Analyzing Digital Technology's Role in Customer Experience Management

This report examines the crucial role of customer experience management in the service sector, emphasizing the impact of digital technology. It explores how digital tools, including CRM systems, are employed to enhance customer engagement and satisfaction. The report delves into specific strategies such as personalized customer experiences and seamless multi-channel interactions. It highlights the importance of agile IT environments and data analysis in understanding customer needs and preferences. Furthermore, the report discusses how digital transformation enables businesses to adapt to market trends, improve service standards, and address customer feedback effectively. The conclusion underscores the essentiality of CRM in maintaining customer attentiveness and driving business success in a competitive landscape. The report draws upon academic sources to support its findings and provide practical insights.

Managing the customer
experience

Table of Contents
INTRODUCTION ..........................................................................................................................1
LO 3.................................................................................................................................................1
P5 Examining how digital technology is employed in managing the customer experience
within service sector....................................................................................................................1
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Customer experiences is the most critical experiences in a business should be striving to
improve. It is the one of the main forces that driving the transformation towards completion.
Moreover, present report will be explains about the customer relationship management and the
importance of digital technology that engage customers experience in an more appropriate
manner. Study will be explaining the CRM techniques through customer get several benefits and
new opportunities for the company as well.
LO 3
P5 Examining how digital technology is employed in managing the customer experience within
service sector.
Customer interaction is at the forefront of technology as e-commerce that helps to easy
access on the technology (Barrett and et.al., 2015). Technology provides the better and fast
access that also helps in better access of product or services in an appropriate manner. With the
help of digital technology, customer starts browsing and purchases online product or services.
Digital transformation has been given the most positive impact on the customer satisfaction and
growth.
Technology provides advance and adopt new possibilities can communicate better and
getting advance engaging with their customers. In service sector customer get engaged through
different sources with they help of different digital technology or the development process.
An Agile, Flexible IT environment
Digital transformation has providing different technology opportunities to understand the
modern needs and wants of buyers (Larivière and et.al., 2017). It helps to get engage customers
with the different services. Service sector engage clients with better communication through E-
mail, websites, software, work in order to makes the most prominent and leading goals. This
makes the most effective new learning goals in order to satisfy the customers needs. For
example: Cloud is the best solution of customer relationship management which provides
dynamic services that is flexible to store high storage data. This software helps service sector to
resolve query of customer into more quicker manner. Organisations store huge application sin
cloud such as customer database, Big Data analytics, web and mobile apps. This digital
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transformation easily shows the customer needs and interest and why they do business with the
company as well (Laudon and Laudon, 2016).
Personalized customer experiences
Personalised customer experiences is the best source of management in order to meet out
the best growing performance in order to have the best performance level. Personalised buyers
want organisation to treat them as a unique individual and know their personal preferences and
purchases history. It is the another personalised customer experiences where company makes the
better transformation result for the betterment of effective work performance. CRM technique
authorised company to use better services and productive growth of management. This system
helps to use customer purchase history and try to give better services to existing clients. Without
CRM company cannot analyse the customer related data base.
This approach also critically evaluate that sometimes company can also use this data
Seamless multi-channel experience
This is the another technique or way to give better and best experience to the customers
as per their needs and wants (Nylén and Holmström, 2015). Now, customer are connected with
more than one channel such as In-store, shop online, share feedback through mobile application.
Through which company can easily connect with their clients and solve their queries.
Evaluating data on consumer experience and finding : The departments within the
organisation have to come up with insights based on the collected data. CRM is the techniques
which gathers the data of consumers to make more services. This process also helps to identify
the issues and challenges that customer face. Overall, company can use this data or information
to bring new changes for the customers to get the best customer experience.
Overall, digital transformation must be required in present competition world where
service sector has to measure the new trend in the market and provides the best productive
services to their customers. CRM generate the opportunity if Customer service standards that
helps to give instant response to the query of clients. For that, many companies having their own
application or customer service software to listen customer wants. For example, If he or she is
not satisfied with the company services they can free to inform company on their own portal
which gives negative impact on the overall business image (Schwab, 2017).
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CONCLUSION
As per the above section, it has been concluded Customer relationship management is the
essential part of the company that helps to keep the customer more attentive with the business.
Present study discussed about how digital technology can motivate customer engagement
process in service sector.
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REFERENCES
Books & Journals
Barrett, M. and et.al., 2015. Service innovation in the digital age: key contributions and future
directions. MIS quarterly. 39(1). pp.135-154.
Larivière, B. and et.al., 2017. “Service Encounter 2.0”: An investigation into the roles of
technology, employees and customers. Journal of Business Research. 79. pp.238-246.
Laudon, K. C. and Laudon, J. P., 2016. Management information system. Pearson Education
India.
Nylén, D. and Holmström, J., 2015. Digital innovation strategy: A framework for diagnosing and
improving digital product and service innovation. Business Horizons. 58(1). pp.57-67.
Schwab, K., 2017. The fourth industrial revolution. Crown Business.
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