frequently for target user with particular trais to
increase ads. Thus, according to the analysis it has been evaluated that this is one of
the best method through which attention of customers can be significantly attracted.

For example, with the use of videos animation and photographs hotel can influence
attention of customers. It is one of the effective measure that will attract customers in
a well define and effective manner.
Affiliate marketing: hospitality businesses hire affiliate and give them commission
for doing marketing of their product and services. It could make the marketing
processor of their services of hotel easier. For example hotel by hiring affiliate
marketer can allow them to showcase unique features of hotel among large base of
customers. In this marketer with the use of effective marketing technique can
significantly influence attention large base of customers.
Impact of digital content and speed consistency on businesses:
 Boost sales: with the help of digital media and consistency businesses can improve
innovativeness and effectiveness of their products and services. This can help them to
increase their sale (George and et. al., 2018). When the advertisements of their
products and services reach to the people daily it could be beneficial for their sales
strategies.
 Word of mouth: it can increase the interest of customer in business, if customer finds
digital content interesting they will talk about company's products and services to their
friends and family (Mercer, Hennessy and Warwick, 2019).
 Generate leads: it can help the businesses to lead in their industries, digital content
and speed consistency will reach to the customer directly and they have knowledge
about the organisation (Li, Dai and Cui, 2020).
M3 Evaluation of digital technologies in CRM
Digital technology in CRM states the use of internet communication technologies as
well as channels with an aim to maximize consumer relationship management as well as
consumer experience management (Mercer, Hennessy and Warwick, 2019). With the use of
different techniques like social networking, speech application, web service and service
oriented architecture, wireless connectivity and application and open source CRM Company
can effectively enhance relationship with customers. Digital technology play significant roles
through which respective hotel can dramatically enhance experience of customers by
providing them time effective and cost effective service.

D3 Advantages and disadvantages of CRM system:
CRM system makes easy for organisation to collect data for those who needed it. the
survival of organisation based on the appreciation of the value position from its growing
customer base, CRM helps in increasing the number of customers of organisation (Kardefelt-
Winther, 2017). It is important customer data and sales reports as well as analytical reports.
The down of CRM is that organisation has no control of customer's details and in case
there is an outage in CRM system it will be next impossible for organisation to retire relevant
information. Although CRM application allow automation of processes within the company,
there is loss of human elements in the organisation. Thus there are always pros and cons of an
factor that effect the organisation. Thus, according to the above mentioned analysis it has
been evaluated that CRM is an effective measure and play vital role through which respective
hotel can not only create strong relationship of emotional connection with customers but can
also retain them for long period of time. However, it is essential for hotel to have proper
understanding of CRM concept and utilize it effectively in order to ensure more growth.
LO 4
P6Effective customer service strategies of Rosewood hotel London.
Assessing the Market needs – It is used to evaluate environment forces, market
trends,
competition risks, entry barriers, opportunities and the organisation's resources. It is further
elaborated into parts: Urgency: Rosewood hotel London providing satisfactory customer services by
hosting their guests as they walk in. The staff handles their customers with a sense of
urgency which will gives an impression of serving them is their priority (Koekoek and
et. al., 2018). Employees communication and visibility towards urging to clients helps
in providing better servicing. Market Size: In perspective of Rosewood hotel London it has contributed to overall
general market revenue amongst its competitors (Li and Found, 2017). The increase in
buying power and standard of living are main factors responsible for attracting
customers towards the hotel. Cost of the customer: Rosewood hotel has enabled room selection and customisation
of services using mobile phones. It is allowing customers to use their phones as room
keys hence extended its online check in and out services.

 How unique the product or the service: Rosewood hotel has replaced front desk
assistant concept by having hosts culture as they come. It provides complimentary
products to guest and provides customised rooms which furnish service
personalization. They give fun, free amenities to loyal customers hence which makes
the customers stay satisfactory.
 Speed of the market: Rosewood hotel has adapted innovative technologies to reduce
time for performing a task which increases client satisfaction. Using automation for
administrative purposes can save time hence provide effective services to customers.
Experience Mapping: It is important technique for knowing what encourages customers
what their needs, concerns and expectations. Hospitality industry is good at gathering data
about their guest for knowing the perspective of client. It is used to build higher client
conversion rates by diminishing negative client experiences. Thus it improves customer
retention and customer experience strategy. Business should understand their target market groups: Rosewood hotel has
segmented its potential clients into groups founded on a set of shared preferences.
Hospitality industry uses this strategy to find more potential customers which
enhances the sales efforts to maximize profitability (Mercer, Hennessy and Warwick,
2019). Thus which helps it to invest in extremely valuable features and upgrades
customer services to attract more clients which minimizes per customer revenue. It is important to interview your best customers group: Rosewood hotel staff has
communicated with the customers to know about their likings and disliking. This helps
in knowing whether customer is satisfied with services and has specific preferences or
not for providing satisfactory stay (Garibaldi and Sfodera, 2020). Capture customer considerations: In Rosewood hotel it requests customers to fill
feedback forms for gathering information about their needs and wants. It helps staff to
know about customer experience into hotel. Thus this provides better understanding
about the choice, preferences of the customers regarding a service (Lee and Cho,
2020).
 Detail of every touchpoint: Rosewood Hotel interacts and greets customers when they
walk in into hotel to make a positive impact on customers mind. By interacting with
your customers it creates some bond which helps in knowing their preferences about
products and services (Naslund and et. al., 2017). It helps in providing better
consumer-based experiences and clients would like to stay in the hotel again as it
creates its brand image by enhancing customer satisfaction.

Touch point analysis: It is a manner a consumer can interact with enterprise, it can be
person-to-person, using an app or can be through a website. When guest comes into contact
with these touchpoints it gives them possibility to compare their prior perceptual experience
of enterprise and makes an opinion. Prior stay: Rosewood Hotel has an official website where customers can get all
information about their services through advertisements and sales promotion about
their product to know about the organization. During the stay: Rosewood Hotel ensures to provide pleasant stay to its client for
better customer satisfaction. They check guest should follow all hotel policies and thus
not go against them. Hence it assures the guest to respect other guest privacy.
 After stay: Rosewood hotel ensures to give satisfactory services to customers and thus
state them to provide reviews about their stay. which helps to know about clients taste
and can provide better service to others.
It helps companies to know about customer’s needs and wants thus which helps them to
provide better services to their clients. Create a customer vision: Rosewood hotel staff provides the best services to
customers to make their stay pleasant. It creates a vision about customer’s
expectations before they check in to provide them appropriate facilities. Assess the customer needs: Rosewood hotel gathers the data of customers who have
stayed in hotel by feedback forms. To know more about their needs, wants and their
expectations towards staff. Hire the right employees: Rosewood hotel has hired the employees who believes in
providing good services to their clients and should communicate to know about their
taste. Set goals for customer service: Rosewood hotel has set goals for client servicing by
making it easy for customers to approach the staff and has formulated customer
loyalty programs. Train on service skills: Rosewood hotel provides training to their employees to
improve support and enhance productivity which helps in serving better to customers.
Attend: Rosewood hotel believes in getting involved with the customers to know more about
their choices about a product or services

P7 Customer service management strategies a business should use to improve customer
engagement:
Consumer service strategy effectively allows an organisation to emphasize upon
consumer journey and determine the issues within them to provide a significant experience in
order to create a great consumer experiences. Furthermore, it has been identified that with the
help of consumer service strategy Rosewood Hotel can enable them to brainstorm ideas in
order to make reduction in friction and significantly improve relationships with their
customers. It will help company to ensure a significant growth. In addition to this it has been
identified that consumer service strategy allows company to provide effective customer
experience both pre and post sale with defined action plan. With the use of consumer service
strategy company can also create an emotional connection with their customers and can
provide them effective services the strategies will enable hotel to capture consumer feedback
in real time and use quality framework to provide effective assessments to customers on
regular basis.
M3 Customer service strategies of Rosewood Hotel London:
In today's business customer service is everything in hospitality industry. They play a
vital role in increasing sales and productivity of the business. It is made to enhance the
satisfaction level of customers whether service has met their expectation (Wilson, Tewdwr-
Jones and Comber., 2019). Strategies are made for providing good servicing to their guest
which creates loyal customers thus develops referrals for approaching customers.
Advantages of Customer Service Strategies: In perceptive of Rosewood hotel these
strategies help in increasing sales of the company. Thus it enhances brand value and public
representation of organization which builds customer loyalty. Staff can create points by
providing satisfactory services to clients. Hotel should implement effective plan of action to
create awareness towards consumers (Naslund and et. al., 2017). They should respond to
negative comments on company website to know customer expectations. It should advertise
and do promotions to get customers to visit their hotel. Make sure internal customers are
getting satisfactory treatment and positive response.
Disadvantages of customer service strategies: The drawbacks of not providing
satisfactory services to customers can decrease their sales and productivity. Company will not
be able to create loyal customers which will make an impact on growth of the business. They

should provide proper training to their staff for customer engagement. Hence should offer
certain discounts, vouchers to create more customer base.
D3 Customer experience management in Rosewood Hotel London.
It defines consumers perceptions to know customers to make and deliver
individualised experiences so that they remain loyal to brand thus advertises brand.
Advantages of Customer experience management: In hospitality industry it helps
company to have depth knowledge of their customers. It comes from extracting clients insight
from all touch points to know your customers more. In context of Rosewood Hotel, it helps in
increasing brand preference and can gain sales.
Disadvantages of customer experience management: In view of Rosewood Hotel
they can make negative impact on company's creativity which will result into long-term
profitability. Company should implement innovative ideas to make great customer experience
(Tewdwr and Comber., 2019). To conduct a check on customer needs which changes from
time to time.
CONCLUSION
From the above given information, it can be summarised that consumer relationship
management plays important role in improving relationship with the customer of Rosewood
London, organisation continuously working on updating its digital technologies for better
customer satisfaction. Digital technologies are the major factor that are using in maintain a
good relation with customers. Rosewood hotel is focusing on customer satisfaction more than
gain profitability for organisation. Thus, CRM is very important tool for understanding likes
and dislikes of customer towards a particular organisation.

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