Customer Experience Strategies, Digital Tech, and Ritz Hotel Analysis

This report provides a comprehensive analysis of customer experience management within the hospitality sector, focusing on the Ritz Hotel as a prime example. It delves into the impact of digital technology, including the use of CRM systems and chatbots, on managing customer relationships and enhancing service delivery. The report examines various customer service strategies employed to meet customer needs and business standards, such as creating emotional connections, personalizing experiences, and capturing real-time feedback. It explores how these strategies contribute to building customer loyalty and satisfaction. The report also discusses the application of digital tools and techniques to improve operational efficiency, analyze customer preferences, and ultimately, maximize customer engagement. The report covers operational and analytical CRM, and the importance of customer feedback in the modern hospitality business.

Hospitality

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 3............................................................................................................................................3
P5: Examine how digital technology is employed in managing the customer experience within
service sector, providing specific examples of customer relationship management system.......3
TASK 4............................................................................................................................................5
P6: Illustrate customer service strategies in a specific service sector..........................................5
P7: Demonstrate how customer service strategies create and develop the customer experience
in a way that meets the needs of the customer and required business standard ..........................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Customer experience management is the significant practice that assist the organisation to
maintain significant relationship with final user of the product and services by accommodating
their requirement significantly. By maintaining the long term customer relationship management
via electronic medium boost up the loyalty of consumer for particular company or brand (Ali and
et. al., 2018). For hospitality sector digital media plays an essential role as it help to
communicate and spread awareness about the services of company. Based on which the
experience of the national and international traveller can be effectively managed. To better
define the topic Ritz hotel has been selected which is located in London and attract the premium
customer by offering various amenities. The company provide luxury hotel rooms, conference
hall, spa corner, restaurant and bars facility for the convenience of people. This essay cover
topics like impact of digital media technologies to manage customer relationship. Along with
that application of customer experience management to maximize the customer engagement
within service sector are covered in the report.
TASK 3
P5: Examine how digital technology is employed in managing the customer experience within
service sector, providing specific examples of customer relationship management system
Digital technology involves the use of modern technology by which company within
specific time can connect with various customers through virtual media. This has encourage the
speedy operations as well as managed the transparency as within hospitality sector service seeker
can track the availability as well as gain the verification regarding booking of room. Digital
transformation has enhanced the ease of doing business by building the effective online
marketing strategies and promote the business through digital channels like SEM, affiliate
marketing, email strategies, social medium etc. Thus, based on analytical tools the company can
create ecosystem and offer value to the stakeholder of company (Baker, 2016).
Application of digital technology to manage the experience of customer within service
sector
In modern era, most of the companies irrespective of their size, purpose or scope depend
upon the digital media in order to deliver the services by displaying in online catalogue and
successfully handle the queries of customer. This is the significant way to reach out to the

potential customer through effective online campaign. Within, Ritz hotel the use of digital
technology plays an essential role in terms to effective maintain the record of customer and build
their viable experience. On the basis of the customer's database respected company can
effectively analyse the preferences of the majority of customer based on which they can
continuously improve their operations. Also application of digital techniques significantly
encourage the company to deliver better personalised experience which encourages to maintain
the loyal customer base. Thus, it significantly help the firm to enhance the efficiency,
productivity for the long term growth as well as development of company (Bilgihan,
Kandampully and Zhang, 2016). Explanation of certain factors that encourages the use of digital
technology in order to deliver significant experience to the customer in terms of service sector
are stated below:
Chatbots are the latest innovation in the business that has significantly enhanced the
delivery of digital services in an organisation. With the help of this tool the organisation can
instantly handle the queries of customer in terms of services. In relation to Ritz hotel the virtual
assistance help to instantly fulfil the demand of customer which support the internal operations
of company. The company has deploy the chatbots services at its website by which they can
support the communication with customer through instant message (Digital technologies
improving the customer experience journey, 2017). Thud, it is an effective tool that has
improved the experience of customer and leads to long term satisfaction.
The use of data analytic helps the company to gain immense data about customer in
terms of their preferences, age group, gender, peak time of the arrival of national and
international tourist. This massive data act as an input which can be used in favour of company
as they can accordingly bring the modifications and deliver desirable services to the end user
efficiently. Based on this digital tool Ritz hotel can gain deep insights regarding the customer
behaviour which help in the growth as well as development. This indicator too assist respective
hotel to focus on the areas where they can enrich their operations ans lead to high engagement
rate.
Customer relationship management systems is an effective marketing tool that is used
to enhance the ability of business to cultivate as well as nurture its relationship with final service
seeker. This is a vital approach that has evolved the business by offering a virtual platform where
the customer can effectively interact with company's representative. Earlier of motive of CRM

was only to track and access the customer's information with the motive to derive out revenue.
But in modern, robust CRM the company with the help of this technique can significantly
reduce the cost associated in different department and stream the processes in order to expand
the profitability of firm. Application of CRM system is useful for the Ritz hotel in terms to
forecast the sales, conduct customer interaction, visualise the change in trend and perform the
task that widen profitability in terms to carry out business. The explantation of different type of
systems in order to retain the existing customer and acquire potential ones are explained below:
Operational CRM can be used by Ritz hotel in order to manage its routine marketing as
well as sales activities for the better operations of customer services. This is widely used in the
hospitality sector because their day to day strategy in terms of pricing and promotion vary
(Chauhan and Manhas, 2017). This system can be used for different purpose like marketing
automation where the role of respected hotel is to run promotional activities like email campaign.
Similarly, sales force automation help the company to generate leads in order too carter the need
of new customers as well. The main advantage associated with this system is that it help to
maintain consistent relation with the customer via email campaign and text message. This help
them to deliver valuable experience to customer. On contrary, disadvantage of this system is
that it is not necessary that the purpose of routine campaign effectively met.
Analytical CRM offer the unique solution to company by systematically managing all
details of customer which leads to better acquisition and retention of employees. Based on this
system Ritz hotel can access the overall data of customer and convert it in relevant information
for better implication of policies. The advantage of this tool is that it represent the performance
graph of Ritz hotel for specific tenure based on which necessary alternations can be made for
better functioning. However, disadvantage related to this is that detailed information can led to
confusion that affect the sales funnel and final targets of company.
TASK 4
P6: Illustrate customer service strategies in a specific service sector
Customers dictate their choice and the firms have to act according to their requirement.
Creative and Innovative products also have to be made accordingly (Deshwal, 2016). A firm
which does not makes goods suiting their needs and demands will find itself out of the market in
no time. Thus, it is essential that the customer has a good experience.

Creating a vision as there needs to be a vision in the organization on how to meet the
needs and demands of the customer. A successful business manager is the one who has the vision
on how to satisfy the customers. Listening to the problems and grievances of the customers also
is very important. The problems and grievances of the customers need to be addressed by Ritz
hotel because satisfied customer would refer several other customers thereby increasing the sales
of the enterprise. Thus, it is essential for Ritz hotel to create a vision like become market leader
amongst luxury hotels of London is extremely essential to incorporate the role of different
functional areas.
Ritz hotel needs to understand their loyal customers and focus on their premium
product and service which is designed in order to create value addition. For better function
respected company need to classify the customer or markets in order to find out their needs,
wants, demands and must try to make a product or provide services which satisfy the customers.
It is very much necessary for the hospitality company to remain updated regarding the dynamic
environment and changing preference of customer in order to accommodate it effectively
(Goodman, 2019).
Creating emotional connection with the customers is vital for Ritz hotel to formulate
the emotional connection with its existing customers because it help to avoid the switching of
services irrespective of high or low switching cost. So the company need to firmly deal with their
guest and consider them as the valuable part of the hotel by delivering them excellent services in
order to manager the long term experience with them. Additionally, sharing of viable bond
strengthen the interpersonal relationship which is the effective customer service strategy
(McColl-Kennedy and et. al., 2017). Thus, this not only retain the interest of existing customer
but also persuade other persuade other referral to avail the services of respected company.
Especially in service sector promotion through referral is an effective strategy that help to
maximize the profitability of hotel.
Personalizing the experience of customer is again the significant strategy which needs
to be performed by an organisation in order to provide special treatment to the customer. It even
include the customised services which are delivered to retain the interest of customer. Within
Ritz hotel the internal staff carry out interaction with the help of various tools like email chat,
website, social media platform, chatbots and so on. This highly offer convenience to customer
which enhances their reliability on the speedy services of company. For repetitive retention of

the brand the company offer notification based on their upgraded services which can somewhere
instigate the people to become the part of suitable company.
Capture customer feedback in real time as feedback is very important in order to make
future improvement on the products as well as services of the firm. Thus, the constructive
feedback generated by existing customer is an effective customer service strategy that is used to
improve the quality of services delivered by Ritz hotel. The reviews must be taken positively
rather than formulating negatively approach as this can maximise the efforts made to improve the
quality of goods and services. Various methods and techniques can be used to capture the
customer feedback like selected company offers the space to the customer where they can share
their experience and according provide rating. Along with that they can contact customer service
department and directly address the queries for better handling of the situation (Peppers and
Rogers, 2016). Therefore, customer support team specifically dedicated for this purpose to
enrich the experience of target group which finally improve the chances of efficiency and
effectiveness.
P7: Demonstrate how customer service strategies create and develop the customer experience in
a way that meets the needs of the customer and required business standard
Customer service strategy are basically formulated to retain the interest of client which
shape the internal operations of hospitality industry. The use of innovative technology have bring
significant revolution in terms to deliver and respond the needs of customer. By neglecting the
use of modern digital marketing technology the organisation can not effective transmit its
offering within mass market. This led the enterprises to massively dependent on the innovative
technology that build up supreme level of customer's experience in order to attain the
predetermined business standard significantly. In case of hospitality sector the business solely
rely in delivering the services so to understand the changing demand company need to meet the
latest expectation of the customer significantly. Moreover, desirable use of the metrics and tools
like google analytics assist the Ritz hotel to driven out data driven decision in order to generate
the better result.
Certain customer service strategy that help in delivery of better services in order to
flourish the operations of business include formulating the emotional connection with customer
(Srivastava and Kaul, 2016). This is the significant retention strategy that help to set the unique
image of company. With the intensive use of digital media technology has enhanced the ease in

maintaining relationship with the existing as well as potential customer. Like, the hotel rather
than telecasting the advertisement for whole market can optimise its options on the basis of the
likings and income group of people. This is the significant tool to reach out to potential customer
and with the help of innovative services the company can engage the potential customer. Along
with that there are certain other techniques such as use of analytical tools that give deep insights
to the hotel in terms to analyse customer response, engagement rate, bounce rate, number of
leads and so on. Illustration of this information in the graphical presentation assist Ritz hotel in
terms to better design the strategy to enhance the engagement rate of customer. The internal staff
of the hotel highly depend on this tool and accordingly bring changes in their strategy to deliver
value to the customer. Unlike traditional media the use of digital media promote two way
communication which help respected hotel to gain the result at real time (Zolkiewski and et. al.,
2017). As within the home market of Ritz hotel that is London which involve existence of huge
competition because most of the local residence prefer travelling and encourage high tourism
rate. So the manager of company welcome the constructive feedback as well as suggestion
posted by the customer in different digital media tools like website. Along with that on the basis
of opinion the hotel promote the significant changes which attract as well as retain the interest of
traveller. Meeting the changing requirement of the customer by using innovative technology
helps in building the E-CRM which is required to attain the business standard of company.
CONCLUSION
From the above report it has been determined that the existence of digital media have
transformed the way to deal with customer. As it comprises the use of various tool like website,
SEO, email marketing and social media to deliver the value to customer and provide result at real
time. The use of effective customer relationship techniques like chatbots and data analytics helps
in developing significant strategies by tracking the performance of customer and accommodate
the individual requirement effectively. Along with that the company need to focus on the
customer relationship strategies to better understand their perspective and carry forwards the
long term relationship. Therefore, adequate application of customer service strategy encourages
the affirmative response of the people to become loyal customers and successfully participate top
attain business standard within stimulated time frame.

REFERENCES
Books and Journals
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.
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. C., 2016. Towards a unified customer experience in
online shopping environments. International Journal of Quality and Service Sciences.
Chauhan, V. and Manhas, D., 2017. Dimensional Analysis of Customer Experience in the Civil
Aviation Sector. In Hospitality Marketing and Consumer Behavior (pp. 75-101). Apple
Academic Press.
Deshwal, P., 2016. Customer experience quality and demographic variables (age, gender,
education level, and family income) in retail stores. International Journal of Retail &
Distribution Management.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
McColl-Kennedy, J. R. and et. al., 2017. How do you feel today? Managing patient emotions
during health care experiences to enhance well-being. Journal of Business Research. 79.
pp.247-259.
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships: A strategic
framework. John Wiley & Sons.
Srivastava, M. and Kaul, D., 2016. Exploring the link between customer experience–loyalty–
consumer spend. Journal of Retailing and Consumer Services. 31. pp.277-286.
Zolkiewski, J. and et. al., 2017. Strategic B2B customer experience management: the importance
of outcomes-based measures. Journal of Services Marketing.
Online
Digital technologies improving the customer experience journey. 2017. [Online]. Available
through:<https://www.information-age.com/5-technologies-improving-customer-
experience-journey-123468957/>