Study Guide

Objective

Managing customer experience can create a significant competitive advantage in the hospitality industry. The course will introduce the basics of customer experience management and focus on analyzing factors influencing customer experience and utilize customer data to develop sales, customer path, and customer service. Upon completion of the course, the student will gain knowledge of customer motives and needs in relation to the managing customer experience. The student understands the role of customer data and has the ability to use data to develop sales and services at all points of the customer path. The student is familiar with different models for adding value to the customer relationship and recognize the challenges of the omnichannel environment.

Content

• Elements of managing customer experience from demand and supply side
• Customer data management, analysis, and measures
• Evaluation and utilization of customer data
• Identifying and developing customer paths
• Customer relationship management in the omnichannel environment
• Future trends and role of AI in customer experience management

Location and time

According to schedule - part of the Hospitality Module

Materials

Available on Moodle

Teaching methods

Contact teaching including project work, study trips, guest lectures and workshops.

Employer connections

Practical project work and study trips to companies in the field of Hospitality

Completion alternatives

Not available

Student workload

135h of student work including attending lectures, workshops, study trips, project work and assignments

Content scheduling

As advised in Moodle

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The student uses professional terminology proficiently and comprehensively, combining concepts into coherent wholes.
The student can analyze, compare, synthesize, and select information and present alternative approaches.
The student can critically analyze, reflect upon, and evaluate their competence and professional practices using acquired knowledge.
The student critically assesses and utilizes professional techniques and models relevant to their field.
The student acts customer-oriented, and goal-driven.
The student collaborates as a team member, enhancing and developing group activities.
The student applies professional ethical principles in their actions.

Assessment criteria, good (3)

The student consistently uses professional terminology.
The student can identify, describe, and justify fundamental knowledge in their field.
The student selects appropriate approaches based on acquired information and instructions.
The student can evaluate and reflect on their competence and professional practices and apply relevant techniques and models.
The student acts independently and responsibly in diverse tasks.
The student works customer-oriented and goal-driven.
The student collaborates as a team member to achieve common goals.
The student justifies actions based on professional ethical principles.

Assessment criteria, satisfactory (1)

The student can use key professional terminology appropriately.
The student names and describes fundamental knowledge in their field.
The student acts purposefully based on acquired information and instructions.
The student is a member of a team and takes other team members into consideration.

Assessment methods and criteria

Part of the Hospitality Module - 1 grade for the entire module

Assessment criteria, excellent (5)

• Knowledge: demonstrates ability to use and apply the concepts and theoretical framework learned in this course
• Skills: demonstrates ability to critically analyze, compare, combine and select information and present alternative practices using the acquired knowledge; demonstrate ability to work independently, responsibly, with initiative and flexibly in all learning and operational environments; demonstrate creative but realistic and pragmatic approach to problem solving
• Attitudes: work smoothly and professionally as a team to achieve common goals of the group by applying critical professional ethical principles; contributes excellent team work and output

Toteutuksen arviointikriteerit, hyvä (3-4)

• Knowledge: demonstrate ability to systematically use the concepts learned in this course with ability to name, describe and give reasons for basic knowledge of the theories and concepts learned in this course
• Skills: demonstrates ability to select appropriate practices based on acquired knowledge and instructions and ability to work independently and responsibly completing different tasks in all learning and operational environments; demonstrates ability to apply techniques and concepts learned under minimal guidance in a reasonable manner to problem solving.
• Attitudes: works smoothly and professionally as a team to achieve common goals of the group according to ethical principles; demonstrates good team work and output

Assessment criteria, satisfactory (1)

• Knowledge: ability to identify the main/individual concepts learned in the course and applies basic analysis using the concepts and theories learned from the course; ability to name and describe the concept.
• Skills: demonstrates ability to work in an appropriate manner with more guidance and supervision, though some uncertainty may be evident in the work; shows basic ability to use the techniques and models of the professional field in basic application
• Attitudes: demonstrates professional conduct in communication, updates, interactions within the team and with supervisor according to professional ethical principles; team work with peers is largely satisfactory

Objective

Managing customer experience can create a significant competitive advantage in the hospitality industry. The course will introduce the basics of customer experience management and focus on analyzing factors influencing customer experience and utilize customer data to develop sales, customer path, and customer service. Upon completion of the course, the student will gain knowledge of customer motives and needs in relation to the managing customer experience. The student understands the role of customer data and has the ability to use data to develop sales and services at all points of the customer path. The student is familiar with different models for adding value to the customer relationship and recognize the challenges of the omnichannel environment.

Content

• Elements of managing customer experience from demand and supply side
• Customer data management, analysis, and measures
• Evaluation and utilization of customer data
• Identifying and developing customer paths
• Customer relationship management in the omnichannel environment
• Future trends and role of AI in customer experience management

Evaluation scale

0 - 5

Assessment criteria, excellent (5)

The student uses professional terminology proficiently and comprehensively, combining concepts into coherent wholes.
The student can analyze, compare, synthesize, and select information and present alternative approaches.
The student can critically analyze, reflect upon, and evaluate their competence and professional practices using acquired knowledge.
The student critically assesses and utilizes professional techniques and models relevant to their field.
The student acts customer-oriented, and goal-driven.
The student collaborates as a team member, enhancing and developing group activities.
The student applies professional ethical principles in their actions.

Assessment criteria, good (3)

The student consistently uses professional terminology.
The student can identify, describe, and justify fundamental knowledge in their field.
The student selects appropriate approaches based on acquired information and instructions.
The student can evaluate and reflect on their competence and professional practices and apply relevant techniques and models.
The student acts independently and responsibly in diverse tasks.
The student works customer-oriented and goal-driven.
The student collaborates as a team member to achieve common goals.
The student justifies actions based on professional ethical principles.

Assessment criteria, satisfactory (1)

The student can use key professional terminology appropriately.
The student names and describes fundamental knowledge in their field.
The student acts purposefully based on acquired information and instructions.
The student is a member of a team and takes other team members into consideration.