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Level 5 Diploma in Tourism and Hospitality Management

Strategic Customer Experience Enhancement

THM505 · Tourism and Hospitality Customer Relationship Management — Week 11 of 16

CourseTHM505
Week11 of 16
SemesterII
TutorOnline in the course chat

This week’s topics

Strategic Customer Experience Enhancement

  1. SERVQUAL gap model application
  2. Service blueprinting and process re-engineering
  3. Personalisation through CRM analytics
  4. Implementation of continuous improvement plans
  5. The GAP Model for Service Quality Improvement
  6. APM Topic Explainer: Business process re engineering

What you will be able to do

  • 4.2 Recommend approaches to improve the customer experience in a selected tourist or hospitality organisation.

Activity

Start with this week’s 2 videos, then: Seminar, guided reading and a short written task: recommend approaches to improve the customer experience in a selected tourist or hospitality organisation.

Study materials

Videos

  • The GAP Model for Service Quality Improvement · YouTube · Wolters World · 11 min · for registered students
  • APM Topic Explainer: Business process re engineering · YouTube · ACCA Student Study Resources · 15 min · for registered students

Further resources

  • Principles of Marketing, ch. 11.3: The gap model of service quality · PDF · OpenStax, textbook chapter; pp. 386–390 · for registered students
  • Quality of airline service attributes: satisfiers and dissatisfiers · Reading · Reading, article · for registered students
  • Service Quality and Customer Satisfaction in the Post Pandemic World · Reading · Reading, article · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
Week 10Week 12
Course chat

Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

Open this week in the portal
Course plan
  • Week 1: Fundamentals of CRM in Tourism and Hospitality
  • Week 2: Cross-Functional Integration of CRM Systems
  • Week 3: Factors Influencing CRM Implementation
  • Week 4: Customer Decision-Making Models
  • Week 5: Determinants of Hospitality Consumer Purchases
  • Week 6: Relationship-Building and Loyalty Strategies
  • Week 7: Team Dynamics and Organisational Value
  • Midterm: Midterm evaluation
  • Week 9: Managerial Leadership in Team Development
  • Week 10: Monitoring and Measuring Guest Experience
  • Week 11: Strategic Customer Experience Enhancement
  • Week 12: Applying Tourism and Hospitality Customer Relationship Mana…
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
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