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Unit 2 Managing the customer experience HND TTM UKCBC

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Assignment Brief

Qualification Pearson BTEC Level 5 Higher National Diploma in International Travel and Tourism Management
Unit 2 Managing the Customer Experience
Level 4
Unit code D/616/1789
Credit value: 15
Academic year 2019/20
Block start date 30th September 2019
Issue date 07th October 2019
Submission date 2nd December 2019 – 11:59am
Lectures     and     formative feedback 10 Weeks
Guided Learning Hours 60
Module Leader

This document is the product and property of the UK College of Business and Computing and therefore may not be: shared with any external third party; reproduced in full or in part; or used in any other related manner whatsoever, without prior expressed written permission. This statement is for the attention of students, staff and external parties. In the case of copyright infringement, legal action will be exercised.

Assignment title Enhancing the customer experience; a case study of TUI
Purpose of this assignment:
On completion of this unit, students will be able to understand the needs and expectations of market segments, the customer experience map, the impacts of digital technology in customer relationship and effective customer experience management within a service sector.
Unit Learning Outcomes:
Explain the needs and expectations of market segments for the service industryExplore the customer experience map to create business opportunities and optimise customer touch pointsInvestigate the impacts of digital technology in customer relationship managementApply effective customer experience management within a service sector business to maximise customer engagement.
Submission format
Part 1 – Individual presentation   This submission is in the form of an individual 15-minute presentation using the relevant software, with 5 minutes allocated for questions. The presentation slides and speaker notes should be submitted as one copy. Students are required to make effective use of Microsoft® PowerPoint headings, bullet points and subsections as appropriate. Research should be referenced using the Harvard referencing system. Students should also provide a bibliography using the Harvard referencing system. The recommended length is 1500–2000 words, including speaker notes, although students will not be penalised for exceeding 2000 words. You will also present the customer experience map. This is a visually engaging infographic that illustrates the stages of the customer journey and should include the building blocks of Doing, Thinking and Feeling.   Part 2 Article for publication This submission is in the form of a written article for publication. The article for publication should be professional in style and presentation format and emphasise key points concisely, using tables, charts, bullet points and/or headings. The recommended word limit is 1,000 words, although you will not be penalised for exceeding the total word limit.   Part 3 individual written report This submission is in the form of an individual written report. This should be written in a concise, formal business style using single spacing and font size 12. You are required to make use of headings, paragraphs and subsections as appropriate, and all work must be supported with research and referenced using the Harvard referencing system. Please also provide a bibliography using the Harvard referencing system. The recommended word limit is 1,000 words, although you will not be penalised for exceeding the total word limit.

Assignment

Overall Scenario and Activity:

TUI is the world’s leading integrated tourism group. The broad portfolio gathered under the Group umbrella consists of strong tour operators, 1,600 travel agencies and leading online portals, six airlines with around 150 aircraft, over 380 hotels, 17 cruise liners and many incoming agencies in all major holiday destinations around the globe. It covers the entire tourism value chain under one roof that will deliver a consistent contemporary service to every single customer. This integrated offering enables TUI to provide our 27 million customers with an unmatched holiday experience in 180 regions. A key feature of TUI’s corporate culture is global responsibility for economic, environmental and social sustainability. For more information visit https://www.tuigroup.com/en-en

You are working as an assistant marketing and sales manager for TUI based at Luton the United Kingdom. You have been asked by the marketing and sales manager to organise a training event for new employees joining the marketing and sales department and you have been asked to help with the induction programme.

Part 1

Prepare a presentation entitled ’The value and importance of understanding the needs, wants and preferences of target customer groups for tour operating services’.

  1. You will give a 15 minutes presentation to the new team members;
    1. An explanation of the value and importance of understanding the needs, wants and preferences of target customer groups for the tour operations industry.
    1. An exploration of the different factors that drive and influence customer engagement of different target customer groups within TUI Group.
    1. A review of how customer engagement factors determine customer onboarding strategies for different target customer groups within TUI and,
    1. An evaluation of the drivers of customer engagement across a broad range of different target customer groups.
  1. As part of the presentation, you will also create a detailed customer experience map for the organisation TUI to generate business opportunities and optimise customer touch points.

This map should:

  • Fully document the customer’s journey from the first contact with the organisation to exit.
    • Identify all of the touch points when customers interact with the business.

In presenting the customer experience map you will need to discuss and analyse the activities and actions taken at each customer touch point and draw conclusions as to how the organisation can optimise each of the customer touch points to influence the behaviour, responses and actions of its staff to enhance the customer experience.

Part 2

As an assistant marketing and sales manager, you have been asked by the Regional Manager to write an article for publication providing specific examples on how digital technology is employed in managing the customer experience, and critically evaluating the advantages and disadvantages of Customer Relationship Management (CRM) systems used by TUI businesses for acquiring and retaining customers. You should provide a suitable title for your article. Specifically, the article should include the following:

  • An examination of how digital technology is employed in managing the customer experience within the service sector, providing specific examples of customer relationship management (CRM) systems used by TUI Group.
  • An evaluation of how digital technologies employed in managing the customer experience within the service sector are changing CRM systems to effectively acquire and retain customers and,
  • A critical evaluation of the advantages and disadvantages of CRM systems used in service sector businesses for acquiring and retaining customers.

Part 3

As an assistant marketing and sales manager, you have been asked by the Regional Manager to write a report showing how customer services strategies are used to maximise customer engagement and evaluating the delivery of customer service strategies and communication at TUI. You should provide a suitable title for your report.

Specifically, the report should include the following:

  • An illustration of customer service strategies in the tour operating industry and TUI Group
  • A demonstration of how customer service strategies create and develop the customer experience in a way that meets the needs of the customer and required TUI business standards
  • A review of the application of customer service strategies of a specific service sector organisation in creating the customer experience, and make recommendations for improvement and,
  • An evaluation of the delivery of customer service strategies and communication, justifying and making valid recommendations for improvement in order to develop a quality customer experience.

HND Assignments

Please note you are expected to stick to the assignment brief in full.

Good luck.

End of Assignment

Learning outcomes and Assessment criteria (please note these are not the questions they are for evidence purpose only)

Pass Merit Distinction
LO1 Explain the needs and expectations of market segments for the service industry     D1 Evaluate a broad range of different target customer groups’ needs and expectations in terms of customer engagement for a service sector organisation
P1 Explain the value and importance of understanding the needs, wants and preferences of target customer groups for a service sector industry P2 Explore the different factors that drive and influence              customer engagement of different target customer groups within a service sector organisation M1 Review how customer engagement                             factors determine customer on- boarding strategies for different target customer groups within a service sector organisation
LO2 Explore the customer experience map to create business opportunities and optimise customer touch points D2 Analyse how a service sector organisation can optimise each of the customer touch points to influence the behaviour, responses and actions of its customers to enhance the customer experience
P3 Create a customer experience map for a selected service sector organisation P4 Discuss how the customer touch points throughout the customer experience create business opportunities for a selected service sector organisation M2 Create a detailed customer experience map that charts the customer journey model and examines the activities and actions taken at each customer touch point to create business opportunities for a selected service sector organisation
LO3 Investigate the impacts of digital technology in customer relationship management D3 Critically evaluate the advantages and disadvantages of CRM systems used in service sector businesses for acquiring and retaining customers
P5 Examine how digital technology is employed in managing the customer experience within the service sector, providing specific examples of customer relationship management (CRM) systems M3 Evaluate how digital technologies employed in managing the customer experience within the service sector are changing CRM systems to effectively acquire and retain customers
LO4 Apply effective customer experience management within a service sector business to maximise customer engagement D4 Evaluate the delivery of customer service strategies and communication, justifying and making valid recommendations for improvement in order to develop a quality customer experience
P6 Illustrate customer service strategies in a specific service sector context P7 Demonstrate how customer service strategies create and develop the customer experience in a way that meets the needs of the customer and required business standards M4 Review the application of customer service strategies of a specific service sector organisation in creating the customer experience, and make recommendations for improvement

Assessment decisions:

To achieve a Pass, a student must have satisfied all the Pass criteria for the Learning Outcomes, showing coverage of the unit content and therefore attainment at Level 4 of the national framework.

  • To achieve a Merit, a student must have satisfied all the Merit criteria (and therefore the Pass criteria) through high performance in each Learning Outcome.
  • To achieve a Distinction, a student must have satisfied all the Distinction criteria (and therefore the Pass and Merit criteria), and these define outstanding performance across the unit as a whole.

Submitting your assignment

You will submit your assignment on time to the appropriate submission link on the Ulearn. The assignment should be in a single word document. Your assignment should be uploaded on the Ulearn through Turnitin Assignment submission section. It is advisable to use the Turnitin Plagiarism checker before uploading the final piece of work.

Guidelines for making an oral presentation:

  1. This is an individual presentation.
  2. You are expected to prepare a PowerPoint Presentation lasting no more than 15 minutes approximately 15 slides with presentation notes.
  3. Your assessor will allocate you a set time and date for your presentation.
  4. Your assessor may ask you questions during or after your presentation.
  5. A copy of your presentation, along with any notes or handouts and observation record, must be uploaded to the Ulearn along with your written assignment as one file. You need to convert the PPT presentation and notes into a word document. Further guidance will be provided in class and on the Ulearn.
  6. Your assessor may be joined by another member of the academic team to observe your presentation.
  7. Please contact your assessor or Programme Leader if you have any questions or concerns regarding your presentation.

‘Academic Misconduct’ Statement:

‘Academic Misconduct’ is a term used to describe a deliberate attempt by a student to take unfair advantage over other students to undermine the quality, standards and credibility of the programmes and qualifications offered by UKCBC. Academic Misconduct includes: plagiarism; collusion; falsification; replication; cheating; bribery; and impersonation. A student suspected of Academic Misconduct will be investigated by the College and appropriate action will be taken.

‘Contract Cheating’ Statement:

‘Contract Cheating’ is defined by the Quality Assurance Agency (QAA) as occurring when, “a third party completes work for a student who then submits it to an education provider as their own, where such input is not permitted.” Such third party companies have become known as ‘essay mills’, and it is the responsibility of students to avoid contact and association with such third party companies throughout their entire period of study. A student suspected of Contract Cheating will be investigated by the College and appropriate action will be taken.

Glossary of commonly used academic words

  Analyse   Present the outcome of methodical and detailed examination either: breaking down a theme, topic or situation in order to interpret and study the interrelationships between the parts and/orof information or data to interpret and study key trends and interrelationships Analysis can be through activity, practice, written or verbal presentation
  Apply   Put into operation or use Use relevant skills/knowledge/understanding appropriate to context
  Arrange   Organise or make plans
  Assess   Offer a reasoned judgement of the standard/quality of a situation or a skill informed by relevant facts
  Calculate   Generate a numerical answer with workings shown
  Communicate   Convey ideas or information to others Create/construct skills to make or do something, for example a display or set of accounts
  Compare   Identify the main factors relating to two or more items/situations or aspects of a subject that is extended to explain the similarities, differences, advantages and disadvantages This is used to show depth of knowledge through selection of characteristics
  Compose   Create or make up or form
  Create/ Construct   Skills to make or do something, for example, a display or set of accounts
  Critically analyse   Separate information into components and identify characteristics with depth to the justification
  Critically evaluate   Make a judgement taking into account different factors and using available knowledge/experience/evidence where the judgement is supported in depth
  Define   State the nature, scope or meaning
  Demonstrate   Show knowledge and understanding
  Describe   Give an account, including all the relevant characteristics, qualities and events
  Design   Plan and present ideas to show the layout/function/workings/object/system/process
  Determine   To ascertain or decide something based on evidence and facts
  Develop   Grow or progress a plan, ideas, skills and understanding
  Differentiate   Recognise or determine what makes something different
  Discuss   Consider different aspects of a theme or topic, how they interrelate, and the extent to which they are important
  Evaluate   Work draws on varied information, themes or concepts to consider aspects, such as: strengths or weaknessesadvantages or disadvantagesalternative actionsrelevance or significance Students’ inquiries should lead to a supported judgement showing relationship to its context. This will often be in a conclusion. Evidence will often be written but could be through presentation or activity
  Examine   Look at something in detail. You may be expected to ‘critically evaluate’ it as well.
  Explain   To give an account of the purposes or reasons
  Explore   Skills and/or knowledge involving practical research or testing
  Identify   Indicate the main features or purpose of something by recognising it and/or being able to discern and understand facts or qualities
  Illustrate   Make clear by using examples or provide diagrams
  Indicate   Point out, show
  Interpret   State the meaning, purpose or qualities of something through the use of images, words or other expression
  Investigate   Conduct an inquiry or study into something to discover and examine facts and information
  Justify   Students give reasons or evidence to: support an opinionprove something is right or reasonable
  Outline   Set out the main points/characteristics
  Plan   Consider, set out and communicate what is to be done
  Produce   To bring into existence
  Reconstruct   To assemble again/reorganise/form an impression
  Report   Adhere to protocols, codes and conventions where findings or judgements are set down in an objective way
  Review   Make a formal assessment of work produced The assessment allows students to: appraise existing information or prior eventsreconsider information with the intention of making changes, if necessary
  Show how   Demonstrate the application of certain methods/theories/concepts
  Stage and manage   Organisation and management skills, for example, running an event or a business pitch
  State   Express
  Suggest   Give possible alternatives, produce an idea, put forward, for example, an idea or plan, for consideration
  Summarise   Draw out the main points, omitting detail and examples.
  Undertake/ carry out   Use a range of skills to perform a task, research or activity