GEM-211 Customer Experience Management
(3 cr.)
Repeatable for Credit: No
Principles associated with managing the customer experience, satisfaction, and the employee engagement process. Focus on blend of technology, people and information needed to achieve a distinctive competitive advantage.
1. The Basics of Guest Experience and Defining Trends - What is ‘Hot’ (Objectives 1, 2, 4, 5, 6)
a. History, ages of change, and current status of guest experience in the United States.
b. The reasoning behind why guests share their poor experiences with others.
c. Describe the expectations of guests as they relate to hospitality.
2. Defining Guest Experience (Objectives 1, 2, 3, 4, 5, 6)
a. The guest experience principles.
b. Explain and apply the concepts of experience.
c. Illustrate the qualities of experience such as perishable, tangible, and nontangible.
d. Characterize guest expectations.
3. Customer Diversity: Providing Great Customer Experience Across Cultures (Objectives 1, 6)
a. Crafting the experience for customers with diverse backgrounds
b. Know your customer and seek out cultural-specific knowledge
c. Creating a workforce of diversity
4. Identify the proper hiring attributes. (Objectives 1, 2, 6)
a. Identify the attributes of successful hospitality candidates.
b. Contrast the importance and different views of training, managing, and developing.
c. Motivating and rewarding people
5. Customer Journey Touchpoints (Objectives 2, 3)
a. Define tools in guest experience before, during and after touchpoints of a guest’s experience
b. Touchpoints and their impact on guest satisfaction
6. Service Blueprint (Objectives 2, 3)
a. Defining a service blueprint as a structure process and procedures
b. Levels of a blueprint: on stage, front of house, behinds scenes and back of house
7. Defining Rating and Rankings/Certifications (Objectives 1, 2, 3)
a. Five Star, Five Diamond, Golf Rankings, Michelin, Quality in Rankings/Certifications
8. Problem Solving for Guest Experience (Objectives 1, 2, 4, 5, 6)
a. Contrast the expectations of guests and staff.
b. Red flags in the contradictions behind the premise “the guest is always right.”
c. The different types of problem guests and outline strategies for handling these problems.
9. Guest Experience of Food & Beverages (Objectives 2, 3, 4, 5)
a. Trends and experience in acholic and mocktail experience
b. Describe the staff positions involved in beverage experience.
c. Food experience styles classical dining, American fine dining, and casual dining experience.
10. Guest Experience of Lodging (Objectives 2, 3, 4, 5)
a. Recognize and understand terminology common to the guest experience experience.
b. Experiences for checking in and checking out a guest.
c. Identify the primary guest experience positions within a typical hotel.
11. Guest Experience of Events (Objectives 2, 3, 4, 5)
a. Identify and explain the different types of customers or attendees and their specific challenges as related to customer experience.
b. Measures to ensure quality experience during pre-event, event, and post-event activities
12. Guest Experience of Travel & Tourism (Objectives 2, 3, 4, 5)
a. The dynamics of tourism, as they relate to experience, in an in-depth manner.
b. Explain the changes in tourism and detail how it affects the experience of guests.
13. Guest Experience of Casinos (Objectives 2, 3, 4, 5)
a. Casinos as they relate to customer experiences
b. Identify and describe types of floor positions typical to casinos.
14. Survey Design Tools (Qualtrics) (Objectives 4, 5)
a. Compare and contrast experience quality external awards and certifications.
b. Construct a research assessment using appropriate quality tools and techniques.
c. Assess and improve a process properly using quality techniques.
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