HNC Hospitality: Digital Technology and Customer Experience Report

This report delves into the application of digital technology in enhancing customer experience within the hospitality sector, specifically using the Taj hotel as a case study. It examines how digital tools and customer relationship management (CRM) systems are employed to improve service delivery and customer engagement. The report explores various customer service strategies, such as personalized experiences, agent training, and data-driven decision-making, to meet customer needs and business standards. It also discusses the importance of employee product knowledge and efficient issue resolution. The report concludes with recommendations for businesses to leverage digital platforms for attracting customers and expanding market presence, emphasizing the role of technology in improving overall performance and competitive advantage. Finally, it mentions the food event conducted by Docklands Academy.

Digital Technology
Food Event

Table of Contents
Introduction: ....................................................................................................................................1
LO3: ................................................................................................................................................1
P5: Examine how digital technology is employed in managing the customer experience within
the services sector providing specific examples of customer relationship management
systems........................................................................................................................................1
LO4: ................................................................................................................................................2
p6: Illustrate customer services strategies in a specific service sector context. .........................2
P7: Demonstrate how customer service strategies create and develop the customer
experience in a way that meets the needs of the customer and required business standards. ....2
Conclusion: ....................................................................................................................................3
References: ......................................................................................................................................3

Introduction:
Customer relationship management is a business practice of maintaining the relationship
with its customers through undertaking numerous approaches of communication and technology.
In the recent times Digital transformation is a forcing companies to change their business models
and opt for digital and technology based approaches to perform their operations. Digital
transformation is the integration of the digital technology into all business areas, which further
changes business operations techniques in the organisation. For this report, Taj hotel has been
selected which is a one of the best luxury hotel in the UK hospitalities industry. In this report ,
discussion will based on the expansion of the business thought using digital technology. Using
different customer services strategies in the management so that companies can attract more
customer in the market. This report provide various different mode of technology which
company uses to improve their performance in the marketplace. (Agar and Johnson, 2014)
LO3:
P5: Examine how digital technology is employed in managing the customer experience within
the services sector providing specific examples of customer relationship management
systems.
The digital technology continues to affect the organisation and the marketing of its goods
and services in the organisation and in its target market. These technology include world wide
web( www) and mobile telephone technology which helps customer to get their good and
services at the door steps. In order to enhance the customer experience, hotels are improving
their technology to reach the organisation. In some of the counties like china are using front -
desk robots instead of human being. Making use of such robots, customer information are feed in
to the system in the management. They can greet the customer by name and know their dining
habits and various other needs in the service offered by the organisation. The digital technology
are providing new platform of the business to reach out its employees and attract new customer
in the marketplace. These technology provide voice -based solution to the customer problem in
the organisation. . The digital technology also helps in taking the feedback from its customer to
changes or to improve their performance in the organisation. To have complete information
about the customer so that companies can serve them properly. (Dobnik, Holst-Jensen

and 2015).
LO4:
p6: Illustrate customer services strategies in a specific service sector context.
Now days, hospitality industry has aim function of providing excellent customer
services . It is tough for any organisation to provide a world class services in the market. But
with the help of the technology companies can fulfil the customer needs and wants form time to
time. Instead they are more loyal with the companies which are providing good experience in its
product and services. Companies uses some of the customer services strategies to improve their
performance in the marketplace.
Choose the right tools: companies can use the hepldesk and call centre to meets the
needs of the customer and agents. In the context of the Taj hotel, their have call centre which
provide information to its customer on different issues or enquire about the good and services
provided by them .
Optimize agent training: companies can invest in agent training program so that agent
can handle the customer information and issue about services provided by the hotels and
restaurant. This will increase the customer scarification as have complete information about the
its customer and solve or provide services from time to time.
Personalize the experience: Here companies agents and help disk have complete
information about the customer to provide personalized services to its customer(Freifeld
C.C., Brownstein, J.S., 2014).
Make data drive decision: companies uses data to analysis the customer requirement so
that they can improve the performance of the companies at the larger scales. Here companies
can know how customer needs and wants are to be satisfies in the organisation.
P7: Demonstrate how customer service strategies create and develop the customer experience in
a way that meets the needs of the customer and required business standards.
To improve or to increase the customer experience ,the customer services team need to be
on point for providing good and services in the marketplace.

Give all the employees excellent product knowledge: To attract more customer to the
companies it is improvement for the organisation to make sure that its employees are aware
about different policies and regulation in the organisation. For example, if customer ask different
food varieties in the menu or what to know the signature disk of the hotel then emp0loyees
should be aware about such things)(Hill, R., Betts, 2015)
Resolve customer issues at their point of contact. sometimes it is seen that customer have
problem in ordering the foods at the hotel then employees solve their problems. Customer who
order food on online median then employee makes sure that food is delivery on the time. Hazev
is a restaurant which provide good quality of food and service in the market. It is place where all
customer are make use of available resource present in the organisation
Conclusion:
After having in -depth discussion on the customer relationship management thought the digital
technology on the customer. It is recommended for the companies to provide their product and
service though the means of digital platform to attract more customer as well as to expand the
business in the market. With the help of technology ,company can enhance their performance
in the market. Companies can make sure that all its employees are aware about the product and
services they are offering in the market. They are using digital technology to expand their
business in the market and give more completion in the market(Hollis, C., Morriss, and
Lewis, 2015)
References:
Books and journals:
Agarwal, S. D., Barthel,. and Johnson, C.N., 2014. Grassroots
organizing in the digital age: Considering values and technology in
Tea Party and Occupy Wall Street. Information, Communication &
Society. 17(3). pp.326-341.
Dobnik, D., Spilsberg, B., Bogožalec Košir, A., Holst-Jensen, A. and Ž el, J.,
2015. Multiplex quantification of 12 European Union authorized
genetically modified maize lines with droplet digital polymerase
chain reaction. Analytical chemistry. 87(16). pp.8218-8226.
Freifeld, C.C., Brownstein, J.S., Menone, C.M., Bao, W., Filice, R., Kass-Hout,
T. and Dasgupta, N., 2014. Digital drug safety surveillance:
monitoring pharmaceutical products in twitter. Drug safety. 37(5).
pp.343-350.

Hill, R., Betts, L.R. and Gardner, S.E., 2015. Older adults’ experiences and
perceptions of digital technology:(Dis) empowerment, wellbeing, and
inclusion. Computers in Human Behavior. 48. pp.415-423.
Hollis, C., Morriss, R., Martin, J., Amani, S., Cotton, R., Denis, M. and Lewis, S.,
2015. Technological innovations in mental healthcare: harnessing the
digital revolution. The British Journal of Psychiatry. 206(4). pp.263-
265.
Lopes, G., Bonacchi, N., F 2015. Bonsai: an event-based framework for
processing and controlling data streams. Frontiers in
neuroinformatics. 9. p.7.
Sundmaeker, H., Verdouw, C., Wolfert, S. and Pérez Freire, L., 2016. Internet
of food and farm 2020. Digitising the Industry-Internet of Things
connecting physical, digital and virtual worlds. 2.
Verdouw, C. N., Wolfert, J., and Rialland, A., 2016. Virtualization of food
supply chains with the internet of things. Journal of Food
Engineering. 176. pp.128-136.
Vu, T., Lin, F., Alshurafa, N. and Xu, W., 2017. Wearable food intake
monitoring technologies: A comprehensive review. Computers. 6(1).
p.4.
(Agar and Johnson, 2014)(Dobnik, Holst-Jensen and Ž el, J., 2015)(Freifeld
C.C., Brownstein, J.S., 2014)(Hill, R., Betts, 2015)(Hollis, C., Morriss, and
Lewis, 2015)(Lopes, G., Bonacchi, N., F 2015. Sundmaeker, H., Verdouw, C.,
Wolfert,2016)