Tourism and Hospitality Customer Relationship Management

Course Description

This unit will provide in-depth knowledge of how to manage customer relations and customer service in the tourism and hospitality industry. The unit will be appropriate for supervisory and management staff to enable them to support their staff in providing excellent customer service in the workplace.

Course Objectives

This unit will provide in-depth knowledge of how to manage customer relations and customer service in the tourism and hospitality industry. The unit will be appropriate for supervisory and management staff to enable them to support their staff in providing excellent customer service in the workplace.

Key Topics

1. LO1: Know about customer relationship management in the tourism and hospitality industry.
2. LO2: Understand the nature of customer decision making.
3. LO3: Understand the importance of teamwork in the context of managing customer relations.
4. LO4: Understand how to effectively monitor and communicate levels of customer service.

Course Outline

Learning Outcomes

1. LO1 Know about customer relationship management in the tourism and hospitality industry.
2. 1.1 Explain the importance of customer relationship management to a tourism and hospitality business.
3. 1.2 Analyse the different functions within tourism and hospitality businesses that are linked to customer relationship management.
4. 1.3 Analyse the factors that influence customer relationship management in the tourism and hospitality industry.
5. LO2 Understand the nature of customer decision making.
6. 2.1 Explain approaches to customer decision making.
7. 2.2 Assess the factors that influence consumer purchase decisions in the tourism and hospitality industry.
8. 2.3 Analyse the different techniques and methods organisations can apply to increase customer relationships and customer loyalty.
9. LO3 Understand the importance of teamwork in the context of managing customer relations.
10. 3.1 Describe the characteristics of effective teams.
11. 3.2 Explain the importance to a tourism and hospitality business of effective team work.
12. 3.3 Discuss how tourism and hospitality managers can promote effective team working in their areas of responsibility.
13. LO4 Understand how to effectively monitor and communicate levels of customer service.
14. 4.1 Explain methods used to monitor and measure the customer experience.
15. 4.2 Recommend approaches to improve the customer experience in a selected tourist or hospitality organisation.