Module code BML207

Title Purple Goldfish and the Art of Service Experience [Revised]

Programme University of Chichester Business School

Level 5

Credits 15

ECTS* 7.5

Contact time 3hrs per week + tutorials

Acceptable for Mandatory for BA (Hons) Sustainable Tourism Management and BA (Hons) Event Management + option

Excluded combinations n/a

Mandatory/Optional Mandatory for BA (Hons) Sustainable Tourism Management and BA (Hons) Event Management + optional for Marketing and Business

Module Co-ordinator Dr Andy Clegg

Description Within increasingly competitive tourism and business environments, experience and service have become core elements of strategy, as businesses seek to improve the quality and competitiveness of products, services, and experiences they offer. Businesses have placed greater emphasis on service differentiation, the so called ‘Purple Goldfish’, where increasing emphasis is placed on meeting the needs of an increasingly quality conscious consumer market by adding value in service and experience. The aim of this module is to introduce students to the principles and practices related to the development and management of customer service strategies from which they can creatively deliver high quality customer experiences. Outline Syllabus & Teaching & Learning Methods A weekly programme will introduce the key themes of the module within which particular emphasis will be placed on student-directed activities and in-class discussion. For example, students will have the opportunity to gain ‘hands-on’ experience with the different tools and techniques that can be used to enhance service quality and the wider customer experience. Sessions focusing on quality circles, benchmarking, cause and effect diagrams (fish-bone diagrams) and flow charts will be inherently student-led. The discussion generated in these sessions will help students plan their fieldwork report/exercise, which will involve applying one of the tools or techniques identified to a specific business environment. For example, students could benchmark the museum environment of Fishbourne Roman Palace against local and regional competitors. It is also envisaged that as part of the programme students will have the opportunity to undertake ‘Welcome Management’, a one-day training programme that focuses on developing a customer service strategy. While not part of the formal assessment regime, it represents a distinct value-added component and a valuable addition to a student CV. Key areas in the module include:

• Defining quality and experience economy – concepts and approaches • Measuring quality and developing quality indicators • Developing customer service and experience strategies • Developing quality assurance systems • Developing a culture of continuous service improvement • Tools and techniques for experience enhancement • Benchmarking • Customer profiles, expectations and priorities • E-Service • Servicescapes – industry case studies

Intended Learning Outcomes How assessed**

On successful completion of this module students will be able to:

n Distinguish between the ways in which customer service, quality and experience have been defined and conceptualised

n Debate the factors influencing the emergence of experience and quality as management tools

n Practically apply the tools and techniques that can be used to critically assess customer service and to facilitate service enhancement

n Apply the key stages in developing a customer service strategy to support the customer experience for a specific business environment

n Communicate effectively in written and verbal form

n Display appropriate IT skills

Assessment (i) and (ii) Assessment (i) and (ii) Assessment (ii) Assessment (i) Assessment (i) and (ii) Assessment (i) and ii)

Assessment Scheme: Formative Weighting %

Students will receive support and guidance through in-class discussions on how to approach both aspects of their assessment. Students will be encouraged to reflect on the tools and techniques used in practical sessions to be utilised in the assessment.

0%

Assessment Scheme: Summative Weighting %

(i) Team Experience and Service Strategy Pitch (1,750 word equivalent)(approx. 5-10 minutes per student) based around a synoptic exercise relating to aspects of customer service and experience strategies.

In determining an individual student mark for the team-based assessment, appropriate processes will be adopted that enable both the collaborative and individual student contribution to be assessed. Detailed guidance to the processes adopted will be provided to students and approaches adopted will reflect Assessment Standards Knowledge exchange (ASKe) best practice in relation to group work assessment.

(ii) Experience Enhancement Pitch [Team Presentation]:

n Structure, content and succinctness of the pitch

n Appropriate application and relevance of customer service and experience management principles in relation to the assessment brief

n Evidence of best practice case studies and accurate referencing to the academic literature using appropriate conventions

n The use and quality of visual aids to support the pitch

Fieldwork report/exercise (2,450 word equivalent), utilising tools and techniques discussed during the module (for example, a benchmarking exercise, quality/experience audit or customer satisfaction survey) in the context of a specific tourism, business or event environment. Students will work in small teams to complete the fieldwork exercise but will be asked to submit an individual report.

Assessment Criteria:

n Clear and logical structure making reference to the key deliverables outlined in the assessment brief

n Appropriate use and application of tools and techniques used to measure and improve service quality and experience

n Ability to convey results of fieldwork accurately and succinctly using appropriate formats in line with the requirements of the assessment brief

n Evidence of engagement with the academic literature and use of accurate referencing conventions

30%

70%

Reassessment Scheme Weighting %

Fieldwork report based an audit of a new attractions environment.

Assessment Criteria:

n Clear and logical structure making reference to the key deliverables outlined in the assessment brief

n Appropriate use and application of tools and techniques used to measure and improve service quality and experience

n Ability to convey results of fieldwork accurately and succinctly using appropriate formats in line with the requirements of the assessment brief

n Evidence of engagement with the academic literature and use of accurate referencing conventions

100%

Indicative Reading Lists/Key Texts/Websites/other resources Bell, C. Zenuke, R. and Zielinski, D. (2007) Managing Knock Your Socks Off Service, ACACOM, New York.

CLARK, R. (2015) Move Your Bus, Simon and Schustrer, London.

Drummond, S. and Yeoman, I. (2001) Quality Issues in Heritage Visitor Attractions, Butterworth Heinemann, London.

Fornell, C. (2009) The Satisfied Customer, Blackwell, London.

Francis, N. (2010) Tourist Customer Service Satisfaction – An Encounter Approach, Routledge, London.

Goodman, A. (2009) Strategic Customer Service, ACACOM, New York.

Gronroos, C. (2007) Service Management and Marketing: Customer Management in Service Competition, Wiley, Chichester.

Harris, E. (2010) Customer Service – A Practical Approach, Fifth Edition, Pearson, London.

Hill, N. and Brierley, J. (1999) How to Measure Customer Satisfaction, Gower, Aldershot.

Hill-Wilson, M. and Blunt, C. (2010) Delivering Effective Social Customer Service, Wiley, Chichester.

Hudson, S. (2013) Customer Service for Hospitality and Tourism, Goodfellow, Oxford.

Hyken, S. (2009) The Cult of the Customer, Wiley, Chichester.

Kandampully, J., Mok, C. and Sparks, B. (2001) Service Quality Management in Hospitality, Tourism and Leisure, Haworth Clinical Practice, London.

Motwani, G. and Sower, E. (2006) Benchmarking in Services, Emerald Group Publishing, London.

Phelps, S. (2012) What’s Your Purple Goldfish? How to Win Customers and Influence Word of Mouth, 9-Inch Marketing, United States.

Tisch, J. and Weber, K. (2009) Chocolates on the Pillow Aren’t Enough – Reinventing the Customer Experience, Wiley, Chichester.

Toman, N. and Delisi, R. (2013) The Effortless Experience - Conquering the New Battleground for Customer Loyalty, Penguin Books, London.