Enhancing Customer Experience Using Digital Technology: A Report

This report delves into the crucial role of digital technology in managing customer experience within the hospitality industry, with a specific focus on the context of Hazev restaurant. The introduction highlights the rapid advancement of digital technology and its significance in modern business operations, particularly in enhancing customer service and satisfaction. The report examines the involvement of digital technology in managing customer experience (P5), emphasizing the use of CRM systems for tracking customer data, gathering feedback, and promoting events. Furthermore, the report elaborates on customer service strategies employed by Hazev restaurant (P6), including knowing the customer base, measuring satisfaction, and addressing customer issues. It then evaluates how these strategies can be enhanced through digital technology (P7), such as using social media for market research and emails for gathering feedback. The report concludes that digital technology is essential for effective customer experience management, enabling businesses to conduct market research, collect feedback, and plan promotional activities, ultimately leading to improved customer satisfaction and loyalty.

Managing Customer
Experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 3............................................................................................................................................3
P5 Examination of involvement of digital technology in managing customer experience.........3
TASK 4............................................................................................................................................4
P6 Elaborating customers service strategies in context of Hazev restaurant..............................4
P7 Evaluating the use of customers service strategies discussed above in enhancing the
experiences of customers and need satisfaction..........................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................9

INTRODUCTION
Digital technology is an essential tool in today's world and marketplace, as digitalisation
is taking place on a rapid speed and very fast scale. New advanced technology is coming in
market replacing old ways and machines of performing activities and doing business. Digital
technology plays a vital role in businesses and taking all different actions in business. Digital
technology are being used in all industries and business sectors, hospitality industry is also a part
of it and make effective use technology to serve guests (Goodman, 2019). In this assignment, the
discussion is done over digital technology and its usefulness for managing the experiences and
services rendered by restaurant to customers. Various customers service strategies which are
linked with digital technology and helps in enhances the experience of consumers are evaluated
in this report. A event is conducted by Hazev restaurant in which they are making use of digital
technology for planning and promoting the international food event.
TASK 3
P5 Examination of involvement of digital technology in managing customer experience
Managing customer experience is an essential task which needs to be performed by every
organisation. Hospitality industry is the service oriented segment, which provides several
different kinds of services to customers such as, food, accommodation, tours and travel. It is very
important for hospitality service provider to render the best quality of goods or services to their
customers. One more requirement of hospitality world and companies operating in this service
sector is to maintain good relations with guests. These management of healthy relations with
potential consumers will enable organisation to provided and serve best experiences to their
guests and gaining better understanding of their buyers (Stevens and et. al., 2018). Digital
technology plays a vital role in accomplishing this goal of building healthy and effective
relations with consumers. One tool which can be used by Hazev in order take efficient usage of
digital technology and managing customer experience is CRM system.
Digital technology will help Hazev restaurant managers to keep track of their customers,
by this they can easily categorise their customers in accordance with the event. Company can
take feedbacks of existing customers through effective use of technology. For example, Hazev
management staff can send emails to past guests of restaurant asking for their feedback about the
services rendered by hotel. By doing so, it will have good impact on guests they will feel

important to restaurant and it will show them that their opinion matters to the restaurant. This
way they can easily gain knowledge about the needs and desired of guests and what exactly they
expect from restaurant. Also, by using digital technology company can inform their customer
and other general population about the international food event.
Customer relationship management system (CRM) is a practice, set of strategies and
technology which enables companies to manage and analyse their customers and potential buyers
throughout the customer life cycle (Bolton and et. al., 2018). The main aim of using CRM
system is to increase and maintaining good relations with customers and serving them the best
goods which will help in improving customer retention ratio and increasing sales. This
framework includes various systems in it which gives managers of Hazev ability to track the
performance and increase productivity of company by analysing the needs of guests.
TASK 4
P6 Elaborating customers service strategies in context of Hazev restaurant
Customer service refers to the assistance and guidance provided by the restaurant staff
to the guests who are visiting to restaurant and buying products and services which are rendered
by the entity. In other words, customers services is basically a support which is rendered by the
staff members to guests at the time they visit their restaurant (Mbama and Ezepue, 2018). There
are several strategies which are used by Hazev restaurant to give their consumers the best
services and render best quality goods. Know your customer base- In today's scenario it is really important for organisations to
known their customers and have thorough knowledge about their taste and preferences.
Hazev is operating in hospitality industry where this is a basic need of restaurant to know
the public or population for whom they are operating. Market research is an essential
tasks which needs to be performed by the managers of Hazev. Measure customer satisfaction and experiences- Next, strategy which is used by Hazev
for rendering best customer services is of knowing the level of satisfaction which guests
received from the services rendered by the restaurant (Surridge and et. al., 2018). The
restaurant managers have this role to perform in gather information about the level of
satisfaction and need satisfaction which is acquired by guests through their services.

 Listen to customers and resolve their issues- Another, effective customer service
strategy which is used by Hazev in order to enhance the experiences of their guests. The
restaurant have separate staff which they appointed just for resolving all problems of
people and answering all of their queries.
P7 Evaluating the use of customers service strategies discussed above in enhancing the
experiences of customers and need satisfaction
In above section, different kind of strategies are described which are being use by Hezev
restaurant for providing appropriate customer services to all its guests and giving them best
experiences. These customers services strategies can be improved by making proper and
effective use of digital technology which is explained below:
 Know your customer base- In order to known and gain knowledge about the needs and
desired of customer. Or in other words, for acknowledging the satisfaction levels of
consumers Hazev restaurant managers can use digital technology. Company can use
secondary data source for studying the marketplace (Kandampully, Zhang and Jaakkola,
2018). Managers can make use of social media handles in which they can read all the
comments past guests have writen about their experience. By doing this now restaurant
have an idea of what exactly guests are expecting from Hazev restaurant and this can be
used in making promotional plans and setting menu for the international food event.

(Source: Be an Online Customer Service Pro, 2020)
 Measure customer satisfaction and experiences- For gaining knowledge about the
experiences of customers who visited Hazev restaurant the management can make use of
feedbacks. Here, again digital technology can prove to be helpful in order to enhance the
customers services. The management can make use of emails for sending feedback form
to existing or past guests, by attaching the form in it and making humble request to fill
and resend the same on the provided official email of the restaurant (Minnema and et. al.,
2018). Through this it assist restaurant in knowing how effective their goods and services
which rendered to guests were and how can they make any improvements which are
suggested by customers in their feedbacks.
Illustration 1: Be an Online Customer Service Pro, 2020

(Source: Social Customer Care, 2020)
 Listen to customers and resolve their issues- Sometimes, customers face few problems
and have queries in relation with the company. It is the responsibility of management
staff to clear all misunderstandings of people and undo mistakes if by chance something
wrong happens. For doing so, digital technology can be used the restaurant staff which is
particularly appointed for this action will regularly go through the official website of
restaurant in which there is specific section for registering all complaints of guests. This
section is continuously checked and analysed by digital technology and which enables
them to server and provide efficient solution to the public.
CONCLUSION
From the above repost it is concluded that digital technology plays an essential role in
managing customer experience. The effective use of digital technology enables hospitality
service provider to work appropriately. It assist them in conducting market research, take
feedbacks from guests and in performing various other activities which will enhance the level of
satisfaction which customers are getting. Also, digital technology enables organisation for
Illustration 2: Social Customer Care, 2020

making plans and conducting promoting activities for their operations and in accordance with the
offerings of the company.

REFERENCES
Books and Journals
Bolton, R. N. and et. al., 2018. Customer experience challenges: bringing together digital,
physical and social realms. Journal of Service Management. 29(5). pp.776-808.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Kandampully, J., Zhang, T. and Jaakkola, E., 2018. Customer experience management in
hospitality: A literature synthesis, new understanding and research agenda. International
Journal of Contemporary Hospitality Management. 30(1). pp.21-56.
Mbama, C. I. and Ezepue, P. O., 2018. Digital banking, customer experience and bank financial
performance: UK customers’ perceptions. International Journal of Bank
Marketing. 36(2). pp.230-255.
Minnema, A. and et. al., 2018. Managing product returns within the customer value framework.
In Customer engagement marketing (pp. 95-118). Palgrave Macmillan, Cham.
Stevens, J. L. and et. al., 2018. Timeliness, transparency, and trust: A framework for managing
online customer complaints. Business Horizons. 61(3). pp.375-384.
Surridge, M. J. and et. al., Genesys Telecommunications Laboratories Inc, 2018. System and
method for customer experience management. U.S. Patent Application 10/135,982.