Pearson BTEC Level 5 Higher National Diploma in Hospitality Management (RQF)- coordinate and manage communication between guests and the hotel to ensure seamless operation, SUSS,, Singapore

UNIT LEARNING OUTCOME:

• LO1 Explain the needs and expectations of market segments for the service industry
• LO2 Explore the customer experience map to create business opportunities and optimize customer touchpoints

ASSIGNMENT BRIEF AND GUIDANCE

You and your colleague (two persons to a team) are guest relations executives in the Four Seasons Hotel (or a hotel of your choice). Your role is to coordinate and manage communication between guests and the hotel to ensure seamless operation and to continuously assess guest satisfaction to maintain and improve service and product quality to the highest standards. Recently, several new employees have joined the Hotel and in order to introduce them to their roles you have been asked to help with the induction programme. Your task is to produce and present a presentation entitled ’The value and importance of understanding the needs, wants and preferences of target customer groups for hospitality services’.

This presentation will:

1. Summary background information (example: locations, rating, customers types, services, facilities) of Four Seasons Hotel (or a hotel of your choice)
2. Identify and explore the various different factors that drive and influence customer engagement of different target customer groups within Four Seasons Hotel (or a hotel of your choice)
3. Evaluate a broad range of target customers groups’ needs and expectations for customer engagement of the Four Seasons Hotel, reviewing how these factors determining on-boarding strategies used for the different target customers while explaining the importance of understanding the needs, wants and preferences of the specific target customer groups.
4. Analyse how the Four Seasons Hotel (or a hotel of your choice) can optimise each of the customer touchpoints to influence the behaviour, responses and actions of its customers in enhancing the customer experience by creating a customer experience map that charts the customer journey model.
5. Examine and discuss the activities and actions taken at each customer touch point that creates business opportunities for the Four Seasons Hotel (or a hotel of your choice)
6. A short Q&A session (5 minutes)