The Managing Customer Experience: Hotel 41 and Hazev Analysis Report

This report delves into the realm of customer experience management, focusing on Hotel 41 and Hazev. It begins by evaluating the impact of digital technology, such as websites, AI-powered chatbots, and social media, on customer interactions and satisfaction at Hotel 41. The report then examines the strengths and weaknesses of Customer Relationship Management (CRM) systems, including operational, analytical, and collaborative CRM, and their role in building customer loyalty. A menu from Hazev is also included for an event, and customer service strategies such as the use of social media, skilled staff, and feedback systems are analyzed. The report evaluates the effectiveness of these strategies, highlighting successes and areas for improvement, and offers recommendations for enhancing customer experience, such as improved social media presence and pricing strategies. The conclusion emphasizes the importance of customer experience as a primary organizational objective and the role of technology and strategic planning in achieving it.

THE MANAGING CUSTOMER
EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Evaluating the impact of digital technology in managing customer experience.........................1
Customer relationship management (CRM) - Strengths and weaknesses..................................2
Menu of Hazev for an event........................................................................................................4
Strategies for customer service...................................................................................................5
Evaluating the customer service strategies and recommendations.............................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Customer experience is the encounter of customers with company's products, services,
customer support services etc. In other words, it is the perceptions of customers towards the
brand which is formed from experiencing that brand(Peppers and Rogers, 2016). The present
report is going to Hotel 41, a luxury hotel in United Kingdom. The project will cover the
evaluation of digital technology in customer experience of hotel. Strengths and weaknesses of
the customer relationship management systems are going to be highlighted in this report. Further,
an evaluation will be done of customer service strategies employed by Hazev, a restaurant for
managing its customer experience.
MAIN BODY
Evaluating the impact of digital technology in managing customer experience
Hotel 41 is a luxurious hotel that uses digital technology in its operations for achieving its
main objective of customer satisfaction. The efficient use of digital platforms and systems helps
the hotel in managing its customer experience. Digital technology is the use of smart internet
base applications, automated communication systems within the organisation, various software
for handling the complex tasks for attaining efficiency in the operations(Lee and BAKER, 2017).
Illustration 1: Use of Digital Technology
(Source: 5 Trending Digital Technologies to Elevate Hotel Guest Experience, 2018)
1

The hotel has employed digital technology in number of ways from which it manages to
improve the customer experience. Official website has been established by it for interacting with
the customers and for providing exact information about offerings of the hotel. It uses digital-
media for booking the orders of the customers. This provides easy access to customers in
reaching the hotel for its services. Use of artificial intelligence system while interacting initially
with customers enhances the customer's first encounter with the hotel. For example, system of
providing automated response whenever a person visits hotel's site, chatbox system where the
expected queries of the customers are solved through AI programs. These applications of digital
technology by Hotel 41 builds good customer relations. The main feature of digital technology of
providing 24/7 accessibility to customers is the reason why every organisation is moving towards
digitalisation of various business operations (Moreno-Munoz and et.al., 2016).
Hotel 41 has employed CRM system for building and managing the customer
relationships efficiently. This system software keeps all the vital information about the clients
that can be accessed as and when required by the different departments of the organisation. The
hotel also have a language translation software which helps the staff in better serving the clients
of different nations speaking languages other than English. Marketing through social media
platforms is another way of looking at the impact of digital technology affecting the sales and
customer satisfaction of the hotel (Ashley and Tuten, 2015). Quick response to clients queries
through excellent customer support services and greeting customers post sales helps in achieving
the good customer experience. So, it can be said that digital technology plays a vital role in
providing customised and satisfactory services to customers. This eventually helps in managing
customer experience.
Customer relationship management (CRM) - Strengths and weaknesses
Customer relationship management is a process of managing relationships with
customers for the purpose of building and maintaining loyal customer base for the organisation.
The CRM system uses data of the customers, analysis it and helps the managers in formulating
customer relations building strategies for the hotel 41. There are different types of CRM systems
available that has their own strengths and weaknesses which are discussed below:
Operational CRM system: This type of CRM system emphasises on applying different
application softwares for integrating the data of customers such as purchase history, earlier
2

interactions with a particular client etc. so that quick responses could be give to employees in
later communications. This is useful in managing routine marketing, customers support services
and sales activities of the hotel. Example is Sales-force CRM system (Girchenko, Ovsiannikova,
and Girchenko, 2017)
Strengths :
 It helps in integrating the data of customer at one place which is used by different
departments of the hotel.
 Easy accessibility to data. Enhancement of hotel's operational efficiency. Better handling of customer relationships by understanding different demands of different
customers.
Weaknesses :
 Lack of skilled professional for implementing theses system softwares.
 Resistance from the employees in the hotel for going manual to automation operations.
 Digitalisation of manual work always involve technical default like bugs in the software,
low server etc. which affects the slow of work in the organisation. It disrupts the overall
functioning of the organisation.
Analytical CRM system : This CRM system effectively analyse the data related to
different customers. The meaningful information drawn out after analysis is used for developing
various marketing strategies, promotional campaigns etc. The system have critical role in
acquiring and retaining customers.
Strengths:
 This CRM system helps in achieving effectiveness in marketing efforts of the company. The information from this system helps in taking decisions regarding price, product
development plans.
Weaknesses:
 Breakdown of the system software means stoppage of operations.
3

Collaborative CRM system : This system is concerned with the effective communication of
hotel with the target customers. It focuses on improving the customer services. This CRM system
shares customer data with every internal stakeholders which helps in serving customers in the
best possible way (Kumar and Reinartz, 2018).
Strengths:
 Enhances the customer experiences by providing improved services to customers.
 Makes internal information and communication system strong through proper
coordination is achieved in the Hotel 41. CRM brings the efficiency and cost effectiveness in the operations of hotel.
Weaknesses:
 The set up of the collaborative CRM system is a costly affair.
 Requires highly trained and skilled professionals for optimally reaping the benefits of this
system.
Menu of Hazev for an event
Hazev
MENU PRICE
(pounds)
Starters
Beet root with fish mayonnaise Salad
Green bean Soup
Steak Daine
10
7
20
Main course
Spaghetti napolitine
Ravoili
Sole cubat (fish)
30
40
65
Desserts
Fresh fruit platter 35
4

Hot chocolate cake
** 15% Discounts for students attending the intentional event**
20
Strategies for customer service
Customer service strategies are those plans and tactics which defines the codes and
standards of offering services that meets the requirements of the target customers (He, 2016).
The different strategies are given below:
 Extensively using social media platforms for attracting the customers as Facebook,
Instagram is very popular amongst the youth.
 Use of highly skilled managers, chefs and waiters for managing the customers.
 Research about taste and preferences of college going people to meet the requirements of
this particular segment (Srivastava and Kaul, 2016).
 CRM system would be employed for tracking of customer data and for better managing
the customer experience.
 Management of the Hazev would involve a feedback system for getting reviews about its
performance. This will help the restaurant in improving its products and services which
are offered to customers.
 An entry greeting will have good impression on the customers and offering free chocolate
browny with ravioli is included in the customer service strategies by the restaurant.
 Establishing appropriate ambience and eye catching decorations for providing a soothing
experience to customers. These will be add ons on the customer satisfaction list.
Evaluating the customer service strategies and recommendations
Hazev applied the above mentioned strategies which proved successful to a great extent.
Offering something extra and overall discounts grabbed the attention of customers which
increased the sales of the restaurant. CRM system helped in managing the customers very
efficiently. Thorough research helped in identifying the exact needs and wants of the target
segment which assisted restaurant in serving products and services in the way customers desired.
5

Great ambience, interiors, tasty and fresh food made good impressions in the mind of people that
created good word of mouth for the restaurant. This in a good way affected the public image of
the organisation (Kasiri and et.al., 2017).
Although, majority of the strategies were effective but there were some issues in the
marketing of the event such as restaurant did not optimally use the power of social media. Price
of sole cubat dish was not reasonable as per the customers. The customers service strategies
lacked the innovation.
Recommendations:
 Hazev needs to build more creative and innovative customer service strategies for
establishing desired customer experience and customer loyalty.
 It should price its products appropriately and reasonably through proper research on
competing firms.
 Social platforms covers masses and advertising it through this channel and providing
customer support services using AI softwares would help the restaurant in achieving the
maximum customer satisfaction.
CONCLUSION
From the above report, it can be summarised that building customer experience is the
foremost and main objective of organisation to achieve. It was seen that for managing customer
experience digital technology such mobile apps, websites, AI programs are used by Hotel 41 for
attracting and retaining its customers. CRM system is employed by the hotel for building and
maintaining customer relationships. These system softwares provides efficiency and cost
effectiveness in the operations of maintaining the customer base. Other part of project concluded
that customers services strategies such as quality food, good ambience, highly skilled people in
the restaurant handling customers, serving as per the needs of clients enhances customers'
interaction with the Hazev.
6

REFERENCES
Books and Journals
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing. 32(1). pp.15-27.
Girchenko, T., Ovsiannikova, Y. and Girchenko, L., 2017. CRM System as a Keystone of
Successful Business Activity. Knowledge-Economy Society: Management in the Face of
Contemporary Challenges and Dilemmas. pp.251-261.
He, Y., 2016. MANAGING CUSTOMER LIFE-CYCLE: Case company: OY GOLDEN CROP
AB.
Kasiri, L. A and et.al., 2017. Integration of standardization and customization: Impact on service
quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer
Services. 35. pp.91-97.
Kumar, V. and Reinartz, W., 2018. Customer relationship management: Concept, strategy, and
tools. Springer.
Lee, M. and BAKER, M. A., 2017. Technology, customer satisfaction and service
excellence. Service Failures and Recovery in Tourism and Hospitality: A Practical
Manual. p.83.
Moreno-Munoz, A adn et.al., 2016. Mobile social media for smart grids customer engagement:
Emerging trends and challenges. Renewable and Sustainable Energy Reviews. 53.
pp.1611-1616.
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.
ONLINE
7

5 Trending Digital Technologies to Elevate Hotel Guest Experience. 2018. [Online] . Available
through <https://hexaware.com/blogs/5-trending-digital-technologies-to-elevate-hotel-
guest-experience/>
8