Dockland Academy: Digital Technology and Customer Experience Report

This report examines the role of digital technology in managing customer experience within the hospitality sector, using Dockland Academy and Hazev restaurant as a case study. It explores the use of CRM systems like Zoho and HubSpot, highlighting their strengths and weaknesses in enhancing customer relationships and streamlining sales processes. The report delves into customer service strategies, including training and development sessions, and the importance of emotional intelligence in staff. Furthermore, it analyzes how digital technologies enable effective customer experience management, considering market analysis and the alignment of food offerings with consumer preferences. The report concludes by emphasizing the importance of maintaining a positive customer experience for long-term sustainability, advocating for strategies like training and development to improve staff efficiency and overall customer satisfaction. The report also references the need for educating and creating awareness among employees to ensure optimal performance.

Digital Technology
Food Event

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 3............................................................................................................................................3
P5 Examine how Digital Technology help in managing Consumer Experience........................3
TASK 4............................................................................................................................................4
P6 Elaboration of customer service strategies............................................................................4
P7 Customer service strategies builds & develop customer experience.....................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................5
Books&Journal............................................................................................................................5

INTRODUCTION
In the present marketplace, it is very important for an organisation to manage the
experience of customers so that company will be able to maintain their sustainability for a longer
period of time. In the present report, Dockland Academy is chosen as the base company along
with their partner restaurant Hazev so that they will organise an international food event (Ali and
et. al., 2018). This is the report which includes various sections where discussion is made on how
effectively with the help of digital technology positive and good customer experience will be
developed. In addition to this, different types of customer strategies are going to developed
which will improve the sales of organisation.
TASK 3
P5 Examine how Digital Technology help in managing Consumer Experience.
It is very important for an organisation to use digital technology in order to produce
innovative goods and services so that they can maintain their sustainability. In the present
context of hospitality sector where ample number of organisation perform their business
functions such as Dockland Academy so that they gain competitive advantage. There are ample
number of CRM system which are present at the marketplace are as follows:
 Zoho CRM: It is the kind of CRM System, which generally assist the hospitality sector
in order to gain insights about concerns as well as it will also assist in developing sales
related procedure. This as a result grow the business organisation in an effective manner.
This is the type which is used by various organisation in order to examine difficult
situation. Apart from this, it will assist Dockland Academy in order to perform their
ample number of business functions in an effective way.
 HubSpot CRM: It is the another most essential type of CRM system which is mainly
developed for hospitality sector in which inbound marketing, content management, are
generally performed (Cetin and Dincer, 2014). Apart from this, Chatbot is a technology
which is mainly concerned as an innovative technology used to interact with consumer
with the help of email, messages, websites & so on. With the help of this, customers get
proper direction and guidelines as well as solve their issues within given time frame.

TASK 4
P6 Elaboration of customer service strategies.
Each and every business organisation formulate various strategies in order to serve
consumers high quality goods and attain their goals and objectives. With the help of developing
such strategies company will be able to retain their customers for a longer period of time. In the
present case of hospitality sector, the top management department of the company enhance their
sales with the help of various services (Goodman, 2019). Some of the most essential customer
service strategies are going to be discussed as follows:
Training and development sessions: One of the prime feature is that it assist in examining
the basic requirements of consumers and on the basis of which training session is given to the staff
members (9 Characteristics of Top Employee Training Programs, 2019). It is very important for
Dockland Academy that they must provide effective training sessions to the employees in order to
improve their skills and efficiency. This will assist in enhancing the performance as well as
productivity of the staff members which leads towards the development of positive image of the
company.
Improvement of emotional intelligence: It is said that this is another most essential
strategy which is used by organisation in order to influence large number of customers. This is
the factor which includes various features such as it assist in improving the thinking ability of the
employees. In the present case of hospitality sector or Dockland Academy, this is the type of
management system which make sure that all the communication between the staff members will
be in defined and authentic manner (Homburg, Jozić and Kuehnl, 2017). In addition to this,
issues might be solved within given time frame faced by customers will help in developing
positive brand image.
P7 Customer service strategies builds & develop customer experience.
Generally each and every service strategy related to customers are formulated by the staff
members by considering digital technology. It includes effective training programme as well as
emotional intelligence associated programmes. With the help of digital technologies a company
can effectively manage experience of their customer. In context of Dockland Academy, it has
been said that managers of the company examine the market so that they can analyse the need

and preferences of consumers in order to offer food items according to their requirements
(Hwang and Seo, 2016).
T&D sessions: One of the most effective strategy used by Dockland Academy is training
and development session. With the help of this strategy organisation will be able to retain their
loyal staff members by producing high quality goods and services with the help of training
sessions. Apart from this, it has been said that top management team of the company examine,
check as well as monitor the activities performed by the employees with a set standard. This will
help in identifying the gap between current and desired skills and develop training and
development sessions accordingly.
Educate & Aware employees: It is considered as one of the most important element which
helps an organisation in order to gain success at the competitive marketplace with the help of their
staff members. It is very important for the managers of the company to communicate and create
awareness about the operations so that employees will be able to perform their task in an effective
manner (Jain, Aagja and Bagdare, 2017). In the present context of Dockland Academy, with the
help of this strategy, workers generate interest towards the task as well as activities which influences
the overall profitability of the company.
CONCLUSION
As per the above mentioned, it has been said that it is very important for an organisation to
maintain the experience of customer so that they can maintain their long term sustainability. By
considering various customer strategies and policies such as T&D sessions which is given to the
employees in order to develop effectiveness and efficiency of staff members.

REFERENCES
Books&Journal
Ali, F., and et. al., 2018. Make it delightful: Customers' experience, satisfaction and loyalty in
Malaysian theme parks. Journal of Destination Marketing & Management. 7. pp.1-11.
Cetin, G. and Dincer, F. I., 2014. Influence of customer experience on loyalty and word-of-
mouth in hospitality operations. Anatolia. 25(2). pp.181-194.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
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.
Hwang, J. and Seo, S., 2016. A critical review of research on customer experience management:
Theoretical, methodological and cultural perspectives. International Journal of
Contemporary Hospitality Management. 28(10). pp.2218-2246.
Jain, R., Aagja, J. and Bagdare, S., 2017. Customer experience–a review and research
agenda. Journal of Service Theory and Practice.27(3). pp.642-662.
Online
9 Characteristics of Top Employee Training Programs. 2019. [Online]. Available through:
<https://www.bizlibrary.com/article/employee-training-9-characteristics-of-top-
programs/>.