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

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.