Analyzing Customer Experience Strategies for Come and Eat Hotel Chain

This report provides an in-depth analysis of customer experience management within the context of the Come and Eat Hotel Chain. It explores the role of digital technology in enhancing customer interactions, including the use of social media, online booking systems, and feedback mechanisms to improve service delivery. The report also examines various customer service strategies, such as paying attention to customer needs, seeking feedback, and training staff, to create positive customer experiences. Furthermore, it discusses how these strategies contribute to customer loyalty, brand image, and overall business success, aligning with industry standards and achieving desired returns. The report references several academic sources to support its findings, emphasizing the importance of customer satisfaction in the service sector and the effective use of digital tools to manage customer relationships.

Managing the Customer
Experience

Table of Contents
INTRODUCTION....................................................................................................................... 1
TASK 3....................................................................................................................................... 1
P5 How digital technology is employed in managing the customer experience........................1
TASK 4....................................................................................................................................... 2
P6 Customer service strategies................................................................................................ 2
P7 Customer service strategies create and develop the customer experience in a way that
meets the needs of the customer ............................................................................................. 3
CONCLUSION............................................................................................................................ 4
.................................................................................................................................................... 4
REFERENCES............................................................................................................................ 5
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·INTRODUCTION
Customer experience is the interaction a customer has with the company and its products.
Understanding and managing customer experience is an integral part of customer relationship
management (Peppers and Rogers, 2016). Overall experience of the customer reflects how the
customer feels about the company and their products. This helps business in managing customer
experience towards the products. This report is based on Come and Eat hotel chain which is a
service sector industry provides beverage and accommodation facilities to customer all over UK.
Below mention assignment is going to explain how digital technology is employed in managing
customer experience. Along with this, management of customer service strategy and how these
are created.
·TASK 3
·P5 How digital technology is employed in managing the customer experience
Customer relationship management describes to the practices, strategies and technologies
that the company used to manage and analyse customer interactions. Hence, customer
relationship management is an approach in which company manage interaction with its current
and potential customers. Moreover, digital technology has a wider impact in maintaining
customer experience which are described as follows-
Ease in feedback taking-Digital technology has played a great role in taking feedback
from the customers easily. With the assistance of digital technology such as social media
platforms as well as web site of the company, respective hotel can easily take feedback from its
prospective customers and can be made modification as per the requirement (Klaus and Maklan,
2013). As the main focus of service sector industry is to provide satisfaction to its customers,
here feedback of customers are of great importance so that changes in service can be done
according to their requirements which helps in managing customer relationship.
Involves direct communication between hotels and customers- Digital technology
involves various tools for communication such as Facebook, twitter, Instagram which helps in
easy communication between the two. As with this technology it has become easy for the
customers to access hotels and results in easy communication. Moreover with this technology it
assist Come and Eat hotel chain to remain in contact with its customers so that needs and wants
can be identified and can be fulfilled by same hotel.
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Analyse issues, queries and suggestions- With the help of digital technology tools ,
respective hotel can be in touch with the customers this assist them to identify their issues and
queries which customers sometimes leaves post on website of the company and want the
problem to be resolved (Lemon and Verhoef, 2016). When the customers faces issues and
queries they leave comment on company's website which helps hotel in identifying and solving
problems. This also motivates customer as their needs are analysed and offerings are made
accordingly. This creates a higher brand image in the minds of customer and assist them to
choose service of respective hotel again and again. By analysing customer problem and provide
them suggestions or solutions can provide satisfaction to the customers. In such a way customer
relation could be managed and maintained. By managing customer relationships it helps the
respective hotel to survive in market for long duration.
Example of Customer relationship Management systems
For example, the respective hotel chain provides online services to its customers by
providing them the facilities of online booking of rooms as well as selecting the food service
according to their needs prior to their arrival at hotel. This provides customers a ease in availing
the service as well as provides feedbacks, suggestions on company's website as well as on social
media platforms. This helps respective hotel to modify their services according to customer
requirements and helps in managing customer relationship.
l壱TASK 4
l壱P6 Customer service strategies
Customer service strategies are the important part of the business. Since service sector
industries lies on the satisfaction of customers, so in order to achieve this respective organisation
have to frame strategies accordingly. Their are various kinds of customer service strategies
which the Come and Eat Hotel chain uses which are as follows-
Pay attention- Employees of the respective hotel have to pay attention towards their
customers needs and wants and provides them better services. This provides satisfaction to the
employees and there will be less chances of complaints. Because in service sector industry,
customer satisfaction is the most important thing. It plays a great role in maintaining
relationship among the customers and hotels as the hotel provide customer service according to
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their needs and wants. By properly addressing the customer requirements better services could
be provided (Wilson and et.al., 2012).
Seek Customer feedback- In order to provide excellent customer service, respective
hotel has to take feedback from the customers in order to modify their service and provides them
according to the requirement. Taking customer feedback is the effective strategies for providing
better services.
Strengthen Customer service Team- In order to provide strong customer service
respective organisation should hire and train professionals with the right skills such as
employees should have empathy and patience as well as good knowledge and communication
skills to handle customer effectively and provide them the best service. This helps the come and
eat hotel chain to sustain in market for a long term period.
Choosing the right tools- In order to deliver effective customer service, respective
organisation should ensure that help desk and various social media tools carefully addresses the
customer needs and provides information to the hotel so that they can modify their services
accordingly and provides better services to the customers.
These are the various customer service strategies respective hotel chain uses in order to
benefit customers and this also assist them to earn customer loyalty (Silver, 2012).
l壱P7 Customer service strategies create and develop the customer experience in a way that
meets the needs of the customer
Customer service strategies helps the hotel in gaining positive experience of their guest.
These customer service strategies helps in identifying needs and wants of customer and provides
them offering accordingly. When the customer services are provided in a efficient way, it would
be a positive outcome for the company as it will meet customer needs and will gain their loyalty
towards the hotel, along with this it will build better image of the hotel in market area. Below
mention are some points which explains how customer service meets needs of customers as well
as required business standards.
Customer loyalty- Customers loyalty is very important for long time survival in market.
This can be earned by framing better customer service strategies which meet needs and
requirement of customer and satisfy them. This also assist in enhancing brand image of the
respective hotel and meets business standards. When the respective hotel provide better services,
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it makes the customers get attracted towards its service and makes them loyal towards the
service.
Building high goodwill in the market- By proving better customer services to the
customers of respective hotel, it results in mouth of publicity which build better image in the
market. This also helps in gaining competitive advantage as well attracts large number of
potential customers towards them. This helps in providing better customer service and meets
business standards.
Desired Returns- If the come and eat hotel chain frame customer service strategies
appropriately then it will be able to get desired returns as a basis of profits as well able to
attract large number of customer and meet the required business standards (Homburg Jozić and
Kuehnl, 2017).
This way framing of effective strategies helps in meeting customer needs as well as assist
in achieving required business standards.
l壱CONCLUSION
From the above assignment it has been concluded that satisfaction of the customer place
a important role in service sector industry. Customer relationship management is necessary for
managing customer experience . Apart from this use of digital technology is increasing day by
day which helps the respective hotel in managing and maintaining healthy relationship with the
customers. Moreover it is very essential for the respective hotel to frame such customer service
strategies which provides better service to customer and meets business standards.
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·REFERENCES
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Klaus, P.P. and Maklan, S., 2013. Towards a better measure of customer
experience. International Journal of Market Research. 55(2). pp.227-246.
Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
Wilson, A. and et.al., 2012. Services marketing: Integrating customer focus across the firm (No.
2nd Eu). McGraw Hill.
Silver, A., 2012. System and method for managing restaurant customer data elements. U.S.
Patent 8,224,700.
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.
Rose, S. and et.al., 2012. Online customer experience in e-retailing: an empirical model of
antecedents and outcomes. Journal of Retailing. 88(2). pp.308-322.
Bagdare, S. and Jain, R., 2013. Measuring retail customer experience. International Journal of
Retail & Distribution Management. 41(10). pp.790-804.
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