Evaluating Customer Experience Strategies at Hilton Hotel: A Report

This report provides a comprehensive analysis of Hilton's customer experience management, focusing on the impact of digital technology and customer relationship management (CRM) systems. It evaluates the use of mobile apps, online booking, and chatbots in enhancing customer interactions and satisfaction. The report also examines the strengths and weaknesses of Hilton's CRM system, including operational, analytical, and collaborative aspects. Furthermore, it details customer service strategies employed, such as identifying customer needs, utilizing CRM, and resolving customer issues, with a specific focus on an event at Hazev restaurant. The analysis includes a menu for the event, an evaluation of customer service strategies, and recommendations for improvement, such as expanding the menu and enhancing automation. The report concludes by emphasizing the importance of adapting to technological advancements and customer feedback to improve the overall customer experience, ultimately increasing customer loyalty and profitability.

THE MANAGING
CUSTOMER EXPERIENCE

TABLE OF CONTENTS
INTRODUCTION................................................................................................................................3
MAIN BODY.......................................................................................................................................3
Evaluation of digital technology within Hilton for managing customer experience.................3
Strength and weakness of customer relationship management system ......................................4
Menu for the event at Hazev restaurant......................................................................................5
Customer service strategies ........................................................................................................6
Evaluation of customer services strategies in developing customer experience in the event.....6
CONCLUSION....................................................................................................................................7
REFERENCES.....................................................................................................................................8

INTRODUCTION
Managing customer experience helps the organisation in retaining customer in business for
the growth of business. This assignment will include Hilton which involved in hospitality industry
which provide its customer with various services. It provides its customers with accommodation,
food services etc. This study will include impact of digital technology in customer relationship
management. Moreover, It will include customer service strategies for developing customer
experience.
MAIN BODY
Evaluation of digital technology within Hilton for managing customer experience
Digital technology refers to the increasing use of internet for performing various operation
of the organisation. Hilton is involved in providing the customer with great experience by using the
digital technological tools for improving their customer experiences (Bilgihan, Kandampully and
Zhang, 2016). Hilton is using mobile apps for using as the key for rooms which helps the guest in
easy access to the room and they feel secure. With the increase in digital technological tools has
provided the customer with various operation such as online booking through their mobile phones.
Moreover, the company are using digital technology for maintaining the strong relationship
with the customers in order to retain them in business. Hilton is also using Chatbots for solving the
queries of the customers which helps the firm in providing their customers with great service
experience. Also, The hotel is providing food services and home delivery of the food to the
customers that ordered the food online (Gopalakrishna, Malthouse and Lawrence, 2017). The
organisation is involved in introducing adapting the technological changes available in the market
to provide the customer with better service quality at the hotel.
Hilton by adopting this changes has increased their customer experience and is gaining
popularity in the industry. For example, Hilton is using Customer relationship management system
for maintaining relationship between the customers and company (How Digital Transformation is
Driving Customer Experience, 2019). CRM system include the details of customers which helps in
providing the customers with various details of new services available at the hotel. Digital
technology is important for building relationship with the customers. Hilton is using digital
technology tools for improving their customer experiences (Homburg, Jozić and Kuehnl, 2017). It
has designed its own website for providing the customers with various information relating to the
services and offers and discounts available at Hilton which helps in attracting customers towards the

Hotel.
The restaurant of Hilton Hotel provide the customers with various food varieties and drinks
which assist in getting customers to restaurant. Digital technology tools used by Hilton help in
providing the customers with quick services. Customers are satisfied if they are provided with
personal attention at the hotel and restaurant. Using digital technology help in providing the
customers with better services and increase the profitability of the restaurant. It provides the hotel
to communicate with the customers easily and can take their feedback for improving the various
operations for providing better experience to customers at restaurant (Lemon and Verhoef, 2016).
Digital technology helps in providing the Hotel with competitive advantage which assist in
increasing its customers base in the industry which is beneficial for the Hotel. However, using
digital technology can increase the operating cost of the organisation which leads to reduction in its
profitability.
Strength and weakness of customer relationship management system
Customer relationship management system is a tool which is used by Hilton for improving
its customer experience by providing them better services. This system is designed to identify the
taste and preference of customers in order to provide them better services. It helps in managing,
organizing, tracking all the customer interaction. It stores the information about the all the
customers. There are different types of CRM system which are as follows :
 Operational : This type of CRM system helps in supporting the business process of Hotel
and provide better services to customers (Nema and Joshi, 2016). The main purpose of this
system is to create contracts, capture the information and details of customers and provide
services to customers. It includes service automation which helps in providing better service
to customers to retain them in business.
 Analytical : This system gather customer information from different channels and analyse
the data. The main function of this CRM system to analyse the customer data which helps in
providing the customers with better services. It helps Hilton in decision – making and build
strong relationship with customers.
 Collaborative : This system provide sharing the information of the customers with other
department of the organisation such as marketing, finance etc. to increase customer
satisfaction and profitability of business (Peppers and Rogers, 2016). For example ,
feedback from customers gathered by technical team can helps the marketing team to use
more suitable services to customers.
Strength of customer relationship management systems : It provides information about the

benefits which CRM system provide to the Hilton hotel.
 Collaborative CRM system helps Hilton in providing the customers with better services by
maintaining interaction with the customers such as it provide information about customer
profile etc. This helps in treating the guest according to their specific needs which helps in
increasing customer loyalty.
 Operational CRM system helps in building long – lasting relationship with the customers
by providing them with the best quality of customer service through service automation
(Srivastava and Kaul, 2016 ).
 Analytical CRM system helps in increasing customer loyalty and satisfaction.
 Customer relationship management system helps in improving the communication system of
the Hilton which helps in providing the customers with quick response.
Weakness of Customer relationship management system :
 Implementing CRM system is costlier which reduce the profitability of the Hotel.
 Customer relationship management system require more maintenance and resources for
managing system.
 It requires training of staff for using the CRM system correctly (The Disadvantages of CRM
Systems, 2016).
Menu for the event at Hazev restaurant
MENU £
Starter
MAYDANOZ SALATASI
KALAMAR
BOREK
7.00
8.00
6.00
Main course
KURU DOMATESLI KABAK
HAZEV SPECIAL
TAVUKLU PASTA
BULGUR PILAV
15.00
25.00
15.00
4.00
Drinks 2.00

TURKISH TEA
CAPPUCCINO
JUICES (ORANGE, TOMATO, PINEAPPLE,
CRANBERRY)
ABSOLUT( Vodka)
3.00
4.00
5.00
Customer service strategies
Customer service strategies are those which will help Hazev restaurant in providing the
customers with better services. The customer service strategy includes :
 Identifying the service needs of the customers which will help the firm in providing them
with better service experience.
 Also, It includes using Customer relationship management system for maintaining
relationship with the customers which will help in retaining the customers with restaurant.
 Provide the customers with better facilities at the restaurant such as providing the customer
with complementaries services will help in increasing the customer experience.
 Resolving the issues of customers can improve the customer service experience.
 Hazev restaurant in order to provide better customer service is involved in taking feedback
from the customers to develop the services as per the needs of customers.
 It is also using advertisement and promotional tools through social media sites etc. for
increasing the customer experience and attract more customers towards the restaurant.
 Hiring qualified staff at the restaurant for the event will help in providing better services to
customers.
Evaluation of customer services strategies in developing customer experience in the event
Customer service strategies employed by the restaurant were proved effective to a large
extent in the event hosted by Docklands, Academy. The restaurant used CRM system during the
event which helped it in managing its customers efficiently. It employed trained staff which very
diligently handled customers' orders and helped in the smooth delivering of orders from restaurant's
kitchen to customers. The management of the Hazev focused on listening carefully what its
customers were demanding and making sure that whatever is being served to them is according to
their needs and requirements. This strategy proved good for the restaurant as it helped it in making
customers happy and satisfied, which ultimately enhanced customer experience.
Quick services , quality food , complementaries increased the sales of Hazev in the event.

Feedback regime helped the restaurant in knowing what their customers felt about products and
services offered to them. This helps it in knowing what exactly their customers wants and how they
can amend their services and products that can best meet customer's requirements. Taking care of
the customers helped Hazev in enhancing its public image and in spreading good word of mouth
about its management, products.
However, there were some shortcomings in the event such as customers thought that some
items in menu were overpriced. This restricted restaurant in out selling all its products. Customers
during the event demanded more creativity in the style in which food could be offer. Some
customers thought that food was very spicy and did not have any item which was capable of
satisfying them. The ever changing needs of the customers poses serious challenges in developing
customer services strategies which can meet demand of everyone.
Recommendations: Hazev must work on its menu and include dishes that meets the needs
of customers like non spicy and vegetarian dishes. It must use out of the box thinking for attracting
its customers. It should conduct thorough research about its competitors regarding the prices at
which they are selling their products. More automation is required in the operations for managing
the long que of customers waiting for its food.
CONCLUSION
From the above study it has concluded about Managing customer experience by using
various digital technology tools such as social media sites, chatbots, online booking etc. has helped
in improving customer experiences. This assignment has helped in promoting the event through use
of various promotional techniques such as social media that includes Facebook, Instagram etc.
Moreover, It has provided understanding of customer relationship management systems that has
helped in storing information about customer for providing the better services by identifying their
needs. Furthermore, It has includes customer service strategies which helps in providing customer
with better facilities and experience at the restaurant.

REFERENCES
Books and Journals
Bilgihan, A., Kandampully, J. and Zhang, T., 2016. Towards a unified customer experience in online
shopping environments: Antecedents and outcomes. International Journal of Quality and
Service Sciences. 8(1). pp.102-119.
Gopalakrishna, S., Malthouse, E. C. and Lawrence, J. M., 2017. Managing customer engagement at
trade shows. Industrial Marketing Management.
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.
Lemon, K. N. and Verhoef, P. C., 2016. Understanding customer experience throughout the
customer journey. Journal of Marketing. 80(6). pp.69-96.
Nema, G. and Joshi, A., 2016. Managing Customer Relationships through Customer interaction
management. International Journal of Research in Finance and Marketing. 6(4). pp.74-82.
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
How Digital Transformation is Driving Customer Experience. 2019. [Online]. Available through :
<https://www.superoffice.com/blog/digital-transformation/>
The Disadvantages of CRM Systems. 2016. [Online]. Available through :
<https://www.techwalla.com/articles/the-disadvantages-of-crm-systems>