Customer Experience Management

• Credit value: 15 credits at Level 7
• Convenor and tutor: Dr Thomas Kyritsis
• Assessment: a 15-minute group presentation on a customer service experience (30%) and 3000-word individual report (70%)

Customer experience and enhancing service within the food and beverage and hospitality environment will be the focus of this module. Areas considered include: the development of a culture in a foodservice operation, strategies for building customer relationships, planning and designing the service experience, and the importance of employees and customers in the process.

Attention will also be paid to the impact of technology on the customer experience process, the management of demand and capacity in foodservice operations, measuring the quality of the service delivery system and the relationship between service and profitability.

Indicative syllabus

• Introduction to customer service 
• The customer: expectations and perceptions
• Strategies for building customer relationships
• Planning and designing the service experience
• The service experience interaction
• Technology and customer experience
• Managing demand and capacity
• The measurement and management of service delivery
• Service recovery
• The bottom line

By the end of this module, you will be able to:

• understand core concepts, models and theories in contemporary food service operations
• apply research and trend analysis in designing new service products, demonstrating awareness of the factors that influence customer expectations and perceptions of service
• evaluate and develop strategies used to build effective customer relationships, including consideration of the impact of service on profitability
• recognise and evaluate the factors involved in successful recovery from customer service failures
• appreciate the importance and the role of employees and customers in successful service delivery
• explore the impact of technological developments on customer service delivery.