Customer Service Strategies and Experience at The Ritz London Report

This report provides an in-depth analysis of customer experience management at The Ritz London, a luxury hotel in London. It explores how digital technology, including CRM systems, is employed to enhance customer interactions and satisfaction. The report examines various CRM systems like operational, analytical, and collaborative CRM, highlighting their features and benefits in managing customer data, predicting needs, and improving service. It discusses the importance of digital tools such as email, social media, and websites in building and maintaining customer relationships. The report further details the use of social media marketing, pay-per-click advertising, display advertising, and affiliate marketing within the hospitality sector, emphasizing the impact of digital content, consistency, and speed on business outcomes like revenue generation and lead acquisition. Additionally, it defines customer service strategies, focusing on assessing market needs and formulating effective approaches to achieve a competitive advantage and meet customer expectations. The report concludes by emphasizing the crucial role of customer service strategies in driving business performance and customer satisfaction.

MANAGING
CUSTOMER
EXPERIENCE

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 3............................................................................................................................................1
P5 Digital technology employed in managing customer experience in service sector, providing
example of CRM systems.......................................................................................................1
TASK 4............................................................................................................................................6
P6 Define customer service strategies in a specific service sector context............................6
P7Explain how customer service strategies develop customer experience to meet business
standards and customer needs................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Customer experience is defined as the product of interaction in a business firm and
customers over the time period of their relationship. Experience of customers is created with the
help of three aspects which are the brand touchpoints, environment in which customer resides
and the journey of customers (Al-Ahmad and Mohammad, 2012). Good customer experience is
achieved when expectations of consumers are fulfilled by company in a proper manner. This
assignment is based on The Ritz London which is a Britain based five star hotel, situated in
London, England. Hotel denotes a symbol of prestige, luxury and high society. This report will
cover how digital technology is employed in managing the experience of customers in service
sector. Examples related with CRM are stated. Beside this, customer service strategies are
discussed and role of these strategies in meeting the business standards and needs of customers is
discussed.
TASK 3
P5 Digital technology employed in managing customer experience in service sector, providing
example of CRM systems
Customer relationship management stands is a technology which is used by business
organisations in managing the interactions with their potential and existing customers. An
efficient CRM systems benefits a company in building customer relationship along with
streamline procedures so that high sales, enhanced customer service and profit margins can be
achieved. In context with hospitality businesses CRM is referred to the customer relationship
management system which is an effective tool to manage sales management, contact
management, workflow procedures and productivity in a desired manner (Aliyas, Shishebori and
Ramazani, 2016).
CRM systems: This system benefits in managing the data and information of customers. It
supports in delivering actionable insights, integrating with social media, sales management and
facilitating team communication. There are some cloud based CRMs which provides complete
mobility so that customers can be served desirably. Mainly there are three kinds of CRM systems
which are discussed below:
 Operational CRM: This system streamlines business procedures which involves
marketing automation, sales automation and service automation. The Ritz London can
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use this kind of CRM system to attain high leads and converting them in contacts,
capturing all needed information of customers and providing services throughout
consumer life-cycle.
Sales automation: It benefits an organisation in automating their sales process. It will
allow The Ritz London in setting a standard so that new customer base can be achieved while
managing existing customers desirably.
Marketing Automation: This system will benefits The Ritz London in finding best
manner to offer services and products to their existing or potential customers. In this context,
campaign management is useful.
 Analytical CRM: This system benefits top management, sales, marketing and other
departments in determining the best method to serve their customer base. For these
management systems, data analysis is the main function. It will benefits The Ritz London
in analysing data of customers, collected from different touch points. This will allow
them to acknowledge their current status in marketplace.
 Collaborative CRM: It is also known as strategic CRM which allows a business firm to
share information and data of customers among different departments like technical,
sales, marketing, support team. For example, feedback given from support team in The
Ritz London to market department will benefits in approaching targeted customers as per
their needs. This system will allow every department in The Ritz London to work in a
united manner (BERHE, 2017).
There are different features of CRM systems. These features benefits in sustaining a strong
relation between organisations and customers. Some features of CRM systems in context with
The Ritz London are discussed below:
 Customer needs: It is difficult for an organisation to predict the demands and needs of
customers. Hence, it is vital for The Ritz London to interview a consumer regarding their
likes and dislikes. In this way, actual needs of customers can be prioritized and satisfied
in a proper way by using CRM processes like marketing automation, service automation
etc.
 Customers response: It is the reaction of business firm towards the activities, grievances
and queries of customer. Handling these queries through CRM is beneficial as small
misunderstanding among customers and organisation can reduce the image of concerned
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hotel in a considerable manner. By giving proper response to queries, manager in The
Ritz London can sustain a strong emotional and professional relation with customer base.
 Customer retention: It is a strategic process to retain or keep the existing customer base
of company without any divergence. Loyal customers of an organisation prefers to use
product offered by a company again and again until their requirement are met. CRM will
allow the company in retaining their customer for a long time period by catering their
needs.
 Customer service: In an organisation, customer service is referred to the procedure of
delivering services, products or information offered by business. Satisfaction of
customers depends on the service quality offered by a firm (Bruce and Love, 2018). In
this context, The Ritz London is needed to clarify and elaborate the details of service to
customers which is possible by using CRM system such as operational CRMs.
Importance of digital technology in building customer relationships
Customer relation plays a crucial role in failure and success of a business firm. Strong
relationship will results in increased brand loyalty and repeated business. In this context, digital
technology plays a major role. In relation with The Ritz London, some factors are mentioned
below:
 Email, social media and company websites which are constituents of digital technology
allow the managers in business organisations to inform customers about their
development or changes. In this way, The Ritz London can sustain a strong contact and
relation with customers without spending high amount.
 Digital technology allow the customers to interact with firms as per their convenience.
With the help of web submission forms, customers can give feedbacks, ask queries or get
details about service or products offered by company. This results in enhanced relation
among consumers and organisations.
 Popularity of digital technologies such as e-book and digital music denotes the interest of
customers in using advanced technology and services. The Ritz London can offer
modern technologies to their customers so that their attention can be grabbed and a strong
bond can be sustained with them (Guido, 2017).
 Customer service management program which is a type of digital technology helps in
tracking and analysing data, information or customer feedbacks in a proper way. This
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allow business organisations to understand the mindset of customers appropriately. Due
to this, customer relations with organisation are sustained well.
Different kind of social media platform used in hospitality sector
 Pay per click advertising: This is also acknowledged as cost per clicking advertising in
which an advertiser pays money to publisher whenever the advertisement is clicked. It is
a kind of first tier search engine. Twitter allows this kind of advertising. Twitter has
around 284 million active users and more than 50,000 tweets are sent in every second.
The Ritz London can use hashtags to advertise in front of their potential customers.
Platforms like Facebook and Twitter will ensure special attention to the bio of hotel by
including their location, services, products. By pay per clicking promotions at Twitter
brand awareness of concerned hotel will increase (Harmeling and et.al., 2017).
 Social media marketing: This social media platform has more than 1.80 billion active
users due to which it offers a wide audience to business organisations. Almost every
individual which uses internet is in contact with social media due to which The Ritz
London can target million of customers through social media marketing and acknowledge
them about their services or products. This will benefits hotel in increasing their brand
awareness.
 Display Advertising: It is the traditional kind of advertising in which a commercial
information or message is shared with the help of animation, logos, text or pictures. Due
to this, concerned hotel will be able to target their technologically savvy audience in a
considerable way. Earlier social media platform such as Facebook and Instagram was a
simple photo sharing social sites but now it has transformed into a big channel due to web
and android presence. The Ritz London can use different websites used by targeted users
as a hotel gallery where potential customers can acknowledge the ambience, services and
facilities of hotel properly. By this product awareness of The Ritz London will increase
considerably.
 Affiliate marketing: It is another advertisement tool which will allow content of The
Ritz London to be advertised through different social media networks like LinkedIn,
Facebook etc. websites or individuals which will recommend the services of hotel will
get commission as per their contributions. By using auto-schedule, information about
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product or service can be reached to million of customers by which brand awareness of
The Ritz London can increase.
Impact of digital content, consistency and speed on business is mentioned below:
 Huge revenue opportunity: Due to advancement of digital content, The Ritz London
has more affordable methods to reach wider audience as promoting online is less costly in
comparison with print advertising. Consistency and speed can impact business of The
Ritz London in a positive manner. This benefits the businesses such as The Ritz London
in earning high revenues and profits.
 Generate leads: Due to availability of digital content available through search engine,
social media, email campaign and content marketing, it became easy for concerned hotel
to generate leads and acknowledge needs & demands of customers. This is only possible
because of the consistency of employees in acknowledging the services of hotel in a
timely manner. If activities and operations of promotion will not be performed in a
speedily manner, it will not be easy for hotel to initiate the interest of customers. Due to
this, generating leads will not be possible.
 Boost sales: Maintaining consistency while providing service will results in assuring that
high standard service are offered to customers due to which profits and brand image of
company will rise and wide audience can be reached (Jain, 2017). This will benefits the
concerned hotel in boosting their sales in a considerable manner. If speed of employees
of Ritz hotel in solving query and giving services will be fast, then The Ritz London will
gain competitive advantage over rival companies which will results in boost in sales.
 Faster information: Due to availability of digital content, existing and targeted
customers gets information in a fast manner. Due to this, hotel is able to promote about
their services in a proper way. By having consistency in their promoting and adverting
their new services to targeted people, reputation and trust of customers for hotels will
increase. Providing information to people in a speedily manner is based on the time
which is taken by a business firm. Offering regular and speedily information to customers
will helps in accomplishing their needs and desires. Due to this, business will be able to
earn high revenues and profits.
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TASK 4
P6 Define customer service strategies in a specific service sector context
Customer service strategy is an important aspect in any business plan as business
performance relies on customer satisfaction, it is essential for The Ritz London to formulate
effective customer service strategy. In this context some aspects are discussed below:
 Assessing market needs: It is vital for the manager in The Ritz London to assess market
demands and needs in a proper way. This will benefits them in serving customers
properly sue to which competitive advantage against rival will be achieved (Kumar, and
Reinartz, 2016). In this context, Hotel is needed to find if given services are urgently
required by customers or not. At present, hotel is serving entire UK due to which market
size is wide. Ritz hotel offers complementary services like free Wi-Fi, additional food in
no cost etc. to satisfy customers.
 Experience mapping: It is a visual presentation of every experience which a company
have with its customers. Appropriate mapping experience of customer will help the The
Ritz London in transforming engagement of customers in long term relationship.
Concerned hotel is targeting high class people which preferred only standardised
services. To acknowledge the opinion of customers, company interviews their customers
after their stay at hotel. With the help of these interviews, considerations and
requirements of consumers is acknowledged. This benefits in getting detail about every
touch point so that experience of customers can increase.
 Touch point analysis: Touch-point is a manner by which a customer interact with the
businesses either it is person to person or through any website. When consumers came in
contact with these touch-points, manager of a company analyse their satisfaction level
through feedbacks and opinions. Before staying at hotel, essential touch-points can be an
appropriate website which include all essential information related with hotel. Beside
this, sending notifications, E-mails, SMS to invite them or tell them about hotel service.
During the stay, potential touch-points will be providing hassle free check points to
customers, offering service as per their requirements, resolving issues in a fast manner
etc. After stay, important touch-points will be giving a parting gift to customers such as a
meal, hotel stay or free transportation service to Airport or railway station. These touch-
points will grab attention of customers for repeat visits.
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There are different customer service management strategies that can be adopted by The
Ritz London to enhance the engagement of customers. In this context, hotel can adopt following
mentioned strategies:
 Create a customer service vision: By creating a customer service vision, customers
will be given services according to their demand until they check-out from hotel
premises. This will encourage the guests to perform repeat visits due to which hotel will
earn high revenues and sales.
 Assess the customer needs: Another strategy that can be adopted in context with
Customer service management is assessing the customer needs properly so that their
attention can be grabbed in a proper manner and bookings for hotel can be rise.
Resolving issues of guests and offering advanced technology will benefits The Ritz
London in providing best services as per expectation of customers. (Pandža Bajs,
2012).
 Hire the right employees: By hiring right employees needs and desires of customers
can be fulfilled in a proper way due to this their trust on customer services offered by
Ritz Hotel will increase. This will benefits hotel in gaining advantage over rivals.
 Train on service skills: Training workforce so that their service skills can improved
according to changing needs of customers will allow hotel management to attain positive
outcomes. This strategy will helps the company in achieving long term benefits due to
fulfilment of customer needs properly.
 Set goals for customer service: Setting goals for customer service an important strategy
to fulfil the requirements of customers in a proper way. In this context, Hotel can
introducing loyalty programs and initiatives by which customers of hotel can be retained
for a long time period.
 Attend to negative reviews ASAP: Other strategy in offering desired customer service
can be taking timely feedbacks from customers so that their negative experience can be
acknowledged and required modifications can be carried out to increase experience level
of customers (Pravdic, 2013).
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P7Explain how customer service strategies develop customer experience to meet business
standards and customer needs
Below are mentioned the manner in which customer service strategies formulated by the
manager in The Ritz London can meet the customer needs and business standards in a desired
manner.
 Create a customer service vision: Services for customers began when they make
reservations in a hotel. It is essential for the workforce in The Ritz London to
acknowledge the needs of customers in a proper way. For example, this will allow the
employees to satisfy the expectations of guests like good ambience, standardised service,
quick response due to which overall experience of customer will enhance and hotel will
attain a specific business standard. If vision of company will not be set in customers
satisfaction, Ritz hotel will not be able to achieve desired outcomes.
 Assess the customer needs: It is an essential strategy in which needs of customers like
advanced technology, comfortable stay and issue resolving in timely manner will helps in
providing appropriate service to customers. Advanced technology which can be offered
by the manager in The Ritz London to their customers are online booking, digital
payment, free Wi-Fi etc. Manager of hotel can create a team which will be given the
responsibility to resolve issues and grievances of customers only. Due to this customer
will get quick response and feel satisfied by service offered to them.
 Hiring the right employees: It is a vital strategy to provide appropriate service to the
customers. If management in Ritz hotel will select those individuals which are not able to
serve customers properly, customers will not be satisfied. Hence, recruiting skilled
workforce will benefits the concerned hotel in satisfying needs of customers desirably
due to which hotel will meet customer needs and their business objectives in a proper
manner.
 Train on service skills: The staff in The Ritz London must be appropriately trained so
that requirements of customers can be fulfilled in shorter time. Training will helps the
employees in concerned hotel to improve their service skills due to which customers will
be highly satisfied from services. It is vital for the staff members to learn from past
experience and take decisions in accordingly. Training will help employees in catering
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needs of customers properly due to which customers will fell comfortable while residing
at hotel premise (Shea, 2016).
 Set goals for customer service: It is essential for business organisation to work on
satisfying preference and needs of customers. As need and taste of customers change at
fast pace, The Ritz London is needed set goals for their customer services in accordance
with the market demand. For example, Hotel can introduce programs like offers and
discounts for loyal customers, festive discounts, seasonal offers so that satisfaction of
customers towards hotel can increase. This will helps the company in meeting their
objectives in proper manner.
 Attend to negative reviews: This is another important strategy by which customer
service can be managed thoroughly. By attending and understanding negative
experiences of customer after using service of hotel, manager can carry out needed
modifications so that desires of guest can be fulfilled and a strong relation among
organisation and customers can be maintained (TSEGAYE, 2017). This will benefits in
generating a high customer experience for the guest due to which business standard of
The Ritz London will also increase.
CONCLUSION
From above mentioned report, it has been concluded that digital technology plays an
essential role in increasing the satisfaction level of customers through CRM activities and
features. Due to this, sales and profits of company enhances in a considerable manner. There are
different platform of social media which impacts the popularity of businesses. By using customer
management service strategies, desires of customers can be fulfilled properly and they can be
given high experience. Due to this business objectives can be meet desirably.
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