Evaluation of How Digital Technology is Employed in Business

This report evaluates the impact of digital technology on customer relationship management (CRM) within the context of the hospitality sector, specifically using Hazev restaurant as a case study. It explores how CRM systems are utilized to enhance customer engagement through online ordering, feedback mechanisms, and personalized interactions. The report analyzes the advantages and disadvantages of CRM implementation, emphasizing the importance of customer service strategies such as employee training, product knowledge, and issue resolution to build customer satisfaction and loyalty. Furthermore, it examines how businesses can create positive customer experiences through factors like ambience, pricing, product range, and staff behavior. The conclusion highlights the role of digital technology in achieving business goals and the significance of customer-centric strategies for improved profitability and brand value.

Evaluation of how digital
technology is employed

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 3............................................................................................................................................3
P5............................................................................................................................................3
TASK 4............................................................................................................................................4
P6 ...........................................................................................................................................4
P7 ...........................................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Digital technology plays an effective part in functioning as well as managing experience
of consumer along with maintaining relationship with them (Baker, 2016). This is very
significant for organisation to create best experience for their consumers in order to achieve goal
as well as objectives in best possible manner. With the use of latest technology used in
hospitality sector helps in gaining better and positive outcomes. The given report is based on
Hazev which is London based restaurant that offers Anatolian dining experience with good
atmosphere and dining. It provided both lunch and dinner meals and special diets in terms of
vegan options, vegetarian friendly and so on. The main objective of given assignment is to cover
impact of digital technology in consumer relationship management as well as business sector for
maximising customer engagement in an appropriate style.
TASK 3
P5
Customer Relationship Management (CRM) is referred as new digital technology which
is used by companies for maintaining relationship with their users in best possible manner
(Bilgihan, Kandampully and Zhang, 2016). This is very essential for organisation to follow best
CRM systems for attainment of organisation aim as well as objectives for contributing towards
profitability ratio, high market shares, brand value and goodwill and others. The business has to
conduct various kinds of activities for maintaining as well as developing relationship with their
consumers. This includes taking of feedback, proper interaction or communication with
customers, providing discounts and many more. The respective restaurants has to conduct
business operations as well as activities in effective manner for positive outcomes. This
technology assist consumers of Hazev restaurants to place online food and their order, providing
suggestions, feedback, checking delivery time and so on. It also leads to do interaction with
consumers in appropriate manner as well as time basis. Digital technology also helps restaurant
for acquiring as well as retaining consumers with assistance of social media, email and so on
towards business. CRM system is applied by most of the business at marketplace for surviving
and sustaining in order to attain positive results. In competitive market, it is essential to use
digital technology by business to provide better experience to customers in an effective as well
as efficient manner. CRM carries both pros as well as cons which directly or indirectly impact

operations, activities and business of organisation. Some of the advantages and disadvantages
faced by Hazev Restaurant due to CRM system are mentioned below:
Advantages
It includes following:
 CRM system assist given restaurant for doing interaction with consumers, clients and
people through taking of suggestions, feedbacks, reviews and others (Goodman, 2019).
 It also helps in maintaining relationship with customers at respective organisation in
order to rise their profit margins, sales and growth.
Disadvantages
It includes following disadvantages such as:
 The adoption of CRM system at business is costly as it rise their budget which cannot be
afford by small organisation to maintain relationship with consumers in appropriate
manner.
 The adoption of such system requires proper development as well as training programmes
that enhance their budget level.
From the above analysis, it has concluded that digital technology helps in maintaining
relationship as well as creating good experience with customers at organisation for positive
outcomes in an appropriate manner.
TASK 4
P6
In context of hospitality sector, strategy is referred as standards of service as well as care
which is offered to consumers and setting requirements in order to meet standards (Homburg,
Jozić and Kuehnl, 2017). Here, customer service strategy plays significant role in building
customer satisfaction, assisting to retain loyal consumers and increasing their profit margins. It is
very important for business to consider customer service strategies so that set goal and objectives
can be attained in appropriate manner. This also helps in attracting large number of customers to
attain positive outcomes at organisation. As per need and demand of consumers, strategies are
formulated and applied in business. In order to know about consumer, it is important to do proper
market analysis in terms of preferences, wants and need of individual. As per nature, size and

types of business, strategies are made to retain as well as attract customer for long term. The
customer services strategies applied by Hazev Restaurant are mentioned here:
Providing Employees Excellent Product Knowledge- When each and every members
in organisation act as support then consumers get their questions and answered in prompt manner
(6 customer service strategies to help you beat the competition, 2017). It is very important for
restaurant sector to provide excellent product knowledge to their employees in an effective as
well as efficient manner so that they can answer to questions of their consumers without any
difficulties. For example, if consumer goes to respective restaurant and asked for special food of
it then employees should be able to answer quickly for positive results. This helps in creating
good customer experience and enhance of brand value of organisation at marketplace.
Training Employees in Customer Empathy- The interaction with customer are
regarded as emotional exchanges and factual ones. This is essential for given business to provide
adequate training to their employees in order to share consumer feeling and reduce disappointed
client stress. As empathy is essential in creating successful customer experience. Therefore, it is
important service strategies to gain good customer service experience. Employees should be
trained on regular basis so that they can know more about their customers and provide them
services accordingly.
Resolving Customer Issues- As each and every organisation work for their customer so
they have to resolve their issues and problems in given time period (Sun, 2016). This is very
important for hospitality sector to provide consumers with high quality service and solving their
queries and issues within short time period. It helps in enhancement of brand value and goodwill
at marketplace for particular organisation. This is regarded as important service strategies for
their consumers to provide them with services and solving of their problems.
Therefore, the above are types of customer service strategies which should be applied by
respective restaurant for attainment of desired goal as well as objectives in most appropriate
manner to get positive results. This leads to enhance value and goodwill of business at
competitive marketplace.

P7
It is the responsibility of organisation to make, create and develop experience of
consumers for meeting business standards (Jain, Aagja and Bagdare, 2017). This is possible by
doing proper market analysis of business and their consumers in an appropriate manner. Here,
customer experience is referred as interaction among organisation and customer throughout
business relationship where interaction can be discovery, advocacy, cultivation, purchases,
service, awareness and so on. The expectations of consumers are rising at faster speed which
helps in improving customer experience and their brand value and goodwill towards
organisation. Some of the important service strategies for consumers that are developed and
created for customer experience in order to meet need and demand of business standards are as
follows:
Ambience and First Impression- The respective organisation has to focus on their
ambience as it is firstly viewed by consumers which leads to create good as well as bad
experience by them. This is essential for business to attract their customers in effective as well as
efficient way through their ambience, food, and many more to create positive consumer
experience.
Prices- The price of foods should be reasonable or according to food provided by them.
If food contain more ingredients then price should be high and on other hand, if ingredients used
are few then prices should be low. This also helps in gaining experience to consumers. For
example, if they are getting same food and taste at low price then surely they prefer that
restaurant to eat that food.
Range of Products- It is very important in creating good experience to customers
(Peppers and Rogers, 2016). The respective restaurants need to have range of products so that
consumers can make choices and order accordingly for better taste. As per need and demand of
users, there should be availability of range of products and services for consumers to get better
experience.
Staff- It is very important for hospitality sector to have good staff so that they can deal
with their consumers in best possible manner. The behaviour of staff influence customer to avail
products as well as services to get good experience.

Payment- In current scenario, most of the people prefer to use online method for doing
payment so respective restaurant should be facilitated with proper credit, debit, Pay-Tm payment
method. This helps in creating better experience to them in positive manner.
CONCLUSION
From the above analysis, it has been summarised that digital technology shows an
effective part in attainment of business goal and objectives. It helps in maintaining experience of
consumer with help of customer relationship management (CRM) system used at business.
Organisation should focus on their consumers and create good experience for them. It is essential
to maintain customer service strategies by arranging training as well as development programs
for working force, product knowledge and so on. These service strategies assist in maintaining
and developing customer experience for meeting needs of consumers and business standards to
rise their profit margins and sales.

REFERENCES
Books and Journals
Baker, M. A., 2016. Managing customer experiences in hotel chains. The Routledge handbook of
hotel chain management, pp.240-250.
Bilgihan, A., Kandampully, J. and Zhang, T., 2016. Towards a unified customer experience in
online shopping environments: Antecedents and outcomes. International Journal of
Quality and Service Sciences. 8(1). pp.102-119.
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.
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.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Sun, D. W. ed., 2016. Computer vision technology for food quality evaluation. Academic Press.
Online
6 customer service strategies to help you beat the competition. 2017. [Online]. Available
through: <https://www.livehelpnow.net/blog/6-customer-experience-strategies-to-help-
you-beat-the-competition/>.

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