Analysis of Customer Experience Strategies in the Hospitality Sector

This report delves into the critical aspects of managing customer experience within the service industry, with a specific focus on the hospitality sector and the luxury Rosewood Hotel in London. It examines the role of digital technology, particularly Customer Relationship Management (CRM) systems, in enhancing customer interactions and operational efficiency. The report further analyzes customer service strategies employed in the hospitality industry, emphasizing how these strategies create and develop positive consumer experiences. Key topics include the advantages of CRM, such as information sharing, automation, customer identification, and loyalty enhancement. The report also explores various CRM systems, including operational, analytical, and collaborative approaches, alongside the importance of digital tools like email and social media marketing. The impact of digital content on businesses is assessed, alongside a discussion of how the Rosewood Hotel can leverage customer experience strategies to improve profitability and customer satisfaction.

UNIT 2 - MANAGING
THE CUSTOMER
EXPERIENCE

Table of Contents
INTRDOCUTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 3............................................................................................................................................3
The use of digital technology in service industry...................................................................3
TASK 4............................................................................................................................................5
Elaborate customer service strategies in hospitality sector context.......................................5
Explain how consumer services strategies creates and develops the consumer experiences by
meeting the needs of consumers & business standards..........................................................7
CONCLUSION ...............................................................................................................................8
REFERENCE.................................................................................................................................10

INTRDOCUTION
Consumer experiences refers to prominent activity which is very essential for the growth
and development of company in service industry. Consumer experiences is a sum of every
interaction with business in post and pre services. It tends to depict appropriate concept by
addressing the belongingness of business and carry out work in order to provide information
which consumer ask and represents the requirements by considering the basic characteristics for
development and success of firm. Consumer experiences strategy defines the actionable plan in
order to deliver the positive meaningful experiences throughout the interactions (Shaikh,
Alharthi and Alamoudi, 2020). In which the following report is based on Rosewood hotel in
order to explore all terms related to managing customer experiences this is one of prestigious &
luxury five-star hotel in London, England. It comprises with seven floor and has 262 rooms with
44 suits. Further, in present report discussion about how digital technology is employed in
managing consumers experiences within services sector is explain with specific example of
CRM systems. Additionally, strategies in hospitality industry of customer services is also
explained. Lastly, how consumer experiences strategies of Rosewood hotel could aid their
business in order to gain profitability and customer satisfactions.
MAIN BODY
TASK 3
The use of digital technology in service industry.
In recent time, use of internet is maximum with use of new technology because of
digitalisation is in peak. Where everyone and everything is available in one click. Adopting of
new technologies in such a way where technology is used in very rapid mode. New technology
is adopted by many of organisation in such a way to improve work module and also helpful in
reliability of employee and helpful in customer preference (Silva and Elo 2018). At current era,
the digital technology is play a major role in development of new environment which is based of
advance technology and fast service just on one click. Whenever new technology is arrive they
come with new aspect which need training and development. And also new education changes
and development is provided to employee to understand basic of new adoption of technology.
New technology is adopted by the service management or by service sector, especially restaurant

has chance to collect more customer and high increment of profitability and revenue by taking
advantage of new digital technology. It also helps to customer to reach up to the restaurant
service desk in few second by restaurant website. This all aspect essentially helps to customer
and Rosewood hotel restaurant in better way, where customer need should be fulfilled by
organisation by providing the class of service to customer. The new digital technology help
customer in specific manner to reach up-to to service desk of organisation. And for any query
and enquiry online help desk is available which help to solve questions of customer form
restaurant site which include booking related, staff related and map related and many more. This
all aspect and digital tool help in building customer relationship management which usually
provide satisfaction to customer in appropriate and in professional way. CRM is defined as
process of managing interaction with old as well as new customer. CRM contain many approach
which help to manage and observe its interaction with past, current and potential users.
Advantage of customer relationship management
Sharing the information in time: This technique is usually help in such a context with
Rosewood hotel restaurant, they use it for taking order of customer in online base of mode and
also help in preparing food and services in quick access in website of restaurant (Schmiterlöw
and et. al., 2017).
Automatically information filling: This is major component of customer relationship
management. It helps to down issue like filling the form again and again with a similar
information and data with preference of organisation. It provides customer in filling and to
ignore face of irritation by always filling same information in organisation site.
Facilitates discover of new customers: Customer relationship management help to
identify new potential customer. They keep records of visiting and existing customer for to
determine target for maximum customer returns. New customer for any organisation is base to
development of organisation. A growing business must utilise customer relationship
management software helps to encounter a high rate of existing customer versus new aspect of
each week. Growth of firm is maintaining when existing customer are maintaining. Roosewood
hotel restaurant apply this tool to get new customer and create good image of organisation.
Enhance customer loyalty: Customer relationship management software is useful tool to
major customer loyalty in very less cost of manner. In various cases, loyal customer become
professional recommendation of firm and best service is offered. Repetitively, firm objective is

to promote their service and new approaches to loyal customer's. The phase of testimonials are
convince more than representing hypothesis concept to future aspect.
Build an effective internal communication: The customer's relationship management
help to build effective and efficient communication within organisation and between the
employee. This help is such a way where various department share their data in fast way. And
also maintain the coordination and teamwork. These type of strategies is helpful in organisation
to achieve organisational goals (Sharma and et. al., 2020). It enhances business profit margins
and employee no longer move from one department to another for any critical data of collection.
In context with Rosewood hotel restaurant they also follow to make smooth functioning of
restaurant.
Facilitates the optimized marketing: Customer relationship management help to
understand need and expectation of their customer's. This help to identify correct time in market
to introduce new product or service to customers. Customer's reachability is usually declaring
some target customer so it is significant to profit organisation. Optimized marketing consumes
business resource in meaning full way. Rosewood hotel restaurant is take this is an opportunities
way where they analyse market and target customer and launch their product.
Types of customer relationship management systems
CRM is a strategy used used by management of various business firm to manage their
potential customers in given marketplace. It is a tool which is used in contract management,
management of sales and many more. The one and only aim of this tool is to improve relations
with company's market customers and satisfy their respective demands without hampering
effectiveness of efforts being produced in an organisation. Rosewood hotel, by using this tool is
able to being sound relations with firm's customers and react effectively on their feedback
relating to respective product or service offered by the company.
Operational: It is an important tool which includes marketing and sales automation along
with automation of services. Its one of the primary purpose is to generate leads and convert them
to contact while capturing all required details. It includes sales automation, marketing
automation as well as service automation.
Analytical: It includes analysing various data being extracted from CRM applications. It
helps in understanding true behaviour of customers in a given marketplace and contributes
towards making up of effective decision making of the business firm. Managers and leaders of

respective firm by following this approach are able to avoid wastage of valuable resources and
contributes towards enhancing productivity of workforce.
Collaborative: This tools is also referred to as strategic CRM. It works by analysing
needful information about customer trends and demands and distribute relevant data to required
department of the company such as sales department and marketing department. This helps in
building up of better relations with customers of respective firm as all the strategies are being
prepared as per demands of respective customers.
Features of CRM systems
Customer Needs: Using CRM software, management department of the business firm are able to
determine demands of various company's customers. By effective use of this tool respective
managers and leaders of the firm are able to formulate proper strategies and also avoids wastage
of valuable resources of the business firm.
Customer Response: For sound management of the business firm, analysing various customers
feedbacks and after consumption notes of particular product or service of the company plays an
important role in maintaining better goodwill of the business firm. Through this tool,
management of an organisation is able to identify customer response and react by making
necessary modifications, that helps in increasing brand value in given marketplace.
Customer Satisfaction: Management of various business organisation by using CRM tool are
able to satisfy trending demands of various customers. It helps in extraction of important
information, which helps in satisfying respective demands of various customers of the
workforce.
Customer Loyalty: By fulfilling respective demands and needs of customers, management of an
organisation is able to build good reputation in the marketplace and customer loyalty is being
increased.
Importance of digital technology for building effective customer relationships
Keep customers up to date: Use of digital marketing strategies helps in building up of
effective customers relations with the company . It helps in keeping up to date with various
updates and information about any new product or services being launched by company in given
marketplace or of any modification regarding improved quality is been done in existing product
of the company.

Easier Feedbacks: From the use of digital marketing techniques, marketing department
of the concerned firm is able to access regular feedback about quality of product or service being
offered by company to their customers. From taking regular feedback from their customers and
reacting accordingly, helps in increasing brand loyalty of customers towards company's brand.
Effective delivery: By conducting various business activities through online means, a
business firm is able to achieve effectiveness in delivering various products and services to their
customers. Marketing department of the business firm is able to analyse regional demands of
respective company customers which brings in effectiveness in delivery of product or service
offered by organisation.
Efficiency and pricing: By operating business activities using digital means, managers
and leaders of the firm are able to save up of cost of production which helps in delivering firm's
product and services at reasonable rates without hampering its quality.
Platforms used in chosen hospitality industry and how they raise awareness of products
and services that communicate with customer in the service industry
Email marketing: Through this marketing strategy, marketing department of the firm is
able to get quick response for demand of respective product being delivered by company to their
customers. This method uses less financial resource of the company and gives maximum output
from it.
Social Media Marketing: It is most famous platform for marketing department of the
firm to advertise company's products and services. Through this marketing platform, marketers
are able to capture wide customer market.
Display Marketing: It refers to tools which is used by marketing department of the firm
and includes displaying of graphical images and posters of respective product and service being
offered by workforce in given marketplace.
Pay per click Marketing: It is an advertising tool used by marketer of the firm to
advertise respective companies product and services in their official websites and customers
needs to take subscriptions to see that content.
Digital content, speed and consistency impacts on businesses firm
With light to the fact that management of business firm has to go through various
uncertainties while operating its quality business activities. In order to function and deliver best
to company's customers management department of the firm needs to manage their financial

resource effectively. By adopting digital marketing techniques, markering department of
business firm is able to produce quality service at minimum cost. Therefore it evaluates speed
and consistency in various operational activities of business firm. It impacts operational activities
of the firm in various segments such as;
Boosts sales: It helps in boosting up of sales activities of the workforce, as operational
activities of the company is being carried out with optimum utilisation of resources.
Faster information: It enhances spread of information in wide areas as well as quick
spread of information about new product or service being launched in market or to boost up sales
of existing product or service in given marketplace.
Trending Approach: As analysed by marketing department of the firm, digital marketing
is the trending approach for advertising various products and services of the company. It helps in
saving up to valuable resources of business firm and these digital platforms are being used by
variety of peoples in respective regions which contributes towards increasing market presence of
the workforce and comparatively lesser cost.
TASK 4
Elaborate customer service strategies in hospitality sector context.
Customer service strategy is a way of handling interactions with customers in a particular
sector such as hospitality. Loyalty to the customers is what decides the consistent good customer
experiences. Service strategies adopted by Rosewood hotel restaurant defines all that a service
provider can execute in the form of perspective, planning, and patterns is a 4P's strategy followed
to give best consumer experience to people visiting the hotel. (Tivasuradej and Pham., 2019)
The authentic charm of the place is its ambiance and savouring excellent time honouring services
to even outsiders visiting the restaurant. The restaurant also provides pickup as well as delivery
of delicious cuisines, food within given time. Due to the Covid-19 restrictions, the hotel industry
is drastically affected with limited visit of crowds.
In order to cope up with the current conditions, Rosewood hotel restaurant has come up with
some wonderful customer service strategies discussed below:
Gesture: First impression to the customers plays a very significant role in this industry.
Hereby warm welcoming them with a smile is one of the top priorities in the list. Standing out
for the client at time they need is an exceptional standard of customer service by the hotel.

Support to the team members: A cooperative hard working team has the capability to
deliver great customer service by having support of well-functioning team behind ensuring
fantastic customer experience.
A perfect presentation: Being a guide to the new people arriving in Rosewood hotel
restaurant, an on-point presentation of what the place provides should be there. Expressing
yourself clearly here is the key factor towards good customer feedback.
Listening to customer needs: Reservations before or at present gives the hotel time to
show their particularity. They should be well aware of how long it will take for every booking. In
the meantime, one must make sure if they need anything else necessary are provided within time.
Letting the customer talk leaves a positive impact of them that you are listening and
understanding their needs or queries as they get good space to express themselves (Lee, Lee and
Choi, 2018).
Being helpful: Be it client or customer, they always notice the assistance you are
offering them. Analyzing weather manager is struggling with an engaging event or customer at
the restaurant is needed with a refill on champagne simply hints the staff in what ways they can
provide help in multiple working departments.
Taking some initiative: Just following the instructions by higher authority is not enough
to get to learn the best about the hospitality industry, but one can anticipate wants of customers.
Many people are hesitant is asking for help, which gives you chance to guide them. For example,
helping customer with finding toilet, find out if anyone is waiting for a top up or canape etc.
Special attention is what makes the customer feel comfortable.
Factors that influence the consumers engagement of various target group are as follow:
Available private space: - With the help of such types of factors consumers like couples
and families got engaged towards the services that is offered by hotel and their privacy will not
be affected by any of one so they can enjoy that in effective manner and get good experience.
High quality and healthy foods: - This influence & engages those consume who are diet
conscious and like to consume only healthy food. They are very concern towards their health. So
such types of facilities help out them along with this it helps hotel too in term of generating high
revenue.

Quality services & products- By providing quality product or services to target
consumers they can enhance the value and image of hotel and that ultimately influence
consumers and force them to take advantages of their services.
Peaceful environment: - This is one of the significant factor that is offer by the chosen
firm as it grasps or engage those consumers who like to spend time in peaceful environment as
well as it is beneficial for those who are clients who wants to organize meeting in peaceful
environment so this offering engages their target consumers.
Below are some ways commonly used on how the above customer service strategies
have helped in a specific service sector:
Customer Experience through management strategies: This is a process having wide
approach of planning, documenting and defining organizations goals with improved customer
experience. Furthermore, the strategies above give a clear understanding of customer behavior
and expectations with delivering them on time. Goal of customer service management is to know
customer’s perspective by optimizing interactions with them. In context of the selected
Rosewood hotel entity, study of customer experience gains consumer loyalty and maintain
goodwill of the organization (Gilboa, Seger-Guttmann and Mimran, 2019).
The use of touch-point analysis: The motive behind touch point management is
improvement among customer relationships. With good relations there are improved market
shares, sales of products and services by the entity. Taking follow-ups with the help of feedback
forms helps the hotel in analysis of choices, preferences of customers helping them modify their
services accordingly.
Stages of customer experience strategy:
Assessment of market needs: A detailed look at the customer needs and expectations is
done by the organization to know what is most important for the customer.
Experience mapping: Experience maps is a way of allowing Rosewood hotel restaurant
to visually represent complex customer interaction in a collective manner. The maps enable
businesses highlight possible pain points and find opportunities as required. Mapping can
possibly help the Rosewood hotel manager to find best ways of customer interaction and know
them in brief.
Touch point analysis offers websites to touch the mind and soul of consumers, welcoming
all emails with the policy op hotel and keep them update and notify them. Additionally, provide

healthy food experience to consumers. Due to which consumer got engage towards services. So
all these strategies of tough point analysis help out them for engaging consumers.
Explain how consumer services strategies creates and develops the consumer experiences by
meeting the needs of consumers & business standards.
Business standards are very important in order to attain the provided values to consumers
for the enhancement of sales and profitability of company. For which it is vital to carry out
market research in order to gather information related to market trends. There are various factors
that needs to address for developing effective strategies to deliver the needs of buyers in
effectual manner. In context of Rosewood hotel, some of elements are as follows:
Ambience and first impression: When consumer visits to a place that time the first
thing that they noticed is the environment and surrounding of place (Siregar and Kent, 2019).
Therefore, in order to win the hearts of visitors it is important to present the attractiveness in
hotel or place according the expectation of consumers so that they will recommends to others
also. In relevance to this the selected firm also adopts this creative and innovative method related
to attractive interior and designing for making ambience attractive. So that they will able to
provide better experiences to guest. Additionally, they also make necessary changes according to
the feedback of guest to increase the number of visors on daily basis.
Price: - Consumer wish to gain vales at place of money which they spend for consuming
the services or products. Therefore, it is essential to set appropriate strategies of products
according to the quality of services & attributes (Wei, Torres and Hua, 2016) In context of
Rosewood hotel, their entities focus to offers good quality of services related to food and
beverages to their target audience at affordable price.
Range of products: To attain the desired and expected needs of consumers it is
important to offer wide ranges of services & products. By which consumer will get influenced
towards their offerings as they have wide options to select an appropriate product. In context of
this Rosewood hotel they offer wide ranges of products and services to consumers in order to
increase the number of customers towards their offerings as well as to maintain sustainability in
competitive market.
So there are various strategies that could be utilised by company in order to form and
offer better consumer experiences to their customers. In which one of the most effective strategy
that is adhere by company is touch point analysis, in which company measures all their services

from viewpoints of customers and that helps in improving the overall services for meeting the
needs and demands of consumers. Other main feature of this strategy is that it assists entities in
determining the opportunities by which firm can improve their performance. In relevance to this
Rosewood hotel adopt this strategy in order to retain consumers for longer period. Another
strategy that is adopted by chosen firm is that they took feedback from visitors for getting
awareness about that areas which consumer likes the most and that which still requires
improvements. With the help of effective execution, Rosewood hotel could improve the quality
of offerings and may able to deliver better and effective experiences to their potential customers
(Singh and Saini, 2016). Besides that, another strategy that is adopted by Rosewood hotel is they
use qualitative framework for developing and offering services to consumers. By which they will
able to provide better services to their potential consumers. Moreover, it is vital for Rosewood
hotel to develop and maintain an emotional relation with their consumers as it delivers and
ensures effective communication as well as able to meets the needs and demands of consumers.
Additionally, company will also able to accomplish its goal of enhancement of sales and revenue
generations.
CONCLUSION
From above discussed report it has been analysed that it is vital to formulate effective
strategies in order to meet the needs and demands of consumers as well as for managing the
consumers experiences. The main reason behind this is to attain success and development by
increasing the revenue generation and by offering better services to consumers. For this it is
essential for company to remain aware about needs and wants of their target customers as their
qualitative delivery ensures better services and gives positive results in term of consumers
satisfaction. Numerous factors are there the affects the consumer engagements with the help of
these elements. Generation of digital technologies aid company to form better communication
with their potential consumers as well as to provide them better satisfactions. So it is essential for
entities of company to execute digital tool in effective manner for gaining benefits association
with it.