Rosewood Hotels: Digital Technology and Customer Experience Report

This report delves into the intricacies of customer experience management within the hospitality sector, using Rosewood Hotels as a case study. It begins by defining customer relationship management (CRM) and its various types, including operational and analytical CRM, and explores how digital technology is employed to enhance customer interactions. The report examines how Rosewood utilizes digital marketing channels, such as Google, SEO, advertisements, and social media platforms, to engage with both current and potential customers. Furthermore, it analyzes the advantages and disadvantages of CRM systems, including better customer knowledge, improved customer retention, and cost reduction, as well as potential drawbacks like training requirements, security issues, and the elimination of the human element. The report then discusses assessing market needs, experience mapping, and touchpoint analysis. It also presents different customer service strategies employed by Rosewood, such as leveraging CRM platforms, gaining customer feedback, and setting service goals. Finally, it presents a customer journey map that helps meet required business standards, providing a comprehensive overview of Rosewood's approach to managing the customer experience.

MANAGING THE CUSTOMER EXPERIENCE UNIT 2

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................4
LO-3.................................................................................................................................................4
P-5 Examine how digital technology is employed in managing the customer experience within
service sector...............................................................................................................................4
LO-4.................................................................................................................................................7
A- Discussing three points..........................................................................................................7
B- Three customer service management strategies.....................................................................8
P6-Presenting the different customer service strategy that is used by Rosewood......................9
P7- Presenting the customer journey map that helps to meet required business standards......11

................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Managing customer experience is related to the understanding of different types of the strategies
that are made for the people to now the needs and behaviours of them. The chosen firm of the
report is Rosewood which is the international luxury resort and hotel that is suited in around 16
countries with 28 hotels operating. The study will explain the digital technology used by service
sector to manage their customer experience. Along with this it will also evaluate the different
strategy that is used by Rosewood for their customer. It will also give the information about the
customer experience journey map with the summary that helps to meet required business
standards
LO-3
P-5 Examine how digital technology is employed in managing the customer experience within
service sector
Customer relationship management: It is the process of managing the relationship between the
business and customers. It is the most important technique that is used by the business to
increase the customer base (Bolton and et.al, 2018).
Types of customer relationship management are:
Operational: it is the type of centralized system that supports the marketing, sales and customer
service functions inside the company that stores the information on employees and customers on
shared interface (WHAT IS OPERATIONAL CRM?, 2021). This is used by the company to give
benefits to the organization that are focused on enhancing customer satisfaction and loyalty. By
using this operation customer relationship Management Company can use automatic software
that is emails, client on boarding processes, feedback and call backs that will make their

customers happy and will keep them satisfied. Proper satisfaction will result the best customer
support and opportunity to grow business.
Analytical: It helps in analysing the data and also identifies the pattern that will result in making
better business decisions. This technique is used to analyse the data a use it in the manner that
individual customers will see benefits. By this the company can build up customer profiles and
understand the values and preferences of them (Brun and et.al, 2017).
How hospitality businesses interact with current and potential customers via a choice of
integrated digital marketing channels
Following are the ways that Rosewood can use to interact with their customers:
Registering on google: It is the fast way as by these the customers can know about the hotel and
website can also results in profits and features that are related to rating & review, auto update,
complains of customers and free booking.
Search engine optimisation: it is the ways by which the company can contact their customers by
including all the information about the business. Good SEO will result in high ranking of hotel
and will make themselves visible on top (Hussein, Hapsari, and Yulianti, 2018).
Advertisement: To come in contact with the new customer Rosewood create their ads on
different sites that are google hotel ads, trivago and trip advisor. It will also result in increasing
the brand value of the company. They can also create the advertisements on Facebook and
Instagram which is the trending apps on the social media. They make sure that all the
information related to the company are properly reached to its current and potential customers.
Social media: platforms like you tube, Instagram and Facebook is the best strategy that is used
by the hotel for its digital marketing. It is also an effective approach that is used to increase the
engagement of the customers. These sites are used for mentions, content generations,
promotions etc. Mentions improve the engagement level and create the good impression in front
of their customers and guests.
Rosewood can also interact their customers by answering the entire question in proper way that
are asked by them on the social media or the other apps. Further digital marketing plays an
important role in revenue generation of the hotel.
The benefits of the customer relationship management are:
 Better knowledge of customers: It is also known as purchaser- centric technique. This
management is used by the rosewood to focus on the trades of the business. It benefits the

business to know or get all the important information that is related to the customers.
Later this information is stored and used by the company to understand the customer
behaviour.
 Maintain more customers: the management not only emphases on the serving or
understanding of the existing customers of the rosewood. The AIM of this technique is to
acquire more customers to the business. The target of this technique is to increase the
customers base for the long period (Imbug, Ambad and Bujang, 2018).
 Better segmentation: It helps the company to use separation of market audience in proper
and organized way. It gathers all the evidence that is related to the customers which helps
the Rosewood to classify them according to their interest and criteria.
 Minimizes cost: it is the most important advantage of the technique to the business. It
helps the company to reduce its cost by using several processes in different ways. Firstly
it reduces the work that is complex in different ways. Then all the facts that are
warehoused digitally on the database (McColl-Kennedy, and et.al, 2019). Increase the business growth: it plays an important role that is for increasing the profit,
gross revenue and growth of the Rosewood. With this technique business increase their
return on investment. It also helps the company in creating faithful customers for the
longer period. All the customers can also purchase again which will increase the revenue
and that will result in increasing the size of the business.
Disadvantages of the customer relation management are:
 Training: To use the customer relation management in better way the company required
trained and qualified staff or the employees. It will consume lot of time and money to
train the employees concerning the CRM systems. They also require the necessity to
learn and understand the information regarding the Customer relation management
software. To take all this efforts company need both money and time of the association.
 Security issues: It is another drawback of this system that is faced by the hotel which is
related to the insecurity of collected and stored data. All the data that are collected by
hotel are stored at one location which has the threat of being lost or stolen by somebody.
The employees of the company can add inaccurate data or manipulate figure that will
result in wrong planning (Nobar and Rostamzadeh 2018).

 Eliminates human element: There is no involvement of human in these techniques as it is
done on fully computerized system. All the data that is collected by the employees are
processed automatically by this customer relation management. Loss of human touch can
result in clients to shift somewhere else who will result in reducing revenue and sales.
 Third party access: The data of this technique can be misused by other parties. There are
many webs hosting companies that takes and sells the data of the business to the third
parties. All the important data or the information about the customers will be leaked and
will create the problems for the customers.
 Costly: The software of this technique as it requires huge price to spend on the business.
The software is very expensive as they came with dissimilar price and packages as per
the requirements of the organizations. It is not suitable for the small business as it
increases the overall expenses of the business.
LO-4
A- Discussing three points
Assessing market needs-
It is quite important for organization to identify attractiveness of market, for which it may
use the best effective ways. For example, Urgency is one of those approaches that Rosewood
may use to assess market. In recent time, consumer seeking to buy a package in which they get
quality item and services just like organization offer to its guest.
Market size- millions of consumers are continuously buying accommodation services
and reserving rooms via online. The market size is quite vast, which is quite beneficial for
Rosewood in term of increasing experience and satisfactory level of each guest (Punnasuparom
and Choibamroong, 2020). Families, and business groups, are the main targets of company.
Cost of customer acquisition- It is not that easy to acquire new guest in hospitality
sector, in term of money it may cost high as it depends on how many people company desire to
acquire or attract (Markey, 2020). In term of attempts, it need a lot of hard work and efforts as
well, for which management take initiative to strengthen workers who may be able to contribute
to do so.
How unique service or product is- the service that organization seek to offer to its guest
is quite unique and different in term of consumer satisfaction. They plan to use consumer

relations management platforms, through which worker provide services to people in term of
solving their queries and making them happy.
Speed of market- Company may create the best services in the context of its guest as
possible as they can.
Experience mapping-
In order to achieve set aims and objectives, Rosewood should comprehend their target
market groups for which they may create a persona. Furthermore, along with this, management
may take initiative to conduct an interview through which it may ask certain question to the best
consumer group, which made management able to know more about their needs (Luther,
Tiberius and Brem, 2020). They may create a clear consumer experience vision and understand
who its consumer are. It help to capture customer experience. Mobile is a touch point, through
which a guest may get information about service or product provide by company. Moreover, they
may obtain data by using website and considering social media pages.
Touch point analysis-
Pre-purchase stage is the first level, where consumer attempts to collect information about
company products or services by using mobile phone and other sources like website (Nöjd and
et.al., 2020).
During stay, a guest may get appropriate satisfaction by communicating with staff member
who are able to serve their consumers the best.
After stay, people may communicate with consumer services department who solve their
issues and allow to come back, with positive experience.
B- Three customer service management strategies
Hire right workers-
Company may use this strategy to improve consumer engagement. For example, new
people with excellent skills can serve appropriate services to individual customer that help to
enhance their satisfaction level (Sundström and Hjelm-Lidholm, 2020).
Gain feedback from consumers-
It is another strategy that Rosewood may utilize to manage consumer services. According
to this tactic, by taking reviews from guests, management may identify where improvement is
needed and essential as well, which in return increase standards of services and products (Agag
and Eid, 2020).

Set aims for customer’s service-
Furthermore, along with above two, this strategy is quite beneficial in regard to
Rosewood (Morrow and Mowatt, 2020). By setting clear goals and sharing with employees,
management may drive the attention of workers toward making everything the best related to
customers like offering 24 hour services etc.
P6-Presenting the different customer service strategy that is used by Rosewood
Customer service strategy is the plan that is made by the company to handle the
interactions that is related to customer. It helps in knowing what the experience of the customers
throughout the journey was. The strategies that are followed by Rosewood are:
Using customer relationship management platforms: companies use this technique to solve all
the issues that are faced by the business. This strategy is used by Rosewood to understand the
needs of the customers, selling faster and by providing a good experience. It also results in
improvement among the customer engagement and interaction by building healthy and long-term
relationship. Most customer relationship management platforms are reachable on multiple
devices such as laptops, desktops and mobile devices. By this the company can assist customers
anytime anywhere in the world. The sales and service team of the company can interact the
customer in good and positive manner which will result in eliminating the chances of confusion
in mind of them(Bueno and et.al, 2019).
Leverage multi-channel servicing: Most of the customers need the services that offer across the
multi-channel service. By using that multichannel facility the customers can enjoy a consistent
quality of service which can help in building reputation and credibility. The different types of
multichannel services that are offered by Rosewood are:
` Mobile device: The hotel needs to ensure that the customer services and pages that are
made by the business are made to meet the expectations of the customers.
Social media: Most of the customers are turning to the social networking sites for
customer complaints and queries. The company uses this to utilize the power to bridge the gap
between hotel and consumers. If the company will solve all the issues that are faced by the
customers then it will result in building reputation and growth of the organization.
Self-service: This strategy is made by Rosewood to make their customers to solve the
issues themselves that are faced and look for solutions at website's FAQ pages. This page made
them fix and understand all the problems (Buxton and Michopoulou, 2021).

Happy staff-happy customers: These strategies are used by Rosewood to make both staff and
customers happy by providing good services to their guests. Staff holding is fundamental to
rising organization’s customer service. Investigation also helps in showing clearly that if the staff
stay when they are happy and respect the organization for which they work.
Customer loyalty: Faithful customers are known as the active individual of organization which
also results in more profitable and interested in helping Rosewood to progress their services, and
by forgiving of unpredictable mistakes. Continue customers are usually low-priced and faster
than getting new ones.
Welcome Complaints: It is the last element of hearing to customers which is known as the
another great customer service strategy come out and mainly based on the idea of improved
exchange customer objections. The strategy is to see that all the complaints of the customers are
properly understood by them and they resolve it in brilliant manner by not repeating them again
and learning the lesson.
Strategy to identify the customer service KPIs to monitor: This is used by the company to track
and improve the customer service. It means key performance indicator that is used by Rosewood
to make a look on the services that they are served properly to the customers or not. The KPIs are
related to several services that are active & resolved issues, customer retention rate and first
response to measure the customer are on hold.
RECOMMENDATION: From the above strategy it can be recommended that Rosewood can
also make strategy that is related to:
Feedback: it will help the company to know and understand what are the needs, pain points and
experience of the customers. The company can also provide different modes by which the
customers can share their feedback or by using telephone strategy or email Rosewood can ask
them what their review was related to the services that are served to them. By this
recommendation Rosewood can know whether they have good, bad or ugly experience. This will
also result in giving benefit to the hotel (Cristiano and Gonella 2020).
Recruit and train the right people: people with right attitude are important for building successful
customer services approach. Rosewood can train their employees with both job and people skills.
They can hire the right person who can respect their customers and workers which will result in
good customer service experience.

P7- Presenting the customer journey map that helps to meet required business standards
Customer journey map is visual representation that is based on the interaction of individuals that
are faced at the time of using services. It is made to see that the customer experience are
completed as per the goals set by them with full satisfaction and fulfilment of needs. Firstly the
customer will research about the hotel on the social media about its expectation and also
checking reviews of people about their hospitality (Williams, 2019). After that they will call
hotel for reservation before that they will clear all the information they want to know and the
things they want like wireless baby monitor, slippers and bathrobe, personal children activities
and spa treatment for their family that all thing are available or can be provided by the hotel.
After all reservation process done then next arriving at hotel welcomed by the staffs then check

in going to the room English breakfast served by the hotel. Customer has asked to clean room
twice a day so that it will look good and also all the services related to children and dog are also
given. After that using different type of amenities that are provided by the hotel like gym facility
for 24 hours, activity for dog and children. Further hotel have provided the complementary
drinks and snacks for their guest so that it will create good image in front of them and they will
also recommend and share the entire thing happened there with their family and friends (Koetz,
2019). After that the hotel has organized the pool party and dinner for their guest to enjoy the
view and night party with their families to add good lines and memories for their holiday or trip.
It was very good and awesome holiday all the activities and hospitality served by Rosewood was
unto the expectations. At last it was the check our time and the staff and manager of the hotel
was asking to give feedback about their services and then remaining amount was paid by online
source and after that departure.
6 customer service strategies meet the needs of consumers and business standards-
Hire right workers-
This strategy help to meet the require business standard and consumer need (Goh and
Okumus, 2020). For example, It assist to solve query and provide fast services to consumers,
because skilled workers may serve people the best for which they never need to wait for long.
Gain feedback from consumers-
With the help of this strategy, firm may meet their business standard and needs of
consumers, in term of offering exactly what they prefer to purchase (Adam, Wessel and Benlian,
2020). It allow individual guest to do not pay any extra charge on service for which they provide
information already and not been obtain by company.
Set aims for customer’s service-
When management set aim and share with workers, they may contribute to drive their
attention towards achieving these by performing even better which is possible when they
understand needs and requirements of each guest.
Train on service skills-
Manager and leader within Rosewood may take initiative to train workers which made
them able to improve their consumer services skills, which they may use to satisfy people in term
of furnishing of drinks in room (Olimovich, Bakhtiyorovich and Salimovna, 2020).
Reward loyal customers-