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Workshop4-StrategicServicesMarketing.pptxWorkshop 4: Towards the Individual Assignment The Hillside Beach Club
24706 Strategic Services Marketing
Tutors: Dr. Alex Belli, Ass. Prof. François Carrillat
Mr Manjunath Padigar
Overview
Overview of Individual Assignment
Case study: the Hillside Beach Club
Question 1
Question 2
Assignment: Reminders & Tips
2
Overview of Individual Assignment
You have been hired as a strategic consultant by Ilkbahar and his team to advise on the best way to transfer HBC success story to the new location in Cyprus.
In other words, they want you to:
Identify what are the key factors that create a unique customer experience at the HBC and why these factors have been so effective to create business performance in Turkey. You will have to precisely define what is unique and positive about the current customer experience and why it has been a source of competitive advantage before you will be able to determine the factors that create it. These factors might be rooted: in the high level and constant standards of service delivery, the culture of service innovation in the name of customer experience, the capacity to adopt the customer viewpoint, the efficiency of the internal processes below the line of visibility in delivering superior experiences, and the design of the servicescape. Consider that it is probably the interrelations between these factors that play the most important role in producing the desired experience. Note that Ilkbahar and his team are less interested in the role of IT, promotion tools, and HR policy as factors of the customer experience; so you should focus on elements of the service scape (15 pts)
Which factors of the customer experience should be adapted to the Cyprus location? Why? To which extent? How? (15 pts)
In-class activity
Question 1
Diagnosis:
What is the signature customer experience at the HBC? (20 mins)
What are the key factors of this experience? (20 mins)
4
Case Study: the Hillside Beach Club
Question 1
A customer signature experience is defined at the intersection of 3 characteristics that should make it unique:
Function: what does the experience do for the customer?
Description: what is the context of the function?
Emotion: how is the function delivered?
The customer experience motto: How to capture the function, description and emotion of the experience in the consumption context with one sentence.
Case Study: the Hillside Beach Club
Question 1
Example
Function: immersion in potential home interiors
Description: for you and your family
Emotion: reassuring
IKEA customer experience motto: imagine the perfect interior for your family home and pick it up on your way
Case Study: the Hillside Beach Club
Question 1
| Customer experience component* | HBC attributes that tap into this component | Is it a source of competitive advantage |
| Sensorial | ||
| Emotional | ||
| Cognitive | ||
| Pragmatic | ||
| Lifestyle | ||
| Relational |
The key factors of the signature experience
(15 mins thinking time)
*: See definitions in: Gentile, C., and Spiller, N. & Noci, G. (2007). How to sustain the customer experience: An overview of experience component that co-create value with the customer, European Management Journal, 25(5), 395-410.
Case Study: the Hillside Beach Club
Question 2
Perform a SWOT analysis; 4 cells:
Strengths – are positive attributes internal to the organisation or situation that are within your control.
Weaknesses – are also internal factors within your control that may impede your ability to meet your objectives.
Opportunities – are external factors that the organisation or project should (or could) develop.
Threats – are external factors beyond your control that could place the project or organisation at risk.
Case Study: the Hillside Beach Club
Question 2
Perform a SWOT analysis; 4 cells (1 page):
Strengths – internal positive attributes that are controllable
Weaknesses – internal attributes that are obstacles to your objectives
Opportunities – external factors you should take advantage of.
Threats – uncontrollable external factors that can jeopardize the organization’s goal.
Case Study: the Hillside Beach Club
Question 2
Use the SWOT to answer question 2 by determining:
Can your strengths be used to make opportunities work for you?
Can you prevent weaknesses from limiting your ability to take advantage of opportunities?
Can strengths lower the risks from threats?
Can your weaknesses be managed to lower risks from threat?
Assignment: Tips & Reminders
Report content (1000 words max total): refer to the specific guidelines below rather than what is found in the assessments guidelines (they are general).
1) Synthesis and elaboration of in-class discussion (based on question 1): what is the unique customer experience and what are the factors that create it ? (15 points)
2) Which factors should be adapted to the Cyprus location why, to which extent and how? (15 points)
Assignment: Tips & Reminders
Make sure you justify all your answers based on elements from the case and/or concepts and discussion from workshops and lectures up to now and/or your general knowledge of business theory and models and/or your own business experiences (again well justified in how it is relevant for this case). It is fine to look for information outside what is provided in the case but it is expected that everything you need to solve the case is already included or can be found in the subject's material so far.
Consult rubrics in assessment guidelines
Use Canvas
Due date: 29th of April
